UNAWARE

ENCOUNTER
SPECTATE
APPRECIATE

COLLECT

ACTIVE FOLLOW ACTIVE INTEREST

DIA IVATE LOGUE PR ADVOCACY

SHARE ASSETS IC DIALOGUE PUBL

IN

VESTMEN

EXPOSURE

ENGAGEMENT

COLLABORATION

ENGAGEMENT

EXPOSURE

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Relationship Category INACTIVE

Relationship Stage UNAWARE

Underlying Attitude
No links currently exist, I dont know of your existence I have found you for the first time, seen your signature or a link to your content or profile, encountered the reach of your ideas

Social Media Metrics and Measurement Tools

Total potential social media audience for your brand/segment Number of Natural Search Result Listings | Google Blog Search results | Technorati Rankings | Alexa Rankings | Link backs | Reach and Exposure of first generation seeded/paid placements CTR generated by first generation seeded/paid placements | Unique profile and page impressions | Blog visitors | Video views Diggs | Votes | Recommends | Likes | User Ratings | Qualitative research interviews | Dynamic Logic surveys | Brand tracking scores | Repeat profile and page impressions Number of times your content is favourited | Type of tags created by people | number of saves to Social Bookmarking sites | RSS subscribers | Podcast, Vodcast, PDF or jpeg views/downloads | Number of Google Reader views Fans, Friend & Follower numbers | Google Friend Connect Subscribers Positive/Sentiment tracking | Content Tone | Content Emotions, Share of voice | Daily Volume of mentions | Forum posts | Discussions | Wall Posts, URL shortening reports | @replies to Tweets | Comments on status updates | Comments on posts STAF | Blog Reposts | ReTweets (Number of Tweets and their Reach in 000s) | Links shared in Social feeds (Facebook, Friendfeed) | Widget embeds | Badges used on profiles | Tumblr reposts | Alexa or Technorati ratings of external sites featuring your generated assets | CTR generated by shared/passed on placements Number and sentiment of spontaneous public Direct Messages (DMs) | Video Responses created | Blog Post responses created Panel research | Focus Groups | Surveys | Interviews | Customer Service Activity Perception shifts | Conversion Uplift | Leads Generated | Network Growth | Sales uplift | Increase in HVCs | Net Promoter Score Partnerships created

ENCOUNTER

EXPOSURE SPECTATE

I experience content or comments created by you or notice the significance of the trails you leave online

APPRECIATE

I value the content you create and the ideas you share, I respect your contributions to debates/culture

COLLECT

I bookmark your content locally and online, subscribe to your RSS feeds, download assets you share

ACTIVE FOLLOW

I post Twitter replies, comment on the same external posts you have through accidental discovery

ENGAGEMENT

ACTIVE INTEREST

I am interested in your ideas, actively research the links you share, comment on your website, mention you in the course of my social or online activity

SHARE ASSETS

I share your content by republishing on my own websites and profiles, use your content and ideas to add value to my network

PUBLIC DIALOGUE

We exchange public messages via profiles, websites, feeds

PRIVATE DIALOGUE

We exchange private email, IMs, DMs I encourage following & getting involved with you, I encourage people to buy your products

COLLABORATION

ADVOCACY

INVESTMENT

We share wins

An approach to Social Media Monitoring and measurement based on the spectrum of online relationships
Increasingly the value of an idea is not in its initial direct exposure, blog mention or spot/insertion in a publication, but in the value or social currency it provides to the audience. This social oxygen value enables the idea to spread socially. Social Media campaigns are uniquely measurable but not all measures are equal and indicate true effectiveness. Different social media actions or online conversations have different values and influences upon consumer behaviour. Multiple metrics, from number of followers and fans, to positive or negative sentiment, to reposts and influencer mentions, can be difficult to distinguish from one another. In effect we can become trapped in a state of analysis paralysis where there is too much social media data and too little understanding. An agreed industry standard is needed but, until a consensus arises, we have developed a structure to categorise the value of different monitoring tools/metrics and start building an measurement and tracking model. Categorising social media activity this way means it is possible to take a holistic approach and use aggregates of the different monitoring techniques and metrics that will vary according to the nature of every campaign and its platform type to compare the performance between each category and hence work out the relative success of the social media activity. The ultimate goal of this approach is to be able to compare the effectiveness of different social media campaigns when comparing like with like is often difficult. Using this structure means that the results of the Exposure, Engagement and Collaboration categories can be compared to identify performance and trends. Ive arrange an example of this way of thinking as an equation (which is sure to attract the wrath of Anna OBrien who rightly points out the falseness of the different social media ROI metrics and silly equations out there) but it is not meant to be a magic bullet or mathematically sound it is a visual way of structuring thinking about the principles at play. For example, one measure of a social media campaigns momentum Social Media Traction would be to compare the ratio of Engagement performance to Exposure performance where a +1 would indicate success and social media momentum as people moved from being merely exposed to a campaign to becoming more engaged. Any measure/inputs of Exposure or Engagement (or even Collaboration) would differ for each campaign and organisation as I said earlier the idea is to simplify the different effectiveness measures and monitoring techniques so comparisons can be made and trends identified.

SOCIAL MEDIA ENGAGEMENT SOCIAL MEDIA EXPOSURE

SOCIAL MEDIA TRACTION

NUMBER OF SHARED BOOKMARKS, LINKS & ASSETS

4*

NUMBER OF FANS, SUBSCRIBERS, FRIENDS AND FOLLOWERS

BALANCE OF SENTIMENT

FIRST GENERATION PLACEMENTS

REACH

X OTS )

SOCIAL MEDIA TRACTION

* Visits from shared links can convert up to 4x more than paid media Razorfish Study
Equally using this approach to define Social Media Conversion and Advocacy would require a focus on activity and metrics within the Collaboration category. Indeed, the ratio between Engagement performance and Collaboration performance could be seen as being an indicator of people moving from discovering, sharing and playing with content to acting upon it whether making it their own passion or hopefully even changing purchasing behaviour. Ultimately this proposed approach to Social Media monitoring/measurement will need to be linked back to ROI. Can we prove whether good results in either category or a good Social Media Traction or Social Media Conversion and Advocacy score can relate to a lower Cost per Acquisition or an increase sales? This will require someone much better at maths than me but I believe that some agreed structure and model is vital to proving the long term value of social media and the real web to the board and CFO.