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

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Laura Lee Dooley
Laura Lee Dooley

Presentation given at eMetrics Marketing Optimization Summit - San Jose, CA, May 6, 2009.

EducaciónEmpresarialesTecnología
1 de 43
Twitter, Tweets, and Tweeple: What are we measuring, anyway? Laura Lee S. Dooley Online Engagement Strategist World Resources Institute ( www.wri.org ) twitter.com/lauraleedooley [email_address] Social Media Metrics Panel
www.wri.org
delicious tags for World Resources Institute
Goal Satisfaction in Engagement Ambassador/Evangelist Ownership Word of Mouth Repeat Customers Relationship
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&utm_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
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
What are we measuring anyway? ,[object Object],[object Object],[object Object]
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/twitter delicious.com/tag/twitter
Laura Lee S. Dooley Online Engagement Strategist World Resources Institute ( www.wri.org ) twitter.com/worldresources twitter.com/lauraleedooley [email_address]
 

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

Notas del editor

  1. Social Media Metrics Panel Laura Lee Dooley , World Resources Institute Erik Bratt , Digitaria Lynn Lanphier , Best Buy What's the impact when a customer can share their opinion about your brand with 10,000 of their closest friends? How do you know how much to invest in social networks and discussion groups? What is the value of a comment on a blog post? A connection in a social network? A question in a support forum? A tag on YouTube? If you aren't on Facebook, Twitter, Friendfeed, Technorati, and Delicious, should you be? And once you jump into social media, how do you track and measure success? Tips, tools and stories from the trenches from people who focus on online engagement and have more links, friends and followers than some small countries have citizens.