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Jeff Ferguson

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Jeff Ferguson

  1. 1. THE GREAT LIE OF THE NEWSOCIAL MEDIA METRICSJeff Ferguson // CEO, Fang Digital MarketingAllFacebook Conference East 2012
  2. 2. THE LIKE IS A LIE
  3. 3. BEFORE I BREAK YOURHEART EVEN FURTHER…
  4. 4. A REAL QUICK INTRO ON BILLJAMES AND SABREMETRICS
  5. 5. Runs Created = (Hits + Walks) X Total Bases (At Bats + Walks)
  6. 6. $1,400,0001,4001,200 Regular Seaon Games Won Cost per Win1,000 800 600 400 $260,000 200 103 103 0 New York Yankees Oakland As
  7. 7. THE ERROR OF CHASING THELIKE
  8. 8. “What is an error?“It is, without exception, the only major statistic in sports which is a record of what an observer thinks should have been accomplished.“But the fact of a baseball error is that no play has been made but that the scorer thinks it should have. “It is, uniquely, a record of opinions.” -- Bill James, 1977
  9. 9. “The statistics were not merely inadequate; they lied.And the lies they told led the people who ranmajor league baseball teams to misjudge their players, and mismanage their games.” -- Michael Lewis, author of Moneyball
  10. 10. “If I’d asked people what they wanted,they would have asked for a better horse.” -- Henry Ford
  11. 11. Facebook Likes are the Website “hits” of the 21 st century.
  12. 12. 3 Signs You’re Chasing a WorthlessMetric1. Its really easy to game the system or flat out buy that metric directly2. Its near worthless when you compare similar numbers3. It doesnt tie back to your core metrics
  13. 13. 3 Signs You’re Chasing a WorthlessMetric1. Its really easy to game the system or flat out buy that metric directly2. Its near worthless when you compare similar numbers3. It doesnt tie back to your core metrics
  14. 14. 3 Signs You’re Chasing a WorthlessMetric1. Its really easy to game the system or flat out buy that metric directly2. Its near worthless when you compare similar numbers3. It doesnt tie back to your core metrics
  15. 15. 3 Signs You’re Chasing a WorthlessMetric1. Its really easy to game the system or flat out buy that metric directly2. Its near worthless when you compare similar numbers3. It doesnt tie back to your core metrics
  16. 16. ROI doesnt change with eachnew media channel that comes on the scene.
  17. 17. ROI doesnt change with eachnew media channel that comes on the scene.
  18. 18. THE REDEMPTION OF THELIKE
  19. 19. Runs Created = (Hits + Walks) X Total Bases (At Bats + Walks)
  20. 20. OPS = AB * (H + BB + HBP) + TB * (AB + BB + SF + HBP) AB * (AB + BB + SF + HBP)
  21. 21. Avinash Kaushik - Digital Marketing Evangelist, Google http://bit.ly/UcTLCc
  22. 22. IT’S HARD NOT TO BEROMANTIC ABOUT BASEBALL
  23. 23. JEFF FERGUSON CEO & Lead Consultant jeff@fangdigital.com @fangdigital & @countxero

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