Social Media Club, January 2011

1. Managing Social Media
with Metrics
Social Media Club
S i l M di Cl b
January 2011
@danachinn
Dana Chinn

2. • Rules, goals, objectives
Counting vs. measuring
Key performance indicators
Slides: www.slideshare.net/danachinn
Twitter: @danachinn

3. The Rules
1. Listen
2. Engage
g g
3.
3 Measure
Audience-Engagement-Loyalty-Influence-Action
Metrics should map to goals.
M i h ld l
Period.
Marta Kagan, Espresso|Brand Infiltration, 2009 3

4. Mapping metrics to business goals
Business goal/objective: Site/social media metrics:
No. of Korean BBQ
tacos sold… …to people who saw
the truck location on
Twitter and went there
i d h
“Where else should
we send our
trucks?” Where people have
p p
asked, via Twitter
4

5. Business goal/objective: Site/social media metrics:
No. of cars & trucks
sold… …to people
who became a
member of
the GM
community…
…after voting for the
1969 Pontiac when we
asked them
…after going to our
site from Twitter to
find
fi d out about GM
b
hybrid powertrain
system
Business goals are achieved with more than just social media,
site 5

6. What needs to be measured:
All the ways a person can engage with y
y p g g you*
* not “all the places you put content and hope everyone will come”
Computer
p
SEARCH
Home 1
Work SITES
Public
SOCIAL MEDIA
Mobile devices
WAP/mobile web
5-7
2 3
Apps
4 Tablet
6

7. Counts only indicate a person was there
at l
t least once (and maybe only once)
t ( d b l )
Our site has 5,000 monthly unique visitors.
Last Tuesday that story got 20,000 page views.
y yg , p g
The average time spent on our site last week
was 24 minutes.
Our iPhone app was downloaded 10,000 times.
We have 2,000 fans on our Facebook page.
We have 5,000 Twitter followers.
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8. actions
What verbs indicate engagement?
Visit
Vi it , regularly
l l
Read/view content, a l
R d/ i lot
Interact,
Interact often
-- rate, print, vote, take a poll, click on an ad
-- share, e-mail, comment, contribute
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9. Audiences, actions, metrics differ by channel
SITES SOCIAL MEDIA
*
Totals
1. Who? How many?
In target audience? ? ? ? ? ? ? ?
2. No. f i i ?
2 N of visits?
How often? ? ? ? ? ? ? ?
3. What did they see? ? ? ? ? ? ? ?
Did they get want
they wanted?
4. Did they interact?
y ? ? ? ? ? ? ?
What did they do?
How much?
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* Different metrics, methodologies for each channel!

10. Metrics that indicate interactivity
are essential
Facebook Insights – daily stats*
Key Performance Indicators:
No. of active users
No. of likes
No.
No of comments
10
* Enter daily numbers in a spreadsheet for trending, rolling up into weekly/monthly totals

11. Start with smart campaign design
“Connect with us
to find valuable
wellness tips”
tips
11

12. Does this page answer
the
th call to action, reinforce brand?
ll t ti i f b d?
Wasn t
Wasn’t this an
Alta Dena site?
What’s
Mayfield Dairy
Farms? PET
Dairy?
Where are the
wellness tips?
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13. Be honest with the metrics
Do 538 people
REALLY “Like”
this?
Or do h
O d they jjust
want another
sweepstakes
entry?
13

14. Assess context, sentiment
together with comment counts
t th ith t t
Only 2 comments
comments…
… and from people
saying they can’t
y g y
enter the
sweepstakes or get
the additional code
Does the
person/people from
the milk company
have a name?
“Coupon
Fairies” but no
coupon 14

15. Nov.
Nov election
Encourage lots of active
users to avoid dominant
commentators who might
constrict interaction
Have different pages by topic
to encourage participation,
understand which topics
Higher education generate the most comments
All 3 comments on these
two subjects are from the
same person
15

16. Popularity vs. influence
“Popularity is just that people like you.
Influence is when people listen to you.”
“Loudmouths don’t necessarily influence
others’ behavior.”
h ’b h i ”
“Popularity is fleeting. Influence lasts.”
“Lady Gaga is popular. Bono is influential.”
“…one definitely bleeds into the other. More
popularity = more visibility = more
opportunity to influence.”
From “The Influencer Poll with Brian Solis,” Vocus, 2010 16

17. Measure influence
-- Lists
-- Retweets
-- Unique retweeters
-- Unique mentioners
-- Influenced by/influencer of
17

18. Examine profiles
Review reach, follower /
following ratio, churn
18

19. Track tweets, retweets, traffic
about a specific page/topic
b t ifi /t i
Advanced search by
keyword, Twitter handle
KPI:
No. of tweets, retweets
by page
Who retweeted,
influencers
Enter numbers in a spreadsheet for trending 19

20. Measurable tweets have
have…
1. A call to action
Go here…look…tell me
2. li k that
2 A link th t you track with link
t k ith li k
and site metric tools
3. #Hashtags and/or keywords
4. Topic or person-specific handles
…120 or fewer characters, not 140!
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21. WHY?
…aren’t current audiences visiting and engaging with you more?
Get as much info as you can from every action taken on your site
An anonymous rating is the lowest level
indicator of engagement
Consider site surveys, but treat them like focus groups
“What was the purpose of your visit today? Did you find what you wanted?”
Usability studies
…aren’t new audiences visiting? ?
Old-fashioned but highly
customized, focused
surveys are the only way to
get data for crucial strategic
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decisions

22. Using data for decision-making
decision making
1. Set specific goals across all channels
Measure
Optimize
Act Web Report
Analytics 2. Design campaigns
to measure actions
that indicate engagement
Analyze
3. Lather, rinse, repeat
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23. Dana Chinn
Lecturer
USC Annenberg School for
Communications & Journalism
213-821-6259
chinn@usc.edu
http://www.newsnumbers.com
http://www.slideshare.net/danachinn
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