Social Media Measurement

By Iram Imtiaz

How do we measure the effectiveness of social media campaigns?

Question:

The breadcrumb trail

What is "effective"?

What's in our tool box? Measures Tools Intelligent analysis

Piecing it all together

What is "effective"?

It depends!

What is "effective"?

‘ Although Social Media Dashboards tell us key health readings, to be successful, brands need "GPS" to find out where are you headed, where are you now, and where are you going. Measure

against an objective.’

- Jeremiah Owyang (Web Strategist)

What is "effective"?

Achieves stated goals and outcomes

What is "effective"?

1. Communication

2. Collaboration

3. Education

4. Entertainment

Utilizes the four social media strategy pillars

What's in our tool box?

Measures

+

Tools

+

Intelligent Analysis

Measuring Social Media Effectiveness

What's in our tool box?

Measurement = Measurement = MeasuresMeasures + Tools + Intelligent + Tools + Intelligent AnalysisAnalysis

1)Where people come from

2)What content is being consumed

3)Results on important outcomes. Variations on increased revenue/ results, reduced cost, or increased audience satisfaction and retention.

Measurement = Measurement = MeasuresMeasures + Tools + Intelligent + Tools + Intelligent AnalysisAnalysis

Example: Alexis Ohanian (of Reddit) on TED"How to make a splash in social media"

What's in our tool box?

Origin e.g. referrer

Content e.g. views, visitors, keywords, clickstreams

Results e.g. loyalty/ recency, conversion rates, conversations, reach

What's in our tool box?

Measurement = Measures + Measurement = Measures + ToolsTools + Intelligent + Intelligent AnalysisAnalysis

Google Analytics/ Yahoo Analytics / Omniture (for web analytics)

Technorati/ Ice Rocket (for blogs) Alterian / Radian6 / SocialMention (social media

tracking services)/ Webtrends (specifically mentions Mobile Analytics)/ RAMP (searching audio-visual content)

... and more ... and more... and then some!

What's in our tool box?

Measurement = Measures + Tools + Measurement = Measures + Tools + Intelligent AnalysisIntelligent Analysis

The numbers, the story, and the interpreters... all suspect?

... but it still works? An interesting tool @ DEI ... and another one by Google It is critical to understand the data and the tools

What's in our tool box?

Example: Social Media Score Card: How the Super Bowl Advertisers Performed (Mashable)

"Top mentioned" vs. "Who we really love"

Piecing it all together

Define / refine success criteria

Benchmark

Implement/ enhance social media

campaign

Measure and analyze

Piecing it all together

ROI Examples of Effective Social Media Campaigns

Questions?

If not, we can now try linking

our blogs with Google Analytics