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The beautiful things numbers can tell you about social media
 

The beautiful things numbers can tell you about social media

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An Australian-centric glimpse at the social media landscape and some insights that numbers can tell you about formulating your social media strategies. This presentation was given at the Beauty ...

An Australian-centric glimpse at the social media landscape and some insights that numbers can tell you about formulating your social media strategies. This presentation was given at the Beauty Directory Digital Seminar in July 2011 by Zuni Strategic Planner Jacki James.

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  • AudienceSpending an average of nearly 7 hours every month 41% (6mill) connect with brands 74% (10million) tap into other consumers opinions found on social media30% use social media every day (Sensis)Facebook #2YouTube #4Blogger #13
  • Universe – 14,932,485 online australiansMember communities – all social media & blogsFacebook – just under 10million or 67% of all online AustraliansYouTube – 7,576,000 unique views per monthLinked In & Twitter neck & neck each month – June closer to 2million AUV’sFlickr – 1.5million AUV’s ~ approx 10% online populationMySpace – 1million AUV’s & falling 100k p/monthFourSquare – 693,000
  • 64% of teenagers50% of 30 year oldsNote: 2 x different data sources means variation in figures
  • Google – Australian data6% growth in 5 months!!http://www.flickr.com/photos/ljcybergal/42255990/sizes/o/in/photostream/
  • Primary reason for using social media is to connect with friends & family.Source: Sensis Social Media Report May 2011
  • http://day1of1.files.wordpress.com/2011/07/gift.jpgSensis Social Media Report May 2011
  • Facebook appears to be bulletproof in its domination of Australian audience & continues to enjoy steady growth month-on-month (approx 2.6%)Avderage visits per month 27 according to Nielsen on 16 per week according to SensisYouTube not included in Sensis & Neilsen dataData sources - NeilsenNetView – April 2011 & Sensis social media report 2011
  • At an event in the US, Facebook’s head of U.S. agency relations Sarah Personette shared some statistics about Facebook usage. CEO of Buddy Media Michael Lazerow shared the slide, which tells us that over 10 million Australians are active Facebook users, with 66% of them logging in daily. That’s 44% of the total Australian online population.Source http://www.gizmodo.com.au/2011/02/6-6-million-australians-check-facebook-daily/Image credit http://photos.miravit.cz/albums/45_living_on_bondi-beach_summer_2006-07/bondi-beach_summer-2006-07_p1060048.jpg
  • Data source : Facebook ad platformData compiled by Amodiovalerioe Verde- amodiaovalerio.verde@gmail.com45% Female 53% male 2% unknown
  • businesses able to grow a fanbase of 501 to 1,000 fans have 3.5 times more traffic than those with 1 to 25 fans. Moreover, businesses with over 1,000 fans had 22 times more traffic.businesses with 501 to 1,000 fans saw 4 times as many leads as those with 1 to 25 fans and businesses with over 1,000 fans saw 12 times more leads.
  • The holy grail of Facebook is to get into the news feed of other Facebook users and get those users to comment, “like’, and share those updates.NFO - The SEO for facebookSimilar to Google, there is an algorithm that determines what others see in their news stream. That algorithm is called EdgeRank.EdgeRank is for Facebook’s news stream, what PageRank is for google search results.The 3 components of EdgeRank1) Affinity/Relationship Score – this is the weight given between the user who is viewing a wall update, and the creator of the update.  The more frequent a “viewer” and “creator” have interacted in the past, the higher the affinity score will be between the creator’s wall update and the viewer. 2)  Edge Type –Anytime something happens in (or derived from) a wall, it’s called an “Edge”. When you send out an update from your Facebook Fan Page, that update is called an “Edge”. When someone “comments”, “likes”, or “shares” your update, those interactions are called an “Edge”. From the perspective of the algorithm, not all “Edges” are created equal. Photos receive the highest weight, followed by videos, links, status updates and apps. Manual posts receive more weight than posts by apps.So the richer the content, and the deeper the interaction, the higher the weight score. Both volume and quality count towards weight. Post multimedia content that is likely to get a response from your audience to maximise your weight score..3)  Time – The older the edge, the less important it becomes. The most recent edges score highest. The longer your audience engages with a post, the longer your time score remains high.Note: The Facebook mobile application currently only uses the “Live Feed” or ‘most recent’ version of the news feed so it is still possible to get visibility from those most active on FacebookKey difference with Facebook NFO & typical search algorithms is that it is unique for each & every person. Whereas on Google you can optimise your site so it appears at the top, no matter who is searching, appearing at the top of the Facebook newsfeed is very much down to ENGAGEMENT.
  • Your content on Facebook, within one hour and 20 minutes, will have half the likes that it's ever going to get.Within two hours and 15 minutes, 60%. Up to four hours now, it's 70%. Within seven hours, it's 80%. By 22 hours, your post has gotten 95% of the likes it's ever going to get.
  • US research from ExactTarget
  • Blogs that post daily will generate 4x more leads than blogs that post weekly or lesshttp://www.flickr.com/photos/jonswerens/2408289061/sizes/l/in/photostream/
  • http://www.flickr.com/photos/x-ray_delta_one/4006849801/lightbox/
  • Source: Neilsen | Community Engine Social Media Business Benchmarking Study 2011http://www.flickr.com/photos/benhosking/5076568979/lightbox/
  • Healthy level of effort into monitoring & conversationsIntegrating social into own websitesSource: Neilsen Community Engine Social Media Business Benchmarking Study 2011
  • Business are starting to realise the importance of rich media (with 21% offering this type of content)Only 9% business optimising content for mobile phonesSource: Neilsen Community Engine Social Media Business Benchmarking Study 2011

The beautiful things numbers can tell you about social media The beautiful things numbers can tell you about social media Presentation Transcript