eMetrics: Twitter, Tweets & Tweeple: What are we measuring, anyway?

Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

eMetrics Marketing Optimization Summit 2009 | San Jose, California May 6, 2009

Twitter, Tweets, and Tweeple: What are we measuring,

anyway?

Laura Lee S. DooleyOnline Engagement StrategistWorld Resources Institute (www.wri.org)twitter.com/[email protected]

Social Media Metrics Panel



www.wri.org



delicious tags for World Resources Institute



Goal

Satisfaction in Engagement

Ambassador/Evangelist

Ownership

Word of Mouth

Repeat Customers Rel

atio

nsh

ip



Strategy



Edelman Trust Barometer 2008

People like doing business with people they know …

… and love doing business with people they trust.



TRUST is personal . . . requires risk-taking . . . about relationships, not

transactions . . . based on being willing to put the other’s needs first.





new ways to play & build relationships



twitter.com/worldresources



Basic Twitter Analytics

Leveraging some free tools . . .



twitter.pbworks.com/Apps



AUTHORITY: Followers, frequency, @replies



twittercounter.com



useqwitter.com



URL shorteners . . . metrics, noframe



track twitter links through GA

http://www.wri.org/press/2009/04/new-report-shows-strong-potential-economic-benefits-

renewable-energy-southeast-us-0 ?utm_campaign=blogging&utm_medium=twitter&u

tm_source=microblog



twitter.mailana.com (@petewarden)



www.twitalyzer.com (User)



www.twitalyzer.com (Brand)



www.twitalyzer.com (Search)



search.twitter.com



retweetist.com



. . . not just about retweets . . .



backtweets.com



tweetake.com



FOLLOWERS DATA

• Twittername

• Real name

• Location

• URL

• Biosketch

• Tweet Type

• Follower/Mutual

• Date/Time Followed

• Blog feed (listen)

• Blog contact info





What are we measuring anyway?• Twitter:

Overall performance

• Tweets:ClickthroughsResponses – direct, indirect

• Tweeple:Your brand advocates, naysayersGrowth in friends, followersConnections beyond twitter



Lessons Learned



Build knowledgebase of data . . .



. . . go beyond up and to the right . . .



. . . measure active conversation . . .



. . . your brand is the sum of many parts . . .



post ratio - 1:12 (1=you, 12=them)



. . . online engagement obstacle . . .



. . . success stories, relationships . . .



. . . measure against . . .1) self 2) similar 3) community



. . . measure your contribution . . .



. . . listen + share + measure = TIME . . .



delicious.com/lldoolj2/twitterdelicious.com/tag/twitter



Laura Lee S. DooleyOnline Engagement Strategist

World Resources Institute (www.wri.org)twitter.com/worldresourcestwitter.com/lauraleedooley

[email protected]



eMetrics: Twitter, Tweets & Tweeple: What are we measuring, anyway?

Education

comworldresources twitter

basic twitter analytics

track twitter links

online engagement obstacle

build relationships

comlauraleedooley email

laura lee

followers connections