Blogs and Twitter and Flickr, Oh MY! What’s the fuss all about? Katie Delahaye Paine CEO KDPaine & Partners [email_address] www.measuresofsuccess.com kdpaine.blogs.com Member, IPR Measurement Commission www.instituteforpr.org

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

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

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.

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.

A measurement timeline

The Engagement Decision Tree

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

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

You are a party planner, not a communicator Page Old School 21 st Century

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

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

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

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

Case Studies National Wildlife Humane Society American Red Cross CDC Iran Election

National Wildlife

Humane Society

American Red Cross

CDC

Iran Election

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

Conquer your fears

Define your objectives

Check in with your stakeholders

Start listening

Take the plunge

Obey the rules

Measure success

Step 1. Conquer your fears

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

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

Goals for Social Media Marketing/leads/sales/ Mission/safety/civic engagement Relationship/reputation/positioning To fix this Or get to this

Marketing/leads/sales/

Mission/safety/civic engagement

Relationship/reputation/positioning

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?

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?

4. Start listening Search for relevant topics Monitor those topics www.socialmention.com Google Alerts Join Twitter Search.twitter.com Tweetdeck

Search for relevant topics

Monitor those topics

www.socialmention.com

Google Alerts

Join Twitter

Search.twitter.com

Tweetdeck

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

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

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

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

7. Measure success Web traffic Google Analytics Search effectiveness Hubspot Grader Improve relationships SurveyMonkey

Web traffic

Google Analytics

Search effectiveness

Hubspot Grader

Improve relationships

SurveyMonkey

Learn more David Meerman Scott Shel Israel – Naked Conversations, Twitterville Joseph Jaffe – Join the Conversation Brian Solis/Geoff Livingston – Now is Gone

David Meerman Scott

Shel Israel – Naked Conversations, Twitterville

Joseph Jaffe – Join the Conversation

Brian Solis/Geoff Livingston – Now is Gone

What you can do with Twitter Crowdsource Fundraise Identify markets Get help Brainstorm Find stuff for free

Crowdsource

Fundraise

Identify markets

Get help

Brainstorm

Find stuff for free

What you can do with Facebook Find people who already love your product Build passion Share cool stories about your product/passion

Find people who already love your product

Build passion

Share cool stories about your product/passion

What you can do with Linked-In Find contacts Find influencers Find people you know but have lost touch with

Find contacts

Find influencers

Find people you know but have lost touch with

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

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

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

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

Thank You! For more information on measurement, read my blog: http://kdpaine.blogs.com or subscribe to The Measurement Standard: www.themeasurementstandard.com Follow me on Twitter: KDPaine Find me on Facebook: Katie Paine Reach me on Skype: KDPaine

For more information on measurement, read my blog: http://kdpaine.blogs.com or subscribe to The Measurement Standard:

www.themeasurementstandard.com

Follow me on Twitter: KDPaine

Find me on Facebook: Katie Paine

Reach me on Skype: KDPaine