0915 omma metrics jim sterne

141
The Human Side of Social Media Metrics Jim Sterne

Transcript of 0915 omma metrics jim sterne

  • 1.The Human Side of
    Social Media Metrics
    Jim Sterne

2. The Human Side of
Social Media Metrics
Jim Sterne
eMetrics
Marketing Optimization Summit
Web Analytics Association
3. The Human Side of
Social Media Metrics
4. The Human Side of
Social Media Metrics
Social Media Metrics
5. The Human Side of
Social Media Metrics
The Human Side of Analytics
Social Media Metrics
6. The Human Side of
Social Media Metrics
The Human Side of Social Media
The Human Side of Analytics
Social Media Metrics
7. The Human Side of
Social Media Metrics
The Human Side of Social Media
The Human Side of Analytics
Social Media Metrics
8. The Human Side of
Social Media Metrics*
The Human Side of Social Media
The Human Side of Analytics
Social Media Metrics
9. The Human Side of
Social Media Metrics*
*As expressed through interpretive dance
The Human Side of Social Media
The Human Side of Analytics
Social Media Metrics
10. The Human Side of
Social Media Metrics
11. The Human Side of
Social MediaMetrics
12. The Human Side of
Social Media Metrics
13. The Human Side of
Social Media Metrics
14. The Human Side of
Social Media Metrics
Awareness
15. 16. 17. 18. Awareness
Reach
Frequency
19. Awareness
Reach
What
Percent?
20. Awareness
Reach
In N. America
What
Percent?
21. Awareness
Reach
In N. America
Who read X
What
Percent?
22. 23. 24. 25. Battery, Wallop & Decker
26. 27. Awareness
Reach
In N. America
Who read X
What
Percent?
28. Frequency
How often?
12% Reach * 3 exposures at $X = $Y response
12% Reach * 6 exposures at $XX = $YYY response
29. Frequency
How often?
12% Reach * 3 exposures at $X = $Y response
12% Reach * 6 exposures at $XX = $YYY response
12% Reach * 9 exposures at $XXX = $YYY response
30. Frequency
How often?
12% Reach * 3 exposures at $X = $Y response
12% Reach * 6 exposures at $XX = $YYY response
12% Reach * 9 exposures at $XXX = $YYY response
31. Opportunity to See
32. BlogosphereMeasuring Your Own Blog
RSS Subscribers
Readers per post
33. Opportunity to See is now
Opportunity to Share
34. 35. Measuring AwarenessFamiliarity
Recognize brand
Attribute themes & qualities
36. Measuring AwarenessFamiliarity
Recognize brand
Attribute themes & qualities
37. Measuring AwarenessFamiliarity
Recognize brand
Attribute themes & qualities
38. Measuring AwarenessFamiliarity
Recognize brand
Attribute themes & qualities
Finger
Lickin
Good
Convenient
Inexpensive
Tasty
Fast
39. 40. 41. 42. When it absolutely, positively
has to __ ____ _________
43. Measuring Awareness
How many people had
the opportunity to see?
How many people saw?
How many people remembered?
44. The Human Side of
Social Media
Awareness
45. The Human Side of
Social Media
Awareness
Attitude
46. Measuring Attitude
Online Metrics
Positive
Negative
Net Promoter Score
47. Context Sensitive
Positive or Negative?
This pot roast is delicious
This pot roast is the worst Ive ever tasted
This pot roast is inedible
This pot roast is better than your mothers
48. Inflection Sensitive
1 23 4 56 7
"Inever said she stole my money
49. Sentiment Analysis
Is it accurate?
It is directional
Is it trustworthy?
Yes
Is it actionable?
Yes
50. 51. 52. Measuring Awareness
How many people had
the opportunity to see?
How many people saw?
How many people remembered?
Did they remember it fondly?
53. The Human Side of
Social Media
Awareness
Attitude
54. The Human Side of
Social Media
Awareness
Attitude
Influence
55. Influence (aka P.R.)
56. 57. Measuring Influence
Influences
thousands
Influences
tens of
thousands
Influences
millions
Which has more social media metrics influence??
Reach, Frequency, Awareness, Audience
58. Influential Topics
59. Influential Topics
60. Measuring our own influence on public opinion
Survey Run an Ad Survey
Measuring Influence
61. The Human Side of
Social Media
Awareness
Attitude
Influence
62. The Human Side of
Social Media
Awareness
Attitude
Influence
Context
63. Measuring the Sociosphere
64. Measuring the Blogosphere
65. Competitive Quantity & Polarity
A.
B.
C.
66. 7,196 tweets per second
67. 68. Influence/Sentiment Tracking
69. Why Didnt We Go Viral?
70. The Human Side of
Social Media
Awareness
Attitude
Influence
Context
71. The Human Side of
Social Media
Awareness
Attitude
Influence
Context
Actions
72. Measuring Action
Social Actions
Like
Follow
Retweet
Blog Post
Blog Comment
Rating
Bookmark
Recommend
73. Do you me? that movie?this restaurant?their new song?that social network?
74. Asch Conformity Experiments
75. Asch Conformity Experiments
one cohort = no influence
two cohorts = small influence
three or more cohorts = tendency to conform
76. 77. Measuring Action
Social Actions
Like
Follow
Retweet
Blog Post
Blog Comment
Rating
Bookmark
Recommend
78. Measuring Action
Social Actions
Like
Follow
Retweet
Blog Post
Blog Comment
Rating
Bookmark
Recommend
79. Measuring Action
Business Actions
Social Actions
Like
Follow
Retweet
Blog Post
Blog Comment
Rating
Bookmark
Recommend
Click
Visit
Subscribe
Join
Register
Take Survey
Qualify as a Lead
Purchase
80. How can you track influence?
Keyword
Keyword
Keyword
http://www.example.com/h4gwre34gf
http://www.example.com/r634gf6r
http://www.example.com/henry.php
http://www.example.com/bolg23
http://www.example.com/34gfahdf74
81. How can you track influence?
Keyword
Keyword
Your Wonderful Website
Keyword
http://www.example.com/post237
http://www.example.com/AllAboutMe
http://www.example.com/henry.php
http://www.example.com/bolg23
http://www.example.com/34gfahdf74
82. How can you track influence?
Keyword
Keyword
Your Wonderful Website
Keyword
http://www.example.com/post237
http://www.example.com/AllAboutMe
http://www.example.com/henry.php
http://www.example.com/bolg23
http://www.example.com/34gfahdf74
83. 84. Measuring Action
Business Actions
Social Actions
Like
Follow
Retweet
Blog Post
Blog Comment
Rating
Bookmark
Recommend
Click
Visit
Subscribe
Join
Register
Take Survey
Qualify as a Lead
Purchase
85. The Human Side of
Social Media
Awareness
Attitude
Influence
Context
Actions
86. The Human Side of
Social Media
Awareness
Attitude
Influence
Context
Actions
Value
87. How Much is a Social MediaParticipant Worth?
88. How Much is a Social MediaParticipant Worth?
Web siteEmailSearch Marketing
BannersTVSearch Optimization
SponsorshipSMSTele Marketing
Direct MailPrintAffiliate Marketing
WebinarVideoSocial Networks
PodcastBlogBehavioral Targeting
OutdoorTwitterMicrosites
EventsViralLocation Based
89. 90. 91. 92. 93. How Much is a Social MediaParticipant Worth?
94. How Much is a Social MediaParticipant Worth?
7.25
95. How Much is a Social MediaParticipant Worth?
If:
10,000 people are talking about shampoo
96. 97. How Much is a Social MediaParticipant Worth?
If:
10,000 people are talking about shampoo
And, a new customer has a lifetime value of $29 (profit)
98. How Much is a Social MediaParticipant Worth?
If:
10,000 people are talking about shampoo
And, a new customer has a lifetime value of $29 (profit)
And, joining that conversation causes 5% of them to try
99. How Much is a Social MediaParticipant Worth?
If:
10,000 people are talking about shampoo
And, a new customer has a lifetime value of $29 (profit)
And, joining that conversation causes 5% of them to try
And 5% of those remain loyal
100. How Much is a Social MediaParticipant Worth?
If:
10,000 people are talking about shampoo
And, a new customer has a lifetime value of $29 (profit)
And, joining that conversation causes 5% of them to try
And 5% of those remain loyal
Then:
10,000 x 5% = 500
500 x 5% = 25
25 x $29 = $725
725/10,000 = $0.0725 per participant
= 7.25
101. How Much is a Social MediaParticipant Worth?
7.25
102. How Much is a Social MediaParticipant Worth?
$ 7.25 million
103. Relevancy
Put the right message
In front of the right person
At the right time
Get the right message
from the right people
at the right time
104. Crowdsourcing
105. Crowdsourcing
106. Relevancy
Put the right message
In front of the right person
At the right time
Get the right message
from the right people
at the right time
107. How Much is Social Media Improving Your Business Outcomes?
Click
Visit
Subscribe
Join
Register
Take Survey
Qualify as a Lead
Purchase
Input
108. The Human Side of
Social Media
Awareness
Attitude
Influence
Context
Actions
Value
109. The Human Side of
Social Media
110. The Human Side of
Metrics
111. Data is widely available -
What is scarce is the ability
to extract wisdom from it
Hal Varian, Chief Economist, Google
112. Explaining What We Do
We Say:They Hear:
VisitsBlah
VisitorsBlah, blah
StickinessBlah, blah
ConversionBlah, blah, blah
Bounce RateBlah, blah, blah
Path AnalysisBlah, blah, blah, blah
View ThroughBlah, blah, blah, blah
AbandonmentBlah, blah, blah, blah
Last Click AttributionBlah, blah, blah, blah, blah
Twitter Acceleration RatiosBlah, blah, blah, blah, blah, blah
113. You Will be a Successful AnalystWhen You
Tie things to the bottom line
Tell stories instead of delivering reports
Tie those stories to individuals goals
114. We
Really
Love
Puzzles
115. 116. 117. The Peril of Trick Questions
Airplane crash
Bus ride
Bear hunt
118. 119. Tie Things to the Bottom Line
Raise Revenue
Lower Costs
Increase Customer Satisfaction
...the things that drive stock prices up or down.
Peter Sanborn, Microsoft
120. You Will be a Successful AnalystWhen You
Tie things to the bottom line
Tell stories instead of delivering reports
Tie those stories to individuals goals
121. Story=Empathy
Data =Calculation
122. Story=Empathy
Data =Calculation
2,775 cars per hour
2,547 perpendicular spaces
9 x 10 average size
So...
Angle spaces
Cut size by .05%
Get 87 additional spaces Make it 6% easier for people to park
We can increase sales by 7% by re-striping the parking lot.
We've done the math and it looks promising.
123. 124. Story=Empathy
Data =Calculation
47.25% of visitors complain about our navigation
How did you calculate that?
What did you ask?
My sister called - she cant find the Buy button
How do we fix it?
125. 126. 127. You Will be a Successful AnalystWhen You
Tie things to the bottom line
Tell stories instead of delivering reports
Tie those stories to individuals goals
128. Tie Stories to Goals
DisplayAdvertising
Product Marketing
Public Relations
Ecommerce Team
Awareness
Acceptance
Interest
Embrace
129. Tie Stories to Goals
DisplayAdvertising
Product Marketing
Public Relations
Ecommerce Team
Impressions
P&L
Mentions
Sales
Awareness
Acceptance
Interest
Embrace
130. Tie Stories to Individuals Goals
Transmission
Preference
Goal
Recognition
Money
Advancement
Power
Evasion
etc.
Visual
Auditory
Kinesthetic
etc.
131. You Will be a Successful AnalystWhen You
Tie things to the bottom line
Tell stories instead of delivering reports
Tie those stories to individuals goals
132. The Human Side of
Metrics
Communication
133. The Human Side of
Social Media
Deliver Value
134. The Human Side of
Social Media Metrics
The Human Side of
Social Media Metrics*
Recap
Awareness
Attitude
Influence
Context
Actions
Value
Comminication
135. The Human Side of
Social Media Metrics
The Human Side of
Social Media Metrics*
*As expressed through interpretive dance
136. The Human Side of
Social Media Metrics*
Recap
More mediums than you can conceive
137. The Human Side of
Social Media Metrics*
More mediums than you can conceive
Change what it means to achieve
138. The Human Side of
Social Media Metrics*
More mediums than you can conceive
Change what it means to achieve
Get likes, friends and followers
139. The Human Side of
Social Media Metrics*
More mediums than you can conceive
Change what it means to achieve
Get likes, friends and followers
From Davis to Delawares
140. The Human Side of
Social Media Metrics*
More mediums than you can conceive
Change what it means to achieve
Get likes, friends and followers
From Davis to Delawares
But tis better to give than receive
141. The Human Side of
Social Media Metrics
142. Social Media Metrics
Jim Sterne
eMetrics
Marketing Optimization Summit
Web Analytics Association