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Jim Sterne's Webinar Presentation With Radian6

by Radian6 on Apr 29, 2010

2,862 views

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.

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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Francesc Gómez Morales , Social Media Consultant at Elogia Thank you for sharing the slides. Jim's conference was very helpful 2 years ago Reply
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Jim Sterne’s Webinar Presentation With Radian6 — Presentation Transcript

Social Media Metrics and
Web Analytics
Jim Sterne
eMetrics.org
Social Media Metrics and
Web Analytics
Social Media Metrics and
Web Analytics
Social Media Metrics and
Web Analytics and
Email Metrics and
Satisfaction Metrics and
etc.
Social Media Metrics and
Web Analytics and
Email Metrics and
Satisfaction Metrics and
etc.
Social Media Metrics and
Web Analytics and
Email Metrics and
Satisfaction Metrics and
etc.
The Main Marketing Question
How much to spend on each?
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
The Main Marketing Question
How much to spend on each?
Web site Email Search Marketing
Banners TV Search Optimization
Sponsorship SMSTele Marketing
Direct MailPrint Affiliate Marketing
Webinar Video Social Networks
Podcast Blog Behavioral Targeting
Outdoor Twitter Microsites
Events Viral Location Based
Marketing Metrics Success
Customer Centricity
View the world through
customer-colored glasses
Company / Customer Communication
Get Attention
Educate
Sell
Help
Relate
Company / Customer Communication
Get Attention
Advertising
Educate
Sell
Help
Relate
Company / Customer Communication
Get Attention
Advertising
Educate
Marketing
Sell
Help
Relate
Company / Customer Communication
Get Attention
Advertising
Educate
Marketing
Sell
Sales
Help
Relate
Company / Customer Communication
Get Attention
Advertising
Educate
Marketing
Sell
Sales
Customer Service
Help
Relate
Company / Customer Communication
Get Attention
Advertising
Educate
Marketing
Sell
Sales
Customer Service
Help
Relate
F2F, Phone, Email
Company / Customer Communication
Get Attention
Advertising
Educate
Marketing
Sell
Sales
Customer Service
Help
Relate
Social Media
Company / Customer Communication
Get Attention
Social Media
Advertising
Educate
Marketing
Social Media
Sell
Sales
Social Media
Social Media
Help
Relate
Social Media
Social Media Metrics
Definition:
platforms that allow content
to be easily shared
Types:
Social Media Metrics
Forums & Message Boards
Reviews & Opinion Sites
Social Networks
Blogging
Microblogging
Bookmarking
Media Sharing
Marketing Metrics Success
Customer Centricity
View the world through
customer-colored glasses
The Selling Cycle
Advertise
Prospect
Qualify
Manage Leads
Identify Solution
Create Proposal
Negotiate
Close Sale
Install
Invoice
Support
The Buying Cycle
Blissful ignorance
Experience pain
Seek information
Discover solutions
Compare options
Create short list
Negotiate
Commit
Recommend
Social Media Metrics
Customer Centricity
Gain
Change
Consider
Check
Affect
Generate
Awareness
Attitude
Influence
Competition
Outcomes
Value
Social Media Metrics
Customer Centricity
Measure
Measure
Measure
Measure
Measure
Measure
Awareness
Attitude
Influence
Competition
Outcomes
Value
Advertising Metrics
Reach
Frequency
Awareness
Opportunity to See
BlogosphereMeasuring Your Own Blog
RSS Subscribers
Readers per post
Opportunity to See...Opportunity to Share
Opportunity to See...Opportunity to Share
Reach, Frequency & AwarenessVirality
Social Media Metrics
Customer Centricity
Measure
Measure
Measure
Measure
Measure
Measure
Awareness
Attitude
Influence
Competition
Outcomes
Value
Measuring Attitude
Online Metrics On Your Site
Positive
Negative
Net Promoter Score
Sentiment Checking
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.
Social Media Metrics
Customer Centricity
Measure
Measure
Measure
Measure
Measure
Measure
Awareness
Attitude
Influence
Competition
Outcomes
Value
Measuring Influence
Influences
thousands
Influences
hundreds of
thousands
Influences
millions
Which one influences more web analysts??
Measuring our own influence on public opinion
Survey  Run an Ad  Survey
Measuring Influence
Influential Topics
Influential Topics
Social Media Metrics
Customer Centricity
Measure
Measure
Measure
Measure
Measure
Measure
Awareness
Attitude
Influence
Competition
Outcomes
Value
Measuring the Buzzosphere
Share of Audience
Share of Voice
Share of Buzz
Share of Sharing
Are we more visible than the competition?
Social Media Metrics
Customer Centricity
Measure
Measure
Measure
Measure
Measure
Measure
Awareness
Attitude
Influence
Competition
Outcomes
Value
Measuring Outcomes
Social Actions
Like
Follow
Retweet
Blog Post
Blog Comment
Rating
Bookmark
Recommend
Measuring Outcomes
Business Outcomes
Social Actions
Like
Follow
Retweet
Blog Post
Blog Comment
Rating
Bookmark
Recommend
Recommendations
Click
Visit
Subscription
Membership
Register
Take Survey
Lead Qualify
Purchase
Measuring Outcomes
Web Analytics
Social Metrics
Like
Follow
Retweet
Blog Post
Blog Comment
Rating
Bookmark
Recommend
Click
Visit
Subscription
Membership
Register
Take Survey
Lead Qualify
Purchase
Social Media Metrics
Customer Centricity
Measure
Measure
Measure
Measure
Measure
Measure
Awareness
Attitude
Influence
Competition
Outcomes
Value
How Much is a Social MediaParticipant Worth?
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
How Much is a Social MediaParticipant Worth?
$ .0725
How Much is a Social MediaParticipant Worth?
If:
10,000 people are talking about shampoo
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 ¢
How Much is a Social MediaParticipant Worth?
$ .0725
How Much is a Social MediaParticipant Worth?
$ .0725
725 million
Relevancy
Put the right message
In front of the right person
At the right time
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
Crowdsourcing
Crowdsourcing
Social Media MetricsWeb Analytics
Measure
Measure
Measure
Measure
Measure
Measure
Awareness
Attitude
Influence
Competition
Outcomes
Value
Social Media MetricsWeb Analytics
Measure
Measure
Measure
Measure
Measure
Measure
Measure
Awareness
Attitude
Influence
Competition
Outcomes
Value
Input
Social Media Metrics and
Web Analytics
Jim Sterne
eMetrics.org