1

CLICK YOU DON’T KNOW

Measuring What Matters in Social Media

Eric Swayne 8/28/10 | |

2

Your Intrepid Presenter

Eric Swayne Senior Social / Digital Strategist

@eswayne

eswayne.com

3

rockfishinteractive.com

2008 Small Agency of the Year

2009 Agency A-List

Top 10 Agencies

Top Intranet in the World My Walmart.com

Small Agency of the Decade Finalist

The Company I Work For

4

People I Get To Work With

5

Brands I’ve Worked With

6

The Lightning

Round

Minute to Win It:

The OpenCamp

Presentation Version

7

Questions?

@eswayne

#ocdfw

#knowclick

8

How do

you do

that?

9

TOO MANY

NUMBERS

10

This is humanity.

It gets messy.

11

12

13

SOCIAL METRICS ORGANIZE THE

CHAOS

14

Step 1:

Start with

Conversions

15

What is a Conversion?

= Conversions

Money

Fame

Action

16

• Ad Clicks

• Sales

• Downloads

• Trials

• Contacts / Leads

• Signups

• Inquiries

• Friends

• Followers

• Diggs

• Tweets

• Comments

• Bookmarks

• Replies

The “Halo Effect”

Model

17

The “Halo Effect”

Model

• Why did this happen?

• What can I do to

change it?

• How can I keep this

from happening

again?

18

• Ad Clicks

• Sales

• Downloads

• Trials

• Contacts /

Leads

• Signups

• Inquiries

• Visitors /

Uniques

• Time of

Interaction

• Bounce Rate

• Navigation

Funnels

• Bailout Rate

• Friends

• Followers

• Diggs

• Tweets

• Backlinks

• Bookmarks

• Clickthroughs

• Comments

• Replies

• ReTweets

• Likes

• Shares

• Posts

The “Social Schematic” Model

19

The “Social Schematic” Model

Diagnosing the

leaks in the system

? ? ?

20

How do

you do

that?

21

URL Tracking and

Link Tagging Advanced

Segmentation Goal Funnels

What created the

traffic?

Where did they come

from and where did

they go?

How many made it to

the end?

22

Step 2:

Cultivate

Your Crowd

23

More Than Just Conversions

24

Putting the

heart back

with the head

25

Showcasing Your

Passions…

26

…While Celebrating

Others

27

1,000 True Fans

28

“A creator, such as an artist, musician, photographer, craftsperson,

performer, animator, designer, videomaker, or author - in other words,

anyone producing works of art - needs to acquire

only 1,000 True Fans to make a living.”

“A True Fan is defined as someone who will

purchase anything and everything you produce. They will drive 200 miles to see you sing. They will buy the super deluxe

re-issued hi-res box set of your stuff even though they have the low-res

version. They have a Google Alert set for your name. They bookmark the

eBay page where your out-of-print editions show up. They come to your

openings. They have you sign their copies. They buy the t-shirt, and the

mug, and the hat. They can't wait till you issue your

next work. They are true fans.” -Kevin Kelly

29

How do

you do

that?

30

REACH The number that can hear you.

Fans, Friends, Followers, Visitors.

FOCUS Is my audience full of potential

influencers and true fans?

ENGAGEMENT Does my audience care?

31

Checking Your RFE

•When I’m listed on Twitter, what’s

the name of that list?

•Who are the influentials in my

niche? Do they know me?

•When others link to me, what’s the

text in that link?

32

Step 3:

Measure It

to Become It

33

34

Take a

Site Health

Management

Day

35

How do

you do

that?

36

5 KEY METRICS FOR

YOUR SOCIAL

SCHEMATIC

5 KEY METRICS FOR

YOUR R.F.E.

37

Find the

Meaning

Make a Plan

38

Definition of

Insanity

39

Wrapping Up

40

Step 1:

Start with Conversions Step 2:

Cultivate Your Crowd Step 3:

Measure It to Become It

41

42

43

QUESTIONS?

Slides will be posted to:

slideshare.net/eswayne

eswayne.com