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What “words” come to mind when you think of measurement?soul-destroying number-crunching management inconclusive integrated evil boring necessaryuseless expected lieing nerdy critical helpful vital inaccurate tough elusive worth it wrong geeky
New Media Needs To Grow Up The Evolution of Engagement/Social1998-2001 2002-2004 2005-2006 2007-2008 2009-2011 2012- ??? What is it? Should we How do How do we do it? we test it? make it core?
Some Big Ideas on Sexing up SocialMedia Measurement?
Devon SmithDirector of Social Media, Threespot
Get a Nice Room… Libby Snead Senior Marketing Manager, Simply Measured
When youre dating, you are constantlylooking to know exactly what he or shethinks of you ... do they like you ... do theyfind you attractive ... will they say "yes" ...When you get right down to it, though,what youre doing is measuring. Havingverification that what youve done hasresulted in a known (and hopefully positive) Jason Fallsoutcome is what measurement is all about. Top rated Social Media Blogger, Author,So measuring your activity and finding out Consultantthose answers is a huge turn-on ... just trynot to get your measurement successconfused with your dating ones.
"Measuring allows one to become an invisible tailor -carefully constructing intimate experiences." Robin Richards Principal and Creative Director , Ripetungi
”Know who thinks that you’re sexy back." Jeff Esposito PR & Social Media Manager , Vistaprint
”Seeing it, is believing it." Stew Langille CEO and Co-Founder, Visual.ly
" I get an orgasm over big data. Make love todata directly and find the unknown unknowns." Avinash Kaushik Digital Marketing Evangelist, Google
#4 Fitness – Not many of us do all of it To To Analyze To To Project ToAccess It and Extract It and Socialize and Measure It Value Build andMonitor and Foresight Communi It Insight -cate It From It
#5 Good Listening Skills are Sexy Biggest Sins of Social Media Practitioners Source: Agent Wildfire 2011 Buzz Report
#6 Attractive/Good LooksDashboards and Infographics Source: Radian6 dashboard
#6 Attractive/Good Looks Infographics and DashboardsGoogle Search Returns “Infographics”: Jan’01 – 0.5 million June’12 – 14.2 million
#7 Many Talents and ConnectionsBroad Health Signs and Connected Data Marketing/brand engagement Web health Social media Business/Sales health Email Employee/internal health Internal Mobile Customer service/response health Face to Face Research and Innovation Phone Health Community Customer Experience Health Retail
#8 Responsive to NeedsLess than ½ of Us Track and Follow IUp Source: Satmetrix 2012
Engage with Customer Queries andInformation….quickly
#9 Storytelling- Merchandise and Generate Narrative from Your Measured Successeshttp://stories.twitter.com/ http://stories.facebook.com/
#9 Storytelling- Stumble Upon, Charity Water and Toyota
What’s In the Way of Social Media Measurement Sexiness?
The biggest obstacles that continue to existin implementing social media/WOM in your company/clients?1. Inability to measure 40%2. Lack of budgets 31%3. No accepted standards/benchmarks 29%4. Fear of loss of control 29%5. Inability for culture to accept 25%6. Technical skills/expertise not in place 23%7. Do not understand diff. bet. Mass marketing 21% Source: Agent Wildfire Buzz Report 2011
Biggest Hurdles to Measurement Sexiness– The Uncontrollables-Sentiment and Language Limits-New social behaviours/new networks/newmedia-Data quality and datasets-Vendor specific approaches and Industrystandards
“Baseball thinking is medieval, they areasking all the wrong questions…Using stats to reread them, well find the valueof players that nobody else can see. Becauseeveryone else in baseball under values them.Like an island of misfit toys.”
The communication, collaboration and socialmedia underrated list: ➷ Content – variety/engagement/impact difference ➷ Community – active members/contributions ➷ Insight and Foresight – business changes from social influence and impacts ➷ Influence – two-level influence/differential impact
Measuring Your Home, Neutral and Away Game Home: Neutral: Away: Website Brand Pages Social Networks Blog Personal Profiles Sharing Sites Community RSS Feed Other Blogs Forums Facebook Connect Influencers
Agent Wildfire/Wikibrand’s 3rd Annual Buzz Report Survey“We will be able to track the presence and value ofconversations much more accurately over the next decade” 88% agree/strongly agreehttps://www.surveymonkey.com/s/buzzreport2012
The socialization of everything… and that’s OK but frustrating
13.8% of onlinepopulation… …create 80% of the online influence posts6.2% of onlinepopulation… …create 80% of the online influence impressions
Four sources of Influencer power x x x = R E C S Reach Exposure Credibility Suasion
Molson uses LIAM• Leveraging what we see in conversations• Initiating discussion and dialogue• Acquiring people for our community• Managing our communities
Area of Benefit - Microsoft Feedback - Emerging top issues - Product issues identified Advocacy - Word of mouth/evangelism/Sharing - Important stakeholders - VIPs Support - Break-fix issues - Recognize people who provide answers Nestor Portillo, Microsoft – Worldwide Director, Community and Offline Support
Ten Things If I Was Running Your Social Media Measurement Gig#1 Build a central and localized real-timedashboard#2 Measure the value of social insights,customer support and innovation#3 Hire a sexy infographics designer
Ten Things If I Was Running Your Social Media Measurement Gig#4 Update CEO every month –#5 Test ½ year experiments#6 Train and expand staff measurement use
Ten Things If I Would Be Running Your Social Media Gig#7 Time Management – Steps– spend 1/4 of time on monitoring/1/4 of time onreporting/1/4 of time on insight and 1/4 time on foresight#8 Time Management – Source– spend 1/3 of time on your owned metrics/your sharedmetrics/your earned metrics (home, neutral and awaygame)#9 Don’t benchmark to competition#10 Tell Stories and Celebrate Milestones
Moneyball Knows …Reframing the Game“Your goal shouldnt beto buy players. Your goalshould be to buy wins. Inorder buy wins, you needto buy runs.”