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eMetrics.or g Jim Sterne Social Media Metrics and Web Analytics

Jim Sterne's Webinar Presentation With Radian6

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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.

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Page 1: Jim Sterne's Webinar Presentation With Radian6

eMetrics.orgJim Sterne

Social Media Metrics andWeb Analytics

Page 2: Jim Sterne's Webinar Presentation With Radian6

Social Media Metrics andWeb Analytics

Page 3: Jim Sterne's Webinar Presentation With Radian6

Social Media Metrics andWeb Analytics

Page 4: Jim Sterne's Webinar Presentation With Radian6

Social Media Metrics andWeb Analytics andEmail Metrics andSatisfaction Metrics andetc.

Page 5: Jim Sterne's Webinar Presentation With Radian6

Social Media Metrics andWeb Analytics andEmail Metrics andSatisfaction Metrics andetc.

Page 6: Jim Sterne's Webinar Presentation With Radian6

Social Media Metrics andWeb Analytics andEmail Metrics andSatisfaction Metrics andetc.

Page 7: Jim Sterne's Webinar Presentation With Radian6

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?

Page 8: Jim Sterne's Webinar Presentation With Radian6

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?

Page 9: Jim Sterne's Webinar Presentation With Radian6

Marketing Metrics SuccessCustomer Centricity

View the world through customer-colored glasses

Page 10: Jim Sterne's Webinar Presentation With Radian6

Educate

Sell

Help

• Get Attention

Relate

Company / Customer Communication

Page 11: Jim Sterne's Webinar Presentation With Radian6

Educate

Sell

Advertising

Help

• Get Attention

Relate

Company / Customer Communication

Page 12: Jim Sterne's Webinar Presentation With Radian6

Educate

Sell

Advertising

Marketing

Help

• Get Attention

Relate

Company / Customer Communication

Page 13: Jim Sterne's Webinar Presentation With Radian6

Educate

Sell

Advertising

Marketing

Sales

Help

• Get Attention

Relate

Company / Customer Communication

Page 14: Jim Sterne's Webinar Presentation With Radian6

Educate

Sell

Advertising

Marketing

Sales

Customer ServiceHelp

• Get Attention

Relate

Company / Customer Communication

Page 15: Jim Sterne's Webinar Presentation With Radian6

Educate

Sell

Advertising

Marketing

Sales

Customer ServiceHelp

• Get Attention

Relate F2F, Phone, Email

Company / Customer Communication

Page 16: Jim Sterne's Webinar Presentation With Radian6

Educate

Sell

Advertising

Marketing

Sales

Customer ServiceHelp

• Get Attention

Relate Social Media

Company / Customer Communication

Page 17: Jim Sterne's Webinar Presentation With Radian6

Educate

Sell

Advertising

Marketing

Sales

Social MediaHelp

• Get Attention

Relate Social Media

Social Media

Social Media

Social Media

Company / Customer Communication

Page 18: Jim Sterne's Webinar Presentation With Radian6

Social Media Metrics

platforms that allow contentto be easily shared

Definition:

Page 20: Jim Sterne's Webinar Presentation With Radian6

Marketing Metrics SuccessCustomer Centricity

View the world through customer-colored glasses

Page 21: Jim Sterne's Webinar Presentation With Radian6

The Selling Cycle•Advertise• Prospect• Qualify• Manage Leads• Identify Solution• Create Proposal• Negotiate• Close Sale• Install• Invoice• Support

Page 22: Jim Sterne's Webinar Presentation With Radian6

The Buying Cycle•Blissful ignorance• Experience pain• Seek information• Discover solutions• Compare options• Create short list• Negotiate• Commit• Recommend

Page 23: Jim Sterne's Webinar Presentation With Radian6

GainChangeConsiderCheckAffectGenerate

AwarenessAttitudeInfluenceCompetitionOutcomesValue

Social Media MetricsCustomer Centricity

Page 24: Jim Sterne's Webinar Presentation With Radian6

Social Media MetricsCustomer Centricity

MeasureMeasureMeasureMeasureMeasureMeasure

AwarenessAttitudeInfluenceCompetitionOutcomesValue

Page 25: Jim Sterne's Webinar Presentation With Radian6

Advertising Metrics

ReachFrequencyAwareness

Page 26: Jim Sterne's Webinar Presentation With Radian6

Opportunity to See

Page 27: Jim Sterne's Webinar Presentation With Radian6

BlogosphereMeasuring Your Own Blog

RSS SubscribersReaders per post

Page 29: Jim Sterne's Webinar Presentation With Radian6

Opportunity to See...Opportunity to Share

Page 30: Jim Sterne's Webinar Presentation With Radian6

Reach, Frequency & AwarenessVirality

Page 31: Jim Sterne's Webinar Presentation With Radian6

Social Media MetricsCustomer Centricity

MeasureMeasureMeasureMeasureMeasureMeasure

AwarenessAttitudeInfluenceCompetitionOutcomesValue

Page 32: Jim Sterne's Webinar Presentation With Radian6

Measuring Attitude

Online Metrics On Your SitePositiveNegativeNet Promoter Score

Page 33: Jim Sterne's Webinar Presentation With Radian6

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.

Page 34: Jim Sterne's Webinar Presentation With Radian6
Page 35: Jim Sterne's Webinar Presentation With Radian6

Social Media MetricsCustomer Centricity

MeasureMeasureMeasureMeasureMeasureMeasure

AwarenessAttitudeInfluenceCompetitionOutcomesValue

Page 36: Jim Sterne's Webinar Presentation With Radian6

Measuring Influence

Influencesthousands

Influenceshundreds ofthousands

Influencesmillions

Which one influences more web analysts??

Page 37: Jim Sterne's Webinar Presentation With Radian6

Measuring our own influence on public opinionSurvey Run an Ad Survey

Measuring Influence

Page 38: Jim Sterne's Webinar Presentation With Radian6

Influential Topics

Page 39: Jim Sterne's Webinar Presentation With Radian6

Influential Topics

Page 40: Jim Sterne's Webinar Presentation With Radian6

Social Media MetricsCustomer Centricity

MeasureMeasureMeasureMeasureMeasureMeasure

AwarenessAttitudeInfluenceCompetitionOutcomesValue

Page 41: Jim Sterne's Webinar Presentation With Radian6

Measuring the Buzzosphere

Share of AudienceShare of VoiceShare of BuzzShare of Sharing

Are we more visible than the competition?

Page 42: Jim Sterne's Webinar Presentation With Radian6

Social Media MetricsCustomer Centricity

MeasureMeasureMeasureMeasureMeasureMeasure

AwarenessAttitudeInfluenceCompetitionOutcomesValue

Page 43: Jim Sterne's Webinar Presentation With Radian6

Measuring Outcomes

Like

Follow

Retweet

Blog Post

Blog Comment

Rating

Bookmark

Recommend

Social Actions

Page 44: Jim Sterne's Webinar Presentation With Radian6

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

Page 45: Jim Sterne's Webinar Presentation With Radian6

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

Page 46: Jim Sterne's Webinar Presentation With Radian6

Social Media MetricsCustomer Centricity

MeasureMeasureMeasureMeasureMeasureMeasure

AwarenessAttitudeInfluenceCompetitionOutcomesValue

Page 47: Jim Sterne's Webinar Presentation With Radian6

How Much is a Social MediaParticipant Worth?

Page 48: Jim Sterne's Webinar Presentation With Radian6

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?

Page 49: Jim Sterne's Webinar Presentation With Radian6
Page 50: Jim Sterne's Webinar Presentation With Radian6

How Much is a Social MediaParticipant Worth?

$ .0725

Page 51: Jim Sterne's Webinar Presentation With Radian6

How Much is a Social MediaParticipant Worth?

If:10,000 people are talking about shampoo

Page 52: Jim Sterne's Webinar Presentation With Radian6
Page 53: Jim Sterne's Webinar Presentation With Radian6

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 ¢

Page 54: Jim Sterne's Webinar Presentation With Radian6

How Much is a Social MediaParticipant Worth?

$ .0725

Page 55: Jim Sterne's Webinar Presentation With Radian6

How Much is a Social MediaParticipant Worth?

725 million $ .0725

Page 56: Jim Sterne's Webinar Presentation With Radian6

RelevancyPut the right messageIn front of the right personAt the right time

Page 57: Jim Sterne's Webinar Presentation With Radian6

RelevancyPut the right messageIn front of the right personAt the right time

Get the right messagefrom the right peopleat the right time

Page 58: Jim Sterne's Webinar Presentation With Radian6

Crowdsourcing

Page 59: Jim Sterne's Webinar Presentation With Radian6

Crowdsourcing

Page 60: Jim Sterne's Webinar Presentation With Radian6

Social Media MetricsWeb Analytics

MeasureMeasureMeasureMeasureMeasureMeasure

AwarenessAttitudeInfluenceCompetitionOutcomesValue

Page 61: Jim Sterne's Webinar Presentation With Radian6

Social Media MetricsWeb Analytics

MeasureMeasureMeasureMeasureMeasureMeasureMeasure

AwarenessAttitudeInfluenceCompetitionOutcomesValueInput

Page 62: Jim Sterne's Webinar Presentation With Radian6

eMetrics.orgJim Sterne

Social Media Metrics andWeb Analytics

Page 63: Jim Sterne's Webinar Presentation With Radian6