Rodrigo Martucci and Mark Harrison put together this presentation for the Measurement Master Class I did on 17 November to a packed house at meshmarketing 2010 in Toronto, Ontario, Canada. However, I sort of went way off script because I am way more of an operations geek and social media evangelist than I am a measurement geek.. I hope this is indeed useful!
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ONLINE PUBLIC RELATIONS
Social Media Measurement Workshop
WHO WE ARE
100% online media company, living our lives in the world of social media.
Team of 35 professionals spanning 5 continents , speaking 10 languages natively.
WHAT WE DO
1. Activate online influencers
in the blogopshere, social networking sites & on Twitter
to voluntarily carry your message
in their voice and with their credibility
to their audiences
2. Manage and protect your online reputation and image
Help you become aware of threats to your brand reputation
and gain control of your brand space online
3. Develop your impact and influence in the Social Networks:
Increase the number of your fans, friends, and followers
Intensify their relationship with you and your messaging
KPI before ROI
• Brand equity
• PR functions/ crisis control
• Media relationships
• Influencer relationships
• Customer satisfaction
• Likeliness to buy
• Likeliness to recommend
• Volume/Impact of conversations
• Relationships that could become leads
Content creation: user generated vs.
Support case metrics
Call center costs defrayed
be the strategy,
only its guide.
It’s easy to get lost in metric world and lose sight of the big picture
Google Alerts, Yahoo Alerts
Board Reader, BoardTracker
StumbleUpon, Digg, Reddit,
Social Media Search
SocialMention, Serph, Keotag
Social Media Firehose (Yahoo Pipes)
Trackur, Techrigy SM2, Radian6,
Visible Technologies, Scout Labs,
Google Analytics, Quantcast, Alexa,
Blog Traffic &
How much are people talking
about the brand?
Campaign Report for
Habitat for Humanity
Online PR Promotion of
Habitat for Humanity’s
2010 World Habitat Day
Oct. 20, 2010
• 2900 Bloggers reached
• 504 Responses
• 295 Posts
We were able to gather the statistics of UMV’s
(unique monthly visitors) and followers for 188 of
the 295 posts and determined that more than 38
million impressions were made out of the 188
posts from our blogger outreaches.
Note that unlike ads which disappear after a
campaign, these posts are now a permanent
part of the online record, continually garnering
more impressions and feeding link juice for SEO
To illustrate how successful the World Habitat Day’s social
media campaign was, this chart shows that the WHD
outreaches generated more impressions and more mentions
than a PR Web Finalist campaign performed by Abraham
*The Industry standard is a 5% response rate. The 2009
response rate was 15% and the 2010 response rate was
Provides a one stop shop for bloggers
Easily acquire media
Makes blogging easy
Bloggers like articles that write themselves
By providing easily copied info you allow them to create their posts faster.
Worldhabitatdaynews.org SMNR Analytics – 246,212 hits
• 295 earned blog posts
• 38 million impressions from posts
• Impressions were 35% higher than award finalist campaign
• 22% increase in performance over last year
• Over 245K visits to SMNR
Further information we can provide as a follow up?