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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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Social3i Consulting711 6th Avenue NorthSuite 200Seattle, WA 98104

xavier@social3i.comwww.social3i.com

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