Social Media Measurement & Evaluation DEPT X Units Winter 2011

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1 Social Media Measurement & Evaluation DEPT X Units Winter 2011 Class Meeting Information This is a 6-week online course. The first week is orientation. January 17-February 27 Website: Instructor Information Name: Daniel Lemin Office Phone: (310) daniellemin@gmail.com Website: Daniel Lemin, M.A., is a PR and digital media consultant at Social Studio in Los Angeles, Calif. and works with global brands, non-profits and entrepreneurs to design integrated communications programs. Previously he was director of social media and channel innovation at PainePR in Los Angeles, working with global consumer brands including Iams, Pampers, Sony, Old Spice and Hilton Garden Inn. Prior to PainePR he was part of the global PR team at Google in Silicon Valley and helped define and expand that brand. He is a frequent lecturer and industry speaker. Course Description Social media is part of the marketing mix for many organizations today and provides them with unprecedented opportunity to engage stakeholders and consumers in direct ways. The unique nature of this medium and the disparate nature of the technologies requires a specific measurement and evaluation plan. This course will provide students with an in-depth and handson exploration of current trends and tools including quantitative and qualitative measurement methodologies. Prerequisites Classes or Knowledge Required for this Course No course prerequisites. Course Objectives Upon completion of this course students will be prepared to develop a comprehensive measurement plan for social media efforts that are aligned to the marketing goals of their organization. Specific objectives for the course: Assess differences between qualitative and quantitative measurement methodologies Demonstrate understanding of unique challenges of social media measurement and evaluation Develop measurement plans Copyright 2010 UC Regents unex.uci.edu 1

2 Apply knowledge of tools and techniques to measure social media program efficacy Create measurement template/dashboard Course Text or Online Resources Required texts for this course are: Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity Author: Avinash Kaushik Publisher: Skybex ISBN-10: ISBN-13: Social Media Metrics: How to Measure and Optimize Your Marketing Investment Author: Jim Sterne Publisher: Wiley Books ISBN-10: ISBN-13: Empowered Authors: Josh Bernoff & Ted Schadler Publisher: Harvard Business Review Press ISBN-10: ISBN-13: Evaluation and Grading Evaluation of Student Performance Weekly Posts & Discussion/Participation 10% Part 1 Topic & Methods: Research Project 25% Part 2 Analysis: Quizzes 30% Part 3 Final Project: Class Presentation (WebEx) 35% 100% Grading Scale A = 90% 100% B = 80% 89% C = 70% 79% D = 60% 69% Code of Conduct All participants in the course are bound by the University of California Code of Conduct, found at Copyright 2010 UC Regents unex.uci.edu 2

3 Netiquette In an online course, the majority of our communication takes place in the course forums. However, when we have a need for communication that is private, whether personal, interpersonal, or professional, we will use individual or telephone. Our primary means of communication is written. The written language has many advantages: more opportunity for reasoned thought, more ability to go in-depth, and more time to think through an issue before posting a comment. However, written communication also has certain disadvantages, such a lack of the face-to-face signaling that occurs through body language, intonation, pausing, facial expressions, and gestures. As a result, please be aware of the possibility of miscommunication and compose your comments in a positive, supportive, and constructive manner. Academic Honesty Policy The University is an institution of learning, research, and scholarship predicated on the existence of an environment of honesty and integrity. As members of the academic community, faculty, students, and administrative officials share responsibility for maintaining this environment. It is essential that all members of the academic community subscribe to the ideal of academic honesty and integrity and accept individual responsibility for their work. Academic dishonesty is unacceptable and will not be tolerated at the University of California, Irvine. Cheating, forgery, dishonest conduct, plagiarism, and collusion in dishonest activities erode the University's educational, research, and social roles. If students who knowingly or intentionally conduct or help another student perform dishonest conduct, acts of cheating, or plagiarism will be subject to disciplinary action at the discretion of UC Irvine Extension. Disability Services If you need support or assistance because of a disability, you may be eligible for accommodations or services through the Disability Service Center at UC Irvine. For more information, please contact UC Irvine Extension s Student Services office at (949) Course Outline Orientation Week (January 17-23) Orientation Week Objectives: o Navigate around the course site o Post self-introduction message to a discussion forum o Describe the contents of the course syllabus Part One: Topic & Methods (January 24-30) Lesson 1 Title of First Lesson (Second Week of Course) o Introduce topic of social media measurement & analytics o Demonstrate understanding of unique nature of social media measurement Copyright 2010 UC Regents unex.uci.edu 3

4 Empowered (all chapters) Social Media Measurement 101: a Seven Step Plan to Set Up (And Benefit From) A Simple Social Measurement Program (Instructor-provided article) Choose one case study from Empowered and write 1-2 page summary of the program from a measurement perspective. You are free to conduct your own additional research to provide supporting material for the analysis. Paper does not need to be in any certain citation format but a list of references used is required. Post your paper to the discussion board with a one-paragraph introduction of your topic. You may double-space your final submission. Part Two: Analysis (January 31-February 6) Lesson 2 Web Analytics o Comprehension of web analytics tools and techniques o Demonstrate how to prepare an analytics report o Explain terms used in web analytics Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity (skim chapters 1-11) Choose two topics from readings and post a 1-2 paragraph content analysis of the topic. Example: Combine your learnings about mobile from Empowered with the data options presented in Web Analytics 2.0. Present key elements of mobile measurement in your post. o Quiz: Complete Online Web Analytics Terminology Quiz o WebEx Lecture: To Be Scheduled Lesson 3 Other Quantitative Methods (February 7-13) o Develop understanding of other new media measurement tools Twitter, Facebook Insights and related tools o Demonstrate how to prepare an analytics report using these measures o Explain terms used in social media analytics Copyright 2010 UC Regents unex.uci.edu 4

5 Social Media Metrics: How to Measure and Optimize Your Marketing Investment (chapters 1-6) Choose two topics from readings and post a 1-2 paragraph analysis of the topic. Example: Combine your learnings about Twitter measurement tools from the week s reading with your knowledge of web analytics data. What similarities exist, what differences? o Quiz: Complete Online Social Media Analytics Terminology Quiz o WebEx Lecture: To Be Scheduled Lesson 4 Qualitative Methods (February 14-20) o Comprehension of web analytics tools and techniques o Demonstrate how to prepare an analytics report o Explain terms used in web analytics o Social Media Metrics: How to Measure and Optimize Your Marketing Investment (chapters 7-9) Net Promoter Score PPT (Instructor-provided) Choose two topics from the list provided by the instructor on the Moodle classroom and post a 1-2 paragraph analysis of the topic. o Quiz Complete Qualitative Measurement Quiz o WebEx Lecture: To Be Scheduled Part Three: Final Project (February 21-27) Lesson 5 Final Research Project o Cumulative understanding of integrated social media measurement o Demonstrate ability to build a social media measures dashboard o Prepare and present a dashboard template Copyright 2010 UC Regents unex.uci.edu 5

6 Re-read any course materials that you may have missed or go back and review key concepts that will help you define and complete this project. o Final Course Assignment o In this course you ve defined a list of targets and understood the psychographics of who is there. Now we ll take a look at the measurement tools you were introduced to and use them to research and create a wrap-up report. Using the supplied Excel worksheet template, review and capture comments use a topic or brand you re familiar with for this course, or use your own organization as the example. The key is not the topic itself, but the application of the tools and resources you have mastered in this course to producing an analysis of existing sentiment and conversations. Next, using the supplied MSWord worksheet template, use the data to create charts and qualitative analysis in a 1-3 page analysis including the Net Promoter Score, as described in the Word document. Post both documents to the forum and discuss the work of at least two other students, then go outside and take a walk and talk to someone remind yourself that social media does not replace the need for human contact! o Document Overview: MSExcel worksheet template This document contains two tabs at the bottom. The first, the Research Sites tab, on which is listed some helpful sites you can use to gather your research. It is not necessary to use all of these sites choose one, perhaps one you have not used before, and familiarize yourself with it by conducting the research for this portion of the assignment. The second tab, Data Collection, contains a list of categories at the top. For most of them, additional information related to the topic category is available by hovering your mouse over the category name for example, hover over Content Sample to see the additional information, post a snippet of the content/post here. o Document Overview: MSWord report template o This document will provide you with a template for consideration in preparing 1-3 page summary report. You need not utilize this template we are providing it to you as an example. Feel free to develop your own or develop a template relevant for your organization, if that is the example topic you ve chosen. This will require you assimilate the data from the Excel document, create at least one chart to be included and use the sentiment data to calculate the Net Promoter Score, as described in both the PPT lecture and Word document itself. o This final report will be shorter than a real world summary, but provides you with a good foundation of research capabilities and knowledge that can be reapplied on existing and future work and can be customized for your use in many applications. o Present your findings to the class via WebEx on DATE. Submit your final MSWord report to the instructor via the online discussion forum by DATE. The report will uploaded to the scheduled WebEx session. You will have 5-7 minutes to present Copyright 2010 UC Regents unex.uci.edu 6

7 the topic you chose to research and the findings, then answer any questions fellow students might have. o WebEx Class Presentation: To Be Scheduled Copyright 2010 UC Regents unex.uci.edu 7