measuring social media: suffolk university sawyer business school - presentation nov-13-2010
DESCRIPTION
Presented at Suffolk University Sawyer Business School on November 13, 2010.TRANSCRIPT
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Growing Ears; Measuring Voices
Wayne KurtzmanTwitter: @[email protected]: 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.
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(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
Speaking About Social Media
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(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
Speaking About Social Media
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About Wayne
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Sustenance Farming
• Storytelling
Agricultural Revolution
• Economies Develop
Industrial Revolution
• Engines• Manufacturing•Movement• Education• Media
Knowledge Economy
• Democratized Media • Mobile• Shared Content• WOM on Steroids
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- 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”
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Time To Reach An Audience of 50-Million
110 Years (~1559)
38 Years
13 Years
3 yrs
2 Years
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“Social Media Is a Fad!”
(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
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“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.
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“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.
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(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
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You Can’t Measure
Meeting In A
The Same Way We Measured
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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.
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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.
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OK. SOMEConversationsDoGenerateIncome.
Courtesy: http://farm4.static.flickr.com/3521/3831560299_1a47b3c9fd_o.jpg Creative Commons Some rights reserved by Kevin
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Relationships Build Income
Courtesy @HelloDirect(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
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Relevant Content is Still King!
(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
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(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
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http://www.personalizemedia.com
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(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/
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91% of B2B Technology Decision Makers Consume Blogs and Social Media Content
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90% Of The Voices Are NOT on Twitter
(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
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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.
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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.
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Monitor the Voices
(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
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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.
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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.
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Define Engagement Metrics
(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
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Not All Branding Works
(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
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Measure:Numbers Speak Louder Than Words
(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
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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
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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.
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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.
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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.
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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.
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COLLABORATION
IS THE NEW
MANUFACTURING
(c) 2009-2010 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
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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.
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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.
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Growing Ears; Measuring Voices
Wayne KurtzmanTwitter: @[email protected]: 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.
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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.
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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.
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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.
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(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.
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http://theconversationprism.com/1024/