man(agement) vs. wild: the call of the free-range customer

MAN(AGEMENT) VS. WILDHEADING THE CALL OF THE FREE RANGE CUSTOMER

Laura Lee S. Dooley, World Resources Institute

Prepared for eMetrics DC October 20-22, 2009

How do we put a numeric value on relationship ???

“Social media is all about relationships and relationships fail …” – Charlene Li

http://www.flickr.com/photos/26304233@N00/2425651754/

Different metrics …

… different levels of engagement

http://ww

w.flickr.com

/photos/hypertypos/2967490176/

Pageviews …

… your site only!http://www.flickr.com/photos/8418112@N04/3526002850/

Clickthroughs …

… multiple sources & destinations http://www.flickr.com/photos/14881935@N08/2516293828/

Visitors …

… are they the right ppl? do they care/matter?

hhttp://www.flickr.com/photos/92079962@N00/97170116/

Friends, followers, fans …

… growth ≠ impact

http://www.flickr.com/photos/twose/887903401/

Unfriend, unfollow, unfan …

… changing community

http://www.flickr.com/photos/twose/887903401

Metrics timelines …

… realtime, your timehttp://www.flickr.com/photos/21313845@N04/2455120187/

Relationships …

… how much are YOU worth?http://www.flickr.com/photos/73645804@N00/1384954600/

Tools measuring the backend

Twitalyzer – person or brand?

Socialmediaanalyticsrequiresnewmetrics

(c) Rick Harrison. http://www.flickr.com/photos/sovietuk/141381675/

Social Media Metrics

Infinitely measurable web – NOT! Complex challenges = complex questions

Why? Why? Why? Why? Translating data into action is difficult with

time-lapse Social media should have social metrics

Real time, downloadable, w/in tools Simple segmentation Tracking micro conversions Tracking connections

Getting beyond your

website , page, profile

Twitter lists

Twitter Lists (BETA)

www.mypeoplemaps.com (BETA)

analytics.postrank.com (BETA)

Keep social media

focused on•

community •

conversation •

connections

… not technology

What are you trying to do (goals)?How can you get it done (tasks)?Success = It’s done!

Being willing to revise your

goals/tasks as the online conversation changes.

Related Resources

http://bit.ly/4DoCkm lldoolj2@gmail.com Search: “Laura Lee Dooley”