Jeff Ferguson

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Transcript of Jeff Ferguson

  • 1. THE GREAT LIE OF THE NEWSOCIAL MEDIA METRICSJeff Ferguson // CEO, Fang Digital MarketingAllFacebook Conference East 2012
  • 2. THE LIKE IS A LIE
  • 3. BEFORE I BREAK YOURHEART EVEN FURTHER
  • 4. A REAL QUICK INTRO ON BILLJAMES AND SABREMETRICS
  • 5. Runs Created = (Hits + Walks) X Total Bases (At Bats + Walks)
  • 6. $1,400,0001,4001,200 Regular Seaon Games Won Cost per Win1,000 800 600 400 $260,000 200 103 103 0 New York Yankees Oakland As
  • 7. THE ERROR OF CHASING THELIKE
  • 8. What is an error?It is, without exception, the only major statistic in sports which is a record of what an observer thinks should have been accomplished.But the fact of a baseball error is that no play has been made but that the scorer thinks it should have. It is, uniquely, a record of opinions. -- Bill James, 1977
  • 9. The statistics were not merely inadequate; they lied.And the lies they told led the people who ranmajor league baseball teams to misjudge their players, and mismanage their games. -- Michael Lewis, author of Moneyball
  • 10. If Id asked people what they wanted,they would have asked for a better horse. -- Henry Ford
  • 11. Facebook Likes are the Website hits of the 21 st century.
  • 12. 3 Signs Youre Chasing a WorthlessMetric1. Its really easy to game the system or flat out buy that metric directly2. Its near worthless when you compare similar numbers3. It doesnt tie back to your core metrics
  • 13. 3 Signs Youre Chasing a WorthlessMetric1. Its really easy to game the system or flat out buy that metric directly2. Its near worthless when you compare similar numbers3. It doesnt tie back to your core metrics
  • 14. 3 Signs Youre Chasing a WorthlessMetric1. Its really easy to game the system or flat out buy that metric directly2. Its near worthless when you compare similar numbers3. It doesnt tie back to your core metrics
  • 15. 3 Signs Youre Chasing a WorthlessMetric1. Its really easy to game the system or flat out buy that metric directly2. Its near worthless when you compare similar numbers3. It doesnt tie back to your core metrics
  • 16. ROI doesnt change with eachnew media channel that comes on the scene.
  • 17. ROI doesnt change with eachnew media channel that comes on the scene.
  • 18. THE REDEMPTION OF THELIKE
  • 19. Runs Created = (Hits + Walks) X Total Bases (At Bats + Walks)
  • 20. OPS = AB * (H + BB + HBP) + TB * (AB + BB + SF + HBP) AB * (AB + BB + SF + HBP)
  • 21. Avinash Kaushik - Digital Marketing Evangelist, Google http://bit.ly/UcTLCc
  • 22. ITS HARD NOT TO BEROMANTIC ABOUT BASEBALL
  • 23. JEFF FERGUSON CEO & Lead Consultant jeff@fangdigital.com @fangdigital & @countxero