Social Media Measurement for Consumers (aka #FunData): SXSWi 2013
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SXSWi 2013 Talk on Using Social Media Data as a Consumer. Social Media Was Fun. Has Measurement Killed It? Our answer: NO! Description: Our culture is becoming more and more obsessed with data each day. Why? It's fun. Many people argue that measurement has killed social media – it’s let the marketers take over! But, the same data marketers use can be used by individuals. And it doesn't require a data science degree to enjoy. The data is out there. It's accessible, and you can consume it, visualize it, and act on it. Panel page: http://schedule.sxsw.com/2013/events/event_IAP5410 Rate it here: http://sxsw.tv/d51
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Social Media Measurement for Consumers (aka #FunData): SXSWi 2013
- 1. Social Media Used to Be Fun. Has Measurement Killed It? #FunData
- 2. Agenda • Be a better friend. • Build your presence. • Understand your persona. • Discover new trends first. • Democratize marketing of yourself. • Gamify with social data. • Have a better love life. 2
- 3. Who We Are: Adam Adam Schoenfeld CEO & co-founder, Simply Measured @schoeny @simplymeasured 3
- 4. Who We Are: Matt Matt Thomson VP Business Development, Klout @daddymention @klout 4
- 5. Background 5
- 6. Social Media Was Fun 6
- 7. Then It Got Corporate Image78.tiff 7
- 9. For Good Reason… Instagram Audience & Engagement Growth for Top Brands Followers Engagement 14.0M Total Audience & Engagement 12.0M 10.0M 8.0M 5.8M 6.0M 4.2M 4.0M 3.1M 2.0M 0 August 1st, 2012 November 1st, 2012 February 1st, 2013 9
- 10. When Marketers Joined, Everything Got Measured & Optimized 10
- 11. Has This Killed Social Media? 11
- 12. • Brands being smart about social measurement, will led to better consumer experiences for all of us… • This data isn’t just for marketers, everyone can put it to use… 12
- 13. Brand Use Cases That Help You 13
- 14. Customer Service Aggregate Response Times vs. Expectations Total CS Responses (All Accounts) Researched Expecations 100% 100% 100% 95% 80% 67% 61% 60% 48% 42% 40% 32% 20% 0% Within a few days… Within 24 hours Within 1 hour Within 30 minutes 14
- 15. Loyalty 15
- 16. Social Data For All Of Us 16
- 17. Listen and Be a Better Friend Follower Topic Analysis # of Topic Matches % of Followers 1.2K 1,089 5% 4% 992 5% 1.0K 4% 943 940 4% 4% 4% 868 3% 4% 800 667 3% 660 3% 3% 610 2% 600 3% 2% 400 2% 1% 200 1% 0 0% 17
- 18. Build Your Presence 18
- 19. Understand Your Persona 19
- 20. 20
- 21. 2,000 4,000 6,000 10,000 12,000 0 8,000 1:00 AM 4:00 AM 7:00 AM 10:00 AM 1:00 PM 4:00 PM 7:00 PM 10:00 PM 1:00 AM 4:00 AM 7:00 AM 10:00 AM #SXSW Tweets: 2012 vs 2011 1:00 PM 4:00 PM 7:00 PM 2012 Tweets 10:00 PM 1:00 AM 4:00 AM 7:00 AM 10:00 AM 1:00 PM 21 4:00 PM 7:00 PM 10:00 PM Stay Ahead of Trends 1:00 AM 4:00 AM 7:00 AM 10:00 AM 1:00 PM 4:00 PM 7:00 PM 2011 Tweets 10:00 PM 1:00 AM 4:00 AM 7:00 AM 10:00 AM 1:00 PM 4:00 PM 7:00 PM 10:00 PM
- 22. 22
- 23. Gamify with Social Data Follower Growth: Top 10 Performers Relative Share of Engagement: Top 10 @dacort @robdaemon @aviel @yaauie 1.2% @otis @jchenry @schoeny @kung_fu_mike @bahoo @yaauie @asch 1.2% @crc @davidalukas 1.1% 4% 3% @kung_fu_mike 1.0% @otis 0.5% 5% 5% 23% @agasthya1 0.5% 7% @robdaemon 0.4% 10% @aviel 0.3% 18% @schoeny 0.2% 12% @josephholsten 0.2% 13% 0.0% 0.5% 1.0% 1.5% 23
- 24. Top 10 Users Driving Visits to Your Site 70 jcroft 60 dacort schoeny 50 simplymeasured 40 ginovalente Visits 30 KristinEide nsmitha 20 KevinSaysThings 10 JeffGibb otis 0 0 2,000 4,000 6,000 8,000 10.0K 12.0K 14.0K 16.0K Followers 24
- 25. 25
- 26. Getting Started 26
- 27. Recap • Be a better friend. • Build your presence. • Understand your persona. • Discover new trends first. • Democratize marketing of yourself. • Gamify with social data. • Have a better love life. 27
Editor's Notes
- Teach you how to learn from brands.
- TakeawaySome measurement allows us to be better recognized for what we already love to do and talk about.To DoPicture of best Perks
- Analyze your network like a brand… learn about your connections.What do they like?Who are you attracting on social networks?What gifts should you buy? What things do your friends care about?Just like brands do customers research… your can do friend research.ACTION:
- If you care about your social presence as a representation of yourself, why not optimize a bit?Brands do this, so can individuals. Which funny cat picture did your friends like more?Which Vine video for SXSW? Do you get a better response on Instagram or Twitter when you post photos?
- Understand yourself
- Discover things early. What is the hot app?
- TakeawaySocial measurement is disrupting industries such as talent management, democratizing the ability to market oneself.Harrison Barnes and the Rolex case.Bring up ESPN article on Jamal Crawford.
- TakeawaySome of the everyday content that we create is a better indicator of who we should date and mate with than our own preconceptions of what we would like.Tawkify was the first company to use Klout Scores as a measurement of allure. In a series of blind experiments (the thirty couples we matched were not told we were using their Klout Scores), we’ve found that Klout Scores will predict the brilliance or dullness of match—-and how quickly people will click. But we’ve found that Klout Scores are an authentic measurement of sophistication, wit, cultural savvy, and appeal—-a much truer and more trustworthy measurement than the typical on-line dating site bull-hockey-factors of height, weight, and income. And we think we know why. On dating sites 81% people fib about their weight, height and how much money they make. (See Stephanie Rosenbloom’s New York Times article, “Love and Lies”). You can’t lie about your Klout Score.http://www.nytimes.com/2012/04/15/fashion/no-scrolling-required-at-new-dating-sites.html?pagewanted=2&_r=2&ref=style“I will use whatever tool I can use to help my instincts and my gut,” said Ms. Carroll, who reasons that people with high Klout scores are excellent communicators. “Once you get to know these people, then you feel the burden to make them happy,” she said. “They just want a companion to make dinner with.”