eMetrics: Twitter, Tweets & Tweeple: What are we measuring, anyway?

Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

eMetrics Marketing Optimization Summit 2009 | San Jose, California May 6, 2009

Twitter, Tweets, and Tweeple: What are we measuring,

anyway?

Laura Lee S. DooleyOnline Engagement StrategistWorld Resources Institute (www.wri.org)twitter.com/lauraleedooleylauralee@wri.org

Social Media Metrics Panel

www.wri.org

delicious tags for World Resources Institute

Satisfaction in Engagement

Ambassador/Evangelist

Ownership

Word of Mouth

Repeat Customers Rel

Strategy

Edelman Trust Barometer 2008

People like doing business with people they know …

… and love doing business with people they trust.

TRUST is personal . . . requires risk-taking . . . about relationships, not

transactions . . . based on being willing to put the other’s needs first.

new ways to play & build relationships

twitter.com/worldresources

Basic Twitter Analytics

Leveraging some free tools . . .

twitter.pbworks.com/Apps

AUTHORITY: Followers, frequency, @replies

twittercounter.com

useqwitter.com

URL shorteners . . . metrics, noframe

track twitter links through GA

http://www.wri.org/press/2009/04/new-report-shows-strong-potential-economic-benefits-

renewable-energy-southeast-us-0 ?utm_campaign=blogging&utm_medium=twitter&u

tm_source=microblog

twitter.mailana.com (@petewarden)

www.twitalyzer.com (User)

www.twitalyzer.com (Brand)

www.twitalyzer.com (Search)

search.twitter.com

retweetist.com

. . . not just about retweets . . .

backtweets.com

tweetake.com

FOLLOWERS DATA

• Twittername

• Real name

• Location

• URL

• Biosketch

• Tweet Type

• Follower/Mutual

• Date/Time Followed

• Blog feed (listen)

• Blog contact info

What are we measuring anyway?• Twitter:

Overall performance

• Tweets:ClickthroughsResponses – direct, indirect

• Tweeple:Your brand advocates, naysayersGrowth in friends, followersConnections beyond twitter

Lessons Learned

Build knowledgebase of data . . .

. . . go beyond up and to the right . . .

. . . measure active conversation . . .

. . . your brand is the sum of many parts . . .

post ratio - 1:12 (1=you, 12=them)

. . . online engagement obstacle . . .

. . . success stories, relationships . . .

. . . measure against . . .1) self 2) similar 3) community

. . . measure your contribution . . .

. . . listen + share + measure = TIME . . .

delicious.com/lldoolj2/twitterdelicious.com/tag/twitter

Laura Lee S. DooleyOnline Engagement Strategist

World Resources Institute (www.wri.org)twitter.com/worldresourcestwitter.com/lauraleedooley

lauralee@wri.org

eMetrics: Twitter, Tweets & Tweeple: What are we measuring, anyway?

Education

Transcript of eMetrics: Twitter, Tweets & Tweeple: What are we measuring, anyway?

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