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Tracking Social Media. Scott Calise Senior Manager of Digital Research Entertainment & Games - MTV Networks @swcalise #socialmetrics. Question. What percent of professionals currently engaging in Social Media do not measure the ROI of those efforts?. Reverse Peer Pressure.

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Tracking Social Media

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Tracking social media l.jpg

Tracking Social Media

Scott Calise

Senior Manager of Digital Research

Entertainment & Games - MTV Networks

@swcalise #socialmetrics

Question l.jpg


What percent of professionals currently engaging in Social Media do not measure the ROI of those efforts?

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Reverse Peer Pressure

You need to do it because nobody else is!


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  • Pre-planning

  • Implementation and Coordination

  • Measuring Performance - Internally

  • Measuring Performance - Externally

  • Pulling It Together

  • Q&A

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What’s Your Reason?

  • Expose Your Brand?

  • Develop a community around your product/service?

  • Increase in-store conversions?

  • Monitor user response or discussions around your brand/product?

  • Increase conversions on your site?

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Increase Conversions On Your Site

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Get Your House In Order

Get your house in order

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The Grocery List

  • Decide what’s important

  • Track what’s important

  • Get referral data coming in so you can tie back to what’s important

  • Develop tracking code strategy

  • Coordinate efforts

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Autotracking Code Generator

Created by Rhys Cazenove

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Created by Rhys Cazenove

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Get to Tweetin’

Rally The Troops

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Measuring Performance - Internally

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Evaluating Internal Efforts

Sample Omniture Data

Sample Omniture Data

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Categorization of Social Media Sites

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Social Bookmarking

Video Sites

Social Networking

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Social Media Categories

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Social Media Categories

Sample Omniture Data

Sample Omniture Data

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Push the Process

  • Rinse and repeat

  • Put power in content creators hands to refine and tweak

  • Toot your own horn

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Measuring Performance - Externally

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Step Back

Take A Step Back

  • Look outside your site

  • Most social activity is not occurring or directing back to your site

  • So how do you measure?

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Facebook Insights

Digg Stats




Collective Intellect($)



Twitter Counter (url shorteners)

Social Tools We Use

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The Tools Collage


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Social Mention

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Pulling It Together

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Social Media Dashboard

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  • Pre-plan

  • Implement and Coordinate Efforts

  • Measure Performance - Internally

  • Measure Performance - Externally

  • Pull It Together

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Thank You For Your Time

Scott Calise


Twitter: @swcalise

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