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Show Me the Stories: How to Measure Social Media, and Thus Sell It to Your C Suite
The document discusses the challenges marketers face in measuring social media engagement and highlights the importance of storytelling over mere metrics. It emphasizes keeping content relatable, using analogies for clarity, and understanding the nuanced difference between clickable and shareable content. Lastly, it outlines effective communication strategies to evoke emotional responses and drive engagement.
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Show Me the Stories: How to Measure Social Media, and Thus Sell It to Your C Suite
- 1. How to measuresocial media
- 2. “Terence Winter saidthat when he was writing The Wolf of Wall Street,he was forever trying to explain even limited Wall Street terms … like IPO, before finally concluding that it didn’t matter. ‘People don’t care,’ he said.‘The techno-speak goes in one ear and out the other. What people will remember is that in the Madden deal, Jordan Belfort made $23 million in two hours.” — JOE NOCERA
- 3. The Status Quo Spreadsheetsvs. Stories Dos and Don’ts 6 Tricks
- 4.
- 5. 80%That’s how manychief marketing officers say they’re “deluged” with data about their customers, but aren’t sure how to measure them.
- 11. The metrics, they area’changin’.
- 12. Page Views UniqueVisitors Shares Time Spent Scroll Depth Recirculation
- 13. “What you seein the industry now is people jumping around and trying to find the God metric for content.” — JONAH PERETTI
- 14. Metrics tell only partof the story.
- 15. TOBY More college kidsthink they’ll see UFOs than Social Security checks. BARTLET But they don’t tell you how many believe in UFOs—that’s the number we ought to be worried about. — THE WEST WING
- 16. OF COND MSAND KIDNEY STONES
- 18. “There is asubtle difference between clickable and shareable content.You might click,for instance,on a story about the dress mishapAnne Hathaway experienced while stepping out of a car,but you may not want to add it to your Facebook feed,lest your aunts and former classmates think you’re a creep.” — MATTHEW LYNCH
- 21.
- 24.
- 25. Let’s Recap Themetrics, they are _’_______’. Metrics tell only ____ of the story.
- 26.
- 27.
- 28. “If I lookat the mass, I will never act.”
- 29. “If I lookat the one, I will.”
- 30. “The death ofmillions is a statistic.”
- 31. “The death ofone man is a tragedy.”
- 32. The World Reactsto the Crisis in Syria
- 33. The World Reactsto the Crisis in Syria
- 34. The World Reactsto the Crisis in Syria
- 35. The World Reactsto the Crisis in Syria
- 36. The World Reactsto the Crisis in Syria
- 37. The World Reactsto the Crisis in Syria
- 38.
- 39. The U.S. federalbudget is about $4 trillion a year.
- 40. The U.S. federalbudget is about $11 billion a day.
- 41. The U.S. federalbudget is about $500 million an hour.
- 42. The U.S. federalbudget is about $7.5 million a minute.
- 43. The U.S. federalbudget is about $127,000 a second.
- 44. In one second,the federal government spends what two typical American families earn in an entire year.
- 45. Every two seconds,the federal government spends enough money to buy the average house. That’s your 30-year mortgage paid off in less time than it takes to breathe in.
- 46. In the timeit takes you to read this sentence out loud, the federal government spent enough money to buy about half the homes on your block.
- 47. Every six weeks,the federal government spends enough money to buy Apple, the most valuable public company in America.
- 48. Five more weeksof spending, and it could also buy ExxonMobil.
- 49. Grams of Fat USDADaily Recommendation One Bag of Movie Popcorn 0 10 20 30 40
- 50.
- 52. Let’s Recap Keepit _____. Use _________.
- 53. PART 3 DOS ANDDON’TS
- 56.
- 57. Referral Traffic toFreeEnterprise.com
- 58. • 158,000 mentions •115,000 outbound tweets and direct messages — PR DAILY DIGITAL PR AND SOCIAL MEDIA AWARDS 2012
- 59. • Did Twitterserve as an early warning system to identify problems before they spiraled? • How many issues did tweeting help you resolve in real time? • How many corporate testimonials—i.e., happy customers—did your tweets give rise to?
- 61. “Measurements are ameans to find the essence of something.They are not the essence itself.” — ERIC ELDON
- 62. 6.5million That’s how manysocial interactions nytimes.com generated in October 2013.
- 63. The Most ViralWebsites
- 64. This past week,there were over 1,800 tweets that mentioned the Chamber, including 319 that highlighted our infrastructure and cybersecurity messaging. This past week, the Chamber earned retweets from influencers such as Christine Lagarde, the managing director of the International Monetary Fund (157,000 followers), and the Democratic National Committee (267,000).
- 65. 332,000 That’s how manyfans the Chamber’s Facebook page has.
- 66. Facebook Pages of Pro-BusinessTrade Associations
- 67. Facebook Pages ofthe Top Trade Associations
- 69. That’s how manymonthly active users Facebook has. 1.3billion
- 76.
- 78. More people have amobile phone than a toilet. Only 4.5 billion people have access to a clean, working toilet. WATERAIDUK
- 79. More people have amobile phone than a toilet. Only 4.5 billion people have access to a clean, working toilet. WATERAIDUK
- 81. More than 350,000 womendie during pregnancy or childbirth every year. THEHUFFINGTONPOST
- 82. Awoman dies every90 seconds of pregnancy- related causes.That’s 1,000 women a day. More than 350,000 women die during pregnancy or childbirth every year. THEHUFFINGTONPOST
- 84. 64 million girlsare forced into child marriage every year. CARE
- 85. In some countries,agirl is more likely to be forced into child marriage than learn how to read. 64 million girls are forced into child marriage every year. CARE
- 87. One billion people aroundthe world are hungry. GLOBALCITIZEN
- 88. One billion people aroundthe world are hungry.That’s more than the population of America,Canada,and the European Union combined. One billion people around the world are hungry. GLOBALCITIZEN
- 90. It would cost$30 billion a year to end global hunger. CARE
- 91. It would cost$30 billion a year to end global hunger.Sounds like a lot, right?American consumers spend nearly half of that on Super Bowl goodies alone. It would cost $30 billion a year to end global hunger. CARE
- 93. In launching theKindle, Jeff Bezos boasted that the Kindle library contained 90,000 books.
- 94. To own aKindle is to have a Barnes & Noble bookstore at your fingertips. In launching the Kindle, Jeff Bezos boasted that the Kindle library contained 90,000 books.
- 95. Let’s Recap Drawa __________. Translate big numbers into ____. Use “____ or ____ likely” logic. Cite __________ data. Hit them where it hurts: their ______. Stress ________, not features.
- 96. Questions? • @jrick • hi@jonathanrick.com •linkedin.com/in/jrick