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social_media_the_big_sexy_buzz-kent_schoen.ppt social_media_the_big_sexy_buzz-kent_schoen.ppt Presentation Transcript

  • Social Media and Measurement
    • Kent Schoen
    • November 11, 2008
  • A few numbers...
    • 120 million active users
    • 15 million mobile users
    • 1 billion profile details
    • 20 million daily status updates
    • 100 million daily pokes
    • 20 million daily wall posts
  • Evolution of discovery
    • How consumers find information
    UGC + Social Context Facebook Digital Directory Yahoo eBay Search Search engine marketing UGC + Directory Yelp Directory Phonebooks, local ads, newspapers
  • Source : Facebook segment, self-reported survey data conducted on Facebook, Mar.08, US only, n = 3,169 When considering purchasing a product or service, which of the following two are your most trusted and valuable sources of information? Social media is influential
  • The Filter Factor Massive amounts of content Your media preference Friends/Community are the filter User Reviews Discussion Board Blogs Videos Photos People
  • Reaching your audience 120 million users Target your audience Evangelists Engagers
  • Organic effect
  • Generating organic reach and engagement Organic effect Evangelists Evangelists Engagers
  • Marketing communication tools
    • These Facebook marketing tools help you drive distribution through user connections
    On Facebook Pages Events Applications Across the Web Share & Connect
  • Measurement and analytics
    • Passive measurement
    • Active measurement
  • Insights and Analytics Reach: Total and Unique User Impressions and Clicks Analytics Viral Metrics: Organic Distribution Engagement Metrics: Interactions with your presence on Facebook.  Ex: wall posts, discussion posts, photo uploads, etc Gender Age Geography Activities Interests Favorite Music Favorite TV Shows Favorite Movies Favorite Books Insights
  • Passive measurement
    • Lexicon measures social interactions and demographics.
  • Passive measurement
    • Ad tools can help you understand who is out there
    • Discover who’s engaging with your business and how.
    • Demographic data may confirm your suspicions or lead you in a new direction
    • Make informed decisions based on how people interact with your content.
    Active Measurement
  •