Managing ConversationsSearch Engine Strategies, San Jose 2009
Liana Li Evans,Director of Social Media
Howd We Get Here?
Not Important Your Message
And These Are All.
New Signals To Search Engines
Whos In Your Audience?
Whos Using Social Media
Thinks Its All Generation Y?
3 OUT OF 4 AMERICANS USE SOCIAL TECHNOLOGY
Forrester, The Growth Of Social Technology Adoption, 2008
Different Types of Social Media
But..Theres Always a But..
Without A Strategy, Social Media Marketing Can Be a Lot Like This
Tactics in the absence of strategy is no better than doing nothing at all
Identify & Define Success
Monitoring & Measuring
Radian6 Meltwater TrackUR Techrigy Google Alerts Google Analytics Coremetrics Omniture ClickTracks
Social Medias Different
click to purchase is very rare in Social Media, so other measurement is needed
InvolvementCustomers first point of agreed upon contact.
Visit to websiteSign up for email notificationSubscribe to RSSBecame a community member
Measuring InvolvementWeb AnalyticsReferral traffic to site from social media sitesThe Other Stuff (Manual)Subscribers to email lists or RSSHow many friends/fans you have# of new community member signupsAverage # of posts per forum member
InteractionThe people like you Or maybe notConversations about youThreads in forums & message boardRequests for more informationUser Generated Content (UCG) about you
Measuring InteractionWeb Analytics & MonitoringTransactional Data They bought somethingRequested more informationConversation Data# of conversations about youSentimentThe Other Stuff (Manual)Number of comments or reviewsHow much UCG was submittedReplies to forum threads
IntimacyVisitor has an opinion based on their experience with youPost product or service reviewsBlog posts reviewsCreate UCG such as videos, photos, podcastsForums threads dedicated to youFan/Hate groups dedicated to you
Measuring IntimacyBuzz MonitoringRadian6, TechrigyRecommendation ConversationsSentimentCustomer Feedback DataThe Other Stuff (Manual)Number of comments to UCGNumber of up/down votesNumber of stars on ratingsNumber of reviews
InfluenceAudience members form an opinion based on other community membersSentiment of conversationsInteraction about youPropagation of your media
Measuring InfluenceBuzz MonitoringRadian6, MeltwaterCustomer Feedback Data (How did they hear about you?)The Other Stuff (Manual)Whos Talking About You?Technorati RankingInfluence of Community Member
Different Things to MeasureSocial News (Digg, Reddit, Mixx, Etc)Number of Votes, CommentsTraffic to Media SubmittedSocial Sharing (YouTube, Flickr, Etc)Number of Views, Ratings, Embeds, Links, FavoritesSocial NetworkingNumber of Fans, Friends, Group MembersComments on walls, postings, media
Different Things to MeasureTwitterNumber of FollowersRetweetsBlogsSubscribersComments to PostsForums & Message BoardsNumber of MembersPosts to Members, Replies to Posts
Re-Evaluate & Tweak Goals
Dont Fall In LoveIf It Doesnt Work Stop Doing It! Tim OReilly, OGI Keynote 7/21/09
SummaryUnderstand Whos In Your AudienceUnderstand What Your Audience Does in Social MediaDefine Your Goals Whats Success, Whats FailureWhat are You Going to Measure & MonitorPlan Your StrategyEvaluate, Revaluate, Tweak.. Wash Rinse .. Repeat
ContactLiana Li EvansDirector of Social MediaSerengetiCommunications.comSocial Convesations.com
Available Thursday: Measuring Social Media WPhttp://email@example.com