M ARY L OU R OBERTS October 2011 WEB METRICS FOR SOCIAL MEDIA MARKETING

M ARY L OU R OBERTS October 2011 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,Internet Marketing, Atomic Dog Publishing, 2008 SEARCH MARKETING - Website Optimization (SEO), PPC

M ARY L OU R OBERTS October 2011 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)

M ARY L OU R OBERTS October 2011 SEARCH vs. SOCIAL The-Role-of-Search-and-Social-Media-in-the-Purchase- Pathway-Research-from-GroupM-Search

M ARY L OU R OBERTS October 2011 BASIC INTERNET MARKETING METRICS Source: Internet Marketing, 3 rd ed.

M ARY L OU R OBERTS October 2011 GOOGLE ANALYTICS – TRADITIONAL METRICS

M ARY L OU R OBERTS October 2011 TYPICAL SOCIAL MEDIA APPLICATION FACEBOOK, TWITTER CORPORATE BLOG VIDEO CHANNEL BANNER ADS ON SOCIAL NETS WEBSITE

M ARY L OU R OBERTS October 2011 TYPICAL INTERNET METRICS REQUIREMENTS FACEBOOK. TWITTER CORPORATE BLOG VIDEO CHANNEL BANNER ADS ON SOCIAL NETS WEBSITE “TRADITIONAL” INTERNET METRICS SOCIAL MEDIA METRICS

M ARY L OU R OBERTS October 2011 THE STRATEGIC MARKETING REQUIREMENTS FACEBOOK, TWITTER CORPORATE BLOG VIDEO CHANNEL BANNER ADS ON SOCIAL NETS WEBSITE SOCIAL MEDIA METRICS Television Radio Magazines Newspapers Marketing, Advertising Metrics

M ARY L OU R OBERTS October 2011 RADIAN 6 – SMM ANALYTICS

M ARY L OU R OBERTS October 2011 PUTTING ALL THIS TOGETHER IS HARD media-analytics/

M ARY L OU R OBERTS October BEHAVIORS-FIRST, ALWAYS & ONLY! BEHAVIORS ON THE WEBSITE Traffic Metric Number of referrals from social media sites “Engagement” Metrics Register for site services Download—white papers, videos, podcasts, etc. Rate/review products Other content cocreation (photos, videos, written content, etc.) Ultimate Website Metric Transaction (sale, download, join; the ultimate conversion goal) BEHAVIORS IN THE SOCIAL ECOSPHERE “Attention” Metrics Number of visits, impressions (eyeball measures) Attention/engagement Pages: how much time spent, “heat maps” for content, etc. Video: watched, partly/completely Number of incoming links "Engagement" Metrics Friends, fans, favs (followers of all kinds) Install apps (widgets, etc.) offered Share content Promote content (Digg, Reddit, etc.) Comment/co-create Ultimate Social Media Metric ?? Click through to website Social Media Behaviors, Part 1 Part 2

M ARY L OU R OBERTS October 2011 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

M ARY L OU R OBERTS October 2011 PLATFORMS, NETWORKS, SERVICES ONE BY ONE

M ARY L OU R OBERTS October 2011 BLOGGER ENCOURAGES GOOGLE ANALYTICS

M ARY L OU R OBERTS October 2011 TYPEPAD METRICS

M ARY L OU R OBERTS October 2011 FACEBOOK

M ARY L OU R OBERTS October 2011 CORPORATE ‘FAN’ PAGES

M ARY L OU R OBERTS October 2011 FREE FACEBOOK PAGES vs. ADVERTISING Twitter and MySpace Both Have New Services for Advertisers

M ARY L OU R OBERTS October 2011 YOUTUBE

M ARY L OU R OBERTS October 2011 YOUTUBE INSIGHT Analytics-Getting-Started-with-YouTube-Insight

M ARY L OU R OBERTS October 2011 TWITTER API

M ARY L OU R OBERTS October 2011 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 and location based aspects relating to a person or tweet. METRICS 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. Excellent presentation twitter-using-the-api/

M ARY L OU R OBERTS October 2011 LINKEDIN ANALYTICS

M ARY L OU R OBERTS October 2011 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. company-pages/

M ARY L OU R OBERTS October 2011 SOCIAL NETWORKS (FRONTENDS FOR COMPETITOR ANALYSIS, BACKENDS YOUR OWN METRICS)

M ARY L OU R OBERTS October 2011 WATCHING WAL-MART ON FACEBOOK Can observe data on pages. What happens when/if people click through?

M ARY L OU R OBERTS October 2011 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

M ARY L OU R OBERTS October 2011 GENERAL/COMPETITOR SITES To track site traffic and keywords To study audience characteristics ex.html To study online ad prices

M ARY L OU R OBERTS October 2011 SERVICES ARE USED ON PLATFORMS, NETWORKS, WEBSITES 2 EXAMPLES OF MANY! SERVICES (FEEDBURNER, SHARE THIS, ETC.)

M ARY L OU R OBERTS October 2011 SHARE THIS ICON

M ARY L OU R OBERTS October 2011 BITLY URL SHORTENER examples-of-computer-addiction-gone- too-far/ bit.ly/gbN1yw

M ARY L OU R OBERTS October 2011 TYPEPAD OFFERS WIDGETS FROM WIDGETBOX

M ARY L OU R OBERTS October 2011 WOWZIO IS A WIDGET SUPPLIER

M ARY L OU R OBERTS October 2011 FACEBOOK HAS > 500,00 Active Apps

M ARY L OU R OBERTS October 2011 START SIMPLE WHAT DO YOU NEED (OBJECTIVES); WHAT CAN YOU HANDLE ( TIME, SKILLS)?

M ARY L OU R OBERTS October 2011 STRATEGIC IMPERATIVES MAP METRICS TO OBJECTIVES UNDERSTAND BUYER BEHAVIOR

M ARY L OU R OBERTS October 2011 MANY THINGS WE COULD MEASURE WHAT ARE THE THINGS WE SHOULD MEASURE

M ARY L OU R OBERTS October 2011 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

M ARY L OU R OBERTS October 2011 CHOOSE METRICS SOURCES BASED ON OBJECTIVES Free Social Media Web Analytics eBook Search Technorati for terms or titles (Shows number of members for their communities)

M ARY L OU R OBERTS October 2011 CHOOSE METRICS BASED ON OBJECTIVES

M ARY L OU R OBERTS October 2011 SOCIAL MEDIA METRICS FOR BLOG CAMPAIGN OBJECTIVE METRIC(S) Increase Average Visits per DayAverage Number of Visits per Day from Google Analytics Number of CommentsAs long as small, can count May need comment feed Number of ed or Promoted PostsProvided by Share This Icon Number of Incoming LinksHard 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

M ARY L OU R OBERTS October 2011 MEASURE RETURN ON INVESTMENT New Fans Number Tweets No. of Times Content Shared No. Leads Generated Choose Campaign Metrics Inbound Links (Awareness) No. Inquiries (Consideration) Traceable Sales (Close) Identify Business KPIs Attribution to Social Media Usually Not Easy Measure ROI

M ARY L OU R OBERTS October 2011 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 list of metrics blogs Eric Peterson

M ARY L OU R OBERTS October 2011 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