Tracking Results

One of the most important aspects of NMM is the ability and the discipline of tracking results. You need to know what is working and what is not. Here are some recommendations for tracking results. Such tracking should occur for three distinct considerations:

• Content
• Relevance
• Impact

Content: This is directed toward the “audience”. What you need to determine is who is talking about you. What are people saying about you and your industry. Metrics that can be used:

• Blog posts
• Recommendations
• Tweets and similar Widget Views

Some tools to use:

• BlogPuse
• Google Alert
• Cymfony
• Techrigy
• Blog-search
• Technorati
• Net Promoter

Relevance: This measures the value of opinions and conversations, interest levels in your messages, content and intensity of blog posts. Metrics:

• Time on Site
• Bounce Rate
• Pass Alongs
• Comment to Post Ratio
• Podcasts Listens and Views
• Recommendations
• Tweets

Some tools:

• Google Analytics
• Web Analytics
• Omniture
• Web Trends
• DoubleClick
• Digg
• StumbleUpon
• Del.icio.us
• Feedburner
• BlogPulse
• Cymfony
• Techrigy
• Blog-search
• Technorati

Impact: To whom is your NMM campaign appealing, how involved is your audience, number of times desired outcome occurs. Metrics:

• Referrers
• Demographics
• Time on Site
• Bounce Rate
• Conversions
• Reviews
• Recommendations
• Tweets
• Tools:
• Web Analytics
• Google Analytics
• Omniture
• Web Trends
• Double Clicks
• Repeat Customers
• Reviews and ratings
• Net Promoter
• Platform