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This Week in Social Media Analytics #67

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It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.

It’s a woman’s (social media) world [from Pew Research; written by Maeve Duggan]

“Historically, women have been especially avid users [of social media]. Between December 2009 and December 2012, women were significantly more likely than men to use social networking sites in nine out of ten surveys we conducted. During this period, the proportion of women who used social media sites was 10 percentage points higher than men on average. When we include earlier surveys and our latest reading (spanning May 2008 through May 2013), the average difference [in social use between genders] falls slightly to 8%. Currently, three-quarters (74%) of online women use social networking sites.”

Check out the piece for information on gender-specific use of different platforms as well. (Emphasis above added.)

How The 70/30 Rule Can Rocket Your Twitter Presence To The Top [from All Twitter; written by Lauren Dugan]

“70 percent of the time, you should tweet others’ content. 30 percent of the time, you should tweet your own, branded or promotional, content.

This means that the majority of the time, you’re looking for content to share with your followers that is not created by your brand. That could include things like interesting blog posts, news articles, photos, videos… content from around the web that’s produced by others.”

4 Things Small Businesses Must Understand About Social Marketing [from Social Media Today; written by Mark Cooper]

“Before you launch a Facebook campaign, or start tweeting incessantly, ask a simple question: What are the key objectives I want to accomplish?”

Is Little Data the Next Big Data? [from LinkedIn; written by Jonah Berger]

“Measurement is great. Without it we don’t know where we are, how we’re doing, or how to improve. But we need to be careful about how we use it. Because without realizing it, measurement determines rewards and motivation. It determines what people care about, what they work to achieve, and whether they cheat to get there. Tracking student test scores helps measure achievement, but it also encourages teachers to teach to the test.

So before you obsess over a particular metric, make sure it’s the right metric to obsess over. “

CA School District Announces It’s Doing Round-The-Clock Monitoring Of Its 13,000 Students’ Social Media Activities [from TechDirt; written by Tim Cushing]

A new precedent in security? Students can opt out by making their accounts private, but the company monitoring their activity thinks they won’t choose to. It’s unclear how they will locate all the students’ accounts in order to track them. An interesting read for sure.

Big Social Data: The Second Era Starts [from Social Media Explorer; written by Doug Kessler]

“There’s no structure. Context is buried or lost. The torrent never stops. And the sheer volumes are staggering. This kind of data challenge demands a new kind of analytics stack that doesn’t rely on neat little databases and tidy indexes.”

How To Plan And Manage A Social Marketing Strategy And Still Have Time For Dinner [from Web. Search. Social.; written by Carol Lynn Rivera]

“I’ll tell you exactly the trick I use to focus our social marketing efforts: I think of the one specific person that I’m posting something for.”

Americans More Likely to Share “Funny” Than “Important” Content on Social Media [from Marketing Charts; written by staff]

“In fact, American respondents were more likely than the average respondent across the 24 countries to typically share funny content (49% vs. 43%).”

The popularity of The Daily Show has been cracked.

Written by Sarah

September 13th, 2013 at 9:21 am

This Week in Social Analytics #66

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It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.

Harvard Business Review: Where Do Women Stand Today as Leaders? [video]

A recording of the Google Hangout earlier this week, featuring IdeaCast host Sarah Green and HBR editor Amy Bernstein

21 Unbelievable B2B Content Marketing Statistics [from Social Media B2B; written by Jeffrey L. Cohen]

“Only 25% of B2B Marketers use content marketing for customer retention

89% of B2B Marketers cite customer testimonials as the most effective content marketing

5% of B2B Marketers have no metrics to determine content marketing success”

UK Consumers Turn to Social Media for Their Online Search Needs [from eMarketer; written by staff]

“Research from video search technology company blinkx finds that UK consumers, and particularly younger ones, are beginning to find a lot of their online content via social media. The May 2013 study showed that 43% of polled UK internet users between ages 18 and 24 chose social media to find content online over search.”

7 Steps to a Measurable Social Media Call-to-Action [from & written by Heidi Cohen]

“Social media supports every step of the purchase process. Incorporate a contextually relevant call-to-action and related tracking to get prospects into your lead generation program with useful data.”

The Big Brand Theory: The Ritz-Carlton Uses Social Media to Create Indelible Memories [from Social Media Today; written by Ric Dragon]

“If your brand is focused on being in the business of memory creation, social media is ideal. ‘Social media is as much a customer service tool as the ladies and gentlemen who would stand in the lobby ready to assist a guest,’ said Sitch.”

1 in 4 TV Viewers Uses Second Screen to Simultaneously Watch More Video [from Marketing Charts; written by staff]

“The most common [second screen activities] were: reading email while watching TV/video content (63%); using applications or browsing the internet to kill time (56%); using apps or browing the internet to find out more information (49%); and using social forums at the same time as watching TV/video content (40%). The study found fewer viewers competing with others watching the same show (14%) and interacting with the show through voting (13%).”

Written by Sarah

September 6th, 2013 at 10:08 am

This Week in Social Analytics #65

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It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.

College Students Apathetic About Brands’ Social Media Marketing Efforts [from Marketing Charts; written by staff]

“Also interesting: 46% reported wanting more straightforward messages in advertising, while only 5% felt that ads should be more interactive. 32% do want ads to be more entertaining.”

How Small Businesses Can Attract Talent Using Social Media [from Social Media Today; written by Marilyn Vinch]

“With all the tools available today, the recruitment process has grown to a point in which it’s no longer about chasing candidates but is instead about attracting the right talent. By investing your time in developing a strong digital presence, you will make your company visible to job seekers who might be looking exactly for what you’re offering.”

SMB Followers on Twitter Looking for Updates, Interaction [from Marketing Charts; written by staff]

“The study stresses the positive nature of these interactions, though, noting that 70% of followers retweeted because they liked the SMB’s content, 64% have mentioned an SMB to share a positive experience, and 54% have @replied to share a positive experience.”

Twitter’s Vine Grows To 40 Million Users, Despite Instagram [from ViralBlog; written by Igor Beuker]

Social stats on Vine, Instagram, Pinterest and Foursquare, plus how social CEOs are.

Twitter Hires Commerce Chief to Add Shopping Via Tweets [from Bloomberg; written by Jon Erlichman & Douglas MacMillan]

“‘It makes a lot of sense for Twitter, since a lot of online advertising is commerce related, and as a platform, they should be able to integrate more closely with online retailers,’ said Colin Sebastian, an analyst at Robert W. Baird & Co. in San Francisco.”

63% Of Brands Have Multiple Twitter Accounts, Compared To 7% In 2011 [from AllTwitter; written by Allison Stadd]

“. . .out of 253 top brands in the U.S. and U.K. . . .two thirds had multiple accounts on Twitter.”

Including customer service accounts, deal feeds, brand portfolio accounts, job listings and more.

Link to Statista here

The TV Revolution Will Be Tweeted [from US News & World Report; written by Tierney Sneed]

“When Twitter talks about its expansion into the TV industry, the company stresses that its approach is not about ‘disruption’ – a common term in the tech world – but ‘synergy.’ Unlike other Internet media companies, Twitter has made no plans – publicly anyway – to produce content meant to compete with television. Rather than seeking out a bigger slice of the television pie, Twitter says it wants to make the pie bigger for everyone: for television, for its advertisers, and of course, for Twitter.”

Tumblr Partners Bloggers With Designers for Fashion Week [from Mashable; written by Lauren Indvik]

“In addition to the invitations, Tumblr has partnered 20 NYC-based bloggers with 18 designers and two unspecified organizations for two-week ‘apprenticeships’ leading up to the shows. The nature of the apprenticeships vary; most often (we expect) bloggers will be invited to document show preparations via photographs and GIFs. The goal is to give bloggers deeper access to the designers and the people they work with, hopefully forging relationships that will spark further collaborations, said Valentine Uhovski, Tumblr’s fashion evangelist.”

 

Written by Sarah

August 30th, 2013 at 9:49 am

This Week in Social Media Analytics #63

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It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.

Simple Errors in Social Marketing Alienate UK Users [from eMarketer; written by staff]

“Basic errors like poor spelling or grammar in social media marketing messages are the best way to alienate UK consumers, according to July 2013 research from Disruptive Communications.”

Marketing Is Not A Bad Word In Social Business [from Business2Community; written by Michael Brito]

“Becoming a social business with no vision for where it’s going to take you is like investing thousands of dollars building your first dream home and never moving in to enjoy it. It’s a waste of time otherwise. I look at social business strategy as an enabler.”

New England Colleges With Biggest Social Media Reach [from GoLocalProv; written by staff]

“Colleges today are serving the most mobile and social customers in the world, many of whom are using multiple mobile devices to network and collaborate,” Afshar writes in the Huffington Post article accompanying his new ranking. “Today, social networking is the most popular use of the web. A 2012 study noted that students are choosing colleges with social media clout. A survey of 7,000 high school students revealed that university social media accounts influenced their selections.

Emphasis added.

Using Twitter To Predict (And Hopefully Avoid) Food Poisoning [from Social Times; written by Mary C. Long]

“After four months of stalking over 23,000 restaurant-going New Yorkers and gathering data on 480 likely cases of food-poisoning , the researchers behind nEmesis ranked the frequented restaurants based on the likelihood of getting sick after eating there.

When compared to inspection data provided by the New York City Department of Health, the guys behind nEmesis found their results showed an overlap of one third.

If a nEmesis app is developed, it could save us regular people from popping up in an episode of Kitchen Nightmares, as well as leaving food inspectors no excuse but to get tech-savvy. Fast.

Emphasis added. Fascinating application for the ongoing discussion of Twitter and health.

Twitter Is Testing Out A New ‘TV Trending’ Box At The Top Of Your Timeline [from TechCrunch; written by Ingrid Lunden]

“. . .the company appears to be is testing out a new feature where links to popular TV shows appear as Twitter cards at the top of your Timeline, complete with related Tweet data and show information.”

Marktr [written by Tumblr staff]

If you’re a business on Tumblr and not following the Marktr blog, we recommend you start. It’s fantastic insight from Tumblr’s Sales and Brand Strategy team.

Written by Sarah

August 16th, 2013 at 9:17 am

This Week in Social Media Analytics #62

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It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.

Califone’s New Music Video Self-Generates From Tumblr-Born GIFs and Images [from Motherboard; written by Johnny Magdaleno]

The only limit to creativity on Tumblr is what you place on yourself.

What Makes a Great Tumblr a Great Book [from Fast Company; written by staff]

A CLEAR POINT OF VIEW

“I still go for the same thing I go for anywhere, which is voice and not just a collection of things that happen to be shareable. If you look at which deals did best, I imagine that voice would be the denominator.”
–Jason Ashlock,Movable type, agent for Stuff Hipsters Hate (Fall, 2010)

MoMA Provides Free Art Courses for Teens on Their New Tumblr [from Complex Art & Design; written by Andrew LaSane]

“After nine months of preparation, the Museum of Modern Art has joined Tumblr with a blog made exclusively for teens. MoMA Teens provides free art courses (the New York Times lists 3D-printing and animated GIF workshops) and teen-centric gallery content in hopes to reach their target audience where they live: the Internet.”

72% of Online Adults are Social Networking Site Users [from Pew Internet | Pew Internet & American Life Project; written by Joanna Brenner and Aaron Smith]

“Those ages 65 and older have roughly tripled their presence on social networking sites in the last four years—from 13% in the spring of 2009 to 43% now.”

“In this report we also studied online adults’ use of Twitter. The percentage of internet users who are on Twitter has more than doubled since November 2010, currently standing at 18%. Internet users ages 18-29 are the most likely to use Twitter—30% of them now do so.”

How Quickly Do People Join Different Social Networks? INFOGRAPHIC [from All Twitter; written by Allison Stadd]

“Anyone who engages with a given innovation fits into one of five categories: innovators (2.5% of the potential population of adopters), early adopters (12.5%), early majority (34%), late majority (34%), laggards (16%). Each of these groups has unique psychographic characteristics that cause people to be more or less likely to adopt a given technology at a particular point in time.”

Nielsen Says Tweets Influence Ratings in 29% of Sampled TV Episodes [from Marketing Charts; written by staff]

“Per the researchers, ‘the volume of tweets caused significant changes in live TV ratings among 29 percent of the [221 broadcast primetime program] episodes’ sampled.”

What NASA Can Teach You About Social-Media Marketing [from Entrepreneur; written by Rick Mulready]

“The agency has nearly 500 social-media accounts across multiple social networks that are managed by employees at 10 different field centers.”

Also features tips on how to market like NASA through social media.

What Are Some Key Differences in Social Activity Around the World? [from eMarketer; written by staff]

“On first glance, it might seem possible to sum up the global social network landscape in a single word: Facebook. With almost 1.1 billion users expected by the end of 2013, Facebook has become the top social network in nearly every country in the world except China and Russia. However, it is far from the only social network internet users worldwide access.”

Written by Sarah

August 9th, 2013 at 9:33 am

This Week in Social Media Analytics #61

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It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.

The Teacher’s Guide to Social Media [from Mashable; written by Eric Larson]

Some common sense advice, plus some great resources for teachers looking to connect with students and parents in the social realm.

Social Media and Consumer Empowerment Don’t Match, Study [from SocialBarrel; written by Neal Lasta]

 ”According to a study conducted by the Journal of Consumer Research, once a consumer is empowered, it gets very hard to influence him or her through social media.”

Link to purchase full study in the quote above.

Mobile Tops Desktop for Social Sharing [from eMarkter; written by eMarketer staff]

“Twitter was well represented for sharing media and publishing content, and nearly as common a platform for consumer brand info as Facebook.”

Mark Twain’s 10-Sentence Course on Branding and Marketing [from MarketingProfs; written by Tom Bentley]

1. Many a small thing has been made large by the right kind of advertising.

Seth Godin remarked that today’s publishing, with its instant electronic availability, has made the physical book a trophy of sorts, a kind of souvenir. Twain was 100 years ahead of Seth.”

Entertaining- it is filled with a lot of Twain zingers, after all- and applicable.

3 Social Media Questions Every Brand Should Ask Itself [from Fast Company; written by Hayes Davis]

“Brands often look for absolutes on social media–i.e., customers either love them or hate them. Don’t fall into the sentiment trap and look only at compliments or complaints; mine the entire conversations for trends. Are there hidden messages that might not even be directed at your brand that can tell you a lot about underlying consumer wants and needs? Sometimes there is a larger story in what customers are implicitly saying.”

Our CEO wrote this, so we might be a little biased, but we think it’s a great piece.

Tweets power “the shortest NASCAR race in history” in ad from never.no, Sprint and Leo Burnett [from The Drum; written by Jennifer Faull]

“Billed as ‘the shortest race in NASCAR history’, the 60-second ‘race’ asked fans to Tweet their favourite driver’s car number, along with the hashtag #Sprint60. Each Tweet increased the driver’s speed, pushing them faster along the track as viewers watched the progress live.”

We Are Social launches Siemens’ global recruitment campaign via Tumblr [from Campaign; written by Lynsey Barber]

“‘Tumblr is increasingly popular with a young audience, and people are already sharing and commenting on content on the platform, so it was the natural choice for this campaign.’”

Creating a Meaningful Tumblr Campaign [from ClickZ; written by Tessa Wegert]

“The success of Tumblr campaigns depends on the ability of brand marketers to make their ads and blogs as interesting as the user-generated content they’ll ultimately sit alongside.”

Great examples of some recent Tumblr campaigns.

Written by Sarah

August 2nd, 2013 at 9:44 am

TakeFive with TweetReach: Jon Morris

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Jon Morris, Founder and CEO of Rise Interactive

Welcome back to TakeFive with TweetReach, our ongoing interview series with influential members of the Twitter measurement universe. This week, we’re excited to speak with Jon Morris, Founder and CEO of Rise Interactive. Jon brings his experience with Rise, his previous agency experience, and what he’s gained from guest speaking- plus anticipation of his next adventure, teaching- to the conversation about digital marketing, social media and analytics.

TweetReach: We like to start everyone out with one question, because there are so many different paths into social media: how did you get started using social media? Can you describe your first “ah-ha” moment?

Jon Morris: Rise is in the business of driving traffic, and we’ve been driving traffic to websites far before social media existed. And I couldn’t tell you the exact day, but [the sentiment around social] clearly moved from “college kids using this”, to “this is an amazing vehicle”, to reaching consumers. And it became- rather than an emerging tool that maybe we’d meddle with a little bit- “this is a core service that we have to offer our customers and that we have to do ourselves”.

TweetReach: Your public speaking engagements are obviously tailored to each specific audience, but are there certain things you try to hit on when you talk? Measurement strategies that you think are important to improving your social media impact, for example?

Jon Morris: The one thing- and I believe this is very core to social media- that I give in almost every presentation is: you need to know what makes you great. If you can’t answer that question, then you’re going to have a challenging social media campaign. When you know what makes you great, it drives your content strategy. I think of social media as more of a content syndication vehicle; before you can start developing great, compelling content you need to know what makes you great because that content has to reflect what makes you great.

“You need to know what makes you great.”

TweetReach: In your eMetrics presentation you spoke about using personalized content to reach social “Awesomizers” and the boost those people can have on a business’ social exposure. How do you develop personalized content for these brand advocates while maintaining a line that doesn’t leave them feeling like you know too much about them?

Jon Morris: It’s a challenging line, but the whole industry is moving toward relevancy and personalization. You’re already seeing it; the feed that you get is different from the feed that I get, even if we have the same group of friends, based on just what we respond to, what our levels of interest are. And at the end of the day you just need to know your audience; you just need to understand where that creepy line is. When it comes to Internet marketing I hear the same comments at the same time: “Did you know you can do this now?” and half the group is like “That is really scary” and the other half is like “That is really cool!”. And it’s generally scary and cool.

TweetReach: Do you have any tips for doing that? Any monitoring that you do in particular?

Jon Morris: There isn’t any tool you can use; the tool you use is that you gather the data. It is the decision of the social media manager or the community manager to determine “What’s the line of what data can I use?” vs “What data I won’t use”. The movie Boomerang with Eddie Murphy [is] a good example: [he] plays a creative director and there’s an artist on his team who always goes way too far. It’s his ability to understand what he needs to edit [that] makes [him] the great creative. You need to have the right editor.

TweetReach: In your Inc.com column Rise Above It, you spoke recently about how to make the office a fun place to work, an important part of company culture. How do you see that playing out in social media use among employees? How can that communication feed back into a business as a whole?

Jon Morris: I think social media now is ingrained in every single person’s lives and in terms of every corporation– or it should be if it’s not. We actually encourage sharing our content for employees, via contest. We’re trying to leverage our employees’ social media accounts.

In terms of usage, several years ago we had an employee who completely abused the privilege. This person was on Facebook 24/7 and everyone was very concerned that I was going to create a policy that you can’t log into Facebook anymore, and it was more [that] I had to focus on that individual and getting them to understand what is acceptable usage, as opposed to changing the entire culture. It comes down to trust and good employees. If you think about it, if an employee walked in every day with a newspaper, you wouldn’t expect that person to spend the entire day reading that newspaper from cover to cover and social media shouldn’t be any different.

TweetReach: What have you learned from your students as an Adjunct Professor at the University of Chicago Booth School of Business that you bring back to Rise Interactive and your social media strategies? What’s the most surprising thing that they’ve brought to your attention, or made you realize?

Jon Morris: I [teach] my first class this fall, but I have a hundred students in my office that I teach Internet marketing to; I put classes on once a week. We’ve definitely innovated just by doing different things with our clients, with our employees– so even though it’s not the students at University of Chicago, we are constantly working on developing a system to gather information, to understand what we’re doing. And if we’re successful in one area, applying it to the whole company.

TweetReach: Anything else you’d like to add?

Jon Morris: This might go back to “know what makes you great”– when you ask “What is the one thing you want to teach?” my recommendation is people should be “channel agnostic”. We have an expression here about Interactive Investment Management and the idea is very similar to portfolio managers going to invest in stocks or bonds: you don’t care which stock or which bond. IIM or Interactive Investment Management is the same concept: you don’t care if you’re in social media, or paid search or banner advertising. You simply care about the return you get and you want to make sure that your budget is being allocated to the most affective area.

Social is part of a bigger portfolio as opposed to an individual silo.

Jon Morris is the Founder and CEO of Rise Interactive. Morris started Rise as a self-funded company with $10,000, transforming the agency into a multi-million dollar business in eight years. Under Morris’ leadership, Rise has experienced tremendous growth, receiving recognition from the City of Chicago, Inc. Magazine, Five Elms Capital, Built in Chicago, Fortune Magazine and The Initiative for a Competitive Inner City.

As an emerging leader in the digital marketing industry, Morris regularly shares his expertise as a guest speaker. He has presented on main stages and at workshops and webinars for organizations such as Search Marketing Expo, Search Engine Strategies, American Marketing Association, The University of Chicago Booth School of Business, Northwestern University’s Kellogg School of Management, Online Marketing Summit, iStrategy, and Vistage.

Morris is also a regular columnist for Inc.com. In his column Rise Above It, he displays his thought leadership with articles covering business and digital marketing topics. He is also an Adjunct Professor at the University of Chicago Booth School of Business.

Morris earned an MBA with high honors from the University of Chicago Booth School of Business and a bachelor’s degree from Kenyon College.

Written by Sarah

August 1st, 2013 at 2:06 pm

Posted in TakeFive

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This Week in Social Analytics #60

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It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.

The Real Data on Facebook vs. Google+ (And Other Social Networks | Infographic) [from Social Media Today; written by Augie Ray]

Includes an excellent breakdown of all the G+ studies that have been done in the past few months, plus a series of infographics- interactive and static- showing usage by demographics across platforms. Fantastic breakdown overall!

 Social Network Growth

 

Study: Fortune 500 are getting better in Social Media [from The Strategy Web; written by Martin Meyer-Gossner]

“Twitter is used in eight out of the top 10 companies (Apple, Chevron, Exxon, Ford Motors, General Electric, General Motors, Phillips 66, and Wal-Mart). All these companies offer frequently status updates on Twitter. Just Berkshire Hathaway and Valero Energy are missing out. Interestingly enough, Facebook has got most followers on Twitter.”

How Social Media is Used in Education | Infographic [from Best Master's in Education]

A Social Media Pilot Program [for Education] in Portland Oregon, lead to:

  • 50% increase in grades
  • 1/3 reduction in chronic absenteeism: the school met its adequate yearly progress goal for absenteeism for the first time in its history
  • 20% of students school-wide were completing extra assignments for no credit
  • 35% improvement of chronic absenteeism by texting “WAKE UP” or “RUNNING LATE” messages through “TEXTS ON TIME” Program which didn’t cost the school anything

SM in Education

See more about how schools are using social media in education at the link above. 

How B2B Decision Makers are Using Social [from Marketing Charts; written by staff]

“Twitter is ‘primarily a consumption channel,’ per the researchers, with the main activity among those using it at least in some part for business reasons being reading others’ tweets (86% of users). Still, 58% have retweeted something they’ve read, 55% have posted a tweet, 54% have responded to a tweet and 42% have sought support for a product.”

The New Social Media Measurement Standards On Slideshare [from The Measurement Standard; written by KD Paine]

Do you agree with these measurement standards? What would you change?

Written by Sarah

July 26th, 2013 at 10:51 am

This Week in Social Analytics #59

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It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.

What’s Your Social-Media Genotype? [from MIT Technology Review]

“Your pattern of behaviour on Twitter can be defined by a simple “genotype” and used to predict your future behaviour, say network researchers.”

Brands having fun on Twitter [from Digital Examples; written by Dan Calladine]

It’s exactly what it sounds like: a great example of brands being human and having fun on Twitter. It doesn’t have to be all srs business, all the time.

Common Twitter Tips Your Business Should Ignore [from Social Media Today; written by Matthew Peneycad]

“1 – Ask for retweets

If your content is valuable, people will retweet it, or share it on other social media platforms. If you’re finding that you need to ask for retweets, maybe you should focus on getting to the core of why your content isn’t being shared. Alternatively, maybe your audience technographics are such that they are much more inclined to consume your content, and not necessarily share it.”

Twitter Media Launches Blog To Fight Attrition By Teaching You What To Tweet [from TechCrunch; written by Josh Constine]

“The site plans to feature great uses of Twitter for “TV, sports, journalism, government, music, movies, social good and beyond.” It joins Google Inside Search and Facebook Stories as another media endeavor designed to help inspire our use of today’s top technologies.”

How Denny’s became Tumblr’s diner [from The Daily Dot; written by Fernando Alfonso III]

“It wasn’t a new TV slot or advertising jingle that brought me back to chain diner for a chocolate shake with my wife. It was Tumblr.”

10 Surprising social media statistics that might make you rethink your social strategy [from Buffer; Belle Beth Cooper]

“1. The fastest growing demographic on Twitter is the 55–64 year age bracket.

This demographic has grown 79% since 2012.”

Which Organizational Areas Are Relying the Most on Social Tools? [from Marketing Charts; written by staff]

“Based on a survey of 2,545 executives around the globe conducted in the fall of 2012, the study determines that social business (the use of social media, tech-based internal networks, social software, and/or social data) is – not surprisingly – most important to marketing, branding, and reputation management, but customer service and audience engagement isn’t far behind.”

The Impact of Digital Tools on Student Writing and How Writing is Taught in Schools [from Pew Research; written by Kristen Purcell, Judy Buchanan, Linda Friedrich]

“Some 78% of the 2,462 advanced placement (AP) and National Writing Project (NWP) teachers surveyed by the Pew Research Center’s Internet & American Life Project say digital tools such as the internet, social media, and cell phones ‘encourage student creativity and personal expression.’”

Written by Sarah

July 19th, 2013 at 9:30 am

TakeFive with TweetReach: Jim Sterne

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Welcome back to TakeFive with TweetReach, our ongoing interview series with influential members of the Twitter measurement universe. This week, we’re excited to speak with Jim Sterne, an early Internet Marketing adopter and a fantastic resource for breaking down big ideas in ways that make them easier to understand, which made us thrilled to get his point of view on social media marketing and more.

TweetReach: We like to start everyone out with one question, because there are so many different paths into social media: how did you get started using social media? Can you describe your first “ah-ha” moment?

Jim Sterne: The first “ah-ha” moment was in 1992 when a friend showed me a chat room for the first time. It was on CompuServe and it was what you’d expect– the equivalent of a private Twitter session. Maybe 20 or 30 people doing one-line entry, hitting return and their message pops up. There can be three or four conversations going on at the same time, usually very inane chatter, but broken up – not threaded into subject matter. My first thought was, “Why would anybody want to do this?” My friend said, “Well, you know, you can find out. We’re going to meet down by the beach tomorrow”.

I had no intention of going, but my wife and I happened to drive by and there was a huge banner that said CompuServe and about 200 people on the beach. The big “ah-ha” moment was that even in 1992, even when this technology was so awkward, even with the conversation so banal, it had such a huge following. There is value here that clearly I wasn’t seeing, but it was there. So that was the wakeup call.

There are still people today who say, “Oh, I don’t understand Twitter. Why would I care what you had for breakfast?” and you have to explain to them all the different ways it can be used. It was the same problem for me – I looked at it and didn’t get it- and then finally, I did.

What got me into being very social was the High Tech Marketers Discussion Lists, an email discussion list on a listserve. Kim Bayne  was the hostess and we just talked about the marketing of technology. But then, in early 1993, the conversation suddenly turned to, “How do you build a website?”. Kim said, “Look, we’re here to talk about marketing technology products, not building websites. So if you want to take that conversation somewhere else, go ahead.” Glenn Fleishman said “Okay” and started the Internet Marketing Discussion List, which ran for three or four years, and I’m sure the archives are out there somewhere.

That’s where I truly understood the real value of asking a whole bunch of people- random people that you’ve never met- a question, and getting really good answers back. That, and being careful how you present yourself: personal branding.

That’s how I got started. Everything else: blogs, Twitter, Pinterest, etc., carried on from there.

TweetReach: Since 1994 you’ve been concentrating on how analytics can inform marketing decisions. How have you seen the role of analytics professionals evolve from a pure web analytics focus to starting to envelope and include social media metrics?

Jim Sterne: Web analytics was the first data set we could get our hands on: Log File Analysis. As analysts became more respected, they were asked to do more things. “Oh, while you’re measuring the website, we also want to know whether email is driving traffic to the website and how well search is going. And, oh, by the way– when we run an ad in the newspaper and we put a URL in there, does that drive traffic to the website?”

So the idea of being a web analyst was like being the webmaster who did everything, and then– no, one person can’t do all that. Web analytics is simply a deep, but narrow, datastream of “where did they come from/what did they look at/how long did they stay/did they convert/did they come back?” But when email, search, banner advertising, etc., came along, web analysts were responsible for measuring all of it.

When social media showed up, everybody turned to the web analysts and said, “You are measuring this, aren’t you?” And suddenly we needed a whole bunch of new tools. It was just yet another data stream. That’s never going to stop. Now we have to measure all the social media out there: Pinterest, Tumblr, Facebook, etc. Tomorrow we’re going to be measuring the Internet of Things. “How many of our 3D print designs have been downloaded and printed and in what colors?” We’re going to measure what your shoes say about your workout and whether that has an impact on whether you’re going to buy our product.

We’re the analysts and yes, go ahead, keep throwing new data at us– we can take it.

TweetReach: You recently wrote about Rod Bryan’s analogy of data mining and diamond mining, which made the point of finding the highest quality raw materials (data) and planning for the right setting (marketing/presentation/pitch). Getting this right will be a little different for each company, but do you have any recommendations on where to start looking, or what to definitely avoid?

Jim Sterne: The diamond analogy is really wonderful because it’s hard to get the diamonds and then you have to cut and polish them, and then you have to put them in a nice setting. Data just sits there by itself until you turn it into information. I’m six feet tall; that’s a data point. But in a room full of basketball players I’m short. Now it’s not just a measure; it’s a metric.

How do we make that useful? That depends on your goals. If my goal is to grow taller, and I’m still only six feet tall, then that tells me that I’m not succeeding at my goal. So that’s gone from a metric to a usable benchmark. It’s now knowledge. The real magic of doing analytics is when you evolve beyond knowledge to insight.

If everybody who comes to my website using this search term clicks all over the place and has trouble finding what they’re looking for, the insight is: maybe we should change our content on our website so we rank differently. Or maybe we should advertise to change what people are searching on. Or bid on different keywords.

That’s where the magic happens. It’s not “Hey let’s collect petabytes worth of data because we can”. It’s not “Let’s dig up this big data nugget; this giant diamond is going to make a huge ring!” That’s where the analogy falls apart. If the purpose is to find the giant, 25 carat diamond, then you’re going to dig differently and in a different place. If the goal is to find millions of diamond chips that you can then use in industrial purposes, you’re going to dig a different way in a different place.

The most important thing is not just to collect all the data in the world that you can, but to understand why you’re doing it and collect the data that is revealing.

TweetReach: You’ve also written about the power of predictive analytics. How do social media metrics play into the prediction of consumer behavior, and what might be some other insights we could glean from that data that you might not expect?

Jim Sterne: If you come to my website and all I know is that you searched for a specific keyword, well, that’s a lot more than I knew if you just typed in my URL directly. But if you stick around and then come back and sign up for my email newsletter- suddenly I have some personally identifiable information that I can connect to your Twitter feed and your Facebook timeline. I can start looking at a whole bunch of auxiliary data about you.

Now I can detect a pattern that suggests people who search on this term, who like that type of music, and enjoy bowling on the weekends typically have a higher propensity to click through on this offer than the other offer. Now this is not a 100% prediction, but the value of predictive analytics is when my guess is better than 50/50 — then I win. I can beat the odds. I’ll have made more sales. I’ll have made my customers happier. I’ll have turned more customers into advocates. Social media offers a new datastream that gives us a different type of information.

Essentially I’ve got these three different types of data that I’m looking at:

1. What do people do? What do they search for, what do they click on, how long do they stick around, how often do they come back?

2. What do they tell me, if I give them a survey? This is a customer satisfaction score. Are they happy, and what are they complaining about?

3. What do they say to each other? Which is pure branding. “I’m thinking about buying a bicycle, what do you feel about this model?” and then the community has a conversation.

That’s enormously valuable by itself as market research, but when I match it up with what you do on my website and what you tell me in the customer satisfaction survey, I’ve got these different types of data that I can use in aggregate to compare and contrast you to everybody else in my database to say, “Oh, well, you’re going to have a higher propensity to- for example – you’re more likely to click on two-for-the-price-of-one than you are for buy-one-get-one-free.” It’s the same offer, but it’s described differently and different people respond to them differently. If I can predict which type of person you are, then I have a better chance of making a sale. I do not need to try and to paint a picture of you– I really don’t want crawl into your head (it’s actually not valuable to come close to be creepy).

TweetReach: Your public speaking engagements are obviously tailored to each specific audience, but are there certain things you try to hit on when you talk? Measurement strategies that you think are important to analytics, for example?

Jim Sterne: Number one, know what you’re measuring for. If I collect all the data in the world about you and it doesn’t benefit you, I’ve wasted my time. If it benefits you by providing a service or making it easier for you to find what you want to buy, or discover that you don’t want my product– that’s a service. So have a goal in mind; that’s a critical piece.

The value is not in cranking out reports and dashboards; the value is looking at the data and saying “Hey, this is something interesting. I wonder…” And then start doing little tests: “I wonder if people who show up on my website on Tuesday respond differently than people who show up Wednesday morning. I wonder if people who came to me through this banner ad campaign are more likely to return product they purchased from me, and therefore I don’t want to advertise in that manner.”

It’s the insight, the creative part of the data that’s the most important.

Jim Sterne is an international consultant focused on measuring the value of the online marketing for creating and strengthening customer relationships since 1993. Sterne has written seven books on using the Internet for marketing, produces the eMetrics Summit and is co-founder and current Chairman of the Digital Analytics Association

Written by Sarah

July 17th, 2013 at 9:42 am