1. WEB METRICS FOR SOCIAL MEDIA MARKETING

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.

3. TWO Internet strategy basics 1. Get Targets to Visit your Website 2
TWO Internet strategy basics 1. Get Targets to Visit your Website 2. Get Visitors to Exhibit Desired Behavior (Visit Retail Store; purchase online; Access Customer Service/Support)

4. SEARCH vs. SOCIAL

5. BASIC INTERNET MARKETING METRICS
Site Audience
Visitors
Unique Visitors
Identified Visitors
Unduplicated Audience
Site Traffic
Hits
Impressions
Page Views (websites)
Campaign Measures
Programs
Products/Offers
Search Effectiveness

6. CONVERSION  ONLINE OR OFFLINE

7. DIFFERENT MARKETING TOOLS > DIFFERENT STEPS IN CONVERSION FUNNEL
Chapter B2B Direct Marketing   Mary Lou Roberts with Paul D. Berger
Applies Equally to B2C multiple step programs
Essence of Non-Profit Fundraising
Is It the Basic Model for Social Media Marketing???

8. GOOGLE ANALYTICS – TRADITIONAL METRICS

9. TYPICAL SOCIAL MEDIA APPLICATION
FACEBOOK
CORPORATE
BLOG
VIDEO
CHANNEL
BANNER ADS ON SOCIAL NETS
WEBSITE

10. TYPICAL INTERNET METRICS REQUIREMENTS
FACEBOOK
CORPORATE
BLOG
VIDEO
CHANNEL
BANNER ADS ON SOCIAL NETS
WEBSITE
SOCIAL MEDIA
METRICS
“TRADITIONAL”
INTERNET METRICS

11. THE STRATEGIC MARKETING REQUIREMENTS
FACEBOOK
CORPORATE
BLOG
VIDEO
CHANNEL
BANNER ADS ON SOCIAL NETS
WEBSITE
Television
Radio
SOCIAL MEDIA
METRICS
Marketing,
Advertising
Metrics
Magazines
Newspapers

12. 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

13. PUTTING ALL THIS TOGETHER IS HARD

14. FROM SHERPA 2010 BENCHMARK
This report also provides valuable insights and commentary from more than 2,300
marketers who participated in the benchmark survey and enthusiastically shared their
experiences. SB from intro to report

15. RADIAN6 – SOCIAL MEDIA METRICS

16. PLATFORMS, NETWORKS, SERVICES One by one

17. Blogging platforms (backend views)

18. BLOGGER ENCOURAGES GOOGLE ANALYTICS

19. TYPEPAD METRICS

20. LOTS OF SERVICES

21. SOCIAL NETWORKS (frontends for competitor analysis, backends your own metrics)

22. WATCHING WAL-MART ON FACEBOOK
Can observe data on pages.
What happens when/if people click through?

23. YOU TUBE

24. CORPORATE ‘FAN’ PAGES

25. FREE FACEBOOK PAGES vs. ADVERTISING
MySpace Also Appears
To Have New Services
for Advertisers

26. METRICS PERSPECTIVES The Strategy Issue The Metrics Issues
Do You Want to do This?
Is this How You Want People to See You?
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

27. services are used on platforms, networks, websites
Services (Feedburner, Share This, etc.)
services are used on platforms, networks, websites

28. TYPEPAD OFFERS WIDGETS FROM WIDGETBOX

29. WOWZIO IS A WIDGET SUPPLIER

30. FACEBOOK HAS > 500,00 Active Apps http://www. facebook

31. START SIMPLE WHAT DO YOU NEED (OBJECTIVES); WHAT CAN YOU HANDLE ( TIME, SKILLS)?

32. strategic imperatives map metrics to objectives Understand buyer behavior

33. 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

34. 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)

35. GENERAL/COMPETITOR SITES
To track site traffic and keywords
To study audience characteristics
To study online ad prices

36. TRADITIONAL METRICS FOR ACQUISITION, CONVERSION AND RETENTION

37. 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 ed 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

38. PATTERNS OF INFLUENCE – NOT VIRAL

39. 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