View
2.761
Download
0
Category
Tags:
Preview:
DESCRIPTION
In this presentation, Jim Sterne, Web analytics expert and President of Web strategy firm Target Marketing, shared with us how social media metrics and Web metrics tie together.
Citation preview
Social Media Metrics andWeb Analytics
Social Media Metrics andWeb Analytics
Social Media Metrics andWeb Analytics andEmail Metrics andSatisfaction Metrics andetc.
Social Media Metrics andWeb Analytics andEmail Metrics andSatisfaction Metrics andetc.
Social Media Metrics andWeb Analytics andEmail Metrics andSatisfaction Metrics andetc.
Web site Email Search MarketingBanners TV Search OptimizationSponsorship SMS Tele MarketingDirect Mail Print Affiliate MarketingWebinar Video Social NetworksPodcast Blog Behavioral TargetingOutdoor Twitter MicrositesEvents Viral Location Based
The Main Marketing QuestionHow much to spend on each?
Web site Email Search MarketingBanners TV Search OptimizationSponsorship SMS Tele MarketingDirect Mail Print Affiliate MarketingWebinar Video Social NetworksPodcast Blog Behavioral TargetingOutdoor Twitter MicrositesEvents Viral Location Based
The Main Marketing QuestionHow much to spend on each?
Marketing Metrics SuccessCustomer Centricity
View the world through customer-colored glasses
Educate
Sell
Help
• Get Attention
Relate
Company / Customer Communication
Educate
Sell
Advertising
Help
• Get Attention
Relate
Company / Customer Communication
Educate
Sell
Advertising
Marketing
Help
• Get Attention
Relate
Company / Customer Communication
Educate
Sell
Advertising
Marketing
Sales
Help
• Get Attention
Relate
Company / Customer Communication
Educate
Sell
Advertising
Marketing
Sales
Customer ServiceHelp
• Get Attention
Relate
Company / Customer Communication
Educate
Sell
Advertising
Marketing
Sales
Customer ServiceHelp
• Get Attention
Relate F2F, Phone, Email
Company / Customer Communication
Educate
Sell
Advertising
Marketing
Sales
Customer ServiceHelp
• Get Attention
Relate Social Media
Company / Customer Communication
Educate
Sell
Advertising
Marketing
Sales
Social MediaHelp
• Get Attention
Relate Social Media
Social Media
Social Media
Social Media
Company / Customer Communication
Social Media Metrics
platforms that allow contentto be easily shared
Definition:
Forums & Message BoardsReviews & Opinion SitesSocial NetworksBloggingMicrobloggingBookmarkingMedia Sharing
Social Media Metrics Types:
Marketing Metrics SuccessCustomer Centricity
View the world through customer-colored glasses
The Selling Cycle•Advertise• Prospect• Qualify• Manage Leads• Identify Solution• Create Proposal• Negotiate• Close Sale• Install• Invoice• Support
The Buying Cycle•Blissful ignorance• Experience pain• Seek information• Discover solutions• Compare options• Create short list• Negotiate• Commit• Recommend
GainChangeConsiderCheckAffectGenerate
AwarenessAttitudeInfluenceCompetitionOutcomesValue
Social Media MetricsCustomer Centricity
Social Media MetricsCustomer Centricity
MeasureMeasureMeasureMeasureMeasureMeasure
AwarenessAttitudeInfluenceCompetitionOutcomesValue
Advertising Metrics
ReachFrequencyAwareness
Opportunity to See
BlogosphereMeasuring Your Own Blog
RSS SubscribersReaders per post
Opportunity to See...Opportunity to Share
Opportunity to See...Opportunity to Share
Reach, Frequency & AwarenessVirality
Social Media MetricsCustomer Centricity
MeasureMeasureMeasureMeasureMeasureMeasure
AwarenessAttitudeInfluenceCompetitionOutcomesValue
Measuring Attitude
Online Metrics On Your SitePositiveNegativeNet Promoter Score
Sentiment Checking
Positive or Negative? This pot roast is delicious.This pot roast is the worst I’ve ever tasted.This pot roast is inedible.This pot roast is better than your mother’s.
Social Media MetricsCustomer Centricity
MeasureMeasureMeasureMeasureMeasureMeasure
AwarenessAttitudeInfluenceCompetitionOutcomesValue
Measuring Influence
Influencesthousands
Influenceshundreds ofthousands
Influencesmillions
Which one influences more web analysts??
Measuring our own influence on public opinionSurvey Run an Ad Survey
Measuring Influence
Influential Topics
Influential Topics
Social Media MetricsCustomer Centricity
MeasureMeasureMeasureMeasureMeasureMeasure
AwarenessAttitudeInfluenceCompetitionOutcomesValue
Measuring the Buzzosphere
Share of AudienceShare of VoiceShare of BuzzShare of Sharing
Are we more visible than the competition?
Social Media MetricsCustomer Centricity
MeasureMeasureMeasureMeasureMeasureMeasure
AwarenessAttitudeInfluenceCompetitionOutcomesValue
Measuring Outcomes
Like
Follow
Retweet
Blog Post
Blog Comment
Rating
Bookmark
Recommend
Social Actions
Measuring Outcomes
Like
Follow
Retweet
Blog Post
Blog Comment
Rating
Bookmark
Recommend
Recommendations
Click
Visit
Subscription
Membership
Register
Take Survey
Lead Qualify
Purchase
Business OutcomesSocial Actions
Measuring Outcomes
Like
Follow
Retweet
Blog Post
Blog Comment
Rating
Bookmark
Recommend
Click
Visit
Subscription
Membership
Register
Take Survey
Lead Qualify
Purchase
Web AnalyticsSocial Metrics
Social Media MetricsCustomer Centricity
MeasureMeasureMeasureMeasureMeasureMeasure
AwarenessAttitudeInfluenceCompetitionOutcomesValue
How Much is a Social MediaParticipant Worth?
Web site Email Search MarketingBanners TV Search OptimizationSponsorship SMS Tele MarketingDirect Mail Print Affiliate MarketingWebinar Video Social NetworksPodcast Blog Behavioral TargetingOutdoor Twitter MicrositesEvents Viral Location Based
How Much is a Social MediaParticipant Worth?
How Much is a Social MediaParticipant Worth?
$ .0725
How Much is a Social MediaParticipant Worth?
If:10,000 people are talking about shampoo
How Much is a Social MediaParticipant Worth?
If:10,000 people are talking about shampooAnd, a new customer has a lifetime value of $29 (profit)And, joining that conversation causes 5% of them to tryAnd 5% of those remain loyalThen:
10,000 x 5% = 500500 x 5% = 2525 x $29 = $725725/10,000 = $0.0725 per participant = 7.25 ¢
How Much is a Social MediaParticipant Worth?
$ .0725
How Much is a Social MediaParticipant Worth?
725 million $ .0725
RelevancyPut the right messageIn front of the right personAt the right time
RelevancyPut the right messageIn front of the right personAt the right time
Get the right messagefrom the right peopleat the right time
Crowdsourcing
Crowdsourcing
Social Media MetricsWeb Analytics
MeasureMeasureMeasureMeasureMeasureMeasure
AwarenessAttitudeInfluenceCompetitionOutcomesValue
Social Media MetricsWeb Analytics
MeasureMeasureMeasureMeasureMeasureMeasureMeasure
AwarenessAttitudeInfluenceCompetitionOutcomesValueInput
Recommended