Metrics issues
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Why everything you know about demographics is wrong - iMediaConnection.com
Stay connected. For more insights into the latest consumer targeting strategies, attend the iMedia Entertainment Summit, June 28. Request your invitation today . As ad targeting technology improves, ad networks and exchanges are becoming increasingly important. There's an endless stream of stats on this, and you can search your favorite market intelligence source to find all kinds of predictions on how much of the digital advertising spend will be owned by either ad networks or exchanges. And if you must, I'm sure you can find all kinds of white papers, articles, and presentations explaining how this targeting technology works (or at least, how it works in theory, since a lot of what we're talking about exists inside a proprietary black box).
The prevailing business philosophy around social media are consumed with measuring everything with the aim of determining effectiveness. The marketplace is exploding with tools to provide data insights, knowledge and wisdom about what are and aren’t effective social media strategies. The obsession with measuring all things social is indicative of thinking inside rather than out.
You've Got the Wrong Measures! |
Consumers have always valued opinions expressed directly to them. Marketers may spend millions of dollars on elaborately conceived advertising campaigns, yet often what really makes up a consumer’s mind is not only simple but also free: a word-of-mouth recommendation from a trusted source. As consumers overwhelmed by product choices tune out the ever-growing barrage of traditional marketing, word of mouth cuts through the noise quickly and effectively. Indeed, word of mouth 1 is the primary factor behind 20 to 50 percent of all purchasing decisions. Its influence is greatest when consumers are buying a product for the first time or when products are relatively expensive, factors that tend to make people conduct more research, seek more opinions, and deliberate longer than they otherwise would.
depends on market maturity
presents the key representative measures within each o these categories. Some o these metrics are based on data rom social media moni- toring sotware; other metrics are obtained rom server logs, Google and other analytics data, and surveys. Here are examples o data sourcing and defnitions o key metrics shown above: Awareness/Reach/Positioning Share o total voice within category = volume o mentions or 2 Depending on volume and the prevalence of negative discussion, we may look at share of net positive voice, where net positive voice = brand positive mentions – brand negative mentions
Conversation Impact Model (full)
Financial & non financial assets
John Bell examines the fundamental shift of social media on consumer behavior – and how adapting to it and profiting from it require an enterprise-level strategy. More...
SM = preemptive ROI
Has your company spent seemingly countless hours tweeting on Twitter , networking on Facebook and writing the company blog? Have you found yourself wondering if it's all a waste of time? Maybe that last Facebook fan page contest saw fewer entries than you'd hoped for, or that last Twitter-only coupon had fewer redemptions than you'd expected, but perhaps that's not all that matters.
Over the holiday, we helped some relatives post a listing for basement apartment on Craisglist. They had already listed the apartment in the newspaper, but they responses had been entirely from older people — 70s and even 80s. They had been looking for a young professional (it’s a steep staircase down to the apartment).
The Problem of Media Economics: Value Equations Have Radically Changed - Publishing 2.0
On s’attend quoi des média sociaux NOW? We need f***ing ROI | WoMarketing in Paris
Vous vous souvenez sans doute de la série des présentations « What a F**k is Social Media ». Aujourd’hui que Facebook viens de toucher le cap de 500 mil d’ utilisateurs , ne pouvait pas manquer une MAJ pour faire le point sur le « Social Media readiness » du marché . Pour être honnête je suis pas sur que des donnes quantitatives sont suffisantes, pour avoir une vison réel dans la quelle un business ou une pratique sociale se développe; c’est à mon avis la façon dans la quelle la population réagit à l’innovation qui fais la différence.Choosing the right Metrics to Define Social Media Success « Influencers & Community Marketing
Einstein once said: “Try not to become a man of success, but try rather to become a man of value”. (or a woman From time to time, I see success in social media portrayed by some as ‘thousands of followers or millions of fans’. I even see a business forming around “building up a follower base on a massive scale”. Wow! And according to some, having a huge follower base does translate to a lot of value , doesn’t it?
