Show Me the Stories: How to Measure Social Media, and Thus Sell It to Your C Suite

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Clients, colleagues, and managers are always asking for ROI reports. This is especially true when it comes to social media. We’ll walk through the use and abuse of social media metrics—that is, both the wrong way and the right way to analyze your analytics. You’ll leave equipped with a firm understanding of how to best capture and illustrate a relatable yardstick for any digital initiative.

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Show Me the Stories: How to Measure Social Media, and Thus Sell It to Your C Suite

  1. 1. How to measure social media
  2. 2. “Terence Winter said that when he was writing The Wolf of Wall Street,he was forever trying to explain even limited Wall Street terms … like IPO, before finally concluding that it didn’t matter. ‘People don’t care,’ he said.‘The techno-speak goes in one ear and out the other. What people will remember is that in the Madden deal, Jordan Belfort made $23 million in two hours.” — JOE NOCERA
  3. 3. The Status Quo Spreadsheets vs. Stories Dos and Don’ts 6 Tricks
  4. 4. PART 1 THE STATUS QUO
  5. 5. 80%That’s how many chief marketing officers say they’re “deluged” with data about their customers, but aren’t sure how to measure them.
  6. 6. The metrics, they are a’changin’.
  7. 7. Page Views Unique Visitors Shares Time Spent Scroll Depth Recirculation
  8. 8. “What you see in the industry now is people jumping around and trying to find the God metric for content.” — JONAH PERETTI
  9. 9. Metrics tell only part of the story.
  10. 10. TOBY More college kids think they’ll see UFOs than Social Security checks. BARTLET But they don’t tell you how many believe in UFOs—that’s the number we ought to be worried about. — THE WEST WING
  11. 11. OF COND MS AND KIDNEY STONES
  12. 12. “There is a subtle difference between clickable and shareable content.You might click,for instance,on a story about the dress mishapAnne Hathaway experienced while stepping out of a car,but you may not want to add it to your Facebook feed,lest your aunts and former classmates think you’re a creep.” — MATTHEW LYNCH
  13. 13. OF BAMACARE AND FERNS
  14. 14. CONTEXT
  15. 15. Let’s Recap  The metrics, they are _’_______’.  Metrics tell only ____ of the story.
  16. 16. PART 2 SPREADSHEETS VS. STORIES
  17. 17. Keep it human.
  18. 18. “If I look at the mass, I will never act.”
  19. 19. “If I look at the one, I will.”
  20. 20. “The death of millions is a statistic.”
  21. 21. “The death of one man is a tragedy.”
  22. 22. The World Reacts to the Crisis in Syria
  23. 23. The World Reacts to the Crisis in Syria
  24. 24. The World Reacts to the Crisis in Syria
  25. 25. The World Reacts to the Crisis in Syria
  26. 26. The World Reacts to the Crisis in Syria
  27. 27. The World Reacts to the Crisis in Syria
  28. 28. Use analogies.
  29. 29. The U.S. federal budget is about $4 trillion a year.
  30. 30. The U.S. federal budget is about $11 billion a day.
  31. 31. The U.S. federal budget is about $500 million an hour.
  32. 32. The U.S. federal budget is about $7.5 million a minute.
  33. 33. The U.S. federal budget is about $127,000 a second.
  34. 34. In one second, the federal government spends what two typical American families earn in an entire year.
  35. 35. Every two seconds, the federal government spends enough money to buy the average house. That’s your 30-year mortgage paid off in less time than it takes to breathe in.
  36. 36. In the time it takes you to read this sentence out loud, the federal government spent enough money to buy about half the homes on your block.
  37. 37. Every six weeks, the federal government spends enough money to buy Apple, the most valuable public company in America.
  38. 38. Five more weeks of spending, and it could also buy ExxonMobil.
  39. 39. Grams of Fat USDA Daily Recommendation One Bag of Movie Popcorn 0 10 20 30 40
  40. 40. + + =
  41. 41. Let’s Recap  Keep it _____.  Use _________.
  42. 42. PART 3 DOS AND DON’TS
  43. 43. /USChamber Facebook Page
  44. 44. Referral Traffic to FreeEnterprise.com
  45. 45. • 158,000 mentions • 115,000 outbound tweets and direct messages — PR DAILY DIGITAL PR AND SOCIAL MEDIA AWARDS 2012
  46. 46. • Did Twitter serve as an early warning system to identify problems before they spiraled? • How many issues did tweeting help you resolve in real time? • How many corporate testimonials—i.e., happy customers—did your tweets give rise to?
  47. 47. “Measurements are a means to find the essence of something.They are not the essence itself.” — ERIC ELDON
  48. 48. 6.5million That’s how many social interactions nytimes.com generated in October 2013.
  49. 49. The Most Viral Websites
  50. 50. This past week, there were over 1,800 tweets that mentioned the Chamber, including 319 that highlighted our infrastructure and cybersecurity messaging. This past week, the Chamber earned retweets from influencers such as Christine Lagarde, the managing director of the International Monetary Fund (157,000 followers), and the Democratic National Committee (267,000).
  51. 51. 332,000 That’s how many fans the Chamber’s Facebook page has.
  52. 52. Facebook Pages of Pro-Business Trade Associations
  53. 53. Facebook Pages of the Top Trade Associations
  54. 54. That’s how many monthly active users Facebook has. 1.3billion
  55. 55. PART 4 6 TRICKS
  56. 56. More people have a mobile phone than a toilet. Only 4.5 billion people have access to a clean, working toilet. WATERAIDUK
  57. 57. More people have a mobile phone than a toilet. Only 4.5 billion people have access to a clean, working toilet. WATERAIDUK
  58. 58. More than 350,000 women die during pregnancy or childbirth every year. THEHUFFINGTONPOST
  59. 59. Awoman dies every 90 seconds of pregnancy- related causes.That’s 1,000 women a day. More than 350,000 women die during pregnancy or childbirth every year. THEHUFFINGTONPOST
  60. 60. 64 million girls are forced into child marriage every year. CARE
  61. 61. In some countries,a girl is more likely to be forced into child marriage than learn how to read. 64 million girls are forced into child marriage every year. CARE
  62. 62. One billion people around the world are hungry. GLOBALCITIZEN
  63. 63. One billion people around the world are hungry.That’s more than the population of America,Canada,and the European Union combined. One billion people around the world are hungry. GLOBALCITIZEN
  64. 64. It would cost $30 billion a year to end global hunger. CARE
  65. 65. It would cost $30 billion a year to end global hunger.Sounds like a lot, right?American consumers spend nearly half of that on Super Bowl goodies alone. It would cost $30 billion a year to end global hunger. CARE
  66. 66. In launching the Kindle, Jeff Bezos boasted that the Kindle library contained 90,000 books.
  67. 67. To own a Kindle is to have a Barnes & Noble bookstore at your fingertips. In launching the Kindle, Jeff Bezos boasted that the Kindle library contained 90,000 books.
  68. 68. Let’s Recap  Draw a __________.  Translate big numbers into ____.  Use “____ or ____ likely” logic.  Cite __________ data.  Hit them where it hurts: their ______.  Stress ________, not features.
  69. 69. Questions? • @jrick • hi@jonathanrick.com • linkedin.com/in/jrick

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