Social Media · 11/3/2011 · LinkedIn & YouTube stats, FB Insights, TweetGrader . We have a lot of systems in place. Problem in my case is I am flooded with data and need more staff
Taday we’re discussing social media. But to me the emphasis is less on social and more on media. Facebook and the other sites we’re talking about today are BIG MEDIA.
Then and Now
• Our audience won’t use it
• Our staff doesn’t have time
• It will ruin us • It’s play time • Prove we need it • What’s the ROI
• 'It's amazing how three words can ruin my day! Twitter over capacity.'
• LinkedIn >2 new members /sec
• New Years 2012 >16K tweets /sec
• ~ 80% of FB monthly active users are outside the U.S. and Canada
Presenter
Presentation Notes
We talked in 2009 right here in this forum about SM as a risk, a waste of time, an experiment. We talked about consumers taking control of brands, the fear that corporate communications would lose control, the added workload, no ROI. And today I’m pleased to say, for ANSI none of those bad things happened. And today we can’t live w/o it. People still ask about ROI and how we measure it. We’ll talk about that later. LinkedIn started in 2002, FB 2004, Twitter 2006. FB had 845 million monthly active users at the end of December 2011.�As of November 3, 2011, LinkedIn operates the world’s largest professional network on the Internet with more than 135 million members in over 200 countries and territories. Fifty-nine percent of LinkedIn members are currently located outside of the United States.
Purpose – Benefits to ANSI
• Provide important information & connections to people. • Added content will increase visits, search rankings and
awareness. • Social media provide another reason to visit our domains. • Engages people and gets them to understand the broader
issues regarding standardization. • Give us the opportunity to learn about our visitors’ interests
and link to related standards and standards activities. • New generation of users; generates leads for all activities • Leverages popularity and functionality
Presenter
Presentation Notes
I won’t read this slide. I would expect these benefits are the same for almost everyone here. We set out to accomplish these things and did it! So while ROI is important, it really wasn’t one of the goals. Part of the reason for this is because measuring ROI is difficult, but also because people come to these sites for information but may not have an immediate purchase intent. We routinely list events and news that would interest our audience and help them understand the broader issues regarding standards and CA.
Some Results
• Facebook traffic is spiking • ANSI blog has had strong traffic too, with over 48,000
page views since 2009. • Facebook and LinkedIn each have ~3500 members • Tweeting Since: 2008-10-27 (3 years, 3 months)
Presenter
Presentation Notes
We have one person who blogs more or less full time. There are two other people in communications who post to Facebook, YouTube, Twitter and LinkedIn. I am active on all these sites although I don’t spend much time on a daily basis adding content. I am generally looking at the audience or the topics. It doesn’t take long to post to most sites. If I find something interesting in my reading or my work, I will post it. This kind of correspondence has always been done. In the old days, people would send a letter about their discoveries to their mentors or colleagues; today a post reaches thousand of people. SM is easy and efficient.
Analytics
• Monitoring visits, page views, revenue, referrers from SM to our domains and views, visits, likes, retweets on our SM sites
• Monitoring member demographics (occupation, seniority, industry, country, interests)
• IBM UNICA NetInsight • Google Analytics • Yahoo Analytics, bit.ly,
We have a lot of systems in place. Problem in my case is I am flooded with data and need more staff to analyze and act on the meaning of this data. On our own domains we use IBM UNICA NetInsight the most to track referrers from our social media and revenue that results. We use Google analytics on ansidotorg.blogspot.com to measure the popularity of specific topics. We use bit.ly to track popularity across our SM sites. We have many other tools (Vocus, Yahoo Analytics, Facebook Insights, YouTube and LinkedIN stats) but we tend to only use them when something important is being investigated, whereas the former tools like bit.ly and UNICA and GA we use very frequently.
Some Hard Lessons
• rupertmurdoch Many questions and jokes about My Space. Simple answer - we screwed up in every way possible, learned lots of valuable expensive lessons.
• Pinterest, Orkut, Google +1, bit.ly
Presenter
Presentation Notes
Rupert Murdoch is the head of NewsCorp, the world's second-largest media conglomerate as of 2011 in terms of revenue. Even he used Twitter to talk about his missteps with the MySpace acquisition. Fortunately ANSI didn’t buy MySpace ( a little more than we could afford at $300milion) and we also didn’t attempt to develop a presence there. I didn’t attempt to put up blogs or networking functionality on our own domains and I think that was the right decision. New sites come and go, and it’s really hard to keep up with all of them. We use bit.ly and Blogspot and LinkedIn, Facebook, Twitter and YouTube. I still haven’t figured out Google +1. We haven’t used Digg, StumbleUpon, or Flicker for business, nor Orkut or Pinterest, though we may in the future.
• (Reuters) - Police investigating three murders – made arrests based on evidence collected from monitoring what the gang members were saying about the cases on Twitter and Facebook, authorities said.
Presenter
Presentation Notes
I am still working on our executive team to contribute, but I know they are watching.
Happiness Is
• Systems in the brain – One controls “want” – One controls “pleasure”
• Analogous to social media: the first makes something so attractive you must pursue it and the second, I like this.
Presenter
Presentation Notes
I saw a presentation called The New Science of Happiness. Scientists studying reward & pleasure pathways in human brains implanted electrodes in rats and found the rat pressed a bar continually when a specific area of the brain was stimulated. They thought the rat was happy. But a later study showed that a different part of the brain was responsible for happiness. The original study, where the rat kept pressing the bar had identified a “motivation center”. I think there’s a kind of parallel to social media. We used social media at first because we were motivated. Now I think we like it.
