Man(agement) vs. Wild: The Call of the Free-Range Customer

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Twitalyzer The Twitalyzer solution is our measure of " influence in Twitter" calculated based on: Your relative reach in Twitter, measured by the number of followers you have Your relative authority, measured by the number of times you are "retweeted" Your relative generosity, measured by the number of times you "retweet" others Your relative clout, measured by the number of times you are referenced by others Your relative velocity, measured by the number of updates you publish over a seven day period Brand Strength is the likelihood that your brand is being discussed in Twitter. A very simple calculation (brand citations divided by Twitter Search's data limit) we believe that for emerging brands that Brand Strength is an incredibly valuable measure. In the context of brand s, the signal-to-noise ratio describes the likelihood that a brand mention will be coupled with a URL or a hashtag of some kind. In both cases these URLs and hashtags may prove to be valuable for further research. Brand Favor is the ratio of citations that are generally positive to those that are generally negative. Keep in mind that, at least for the time being, we are using a very basic set of rules for determining "positive" and "negative" and so this measure is not hard and fast. Still, in our research the results vet well with a more exhaustive examination of the content of Tweets, and thusly we opt to present this measure. Brand Passion is a measure of the likelihood that individuals talking about your brand will do so repeatedly. For example, if you have a small group of very passionate brand advocates who talk about your products or brand all the time in Twitter you will have a higher Brand Passion score. Conversely if you have a 100% Brand Strength score and every one of the contributing updates are written by different people you will have a lower Brand Passion score. Clout is often thought of as "special advantage, pull, or influence" in the real world, as in "the senator's nephew has a lot of clout with his uncle." In our usage, clout is the likelihood that other people will reference your brand in Twitter, as in "Man I love the TWITALYZER!" The more people who reference you, the higher your clout. Our definition of brand clout is simply the number of unique individuals referencing your brand divided by the total number of possible references (as governed by the Twitter Search APIs).

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Man(agement) vs. Wild: The Call of the Free-Range Customer - Presentation Transcript

Man(agement) vs. WildHeading the Call of the Free Range Customer
Prepared for eMetrics DC October 20-22, 2009
Laura Lee S. Dooley, World Resources Institute
“Social media is all about relationships and relationships fail …” – Charlene Li
How do we put a numeric value on relationship ???
http://www.flickr.com/photos/26304233@N00/2425651754/
Different metrics …
http://www.flickr.com/photos/hypertypos/2967490176/
… different levels of engagement
Pageviews …
http://www.flickr.com/photos/8418112@N04/3526002850/
… your site only!
Clickthroughs …
http://www.flickr.com/photos/14881935@N08/2516293828/
… multiple sources & destinations
Visitors …
hhttp://www.flickr.com/photos/92079962@N00/97170116/
… are they the right ppl? do they care/matter?
Friends, followers, fans …
http://www.flickr.com/photos/twose/887903401/
… growth ≠ impact
Unfriend, unfollow, unfan …
http://www.flickr.com/photos/twose/887903401
… changing community
Metrics timelines …
http://www.flickr.com/photos/21313845@N04/2455120187/
… realtime, your time
Relationships …
http://www.flickr.com/photos/73645804@N00/1384954600/
… how much are YOU worth?
Tools measuring the backend
Twitalyzer – person or brand?
Social
media
analytics
requires
new
metrics
(c) Rick Harrison. http://www.flickr.com/photos/sovietuk/141381675/
Social Media Metrics
Infinitely measurable web – NOT!
Complex challenges = complex questions
Why? Why? Why? Why?
Translating data into action is difficult with time-lapse
Social media should have social metrics
Real time, downloadable, w/in tools
Simple segmentation
Tracking micro conversions
Tracking connections
Getting beyond your website , page, profile
Twitter lists
Twitter Lists (BETA)
www.mypeoplemaps.com (BETA)
analytics.postrank.com (BETA)
Keep social mediafocused on• community • conversation • connections … not technology
What are you trying to do (goals)?
How can you get it done (tasks)?
Success = It’s done!
Being willing to revise yourgoals/tasks as the online conversation changes.
Related Resources
http://bit.ly/4DoCkm
lldoolj2@gmail.com
Search: “Laura Lee Dooley”