practical social media measurement
DESCRIPTION
In April 2011, I presented on practical solutions to social media measurement at the Oregon Governor's Conference on Tourism. The most important takeaway? There's no one-size-fits-all solution.TRANSCRIPT
PRACTICAL SOLUTIONS
TO THE MEASUREMENT CONUNDRUMShonali Burke, ABC (@shonali)
Imag
e: a
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Let’s Take Your Temperature…
Image: The Facey Family, Flickr (CC)
Cartoon: HubSpot, 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
tesy
Dan
iel G
ordo
n, S
amue
l Gor
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Jew
eler
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Blog traffic
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, [email protected]
@shonali
www.WaxingUnLyrical.com
www.shonaliburke.com
slideshare.net/shonaliburke
ShonaliBurkeConsulting