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PodCamp: Let's Talk About Social Media Measurement

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Publicada em: Tecnologia, Esportes

PodCamp: Let's Talk About Social Media Measurement

  1. Let’s Talk About Social Media Metrics, Measurement, and ROI Beth Kanter, Beth’s Blog
  2. <ul><li>Session Goals </li></ul><ul><li>Snap shot </li></ul><ul><li>Simple way to apply </li></ul>
  3. Beth Kanter: Online Profiles & Presence Content in many places RSS Powered Fundraising Sharing photos, bookmarks, videos, and more Conversations network
  4. Beth Kanter: Offline Photo by Steve Goodman
  6. Some humans are mathematicians; others aren’t. -Jane Goodall
  7. Two Minute Poll Who are you?
  8. Why do What are metrics?
  9. Metrics are the attributes or factors that are important for you to determine results or make improvements.
  10. Why do What metrics are not ….
  15. Definitions What is measurement?
  16. Two hard truths about social media measurement …
  17. Social Media measurement is not like Martha
  18. Intangible!
  19. Number of RSS Subscribers
  20. Number of comments on Your Video
  21. Number of people who have favorited your photo
  22. Priceless!
  23. A Three Minute History of Web Metrics
  31. Basic Metrics: How many and who? <ul><li>Visits </li></ul>Visitors The number of actual people who have come to the site The number of trips made to the site Page Views The number of times pages were, well, viewed, by any visitor Visitor Info Where are they located? What software/ hardware are they using? Source: Idealware.org
  32. What they’re doing <ul><li>Time on Site </li></ul>How long visitors spent on each visit Bounce Rate The % of visitors who only view a single page Source: Idealware.org
  33. Traffic and Content <ul><li>Referrers </li></ul>Entry/ Exit Pages The pages from which visitors entered or left the site The websites that directed visitors to you Search Engine Keywords The words visitors are using to find your site Click Analysis A view of how many are clicking on what on each page Source: Idealware.org
  34. More Advanced Metrics Goal Conversion How many people made a series of steps to your desired goals (i.e. signup, purchase, donation, etc) Source: Idealware.org
  36. Why does a star fish have five rays?
  38. AELIA Audience Engagement Loyalty Influence Action
  39. Audience Who # Trend for Unique Visitors
  40. Engagement = Interaction + Attention <ul><li>What do they click on? </li></ul><ul><li>How long do they stay? </li></ul><ul><li>How many people comment on posts? </li></ul><ul><li>What is the shape of the conversation? </li></ul><ul><li>What is your post to comment ratio?  </li></ul>
  41. Posts _____ Tracks + Comments
  43. Loyalty RSS Subscribers - trends, not actual numbers Repeat visitors Tell other people about you Grain of Salt
  44. Influential Ideas: Memes, and their intensity over time
  45. Intent/Action Goal Conversion Rate Qualitative Data
  46. How do I look at metrics in the real world?
  47. Don’t do it this way
  48. Visitors, they like me, they really like me! Metrics as therapy
  49. Metrics as detective work Why was there a spike in visitors that day?
  50. Link to Goals, Strategy, and Decisions Strategy Map What is the value/cost of success? Value How? What data? What tool? Measurement What attributes you will measure? Metrics What does success look like? Benefit What is most important goal? Goal
  51. Mapping
  52. <ul><li>Data </li></ul><ul><li>Tools </li></ul><ul><li>When </li></ul>Measurement
  53. ROI: Cost of Benefit/Value Strategy Map What is the value/cost of success? Value What data? What tool? When? Measurement What attributes you will measure? Metrics What does success look like? Benefit What is most important goal? Goal
  54. Charlene Li – New ROI of Blogging from Forrester
  55. A Case Study in Progress
  57. Small Groups What attributes you will measure? Metrics What does success look like? Benefit What is most important goal? Goal
  58. Don’t Forget! http://bethkanter.wikispaces.com
  59. Photo Credits http://www.flickr.com/photos/birdinthehand/ http://www.flickr.com/photos/napfisk/503606552/ http://en.wikipedia.org/wiki/Image:Jane_Goodall_HK.jpg http://www.flickr.com/photos/napfisk/503606552/ http://www.flickr.com/photos/violetblue/331392404/ http://www.flickr.com/photos/swafo/22892239/ http://www.flickr.com/photos/yogi/297180158/ http://www.flickr.com/photos/evanhamilton/615838841/ http://www.flickr.com/photos/jrodstein/506402190/ http://www.flickr.com/photos/jeffcam/437254746/ http://www.flickr.com/photos/ivarcarol/86863775/ http://www.flickr.com/photos/croma/419894261/ http://www.flickr.com/photos/felipetrucco/266053148/ http://www.flickr.com/photos/zendragon/104117481/ http://www.flickr.com/photos/antitezo/395653723/
  60. Join the conversation about social media measurement and nonprofits at Beth’s Blog http://beth.typepad.com