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Redes en uruapan

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Redes en uruapan

  1. 1. Social Media Metrics andWeb Analytics Jim Sterne eMetrics.org
  2. 2. Social Media Metrics andWeb Analytics
  3. 3. Social Media Metrics andWeb Analytics
  4. 4. Social Media Metrics andWeb Analytics andEmail Metrics andSatisfaction Metrics andetc.
  5. 5. Social Media Metrics andWeb Analytics andEmail Metrics andSatisfaction Metrics andetc.
  6. 6. Social Media Metrics andWeb Analytics andEmail Metrics andSatisfaction Metrics andetc.
  7. 7. The Main Marketing Question How much to spend on each?Web site Email Search MarketingBanners TV Search OptimizationSponsorship SMS Tele MarketingDirect Mail Print Affiliate MarketingWebinar Video Social NetworksPodcast Blog Behavioral TargetingOutdoor Twitter MicrositesEvents Viral Location Based
  8. 8. The Main Marketing Question How much to spend on each?Web site Email Search MarketingBanners TV Search OptimizationSponsorship SMS Tele MarketingDirect Mail Print Affiliate MarketingWebinar Video Social NetworksPodcast Blog Behavioral TargetingOutdoor Twitter MicrositesEvents Viral Location Based
  9. 9. Marketing Metrics Success Customer Centricity View the world through customer-colored glasses
  10. 10. Company / Customer Communication Get Attention Educate Sell Help Relate
  11. 11. Company / Customer Communication Get Attention Advertising Educate Sell Help Relate
  12. 12. Company / Customer Communication Get Attention Advertising Educate Marketing Sell Help Relate
  13. 13. Company / Customer Communication Get Attention Advertising Educate Marketing Sell Sales Help Relate
  14. 14. Company / Customer Communication Get Attention Advertising Educate Marketing Sell Sales Help Customer Service Relate
  15. 15. Company / Customer Communication Get Attention Advertising Educate Marketing Sell Sales Help Customer Service Relate F2F, Phone, Email
  16. 16. Company / Customer Communication Get Attention Advertising Educate Marketing Sell Sales Help Customer Service Relate Social Media
  17. 17. Company / Customer Communication Get Attention Social Media Advertising Educate Marketing Social Media Sell Sales Media Social Help Social Media Relate Social Media
  18. 18. Social Media Metrics Definition:platforms that allow content to be easily shared
  19. 19. Types: Social Media MetricsForums & Message BoardsReviews & Opinion SitesSocial NetworksBloggingMicrobloggingBookmarkingMedia Sharing
  20. 20. Marketing Metrics Success Customer Centricity View the world through customer-colored glasses
  21. 21. The Selling CycleAdvertise Prospect Qualify Manage Leads Identify Solution Create Proposal Negotiate Close Sale Install Invoice Support
  22. 22. The Buying CycleBlissful ignorance Experience pain Seek information Discover solutions Compare options Create short list Negotiate Commit Recommend
  23. 23. Social Media Metrics Customer Centricity Gain Awareness Change Attitude Consider Influence Check Competition Affect Outcomes Generate Value
  24. 24. Social Media Metrics Customer Centricity Measure Awareness Measure Attitude Measure Influence Measure Competition Measure Outcomes Measure Value
  25. 25. Advertising MetricsReachFrequencyAwareness
  26. 26. Opportunity to See
  27. 27. BlogosphereMeasuring Your Own Blog RSS Subscribers Readers per post
  28. 28. Opportunity to See...Opportunity to Share
  29. 29. Opportunity to See...Opportunity to Share
  30. 30. Reach, Frequency & Awareness Virality
  31. 31. Social Media Metrics Customer Centricity Measure Awareness Measure Attitude Measure Influence Measure Competition Measure Outcomes Measure Value
  32. 32. Measuring AttitudeOnline Metrics On Your Site Positive Negative Net Promoter Score
  33. 33. Sentiment CheckingPositive 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.
  34. 34. Social Media Metrics Customer Centricity Measure Awareness Measure Attitude Measure Influence Measure Competition Measure Outcomes Measure Value
  35. 35. Measuring InfluenceInfluences Influences Influencesthousands hundreds of millions thousandsWhich one influences more web analysts??
  36. 36. Measuring InfluenceMeasuring our own influence on public opinion Survey  Run an Ad  Survey
  37. 37. Influential Topics
  38. 38. Influential Topics
  39. 39. Social Media Metrics Customer Centricity Measure Awareness Measure Attitude Measure Influence Measure Competition Measure Outcomes Measure Value
  40. 40. Measuring the Buzzosphere Share of Audience Share of Voice Share of Buzz Share of SharingAre we more visible than the competition?
  41. 41. Social Media Metrics Customer Centricity Measure Awareness Measure Attitude Measure Influence Measure Competition Measure Outcomes Measure Value
  42. 42. Measuring Outcomes Social Actions Like Follow Retweet Blog Post Blog Comment Rating Bookmark Recommend
  43. 43. Measuring OutcomesSocial Actions Business Outcomes Like Click Follow Visit Retweet Subscription Blog Post Membership Blog Comment Register Rating Take Survey Bookmark Lead Qualify Recommend Purchase
  44. 44. Measuring OutcomesSocial Metrics Web Analytics Like Click Follow Visit Retweet Subscription Blog Post Membership Blog Comment Register Rating Take Survey Bookmark Lead Qualify Recommend Purchase
  45. 45. Social Media Metrics Customer Centricity Measure Awareness Measure Attitude Measure Influence Measure Competition Measure Outcomes Measure Value
  46. 46. How Much is a Social Media Participant Worth?
  47. 47. How Much is a Social Media Participant Worth?Web site Email Search MarketingBanners TV Search OptimizationSponsorship SMS Tele MarketingDirect Mail Print Affiliate MarketingWebinar Video Social NetworksPodcast Blog Behavioral TargetingOutdoor Twitter MicrositesEvents Viral Location Based
  48. 48. How Much is a Social Media Participant Worth? $ .0725
  49. 49. How Much is a Social Media Participant Worth?If:10,000 people are talking about shampoo
  50. 50. How Much is a Social Media Participant Worth?If:10,000 people are talking about shampooAnd, a new customer has a lifetime value of $29 (profit)And, joining that conversation causes 5% of them to tryAnd 5% of those remain loyalThen: 10,000 x 5% = 500 500 x 5% = 25 25 x $29 = $725 725/10,000 = $0.0725 per participant = 7.25 ¢
  51. 51. How Much is a Social Media Participant Worth? $ .0725
  52. 52. How Much is a Social Media Participant Worth? $ .0725 million 725
  53. 53. RelevancyPut the right messageIn front of the right personAt the right time
  54. 54. RelevancyPut the right messageIn front of the right personAt the right timeGet the right messagefrom the right peopleat the right time
  55. 55. Crowdsourcing
  56. 56. Crowdsourcing
  57. 57. Social Media Metrics Web AnalyticsMeasure AwarenessMeasure AttitudeMeasure InfluenceMeasure CompetitionMeasure OutcomesMeasure Value
  58. 58. Social Media Metrics Web AnalyticsMeasure AwarenessMeasure AttitudeMeasure InfluenceMeasure CompetitionMeasure OutcomesMeasure ValueMeasure Input
  59. 59. Social Media Metrics andWeb Analytics Jim Sterne eMetrics.org

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