Web 2.0 SF March 29 2011
Measuring the Future: New Metrics for New Media
@margaretfrancis
#smm #measure #w2e

Warranty Cards: Genius!

Media Measurement, 1990
Sale!
Media Targeting
TV
Print
Post-Purchase Information
Market Research
OOH
Warranty Card
Radio
Telephone Surveys
WOM
Credit/ Payment Info
Focus groups
Mail

Web 1.0

Media Measurement, 1990
Online Display
Search
Clicks
Page Views
Sessions
Registra-tions
Opt-ins
Conver-sions
TV
Print
OOH
Warranty Card
Radio
Telephone Surveys
WOM
Credit/ Payment Info
Focus groups
Mail

The more digital our communications get, the more trackable our interactions and transactions, the higher our expectations of measurement

Media Measurement, 2010
Comment
Blog
Post
Post
Digg
Make video
Share
Tweet
Re-Tweet
Fan
Like
Review
Book mark
Rate
Online Display
Search
Clicks
Page Views
Sessions
Registra-tions
Opt-ins
Conver-sions
Telephone Surveys
Warranty Cards
Radio
TV
WOM
Print
Focus groups
Credit / Payment Info
OOH
Mail

What we measure

SOME SOCIAL METRICS

Ford Explorer Reveal, July 2010

You also probably recall Fords ambitious 2011 Ford Explorer Reveal. The car maker decided to forgo the auto show and reveal its new car on the web, with Facebook as the centerpiece of the companys online reveal strategy.
The campaign proved to be more successful than anticipated. On reveal day, Ford produced the number one trending topic on Twitterin the U.S.; the Explorer was the number two most searched for term on Google; Fords YouTube reveal video garnered 11,000 views; more than 50,000 Ford Explorer Facebook Likes flooded in; and, perhaps best of all, 25,000 potential car buyers built and priced new Explorers on the companys website.
Mashable, Top 5 Emerging Brand Trends on Facebook, September 28, 2010

Is that good?

Measure strategy,
not stuff

FOUR KINDS OF APPLIED METRICS
Brand Perception
Marketing Efficiency
Revenue Growth
Support Savings

Think KPI
Not ROI

BRAND PERCEPTION METRICS
Social Media participation is necessary to create and maintain brand reputation
Sentiment
Brand equity
Thematic/ perceptual maps; cluster analysis
PR functions/ crisis control
Media relationships
Influencer relationships
Customer satisfaction
Likeliness to buy
Likeliness to recommend (NPS)

MARKETING EFFICIENCY METRICS
Social Media is an effective way to create awareness of and interest in products and services
SEO
Improved rankings
Reach
Followers
Fans
Forwards
Invites
Word of Mouth
Shares
RTs
Research
Defrayed/ reduced cost of surveys, focus groups, panels, testers, and secret shoppers

REVENUE GROWTH METRICS
Social Media is an effective way to drive sales
Relationships that could become leads
Members, Registrants, Fans, downloaders, subscribers, followers, bookmarkers, commenters
Leads
People that have expressed an interest in your product in the public domain and that you can follow up with
Sales
Tracked from links promoted via social media channels
Tracked via promo codes and offers

SUPPORT SAVINGS
Social Media is an effective way to service our customers (or let them self service themselves)
Content creation: user generated vs. company generated
Ratings & Reviews
Forums
Groups
Support case metrics
Cases per channel
Response times per channel
Wait time per channel
Resolution rate per channel
Customer sat per channel
Call center costs defrayed

Know what youre counting
(and what youre not)

Paid/ Earned/ Owned

Roll it up

Assembling Metrics into KPIs (Courtesy of Edelman)
Attention
Engagement
Authority
Influence
Sentiment
Measurement

• Unique Visits
• Impressions
• Page Views
• Media Consumption
• Total Interactions
• Fan Photos/Videos
• Post Quality
• External Links to Content & Discussion
• Total Likes
• Subscribed Likes
• Audience Profile as Reflection of Target
• On-Message
• Positive/Negative/Neutral
• Change Over Time

Facebook

• Total Followers
• Retweets
• Direct Messages
• @Replies
• Shared Content
• Inbound Links
• External Coverage
• Extended Network/Influence of Followers
• Follower Profile as Reflection of Target
• On-Message
• Positive/Negative/Neutral
• Change Over Time

Twitter

• Views
• Subscribers
• Likes/Dislikes
• Comments
• FavoritesdReplies
• Inbound Links
• External Coverage
• Subscribers
• Demographic Insights
• Audience Profile
• On-Message
• Positive/Negative/Neutral
• Change Over Time

YouTube

• Share of Voice
• # of Comments RelativetoAudience Size
• Inbound Links
• Subscribers
• External Coverage
• Audience Profile as Reflection of Target
• On-Message
• Positive/Negative/Neutral
• Change Over Time

Blogger Engagement

• # of Unique Visitor Check-ins
• # of Repeat Check-Ins
• # of Check-ins broadcast to Twitter or Facebook
• Positive/Negative/Neutral Commentary w/Check-ins

Foursquare/Geolocation

• Audience Profile as Reflection of Target
• Traffic to Site
• Unique Visitors
• # Page Views (Overall)
• # Page Views/User
• Time Spent on Site
• Inbound links
• Profile of Visitors as Reflection of Target
• Most Popular Search Terms

Search

• Total Media Consumption
• Total Interactions
• Total Trackbacks & Coverage of Activities
• Total Ongoing Engaged Subscribers to Content/Community
• Community Crossover
• Overall Sentiment
• Total Shift in Sentiment

Overall

Socialize the data

Quantitative complements qualitative

Being pretty never hurts

February Twitter Report
INSIGHTS
Tweets, Retweets, @Replies by Day
INSIGHTS AND RECOMMENDATIONS:
During the month of February, the @AutoMaker Twitter handle had a total of 96 tweets with an average 3.4 tweets per day.
Source: TweetStats

INSIGHTS
Fan Posts By Hour and Day of Week
Day of week Breakdown by hour
INSIGHTS AND RECOMMENDATIONS:
SUNDAY: Heavy engagement in the evenings, with 62% of posts coming after 3pm PST
Monday: Fans post bright and early when they get into the office. Engagement spikes at 7am PST, and slows consistently throughout the day
Tues - Thurs: Engagement occurs during peak work hours, again starting at 7am PST but slowing at 4pm PST
Friday: Posts spike mid-day, but continue to occur in the evening at a higher rate than Monday through Thursday
Saturday: Continual posts throughout the day, with peaks in the morning and late evenings
Source: Export.ly

Share of voice insights
Total mentions of Automaker within Social Media (30 day sample)
Day of Week
Commercial peaks on Twitter with 37,389 total mentions on February 5 Super Bowl
Mentions on Twitter top out at 11,554 with the unveiling of the new model on February 28
Time of Day
Time of Day
*Sample data pull of all Twitter conversation mentioning @Automaker from 3/2 -3/7
*Sample data pull of all Twitter conversation mentioning @Automaker from 3/2 -3/7
Source: Radian6

Thank you for listening. Enjoy my hometown!
#smm #measure #w2e
@margaretfrancis