Valore assoluto, valore economico, valore di mercato, valore sociale, valore di business, valore … Qualche spunto su come ...
Misurare? <ul><li>Cosa voglio misurare?  </li></ul><ul><li>Quale aspetto del Social network mi interessa?  </li></ul><ul><...
Social Network 6 Gli elementi principali che caratterizzando il Web 2.0 -Elaborazione L.Grivet 2006 FONTE
Definire Social Network o rete sociale <ul><li>Social networking </li></ul><ul><ul><li>Facebook, Myspace, Linkedin, Xing S...
Leggi di valore per i social network (Diagram Source:  That   Sneaky   Exponential—Beyond   Metcalfe’ s  Law   to  the Pow...
Il valore “di mercato” di una rete <ul><li>Non tutti i social network sono uguali in termini di valore di mercato.  </li><...
Valore sociale come valore Economico sociale economico FONTE
Social network analysis (SNA) <ul><li>Social network analysis (SNA) is the mapping and measuring of relationships and flow...
L’analisi delle reti (SNA) qualche indicatore “accademico” <ul><li>Connections: social integration   </li></ul><ul><ul><li...
Indicatori di “Business”: Hype Cycle e misurazione  Pageview Visits Unique User Clickthrough 1997 2001 2004 Keyword Pagera...
Misurare il business:  Social Networking <ul><li>Obiettivo di business di un social network </li></ul><ul><li>Crescita in ...
Social Networking advertising revenue KPI’s <ul><li>KPI </li></ul><ul><ul><li>Advertising Revenue  </li></ul></ul><ul><ul>...
User engagement <ul><li>Fattore critico di successo,  gli Engaged users:  </li></ul><ul><ul><li>tornano / sono fedeli  </l...
Measuring a blog <ul><li>Here are the important metrics / KPI’s (Key Performance Indicators) for measuring success of yo...
Tools Other   AFFINITY ANALYSIS  Understand the interplay between site section, content, media, features, and groups MEMBE...
Google Analytics <ul><li>Panoramica obiettivi </li></ul><ul><ul><li>Che cosa sono gli obiettivi? </li></ul></ul><ul><ul><u...
Ads by Grivet L.Grivet [email_address] www.bizmo.it
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Qualche spunto sul misurare i social network - Barcamp Torino 2008 - Luca Grivet

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Qualche spunto sul misurare i social network - Barcamp Torino 2008 - Luca Grivet

  1. 1. Valore assoluto, valore economico, valore di mercato, valore sociale, valore di business, valore … Qualche spunto su come misurare le reti sociali L.Grivet [email_address] www.bizmo.it Some slide are intentionally in English and others in Italian
  2. 2. Misurare? <ul><li>Cosa voglio misurare? </li></ul><ul><li>Quale aspetto del Social network mi interessa? </li></ul><ul><ul><li>Quale fenomeno identificare </li></ul></ul><ul><ul><li>Cosa misurare </li></ul></ul><ul><ul><li>Cosa Confrontare </li></ul></ul><ul><ul><li>Cosa valorizzare </li></ul></ul><ul><li>Come lo misuro? </li></ul><ul><ul><li>Quali KPI </li></ul></ul><ul><ul><li>Quali Strumenti </li></ul></ul>NOW PLAYING: Luca Grivet “Qualche spunto su come misurare le reti sociali ” ……
  3. 3. Social Network 6 Gli elementi principali che caratterizzando il Web 2.0 -Elaborazione L.Grivet 2006 FONTE
  4. 4. Definire Social Network o rete sociale <ul><li>Social networking </li></ul><ul><ul><li>Facebook, Myspace, Linkedin, Xing StudiVZ </li></ul></ul><ul><ul><li>Other web property engaged in Social Media activities (somehow blogs). </li></ul></ul><ul><li>Convergenza funzionale tra tool 2.0 </li></ul><ul><ul><li>Social Networking apps… </li></ul></ul><ul><ul><li>Blogging… </li></ul></ul><ul><ul><li>Social media… </li></ul></ul>Due tipologie ? FONTE
  5. 5. Leggi di valore per i social network (Diagram Source: That Sneaky Exponential—Beyond Metcalfe’ s Law to the Power of Community Building ) FONTE
  6. 6. Il valore “di mercato” di una rete <ul><li>Non tutti i social network sono uguali in termini di valore di mercato. </li></ul>4 December , 2007 25 October , 2007 24 February , 2007 FONTE
  7. 7. Valore sociale come valore Economico sociale economico FONTE
  8. 8. Social network analysis (SNA) <ul><li>Social network analysis (SNA) is the mapping and measuring of relationships and flows between people, groups, organizations, computers, web sites, and other information/knowledge processing entities. </li></ul>Many tools: NetMiner InFlowPro …
  9. 9. L’analisi delle reti (SNA) qualche indicatore “accademico” <ul><li>Connections: social integration </li></ul><ul><ul><li>Size: </li></ul></ul><ul><ul><ul><li>numbers of actors, number of possible directed and undirected ties &quot;potential&quot; </li></ul></ul></ul><ul><ul><ul><li>measures &quot;power&quot; of community, size is a major cause of structural variation </li></ul></ul></ul><ul><ul><li>Density: </li></ul></ul><ul><ul><ul><li>numbers of ties/potential, effects of size on density </li></ul></ul></ul><ul><ul><ul><li>measures solidarity, ability to respond, &quot;complexity&quot; </li></ul></ul></ul><ul><ul><li>Degree: </li></ul></ul><ul><ul><ul><li>of a point: in and out degree, centrality and influence </li></ul></ul></ul><ul><ul><ul><li>of the whole: mean=connectedness, variance=presence of &quot;holes&quot; </li></ul></ul></ul><ul><ul><li>Reachability: </li></ul></ul><ul><ul><ul><li>connected and disconnected graphs </li></ul></ul></ul><ul><ul><ul><li>components </li></ul></ul></ul><ul><ul><ul><li>pendants and isolates </li></ul></ul></ul><ul><ul><li>Reciprocity and Transitivity: </li></ul></ul><ul><ul><ul><li>reciprocity and bonded ties as cohesion/integration </li></ul></ul></ul><ul><ul><ul><li>transitive triads as Simmelian &quot;integrated&quot; social structures </li></ul></ul></ul><ul><li>Distance: social differentiation </li></ul><ul><ul><li>Walks, trails, paths, etc. </li></ul></ul><ul><ul><ul><li>&quot;social distance&quot; as &quot;path length&quot; </li></ul></ul></ul><ul><ul><ul><li>numbers of connections reduce vulnerability and dependency </li></ul></ul></ul><ul><ul><li>Geodesic distance and diameter </li></ul></ul><ul><ul><ul><li>geodesic as &quot;efficient&quot; distance, number of geodesics </li></ul></ul></ul><ul><ul><ul><li>diameter as the largest geodesic distance in the (connected) graph </li></ul></ul></ul><ul><ul><li>Flow, cohesion, and influence </li></ul></ul><ul><ul><ul><li>are social structures &quot;efficient?&quot; Influence and solidarity/cohesion </li></ul></ul></ul><ul><ul><ul><li>using all distances and connections, weighting schemes </li></ul></ul></ul>http://faculty.ucr.edu/~ hanneman/soc157/06_BasicNetworkMeasures.html Department of Sociology at the University of California, Riverside .
  10. 10. Indicatori di “Business”: Hype Cycle e misurazione Pageview Visits Unique User Clickthrough 1997 2001 2004 Keyword Pagerank Feed Commenti UGC Molti Indicatori proposti Indicatori a tendere ? Nuovi tool ? Engagement Subscribers Active Users Engagemet Clicktrought RSS e Citazione “quote” Conversione in rete Traffico sul sito Partecipazione e contenuti degli utenti Contributo dell’autore o proprietario del sito Fenomeni da misurare Fenomeni consolidati
  11. 11. Misurare il business: Social Networking <ul><li>Obiettivo di business di un social network </li></ul><ul><li>Crescita in termini di: </li></ul><ul><ul><ul><li>Volumi di Advertising </li></ul></ul></ul><ul><ul><ul><li>Entrate a fronte di account premium </li></ul></ul></ul><ul><ul><ul><li>Engagement </li></ul></ul></ul><ul><li>Necessitano dei relativi KPI </li></ul>L.Grivet © 2008 WEB INDICATOR FRAMEWORK - Pageview - Visits - Unique User - … - Indicatori assoluti KPIs (Key Performance Indicators) Impatto sugli obiettivi di business Indicatori Specifici per tipo di business/site - Pagerank - Alexa – Technorati - Blogbabel - … - Ranking Content & Advertising Ecommerce Lead Gen. Customer Support Social Net.
  12. 12. Social Networking advertising revenue KPI’s <ul><li>KPI </li></ul><ul><ul><li>Advertising Revenue </li></ul></ul><ul><ul><li>Visits per week </li></ul></ul><ul><ul><li>Ad units per visit* = size of your Ad inventory </li></ul></ul><ul><ul><li>Ads served* = actual number of revenue generating banners or other media type served in those units. </li></ul></ul><ul><ul><li>Ad CTR </li></ul></ul><ul><li>Audience secondaria “beyond the click ” Social network user engagement action metrics : </li></ul><ul><li>- Forwarded advertiser content - Endorsed advertiser content - Rated advertiser content - ..and other obvious types of engagement with an advertisers content </li></ul>What and how to measure Social Networking websites posted by Dennis R. Mortensen Sunday, July 15, 2007
  13. 13. User engagement <ul><li>Fattore critico di successo, gli Engaged users: </li></ul><ul><ul><li>tornano / sono fedeli </li></ul></ul><ul><ul><li>partecipano al network </li></ul></ul><ul><ul><li>lo promuovono WOM </li></ul></ul><ul><ul><li>Generano revenues (elevato time on site) </li></ul></ul><ul><ul><li>Contesto win-win-win user-SN-advertiser. </li></ul></ul>Social Media Committee of the Web Analytics Association <ul><li>Page Views </li></ul><ul><li>Link Clicks </li></ul><ul><li>Ajax Form Submission </li></ul><ul><li>Click-to-Play </li></ul><ul><li>The number of engaged users is calculated by putting all of these touch points together. We display this as the number of &quot;Daily Active Users.“ </li></ul><ul><li>Engagement - defining social network engagement metrics </li></ul><ul><li>Social Network User Engagement estimate: </li></ul><ul><li>Degree depth visitor interaction on the website </li></ul><ul><li>against a clearly defined set of measurable goals. </li></ul><ul><li>KPI </li></ul><ul><ul><li>User Engagement* = custom session metric = (parametri pages viewed, time spent on site, time since last login, comments or other content submitted, subscribed to a feed or alert, …) </li></ul></ul><ul><ul><li>Anonymous visitors to members conversion rate* </li></ul></ul><ul><ul><li>Active member length </li></ul></ul><ul><ul><li>Time since last login </li></ul></ul><ul><ul><li>Total time spent on site </li></ul></ul>What and how to measure Social Networking websites posted by Dennis R. Mortensen Sunday, July 15, 2007 Social Networking , the fabric of global internet Published on Aug 1st, 2007 in Web Analytics - User profile completion level - Premium member level KEEP IT SIMPLE !!! SIMPLE WILL WIN
  14. 14. Measuring a blog <ul><li>Here are the important metrics / KPI’s (Key Performance Indicators) for measuring success of your blog: </li></ul><ul><ul><li>Raw Author Contribution (posts & words in post) </li></ul></ul><ul><ul><li>Unique Blog Readers (content consumption – Unique Visitors & Feed Subscribers) </li></ul></ul><ul><ul><li>Conversation Rate (measuring success in a social medium) </li></ul></ul><ul><ul><li>Technorati “Authority” (measuring your impact on the world!) </li></ul></ul><ul><ul><li>Cost / Return on Investment (what’s in it for you/your business) </li></ul></ul>Occam’ s Razor by Avinash Kaushik Tips For Measuring Success Of Your Blog (365 Days In Numbers ) Avinash Kaushik Google Analytics Evangelist http://www.kaushik.net/avinash/
  15. 15. Tools Other AFFINITY ANALYSIS Understand the interplay between site section, content, media, features, and groups MEMBER PARTICIPATION Understand which site members’ content is driving the most subscriptions, increased visits and other measurements of success MATURITY OPTIMIZATION Understand the life-cycle of user-generated content to optimize media effectiveness INFLUENCE ANALYSIS Determine the contribution of content to overall site success POPULARITY ANALYSIS Determine which content is most frequently accessed then optimize position and ranking Some tool exists (if you are a big company)
  16. 16. Google Analytics <ul><li>Panoramica obiettivi </li></ul><ul><ul><li>Che cosa sono gli obiettivi? </li></ul></ul><ul><ul><ul><li>Le conversioni agli obiettivi rappresentano il principale parametro di valutazione dell'effettivo raggiungimento degli obiettivi aziendali del sito. L'obiettivo è la pagina del sito web raggiunta dal visitatore che effettua un acquisto o completa un'altra operazione desiderata, ad esempio una registrazione o un download. </li></ul></ul></ul><ul><li>In che modo mi possono aiutare gli obiettivi? </li></ul><ul><ul><ul><li>Una volta impostati gli obiettivi, puoi visualizzare i tassi di conversione e il valore monetario del traffico ricevuto. Puoi anche definire un &quot;percorso di canalizzazione&quot; per ogni obiettivo. Un percorso di canalizzazione è il percorso che desideri venga seguito dai visitatori per raggiungere un obiettivo. La definizione di un percorso di canalizzazione ti consente di monitorare la frequenza con cui i visitatori che iniziano un processo di conversione alla fine lo completano. </li></ul></ul></ul><ul><li>Tra gli esempi di obiettivi vi sono: </li></ul><ul><ul><li>Pagine &quot;di ringraziamento per la registrazione&quot; </li></ul></ul><ul><ul><li>ricevute </li></ul></ul><ul><ul><li>conferme itinerari di volo </li></ul></ul><ul><ul><li>Pagina &quot;di completamento del download&quot; </li></ul></ul>FREE APPROACH Somehow you can use the Google Objectives
  17. 17. Ads by Grivet L.Grivet [email_address] www.bizmo.it

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