How to measure social media - my presentation at MarketingNow, Melbourne 2009. Apparently the slides are ugly ducklings and need some creative love :) Which they won't get from me! >:( heh.
2. Measurement - MarketingNow! 22 Sept 2009
These Slides
http://slideshare.net/silkcharm
List of Measurement Tools
http://measurementcamp.wikidot.com/
Social Media Dashboard
http://Radian6.com
http://www.dialogix.com.au/
http://peoplebrowsr.com
laurelpapworth.com
Tuesday, 22 September 2009
3. Measurement - MarketingNow! 22 Sept 2009
Brand of One
•My Blog
Pageviews, linking to me: Technorati, Google
PageRank, Leaderboards such as AdAge, Business
100, Subscribers - email, RSS. Bookmarking:
Delicious, StumbleUpon
•Twitter
Followers vs Followings, ReTweets, @SilkCharm
responses,
•Other
Blogsearch.google.com, Cool contacts
Amateur
laurelpapworth.com
Tuesday, 22 September 2009
4. Measurement - MarketingNow! 22 Sept 2009
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 members
Liveworld
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Tuesday, 22 September 2009
5. Measurement - MarketingNow! 22 Sept 2009
What is COI?
Cost of Inaction?
reference
laurelpapworth.com
Tuesday, 22 September 2009
7. Measurement - MarketingNow! 22 Sept 2009
Building a community
Places Tools
reference
laurelpapworth.com
Tuesday, 22 September 2009
8. Measurement - MarketingNow! 22 Sept 2009
Building a community
Identity & Trust
reference
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Tuesday, 22 September 2009
9. Measurement - MarketingNow! 22 Sept 2009
Building a community
Roles and Lifecycle
reference
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Tuesday, 22 September 2009
10. Measurement - MarketingNow! 22 Sept 2009
Building a community
Leader & Influencers
reference
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Tuesday, 22 September 2009
11. Measurement - MarketingNow! 22 Sept 2009
Building a community
Rules of Engagement
reference
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Tuesday, 22 September 2009
12. Measurement - MarketingNow! 22 Sept 2009
Building a community
Rituals
reference
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Tuesday, 22 September 2009
13. Measurement - MarketingNow! 22 Sept 2009
Building a community
Events
reference
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Tuesday, 22 September 2009
14. Measurement - MarketingNow! 22 Sept 2009
Building a community
Swarms and Tribes
reference
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Tuesday, 22 September 2009
15. Measurement - MarketingNow! 22 Sept 2009
“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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Tuesday, 22 September 2009
16. Measurement - MarketingNow! 22 Sept 2009
“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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Tuesday, 22 September 2009
26. Measurement - MarketingNow! 22 Sept 2009
Social Media Audit
•CEO networks
•Marketing social media activities
•Individual staff efforts
•Customer Service Engagement
•Outside of work skills
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Tuesday, 22 September 2009
27. Measurement - MarketingNow! 22 Sept 2009
still thinking broadcast?
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Tuesday, 22 September 2009
28. Measurement - MarketingNow! 22 Sept 2009
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
reference
laurelpapworth.com
Tuesday, 22 September 2009
29. Measurement - MarketingNow! 22 Sept 2009
Heavy Lifting
reference
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Tuesday, 22 September 2009
30. Measurement - MarketingNow! 22 Sept 2009
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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Tuesday, 22 September 2009
31. Measurement - MarketingNow! 22 Sept 2009
Measuring Reputation
over time
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Tuesday, 22 September 2009
32. Measurement - MarketingNow! 22 Sept 2009
Measuring Reputation
over time
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Tuesday, 22 September 2009
33. Measurement - MarketingNow! 22 Sept 2009
Measuring Reputation
over time
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Tuesday, 22 September 2009
34. Measurement - MarketingNow! 22 Sept 2009
Measuring Reputation
over time
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Tuesday, 22 September 2009
60. Measurement - MarketingNow! 22 Sept 2009
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
reference
laurelpapworth.com
Tuesday, 22 September 2009
65. Measurement - MarketingNow! 22 Sept 2009
Number of people on Keywords
reference
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Tuesday, 22 September 2009
66. Measurement - MarketingNow! 22 Sept 2009
Example
Objec&ve:
Sell
$1100
&ckets
to
a
twi6er
conference
in
NYC
and
increase
@140conf
Buzz
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Tuesday, 22 September 2009
67. Measurement - MarketingNow! 22 Sept 2009
Title of Slide
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
reference
laurelpapworth.com
Tuesday, 22 September 2009
68. Measurement - MarketingNow! 22 Sept 2009
Title of Slide
• 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
reference
laurelpapworth.com
Tuesday, 22 September 2009
78. Social Media Monetization
MySpace
bought 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.
Laurel Papworth - Social Network Strategist +61 (0) 432 684992
Blog: http://laurelpapworth.com Email: lpapworth@gmail.com Twitter: @SilkCharm
Tuesday, 22 September 2009
79. Social Media Monetization
TechCrunch
TechCrunch 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
Laurel Papworth - Social Network Strategist +61 (0) 432 684992
Blog: http://laurelpapworth.com Email: lpapworth@gmail.com Twitter: @SilkCharm
Tuesday, 22 September 2009
80. Social Media Monetization
LinkedIn and Flickr
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)
Laurel Papworth - Social Network Strategist +61 (0) 432 684992
Blog: http://laurelpapworth.com Email: lpapworth@gmail.com Twitter: @SilkCharm
Tuesday, 22 September 2009
81. Social Media Monetization
Facebook
Mobwars: $22k per day
projected $15 million yr.
$uper Rewards: one App.
made $1 million in a week
Laurel Papworth - Social Network Strategist +61 (0) 432 684992
Blog: http://laurelpapworth.com Email: lpapworth@gmail.com Twitter: @SilkCharm
Tuesday, 22 September 2009
82. Social Media Monetization
APIs
Salesforce.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.
Laurel Papworth - Social Network Strategist +61 (0) 432 684992
Blog: http://laurelpapworth.com Email: lpapworth@gmail.com Twitter: @SilkCharm
Tuesday, 22 September 2009
83. Social Media Monetization
Virtual Goods
Habbo - 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
Laurel Papworth - Social Network Strategist +61 (0) 432 684992
Blog: http://laurelpapworth.com Email: lpapworth@gmail.com Twitter: @SilkCharm
Tuesday, 22 September 2009
84. Social Media Monetization
Laurel Papworth - Social Network Strategist +61 (0) 432 684992
Blog: http://laurelpapworth.com Email: lpapworth@gmail.com Twitter: @SilkCharm
Tuesday, 22 September 2009