Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

0915 omma metrics jim sterne

397 views

Published on

Published in: Business, News & Politics
  • Be the first to comment

  • Be the first to like this

0915 omma metrics jim sterne

  1. 1. The Human Side of<br />Social Media Metrics<br />Jim Sterne<br />
  2. 2. The Human Side of<br />Social Media Metrics<br />Jim Sterne<br />eMetrics <br />Marketing Optimization Summit<br />Web Analytics Association<br />
  3. 3. The Human Side of<br />Social Media Metrics<br />
  4. 4. The Human Side of<br />Social Media Metrics<br />Social Media Metrics<br />
  5. 5. The Human Side of<br />Social Media Metrics<br />The Human Side of Analytics<br />Social Media Metrics<br />
  6. 6. The Human Side of<br />Social Media Metrics<br />The Human Side of Social Media <br />The Human Side of Analytics<br />Social Media Metrics<br />
  7. 7. The Human Side of<br />Social Media Metrics<br />The Human Side of Social Media <br />The Human Side of Analytics<br />Social Media Metrics<br />
  8. 8. The Human Side of<br />Social Media Metrics*<br />The Human Side of Social Media <br />The Human Side of Analytics<br />Social Media Metrics<br />
  9. 9. The Human Side of<br />Social Media Metrics*<br />*As expressed through interpretive dance<br />The Human Side of Social Media <br />The Human Side of Analytics<br />Social Media Metrics<br />
  10. 10. The Human Side of<br />Social Media Metrics<br />
  11. 11. The Human Side of<br />Social MediaMetrics<br />
  12. 12. The Human Side of<br />Social Media Metrics<br />
  13. 13. The Human Side of<br />Social Media Metrics<br />
  14. 14. The Human Side of<br />Social Media Metrics<br />Awareness<br />
  15. 15.
  16. 16.
  17. 17.
  18. 18. Awareness<br />Reach<br />Frequency<br />
  19. 19. Awareness<br />Reach<br />What <br />Percent?<br />
  20. 20. Awareness<br />Reach<br />In N. America<br />What <br />Percent?<br />
  21. 21. Awareness<br />Reach<br />In N. America<br />Who read X<br />What <br />Percent?<br />
  22. 22.
  23. 23.
  24. 24.
  25. 25. Battery, Wallop & Decker<br />
  26. 26.
  27. 27. Awareness<br />Reach<br />In N. America<br />Who read X<br />What <br />Percent?<br />
  28. 28. Frequency<br />How often?<br />12% Reach * 3 exposures at $X = $Y response<br />12% Reach * 6 exposures at $XX = $YYY response <br />
  29. 29. Frequency<br />How often?<br />12% Reach * 3 exposures at $X = $Y response<br />12% Reach * 6 exposures at $XX = $YYY response <br />12% Reach * 9 exposures at $XXX = $YYY response<br />
  30. 30. Frequency<br />How often?<br />12% Reach * 3 exposures at $X = $Y response<br />12% Reach * 6 exposures at $XX = $YYY response <br />12% Reach * 9 exposures at $XXX = $YYY response<br />
  31. 31. Opportunity to See<br />
  32. 32. BlogosphereMeasuring Your Own Blog<br />RSS Subscribers<br />Readers per post<br />
  33. 33. Opportunity to See is now<br />Opportunity to Share<br />
  34. 34.
  35. 35. Measuring AwarenessFamiliarity<br />Recognize brand<br />Attribute themes & qualities<br />
  36. 36. Measuring AwarenessFamiliarity<br />Recognize brand<br />Attribute themes & qualities<br />
  37. 37. Measuring AwarenessFamiliarity<br />Recognize brand<br />Attribute themes & qualities<br />
  38. 38. Measuring AwarenessFamiliarity<br />Recognize brand<br />Attribute themes & qualities<br />Finger <br />Lickin’ <br />Good <br />Convenient<br />Inexpensive<br />Tasty<br />Fast<br />
  39. 39.
  40. 40.
  41. 41.
  42. 42. When it absolutely, positively<br />has to __ ____ _________<br />
  43. 43. Measuring Awareness<br />How many people had <br /> the opportunity to see?<br />How many people saw?<br />How many people remembered?<br />
  44. 44. The Human Side of<br />Social Media<br />Awareness<br />
  45. 45. The Human Side of<br />Social Media<br />Awareness<br />Attitude<br />
  46. 46. Measuring Attitude<br />Online Metrics<br /> Positive<br /> Negative<br /> Net Promoter Score<br />
  47. 47. Context Sensitive<br />Positive or Negative? <br /> This pot roast is delicious<br /> This pot roast is the worst I’ve ever tasted<br /> This pot roast is inedible<br /> This pot roast is better than your mother’s<br />
  48. 48. Inflection Sensitive<br /> 1 2 3 4 5 6 7<br />"I never said she stole my money”<br />
  49. 49. Sentiment Analysis<br />Is it accurate?<br /> It is directional<br />Is it trustworthy?<br /> Yes<br />Is it actionable?<br /> Yes<br />
  50. 50.
  51. 51.
  52. 52. Measuring Awareness<br />How many people had <br /> the opportunity to see?<br />How many people saw?<br />How many people remembered?<br />Did they remember it fondly?<br />
  53. 53. The Human Side of<br />Social Media<br />Awareness<br />Attitude<br />
  54. 54. The Human Side of<br />Social Media<br />Awareness<br />Attitude<br />Influence<br />
  55. 55. Influence (aka P.R.)<br />
  56. 56.
  57. 57. Measuring Influence<br />Influences<br />thousands<br />Influences<br />tens of<br />thousands<br />Influences<br />millions<br />Which has more social media metrics influence??<br />Reach, Frequency, Awareness, Audience<br />
  58. 58. Influential Topics<br />
  59. 59. Influential Topics<br />
  60. 60. Measuring our own influence on public opinion<br />Survey  Run an Ad  Survey<br />Measuring Influence<br />
  61. 61. The Human Side of<br />Social Media<br />Awareness<br />Attitude<br />Influence<br />
  62. 62. The Human Side of<br />Social Media<br />Awareness<br />Attitude<br />Influence<br />Context<br />
  63. 63. Measuring the Sociosphere<br />
  64. 64. Measuring the Blogosphere<br />
  65. 65. Competitive Quantity & Polarity<br />A.<br />B.<br />C.<br />
  66. 66.  7,196 tweets per second<br />
  67. 67.
  68. 68. Influence/Sentiment Tracking<br />
  69. 69. Why Didn’t We Go Viral?<br />
  70. 70. The Human Side of<br />Social Media<br />Awareness<br />Attitude<br />Influence<br />Context<br />
  71. 71. The Human Side of<br />Social Media<br />Awareness<br />Attitude<br />Influence<br />Context<br />Actions<br />
  72. 72. Measuring Action<br />Social Actions<br />Like<br />Follow<br />Retweet<br />Blog Post<br />Blog Comment<br />Rating<br />Bookmark<br />Recommend<br />
  73. 73. Do you me? that movie?this restaurant?their new song?that social network?<br />
  74. 74. Asch Conformity Experiments<br />
  75. 75. Asch Conformity Experiments<br />one cohort = no influence <br />two cohorts = small influence<br />three or more cohorts = tendency to conform<br />
  76. 76.
  77. 77. Measuring Action<br />Social Actions<br />Like<br />Follow<br />Retweet<br />Blog Post<br />Blog Comment<br />Rating<br />Bookmark<br />Recommend<br />
  78. 78. Measuring Action<br />Social Actions<br />Like<br />Follow<br />Retweet<br />Blog Post<br />Blog Comment<br />Rating<br />Bookmark<br />Recommend<br />
  79. 79. Measuring Action<br />Business Actions<br />Social Actions<br />Like<br />Follow<br />Retweet<br />Blog Post<br />Blog Comment<br />Rating<br />Bookmark<br />Recommend<br />Click<br />Visit<br />Subscribe<br />Join<br />Register<br />Take Survey <br />Qualify as a Lead<br />Purchase<br />
  80. 80. How can you track influence?<br />Keyword<br />Keyword<br />Keyword<br />http://www.example.com/h4gwre34gf<br />http://www.example.com/r634gf6r<br />http://www.example.com/henry.php<br />http://www.example.com/bolg23<br />http://www.example.com/34gfahdf74<br />
  81. 81. How can you track influence?<br />Keyword<br />Keyword<br />Your Wonderful Website<br />Keyword<br />http://www.example.com/post237<br />http://www.example.com/AllAboutMe<br />http://www.example.com/henry.php<br />http://www.example.com/bolg23<br />http://www.example.com/34gfahdf74<br />
  82. 82. How can you track influence?<br />Keyword<br />Keyword<br />Your Wonderful Website<br />Keyword<br />http://www.example.com/post237<br />http://www.example.com/AllAboutMe<br />http://www.example.com/henry.php<br />http://www.example.com/bolg23<br />http://www.example.com/34gfahdf74<br />
  83. 83.
  84. 84. Measuring Action<br />Business Actions<br />Social Actions<br />Like<br />Follow<br />Retweet<br />Blog Post<br />Blog Comment<br />Rating<br />Bookmark<br />Recommend<br />Click<br />Visit<br />Subscribe<br />Join<br />Register<br />Take Survey <br />Qualify as a Lead<br />Purchase<br />
  85. 85. The Human Side of<br />Social Media<br />Awareness<br />Attitude<br />Influence<br />Context<br />Actions<br />
  86. 86. The Human Side of<br />Social Media<br />Awareness<br />Attitude<br />Influence<br />Context<br />Actions<br />Value<br />
  87. 87. How Much is a Social MediaParticipant Worth?<br />
  88. 88. How Much is a Social MediaParticipant Worth?<br /> Web site Email Search Marketing<br /> Banners TV Search Optimization<br /> Sponsorship SMS Tele Marketing<br /> Direct Mail Print Affiliate Marketing<br /> Webinar Video Social Networks<br /> Podcast Blog Behavioral Targeting<br /> Outdoor Twitter Microsites<br /> Events Viral Location Based <br />
  89. 89.
  90. 90.
  91. 91.
  92. 92.
  93. 93. How Much is a Social MediaParticipant Worth?<br />
  94. 94. How Much is a Social MediaParticipant Worth?<br />7.25¢<br />
  95. 95. How Much is a Social MediaParticipant Worth?<br />If:<br />10,000 people are talking about shampoo<br />
  96. 96.
  97. 97. How Much is a Social MediaParticipant Worth?<br />If:<br />10,000 people are talking about shampoo<br />And, a new customer has a lifetime value of $29 (profit)<br />
  98. 98. How Much is a Social MediaParticipant Worth?<br />If:<br />10,000 people are talking about shampoo<br />And, a new customer has a lifetime value of $29 (profit)<br />And, joining that conversation causes 5% of them to try<br />
  99. 99. How Much is a Social MediaParticipant Worth?<br />If:<br />10,000 people are talking about shampoo<br />And, a new customer has a lifetime value of $29 (profit)<br />And, joining that conversation causes 5% of them to try<br />And 5% of those remain loyal<br />
  100. 100. How Much is a Social MediaParticipant Worth?<br />If:<br />10,000 people are talking about shampoo<br />And, a new customer has a lifetime value of $29 (profit)<br />And, joining that conversation causes 5% of them to try<br />And 5% of those remain loyal<br />Then:<br />10,000 x 5% = 500<br />500 x 5% = 25<br />25 x $29 = $725<br />725/10,000 = $0.0725 per participant <br />= 7.25 ¢<br />
  101. 101. How Much is a Social MediaParticipant Worth?<br />7.25¢<br />
  102. 102. How Much is a Social MediaParticipant Worth?<br />$ 7.25 million<br />
  103. 103. Relevancy<br />Put the right message<br />In front of the right person<br />At the right time<br />Get the right message<br />from the right people<br />at the right time<br />
  104. 104. Crowdsourcing<br />
  105. 105. Crowdsourcing<br />
  106. 106. Relevancy<br />Put the right message<br />In front of the right person<br />At the right time<br />Get the right message<br />from the right people<br />at the right time<br />
  107. 107. How Much is Social Media Improving Your Business Outcomes?<br />Click<br />Visit<br />Subscribe<br />Join<br />Register<br />Take Survey <br />Qualify as a Lead<br />Purchase<br />Input<br />
  108. 108. The Human Side of<br />Social Media<br />Awareness<br />Attitude<br />Influence<br />Context<br />Actions<br />Value<br />
  109. 109. The Human Side of<br />Social Media<br />
  110. 110. The Human Side of<br /> Metrics<br />
  111. 111. Data is widely available -<br /> What is scarce is the ability <br /> to extract wisdom from it<br />Hal Varian, Chief Economist, Google<br />
  112. 112. Explaining What We Do<br />We Say: They Hear:<br />Visits Blah<br />Visitors Blah, blah<br />Stickiness Blah, blah<br />Conversion Blah, blah, blah<br />Bounce Rate Blah, blah, blah<br />Path Analysis Blah, blah, blah, blah<br />View Through Blah, blah, blah, blah<br />Abandonment Blah, blah, blah, blah<br />Last Click Attribution Blah, blah, blah, blah, blah<br />Twitter Acceleration Ratios Blah, blah, blah, blah, blah, blah<br />
  113. 113. You Will be a Successful AnalystWhen You<br />Tie things to the bottom line<br />Tell stories instead of delivering reports<br />Tie those stories to individuals’ goals<br />
  114. 114. We <br /> Really<br /> Love<br />Puzzles<br />
  115. 115.
  116. 116.
  117. 117. The Peril of Trick Questions<br />Airplane crash<br />Bus ride<br />Bear hunt<br />
  118. 118.
  119. 119. Tie Things to the Bottom Line<br />Raise Revenue<br />Lower Costs<br />Increase Customer Satisfaction<br />“...the things that drive stock prices up or down.”<br /> Peter Sanborn, Microsoft<br />
  120. 120. You Will be a Successful AnalystWhen You<br />Tie things to the bottom line<br />Tell stories instead of delivering reports<br />Tie those stories to individuals’ goals<br />
  121. 121. Story=Empathy<br />Data =Calculation<br />
  122. 122. Story=Empathy<br />Data =Calculation<br />2,775 cars per hour<br />2,547 perpendicular spaces <br />9’ x 10’ average size <br />So...<br />Angle spaces <br />Cut size by .05% <br />Get 87 additional spaces Make it 6% easier for people to park<br />We can increase sales by 7% by re-striping the parking lot.<br />We've done the math and it looks promising.<br />
  123. 123.
  124. 124. Story=Empathy<br />Data =Calculation<br />47.25% of visitors complain about our navigation<br />How did you calculate that?<br />What did you ask?<br />My sister called - she can’t find the Buy button<br />How do we fix it?<br />
  125. 125.
  126. 126.
  127. 127. You Will be a Successful AnalystWhen You<br />Tie things to the bottom line<br />Tell stories instead of delivering reports<br />Tie those stories to individuals’ goals<br />
  128. 128. Tie Stories to Goals<br />DisplayAdvertising<br />Product Marketing<br />Public Relations<br />Ecommerce Team<br />Awareness<br />Acceptance<br />Interest <br />Embrace<br />
  129. 129. Tie Stories to Goals<br />DisplayAdvertising<br />Product Marketing<br />Public Relations<br />Ecommerce Team<br />Impressions<br />P&L<br />Mentions<br />Sales<br />Awareness<br />Acceptance<br />Interest <br />Embrace<br />
  130. 130. Tie Stories to Individual’s Goals<br />Transmission<br />Preference<br />Goal<br />Recognition<br />Money<br />Advancement<br />Power<br />Evasion<br />etc.<br />Visual<br />Auditory<br />Kinesthetic<br />etc.<br />
  131. 131. You Will be a Successful AnalystWhen You<br />Tie things to the bottom line<br />Tell stories instead of delivering reports<br />Tie those stories to individuals’ goals<br />
  132. 132. The Human Side of<br /> Metrics<br />Communication<br />
  133. 133. The Human Side of<br />Social Media<br />Deliver Value<br />
  134. 134. The Human Side of<br />Social Media Metrics<br />The Human Side of<br />Social Media Metrics*<br />Recap<br />Awareness<br />Attitude<br />Influence<br />Context<br />Actions<br />Value<br />Comminication<br />
  135. 135. The Human Side of<br />Social Media Metrics<br />The Human Side of<br />Social Media Metrics*<br />*As expressed through interpretive dance<br />
  136. 136. The Human Side of<br />Social Media Metrics*<br />Recap<br />More mediums than you can conceive<br />
  137. 137. The Human Side of<br />Social Media Metrics*<br />More mediums than you can conceive<br />Change what it means to achieve<br />
  138. 138. The Human Side of<br />Social Media Metrics*<br />More mediums than you can conceive<br />Change what it means to achieve<br />Get likes, friends and followers<br />
  139. 139. The Human Side of<br />Social Media Metrics*<br />More mediums than you can conceive<br />Change what it means to achieve<br />Get likes, friends and followers <br />From Davis to Delawares<br />
  140. 140. The Human Side of<br />Social Media Metrics*<br />More mediums than you can conceive<br />Change what it means to achieve<br />Get likes, friends and followers<br />From Davis to Delawares<br />But ‘tis better to give than receive<br />
  141. 141. The Human Side of<br />Social Media Metrics<br />
  142. 142. Social Media Metrics<br />Jim Sterne<br />eMetrics <br />Marketing Optimization Summit<br />Web Analytics Association<br />

×