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The Human Side of Social Media Metrics Jim Sterne
The Human Side of Social Media Metrics Jim Sterne eMetrics  Marketing Optimization Summit Web Analytics Association
The Human Side of Social Media Metrics
The Human Side of Social Media Metrics Social Media Metrics
The Human Side of Social Media Metrics The Human Side of Analytics Social Media Metrics
The Human Side of Social Media Metrics The Human Side of Social Media  The Human Side of Analytics Social Media Metrics
The Human Side of Social Media Metrics The Human Side of Social Media  The Human Side of Analytics Social Media Metrics
The Human Side of Social Media Metrics* The Human Side of Social Media  The Human Side of Analytics Social Media Metrics
The Human Side of Social Media Metrics* *As expressed through interpretive dance The Human Side of Social Media  The Human Side of Analytics Social Media Metrics
The Human Side of Social Media Metrics
The Human Side of Social MediaMetrics
The Human Side of Social Media Metrics
The Human Side of Social Media Metrics
The Human Side of Social Media Metrics Awareness
Awareness Reach Frequency
Awareness Reach What  Percent?
Awareness Reach In N. America What  Percent?
Awareness Reach In N. America Who read X What  Percent?
Battery, Wallop & Decker
Awareness Reach In N. America Who read X What  Percent?
Frequency How often? 12% Reach * 3 exposures at $X =       $Y response 12% Reach * 6 exposures at $XX =     $YYY response
Frequency How often? 12% Reach * 3 exposures at $X =       $Y response 12% Reach * 6 exposures at $XX =     $YYY response  12% Reach * 9 exposures at $XXX =   $YYY response
Frequency How often? 12% Reach * 3 exposures at $X =       $Y response 12% Reach * 6 exposures at $XX =     $YYY response  12% Reach * 9 exposures at $XXX =   $YYY response
Opportunity to See
BlogosphereMeasuring Your Own Blog RSS Subscribers Readers per post
Opportunity to See is now Opportunity to Share
Measuring AwarenessFamiliarity Recognize brand Attribute themes & qualities
Measuring AwarenessFamiliarity Recognize brand Attribute themes & qualities
Measuring AwarenessFamiliarity Recognize brand Attribute themes & qualities
Measuring AwarenessFamiliarity Recognize brand Attribute themes & qualities Finger  Lickin’  Good  Convenient Inexpensive Tasty Fast
When it absolutely, positively has to __ ____ _________
Measuring Awareness How many people had  		the opportunity to see? How many people saw? How many people remembered?
The Human Side of Social Media Awareness
The Human Side of Social Media Awareness Attitude
Measuring Attitude Online Metrics 		Positive 		Negative 		Net Promoter Score
Context Sensitive 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
Inflection Sensitive   1   2        3     4     5      6       7 "I never said she stole my money”
Sentiment Analysis Is it accurate? 		It is directional Is it trustworthy? 		Yes Is it actionable? 		Yes
Measuring Awareness How many people had  		the opportunity to see? How many people saw? How many people remembered? Did they remember it fondly?
The Human Side of Social Media Awareness Attitude
The Human Side of Social Media Awareness Attitude Influence
Influence (aka P.R.)
Measuring Influence Influences thousands Influences tens of thousands Influences millions Which has more social media metrics influence?? Reach, Frequency, Awareness, Audience
Influential Topics
Influential Topics
Measuring our own influence on public opinion Survey  Run an Ad  Survey Measuring Influence
The Human Side of Social Media Awareness Attitude Influence
The Human Side of Social Media Awareness Attitude Influence Context
Measuring the Sociosphere
Measuring the Blogosphere
Competitive Quantity & Polarity A. B. C.
 7,196 tweets per second
Influence/Sentiment Tracking
Why Didn’t We Go Viral?
The Human Side of Social Media Awareness Attitude Influence Context
The Human Side of Social Media Awareness Attitude Influence Context Actions
Measuring Action Social Actions Like Follow Retweet Blog Post Blog Comment Rating Bookmark Recommend
Do you                 me? that movie?this restaurant?their new song?that social network?
Asch Conformity Experiments
Asch Conformity Experiments one cohort = no influence  two cohorts = small influence three or more cohorts = tendency to conform
Measuring Action Social Actions Like Follow Retweet Blog Post Blog Comment Rating Bookmark Recommend
Measuring Action Social Actions Like Follow Retweet Blog Post Blog Comment Rating Bookmark Recommend
Measuring Action Business Actions Social Actions Like Follow Retweet Blog Post Blog Comment Rating Bookmark Recommend Click Visit Subscribe Join Register Take Survey  Qualify as a Lead Purchase
How can you track influence? Keyword Keyword Keyword http://www.example.com/h4gwre34gf http://www.example.com/r634gf6r http://www.example.com/henry.php http://www.example.com/bolg23 http://www.example.com/34gfahdf74
How can you track influence? Keyword Keyword Your Wonderful Website Keyword http://www.example.com/post237 http://www.example.com/AllAboutMe http://www.example.com/henry.php http://www.example.com/bolg23 http://www.example.com/34gfahdf74
How can you track influence? Keyword Keyword Your Wonderful Website Keyword http://www.example.com/post237 http://www.example.com/AllAboutMe http://www.example.com/henry.php http://www.example.com/bolg23 http://www.example.com/34gfahdf74
Measuring Action Business Actions Social Actions Like Follow Retweet Blog Post Blog Comment Rating Bookmark Recommend Click Visit Subscribe Join Register Take Survey  Qualify as a Lead Purchase
The Human Side of Social Media Awareness Attitude Influence Context Actions
The Human Side of Social Media Awareness Attitude Influence Context Actions Value
How Much is a Social MediaParticipant Worth?
How Much is a Social MediaParticipant Worth? 	Web site		Email		Search Marketing 		Banners		TV		Search Optimization 		Sponsorship		SMS		Tele Marketing 		Direct Mail		Print		Affiliate Marketing 		Webinar		Video		Social Networks 		Podcast		Blog		Behavioral Targeting 		Outdoor		Twitter	Microsites 		Events		Viral		Location Based
How Much is a Social MediaParticipant Worth?
How Much is a Social MediaParticipant Worth? 7.25¢
How Much is a Social MediaParticipant Worth? If: 10,000 people are talking about shampoo
How Much is a Social MediaParticipant Worth? If: 10,000 people are talking about shampoo And, a new customer has a lifetime value of $29 (profit)
How Much is a Social MediaParticipant Worth? If: 10,000 people are talking about shampoo And, a new customer has a lifetime value of $29 (profit) And, joining that conversation causes 5% of them to try
How Much is a Social MediaParticipant Worth? If: 10,000 people are talking about shampoo And, a new customer has a lifetime value of $29 (profit) And, joining that conversation causes 5% of them to try And 5% of those remain loyal
How Much is a Social MediaParticipant Worth? If: 10,000 people are talking about shampoo And, a new customer has a lifetime value of $29 (profit) And, joining that conversation causes 5% of them to try And 5% of those remain loyal Then: 10,000 x 5% = 500 500 x 5% = 25 25 x $29 = $725 725/10,000 = $0.0725 per participant  = 7.25 ¢
How Much is a Social MediaParticipant Worth? 7.25¢
How Much is a Social MediaParticipant Worth? $     7.25 million
Relevancy Put the right message In front of the right person At the right time Get the right message from the right people at the right time
Crowdsourcing
Crowdsourcing
Relevancy Put the right message In front of the right person At the right time Get the right message from the right people at the right time
How Much is Social Media Improving Your Business Outcomes? Click Visit Subscribe Join Register Take Survey  Qualify as a Lead Purchase Input
The Human Side of Social Media Awareness Attitude Influence Context Actions Value
The Human Side of Social Media
The Human Side of  Metrics
Data is widely available - 	What is scarce is the ability  		to extract wisdom from it Hal Varian, Chief Economist, Google
Explaining What We Do We Say:			They Hear: Visits				Blah Visitors				Blah, blah Stickiness			Blah, blah Conversion			Blah, blah, blah Bounce Rate			Blah, blah, blah Path Analysis			Blah, blah, blah, blah View Through			Blah, blah, blah, blah Abandonment			Blah, blah, blah, blah Last Click Attribution		Blah, blah, blah, blah, blah Twitter Acceleration Ratios	Blah, blah, blah, blah, blah, blah
You Will be a Successful AnalystWhen You Tie things to the bottom line Tell stories instead of delivering reports Tie those stories to individuals’ goals
We  	Really 		     Love Puzzles
The Peril of Trick Questions Airplane crash Bus ride Bear hunt
Tie Things to the Bottom Line Raise Revenue Lower Costs Increase Customer Satisfaction “...the things that drive stock prices up or down.” 			Peter Sanborn, Microsoft
You Will be a Successful AnalystWhen You Tie things to the bottom line Tell stories instead of delivering reports Tie those stories to individuals’ goals
Story=Empathy Data =Calculation
Story=Empathy Data =Calculation 2,775 cars per hour 2,547 perpendicular spaces  9’ x 10’ average size  So... Angle spaces  Cut size by .05%  Get 87 additional spaces Make it 6% easier for people to park We can increase sales by 7% by re-striping the parking lot. We've done the math and it looks promising.
Story=Empathy Data =Calculation 47.25% of visitors complain about our navigation How did you calculate that? What did you ask? My sister called - she can’t find the Buy button How do we fix it?
You Will be a Successful AnalystWhen You Tie things to the bottom line Tell stories instead of delivering reports Tie those stories to individuals’ goals
Tie Stories to Goals DisplayAdvertising Product Marketing Public Relations Ecommerce Team Awareness Acceptance Interest  Embrace
Tie Stories to Goals DisplayAdvertising Product Marketing Public Relations Ecommerce Team Impressions P&L Mentions Sales Awareness Acceptance Interest  Embrace
Tie Stories to Individual’s Goals Transmission Preference Goal Recognition Money Advancement Power Evasion etc. Visual Auditory Kinesthetic etc.
You Will be a Successful AnalystWhen You Tie things to the bottom line Tell stories instead of delivering reports Tie those stories to individuals’ goals
The Human Side of  Metrics Communication
The Human Side of Social Media Deliver Value
The Human Side of Social Media Metrics The Human Side of Social Media Metrics* Recap Awareness Attitude Influence Context Actions Value Comminication
The Human Side of Social Media Metrics The Human Side of Social Media Metrics* *As expressed through interpretive dance
The Human Side of Social Media Metrics* Recap More mediums than you can conceive
The Human Side of Social Media Metrics* More mediums than you can conceive Change what it means to achieve
The Human Side of Social Media Metrics* More mediums than you can conceive Change what it means to achieve Get likes, friends and followers
The Human Side of Social Media Metrics* More mediums than you can conceive Change what it means to achieve Get likes, friends and followers  From Davis to Delawares
The Human Side of Social Media Metrics* More mediums than you can conceive Change what it means to achieve Get likes, friends and followers From Davis to Delawares But ‘tis better to give than receive
The Human Side of Social Media Metrics

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0915 omma metrics jim sterne

  • 1. The Human Side of Social Media Metrics Jim Sterne
  • 2. The Human Side of Social Media Metrics Jim Sterne eMetrics Marketing Optimization Summit Web Analytics Association
  • 3. The Human Side of Social Media Metrics
  • 4. The Human Side of Social Media Metrics Social Media Metrics
  • 5. The Human Side of Social Media Metrics The Human Side of Analytics Social Media Metrics
  • 6. The Human Side of Social Media Metrics The Human Side of Social Media The Human Side of Analytics Social Media Metrics
  • 7. The Human Side of Social Media Metrics The Human Side of Social Media The Human Side of Analytics Social Media Metrics
  • 8. The Human Side of Social Media Metrics* The Human Side of Social Media The Human Side of Analytics Social Media Metrics
  • 9. The Human Side of Social Media Metrics* *As expressed through interpretive dance The Human Side of Social Media The Human Side of Analytics Social Media Metrics
  • 10. The Human Side of Social Media Metrics
  • 11. The Human Side of Social MediaMetrics
  • 12. The Human Side of Social Media Metrics
  • 13. The Human Side of Social Media Metrics
  • 14. The Human Side of Social Media Metrics Awareness
  • 15.
  • 16.
  • 17.
  • 20. Awareness Reach In N. America What Percent?
  • 21. Awareness Reach In N. America Who read X What Percent?
  • 22.
  • 23.
  • 24.
  • 26.
  • 27. Awareness Reach In N. America Who read X What Percent?
  • 28. Frequency How often? 12% Reach * 3 exposures at $X = $Y response 12% Reach * 6 exposures at $XX = $YYY response
  • 29. Frequency How often? 12% Reach * 3 exposures at $X = $Y response 12% Reach * 6 exposures at $XX = $YYY response 12% Reach * 9 exposures at $XXX = $YYY response
  • 30. Frequency How often? 12% Reach * 3 exposures at $X = $Y response 12% Reach * 6 exposures at $XX = $YYY response 12% Reach * 9 exposures at $XXX = $YYY response
  • 32. BlogosphereMeasuring Your Own Blog RSS Subscribers Readers per post
  • 33. Opportunity to See is now Opportunity to Share
  • 34.
  • 35. Measuring AwarenessFamiliarity Recognize brand Attribute themes & qualities
  • 36. Measuring AwarenessFamiliarity Recognize brand Attribute themes & qualities
  • 37. Measuring AwarenessFamiliarity Recognize brand Attribute themes & qualities
  • 38. Measuring AwarenessFamiliarity Recognize brand Attribute themes & qualities Finger Lickin’ Good Convenient Inexpensive Tasty Fast
  • 39.
  • 40.
  • 41.
  • 42. When it absolutely, positively has to __ ____ _________
  • 43. Measuring Awareness How many people had the opportunity to see? How many people saw? How many people remembered?
  • 44. The Human Side of Social Media Awareness
  • 45. The Human Side of Social Media Awareness Attitude
  • 46. Measuring Attitude Online Metrics Positive Negative Net Promoter Score
  • 47. Context Sensitive 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
  • 48. Inflection Sensitive 1 2 3 4 5 6 7 "I never said she stole my money”
  • 49. Sentiment Analysis Is it accurate? It is directional Is it trustworthy? Yes Is it actionable? Yes
  • 50.
  • 51.
  • 52. Measuring Awareness How many people had the opportunity to see? How many people saw? How many people remembered? Did they remember it fondly?
  • 53. The Human Side of Social Media Awareness Attitude
  • 54. The Human Side of Social Media Awareness Attitude Influence
  • 56.
  • 57. Measuring Influence Influences thousands Influences tens of thousands Influences millions Which has more social media metrics influence?? Reach, Frequency, Awareness, Audience
  • 60. Measuring our own influence on public opinion Survey  Run an Ad  Survey Measuring Influence
  • 61. The Human Side of Social Media Awareness Attitude Influence
  • 62. The Human Side of Social Media Awareness Attitude Influence Context
  • 65. Competitive Quantity & Polarity A. B. C.
  • 67.
  • 69. Why Didn’t We Go Viral?
  • 70. The Human Side of Social Media Awareness Attitude Influence Context
  • 71. The Human Side of Social Media Awareness Attitude Influence Context Actions
  • 72. Measuring Action Social Actions Like Follow Retweet Blog Post Blog Comment Rating Bookmark Recommend
  • 73. Do you me? that movie?this restaurant?their new song?that social network?
  • 75. Asch Conformity Experiments one cohort = no influence two cohorts = small influence three or more cohorts = tendency to conform
  • 76.
  • 77. Measuring Action Social Actions Like Follow Retweet Blog Post Blog Comment Rating Bookmark Recommend
  • 78. Measuring Action Social Actions Like Follow Retweet Blog Post Blog Comment Rating Bookmark Recommend
  • 79. Measuring Action Business Actions Social Actions Like Follow Retweet Blog Post Blog Comment Rating Bookmark Recommend Click Visit Subscribe Join Register Take Survey Qualify as a Lead Purchase
  • 80. How can you track influence? Keyword Keyword Keyword http://www.example.com/h4gwre34gf http://www.example.com/r634gf6r http://www.example.com/henry.php http://www.example.com/bolg23 http://www.example.com/34gfahdf74
  • 81. How can you track influence? Keyword Keyword Your Wonderful Website Keyword http://www.example.com/post237 http://www.example.com/AllAboutMe http://www.example.com/henry.php http://www.example.com/bolg23 http://www.example.com/34gfahdf74
  • 82. How can you track influence? Keyword Keyword Your Wonderful Website Keyword http://www.example.com/post237 http://www.example.com/AllAboutMe http://www.example.com/henry.php http://www.example.com/bolg23 http://www.example.com/34gfahdf74
  • 83.
  • 84. Measuring Action Business Actions Social Actions Like Follow Retweet Blog Post Blog Comment Rating Bookmark Recommend Click Visit Subscribe Join Register Take Survey Qualify as a Lead Purchase
  • 85. The Human Side of Social Media Awareness Attitude Influence Context Actions
  • 86. The Human Side of Social Media Awareness Attitude Influence Context Actions Value
  • 87. How Much is a Social MediaParticipant Worth?
  • 88. How Much is a Social MediaParticipant Worth? Web site Email Search Marketing Banners TV Search Optimization Sponsorship SMS Tele Marketing Direct Mail Print Affiliate Marketing Webinar Video Social Networks Podcast Blog Behavioral Targeting Outdoor Twitter Microsites Events Viral Location Based
  • 89.
  • 90.
  • 91.
  • 92.
  • 93. How Much is a Social MediaParticipant Worth?
  • 94. How Much is a Social MediaParticipant Worth? 7.25¢
  • 95. How Much is a Social MediaParticipant Worth? If: 10,000 people are talking about shampoo
  • 96.
  • 97. How Much is a Social MediaParticipant Worth? If: 10,000 people are talking about shampoo And, a new customer has a lifetime value of $29 (profit)
  • 98. How Much is a Social MediaParticipant Worth? If: 10,000 people are talking about shampoo And, a new customer has a lifetime value of $29 (profit) And, joining that conversation causes 5% of them to try
  • 99. How Much is a Social MediaParticipant Worth? If: 10,000 people are talking about shampoo And, a new customer has a lifetime value of $29 (profit) And, joining that conversation causes 5% of them to try And 5% of those remain loyal
  • 100. How Much is a Social MediaParticipant Worth? If: 10,000 people are talking about shampoo And, a new customer has a lifetime value of $29 (profit) And, joining that conversation causes 5% of them to try And 5% of those remain loyal Then: 10,000 x 5% = 500 500 x 5% = 25 25 x $29 = $725 725/10,000 = $0.0725 per participant = 7.25 ¢
  • 101. How Much is a Social MediaParticipant Worth? 7.25¢
  • 102. How Much is a Social MediaParticipant Worth? $ 7.25 million
  • 103. Relevancy Put the right message In front of the right person At the right time Get the right message from the right people at the right time
  • 106. Relevancy Put the right message In front of the right person At the right time Get the right message from the right people at the right time
  • 107. How Much is Social Media Improving Your Business Outcomes? Click Visit Subscribe Join Register Take Survey Qualify as a Lead Purchase Input
  • 108. The Human Side of Social Media Awareness Attitude Influence Context Actions Value
  • 109. The Human Side of Social Media
  • 110. The Human Side of Metrics
  • 111. Data is widely available - What is scarce is the ability to extract wisdom from it Hal Varian, Chief Economist, Google
  • 112. Explaining What We Do We Say: They Hear: Visits Blah Visitors Blah, blah Stickiness Blah, blah Conversion Blah, blah, blah Bounce Rate Blah, blah, blah Path Analysis Blah, blah, blah, blah View Through Blah, blah, blah, blah Abandonment Blah, blah, blah, blah Last Click Attribution Blah, blah, blah, blah, blah Twitter Acceleration Ratios Blah, blah, blah, blah, blah, blah
  • 113. You Will be a Successful AnalystWhen You Tie things to the bottom line Tell stories instead of delivering reports Tie those stories to individuals’ goals
  • 114. We Really Love Puzzles
  • 115.
  • 116.
  • 117. The Peril of Trick Questions Airplane crash Bus ride Bear hunt
  • 118.
  • 119. Tie Things to the Bottom Line Raise Revenue Lower Costs Increase Customer Satisfaction “...the things that drive stock prices up or down.” Peter Sanborn, Microsoft
  • 120. You Will be a Successful AnalystWhen You Tie things to the bottom line Tell stories instead of delivering reports Tie those stories to individuals’ goals
  • 122. Story=Empathy Data =Calculation 2,775 cars per hour 2,547 perpendicular spaces 9’ x 10’ average size So... Angle spaces Cut size by .05% Get 87 additional spaces Make it 6% easier for people to park We can increase sales by 7% by re-striping the parking lot. We've done the math and it looks promising.
  • 123.
  • 124. Story=Empathy Data =Calculation 47.25% of visitors complain about our navigation How did you calculate that? What did you ask? My sister called - she can’t find the Buy button How do we fix it?
  • 125.
  • 126.
  • 127. You Will be a Successful AnalystWhen You Tie things to the bottom line Tell stories instead of delivering reports Tie those stories to individuals’ goals
  • 128. Tie Stories to Goals DisplayAdvertising Product Marketing Public Relations Ecommerce Team Awareness Acceptance Interest Embrace
  • 129. Tie Stories to Goals DisplayAdvertising Product Marketing Public Relations Ecommerce Team Impressions P&L Mentions Sales Awareness Acceptance Interest Embrace
  • 130. Tie Stories to Individual’s Goals Transmission Preference Goal Recognition Money Advancement Power Evasion etc. Visual Auditory Kinesthetic etc.
  • 131. You Will be a Successful AnalystWhen You Tie things to the bottom line Tell stories instead of delivering reports Tie those stories to individuals’ goals
  • 132. The Human Side of Metrics Communication
  • 133. The Human Side of Social Media Deliver Value
  • 134. The Human Side of Social Media Metrics The Human Side of Social Media Metrics* Recap Awareness Attitude Influence Context Actions Value Comminication
  • 135. The Human Side of Social Media Metrics The Human Side of Social Media Metrics* *As expressed through interpretive dance
  • 136. The Human Side of Social Media Metrics* Recap More mediums than you can conceive
  • 137. The Human Side of Social Media Metrics* More mediums than you can conceive Change what it means to achieve
  • 138. The Human Side of Social Media Metrics* More mediums than you can conceive Change what it means to achieve Get likes, friends and followers
  • 139. The Human Side of Social Media Metrics* More mediums than you can conceive Change what it means to achieve Get likes, friends and followers From Davis to Delawares
  • 140. The Human Side of Social Media Metrics* More mediums than you can conceive Change what it means to achieve Get likes, friends and followers From Davis to Delawares But ‘tis better to give than receive
  • 141. The Human Side of Social Media Metrics
  • 142. Social Media Metrics Jim Sterne eMetrics Marketing Optimization Summit Web Analytics Association