0915 omma metrics jim sterne

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0915 omma metrics jim sterne

  1. 1. The Human Side of<br />Social Media Metrics<br />Jim Sterne<br />
  2. 2. The Human Side of<br />Social Media Metrics<br />Jim Sterne<br />eMetrics <br />Marketing Optimization Summit<br />Web Analytics Association<br />
  3. 3. The Human Side of<br />Social Media Metrics<br />
  4. 4. The Human Side of<br />Social Media Metrics<br />Social Media Metrics<br />
  5. 5. The Human Side of<br />Social Media Metrics<br />The Human Side of Analytics<br />Social Media Metrics<br />
  6. 6. The Human Side of<br />Social Media Metrics<br />The Human Side of Social Media <br />The Human Side of Analytics<br />Social Media Metrics<br />
  7. 7. The Human Side of<br />Social Media Metrics<br />The Human Side of Social Media <br />The Human Side of Analytics<br />Social Media Metrics<br />
  8. 8. The Human Side of<br />Social Media Metrics*<br />The Human Side of Social Media <br />The Human Side of Analytics<br />Social Media Metrics<br />
  9. 9. The Human Side of<br />Social Media Metrics*<br />*As expressed through interpretive dance<br />The Human Side of Social Media <br />The Human Side of Analytics<br />Social Media Metrics<br />
  10. 10. The Human Side of<br />Social Media Metrics<br />
  11. 11. The Human Side of<br />Social MediaMetrics<br />
  12. 12. The Human Side of<br />Social Media Metrics<br />
  13. 13. The Human Side of<br />Social Media Metrics<br />
  14. 14. The Human Side of<br />Social Media Metrics<br />Awareness<br />
  15. 15.
  16. 16.
  17. 17.
  18. 18. Awareness<br />Reach<br />Frequency<br />
  19. 19. Awareness<br />Reach<br />What <br />Percent?<br />
  20. 20. Awareness<br />Reach<br />In N. America<br />What <br />Percent?<br />
  21. 21. Awareness<br />Reach<br />In N. America<br />Who read X<br />What <br />Percent?<br />
  22. 22.
  23. 23.
  24. 24.
  25. 25. Battery, Wallop & Decker<br />
  26. 26.
  27. 27. Awareness<br />Reach<br />In N. America<br />Who read X<br />What <br />Percent?<br />
  28. 28. Frequency<br />How often?<br />12% Reach * 3 exposures at $X = $Y response<br />12% Reach * 6 exposures at $XX = $YYY response <br />
  29. 29. Frequency<br />How often?<br />12% Reach * 3 exposures at $X = $Y response<br />12% Reach * 6 exposures at $XX = $YYY response <br />12% Reach * 9 exposures at $XXX = $YYY response<br />
  30. 30. Frequency<br />How often?<br />12% Reach * 3 exposures at $X = $Y response<br />12% Reach * 6 exposures at $XX = $YYY response <br />12% Reach * 9 exposures at $XXX = $YYY response<br />
  31. 31. Opportunity to See<br />
  32. 32. BlogosphereMeasuring Your Own Blog<br />RSS Subscribers<br />Readers per post<br />
  33. 33. Opportunity to See is now<br />Opportunity to Share<br />
  34. 34.
  35. 35. Measuring AwarenessFamiliarity<br />Recognize brand<br />Attribute themes & qualities<br />
  36. 36. Measuring AwarenessFamiliarity<br />Recognize brand<br />Attribute themes & qualities<br />
  37. 37. Measuring AwarenessFamiliarity<br />Recognize brand<br />Attribute themes & qualities<br />
  38. 38. Measuring AwarenessFamiliarity<br />Recognize brand<br />Attribute themes & qualities<br />Finger <br />Lickin’ <br />Good <br />Convenient<br />Inexpensive<br />Tasty<br />Fast<br />
  39. 39.
  40. 40.
  41. 41.
  42. 42. When it absolutely, positively<br />has to __ ____ _________<br />
  43. 43. Measuring Awareness<br />How many people had <br /> the opportunity to see?<br />How many people saw?<br />How many people remembered?<br />
  44. 44. The Human Side of<br />Social Media<br />Awareness<br />
  45. 45. The Human Side of<br />Social Media<br />Awareness<br />Attitude<br />
  46. 46. Measuring Attitude<br />Online Metrics<br /> Positive<br /> Negative<br /> Net Promoter Score<br />
  47. 47. Context Sensitive<br />Positive or Negative? <br /> This pot roast is delicious<br /> This pot roast is the worst I’ve ever tasted<br /> This pot roast is inedible<br /> This pot roast is better than your mother’s<br />
  48. 48. Inflection Sensitive<br /> 1 2 3 4 5 6 7<br />"I never said she stole my money”<br />
  49. 49. Sentiment Analysis<br />Is it accurate?<br /> It is directional<br />Is it trustworthy?<br /> Yes<br />Is it actionable?<br /> Yes<br />
  50. 50.
  51. 51.
  52. 52. Measuring Awareness<br />How many people had <br /> the opportunity to see?<br />How many people saw?<br />How many people remembered?<br />Did they remember it fondly?<br />
  53. 53. The Human Side of<br />Social Media<br />Awareness<br />Attitude<br />
  54. 54. The Human Side of<br />Social Media<br />Awareness<br />Attitude<br />Influence<br />
  55. 55. Influence (aka P.R.)<br />
  56. 56.
  57. 57. Measuring Influence<br />Influences<br />thousands<br />Influences<br />tens of<br />thousands<br />Influences<br />millions<br />Which has more social media metrics influence??<br />Reach, Frequency, Awareness, Audience<br />
  58. 58. Influential Topics<br />
  59. 59. Influential Topics<br />
  60. 60. Measuring our own influence on public opinion<br />Survey  Run an Ad  Survey<br />Measuring Influence<br />
  61. 61. The Human Side of<br />Social Media<br />Awareness<br />Attitude<br />Influence<br />
  62. 62. The Human Side of<br />Social Media<br />Awareness<br />Attitude<br />Influence<br />Context<br />
  63. 63. Measuring the Sociosphere<br />
  64. 64. Measuring the Blogosphere<br />
  65. 65. Competitive Quantity & Polarity<br />A.<br />B.<br />C.<br />
  66. 66.  7,196 tweets per second<br />
  67. 67.
  68. 68. Influence/Sentiment Tracking<br />
  69. 69. Why Didn’t We Go Viral?<br />
  70. 70. The Human Side of<br />Social Media<br />Awareness<br />Attitude<br />Influence<br />Context<br />
  71. 71. The Human Side of<br />Social Media<br />Awareness<br />Attitude<br />Influence<br />Context<br />Actions<br />
  72. 72. Measuring Action<br />Social Actions<br />Like<br />Follow<br />Retweet<br />Blog Post<br />Blog Comment<br />Rating<br />Bookmark<br />Recommend<br />
  73. 73. Do you me? that movie?this restaurant?their new song?that social network?<br />
  74. 74. Asch Conformity Experiments<br />
  75. 75. Asch Conformity Experiments<br />one cohort = no influence <br />two cohorts = small influence<br />three or more cohorts = tendency to conform<br />
  76. 76.
  77. 77. Measuring Action<br />Social Actions<br />Like<br />Follow<br />Retweet<br />Blog Post<br />Blog Comment<br />Rating<br />Bookmark<br />Recommend<br />
  78. 78. Measuring Action<br />Social Actions<br />Like<br />Follow<br />Retweet<br />Blog Post<br />Blog Comment<br />Rating<br />Bookmark<br />Recommend<br />
  79. 79. Measuring Action<br />Business Actions<br />Social Actions<br />Like<br />Follow<br />Retweet<br />Blog Post<br />Blog Comment<br />Rating<br />Bookmark<br />Recommend<br />Click<br />Visit<br />Subscribe<br />Join<br />Register<br />Take Survey <br />Qualify as a Lead<br />Purchase<br />
  80. 80. How can you track influence?<br />Keyword<br />Keyword<br />Keyword<br />http://www.example.com/h4gwre34gf<br />http://www.example.com/r634gf6r<br />http://www.example.com/henry.php<br />http://www.example.com/bolg23<br />http://www.example.com/34gfahdf74<br />
  81. 81. How can you track influence?<br />Keyword<br />Keyword<br />Your Wonderful Website<br />Keyword<br />http://www.example.com/post237<br />http://www.example.com/AllAboutMe<br />http://www.example.com/henry.php<br />http://www.example.com/bolg23<br />http://www.example.com/34gfahdf74<br />
  82. 82. How can you track influence?<br />Keyword<br />Keyword<br />Your Wonderful Website<br />Keyword<br />http://www.example.com/post237<br />http://www.example.com/AllAboutMe<br />http://www.example.com/henry.php<br />http://www.example.com/bolg23<br />http://www.example.com/34gfahdf74<br />
  83. 83.
  84. 84. Measuring Action<br />Business Actions<br />Social Actions<br />Like<br />Follow<br />Retweet<br />Blog Post<br />Blog Comment<br />Rating<br />Bookmark<br />Recommend<br />Click<br />Visit<br />Subscribe<br />Join<br />Register<br />Take Survey <br />Qualify as a Lead<br />Purchase<br />
  85. 85. The Human Side of<br />Social Media<br />Awareness<br />Attitude<br />Influence<br />Context<br />Actions<br />
  86. 86. The Human Side of<br />Social Media<br />Awareness<br />Attitude<br />Influence<br />Context<br />Actions<br />Value<br />
  87. 87. How Much is a Social MediaParticipant Worth?<br />
  88. 88. How Much is a Social MediaParticipant Worth?<br /> Web site Email Search Marketing<br /> Banners TV Search Optimization<br /> Sponsorship SMS Tele Marketing<br /> Direct Mail Print Affiliate Marketing<br /> Webinar Video Social Networks<br /> Podcast Blog Behavioral Targeting<br /> Outdoor Twitter Microsites<br /> Events Viral Location Based <br />
  89. 89.
  90. 90.
  91. 91.
  92. 92.
  93. 93. How Much is a Social MediaParticipant Worth?<br />
  94. 94. How Much is a Social MediaParticipant Worth?<br />7.25¢<br />
  95. 95. How Much is a Social MediaParticipant Worth?<br />If:<br />10,000 people are talking about shampoo<br />
  96. 96.
  97. 97. How Much is a Social MediaParticipant Worth?<br />If:<br />10,000 people are talking about shampoo<br />And, a new customer has a lifetime value of $29 (profit)<br />
  98. 98. How Much is a Social MediaParticipant Worth?<br />If:<br />10,000 people are talking about shampoo<br />And, a new customer has a lifetime value of $29 (profit)<br />And, joining that conversation causes 5% of them to try<br />
  99. 99. How Much is a Social MediaParticipant Worth?<br />If:<br />10,000 people are talking about shampoo<br />And, a new customer has a lifetime value of $29 (profit)<br />And, joining that conversation causes 5% of them to try<br />And 5% of those remain loyal<br />
  100. 100. How Much is a Social MediaParticipant Worth?<br />If:<br />10,000 people are talking about shampoo<br />And, a new customer has a lifetime value of $29 (profit)<br />And, joining that conversation causes 5% of them to try<br />And 5% of those remain loyal<br />Then:<br />10,000 x 5% = 500<br />500 x 5% = 25<br />25 x $29 = $725<br />725/10,000 = $0.0725 per participant <br />= 7.25 ¢<br />
  101. 101. How Much is a Social MediaParticipant Worth?<br />7.25¢<br />
  102. 102. How Much is a Social MediaParticipant Worth?<br />$ 7.25 million<br />
  103. 103. Relevancy<br />Put the right message<br />In front of the right person<br />At the right time<br />Get the right message<br />from the right people<br />at the right time<br />
  104. 104. Crowdsourcing<br />
  105. 105. Crowdsourcing<br />
  106. 106. Relevancy<br />Put the right message<br />In front of the right person<br />At the right time<br />Get the right message<br />from the right people<br />at the right time<br />
  107. 107. How Much is Social Media Improving Your Business Outcomes?<br />Click<br />Visit<br />Subscribe<br />Join<br />Register<br />Take Survey <br />Qualify as a Lead<br />Purchase<br />Input<br />
  108. 108. The Human Side of<br />Social Media<br />Awareness<br />Attitude<br />Influence<br />Context<br />Actions<br />Value<br />
  109. 109. The Human Side of<br />Social Media<br />
  110. 110. The Human Side of<br /> Metrics<br />
  111. 111. Data is widely available -<br /> What is scarce is the ability <br /> to extract wisdom from it<br />Hal Varian, Chief Economist, Google<br />
  112. 112. Explaining What We Do<br />We Say: They Hear:<br />Visits Blah<br />Visitors Blah, blah<br />Stickiness Blah, blah<br />Conversion Blah, blah, blah<br />Bounce Rate Blah, blah, blah<br />Path Analysis Blah, blah, blah, blah<br />View Through Blah, blah, blah, blah<br />Abandonment Blah, blah, blah, blah<br />Last Click Attribution Blah, blah, blah, blah, blah<br />Twitter Acceleration Ratios Blah, blah, blah, blah, blah, blah<br />
  113. 113. You Will be a Successful AnalystWhen You<br />Tie things to the bottom line<br />Tell stories instead of delivering reports<br />Tie those stories to individuals’ goals<br />
  114. 114. We <br /> Really<br /> Love<br />Puzzles<br />
  115. 115.
  116. 116.
  117. 117. The Peril of Trick Questions<br />Airplane crash<br />Bus ride<br />Bear hunt<br />
  118. 118.
  119. 119. Tie Things to the Bottom Line<br />Raise Revenue<br />Lower Costs<br />Increase Customer Satisfaction<br />“...the things that drive stock prices up or down.”<br /> Peter Sanborn, Microsoft<br />
  120. 120. You Will be a Successful AnalystWhen You<br />Tie things to the bottom line<br />Tell stories instead of delivering reports<br />Tie those stories to individuals’ goals<br />
  121. 121. Story=Empathy<br />Data =Calculation<br />
  122. 122. Story=Empathy<br />Data =Calculation<br />2,775 cars per hour<br />2,547 perpendicular spaces <br />9’ x 10’ average size <br />So...<br />Angle spaces <br />Cut size by .05% <br />Get 87 additional spaces Make it 6% easier for people to park<br />We can increase sales by 7% by re-striping the parking lot.<br />We've done the math and it looks promising.<br />
  123. 123.
  124. 124. Story=Empathy<br />Data =Calculation<br />47.25% of visitors complain about our navigation<br />How did you calculate that?<br />What did you ask?<br />My sister called - she can’t find the Buy button<br />How do we fix it?<br />
  125. 125.
  126. 126.
  127. 127. You Will be a Successful AnalystWhen You<br />Tie things to the bottom line<br />Tell stories instead of delivering reports<br />Tie those stories to individuals’ goals<br />
  128. 128. Tie Stories to Goals<br />DisplayAdvertising<br />Product Marketing<br />Public Relations<br />Ecommerce Team<br />Awareness<br />Acceptance<br />Interest <br />Embrace<br />
  129. 129. Tie Stories to Goals<br />DisplayAdvertising<br />Product Marketing<br />Public Relations<br />Ecommerce Team<br />Impressions<br />P&L<br />Mentions<br />Sales<br />Awareness<br />Acceptance<br />Interest <br />Embrace<br />
  130. 130. Tie Stories to Individual’s Goals<br />Transmission<br />Preference<br />Goal<br />Recognition<br />Money<br />Advancement<br />Power<br />Evasion<br />etc.<br />Visual<br />Auditory<br />Kinesthetic<br />etc.<br />
  131. 131. You Will be a Successful AnalystWhen You<br />Tie things to the bottom line<br />Tell stories instead of delivering reports<br />Tie those stories to individuals’ goals<br />
  132. 132. The Human Side of<br /> Metrics<br />Communication<br />
  133. 133. The Human Side of<br />Social Media<br />Deliver Value<br />
  134. 134. The Human Side of<br />Social Media Metrics<br />The Human Side of<br />Social Media Metrics*<br />Recap<br />Awareness<br />Attitude<br />Influence<br />Context<br />Actions<br />Value<br />Comminication<br />
  135. 135. The Human Side of<br />Social Media Metrics<br />The Human Side of<br />Social Media Metrics*<br />*As expressed through interpretive dance<br />
  136. 136. The Human Side of<br />Social Media Metrics*<br />Recap<br />More mediums than you can conceive<br />
  137. 137. The Human Side of<br />Social Media Metrics*<br />More mediums than you can conceive<br />Change what it means to achieve<br />
  138. 138. The Human Side of<br />Social Media Metrics*<br />More mediums than you can conceive<br />Change what it means to achieve<br />Get likes, friends and followers<br />
  139. 139. The Human Side of<br />Social Media Metrics*<br />More mediums than you can conceive<br />Change what it means to achieve<br />Get likes, friends and followers <br />From Davis to Delawares<br />
  140. 140. The Human Side of<br />Social Media Metrics*<br />More mediums than you can conceive<br />Change what it means to achieve<br />Get likes, friends and followers<br />From Davis to Delawares<br />But ‘tis better to give than receive<br />
  141. 141. The Human Side of<br />Social Media Metrics<br />
  142. 142. Social Media Metrics<br />Jim Sterne<br />eMetrics <br />Marketing Optimization Summit<br />Web Analytics Association<br />

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