Rodrigo Martucci and Mark Harrison put together this presentation for the Measurement Master Class I did on 17 November to a packed house at meshmarketing 2010 in Toronto, Ontario, Canada. However, I sort of went way off script because I am way more of an operations geek and social media evangelist than I am a measurement geek.. I hope this is indeed useful!

1. Social Media Measurement Workshop
November 2010
SOCIAL MEDIA MARKETING &
ONLINE PUBLIC RELATIONS

2. 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 reputation
and 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 followers
Intensify 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

3. Solid goal-setting is key
KPI before ROI

4. 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

5. APPLYING METRICS TO MARKETING EFFICIENCY
SEO
Reach
Research

6. APPLYING METRICS TO REVENUE GROWTH
• Relationships that could become leads
• Leads
• Sales

7. APPLYING METRICS TO SUPPORT SAVINGS
Content creation: user generated vs.
company generated
Support case metrics
Call center costs defrayed

8. Metrics should NOT
be the strategy,
only its guide.

9. It’s easy to get lost in metric world and lose sight of the big picture

10. 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

11. Now that strategy is good, let’s measure!
Multimedia Search YouTube, Flickr
Custom 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

12. PROFESSIONAL TOOLS – Ex: SM2
How much are people talking
about the brand?

13. PROFESSIONAL TOOLS – Ex: SM2
Where are people talking
about the brand?

14. PROFESSIONAL TOOLS – Ex: SM2
Where are people talking
about the brand?

15. PROFESSIONAL TOOLS – Ex: SM2
Where are people talking
about the brand?

16. PROFESSIONAL TOOLS – Ex: SM2
Reputation?

17. Online PR Promotion of
Habitat for Humanity’s
2010 World Habitat Day
Campaign Report for
Habitat for Humanity
Oct. 20, 2010
Example:

18. 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

19. 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

20. 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%.

21. Social
Media
News
Release
Provides a one stop shop for bloggers
Easily acquire media
Videos
Images
Quotes
Makes blogging easy
Bloggers like articles that write themselves
By providing easily copied info you allow them to create their posts faster.
Worldhabitatdaynews.org
Summary of work on the 2010 World Habitat Day Campaign

22. Worldhabitatdaynews.org SMNR Analytics – 246,212 hits
Summary of work on the 2010 World Habitat Day Campaign

23. Summary of work on the 2010 World Habitat Day Campaign
Post Examples

24. Post Examples
Summary of work on the 2010 World Habitat Day Campaign

25. Post Examples
Summary of work on the 2010 World Habitat Day Campaign

26. Summary of work on the 2010 World Habitat Day Campaign
Post Examples

27. • 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

28. Tweet Examples
Summary of work on the 2010 World Habitat Day Campaign

29. http://abrahamharrison.com
info@abrahamharrison.com
(202) 570-4878
Questions?
Further information we can provide as a follow up?