This presentation was given at SES San Jose in August 2009. The focus of the panel was around Managing Conversations in Social Media. This presentation was focused on Monitoring & Measuring goals in social media as well as planning successful strategies.

1. Managing Conversations Search Engine Strategies, San Jose 2009 Liana “Li” Evans, Director of Social Media

2. How’d We Get Here?

3. Not Important – Your Message

4. Most Important End Users

5. Who Cares?

6. And These Are All…. New Signals To Search Engines

7. Who’s In Your Audience?

8. Who’s Using Social Media

9. Thinks It’s All Generation “Y”?

10. 3 OUT OF 4 AMERICANS USE SOCIAL TECHNOLOGY Forrester, The Growth Of Social Technology Adoption, 2008

11. Different Types of Social Media

12. But….. There’s Always a But…..

13. Without A Strategy, Social Media Marketing Can Be a Lot Like This…

14. Tactics in the absence of strategy is no better than doing nothing at all…

15. Identify & Define Success

17. Meltwater

18. TrackUR

19. Techrigy

20. Google Alerts

21. Google Analytics

22. Coremetrics

23. Omniture

26. Sign up for email notification

27. Subscribe to RSS

29. Referral traffic to site from social media sites

30. The Other Stuff (Manual)

31. Subscribers to email lists or RSS

32. How many friends/fans you have

33. # of new community member signups

35. Threads in forums & message board

36. Requests for more information

38. Transactional Data

39. They bought something

40. Requested more information

41. Conversation Data

42. # of conversations about you

43. Sentiment

44. The Other Stuff (Manual)

45. Number of comments or reviews

46. How much UCG was submitted

48. Blog posts reviews

49. Create UCG such as videos, photos, podcasts

50. Forums threads dedicated to you

52. Radian6, Techrigy

53. Recommendation Conversations

54. Sentiment

55. Customer Feedback Data

56. The Other Stuff (Manual)

57. Number of comments to UCG

58. Number of up/down votes

59. Number of stars on ratings

61. Interaction about you

63. Radian6, Meltwater

64. Customer Feedback Data (How did they hear about you?)

65. The Other Stuff (Manual)

66. Who’s Talking About You?

67. Technorati Ranking

69. Number of Votes, Comments

70. Traffic to Media Submitted

71. Social Sharing (YouTube, Flickr, Etc)

72. Number of Views, Ratings, Embeds, Links, Favorites

73. Social Networking

74. Number of Fans, Friends, Group Members

76. Number of Followers

77. Retweets

78. Blogs

79. Subscribers

80. Comments to Posts

81. Forums & Message Boards

82. Number of Members

85. Understand What Your Audience Does in Social Media

86. Define Your Goals

87. What’s Success, What’s Failure

88. What are You Going to Measure & Monitor

89. Plan Your Strategy

90. Evaluate, Revaluate, Tweak….. Wash…… Rinse ..… Repeat

91. Contact Liana “Li” Evans Director of Social Media SerengetiCommunications.com Social Convesations.com Available Thursday: Measuring Social Media WP http://www.serenticom.com/measuring-sm levans@serengeticom.com