1 / 30

WEB METRICS FOR SOCIAL MEDIA MARKETING

WEB METRICS FOR SOCIAL MEDIA MARKETING. WEB METRICS—HOW IT’S CHANGING. Social Media Platforms - Blogger, First Giving, Ning, PB Wiki, etc. Social Networks - Facebook, MySpace, LinkedIn, Plaxo, etc. Source: Internet Marketing, Atomic Dog Publishing, 2008. Services

nanette
Download Presentation

WEB METRICS FOR SOCIAL MEDIA MARKETING

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. WEB METRICS FOR SOCIAL MEDIA MARKETING

  2. WEB METRICS—HOW IT’S CHANGING Social Media Platforms - Blogger, First Giving, Ning, PB Wiki, etc. Social Networks - Facebook, MySpace, LinkedIn, Plaxo, etc. Source: Internet Marketing, Atomic Dog Publishing, 2008 Services - Feedburner, Share This, Mippin, etc.

  3. TYPICAL SOCIAL MEDIA APPLICATION

  4. TYPICAL INTERNET METRICS REQUIREMENTS SOCIAL MEDIA METRICS “TRADITIONAL” INTERNET METRICS

  5. Television THE STRATEGIC MARKETING REQUIREMENTS Radio Magazines SOCIAL MEDIA METRICS Marketing, Advertising Metrics Newspapers

  6. HOW DO WE CHOOSE METRICS? • Traditional Internet Marketing Metrics Are Used to Measure Achievement of MARKETING Objectives • Offline Marketing Also Contributes to Achievement of Marketing Objectives • Specific Social Media Metrics Are Used to Measure Achievement of SOCIAL MEDIA CAMPAIGN Objectives • Social Media Metrics Don’t Measure Achievement of Marketing Objectives Unless The Social Media Campaign is the Only Marketing Activity • That’s a Bad Idea, but Another Subject

  7. PUTTING ALL THIS TOGETHER IS HARD Conversion Rate Usually a Small %

  8. NO INTEGRATED SOLUTION FOR SOCIAL MEDIA http://www.lyris.com/media/swf/lhqtour/

  9. PLATFORMS, NETWORKS, SERVICESOne by one

  10. Blogging platforms

  11. BLOGGER ENCOURAGES GOOGLE ANALYTICS

  12. TYPEPAD METRICS

  13. LOTS OF SERVICES

  14. SOCIAL NETWORKS

  15. FRONTENDS

  16. WATCHING WAL-MART ON FACEBOOK Can observe data on pages. What happens when/if people click through?

  17. YOU TUBE

  18. COMMUNITY—PAYING “MOMS” FOR FAVORABLE POSTS?

  19. MOMFORCE.com RECRUITING SITE?

  20. BACK TO THE METRICS PERSPECTIVE • The Strategy Issue • Do You Want to do This? • Is this How You Want People to See You? • The Metrics Issues • If You Are Following a Competitor—Be Sure You are Measuring “Comparables” • You Must Understand • What Individual Platform Metrics Are • How Platforms are Interconnected

  21. FREE FACEBOOK PAGES vs. ADVERTISING

  22. Services (Feedburner, Share This, etc.) services are used on platforms, networks, websites

  23. TYPEPAD OFFERS WIDGETS FROM WIDGETBOX

  24. SERVICES AND THEIR FOLLOWERS

  25. strategic imperativesmap metrics to objectivesUnderstand buyer behavior

  26. TRADITIONAL METRICS FORACQUISITION, CONVERSION AND RETENTION

  27. SOCIAL MEDIA METRICS FOR BLOG CAMPAIGN

  28. PATTERNS OF INFLUENCE – NOT VIRAL

  29. SUMMARY Evaluating Success of Social Media Programs Requires Metrics Beyond “Traditional Internet” For Now, Each Behavior May Require a New Metrics Source THE ONLY WAY TO MAKE SENSE OF THIS CHAOS IS STRONG, MEASURABLE OBJECTIVES Metrics Have to Document Needs, Intents and Behavior of Customers, Not Needs of Marketers

  30. NUMEROUS BLOGS http://www.kaushik.net/avinash/ http://www.webanalyticsdemystified.com/

More Related