Presentation I gave to the American Marketing Association - West Michigan Chapter (@AMAWM) on Digital and Social Media insights and analytics.

1. Digital Insights and Analytics Measuring What Matters April 2011

2. The Digital Consumer has changed Trust in media, business and government continues to decline

4. Attention is now the online currency

5. Never been easier (or cheaper) to publish content

7. 1.63% of retweets happen in the second hour

9. After 20 days, a YouTube video has had 75% of its total view

12. 3 Focus Areas (SoLoMo)

14. Average user sends 8 friend requests per month

15. Average user spends an average 15 hours and 33 minutes on Facebook per month

16. Average user visits the site 40 times per month

17. Average user spends an 23 minutes (23:20 to be precise) on each visit

18. Average user is connected to 80 community pages, groups and events

19. Average user creates 90 pieces of content each month

20. 200 million people access Facebook via a mobile device each day

21. More than 30 billion pieces of content are shared each day

22. Users that access Facebook on mobile devices are twice as active on Facebook compared to non-mobile users

24. Understand Your Audience

25. Social Listening Framework Social listening programs start by discovering data, synthesizing it into findings, segmenting / prioritizing, and shepherding insights internally to key company functional areas. Discover - Harvest relevant social data Analyze - Separate signal from noise Segment - Segment social data by business function and/or defined categories Strategize & Integrate – Make listening outputs a regular input that informs the strategic planning process Execute – Informed action based on insights from strategic listening

26. Social Listening Methodology Audience insights Social Intelligence

27. Social Listening Platform Types

28. Social Listening Landscape Hundreds of platforms to choose from, offering both the same and in cases very different products and services.

29. Social Listening Uses Monitoring and listening is a critical component of Social Business

31. 11 Languages

32. Information used for both CRM and advertising-related measures

33. Data can be segmented based on topics of conversation, trends, geography, and language

35. Runs detailed sentiment analysis around key topics and product and campaign launches

36. Partnership with Radian6 and IBM ConsultingFull article: http://mashable.com/2010/06/15/gatorade-social-media-mission-control/

38. Learning Agenda

40. Listening means MUCH more than monitoring mentions of your company, brand, product name(s)

41. Listening relies on a combination of leading tools and platforms, but the real value is dependent on the quality of the data coming in and the quality of the analyst

42. Establish strategic listening posts, not as a one time effort, but as an ongoing strategic listening program (Don’t turn off the insights fire hose!)

43. Online listening can positively impact many different business functions across the organization, not limited to marketing and advertising campaign improvements

44. Resource: Social Media Monitoring Tools Wiki - http://wiki.kenburbary.com11

45. Social Influencers Social influence is the ability to drive action

46. Social Influencers Segmenting social users has created an entire ecosystem of influencer analysis tools

47. Social Influence Scoring Target “relative influence”. Avoid relying solely on quantitative metrics.

48. Web Analytics 2.0 Set specific goals!

50. External Referrers

51. Interactions (Post Feedback)

53. Facebook Analytics – via Plugins Share analytics Social plugins are an important and growing source of traffic (and they don’t require a FB brand page)

54. Twitter Analytics There is a rich ecosystem of standalone Twitter analytics tools

56. Tracks off-site engagement

57. Discovers influencers and fans

58. Drill down into major social platforms to discover content consumption trendsOff-site engagement represents the majority of time / attention your content receives

59. Social Tools Directory - @oneforty

61. Played in short bursts (minutes vs. hours)

62. Interactions with friends and family

63. 1 in 5 U.S. Internet users play social games each month

64. 68% of social gamers play every day

67. Pet Society already sells more virtual goods than eBay sells goods (90million per day)

68. Zynga is an estimated $1 billion business; 90% of their revenue comes from virtual goods

70. 50 million members with 15 million playing daily for average of 68 minutes

71. Cityville was launched in December, 2010.

72. 290,000 players in first 24hrs after launch with no marketing