Social Media and Measurement <ul><li>Kent Schoen </li></ul><ul><li>November 11, 2008 </li></ul>
A few numbers... <ul><li>120 million active users </li></ul><ul><li>15 million mobile users </li></ul><ul><li>1 billion pr...
Evolution of discovery <ul><li>How consumers find information  </li></ul>UGC + Social Context Facebook Digital  Directory ...
Source : Facebook segment, self-reported survey data conducted on Facebook, Mar.08, US only, n = 3,169 When considering pu...
The Filter Factor Massive amounts  of content Your media preference Friends/Community are the filter User Reviews Discussi...
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 <ul><li>These Facebook marketing tools help you drive  distribution through user connections...
Measurement and analytics <ul><li>Passive measurement </li></ul><ul><li>Active measurement </li></ul>
Insights and Analytics Reach: Total and Unique User Impressions and Clicks Analytics Viral Metrics: Organic Distribution E...
Passive measurement <ul><li>Lexicon measures social interactions and demographics. </li></ul>
Passive measurement <ul><li>Ad tools can help you understand who is out there </li></ul>
<ul><li>Discover who’s engaging with your business and how.  </li></ul><ul><li>Demographic data may confirm your suspicion...
 
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social_media_the_big_sexy_buzz-kent_schoen.ppt

  1. 1. Social Media and Measurement <ul><li>Kent Schoen </li></ul><ul><li>November 11, 2008 </li></ul>
  2. 2. A few numbers... <ul><li>120 million active users </li></ul><ul><li>15 million mobile users </li></ul><ul><li>1 billion profile details </li></ul><ul><li>20 million daily status updates </li></ul><ul><li>100 million daily pokes </li></ul><ul><li>20 million daily wall posts </li></ul>
  3. 3. Evolution of discovery <ul><li>How consumers find information </li></ul>UGC + Social Context Facebook Digital Directory Yahoo eBay Search Search engine marketing UGC + Directory Yelp Directory Phonebooks, local ads, newspapers
  4. 4. 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
  5. 5. The Filter Factor Massive amounts of content Your media preference Friends/Community are the filter User Reviews Discussion Board Blogs Videos Photos People
  6. 6. Reaching your audience 120 million users Target your audience Evangelists Engagers
  7. 7. Organic effect
  8. 8. Generating organic reach and engagement Organic effect Evangelists Evangelists Engagers
  9. 9. Marketing communication tools <ul><li>These Facebook marketing tools help you drive distribution through user connections </li></ul>On Facebook Pages Events Applications Across the Web Share & Connect
  10. 10. Measurement and analytics <ul><li>Passive measurement </li></ul><ul><li>Active measurement </li></ul>
  11. 11. 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
  12. 12. Passive measurement <ul><li>Lexicon measures social interactions and demographics. </li></ul>
  13. 13. Passive measurement <ul><li>Ad tools can help you understand who is out there </li></ul>
  14. 14. <ul><li>Discover who’s engaging with your business and how. </li></ul><ul><li>Demographic data may confirm your suspicions or lead you in a new direction </li></ul><ul><li>Make informed decisions based on how people interact with your content. </li></ul>Active Measurement

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