Grow Ears and Measure Voices in Social Media - from #PCNH

Growing Ears; Measuring Voices

Wayne KurtzmanTwitter: @[email protected]: 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


Speaking About Social Media


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!”


“It’s a fundamental shift in how we communicate” -Marta Kagan


“The Internet is Not (Just) A Medium…

- Jeff Jarvis

There Must Be a fundamental shift in how we Measure” -Wayne Kurtzman



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

http://farm4.static.flickr.com/3037/2574628438_34acc2840f_b.jpg

http://creativecommons.org/licenses/by-sa/2.0/

http://www.flickr.com/photos/yourdon/

OK. SOMEConversationsDoGenerateIncome.

Courtesy: http://farm4.static.flickr.com/3521/3831560299_1a47b3c9fd_o.jpg Creative Commons Some rights reserved by Kevin

http://farm4.static.flickr.com/3521/3831560299_1a47b3c9fd_o.jpg

http://farm4.static.flickr.com/3521/3831560299_1a47b3c9fd_o.jpg

http://creativecommons.org/licenses/by-nc/2.0/

http://www.flickr.com/photos/kevincollins/

Relationships Build Income

Courtesy @HelloDirect

http://www.personalizemedia.com/media/socmedcounter.swf



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


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


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

http://www.beyondthe.biz/


68% Are Fans of a Company


Why Follow a Brand on Twitter?

http://www.marketingprofs.com/charts/2010/3827/active-twitter-users-most-influential-online-consumers


Twitter influence.

http://www.marketingprofs.com/charts/2010/3827/active-twitter-users-most-influential-online-consumers


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/