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Social Media  Metrics
Summary <ul><li>Introduction </li></ul><ul><li>Metrics and Social Media Elements </li></ul><ul><li>Social Media Metrics: s...
1. Introduction
Introduction <ul><li>Contemporary WEB is defined by: </li></ul><ul><li>Content sharing; </li></ul><ul><li>User generated c...
<ul><li>Behavior on the internet </li></ul><ul><li>Fonte: Power to the People da Universal McCann (UM) </li></ul><ul><li>C...
Introduction Definition – Social Network Sites by:  Danah Boyd e Nicole Ellison web-based services that allow individuals ...
Introduction Definition – Social Media by:  Andreas Kaplan e Michael Haenlein a group of Internet-based applications that ...
These technologies and online practices could be used by individuals and/or organizations to spread content, opinions, ide...
Behavior on the Internet Fonte: Power to the People da Universal McCann (UM) From 2006 to 2009 there has been increasing i...
Five sites most visited by brazilian Internet users : Fonte: ComScore 1º  Google Brasil  2º Orkut   3º  Google  4º YouTube...
2.  Metrics and Social Media Elements
Metrics <ul><li>“ A metric is a measuring system that quantifies a trend, dynamic, or characteristic. In virtually all dis...
Why to measure? <ul><li>Determine financial return; </li></ul><ul><li>Accountability; </li></ul><ul><li>Demonstrate value ...
Social Media Metrics <ul><li>Ups: </li></ul><ul><li>Data persistence; </li></ul><ul><li>Data searchability; </li></ul><ul>...
Social Media Metrics <ul><li>Downs: </li></ul><ul><li>Differences betwees social media sites; </li></ul><ul><li>Inconsiste...
Profile / Page Connections Content Social Media Elements
Social Media Elements
ENVIRONMENT Social Media Elements
Profile/Page <ul><li>Demographics </li></ul><ul><li>Expertise </li></ul><ul><li>Bias </li></ul><ul><li>Freshness </li></ul...
<ul><li>Direction </li></ul><ul><li>Initiation </li></ul><ul><li>Emphasis </li></ul>Connections Social Media Elements
Content <ul><li>Density </li></ul><ul><li>Valence </li></ul><ul><li>Proximity </li></ul><ul><li>Attribution </li></ul>Soci...
Categorias CATEGORY KEY EXAMPLES Social Network Sites Orkut, Facebook, LinkedIn, Ning, Elgg Social Bookmarking Delicious, ...
Data Quantitative Data Qualitative Data ANALYSIS
Quantitative Data <ul><li>Profile </li></ul><ul><li>Scraps </li></ul><ul><li>Friends </li></ul><ul><li>Communities </li></...
<ul><li>Community </li></ul><ul><li>Members </li></ul><ul><li>Creation Date </li></ul><ul><li>Last Topic </li></ul><ul><li...
<ul><li>Promote </li></ul><ul><li>Views </li></ul><ul><li>Promotions </li></ul><ul><li>Click </li></ul><ul><li>Trashes </l...
<ul><li>Topic </li></ul><ul><li>Creation Date </li></ul><ul><li>Posts </li></ul><ul><li>Last Post Date </li></ul>Quantitat...
<ul><li>Profile </li></ul><ul><li>Folllowing </li></ul><ul><li>Followers </li></ul><ul><li>Tweets </li></ul><ul><li>Most R...
<ul><li>Tweet </li></ul><ul><li>Retweets </li></ul><ul><li>Replies </li></ul>Quantitative Data
<ul><li>Profile </li></ul><ul><li>Contacts </li></ul><ul><li>Groups </li></ul><ul><li>Testimonials </li></ul><ul><li>Joine...
<ul><li>Photo Gallery </li></ul><ul><li>Number of Photos </li></ul><ul><li>Number of Albums </li></ul><ul><li>Pro / Free <...
<ul><li>Videos </li></ul><ul><li>Views </li></ul><ul><li>Likes / Dislikes </li></ul><ul><li>Comments </li></ul>Quantitativ...
<ul><li>MyBarackObama </li></ul><ul><li>Eventos Hosted </li></ul><ul><li>Events Attended </li></ul><ul><li>Calls Made </li...
3. Social Media Metrics: some approaches
Pólvora <ul><li>Awareness </li></ul><ul><li>Influence </li></ul><ul><li>Engagement </li></ul>
Pólvora <ul><li>Awareness </li></ul><ul><li>Page Views </li></ul><ul><li>Unique Visitors </li></ul><ul><li>Posts / Topics ...
IAB – Social Media Ad Metrics Definitions  <ul><li>Social Media Sites:  09 metrics; </li></ul><ul><li>Blogs:  12 metrics; ...
IAB <ul><li>Social Media Sites </li></ul><ul><li>Unique Visitors </li></ul><ul><li>Cost per Unique Visitors </li></ul><ul>...
Razorfish - Fluent <ul><li>Net Sentiment </li></ul><ul><li>SIM Score  (Social Media Index Score) </li></ul>
<ul><li>Net Sentiment for the Brand </li></ul><ul><li>(Positive + Neutral Conversations – Negative Conversations) / Total ...
<ul><li>Social Currency </li></ul><ul><li>Brand Performance </li></ul>Vivaldi|Partners
<ul><li>Social Currency </li></ul><ul><li>Affiliation </li></ul><ul><li>Conversation </li></ul><ul><li>Utility </li></ul><...
Vollmer & Precourt <ul><li>Traditional Metics </li></ul><ul><li>Behavior-specific and Action-focused </li></ul><ul><li>New...
<ul><li>Traditional Metrics </li></ul><ul><li>Reach, frequency, and traditional gross rating points </li></ul><ul><li>Demo...
Radian6 (a) <ul><li>Activity and Engagement </li></ul><ul><li>Reveny and Biz Dev </li></ul><ul><li>Cost Savings </li></ul>...
Radian6 (a) <ul><li>Activity and Engagement </li></ul><ul><li>Members </li></ul><ul><li>Posts/Threads </li></ul><ul><li>Co...
<ul><li>Awareness and Value </li></ul><ul><li>Brand loyalty/affinity </li></ul><ul><li>Media placements </li></ul><ul><li>...
Radian6 (b) <ul><li>Exuberance </li></ul><ul><li>Attention span </li></ul><ul><li>Ressonance </li></ul><ul><li>Reverberati...
Radian6 (b) <ul><li>Exuberance </li></ul><ul><li>The monthly count of twestimonials & positive posts </li></ul><ul><li>Att...
Radian6 (c) <ul><li>Awareness | Attention | Reach </li></ul><ul><li>Leads | Conversions | Sales </li></ul><ul><li>Cost Sav...
<ul><li>Product Spending </li></ul><ul><li>Loyalty </li></ul><ul><li>Propensity to Recommend </li></ul><ul><li>Brand Affin...
<ul><li>Engagement </li></ul><ul><li>Involvement </li></ul><ul><li>Interaction </li></ul><ul><li>Intimacy </li></ul><ul><l...
<ul><li>Dialog </li></ul><ul><li>Advocacy </li></ul><ul><li>Support </li></ul><ul><li>Innovation </li></ul>Lovett & Owyang
Lovett & Owyang <ul><li>Dialog </li></ul><ul><li>Share of Voice </li></ul><ul><li>Audience Engagement </li></ul><ul><li>Co...
 
Bain/IAB <ul><li>Brand Awareness </li></ul><ul><li>Purchase Intention </li></ul><ul><li>Likelihood to Recommend </li></ul>...
Bain/IAB
Online Media Owned Media Earned Media Paid Media <ul><li>Candidate’s Site </li></ul><ul><li>Party’s Site </li></ul><ul><li...
Online Media for Political Campaigns * According to brazilian law, paid media can’t be used in online political campaings ...
4.  Metrics for Social Media Communication
Process of Planning Social Media Communication
Processo <ul><li>Evaluation of previous traits of candidate </li></ul><ul><li>Analysis of macro environment </li></ul><ul>...
Processo <ul><li>Social Media Optimized profiles </li></ul><ul><li>Production of textual, imagery and audiovisual content ...
Processo <ul><li>Selection of connections </li></ul><ul><li>Selection of  hubs </li></ul><ul><li>Thanks and feedbacks </li...
Processo <ul><li>Environmental analysis </li></ul><ul><li>Monitoring of mentions to the candidate and key allies </li></ul...
 
Reach  is related to the degree of effective dissemination of certain content or to degree of potential spread that a sing...
1) Customer Context; 2) Current Practices in Social Media; 3) Emphasis; 4) Types of Metrics; 5) Collection Tools; 6) Analy...
Customer Context <ul><li>Strengths and Weakness; </li></ul><ul><li>Threads and Opportunities; </li></ul><ul><li>Competitio...
Current Practices in Social Media <ul><li>S elect which social media sites will be used in the campaign ; </li></ul><ul><l...
Emphasis <ul><li>Based on information obtained about the client and taking into account the type of work in social media, ...
Types of Metrics <ul><li>Considering the previous items, the next step is to define which metrics are appropriate. The cho...
Collection Tools <ul><li>Define Tool:  identify which tools make possible the information you want to collect; </li></ul><...
Analysis <ul><li>From the quantitative and qualitative data, one should interpret the information; </li></ul><ul><li>Think...
 
Example <ul><li>REACH </li></ul><ul><li>Growth of Total Followers  </li></ul><ul><li>Views of Key Videos </li></ul><ul><li...
5. Tools
Tools <ul><li>Data archiving </li></ul><ul><li>Analytics </li></ul><ul><li>Monitoring and Analysis Software </li></ul><ul>...
<ul><li>Data archiving : software for manual collecting and storing data. </li></ul><ul><li>Useful for calculations in gen...
 
<ul><li>Web Analytics : tracking and analysis of data from visitors. </li></ul><ul><li>For sites, blogs, Ning, social netw...
 
<ul><li>Monitoring and Analysis Softwares : software that collect, sort and allow addition of information such as tags and...
 
 
 
<ul><li>Search Engines : search terms and evalute volume. </li></ul><ul><li>In some cases, allow real-time results and dat...
 
<ul><li>Profile Classification : applications with their own mechanisms for evaluating  profiles. Often they offers scores...
 
 
<ul><li>Evaluation of presence, reach and response:  creation of a numeric indexes to assess the presence, extent or respo...
 
 
 
 
Daily Visits and Comments on viral video “Vou morar na propaganda do governo da Bahia ”
Tools Tool Ups Downs Excel and similars Spreadsheets <ul><li>Universality </li></ul><ul><li>Customizable Calculations </li...
Tools Tool Ups Downs Radian6 Social media monitoring software <ul><li>Comparison with competitors and market </li></ul><ul...
Tools Tool Ups Downs Klout Profile analysis: reach, amplification and netwokr <ul><li>Classification of Twitterprofiles </...
Tools Tool Ups Downs HowSociable Evaluation of brand presence in more than 20 social media. <ul><li>Immediacy </li></ul><u...
References Reports / Presentations / White Papers / Articles http://www.slideshare.net/interney/mtricas-em-mdias-sociais h...
References Tools http://office.microsoft.com/pt-br/excel/default.aspx www.google.com/docs www.google.com/analytics www.scu...
+ Content: www.papercliq.com.br www.papercliq.com.br/blog www.slideshare.net/papercliq On Twitter: @papercliq @marcelayres...
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<ul><li>Profile </li></ul><ul><li>Contacts </li></ul><ul><li>Groups </li></ul><ul><li>Testimonials </li></ul><ul><li>Joined Social Media Metrics

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Profile Contacts Groups Testimonials Joined Quantitative Data

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