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M ARY L OU R OBERTS March 2010 WEB METRICS FOR SOCIAL MEDIA MARKETING.

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Presentation on theme: "M ARY L OU R OBERTS March 2010 WEB METRICS FOR SOCIAL MEDIA MARKETING."— Presentation transcript:

1 M ARY L OU R OBERTS March 2010 WEB METRICS FOR SOCIAL MEDIA MARKETING

2 M ARY L OU R OBERTS March 2010 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

3 M ARY L OU R OBERTS March 2010 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 M ARY L OU R OBERTS March 2010 SEARCH vs. SOCIAL

5 M ARY L OU R OBERTS March 2010 BASIC INTERNET MARKETING METRICS Site Traffic Hits Impressions Page Views (websites) Campaign Measures Email Programs Products/Offers Search Effectiveness Site Audience Visitors Unique Visitors Identified Visitors Unduplicated Audience

6 M ARY L OU R OBERTS March 2010 CONVERSION  ONLINE OR OFFLINE www.omniture.com

7 M ARY L OU R OBERTS March 2010 DIFFERENT MARKETING TOOLS > DIFFERENT STEPS IN CONVERSION FUNNEL Chapter 11 -- 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 M ARY L OU R OBERTS March 2010 GOOGLE ANALYTICS – TRADITIONAL METRICS http://www.google.com/analytics/

9 M ARY L OU R OBERTS March 2010 TYPICAL SOCIAL MEDIA APPLICATION FACEBOOK CORPORATE BLOG VIDEO CHANNEL BANNER ADS ON SOCIAL NETS WEBSITE

10 M ARY L OU R OBERTS March 2010 TYPICAL INTERNET METRICS REQUIREMENTS FACEBOOK CORPORATE BLOG VIDEO CHANNEL BANNER ADS ON SOCIAL NETS WEBSITE “TRADITIONAL” INTERNET METRICS SOCIAL MEDIA METRICS

11 M ARY L OU R OBERTS March 2010 THE STRATEGIC MARKETING REQUIREMENTS FACEBOOK CORPORATE BLOG VIDEO CHANNEL BANNER ADS ON SOCIAL NETS WEBSITE SOCIAL MEDIA METRICS Television Radio Magazines Newspapers Marketing, Advertising Metrics

12 M ARY L OU R OBERTS March 2010 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 M ARY L OU R OBERTS March 2010 PUTTING ALL THIS TOGETHER IS HARD

14 M ARY L OU R OBERTS March 2010 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 M ARY L OU R OBERTS March 2010 RADIAN6 – SOCIAL MEDIA METRICS http://www.radian6.com/

16 M ARY L OU R OBERTS March 2010 PLATFORMS, NETWORKS, SERVICES ONE BY ONE

17 M ARY L OU R OBERTS March 2010 BLOGGING PLATFORMS (BACKEND VIEWS)

18 M ARY L OU R OBERTS March 2010 BLOGGER ENCOURAGES GOOGLE ANALYTICS

19 M ARY L OU R OBERTS March 2010 TYPEPAD METRICS

20 M ARY L OU R OBERTS March 2010 LOTS OF SERVICES

21 M ARY L OU R OBERTS March 2010 SOCIAL NETWORKS (FRONTENDS FOR COMPETITOR ANALYSIS, BACKENDS YOUR OWN METRICS)

22 M ARY L OU R OBERTS March 2010 WATCHING WAL-MART ON FACEBOOK Can observe data on pages. What happens when/if people click through?

23 M ARY L OU R OBERTS March 2010 YOU TUBE

24 M ARY L OU R OBERTS March 2010 CORPORATE ‘FAN’ PAGES

25 M ARY L OU R OBERTS March 2010 FREE FACEBOOK PAGES vs. ADVERTISING MySpace Also Appears To Have New Services for Advertisers

26 M ARY L OU R OBERTS March 2010 METRICS PERSPECTIVES The Strategy Issue – 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 M ARY L OU R OBERTS March 2010 SERVICES ARE USED ON PLATFORMS, NETWORKS, WEBSITES SERVICES (FEEDBURNER, SHARE THIS, ETC.)

28 M ARY L OU R OBERTS March 2010 TYPEPAD OFFERS WIDGETS FROM WIDGETBOX

29 M ARY L OU R OBERTS March 2010 WOWZIO IS A WIDGET SUPPLIER http://www.wowzio.com/

30 M ARY L OU R OBERTS March 2010 FACEBOOK HAS > 500,00 Active Apps http://www.facebook.com/press/info.php?statistics

31 M ARY L OU R OBERTS March 2010 START SIMPLE WHAT DO YOU NEED (OBJECTIVES); WHAT CAN YOU HANDLE ( TIME, SKILLS)? http://www.statsadvisor.com/

32 M ARY L OU R OBERTS March 2010 STRATEGIC IMPERATIVES MAP METRICS TO OBJECTIVES UNDERSTAND BUYER BEHAVIOR

33 M ARY L OU R OBERTS March 2010 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

34 M ARY L OU R OBERTS March 2010 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

35 M ARY L OU R OBERTS March 2010 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

36 M ARY L OU R OBERTS March 2010 TRADITIONAL METRICS FOR ACQUISITION, CONVERSION AND RETENTION

37 M ARY L OU R OBERTS March 2010 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 Emailed 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

38 M ARY L OU R OBERTS March 2010 PATTERNS OF INFLUENCE – NOT VIRAL

39 M ARY L OU R OBERTS March 2010 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

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