By Jamie Turner, Chief Content Officer, 60 Second Marketer

Most of you know that the 60 Second Marketer is an online magazine that provides free tools, tips and tutorials to marketers around the globe.

You may also know that we’re a division of BKV digital and direct response. BKV helps organizations like AT&T, the American Red Cross, Equifax and Six Flags grow their revenues with highly-measurable marketing campaigns.

Not long ago, I worked with the team at BKV to develop a list of metrics that can be measured in a social media campaign. The big deal at BKV is that, unlike branding agencies, they don’t run anything that can’t be tied back to a specific, measurable Return on Investment. (Note to branding agencies: Send your angry emails to Jamie.Turner@60SecondMarketer.com)

The list of what BKV can measure in a social media campaign was pretty cool. And in the interest of sharing news and information about social media with our readers, I thought I’d pass it along. If you’re a brand manager or a CMO, you might share this list with your agency to be sure they’re measuring the same kinds of things:

• Online mentions across blogs, microblogs, message boards, wikis, social networks, video sharing sites and mainstream media
• Daily volume of and trend analysis
• Word cloud analysis to show what words are being used in association with your brand (e.g. cheap, free, valuable, love, hate, etc.)
• Word cloud analysis to show what words are being used in association with your competitor’s brand
• Gender and age analysis of those describing your brand online
• Most active domains showing results for your brand (e.g. YouTube, Twitter, Wikipedia, etc.)
• Geographic distribution of posts both nationally and internationally
• Positive and negative sentiment surrounding your brand
• Outreach program to dozens of bloggers within your industry each month
• Twitter follower growth strategies and tactics
• Facebook promotions designed to drive engagement
• Results of Facebook and LinkedIn ad campaigns
• Forum comment metrics
• Bookmarking of articles and blog posts about your brand
• Distribution of existing video content across 10+ platforms including YouTube, Howcast, BlipTV, Metacafe and others
• Facebook Fan Page analytics and metrics
• Twitter promotions tied to ROI
• Photosharing and tagging metrics
• eBook distribution
• Customer Lifetime Value analysis with incorporation into paid search and SEO campaign
• E-commerce landing page analysis of conversion metrics
• B2B lead capture and conversion metrics
• B2B lead scoring program, including analysis and distribution to sales managers
• Monthly, weekly and/or daily reporting on traffic, time spent on site, bounce rate, conversion rate, etc.

This is a list that continues to evolve, but it should give you a sense of the kinds of metrics that are available to brand managers and CMOs who are interested in measurable marketing.

Of course, the only metric that really matters is the ROI, but the items outlined above will all lead to that, if used properly.

Are there any we missed? If so, let us know.

Wednesday, February 24th, 2010, 11:13 am   |   Social Media  |  RSS feed |  Respond  |  Trackback