Social Media Social Networks

laurelpapworth.com

SOCIAL MEDIA, SOCIAL NETWORKS

Social Media Social Networks

laurelpapworth.com

Laurel Papworth

•slides at http://slideshare.net/silkcharm•delicious http://delicious.com/lpapworth/sep2010 •blog at http://laurelpapworth.com •email laurel@laurelpapworth.com•phone +61 (0)432 684992•Twitter @SilkCharm•iTunes Social Media Business podcast

reference

Social Media Social Networks

laurelpapworth.com

Social Media Social Networks

laurelpapworth.com

http://laurelpapworth.com/courses

Social Media Social Networks

laurelpapworth.com

Social Media Social Networks

laurelpapworth.com

How to Measure

Clear Objectives & Goals - OutcomesAgree on Platforms - Twitter, RadioAgree on Measurement of Success KPIAgree on Tool for MeasurementProvide Result

There’s little point in growing a Fanpage just because you can. What are your business goals?

Social Media Social Networks

laurelpapworth.com

KPIsA list of social interaction metrics / KPIs

1. Alerts (register and response rates / by channel / CTR / post click activity)2. Bookmarks (onsite, offsite)3. Comments4. Downloads5. Email subscriptions6. Fans (become a fan of something / someone)7. Favourites (add an item to favourites)8. Feedback (via the site) 9. Followers (follow something / someone)10. Forward to a friend11. Groups (create / join / total number of groups / group activity)12. Install widget (on a blog page, Facebook, etc)13. Invite / Refer (a friend)14. Key page activity (post-activity)15. Love / Like this (a simpler form of rating something)16. Messaging (onsite)

Social Media Social Networks

laurelpapworth.com

KPIs17. Personalisation (pages, display, theme)18. Posts19. Profile (e.g. update avatar, bio, links, email, customisation, etc)20. Print page21. Ratings22. Registered users (new / total / active / dormant / churn)23. Report spam / abuse24. Reviews25. Settings26. Social media sharing / participation (activity on key social media sites, e.g. Facebook, Twitter, Digg, etc)27. Tagging (user-generated metadata)28. Testimonials29. Time spent on key pages30. Time spent on site (by source / by entry page)31. Total contributors (and % active contributors)32. Uploads (add an item, e.g. articles, links, images, videos)33. Views (videos, ads, rich images)34. Widgets (number of new widgets users / embedded widgets)35. Wishlists (save an item to wishlist)36. Apps Developed (API 3rd party development)

from http://econsultancy.com/

Social Media Social Networks

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A few examples are: • Reach• Exposure• Velocity• Sentiment• APPS/Ecosystem

Measurement

Social Media Social Networks

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Outcomes

Reputation - sentiment

Awareness - brand recallMoney - make any sales?Engagement - passive or active participation?Education - brand awareness +Entertainment - stickability

Social Media Social Networks

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Return on Investment for Marketing Dollar

•Loyalty ROI: Online community participants visit a site 9x more often and stay 5x as long (Source: McKinsey)

•Brand ROI: 4x un-aided brand recall vs a search engine (Source: NFO)

•Acquisition ROI: Attract customers at $0-10 vs. $10-$400 per customer acquisition in traditional marketing venues

•Support ROI: Community support services are 5x-10x more cost effective than phone support

•Offline - 20.3% of online community membersLiveworld

Social Media Social Networks

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ConnectNow CNow

wordle.net

Social Media Social Networks

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Social Media Social Networks

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LinkedIn- Valued at 1 billion dollars

- Revenue approx $100 million for 2008- 1/4 of revenue from Ads, rest from

premium & recruitment

Social Media Social Networks

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Social Media Social Networks

laurelpapworth.com

Whoever “owns” an online/offline communityWINS

Experiential Economy > Commodity/Product/Service/Information Economy

parentingguru.com

NEGATIVE COMMENTS

Social Media Social Networks

laurelpapworth.com

Social Media Social Networks

laurelpapworth.com

Twitter = Facebook Status UpdatesFoursquare = Status Updates with Location

Social Media Social Networks

laurelpapworth.com

Twitter = Facebook Status UpdatesFoursquare = Status Updates with Location

Social Media Social Networks

laurelpapworth.com

Social Media Social Networks

laurelpapworth.com

Ignore - run amok or die downSue - bigger problems or scare tacticsBan- go elsewhere or die down‘fess up - agree and offer fixes‘man up’ - argue and debate with passioneducate - inform and link to more information‘own it’ - use humour, make a badge of it

ConsiderSocial Spaces - one area for “complaints”Timing - set times to “complain”

Marketing and PR are fearful of complainers in social media. For Customer Service it’s “Business as Usual”!

Negative Comments

Social Media Social Networks

laurelpapworth.com

Social Media Social Networks

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Hub and Spoke

Social Media Social Networks

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Hub: Website, Blog

Content: YouTube, Flickr, Slideshare

Distribution: Twitter, Facebook

Plugins: Email this blog, RSS, Facebook Page, Twitter, LinkedIn,

“Share This”

Facebook: NetworkedBlogs

Twitter: SocialOomph

Social Media Social Networks

laurelpapworth.com

Social Media Social Networks

laurelpapworth.com

Laurel Papworth

•slides at http://slideshare.net/silkcharm•delicious http://delicious.com/lpapworth/sep2010 •blog at http://laurelpapworth.com •email laurel@laurelpapworth.com•phone +61 (0)432 684992•Twitter @SilkCharm•iTunes Social Media Business podcast

reference