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Managing ConversationsSearch Engine Strategies, San Jose 2009
Liana “Li” Evans,Director of Social Media
How’d We Get Here?
Not Important – Your Message
Most Important
End Users
Who Cares?
And These Are All….
New Signals To Search Engines
Who’s In Your Audience?
Who’s Using Social Media
Thinks It’s All Generation “Y”?
3 OUT OF 4 AMERICANS USE SOCIAL TECHNOLOGY
Forrester, The Growth Of Social Technology Adoption, 2008
Different Types of Social Media
But…..
There’s Always a But…..
Without A Strategy, Social Media Marketing Can Be a Lot Like This…
Tactics in the absence of strategy is no better than doing nothing at
all…
Identify & Define Success
Monitoring & Measuring• Radian6• Meltwater• TrackUR• Techrigy• Google Alerts
• Google Analytics• Coremetrics• Omniture• ClickTracks
Social Media’s Different
…click to purchase is very rare in Social Media, so other measurement is needed
Involvement
Customer’s first point of agreed upon contact.
–Visit to website–Sign up for email notification–Subscribe to RSS–Became a community member
Measuring Involvement
• Web Analytics– Referral traffic to site from social
media sites• The Other Stuff (Manual)– Subscribers to email lists or RSS– How many friends/fans you have– # of new community member signups– Average # of posts per forum member
Interaction
The people like you …… Or maybe not– Conversations about you– Threads in forums & message board– Requests for more information– User Generated Content (UCG)
about you
Measuring Interaction• Web Analytics & Monitoring– Transactional Data
• They bought something• Requested more information
– Conversation Data• # of conversations about you• Sentiment
• The Other Stuff (Manual)– Number of comments or reviews– How much UCG was submitted– Replies to forum threads
Intimacy
Visitor has an opinion based on their experience with you– Post product or service reviews– Blog posts reviews– Create UCG such as videos, photos,
podcasts– Forums threads dedicated to you– Fan/Hate groups dedicated to you
Measuring Intimacy• Buzz Monitoring– Radian6, Techrigy
– Recommendation Conversations– Sentiment
– Customer Feedback Data• The Other Stuff (Manual)– Number of comments to UCG– Number of up/down votes– Number of stars on ratings– Number of reviews
Influence
Audience members form an opinion based on other community members
• Sentiment of conversations• Interaction about you• Propagation of your media
Measuring Influence
• Buzz Monitoring– Radian6, Meltwater– Customer Feedback Data
(How did they hear about you?)
• The Other Stuff (Manual)– Who’s Talking About You?• Technorati Ranking• Influence of Community Member
Different Things to Measure
• Social News (Digg, Reddit, Mixx, Etc)– Number of Votes, Comments– Traffic to Media Submitted
• Social Sharing (YouTube, Flickr, Etc)– Number of Views, Ratings, Embeds, Links,
Favorites• Social Networking– Number of Fans, Friends, Group Members– Comments on walls, postings, media
Different Things to Measure• Twitter– Number of Followers– Retweets
• Blogs– Subscribers– Comments to Posts
• Forums & Message Boards– Number of Members– Posts to Members, Replies to Posts
Re-Evaluate & Tweak Goals
Don’t Fall In Love…
If It Doesn’t Work – Stop Doing It! Tim O’Reilly, OGI Keynote 7/21/09
Summary• Understand Who’s In Your Audience• Understand What Your Audience Does in
Social Media• Define Your Goals – What’s Success, What’s Failure– What are You Going to Measure & Monitor
• Plan Your Strategy• Evaluate, Revaluate, Tweak
….. Wash…… Rinse ..… Repeat
ContactLiana “Li” Evans
Director of Social MediaSerengetiCommunications.com
Social Convesations.com
Available Thursday: Measuring Social Media WP
http://www.serenticom.com/[email protected]