4. The Human Side of Social Media Metrics Social Media Metrics
5. The Human Side of Social Media Metrics The Human Side of Analytics Social Media Metrics
6. The Human Side of Social Media Metrics The Human Side of Social Media The Human Side of Analytics Social Media Metrics
7. The Human Side of Social Media Metrics The Human Side of Social Media The Human Side of Analytics Social Media Metrics
8. The Human Side of Social Media Metrics* The Human Side of Social Media The Human Side of Analytics Social Media Metrics
9. The Human Side of Social Media Metrics* *As expressed through interpretive dance The Human Side of Social Media The Human Side of Analytics Social Media Metrics
47. Context Sensitive Positive or Negative? This pot roast is delicious This pot roast is the worst I’ve ever tasted This pot roast is inedible This pot roast is better than your mother’s
57. Measuring Influence Influences thousands Influences tens of thousands Influences millions Which has more social media metrics influence?? Reach, Frequency, Awareness, Audience
75. Asch Conformity Experiments one cohort = no influence two cohorts = small influence three or more cohorts = tendency to conform
76.
77. Measuring Action Social Actions Like Follow Retweet Blog Post Blog Comment Rating Bookmark Recommend
78. Measuring Action Social Actions Like Follow Retweet Blog Post Blog Comment Rating Bookmark Recommend
79. Measuring Action Business Actions Social Actions Like Follow Retweet Blog Post Blog Comment Rating Bookmark Recommend Click Visit Subscribe Join Register Take Survey Qualify as a Lead Purchase
80. How can you track influence? Keyword Keyword Keyword http://www.example.com/h4gwre34gf http://www.example.com/r634gf6r http://www.example.com/henry.php http://www.example.com/bolg23 http://www.example.com/34gfahdf74
81. How can you track influence? Keyword Keyword Your Wonderful Website Keyword http://www.example.com/post237 http://www.example.com/AllAboutMe http://www.example.com/henry.php http://www.example.com/bolg23 http://www.example.com/34gfahdf74
82. How can you track influence? Keyword Keyword Your Wonderful Website Keyword http://www.example.com/post237 http://www.example.com/AllAboutMe http://www.example.com/henry.php http://www.example.com/bolg23 http://www.example.com/34gfahdf74
83.
84. Measuring Action Business Actions Social Actions Like Follow Retweet Blog Post Blog Comment Rating Bookmark Recommend Click Visit Subscribe Join Register Take Survey Qualify as a Lead Purchase
85. The Human Side of Social Media Awareness Attitude Influence Context Actions
86. The Human Side of Social Media Awareness Attitude Influence Context Actions Value
88. How Much is a Social MediaParticipant Worth? Web site Email Search Marketing Banners TV Search Optimization Sponsorship SMS Tele Marketing Direct Mail Print Affiliate Marketing Webinar Video Social Networks Podcast Blog Behavioral Targeting Outdoor Twitter Microsites Events Viral Location Based
94. How Much is a Social MediaParticipant Worth? 7.25¢
95. How Much is a Social MediaParticipant Worth? If: 10,000 people are talking about shampoo
96.
97. How Much is a Social MediaParticipant Worth? If: 10,000 people are talking about shampoo And, a new customer has a lifetime value of $29 (profit)
98. How Much is a Social MediaParticipant Worth? If: 10,000 people are talking about shampoo And, a new customer has a lifetime value of $29 (profit) And, joining that conversation causes 5% of them to try
99. How Much is a Social MediaParticipant Worth? If: 10,000 people are talking about shampoo And, a new customer has a lifetime value of $29 (profit) And, joining that conversation causes 5% of them to try And 5% of those remain loyal
100. How Much is a Social MediaParticipant Worth? If: 10,000 people are talking about shampoo And, a new customer has a lifetime value of $29 (profit) And, joining that conversation causes 5% of them to try And 5% of those remain loyal Then: 10,000 x 5% = 500 500 x 5% = 25 25 x $29 = $725 725/10,000 = $0.0725 per participant = 7.25 ¢
101. How Much is a Social MediaParticipant Worth? 7.25¢
102. How Much is a Social MediaParticipant Worth? $ 7.25 million
103. Relevancy Put the right message In front of the right person At the right time Get the right message from the right people at the right time
111. Data is widely available - What is scarce is the ability to extract wisdom from it Hal Varian, Chief Economist, Google
112. Explaining What We Do We Say: They Hear: Visits Blah Visitors Blah, blah Stickiness Blah, blah Conversion Blah, blah, blah Bounce Rate Blah, blah, blah Path Analysis Blah, blah, blah, blah View Through Blah, blah, blah, blah Abandonment Blah, blah, blah, blah Last Click Attribution Blah, blah, blah, blah, blah Twitter Acceleration Ratios Blah, blah, blah, blah, blah, blah
113. You Will be a Successful AnalystWhen You Tie things to the bottom line Tell stories instead of delivering reports Tie those stories to individuals’ goals
117. The Peril of Trick Questions Airplane crash Bus ride Bear hunt
118.
119. Tie Things to the Bottom Line Raise Revenue Lower Costs Increase Customer Satisfaction “...the things that drive stock prices up or down.” Peter Sanborn, Microsoft
120. You Will be a Successful AnalystWhen You Tie things to the bottom line Tell stories instead of delivering reports Tie those stories to individuals’ goals
122. Story=Empathy Data =Calculation 2,775 cars per hour 2,547 perpendicular spaces 9’ x 10’ average size So... Angle spaces Cut size by .05% Get 87 additional spaces Make it 6% easier for people to park We can increase sales by 7% by re-striping the parking lot. We've done the math and it looks promising.
123.
124. Story=Empathy Data =Calculation 47.25% of visitors complain about our navigation How did you calculate that? What did you ask? My sister called - she can’t find the Buy button How do we fix it?
125.
126.
127. You Will be a Successful AnalystWhen You Tie things to the bottom line Tell stories instead of delivering reports Tie those stories to individuals’ goals
128. Tie Stories to Goals DisplayAdvertising Product Marketing Public Relations Ecommerce Team Awareness Acceptance Interest Embrace
129. Tie Stories to Goals DisplayAdvertising Product Marketing Public Relations Ecommerce Team Impressions P&L Mentions Sales Awareness Acceptance Interest Embrace
130. Tie Stories to Individual’s Goals Transmission Preference Goal Recognition Money Advancement Power Evasion etc. Visual Auditory Kinesthetic etc.
131. You Will be a Successful AnalystWhen You Tie things to the bottom line Tell stories instead of delivering reports Tie those stories to individuals’ goals
134. The Human Side of Social Media Metrics The Human Side of Social Media Metrics* Recap Awareness Attitude Influence Context Actions Value Comminication
135. The Human Side of Social Media Metrics The Human Side of Social Media Metrics* *As expressed through interpretive dance
136. The Human Side of Social Media Metrics* Recap More mediums than you can conceive
137. The Human Side of Social Media Metrics* More mediums than you can conceive Change what it means to achieve
138. The Human Side of Social Media Metrics* More mediums than you can conceive Change what it means to achieve Get likes, friends and followers
139. The Human Side of Social Media Metrics* More mediums than you can conceive Change what it means to achieve Get likes, friends and followers From Davis to Delawares
140. The Human Side of Social Media Metrics* More mediums than you can conceive Change what it means to achieve Get likes, friends and followers From Davis to Delawares But ‘tis better to give than receive
