Grow Ears and Measure Voices in Social Media - from #PCNH

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Wayne Kurtzman

How do you

Empresariales Tecnología

Wayne Kurtzman
Twitter: @WayneNH
Wayne@BeyondThe.Biz
Blog: www.BeyondThe.Biz and www.MediaBullseye.com
(c) 2009-2010Wayne Kurtzman, BeyondThe.Biz LLC, 3rd partyTrademarks retained by original owner.
Social Media Measurement

(c) 2009-2010Wayne Kurtzman, BeyondThe.Biz LLC, 3rd partyTrademarks retained by
original owner.

Image: en.academic.ru
0.00E+00
1.00E+05
2.00E+05
3.00E+05
4.00E+05
5.00E+05
6.00E+05
7.00E+05
8.00E+05
9.00E+05
1.00E+06
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16

110Years (~1559)
38Years
13Years
3 yrs
2Years

-JeffJarvis
(c) 2009-2010Wayne Kurtzman, BeyondThe.Biz LLC, 3rd partyTrademarks retained by original owner.

(c) 2009-2010Wayne Kurtzman, BeyondThe.Biz LLC, 3rd partyTrademarks retained by
original owner.
To meet, learn, act, react and transact.”

Courtesy: http://farm4.static.flickr.com/3037/2574628438_34acc2840f_b.jpg ; Some rights reserved by EdYourdon

Courtesy:
http://farm4.static.flickr.com/3521/3831560299_1a47b3
c9fd_o.jpg
Creative Commons Some rights reserved by Kevin

(c) 2009-2010Wayne Kurtzman, BeyondThe.Biz LLC, 3rd partyTrademarks retained by
original owner.
Courtesy: http://www.flickr.com/photos/striatic/2134277399/sizes/o/

 DefineYour Goals
 Monitor theVoices
 Define Engagement …
and theTerms of Engagement
 Measure the Business

http://icanhascheezburger.com
These Should
Align With
Your
Corporate Goals

Free Twitter Ears
 Tweetgrid
 Twitterfall
 Tweetstats
 Hootsuite
 Tweetdeck
 Twitteranalyzer
 Twitalyzer
 Trendistic

Paid Ears
 Radian 6
 ScoutLabs
 AwarenessNetworks
 Trackur
 VisibleTechnologies

Free Ears
 Topsy
 SocialMention
 BoardReader

Social
Media
CRM
Biz Intel
Psycho-
graphic
(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original
owner.

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.

 CallTime
 Sales; Upsell
 Support
 Conversion Rates
 Return vs. New
 What else?
Courtesy @HelloDirect

 Sentiment
 Quotable Statements
 Advocates
 Marketing Keycode Usage
 Followers
 Correlation with Key Business Metrics
 Sales, Support Call Length, Retention, etc.

 Expenses
 Revenues
 Activities
 Metrics
 Loyalty
 Impressions
 Share of Conversation
 Retention
 “Saves”

Wayne Kurtzman
Twitter: @WayneNH
Blog: www.BeyondThe.Biz and www.MediaBullseye.com
(c) 2009-2010Wayne Kurtzman, BeyondThe.Biz LLC, 3rd partyTrademarks retained by original owner.
This presentation and resources will be posted at:
www.BeyondThe.Biz
and Slideshare with the tag #PCNH

(c) 2009-2010Wayne Kurtzman, BeyondThe.Biz LLC, 3rd partyTrademarks retained by
original owner.
http://www.marketingprofs.com/charts/2010/3827/active-twitter-users-most-influential-online-consumers

 Women 35-54 are
the largest user
segment of
mobile social
networks.
 70% - 25-54
 16% - 18-24
 7% - 13-17
(c) 2009-2010Wayne Kurtzman, BeyondThe.Biz LLC, 3rd partyTrademarks retained by
original owner.
Source: Nielsen –
http://blog.nielsen.com/nielsenwire/online_mobile/for-social-networking-women-use-mobile-more-than-men/

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Grow Ears and Measure Voices in Social Media - from #PCNH

1. Wayne Kurtzman Twitter: @WayneNH Wayne@BeyondThe.Biz Blog: www.BeyondThe.Biz and www.MediaBullseye.com (c) 2009-2010Wayne Kurtzman, BeyondThe.Biz LLC, 3rd partyTrademarks retained by original owner. Social Media Measurement

4. Image: en.academic.ru 0.00E+00 1.00E+05 2.00E+05 3.00E+05 4.00E+05 5.00E+05 6.00E+05 7.00E+05 8.00E+05 9.00E+05 1.00E+06 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16

5. 110Years (~1559) 38Years 13Years 3 yrs 2Years

10.

11. In Fact WhenYou Say ROI…

12. Courtesy: http://farm4.static.flickr.com/3037/2574628438_34acc2840f_b.jpg ; Some rights reserved by EdYourdon

13. Courtesy: http://farm4.static.flickr.com/3521/3831560299_1a47b3 c9fd_o.jpg Creative Commons Some rights reserved by Kevin

14. Courtesy @HelloDirect

15.

18.  DefineYour Goals  Monitor theVoices  Define Engagement … and theTerms of Engagement  Measure the Business

19. http://icanhascheezburger.com These Should Align With Your Corporate Goals

20.

22. http://theconversationprism.com/1024/

23.

24. Free Twitter Ears  Tweetgrid  Twitterfall  Tweetstats  Hootsuite  Tweetdeck  Twitteranalyzer  Twitalyzer  Trendistic

25.

26.

27. Paid Ears  Radian 6  ScoutLabs  AwarenessNetworks  Trackur  VisibleTechnologies

28. Free Ears  Topsy  SocialMention  BoardReader

29.

30.

31. 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

33. 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.

34.  CallTime  Sales; Upsell  Support  Conversion Rates  Return vs. New  What else? Courtesy @HelloDirect

35.  Marketing Share  Brand Recognition  Sales  Knowledge  Others?

36.  Sentiment  Quotable Statements  Advocates  Marketing Keycode Usage  Followers  Correlation with Key Business Metrics  Sales, Support Call Length, Retention, etc.

37.  Expenses  Revenues  Activities  Metrics  Loyalty  Impressions  Share of Conversation  Retention  “Saves”

38. Wayne Kurtzman Twitter: @WayneNH Blog: www.BeyondThe.Biz and www.MediaBullseye.com (c) 2009-2010Wayne Kurtzman, BeyondThe.Biz LLC, 3rd partyTrademarks retained by original owner. This presentation and resources will be posted at: www.BeyondThe.Biz and Slideshare with the tag #PCNH

40. (c) 2009-2010Wayne Kurtzman, BeyondThe.Biz LLC, 3rd partyTrademarks retained by original owner. http://www.marketingprofs.com/charts/2010/3827/active-twitter-users-most-influential-online-consumers

41. (c) 2009-2010Wayne Kurtzman, BeyondThe.Biz LLC, 3rd partyTrademarks retained by original owner. http://www.marketingprofs.com/charts/2010/3827/active-twitter-users-most-influential-online-consumers

42.  Women 35-54 are the largest user segment of mobile social networks.  70% - 25-54  16% - 18-24  7% - 13-17 (c) 2009-2010Wayne Kurtzman, BeyondThe.Biz LLC, 3rd partyTrademarks retained by original owner. Source: Nielsen – http://blog.nielsen.com/nielsenwire/online_mobile/for-social-networking-women-use-mobile-more-than-men/

Notas del editor

Story: I was called over to look at a story about social media. It was deemed a good story.

Grow Ears and Measure Voices in Social Media - from #PCNH

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