how to measure social media discussion: #pcb5

Measuring Social Media

Wayne KurtzmanTwitter: @[email protected]: www.BeyondThe.Biz and www.MediaBullseye.com

(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.

Speaking About Social Media


“We Live in Exponential Times”

- Karl Fisch

Time to reach an audience

of 50-million people

•Printing Press ~ 110 years (~1559)

•Radio – 38 years

•Television – 13 years

•iPod – 3 years

•Facebook – 2 years


“Social Media Is a Fad!”


“It’s a fundamental shift in how we communicate” -Marta Kagan


“The Internet is

Not (Just) A Medium…

- Jeff Jarvis

There Must Be a fundamental shift in how we Measure” -Wayne Kurtzman


TheInternetIs A

PLACE

To meet, learn, act, react and transact.”

Reachable by computer or mobile internet


You Can’t Measure

Meeting In A

The Same Way We Measured

http://www.personalizemedia.com/the-count/

But You Work For…

http://icanhascheezburger.com

Or . . .


So you just want to…


Numbers Speak Louder Than Words


New Analytics Model: The Individual

Social Media

CRM

Biz Intel

Psycho-

graphic


New Analytics Model: The Individual

Social Media

CRM

Biz Intel

Psycho-

graphic

Specific Attitude, Opinions, Activities,

Values

Stockholder?

Potential issues, history

Home teams,

hobbies, personality

types

Buying history, GM,

Lifetime value, AOV, number of contacts,

etc.(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.

Forrester Blogs: Social Media Marketing Balanced Scorecard

Financial: Has

revenue or profit

increased or costs

decreased?

Digital: Has the

company enhanced its owned

and earned digital assets?

Risk Management

: Is the

organization better

prepared to note and

respond to attacks or

problems that affect

reputation?Brand: Have

consumer attitudes about the

brand improved?

http://blogs.forrester.com/augie_ray/10-07-19-roi_social_media_marketing_more_dollars_and_cents

Where To Measure. But First…

Define Your Goals

Monitor

Define Engagement

Measure


Look At What We Have

Followers Influence Measurements (Klout) Mentions Retweets Facebook, Blog, Forum and Facebook

Mentions (if public)


What Are Your Business Goals?

Marketing Share Brand Recognition Sales Knowledge Others?

Monitor

Pick A Monitoring & Engagement Platform Radian6, ScoutLabs, Tap11… Hootsuite, Tweetgrid… Tweetgrid,Topsy, Twitterfall,

VisibleTweets… Twitturly, Trendistic, Tweetmetrics,

Tweeteffect…

Resources Are Posted at:www.beyondthe.biz

http://www.beyondthe.biz/

For Example…

Sentiment Quotable Statements Advocates Marketing Keycode Usage

Followers Correlation with Key Business Metrics

Sales, Support Call Length, Retention, etc.

The Business Case?

Expenses

Revenues

Activities

Metrics

This is the participation part, folks!(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.

Measuring Social Media

Wayne KurtzmanTwitter: @[email protected]: www.BeyondThe.Biz and www.MediaBullseye.com
