Data is both the good news and the bad news of social media - we get so many numbers from our actions in the space that it's hard to separate the cool from the meaningful. But measuring people is nothing new - CRM programs have been doing this for the last 40+ years. So let's take a look at the best parts from the old school, and see what we can teach the new school about measurement, KPIs and tracking success.
[OpenCamp 2010] You Don't Know Click: Measuring What Matters in Social Media
1. YOU DON’T KNOW
CLICK
Measuring What Matters in Social Media
Eric Swayne | | 8/28/10
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2. Your Intrepid Presenter
Eric Swayne
Senior Social / Digital Strategist
@eswayne
eswayne.com
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3. The Company I Work For
2008 Small Agency of the Year
2009 Agency A-List
Top 10 Agencies
rockfishinteractive.com
Top Intranet in the World My Walmart.com
Small Agency of the Decade Finalist
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21. URL Tracking and Advanced
Link Tagging Segmentation Goal Funnels
What created the Where did they come How many made it to
traffic? from and where did the end?
they go?
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28. “A creator, such as an artist, musician, photographer, craftsperson,
performer, animator, designer, videomaker, or author - in other words,
anyone producing works of art - needs to acquire
only 1,000 True Fans to make a living.”
“A True Fan is defined as someone who will
purchase anything and everything you produce.
They will drive 200 miles to see you sing. They will buy the super deluxe
re-issued hi-res box set of your stuff even though they have the low-res
version. They have a Google Alert set for your name. They bookmark the
eBay page where your out-of-print editions show up. They come to your
openings. They have you sign their copies. They buy the t-shirt, and the
mug, and the hat.
They can't wait till you issue your
next work. They are true fans.” -Kevin Kelly 28
30. REACH
The number that can hear you.
Fans, Friends, Followers, Visitors.
FOCUS
Is my audience full of potential
influencers and true fans?
ENGAGEMENT
Does my audience care?
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31. Checking Your RFE
•When I’m listed on Twitter, what’s
the name of that list?
•Who are the influentials in my
niche? Do they know me?
•When others link to me, what’s the
text in that link?
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