Presentation given to my team of social media newbies...
Citation preview
1. The Basics
2. Setting Expectations Yes: Overview of Social Media Brief
background history Conceptual framework in measuring social media
impact Most popular platforms and associated metrics and tools
Emerging platforms Some notes in measuring social media No:
Justification, strategy for social media engagement Answers to
questions that deal with best, worst But I will give my opinion
based on experience and research
3. Social Media An old concept (possibly as early as 1994)
Various definitions: (Tina Sharkey-iVillage; 1994) facilitating and
enabling platformthat allow people to connect, communicate, and
share with eachother (Darrel Berry-Matisse; 1995) (evolving) from
what was thenessentially a static archive of documents into a
network of usersengaging with each other (Ted Leonsis-AOL; 1997)
places where (users) can beentertained, communicate, and
participate in a social
environmentSources:http://www.forbes.com/sites/jeffbercovici/2010/12/09/who-coined-social-media-web-pioneers-compete-for-credit/http://www.ncwit.org/audio/interview-tina-sharkey
4. Social Media Technical definition: From Wikipedia: (A) group
of Internet-based applications that build on theideological and
technological foundations of Web 2.0, andthat allow the creation
and exchange of user-generatedcontent.
5. Web 2.0 OverviewWeb 1.0 Web 2.0Personal Websites(e.g.,
Geocities)vs. Blogs(e.g., Blogger/Blogspot)Online References/
Databases(e.g., Britannica Online)vs. Wikis(e.g.,
Wikipedia)Publishing and publisher-driven(e.g., BBC 1.0)vs.
Participation and user-driven(e.g., YouTube)Directories/
Taxonomy(e.g., EYP 1.0)vs. Folksonomy(e.g., Tags and tag clouds/
Flickr)Read-only(e.g., Inquirer.net 1.0)vs. Collaboration(e.g.,
Comment features, Google Docs)Complicated(i.e., required HTML
skill)vs. Simple(i.e., WYSIWYG editor)Back Next
6. Web 2.0 Overview Common features of various sites and
platforms: Users contribute, dictate, and own the content Users
decide what is featured Users make use of various types of search
functionalityto view the content they want Still information-rich
and information-driven But constantly evolving to suit changing
needs and tastesBack Next
7. NextUser-Generated Content (UGC)Web 1.0 (non-UGC) Web 2.0
(UGC)Packaged goods media vs. Conversational media(John Batelle
Boing Boing)Perusing someones content vs. Publishing ones own
contentOrganizations (especially media):Focused on creating
onlinecontentvs. Organizations:Providing facilities for amateurs
topublish their own contentBack
8. Social Media My practical definition: Social media are
services that focus on building onlinecommunities where people can
share their interestsand activities, or where they can explore the
interestsand activities of others, with the use of various
toolsprovided by the service.Can all websites be social media sites
or platforms?
10. Social
MediaProvideservice?Buildcommunities?Allowsharingand/orexploring?Showcaseinterests
andactivities?Usevarioustools?Old Google New Google Old Yahoo! New
Yahoo! Google+ centralizes Googles socialnetworking efforts Other
services (e.g., Gmail, Google Docs,Search, Picasa, etc.) are given
increasinglysocial features. Yahoo is less coordinated in its
efforts buthas essential sites that allow formation ofsocial
networks (e.g., Yahoo 360 orProfiles, Messenger, Flickr, Delicious,
Tumblr,etc.) Recent acquisitions point to further
11. Social
MediaProvideservice?Buildcommunities?Allowsharingand/orexploring?Showcaseinterests
andactivities?Usevarioustools?Inquirer.net ClickTheCity KAT.ph
Sulit.ph Jobstreet Rappler Note: Not all websites are social media
platforms (or social networking sites). These days,however,
ordinary websites add social functionalities by using social
networking APIs(e.g., Facebook Connect, Google+ Sign-in) to link
+1s/Likes, comments, cross-posts, etc.
12. Social Media Essentially: In the past, it was about
shouting the LOUDESTLook at MY brand!!!
13. Social Media Essentially: Today, its about leading the
Tribe(s)
14. Social Media as a Biz StrategyIn the early days of SM Today
A fad? A passing gimmick? For early adopters, no impacton their
revenue For the networks themselveslike Friendster andMySpace,
unclear how tomonetize Measurability is questioned Essential tool
for doing business Platforms can come and go, butpresence (and
influence) mustbe maintained in whicheverplatform/s are currently
mostpopular Metrics (and the tools formeasuring) are widely
available
15. A conceptual framework
16. Conceptual Framework Steps in measuring success/ failure of
Social Media 1. ESTABLISH your baseline/s 2. CREATE activity
timeline/s 3. EXAMINE using F.R.Y. FREQUENCY how often customers
transact (transactions per month) REACH how many customers were
reached (net new customers) YIELD how much they spend ($ per
transaction) 4. MEASURE transactional precursors 5. OVERLAY all
timelines 6. LOOK for patterns 7. PROVE relationshipsNotice that
focus seems purely on ROI (but more on this later)Sources:Olivier
Blanchard (@thebrandbuilder)
http://www.smroi.net/http://www.thesocialmediaadvocate.com/2011/08/12/how-to-track-and-exemplify-your-return-on-social-media/
17. Step 1 Establish baseline(s)Start of social media
integrationNumber of website visitors
18. Step 2 Create activity timelines
19. Step 3 Examine F.R.Y.Start of social media integration
20. Step 3 Examine F.R.Y.Start of social media integration
21. Step 3 Examine F.R.Y.Start of social media integration
22. Step 4Measure transactional precursorsStart of social media
integration
23. Step 4Measure transactional precursorsStart of social media
integration
24. Step 4Measure transactional precursorsStart of social media
integration
25. Step 5 Overlay all timelinesactivitiestransactionssocial
dataweb dataloyalty metricsetc.
26. Step 6 Look for patternsBefore AfterImpactNo
ImpactUncertain ImpactSocial media integration
27. Step 6 Prove relationshipsSocial media integrationSocial
media activities timelineBefore AfterHow was this grouptouched by
socialmedia?
29. Blanchards Conceptual Framework Criticism: Gives much
weight to ROI Tries to justify spending on social media Justify
cost, prove impact ROI is activity specific No such thing as (what
is the) social media ROI Rather: what is the ROI of X activity in
social media undertaken in Ytime frame If we spend this much money
on a social media activity, how muchmoney do we get in return? ROI
is just one element in the social media measuring toolkit We will
discuss this at the end There are other metrics that can prove
social medias success
(orfailure)Source:http://dcsbu.wordpress.com/2012/11/28/social-media-r-o-i/
30. Which is best?
31. More notes: Survey of the most popular social networking
sites Some up-and-coming sites included Metrics will be classified
as: Very useful, Useful, Neutral, Useless Open for discussion Tools
for tracking
32. Facebook Outstanding characteristics Current benchmark
Ubiquity, most active users, most comprehensive Unique features
Extensiveness of service Comprehensive profiling Games/ apps
Unlimited upload Built-in analytics dashboard (Facebook Insights),
additional APIs Interconnection with different APIs Facebook Graph
Search Microsoft partnership (Bing search) Issues Privacy, Maturity
Most likely to compete with Google+
33. Google+ Outstanding characteristics Comprehensive (albeit
fractured) services(Search, YouTube, Blogspot, Gmail, Docs, Picasa,
Drive, Maps,etc.) If combined, largest social network Unique
features Other services are (or close to) best in class Circles,
Hangouts Built-in Google Analytics, tied to Search Android platform
Issues Fractured nature, not as popular in the Philippines Nearest
competitor Facebook?
34. Twitter Outstanding characteristics Mobile-centric Quick
updates, news source Unique features Hashtags Micro-blog,
140-character Link shortening services One- or two-way relationship
possible, verified accounts Tweetdeck dashboard Issues Not as
detailed (updates, profiles), gainingpopularity but nowhere near
Facebook Most likely to compete with None
35. LinkedIn Outstanding characteristics Professional
networking Substantial additions to original features Unique
features Professional resume Business articles Issues targets a
different mindset (not necessarilyfun), limited audience in the
Philippines Most likely to compete with no significantcompetition
yet
36. YouTube Outstanding characteristics Most comprehensive
video channel Unique features Any topic, any keyword Channels
(legitimate, Paid vs. Free) Built-in analytics dashboard Embedding
to other networks When combined with other Google services
largestnetwork Issues Specific to videos only Most likely to
compete with Vimeo and other similarservices, Torrent and streaming
services
37. Instagram Outstanding characteristics Simple yet fun
(transform your photos) Cool character Unique features Mimimal
features Filters, Follow, Favorites, Like Affiliation with Facebook
Interconnection with Twitter Issues limiting by nature of its
features/ services;increasingly jologs factor Most likely to
compete with no significantcompetition except maybe Picasa
38. Foursquare Outstanding characteristics Location-based
check-in service Unique features Merchant offers, user tips
Interconnection with Twitter/ Facebook Issues limiting by nature of
its features/services, limited uptake by users and local merchants
Most likely to compete with no significantcompetition yet
39. Pinterest Outstanding characteristics Simple yet fun
(collect/ organize photos) Cool character Unique features Corkboard
and pin it/ repin it feature Interconnection with Twitter Issues
limiting by nature of its features/services, limited uptake by
users Most likely to compete with no significantcompetition
yet
40. Social content sharing sites Outstanding characteristics
Best in their niche Unique features Specific to the content/ medium
Simple but effective analytics dashboard Like/ favorite/ print/
download/ edit, etc. Issues Specific to their niche only Most
likely to compete with depending on thecontent/ medium, some
competing services exist(e.g., Flickr vs. Picasa, Scribd vs.
Issuu)
41. Communication/ Messaging Sites Outstanding characteristics
Different methods of communications Unique features Text/ voice
communication Usually part of a larger service or entity (e.g.,
Outlookand Skype for Microsoft, Mail and Messenger forYahoo!,
Gmail, Talk and Hangouts for Google, FacebookMail Chat/ Voice)
Issues treated as a service, not as a social network Most likely to
compete with each other
42. Blog Sites Outstanding characteristics Multimedia nature
(text, photo, music, video, maps,comments, other web apps such as
stat counters, etc.) Unique features Any topic imaginable Curated
by owners/authors and usually free to use Comments, trackbacks, and
blog rolls Ad-friendly Issues comprehensiveness limited by owners
efforts,participation of others (non-owners) limited to comments
Most likely to compete with each other, Facebook notes? Special
notes for Tumblr microblog, reply, re-blog, like,compatible with
Google Analytics
43. Up-and-coming Outstanding characteristics New, innovative
Unique features WhatsApp (free messaging/ calling) Snapchat (photo
messages that self-destruct intheory) Vine (looped mini-videos)
Issues low uptake, does not necessarily conform tohallmarks of
social media, limited features, uncertainfuture Most likely to
compete with each other (especiallyfor popularity/ ubiquity/
potential for acquisition)
44. What to measure?
45. Facebook
46. Facebook
47. FacebookVery Useful Useful Neutral UselessFans Friends of
Fans Likes Shares People talking about this Weekly Total Reach
Demographics Story Types Virality Sentiments (eyeballed)
Source:http://simplymeasured.com/blog/2011/10/20/the-60-facebook-insights-data-definitions/http://blog.getpostrocket.com/2012/07/6-numbers-from-facebook-insights-that-actually-matter/
60. Various platforms (summary notes) Google Analytics Most
ubiquitous; for almost all sites Free and paid Google Alerts Free
tool to track web mentions (as crawled by GoogleSearch) Subscribe
using Google accounts; sent to email Facebook Insights Proprietary
to Facebook (free) Provided by Facebook to encourage paid
advertising
61. Various platforms (summary notes) Tweetdeck Twitter
monitoring Scheduled posting Hootsuite Various social network
monitoring (free) Scheduled posting (free) Collaboration (free/
paid) Customizable analytics data (paid) YouTube Proprietary to
YouTube(free)
62. Further readings
http://www.viralblog.com/social-media/your-guide-to-88-social-media-monitoring-tools/
http://ideya.eu.com/images/SMM%20PRESENTATION%20August%202012%20FINAL.pdf
http://www.slideshare.net/lmilic/smm-tools-excerpt-final2012-9-13667019
63. Putting it together
64. Remember this?Investment Expected returns
65. Remember this? ROI is not the only measurable/ provable
metric
66. Thank you! Keep it in mind when doing analytics
