part 2 - social media strategies 201 at seattle's school of visual concepts
Post on 19-Oct-2014
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Part 2 of the workshop on Social Media, delivered by Social3i to the School of Visual Concepts in May 2011. This section, by Xavier Jimenez, included information on social media analytics and measurement programs, and also included a conversation with the Social Media team from RealNetworks' Reality Nation.TRANSCRIPT
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School of Visual ConceptsSocial Media Strategies and Programs for Marketers - 201 Level
Section 2 May 18, 2011Andy Boyer & the Social3i Team
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Using Data to Build Community
School of Visual Concepts Seattle WashingtonWednesday, May 18, 2011
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Part I
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Reality TV & the real-time-web
Wednesday, May 18, 2011
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Agenda
• Introductions• Reality Television and Social Media• Realitynation.com• Measuring success • Discussion
• Challenges• Opportunities• Q & A
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Introductions
• Xavier Jimenez – S3I• Lead Measurement Science Practice• Web Analytics, Digital Media, PR & Advertising• Rugby Coach and Chile Pepper Connoisseur
• Matt Calder – Real Networks• Sr. Product Manager, Consumer Video Services• Digital Media Technology, Web Products,
Community Management• Reality TV Media Maven
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People “luuuuv” to talk smack, about Reality TV, online
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American Idol – Social Media Snapshot
Last 90-days: Keyword query = "american idol“
1,019,633 Mentions
…reach
1,570,257,209 People
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Realitynation.comcontent that connects
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Live Feeds
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Interactive Content
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Interactive Content
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Measuring success
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Measuring Success
Most business that are looking to scale their social media programs will evaluate success using two types of Metrics.
1. Marketing efficiency metrics2. Revenue generating metrics
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Measuring Success
Marketing efficiency metrics: measure and define whether social media is a good way to increase awareness and interest in your products or services.
• SEO• improved rankings
• Reach• Followers, fans, forwards, invites, shares RT’s
• Customer Insight• Reduced costs for surveys, focus groups, panels,
testing
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Measuring Success
Revenue growth metrics: measure and define whether social media is a good way to manage and drive sales.
• Prospects – could become leads• fans, followers, bookmarkers, commenters, members,
subscribers, downloaders• Leads
• People who have expressed interest, in the public domain, and whom you could follow up with
• Sales• Tracked via click-stream link activity• Tracked via coupon or promo code
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Discussion
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Part II
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Social Media MeasurementTools and Tips
Wednesday, May 18, 2011
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Radian6 – Mazeratti
Pros: 1000s of users, Widget Based, Real-Time Results, App Library• Easy to use widget based dashboards• Sophisticated Publisher APIs• Real-time data can be configured to curate UGC as it
happens.• Tracks established social media KPI’s and has a
KPI App Library• Allows multiple users to immediately engage with
important conversions via the engagement dashboard.
• Spam hygiene requires significant time investment by the tool operator
• Volume based pricing can make this tool expensive for novice users.
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uTRACK.it – Mustang
Pros: 90% of R6 Data Set, Good Workflow Tools, Real-time Results• Data goes back 90 days• Dashboard similar to [google analytics]• Monitors all major social platforms• Engagement workflow, email and reporting capabilities
are good.• Spam hygiene requires significant time
investment by the tool operator• Pricing is not based on volume
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Big List Of Metrics
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