practical social media measurement

PRACTICAL SOLUTIONS

TO THE MEASUREMENT CONUNDRUMShonali Burke, ABC (@shonali)

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Let’s Take Your Temperature…

Image: The Facey Family, Flickr (CC)

Cartoon: HubSpot, Flickr (CC)

Image: Jim Miles, Flickr (CC)

Image: argbx via Flickr (CC)

Image: http://www.flickr.com/photos/crystaljingsr/3914729343/

What Are You Trying To Do?

Why Is It Important?

Credit: “Social Media Metrics,” Jim Sterne (@jimsterne)

Case Study: Austin CVB & BMESOct. 5 – 12, 2010

Could Social Media…

• Grow the org’s reach?• Engage attendees?• Inform them?

Courtesy: Sparkloft & BMES

What Did They Do?• Facebook

– Developed and implemented a custom Facebook conference tab– Curated relevant destination content– Created two photo albums: Austin (pre-meeting) and BMES (updated daily)

• Twitter– Generated three Twitter lists: Exhibitors, Austin hotels, Austin nightlife– Customized organization’s profile: @BMESociety– Took and uploaded Twitpics on site

• Flickr– Developed BMES group & photostream– Uploaded photos in real time (multiple times each day)

• YouTube– Filmed and posted exhibit floor poster reports– Produced post-conference video highlighting the social media integration achieved

for BMES in Austin

Courtesy: Sparkloft

What Happened?

• Tweets on @BMESociety stream: 25/101 (before/after)• @BMESociety followers: 18/104 (before/after)• Tweets containing #BMES2010 reached 45,282 Twitter

accounts (# of times tweeted x # of followers)• BMES “likes” on Facebook increased by 218%• BMES Facebook page viewed 1,085 times during the

conference• 33 photos uploaded to BMES Flickr account; viewed 102

times• 12 videos uploaded to BMES’ YouTube channel and

embedded in various outlets; viewed 1,400 timesCourtesy: Sparkloft

What Was Missing?

Image: buckofive via Flickr (CC)

… but it was a good place to start!

The Case of The OKC Jeweler

© Daniel Gordon, used with permission

@dangordon@samuelgordons

The 4-1-1

© Daniel Gordon, used with permission

2006 – 2010:Ad spend: from $500K - $50K

Revenue: 30% increase2008 – 2010:

Foot traffic: from 20% - 40%Cour

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Blog traffic

Pledge To End Hunger

Source: pledgetoendhunger.com

Courtesy: Scott Henderson & MediaSauce

Courtesy: Scott Henderson & Media Sauce

Results• 2,600 members of Facebook

Cause• > 19k site visitors• 4,800 pledges (380% > goal)• 1st 1k pledges in 28 hours• $28k for Share Our Strength

(@95% 1st-time donors)• 560k servings of food to

food banks in 4 cities

Courtesy: Scott Henderson & Media Sauce

Let’s Say…

Image: Craving Creativity, Flickr (CC)

Image: http://www.flickr.com/photos/crystaljingsr/3914729343/

What Are You Trying To Do?

Why Is It Important?

#1: Listen

Image: shareski via Flickr (CC)

#2: Analyze

Image: Dave Dugdale via Flickr (CC)

#3: Evaluate

Image: adesigna via Flickr (CC)

Did Anything Happen?

Courtesy: KD Paine & Partners

Image: liwenli via Flick (CC)

Strategy & MeasurementGo hand-in-hand

Ask Yourself…

“You Can’t Cure Suck”(h/t Pierre-LoÏc Assayag, Traackr)

Image: dennis via Flickr (CC)

Image: Mark H. Evans, Flickr (CC)

The Six KeysTo The Measurement World

Who What

WhenWhere

Why

How

A Few Resources• iabc.com• prsa.org• instituteforpr.org• kdpaine.blogs.com• metrica.net/measurementmatters• communicationammo.com• metricsman.wordpress.com• Overtonecomm.blogspot.com• toprankblog.com• chuckhemann.com• Bi-weekly #measurePR Twitter chat (every other Tues;

12-1 pm ET)• WaxingUnLyrical.com: measurement/measurePR

categories• twitter.com/shonali/measurement

Questions?

Thank you!

Image: Håkan Dahlström via Flickr, CCinfo@shonaliburke.com

@shonali

www.WaxingUnLyrical.com

www.shonaliburke.com

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