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.
