Social Media Metrics E-Book

Jim Sterne

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Serie: New Rules Social Media Series
• Sprache: Englisch

Seitenzahl: 271

Veröffentlichungsjahr: 2010

Beschreibung

The only guide devoted exclusively to social media metrics Whether you are selling online, through a direct sales force, or via distribution channels, what customers are saying about you online is now more important than your advertising. Social media is no longer a curiosity on the horizon but a significant part of your marketing mix. While other books explain why social media is critical and how to go about participating, Social Media Metrics focuses on measuring the success of your social media marketing efforts. Success metrics in business are based on business goals where fame does not always equate to fortune. Read this book to determine: * Why striving for more Twitter followers or Facebook friends than the competition is a failing strategy * How to leverage the time and effort you invest in social media * How to convince those who are afraid of new things that social media is a valuable business tool and not just a toy for the overly-wired Knowing what works and what doesn't is terrific, but only in a constant and unchanging world. Social Media Metrics is loaded with specific examples of specific metrics you can use to guide your social media marketing efforts as new means of communication.

Leseprobe

Table of Contents

Praise

Title Page

Copyright Page

Dedication

Foreword

Acknowledgements

Introduction

Social Media Defined

CHAPTER 1 - Getting Focused—Identifying Goals

Measurement Is No Longer Optional

Measurement, Metrics, and Key Performance Indicators

Proceed Ye No Further if Ye Have No Goals

Understanding Analysis

Marketing Analysis and Optimization from 30,000 Feet

CHAPTER 2 - Getting Attention—Reaching Your Audience

Can You Hear Me Now?

Brand Recognition

Brand Attribute Recognition

Business Blogging Metrics

How Many Saw What You Wrote?

How Many Got the Message?

A Little Bird Told Me: Twitter Numbers

Measure the Reach of What Is Published About You

Measuring Social Networking Sites

Measure Your Audience

Measure Your Apps and Widgets

Has Your Message Been Heard?

CHAPTER 3 - Getting Respect—Identifying Influence

How Big Is Their Audience?

Hubs and Spokes

All a-Twitter

Peating the Right Repeater

Impact

The Problem of Fish and the Pond

The Empty Metric

CHAPTER 4 - Getting Emotional—Recognizing Sentiment

My Brother Doug’s Shirts

Tell Us How You Really Feel

Sentimental Journey—a Framework

The Promise of Automated Understanding

What We Have Here Is a Failure to Communicate—How Sad is That?

Hope on the Horizon

Sentiment Beyond Twitter

CHAPTER 5 - Getting Response—Triggering Action

How Many Made a Note of Your Post?

Repeating Revisited

Craving Comments

Broadcasts Out of the Blue

Click Happy

Is That Supposed to Be Funny?

Post-Click Engagement

The Buy Now Button

CHAPTER 6 - Getting the Message—Hearing the Conversation

Listen to Them Search

Listen to Them Rate

Listen to Them Praise

Listen to Them Review

Listen to Them Recommend

Listen to Them Complain

Ask Them to Participate

Ask Them to Contribute

Listen, Listen, Listen—and Then Respond

Hearing Aids

How Good a Listener Are You?

Professional Listening

CHAPTER 7 - Getting Results—Driving Business Outcomes

Key Performance Indicators for Web Sites

Key Listening Indicators

Key Community Indicators

Compared with the Competition

Case Study: Blogging for Dollars—The Cost of Reach

Case Study: Social Media Metrics at Intuit

Haven’t We Already Solved This Problem?

Crowdsourcing

CHAPTER 8 - Getting Buy-In—Convincing Your Colleagues

Step One: Accept Your Role as Change Agent

Step Two: Match the Message with the Receiver

Step Three: Low-Hanging Fruit

Step Four: Make It Personal

Step Five: Bring a Plan

Step Six: Read a Book

CHAPTER 9 - Getting Ahead—Seeing the Future

Everything Becomes Social

Sticks and Stones

Enumeration Integration

Yes, We Will Read Your Mind

APPENDIX - Resources

Index

Praise forSocial Media Metrics

“Jim has always been at the forefront of the Web analytics world. So, it makes perfect sense that he now tackles the complex world of figuring out Social Media. There are millions (probably billions) of conversations happening online. The big question becomes: what’s a company to do? This book answers that question. How do you know if you’re measuring the right parts of the program? Jim gets you downright dirty in the details.”

—Mitch Joel, President, Twist Image, and Author of Six Pixels of Separation

“For the better part of a decade, Jim Sterne has been advocating and explaining how to better understand the traffic coming to your web site. In fact he organized the largest organization of web analytics practitioners and companies with me: the Web Analytics Association. He also organized the most incredible conference on marketing optimization—the eMetrics Marketing Optimization Summit. This book belongs on every marketer’s desk in this world of expanding digital marketing opportunities.”

—Bryan Eisenberg, New York Times bestselling Author of Waiting for Your Cat to Bark and Always Be Testing

“It is entirely appropriate that the man who added clarity and definition to the topic of web metrics would be the same person to finally enlighten us about social media metrics. In Web Metrics Jim single-handedly paved the way for what has become a billion dollar industry, creating awareness where none previously existed. Now, with the publication of Social Media Metrics Jim has faced a more difficult challenge; mining through mountains of misinformation, disinformation, and flat out crap to provide the reader with nuggets of tangible, useful, and practical guidance.

—Eric T. Peterson, Author of Web Analytics Demystified

“This book will change the apparent chaos of social media into a measurable platform businesses can understand and benefit from.”

—Alistair Croll and Sean Power, Authors of Complete Web Monitoring & co-founders, Watching Websites

“This is one of those books that every marketer who has any role in planning social media will need to read, so you might as well sound smarter than everyone else and read it now.”

—David Berkowitz, Senior Director of Emerging Media & Innovation, 360i

“For over 10 years, I’ve turned to Jim to regularly tell my audience about the latest trends in Web Analytics. He has an uncanny instinct for what is worth your time and attention and what isn’t. His accessible and good-humored style will navigate you through this exciting and daunting field of Social Media Analytics.”

—Larry Chase, Publisher, Web Digest For Marketers

“Since he won’t say it himself, I’ll say it for him. Jim Sterne is the godfather of Web metrics. He knows that often the need to measure something gets in the way of using that something effectively. Jim’s clarity and wisdom distill a complex subject to its essence.”

—Eric Ward, Content Linking Strategist aka LinkMoses

“Social media’s ardent advocates all too often overlook a critical step: quantifying their efforts’ impact. Sterne fills this void by providing a thorough explanation of different measurement approaches and tools, while underscoring how these metrics can improve social media programs and achieve business goals.”

—Ellis Booker, Editor, BtoB Magazine

“Jim Sterne has been highly regarded as an online marketing thought leader for many years. And this long awaited new book sees him firmly established back at the top of the pile. Don’t just talk about social media. Know social media. Measure social media. Be a master marketer in social media. Read this book.”

—Mike Grehan, VP, Global Content Director, Incisive Media, and Author of Search Engine Marketing (The Essential Best Practice Guide).

“This book is a must read for anyone investing in social media not just because it will help measure your success, but because it teaches you how to continuously improve your program.”

—Katie Delahaye Paine, CEO, KDPaine & Partners

“Markets are conversations. People are your greatest asset. Customer centricity is the way forward. Social media is revolutionizing marketing. But how do you measure these things? How do you know how well you’re doing? Jim Sterne, as ever, is the leading thinker and practitioner in answering these vitally important questions. Read his book. Heed his words.”

—Ashley Friedlein, CEO, Econsultancy

“The Imperative: Use Jim Sterne’s guidance to leapfrog your competitors with the simple fact that you must not only transform your media buys into social media programs (the new playing field); you must tie them to the three main goals of business—increased sales, lower costs, and improved customer satisfaction.”

—Susan Bratton, CEO, Personal Life Media, Inc., and host of the DishyMix show

“Jim Sterne is a bold-faced liar. This book is FAR more than he makes it out to be in his over-simplified introduction. It’s not just about measuring the value of social media, but offers a clear roadmap to actually implementing an effective social media strategy. No one else explains it all so simply and commonsensically. Buy, borrow, or steal this book. Then protect it from office predators.”

—Pat LaPointe, Managing Partner, MarketingNPV

“Jim is one of the foremost analytics experts in the world and he once again proves why. Not only does he identify the how to measure but also the value of the measures. This is one of those must reads that you actually must read—not may read. Jim knows more about this subject than anyone I know.”

—Paul Greenberg, President, The 56 Group, and Author of CRM at the Speed of Light

“Jim Sterne continues to blaze new trails—the most incisive mind in web analytics now decodes social media. Get this excellent roadmap and start killing your competition!”

—Tim Ash, CEO of Site Tuners.com, and Author of Landing Page Optimization

“The first book I read on web measurement and analytics back in 2002 was Web Metrics by Jim Sterne. That book and the eMetrics Marketing Optimization Summit conference that followed defined a market and an industry. With Jim’s pragmatic and commercially focused approach to understanding the impact of social media on your business this book will do the same again.”

—Neil Mason, Director of Analytical Consulting, Foviance

“Social media is hot, but is it the right move for your business? Jim Sterne, the master of eMetrics, clearly explains in Social Media Metrics how to measure the business value of social media and track your success. Buy it when you’re ready to move from social media hype to social media ROI.”

—Bob Thompson, Founder and CEO, CustomerThink Corp.

“Jim Sterne steps outside of conventional thinking, offering readers a refreshing and useful methodology for thinking about the new ways that humans interact with brands and with each other. Addressing the niche between an obsession with ‘number of followers’ and mathematical theory, Mr. Sterne provides the business leader with holistic ways to strategically address this growing but often misunderstood channel.”

—Kevin Hillstrom, President, MineThatData

“It’s ‘back to the future’ with Jim’s new book. A decade ago (or so) we built some of the first Web Analytic companies with names like—Net Genesis, Keylime, WebTrends, WebSideStory, and Ominiture who all had a vision in mind. Jim was the first expert to recognize and seize upon that vision—creating the seminal work which explains its value—and in so doing, an entire sector. A decade later, this new book does the same, only this time the outcomes are amplified as it involves us all in so many ways, and in every part of our life.”

—Rand Schulman, Chief Marketing Officer, Inside View

“Not only does Jim close the gap between financial performance and social media engagement but he writes in a language that is universally understood by all marketing and business professionals. Jim never ceases to impress me with his ability to combine top notch education with engaging and entertaining content. Bottom line, you can’t be in marketing and not have read this book.”

—Aaron Kahlow, CEO, Online Marketing Institute

“This timely book unlocks the potential for optimal future budget allocation decisions to optimize business profitability.”

—David Dalka, Marketing Change Management Strategist

“Jim’s new book, Social Media Metrics, promises to be the capstone manuscript, pushing Social Media into the mainstream of business—past early adopters that have so far dominated this emerging field. Social Media Metrics is going to be the manual I give out to all my stakeholders and clients to read before they engage in Social Media.”

—Marshall Sponder, Founder, Webmetricsguru.com

Copyright © 2010 by Jim Sterne. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, [phone], fax [phone], or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, [phone], fax [phone], or online at http://www.wiley.com/go/permissions.

Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages.

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Library of Congress Cataloging-in-Publication Data:

Sterne, Jim, 1955-

Social media metrics : how to measure and optimize your marketing investment / by Jim Sterne.

p. cm.

Includes index.

eISBN : 978-0-470-62258-2

1. Internet marketing. 2. Social media-Economic aspects. 3. Marketing research. 4. Online social networks-Economic aspects. I. Title.

HF5415.1265.S7419 2010

658.8’72-dc22

2010003833

10987654321

Dedicated to Colleen

Foreword

A decade ago, I was vice president of marketing and PR for a NASDAQ-traded business-to-business technology company. We measured success in two ways. Our lead generation programs were measured via “sales leads”: the number of people who requested a white paper or who tossed a business card into a fishbowl at the trade show. Our public relations programs were measured via a PR clip book, a gathering of all the clippings of magazine and newspaper articles written about the company. The book represented a month’s worth of clippings and was usually bound for us by our PR agency.

Sales leads and press clips were very common forms of measurement accepted by management in many B2B companies. Success—or failure—at a trade show was based on the number of people who stopped by the booth. And in a good month, our PR agency would proudly drop the clip book on a table to hear the “thud factor.” A deep, resonating boom was very, very good indeed.

Fast forward to 2010. Social media gives everyone—not only B2B companies but also consumer brands, consultants, nonprofits, and even rock bands, churches, and colleges—a tremendous opportunity to reach people and engage them in new and different ways. Now we can earn attention by creating something interesting and valuable and then publishing it online for free: a YouTube video, a blog, a research report, photos, a Twitter stream, an e-book, a Facebook page.

Those measurements, which seemed so great in an offline world, are wholly inadequate online. But what should we do instead? A debate has raged in recent years. On one hand, people tried to adapt old (but successful) offline measurements to the social media world. For example, many marketers slapped registration pages onto practically all content, generating “leads” but preventing people from sharing. On the other hand, a cadre of social media proponents argued for no measurement at all, since “social media is just different.” I’ll admit that I too was stumped, and yet at nearly every speech I give, somebody asked about measurement.

Fortunately, Jim Sterne came to the rescue with this terrific book.

In fact, when Wiley approached me to work on The New Rules of Social Media book series, the only book I knew I had to have was one on measurement. And the only person to write it was Jim. As founder and organizer of the eMetrics Marketing Optimization Summits (held in ten cities around the world each year), Jim is the undisputed leader in online marketing metrics. He is scary smart about measuring and optimizing marketing investment in social media. As I read the manuscript that became this book, I learned something on every page.

Whether you are selling online, through a direct sales force, or via distribution channels, social media is a critical part of the mix. But you know that already. If you’re like I was, what you don’t know yet is how to measure and—when actually armed with that data—how to improve.

I particularly like that Social Media Metrics is crammed with examples from real-world companies for you to learn from. Far from an academic tome on regression analysis, this is a practical book packed with ideas you can apply to your business today.

Of course, while you’ll learn what to measure, how to do it, and how to act on your results, what Jim is really teaching you in these pages is how to be successful. Armed with the metrics and strategies you need to reach your audiences, you’ll be ready to help your business prosper.

Now you’ve got no excuses! Start building your social media marketing machine now; Jim will teach you exactly how to measure success.

—David Meerman Scott Businessweek bestselling author of The New Rules of Marketing & PRwww.WebInkNow.comtwitter.com/dmscott

Acknowledgments

Living in a socially connected world, I find myself beholden to more people than I can say and many more who have no idea how much they helped me. But I am pleased to list a few who have been influential, inspirational, informative, and supportive, whether they knew it or not. My thanks to:

Akin Arikan, Anil Batra, Shanee Ben-Zur, Susan Bratton, Vicky Brock, Chris Brogan, Joseph Carrabis, Pete Cashmore, Larry Chase, Barbara Coll, Alistair Croll, René Dechamps Otamendi, Laura Lee Dooley, Rick Eagle, Bryan Eisenberg, Steve Ennen, Ashley Friedlein, Mark Gibbs, Seth Godin, Mike Grehan, Andrea Hadley, Josh Hallett, Stéphane Hamel, Shel Israel, Mitch Joel, Beth Kanter, Avinash Kaushik, Vida Killian, Matthew Lange, Alex Langshur, Charlene Li, June Li, Rebecca Lieb, Dylan Lewis, Neil Mason, Jodi McDermott, John McKean, Lisa Morgan, Dennis Mortensen, Jim Novo, Jeremiah Owyang, Katie Paine, Bob Page, Eric Peterson, Sean Power, Jack Powers, David Rhee, Howard Rheingold, Robert Scoble, David Meerman Scott, Rachel Scotto, Peter Shankman, Philip Sheldrake, Crispin Sheraden, Rand Schulman, Marshall Sponder, Karl Sterne, Suresh Vittal, Daniel Waisberg, and Ed Wu.