Social Media and Measurement Kent Schoen November 11, 2008
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May 15, 2015
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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.
