1. Social Media Measurement
Goals & Metrics in Practice

2. Sponsorship, Money
(engagement)
endorsement
Ads &
marketing
Three kinds
of online
capital
Reputation Attention
(amplification) (reach)
Quality, contribution

3. c o m ⋅ m u ⋅ n i ⋅ l y t ⋅ i c s ( k ə - m yōō' nĭ- lĭt 'ĭk s ) :
Communilytics is the act of measuring the
acquisition, mobilization, contagion and outcomes of
your social/digital efforts on any platform and tying
them to your business objectives.

4. Just to be clear
Analytics Communilytics

5. Just to be clear
Analytics Communilytics
I own or run it I lurk or join it

6. Just to be clear
Analytics Communilytics
I own or run it I lurk or join it
Analysis of a person
Analysis of a website
or social community

7. Just to be clear
Analytics Communilytics
I own or run it I lurk or join it
Analysis of a person
Analysis of a website
or social community
Analytics, applied to a Analytics, applied to
collaborative site (i.e. a community members
wiki, a forum) (i.e. you, your followers)

8. Just to be clear
Analytics Communilytics
I own or run it I lurk or join it
Analysis of a person
Analysis of a website
or social community
Analytics, applied to a Analytics, applied to
collaborative site (i.e. a community members
wiki, a forum) (i.e. you, your followers)
• What’s controversial?
• Hits/day
• How often do Reddit
• Enrollment rate
users click my links?
• Page load time
• Do people upvote me?

9. Communilytics measures ...

10. The 4 stages community
building
Acquisition Reach Virality Outcomes

11. The 4 stages community
building
Acquisition Reach Virality Outcomes
Growing the
size of your
community
(followers,
friends)

12. The 4 stages community
building
Acquisition Reach Virality Outcomes
Growing the Transmitting
size of your information
community to your
(followers, followers
friends) (impressions)

13. The 4 stages community
building
Acquisition Reach Virality Outcomes
Growing the Transmitting Having
size of your information followers
community to your amplify a
(followers, followers message (RT,
friends) (impressions) linkback)

14. The 4 stages community
building
Acquisition Reach Virality Outcomes
Growing the Transmitting Having Getting your
size of your information followers community
community to your amplify a to do
(followers, followers message (RT, something
friends) (impressions) linkback) (buying)

15. Accounting Optimization
http://www.flickr.com/photos/thomasclaveirole/538819881/ http://www.flickr.com/photos/sanchom/2963072255/

16. Communilytics measures the
acquisition, mobilization, contagion and
outcomes of ....

17. Social Media Platforms

18. Emails, groups
Blogs
and mailing lists
Forums / Answers Wikis
Chat Micromessaging
Social news
Social networks
aggregators

20. Search
Anonymous, but
little insight into
what’s going on
behind closed
doors

21. Search Join
Anonymous, but Permission-
little insight into based access to
what’s going on activity (friends,
behind closed forums)
doors

22. Search Join Moderate
Anonymous, but Permission- Some
little insight into based access to administrative
what’s going on activity (friends, control, but you
behind closed forums) have to earn it
doors

23. Search Join Moderate Run
Anonymous, but Permission- Some Complete control
little insight into based access to administrative and visibility but
what’s going on activity (friends, control, but you no guarantee
behind closed forums) have to earn it anyone will show
doors up

24. Search Join Moderate Run
Anonymous, but Permission- Some Complete control
little insight into based access to administrative and visibility but
what’s going on activity (friends, control, but you no guarantee
behind closed forums) have to earn it anyone will show
doors up

25. Search Join Moderate Run
Anonymous, but Permission- Some Complete control
little insight into based access to administrative and visibility but
what’s going on activity (friends, control, but you no guarantee
behind closed forums) have to earn it anyone will show
doors up

26. Search Join Moderate Run
Anonymous, but Permission- Some Complete control
little insight into based access to administrative and visibility but
what’s going on activity (friends, control, but you no guarantee
behind closed forums) have to earn it anyone will show
doors up

27. Search Join Moderate Run
Anonymous, but Permission- Some Complete control
little insight into based access to administrative and visibility but
what’s going on activity (friends, control, but you no guarantee
behind closed forums) have to earn it anyone will show
doors up

28. Emails / Mailing Lists /
Groups
Search Join Moderate Run

34. Forums / Answers
Search Join Moderate Run

39. Chat Platforms
Search Join Moderate Run

44. Social Networks
Search Join Moderate Run

50. Blogs
Search Join Moderate Run

55. Wikis
Search Join Moderate Run

58. Micromessaging
Search Join Moderate Run

63. Social News Aggregators
Search Join Moderate Run

67. Platforms that ...
Search Join Moderate Run

74. Search Join Moderate Run
Mailing list, Subscribe to Set up Yahoo ListServ /
Group/mailing list search tools Yahoo group group Majordomo
Forum search Get account, post Start a thread in a
Forum tools in forums forum
Vanilla
Join on an IRC Create an IRC
Real-time chat N/A-bomb
channel, post channel
Hybrid ircd
Search Facebook Subscribe to
Social Network public content Facebook
Facebook group Elgg
Comment on a Contribute to a
Blog Blog search tools
blog blog
Wordpress
Contribute/edit
Wiki Wiki search tools
Wikipedia entry
Wetpaint / Wikia Mediawiki
Twitter search Get a Twitter Create a group or
Micromessaging sites account hashtag
status.net
Social news Reddit, Digg Vote & post
N/A (subreddit?) Pligg instance
aggregators search content

75. Search Join Moderate Run
Group/mailing list KPI.... KPI KPI KPI
Forum KPI KPI KPI KPI
Real-time chat KPI KPI KPI KPI
Social Network KPI KPI KPI KPI
Blog KPI KPI KPI KPI
Wiki KPI KPI KPI KPI
Micromessaging KPI KPI KPI KPI
Social news KPI KPI KPI KPI
aggregators

76. 3 campaign types

77. Money
(engagement)
Three
campaign
goals
Reputation Attention
(amplification) (reach)

78. If I had 100k for a
campaign ....

79. Setting goals

80. Money
(engagement)
Three
campaign
goals
Reputation Attention
(amplification) (reach)

81. Identify metrics

82. Money
(engagement)
Three
campaign
goals
Reputation Attention
(amplification) (reach)

83. Engagement in Communities
Business Objective Key Performance Indicator
Share of Voice
Foster Dialog Audience Engagement
Conversation Reach
Activate Advocates
Promote Advocacy Advocate Influence
Advocacy Impact
Resolution Rate
Facilitate Support Resolution Time
Satisfaction Score
Topic Trends
Spur Innovation Sentiment Ratio
Idea Impact
From the report “Social Marketing Analytics”
by John Lovett & Jeremiah Owyang

84. AARRR
Business Objective Key Performance Indicator
Unique Visitors / Followers / Fans / etc
Acquisition SERP / Organic Search
Clickthroughs by Social Media Platforms
Bounce Rate
Activation Average Time on Site
Pages / Visit (or Key Pages Visited)
Cohort Analysis
Retention Return Visits
Email Notification Clickthroughs
Retweets / Repost / etc
Referral Social Graph Opt-In / Social Graph Sharing
Endorsement & Upvoting
Money
Revenue Attention
Reputation
Based on Dave McClure’s AARRR Pirate Metrics

85. No one really knows your
business like you do ...

86. http://www.gapingvoid.com/now%20what.jpg