Measuring Social Media
Notes from a Chinwag event at Internet World Expo yesterday. If you spot errors, please let me know via the comments and I will correct
Will McInnes, Nixon McInnes
Serendipity-loving hippies vs bean counters
Nuances and subtleties of how we communicate online
Has started Measurement Camp
What you measure is contextual
Danielle West, Nedstat
Should be audited by an independent third party like ABC
Clients from B&Q to Five TV
Everything can be captured
Dig a bit deeper at granual level
Rory from another agency
Listen to conversations in social media
Human analyst reading every single one! Then slice and dice it.
Number of people sharing conversations through Digg, StumbleUpon
What is the ROI from Web 2.0 campaigns?
Alex Bermaster, Nielsen, Buzzmetrics
Mixture of automated capture and human insight
No two campaigns are exactly the same
Clients are successful if they define their goals very specifically
Set up Google alert for your brand.
Find out how many people bookmark your domain on del.icio.us
Measure social media so that you can build a response
Make your business like a village bakery where you know all your customers
Natural language processing to sort and cope with thousands of emails
Customer service is the new marketing.
Eric Peterson, download his presentation from NEDSTAT
See also his Big Book of Key Performance Indicators
Network mapping: identifying key nodes. Privacy issues.
