Social Media Perspectives


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Presentation held at Web Analytics Wednesday in Stockholm on the 15th of February 2009 by Jesper Åström.

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Social Media Perspectives

  1. 1. Social Media – a better Internet <ul><li>Presentation| Stockholm | 15th April 2009 </li></ul>
  2. 2. What is social media? Really?
  3. 3. is it… <ul><li>that Facebook has 175 miljon users </li></ul><ul><li>that there are 3 billion + images on Flickr </li></ul><ul><li>that there are 2 million Tweets per day on Twitter </li></ul><ul><li>57 million active blogs – according to Technorati </li></ul><ul><li>An infinite amount of formats, CPA-, PPC-, CPM-deals, Big Bangs, inMails </li></ul><ul><li>… that it is the hottest, coolest, wickeid shit around? </li></ul>
  4. 4. Well… probably not…! Being social is nothing new ….and there are loads of opinions about what social media really is all about…
  5. 5. What is social media? <ul><li>The Evangelists </li></ul><ul><li>Social media is a new way for people to communicate, create relations and build values through dialogue </li></ul><ul><li>Uses words such as </li></ul><ul><li>Transparency </li></ul><ul><li>Authenticity </li></ul><ul><li>Dialogue </li></ul><ul><li>Trust </li></ul><ul><li>The Marketers </li></ul><ul><li>Social media is a perfect channel to create fast and viral reach through contagious stories </li></ul><ul><li>Uses words such as </li></ul><ul><li>Word-of-mouth </li></ul><ul><li>Viral </li></ul><ul><li>Crowd sourcing </li></ul><ul><li>ROI </li></ul><ul><li>Dr Data </li></ul><ul><li>Social media is a bundle of platforms that collects linked and meta tagged data and allows for extraction of how this data is relates different aspects of the web </li></ul><ul><li>Uses words such as </li></ul><ul><li>Meta data </li></ul><ul><li>Clusters </li></ul><ul><li>Mining </li></ul><ul><li>Trends </li></ul>And the Critics says – IT’S A WASTE OF TIME
  6. 6. How does social media work? The marketers Contagious stories Shared between users Dr Data Users publish, meta tag, categorize, link data and files The Evangelists Dialogue between people Trust is created The users perspective – WTF… we just do stuff… Tagg TAGG TAGGAR TAGGAST TAGGARE TA TAG TAGGAD
  7. 7. How to make money from social media? The Marketers Large reach Sender known by receiver Increased conversion due to free ride on established trust between users Dr Data Strengthen the decision process What and who is the most important to prioritize Better decisions = lower costs and higher revenue The Evangelists Increased trust equals increased perceived value, hence increased surplus value or added value The Critics – You are not allowed to earn money on social media!
  8. 8. How to measure if your on the right track? KPI
  9. 9. KPI for social media? <ul><li>Two perspectives </li></ul><ul><li>On the website </li></ul><ul><li>Off the website </li></ul><ul><li>Tousand sets of data </li></ul><ul><li>Followers </li></ul><ul><li>Friends </li></ul><ul><li>Comments </li></ul><ul><li>Impressions </li></ul><ul><li>ReTweets </li></ul><ul><li>Back links </li></ul><ul><li>Track backs </li></ul><ul><li>Fans </li></ul><ul><li>Group members </li></ul><ul><li>Active group members </li></ul><ul><li>Etc. </li></ul>
  10. 10. KPI on the website? The Marketers Goal – Conversion How to measure Sums of x What to measure Back links Downloads Exit links to converting pages Converting keyword searches in internal search engine Dr Data Goal – Predictability How to measure Data type/Total - probabilities What to measure Referrers – funnels Tickets/tags - Associations The Evangelists Goal – Trust How to measure Change over time What to measure Recurring visits to the website Time on website from ref. domain. Retention Comment frequency
  11. 11. KPI outside the website? The Marketers Goal – Conversion How to measure Sums of x What to measure Viral factor Tempo -> time stamps Dr Data Goal – Predictability How to measure Depending on what goal association is What to measure Associations Meta tags Anchor texts The Evangelists Goal – Trust How to measure Change over time What to measure Mentions Durability -> time stamps Quotations
  12. 12. Now what? <ul><li>Share, enjoy, argue, complain.. </li></ul>
  13. 13. @JesperAstrom - Twitter <ul><li>Find me at: </li></ul>