Social MediaMetrics

http://ca.linkedin.com/in/georgefirican

@georgefirican

a presentation for CASE VIII

Social media registered users

Growth among the top 3 social networks

Monthly active users

Social media visitors

• 350 million photos to FB

• 400 million tweets

• +1 button clicked +5 billion times

Older users

Social Media isimportant

Interest

Links

Giving ability

Metrics

Reach(Exposure)

Reach example: potential vs actual

Reach example: Twitter

• Measure your followers

• Measure your follower’s followers

• Measure of engaged users who are not yet followers

Calculate reach

• Website traffic, including site visits and page views.

• Search data for branded keywords.

• Video and content views.

• Number of followers and fans.

• Number of replies, reposts, comments from non-followers.

• Number of blog and e-newsletter subscribers.

Reach example: LinkedIn

Volume

Exposure example: Facebook

Volume example: Twitter

Engagement

Engagement rate

Engagement rate

Engagement level

Level 1: Lurking

Level 2: Casual

Level 3: Active

Level 4: Committed

Level 5: Loyalist

Engagement example: Google Analytics

Influence

Engagement example: Twitter

Exposure example: Twitter sentiment analysis

Exposure example: Twitter sentiment analysis

ROI

ROI example: Google Analytics Dashboard

Exposure cost example: Super Bowl vs Social Media

28mil/3.5 min ad

111.3 mil+ viewers

Mostly US

Free

18 mil+ viewers

World wide

Tips & lessons

1. Not a replacement for traditional advertising & engagement

2. Signal out the noise ratio

3. Relationship management is key

4. Align your Social Media Metrics with traditional marketing and

business metrics

5. Start acquiring social media data & social media accounts

Social Media profile example

Tips & lessons

1. Donation via tweets might be possible in the future

Social Media isimportant

Thank you!

http://ca.linkedin.com/in/georgefirican

@georgefirican @sqlbelle

http://ca.linkedin.com/in/donabelsantos