Social Media Measurement By Iram Imtiaz. How do we measure the effectiveness of social media campaigns? Question:

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Presentation transcript:

Social Media Measurement By Iram Imtiaz

How do we measure the effectiveness of social media campaigns? Question:

The breadcrumb trail What is "effective"? What's in our tool box? Measures Tools Intelligent analysis Piecing it all together

What is "effective"? It depends!

What is "effective"? ‘ Although Social Media Dashboards tell us key health readings, to be successful, brands need "GPS" to find out where are you headed, where are you now, and where are you going. Measure against an objective.’ - Jeremiah Owyang (Web Strategist)Web Strategist

What is "effective"? Achieves stated goals and outcomes

What is "effective"? 1. Communication 2. Collaboration 3. Education 4. Entertainment Utilizes the four social media strategy pillars

What's in our tool box? Measures + Tools + Intelligent Analysis Measuring Social Media Effectiveness

What's in our tool box? Measurement = Measures + Tools + Intelligent Analysis 1)Where people come from 2)What content is being consumed 3)Results on important outcomes. Variations on  increased revenue/ results,  reduced cost, or  increased audience satisfaction and retention.

Measurement = Measures + Tools + Intelligent Analysis Example: Alexis Ohanian (of Reddit) on TED "How to make a splash in social media"TED What's in our tool box? Origine.g. referrer Contente.g. views, visitors, keywords, clickstreams Resultse.g. loyalty/ recency, conversion rates, conversations, reach

What's in our tool box? Measurement = Measures + Tools + Intelligent Analysis Google Analytics/ Yahoo Analytics / Omniture (for web analytics) Google AnalyticsYahoo AnalyticsOmniture Technorati/ Ice Rocket (for blogs) TechnoratiIce Rocket Alterian / Radian6 / SocialMention (social media tracking services)/ Webtrends (specifically mentions Mobile Analytics)/ RAMP (searching audio-visual content) AlterianRadian6SocialMentionMobile Analytics... and more... and more... and then some!more then some

What's in our tool box? Measurement = Measures + Tools + Intelligent Analysis The numbers, the story, and the interpreters... all suspect?numbers... but it still works? An interesting DEIstill worksinteresting tool... and another one by GoogleGoogle It is critical to understand the data and the tools

What's in our tool box? Example: Social Media Score Card: How the Super Bowl Advertisers Performed (Mashable)Mashable "Top mentioned" vs. "Who we really love"

Piecing it all together Define / refine success criteria Benchmark Implement/ enhance social media campaign Measure and analyze

Piecing it all together ROI ExamplesROI Examples of Effective Social Media Campaigns

Questions? If not, we can now try linking our blogs with Google Analytics