1. WEB METRICS FOR SOCIAL MEDIA MARKETING

2. WEB METRICS—HOW IT’S CHANGING Services - Feedburner, Share This, Mippin, etc. Social Media Platforms - Blogger, First Giving, Ning, PB Wiki, etc. Social Networks - Facebook, MySpace, LinkedIn, Plaxo, etc. Source: Internet Marketing, Atomic Dog Publishing, 2008

3. TYPICAL SOCIAL MEDIA APPLICATION

4. TYPICAL INTERNET METRICS REQUIREMENTS “ TRADITIONAL” INTERNET METRICS SOCIAL MEDIA METRICS

5. THE STRATEGIC MARKETING REQUIREMENTS SOCIAL MEDIA METRICS Marketing, Advertising Metrics Television Radio Magazines Newspapers

7. PUTTING ALL THIS TOGETHER IS HARD Conversion Rate Usually a Small %

8. NO INTEGRATED SOLUTION FOR SOCIAL MEDIA http://www.lyris.com/media/swf/lhqtour/

9. PLATFORMS, NETWORKS, SERVICES ONE BY ONE

10. BLOGGING PLATFORMS

11. BLOGGER ENCOURAGES GOOGLE ANALYTICS

12. TYPEPAD METRICS

13. LOTS OF SERVICES

14. SOCIAL NETWORKS

15. FRONTENDS

16. WATCHING WAL-MART ON FACEBOOK Can observe data on pages. What happens when/if people click through?

17. YOU TUBE

18. COMMUNITY—PAYING “MOMS” FOR FAVORABLE POSTS?

19. MOMFORCE.com RECRUITING SITE?

21. FREE FACEBOOK PAGES vs. ADVERTISING MySpace Also Appears To Have New Services for Advertisers

22. SERVICES ARE USED ON PLATFORMS, NETWORKS, WEBSITES SERVICES (FEEDBURNER, SHARE THIS, ETC.)

23. TYPEPAD OFFERS WIDGETS FROM WIDGETBOX

24. SERVICES AND THEIR FOLLOWERS

25. STRATEGIC IMPERATIVES MAP METRICS TO OBJECTIVES UNDERSTAND BUYER BEHAVIOR

28. TRADITIONAL METRICS FOR ACQUISITION, CONVERSION AND RETENTION

29. SOCIAL MEDIA METRICS FOR BLOG CAMPAIGN OBJECTIVE METRIC(S) Increase Average Visits per Day Average Number of Visits per Day from Google Analytics Number of Comments As long as small, can count May need comment feed Number of Emailed or Promoted Posts Provided by Share This Icon Number of Incoming Links Hard to Count Will Use GoRank.com as long as free tool is sufficient May need to measure different types of links (other blogs, websites, etc.) A different report for each

30. PATTERNS OF INFLUENCE – NOT VIRAL