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0915 omma metrics jim sterne

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