Social Media Metrics

Social Media
Metrics Reach

Adequacy Engagement

Influence

Social Media Metrics

Summary

1. Introduction
2. Metrics and Social Media Elements
3. Social Media Metrics: some approaches
4. Metrics for Social Media Communication
5. Tools
6. References

* Click to view the portuguese version of this
presentation / Clique para ver a versão em
português dessa apresentação


1. Introduction


Introduction

Contemporary WEB is defined by:

• Content sharing;

• User generated content – text, video, photo etc;

• Sociability;

• Active reception;

• Reconfiguration of formats and social practices;

• Media convergence;

• Popularization of Social Media.


Introduction
Behavior on the internet
Fonte: Power to the People da Universal McCann (UM)

Content sharing on the Internet has reached a prominent role in daily life of
Internet users:

• 63% created a profile on a social network site;
• 57% manage a profile on a social network site;
• 76% upload photos;
• 33,1% upload videos;
• 29,1% keep a blog;
• 71% read blogs.


Introduction
Definition – Social Network Sites
by: Danah Boyd e Nicole Ellison

“ web-based services that allow
individuals to (1) construct a public or
semi-public profile within a bounded
system, (2) articulate a list of other users
with whom they share a connection, and
(3) view and traverse their list of
connections and those made by others
within the system.


Introduction
Definition – Social Media
by: Andreas Kaplan e Michael Haenlein

“ a group of Internet-based applications
that build on the ideological and
technological foundations of Web 2.0,
which allows the creation and exchange of
user-generated content.”


Introduction

These technologies and online
practices could be used by
individuals and/or
organizations to spread
content, opinions, ideas,
experiences and perspectives...


Introduction
Behavior on the Internet
Fonte: Power to the People da Universal McCann (UM)

From 2006 to 2009 there has been increasing in virtually all activities involving
social media

The five activities that grew most were:

1. Watch video clips online;
2. Listen to live radio/audio online;
3. Create a profile on a social network;
4. Read blogs;
5. Upload photos to a photo sharing site.


Introduction
Five sites most visited by brazilian Internet users:
Fonte: ComScore

1º Google Brasil

2º Orkut

3º Google

4º YouTube

5º Window Live Mail


2. Metrics and Social Media
Elements


Metrics

“A metric is a measuring system that
quantifies a trend, dynamic, or
characteristic. In virtually all disciplines,
practitioners use metrics to explain
phenomena, diagnose causes, share
findings, and project the results of future
events.”
por Paul Farris; Neil Bendle; Phillip
Pfeifer; David Reibstein.


Why to measure?

› Determine financial return;
› Accountability;
› Demonstrate value and impact;
› Assessing resource need;
› Test hypothesis.
(Amber Naslund)



Ups:
› Data persistence;
› Data searchability;
› Public information;
› APIs;
› Several levels of measurement.



Downs:
› Differences betwees social media sites;
› Inconsistent terminology.


Social Media Elements

Profile / Page Connections Content



Profile/Page
› Demographics
› Expertise
› Bias
› Freshness
› Credibility
› Number and Rate of Connections



Connections
› Direction
› Initiation
› Emphasis



Content
› Density
› Valence
› Proximity
› Attribution


Categorias
CATEGORY KEY EXAMPLES

Social Network Sites Orkut, Facebook, LinkedIn, Ning, Elgg

Social Bookmarking Delicious, Dihitt

Blogs Blogspot, Wordpress, Tumblr
Microblogging Twitter, Plurk
Content Sharing YouTube, Flickr, Videlog, Vimeo, Picasa

Cultural Consumption Skoob, Last.fm, Filmow, O Livreiro
Wikis Wikipedia, Twiki
Geolocalization Google Maps, Foursquare, Gowalla


Data

Quantitative Data
ANALYSIS
Qualitative Data


Quantitative Data

Profile
• Scraps
• Friends
• Communities
• Fans
• Videos
• Photos
• Mutual Friends
• Mutual Communities


Quantitative Data

Community
• Members
• Creation Date
• Last Topic
• Related Communities


Quantitative Data

Promote
• Views
• Promotions
• Click
• Trashes
• Promoters


Quantitative Data

Topic
• Creation Date
• Posts
• Last Post Date


Quantitative Data

Profile
• Folllowing
• Followers
• Tweets
• Most Recent Tweet
• Lists


Quantitative Data

Tweet
• Retweets
• Replies


Quantitative Data

Profile
• Contacts
• Groups
• Testimonials
• Joined


Quantitative Data

Photo Gallery
• Number of Photos
• Number of Albums
• Pro / Free


Quantitative Data

Videos
• Views
• Likes / Dislikes
• Comments


Quantitative Data

MyBarackObama
• Eventos Hosted
• Events Attended
• Calls Made
• Doors Knocked
• Number of blog posts
• Amount Raised
• Groups Joined


3. Social Media Metrics: some
approaches


Pólvora

› Awareness
› Influence
› Engagement


Pólvora

› Awareness › Influence › Engagement
• Page Views • Ratings / Rankings • Comments and
• Unique Visitors • Referrals Trackbacks
• Posts / Topics • Members • Filled Profiles
• Number of Groups • Connections • Active Members
• Average Time • Means
• New Visitors • Mentions
• Repeat Visitors • Frequency of
• Traffic Sources Publication
• Leads • Favorites
• Evaluation of visitors:
geographic, language,
bounce rate etc.


IAB – Social Media Ad Metrics Definitions

› Social Media Sites: 09 metrics;
› Blogs: 12 metrics;
› Applications / Widgets: 09 metrics.


IAB

› Social Media Sites › Blogs › Widgets and
• Unique Visitors • Conversation Size Applications
• Cost per Unique Visitors • Site Relevance • Installs
• Page Views • Author Credibility • Active Users
• Visits • Content Freshness and • Audience Profile
• Return Visits Relevance • Unique User Reach
• Interaction Rate • Growth
• Time Spent • Influence
• Video Installs • Application/Widget Installs
• Relevant actions taken - User
• Active Users
• Longevity/Lifecycle


Razorfish - Fluent

› Net Sentiment
› SIM Score (Social Media Index Score)


Razorfish - Fluent

› Net Sentiment for the Brand › SIM Score
• (Positive + Neutral Conversations – Negative • Percentage of positive
Conversations) / Total Conversations for the Brand conversations for the
brand in relation to the
› Net Sentiment for the Industry total conversations for
• (Positive + Neutral Conversations – Negative the industry.
Conversations) / Total Conversations for the Industry


Vivaldi|Partners

› Social Currency
› Brand Performance


Vivaldi|Partners

› Social Currency › Brand Performance
• Affiliation • Quality Perception
• Conversation • Brand Trust
• Utility • Recommendation
• Advocacy
• Information
• Identity


Vollmer & Precourt

› Traditional Metics
› Behavior-specific and Action-focused
› New Media


Vollmer & Precourt

› Traditional Metrics › Behavior-specific and
• Reach, frequency, and Action-focused
traditional gross rating • Engagement
points • Quality and concentration of
• Demographics audience
• Brand metrics • Impact on purchase behavior
• Actual Viewership

› New Media
• Demographics > Behaviors, Interests
• Impressions > Engagement, Actions
• Platform-specific > Campaing-specific
• Usage/Segmentation > Purchase Funnel
• Estimate > Census


Radian6 (a)

› Activity and Engagement
› Reveny and Biz Dev
› Cost Savings
› Awareness and Value


Radian6 (a)

› Activity and › Revenue and Biz
Engagement Dev
• Members • Speed of sales cycle
• Posts/Threads • Number/% of repeat
• Comments or Ideas biz
• Inbound Links • % customer retention
• Tags, Votes, Bookmarks • Transaction value
• Active Profiles • Referrals
• Referrals • Net new leads
• Post Frequency/Density • Cost Per Lead
• Conversions from
community


Radian6 (a)

› Cost Savings › Awareness and Value
• Issue Resolution Time • Brand loyalty/affinity
• % of issues resolved • Media placements
online • Share of Conversation
• Account turnover • Sentiment of Posts
• Employee turnover • Net Promoter Score
• Hiring/Recruiting • Interaction with Content
• Training costs • Employee Social Graphs
• New Product Ideas
• Development cycle time
• Product/Serv Adoption
Rate


Radian6 (b)

• Exuberance • Infatuation
• Attention span • Repetition
• Ressonance • Activation
• Reverberation • Conversation
• Bucket Volume • Engagement
• Potential


Radian6 (b)

• Exuberance • Infatuation
The monthly count of twestimonials & Score of the relative direction of
positive posts inbound & outbound links/tweets between
sources. Score of the relative direction of
• Attention span inbound & outbound links/tweets between
sources.
Average span of time a post is
retweeted & commented on
• Repetition
• Ressonance Average times per month
The total volume of “in sync” a source inbound links/retweets your
conversation around an idea content

• Reverberance • Ativation
The total volume of inbound linking
The monthly total of new sources that
and generations of retweeting
have shared your positive content.
of a post

• Bucket Volume • Conversation
Compare the monthly counts of post The total monthly relative share of
types (ie. complaints, referrals etc…) conversation vs. competitors

• Potential • Engagement
Compare the monthly counts of point The amount of repeat commenting &
of need declarations & estimated length of those comments
revenue/closed


Radian6 (c)

› Awareness | Attention | Reach
› Leads | Conversions | Sales
› Cost Savings


Syncapse/Hostpex

› Product Spending
› Loyalty
› Propensity to Recommend
› Brand Affinity
› Media Value
› Acquisition Cost


Forrester Research

› Engagement
• Involvement
• Interaction
• Intimacy
• Influence


Lovett & Owyang

› Dialog
› Advocacy
› Support
› Innovation


Lovett & Owyang

› Dialog › Advocacy
• Share of Voice • Percent Active
• Audience Engagement Advocates
• Conversation Reach • Advocate Influence
• Advocacy Impact

› Support › Innovation
• Issue Resolution Rate • Topic Trends
• Resolution Time • Sentiment Ratio
• Satisfaction Score • Idea Impact


Bain/IAB
• Brand Awareness
• Purchase Intention
• Likelihood to
Recommend
• Favorability
• Conversion Rates
• Recall
• Click through
• Unique Visitors
• Message association
• Ad impressions/views
• Time spent on page
• Interaction rate
• View through
• Engagement Time


Bain/IAB


Online Media

Owned Media Earned Media Paid Media

- Candidate’s Site - News - Banners
- Party’s Site - Posts - Sponsored Links
- Official Profiles - Conversations - Sponsored Posts
- Official Content - Communities / - ...
- ... Groups
- Pages / Wikis
- Forwarded Emails
- ...


Online Media for Political Campaigns

Owned Media Earned Media Paid Media*

- Candidate’s Site - News - Banners
- Party’s Site - Posts - Sponsored Links
- Official Profiles - Conversations - Sponsored Posts
- Official Content - Communities / - ...
- ... Groups
- Pages / Wikis
- Forwarded Emails
- ...

* According to brazilian law,
paid media can’t be used in
online political campaigns


4. Metrics for Social Media
Communication


Process of Strategic
Planning Social Planning

Media
Communication
Monitoring
Content
Production

Relationship


Process

› Evaluation of previous traits of
candidate

› Analysis of macro environment

Strategic › Selection of social media sites
Planning
› Schedule guiding


Process

› Social Media Optimized profiles

› Production of textual, imagery and
audiovisual content

Content › Selection, editing and
Production recommendation of third party content

› Personal expressions


Process

› Selection of connections

› Selection of hubs

› Thanks and feedbacks
Relationships › Responses to comments, questions
and criticisms

› Identifying key users and public

› Fomenting participation


Process

› Environmental analysis

› Monitoring of mentions to the
candidate and key allies

› Monitoring of mentions to the
Monitoring competitors

› Monitoring of key themes and threads

› Sentiment Index

› Spotting advocates, detractors and
repeat emitters


Engagement is related to the Reach is related to the degree of
degree of participation and effective dissemination of certain
involvement of a specific profile or content or to degree of potential
group of users to a theme or spread that a single profile has in the
subject network.

Influence is related to the
Adequaçy refers to the degree of
degree of attention and
proximity that given content has in
mobilization that a certain profile
relation to the desired characteristics
can generate in others users.
and values


Steps
1) Customer Context;

2) Current Practices in Social Media;

3) Emphasis;

4) Types of Metrics;

5) Collection Tools;

6) Analysis.


Customer Context
• Strengths and Weakness;

• Threads and Opportunities;

• Competition;

• Target Audience;

• General Objectives of Communication;

• Marketing Strategy.


Current Practices in Social Media

• Select which social media sites will be used in
the campaign;

• Evaluate the current phase of the management
of social media : 1. Strategic Planning; 2.
Content Production; 3. Relationships;
4. Monitoring;

• Identify the actual use of social media by team
and key people: publishing frequency, type of
content, type of relationship, social media
performance etc.


Emphasis
• Based on information obtained about the client and taking into
account the type of work in social media, it's time to define
desired information

• With the objectives defined, the next step is to identify what
you want to discover and check through the metrics within each
of the areas :
• Influence;
• Engagement;
• Reach;
• Adequacy.


Types of Metrics

• Considering the previous items, the next step
is to define which metrics are appropriate. The
choice of metrics varies on a number of criteria
such as:

- Social Media Site;
- Previous Social Media Performance;
- Desired Information;
- Measurable Data: quantitative x
qualitative.

• Definir conjunto de métricas de acordo
com as particularidades das mídias sociais.


Collection Tools

• Define Tool: identify which tools make
possible the information you want to collect;

• Methodology: How tools will be used? In what
period? How will data be stored?

• Data collection.


Analysis

• From the quantitative and qualitative data, one should
interpret the information;

• Think metrics according to every part of the objectives
to be achieved;

• Apply data and analysis in the planning of new actions,
optimization strategies etc.


Example

REACH INFLUENCE
• Growth of Total Followers • Quality of Twitter Lists
• Views of Key Videos Klout Score

ENGAGEMENT ADEQUACY
• Topics/Month • Proximity with key words
• Active Participants • Sentiment Value Index


5. Tools


Tools

› Data archiving
› Analytics
› Monitoring and Analysis Software
› Search Engines
› Profile Classification
› Evaluation of presence, reach and
response


Tools

› Data archiving: software for manual
collecting and storing data.
Useful for calculations in general and
indispensable for social media without
specific analytics tools.


Tools

› Web Analytics: tracking and analysis of
data from visitors.
For sites, blogs, Ning, social networks and
customized social media as additional
mechanism.


Tools

› Monitoring and Analysis Softwares:
software that collect, sort and allow
addition of information such as tags and
the valences of terms and phrases emitters.


Tools

› Search Engines: search terms and
evalute volume.
In some cases, allow real-time results and
data on emitters.


Tools

› Profile Classification: applications with
their own mechanisms for evaluating
profiles. Often they offers scores and
rankings.


Tools

› Evaluation of presence, reach and
response: creation of a numeric indexes to
assess the presence, extent or response in
several social media sites.


Daily Visits and Comments on viral
video “Vou morar na propaganda
do governo da Bahia”


Tools

Tool Ups Downs
Excel and Spreadsheets ↑ Universality ↓ Manual insertion
↑ Customizable ↓ Complexity
similars Calculations

Google Docs Spreadsheets ↑ Synchronous ↓Limited when
collaboration compared to Excel
Spreadsheets

Google Web analytics sofware ↑ Trustness ↓Indirect data
↑ Integration with
Analytics Google Tools

Scup Social Media monitoring ↑Brazilian (supported ↓ Few data crossings
software language, help) available
↓Moderate
investment


Tools

Tool Ups Downs
Radian6 Social media monitoring ↑ Comparison with ↓ High investiment
software competitors and market ↓ Complex interface
↓ Without Orkut
support
SM2 Social media monitoring ↑ Trial: 1000 mentions ↓ Unfriendly interface
software ↑ Demographics

PostRank Measurement of ↑ Good with sites and ↓Basic plan: only 5 sites
engagement for social blog x 20 pages
media content and ↑ Good with evaluation ↓ Few social media
websites of reach sites
Social Mention Search by type of site: ↑ 11 segmentations ↓ Vague and non-
portals, blogs, social ↑ Feed Creation customizable sentiment
boomarking, social ↑ Data exportation analysis
networks ....


Tools

Tool Ups Downs
Klout Profile analysis: reach, ↑ Classification of ↓ Some inaccurate data
amplification and Twitterprofiles
netwokr ↑ Influence metrics

Twitter Analysis of data from ↑ Several data analysed ↓ Only Twitter
Analyzer Twitter profiles, such as ↑ Layout ↓ Non-exportable data
reacf, evolution and
mentions.
TweetReach Measures the potential ↑ Lists of profiles with ↓ Limited
scope of tweets on the higher reach on topic
subject or profile.

Hubspot Scores of blogs, Twitter ↑ Twitter: higher ↓Limited
Graders profiles, Foursquare, influence grades by city
Facebook pages etc.


Tools

Tool Ups Downs
HowSociable Evaluation of brand ↑ Immediacy ↓ “Pro” version still in
presence in more than ↑ Good for initial development phase
20 social media. comparisons

YouTube YouTube Analytics ↑ Hot Spots ↓ Demographics only
Insight from logged users

Facebook Facebook Pages Analytics ↑ Fans Demographics ↓UpdatesDelay
Insights ↓ Only Pages: Profiles
and Groups don’t have
Insights
Feedburner Feeds Management ↑ Several levels of data ↓Only feeds


References
Reports / Presentations / White Papers / Articles
http://www.slideshare.net/interney/mtricas-em-mdias-sociais
http://www.iab.net/iab_products_and_industry_services/508676/801817/socialmetrics
http://www.slideshare.net/tarushijio/metricas-para-publicidade-em-midias-sociais
http://fluent.razorfish.com/
http://www.context-digital.com/
http://www.amazon.com/Always-Advertising-Marketing-Consumer-Business/dp/0071508287
http://www.slideshare.net/Radian6/measuring-social-media-2396778
http://www.slideshare.net/AmberNaslund/listen-and-learn-new-media-new-metrics
http://www.radian6.com/blog/2010/03/social-media-measurement-analysis/
www.syncapse.com/media/syncapse-value-of-a-facebook-fan.pdf
http://www.forrester.com/rb/Research/marketings_new_key_metric_engagement/q/id/42124/t/2
http://www.web-strategist.com/blog/2010/04/22/altimeter-report-social-marketing-analytics-with-
web-analytics-demystified/
http://www.iab.net/insights_research/947883/buildingbrandsonline
Wave 4 – Power to the People
Plano de Negócio Sebrae
Users of the world, unite! - Kaplan Andreas M., Haenlein Michael.
Social Network Sites: Definition, History, and Scholarship. – danah m. boyd e Nicole B. Ellison


References
Tools
http://office.microsoft.com/pt-br/excel/default.aspx
www.google.com/docs
www.google.com/analytics
www.scup.com.br
www.radian6.com
http://sm2.techrigy.com
https://analytics.postrank.com
http://socialmention.com
www.klout.com
www.twitteranalyzer.com
www.tweetreach.com
www.grader.com
www.howsociable.com
www.youtube.com/my_videos_insight
www.facebook.com/business/insights
http://feedburner.google.com


Tarcízio Silva – Director of Research and
Development
www.tarciziosilva.com.br/blog
www.twitter.com/tarushijio

+ Content: On Twitter:
www.papercliq.com.br @papercliq
www.papercliq.com.br/blog @marcelayres
www.slideshare.net/papercliq @renatacbc
@tarushijio


Social Media Metrics

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