Measuring Social Media - MarketingNow Measurement
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Transcript of Measuring Social Media - MarketingNow Measurement
Measurement - MarketingNow! 22 Sept 2009
laurelpapworth.com
These Slides
http://slideshare.net/silkcharm
List of Measurement Tools
http://measurementcamp.wikidot.com/
Social Media Dashboard
http://Radian6.comhttp://www.dialogix.com.au/http://peoplebrowsr.com
Tuesday, 22 September 2009
Measurement - MarketingNow! 22 Sept 2009
laurelpapworth.com
Brand of One
•My BlogPageviews, linking to me: Technorati, Google PageRank, Leaderboards such as AdAge, Business 100, Subscribers - email, RSS. Bookmarking: Delicious, StumbleUpon•TwitterFollowers vs Followings, ReTweets, @SilkCharm responses, •OtherBlogsearch.google.com, Cool contacts
Amateur
Tuesday, 22 September 2009
Measurement - MarketingNow! 22 Sept 2009
laurelpapworth.com
Return on Investment for Marketing Dollar
•Loyalty ROI: Online community participants visit a site 9x more often and stay 5x as long (Source: McKinsey)
•Brand ROI: 4x un-aided brand recall vs a search engine (Source: NFO)
•Acquisition ROI: Attract customers at $0-10 vs. $10-$400 per customer acquisition in traditional marketing venues
•Support ROI: Community support services are 5x-10x more cost effective than phone support
•Offline - 20.3% of online community membersLiveworld
Tuesday, 22 September 2009
Measurement - MarketingNow! 22 Sept 2009
laurelpapworth.com
reference
What is COI?Cost of Inaction?
Tuesday, 22 September 2009
Measurement - MarketingNow! 22 Sept 2009
laurelpapworth.com
Purpose Values
Tuesday, 22 September 2009
Measurement - MarketingNow! 22 Sept 2009
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Building a community
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Places Tools
Tuesday, 22 September 2009
Measurement - MarketingNow! 22 Sept 2009
laurelpapworth.com
Building a community
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Identity & Trust
Tuesday, 22 September 2009
Measurement - MarketingNow! 22 Sept 2009
laurelpapworth.com
Building a community
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Roles and Lifecycle
Tuesday, 22 September 2009
Measurement - MarketingNow! 22 Sept 2009
laurelpapworth.com
Building a community
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Leader & Influencers
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Measurement - MarketingNow! 22 Sept 2009
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Building a community
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Rules of Engagement
Tuesday, 22 September 2009
Measurement - MarketingNow! 22 Sept 2009
laurelpapworth.com
Building a community
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Rituals
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Measurement - MarketingNow! 22 Sept 2009
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Building a community
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Events
Tuesday, 22 September 2009
Measurement - MarketingNow! 22 Sept 2009
laurelpapworth.com
Building a community
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Swarms and Tribes
Tuesday, 22 September 2009
Measurement - MarketingNow! 22 Sept 2009
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“Everything that can be counted does not necessarily count; everything that counts cannot necessarily be
counted.” sign in office of Albert Einstein
Tuesday, 22 September 2009
Measurement - MarketingNow! 22 Sept 2009
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“Release the content let the community decide the context vs play with the community vs educate the community”
A confused SilkCharm
Tuesday, 22 September 2009
Measurement - MarketingNow! 22 Sept 2009
laurelpapworth.com
Three basics
•Numbers - follower, views, ratings, fans
•Engagement - sentiment, ripple, retweet, comments,
•Call to Action - submissions, content uploaded, sales,
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Tuesday, 22 September 2009
Measurement - MarketingNow! 22 Sept 2009
laurelpapworth.com
Social Media Audit
•CEO networks•Marketing social media activities•Individual staff efforts•Customer Service Engagement•Outside of work skills
Tuesday, 22 September 2009
Measurement - MarketingNow! 22 Sept 2009
laurelpapworth.com
still thinking broadcast?
Tuesday, 22 September 2009
Measurement - MarketingNow! 22 Sept 2009
laurelpapworth.com
Leaderboards
•AdAge Power150 Media & Marketing•Top 100 Australian Blogs Index•Top 100 Australian Women Bloggers•Twitter Grader•Highest Grossing iPhone App•Most Added Facebook App
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Tuesday, 22 September 2009
Measurement - MarketingNow! 22 Sept 2009
laurelpapworth.com
Heavy Lifting
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Tuesday, 22 September 2009
Measurement - MarketingNow! 22 Sept 2009
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Influencers
•What we see for ourselves: presentation•What is presented: content submitted•What others say: testimonials•How others act: numbers•Ahead of the crowd: loner•Voice of the Time: popular•Expert recommendation: leader•Traditional Press interviews: du jour•Time in Social Network: longevity
Values
Tuesday, 22 September 2009
Measurement - MarketingNow! 22 Sept 2009
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over time
Measuring Reputation
Tuesday, 22 September 2009
Measurement - MarketingNow! 22 Sept 2009
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over time
Measuring Reputation
Tuesday, 22 September 2009
Measurement - MarketingNow! 22 Sept 2009
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over time
Measuring Reputation
Tuesday, 22 September 2009
Measurement - MarketingNow! 22 Sept 2009
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over time
Measuring Reputation
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Measurement - MarketingNow! 22 Sept 2009
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Managing Reputation
Tuesday, 22 September 2009
Measurement - MarketingNow! 22 Sept 2009
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Influence Measurement
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Tuesday, 22 September 2009
Measurement - MarketingNow! 22 Sept 2009
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Rubbish
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Tuesday, 22 September 2009
Measurement - MarketingNow! 22 Sept 2009
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Artificial Intelligence
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Tuesday, 22 September 2009
Measurement - MarketingNow! 22 Sept 2009
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AnalyticsLinks In
Links OutVisits
SourceCountriesKeywords
enterprise-dashboard
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Measurement - MarketingNow! 22 Sept 2009
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Blog Measurement
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Measurement - MarketingNow! 22 Sept 2009
laurelpapworth.com
Content Measurement
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Measurement - MarketingNow! 22 Sept 2009
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Content
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Measurement - MarketingNow! 22 Sept 2009
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Insights
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Measurement - MarketingNow! 22 Sept 2009
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Measuring Movement
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Measurement - MarketingNow! 22 Sept 2009
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Measuring Velocity
Tuesday, 22 September 2009
Measurement - MarketingNow! 22 Sept 2009
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Activity List
•Find your content (page views)•Comment, Rate, Add Fan, Add Follower•Social Distribution - reTweet, Bookmark•Re- Content - video, blog, deep opinion•Activate community action
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Measurement - MarketingNow! 22 Sept 2009
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Twitter vs Digg
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Tuesday, 22 September 2009
Measurement - MarketingNow! 22 Sept 2009
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Measure Twitter Links
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Tuesday, 22 September 2009
Measurement - MarketingNow! 22 Sept 2009
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recent
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Tuesday, 22 September 2009
Measurement - MarketingNow! 22 Sept 2009
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recent
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Tuesday, 22 September 2009
Measurement - MarketingNow! 22 Sept 2009
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ReTweets
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Tuesday, 22 September 2009
Measurement - MarketingNow! 22 Sept 2009
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Title of Slide
•2 Billion Twitter Posts current annual run rate
•Made mostly of Open, Public and Searchable information
•Led by little Twitter – FaceBook and MySpace are moving to Open Standards
• The 12 month benchmark…2 Trillion SMS message annual run rate
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Tuesday, 22 September 2009
Measurement - MarketingNow! 22 Sept 2009
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Title of Slide
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Bio Search
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Measurement - MarketingNow! 22 Sept 2009
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Sentiment
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Measurement - MarketingNow! 22 Sept 2009
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Affecting Stocks
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Measurement - MarketingNow! 22 Sept 2009
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Number of people on Keywords
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Tuesday, 22 September 2009
Measurement - MarketingNow! 22 Sept 2009
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Objec&ve: Sell $1100 &ckets to a twi6er conference in NYC and
increase @140conf Buzz
Example
Tuesday, 22 September 2009
Measurement - MarketingNow! 22 Sept 2009
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Title of Slide
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Target 1•Put in a group anyone who made a post with the
#sxsw conference hashtag•Extract those who live within 500 miles of NYC
Target 2• Search for anyone engaged in an online conversation with conference keynote speakers
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Title of Slide
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• Follow the result of Target 1 and Target 2• Wait for follow back • Send a DM from @140conf -‐ with a link to the conference
Objective: Sell $1100 tickets to a twitter conference in NYC and increase @140conf Buzz
Result:Approximately 30 extra tickets sold
@140conf Following increased from 870 to 2501
Tuesday, 22 September 2009
Measurement - MarketingNow! 22 Sept 2009
laurelpapworth.com
Build Groups- Keywords - @Names
Analyse Stream- dictionary
-buckets Positive/Negative
Human Sorting
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Measurement - MarketingNow! 22 Sept 2009
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Tweet Sentiment
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Measurement - MarketingNow! 22 Sept 2009
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Measuring Non Participants
Peoplebrowsr
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Measurement - MarketingNow! 22 Sept 2009
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Notice “No DM”
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Tuesday, 22 September 2009
Measurement - MarketingNow! 22 Sept 2009
laurelpapworth.com
Peoplebrowsr
•Monitor and Engage in everyday conversations •Campaigns•Sentiment Review •Hotlists •Publish - Widget •BackTest Trends - Archive Data •Education - Training and Consulting
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Tuesday, 22 September 2009
Measurement - MarketingNow! 22 Sept 2009
laurelpapworth.com
Title of Slide
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Tuesday, 22 September 2009
Social Media Monetization
Laurel Papworth - Social Network Strategist +61 (0) 432 684992Blog: http://laurelpapworth.com Email: [email protected] Twitter: @SilkCharm
MySpacebought by News for $580 million July 2005
reached one hundred millionth user 2006
$900 million revenue deal with Google ads
Makes $2.17 per member per year from advertising - spotlight ads and regular banner.
Tuesday, 22 September 2009
Social Media Monetization
Laurel Papworth - Social Network Strategist +61 (0) 432 684992Blog: http://laurelpapworth.com Email: [email protected] Twitter: @SilkCharm
TechCrunchTechCrunch image advertisements US$12,000 per month - minimum purchase of 2 months.
$200,000 per month from job listings, sponsorships and advertising
TechCrunch France, Japan, UK, Crunchnotes, MobileCrunch, TalkCrunch, CrunchGear, CrunchBase, CrunchBoard (jobs), and more
$100 million valuation
Tuesday, 22 September 2009
Social Media Monetization
Laurel Papworth - Social Network Strategist +61 (0) 432 684992Blog: http://laurelpapworth.com Email: [email protected] Twitter: @SilkCharm
LinkedIn- Valued at 1 billion dollars- Revenue approx $100 million for 2008- 1/4 of revenue from Ads, rest from premium & recruitment
Flickr- bought by Yahoo! $40m in 2005- Getty deal (revenue share for user gen content)
LinkedIn and Flickr
Tuesday, 22 September 2009
Social Media Monetization
Laurel Papworth - Social Network Strategist +61 (0) 432 684992Blog: http://laurelpapworth.com Email: [email protected] Twitter: @SilkCharm
Mobwars: $22k per day projected $15 million yr.
$uper Rewards: one App. made $1 million in a week
Tuesday, 22 September 2009
Social Media Monetization
Laurel Papworth - Social Network Strategist +61 (0) 432 684992Blog: http://laurelpapworth.com Email: [email protected] Twitter: @SilkCharm
APIsSalesforce.com: Reported on their blog on Jan 8th of this year that over 40% of all of Salesforce.com traffic comes from their API.
Amazon: 140,000 registered developers. Third-party sellers = 28% of Amazon’s second-quarter unit sales, or $490 million.
eBay: 25,000 developers with 1,900 certified applications. 8 billion API requests, transactions up 84 % annually.
Tuesday, 22 September 2009
Social Media Monetization
Laurel Papworth - Social Network Strategist +61 (0) 432 684992Blog: http://laurelpapworth.com Email: [email protected] Twitter: @SilkCharm
Virtual GoodsHabbo - 106 million users between 13 and 16. 10% pay $17 to $18 per month for clothing, household goods (pixel). Capped at $35 per month. $200 million per year from pixels.
Cyworld $140 million per year, $100 million from pixel products
Industry: $2 billion for 2007
Tuesday, 22 September 2009
Social Media Monetization
Laurel Papworth - Social Network Strategist +61 (0) 432 684992Blog: http://laurelpapworth.com Email: [email protected] Twitter: @SilkCharm
Tuesday, 22 September 2009
Measurement - MarketingNow! 22 Sept 2009
laurelpapworth.com
Laurel Papworth
•slides at http://slideshare.net/silkcharm•blog at http://laurelpapworth.com •email [email protected]•phone +61 (0)432 684992•Twitter @SilkCharm
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Tuesday, 22 September 2009