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Redes en uruapan

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  • 1. Social Media Metrics andWeb Analytics Jim Sterne eMetrics.org
  • 2. Social Media Metrics andWeb Analytics
  • 3. Social Media Metrics andWeb Analytics
  • 4. Social Media Metrics andWeb Analytics andEmail Metrics andSatisfaction Metrics andetc.
  • 5. Social Media Metrics andWeb Analytics andEmail Metrics andSatisfaction Metrics andetc.
  • 6. Social Media Metrics andWeb Analytics andEmail Metrics andSatisfaction Metrics andetc.
  • 7. The Main Marketing Question How much to spend on each?Web site Email Search MarketingBanners TV Search OptimizationSponsorship SMS Tele MarketingDirect Mail Print Affiliate MarketingWebinar Video Social NetworksPodcast Blog Behavioral TargetingOutdoor Twitter MicrositesEvents Viral Location Based
  • 8. The Main Marketing Question How much to spend on each?Web site Email Search MarketingBanners TV Search OptimizationSponsorship SMS Tele MarketingDirect Mail Print Affiliate MarketingWebinar Video Social NetworksPodcast Blog Behavioral TargetingOutdoor Twitter MicrositesEvents Viral Location Based
  • 9. Marketing Metrics Success Customer Centricity View the world through customer-colored glasses
  • 10. Company / Customer Communication Get Attention Educate Sell Help Relate
  • 11. Company / Customer Communication Get Attention Advertising Educate Sell Help Relate
  • 12. Company / Customer Communication Get Attention Advertising Educate Marketing Sell Help Relate
  • 13. Company / Customer Communication Get Attention Advertising Educate Marketing Sell Sales Help Relate
  • 14. Company / Customer Communication Get Attention Advertising Educate Marketing Sell Sales Help Customer Service Relate
  • 15. Company / Customer Communication Get Attention Advertising Educate Marketing Sell Sales Help Customer Service Relate F2F, Phone, Email
  • 16. Company / Customer Communication Get Attention Advertising Educate Marketing Sell Sales Help Customer Service Relate Social Media
  • 17. Company / Customer Communication Get Attention Social Media Advertising Educate Marketing Social Media Sell Sales Media Social Help Social Media Relate Social Media
  • 18. Social Media Metrics Definition:platforms that allow content to be easily shared
  • 19. Types: Social Media MetricsForums & Message BoardsReviews & Opinion SitesSocial NetworksBloggingMicrobloggingBookmarkingMedia Sharing
  • 20. Marketing Metrics Success Customer Centricity View the world through customer-colored glasses
  • 21. The Selling CycleAdvertise Prospect Qualify Manage Leads Identify Solution Create Proposal Negotiate Close Sale Install Invoice Support
  • 22. The Buying CycleBlissful ignorance Experience pain Seek information Discover solutions Compare options Create short list Negotiate Commit Recommend
  • 23. Social Media Metrics Customer Centricity Gain Awareness Change Attitude Consider Influence Check Competition Affect Outcomes Generate Value
  • 24. Social Media Metrics Customer Centricity Measure Awareness Measure Attitude Measure Influence Measure Competition Measure Outcomes Measure Value
  • 25. Advertising MetricsReachFrequencyAwareness
  • 26. Opportunity to See
  • 27. BlogosphereMeasuring Your Own Blog RSS Subscribers Readers per post
  • 28. Opportunity to See...Opportunity to Share
  • 29. Opportunity to See...Opportunity to Share
  • 30. Reach, Frequency & Awareness Virality
  • 31. Social Media Metrics Customer Centricity Measure Awareness Measure Attitude Measure Influence Measure Competition Measure Outcomes Measure Value
  • 32. Measuring AttitudeOnline Metrics On Your Site Positive Negative Net Promoter Score
  • 33. Sentiment CheckingPositive 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.
  • 34. Social Media Metrics Customer Centricity Measure Awareness Measure Attitude Measure Influence Measure Competition Measure Outcomes Measure Value
  • 35. Measuring InfluenceInfluences Influences Influencesthousands hundreds of millions thousandsWhich one influences more web analysts??
  • 36. Measuring InfluenceMeasuring our own influence on public opinion Survey  Run an Ad  Survey
  • 37. Influential Topics
  • 38. Influential Topics
  • 39. Social Media Metrics Customer Centricity Measure Awareness Measure Attitude Measure Influence Measure Competition Measure Outcomes Measure Value
  • 40. Measuring the Buzzosphere Share of Audience Share of Voice Share of Buzz Share of SharingAre we more visible than the competition?
  • 41. Social Media Metrics Customer Centricity Measure Awareness Measure Attitude Measure Influence Measure Competition Measure Outcomes Measure Value
  • 42. Measuring Outcomes Social Actions Like Follow Retweet Blog Post Blog Comment Rating Bookmark Recommend
  • 43. Measuring OutcomesSocial Actions Business Outcomes Like Click Follow Visit Retweet Subscription Blog Post Membership Blog Comment Register Rating Take Survey Bookmark Lead Qualify Recommend Purchase
  • 44. Measuring OutcomesSocial Metrics Web Analytics Like Click Follow Visit Retweet Subscription Blog Post Membership Blog Comment Register Rating Take Survey Bookmark Lead Qualify Recommend Purchase
  • 45. Social Media Metrics Customer Centricity Measure Awareness Measure Attitude Measure Influence Measure Competition Measure Outcomes Measure Value
  • 46. How Much is a Social Media Participant Worth?
  • 47. How Much is a Social Media Participant Worth?Web site Email Search MarketingBanners TV Search OptimizationSponsorship SMS Tele MarketingDirect Mail Print Affiliate MarketingWebinar Video Social NetworksPodcast Blog Behavioral TargetingOutdoor Twitter MicrositesEvents Viral Location Based
  • 48. How Much is a Social Media Participant Worth? $ .0725
  • 49. How Much is a Social Media Participant Worth?If:10,000 people are talking about shampoo
  • 50. How Much is a Social Media Participant Worth?If:10,000 people are talking about shampooAnd, a new customer has a lifetime value of $29 (profit)And, joining that conversation causes 5% of them to tryAnd 5% of those remain loyalThen: 10,000 x 5% = 500 500 x 5% = 25 25 x $29 = $725 725/10,000 = $0.0725 per participant = 7.25 ¢
  • 51. How Much is a Social Media Participant Worth? $ .0725
  • 52. How Much is a Social Media Participant Worth? $ .0725 million 725
  • 53. RelevancyPut the right messageIn front of the right personAt the right time
  • 54. RelevancyPut the right messageIn front of the right personAt the right timeGet the right messagefrom the right peopleat the right time
  • 55. Crowdsourcing
  • 56. Crowdsourcing
  • 57. Social Media Metrics Web AnalyticsMeasure AwarenessMeasure AttitudeMeasure InfluenceMeasure CompetitionMeasure OutcomesMeasure Value
  • 58. Social Media Metrics Web AnalyticsMeasure AwarenessMeasure AttitudeMeasure InfluenceMeasure CompetitionMeasure OutcomesMeasure ValueMeasure Input
  • 59. Social Media Metrics andWeb Analytics Jim Sterne eMetrics.org