social_media_the_big_sexy_buzz-kent_schoen.ppt

Social Media and Measurement

Kent SchoenNovember 11, 2008

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

Evolution of discoveryHow consumers find information

UGC + Social ContextFacebook

Digital Directory

YahooeBay

Search

Search enginemarketing

UGC + Directory

Yelp

DirectoryPhonebooks,

local ads, newspapers

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

Your media preference

Friends/Communityare the filter

User Reviews Discussion Board

Blogs

The Filter Factor

Massive amounts of content

Videos Photos People

Reaching your audience

120 million users

Target your audience

Evangelists

Engagers

Organic effect

Generating organic reach and engagement

Organic effect

Evangelists

Evangelists

Engagers

Marketing communication toolsThese Facebook marketing tools help you drive distribution through user connections

Pages Events Applications

On Facebook Across the Web

Share & Connect

Measurement and analytics

•Passive measurement

•Active measurement

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

Passive measurementLexicon measures social interactions and demographics.

Passive measurementAd tools can help you understand who is out there

• 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.