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Jeff Ferguson
 

Jeff Ferguson

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    Jeff Ferguson Jeff Ferguson Presentation Transcript

    • THE GREAT LIE OF THE NEWSOCIAL MEDIA METRICSJeff Ferguson // CEO, Fang Digital MarketingAllFacebook Conference East 2012
    • THE LIKE IS A LIE
    • BEFORE I BREAK YOURHEART EVEN FURTHER…
    • A REAL QUICK INTRO ON BILLJAMES AND SABREMETRICS
    • Runs Created = (Hits + Walks) X Total Bases (At Bats + Walks)
    • $1,400,0001,4001,200 Regular Seaon Games Won Cost per Win1,000 800 600 400 $260,000 200 103 103 0 New York Yankees Oakland As
    • THE ERROR OF CHASING THELIKE
    • “What is an error?“It is, without exception, the only major statistic in sports which is a record of what an observer thinks should have been accomplished.“But the fact of a baseball error is that no play has been made but that the scorer thinks it should have. “It is, uniquely, a record of opinions.” -- Bill James, 1977
    • “The statistics were not merely inadequate; they lied.And the lies they told led the people who ranmajor league baseball teams to misjudge their players, and mismanage their games.” -- Michael Lewis, author of Moneyball
    • “If I’d asked people what they wanted,they would have asked for a better horse.” -- Henry Ford
    • Facebook Likes are the Website “hits” of the 21 st century.
    • 3 Signs You’re Chasing a WorthlessMetric1. Its really easy to game the system or flat out buy that metric directly2. Its near worthless when you compare similar numbers3. It doesnt tie back to your core metrics
    • 3 Signs You’re Chasing a WorthlessMetric1. Its really easy to game the system or flat out buy that metric directly2. Its near worthless when you compare similar numbers3. It doesnt tie back to your core metrics
    • 3 Signs You’re Chasing a WorthlessMetric1. Its really easy to game the system or flat out buy that metric directly2. Its near worthless when you compare similar numbers3. It doesnt tie back to your core metrics
    • 3 Signs You’re Chasing a WorthlessMetric1. Its really easy to game the system or flat out buy that metric directly2. Its near worthless when you compare similar numbers3. It doesnt tie back to your core metrics
    • ROI doesnt change with eachnew media channel that comes on the scene.
    • ROI doesnt change with eachnew media channel that comes on the scene.
    • THE REDEMPTION OF THELIKE
    • Runs Created = (Hits + Walks) X Total Bases (At Bats + Walks)
    • OPS = AB * (H + BB + HBP) + TB * (AB + BB + SF + HBP) AB * (AB + BB + SF + HBP)
    • Avinash Kaushik - Digital Marketing Evangelist, Google http://bit.ly/UcTLCc
    • IT’S HARD NOT TO BEROMANTIC ABOUT BASEBALL
    • JEFF FERGUSON CEO & Lead Consultant jeff@fangdigital.com @fangdigital & @countxero