Social Media Metrics
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Transcript of Social Media Metrics
Social Media Metrics
Summary
1. Introduction
2. Metrics and Social Media Elements
3. Social Media Metrics: some approaches
4. Metrics for Social Media Communication
5. Tools
6. References
* Click to view the portuguese version of this presentation / Clique para ver a versão em
português dessa apresentação
Social Media Metrics
Introduction
Contemporary WEB is defined by:
• Content sharing;
• User generated content – text, video, photo etc;
• Sociability;
• Active reception;
• Reconfiguration of formats and social practices;
• Media convergence;
• Popularization of Social Media.
Social Media Metrics
Behavior on the internetFonte: Power to the People da Universal McCann (UM)
Content sharing on the Internet has reached a prominent role in daily life of
Internet users:
• 63% created a profile on a social network site;• 57% manage a profile on a social network site;• 76% upload photos;• 33,1% upload videos;• 29,1% keep a blog;• 71% read blogs.
Introduction
Social Media Metrics
Introduction
Definition – Social Network Sites
by: Danah Boyd e Nicole Ellison
web-based services that allowindividuals to (1) construct a public orsemi-public profile within a boundedsystem, (2) articulate a list of other userswith whom they share a connection, and(3) view and traverse their list ofconnections and those made by otherswithin the system.
“
Social Media Metrics
Introduction
Definition – Social Media
by: Andreas Kaplan e Michael Haenlein
a group of Internet-based applicationsthat build on the ideological andtechnological foundations of Web 2.0,which allows the creation and exchange ofuser-generated content.”“
Social Media Metrics
These technologies and online practices could be used by individuals and/or organizations to spread content, opinions, ideas, experiences and perspectives...
Introduction
Social Media Metrics
Behavior on the InternetFonte: Power to the People da Universal McCann (UM)
From 2006 to 2009 there has been increasing in virtually all activities involving social media
The five activities that grew most were:
1. Watch video clips online;2. Listen to live radio/audio online;3. Create a profile on a social network;4. Read blogs;5. Upload photos to a photo sharing site.
Introduction
Social Media Metrics
Five sites most visited by brazilian Internet users:Fonte: ComScore
1º Google Brasil
2º Orkut
3º Google
4º YouTube
5º Window Live Mail
Introduction
Social Media Metrics
Metrics
“A metric is a measuring system that
quantifies a trend, dynamic, or
characteristic. In virtually all disciplines,
practitioners use metrics to explain
phenomena, diagnose causes, share
findings, and project the results of future
events.”
por Paul Farris; Neil Bendle; PhillipPfeifer; David Reibstein.
Social Media Metrics
Why to measure?
› Determine financial return;
› Accountability;
› Demonstrate value and impact;
› Assessing resource need;
› Test hypothesis.
(Amber Naslund)
Social Media Metrics
Social Media Metrics
Ups:
› Data persistence;
› Data searchability;
› Public information;
› APIs;
› Several levels of measurement.
Social Media Metrics
Social Media Metrics
Downs:
› Differences betwees social media sites;
› Inconsistent terminology.
Social Media Metrics
Profile/Page› Demographics
› Expertise
› Bias
› Freshness
› Credibility
› Number and Rate of Connections
Social Media Elements
Social Media Metrics
Categorias
CATEGORY KEY EXAMPLES
Social Network Sites Orkut, Facebook, LinkedIn, Ning, Elgg
Social Bookmarking Delicious, Dihitt
Blogs Blogspot, Wordpress, Tumblr
Microblogging Twitter, Plurk
Content Sharing YouTube, Flickr, Videlog, Vimeo, Picasa
Cultural Consumption Skoob, Last.fm, Filmow, O Livreiro
Wikis Wikipedia, Twiki
Geolocalization Google Maps, Foursquare, Gowalla
Social Media Metrics
Quantitative Data
Profile• Scraps• Friends• Communities• Fans• Videos• Photos• Mutual Friends• Mutual Communities
Social Media Metrics
Community• Members• Creation Date• Last Topic• Related Communities
Quantitative Data
Social Media Metrics
Profile• Folllowing• Followers• Tweets• Most Recent Tweet • Lists
Quantitative Data
Social Media Metrics
Photo Gallery• Number of Photos• Number of Albums• Pro / Free
Quantitative Data
Social Media Metrics
MyBarackObama• Eventos Hosted• Events Attended• Calls Made• Doors Knocked• Number of blog posts• Amount Raised• Groups Joined
Quantitative Data
Social Media Metrics
Pólvora
› Awareness
• Page Views• Unique Visitors• Posts / Topics• Number of Groups• Average Time• New Visitors• Repeat Visitors• Traffic Sources• Leads• Evaluation of visitors:geographic, language,bounce rate etc.
› Influence
• Ratings / Rankings• Referrals• Members• Connections
› Engagement
• Comments and Trackbacks• Filled Profiles• Active Members• Means• Mentions• Frequency of Publication• Favorites
Social Media Metrics
IAB – Social Media Ad Metrics Definitions
› Social Media Sites: 09 metrics;
› Blogs: 12 metrics;
› Applications / Widgets: 09 metrics.
Social Media Metrics
IAB
› Social Media Sites
• Unique Visitors• Cost per Unique Visitors• Page Views• Visits• Return Visits• Interaction Rate• Time Spent• Video Installs• Relevant actions taken
› Blogs
• Conversation Size• Site Relevance• Author Credibility• Content Freshness andRelevance
› Widgets and Applications
• Installs• Active Users• Audience Profile• Unique User Reach• Growth• Influence• Application/Widget Installs- User• Active Users• Longevity/Lifecycle
Social Media Metrics
› Net Sentiment for the Brand
• (Positive + Neutral Conversations – NegativeConversations) / Total Conversations for the Brand
› Net Sentiment for the Industry• (Positive + Neutral Conversations – NegativeConversations) / Total Conversations for the Industry
› SIM Score
• Percentage of positive conversations for the brand in relation to the total conversations for the industry.
Razorfish - Fluent
Social Media Metrics
› Social Currency
• Affiliation• Conversation• Utility• Advocacy• Information• Identity
› Brand Performance
• Quality Perception• Brand Trust• Recommendation
Vivaldi|Partners
Social Media Metrics
Vollmer & Precourt
› Traditional Metics
› Behavior-specific and Action-focused
› New Media
Social Media Metrics
› Traditional Metrics
• Reach, frequency, andtraditional gross ratingpoints• Demographics• Brand metrics
› Behavior-specific and Action-focused
• Engagement• Quality and concentration of audience• Impact on purchase behavior• Actual Viewership
Vollmer & Precourt
› New Media
• Demographics > Behaviors, Interests• Impressions > Engagement, Actions• Platform-specific > Campaing-specific• Usage/Segmentation > Purchase Funnel• Estimate > Census
Social Media Metrics
Radian6 (a)
› Activity and Engagement
› Reveny and Biz Dev
› Cost Savings
› Awareness and Value
Social Media Metrics
Radian6 (a)
› Activity and Engagement
• Members• Posts/Threads• Comments or Ideas• Inbound Links• Tags, Votes, Bookmarks• Active Profiles• Referrals• Post Frequency/Density
› Revenue and BizDev
• Speed of sales cycle
• Number/% of repeat biz• % customer retention• Transaction value• Referrals• Net new leads• Cost Per Lead• Conversions from community
Social Media Metrics
› Awareness and Value
• Brand loyalty/affinity• Media placements• Share of Conversation• Sentiment of Posts• Net Promoter Score• Interaction with Content• Employee Social Graphs
› Cost Savings
• Issue Resolution Time
• % of issues resolved online• Account turnover• Employee turnover• Hiring/Recruiting • Training costs• New Product Ideas• Development cycle time• Product/Serv Adoption Rate
Radian6 (a)
Social Media Metrics
Radian6 (b)
• Exuberance
• Attention span
• Ressonance
• Reverberation
• Bucket Volume
• Potential
• Infatuation
• Repetition
• Activation
• Conversation
• Engagement
Social Media Metrics
Radian6 (b)
• ExuberanceThe monthly count of twestimonials &
positive posts
• Attention spanAverage span of time a post is
retweeted & commented on
• RessonanceThe total volume of “in sync”
conversation around an idea
• ReverberanceThe total volume of inbound linking
and generations of retweetingof a post
• Bucket VolumeCompare the monthly counts of post
types (ie. complaints, referrals etc…)
• PotentialCompare the monthly counts of point
of need declarations & estimatedrevenue/closed
• InfatuationScore of the relative direction of
inbound & outbound links/tweets betweensources. Score of the relative direction ofinbound & outbound links/tweets betweensources.
• RepetitionAverage times per month
a source inbound links/retweets yourcontent
• AtivationThe monthly total of new sources that
have shared your positive content.
• ConversationThe total monthly relative share of
conversation vs. competitors
• EngagementThe amount of repeat commenting &
length of those comments
Social Media Metrics
Radian6 (c)
› Awareness | Attention | Reach
› Leads | Conversions | Sales
› Cost Savings
Social Media Metrics
› Product Spending
› Loyalty
› Propensity to Recommend
› Brand Affinity
› Media Value
› Acquisition Cost
Syncapse/Hostpex
Social Media Metrics
› Engagement
• Involvement
• Interaction
• Intimacy
• Influence
Forrester Research
Social Media Metrics
Lovett & Owyang
› Dialog
• Share of Voice• Audience Engagement• Conversation Reach
› Advocacy
• Percent Active Advocates• Advocate Influence• Advocacy Impact
› Support
• Issue Resolution Rate• Resolution Time• Satisfaction Score
› Innovation
• Topic Trends• Sentiment Ratio• Idea Impact
Social Media Metrics
Bain/IAB
• Brand Awareness• Purchase Intention• Likelihood to Recommend• Favorability• Conversion Rates• Recall• Click through• Unique Visitors• Message association• Ad impressions/views• Time spent on page• Interaction rate• View through• Engagement Time
Social Media Metrics
Online Media
Owned Media Earned Media Paid Media
- Candidate’s Site- Party’s Site- Official Profiles- Official Content- ...
- News- Posts- Conversations- Communities / Groups- Pages / Wikis- Forwarded Emails- ...
- Banners- Sponsored Links- Sponsored Posts- ...
Social Media Metrics
Owned Media Earned Media Paid Media*
- Candidate’s Site- Party’s Site- Official Profiles- Official Content- ...
- News- Posts- Conversations- Communities / Groups- Pages / Wikis- Forwarded Emails- ...
- Banners- Sponsored Links- Sponsored Posts- ...
Online Media for Political Campaigns
* According to brazilian law,
paid media can’t be used in
online political campaigns
Social Media Metrics
Process of Planning Social Media Communication
StrategicPlanning
ContentProduction
Relationship
Monitoring
Social Media Metrics
Process
StrategicPlanning
› Evaluation of previous traits of candidate
› Analysis of macro environment
› Selection of social media sites
› Schedule guiding
Social Media Metrics
Process
ContentProduction
› Social Media Optimized profiles
› Production of textual, imagery and audiovisual content
› Selection, editing and recommendation of third party content
› Personal expressions
Social Media Metrics
Process
Relationships
› Selection of connections
› Selection of hubs
› Thanks and feedbacks
› Responses to comments, questions
and criticisms
› Identifying key users and public
› Fomenting participation
Social Media Metrics
Process
Monitoring
› Environmental analysis
› Monitoring of mentions to the candidate and key allies
› Monitoring of mentions to the competitors
› Monitoring of key themes and threads
› Sentiment Index
› Spotting advocates, detractors and repeat emitters
Social Media Metrics
Reach is related to the degree of
effective dissemination of certain content or to degree of potential
spread that a single profile has in the network.
Engagement is related to the
degree of participation and involvement of a specific profile or group of users to a theme or subject
Influence is related to the
degree of attention and mobilization that a certain profile can generate in others users.
Adequaçy refers to the degree of
proximity that given content has in relation to the desired characteristics
and values
Social Media Metrics
1) Customer Context;
2) Current Practices in Social Media;
3) Emphasis;
4) Types of Metrics;
5) Collection Tools;
6) Analysis.
Steps
Social Media Metrics
Customer Context
• Strengths and Weakness;
• Threads and Opportunities;
• Competition;
• Target Audience;
• General Objectives of Communication;
• Marketing Strategy.
Social Media Metrics
Current Practices in Social Media
• Select which social media sites will be used in the campaign;
• Evaluate the current phase of the management of social media : 1. Strategic Planning; 2. Content Production; 3. Relationships; 4. Monitoring;
• Identify the actual use of social media by team and key people: publishing frequency, type of content, type of relationship, social media performance etc.
Social Media Metrics
Emphasis
• Based on information obtained about the client and taking into account the type of work in social media, it's time to define desired information
• With the objectives defined, the next step is to identify what you want to discover and check through the metrics within each of the areas :
• Influence;• Engagement;• Reach;• Adequacy.
Social Media Metrics
Types of Metrics
• Considering the previous items, the next step is to define which metrics are appropriate. The choice of metrics varies on a number of criteria such as:
- Social Media Site; - Previous Social Media Performance;- Desired Information;- Measurable Data: quantitative x qualitative.
• Definir conjunto de métricas de acordo com as particularidades das mídias sociais.
Social Media Metrics
Collection Tools
• Define Tool: identify which tools make possible the information you want to collect;
• Methodology: How tools will be used? In what period? How will data be stored?
• Data collection.
Social Media Metrics
Analysis
• From the quantitative and qualitative data, one should interpret the information;
• Think metrics according to every part of the objectives
to be achieved;
• Apply data and analysis in the planning of new actions, optimization strategies etc.
Social Media Metrics
Example
REACH• Growth of Total Followers • Views of Key Videos
INFLUENCE• Quality of Twitter Lists Klout Score
ENGAGEMENT• Topics/Month• Active Participants
ADEQUACY• Proximity with key words• Sentiment Value Index
Social Media Metrics
Tools
› Data archiving
› Analytics
› Monitoring and Analysis Software
› Search Engines
› Profile Classification
› Evaluation of presence, reach andresponse
Social Media Metrics
› Data archiving: software for manualcollecting and storing data.
Useful for calculations in general andindispensable for social media withoutspecific analytics tools.
Tools
Social Media Metrics
› Web Analytics: tracking and analysis ofdata from visitors.
For sites, blogs, Ning, social networks andcustomized social media as additionalmechanism.
Tools
Social Media Metrics
› Monitoring and Analysis Softwares:software that collect, sort and allowaddition of information such as tags andthe valences of terms and phrases emitters.
Tools
Social Media Metrics
› Search Engines: search terms andevalute volume.
In some cases, allow real-time results and
data on emitters.
Tools
Social Media Metrics
› Profile Classification: applications withtheir own mechanisms for evaluatingprofiles. Often they offers scores andrankings.
Tools
Social Media Metrics
› Evaluation of presence, reach andresponse: creation of a numeric indexes toassess the presence, extent or response inseveral social media sites.
Tools
Social Media Metrics
Daily Visits and Comments on viral video “Vou morar na propaganda
do governo da Bahia”
Social Media Metrics
Tool Ups Downs
Excel and
similars
Spreadsheets ↑ Universality↑ CustomizableCalculations
↓ Manual insertion↓ Complexity
Google Docs
Spreadsheets
Spreadsheets ↑ Synchronouscollaboration
↓Limited whencompared to Excel
Analytics
Web analytics sofware ↑ Trustness↑ Integration withGoogle Tools
↓Indirect data
Scup Social Media monitoringsoftware
↑Brazilian (supportedlanguage, help)
↓ Few data crossingsavailable↓Moderateinvestment
Tools
Social Media Metrics
Tool Ups Downs
Radian6 Social media monitoringsoftware
↑ Comparison with competitors and market
↓ High investiment↓ Complex interface↓ Without Orkut support
SM2 Social media monitoringsoftware
↑ Trial: 1000 mentions↑ Demographics
↓ Unfriendly interface
PostRank Measurement of engagement for social media content and websites
↑ Good with sites and blog↑ Good with evaluationof reach
↓Basic plan: only 5 sites x 20 pages↓ Few social mediasites
Social Mention Search by type of site: portals, blogs, social boomarking, social networks ....
↑ 11 segmentations↑ Feed Creation↑ Data exportation
↓ Vague and non-customizable sentimentanalysis
Tools
Social Media Metrics
Tool Ups Downs
Klout Profile analysis: reach, amplification andnetwokr
↑ Classification ofTwitterprofiles↑ Influence metrics
↓ Some inaccurate data
Twitter Analyzer
Analysis of data from Twitter profiles, such as reacf, evolution and mentions.
↑ Several data analysed↑ Layout
↓ Only Twitter↓ Non-exportable data
TweetReach Measures the potential scope of tweets on the subject or profile.
↑ Lists of profiles withhigher reach on topic
↓ Limited
HubspotGraders
Scores of blogs, Twitterprofiles, Foursquare, Facebook pages etc.
↑ Twitter: higherinfluence grades by city
↓Limited
Tools
Social Media Metrics
Tool Ups Downs
HowSociable Evaluation of brand presence in more than 20 social media.
↑ Immediacy↑ Good for initialcomparisons
↓ “Pro” version still in development phase
YouTubeInsight
YouTube Analytics ↑ Hot Spots ↓ Demographics onlyfrom logged users
Facebook Insights
Facebook Pages Analytics ↑ Fans Demographics ↓UpdatesDelay↓ Only Pages: Profilesand Groups don’t haveInsights
Feedburner Feeds Management ↑ Several levels of data ↓Only feeds
Tools
Social Media Metrics
References
Reports / Presentations / White Papers / Articles
http://www.slideshare.net/interney/mtricas-em-mdias-sociais
http://www.iab.net/iab_products_and_industry_services/508676/801817/socialmetrics
http://www.slideshare.net/tarushijio/metricas-para-publicidade-em-midias-sociais
http://fluent.razorfish.com/
http://www.context-digital.com/
http://www.amazon.com/Always-Advertising-Marketing-Consumer-Business/dp/0071508287
http://www.slideshare.net/Radian6/measuring-social-media-2396778
http://www.slideshare.net/AmberNaslund/listen-and-learn-new-media-new-metrics
http://www.radian6.com/blog/2010/03/social-media-measurement-analysis/
www.syncapse.com/media/syncapse-value-of-a-facebook-fan.pdf
http://www.forrester.com/rb/Research/marketings_new_key_metric_engagement/q/id/42124/t/2
http://www.web-strategist.com/blog/2010/04/22/altimeter-report-social-marketing-analytics-with-
web-analytics-demystified/
http://www.iab.net/insights_research/947883/buildingbrandsonline
Wave 4 – Power to the People
Plano de Negócio Sebrae
Users of the world, unite! - Kaplan Andreas M., Haenlein Michael.
Social Network Sites: Definition, History, and Scholarship. – danah m. boyd e Nicole B. Ellison
Social Media Metrics
References
Tools
http://office.microsoft.com/pt-br/excel/default.aspx
www.google.com/docs
www.google.com/analytics
www.scup.com.br
www.radian6.com
http://sm2.techrigy.com
https://analytics.postrank.com
http://socialmention.com
www.klout.com
www.twitteranalyzer.com
www.tweetreach.com
www.grader.com
www.howsociable.com
www.youtube.com/my_videos_insight
www.facebook.com/business/insights
http://feedburner.google.com
Social Media Metrics
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