social media: measurement

Social Media Measurement WorkshopNovember 2010

SOCIAL MEDIA MARKETING & ONLINE PUBLIC RELATIONS

WHO WE ARE

1. Activate online influencers in the blogopshere, social networking sites & on Twitter

to voluntarily carry your message in their voice and with their credibility

to their audiences

2. Manage and protect your online reputation and image

Help you become aware of threats to your brand reputationand gain control of your brand space online

3. Develop your impact and influence in the Social Networks:

Increase the number of your fans, friends, and followersIntensify their relationship with you and your messaging

WHAT WE DO

100% online media company, living our lives in the world of social media.

Team of 35 professionals spanning 5 continents , speaking 10 languages natively .

Abraham Harrison LLC

Solid goal-setting is key

KPI before ROI

APPLYING METRICS TO BRAND PERCEPTION

• Sentiment • Brand equity• PR functions/ crisis control • Media relationships• Influencer relationships• Customer satisfaction• Likeliness to buy• Likeliness to recommend• Volume/Impact of conversations

APPLYING METRICS TO MARKETING EFFICIENCY

SEO

Reach

Research

APPLYING METRICS TO REVENUE GROWTH

• Relationships that could become leads• Leads• Sales

APPLYING METRICS TO SUPPORT SAVINGS

Content creation: user generated vs. company generated

Support case metrics

Call center costs defrayed

Metrics should NOT be the strategy, only its guide.

It’s easy to get lost in metric world and lose sight of the big picture

Now that strategy is good, let’s measure!

Blogs Google Alerts, Yahoo Alerts

Comments Backtype

Message Boards Board Reader, BoardTracker

Twitter Rowfeeder, TwitterSearch

Social Bookmarking StumbleUpon, Digg, Reddit, Delicious

Social Media Search Engine

SocialMention, Serph, Keotag

Now that strategy is good, let’s measure!

Multimedia Search YouTube, FlickrCustom Feed Social Media Firehose (Yahoo Pipes)

Professional Tools Trackur, Techrigy SM2, Radian6, Visible Technologies, Scout Labs, Meltwater, Sysomos

Website Traffic Google Analytics, Quantcast, Alexa, Compete

Blog Traffic & Backlinks

Technorati, Wordpress

Dashboard Netvibes

PROFESSIONAL TOOLS – Ex: SM2

How much are people talking about the brand?

PROFESSIONAL TOOLS – Ex: SM2

Where are people talking about the brand?

PROFESSIONAL TOOLS – Ex: SM2

Where are people talking about the brand?

PROFESSIONAL TOOLS – Ex: SM2

Where are people talking about the brand?

PROFESSIONAL TOOLS – Ex: SM2

Reputation?

Online PR Promotion of Habitat for Humanity’s2010 World Habitat Day

Campaign Report for Habitat for Humanity

Oct. 20, 2010

Example:

Summary of work on the 2010 World Habitat Day Campaign

We were able to gather the statistics of UMV’s (unique monthly visitors) and followers for 188 of the 295 posts and determined that more than 38 million impressions were made out of the 188 posts from our blogger outreaches.

Note that unlike ads which disappear after a campaign, these posts are now a permanent part of the online record, continually garnering more impressions and feeding link juice for SEO ad infinitum.

• 2900 Bloggers reached

• 504 Responses• 295 Posts

To illustrate how successful the World Habitat Day’s social media campaign was, this chart shows that the WHD outreaches generated more impressions and more mentions than a PR Web Finalist campaign performed by Abraham Harrison

Summary of work on the 2010 World Habitat Day Campaign

Summary of work on the 2010 World Habitat Day Campaign

*The Industry standard is a 5% response rate. The 2009 response rate was 15% and the 2010 response rate was 17%.

Social

Media

News

ReleaseProvides a one stop shop for bloggers

Easily acquire mediaVideosImagesQuotes

Makes blogging easyBloggers like articles that write themselvesBy providing easily copied info you allow them to create their posts faster.

Worldhabitatdaynews.org

Summary of work on the 2010 World Habitat Day Campaign

Worldhabitatdaynews.org SMNR Analytics – 246,212 hits

Summary of work on the 2010 World Habitat Day Campaign

Summary of work on the 2010 World Habitat Day Campaign

Post Examples

Post Examples

Summary of work on the 2010 World Habitat Day Campaign

Post Examples

Summary of work on the 2010 World Habitat Day Campaign

Summary of work on the 2010 World Habitat Day Campaign

Post Examples

• 295 earned blog posts

• 38 million impressions from posts

• Impressions were 35% higher than award finalist campaign

• 22% increase in performance over last year

• Over 245K visits to SMNR

Summary of work on the 2010 World Habitat Day Campaign

Tweet Examples

Summary of work on the 2010 World Habitat Day Campaign

http://abrahamharrison.com

info@abrahamharrison.com

(202) 570-4878

Questions?

Further information we can provide as a follow up?