Valore assoluto, valore economico, valore di mercato, valore sociale, valore di business, valore … Qualche spunto su come misurare le reti sociali L.Grivet [email_address] www.bizmo.it Some slide are intentionally in English and others in Italian

Misurare? Cosa voglio misurare? Quale aspetto del Social network mi interessa? Quale fenomeno identificare Cosa misurare Cosa Confrontare Cosa valorizzare Come lo misuro? Quali KPI Quali Strumenti NOW PLAYING: Luca Grivet “Qualche spunto su come misurare le reti sociali ” ……

Cosa voglio misurare?

Quale aspetto del Social network mi interessa?

Quale fenomeno identificare

Cosa misurare

Cosa Confrontare

Cosa valorizzare

Come lo misuro?

Quali KPI

Quali Strumenti

Social Network 6 Gli elementi principali che caratterizzando il Web 2.0 -Elaborazione L.Grivet 2006 FONTE

Definire Social Network o rete sociale Social networking Facebook, Myspace, Linkedin, Xing StudiVZ Other web property engaged in Social Media activities (somehow blogs). Convergenza funzionale tra tool 2.0 Social Networking apps… Blogging… Social media… Due tipologie ? FONTE

Social networking

Facebook, Myspace, Linkedin, Xing StudiVZ

Other web property engaged in Social Media activities (somehow blogs).

Convergenza funzionale tra tool 2.0

Social Networking apps…

Blogging…

Social media…

Leggi di valore per i social network (Diagram Source: That Sneaky Exponential—Beyond Metcalfe’ s Law to the Power of Community Building ) FONTE

Il valore “di mercato” di una rete Non tutti i social network sono uguali in termini di valore di mercato. 4 December , 2007 25 October , 2007 24 February , 2007 FONTE

Non tutti i social network sono uguali in termini di valore di mercato.

Valore sociale come valore Economico sociale economico FONTE

Social network analysis (SNA) Social network analysis (SNA) is the mapping and measuring of relationships and flows between people, groups, organizations, computers, web sites, and other information/knowledge processing entities. Many tools: NetMiner InFlowPro …

Social network analysis (SNA) is the mapping and measuring of relationships and flows between people, groups, organizations, computers, web sites, and other information/knowledge processing entities.

L’analisi delle reti (SNA) qualche indicatore “accademico” Connections: social integration Size: numbers of actors, number of possible directed and undirected ties "potential" measures "power" of community, size is a major cause of structural variation Density: numbers of ties/potential, effects of size on density measures solidarity, ability to respond, "complexity" Degree: of a point: in and out degree, centrality and influence of the whole: mean=connectedness, variance=presence of "holes" Reachability: connected and disconnected graphs components pendants and isolates Reciprocity and Transitivity: reciprocity and bonded ties as cohesion/integration transitive triads as Simmelian "integrated" social structures Distance: social differentiation Walks, trails, paths, etc. "social distance" as "path length" numbers of connections reduce vulnerability and dependency Geodesic distance and diameter geodesic as "efficient" distance, number of geodesics diameter as the largest geodesic distance in the (connected) graph Flow, cohesion, and influence are social structures "efficient?" Influence and solidarity/cohesion using all distances and connections, weighting schemes http://faculty.ucr.edu/~ hanneman/soc157/06_BasicNetworkMeasures.html Department of Sociology at the University of California, Riverside .

Connections: social integration

Size:

numbers of actors, number of possible directed and undirected ties "potential"

measures "power" of community, size is a major cause of structural variation

Density:

numbers of ties/potential, effects of size on density

measures solidarity, ability to respond, "complexity"

Degree:

of a point: in and out degree, centrality and influence

of the whole: mean=connectedness, variance=presence of "holes"

Reachability:

connected and disconnected graphs

components

pendants and isolates

Reciprocity and Transitivity:

reciprocity and bonded ties as cohesion/integration

transitive triads as Simmelian "integrated" social structures

Distance: social differentiation

Walks, trails, paths, etc.

"social distance" as "path length"

numbers of connections reduce vulnerability and dependency

Geodesic distance and diameter

geodesic as "efficient" distance, number of geodesics

diameter as the largest geodesic distance in the (connected) graph

Flow, cohesion, and influence

are social structures "efficient?" Influence and solidarity/cohesion

using all distances and connections, weighting schemes

Indicatori di “Business”: Hype Cycle e misurazione Pageview Visits Unique User Clickthrough 1997 2001 2004 Keyword Pagerank Feed Commenti UGC Molti Indicatori proposti Indicatori a tendere ? Nuovi tool ? Engagement Subscribers Active Users Engagemet Clicktrought RSS e Citazione “quote” Conversione in rete Traffico sul sito Partecipazione e contenuti degli utenti Contributo dell’autore o proprietario del sito Fenomeni da misurare Fenomeni consolidati

Misurare il business: Social Networking Obiettivo di business di un social network Crescita in termini di: Volumi di Advertising Entrate a fronte di account premium Engagement Necessitano dei relativi KPI L.Grivet © 2008 WEB INDICATOR FRAMEWORK - Pageview - Visits - Unique User - … - Indicatori assoluti KPIs (Key Performance Indicators) Impatto sugli obiettivi di business Indicatori Specifici per tipo di business/site - Pagerank - Alexa – Technorati - Blogbabel - … - Ranking Content & Advertising Ecommerce Lead Gen. Customer Support Social Net.

Obiettivo di business di un social network

Crescita in termini di:

Volumi di Advertising

Entrate a fronte di account premium

Engagement

Necessitano dei relativi KPI

Social Networking advertising revenue KPI’s KPI Advertising Revenue Visits per week Ad units per visit* = size of your Ad inventory Ads served* = actual number of revenue generating banners or other media type served in those units. Ad CTR Audience secondaria “beyond the click ” Social network user engagement action metrics : - Forwarded advertiser content - Endorsed advertiser content - Rated advertiser content - ..and other obvious types of engagement with an advertisers content What and how to measure Social Networking websites posted by Dennis R. Mortensen Sunday, July 15, 2007

KPI

Advertising Revenue

Visits per week

Ad units per visit* = size of your Ad inventory

Ads served* = actual number of revenue generating banners or other media type served in those units.

Ad CTR

Audience secondaria “beyond the click ” Social network user engagement action metrics :

- Forwarded advertiser content - Endorsed advertiser content - Rated advertiser content - ..and other obvious types of engagement with an advertisers content

User engagement Fattore critico di successo, gli Engaged users: tornano / sono fedeli partecipano al network lo promuovono WOM Generano revenues (elevato time on site) Contesto win-win-win user-SN-advertiser. Social Media Committee of the Web Analytics Association Page Views Link Clicks Ajax Form Submission Click-to-Play The number of engaged users is calculated by putting all of these touch points together. We display this as the number of "Daily Active Users.“ Engagement - defining social network engagement metrics Social Network User Engagement estimate: Degree depth visitor interaction on the website against a clearly defined set of measurable goals. KPI User Engagement* = custom session metric = (parametri pages viewed, time spent on site, time since last login, comments or other content submitted, subscribed to a feed or alert, …) Anonymous visitors to members conversion rate* Active member length Time since last login Total time spent on site What and how to measure Social Networking websites posted by Dennis R. Mortensen Sunday, July 15, 2007 Social Networking , the fabric of global internet Published on Aug 1st, 2007 in Web Analytics - User profile completion level - Premium member level KEEP IT SIMPLE !!! SIMPLE WILL WIN

Fattore critico di successo, gli Engaged users:

tornano / sono fedeli

partecipano al network

lo promuovono WOM

Generano revenues (elevato time on site)

Contesto win-win-win user-SN-advertiser.

Page Views

Link Clicks

Ajax Form Submission

Click-to-Play

The number of engaged users is calculated by putting all of these touch points together. We display this as the number of "Daily Active Users.“

Engagement - defining social network engagement metrics

Social Network User Engagement estimate:

Degree depth visitor interaction on the website

against a clearly defined set of measurable goals.

KPI

User Engagement* = custom session metric = (parametri pages viewed, time spent on site, time since last login, comments or other content submitted, subscribed to a feed or alert, …)

Anonymous visitors to members conversion rate*

Active member length

Time since last login

Total time spent on site

Measuring a blog Here are the important metrics / KPI’s (Key Performance Indicators) for measuring success of your blog: Raw Author Contribution (posts & words in post) Unique Blog Readers (content consumption – Unique Visitors & Feed Subscribers) Conversation Rate (measuring success in a social medium) Technorati “Authority” (measuring your impact on the world!) Cost / Return on Investment (what’s in it for you/your business) Occam’ s Razor by Avinash Kaushik Tips For Measuring Success Of Your Blog (365 Days In Numbers ) Avinash Kaushik Google Analytics Evangelist http://www.kaushik.net/avinash/

Here are the important metrics / KPI’s (Key Performance Indicators) for measuring success of your blog:

Raw Author Contribution (posts & words in post)

Unique Blog Readers (content consumption – Unique Visitors & Feed Subscribers)

Conversation Rate (measuring success in a social medium)

Technorati “Authority” (measuring your impact on the world!)

Cost / Return on Investment (what’s in it for you/your business)

Tools Other AFFINITY ANALYSIS Understand the interplay between site section, content, media, features, and groups MEMBER PARTICIPATION Understand which site members’ content is driving the most subscriptions, increased visits and other measurements of success MATURITY OPTIMIZATION Understand the life-cycle of user-generated content to optimize media effectiveness INFLUENCE ANALYSIS Determine the contribution of content to overall site success POPULARITY ANALYSIS Determine which content is most frequently accessed then optimize position and ranking Some tool exists (if you are a big company)

Google Analytics Panoramica obiettivi Che cosa sono gli obiettivi? Le conversioni agli obiettivi rappresentano il principale parametro di valutazione dell'effettivo raggiungimento degli obiettivi aziendali del sito. L'obiettivo è la pagina del sito web raggiunta dal visitatore che effettua un acquisto o completa un'altra operazione desiderata, ad esempio una registrazione o un download. In che modo mi possono aiutare gli obiettivi? Una volta impostati gli obiettivi, puoi visualizzare i tassi di conversione e il valore monetario del traffico ricevuto. Puoi anche definire un "percorso di canalizzazione" per ogni obiettivo. Un percorso di canalizzazione è il percorso che desideri venga seguito dai visitatori per raggiungere un obiettivo. La definizione di un percorso di canalizzazione ti consente di monitorare la frequenza con cui i visitatori che iniziano un processo di conversione alla fine lo completano. Tra gli esempi di obiettivi vi sono: Pagine "di ringraziamento per la registrazione" ricevute conferme itinerari di volo Pagina "di completamento del download" FREE APPROACH Somehow you can use the Google Objectives

Panoramica obiettivi

Che cosa sono gli obiettivi?

Le conversioni agli obiettivi rappresentano il principale parametro di valutazione dell'effettivo raggiungimento degli obiettivi aziendali del sito. L'obiettivo è la pagina del sito web raggiunta dal visitatore che effettua un acquisto o completa un'altra operazione desiderata, ad esempio una registrazione o un download.

In che modo mi possono aiutare gli obiettivi?

Una volta impostati gli obiettivi, puoi visualizzare i tassi di conversione e il valore monetario del traffico ricevuto. Puoi anche definire un "percorso di canalizzazione" per ogni obiettivo. Un percorso di canalizzazione è il percorso che desideri venga seguito dai visitatori per raggiungere un obiettivo. La definizione di un percorso di canalizzazione ti consente di monitorare la frequenza con cui i visitatori che iniziano un processo di conversione alla fine lo completano.

Tra gli esempi di obiettivi vi sono:

Pagine "di ringraziamento per la registrazione"

ricevute

conferme itinerari di volo

Pagina "di completamento del download"

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