Man(agement) vs. Wild: The Call of the Free-Range Customer
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The document discusses the challenges of measuring social media engagement and relationships using traditional metrics like pageviews and clickthroughs. It argues that social media requires new metrics that focus on community, conversation, and connections rather than technology. Effective social media analytics must ask why and track real-time micro conversions, connections, and changes in communities over time. Goals and tasks should be revised as online conversations change.
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Man(agement) vs. Wild: The Call of the Free-Range Customer
- 1. Man(agement) vs. WildHeading the Call of the Free Range Customer Prepared for eMetrics DC October 20-22, 2009 Laura Lee S. Dooley, World Resources Institute
- 2. “Social media is all about relationships and relationships fail …” – Charlene Li How do we put a numeric value on relationship ??? http://www.flickr.com/photos/26304233@N00/2425651754/
- 3. Different metrics … http://www.flickr.com/photos/hypertypos/2967490176/ … different levels of engagement
- 4. Pageviews … http://www.flickr.com/photos/8418112@N04/3526002850/ … your site only!
- 5. Clickthroughs … http://www.flickr.com/photos/14881935@N08/2516293828/ … multiple sources & destinations
- 6. Visitors … hhttp://www.flickr.com/photos/92079962@N00/97170116/ … are they the right ppl? do they care/matter?
- 7. Friends, followers, fans … http://www.flickr.com/photos/twose/887903401/ … growth ≠ impact
- 8. Unfriend, unfollow, unfan … http://www.flickr.com/photos/twose/887903401 … changing community
- 9. Metrics timelines … http://www.flickr.com/photos/21313845@N04/2455120187/ … realtime, your time
- 10. Relationships … http://www.flickr.com/photos/73645804@N00/1384954600/ … how much are YOU worth?
- 11. Tools measuring the backend Twitalyzer – person or brand?
- 12. Social media analytics requires new metrics (c) Rick Harrison. http://www.flickr.com/photos/sovietuk/141381675/
- 13. Social Media Metrics Infinitely measurable web – NOT! Complex challenges = complex questions Why? Why? Why? Why? Translating data into action is difficult with time-lapse Social media should have social metrics Real time, downloadable, w/in tools Simple segmentation Tracking micro conversions Tracking connections
- 14. Getting beyond your website , page, profile
- 15. Twitter lists Twitter Lists (BETA)
- 18. Keep social mediafocused on• community • conversation • connections … not technology
- 19. What are you trying to do (goals)? How can you get it done (tasks)? Success = It’s done! Being willing to revise yourgoals/tasks as the online conversation changes.
- 20. Related Resources http://bit.ly/4DoCkm lldoolj2@gmail.com Search: “Laura Lee Dooley”
Editor's Notes
- Twitalyzer The Twitalyzer solution is our measure of " influence in Twitter" calculated based on: Your relative reach in Twitter, measured by the number of followers you have Your relative authority, measured by the number of times you are "retweeted" Your relative generosity, measured by the number of times you "retweet" others Your relative clout, measured by the number of times you are referenced by others Your relative velocity, measured by the number of updates you publish over a seven day period Brand Strength is the likelihood that your brand is being discussed in Twitter. A very simple calculation (brand citations divided by Twitter Search's data limit) we believe that for emerging brands that Brand Strength is an incredibly valuable measure. In the context of brand s, the signal-to-noise ratio describes the likelihood that a brand mention will be coupled with a URL or a hashtag of some kind. In both cases these URLs and hashtags may prove to be valuable for further research. Brand Favor is the ratio of citations that are generally positive to those that are generally negative. Keep in mind that, at least for the time being, we are using a very basic set of rules for determining "positive" and "negative" and so this measure is not hard and fast. Still, in our research the results vet well with a more exhaustive examination of the content of Tweets, and thusly we opt to present this measure. Brand Passion is a measure of the likelihood that individuals talking about your brand will do so repeatedly. For example, if you have a small group of very passionate brand advocates who talk about your products or brand all the time in Twitter you will have a higher Brand Passion score. Conversely if you have a 100% Brand Strength score and every one of the contributing updates are written by different people you will have a lower Brand Passion score. Clout is often thought of as "special advantage, pull, or influence" in the real world, as in "the senator's nephew has a lot of clout with his uncle." In our usage, clout is the likelihood that other people will reference your brand in Twitter, as in "Man I love the TWITALYZER!" The more people who reference you, the higher your clout. Our definition of brand clout is simply the number of unique individuals referencing your brand divided by the total number of possible references (as governed by the Twitter Search APIs).