SESLive Social Media

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  • SESLive Social Media

    1. 1. Matt Bailey [email_address] www.SiteLogic.com Social Media: Analysis
    2. 3. Coke Lies, Misleads with Fake “Zero” Blog
    3. 6. Consumer Generated Media
    4. 7. Consumer Generated Media
    5. 9. <ul><li>EeepyBird </li></ul>
    6. 10. Coke’s Response: <ul><li>“ We would hope people want to drink [Diet Coke] more than try experiments with it . . . </li></ul><ul><li>The craziness with Mentos … doesn’t fit with the brand personality of Diet Coke.” </li></ul><ul><li>Coke spokeswoman Susan McDermott. </li></ul>Wall Street Journal June 12, 2006.
    7. 11. Mentos’ Response: <ul><li>&quot;We are tickled pink by it,&quot; says Pete Healy, Vice President of marketing for the company's U.S. division. </li></ul><ul><li>The company spends less than $20 million on U.S. advertising annually. He estimates the value of online buzz to be over $10 million. </li></ul>Wall Street Journal June 12, 2006.
    8. 15. The Response?
    9. 18. <ul><li>150 videos were submitted for the Mentos - YouTube contest. </li></ul><ul><li>A search for “Mentos and Coke” on YouTube yields over 6,100 videos. </li></ul><ul><li>Some videos have over 200,000 views. </li></ul><ul><li>Appeared on “Late Night with David Letterman” and Discovery Channel’s “Mythbusters.” </li></ul>
    10. 21. Definitions General Statistics Hits Entire Site (Successful) 1,019,671 Average per Day 32,892 Home Page N/A Page Views Page Views 219,391 Average per Day 7,077 Average per Unique Visitor 22 Document Views 109,012 Visits Visits 31,945 Average per Day 1,030 Average Visit Length 0:07:46 Median Visit Length 0:01:36 International Visits 0.00% Visits of Unknown Origin 100.00% Visits from United States 0.00% Visits Referred by Search Engines 3,887 Visits from Spiders 1,839 Visitors Unique Visitors 9,712 Visitors Who Visited Once 7,088 Visitors Who Visited More Than Once 2,624
    11. 22. “ Web analytics works best when measurement expectations are clearly defined in advance, not after the fact or on an ad-hoc basis.” -Eric Peterson
    12. 23. “ life without this sort of examination is not worth living . . .” -Socrates
    13. 25. Digital camera Megapixels Fuji? Sony? Battery Life Price Size MP3 Player Ipod Flash Drive? Cost Gigs
    14. 27. <ul><li>Overall </li></ul><ul><li>Segmented </li></ul><ul><ul><li>Referring URL </li></ul></ul><ul><ul><li>Phrase </li></ul></ul><ul><ul><li>Product Group </li></ul></ul><ul><ul><li>Campaign </li></ul></ul><ul><ul><li>Acquisition Method </li></ul></ul><ul><ul><li>Returning v. New </li></ul></ul>
    15. 28. <ul><li>Key Performance Indicators </li></ul><ul><ul><li>Time on Site </li></ul></ul><ul><ul><li>Pages Viewed </li></ul></ul><ul><ul><li>Conversions </li></ul></ul><ul><li>Segmentation </li></ul><ul><ul><li>Blogs, Forums </li></ul></ul><ul><ul><li>Social News </li></ul></ul><ul><ul><li>Search </li></ul></ul>
    16. 29. Engagement for Content Based Site (conversions = subscriptions)
    17. 30. Holy Cow! Links drive sales too!
    18. 31. Engagement for The Lactivist Pork C&D + Two Months
    19. 32. Engagement for Cre8PC.com Hit by 2 Diggs – “I Don’t Digg Being Dugg”
    20. 33. Traffic for Cre8PC.com Hit by 2 Diggs – “I Don’t Digg Being Dugg” All Visitors compared to Digg.com referrals. Four major blog referral sources during the “Digg Event” and after. . . Don’t Digg . . .
    21. 34. <ul><li>Hysteria is only possible with an audience. </li></ul><ul><li>Chuck Palahniuk (1962 - ) , Invisible Monsters, 1999 </li></ul>
    22. 35. Image from: Creating Passionate Users Blog
    23. 36. Engagement for The Lactivist C&D Received + Two Months Digg, Reddit, Stumbleupon referrals. Pork Problem Four major blog referral sources during the “Pork Event” and after. . .
    24. 37. How Traffic Compares
    25. 38. Bottom Line: Content Content Links Context
    26. 39. Conclusions <ul><li>Online News Sites – they rock! </li></ul><ul><li>Blogs </li></ul><ul><li>Forums </li></ul><ul><li>Search Traffic </li></ul><ul><li>Review Sites </li></ul><ul><li>Wikipedia </li></ul><ul><li>Network Ads </li></ul><ul><li>Who is your audience? </li></ul>
    27. 40. <ul><li>You have to keep plugging away. We are all growing. There is no shortcut. </li></ul><ul><li>You have to put time into it to build an audience </li></ul><ul><ul><li> </li></ul></ul><ul><li>John Gruber , </li></ul><ul><li>How to Blog for Money by Learning from Comics, SXSW 2006 </li></ul>
    28. 41. <ul><li>Economic </li></ul><ul><li>Usability </li></ul><ul><li>Empowerment </li></ul><ul><li>Literacy </li></ul>
    29. 45. <ul><li>Objective </li></ul><ul><li>Authoritative </li></ul><ul><li>Timely </li></ul>
    30. 47. Matt Bailey [email_address] www.SiteLogic.com

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