Social Media Metrics Secrets: Do What You Never Thought Possible with Social Media Metrics

386 Pages·2011·15.53 MB·English

by  John Lovett

Social Media Metrics
SECRETS

Social Media Metrics
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John Lovett
ExEcutivE Editor: carol long
SEnior ProjEct Editor: Kevin Kent
tEchnical Editor: steven groves
Production Editor: Kathleen Wisor
coPy Editor: Kezia endsley
Editorial ManagEr: Mary beth Wakefield
FrEElancEr Editorial ManagEr: rosemarie graham
aSSociatE dirEctor oF MarkEting: David Mayhew
MarkEting ManagEr: ashley Zurcher
BuSinESS ManagEr: amy Knies
Production ManagEr: tim tate
vicE PrESidEnt and ExEcutivE grouP PuBliShEr: richard swadley
vicE PrESidEnt and ExEcutivE PuBliShEr: Neil edde
aSSociatE PuBliShEr: Jim Minatel
ProjEct coordinator, covEr: Katie crocker
coMPoSitor: chris gillespie, happenstance type-o-rama
ProoFrEadEr: louise Watson, Word one
indExEr:robert swanson
covEr iMagE: © chad baker / lifesize / getty images
covEr dESignEr: ryan sneed
Social Media Metrics Secrets
Published by
Wiley Publishing, Inc.
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Indianapolis, IN 46256
www.wiley.com
Copyright © 2011 by John Lovett
Published by Wiley Publishing, Inc., Indianapolis, Indiana
Published simultaneously in Canada
ISBN: 978-0-470-93627-6
ISBN: 978-1-118-14903-4 (ebk)
ISBN: 978-1-118-14902-7 (ebk)
ISBN: 978-1-118-14901-0 (ebk)
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For my loving wife, Kara, and our three
wonderful boys, Jackson, Chase, and Brooks
About the Author
John Lovett is a veteran industry analyst and expert consultant who has
spent the past decade helping organizations to understand and measure their digi-
tal marketing activities. As a Senior Partner at Web Analytics Demystified, Lovett
regularly consults with leading enterprises to offer strategic guidance for building
innovative digital measurement programs. These programs typically incorporate Web
Analytics, CRM, marketing automation, multivariable testing, behavioral targeting,
voice of customer, and social analytics technologies that assemble data at the point
of the customer. In addition to working with enterprise organizations, Lovett is also
a trusted advisor to vendors within the digital measurement community. His deep
industry knowledge and forward thinking perspective help vendors and clients alike
to transcend mediocrity by changing the shape of business using strategic measure-
ment practices.
Prior to joining Web Analytics Demystified, Lovett was a Senior Analyst with For-
rester Research, where he was responsible for analytics and optimization technologies.
Currently, Lovett is the Vice President on the Board of Directors for the Web Analytics
Association and has pioneered efforts like the Web Analyst’s Code of Ethics with the
WAA Standards Committee. He is co-founder of the Analysis Exchange program, which
is introducing eager students to analytics by helping nonprofits with mentored analysis.
This program has already helped hundreds of nonprofits to benefit from digital data and
learn analytics. Lovett lives in New Hampshire with his yellow lab, wife, and three boys.
About the Technical Editor
Steven Groves is co-author of ROI of Social Media: How to Improve the Return
on Your Social Marketing Investment and is the online and social media strategist for
ProfitStreams, a closed-loop marketing platform developer in Denver, Colorado. He
is an international speaker, educator, and blogger on social media in CPG/FMCG,
retail, and technology companies and has worked with marketers around the world,
driving home the message that marketers need to build ROI into their marketing,
regardless of whether they are using social or traditional methods. Connect online at
www.ROIofSocialMedia.com, Facebook, or LinkedIn.
vi
Acknowledgments
This book couldn’t have been possible without the help, guidance, and con-
tributions from an ecosystem of generous contributors. First and foremost, I’d like
to thank Jim Sterne, who graciously referred me to my publisher, John Wiley & Sons.
Jim is both a friend and a mentor, and I’ll be thanking him for his sage wisdom for
many years to come. I am also grateful to my business partner, Eric T. Peterson, whose
guidance over the years has shaped the way that I think about analytics. Addition-
ally, my sincere thanks goes out to the following influencers, organizations, and
individuals for sharing their ideas, thoughts, and shards of brilliance about social
media: Simon Abramovitch, Eric Beane, Connie Benson, David Berkowitz, Christopher
Berry, Rohit Bhargava, Constantin Basturea, Casey Carey, Jeff Clark, Mikey Cramer,
Adam Greco, Steven Groves, Ericka Gutierrez, Chris Harrison, Cory Hartlen, Zach
Hoffer-Shall, Jeff Jordan, Sheldon Levine, Alex Mann, John McKean, Alex Nagler,
Kenny Norton, Jim Novo, Anna O’Brien, James O’Malley, Jeremiah Owyang, Katie
Paine, Bob Page, Judah Phillips, Stefanie Posavec, Guy Powell, Lizzie Schreier, Brian
Solis, Jason Thompson, and Robert Tuttle, and to all those who unknowingly influ-
enced me with their thoughts and words about social media measurement.
vii
Contents at a Glance
Foreword 3 xi
Read This First 3 xiii
Part i 3 addrESSing thE Social data dilEMMa 1
Chapter 1 3 Going Pro with Social Media 3
Chapter 2 3 Riding the Social Data Wave: Churning Data into Information 29
Chapter 3 3 Activating Your Socially Connected Business 75
Part ii 3 Managing Social MEdia With analyticS 123
Chapter 4 3 Embracing Social Analytics 125
Chapter 5 3 Using the Social Analytics Framework 161
Chapter 6 3 Deploying a Process of Continuous Optimization 197
Part iii 3 Finding thE Big Social MEdia PayoFF 229
Chapter 7 3 Tracking the Elusive ROI in Social Media 231
Chapter 8 3 Taking the Corporate Plunge 269
Chapter 9 3 Planning for a Socially Networked Future 315
Index 3 351