How will social media change the Internet and Online financing ?
Google revenues come by more than 95% through advertising. Whereas 60% are on Google owned inventory. Currently community sites have a very high lock-in factor to users and also high usage numbers.
At the same time people using the Internet and Social Sites anytime, anywhere on their mobile.
Business have to keep up with customer and try to offer conversations where customers are. But how can you argue:
Why should a company do social media ?
How do you measure Social Media ROI ?
5 Key Questions to answer: Are social recommendation the new Social Media Currency ?
5 Key Questions to answer: Are social recommendation the new Social Media Currency ?
1. How do you measure Social Media success ?
If Pageviews and Clickthroughs are no longer the right currency.
20.03.2010, Barcampruhr3
Aboutme:
Markus Kucborski (http://google.com/?q=Markus%20Kucborski)
@bjain (BinJetztAuchImNetz)
Readme:
http://blog.vodafone.de/author/markus
http://blog.betazation.com
Samstag, 20. März 2010
2. Social networks continue to grow in Germany
Facebook alone gained a million users in one month
Unique
Pos. Website Change in %
Visitors*
1 facebook.com 11,0 10,0
>Many social networks achieve an 2 wer-kennt-wen.de 6,1 -1,6
increase
3 stayfriends.de 6,1 17,3
in users by over 10 per cent within a
single month. 4 schuelervz.net 5,6 0,0
>Compared to November Facebook
5 studivz.net 5,5 0,0
alone gained a million users in
December. 6 meinvz.net 4,2 10,5
>With its leading position in the 7 myspace.com 3,8 -7,3
category of social networks Facebook
is also counted among the ten most 8 xing.com 2,9 11,5
popular websites in Germany.
9 twitter.com 2,4 0,0
10 jappy.de 2,1 5,0
Source: Google Ad Planner 01/2010
* Unique Visitors in Germany December 2009
2 20 March 2010
Samstag, 20. März 2010
5. Social network usage on mobile devices on the rise
760.000.000 mobile social network users expected in 2014
Mobile Social Network Users Worldwide, 2008 – 2014
45%
43%
40%
Mobile social
800,0
37%
40% networking continues to
760 grow substantially in
34% popularity and will be
30%
used by half of the
600,0
28% 608 mobile Internet users by
the year 2014.
19% 454 20%
400,0
318
10%
200,0 223
141
76 0%
0
Mobile social network users
2008 2009 2010 2011 2012 2013 2014
Source: eMarketer, November 2009
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Samstag, 20. März 2010
6. Over eighty per cent use mobile social networks
Nearly half of them are using their phone often for social netwoking
Mobile Usage of Social Networks by Brand Mobile Use of Social Networks
What social network do you use the most from your phone? How often do you use your phone for social
networking?
Does not apply
16%
Never 26%
Often
Other 12%
44% 47%
Facebook
9%
Peperonity 2% Rarely
2%
Mocospace 2%
LinkedIn 19%
2%
Twitter 2%
Digg 16%
Sometimes
Myspace
Social Networking: Mobile Consumers Weigh in, Survey compiled: August 27, 2009, AdMob, Inc.
6 20 March 2010
Samstag, 20. März 2010
8. Your social media footprint - How many people do you reach ?
by Numbers Sample quantitative KPIs
• # numbers of friends/follower/subscriber • followers
• active and inactive commenters • retweets
• unique visitors or member registrations • mentions
• bit.ly referals
• ratio and types of posts to comments • hashtag referals
• # of Message posts if a forum • + vs. - tweets
• # of Conversations over a month period
• subscribers
by Trend • views
• absolute numbers & abs/relative growth, commenters • favourites
• ratio of positive vs. negative comments • video replies
• comments
• video co-creation
1.there is NO agreed social media currency (yet)
2.PageViews or Clickthroughs are useless to measure
recommondation or loyality8
Samstag, 20. März 2010
9. Social media currency: Why will people recommend you ?
Five key questions
1. Social Authority - Who is talking about you ?
2. Social Conversations - To whom do you talk ?
3. Social Sentiment - How do people talk about you ?
4. Social Network Valuation - Churn and Promoter score ?
5. Social Conversion & Referal – How can you benefit ?
http://tinyurl.com/d6vwok
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Samstag, 20. März 2010
10. Social media currency*: Iterations of listen & learn & incorporate
•Who is talking about you ? •Churn and Promoter score ?
• share of conversation/content vs. competitors • valuable product feedback: feature wishes &
• types comments/posts written about you priorities
• authority of mentions: Un-/Linked, location • members recommendation to friends
• Reputation of author: client, colleague, influencer • community members defending you on
negative online posts
•To whom do you talk ? •How can you benefit ?
• Conversational differences: customer support, • reduce customer care costs & enable
community to support
sales opportunity, partnering, journalist, supplier,
• generated leads from social media.
competitor
• customer loyalty from community conversions
• conversation spread and growth
• move community members from online to
offline – meetups, reimbursing online or
•How do people talk about you ? mobile coupons.
• duration of product release buzzes • opportunity sales: direct revenue from
communication within community
• sentiment of product or company reviews
• identitfy and promote brand evangelists/fans
• reasons for attacks & praise about you
*with many credits and thanks to :
Get A Yardstick – Amber Naslund, http://altitudebranding.com/2009/03/get-a-yardstick/
How Are You Measuring Your Community? – Lisa Barone, http://outspokenmedia.com/social-media/how-to-measure-community/
Social Media Metrics – Rachel, http://www.thesocialorganization.com/social-media-metrics.html
10 ways to measure social media success – Chris Lake, http://econsultancy.com/blog/3407-10-ways-to-measure-social-media-success
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Samstag, 20. März 2010