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W M C C Class


KDPaine's intro to social media and social media measurement

KDPaine's intro to social media and social media measurement

Published in Business , Technology , Design
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  • 1. Blogs and Twitter and Flickr, Oh MY! What’s the fuss all about? Katie Delahaye Paine CEO KDPaine & Partners [email_address] Member, IPR Measurement Commission
  • 2. First, the numbers
    • By 2010 Gen Y will outnumber Baby Boomers….96% of them have joined a social network
    • Social Media has overtaken porn as the #1 activity on the Web
    • Years to Reach 50 million Users: Radio (38 Years), TV (13 Years), Internet (4 Years), iPod (3 Years)…Facebook added 100 million users in less than 9 months…iPhone applications hit 1 billion in 9 months.
    • 80% of companies use LinkedIn as a primary tool to find employees
    • The fastest growing segment on Facebook is 55-65 year-old females
    • Ashton Kutcher and Ellen Degeneres have more Twitter followers than the entire populations of Ireland, Norway and Panama
    • There are 4 times as many cell phones as PCs
    • 54% = Number of bloggers who post content or tweet daily
    • 78% of consumers trust peer recommendations , only 14% trust advertisements, & 32% said they follow recommendations from friends
    • Hulu has grown from 63 million total streams in April 2008 to 373 million in April 2009
    • 53% of DVR owners watch at least 50% of content on replay – skipping ads all together
    • Consumer Internet ad spend outpaces TV spend by 3X
    • 26% of US respondents have already contributed content to social networking sites.
    • 2 out of 3 ad execs expect ad revenue to shift from impression-based to impact based metrics within three years
  • 3. Signs that it’s the end of the world as we know it
    • The Dept of Defense considers Twittering and other forms of social media critical to national security
    • Sodexo cut $300K out of its recruitment budget using Twitter
    • Facebook USERS translated the site from English to Spanish via a Wiki in less than 4 weeks and cost Facebook $0
    • HSUS generated $650,000 in new donations from an on-line photo contest on Flickr
    • NWF increased wildlife spotting as well as members with its Twitter account
    • The Red Cross measures the effectiveness of Twitter via lives saved and harm avoided
    • IBM 1000+ people tweeting & receives more leads, sales and exposure from a $500 podcast than it does from an ad
    • 11 Mom’s turned around Walmart’s image and delivered measureable increases in sales.
  • 4. A measurement timeline
  • 5. The Engagement Decision Tree
  • 6. 10 reasons you need to take the social media plunge
    • Listening = learning and improving. It’s one big focus group and will help you understand your marketplace
    • Chances are the competition is already doing it, and if not you’ll be way ahead of the game.
    • It’s worse to be not talked about at all
    • It cost nothing to try it
    • It expands your market internationally & exponentially
    • It makes you look bigger than you are
    • You learn a lot
    • It broadens your horizons
    • You really don’t have a choice.
    • It’s easier than you think
  • 7. You are a party planner, not a communicator Page Old School 21 st Century
  • 8. The immutable laws of 21 st Century Communications
    • You aren’t in control, and never have been
    • There is no market for your message, there’s just clutter
    • It’s not how many eyeballs, it’s the right eyeballs, so be who you are and see who is pleased and be there when they need you
    • HITS = How Idiots Track Success: Size doesn’t matter so stop screaming, start listening
    • Spin is dead, long live transparency and if you want to increase trust, you must increase transparency
    • You become what you measure, so match your measures to your objective
    • The customer is all that matters, the media will all change tomorrow
    • Behind every Tweet or Post is a person
    • Enable the conversations—it’s going on, with or without you
    • Crowdsourcing will beat outsourcing every time
  • 9. Basic Definitions
    • Social Media
      • Facebook, MySpace, Linked In
    • Media Sharing sites
      • YouTube, Flickr
    • Microblogging
      • Twitter, Utterz, Plurk, Pownce
    • Bookmarking/Aggregators
      • Digg, Stumbleupon, Reddit, Fark, Del.ici.ous
    • Blogs
      • Journalistic
      • Personal
      • Corporate
      • Internal
      • Marketing
    • Tracking tools
      • Google Analytics
      • Omniture
      • WebTrends
      • Web Side Story
  • 10. Case Studies
    • National Wildlife
    • Humane Society
    • American Red Cross
    • CDC
    • Iran Election
  • 11. 7 Rules for Success in Social Media
    • Conquer your fears
    • Define your objectives
    • Check in with your stakeholders
    • Start listening
    • Take the plunge
    • Obey the rules
    • Measure success
  • 12. Step 1. Conquer your fears
  • 13. 2. Set clear measureable objectives
    • What problem do you need to solve
    • Don’t do it if it doesn’t add value
    • You can’t manage what you can’t measure, set measureable goals
  • 14. Goals for Social Media
    • Marketing/leads/sales/
    • Mission/safety/civic engagement
    • Relationship/reputation/positioning
    To fix this Or get to this
  • 15. 3. Check in with your stakeholders
    • Should you blog or Twitter?
      • Don’t ask me, ask your customers
    • What’s important to them?
    • Where do they go for information?
    • What do you want them to know?
  • 16. 4. Start listening
    • Search for relevant topics
    • Monitor those topics
      • Google Alerts
    • Join Twitter
      • Tweetdeck
  • 17. 5. Take the plunge
    • Use Ping.FM
    • JoinTwitter, start following
      • @kdpaine
      • @shelisrael
      • @nhpr
      • @wmur
      • @scottsimon
      • @kamichat
      • @chrisbrogan
      • #followfriday
      • @anyone who interests you
    • Join Facebook
      • Find family & Friends
    • Join Linked-In
      • Find a job
    • Join Flickr
      • Share pictures
    • Join YouTube
      • Podcast
  • 18. 6. Obey the rules
    • Do
      • Listen first
      • Be interesting
      • Share things that excite you
      • Ask advice
      • Join the conversation
      • Comment on blogs
      • Reply to Twitter
    • Don’t
      • Talk about boring stuff
      • Scream about your product
      • Be a narcissist
      • TWI
  • 19. 7. Measure success
    • Web traffic
      • Google Analytics
    • Search effectiveness
      • Hubspot Grader
    • Improve relationships
      • SurveyMonkey
  • 20. Learn more
    • David Meerman Scott
    • Shel Israel – Naked Conversations, Twitterville
    • Joseph Jaffe – Join the Conversation
    • Brian Solis/Geoff Livingston – Now is Gone
  • 21. What you can do with Twitter
    • Crowdsource
    • Fundraise
    • Identify markets
    • Get help
    • Brainstorm
    • Find stuff for free
  • 22. What you can do with Facebook
    • Find people who already love your product
    • Build passion
    • Share cool stories about your product/passion
  • 23. What you can do with Linked-In
    • Find contacts
    • Find influencers
    • Find people you know but have lost touch with
  • 24. Quick tips on how to get visibility
    • Make it easy to end up on a blog
      • Send press releases as HTML or as links
      • Send pictures as jpg not tif files
      • Write like you talk, not like you’ve been taught
      • Engage in conversation with bloggers that are important
    • Start a blog rather than a web site -- its cheaper and easier to update
    • Tags, tags and more tags
  • 25. How will you know you’re successful?
    • Cost savings
    • Revenue
    • % increase or decrease in unique visits
    • Change in page rank - i.e a list of the top ten most popular areas and how it has changed in the last week
    • In the past  month,  what % of all sessions represent more than 5 page views
    • % of sessions that are greater than 5 minutes in duration
    • % of visitors that come back for more than 5 sessions
    • % of sessions that arrive at your site from a Google search, or a direct link from your web site or other site that is related to your brand
    • % of visitors that become a subscriber
    • % of visitors that download something from the site
    • % of visitors that provide an email address
    Courtesy of Eric Peterson
  • 26. Thank You!
    • For more information on measurement, read my blog: or subscribe to The Measurement Standard:
    • Follow me on Twitter: KDPaine
    • Find me on Facebook: Katie Paine
    • Reach me on Skype: KDPaine