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Wharton Interactive Media Initiative ,[object Object],Measuring Success of Social Media,[object Object],Steve Ennen ,[object Object],Managing Director, Lecturer in Marketing,[object Object],Wharton Interactive Media Initiative,[object Object],ennen@wharton.upenn.edu,[object Object],www.whartoninteractive.com,[object Object]
Wimi Overview,[object Object],[object Object]
Distinguishes itself with a tight focus on the interaction between content provider and user, capitalizing on the wealth of individual-level data that is exploding at the crossroads of commerce, technology, and entertainment.
Is dedicated to bringing world-class research rigor to better understand these complex interactions in order to drive new business strategies and tactics that will reshape the media landscape.WHARTON INTERACTIVE MEDIA INITIATIVE,[object Object]
Wimi Infrastructure,[object Object],Global network of research & corporate partners,[object Object],Researchers from Wharton, LBS, MIT, Wharton doctoral and MBA students,[object Object],Projects underway with:,[object Object],WHARTON INTERACTIVE MEDIA INITIATIVE,[object Object],Funding from nine,[object Object],Corporate Partners and key individuals to study data-related issues relevant to several industries,[object Object],[object Object],[object Object]
Number one key metric, the holy grail
Cut through the clutter
What is the real-time web
Basic universal marketing measurements
Developing a measurement strategyWHARTON INTERACTIVE MEDIA INITIATIVE,[object Object]
Why you are here,[object Object],The world transforms,[object Object]
Why you are here,[object Object],Number one, key metric, the holy grail!,[object Object]
Why you are here,[object Object],Number one, key metric, the holy grail!,[object Object]
Why you are here,[object Object],Challenges to measurement:,[object Object],[object Object]
 Faux metrics – fabricated by technology
 Data deluge
 Confusion& Clutter,[object Object]
Cut through the clutter,[object Object],Buzz and business,[object Object],[object Object]
In about 60 days, nearly 240,000 Facebookers had been de-friended for the sake of a hamburger. That amounts to more than 7,000 coupons for free Whoppers.
Facebook stopped the campaign because of privacy concerns.,[object Object]
Cut through the clutter,[object Object],Buzz and business,[object Object]
Cut through the clutter,[object Object],Buzz and business,[object Object],No evidence of increased sales,[object Object]
Cut through the clutter,[object Object],Hot social media metrics,[object Object],[object Object]
 Engagement (verb, not a metric)
 Sentiment
 Earned vs. paid media
 Real time,[object Object]
Cut through the clutter,[object Object],Influencers,[object Object],[object Object],	Dark and Disenfranchised,[object Object],	Small Town Pride,[object Object],[object Object],	Marketers hope to affect influencers to short cut mass 	marketing,[object Object],	The research shows…,[object Object]
Cut through the clutter,[object Object],…not so much,[object Object],Becker (1970) and Watts and Dodds (2007) have raised doubts on the importance of opinion leaders in speeding up the acceptance of new products,[object Object],More recent research by Coulter, Feick and Price (2002) and Godes and Mayzlin (2009) provides conflicting answers to the question whether heavy users are more influential than light users, an issue of obvious relevance to the identification and targeting of likely influentials.,[object Object],“Opinion Leadership and Social Contagion in New Product Diffusion”   ,[object Object],RaghuramIyengar, Christophe Van den Bulte,[object Object],The Wharton School, University of Pennsylvania, et al,[object Object]
Cut through the clutter,[object Object]
Cut through the clutter,[object Object],Bottom line: ,[object Object],influencers have smaller spheres of influence than current buzz purports. ,[object Object]
Cut through the clutter,[object Object],[object Object],(verb, not a metric),[object Object],“Seriously though, I am surprised that your analysis pegs me as one of the most engaged users to your site. I subscribe to your RSS feed via Yahoo, and eventually get around to reading each new posting, but my access is very occasional. Your email to me was the first that I was aware of the posting.”,[object Object],posting on analytics site by its “most engaged visitor”,[object Object]
Cut through the clutter,[object Object],Sentiment analysis,[object Object],Sentiment analysis or opinion mining refers to a broad area of natural language processing, computational linguistics and text mining. Generally speaking, it aims to determine the attitude of a speaker or a writer with respect to some topic. The attitude may be their judgment or their affective state (that is to say, the emotional state of the author when writing) or the intended emotional communication (that is to say, the emotional effect the author wishes to have on the reader).,[object Object]
Cut through the clutter,[object Object],[object Object]
 Perceived characteristics of the competitor
 Opportunities to defend or build the organization's reputation
 Channels for revenue growth
 Potential threats
 Most effective methods and venues for engaging with consumers
 Keywords and trends for effective marketing strategies,[object Object]
Cut through the clutter,[object Object],Earned vs. paid media,[object Object],Union Square Ventures partner Fred Wilson sees the future,[object Object],As "earned," not paid, media ,[object Object],[object Object]
 Paid media: ads
 (Owned): brand-created content with the hope of moving to earnedUSV is funding companies that address the new marketing paradigm, from earned-media platforms such as Twitter and social video site Boxee,[object Object]
tomorrow’smeasurement,[object Object],The next challenge,[object Object],The data collection radically increases speed through,[object Object],Real time measurement,[object Object]
What isthe real-time web?,[object Object],“Real-time is the hottest topic now” ,[object Object],Facebook executive, Jan 21 2010,[object Object],Google recently declared real-time search to be one of the biggest unsolved challenges it faces. Announced real-time search in December. ,[object Object],Google’s inked partnerships with both Facebook and MySpace to pull in data in real-time. For Facebook, that means public Facebook Pages, and for MySpace, it means any stream data that is publicly available. This is on top of the partnership that the company announced with Twitter in October.,[object Object]
What isthe real-time web?,[object Object],NYTimes put a link to a new real-time view of all its news stories on the front page of its site. ,[object Object],Facebook announced a new feature that will let users be notified instantly when their friends interact with media related to themselves on the site.,[object Object]
What isthe real-time web?,[object Object],Real-time web is the acceleration of the exchange of information brought on by the adoption of new technologies,[object Object],Ubiquity,[object Object],Ubiquity disrupts former paradigms and,[object Object],creates new business opportunities,[object Object]
What isthe real-time web?,[object Object],[object Object]
Real-time search -Twitter
Real-time analytics – social games
Real-time pricing,[object Object]
Measuring the real-time web,[object Object]
Measuring the real-time web,[object Object]
 Measuring Blogs,[object Object],[object Object]
 Reliable gauge of sentimentFrom a marketer’s perspective there are two ways to measure your blog strategy,[object Object],1. The importance of your own blog,[object Object],	new  and returning visits links,[object Object],	Google Webmaster Tools or Bing Webmaster track inbound links,[object Object],2. The interaction with another blog,[object Object],	authority,[object Object],	readership,[object Object]
 measuring blogs,[object Object],How is Technorati Authority calculated?,[object Object],[object Object]
 A site’s authority may rapidly rise and fall depending on what the blogosphere is discussing at the moment, and how often a site produces content being referenced by other sites.
The new Authority calculation differs from the past version, which measured linking behavior over a longer 6 month timeframe.
Links in blogrolls don’t count towards Authority, as they are not indicative of interest in relevant content
Authority is on a scale of 0-1000. 1000 is the highest possible authority,[object Object]

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Hinweis der Redaktion

  1. You are about to be pioneers
  2. You are about to be pioneers