Measuring Social Media for Navigating Social Media’s Wild, Wild West

Measuring Social MediagOr, how the Sheriff became your best friend.

Dave Evans,Author, “Social Media Marketing: An Hour a Day”Co-founder and Strategist, Digital VoodooCo founder and Strategist, Digital VoodooStrategy Director, FG SQUAREDStrategist, Social Web Strategies

Step 1 Sell Your PlanStep 1. Sell Your Plan

Understand Your BusinessUnderstand Your Business

Social Media is a NOT a universal answer!

Understand Your AudienceUnderstand Your Audience

As people take control over their data while spreading their Web presence, they are not looking for privacy, but for recognition as individuals. This will eventually change the whole world of advertising.

- Esther Dyson, 2008

Understand Your AudienceUnderstand Your Audience

Consumption and participation are indicators of the clear trend.

Disclose Your InterestDisclose Your InterestDo you want this? Or this?

Having an interest is fine. Not telling your audience about it is not.

Then Talk Social MediaThen…Talk Social MediaPERSONAL

SOCIAL NETWORKSEVENTS WHITE-LABEL

SOCIAL NETWORKS

Integrated S i l

MagazinesTV and Radio

Conversion

BLOGSWIKIS

SOCIAL NETWORKS

Integrated Campaigns

Social Media

Direct MailOnline

Advertising

Conversion (Purchase)

COLLABORATIVE TOOLS

MICROBLOGS

SMS PHOTOSg

VIDEO

EMAIL (BACN)

AUDIO (PODCAST)

Social media components surround and support the “conversion” process. Social media is one component your marketing toolbox.p p y g

Step 2 Measure ResultsStep 2. Measure Results

Measurement PointsMeasurement Points

Web Analytics

Relevance {Social Media Monitoring

Web Analytics

Content{{

Impact

Pipeline Metrics

Social Media MeasurementSocial Media Measurement• Raw Data

– Google Alerts• Conversational Data

– BlogPulse– Cymfony

T h i– Techrigy– Radian6

Collective Intellect– Collective Intellect• Diagnostic Data

– Net Promoter– Net Promoter

Tracking Vanity URLsTracking Vanity URLs

• In print and TV,In print and TV, “vanity” URLs can be trackedU i t l lik• Using tools like BudURL, you can create and track user-friendly vanity URLs across the Social WebSocial Web.

Tying Social Content to Web AnalyticsTying Social Content to Web Analytics

• Social monitoring gtools point to referrer

• Referrer ties to your l ti d t *analytics data*

• Analytics data shows site path and goalssite path and goals

* It’s less than perfect, but it’s better than nothing!

Step 3 Establish ROI (+/-)Step 3. Establish ROI (+/-)

Baseline Measures ROIBaseline Measures ROI

• Conversation (Inference)Conversation (Inference)• Historical Analytics

– TIP: Social Dashboards provide phistorical data as well as current.

Baseline Measures ROIBaseline Measures ROI

• Conversation (Inference)( )• Historical Analytics• Ask Your Customers (Direct)

More InformationTwitter: evansdave

Blog: http://www ReadThis comBlog: http://www.ReadThis.comdave.evans@digital-voodoo.com