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Measure Your Twitter Clout… with Klout

December 1, 2009 · 0 comments

Original Post: Social Media Analytics: Twitter: Quantitative & Qualitative Metrics

Klout is a wonderful little tool that measures Klout Score, a proxy for “influence”:

klout score formula

It is easy to understand the market demand to boil things down to one number, but this is perhaps the least useful thing in Klout.

While on the surface they might seem useful, I am always suspicious of compound metrics. They can be subjective, inapplicable to many and efficiently hide the insights you need to understand what actions to take. [See more here for Compound Metrics: Four Not Useful KPI Measurement Techniques]

Mercifully there is so much more to Klout than that.

Klout measures a bunch of lovely metrics, specifically applicable to Twitter, that are grouped into four buckets: Reach, Demand, Engagement (!!) :) , Velocity.

klout reach demand engagement velocity

There are two lovely things about these computations.

1. Joe and team have wonderfully avoided the temptation make these compound metrics (as in Reach = Followers / Total Retweets * Friends + Pixie Dust). The factors used are laid out as individual metrics making it easy for you understand the data and pick metrics that work for you.

2. (My favorite) The metric definitions are not “crap”. This seems like such a low bar to meet, sadly far too often metrics out there (not just for twitter) are just plain shoddy.

For example here are some clean definitions from Klout:

# Engagement

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Tagged as: analytics, influence, klout, Measurement, Twitter

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Use Forrester’s Profile Tools to Examine the Social Behaviors of Your Audience

October 11, 2009 · 0 comments

By Charlene Li: Many companies approach Social Computing as a list of technologies to be deployed as needed — a blog here, a podcast there — to achieve a marketing goal. But a more coherent approach is to start with your target audience and determine what kind of relationship you want to build with them, based on what they are ready for. Forrester categorizes Social Computing behaviors into a ladder with six levels of participation; we use the term Social Technographics® to describe a population according to its participation in these levels. Brands, Web sites, and any other companies pursuing social technologies should analyze their customers’ Social Technographics first and then create a social strategy based on this profile.

B2C Profile Tool

Companies often approach Social Computing as a list of technologies to be deployed as needed — a blog here, a community there — to achieve a marketing goal. But a more coherent approach is to start with your target audience and determine what kind of relationship you want to build with them, based on what they are ready for.

Forrester’s Social Technographics® classifies consumers into six overlapping levels of participation (see short presentation). Forrester Research’s Consumer Technographics® data covers hundreds of brands and behaviors globally — customers of specific retailers and car owners by brand, for example. Work with us to profile your customer base, then develop a social technology strategy.

Read the full article >>

Tagged as: b2b, b2c, forrester, groundswell, Measurement, research, roi, social technographics, Strategy

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Use Forrester's Profile Tools to Examine the Social Behaviors of Your Audience

October 11, 2009 · 0 comments

By Charlene Li: Many companies approach Social Computing as a list of technologies to be deployed as needed — a blog here, a podcast there — to achieve a marketing goal. But a more coherent approach is to start with your target audience and determine what kind of relationship you want to build with them, based on what they are ready for. Forrester categorizes Social Computing behaviors into a ladder with six levels of participation; we use the term Social Technographics® to describe a population according to its participation in these levels. Brands, Web sites, and any other companies pursuing social technologies should analyze their customers’ Social Technographics first and then create a social strategy based on this profile.

B2C Profile Tool

Companies often approach Social Computing as a list of technologies to be deployed as needed — a blog here, a community there — to achieve a marketing goal. But a more coherent approach is to start with your target audience and determine what kind of relationship you want to build with them, based on what they are ready for.

Forrester’s Social Technographics® classifies consumers into six overlapping levels of participation (see short presentation). Forrester Research’s Consumer Technographics® data covers hundreds of brands and behaviors globally — customers of specific retailers and car owners by brand, for example. Work with us to profile your customer base, then develop a social technology strategy.

Read the full article >>

Tagged as: b2b, b2c, forrester, groundswell, Measurement, research, roi, social technographics, Strategy

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Social Media ROI is about Conversation not Numbers

August 19, 2009 · 1 comment

Original Source: Social Media ROI and The REAL Social Media ROI – Risk of Ignoring…

social media roi

Social Media ROI

Social media is intangible – how do you quantify the ROI of online social tools that are based on human networks and one-to-one (micro) interactions?

Vancouver based consultant, blogger and author, Shane Gibson, recently posted a great podcast that discusses 26 ways to measure social media ROI.

The REAL Social Media ROI – Risk of Ignoring…

It seems everyone’s been talking lately about the Return on Investment – ROI – of social media. On the one hand, we have businesses trying to see where they’ll make a profit; on the other we have social media proponents explaining you shouldn’t try to measure social media ROI the same way you would in normal business practices.

But maybe we’re looking at the wrong ROI to start with – instead of return on investment, perhaps we should be more worried about the Risk of Ignoring.

This can work on both levels, personal and business-led, but for the sake of this post, I’m going to stay with businesses.

(If only from the viewpoint that it seems to be businesses more than individuals that are using social media less effectively).

Say the CEO of Company X brings in his sales or marketing director to the boardroom, and tells them he’s heard wonderful things about this “social media craze”. He’s heard that millions of people are using it, and he wants his company to have a bite of the money that these millions of social media users have, just waiting to be spent.

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Tagged as: Measurement, roi, social media

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