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

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Saving this for later?

Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime - even offline.

Text the download link to your phone

Standard text messaging rates apply

Web 2.0 sf 2011 metrics

24,039
views

Published on

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

Published in: Technology

4 Comments
93 Likes
Statistics
Notes
No Downloads
Views
Total Views
24,039
On Slideshare
0
From Embeds
0
Number of Embeds
18
Actions
Shares
0
Downloads
1,143
Comments
4
Likes
93
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • Metrics are meant to inform strategy, not replace it
  • Transcript

    • 1. Web 2.0 SF March 29 2011
      Measuring the Future: New Metrics for New Media
      @margaretfrancis
      #smm #measure #w2e
    • 2. Warranty Cards: Genius!
    • 3. 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
    • 4. Web 1.0
    • 5. 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
    • 6. The more digital our communications get, the more trackable our interactions and transactions, the higher our expectations of measurement
    • 7. 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
    • 8. What we measure
    • 9. SOME “SOCIAL” METRICS
    • 10. Ford Explorer “Reveal,” July 2010
    • 11. “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
    • 12. Is that good?
    • 13. Measure strategy,
      not stuff
    • 14. FOUR KINDS OF APPLIED METRICS
      Brand Perception
      Marketing Efficiency
      Revenue Growth
      Support Savings
    • 15. Think KPI
      Not ROI
    • 16. 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)
    • 17. 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
    • 18. 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
    • 19. 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
    • 20. Know what you’re counting
      (and what you’re not)
    • 21. Paid/ Earned/ Owned
    • 22. Roll it up
    • 23. Assembling Metrics into KPIs (Courtesy of Edelman)
      Attention
      Engagement
      Authority
      Influence
      Sentiment
      Measurement
      • Unique Visits
      • 24. Impressions
      • 25. Page Views
      • 26. Media Consumption
      • 27. Total Interactions
      • 28. Fan Photos/Videos
      • 29. Post Quality
      • 30. External Links to Content & Discussion
      • 31. Total “Likes”
      • 32. Subscribed “Likes”
      • 33. Audience Profile as Reflection of Target
      • 34. On-Message
      • 35. Positive/Negative/Neutral
      • 36. Change Over Time
      Facebook
      • Total Followers
      • 37. Retweets
      • 38. Direct Messages
      • 39. @Replies
      • 40. Shared Content
      • 41. Inbound Links
      • 42. External Coverage
      • 43. Extended Network/Influence of Followers
      • 44. Follower Profile as Reflection of Target
      • 45. On-Message
      • 46. Positive/Negative/Neutral
      • 47. Change Over Time
      Twitter
      YouTube
      • Share of Voice
      • 60. # of Comments RelativetoAudience Size
      • 61. Inbound Links
      • 62. Subscribers
      • 63. External Coverage
      • 64. Audience Profile as Reflection of Target
      • 65. On-Message
      • 66. Positive/Negative/Neutral
      • 67. Change Over Time
      Blogger Engagement
      • # of Unique Visitor Check-ins
      • 68. # of Repeat Check-Ins
      • 69. # of Check-ins broadcast to Twitter or Facebook
      • 70. Positive/Negative/Neutral Commentary w/Check-ins
      Foursquare/Geolocation
      • Audience Profile as Reflection of Target
      • 71. Traffic to Site
      • 72. Unique Visitors
      • 73. # Page Views (Overall)
      • 74. # Page Views/User
      • 75. Time Spent on Site
      • 76. Inbound links
      • 77. Profile of Visitors as Reflection of Target
      • 78. Most Popular Search Terms
      Search
      • Total Media Consumption
      • 79. Total Interactions
      • 80. Total Trackbacks & Coverage of Activities
      • 81. Total Ongoing Engaged Subscribers to Content/Community
      • 82. Community Crossover
      • 83. Overall Sentiment
      • 84. Total Shift in Sentiment
      Overall
    • 85. Socialize the data
    • 86.
    • 87. Quantitative complements qualitative
    • 88.
    • 89. Being pretty never hurts
    • 90. 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
    • 91. 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
    • 92. 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
    • 93. Thank you for listening. Enjoy my hometown!
      #smm #measure #w2e
      @margaretfrancis