Fonte: Power to the People da Universal McCann (UM)
Content sharing on the Internet has reached a prominent role in daily life of Internet users:
63% created a profile on a social network site;
57% managed a profile on a social network site;
76% upload photos;
33,1% upload videos;
29,1% mantêm um blog;
71% buscam informações em blogs.
Introduction Definition – Social Network Sites by: Danah Boyd e Nicole Ellison web-based services that allow individuals to (1) construct a public or semi-public profile within a bounded system, (2) articulate a list of other users with whom they share a connection, and (3) view and traverse their list of connections and those made by others within the system. “
Introduction Definition – Social Media by: Andreas Kaplan e Michael Haenlein a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, which allows the creation and exchange of user-generated content.” “
These technologies and online practices could be used by individuals and/or organizations to spread content, opinions, ideas, experiences and perspectives... Introduction
Behavior on the Internet Fonte: Power to the People da Universal McCann (UM) From 2006 to 2009 there has been increasing in virtually all activities involving social media The five activities that grew most were: 1. Watch video clips online; 2. Listen to live radio/audio online; 3. Create a profile on a social network; 4. Read blogs; 5. Upload photos to a photo sharing site. Introduction
Five sites most visited by brazilian Internet users : Fonte: ComScore 1º Google Brasil 2º Orkut 3º Google 4º YouTube 5º Window Live Mail Introduction
“ A metric is a measuring system that quantifies a trend, dynamic, or characteristic. In virtually all disciplines, practitioners use metrics to explain phenomena, diagnose causes, share findings, and project the results of future events. ”
por Paul Farris; Neil Bendle; Phillip Pfeifer; David Reibstein.
Reach is related to the degree of effective dissemination of certain content or to degree of potential spread that a single profile has in the network. Engagement is related to the degree of participation and involvement of a specific profile or group of users to a theme or subject Influence is related to the degree of attention and mobilization that a certain profile can generate in others users. Adequaçy refers to the degree of proximity that given content has in relation to the desired characteristics and values
1) Customer Context; 2) Current Practices in Social Media; 3) Emphasis; 4) Types of Metrics; 5) Collection Tools; 6) Analysis. Steps
Twitter Analyzer Analysis of data from Twitter profiles, such as reacf, evolution and mentions.
Several data analysed
TweetReach Measures the potential scope of tweets on the subject or profile.
Lists of profiles with higher reach on topic
Hubspot Graders Scores of blogs, Twitter profiles, Foursquare, Facebook pages etc.
Twitter: higher influence grades by city
Tools Tool Ups Downs HowSociable Evaluation of brand presence in more than 20 social media.
Good for initial comparisons
“ Pro” version still in development phase
YouTube Insight YouTube Analytics
“ Partes mais Vistas”
Demographics only from logged users
Facebook Insights Facebook Pages Analytics
Only Pages: Profiles and Groups don’t have Insights
Feedburner Feeds Management
Several levels of data
References Reports / Presentations / White Papers / Articles http://www.slideshare.net/interney/mtricas-em-mdias-sociais http://www.iab.net/iab_products_and_industry_services/508676/801817/socialmetrics http://www.slideshare.net/tarushijio/metricas-para-publicidade-em-midias-sociais http://fluent.razorfish.com/ http://www.context-digital.com/ http://www.amazon.com/Always-Advertising-Marketing-Consumer-Business/dp/0071508287 http://www.slideshare.net/Radian6/measuring-social-media-2396778 http://www.slideshare.net/AmberNaslund/listen-and-learn-new-media-new-metrics http://www.radian6.com/blog/2010/03/social-media-measurement-analysis/ www.syncapse.com/media/syncapse-value-of-a-facebook-fan.pdf http://www.forrester.com/rb/Research/marketings_new_key_metric_engagement/q/id/42124/t/2 http://www.web-strategist.com/blog/2010/04/22/altimeter-report-social-marketing-analytics-with-web-analytics-demystified/ http://www.iab.net/insights_research/947883/buildingbrandsonline Wave 4 – Power to the People Plano de Negócio Sebrae Users of the world, unite! - Kaplan Andreas M., Haenlein Michael. Social Network Sites: Definition, History, and Scholarship . – danah m. boyd e Nicole B. Ellison
+ Content: www.papercliq.com.br www.papercliq.com.br/blog www.slideshare.net/papercliq On Twitter: @papercliq @marcelayres @renatacbc @tarushijio Tarcízio Silva – Director of Research and Development www.tarciziosilva.com.br/blog www.twitter.com/tarushijio