Social Media: Measurement
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Social Media Measurement Workshop November 2010 SOCIAL MEDIA MARKETING & ONLINE PUBLIC RELATIONS
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Social Media: Measurement Master Class presented by Chris Abraham at Mesh Marketing 2010
Transcript of Social Media: Measurement
Social Media Measurement WorkshopNovember 2010
SOCIAL MEDIA MARKETING & ONLINE PUBLIC RELATIONS
WHO WE ARE
1. Activate online influencers in the blogopshere, social networking sites & on Twitter
to voluntarily carry your message in their voice and with their credibility
to their audiences
2. Manage and protect your online reputation and image
Help you become aware of threats to your brand reputationand gain control of your brand space online
3. Develop your impact and influence in the Social Networks:
Increase the number of your fans, friends, and followersIntensify their relationship with you and your messaging
WHAT WE DO
100% online media company, living our lives in the world of social media.
Team of 35 professionals spanning 5 continents , speaking 10 languages natively .
Abraham Harrison LLC
Solid goal-setting is key
KPI before ROI
APPLYING METRICS TO BRAND PERCEPTION
• Sentiment • Brand equity• PR functions/ crisis control • Media relationships• Influencer relationships• Customer satisfaction• Likeliness to buy• Likeliness to recommend• Volume/Impact of conversations
APPLYING METRICS TO MARKETING EFFICIENCY
SEO
Reach
Research
APPLYING METRICS TO REVENUE GROWTH
• Relationships that could become leads• Leads• Sales
APPLYING METRICS TO SUPPORT SAVINGS
Content creation: user generated vs. company generated
Support case metrics
Call center costs defrayed
Metrics should NOT be the strategy, only its guide.
It’s easy to get lost in metric world and lose sight of the big picture
Now that strategy is good, let’s measure!
Blogs Google Alerts, Yahoo Alerts
Comments Backtype
Message Boards Board Reader, BoardTracker
Twitter Rowfeeder, TwitterSearch
Social Bookmarking StumbleUpon, Digg, Reddit, Delicious
Social Media Search Engine
SocialMention, Serph, Keotag
Now that strategy is good, let’s measure!
Multimedia Search YouTube, FlickrCustom Feed Social Media Firehose (Yahoo Pipes)
Professional Tools Trackur, Techrigy SM2, Radian6, Visible Technologies, Scout Labs, Meltwater, Sysomos
Website Traffic Google Analytics, Quantcast, Alexa, Compete
Blog Traffic & Backlinks
Technorati, Wordpress
Dashboard Netvibes
PROFESSIONAL TOOLS – Ex: SM2
How much are people talking about the brand?
PROFESSIONAL TOOLS – Ex: SM2
Where are people talking about the brand?
PROFESSIONAL TOOLS – Ex: SM2
Where are people talking about the brand?
PROFESSIONAL TOOLS – Ex: SM2
Where are people talking about the brand?
PROFESSIONAL TOOLS – Ex: SM2
Reputation?
Online PR Promotion of Habitat for Humanity’s2010 World Habitat Day
Campaign Report for Habitat for Humanity
Oct. 20, 2010
Example:
Summary of work on the 2010 World Habitat Day Campaign
We were able to gather the statistics of UMV’s (unique monthly visitors) and followers for 188 of the 295 posts and determined that more than 38 million impressions were made out of the 188 posts from our blogger outreaches.
Note that unlike ads which disappear after a campaign, these posts are now a permanent part of the online record, continually garnering more impressions and feeding link juice for SEO ad infinitum.
• 2900 Bloggers reached
• 504 Responses• 295 Posts
To illustrate how successful the World Habitat Day’s social media campaign was, this chart shows that the WHD outreaches generated more impressions and more mentions than a PR Web Finalist campaign performed by Abraham Harrison
Summary of work on the 2010 World Habitat Day Campaign
Summary of work on the 2010 World Habitat Day Campaign
*The Industry standard is a 5% response rate. The 2009 response rate was 15% and the 2010 response rate was 17%.
Social
Media
News
ReleaseProvides a one stop shop for bloggers
Easily acquire mediaVideosImagesQuotes
Makes blogging easyBloggers like articles that write themselvesBy providing easily copied info you allow them to create their posts faster.
Worldhabitatdaynews.org
Summary of work on the 2010 World Habitat Day Campaign
Worldhabitatdaynews.org SMNR Analytics – 246,212 hits
Summary of work on the 2010 World Habitat Day Campaign
Summary of work on the 2010 World Habitat Day Campaign
Post Examples
Post Examples
Summary of work on the 2010 World Habitat Day Campaign
Post Examples
Summary of work on the 2010 World Habitat Day Campaign
Summary of work on the 2010 World Habitat Day Campaign
Post Examples
• 295 earned blog posts
• 38 million impressions from posts
• Impressions were 35% higher than award finalist campaign
• 22% increase in performance over last year
• Over 245K visits to SMNR
Summary of work on the 2010 World Habitat Day Campaign
Tweet Examples
Summary of work on the 2010 World Habitat Day Campaign
http://abrahamharrison.com
(202) 570-4878
Questions?
Further information we can provide as a follow up?
