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Social Media Used to Be Fun. Has Measurement Killed It? #FunData

Social Media Measurement for Consumers (aka #FunData): SXSWi 2013

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SXSWi 2013 Talk on Using Social Media Data as a Consumer. Social Media Was Fun. Has Measurement Killed It? Our answer: NO! Description: Our culture is becoming more and more obsessed with data each day. Why? It's fun. Many people argue that measurement has killed social media – it’s let the marketers take over! But, the same data marketers use can be used by individuals. And it doesn't require a data science degree to enjoy. The data is out there. It's accessible, and you can consume it, visualize it, and act on it. Panel page: http://schedule.sxsw.com/2013/events/event_IAP5410 Rate it here: http://sxsw.tv/d51

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Page 1: Social Media Measurement for Consumers (aka #FunData): SXSWi 2013

Social Media Used to Be Fun. Has Measurement Killed It?

#FunData

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Agenda

•Be a better friend.•Build your presence.•Understand your persona.•Discover new trends first.•Democratize marketing of yourself.•Gamify with social data.•Have a better love life.

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Who We Are: Adam

Adam SchoenfeldCEO & co-founder, Simply Measured@schoeny@simplymeasured

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Who We Are: Matt

Matt ThomsonVP Business Development, Klout@daddymention@klout

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Background

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Social Media Was Fun

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Then It Got Corporate

Image78.tiff

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The Brands/Marketers Are Here

Facebook Twitter Google+ Pinterest Instagram0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%100% 99%

70% 69%59%

Brand Adoption Comparison (Interbrand 100)

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For Good Reason…

August 1st, 2012 November 1st, 2012 February 1st, 20130

2.0M

4.0M

6.0M

8.0M

10.0M

12.0M

14.0M

3.1M4.2M

5.8M

Instagram Audience & Engagement Growth for Top Brands

Followers Engagement

Tota

l Aud

ienc

e &

Eng

agem

ent

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When Marketers Joined, Everything Got Measured & Optimized

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Has This Killed Social Media?

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•Brands being smart about social measurement, will led to better consumer experiences for all of us…

• This data isn’t just for marketers, everyone can put it to use…

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Brand Use Cases That Help You

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Customer Service

Within 30 minutesWithin 1 hourWithin 24 hoursWithin a few days…0%

20%

40%

60%

80%

100%

48%

61%

95%100%

32%

42%

67%

100%

Aggregate Response Times vs. Expectations

Total CS Responses (All Accounts) Researched Expecations

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Loyalty

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Social DataFor All Of Us

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Listen and Be a Better Friend

0

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1.0K

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0%

1%

2%

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5%1,089

992943 940

868

667 660610

4%4%

4% 4%3%

3% 3%2%

Follower Topic Analysis

# of Topic Matches % of Followers

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Build Your Presence

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Understand Your Persona

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Stay Ahead of Trends

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#SXSW Tweets: 2012 vs 2011

2012 Tweets 2011 Tweets

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Gamify with Social Data

@yaauie

@asch

@davidalukas

@kung_fu_mike

@otis

@agasthya1

@robdaemon

@aviel

@schoeny

@josephholsten

0.0% 0.2% 0.4% 0.6% 0.8% 1.0% 1.2% 1.4%

1.2%

1.2%

1.1%

1.0%

0.5%

0.5%

0.4%

0.3%

0.2%

0.2%

Follower Growth: Top 10 Performers

23%

18%

13%13%

10%

7%

5%5%

4% 3%

Relative Share of Engagement: Top 10

@dacort @robdaemon @aviel @otis @jchenry @schoeny

@kung_fu_mike @bahoo @yaauie @crc

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jcroft

KevinSaysThings

dacort

schoeny

simplymeasured

ginovalente

KristinEide

nsmitha

otis

JeffGibb

0 2,000 4,000 6,000 8,000 10.0K 12.0K 14.0K0

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Top 10 Users Driving Visits to Your Site

Followers

Visit

s

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Getting Started

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Recap

•Be a better friend.•Build your presence.•Understand your persona.•Discover new trends first.•Democratize marketing of yourself.•Gamify with social data.•Have a better love life.