Location via proxy:   [ UP ]  
[Report a bug]   [Manage cookies]                
SlideShare a Scribd company logo

Social media metrics

•Download as PPT, PDF•
•
priya303
priya303

This document discusses the growth of social media and its importance for marketing. It provides examples of how companies have successfully used social media to increase sales and engagement. It also outlines different tools for measuring social media performance and discusses essential steps to establish goals and metrics for social media measurement.

1 of 23
Priya Ramesh Director, Social Media, CRT/tanaka @newpr
PR, marketing & branding, digital media New York, California, Washington, D.C., Virginia Corporate/B2B, Health, Consumer Products VA Best Places to Work 300+ PR industry awards About Us
Sample Clients
Run from the CEO that…
10 Signs Social Media is Here to Stay As social media hits TV, 2012 will be the year of "must-tweet TV.” Twitter was the #1 source of information regarding Osama Bi Laden capture NOT Fox or CNN. Americans spent 53.5 billion minutes on Facebook in May 2011. In 2010, Pepsi skipped Super Bowl ads in favor of a $20M social media campaign. Sodexo reduced its annual recruitment advertising expenses by $300k using social media. 53% of people on Twitter recommend companies and/or products in their Tweets, with 48% of them delivering on their intention to buy the product. By 2014, 53% of total retail sales (online and offline) will be affected by the Web. 84.1 percent of the total U.S. Internet audience viewed online video. Disney made a major announcement via bloggers than mainstream media. Egypt’s revolution started on Facebook not Cairo’s Tahrir square.
Old School Metrics AVEs (Ad Value Equivalency) Eyeballs HITS # of Twitter Followers # of Facebook Friends/Fans
Conversations to Conversions
Social Media Metrics
What Are You Measuring? Online Mentions Online Reputation Sentiment Web Traffic SEO Rankings Lead Generation Increase in Sales Increase in Following
5 Essential Steps to Measurement Define Business Goals Identify Benchmarks Select the Right Tool Define KPIs Measure, Analyze, Measure 1 2 3 4 5
A Model for Social Measurement
Free Measurement Tools Google Analytics (web traffic, referral traffic, new visits, top page views, top sources of traffic) Social Mention (sentiment analysis) BlogPulse (blog traffic) Technorati (blog metrics) IceRocket (blog metrics) Facebook Insights (new likes, number of people talking about your brand) YouTube Insights ( Bit.ly (number of people clicking on your bit.ly link)
Paid/Sophisticated Analytics Key Differences between tools: Some are more robust for one-off research Others are geared toward day-to-day monitoring
Radian6 Advantages Near real-time data – excellent for crisis support Data can be graphed in a number of ways-useful for client reporting Loads quickly and easy to export to Excel Easy set up searches; find granular data Disadvantages Only 30 days of historical data Topic profiles expire after 1 week Not intuitive
Alterian- SM2 Advantages: Simple to learn; requires little training Features easy-to-read dashboard Detailed demographic data Disadvantages: Long load times Excel exports are missing data Only 30k results stored at one time
Alterian - SM2 Dashboard
Sysomos Heartbeat Dashboard
Advantages High automated sentiment accuracy: 83-87% Monitor competitor data easily Detailed demographic data Easy-to-read dashboard Disadvantages 2-3 hour lag on data Price Sysomos- Heartbeat
Sysomos MAP Advantages Data goes back two years No restriction on number of search terms Robust demographic data Search results in real time Great to create single client dashboard Disadvantages Not as useful for day-to-day monitoring for an ongoing account. Price
Pinky Swear Facebook Campaign Company: Henry Ford Health System Objective: Create an engaging campaign that would increase online appointments by 30%. Result: The application received over 1000 users within the first month and increased appointments by 161%.
Go Granny Twitter Campaign Company: Network Solutions Objective: Launch a parody video during 2011 Super Bowl and leverage Twitter to drive Go Daddy transfers to Network Solutions Result: 500% increase in .CO sales and thousands of transfers from Go Daddy to Network Solutions
The FUTURE: Social CRM
Let’s Stay Connected Priya Ramesh Director, Social Media CRT/tanaka [email_address] 703 894 5460 Twitter: @newpr Blog: www.crttbuzzbin.com Stay on top of digital trends and insights with The Buzz Bin www.crttbuzzbin.com , Top 25 PR Blogs Ranked by PRWeb

More Related Content

Social media metrics

  • 1. Priya Ramesh Director, Social Media, CRT/tanaka @newpr
  • 2. PR, marketing & branding, digital media New York, California, Washington, D.C., Virginia Corporate/B2B, Health, Consumer Products VA Best Places to Work 300+ PR industry awards About Us
  • 4. Run from the CEO that…
  • 5. 10 Signs Social Media is Here to Stay As social media hits TV, 2012 will be the year of "must-tweet TV.” Twitter was the #1 source of information regarding Osama Bi Laden capture NOT Fox or CNN. Americans spent 53.5 billion minutes on Facebook in May 2011. In 2010, Pepsi skipped Super Bowl ads in favor of a $20M social media campaign. Sodexo reduced its annual recruitment advertising expenses by $300k using social media. 53% of people on Twitter recommend companies and/or products in their Tweets, with 48% of them delivering on their intention to buy the product. By 2014, 53% of total retail sales (online and offline) will be affected by the Web. 84.1 percent of the total U.S. Internet audience viewed online video. Disney made a major announcement via bloggers than mainstream media. Egypt’s revolution started on Facebook not Cairo’s Tahrir square.
  • 6. Old School Metrics AVEs (Ad Value Equivalency) Eyeballs HITS # of Twitter Followers # of Facebook Friends/Fans
  • 9. What Are You Measuring? Online Mentions Online Reputation Sentiment Web Traffic SEO Rankings Lead Generation Increase in Sales Increase in Following
  • 10. 5 Essential Steps to Measurement Define Business Goals Identify Benchmarks Select the Right Tool Define KPIs Measure, Analyze, Measure 1 2 3 4 5
  • 11. A Model for Social Measurement
  • 12. Free Measurement Tools Google Analytics (web traffic, referral traffic, new visits, top page views, top sources of traffic) Social Mention (sentiment analysis) BlogPulse (blog traffic) Technorati (blog metrics) IceRocket (blog metrics) Facebook Insights (new likes, number of people talking about your brand) YouTube Insights ( Bit.ly (number of people clicking on your bit.ly link)
  • 13. Paid/Sophisticated Analytics Key Differences between tools: Some are more robust for one-off research Others are geared toward day-to-day monitoring
  • 14. Radian6 Advantages Near real-time data – excellent for crisis support Data can be graphed in a number of ways-useful for client reporting Loads quickly and easy to export to Excel Easy set up searches; find granular data Disadvantages Only 30 days of historical data Topic profiles expire after 1 week Not intuitive
  • 15. Alterian- SM2 Advantages: Simple to learn; requires little training Features easy-to-read dashboard Detailed demographic data Disadvantages: Long load times Excel exports are missing data Only 30k results stored at one time
  • 16. Alterian - SM2 Dashboard
  • 18. Advantages High automated sentiment accuracy: 83-87% Monitor competitor data easily Detailed demographic data Easy-to-read dashboard Disadvantages 2-3 hour lag on data Price Sysomos- Heartbeat
  • 19. Sysomos MAP Advantages Data goes back two years No restriction on number of search terms Robust demographic data Search results in real time Great to create single client dashboard Disadvantages Not as useful for day-to-day monitoring for an ongoing account. Price
  • 20. Pinky Swear Facebook Campaign Company: Henry Ford Health System Objective: Create an engaging campaign that would increase online appointments by 30%. Result: The application received over 1000 users within the first month and increased appointments by 161%.
  • 21. Go Granny Twitter Campaign Company: Network Solutions Objective: Launch a parody video during 2011 Super Bowl and leverage Twitter to drive Go Daddy transfers to Network Solutions Result: 500% increase in .CO sales and thousands of transfers from Go Daddy to Network Solutions
  • 23. Let’s Stay Connected Priya Ramesh Director, Social Media CRT/tanaka [email_address] 703 894 5460 Twitter: @newpr Blog: www.crttbuzzbin.com Stay on top of digital trends and insights with The Buzz Bin www.crttbuzzbin.com , Top 25 PR Blogs Ranked by PRWeb