MAN(AGEMENT) VS. WILD HEADING THE CALL OF THE FREE RANGE CUSTOMER Laura Lee S. Dooley, World Resources Institute Prepared for eMetrics DC October 20-22, 2009
Man(agement) vs. Wild: The Call of the Free-Range Customer
May 09, 2015
Presentation developed prior to eMetrics DC - outlines the current challenges of social media metrics and highlights some tools in BETA and resources for continued discussion.
Though this slidedeck wasn't presented at eMetrics, it was developed in preparation for the "Man(agement) vs. Wild" panel discussion. Your feedback is welcome!
Though this slidedeck wasn't presented at eMetrics, it was developed in preparation for the "Man(agement) vs. Wild" panel discussion. Your feedback is welcome!
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Transcript
MAN(AGEMENT) VS. WILDHEADING THE CALL OF THE FREE RANGE CUSTOMER
Laura Lee S. Dooley, World Resources Institute
Prepared for eMetrics DC October 20-22, 2009
How do we put a numeric value on relationship ???
“Social media is all about relationships and relationships fail …” – Charlene Li
http://www.flickr.com/photos/26304233@N00/2425651754/
Different metrics …
… different levels of engagement
http://ww
w.flickr.com
/photos/hypertypos/2967490176/
Pageviews …
… your site only!http://www.flickr.com/photos/8418112@N04/3526002850/
Clickthroughs …
… multiple sources & destinations http://www.flickr.com/photos/14881935@N08/2516293828/
Visitors …
… are they the right ppl? do they care/matter?
hhttp://www.flickr.com/photos/92079962@N00/97170116/
Friends, followers, fans …
… growth ≠ impact
http://www.flickr.com/photos/twose/887903401/
Unfriend, unfollow, unfan …
… changing community
http://www.flickr.com/photos/twose/887903401
Metrics timelines …
… realtime, your timehttp://www.flickr.com/photos/21313845@N04/2455120187/
Relationships …
… how much are YOU worth?http://www.flickr.com/photos/73645804@N00/1384954600/
Tools measuring the backend
Twitalyzer – person or brand?
Socialmediaanalyticsrequiresnewmetrics
(c) Rick Harrison. http://www.flickr.com/photos/sovietuk/141381675/
Social Media Metrics
Infinitely measurable web – NOT! Complex challenges = complex questions
Why? Why? Why? Why? Translating data into action is difficult with
time-lapse Social media should have social metrics
Real time, downloadable, w/in tools Simple segmentation Tracking micro conversions Tracking connections
Getting beyond your
website , page, profile
Twitter lists
Twitter Lists (BETA)
www.mypeoplemaps.com (BETA)
analytics.postrank.com (BETA)
Keep social media
focused on•
community •
conversation •
connections
… not technology
What are you trying to do (goals)?How can you get it done (tasks)?Success = It’s done!
Being willing to revise your
goals/tasks as the online conversation changes.
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