Il faut sauver Wikipedia Le nombre de contributeurs de Wikipedia diminue. Syndrome des experts que l'encyclopédie en ligne voulait éviter et faible adaptation aux nouvelles exigences du web expliquent en partie ce déclin, analyse Cédric Le Merrer. D’abord les chiffres : jusqu’à 90 000 en 2010, les contributeurs actifs n’étaient que 82 000 en juin dernier. Beaucoup sont persuadés que la chute du nombre de contributeurs n’est qu’un phénomène naturel : l’encyclopédie serait complète et surtout Wikipedia reflètant les centres d’intérêt de son contributeur moyen, “un geek masculin de 26 ans” selon son fondateur Jimmy Wales, l’encyclopédie manque fatalement de points de vue féminins et non occidentaux. Mais cette baisse somme toute assez limitée cache un phénomène plus alarmiste : Wikipedia ne correspond plus aux usages en vogue aujourd’hui sur le web, après avoir été pourtant le symbole le plus évident du web 2.0. Les nouveaux experts L’impossible personal branding des contributeurs
A framework for measuring social media activity Measure ROI with Google Analytics First off, I want to preface this post with the fact that social media shouldn’t be done only with the goal of making direct conversions. Social media is about building new relationships, generating word of mouth marketing, and strengthening brand loyalty with your customers. That said, I know that there are a lot of you who may be curious about the monetary value of your social media campaign, have clients that are asking the value of the social media services you provide for them, or simply want to learn more about how your social media strategy is leading to conversions. You’ll be celebrating your social media goal conversions too! The following are the steps you must implement to be able to see the return on investment and goal conversions for your social media campaign. Track goal conversions for your website in Google Analytics, a plus regardless of whether you care about social media conversions or not. Tracking Social Media Conversions in Google Analytics 5 1. 2. 3. 4. Step 1.
Connecting with Today’s Customer 50 Free Social Media Tools You Can't Live Without A couple years ago, Jay Baer wrote a great blog post called ‘The 39 social media tools I’ll use today’ which was an all-in-one toolkit for social media marketers (and still is). A lot has changed in the two years since that post was published so here is a ’2012 remix’ featuring 50 (mostly free) tools you can use on a daily basis. Whether you are just starting out in the social media arena or have been at it for a few years, this will hopefully be a handy resource. So, let’s serve ‘em up! Listening / Research The foundations for any social media marketing activity start with listening and in-depth research, ranging from influencer identification to campaign planning. General listening tools Best in class: SocialMention.com – As far as ‘free’ options go, this is a solid as it gets.Alternatives: BoardReader.com (discussion board specific), Addictomatic.com (a general listening dashboard) and PeopleBrowsr.com (big data, big insights). Specific listening tools General research tools Engagement
Social Media Measurement Hot on the heels of last week’s Altimeter Open Research Report on Converged Media, today, analyst Susan Etlinger, Researcher Andrew Jones, (I served as editor) have published a report answering the absolute top asked question in the social space: “How do companies measure ROI of social?” In this definitive report, Altimeter found that there are half a dozen methods being deployed, each with flaws and strengths. It’s key that the business knows which method to deploy, when, and then line up the right process, teams, software, and partners to help. Despite a thorough look into leading case samples and speaking with dozens of members of the ecosystem, we found there is no single solution that is fool proof. In this Open Research report, you will find: A through set of industry findings with 16 brands, 38 vendors, 3 agencies and 4 ecosystem contributors, and surveyed 71 social media and analytics practitioners. Key Finding: There is no “one-size-fits-all” approach. Take Action Now
Everything is contagious This is the second of two articles on the recent outbreak of social contagion studies. The newspapers are saying a social plague has struck mankind. Scientists contend that everything from obesity to happiness to loneliness can be "socially contagious"—meaning that if your friend gets fat, gets happy or grows lonely, you are at increased risk of doing the same. It's a strong claim—and an assault on a lot of traditional social science. There's a famous social-science conundrum called "the Reflection Problem" that goes something like this: If you see a group of teens smoking weed in a parking lot, how did they end up together? This observational puzzle lies at the heart of the contagious epidemic. It was a lot of contagion. Lyons is hardly the first to question the social epidemic. Christakis and Fowler responded by suggesting that acne, headaches, and even height might indeed be contagious, because the adolescent data used by Fletcher and Cohen-Cole were self-reported.
Social Business Intelligence: Positioning a Strategic Lens on Opportunity Recently I’ve been tracking the growth of social analytics and the means of delivering well on it. Connecting analytics to the needs of the business is the next step beyond basics of collating, aggregating, and identifying patterns in what the world is doing that affects your organization. On ZDNet recently, I explored the rapidly growing trend of big data. Collectively, big data represents a set of highly innovative new ways that companies are developing to distill value from the sheer scale, richness, and complexity of today’s vast networks of people and their data, of which the Internet is just the biggest example. It is social media in particular, however, where big data and business value intersect. Technology of any kind isn’t very useful to us unless it’s put to work. That’s not to say that there isn’t a lot of blur between social analytics and social business intelligence. Drivers of Social Business Intelligence Marketing Optimization. What does all this mean for you now?
The Social Media ROI Cookbook: How Brands Measure the Revenue Impact of Social Media Everyone talks about the challenges of measuring the revenue impact of social media, but how are top brands actually doing it? And are they successfully measuring ROI? My colleague Andrew Jones and I spoke with 16 brands, 38 vendors, 3 agencies and 4 ecosystem contributors, and surveyed 71 social media and analytics practitioners to answer this question and provide pragmatic recommendations. The result is our “Social Media ROI Cookbook,” which aims to identify and describe the most effective “recipes” for measuring the revenue impact of social media that we have seen adopted to date. Here’s what we learned: Only 30% of brands we surveyed consider themselves to be “effective” or “extremely effective” at connecting social media to revenue. To be fair, we are in a period of transition: Jeremiah Owyang’s “A Strategy for Social Media Proliferation,” published earlier this year, showed that “companies average 178 corporate-owned social media accounts.” Where’s it all going? Related Posts
Mesurer le partage Facebook Innovation Briefing inShare2121inShare Downloads Facebook Innovation Briefing (7.33 MB PDF) This 50+ slide presentation was delivered at an Econsultancy trends briefing during April 2011. Inside, it explores Facebook and the associated innovation, trends, strategies and future possibilities to help understand and leverage this popular, but complex, platform through 2011 and beyond. With more than half a billion regular active users, Facebook is an area digital marketers shouldn’t be ignoring. This presentation explores how companies are currently being active within the social network giant and where things are heading in the future, giving you inspiration and preparation to successfully engage with users in new and exciting ways. Packed with cutting edge examples, the presentation will challenge the way you approach your social media strategy and stimulate you to think laterally about your brand's presence in an ever-changing social environment. A few of the topics covered within the presentation include: