Matt Bailey [email_address] www.SiteLogic.com Social Media: Analysis

Coke Lies, Misleads with Fake “Zero” Blog

Consumer Generated Media

Consumer Generated Media

EeepyBird

EeepyBird

Coke’s Response: “ We would hope people want to drink [Diet Coke] more than try experiments with it . . . The craziness with Mentos … doesn’t fit with the brand personality of Diet Coke.” Coke spokeswoman Susan McDermott. Wall Street Journal June 12, 2006.

“ We would hope people want to drink [Diet Coke] more than try experiments with it . . .

The craziness with Mentos … doesn’t fit with the brand personality of Diet Coke.”

Coke spokeswoman Susan McDermott.

Mentos’ Response: "We are tickled pink by it," says Pete Healy, Vice President of marketing for the company's U.S. division. The company spends less than $20 million on U.S. advertising annually. He estimates the value of online buzz to be over $10 million. Wall Street Journal June 12, 2006.

"We are tickled pink by it," says Pete Healy, Vice President of marketing for the company's U.S. division.

The company spends less than $20 million on U.S. advertising annually. He estimates the value of online buzz to be over $10 million.

The Response?

150 videos were submitted for the Mentos - YouTube contest. A search for “Mentos and Coke” on YouTube yields over 6,100 videos. Some videos have over 200,000 views. Appeared on “Late Night with David Letterman” and Discovery Channel’s “Mythbusters.”

150 videos were submitted for the Mentos - YouTube contest.

A search for “Mentos and Coke” on YouTube yields over 6,100 videos.

Some videos have over 200,000 views.

Appeared on “Late Night with David Letterman” and Discovery Channel’s “Mythbusters.”

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

“ Web analytics works best when measurement expectations are clearly defined in advance, not after the fact or on an ad-hoc basis.” -Eric Peterson

“ life without this sort of examination is not worth living . . .” -Socrates

Digital camera Megapixels Fuji? Sony? Battery Life Price Size MP3 Player Ipod Flash Drive? Cost Gigs

Overall Segmented Referring URL Phrase Product Group Campaign Acquisition Method Returning v. New

Overall

Segmented

Referring URL

Phrase

Product Group

Campaign

Acquisition Method

Returning v. New

Key Performance Indicators Time on Site Pages Viewed Conversions Segmentation Blogs, Forums Social News Search

Key Performance Indicators

Time on Site

Pages Viewed

Conversions

Segmentation

Blogs, Forums

Social News

Search

Engagement for Content Based Site (conversions = subscriptions)

Holy Cow! Links drive sales too!

Engagement for The Lactivist Pork C&D + Two Months

Engagement for Cre8PC.com Hit by 2 Diggs – “I Don’t Digg Being Dugg”

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 . . .

Hysteria is only possible with an audience. Chuck Palahniuk (1962 - ) , Invisible Monsters, 1999

Hysteria is only possible with an audience.

Chuck Palahniuk (1962 - ) , Invisible Monsters, 1999

Image from: Creating Passionate Users Blog

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. . .

How Traffic Compares

Bottom Line: Content Content Links Context

Conclusions Online News Sites – they rock! Blogs Forums Search Traffic Review Sites Wikipedia Network Ads Who is your audience?

Online News Sites – they rock!

Blogs

Forums

Search Traffic

Review Sites

Wikipedia

Network Ads

Who is your audience?

You have to keep plugging away. We are all growing. There is no shortcut. You have to put time into it to build an audience John Gruber , How to Blog for Money by Learning from Comics, SXSW 2006

You have to keep plugging away. We are all growing. There is no shortcut.

You have to put time into it to build an audience

John Gruber ,

How to Blog for Money by Learning from Comics, SXSW 2006

Economic Usability Empowerment Literacy

Economic

Usability

Empowerment

Literacy

Objective Authoritative Timely

Objective

Authoritative

Timely

Matt Bailey [email_address] www.SiteLogic.com