Opening keynote from mediabistro's Socialize Monetizing Social Media in Toronto on January 27, 2012 The topic: The past, present & future of measuring social media.

1. Past, Present and Future:
Measuring Social Media’s
Impact
@aknecht

2. What is Social Media
Social (noun):
an informal social gathering,
especially one organized by the
members of a particular club or group:
Source: Canadian Oxford Dictionary
@aknecht

3. What is Social Media
• Media (noun):
a medium of cultivation, conveyance,
or expression; - Source: Merriam-Webster
• an agency or means of doing
something; - Source: Canadian Oxford Dictionary
@aknecht

4. My Definition of Social Media
• Social Media (noun)
a variety of medium used to draw
together people with a common goal or
objective
Source: A. K’necht
• What was the 1st social medium you
used?
@aknecht

5. We All Started The Same Way
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6. The Evolution of Social Media
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7. Marketing
What is Social Media?
////////
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8. Social Marketing
Draws People Together
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9. Social Marketing
Draws People Together
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10. Social Marketing Through the Ages
• Gutenberg’s Printing Press (1440)
– Goal, make the bible accessible to all
@aknecht

11. Social Marketing Through the Ages
1789: Catechism of the
parliaments.
French government tried to
shut down printing press
Printed pamphlets & flyers
used to unite people in a
common cause and create
large crowds for protest
@aknecht

12. Social Marketing Through the Ages
• Gutenberg’s Printing Press
– Catalyst to the French Revolution
@aknecht

13. Social Media Through the Ages
• Sound familiar?
– The Arab Spring (Facebook & Twitter)
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14. Social As Marketing Tool
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15. Social As Marketing Tool
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16. Social Marketing 80’ Style
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17. Social Marketing 80’ Style
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18. How Big is Your Social Fire?
And How Do You Measure It?
@aknecht

19. Measure the Right Stuff
• Bigger fires don’t always mean:
– More site traffic
– More in-store sales
– More online sales
– More profit
@aknecht

20. Measuring Your Fire/Success
• Fires require 3 things to be successful
– Kindling & Fuel
– Oxygen
– Spark/Heat
• How do you measure these?
@aknecht

21. Fuel/Kindling
• Followers
• Fans
• Contacts
• Head Count
@aknecht

22. The Oxygen
• Your Content
• Does it motivate people
• Does the message help generate the
necessary heat/ignition
@aknecht

23. The Heat
• Is the content being passed on/acted on
• Measure
– Likes/Shares
– Comments
– Retweets
– G+
– etc
@aknecht

24. Need Balance
• If you don’t have the right mix of fuel,
oxygen and heat
• You get
@aknecht

25. Need Balance
• If you don’t have the right mix of fuel,
oxygen and heat
• You get
@aknecht

26. The Future of Social
Measurement
• Think old school/back to the basics
– Overall success for fun & profit
relates to volume & quality changes in
• Fuel (audience)
• Oxygen (amount of content published)
• Heat (shares & actions)
• Creating a successful camp fire
@aknecht

27. Measure Attraction Not BTUs
Build camp fires - not forest fires
• Draw your community in
• Don’t drive people away
@aknecht

28. Final Thoughts
• In the immortal words of the
Barenaked Ladies “It’s all been done
before”
• Let’s stop reinventing the wheel,
instead learn from history to use it
more wisely!
@aknecht

29. Thank You
Alan K’necht
alan@DigitalAlwaysMedia.com
@aknecht
Just type my name into
Google
@aknecht

30. Thank You
Alan K’necht
alan@DigitalAlwaysMedia.com
@aknecht
Just type my name into
Google
@aknecht