Priya RameshDirector, Social Media, CRT/tanaka

@newpr

• PR, marketing & branding, digital media• New York, California, Washington, D.C.,

Virginia• Corporate/B2B, Health, Consumer

Products• VA Best Places to Work• 300+ PR industry awards

About Us

Sample Clients

Run from the CEO that…

10 Signs Social Media is Here to Stay

1. As social media hits TV, 2012 will be the year of "must-tweet TV.”2. Twitter was the #1 source of information regarding Osama Bi Laden capture

NOT Fox or CNN.3. Americans spent 53.5 billion minutes on Facebook in May 2011.4. In 2010, Pepsi skipped Super Bowl ads in favor of a $20M social media

campaign.5. Sodexo reduced its annual recruitment advertising expenses by $300k using

social media.6. 53% of people on Twitter recommend companies and/or products in their

Tweets, with 48% of them delivering on their intention to buy the product. 7. By 2014, 53% of total retail sales (online and offline) will be affected by the

Web.8. 84.1 percent of the total U.S. Internet audience viewed online video.9. Disney made a major announcement via bloggers than mainstream media.10. Egypt’s revolution started on Facebook not Cairo’s Tahrir square.

Old School Metrics

• AVEs (Ad Value Equivalency)

• Eyeballs• HITS • # of Twitter Followers• # of Facebook

Friends/Fans

Conversations to Conversions

Social Media Metrics

What Are You Measuring?

• Online Mentions• Online Reputation• Sentiment• Web Traffic• SEO Rankings• Lead Generation• Increase in Sales• Increase in Following

5 Essential Steps to Measurement

1. Define Business Goals

10

Identify Benchmarks

Select the Right Tool

Measure, Analyze, Measure

Define KPIs

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5

A Model for Social Measurement

Free Measurement Tools

• Google Analytics (web traffic, referral traffic, new visits, top page views, top sources of traffic)

• Social Mention (sentiment analysis)• BlogPulse (blog traffic)• Technorati (blog metrics)• IceRocket (blog metrics)• Facebook Insights (new likes, number of

people talking about your brand)• YouTube Insights (• Bit.ly (number of people clicking on your bit.ly

link)

Paid/Sophisticated Analytics

Key Differences between tools:

•Some are more robust for one-off research•Others are geared toward day-to-day monitoring

Radian6

• Advantages• Near real-time data – excellent for crisis support• Data can be graphed in a number of ways-useful

for client reporting• Loads quickly and easy to export to Excel• Easy set up searches; find granular data

• Disadvantages• Only 30 days of historical data• Topic profiles expire after 1 week• Not intuitive

Alterian- SM2

• Advantages:• Simple to learn; requires little training• Features easy-to-read dashboard • Detailed demographic data

• Disadvantages:• Long load times• Excel exports are missing data• Only 30k results stored at one time

Alterian - SM2 Dashboard

Sysomos Heartbeat Dashboard

• Advantages• High automated sentiment accuracy: 83-87% • Monitor competitor data easily• Detailed demographic data• Easy-to-read dashboard

• Disadvantages• 2-3 hour lag on data• Price

Sysomos- Heartbeat

Sysomos MAP

•Advantages• Data goes back two years• No restriction on number of search terms• Robust demographic data• Search results in real time• Great to create single client dashboard

•Disadvantages• Not as useful for day-to-day monitoring for an ongoing account.• Price

Pinky Swear Facebook Campaign

• Company:Henry Ford Health System

• Objective:Create an engaging campaign that would increase online appointments by 30%.

• Result:The application received over 1000 users within the first month and increased appointments by 161%.

Go Granny Twitter Campaign

• Company:Network Solutions

• Objective:Launch a parody video during 2011 Super Bowl and leverage Twitter to drive Go Daddy transfers to Network Solutions

• Result:500% increase in .CO sales and thousands of transfers from Go Daddy to Network Solutions

The FUTURE: Social CRM

Let’s Stay Connected

Priya RameshDirector, Social MediaCRT/tanakapramesh@crt-tanaka.com703 894 5460Twitter: @newprBlog: www.crttbuzzbin.com

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