Measuring Social Media - MarketingNow Measurement

Measurement - MarketingNow! 22 Sept 2009

reference
laurelpapworth.com
Tuesday, 22 September 2009


These Slides
http://slideshare.net/silkcharm
List of Measurement Tools
http://measurementcamp.wikidot.com/
Social Media Dashboard
http://Radian6.com
http://www.dialogix.com.au/
http://peoplebrowsr.com

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Brand of One

•My Blog
Pageviews, linking to me: Technorati, Google
PageRank, Leaderboards such as AdAge, Business
100, Subscribers - email, RSS. Bookmarking:
Delicious, StumbleUpon
•Twitter
Followers vs Followings, ReTweets, @SilkCharm
responses,
•Other
Blogsearch.google.com, Cool contacts
Amateur

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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 members
Liveworld

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What is COI?
Cost of Inaction?

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Purpose Values

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Building a community

Places Tools

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Identity & Trust

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Roles and Lifecycle

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Leader & Inﬂuencers

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Rules of Engagement

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Rituals

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Events

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Swarms and Tribes

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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

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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

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Three basics

•Numbers - follower, views, ratings, fans
•Engagement - sentiment, ripple, retweet,
comments,

•Call to Action - submissions, content
uploaded, sales,

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Social Media Audit

•CEO networks
•Marketing social media activities
•Individual staff efforts
•Customer Service Engagement
•Outside of work skills

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still thinking broadcast?

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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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Heavy Lifting

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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

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Measuring Reputation

over time

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Managing Reputation

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Inﬂuence Measurement

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Rubbish

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Artiﬁcial Intelligence

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TweetReach

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Hub & Spoke

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Analytics
Links In
Links Out
Visits
Source
Countries
Keywords

enterprise-dashboard

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Blog Measurement

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Content Measurement

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Content

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Insights

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Measuring Movement

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Measuring Velocity

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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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Twitter vs Digg

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Measure Twitter Links

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recent

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ReTweets

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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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Title of Slide

Bio Search

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Sentiment

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Affecting Stocks

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Number of people on Keywords

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Example

Objec&ve:
Sell
$1100
&ckets
to
a

twi6er
conference
in
NYC
and

increase
@140conf
Buzz

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Title of Slide

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

• 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
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Build Groups
- Keywords
- @Names
Analyse Stream
- dictionary
-buckets
Positive/Negative
Human Sorting

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Tweet Sentiment

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Measuring Non Participants

Peoplebrowsr

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Notice “No DM”

reference

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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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Title of Slide

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Social Media Monetization

MySpace
bought 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.

Laurel Papworth - Social Network Strategist +61 (0) 432 684992
Blog: http://laurelpapworth.com Email: lpapworth@gmail.com Twitter: @SilkCharm



TechCrunch
TechCrunch 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



LinkedIn and Flickr
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)




Facebook
Mobwars: $22k per day
projected $15 million yr.
$uper Rewards: one App.
made $1 million in a week




APIs
Salesforce.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.




Virtual Goods
Habbo - 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




Laurel Papworth

•slides at http://slideshare.net/silkcharm
•blog at http://laurelpapworth.com
•email laurel@laurelpapworth.com
•phone +61 (0)432 684992
•Twitter @SilkCharm

reference

laurelpapworth.com


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reference

laurelpapworth.com

Measuring Social Media - MarketingNow Measurement

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Measuring Social Media - MarketingNow Measurement