social_media_the_big_sexy_buzz-kent_schoen.ppt
TRANSCRIPT
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Social Media and Measurement
Kent SchoenNovember 11, 2008
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A few numbers...
•120 million active users
•15 million mobile users
•1 billion profile details
•20 million daily status updates
•100 million daily pokes
•20 million daily wall posts
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Evolution of discoveryHow consumers find information
UGC + Social ContextFacebook
Digital Directory
YahooeBay
Search
Search enginemarketing
UGC + Directory
Yelp
DirectoryPhonebooks,
local ads, newspapers
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Source: Facebook segment, self-reported survey data conducted on Facebook, Mar.08, US only, n = 3,169
When considering purchasing a product or service, which of the following two are your most trusted and valuable sources of information?
Social media is influential
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Your media preference
Friends/Communityare the filter
User Reviews Discussion Board
Blogs
The Filter Factor
Massive amounts of content
Videos Photos People
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Reaching your audience
120 million users
Target your audience
Evangelists
Engagers
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Organic effect
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Generating organic reach and engagement
Organic effect
Evangelists
Evangelists
Engagers
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Marketing communication toolsThese Facebook marketing tools help you drive distribution through user connections
Pages Events Applications
On Facebook Across the Web
Share & Connect
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Measurement and analytics
•Passive measurement
•Active measurement
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Insights and Analytics
Reach:Total and Unique User Impressions and Clicks
Analytics
Viral Metrics:Organic Distribution
Engagement Metrics:Interactions with your presence on Facebook. Ex: wall posts, discussion posts, photo uploads, etc
Gender
Age
Geography
Activities
Interests
Favorite MusicFavorite TV Shows
Favorite MoviesFavorite Books
Insights
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Passive measurementLexicon measures social interactions and demographics.
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Passive measurementAd tools can help you understand who is out there
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• Demographic data may confirm your suspicions or lead you in a new direction• Make informed decisions based on how people interact with your content.
Active MeasurementDiscover who’s engaging with your business and how.
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