Measuring Social Media - MarketingNow Measurement

Measurement - MarketingNow! 22 Sept 2009

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Tuesday, 22 September 2009


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These Slides

http://slideshare.net/silkcharm

List of Measurement Tools

http://measurementcamp.wikidot.com/

Social Media Dashboard

http://Radian6.comhttp://www.dialogix.com.au/http://peoplebrowsr.com




http://measurementcamp.wikidot.com

http://measurementcamp.wikidot.com

http://Radian6.com

http://Radian6.com

http://www.dialogix.com.au

http://www.dialogix.com.au

http://peoplebrowsr.com

http://peoplebrowsr.com


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Brand of One

•My BlogPageviews, linking to me: Technorati, Google PageRank, Leaderboards such as AdAge, Business 100, Subscribers - email, RSS. Bookmarking: Delicious, StumbleUpon•TwitterFollowers vs Followings, ReTweets, @SilkCharm responses, •OtherBlogsearch.google.com, Cool contacts

Amateur



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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



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What is COI?Cost of Inaction?



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Purpose Values



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Building a community

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Places Tools



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Identity & Trust



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Roles and Lifecycle



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Leader & Influencers



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Rules of Engagement



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Rituals



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Events



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Swarms and Tribes



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“Everything that can be counted does not necessarily count; everything that counts cannot necessarily be

counted.” sign in office of Albert Einstein



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“Release the content let the community decide the context vs play with the community vs educate the community”

A confused SilkCharm



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Three basics

•Numbers - follower, views, ratings, fans

•Engagement - sentiment, ripple, retweet, comments,

•Call to Action - submissions, content uploaded, sales,

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Social Media Audit

•CEO networks•Marketing social media activities•Individual staff efforts•Customer Service Engagement•Outside of work skills



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still thinking broadcast?



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Leaderboards

•AdAge Power150 Media & Marketing•Top 100 Australian Blogs Index•Top 100 Australian Women Bloggers•Twitter Grader•Highest Grossing iPhone App•Most Added Facebook App

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Heavy Lifting

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Influencers

•What we see for ourselves: presentation•What is presented: content submitted•What others say: testimonials•How others act: numbers•Ahead of the crowd: loner•Voice of the Time: popular•Expert recommendation: leader•Traditional Press interviews: du jour•Time in Social Network: longevity

Values



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over time

Measuring Reputation



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over time




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over time




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over time




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Managing Reputation





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Influence Measurement

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Rubbish

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Artificial Intelligence

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TweetReach





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Hub & Spoke



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Hub & Spoke



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Hub & Spoke



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Hub & Spoke



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Hub & Spoke



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AnalyticsLinks In

Links OutVisits

SourceCountriesKeywords

enterprise-dashboard



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Blog Measurement



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Content Measurement



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Content



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Insights

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Measuring Movement



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Measuring Velocity



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Activity List

•Find your content (page views)•Comment, Rate, Add Fan, Add Follower•Social Distribution - reTweet, Bookmark•Re- Content - video, blog, deep opinion•Activate community action

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Twitter vs Digg

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Measure Twitter Links

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recent

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recent

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ReTweets

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Title of Slide

•2 Billion Twitter Posts current annual run rate

•Made mostly of Open, Public and Searchable information

•Led by little Twitter – FaceBook and MySpace are moving to Open Standards

• The 12 month benchmark…2 Trillion SMS message annual run rate

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Title of Slide

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Bio Search



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Sentiment

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Affecting Stocks



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Number of people on Keywords

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Objec&ve: Sell $1100 &ckets to a twi6er conference in NYC and

increase @140conf Buzz

Example



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Target 1•Put in a group anyone who made a post with the

#sxsw conference hashtag•Extract those who live within 500 miles of NYC

Target 2• Search for anyone engaged in an online conversation with conference keynote speakers



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• Follow the result of Target 1 and Target 2• Wait for follow back • Send a DM from @140conf -‐ with a link to the conference

Objective: Sell $1100 tickets to a twitter conference in NYC and increase @140conf Buzz

Result:Approximately 30 extra tickets sold

@140conf Following increased from 870 to 2501



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Build Groups- Keywords - @Names

Analyse Stream- dictionary

-buckets Positive/Negative

Human Sorting





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Tweet Sentiment



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Measuring Non Participants

Peoplebrowsr



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Notice “No DM”

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Peoplebrowsr

•Monitor and Engage in everyday conversations •Campaigns•Sentiment Review •Hotlists •Publish - Widget •BackTest Trends - Archive Data •Education - Training and Consulting

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Social Media Monetization

Laurel Papworth - Social Network Strategist +61 (0) 432 684992Blog: http://laurelpapworth.com Email: [email protected] Twitter: @SilkCharm

MySpacebought by News for $580 million July 2005

reached one hundred millionth user 2006

$900 million revenue deal with Google ads

Makes $2.17 per member per year from advertising - spotlight ads and regular banner.


http://laurelpapworth.com/


mailto:[email protected]






TechCrunchTechCrunch image advertisements US$12,000 per month - minimum purchase of 2 months.

$200,000 per month from job listings, sponsorships and advertising

TechCrunch France, Japan, UK, Crunchnotes, MobileCrunch, TalkCrunch, CrunchGear, CrunchBase, CrunchBoard (jobs), and more

$100 million valuation










LinkedIn- Valued at 1 billion dollars- Revenue approx $100 million for 2008- 1/4 of revenue from Ads, rest from premium & recruitment

Flickr- bought by Yahoo! $40m in 2005- Getty deal (revenue share for user gen content)

LinkedIn and Flickr










Facebook

Mobwars: $22k per day projected $15 million yr.

$uper Rewards: one App. made $1 million in a week










APIsSalesforce.com: Reported on their blog on Jan 8th of this year that over 40% of all of Salesforce.com traffic comes from their API.

Amazon: 140,000 registered developers. Third-party sellers = 28% of Amazon’s second-quarter unit sales, or $490 million.

eBay: 25,000 developers with 1,900 certified applications. 8 billion API requests, transactions up 84 % annually.










Virtual GoodsHabbo - 106 million users between 13 and 16. 10% pay $17 to $18 per month for clothing, household goods (pixel). Capped at $35 per month. $200 million per year from pixels.

Cyworld $140 million per year, $100 million from pixel products

Industry: $2 billion for 2007




















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Laurel Papworth

•slides at http://slideshare.net/silkcharm•blog at http://laurelpapworth.com •email [email protected]•phone +61 (0)432 684992•Twitter @SilkCharm

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•Bullets•test•test•tes•tes

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