Social Media Metrics

Social Media Metrics

Reach

Engagement

Influence

Adequacy

Social Media

Metrics


Summary

1. Introduction

2. Metrics and Social Media Elements

3. Social Media Metrics: some approaches

4. Metrics for Social Media Communication

5. Tools

6. References

* Click to view the portuguese version of this presentation / Clique para ver a versão em

português dessa apresentação

http://www.slideshare.net/papercliq/metricas-para-midias-sociais-no-marketing-politico


1. Introduction


Introduction

Contemporary WEB is defined by:

• Content sharing;

• User generated content – text, video, photo etc;

• Sociability;

• Active reception;

• Reconfiguration of formats and social practices;

• Media convergence;

• Popularization of Social Media.


Behavior on the internetFonte: Power to the People da Universal McCann (UM)

Content sharing on the Internet has reached a prominent role in daily life of

Internet users:

• 63% created a profile on a social network site;• 57% manage a profile on a social network site;• 76% upload photos;• 33,1% upload videos;• 29,1% keep a blog;• 71% read blogs.

Introduction


Introduction

Definition – Social Network Sites

by: Danah Boyd e Nicole Ellison

web-based services that allowindividuals to (1) construct a public orsemi-public profile within a boundedsystem, (2) articulate a list of other userswith whom they share a connection, and(3) view and traverse their list ofconnections and those made by otherswithin the system.

“


Introduction

Definition – Social Media

by: Andreas Kaplan e Michael Haenlein

a group of Internet-based applicationsthat build on the ideological andtechnological foundations of Web 2.0,which allows the creation and exchange ofuser-generated content.”“


These technologies and online practices could be used by individuals and/or organizations to spread content, opinions, ideas, experiences and perspectives...

Introduction


Behavior on the InternetFonte: Power to the People da Universal McCann (UM)

From 2006 to 2009 there has been increasing in virtually all activities involving social media

The five activities that grew most were:

1. Watch video clips online;2. Listen to live radio/audio online;3. Create a profile on a social network;4. Read blogs;5. Upload photos to a photo sharing site.

Introduction


Five sites most visited by brazilian Internet users:Fonte: ComScore

1º Google Brasil

2º Orkut

3º Google

4º YouTube

5º Window Live Mail

Introduction


2. Metrics and Social Media

Elements


Metrics

“A metric is a measuring system that

quantifies a trend, dynamic, or

characteristic. In virtually all disciplines,

practitioners use metrics to explain

phenomena, diagnose causes, share

findings, and project the results of future

events.”

por Paul Farris; Neil Bendle; PhillipPfeifer; David Reibstein.


Why to measure?

› Determine financial return;

› Accountability;

› Demonstrate value and impact;

› Assessing resource need;

› Test hypothesis.

(Amber Naslund)



Ups:

› Data persistence;

› Data searchability;

› Public information;

› APIs;

› Several levels of measurement.



Downs:

› Differences betwees social media sites;

› Inconsistent terminology.


Profile / Page Connections Content

Social Media Elements






Profile/Page› Demographics

› Expertise

› Bias

› Freshness

› Credibility

› Number and Rate of Connections



› Direction

› Initiation

› Emphasis

Connections



Content› Density

› Valence

› Proximity

› Attribution



Categorias

CATEGORY KEY EXAMPLES

Social Network Sites Orkut, Facebook, LinkedIn, Ning, Elgg

Social Bookmarking Delicious, Dihitt

Blogs Blogspot, Wordpress, Tumblr

Microblogging Twitter, Plurk

Content Sharing YouTube, Flickr, Videlog, Vimeo, Picasa

Cultural Consumption Skoob, Last.fm, Filmow, O Livreiro

Wikis Wikipedia, Twiki

Geolocalization Google Maps, Foursquare, Gowalla


Data

Quantitative Data

Qualitative Data

ANALYSIS


Quantitative Data

Profile• Scraps• Friends• Communities• Fans• Videos• Photos• Mutual Friends• Mutual Communities


Community• Members• Creation Date• Last Topic• Related Communities

Quantitative Data


Promote• Views• Promotions• Click• Trashes• Promoters

Quantitative Data


Topic• Creation Date• Posts• Last Post Date

Quantitative Data


Profile• Folllowing• Followers• Tweets• Most Recent Tweet • Lists

Quantitative Data


Tweet• Retweets• Replies

Quantitative Data


Profile• Contacts• Groups• Testimonials• Joined

Quantitative Data


Photo Gallery• Number of Photos• Number of Albums• Pro / Free

Quantitative Data


Videos• Views• Likes / Dislikes• Comments

Quantitative Data


MyBarackObama• Eventos Hosted• Events Attended• Calls Made• Doors Knocked• Number of blog posts• Amount Raised• Groups Joined

Quantitative Data


3. Social Media Metrics: some

approaches


Pólvora

› Awareness

› Influence

› Engagement


Pólvora

› Awareness

• Page Views• Unique Visitors• Posts / Topics• Number of Groups• Average Time• New Visitors• Repeat Visitors• Traffic Sources• Leads• Evaluation of visitors:geographic, language,bounce rate etc.

› Influence

• Ratings / Rankings• Referrals• Members• Connections

› Engagement

• Comments and Trackbacks• Filled Profiles• Active Members• Means• Mentions• Frequency of Publication• Favorites


IAB – Social Media Ad Metrics Definitions

› Social Media Sites: 09 metrics;

› Blogs: 12 metrics;

› Applications / Widgets: 09 metrics.


IAB

› Social Media Sites

• Unique Visitors• Cost per Unique Visitors• Page Views• Visits• Return Visits• Interaction Rate• Time Spent• Video Installs• Relevant actions taken

› Blogs

• Conversation Size• Site Relevance• Author Credibility• Content Freshness andRelevance

› Widgets and Applications

• Installs• Active Users• Audience Profile• Unique User Reach• Growth• Influence• Application/Widget Installs- User• Active Users• Longevity/Lifecycle


Razorfish - Fluent

› Net Sentiment

› SIM Score (Social Media Index Score)


› Net Sentiment for the Brand

• (Positive + Neutral Conversations – NegativeConversations) / Total Conversations for the Brand

› Net Sentiment for the Industry• (Positive + Neutral Conversations – NegativeConversations) / Total Conversations for the Industry

› SIM Score

• Percentage of positive conversations for the brand in relation to the total conversations for the industry.

Razorfish - Fluent


› Social Currency

› Brand Performance

Vivaldi|Partners


› Social Currency

• Affiliation• Conversation• Utility• Advocacy• Information• Identity

› Brand Performance

• Quality Perception• Brand Trust• Recommendation

Vivaldi|Partners


Vollmer & Precourt

› Traditional Metics

› Behavior-specific and Action-focused

› New Media


› Traditional Metrics

• Reach, frequency, andtraditional gross ratingpoints• Demographics• Brand metrics

› Behavior-specific and Action-focused

• Engagement• Quality and concentration of audience• Impact on purchase behavior• Actual Viewership

Vollmer & Precourt

› New Media

• Demographics > Behaviors, Interests• Impressions > Engagement, Actions• Platform-specific > Campaing-specific• Usage/Segmentation > Purchase Funnel• Estimate > Census


Radian6 (a)

› Activity and Engagement

› Reveny and Biz Dev

› Cost Savings

› Awareness and Value


Radian6 (a)

› Activity and Engagement

• Members• Posts/Threads• Comments or Ideas• Inbound Links• Tags, Votes, Bookmarks• Active Profiles• Referrals• Post Frequency/Density

› Revenue and BizDev

• Speed of sales cycle

• Number/% of repeat biz• % customer retention• Transaction value• Referrals• Net new leads• Cost Per Lead• Conversions from community


› Awareness and Value

• Brand loyalty/affinity• Media placements• Share of Conversation• Sentiment of Posts• Net Promoter Score• Interaction with Content• Employee Social Graphs

› Cost Savings

• Issue Resolution Time

• % of issues resolved online• Account turnover• Employee turnover• Hiring/Recruiting • Training costs• New Product Ideas• Development cycle time• Product/Serv Adoption Rate

Radian6 (a)


Radian6 (b)

• Exuberance

• Attention span

• Ressonance

• Reverberation

• Bucket Volume

• Potential

• Infatuation

• Repetition

• Activation

• Conversation

• Engagement


Radian6 (b)

• ExuberanceThe monthly count of twestimonials &

positive posts

• Attention spanAverage span of time a post is

retweeted & commented on

• RessonanceThe total volume of “in sync”

conversation around an idea

• ReverberanceThe total volume of inbound linking

and generations of retweetingof a post

• Bucket VolumeCompare the monthly counts of post

types (ie. complaints, referrals etc…)

• PotentialCompare the monthly counts of point

of need declarations & estimatedrevenue/closed

• InfatuationScore of the relative direction of

inbound & outbound links/tweets betweensources. Score of the relative direction ofinbound & outbound links/tweets betweensources.

• RepetitionAverage times per month

a source inbound links/retweets yourcontent

• AtivationThe monthly total of new sources that

have shared your positive content.

• ConversationThe total monthly relative share of

conversation vs. competitors

• EngagementThe amount of repeat commenting &

length of those comments


Radian6 (c)

› Awareness | Attention | Reach

› Leads | Conversions | Sales

› Cost Savings


› Product Spending

› Loyalty

› Propensity to Recommend

› Brand Affinity

› Media Value

› Acquisition Cost

Syncapse/Hostpex


› Engagement

• Involvement

• Interaction

• Intimacy

• Influence

Forrester Research


› Dialog

› Advocacy

› Support

› Innovation

Lovett & Owyang


Lovett & Owyang

› Dialog

• Share of Voice• Audience Engagement• Conversation Reach

› Advocacy

• Percent Active Advocates• Advocate Influence• Advocacy Impact

› Support

• Issue Resolution Rate• Resolution Time• Satisfaction Score

› Innovation

• Topic Trends• Sentiment Ratio• Idea Impact



Bain/IAB

• Brand Awareness• Purchase Intention• Likelihood to Recommend• Favorability• Conversion Rates• Recall• Click through• Unique Visitors• Message association• Ad impressions/views• Time spent on page• Interaction rate• View through• Engagement Time


Bain/IAB


Online Media

Owned Media Earned Media Paid Media

- Candidate’s Site- Party’s Site- Official Profiles- Official Content- ...

- News- Posts- Conversations- Communities / Groups- Pages / Wikis- Forwarded Emails- ...

- Banners- Sponsored Links- Sponsored Posts- ...


Owned Media Earned Media Paid Media*

- Candidate’s Site- Party’s Site- Official Profiles- Official Content- ...

- News- Posts- Conversations- Communities / Groups- Pages / Wikis- Forwarded Emails- ...

- Banners- Sponsored Links- Sponsored Posts- ...

Online Media for Political Campaigns

* According to brazilian law,

paid media can’t be used in

online political campaigns


4. Metrics for Social Media

Communication


Process of Planning Social Media Communication

StrategicPlanning

ContentProduction

Relationship

Monitoring


Process

StrategicPlanning

› Evaluation of previous traits of candidate

› Analysis of macro environment

› Selection of social media sites

› Schedule guiding


Process

ContentProduction

› Social Media Optimized profiles

› Production of textual, imagery and audiovisual content

› Selection, editing and recommendation of third party content

› Personal expressions


Process

Relationships

› Selection of connections

› Selection of hubs

› Thanks and feedbacks

› Responses to comments, questions

and criticisms

› Identifying key users and public

› Fomenting participation


Process

Monitoring

› Environmental analysis

› Monitoring of mentions to the candidate and key allies

› Monitoring of mentions to the competitors

› Monitoring of key themes and threads

› Sentiment Index

› Spotting advocates, detractors and repeat emitters



Reach is related to the degree of

effective dissemination of certain content or to degree of potential

spread that a single profile has in the network.

Engagement is related to the

degree of participation and involvement of a specific profile or group of users to a theme or subject

Influence is related to the

degree of attention and mobilization that a certain profile can generate in others users.

Adequaçy refers to the degree of

proximity that given content has in relation to the desired characteristics

and values


1) Customer Context;

2) Current Practices in Social Media;

3) Emphasis;

4) Types of Metrics;

5) Collection Tools;

6) Analysis.

Steps


Customer Context

• Strengths and Weakness;

• Threads and Opportunities;

• Competition;

• Target Audience;

• General Objectives of Communication;

• Marketing Strategy.


Current Practices in Social Media

• Select which social media sites will be used in the campaign;

• Evaluate the current phase of the management of social media : 1. Strategic Planning; 2. Content Production; 3. Relationships; 4. Monitoring;

• Identify the actual use of social media by team and key people: publishing frequency, type of content, type of relationship, social media performance etc.


Emphasis

• Based on information obtained about the client and taking into account the type of work in social media, it's time to define desired information

• With the objectives defined, the next step is to identify what you want to discover and check through the metrics within each of the areas :

• Influence;• Engagement;• Reach;• Adequacy.


Types of Metrics

• Considering the previous items, the next step is to define which metrics are appropriate. The choice of metrics varies on a number of criteria such as:

- Social Media Site; - Previous Social Media Performance;- Desired Information;- Measurable Data: quantitative x qualitative.

• Definir conjunto de métricas de acordo com as particularidades das mídias sociais.


Collection Tools

• Define Tool: identify which tools make possible the information you want to collect;

• Methodology: How tools will be used? In what period? How will data be stored?

• Data collection.


Analysis

• From the quantitative and qualitative data, one should interpret the information;

• Think metrics according to every part of the objectives

to be achieved;

• Apply data and analysis in the planning of new actions, optimization strategies etc.



Example

REACH• Growth of Total Followers • Views of Key Videos

INFLUENCE• Quality of Twitter Lists Klout Score

ENGAGEMENT• Topics/Month• Active Participants

ADEQUACY• Proximity with key words• Sentiment Value Index


5. Tools


Tools

› Data archiving

› Analytics

› Monitoring and Analysis Software

› Search Engines

› Profile Classification

› Evaluation of presence, reach andresponse


› Data archiving: software for manualcollecting and storing data.

Useful for calculations in general andindispensable for social media withoutspecific analytics tools.

Tools



› Web Analytics: tracking and analysis ofdata from visitors.

For sites, blogs, Ning, social networks andcustomized social media as additionalmechanism.

Tools



› Monitoring and Analysis Softwares:software that collect, sort and allowaddition of information such as tags andthe valences of terms and phrases emitters.

Tools





› Search Engines: search terms andevalute volume.

In some cases, allow real-time results and

data on emitters.

Tools



› Profile Classification: applications withtheir own mechanisms for evaluatingprofiles. Often they offers scores andrankings.

Tools




› Evaluation of presence, reach andresponse: creation of a numeric indexes toassess the presence, extent or response inseveral social media sites.

Tools






Daily Visits and Comments on viral video “Vou morar na propaganda

do governo da Bahia”


Tool Ups Downs

Excel and

similars

Spreadsheets ↑ Universality↑ CustomizableCalculations

↓ Manual insertion↓ Complexity

Google Docs

Spreadsheets

Spreadsheets ↑ Synchronouscollaboration

↓Limited whencompared to Excel

Google

Analytics

Web analytics sofware ↑ Trustness↑ Integration withGoogle Tools

↓Indirect data

Scup Social Media monitoringsoftware

↑Brazilian (supportedlanguage, help)

↓ Few data crossingsavailable↓Moderateinvestment

Tools


Tool Ups Downs

Radian6 Social media monitoringsoftware

↑ Comparison with competitors and market

↓ High investiment↓ Complex interface↓ Without Orkut support

SM2 Social media monitoringsoftware

↑ Trial: 1000 mentions↑ Demographics

↓ Unfriendly interface

PostRank Measurement of engagement for social media content and websites

↑ Good with sites and blog↑ Good with evaluationof reach

↓Basic plan: only 5 sites x 20 pages↓ Few social mediasites

Social Mention Search by type of site: portals, blogs, social boomarking, social networks ....

↑ 11 segmentations↑ Feed Creation↑ Data exportation

↓ Vague and non-customizable sentimentanalysis

Tools


Tool Ups Downs

Klout Profile analysis: reach, amplification andnetwokr

↑ Classification ofTwitterprofiles↑ Influence metrics

↓ Some inaccurate data

Twitter Analyzer

Analysis of data from Twitter profiles, such as reacf, evolution and mentions.

↑ Several data analysed↑ Layout

↓ Only Twitter↓ Non-exportable data

TweetReach Measures the potential scope of tweets on the subject or profile.

↑ Lists of profiles withhigher reach on topic

↓ Limited

HubspotGraders

Scores of blogs, Twitterprofiles, Foursquare, Facebook pages etc.

↑ Twitter: higherinfluence grades by city

↓Limited

Tools


Tool Ups Downs

HowSociable Evaluation of brand presence in more than 20 social media.

↑ Immediacy↑ Good for initialcomparisons

↓ “Pro” version still in development phase

YouTubeInsight

YouTube Analytics ↑ Hot Spots ↓ Demographics onlyfrom logged users

Facebook Insights

Facebook Pages Analytics ↑ Fans Demographics ↓UpdatesDelay↓ Only Pages: Profilesand Groups don’t haveInsights

Feedburner Feeds Management ↑ Several levels of data ↓Only feeds

Tools


References

Reports / Presentations / White Papers / Articles

http://www.slideshare.net/interney/mtricas-em-mdias-sociais

http://www.iab.net/iab_products_and_industry_services/508676/801817/socialmetrics

http://www.slideshare.net/tarushijio/metricas-para-publicidade-em-midias-sociais

http://fluent.razorfish.com/

http://www.context-digital.com/

http://www.amazon.com/Always-Advertising-Marketing-Consumer-Business/dp/0071508287

http://www.slideshare.net/Radian6/measuring-social-media-2396778

http://www.slideshare.net/AmberNaslund/listen-and-learn-new-media-new-metrics

http://www.radian6.com/blog/2010/03/social-media-measurement-analysis/

www.syncapse.com/media/syncapse-value-of-a-facebook-fan.pdf

http://www.forrester.com/rb/Research/marketings_new_key_metric_engagement/q/id/42124/t/2

http://www.web-strategist.com/blog/2010/04/22/altimeter-report-social-marketing-analytics-with-

web-analytics-demystified/

http://www.iab.net/insights_research/947883/buildingbrandsonline

Wave 4 – Power to the People

Plano de Negócio Sebrae

Users of the world, unite! - Kaplan Andreas M., Haenlein Michael.

Social Network Sites: Definition, History, and Scholarship. – danah m. boyd e Nicole B. Ellison































































































































http://www.syncapse.com/media/syncapse-value-of-a-facebook-fan.pdf



























http://www.web-strategist.com/blog/2010/04/22/altimeter-report-social-marketing-analytics-with-web-analytics-demystified/








































http://universalmccann.bitecp.com/wave4/Wave4.pdf













http://www.sebrae.com.br/momento/quero-abrir-um-negocio/planeje-sua-empresa/plano-de-negocio/integra_bia?ident_unico=1440







http://www.sciencedirect.com/science?_ob=PublicationURL&_tockey=










http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html















References

Tools

http://office.microsoft.com/pt-br/excel/default.aspx

www.google.com/docs

www.google.com/analytics

www.scup.com.br

www.radian6.com

http://sm2.techrigy.com

https://analytics.postrank.com

http://socialmention.com

www.klout.com

www.twitteranalyzer.com

www.tweetreach.com

www.grader.com

www.howsociable.com

www.youtube.com/my_videos_insight

www.facebook.com/business/insights

http://feedburner.google.com












http://www.google.com/docs





http://www.google.com/analytics





http://www.scup.com.br/







http://www.radian6.com/






http://sm2.techrigy.com/








https://analytics.postrank.com/







http://socialmention.com/





http://www.klout.com/





http://www.twitteranalyzer.com/





http://www.tweetreach.com/





http://www.grader.com/





http://www.howsociable.com/





http://www.youtube.com/my_videos_insight





http://www.facebook.com/business/insights





http://feedburner.google.com/








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