Show Me the Stories: How to Measure and Market Social Media

SHOW ME THE STORIES! HOW TO MEASURE AND MARKET SOCIAL MEDIA

Jonathan Rick @jrick

TERENCE WINTER said that

when he was writing The Wolf of Wall Street,

he was forever trying to explain even limited

Wall Street terms … like IPO, before finally

concluding that it didn’t matter. ‘People don’t

care,’ he said. ‘The techno-speak goes in one

ear and out the other. What they’ll remember

is that in the Madden deal, Mr. Belfort made

$23 million in two hours.’

—Joe Nocera, The New York Times

Meet the Chamber

Of Condoms & Kidney Stones

You Can’t Spell “Numbers” Without “Numb”

Recommendations

PART 1

MEET THE

CHAMBER

Reach New Audiences

Humanize the Chamber

Influence the Influencers

Mobilize Our Supporters

Echo Our Message

PART 2

OF COND MS &

KIDNEY STONES

THERE IS a subtle difference between

clickable and shareable content. You might

click, for instance, on a story about the dress

mishap Anne Hathaway experienced while

stepping out of a car, but you may not want to

add it to your Facebook feed, lest your aunts

and former classmates think you’re a creep.

—Matthew Lynch, M Magazine

The metrics, they

are a’changin’

MEASUREMENTS are a

means to find the essence of

something. They are not the essence

itself. —Eric Eldon, TechCrunch

They tell only

part of the story

TOBY: More college kids think they’ll

see UFOs than Social Security

checks.

BARTLET: But they don’t tell you how

many believe in UFOs—that’s the

number we ought to be worried about.

—The West Wing

CONTEXT

PART 3

YOU CAN’T SPELL

“NUMBERS”

WITHOUT “NUMB”

“The death of one man is a tragedy.”

“The death of millions is a statistic.”

The U.S. federal budget is about

$4 trillion a year.

The U.S. federal budget is about

$11 billion a day.

The U.S. federal budget is about

$500 million an hour.

The U.S. federal budget is about

$7.5 million a minute.

The U.S. federal budget is about

$127,000 a second.

In one second, the federal

government spends what two

typical American families earn in

an entire year.

Every two seconds, the federal

government spends enough

money to buy the average house.

That’s your 30-year mortgage paid

off in less time than it takes to

breathe in.

In the time it takes you to read this

sentence out loud, the federal

government spent enough money

to buy about half the homes on

your block.

Every six weeks, the federal

government spends enough

money to buy Apple, the most

valuable public company in

America.

Five more weeks of spending, and

it could also buy ExxonMobil.

STOP

PART 4

RECOMMENDATIONS

DON’T DO THIS

/USChamber Facebook Page

Status Update Date Time Total

Reach

Viral

Reach

Engaged

Users

Talking

About

Comm

ents

Likes Shares

This is what happens

when the EPA shuts

down coal power:

http://freepri.se/1dnQ8IO

10/24

3:04

PM

304,304 8,404 1,851 1,340 203 964 400

Here's everything you

need to know about

today's jobs numbers:

http://freepri.se/17H8Y6A

10/22

2:09

PM

39,696 16,120 1,726 1,190 177 714 533

Click here to learn how

the United States ranks:

http://freepri.se/1d7gZWY

10/25

1:50

PM

18,376 950 1,099 595 35 542 62

Click here if you don't

believe us:

http://freepri.se/1bXulnx

10/24

6:02

AM

11,148 99 584 124 9 107 12

Social Network Visits

Twitter 2,111

Facebook 1,452

Pinterest 111

LinkedIn 98

SlideShare 37

Referral Traffic to

FreeEnterprise.com

In naming Delta Airlines’s Twitter channel a winner of

its 2012 Digital PR and Social Media Awards, PR

Daily wrote, “What are the program’s payoffs? Check

out these 2011 statistics.”

Several big numbers were then trodden out:

@DeltaAssist generated

• 158,000 mentions

• 115,000 outbound tweets and direct messages

This is exactly how not to cite social media stats. This

is like saying, If you Google [Delta Airlines], you’ll get

80.2 million webpages. That’s nice, but what does this

mean?

Instead of throwing around impressive-sounding stats,

cite numbers that have real-world value. For example:

• Did Twitter serve as an early warning system to

identify problems before they spiraled?

• How many issues did tweeting help you resolve in

real time?

• How many corporate testimonials—i.e., happy

customers—did your tweets give rise to?

IF YOU ,

DO THIS

6,547,885 That’s how many social interactions nytimes.com generated in October 2013.

Website Social Interactions

huffingtonpost.com 12,784,487

buzzfeed.com 11,635,424

bbc.co.uk 8,462,269

nytimes.com 6,547,885

cnn.com 5,547,834

dailymail.co.uk 4,734,887

upworthy.com 4,571,422

theguardian.com 4,379,063

nbcnews.com 4,325,283

mashable.com 4,154,448

The Most Viral Websites

ORIGINAL

This past week, there

were over 1,800 tweets

that mentioned the

Chamber, including 319

that highlighted our

infrastructure and

cybersecurity

messaging.

REVISION

This past week, the

Chamber earned

retweets from influencers

such as Christine

Lagarde, the managing

director of the

International Monetary

Fund (157,000

followers), and the

Democratic National

Committee (267,000).

332,000 That’s how many fans the Chamber’s Facebook page has.

Association Fans

U.S. Chamber of Commerce 332,145

American Petroleum Institute 110,091

The Pharmaceutical Research and

Manufacturers of America

16,918

National Association of Manufacturers 14,588

Business Roundtable 13,948

Facebook Pages of Business-

Friendly Trade Associations

Association Fans

The Pharmaceutical Research and

Manufacturers of America

16,918

America’s Health Insurance Plans N/A

U.S. Chamber of Commerce 332,145

U.S. Travel Association 4,297

Facebook Pages of the

Top Trade Associations

The company reported third-quarter

earnings of $425 million, or $0.17 a

share, in contrast to a loss of $59

million, or $0.02 a share, for the same

period last year.

Excluding certain expenses related to

stock compensation, Facebook’s profit

was $621 million, or $0.25 a share,

compared with $311 million a year ago.

Wall Street analysts had expected the

company to post profits of $0.19 a

share.

Had you bought $10,000 of Facebook

stock in the morning, you’d have

$11,200 in your pocket by the afternoon.

IF YOU ,

DO THIS

I’M NOT INTERESTED in

knowing which processor model is in a phone.

I want to know if the phone is fast. Which may

or may not have anything to do with what

processor is in a phone. So in my columns,

you’ll find an emphasis on the human side of

tech. On the context of a new product. How it

feels, how it works, how it’s designed, whether

it’s worth the money, of course—but also how

it changes the game, changes society,

changes us. —David Pogue, Yahoo! Tech

WE WANT things to be

shared, but we also want to have

impact. And for me, a citation in the

FT or the New York Times or the

Journal—which we’ve had—is just

as important as a page view.

—Peter Lauria, BuzzFeed

10,000 mentions on Twitter

3,250 views on Scribd

5,000 views on SlideShare

2,500 views on LinkedIn

Player Price Songs $/Song

CD $75 15 $5

Flash $150 15 $10

MP3 CD $150 150 $1

Hard

drive

$300 1,000 $0.30

ORIGINAL

In launching the Kindle,

Jeff Bezos beamed that

the Kindle library

contained 90,000

books.

REVISION

Kindle owners would

have the equivalent of a

Barnes & Noble

bookstore at their

fingertips.

300 Recipients

151

Tweeters

You Be the Judge

100 new Twitter followers

2 new clients

2,000 page views to my blog

1 invitation to speak at a conference

Questions?

• @jrick

• [email protected]

• slideshare.net/jrick