Social Media Metrics and<br />Web Analytics<br />Jim Sterne<br />eMetrics.org<br />
Social Media Metrics and<br />Web Analytics<br />
Social Media Metrics and<br />Web Analytics<br />
Social Media Metrics and<br />Web Analytics and<br />Email Metrics and<br />Satisfaction Metrics and<br />etc.<br />
Social Media Metrics and<br />Web Analytics and<br />Email Metrics and<br />Satisfaction Metrics and<br />etc.<br />
Social Media Metrics and<br />Web Analytics and<br />Email Metrics and<br />Satisfaction Metrics and<br />etc.<br />
The Main Marketing Question<br />How much to spend on each?<br />	Web site		Email		Search Marketing<br />		Banners		TV		Se...
The Main Marketing Question<br />How much to spend on each?<br />	Web site		Email		Search Marketing<br />		Banners		TV		Se...
Marketing Metrics Success<br />Customer Centricity<br />View the world through <br />customer-colored glasses<br />
Company / Customer Communication<br />Get Attention<br />Educate<br />Sell<br />Help<br />Relate<br />
Company / Customer Communication<br />Get Attention<br />Advertising<br />Educate<br />Sell<br />Help<br />Relate<br />
Company / Customer Communication<br />Get Attention<br />Advertising<br />Educate<br />Marketing<br />Sell<br />Help<br />...
Company / Customer Communication<br />Get Attention<br />Advertising<br />Educate<br />Marketing<br />Sell<br />Sales<br /...
Company / Customer Communication<br />Get Attention<br />Advertising<br />Educate<br />Marketing<br />Sell<br />Sales<br /...
Company / Customer Communication<br />Get Attention<br />Advertising<br />Educate<br />Marketing<br />Sell<br />Sales<br /...
Company / Customer Communication<br />Get Attention<br />Advertising<br />Educate<br />Marketing<br />Sell<br />Sales<br /...
Company / Customer Communication<br />Get Attention<br />Social Media<br />Advertising<br />Educate<br />Marketing<br />So...
Social Media Metrics<br /> Definition:<br />platforms that allow content<br />to be easily shared<br />
 Types:<br />Social Media Metrics<br />Forums & Message Boards<br />Reviews & Opinion Sites<br />Social Networks<br />Blog...
Marketing Metrics Success<br />Customer Centricity<br />View the world through <br />customer-colored glasses<br />
The Selling Cycle<br />Advertise<br />    Prospect<br />	   Qualify<br />		Manage Leads<br />			Identify Solution<br />			...
The Buying Cycle<br />Blissful ignorance<br />	Experience pain<br />		Seek information<br />			Discover solutions<br />			...
Social Media Metrics<br />Customer Centricity<br />Gain	<br />Change<br />Consider<br />Check<br />Affect<br />Generate<br...
Social Media Metrics<br />Customer Centricity<br />Measure<br />Measure<br />Measure<br />Measure<br />Measure<br />Measur...
Advertising Metrics<br />Reach<br />Frequency<br />Awareness<br />
Opportunity to See<br />
BlogosphereMeasuring Your Own Blog<br />RSS Subscribers<br />Readers per post<br />
Opportunity to See...Opportunity to Share<br />
Opportunity to See...Opportunity to Share<br />
Reach, Frequency & AwarenessVirality<br />
Social Media Metrics<br />Customer Centricity<br />Measure<br />Measure<br />Measure<br />Measure<br />Measure<br />Measur...
Measuring Attitude<br />Online Metrics 			On Your Site<br />		Positive<br />		Negative<br />		Net Promoter Score<br />
Sentiment Checking<br />Positive or Negative? <br />	This pot roast is delicious.<br />	This pot roast is the worst I’ve e...
Social Media Metrics<br />Customer Centricity<br />Measure<br />Measure<br />Measure<br />Measure<br />Measure<br />Measur...
Measuring Influence<br />Influences<br />thousands<br />Influences<br />hundreds of<br />thousands<br />Influences<br />mi...
Measuring our own influence on public opinion<br />Survey  Run an Ad  Survey<br />Measuring Influence<br />
Influential Topics<br />
Influential Topics<br />
Social Media Metrics<br />Customer Centricity<br />Measure<br />Measure<br />Measure<br />Measure<br />Measure<br />Measur...
Measuring the Buzzosphere<br />Share of Audience<br />Share of Voice<br />Share of Buzz<br />Share of Sharing<br />Are we ...
Social Media Metrics<br />Customer Centricity<br />Measure<br />Measure<br />Measure<br />Measure<br />Measure<br />Measur...
Measuring Outcomes<br />Social Actions<br />Like<br />Follow<br />Retweet<br />Blog Post<br />Blog Comment<br />Rating<br ...
Measuring Outcomes<br />Business Outcomes<br />Social Actions<br />Like<br />Follow<br />Retweet<br />Blog Post<br />Blog ...
Measuring Outcomes<br />Web Analytics<br />Social Metrics<br />Like<br />Follow<br />Retweet<br />Blog Post<br />Blog Comm...
Social Media Metrics<br />Customer Centricity<br />Measure<br />Measure<br />Measure<br />Measure<br />Measure<br />Measur...
How Much is a Social MediaParticipant Worth?<br />
How Much is a Social MediaParticipant Worth?<br />	Web site		Email		Search Marketing<br />		Banners		TV		Search Optimizati...
How Much is a Social MediaParticipant Worth?<br /> $  .0725<br />
How Much is a Social MediaParticipant Worth?<br />If:<br />10,000 people are talking about shampoo<br />
How Much is a Social MediaParticipant Worth?<br />If:<br />10,000 people are talking about shampoo<br />And, a new custome...
How Much is a Social MediaParticipant Worth?<br /> $  .0725<br />
How Much is a Social MediaParticipant Worth?<br /> $  .0725<br />725 million<br />
Relevancy<br />Put the right message<br />In front of the right person<br />At the right time<br />
Relevancy<br />Put the right message<br />In front of the right person<br />At the right time<br />Get the right message<b...
Crowdsourcing<br />
Crowdsourcing<br />
Social Media MetricsWeb Analytics<br />Measure<br />Measure<br />Measure<br />Measure<br />Measure<br />Measure<br />Aware...
Social Media MetricsWeb Analytics<br />Measure<br />Measure<br />Measure<br />Measure<br />Measure<br />Measure<br />Measu...
Social Media Metrics and<br />Web Analytics<br />Jim Sterne<br />eMetrics.org<br />
Jim Sterne's Webinar Presentation With Radian6
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Jim Sterne's Webinar Presentation With Radian6

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In this presentation, Jim Sterne, Web analytics expert and President of Web strategy firm Target Marketing, shared with us how social media metrics and Web metrics tie together.

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Jim Sterne's Webinar Presentation With Radian6

  1. 1. Social Media Metrics and<br />Web Analytics<br />Jim Sterne<br />eMetrics.org<br />
  2. 2. Social Media Metrics and<br />Web Analytics<br />
  3. 3. Social Media Metrics and<br />Web Analytics<br />
  4. 4. Social Media Metrics and<br />Web Analytics and<br />Email Metrics and<br />Satisfaction Metrics and<br />etc.<br />
  5. 5. Social Media Metrics and<br />Web Analytics and<br />Email Metrics and<br />Satisfaction Metrics and<br />etc.<br />
  6. 6. Social Media Metrics and<br />Web Analytics and<br />Email Metrics and<br />Satisfaction Metrics and<br />etc.<br />
  7. 7. The Main Marketing Question<br />How much to spend on each?<br /> Web site Email Search Marketing<br /> Banners TV Search Optimization<br /> Sponsorship SMS Tele Marketing<br /> Direct Mail Print Affiliate Marketing<br /> Webinar Video Social Networks<br /> Podcast Blog Behavioral Targeting<br /> Outdoor Twitter Microsites<br /> Events Viral Location Based <br />
  8. 8. The Main Marketing Question<br />How much to spend on each?<br /> Web site Email Search Marketing<br /> Banners TV Search Optimization<br /> Sponsorship SMSTele Marketing<br />Direct MailPrint Affiliate Marketing<br /> Webinar Video Social Networks<br /> Podcast Blog Behavioral Targeting<br />Outdoor Twitter Microsites<br />Events Viral Location Based <br />
  9. 9. Marketing Metrics Success<br />Customer Centricity<br />View the world through <br />customer-colored glasses<br />
  10. 10. Company / Customer Communication<br />Get Attention<br />Educate<br />Sell<br />Help<br />Relate<br />
  11. 11. Company / Customer Communication<br />Get Attention<br />Advertising<br />Educate<br />Sell<br />Help<br />Relate<br />
  12. 12. Company / Customer Communication<br />Get Attention<br />Advertising<br />Educate<br />Marketing<br />Sell<br />Help<br />Relate<br />
  13. 13. Company / Customer Communication<br />Get Attention<br />Advertising<br />Educate<br />Marketing<br />Sell<br />Sales<br />Help<br />Relate<br />
  14. 14. Company / Customer Communication<br />Get Attention<br />Advertising<br />Educate<br />Marketing<br />Sell<br />Sales<br />Customer Service<br />Help<br />Relate<br />
  15. 15. Company / Customer Communication<br />Get Attention<br />Advertising<br />Educate<br />Marketing<br />Sell<br />Sales<br />Customer Service<br />Help<br />Relate<br />F2F, Phone, Email<br />
  16. 16. Company / Customer Communication<br />Get Attention<br />Advertising<br />Educate<br />Marketing<br />Sell<br />Sales<br />Customer Service<br />Help<br />Relate<br />Social Media<br />
  17. 17. Company / Customer Communication<br />Get Attention<br />Social Media<br />Advertising<br />Educate<br />Marketing<br />Social Media<br />Sell<br />Sales<br />Social Media<br />Social Media<br />Help<br />Relate<br />Social Media<br />
  18. 18. Social Media Metrics<br /> Definition:<br />platforms that allow content<br />to be easily shared<br />
  19. 19. Types:<br />Social Media Metrics<br />Forums & Message Boards<br />Reviews & Opinion Sites<br />Social Networks<br />Blogging<br />Microblogging<br />Bookmarking<br />Media Sharing<br />
  20. 20. Marketing Metrics Success<br />Customer Centricity<br />View the world through <br />customer-colored glasses<br />
  21. 21. The Selling Cycle<br />Advertise<br /> Prospect<br /> Qualify<br /> Manage Leads<br /> Identify Solution<br /> Create Proposal<br /> Negotiate<br /> Close Sale<br /> Install<br /> Invoice<br /> Support<br />
  22. 22. The Buying Cycle<br />Blissful ignorance<br /> Experience pain<br /> Seek information<br /> Discover solutions<br /> Compare options<br /> Create short list<br /> Negotiate<br /> Commit<br /> Recommend<br />
  23. 23. Social Media Metrics<br />Customer Centricity<br />Gain <br />Change<br />Consider<br />Check<br />Affect<br />Generate<br />Awareness<br />Attitude<br />Influence<br />Competition<br />Outcomes<br />Value<br />
  24. 24. Social Media Metrics<br />Customer Centricity<br />Measure<br />Measure<br />Measure<br />Measure<br />Measure<br />Measure<br />Awareness<br />Attitude<br />Influence<br />Competition<br />Outcomes<br />Value<br />
  25. 25. Advertising Metrics<br />Reach<br />Frequency<br />Awareness<br />
  26. 26. Opportunity to See<br />
  27. 27. BlogosphereMeasuring Your Own Blog<br />RSS Subscribers<br />Readers per post<br />
  28. 28. Opportunity to See...Opportunity to Share<br />
  29. 29. Opportunity to See...Opportunity to Share<br />
  30. 30. Reach, Frequency & AwarenessVirality<br />
  31. 31. Social Media Metrics<br />Customer Centricity<br />Measure<br />Measure<br />Measure<br />Measure<br />Measure<br />Measure<br />Awareness<br />Attitude<br />Influence<br />Competition<br />Outcomes<br />Value<br />
  32. 32. Measuring Attitude<br />Online Metrics On Your Site<br /> Positive<br /> Negative<br /> Net Promoter Score<br />
  33. 33. Sentiment Checking<br />Positive or Negative? <br /> This pot roast is delicious.<br /> This pot roast is the worst I’ve ever tasted.<br /> This pot roast is inedible.<br /> This pot roast is better than your mother’s.<br />
  34. 34.
  35. 35. Social Media Metrics<br />Customer Centricity<br />Measure<br />Measure<br />Measure<br />Measure<br />Measure<br />Measure<br />Awareness<br />Attitude<br />Influence<br />Competition<br />Outcomes<br />Value<br />
  36. 36. Measuring Influence<br />Influences<br />thousands<br />Influences<br />hundreds of<br />thousands<br />Influences<br />millions<br />Which one influences more web analysts??<br />
  37. 37. Measuring our own influence on public opinion<br />Survey  Run an Ad  Survey<br />Measuring Influence<br />
  38. 38. Influential Topics<br />
  39. 39. Influential Topics<br />
  40. 40. Social Media Metrics<br />Customer Centricity<br />Measure<br />Measure<br />Measure<br />Measure<br />Measure<br />Measure<br />Awareness<br />Attitude<br />Influence<br />Competition<br />Outcomes<br />Value<br />
  41. 41. Measuring the Buzzosphere<br />Share of Audience<br />Share of Voice<br />Share of Buzz<br />Share of Sharing<br />Are we more visible than the competition?<br />
  42. 42. Social Media Metrics<br />Customer Centricity<br />Measure<br />Measure<br />Measure<br />Measure<br />Measure<br />Measure<br />Awareness<br />Attitude<br />Influence<br />Competition<br />Outcomes<br />Value<br />
  43. 43. Measuring Outcomes<br />Social Actions<br />Like<br />Follow<br />Retweet<br />Blog Post<br />Blog Comment<br />Rating<br />Bookmark<br />Recommend<br />
  44. 44. Measuring Outcomes<br />Business Outcomes<br />Social Actions<br />Like<br />Follow<br />Retweet<br />Blog Post<br />Blog Comment<br />Rating<br />Bookmark<br />Recommend<br />Recommendations<br />Click<br />Visit<br />Subscription<br />Membership<br />Register<br />Take Survey <br />Lead Qualify<br />Purchase<br />
  45. 45. Measuring Outcomes<br />Web Analytics<br />Social Metrics<br />Like<br />Follow<br />Retweet<br />Blog Post<br />Blog Comment<br />Rating<br />Bookmark<br />Recommend<br />Click<br />Visit<br />Subscription<br />Membership<br />Register<br />Take Survey <br />Lead Qualify<br />Purchase<br />
  46. 46. Social Media Metrics<br />Customer Centricity<br />Measure<br />Measure<br />Measure<br />Measure<br />Measure<br />Measure<br />Awareness<br />Attitude<br />Influence<br />Competition<br />Outcomes<br />Value<br />
  47. 47. How Much is a Social MediaParticipant Worth?<br />
  48. 48. How Much is a Social MediaParticipant Worth?<br /> Web site Email Search Marketing<br /> Banners TV Search Optimization<br /> Sponsorship SMS Tele Marketing<br /> Direct Mail Print Affiliate Marketing<br /> Webinar Video Social Networks<br /> Podcast Blog Behavioral Targeting<br /> Outdoor Twitter Microsites<br /> Events Viral Location Based <br />
  49. 49.
  50. 50. How Much is a Social MediaParticipant Worth?<br /> $ .0725<br />
  51. 51. How Much is a Social MediaParticipant Worth?<br />If:<br />10,000 people are talking about shampoo<br />
  52. 52.
  53. 53. How Much is a Social MediaParticipant Worth?<br />If:<br />10,000 people are talking about shampoo<br />And, a new customer has a lifetime value of $29 (profit)<br />And, joining that conversation causes 5% of them to try<br />And 5% of those remain loyal<br />Then:<br />10,000 x 5% = 500<br />500 x 5% = 25<br />25 x $29 = $725<br />725/10,000 = $0.0725 per participant <br />= 7.25 ¢<br />
  54. 54. How Much is a Social MediaParticipant Worth?<br /> $ .0725<br />
  55. 55. How Much is a Social MediaParticipant Worth?<br /> $ .0725<br />725 million<br />
  56. 56. Relevancy<br />Put the right message<br />In front of the right person<br />At the right time<br />
  57. 57. Relevancy<br />Put the right message<br />In front of the right person<br />At the right time<br />Get the right message<br />from the right people<br />at the right time<br />
  58. 58. Crowdsourcing<br />
  59. 59. Crowdsourcing<br />
  60. 60. Social Media MetricsWeb Analytics<br />Measure<br />Measure<br />Measure<br />Measure<br />Measure<br />Measure<br />Awareness<br />Attitude<br />Influence<br />Competition<br />Outcomes<br />Value<br />
  61. 61. Social Media MetricsWeb Analytics<br />Measure<br />Measure<br />Measure<br />Measure<br />Measure<br />Measure<br />Measure<br />Awareness<br />Attitude<br />Influence<br />Competition<br />Outcomes<br />Value<br />Input<br />
  62. 62. Social Media Metrics and<br />Web Analytics<br />Jim Sterne<br />eMetrics.org<br />

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