Call US-88OO1O2216 Call Girls In Mahipalpur Female Escort Service
Socialmediametrics2011
1. WEB METRICS FOR
SOCIAL MEDIA MARKETING
MARY LOU ROBERTS October 2011
2. WEB METRICS—HOW IT’S CHANGING
SEARCH MARKETING
- Website Optimization (SEO), PPC
Social Media Platforms
- Blogger, First Giving, Ning, PB Wiki, etc.
Social Networks
- Facebook, MySpace, LinkedIn, Plaxo, etc.
Source: Internet Marketing,
Atomic Dog Publishing, 2008
Services
- Feedburner, Share This, Mippin, etc.
MARY LOU ROBERTS October 2011
3. THREE INTERNET STRATEGY BASICS
1. GET TARGETS TO VISIT YOUR WEBSITE
2. GET VISITORS TO REGISTER, PROVIDE CONTACT INFO
3. GET THEM TO EXHIBIT DESIRED BEHAVIOR OUTCOME
(VISIT RETAIL STORE; PURCHASE ONLINE; ACCESS
CUSTOMER SERVICE/SUPPORT)
MARY LOU ROBERTS October 2011
5. BASIC INTERNET MARKETING METRICS
Source: Internet Marketing, 3rd ed.
MARY LOU ROBERTS October 2011
6. GOOGLE ANALYTICS – TRADITIONAL METRICS
http://www.google.com/analytics/
MARY LOU ROBERTS October 2011
7. TYPICAL SOCIAL MEDIA APPLICATION
FACEBOOK,
TWITTER
CORPORATE
BLOG
WEBSITE
VIDEO
CHANNEL
BANNER
ADS ON
SOCIAL
NETS
MARY LOU ROBERTS October 2011
8. TYPICAL INTERNET METRICS REQUIREMENTS
FACEBOOK.
TWITTER
CORPORATE
BLOG
SOCIAL MEDIA “TRADITIONAL”
METRICS WEBSITE INTERNET METRICS
VIDEO
CHANNEL
BANNER
ADS ON
SOCIAL
NETS
MARY LOU ROBERTS October 2011
9. THE STRATEGIC MARKETING REQUIREMENTS
FACEBOOK,
TWITTER Television
CORPORATE
BLOG Radio
SOCIAL MEDIA Marketing,
METRICS WEBSITE Advertising
Metrics
VIDEO
Magazines
CHANNEL
BANNER
ADS ON Newspapers
SOCIAL
NETS
MARY LOU ROBERTS October 2011
10. RADIAN 6 – SMM ANALYTICS
http://www.radian6.com/resources/library/radian6-what-we-do/
MARY LOU ROBERTS October 2011
11. PUTTING ALL THIS TOGETHER IS HARD
http://raventools.com/blog/infographic-social-
media-analytics/
MARY LOU ROBERTS October 2011
12. BEHAVIORS-FIRST, ALWAYS & ONLY!
BEHAVIORS IN THE SOCIAL ECOSPHERE BEHAVIORS ON THE WEBSITE
Traffic Metric
“Attention” Metrics Number of referrals from social
Number of visits, impressions (eyeball
measures) media sites
Attention/engagement
Pages: how much time spent, “heat “Engagement” Metrics
maps” for content, etc. Register for site services
Video: watched, partly/completely Download—white papers, videos,
Number of incoming links podcasts, etc.
Rate/review products
Other content cocreation (photos,
"Engagement" Metrics
Friends, fans, favs (followers of all videos, written content, etc.)
kinds)
Install apps (widgets, etc.) offered Ultimate Website Metric
Share content Transaction (sale, download, join;
Promote content (Digg, Reddit, etc.) the ultimate conversion goal)
Comment/co-create
Ultimate Social Media Metric ??
Click through to website http://diy-marketing.blogspot.com/2009/03/still-thinking-about-social-media.html
Social Media Behaviors, Part 1 http://diy-marketing.blogspot.com/2009/03/still-thinking-about-social-media.html
MARY LOU ROBERTS October 2011
Part 2 http://diy-marketing.blogspot.com/2009/02/identifying-and-measuring-social-media_25.html
13. HOW DO WE CHOOSE METRICS?
• Traditional Internet Marketing Metrics Are Used
to Measure Achievement of MARKETING
Objectives
– Offline Marketing Also Contributes to Achievement
of Marketing Objectives
• Specific Social Media Metrics Are Used to
Measure Achievement of SOCIAL MEDIA
CAMPAIGN Objectives
– Social Media Metrics Don’t Measure Achievement of
Marketing Objectives Unless The Social Media
Campaign is the Only Marketing Activity
– That’s a Bad Idea, but Another Subject
MARY LOU ROBERTS October 2011
14. NEW-BRANDS ON FACEBOOK
• Having many outbound posts is not an
optimization factor. Less tends to be more
with Facebook. Quality is what counts.
Overall--Coke • Quality is measured by number of likes/post or
comments/post.
• The best firms at engagement are getting
upwards of 750 comments/post on average
and 1,500 likes/post.
• There is no “magic” to the types of posts being
run by successful engagement advertisers.
This is very specific to the value proposition
of the product or service. Promotions are
rampant in the advertiser posts—some
work and some do not. Often, posting
generalized questions is more successful
than hard promotions, which have ancillary
fulfillment costs.
Does Facebook Like Your Brand?
www.covario.com
Wal-Mart
MARY LOU ROBERTS October 2011
24. USING TWITTER’S API
DATA TYPES
User data – relates to the user who posted the
message.
Friend and follower data – relates to the
relationship a user has to other users.
Tweet data – all the details and content
relating to a particular tweet.
Places and Geographic data – the geographic
https://dev.twitter.com/ and location based aspects relating to a person
or tweet. Excellent presentation
http://www.freshnetworks.com/blog/2011/08/a-guide-to-measuring-
METRICS twitter-using-the-api/
Impressions – aggregated users exposed to
messages.
Reach – number of unique users exposed to a
message.
Frequency – number of times each unique
user reached is exposed to a message.
Relevancy – reach to specific demographics.
MARY LOU ROBERTS October 2011
26. LINKEDIN ANALYTICS-CORPORATE PAGES
Visitors.
The LinkedIn analytics tab collects data
on who is visiting your company
profile, who is following your page as
well as their industry, company and
function (position). In addition, LinkedIn
company analytics also tracks visitors to
your careers tab, products and services
tab, promotional banners and which
visitors reach out to your employees.
http://kherize5.com/linkedin-launches-new-analytics-for-
company-pages/
MARY LOU ROBERTS October 2011
27. SOCIAL NETWORKS
(FRONTENDS FOR COMPETITOR ANALYSIS,
BACKENDS YOUR OWN METRICS)
MARY LOU ROBERTS October 2011
28. WATCHING WAL-MART ON FACEBOOK
Can observe data on pages.
What happens when/if people click through?
MARY LOU ROBERTS October 2011
29. METRICS PERSPECTIVES
• The Strategy Issue
– Do You Want To Model on This Strategy?
– Is It Relevant to Your Target Audience?
• The Metrics Issues
– If You Are Following a Competitor—Be Sure You
are Measuring “Comparables”
– You Must Understand
• What Individual Platform Metrics Are
• How Platforms are Interconnected
MARY LOU ROBERTS October 2011
30. GENERAL/COMPETITOR SITES
• http://compete.com/
To track site traffic and keywords
• http://www.quantcast.com/
To study audience characteristics
• http://www.pubmatic.com/adpriceindex/ind
ex.html
To study online ad prices
MARY LOU ROBERTS October 2011
31. SERVICES (FEEDBURNER, SHARE THIS, ETC.)
SERVICES ARE USED ON PLATFORMS, NETWORKS, WEBSITES
2 EXAMPLES OF MANY!
MARY LOU ROBERTS October 2011
35. WOWZIO IS A WIDGET SUPPLIER
http://www.wowzio.com/
MARY LOU ROBERTS October 2011
36. FACEBOOK HAS > 500,00 Active Apps
http://www.facebook.com/press/info.php?statistics
MARY LOU ROBERTS October 2011
37. START SIMPLE
WHAT DO YOU NEED (OBJECTIVES); WHAT CAN YOU HANDLE ( TIME, SKILLS)?
http://www.statsadvisor.com/
MARY LOU ROBERTS October 2011
38. STRATEGIC IMPERATIVES
MAP METRICS TO OBJECTIVES
UNDERSTAND BUYER BEHAVIOR
MARY LOU ROBERTS October 2011
39. MANY THINGS WE COULD MEASURE
WHAT ARE THE THINGS WE SHOULD MEASURE
MARY LOU ROBERTS October 2011
40. TOP 10 THINGS TO MEASURE
• Social Media Leads
• Engagement Duration
• Bounce Rate
• Membership Growth/Active Network Size
• Activity Ratio (Total Members/Active Members)
• Conversions (Have to Carefully Define)
• Brand Mentions in Social Media
• Loyalty
• Virality
• Blog Interaction
http://www.socialtimes.com/2010/02/social-media-metrics/#more-2950
MARY LOU ROBERTS October 2011
41. CHOOSE METRICS SOURCES BASED ON OBJECTIVES
• Free Social Media Web Analytics eBook
http://www.socialwebanalytics.com/?gclid=CMGc1vby95gCFQEoGgodFUYJng
• http://www.insidefacebook.com/
• http://www.allfacebook.com/
• http://tweepletwak.com/index.cfm/do/Member.login
• http://tweetstats.com/
• http://www.blogpatrol.com/
Search Technorati for terms or titles
• http://www.ning.com/ (Shows number of members for
their communities)
• http://s23.org/wikistats/
• http://www.socialtext.net/open/index.cgi?wiki_analytics
MARY LOU ROBERTS October 2011
43. 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
MARY LOU ROBERTS October 2011
44. MEASURE RETURN ON INVESTMENT
Identify
Business
• New Fans • Attribution to Social
• Number Tweets
KPIs Media Usually Not
• No. of Times Content Easy
Shared • Inbound Links
• No. Leads Generated (Awareness)
• No. Inquiries
(Consideration)
Choose • Traceable Sales (Close) Measure
Campaign ROI
Metrics
MARY LOU ROBERTS October 2011
45. NEW METRICS-INFLUENCE AND MORE
• Real time
• Facebook ‘talking about’
• Influence measures—Klout, Kred
• Best Social Media Metrics According to Kaushik:
Conversation, Amplification, Applause,
Economic Value http://www.kaushik.net/avinash/ list of metrics blogs
• Eric Peterson http://blog.webanalyticsdemystified.com/
MARY LOU ROBERTS October 2011
46. SUMMARY
• Evaluating Success of Social Media Programs
Requires Metrics Beyond “Traditional Internet”
• For Now, Each Behavior May Require a New
Metrics Source
• THE ONLY WAY TO MAKE SENSE OF THIS CHAOS
IS STRONG, MEASURABLE OBJECTIVES
• Metrics Have to Echo Needs, Intents and
Behavior of Customers, Not Just Needs of
Marketers
MARY LOU ROBERTS October 2011