How to Measure Social Media Discussion: #PCB5
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Transcript of How to Measure Social Media Discussion: #PCB5
Measuring Social Media
Wayne KurtzmanTwitter: @[email protected]: www.BeyondThe.Biz and www.MediaBullseye.com
(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
Speaking About Social Media
(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
Speaking About Social Media
(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
“We Live in Exponential Times”
- Karl Fisch
Time to reach an audience
of 50-million people
•Printing Press ~ 110 years (~1559)
•Radio – 38 years
•Television – 13 years
•iPod – 3 years
•Facebook – 2 years
(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
“Social Media Is a Fad!”
(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
“It’s a fundamental shift in how we communicate” -Marta Kagan
(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
“The Internet is
Not (Just) A Medium…
- Jeff Jarvis
There Must Be a fundamental shift in how we Measure” -Wayne Kurtzman
(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
TheInternetIs A
PLACE
To meet, learn, act, react and transact.”
Reachable by computer or mobile internet
(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
You Can’t Measure
Meeting In A
The Same Way We Measured
(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
But You Work For…
http://icanhascheezburger.com
Or . . .
http://icanhascheezburger.com
So you just want to…
http://icanhascheezburger.com
Numbers Speak Louder Than Words
http://icanhascheezburger.com
New Analytics Model: The Individual
Social Media
CRM
Biz Intel
Psycho-
graphic
(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
New Analytics Model: The Individual
Social Media
CRM
Biz Intel
Psycho-
graphic
Specific Attitude, Opinions, Activities,
Values
Stockholder?
Potential issues, history
Home teams,
hobbies, personality
types
Buying history, GM,
Lifetime value, AOV, number of contacts,
etc.(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
Forrester Blogs: Social Media Marketing Balanced Scorecard
Financial: Has
revenue or profit
increased or costs
decreased?
Digital: Has the
company enhanced its owned
and earned digital assets?
Risk Management
: Is the
organization better
prepared to note and
respond to attacks or
problems that affect
reputation?Brand: Have
consumer attitudes about the
brand improved?
http://blogs.forrester.com/augie_ray/10-07-19-roi_social_media_marketing_more_dollars_and_cents
Where To Measure. But First…
Define Your Goals
Monitor
Define Engagement
Measure
(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
Look At What We Have
Followers Influence Measurements (Klout) Mentions Retweets Facebook, Blog, Forum and Facebook
Mentions (if public)
(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
What Are Your Business Goals?
Marketing Share Brand Recognition Sales Knowledge Others?
Monitor
Pick A Monitoring & Engagement Platform Radian6, ScoutLabs, Tap11… Hootsuite, Tweetgrid… Tweetgrid,Topsy, Twitterfall,
VisibleTweets… Twitturly, Trendistic, Tweetmetrics,
Tweeteffect…
Resources Are Posted at:www.beyondthe.biz
For Example…
Sentiment Quotable Statements Advocates Marketing Keycode Usage
Followers Correlation with Key Business Metrics
Sales, Support Call Length, Retention, etc.
The Business Case?
Expenses
Revenues
Activities
Metrics
This is the participation part, folks!(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
Measuring Social Media
Wayne KurtzmanTwitter: @[email protected]: www.BeyondThe.Biz and www.MediaBullseye.com
(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.