From Eyeballs to Engagement: Socia Media Measurement

From Eyeballs to Engagement:
Social Media Analysis & Measurement
Chief Conversation Ofﬁcer
Spoken Communications
www.spoken.com
http://blog.spoken.com
@spokencomm

Heidi Miller Media
www.heidi-miller.com
@heidimiller

April 20, 2010
Wednesday, April 21, 2010 1

Social Media


Social Media = Cocktail Party engagement

• Real conversations

• Product development

• Deepen relationships

• Spark innovation


Don’t be that guy


Social Media Analysis

discovering, mapping, and measuring relationships

among people, groups, companies, and any other entities
including products,
online content,

and

personal computers

—with which they interact

Why measure?

“The main reason to measure objectives
is not so much to reward or punish
individual communications manager for success or failure

as it is to learn from the
research
whether a program should be continued as is,
revised, or dropped in favor of another approach.”

--James E. Grunig, Professor Emeritus, University of Maryland


How we’ve measured

Eyeballs Hits Engagement


What not to measure

• Eyeballs

• Hits

• Number of Twitter followers

• Number of Facebook fans


Social Media Engagement ISN’T

• A silver bullet • A strategy • A megaphone


Social Media ISN’T
• One-time implementation

• Set it and forget it

• ROI solution

Like other forms of measurement, SM measurement

• Requires constant engagement

• Requires constant benchmarking

• Requires constant ﬁne-tuning


What is your goal?
• Direct sales

• Improve public sentiment

• Provide customer service

• Reduce trafﬁc to call centers

• Provide a channel for crisis communications

• Increase brand awareness

• Increase attendance to live events

• Develop new product offerings

chrisbrogan.com

How can engagement in social media...


Widescreen Approach

•Customer retention

•Customer satisfaction rates

•Overall proﬁts


Engagement metrics

• Inﬂuence

• Engagement

• Advocacy

• Sentiment


What to measure

• Alerts (register and response rates / by channel / CTR / post
click activity)
• Bookmarks (onsite, offsite)
• Comments
• Downloads
• Email subscriptions
• Fans (become a fan of something / someone)
• Favorites (add an item to favorites)
• Feedback (via the site)
• Followers (follow something / someone)
• Forward to a friend


What to measure

• Groups (create / join / total number of groups / group activity)
• Install widget (on a blog page, Facebook, etc)
• Invite / Refer (a friend)
• Key page activity (post-activity)
• Love / Like this (a simpler form of rating something)
• Messaging (onsite)
• Personalization (pages, display, theme)
• Posts
• Proﬁle (e.g. updates)


What does

“engaged”

mean?


Level of engagement

4 = Addicted % advocating, + sentiment recommendations

3 = Highly engaged % repeat comments, RTs, thread participation

2 = Regularly engaged % comments, friends, follows

1 = Repeat visitor % repeat visits

0 = Unengaged % unique visitors


Goals determine metrics

Reputation/
Awareness Direct Sales
relationships

Positive % Highly engaged/
Reach
Recommendations Addicted

Customer % Positive and Cost per customer
Satisfaction neutral mentions

Positive Sentiment % Actions Web analytics
Mentions

% Positive Sales statistics
Mentions vs Negative


Case Study: Knight News Challenge 2008


Objectives

• Improve diversity of the applications

➡From tech community

➡From social media communities

➡Online news

• Grow international submissions, esp. from Asia

• Increase awareness of the program

• Build community among applicants


Strategy

• Blogger outreach to 100 social media, open-source tech and Web 2.0

• Send info to 7,500-person mailing list

• Twitter 3-5x/day

• Create and promote a hashtag

• Podcast interviews with past winners giving advice; post to blog

• Email campaign to journalists and educator inﬂuencers


Strategy

• Built News Challenge Garage site on Drupal
to encourage community participation

• Barcamp-style real-life meetups

➡9 overall

➡promoted as Facebook and
Upcoming.org events

• International outreach campaign via email


Outcomes
• Increased awareness

➡Trafﬁc to KNC site up 47%, average 2,930 visits/day

➡224 blog posts about KNC versus 24 the previous year

➡60,000 mentions on Google, up 110% from previous year

• Improve diversity of applications

➡2,323 projects submitted, 258 asked for full proposal--quality high

• Build community among participants

➡1,600 registered for the Garage site

Case Study:
Selling $140K plane using social media

Case study video: http://www.youtube.com/watch?v=sCKNpUxvPkY&feature=player_embedded


Objectives

• Generate attendance for live launch event

• Generate interest in live launch event

• Create awareness of new Piper light sport airplanes

• Sell planes

Budget: $40,000


Strategy: Focus on live event

• Create campaign building up to a
live event
• Create less formal YouTube
video
• No narrator or fancy graphics
• Chief engineer from Piper
• Chief pilot
• Authentic voices
• SEO for keywords
• “light sport aircraft”
• “Piper” and competitor
brands


YouTube Channel

http://www.youtube.com/watch?v=sCKNpUxvPkY&feature=player_embedded

Facebook Page

http://www.facebook.com/PiperSportxt

Twitter feed


Outcomes

• 30,000 YouTube views

• 9,000 highly engaged Facebook fans

• Sold an airplane online

• Sold more during live event


Basic tools for competitive analysis
• Google alert

➡ Company name

➡ Competitors’ names

➡ Topics in the field

• Blogsearch www.google.com/blogsearch

➡ Where are your industry’s influencers?

• Twitter search http://search.twitter.com

• Google’s Twitter search: http://www.google.com/search?
hl=en&tbo=1&esrch=RTReplay&tbs=mbl%3A1&q=krispy
+kreme&aq=f&aqi=g10&aql=&oq=&gs_rfai=

➡ Where are your industry’s influencers?

Tools: Google’s Time-Sensitive Mention Search


Tools: socialmention.com


Tools: twitteranalyzer.com


Tools: Radian6.com

http://www.gravity7.com/blog/media/2008/05/radian6-and-climate-change-views-of.html

Great free marketing podcasts

• For Immediate Release, the Hobson and Holtz Report

• Managing the Gray

• Marketing over Coffee

• Trafcom News Podcast

• The Get It Done Guy


Resources
• http://www.chrisbrogan.com/measuring-social-media-marketing/

• http://www.interactiveinsightsgroup.com/blog1/social-media-metrics-superlist-measurement-roi-key-
statistics-resources/

• http://altitudebranding.com/2010/01/10-ways-to-get-serious-about-social-media/

• http://econsultancy.com/blog/3407-10-ways-to-measure-social-media-success

• http://socialmediametrics.wikispaces.com/

• http://womma.org/metrics/

• http://econsultancy.com/blog/4402-20+-more-mind-blowing-social-media-statistics

• http://www.kdpaine.com/index.cfm/all-about-katie-delahaye-paine/katies-speech-archives/

• www.casestudiesonline.com


From Eyeballs to Engagement:
Social Media Analysis & Measurement
Chief Conversation Ofﬁcer
Spoken Communications
www.spoken.com
http://blog.spoken.com
@spokencomm

Heidi Miller Media
www.heidi-miller.com
@heidimiller

#measurement

From Eyeballs to Engagement: Socia Media Measurement

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