Measuring Social Media<br />Wayne KurtzmanTwitter: @WayneNHWayne@BeyondThe.BizBlog: www.BeyondThe.Bizandwww.MediaBullseye....
Speaking About Social Media<br />(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by origina...
Speaking About Social Media<br />(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by origina...
“We Live in Exponential Times”                                                                                            ...
Radio – 38 years
Television – 13 years
iPod – 3 years
Facebook – 2 years</li></ul>(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original own...
“Social Media Is a Fad!”<br />(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original o...
“It’s a fundamental shift in how we communicate”        -Marta Kagan<br />(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC,...
There Must Be a fundamental shift in how we Measure”        -Wayne Kurtzman<br />“The Internet is Not (Just) A Medium…- Je...
The<br />Internet<br />Is A<br />Place<br />To meet, learn, act, react andtransact.”<br />Reachable by computer or mobile ...
You Can’t Measure <br />Meeting In A <br />The Same Way We Measured<br />
(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.<br />
But You Work For…<br />http://icanhascheezburger.com<br />
Or . . .<br />http://icanhascheezburger.com<br />
So you just want to…<br />http://icanhascheezburger.com<br />
Numbers Speak Louder Than Words<br />http://icanhascheezburger.com<br />
(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.<br />How Do We Measure I...
New Analytics Model: The Individual<br />(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by...
New Analytics Model: The Individual<br />Specific Attitude, Opinions, Activities, Values<br />Home teams, hobbies, persona...
Forrester Blogs: Social Media Marketing Balanced Scorecard <br />Risk Management: Is the organization better prepared to n...
Where To Measure. But First…<br />Define Your Goals<br />Monitor <br />Define Engagement<br />Measure<br />(c) 2009-2010 W...
Look At What We Have<br />Followers<br />Influence Measurements (Klout)<br />Mentions<br />Retweets<br />Facebook, Blog, F...
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How to Measure Social Media Discussion: #PCB5

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From PodCamp Boston 5, this was the presentation used to spur discussion on how to measure social media analytics.

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How to Measure Social Media Discussion: #PCB5

  1. 1. Measuring Social Media<br />Wayne KurtzmanTwitter: @WayneNHWayne@BeyondThe.BizBlog: www.BeyondThe.Bizandwww.MediaBullseye.com<br />(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.<br />
  2. 2. Speaking About Social Media<br />(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.<br />
  3. 3. Speaking About Social Media<br />(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.<br />
  4. 4. “We Live in Exponential Times” - Karl Fisch<br /><ul><li>Printing Press ~ 110 years (~1559)
  5. 5. Radio – 38 years
  6. 6. Television – 13 years
  7. 7. iPod – 3 years
  8. 8. Facebook – 2 years</li></ul>(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.<br />
  9. 9. “Social Media Is a Fad!”<br />(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.<br />
  10. 10. “It’s a fundamental shift in how we communicate” -Marta Kagan<br />(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.<br />
  11. 11. There Must Be a fundamental shift in how we Measure” -Wayne Kurtzman<br />“The Internet is Not (Just) A Medium…- Jeff Jarvis<br />(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.<br />
  12. 12. The<br />Internet<br />Is A<br />Place<br />To meet, learn, act, react andtransact.”<br />Reachable by computer or mobile internet<br />(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.<br />
  13. 13. You Can’t Measure <br />Meeting In A <br />The Same Way We Measured<br />
  14. 14. (c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.<br />
  15. 15.
  16. 16. But You Work For…<br />http://icanhascheezburger.com<br />
  17. 17. Or . . .<br />http://icanhascheezburger.com<br />
  18. 18. So you just want to…<br />http://icanhascheezburger.com<br />
  19. 19. Numbers Speak Louder Than Words<br />http://icanhascheezburger.com<br />
  20. 20. (c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.<br />How Do We Measure It?<br />Courtesy: http://www.flickr.com/photos/striatic/2134277399/sizes/o/<br />
  21. 21. New Analytics Model: The Individual<br />(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.<br />
  22. 22. New Analytics Model: The Individual<br />Specific Attitude, Opinions, Activities, Values<br />Home teams, hobbies, personality types<br />Buying history, GM, Lifetime value, AOV, number of contacts, etc.<br />Stockholder? Potential issues, history<br />(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.<br />
  23. 23. Forrester Blogs: Social Media Marketing Balanced Scorecard <br />Risk Management: Is the organization better prepared to note and respond to attacks or problems that affect reputation?<br />Financial: Has revenue or profit increased or costs decreased?<br />Digital:Has the company enhanced its owned and earned digital assets?<br />Brand:Have consumer attitudes about the brand improved?<br />http://blogs.forrester.com/augie_ray/10-07-19-roi_social_media_marketing_more_dollars_and_cents<br />
  24. 24. Where To Measure. But First…<br />Define Your Goals<br />Monitor <br />Define Engagement<br />Measure<br />(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.<br />
  25. 25. Look At What We Have<br />Followers<br />Influence Measurements (Klout)<br />Mentions<br />Retweets<br />Facebook, Blog, Forum and Facebook Mentions (if public)<br />(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.<br />
  26. 26. What Are Your Business Goals?<br />Marketing Share<br />Brand Recognition<br />Sales<br />Knowledge<br />Others?<br />
  27. 27. Monitor<br />Pick A Monitoring & Engagement Platform<br />Radian6, ScoutLabs, Tap11…<br />Hootsuite, Tweetgrid…<br />Tweetgrid,Topsy, Twitterfall, VisibleTweets…<br />Twitturly, Trendistic, Tweetmetrics, Tweeteffect…<br />Resources Are Posted at:www.beyondthe.biz<br />
  28. 28. For Example… <br />Sentiment<br />Quotable Statements<br />Advocates<br />Marketing Keycode Usage<br />Followers<br />Correlation with Key Business Metrics<br />Sales, Support Call Length, Retention, etc.<br />
  29. 29. The Business Case? <br />Expenses<br />Revenues<br />Activities<br />Metrics<br />This is the participation part, folks!<br />(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.<br />
  30. 30. Measuring Social Media<br />Wayne KurtzmanTwitter: @WayneNHWayne@BeyondThe.BizBlog: www.BeyondThe.Bizandwww.MediaBullseye.com<br />(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.<br />

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