Measuring Social Media - MarketingNow Measurement
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How to measure social media - my presentation at MarketingNow, Melbourne 2009. Apparently the slides are ugly ducklings and need some creative love :) Which they won't get from me! >:( heh.

How to measure social media - my presentation at MarketingNow, Melbourne 2009. Apparently the slides are ugly ducklings and need some creative love :) Which they won't get from me! >:( heh.

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  • Full Name Full Name Comment goes here.
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  • Really like slide 25 – lists 3 things to measure, something I’ve been looking at in my own work. In the absence of the media industry’s metric magic of media impressions we’ve had to find a framework for measuring non-paid for media. The issue is that the different channels, campaigns and ways you use them can all throw off different metrics and have different results.

    In order to create some kind of uniformity I’ve been working with three broad categories of metrics;
    Coverage: who sees it in what numbers
    Engagement: what do they do with it
    Action: what business or marketing objective is being met.

    As a simple example I set up the framework for my own blog as a way of exploring this: http://www.burning-head.com/index.php/2009/08/a-measurement-framework-for-the-burning-head-blog/

    As non-traditional media (media with non-industry-standard measures) grows we are going to have to work out a way of planning, reporting and optimizing it.

    Would be very interested to hear your thoughts on this structure as a starter for ten.
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Measuring Social Media - MarketingNow Measurement Presentation Transcript

  • 1. Measurement - MarketingNow! 22 Sept 2009 reference laurelpapworth.com Tuesday, 22 September 2009
  • 2. Measurement - MarketingNow! 22 Sept 2009 These Slides http://slideshare.net/silkcharm List of Measurement Tools http://measurementcamp.wikidot.com/ Social Media Dashboard http://Radian6.com http://www.dialogix.com.au/ http://peoplebrowsr.com laurelpapworth.com Tuesday, 22 September 2009
  • 3. Measurement - MarketingNow! 22 Sept 2009 Brand of One •My Blog Pageviews, linking to me: Technorati, Google PageRank, Leaderboards such as AdAge, Business 100, Subscribers - email, RSS. Bookmarking: Delicious, StumbleUpon •Twitter Followers vs Followings, ReTweets, @SilkCharm responses, •Other Blogsearch.google.com, Cool contacts Amateur laurelpapworth.com Tuesday, 22 September 2009
  • 4. Measurement - MarketingNow! 22 Sept 2009 Return on Investment for Marketing Dollar •Loyalty ROI: Online community participants visit a site 9x more often and stay 5x as long (Source: McKinsey) •Brand ROI: 4x un-aided brand recall vs a search engine (Source: NFO) •Acquisition ROI: Attract customers at $0-10 vs. $10-$400 per customer acquisition in traditional marketing venues •Support ROI: Community support services are 5x-10x more cost effective than phone support •Offline - 20.3% of online community members Liveworld laurelpapworth.com Tuesday, 22 September 2009
  • 5. Measurement - MarketingNow! 22 Sept 2009 What is COI? Cost of Inaction? reference laurelpapworth.com Tuesday, 22 September 2009
  • 6. Measurement - MarketingNow! 22 Sept 2009 Purpose Values laurelpapworth.com Tuesday, 22 September 2009
  • 7. Measurement - MarketingNow! 22 Sept 2009 Building a community Places Tools reference laurelpapworth.com Tuesday, 22 September 2009
  • 8. Measurement - MarketingNow! 22 Sept 2009 Building a community Identity & Trust reference laurelpapworth.com Tuesday, 22 September 2009
  • 9. Measurement - MarketingNow! 22 Sept 2009 Building a community Roles and Lifecycle reference laurelpapworth.com Tuesday, 22 September 2009
  • 10. Measurement - MarketingNow! 22 Sept 2009 Building a community Leader & Influencers reference laurelpapworth.com Tuesday, 22 September 2009
  • 11. Measurement - MarketingNow! 22 Sept 2009 Building a community Rules of Engagement reference laurelpapworth.com Tuesday, 22 September 2009
  • 12. Measurement - MarketingNow! 22 Sept 2009 Building a community Rituals reference laurelpapworth.com Tuesday, 22 September 2009
  • 13. Measurement - MarketingNow! 22 Sept 2009 Building a community Events reference laurelpapworth.com Tuesday, 22 September 2009
  • 14. Measurement - MarketingNow! 22 Sept 2009 Building a community Swarms and Tribes reference laurelpapworth.com Tuesday, 22 September 2009
  • 15. Measurement - MarketingNow! 22 Sept 2009 “Everything that can be counted does not necessarily count; everything that counts cannot necessarily be counted.” sign in office of Albert Einstein laurelpapworth.com Tuesday, 22 September 2009
  • 16. Measurement - MarketingNow! 22 Sept 2009 “Release the content let the community decide the context vs play with the community vs educate the community” A confused SilkCharm laurelpapworth.com Tuesday, 22 September 2009
  • 17. Measurement - MarketingNow! 22 Sept 2009 laurelpapworth.com Tuesday, 22 September 2009
  • 18. Measurement - MarketingNow! 22 Sept 2009 laurelpapworth.com Tuesday, 22 September 2009
  • 19. Measurement - MarketingNow! 22 Sept 2009 laurelpapworth.com Tuesday, 22 September 2009
  • 20. Measurement - MarketingNow! 22 Sept 2009 laurelpapworth.com Tuesday, 22 September 2009
  • 21. Measurement - MarketingNow! 22 Sept 2009 laurelpapworth.com Tuesday, 22 September 2009
  • 22. Measurement - MarketingNow! 22 Sept 2009 laurelpapworth.com Tuesday, 22 September 2009
  • 23. Measurement - MarketingNow! 22 Sept 2009 laurelpapworth.com Tuesday, 22 September 2009
  • 24. Measurement - MarketingNow! 22 Sept 2009 laurelpapworth.com Tuesday, 22 September 2009
  • 25. Measurement - MarketingNow! 22 Sept 2009 Three basics •Numbers - follower, views, ratings, fans •Engagement - sentiment, ripple, retweet, comments, •Call to Action - submissions, content uploaded, sales, reference laurelpapworth.com Tuesday, 22 September 2009
  • 26. Measurement - MarketingNow! 22 Sept 2009 Social Media Audit •CEO networks •Marketing social media activities •Individual staff efforts •Customer Service Engagement •Outside of work skills laurelpapworth.com Tuesday, 22 September 2009
  • 27. Measurement - MarketingNow! 22 Sept 2009 still thinking broadcast? laurelpapworth.com Tuesday, 22 September 2009
  • 28. Measurement - MarketingNow! 22 Sept 2009 Leaderboards •AdAge Power150 Media & Marketing •Top 100 Australian Blogs Index •Top 100 Australian Women Bloggers •Twitter Grader •Highest Grossing iPhone App •Most Added Facebook App reference laurelpapworth.com Tuesday, 22 September 2009
  • 29. Measurement - MarketingNow! 22 Sept 2009 Heavy Lifting reference laurelpapworth.com Tuesday, 22 September 2009
  • 30. Measurement - MarketingNow! 22 Sept 2009 Influencers •What we see for ourselves: presentation •What is presented: content submitted •What others say: testimonials •How others act: numbers •Ahead of the crowd: loner •Voice of the Time: popular •Expert recommendation: leader •Traditional Press interviews: du jour •Time in Social Network: longevity Values laurelpapworth.com Tuesday, 22 September 2009
  • 31. Measurement - MarketingNow! 22 Sept 2009 Measuring Reputation over time laurelpapworth.com Tuesday, 22 September 2009
  • 32. Measurement - MarketingNow! 22 Sept 2009 Measuring Reputation over time laurelpapworth.com Tuesday, 22 September 2009
  • 33. Measurement - MarketingNow! 22 Sept 2009 Measuring Reputation over time laurelpapworth.com Tuesday, 22 September 2009
  • 34. Measurement - MarketingNow! 22 Sept 2009 Measuring Reputation over time laurelpapworth.com Tuesday, 22 September 2009
  • 35. Measurement - MarketingNow! 22 Sept 2009 Managing Reputation laurelpapworth.com Tuesday, 22 September 2009
  • 36. Measurement - MarketingNow! 22 Sept 2009 laurelpapworth.com Tuesday, 22 September 2009
  • 37. Measurement - MarketingNow! 22 Sept 2009 Influence Measurement reference laurelpapworth.com Tuesday, 22 September 2009
  • 38. Measurement - MarketingNow! 22 Sept 2009 Rubbish reference laurelpapworth.com Tuesday, 22 September 2009
  • 39. Measurement - MarketingNow! 22 Sept 2009 Artificial Intelligence reference laurelpapworth.com Tuesday, 22 September 2009
  • 40. Measurement - MarketingNow! 22 Sept 2009 TweetReach laurelpapworth.com Tuesday, 22 September 2009
  • 41. Measurement - MarketingNow! 22 Sept 2009 laurelpapworth.com Tuesday, 22 September 2009
  • 42. Measurement - MarketingNow! 22 Sept 2009 Hub & Spoke laurelpapworth.com Tuesday, 22 September 2009
  • 43. Measurement - MarketingNow! 22 Sept 2009 Hub & Spoke laurelpapworth.com Tuesday, 22 September 2009
  • 44. Measurement - MarketingNow! 22 Sept 2009 Hub & Spoke laurelpapworth.com Tuesday, 22 September 2009
  • 45. Measurement - MarketingNow! 22 Sept 2009 Hub & Spoke laurelpapworth.com Tuesday, 22 September 2009
  • 46. Measurement - MarketingNow! 22 Sept 2009 Hub & Spoke laurelpapworth.com Tuesday, 22 September 2009
  • 47. Measurement - MarketingNow! 22 Sept 2009 Analytics Links In Links Out Visits Source Countries Keywords enterprise-dashboard laurelpapworth.com Tuesday, 22 September 2009
  • 48. Measurement - MarketingNow! 22 Sept 2009 Blog Measurement laurelpapworth.com Tuesday, 22 September 2009
  • 49. Measurement - MarketingNow! 22 Sept 2009 Content Measurement laurelpapworth.com Tuesday, 22 September 2009
  • 50. Measurement - MarketingNow! 22 Sept 2009 Content reference laurelpapworth.com Tuesday, 22 September 2009
  • 51. Measurement - MarketingNow! 22 Sept 2009 Insights reference laurelpapworth.com Tuesday, 22 September 2009
  • 52. Measurement - MarketingNow! 22 Sept 2009 Measuring Movement laurelpapworth.com Tuesday, 22 September 2009
  • 53. Measurement - MarketingNow! 22 Sept 2009 Measuring Velocity laurelpapworth.com Tuesday, 22 September 2009
  • 54. Measurement - MarketingNow! 22 Sept 2009 Activity List •Find your content (page views) •Comment, Rate, Add Fan, Add Follower •Social Distribution - reTweet, Bookmark •Re- Content - video, blog, deep opinion •Activate community action reference laurelpapworth.com Tuesday, 22 September 2009
  • 55. Measurement - MarketingNow! 22 Sept 2009 Twitter vs Digg reference laurelpapworth.com Tuesday, 22 September 2009
  • 56. Measurement - MarketingNow! 22 Sept 2009 Measure Twitter Links reference laurelpapworth.com Tuesday, 22 September 2009
  • 57. Measurement - MarketingNow! 22 Sept 2009 recent reference laurelpapworth.com Tuesday, 22 September 2009
  • 58. Measurement - MarketingNow! 22 Sept 2009 recent reference laurelpapworth.com Tuesday, 22 September 2009
  • 59. Measurement - MarketingNow! 22 Sept 2009 ReTweets reference laurelpapworth.com Tuesday, 22 September 2009
  • 60. Measurement - MarketingNow! 22 Sept 2009 Title of Slide •2 Billion Twitter Posts current annual run rate •Made mostly of Open, Public and Searchable information •Led by little Twitter – FaceBook and MySpace are moving to Open Standards • The 12 month benchmark…2 Trillion SMS message annual run rate reference laurelpapworth.com Tuesday, 22 September 2009
  • 61. Measurement - MarketingNow! 22 Sept 2009 laurelpapworth.com Tuesday, 22 September 2009
  • 62. Measurement - MarketingNow! 22 Sept 2009 Title of Slide Bio Search reference laurelpapworth.com Tuesday, 22 September 2009
  • 63. Measurement - MarketingNow! 22 Sept 2009 Sentiment reference laurelpapworth.com Tuesday, 22 September 2009
  • 64. Measurement - MarketingNow! 22 Sept 2009 Affecting Stocks laurelpapworth.com Tuesday, 22 September 2009
  • 65. Measurement - MarketingNow! 22 Sept 2009 Number of people on Keywords reference laurelpapworth.com Tuesday, 22 September 2009
  • 66. Measurement - MarketingNow! 22 Sept 2009 Example Objec&ve:  Sell  $1100  &ckets  to  a   twi6er  conference  in  NYC  and   increase  @140conf  Buzz laurelpapworth.com Tuesday, 22 September 2009
  • 67. Measurement - MarketingNow! 22 Sept 2009 Title of Slide Target 1 •Put in a group anyone who made a post with the #sxsw conference hashtag • Extract those who live within 500 miles of NYC Target 2 • Search for anyone engaged in an online conversation with conference keynote speakers reference laurelpapworth.com Tuesday, 22 September 2009
  • 68. Measurement - MarketingNow! 22 Sept 2009 Title of Slide • Follow  the  result  of  Target  1  and  Target  2 • Wait  for  follow  back   • Send  a  DM  from  @140conf  -­‐  with  a  link  to   the  conference Objective: Sell $1100 tickets to a twitter conference in NYC and increase @140conf Buzz Result: Approximately 30 extra tickets sold @140conf Following increased from 870 to 2501 reference laurelpapworth.com Tuesday, 22 September 2009
  • 69. Measurement - MarketingNow! 22 Sept 2009 15 laurelpapworth.com Tuesday, 22 September 2009
  • 70. Measurement - MarketingNow! 22 Sept 2009 Build Groups - Keywords - @Names Analyse Stream - dictionary -buckets Positive/Negative Human Sorting laurelpapworth.com Tuesday, 22 September 2009
  • 71. Measurement - MarketingNow! 22 Sept 2009 laurelpapworth.com Tuesday, 22 September 2009
  • 72. Measurement - MarketingNow! 22 Sept 2009 Tweet Sentiment laurelpapworth.com Tuesday, 22 September 2009
  • 73. Measurement - MarketingNow! 22 Sept 2009 Measuring Non Participants Peoplebrowsr laurelpapworth.com Tuesday, 22 September 2009
  • 74. Measurement - MarketingNow! 22 Sept 2009 Notice “No DM” reference laurelpapworth.com Tuesday, 22 September 2009
  • 75. Measurement - MarketingNow! 22 Sept 2009 Peoplebrowsr •Monitor and Engage in everyday conversations •Campaigns •Sentiment Review •Hotlists •Publish - Widget •BackTest Trends - Archive Data •Education - Training and Consulting reference laurelpapworth.com Tuesday, 22 September 2009
  • 76. Measurement - MarketingNow! 22 Sept 2009 Title of Slide reference laurelpapworth.com Tuesday, 22 September 2009
  • 77. Measurement - MarketingNow! 22 Sept 2009 laurelpapworth.com Tuesday, 22 September 2009
  • 78. Social Media Monetization MySpace bought by News for $580 million July 2005 reached one hundred millionth user 2006 $900 million revenue deal with Google ads Makes $2.17 per member per year from advertising - spotlight ads and regular banner. Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Email: lpapworth@gmail.com Twitter: @SilkCharm Tuesday, 22 September 2009
  • 79. Social Media Monetization TechCrunch TechCrunch image advertisements US$12,000 per month - minimum purchase of 2 months. $200,000 per month from job listings, sponsorships and advertising TechCrunch France, Japan, UK, Crunchnotes, MobileCrunch, TalkCrunch, CrunchGear, CrunchBase, CrunchBoard (jobs), and more $100 million valuation Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Email: lpapworth@gmail.com Twitter: @SilkCharm Tuesday, 22 September 2009
  • 80. Social Media Monetization LinkedIn and Flickr LinkedIn - Valued at 1 billion dollars - Revenue approx $100 million for 2008 - 1/4 of revenue from Ads, rest from premium & recruitment Flickr - bought by Yahoo! $40m in 2005 - Getty deal (revenue share for user gen content) Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Email: lpapworth@gmail.com Twitter: @SilkCharm Tuesday, 22 September 2009
  • 81. Social Media Monetization Facebook Mobwars: $22k per day projected $15 million yr. $uper Rewards: one App. made $1 million in a week Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Email: lpapworth@gmail.com Twitter: @SilkCharm Tuesday, 22 September 2009
  • 82. Social Media Monetization APIs Salesforce.com: Reported on their blog on Jan 8th of this year that over 40% of all of Salesforce.com traffic comes from their API. Amazon: 140,000 registered developers. Third-party sellers = 28% of Amazon’s second-quarter unit sales, or $490 million. eBay: 25,000 developers with 1,900 certified applications. 8 billion API requests, transactions up 84 % annually. Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Email: lpapworth@gmail.com Twitter: @SilkCharm Tuesday, 22 September 2009
  • 83. Social Media Monetization Virtual Goods Habbo - 106 million users between 13 and 16. 10% pay $17 to $18 per month for clothing, household goods (pixel). Capped at $35 per month. $200 million per year from pixels. Cyworld $140 million per year, $100 million from pixel products Industry: $2 billion for 2007 Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Email: lpapworth@gmail.com Twitter: @SilkCharm Tuesday, 22 September 2009
  • 84. Social Media Monetization Laurel Papworth - Social Network Strategist +61 (0) 432 684992 Blog: http://laurelpapworth.com Email: lpapworth@gmail.com Twitter: @SilkCharm Tuesday, 22 September 2009
  • 85. Measurement - MarketingNow! 22 Sept 2009 laurelpapworth.com Tuesday, 22 September 2009
  • 86. Measurement - MarketingNow! 22 Sept 2009 Laurel Papworth •slides at http://slideshare.net/silkcharm •blog at http://laurelpapworth.com •email laurel@laurelpapworth.com •phone +61 (0)432 684992 •Twitter @SilkCharm reference laurelpapworth.com Tuesday, 22 September 2009
  • 87. Measurement - MarketingNow! 22 Sept 2009 Title of Slide •Bullets •test •test •tes Section Header •tes reference laurelpapworth.com Tuesday, 22 September 2009