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All about metrics by Damien Basile, for SMartCamp (Social Media Art Camp). March 2010

All about metrics by Damien Basile, for SMartCamp (Social Media Art Camp). March 2010

Published in: Technology, Business

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  • Goals? KPI’s, Key Performance Indicators. Money. Product or service, your business, company or you. Brand is brand is brand.Photo credit: http://www.flickr.com/photos/pagedooley/3983181467/
  • 70 percent trusted consumer opinions posted online.2007 to 09, brand sponsorship trust increased from 49% of Internet consumers to 64%.(source:http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-friends-and-virtual-strangers-the-most/)Photo source: http://www.flickr.com/photos/pinkmoose/358848558/
  • (web links, news stories, blog posts, notes, photos, etc.)Accordingly, pageviews are the most important successmetric for pros, valued by 69%, compared to 53% for personal satisfaction. (source: http://technorati.com/blogging/article/state-of-the-blogosphere-2009-introduction/page-2/)53% of businesses plan to increase spending in social media in 2010(source: http://soshable.com/wheres-the-money-being-spent-in-social-media/)24 of the 25 largest newspapers are experiencing record declines in circulation because we no longer search for the news, the news finds us.Photo credit: http://www.flickr.com/photos/superdeathsquid/3382658529/Stat credit: http://socialnomics.net/2009/08/11/statistics-show-social-media-is-bigger-than-you-think/
  • (source: http://www.forrester.com/rb/Research/us_ecommerce_2005_to_2010/q/id/37626/t/2)Forrester estimates that $716 million will be spent on social media in 2010, growing to $3.1 billion in 2014.Photo credit: http://www.flickr.com/photos/oskay/412424747/
  • general merchandise will reach $151.3 billion,online ticket sales projected by Forrester at $9.4 billion, sales of about $155.5 billion in 2010 from the combined category of automobiles and auto parts/food and beverages/travel - $316.2(source: http://www.internetretailer.com/internet/marketing-conference/53433-online-retail-spending-merchandise-keeps-rising-says-forrester.html)Photo credit: http://www.flickr.com/photos/valeriebb/290711738/
  • Photo source: http://www.flickr.com/photos/unlistedsightings/2281136095/
  • Photo source: http://www.flickr.com/photos/werwin15/3203171586/Article Credit: http://www.scribd.com/doc/20518487/Cookie-Deletion-White-Paper
  • DG did not have a Facebook presence prior to the study, which was based on surveys of more than 1,700 respondents over a three-month period. The study found that compared with typical Dessert Gallery customers, the company’s Facebook fans:Made 36 percent more visits to DG’s stores each month.Spent 45 percent more of their eating-out dollars at DG.Spent 33 percent more at DG’s stores.Had 14 percent higher emotional attachment to the DG brand.Had 41 percent greater psychological loyalty toward DG.Stat credit: Harvard Business Reviewhttp://hbr.org/2010/03/one-cafe-chains-facebook-experiment/ar/1Only 18% of traditional TV campaigns generate a positive ROIPhoto credit: http://www.flickr.com/photos/zackzen/2708536773/
  • http://www.flickr.com/photos/ryanjunell/382523918/UTM urchin tracking moduleSource (utm_source) The origin of a referral to a web site. When someone clicks on your web link in Yahoo search result page, Yahoo is the source.Medium (utm_medium) If you use Adwords to drive traffic from Google, the source is Google and medium is Adwords. Campaign (utm_campaign)The dimension that differentiates product promotions such as “Laptop Sale.” Text credit: http://www.aboutonlinetips.com/how-to-track-links-on-twitter-or-friendfeed/
  • http://www.flickr.com/photos/varmlandspojk/4068382218/
  • Transcript

    • 1. Insert text here What should you measure?
    • 2. Brand awareness 90% Insert text here The amount of people who trust recommendations from people they know
    • 3. Message consumption Insert text here Pieces of content shared 1.5 million on Facebook daily
    • 4. Products purchased $172 $329 BILLION Growth of US online retail sales from 2005 to 2010
    • 5. Manage expectations $316 billion 2010 online spending projected in 2004 by Forrester
    • 6. Tracking Insert text here Don’t track money Track your cu$tomer$ to track money
    • 7. Adjust for error Insert text here 31% of people delete their cookies every month
    • 8. Benchmark 45% How much more customers spent at one establishment because they were Facebook fans.
    • 9. Google Analytics Source Medium Campaign Track online campaigns with URL tagging http://www.domain.com/page.html?utm_source=Partner- Domain&utm_medium=Mailer&utm_campaign=New-Product
    • 10. METRICS DON’T MATTER UNLESS YOU KNOW HOW TO TRACK THEM FROM START TO FINISH.
    • 11. THANK YOU. CONTACT ME: Damien Basile Communication Strategist TWITTER: @db PHONE: 718-309-5713 EMAIL: damienbasile@gmail.com