measuring social media: suffolk university sawyer business school - presentation nov-13-2010

Growing Ears; Measuring Voices

Wayne KurtzmanTwitter: @WayneNHWayne@BeyondThe.BizBlog: www.BeyondThe.Biz and www.MediaBullseye.com

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

Social Media Measurement

Suffolk UniversitySawyer Business School Boston, MA.

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

Speaking About Social Media

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

Speaking About Social Media

About Wayne

Sustenance Farming

• Storytelling

Agricultural Revolution

• Economies Develop

Industrial Revolution

• Engines• Manufacturing•Movement• Education• Media

Knowledge Economy

• Democratized Media • Mobile• Shared Content• WOM on Steroids

- Karl Fisch

Image: en.academic.ru

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 160.00E+00

5.00E+04

1.00E+05

1.50E+05

2.00E+05

2.50E+05

3.00E+05

3.50E+05

“We Live InExponential Times”

Time To Reach An Audience of 50-Million

110 Years (~1559)

38 Years

13 Years

3 yrs

2 Years

“Social Media Is a Fad!”

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

“It’s a fundamental shift in how we communicate” -Marta Kagan

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

“The Internet is Not (Just) A Medium…

- Jeff Jarvis

There Must Be a fundamental shift in how we Measure” -Wayne Kurtzman

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

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

TheInternetIs A

PLACE

To meet, learn, act, react and transact.”

Reachable by computer or mobile internet

You Can’t Measure

Meeting In A

The Same Way We Measured

According to Scott Stratten (@Unmarketing)in his BlogWorld 2010 Keynote… Art by Rob Cottingham @RobCottingham)

Source: http://www.blogworld.com/2010/10/14/toonblog-opening-keynote-scott-stratten-and-unmarketing/

In Fact When You Say ROI…In Fact . . .

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

Conversations Do Not Generate Income

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

Ed Yourdon (c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.

OK. SOMEConversationsDoGenerateIncome.

Courtesy: http://farm4.static.flickr.com/3521/3831560299_1a47b3c9fd_o.jpg Creative Commons Some rights reserved by Kevin

Relationships Build Income

Courtesy @HelloDirect(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.

Relevant Content is Still King!

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

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

http://www.personalizemedia.com

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

Where Do You Start?

Courtesy: http://www.flickr.com/photos/striatic/2134277399/sizes/o/

91% of B2B Technology Decision Makers Consume Blogs and Social Media Content

90% Of The Voices Are NOT on Twitter

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

Where To Measure. But First… Define Your Goals

Monitor the Voices

Define Engagement …and the Terms of Engagement

Measure the Business

Measure Savings from Collaboration(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.

Define Your Goals

http://icanhascheezburger.com

These ShouldAlign WithYour Corporate Goals

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

Monitor the Voices

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

Grow Ears!

Free Twitter Ears

Tweetgrid Twitterfall Topsy Social Mention Boardreader Hootsuite Tweetdeck Tweetstats Twitteranalyzer Twitalyzer Trendistic

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

Grow Ears!

Paid Ears

Radian 6 ScoutLabs AwarenessNetwo

rks Trackur VisibleTechnologi

es

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

Define Engagement Metrics

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

Not All Branding Works

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

Measure:Numbers Speak Louder Than Words

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

Forrester Blog: Social Media Marketing Balanced Scorecard

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

New Analytics Model: The Individual

Social Media

CRM

Biz Intel

Psycho-

graphic

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

New Analytics Model: The Individual

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.

Content

Finance

Marketing

MFG

Sales

Support

IT

Eng’ring

Training

•$ / hour

•$ / sale

•Revenue / GM / GP

•Costs

•Spend

•Market Share

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

Content

Finance

Marketing

MFG

Sales

Support

IT

Eng’ring

Training

Customer

Content

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

COLLABORATION

IS THE NEW

MANUFACTURING

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

The Business Case

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

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

Relationships Build Income

Relevant Content

Relevant Measures

Correlations of Confidence

Reuse of ContentCourtesy @HelloDirect

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

Growing Ears; Measuring Voices

Wayne KurtzmanTwitter: @WayneNHWayne@BeyondThe.BizBlog: www.BeyondThe.Biz and www.MediaBullseye.com

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

Social Media Measurement

Suffolk UniversitySawyer School of ManagementBoston, MA.

Why Follow a Brand on Twitter?

http://www.marketingprofs.com/charts/2010/3827/active-twitter-users-most-influential-online-consumers

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

Twitter influence.

http://www.marketingprofs.com/charts/2010/3827/active-twitter-users-most-influential-online-consumers

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

Women 35-54 are the largest user segment of mobile social networks.

70% - 25-54 16% - 18-24 7% - 13-17

Mobile Social Media Usage

Source: Nielsen – http://blog.nielsen.com/nielsenwire/online_mobile/for-social-networking-women-use-mobile-more-

than-men/ (c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.

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

66% of All U.S. Online Adults Are On A Social Network

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

http://theconversationprism.com/1024/