Web 2.0 sf 2011 metrics
Upcoming SlideShare
Loading in...5
×
 

Web 2.0 sf 2011 metrics

on

  • 24,490 views

web 2.0 #w2e san francisco new metrics for new media social media measurement deck

web 2.0 #w2e san francisco new metrics for new media social media measurement deck

Statistics

Views

Total Views
24,490
Views on SlideShare
20,859
Embed Views
3,631

Actions

Likes
92
Downloads
1,140
Comments
4

63 Embeds 3,631

http://www.socialmedia.biz 1126
http://econsultancy.com 439
http://creativeinspiration.tumblr.com 393
http://socialmedia.biz 312
http://davidmerzel.wordpress.com 267
http://www.fulltravel.it 216
http://getclickable.yolasite.com 159
http://www.lissimattia.com 122
http://www.web2expo.com 100
http://www.theconversationmanager.com 88
http://lissimattia.com 86
http://www.mariussescu.ro 45
http://paper.li 36
http://valoriprimilab.blogspot.com 29
http://www.windbusinessfactor.it 25
https://econsultancy.com 23
http://www.wipmarketing.com 20
http://viamultimedia.tumblr.com 15
http://yvesfrateur.posterous.com 15
http://tumblr.kemeny.cl 14
http://marketingfood.wordpress.com 8
http://antesmejor.tumblr.com 7
http://mariussescu.ro 5
http://twitter.com 5
http://valoriprimilab.blogspot.it 5
http://jponmedia.posterous.com 5
http://www.slideshare.net 5
http://fredrikstenbeck.com 4
http://www.jeromelesur.com 4
http://www.mongodb.org 4
http://safe.tumblr.com 4
http://007helen.wordpress.com 3
http://translate.googleusercontent.com 3
http://valoriprimilab.blogspot.com.br 3
http://static.slidesharecdn.com 3
http://www.casadikouros.gr 2
url_unknown 2
http://yvesfrateur.be 2
http://www.horaciogaray.com 2
http://www.flexmind.nl 2
https://007helen.wordpress.com 1
http://polishpharma.com 1
https://marketingfood.wordpress.com 1
http://jdlasica.wpengine.com 1
http://www.m.techgig.com 1
https://www.cubetree.com 1
http://fashionfutures.blogspot.com 1
http://131.253.14.66 1
http://webcache.googleusercontent.com 1
http://interactive.wxxi.org 1
More...

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Metrics are meant to inform strategy, not replace it

Web 2.0 sf 2011 metrics Web 2.0 sf 2011 metrics Presentation Transcript

  • Web 2.0 SF March 29 2011
    Measuring the Future: New Metrics for New Media
    @margaretfrancis
    #smm #measure #w2e
  • Warranty Cards: Genius!
  • Media Measurement, 1990
    Sale!
    Media Targeting
    TV
    Print
    Post-Purchase Information
    Market Research
    OOH
    Warranty Card
    Radio
    Telephone Surveys
    WOM
    Credit/ Payment Info
    Focus groups
    Mail
  • Web 1.0
  • Media Measurement, 1990
    Online Display
    Search
    Clicks
    Page Views
    Sessions
    Registra-tions
    Opt-ins
    Conver-sions
    TV
    Print
    OOH
    Warranty Card
    Radio
    Telephone Surveys
    WOM
    Credit/ Payment Info
    Focus groups
    Mail
  • The more digital our communications get, the more trackable our interactions and transactions, the higher our expectations of measurement
  • Media Measurement, 2010
    Comment
    Blog
    Post
    Post
    Digg
    Make video
    Share
    Tweet
    Re-Tweet
    Fan
    Like
    Review
    Book mark
    Rate
    Online Display
    Search
    Clicks
    Page Views
    Sessions
    Registra-tions
    Opt-ins
    Conver-sions
    Telephone Surveys
    Warranty Cards
    Radio
    TV
    WOM
    Print
    Focus groups
    Credit / Payment Info
    OOH
    Mail
  • What we measure
  • SOME “SOCIAL” METRICS
  • Ford Explorer “Reveal,” July 2010
  • “You also probably recall Ford’s ambitious 2011 Ford Explorer Reveal. The car maker decided to forgo the auto show and reveal its new car on the web, with Facebook as the centerpiece of the company’s online reveal strategy.
    The campaign proved to be more successful than anticipated. On reveal day, Ford produced the number one trending topic on Twitterin the U.S.; the Explorer was the number two most searched for term on Google; Ford’s YouTube reveal video garnered 11,000 views; more than 50,000 Ford Explorer Facebook “Likes” flooded in; and, perhaps best of all, 25,000 potential car buyers built and priced new Explorers on the company’s website.”
    Mashable, “Top 5 Emerging Brand Trends on Facebook,” September 28, 2010
  • Is that good?
  • Measure strategy,
    not stuff
  • FOUR KINDS OF APPLIED METRICS
    Brand Perception
    Marketing Efficiency
    Revenue Growth
    Support Savings
  • Think KPI
    Not ROI
  • BRAND PERCEPTION METRICS
    Social Media participation is necessary to create and maintain brand reputation
    Sentiment
    Brand equity
    Thematic/ perceptual maps; cluster analysis
    PR functions/ crisis control
    Media relationships
    Influencer relationships
    Customer satisfaction
    Likeliness to buy
    Likeliness to recommend (NPS)
  • MARKETING EFFICIENCY METRICS
    Social Media is an effective way to create awareness of and interest in products and services
    SEO
    Improved rankings
    Reach
    Followers
    Fans
    Forwards
    Invites
    Word of Mouth
    Shares
    RTs
    Research
    Defrayed/ reduced cost of surveys, focus groups, panels, testers, and secret shoppers
  • REVENUE GROWTH METRICS
    Social Media is an effective way to drive sales
    Relationships that could become leads
    Members, Registrants, Fans, downloaders, subscribers, followers, bookmarkers, commenters
    Leads
    People that have expressed an interest in your product in the public domain and that you can follow up with
    Sales
    Tracked from links promoted via social media channels
    Tracked via promo codes and offers
  • SUPPORT SAVINGS
    Social Media is an effective way to service our customers (or let them self service themselves)
    Content creation: user generated vs. company generated
    Ratings & Reviews
    Forums
    Groups
    Support case metrics
    Cases per channel
    Response times per channel
    Wait time per channel
    Resolution rate per channel
    Customer sat per channel
    Call center costs defrayed
  • Know what you’re counting
    (and what you’re not)
  • Paid/ Earned/ Owned
  • Roll it up
  • Assembling Metrics into KPIs (Courtesy of Edelman)
    Attention
    Engagement
    Authority
    Influence
    Sentiment
    Measurement
    • Unique Visits
    • Impressions
    • Page Views
    • Media Consumption
    • Total Interactions
    • Fan Photos/Videos
    • Post Quality
    • External Links to Content & Discussion
    • Total “Likes”
    • Subscribed “Likes”
    • Audience Profile as Reflection of Target
    • On-Message
    • Positive/Negative/Neutral
    • Change Over Time
    Facebook
    • Total Followers
    • Retweets
    • Direct Messages
    • @Replies
    • Shared Content
    • Inbound Links
    • External Coverage
    • Extended Network/Influence of Followers
    • Follower Profile as Reflection of Target
    • On-Message
    • Positive/Negative/Neutral
    • Change Over Time
    Twitter
    • Views
    • Subscribers
    • Likes/Dislikes
    • Comments
    • FavoritesdReplies
    • Inbound Links
    • External Coverage
    • Subscribers
    • Demographic Insights
    • Audience Profile
    • On-Message
    • Positive/Negative/Neutral
    • Change Over Time
    YouTube
    • Share of Voice
    • # of Comments RelativetoAudience Size
    • Inbound Links
    • Subscribers
    • External Coverage
    • Audience Profile as Reflection of Target
    • On-Message
    • Positive/Negative/Neutral
    • Change Over Time
    Blogger Engagement
    • # of Unique Visitor Check-ins
    • # of Repeat Check-Ins
    • # of Check-ins broadcast to Twitter or Facebook
    • Positive/Negative/Neutral Commentary w/Check-ins
    Foursquare/Geolocation
    • Audience Profile as Reflection of Target
    • Traffic to Site
    • Unique Visitors
    • # Page Views (Overall)
    • # Page Views/User
    • Time Spent on Site
    • Inbound links
    • Profile of Visitors as Reflection of Target
    • Most Popular Search Terms
    Search
    • Total Media Consumption
    • Total Interactions
    • Total Trackbacks & Coverage of Activities
    • Total Ongoing Engaged Subscribers to Content/Community
    • Community Crossover
    • Overall Sentiment
    • Total Shift in Sentiment
    Overall
  • Socialize the data
  • Quantitative complements qualitative
  • Being pretty never hurts
  • February Twitter Report
    INSIGHTS
    Tweets, Retweets, @Replies by Day
    INSIGHTS AND RECOMMENDATIONS:
    During the month of February, the @AutoMaker Twitter handle had a total of 96 tweets with an average 3.4 tweets per day.
    Source: TweetStats
  • INSIGHTS
    Fan Posts By Hour and Day of Week
    Day of week Breakdown by hour
    INSIGHTS AND RECOMMENDATIONS:
    SUNDAY: Heavy engagement in the evenings, with 62% of posts coming after 3pm PST
    Monday: Fans post bright and early when they get into the office. Engagement spikes at 7am PST, and slows consistently throughout the day
    Tues - Thurs: Engagement occurs during peak work hours, again starting at 7am PST but slowing at 4pm PST
    Friday: Posts spike mid-day, but continue to occur in the evening at a higher rate than Monday through Thursday
    Saturday: Continual posts throughout the day, with peaks in the morning and late evenings
    Source: Export.ly
  • Share of voice insights
    Total mentions of Automaker within Social Media (30 day sample)
    Day of Week
    Commercial peaks on Twitter with 37,389 total mentions on February 5 – Super Bowl
    Mentions on Twitter top out at 11,554 with the unveiling of the new model on February 28
    Time of Day
    Time of Day
    *Sample data pull of all Twitter conversation mentioning @Automaker from 3/2 -3/7
    *Sample data pull of all Twitter conversation mentioning @Automaker from 3/2 -3/7
    Source: Radian6
  • Thank you for listening. Enjoy my hometown!
    #smm #measure #w2e
    @margaretfrancis