100 Ways To Measure Social Media

100 Ways to Measure
Social Media
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at
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David Berkowitz
Senior Director of Emerging Media & Innovation
360i
dberkowitz@360i.com
Blog: MarketersStudio.com / blog.360i.com
Twitter: @dberkowitz / @360i
This is social media
Hi, Im
Nice to meet you:
www.360i.com
Proprietary & Confidential
Buzzword of the Year!!!
www.360i.com
Get yer free Playbook right here
Download at www.360i.com/playbook
*Peanuts sold separately
www.360i.com
Evaluate opportunities by asking 4 questions

SOCIAL MARKETING STRATEGIC LENS
Does it use our

social media
arsenal?
Does it meet
our marketing
objectives?
Does it follow
social media
best practices?
What is the value
exchange between
consumer &
marketer?
www.360i.com
MYTH
www.360i.com
YOU CANT
MEASURE
SOCIAL MEDIA
www.360i.com
100 ways to measure social media
Read the full list

bit.ly/100ways
www.360i.com
BUZZ VOLUME
BY POSTS
BUZZ VOLUME
BY
IMPRESSIONS
www.360i.com
Different channels have different weight when

viewing impressions vs posts
ANALYSIS BY MEDIA TYPE FOR KEY CLIENT CONVERSATIONS BY # OF POSTS AND IMPRESSIONS
(MARCH 2009 JUNE 2009)
By # of Posts
By # of Impressions
Source: 360i Analysis of the social media landscape, August 2009

www.360i.com
10
BUZZ VOLUME
BY POSTS
COMPETITIVE
BUZZ
BUZZ VOLUME
BY
IMPRESSIONS
BUZZ BY
CATEGORY
CHANGE IN
BUZZ OVER
TIME
BUZZ BY
TIME OF DAY
BUZZ BY
SOCIAL CHANNEL
BUZZ BY
STAGE IN
PURCHASE
FUNNEL
www.360i.com
BUZZ
SEASONALITY
11
In shopping conversations for Client, many are

spreading the word but are not necessarily buying
PURCHASE FUNNEL ANALYSIS FOR CLIENT ONLINE CONVERSATIONS
Advocates are
spreading the word, but
they do not say if they
actually bought or
intend to buy
Source: 360i Analysis of the social media landscape, April/May 2009

Sample size 150 blog posts, board posts, micro-blogs & comments
www.360i.com
12
BUZZ VOLUME
BY POSTS
BUZZ VOLUME
BY
IMPRESSIONS
CHANGE IN
BUZZ OVER
TIME
BUZZ BY
TIME OF DAY
BUZZ
SEASONALITY
BUZZ BY
STAGE IN
PURCHASE
FUNNEL
ASSET
POPULARITY
COMPETITIVE
BUZZ
BUZZ BY
CATEGORY
BUZZ BY
SOCIAL CHANNEL
MAINSTREAM
MEDIA
MENTIONS
FANS
FOLLOWERS
www.360i.com
13
Dunkin Donuts Tracks Twitter CRM

Users who enroll in the DD
Perks program are entered
into a company database.
The company has a
quantitative value for
database members,
although it will not disclose
that number or the Twitter
click-through rate.
- Portfolio.com,
March 2010
www.360i.com
14
BUZZ VOLUME
BY POSTS
COMPETITIVE
BUZZ
BUZZ VOLUME
BY
IMPRESSIONS
BUZZ BY
CATEGORY
CHANGE IN
BUZZ OVER
TIME
BUZZ BY
TIME OF DAY
BUZZ
SEASONALITY
BUZZ BY
SOCIAL CHANNEL
BUZZ BY
STAGE IN
PURCHASE
FUNNEL
ASSET
POPULARITY
GROWTH RATE
OF FANS,
FOLLOWERS,
FRIENDS
MAINSTREAM
MEDIA
MENTIONS
FANS
FOLLOWERS
FRIENDS
RATE OF
VIRALITY/
PASS-ALONG
CHANGE IN
VIRALITY OVER
TIME
2ND-DEGREE
REACH
EMBEDS/
INSTALLS
www.360i.com
15
Embeds as part of mom-centric marketing
Co-Branded hub with

user content
70+ moms write all

about it on their blogs
Co-branded widget
reaches over 1MM ppl
Well above benchmarks:

3.7x impressions
3.6x embeds
1.6x unique blog posts
4,000+ tweets using
dedicated #spritebts
Increase in MCR points

redemption for schools
www.360i.com
1.5x tagged tweets
16
BUZZ VOLUME
BY POSTS
COMPETITIVE
BUZZ
BUZZ VOLUME
BY
IMPRESSIONS
BUZZ BY
CATEGORY
CHANGE IN
BUZZ OVER
TIME
BUZZ BY
TIME OF DAY
BUZZ
SEASONALITY
BUZZ BY
SOCIAL CHANNEL
BUZZ BY
STAGE IN
PURCHASE
FUNNEL
ASSET
POPULARITY
MAINSTREAM
MEDIA
MENTIONS
FANS
FOLLOWERS
FRIENDS
GROWTH RATE
OF FANS,
FOLLOWERS,
FRIENDS
RATE OF
VIRALITY/
PASS-ALONG
CHANGE IN
VIRALITY OVER
TIME
2ND-DEGREE
REACH
EMBEDS/
INSTALLS
DOWNLOADS
www.360i.com
17
UPLOADS
USER-INITIATED
VIEWS
RATIO OF
EMBEDS OR
FAVORITING TO
VIEWS
LIKES/
FAVORITES
COMMENTS
RATINGS
www.360i.com
18
Sample Weighted Scorecard
Custom Social Media Scorecard

Action
Weighting*
Impression
1x
View video
3x
Click through
4x
Rate video
4x
Share video
10x
Embed video
20x
Create video
100x
www.360i.com
19
UPLOADS
USER-INITIATED
VIEWS
RATIO OF
EMBEDS OR
FAVORITING TO
VIEWS
RATINGS
SOCIAL
BOOKMARKS
SUBSCRIPTIONS
PAGEVIEWS
EFFECTIVE
CPM
SEO CHANGE
FOR TARGET
SITE
SEARCH SHARE
OF VOICE
FOR ALL
RELATED SITES
INCREASE IN
SEARCHES
% OF BUZZ
W/LINKS
LINKS RANKED
BY INFLUENCE
OF PUBLISHERS
INFLUENCE
OF PUBLISHERS
REACHED
INFLUENCE
OF BRANDS
PARTICIPATING
SHARE OF VOICE
INFLUENCE
% OF BUZZ
W/EARNED &
OF CONSUMERS
W/MULTIMEDIA
PAID MEDIA
REACHED
TOGETHER
www.360i.com
LIKES/
FAVORITES
COMMENTS
20
DEMOGRAPHICS
OF TARGET
AUDIENCE
IN SOCIAL
DEMOGRAPHICS
OF TARGET
AUDIENCE
REACHED
SOCIAL MEDIA
HABITS OF
TARGET
AUDIENCE
www.360i.com
21
Approach audiences differently based on social

technographics
Entertainment Techie
Influential Dads
Review Sites
Creator
Twitter
Digg
Critic
2.6MM influencers
18.5MM in social media
Prefer blogs, forums &
review sites
Influential Boomers
Review Sites
Blogs
Facebook
MySpace
Creator
Joiner
2.3MM influencers
Prefer blogs & social nets
Blogger
YouTube
Critic
Spectator
3.7MM influencers
Prefer Review Sites
Source: 360i analysis of Nielsen @Plan; Fall 2009

www.360i.com
22
DEMOGRAPHICS
OF TARGET
AUDIENCE
IN SOCIAL
DEMOGRAPHICS
OF TARGET
AUDIENCE
REACHED
SENTIMENT
BY VOLUME OF
IMPRESSIONS
SHIFT
IN SENTIMENT
SOCIAL MEDIA
HABITS OF
TARGET
AUDIENCE
www.360i.com
GEOGRAPHY
OF
PARTICIPANTS
SENTIMENT
BY VOLUME OF
POSTS
23
Listening helps inform and make quick

decisions during crises
Only 9% of Alec Baldwin
blog posts mention 30
Rock
April 19, 2007

of that, only 12% said theyd
never watch 30 Rock again
Season Finale
April 26, 2007
How bad is the damage

to 30 Rock?
www.360i.com
24
DEMOGRAPHICS
OF TARGET
AUDIENCE
IN SOCIAL
DEMOGRAPHICS
OF TARGET
AUDIENCE
REACHED
SOCIAL MEDIA
HABITS OF
TARGET
AUDIENCE
GEOGRAPHY
OF
PARTICIPANTS
SENTIMENT
BY VOLUME OF
POSTS
SHIFT
IN SENTIMENT
LANGUAGES
SPOKEN BY
PARTICIPANTS
TIME SPENT
W/DISTRIBUTED
CONTENT
TIME SPENT ON
SITE VIA
SOCIAL
REFERRALS
METHOD OF
CONTENT
DISCOVERY
CLICKS
% OF
TRAFFIC VIA
EARNED MEDIA
VIEWTHROUGHS
NUMBER OF
INTERACTIONS
INTERACTION/
ENGAGEMENT
RATE
FREQUENCY
OF SOCIAL
ACTIONS PER
CONSUMER
% OF VIDEOS
VIEWED
POLLS TAKEN/
VOTES RECEIVED
BRAND
ASSOCIATION
SENTIMENT
BY VOLUME OF
IMPRESSIONS
www.360i.com
25
PURCHASE
CONSIDERATION
www.360i.com
26
Social marketing can have branding equivalents
Brand Metric
Social Equivalent
Reach/Awareness
Impressions
Video Views
Consideration
Engagement
Installations
Polls
Community members
Contest entries
Time Spent
Favorability
Pass-along/ Share/ Forward

like/ favorite
Positive blog coverage, comments
Content creators
Purchase
Sales
Loyalty
Referral
www.360i.com
27
# OF
ESPOSURES OF
PURCHASE
USER-GENERATED
VIRTUAL
CONSIDERATION
SUBMISSIONS
GIFTS
TAGS ADDED
CHAT ROOM
PARTICIPANTS
# OF VIRTUAL
GIFTS GIVEN
RELATIVE
POPULARITY
OFCONTENT
ATTRIBUTES
OF TAGS
REGISTRATIONS
FROM 3RD-PARTY
LOGINS
REGISTRATIONS
BY CHANNEL
CONTEST
ENTRIES
WIKI
CONTRIBUTORS
IMPACT OF
OFFLINE
MARKETING/
EVENTS
UGC CREATED
FOR
REPURPOSING
CUSTOMERS
ASSISTED
www.360i.com
28
AskCiti assists customers one tweet at a time
www.360i.com
29
# OF
ESPOSURES OF
PURCHASE
USER-GENERATED
VIRTUAL
CONSIDERATION
SUBMISSIONS
GIFTS
# OF VIRTUAL
GIFTS GIVEN
RELATIVE
POPULARITY
OFCONTENT
ATTRIBUTES
OF TAGS
REGISTRATIONS
FROM 3RD-PARTY
LOGINS
REGISTRATIONS
BY CHANNEL
CONTEST
ENTRIES
CHAT ROOM
PARTICIPANTS
WIKI
CONTRIBUTORS
IMPACT OF
OFFLINE
MARKETING/
EVENTS
UGC CREATED
FOR
REPURPOSING
CUSTOMERS
ASSISTED
SAVINGS PER
CUSTOMER
ASSISTED VIA
SOCIAL MEDIA
SAVINGS BY
LETTING
CUSTOMERS
CONNECT
IMPACT ON
FIRST-CONTACT
RESOLUTION
(FCR)
CUSTOMER
SATISFACTION
VOLUME OF
FEEDBACK
GENERATED
TAGS ADDED
www.360i.com
30
R&D TIME
SAVED BY
SOCIAL
FEEDBACK
SUGGESTIONS
IMPLEMENTED
VIA SOCIAL
FEEDBACK
COSTS SAVED
BY NOT
DOING TRADL
RESEARCH
www.360i.com
IMPACT ON
ONLINE
SALES
31
Metrics start to show real sales data

December 2008
June 2009
December 2009
www.360i.com
32
Adding perspective
2009 revenue:
$61.1
billion
www.360i.com
33
R&D TIME
SAVED BY
SOCIAL
FEEDBACK
SUGGESTIONS
IMPLEMENTED
VIA SOCIAL
FEEDBACK
COSTS SAVED
BY NOT
DOING TRADL
RESEARCH
www.360i.com
IMPACT ON
ONLINE
SALES
IMPACT ON
OFFLINE
SALES
34
Sprinkles Connects Online Marketing & Offline

Sales
AD
www.360i.com
35
R&D TIME
SAVED BY
SOCIAL
FEEDBACK
SUGGESTIONS
IMPLEMENTED
VIA SOCIAL
FEEDBACK
COSTS SAVED
BY NOT
DOING TRADL
RESEARCH
IMPACT ON
ONLINE
SALES
IMPACT ON
OFFLINE
SALES
DISCOUNT
REDEMPTION
RATE
IMPACT ON
OTHER OFFLINE
BEHAVIOR
LEADS
GENERATED
PRODUCTS
SAMPLED
VISITS TO
STORE LOCATOR
PAGES
CONVERSION
CHANGE DUE
TO RATINGS/
REVIEWS
RATE OF
CUSTOMER
RETENTION
IMPACT ON
CUSTOMER
LIFETIME VALUE
ACQUISITON/
RETENTION
COSTS
SAVED
CHANGE IN
MARKET
SHARE
EARNED MEDIAS RESPONSES TO

ATTENDANCE
IMPACT ON
SOCIALLY POSTED GENERATED AT
PAID MEDIA
EVENTS
EVENTS
EMPLOYEES
REACHED
INTERNALLY
JOB
APPLICATIONS
RECEIVED
www.360i.com
36
Different internal constituents will have their

own critical metrics
www.360i.com
37
Which metrics matter most?
Does it use our

social media
arsenal?
Does it meet
our marketing
objectives?
What is the value
exchange between
consumer &
marketer?
www.360i.com
Does it follow
Whichever
social media answer
best
practices?
this
question
38
?
!
39
This is social media
Hi, Im
Nice to meet you:
www.360i.com
40
Thank you!
David Berkowitz
Senior Director, Emerging Media & Innovation
360i
dberkowitz@360i.com
Twitter: @dberkowitz
Blog: MarketersStudio.com
Get the full playbook at playbook.360i.com

Keep up on trends at blog.360i.com
Follow 360i on Twitter @360i
www.360i.com
41
Appendix: The 100 Ways, all together
42
BUZZ VOLUME
BY POSTS
COMPETITIVE
BUZZ
BUZZ VOLUME
BY
IMPRESSIONS
BUZZ BY
CATEGORY
CHANGE IN
BUZZ OVER
TIME
BUZZ BY
TIME OF DAY
BUZZ
SEASONALITY
BUZZ BY
SOCIAL CHANNEL
BUZZ BY
STAGE IN
PURCHASE
FUNNEL
ASSET
POPULARITY
MAINSTREAM
MEDIA
MENTIONS
FANS
FOLLOWERS
FRIENDS
GROWTH RATE
OF FANS,
FOLLOWERS,
FRIENDS
RATE OF
VIRALITY/
PASS-ALONG
CHANGE IN
VIRALITY OVER
TIME
2ND-DEGREE
REACH
EMBEDS/
INSTALLS
DOWNLOADS
www.360i.com
43
UPLOADS
USER-INITIATED
VIEWS
RATIO OF
EMBEDS OR
FAVORITING TO
VIEWS
RATINGS
SOCIAL
BOOKMARKS
SUBSCRIPTIONS
PAGEVIEWS
EFFECTIVE
CPM
SEO CHANGE
FOR TARGET
SITE
SEARCH SHARE
OF VOICE
FOR ALL
RELATED SITES
INCREASE IN
SEARCHES
% OF BUZZ
W/LINKS
LINKS RANKED
BY INFLUENCE
OF PUBLISHERS
INFLUENCE
OF PUBLISHERS
REACHED
INFLUENCE
OF BRANDS
PARTICIPATING
SHARE OF VOICE
INFLUENCE
% OF BUZZ
W/EARNED &
OF CONSUMERS
W/MULTIMEDIA
PAID MEDIA
REACHED
TOGETHER
www.360i.com
LIKES/
FAVORITES
COMMENTS
44
DEMOGRAPHICS
OF TARGET
AUDIENCE
IN SOCIAL
DEMOGRAPHICS
OF TARGET
AUDIENCE
REACHED
SOCIAL MEDIA
HABITS OF
TARGET
AUDIENCE
GEOGRAPHY
OF
PARTICIPANTS
SENTIMENT
BY VOLUME OF
POSTS
SHIFT
IN SENTIMENT
LANGUAGES
SPOKEN BY
PARTICIPANTS
TIME SPENT
W/DISTRIBUTED
CONTENT
TIME SPENT ON
SITE VIA
SOCIAL
REFERRALS
METHOD OF
CONTENT
DISCOVERY
CLICKS
% OF
TRAFFIC VIA
EARNED MEDIA
VIEWTHROUGHS
NUMBER OF
INTERACTIONS
INTERACTION/
ENGAGEMENT
RATE
FREQUENCY
OF SOCIAL
ACTIONS PER
CONSUMER
% OF VIDEOS
VIEWED
POLLS TAKEN/
VOTES RECEIVED
BRAND
ASSOCIATION
SENTIMENT
BY VOLUME OF
IMPRESSIONS
www.360i.com
45
# OF
ESPOSURES OF
PURCHASE
USER-GENERATED
VIRTUAL
CONSIDERATION
SUBMISSIONS
GIFTS
# OF VIRTUAL
GIFTS GIVEN
RELATIVE
POPULARITY
OFCONTENT
ATTRIBUTES
OF TAGS
REGISTRATIONS
FROM 3RD-PARTY
LOGINS
REGISTRATIONS
BY CHANNEL
CONTEST
ENTRIES
CHAT ROOM
PARTICIPANTS
WIKI
CONTRIBUTORS
IMPACT OF
OFFLINE
MARKETING/
EVENTS
UGC CREATED
FOR
REPURPOSING
CUSTOMERS
ASSISTED
SAVINGS PER
CUSTOMER
ASSISTED VIA
SOCIAL MEDIA
SAVINGS BY
LETTING
CUSTOMERS
CONNECT
IMPACT ON
FIRST-CONTACT
RESOLUTION
(FCR)
CUSTOMER
SATISFACTION
VOLUME OF
FEEDBACK
GENERATED
TAGS ADDED
www.360i.com
46
R&D TIME
SAVED BY
SOCIAL
FEEDBACK
SUGGESTIONS
IMPLEMENTED
VIA SOCIAL
FEEDBACK
COSTS SAVED
BY NOT
DOING TRADL
RESEARCH
IMPACT ON
ONLINE
SALES
IMPACT ON
OFFLINE
SALES
DISCOUNT
REDEMPTION
RATE
IMPACT ON
OTHER OFFLINE
BEHAVIOR
LEADS
GENERATED
PRODUCTS
SAMPLED
VISITS TO
STORE LOCATOR
PAGES
CONVERSION
CHANGE DUE
TO RATINGS/
REVIEWS
RATE OF
CUSTOMER
RETENTION
IMPACT ON
CUSTOMER
LIFETIME VALUE
ACQUISITON/
RETENTION
COSTS
SAVED
CHANGE IN
MARKET
SHARE
EARNED MEDIAS RESPONSES TO

ATTENDANCE
IMPACT ON
SOCIALLY POSTED GENERATED AT
PAID MEDIA
EVENTS
EVENTS
EMPLOYEES
REACHED
INTERNALLY
JOB
APPLICATIONS
RECEIVED
www.360i.com
47

100 Ways To Measure Social Media

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100 Ways to Measure

This is social media

Proprietary & Confidential

Buzzword of the Year!!!

Proprietary & Confidential

Get yer free Playbook right here

Proprietary & Confidential

Evaluate opportunities by asking 4 questions

Does it use our

Proprietary & Confidential

Proprietary & Confidential

Proprietary & Confidential