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Mesh Marketing 2010 Measurement Master Class

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!

chrisabraham
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Mesh Marketing 2010 Measurement Master Class

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  1. SOCIAL MEDIA MARKETING & ONLINE PUBLIC RELATIONS Social Media Measurement Workshop November 2010

  2. Abraham Harrison LLC 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

  3. Solid goal-setting is key KPI before ROI

  4. APPLYING METRICS TO BRAND PERCEPTION • Sentiment • Brand equity • PR functions/ crisis control • Media relationships • Influencer relationships • Customer satisfaction • Likeliness to buy • Likeliness to recommend • Volume/Impact of conversations

  5. APPLYING METRICS TO MARKETING EFFICIENCY SEO Reach Research

  6. APPLYING METRICS TO REVENUE GROWTH • Relationships that could become leads • Leads • Sales

  7. APPLYING METRICS TO SUPPORT SAVINGS Content creation: user generated vs. company generated Support case metrics Call center costs defrayed

  8. Metrics should NOT be the strategy, only its guide.

  9. It’s easy to get lost in metric world and lose sight of the big picture

  10. Now that strategy is good, let’s measure! Blogs Google Alerts, Yahoo Alerts Comments Backtype Message Boards Board Reader, BoardTracker Twitter Rowfeeder, TwitterSearch Social Bookmarking StumbleUpon, Digg, Reddit, Delicious Social Media Search Engine SocialMention, Serph, Keotag

  11. Now that strategy is good, let’s measure! Multimedia Search Custom Feed YouTube, Flickr Social Media Firehose (Yahoo Pipes) Professional Tools Trackur, Techrigy SM2, Radian6, Visible Technologies, Scout Labs, Meltwater, Sysomos Google Analytics, Quantcast, Alexa, Compete Website Traffic Blog Traffic & Backlinks Dashboard Technorati, Wordpress Netvibes

  12. PROFESSIONAL TOOLS – Ex: SM2 How much are people talking about the brand?

  13. PROFESSIONAL TOOLS – Ex: SM2 Where are people talking about the brand?

  14. PROFESSIONAL TOOLS – Ex: SM2 Where are people talking about the brand?

  15. PROFESSIONAL TOOLS – Ex: SM2 Where are people talking about the brand?

  16. PROFESSIONAL TOOLS – Ex: SM2 Reputation?

  17. Example: Campaign Report for Habitat for Humanity Online PR Promotion of Habitat for Humanity’s 2010 World Habitat Day Oct. 20, 2010

  18. Summary of work on the 2010 World Habitat Day Campaign • 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 ad infinitum.

  19. Summary of work on the 2010 World Habitat Day Campaign 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 Harrison

  20. Summary of work on the 2010 World Habitat Day Campaign *The Industry standard is a 5% response rate. The 2009 response rate was 15% and the 2010 response rate was 17%.

  21. Summary of work on the 2010 World Habitat Day Campaign Social Media News Release Provides a one stop shop for bloggers Easily acquire media Videos Images Quotes Makes blogging easy Bloggers like articles that write themselves By providing easily copied info you allow them to create their posts faster. Worldhabitatdaynews.org

  22. Summary of work on the 2010 World Habitat Day Campaign Worldhabitatdaynews.org SMNR Analytics – 246,212 hits

  23. Summary of work on the 2010 World Habitat Day Campaign Post Examples

  24. Summary of work on the 2010 World Habitat Day Campaign Post Examples

  25. Summary of work on the 2010 World Habitat Day Campaign Post Examples

  26. Summary of work on the 2010 World Habitat Day Campaign Post Examples

  27. Summary of work on the 2010 World Habitat Day Campaign • 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

  28. Summary of work on the 2010 World Habitat Day Campaign Tweet Examples

  29. Questions? Further information we can provide as a follow up? http://abrahamharrison.com info@abrahamharrison.com (202) 570-4878

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