Measuring Meaning In Social Media (Web Visions)
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MEASURING MEANING, CREATING VALUE
from data to action in social media
© 2008 ZAAZ, Inc. All rights reserved. Confidential information.
Ryan Turner
Director, Social Media
Me: Ryan
Social Media.
ZAAZ.
Seattle.
12 years.
Online community, social media, information architecture, usability, knowledge
management, social learning, leadership development.
Degrees in poetry writing and literature.
Telemark skiing, fly fishing, mountain biking, jazz, hip hop, modern art.
Bloomington, Oakland, Santa Clara, Volvo, Orcas, Tempe, Missoula, Seattle.
2 kids.
3 chickens.
I was abducted by social media.
You can find me here:
www.websocialarchitecture.com
WHY MOST SOCIAL MEDIA INITIATIVES FAIL
5 REASONS:
1. Failure to think strategically.
2. Failure to understand users.
3. Failure to align with brand.
4. Failure to create value.
5. Failure to plan for ongoing effort.
“Just because we understand tax code doesn’t mean we can’t bust mad flow.”
--Intuit
The Hub.
Agenda
• Focus on quality, not quantity.
• Case studies.
• Social media generates business intelligence.
• Cultivate human intelligence.
• Start with the basics.
• Discussion.
THE WEB IS A SOCIAL MEDIUM
WHEN WE TALK ABOUT SOCIAL MEDIA, WHAT
WE REALLY MEAN IS
PARTICIPATION.
Some Context: Ryan’s Ten-Cent History of the
WebCommunity-Focused Broadcast Participatory
User-Generated
Bottom-Up
HTML
High Threshold of Entry
Low Bandwidth
Text-Based
Collaboration
Corporation-Driven
Top-Down
Data-Driven
No entry
Flash intros!
Text and Images
Transaction
User-Generated
Bottom-Up
Standards-Driven
Lower Threshold of Entry
High Bandwidth
Multimedia
Interaction
1980’s-1994 1994-2005 2005-Now
Web 2.0 and social media are social phenomena
above all.
Blogs Discussion Boards
Forums Chat IM Vlogs
Moblogs SMS Podcasts
Microblogs Photo Blogs
Prediction Markets RSS
Collaboration Collective
Intelligence Communities
Wikis Recommender Systems
Mashups User-Generated
Content
Social media is made up of people, relationships
among people, and things people create and share
VS
What Is Social Media
DON’T WANT TO CONNECT
WITH
PEOPLE
EACH OTHER ONLINE.
But that’s not the whole story. People do want value, and they will participate in ways they find meaningful.
THE LONG-TERM WINNERS ARE THE ONES WHO
CREATE THE MOST VALUE,
NOT THE ONES WHO CONVERT THE HIGHEST PERCENTAGE OF
TRAFFIC.
THE WINNERS CREATE MEANING.
THEY MAKE STUFF THAT MATTERS.
FOCUS ON QUALITY,
NOT QUANTITY ONLY.
Not how much stuff you have, but what kind of stuff.
Not how many people show up, but how many come back.
Not how many conversations, but their inherent intelligence.
Not how many people listen to you, but how well you listen,
how much you learn, and what you do about it.
From Salon.com.
http://blogs.salon.com/0002007/categories/blogsBlogging/2005/01/04.html
A blog is therefore a bad tool
for engaging customers.
You could conclude:
“We’ve already got 100,000 registered users.”
“Our users have posted 2500 videos.”
How does this work in practice?
Quantity:
• Visits
• Members
• Number of Projects
Quality:
• Active Members
• Average Rate of
Participation
• Positive Offsite Blog
Postings
• Return Visitor %
Quantity vs. Quality Measurements
Quantity:
• My Beacon Activations
• Learn about My Beacon
Visits
Quality:
• Active My Beacon Users
(5x/month)
• Avg. # of Buddies per
Active User
• % Regular User vs. Heavy
Users
Quantity vs. Quality Measurements
Quantity:
• Number of reviews
submitted
Quality:
• % of Reviews “Helpful” 75%+
of the Time
• Review Visits per Product Visit
• % of Reviewers “Heavily
Engaged”
• Conversion Rate based on
Review
Quantity vs. Quality Measurements
Quantity:
• Visits
• Page Views per Visit
Quality:
• Total MVP Activity
• Total Comment Prints
• % Rating Experience
“Helpful”
Quantity vs. Quality Measurements
We’ve already done a lot of great work.Quantity:
• Visits
• Page Views
• Comments
Quality:
• Survey % - Expanded
View of MS Office
capabilities
• Survey % - helpful
content
• % Visits Downloading
Templates
Quantity vs. Quality Measurements
Quantity:
• Raw comment counts
• Visits
Quality:
• % of Votes Over/Under
100 words
• % of “Recommend
Comments” selected
• Rate of Full Page Scrolls
Quantity vs. Quality Measurements
Quantity:
• # of Ratings
Quality:
• Clickthroughs to BlendTec Site
• Total Comments
• Video Views
• Active Subscriptions
• “Favorited” Based on Views
Quantity vs. Quality Measurements
VALUE-FOCUSED MEASURES OF SUCCESS
FOR GREAT DESIGN, START BY DEFINING
One Agenda
One Agenda
One Agenda
One Agenda
One Agenda
UNDERSTAND YOUR WEB ECOSYSTEM
TAKE A SOCIAL MEDIA INVENTORY AND
Conceptual site map
Every site we build should include elements of social media.
OF YOUR WEB CHANNELQUANTIFYING THE VALUE
“The purpose of a business is to create value
for its customers, and the reward for doing so is profit.”
MONETIZATION DESCRIPTION
Assigning dollar values to different site behaviors to understand and
quantify the value of the overall web channel.
Monetizing site behaviors can help you:
• Understand Overall Value of Web Channel
• Where to Focus Research & Analysis Efforts
• Prioritize Potential Opportunities
• Evaluate the True Impact of Changes
In order to monetize site
behaviors we must
understand the sales
process.
How do you translate
visitor behaviors into
financial benefits for the
company?
ANALYZING THE VALUE OF LEADS FROM A LEAD
GENERATION SITE
HOW TO MONETIZE SITE BEHAVIORS
PURCHASE FUNNEL
Top of Funnel 120,428
Bottom of Funnel 9,177
Conversion Rate 7.62%
Value of Purchase 65$ (adjust $ value to see impact) First month only
Future Conversion Rate: OrdersIncremental
Orders
Monthly Incremental
Value
Impact of Three Month
Delay
7.62% 9,177 - -$ $ -
8.00% 9,634 457 29,721$ $ (445,809)
8.25% 9,935 758 49,290$ $ (739,352)
8.50% 10,236 1,059 68,860$ $ (1,032,896)
8.75% 10,537 1,360 88,429$ $ (1,326,439)
9.00% 10,839 1,662 107,999$ $ (1,619,982)
9.25% 11,140 1,963 127,568$ $ (1,913,525)
9.50% 11,441 2,264 147,138$ $ (2,207,069)
9.75% 11,742 2,565 166,707$ $ (2,500,612)
10.00% 12,043 2,866 186,277$ $ (2,794,155)
10.25% 12,344 3,167 205,847$ $ (3,087,698)
10.50% 12,645 3,468 225,416$ $ (3,381,242)
10.75% 12,946 3,769 244,986$ $ (3,674,785)
MONETIZING SITE BEHAVIORS
UNDERSTANDING THE
IMPACT
SOCIAL MEDIA MONETIZATION:
SOME TRICKS
START WITH GOALS
AND MONETIZE BEHAVIOR
Goal Setting & Monetization are Just as Important
for Social Media Initiatives...
…But are Often Overlooked or Inaccurately Valued
EXAMPLE: Understanding the Value of a Posting/Review:
MONETIZING SOCIAL MEDIA INITIATIVES
Typical/Common Value
Assessment:
• Increase conversion of future
visitors who view review or
comment
Actual Value Impact:
• Increased Loyalty from customers that post comments/reviews
• Increase conversion of future visitors who view review or
comment
• Organic Search Impact
• Leveraging comments/reviews in other marketing campaigns
• Impact greater business decisions (change to products or
services)
• The list goes on…
RETURN ON INFLUENCIALS
Important Things to Remember When Forecasting the Impact of Social Media:
• Snowball Effect
• Social Initiatives Build Vs. Traditional Media Initiatives Start over Each Time
• “Action Chains” – Moving customers from one action to the next
• Focus on the near-term AND long-term impact of your initiatives
SOCIAL MEDIA GENERATES
Social media, unlike broadcast and transactive media, is a two-way channel.
Listen, don’t just talk.
Don’t measure your social media marketing to improve your marketing—measure it to improve your business
decisions.
And get ready for higher-level exposure.
BUSINESS INTELLIGENCE
Integrating Data to
Understand
the Full Landscape
BUSINESS INTELLIGENCE IS
Measurement tools can’t generate business intelligence, only data.
People translate data into intelligence.
HUMAN INTELLIGENCE
BUT MONETIZATION DOESN’T TELL THE WHOLE STORY.
What is the value of a converted detractor? A connected advocate?
A blog post that saves your business?
RYAN VIA ELECTRICITY
Blog: http://www.websocialarchitecture.com
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