Post on 17-Oct-2014
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Growing Ears; Measuring Voices
Wayne KurtzmanTwitter: @WayneNHWayne@BeyondThe.BizBlog: www.BeyondThe.Biz and www.MediaBullseye.com
(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
Social Media Measurement
(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
Speaking About Social Media
(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
Speaking About Social Media
- Karl Fisch
Image: en.academic.ru
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 160.00E+00
5.00E+04
1.00E+05
1.50E+05
2.00E+05
2.50E+05
3.00E+05
3.50E+05
“We Live InExponential Times”
Time To Reach An Audience of 50-Million
110 Years (~1559)
38 Years
13 Years
3 yrs
2 Years
“Social Media Is a Fad!”
(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
“It’s a fundamental shift in how we communicate” -Marta Kagan
(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
“The Internet is Not (Just) A Medium…
- Jeff Jarvis
There Must Be a fundamental shift in how we Measure” -Wayne Kurtzman
(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
TheInternetIs A
PLACE
To meet, learn, act, react and transact.”
Reachable by computer or mobile internet
You Can’t Measure
Meeting In A
The Same Way We Measured
According to Scott Stratten (@Unmarketing)in his BlogWorld 2010 Keynote… Art by Rob Cottingham @RobCottingham)
Source: http://www.blogworld.com/2010/10/14/toonblog-opening-keynote-scott-stratten-and-unmarketing/
In Fact When You Say ROI…In Fact . . .
Conversations Do Not Generate Income
Courtesy: http://farm4.static.flickr.com/3037/2574628438_34acc2840f_b.jpg ; Some rights reserved by
Ed Yourdon
OK. SOMEConversationsDoGenerateIncome.
Courtesy: http://farm4.static.flickr.com/3521/3831560299_1a47b3c9fd_o.jpg Creative Commons Some rights reserved by Kevin
Relationships Build Income
Courtesy @HelloDirect
(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
Where Do You Start?
Courtesy: http://www.flickr.com/photos/striatic/2134277399/sizes/o/
Where To Measure. But First…
Define Your Goals
Monitor the Voices
Define Engagement …and the Terms of Engagement
Measure the Business
Define Your Goals
http://icanhascheezburger.com
These ShouldAlign WithYour Corporate Goals
Monitor the Voices
(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
66% of All U.S. Online Adults Are On A Social Network
http://theconversationprism.com/1024/
Relevant Content is Still King!
Grow Ears!
Free Twitter Ears
Tweetgrid Twitterfall Tweetstats Hootsuite Tweetdeck Twitteranalyzer Twitalyzer Trendistic
90% Of The Voices Are NOT on Twitter
91% of B2B Technology Decision Makers Consume Blogs and Social Media Content
Grow Ears!
Paid Ears
Radian 6 ScoutLabs AwarenessNetwo
rks Trackur VisibleTechnologi
es
Grow Ears!
Free Ears
Topsy
SocialMention
BoardReader
Define Engagement
Measure:Numbers Speak Louder Than Words
Forrester Blog: Social Media Marketing Balanced Scorecard
Financial: Has
revenue or profit
increased or costs
decreased?
Digital: Has the
company enhanced its owned
and earned digital assets?
Risk Management
: Is the
organization better
prepared to note and
respond to attacks or
problems that affect
reputation?Brand: Have
consumer attitudes about the
brand improved?
http://blogs.forrester.com/augie_ray/10-07-19-roi_social_media_marketing_more_dollars_and_cents
New Analytics Model: The Individual
Social Media
CRM
Biz Intel
Psycho-
graphic
(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
New Analytics Model: The Individual
Social Media
CRM
Biz Intel
Psycho-
graphic
Specific Attitude, Opinions, Activities,
Values
Stockholder?
Potential issues, history
Home teams,
hobbies, personality
types
Buying history, GM,
Lifetime value, AOV, number of contacts,
etc.(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
Relationships Build Income
Call Time Sales; Upsell Support Conversion
Rates Return vs. New What else?
Courtesy @HelloDirect
What Are Your Business Goals?
Marketing Share Brand Recognition Sales Knowledge Others?
DETERMINE THE CORRELATIONS
BETWEEN KNOWN AND
SOCIAL MEDIA METRICS
For Example…
Sentiment Quotable Statements Advocates Marketing Keycode Usage
Followers Correlation with Key Business Metrics
Sales, Support Call Length, Retention, etc.
The Business Case
Expenses Revenues Activities Metrics Loyalty Impressions Share of Conversation Retention “Saves”
Measuring Social Media
Wayne KurtzmanTwitter: @WayneNH
Blog: www.BeyondThe.Biz and www.MediaBullseye.com(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
This presentation and resources will be posted at:
www.BeyondThe.Biz
and Slideshare with the tag #PCNH
(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
68% Are Fans of a Company
(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
Why Follow a Brand on Twitter?
http://www.marketingprofs.com/charts/2010/3827/active-twitter-users-most-influential-online-consumers
(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
Twitter influence.
http://www.marketingprofs.com/charts/2010/3827/active-twitter-users-most-influential-online-consumers
(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
Women 35-54 are the largest user segment of mobile social networks.
70% - 25-54 16% - 18-24 7% - 13-17
Mobile Social Media Usage
Source: Nielsen – http://blog.nielsen.com/nielsenwire/online_mobile/for-social-networking-women-use-mobile-more-
than-men/