Top Banner
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. Dooley Online Engagement Strategist World Resources Institute (www.wri.org ) twitter.com/lauraleedooley lauralee@wri.org Social Media Metrics Panel
43

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

Jan 20, 2015

Download

Education

Presentation given at eMetrics Marketing Optimization Summit - San Jose, CA, May 6, 2009.
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
  • 1. Twitter, Tweets, and Tweeple:What are we measuring, anyway? Laura Lee S. Dooley Online Engagement Strategist World Resources Institute ( www.wri.org ) twitter.com/lauraleedooley [email_address] Social Media Metrics Panel

2. www.wri.org 3. delicious tags for World Resources Institute 4. Goal Satisfaction in Engagement Ambassador/Evangelist Ownership Word of Mouth Repeat Customers Relationship 5. Strategy 6. Edelman Trust Barometer 2008 Peoplelikedoing business with people theyknow andlovedoing business with people theytrust . 7. TRUST ispersonal . . . requires risk-taking . . . about relationships, not transactions . . . based on being willing to put the others needs first. 8. 9. new ways to play & build relationships 10. twitter.com/worldresources 11. Basic Twitter Analytics Leveraging some free tools . . . 12. twitter.pbworks.com/Apps 13. AUTHORITY: Followers, frequency, @replies 14. twittercounter.com 15. useqwitter.com 16. URL shorteners . . . metrics, noframe 17. track twitter links through GAhttp://www.wri.org/press/2009/04/new-report-shows-strong-potential-economic-benefits-renewable-energy-southeast-us-0?utm_campaign=blogging&utm_medium=twitter&utm_source=microblog 18. twitter.mailana.com (@petewarden) 19. www.twitalyzer.com (User) 20. www.twitalyzer.com (Brand) 21. www.twitalyzer.com (Search) 22. search.twitter.com 23. retweetist.com 24. . . . not just about retweets . . . 25. backtweets.com 26. tweetake.com 27.

  • FOLLOWERS DATA
  • Twittername
  • Real name
  • Location
  • URL
  • Biosketch
  • Tweet Type
  • Follower/Mutual
  • Date/Time Followed
  • Blog feed (listen)
  • Blog contact info

28. 29. What are we measuring anyway?

  • Twitter:Overall performance
  • Tweets: Clickthroughs Responses direct, indirect
  • Tweeple: Your brand advocates, naysayers Growth in friends, followers Connections beyond twitter

30. Lessons Learned 31. Build knowledgebase of data . . . 32. . . . go beyond up and to the right . . . 33. . . . measure active conversation . . . 34. . . . your brand is the sum of many parts . . . 35. post ratio - 1:12(1=you, 12=them) 36. . . . online engagement obstacle . . . 37. . . . success stories, relationships . . . 38. . . .measure against. . . 1) self2) similar3) community 39. . . . measure your contribution . . . 40. . . . listen + share + measure = TIME . . . 41. delicious.com/lldoolj2/twitter delicious.com/tag/twitter 42. Laura Lee S. Dooley Online Engagement Strategist World Resources Institute ( www.wri.org ) twitter.com/worldresources twitter.com/lauraleedooley [email_address] 43.