somatica digital's econsultancy training snapshot from #tfma 230210
DESCRIPTION
Here are the slides from the presentation (econsultancy training insight session) given by Karl Havard in the econsultancy seminar theatre at the Technology for Marketing and Advertising show February 2010. It specifically focuses on social media "advocacy" buttons and how these can be measured effectively, tracking back to onsite conversionTRANSCRIPT
23rd February 2010
Measuring Social Media Effectiveness
Karl HavardSomatica Digitalhttp://www.somatica.co.uk
Monday, 22 February 2010
In this Session
✦ Very Brief Outline of Social Web Engagement✦ Advocacy Approach - What is it?✦ Enabling Others to Share your Content✦ How you can Measure this✦ Tying this all back to onsite “conversions”✦ Warning: By the time we’ve finished, there’ll be an additional method.✦ It’s by no means perfect✦ But it’s much better that 6 months ago✦ The focus is on free tools
Monday, 22 February 2010
SOCIAL MEDIA
Monday, 22 February 2010
The Most Common Approach by Brands
BUY OUR STUFF!!
Monday, 22 February 2010
Where’s the Value in that?
Monday, 22 February 2010
| 23rd February 2010 | | Karl Havard, Somatica Digital http://www.somatica.co.uk
Why use Social Media this way?Awareness Consideration Conversion Advocacy
Advertising
Internet Search
Own or Partner’s Website
Email Marketing
Social Web/Interaction
Monday, 22 February 2010
| 23rd February 2010 | | Karl Havard, Somatica Digital http://www.somatica.co.uk
One Approach to Profile your Brand, Business or Offering
*Intellectual Property of Somatica Digital Ltd
aka: Doing great stuff
aka: Making it e
asy for people
to engage with youak
a: P
roac
tive
liste
ning
and
en
gage
men
t
Monday, 22 February 2010
| 23rd February 2010 | | Karl Havard, Somatica Digital http://www.somatica.co.uk
Assuming You’re in Good Shape. And not...✦ Pumping out messages✦ Turning people off✦ Tarnishing your brandYou Can Encourage and Enable Advocacy✦ Plenty of research about positivity of online referral✦ You automatically tap into “like-minded” groups✦ Across their own social media channels
✦ Make it simple and Provide a Stage✦ People are lazy✦ Make people “Famous”
Monday, 22 February 2010
Advocacy to Awareness Organic spread of advocacy.✦ Direct accessibility - one to one Individual conversations mean a lot more
✦ Enabling your customers to tell their friends Especially if they “look good”
✦ They feel Part of something They’re adding value Special
To achieve this you must:✦ Offer Great Stuff, be Responsive and Accessible Be aware✦ Do something not so great and negativity can spread like wildfire
Monday, 22 February 2010
So What Does it Look Like
Social Web
Monday, 22 February 2010
Is this stuff used?
Yes & No!✦ But they won’t share a bland video of your offices✦ Regardless of how nice you think they are.✦ 9 views in 6 months
Content is key - Common Sense Quote “The more interesting the content, the more likely it is to be shared.” A Rocket Scientist
Monday, 22 February 2010
ReTweet Example If the content is deemed good, great, cool, etc. the people who spot it may want to be associated with it and share it.
It is possible to control the syntax in a ReTweet
“Name in Lights!” Tip
Include: URL, Content Title, Source & Profile Id.
i.e. “@econsultancy likes this presentation from @Somatica you can find it at http://bit.sand.pieces”
Leave some extra characters for further retweeting. (104 if anyone is counting the one above)
Monday, 22 February 2010
Comment Example - Disqus
People who write comments do so to voice opinion, be heard, think they’re funny, be controversial...
Monday, 22 February 2010
Measuring This Stuff
Social WebWARNING:
DATA
MINEFIELD
Monday, 22 February 2010
We’ll look at...
Off-Site ✦ Facebook✦ ReTweet✦ YouTube✦ Addthis.com✦ Addtoany.com
NB: All Are Free. Some being developed further. Google Buzz is one of these.
On-Site ✦ Google Analytics✦ Data correlation✦ Complex✦ Not so complex
NB: Other paid for analytics offer correlation. i.e. Omniture (please check with provider)
Monday, 22 February 2010
Facebook Share This A little bit flakey at the moment!
http://api.facebook.com/restserver.php?method=links.getStats&urls=www.mashable.com
Returns
www.mashable.com 800 34 59 893 20 http://www.mashable.com
Share count = 800Like Count = 34Comment Count = 59Total Count = 893Click Count = 20
Replace with your URL.
It is likely to improve. It needs to!
Monday, 22 February 2010
tweetmeme.com
Number of Tweets
Number of Retweets
Number of Users
Tweet Sources
Number of Clicks
Locations, Domains
Influentual Sources
TimeLine
Plus...
Monday, 22 February 2010
YouTube Insight
Monday, 22 February 2010
addthis.com
Monday, 22 February 2010
addthis.com & Google Analytics
Currently in Beta
Monday, 22 February 2010
Consolidation
Monday, 22 February 2010
Correlation with on site Analytics (Google)
Monday, 22 February 2010
An Accountant’s Dream Common Element - TIME✦ Focus on Spikes and Troughs✦ Visitors✦ Conversions✦ Content✦ Correlate with✦ Self generated social web activity✦ Sharing✦ Which Source✦ Twitter, Facebook, etc
✦ Other activity - email, advertising, offline✦ Get the calculator out!✦ Or include some fancy spreadsheet formula
Monday, 22 February 2010
A Simpler way: Addtoany.com
Monday, 22 February 2010
Sharing v Conversions
Still requires overlay.
Timeline
Which content, shared across which social
medium was the trigger for the most
conversions?
Overlaying a Timeline can help determine
what works and what doesn’t.
Even link in Offline communications.
Monday, 22 February 2010
Good Examples
The more buttons you have, the more data you need to wade through
Monday, 22 February 2010
In Summary: It’s not Perfect... But it’s getting better fast. All these tools are free. It does takes time and effort You’ll go cross-eyed But....ROI: Can now be more accurately measured✦“Innovation”✦“Interaction”✦“Investment”
Remember this only focused on enabling and measuring the “Share”/”Advocacy” area.
Monday, 22 February 2010
23rd February 2010
Thank YouKarl HavardSomatica Digitalhttp://[email protected]://twitter.com/Somatica+44 (0)7753 915798
Monday, 22 February 2010
Sources of Info’ http://econsultancy.com
http://www.facebook.com/facebook-widgets/share.php
http://my.tweetmeme.com/analytics/whitepaper
http://addthis.com/help/google-analytics-integration
http://www.addthis.com/blog/2010/02/11/sharing-to-google-buzz-using-addthis/
http://www.addtoany.com/
http://www.readwriteweb.com/archives/feedburner_and_google_analytics_together_at_last.php
http://mashable.com
Monday, 22 February 2010