Socialmediametrics2011

WEB METRICS FOR
SOCIAL MEDIA MARKETING

MARY LOU ROBERTS October 2011

WEB METRICS—HOW IT’S CHANGING
SEARCH MARKETING
- Website Optimization (SEO), PPC

Social Media Platforms
- Blogger, First Giving, Ning, PB Wiki, etc.

Social Networks
- Facebook, MySpace, LinkedIn, Plaxo, etc.
Source: Internet Marketing,
Atomic Dog Publishing, 2008
Services
- Feedburner, Share This, Mippin, etc.


THREE INTERNET STRATEGY BASICS

1. GET TARGETS TO VISIT YOUR WEBSITE

2. GET VISITORS TO REGISTER, PROVIDE CONTACT INFO

3. GET THEM TO EXHIBIT DESIRED BEHAVIOR OUTCOME
(VISIT RETAIL STORE; PURCHASE ONLINE; ACCESS
CUSTOMER SERVICE/SUPPORT)


SEARCH vs. SOCIAL

http://www.scribd.com/doc/49442666/The-Virtuous-Circle-
The-Role-of-Search-and-Social-Media-in-the-Purchase-
Pathway-Research-from-GroupM-Search


BASIC INTERNET MARKETING METRICS

Source: Internet Marketing, 3rd ed.


GOOGLE ANALYTICS – TRADITIONAL METRICS

http://www.google.com/analytics/


TYPICAL SOCIAL MEDIA APPLICATION
FACEBOOK,
TWITTER

CORPORATE
BLOG

WEBSITE
VIDEO
CHANNEL

BANNER
ADS ON
SOCIAL
NETS


TYPICAL INTERNET METRICS REQUIREMENTS
FACEBOOK.
TWITTER

CORPORATE
BLOG

SOCIAL MEDIA “TRADITIONAL”
METRICS WEBSITE INTERNET METRICS
VIDEO
CHANNEL

BANNER
ADS ON
SOCIAL
NETS


THE STRATEGIC MARKETING REQUIREMENTS
FACEBOOK,
TWITTER Television

CORPORATE
BLOG Radio

SOCIAL MEDIA Marketing,
METRICS WEBSITE Advertising
Metrics
VIDEO
Magazines
CHANNEL

BANNER
ADS ON Newspapers
SOCIAL
NETS


RADIAN 6 – SMM ANALYTICS

http://www.radian6.com/resources/library/radian6-what-we-do/


PUTTING ALL THIS TOGETHER IS HARD

http://raventools.com/blog/infographic-social-
media-analytics/

BEHAVIORS-FIRST, ALWAYS & ONLY!
BEHAVIORS IN THE SOCIAL ECOSPHERE BEHAVIORS ON THE WEBSITE
Traffic Metric
“Attention” Metrics Number of referrals from social
Number of visits, impressions (eyeball
measures) media sites
Attention/engagement
Pages: how much time spent, “heat “Engagement” Metrics
maps” for content, etc. Register for site services
Video: watched, partly/completely Download—white papers, videos,
Number of incoming links podcasts, etc.
Rate/review products
Other content cocreation (photos,
"Engagement" Metrics
Friends, fans, favs (followers of all videos, written content, etc.)
kinds)
Install apps (widgets, etc.) offered Ultimate Website Metric
Share content Transaction (sale, download, join;
Promote content (Digg, Reddit, etc.) the ultimate conversion goal)
Comment/co-create

Ultimate Social Media Metric ??
Click through to website http://diy-marketing.blogspot.com/2009/03/still-thinking-about-social-media.html

Social Media Behaviors, Part 1 http://diy-marketing.blogspot.com/2009/03/still-thinking-about-social-media.html
Part 2 http://diy-marketing.blogspot.com/2009/02/identifying-and-measuring-social-media_25.html

HOW DO WE CHOOSE METRICS?

• Traditional Internet Marketing Metrics Are Used
to Measure Achievement of MARKETING
Objectives
– Offline Marketing Also Contributes to Achievement
of Marketing Objectives
• Specific Social Media Metrics Are Used to
Measure Achievement of SOCIAL MEDIA
CAMPAIGN Objectives
– Social Media Metrics Don’t Measure Achievement of
Marketing Objectives Unless The Social Media
Campaign is the Only Marketing Activity
– That’s a Bad Idea, but Another Subject


NEW-BRANDS ON FACEBOOK

• Having many outbound posts is not an
optimization factor. Less tends to be more
with Facebook. Quality is what counts.

Overall--Coke • Quality is measured by number of likes/post or
comments/post.

• The best firms at engagement are getting
upwards of 750 comments/post on average
and 1,500 likes/post.

• There is no “magic” to the types of posts being
run by successful engagement advertisers.
This is very specific to the value proposition
of the product or service. Promotions are
rampant in the advertiser posts—some
work and some do not. Often, posting
generalized questions is more successful
than hard promotions, which have ancillary
fulfillment costs.

Does Facebook Like Your Brand?
www.covario.com
Wal-Mart

PLATFORMS, NETWORKS, SERVICES
ONE BY ONE


BLOGGER ENCOURAGES GOOGLE ANALYTICS


TYPEPAD METRICS


FACEBOOK


CORPORATE ‘FAN’ PAGES


FREE FACEBOOK PAGES vs. ADVERTISING

Twitter and MySpace
Both Have New Services
for Advertisers


YOUTUBE


YOUTUBE INSIGHT

http://searchenginewatch.com/article/2066563/Online-Video-
Analytics-Getting-Started-with-YouTube-Insight


TWITTER API


USING TWITTER’S API
DATA TYPES
User data – relates to the user who posted the
message.
Friend and follower data – relates to the
relationship a user has to other users.
Tweet data – all the details and content
relating to a particular tweet.
Places and Geographic data – the geographic
https://dev.twitter.com/ and location based aspects relating to a person
or tweet. Excellent presentation
http://www.freshnetworks.com/blog/2011/08/a-guide-to-measuring-
METRICS twitter-using-the-api/
Impressions – aggregated users exposed to
messages.
Reach – number of unique users exposed to a
message.
Frequency – number of times each unique
user reached is exposed to a message.
Relevancy – reach to specific demographics.


LINKEDIN ANALYTICS


LINKEDIN ANALYTICS-CORPORATE PAGES

Visitors.
The LinkedIn analytics tab collects data
on who is visiting your company
profile, who is following your page as
well as their industry, company and
function (position). In addition, LinkedIn
company analytics also tracks visitors to
your careers tab, products and services
tab, promotional banners and which
visitors reach out to your employees.

http://kherize5.com/linkedin-launches-new-analytics-for-
company-pages/


SOCIAL NETWORKS
(FRONTENDS FOR COMPETITOR ANALYSIS,
BACKENDS YOUR OWN METRICS)


WATCHING WAL-MART ON FACEBOOK

Can observe data on pages.
What happens when/if people click through?

METRICS PERSPECTIVES

• The Strategy Issue
– Do You Want To Model on This Strategy?
– Is It Relevant to Your Target Audience?
• The Metrics Issues
– If You Are Following a Competitor—Be Sure You
are Measuring “Comparables”
– You Must Understand
• What Individual Platform Metrics Are
• How Platforms are Interconnected


GENERAL/COMPETITOR SITES

• http://compete.com/
To track site traffic and keywords
• http://www.quantcast.com/
To study audience characteristics
• http://www.pubmatic.com/adpriceindex/ind
ex.html
To study online ad prices


SERVICES (FEEDBURNER, SHARE THIS, ETC.)

SERVICES ARE USED ON PLATFORMS, NETWORKS, WEBSITES

2 EXAMPLES OF MANY!


SHARE THIS ICON


BITLY URL SHORTENER

http://www.bitrebels.com/geek/13-
examples-of-computer-addiction-gone-
too-far/

bit.ly/gbN1yw


TYPEPAD OFFERS WIDGETS FROM WIDGETBOX


WOWZIO IS A WIDGET SUPPLIER

http://www.wowzio.com/


FACEBOOK HAS > 500,00 Active Apps
http://www.facebook.com/press/info.php?statistics


START SIMPLE
WHAT DO YOU NEED (OBJECTIVES); WHAT CAN YOU HANDLE ( TIME, SKILLS)?

http://www.statsadvisor.com/


STRATEGIC IMPERATIVES

MAP METRICS TO OBJECTIVES

UNDERSTAND BUYER BEHAVIOR


MANY THINGS WE COULD MEASURE

WHAT ARE THE THINGS WE SHOULD MEASURE

TOP 10 THINGS TO MEASURE

• Social Media Leads
• Engagement Duration
• Bounce Rate
• Membership Growth/Active Network Size
• Activity Ratio (Total Members/Active Members)
• Conversions (Have to Carefully Define)
• Brand Mentions in Social Media
• Loyalty
• Virality
• Blog Interaction
http://www.socialtimes.com/2010/02/social-media-metrics/#more-2950


CHOOSE METRICS SOURCES BASED ON OBJECTIVES
• Free Social Media Web Analytics eBook
http://www.socialwebanalytics.com/?gclid=CMGc1vby95gCFQEoGgodFUYJng
• http://www.insidefacebook.com/
• http://www.allfacebook.com/
• http://tweepletwak.com/index.cfm/do/Member.login
• http://tweetstats.com/
• http://www.blogpatrol.com/
Search Technorati for terms or titles
• http://www.ning.com/ (Shows number of members for
their communities)
• http://s23.org/wikistats/
• http://www.socialtext.net/open/index.cgi?wiki_analytics

CHOOSE METRICS BASED ON OBJECTIVES


SOCIAL MEDIA METRICS FOR BLOG CAMPAIGN
OBJECTIVE METRIC(S)

Increase Average Visits per Day Average Number of Visits per Day from
Google Analytics

Number of Comments As long as small, can count
May need comment feed

Number of Emailed or Promoted Posts Provided by Share This Icon

Number of Incoming Links Hard to Count
Will Use GoRank.com as long as free tool is
sufficient
May need to measure different types of
links (other blogs, websites, etc.)
A different report for each


MEASURE RETURN ON INVESTMENT

Identify
Business
• New Fans • Attribution to Social
• Number Tweets
KPIs Media Usually Not
• No. of Times Content Easy
Shared • Inbound Links
• No. Leads Generated (Awareness)
• No. Inquiries
(Consideration)
Choose • Traceable Sales (Close) Measure
Campaign ROI
Metrics


NEW METRICS-INFLUENCE AND MORE

• Real time
• Facebook ‘talking about’
• Influence measures—Klout, Kred
• Best Social Media Metrics According to Kaushik:
Conversation, Amplification, Applause,
Economic Value http://www.kaushik.net/avinash/ list of metrics blogs
• Eric Peterson http://blog.webanalyticsdemystified.com/


SUMMARY

• Evaluating Success of Social Media Programs
Requires Metrics Beyond “Traditional Internet”
• For Now, Each Behavior May Require a New
Metrics Source
• THE ONLY WAY TO MAKE SENSE OF THIS CHAOS
IS STRONG, MEASURABLE OBJECTIVES
• Metrics Have to Echo Needs, Intents and
Behavior of Customers, Not Just Needs of
Marketers


Socialmediametrics2011

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