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Digital Insights & Analytics
The document discusses the evolution of digital consumer behavior, emphasizing the importance of attention in a landscape where content is abundant yet attention is limited. It highlights key metrics and strategies for social media engagement, including the significance of social listening and analytics in understanding audience behavior. Additionally, it explores the rise of social gaming and the monetization of virtual goods in this space.
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Digital Insights & Analytics
- 1. Digital Insights andAnalyticsMeasuring What MattersApril 2011
- 2. The Digital Consumerhas changedTrust in media, business and government continues to decline
- 3. The Era ofAttentionomicsContent is infinite, but your attention is finite
- 4. Attention is nowthe online currency
- 5. Never been easier(or cheaper) to publish content
- 6. Content decayAttentionomics: TwitterData92.4% of all retweets happen within the first hour of the original tweet being published
- 7. 1.63% of retweetshappen in the second hour
- 8. 0.94% take placein the third hourAttentionomics: YouTube DataA video on YouTube gets 50% of its views in the first 6 days it is on the site
- 9. After 20 days,a YouTube video has had 75% of its total view
- 10. In 2008, ittook 14 days for a video to get 50% of its views and 44 days to get 75% of its viewsAttentionomics: Facebook DataEdgerank algorithm determines what content users will see from the pages they “like”
- 11. Sparked the “Scienceof Timing” movement, an analysis of the timing for when to post your emails, social media updates, and blog posts to maximizeINFINITECHOICES
- 12. 3 Focus Areas(SoLoMo)
- 13. Why? Fish Wherethe Fish Are!Average user has 130 friends on Facebook
- 14. Average user sends8 friend requests per month
- 15. Average user spendsan average 15 hours and 33 minutes on Facebook per month
- 16. Average user visitsthe site 40 times per month
- 17. Average user spendsan 23 minutes (23:20 to be precise) on each visit
- 18. Average user isconnected to 80 community pages, groups and events
- 19. Average user creates90 pieces of content each month
- 20. 200 million peopleaccess Facebook via a mobile device each day
- 21. More than 30billion pieces of content are shared each day
- 22. Users that accessFacebook on mobile devices are twice as active on Facebook compared to non-mobile users
- 23. Facebook generates 770billion page views per month Understand Your Audience
- 24.
- 25. Social Listening FrameworkSociallistening programs start by discovering data, synthesizing it into findings, segmenting / prioritizing, and shepherding insights internally to key company functional areas. Discover - Harvest relevant social dataAnalyze - Separate signal from noiseSegment - Segment social data by business function and/or defined categoriesStrategize & Integrate – Make listening outputs a regular input that informs the strategic planning process Execute – Informed action based on insights from strategic listening
- 26. Social Listening MethodologyAudienceinsightsSocialIntelligence
- 27.
- 28. Social Listening LandscapeHundredsof platforms to choose from, offering both the same and in cases very different products and services.
- 29. Social Listening UsesMonitoringand listening is a critical component of Social Business
- 30. Social Listening Examples- EnterpriseGatoradeDell Monitoring ~22k conversations per day
- 31.
- 32. Information usedfor both CRM and advertising-related measures
- 33. Data canbe segmented based on topics of conversation, trends, geography, and language
- 34. Partnership withRadian6Full article: http://www.clickz.com/clickz/news/1931078/dells-social-media-listening-command-center-breakdown Tracking terms relating to their brand, competitors, as well as its athletes and sports nutrition-related topics
- 35. Runs detailedsentiment analysis around key topics and product and campaign launches
- 36. Partnership withRadian6 and IBM ConsultingFull article: http://mashable.com/2010/06/15/gatorade-social-media-mission-control/
- 37. Social Listening BestPracticesListening Strategy
- 38.
- 39. Target AudienceSocial MediaMonitoring and Listening Tips Listen before you begin any social media initiative to understand the capabilities of your audience and what their needs and issues are
- 40. Listening meansMUCH more than monitoring mentions of your company, brand, product name(s)
- 41. Listening relieson a combination of leading tools and platforms, but the real value is dependent on the quality of the data coming in and the quality of the analyst
- 42. Establish strategiclistening posts, not as a one time effort, but as an ongoing strategic listening program (Don’t turn off the insights fire hose!)
- 43. Online listeningcan positively impact many different business functions across the organization, not limited to marketing and advertising campaign improvements
- 44. Resource: SocialMedia Monitoring Tools Wiki - http://wiki.kenburbary.com11
- 45. Social InfluencersSocial influenceis the ability to drive action
- 46. Social InfluencersSegmenting socialusers has created an entire ecosystem of influencer analysis tools
- 47. Social Influence ScoringTarget“relative influence”. Avoid relying solely on quantitative metrics.
- 48. Web Analytics 2.0Setspecific goals!
- 49. Facebook Analytics –on FBCommon MetricsPage views/Tab Views
- 50.
- 51.
- 52. Active UsersFacebook Analytics– via PluginsLike Button analyticsComment Box analyticsDemographics
- 53. Facebook Analytics –via PluginsShare analyticsSocial plugins are an important and growing source of traffic (and they don’t require a FB brand page)
- 54. Twitter AnalyticsThere isa rich ecosystem of standalone Twitter analytics tools
- 55. Social Analytics –Tracking “Engagement”Link your web analytics and social data analytics together
- 56.
- 57.
- 58. Drill down intomajor social platforms to discover content consumption trendsOff-site engagement represents the majority of time / attention your content receives
- 59. Social Tools Directory- @oneforty
- 60. The Social GamingEra has begun Browser-based games that have social integration element
- 61. Playedin short bursts (minutes vs. hours)
- 62. Interactionswith friends and family
- 63. 1 in5 U.S. Internet users play social games each month
- 64. 68%of social gamers play every day
- 65. 46%of Facebook members spend 54% of their time there on social games (270mm)Social Gaming FactsAge: 29-4854% female/46% male56% married63% have kids
- 66. Social Gaming Facts Online social gaming is estimated to be a $6 billion business by 2013
- 67. PetSociety already sells more virtual goods than eBay sells goods (90million per day)
- 68. Zynga is anestimated $1 billion business; 90% of their revenue comes from virtual goods
- 69. 29%of U.S. social gamers put real $ into gamesSocial Gaming Facts Farmville has a bigger audience than Dancing with the Stars and American Idol combined
- 70. 50million members with 15 million playing daily for average of 68 minutes
- 71. Cityville was launchedin December, 2010.
- 72. 290,000players in first 24hrs after launch with no marketing
- 73. 3weeks later it was the number 1 game with 61 million players Ken Burbary586-216-7931ken.burbary@digitas.com@kenburbaryhttp://www.digitas.comhttp://www.kenburbary.com
Editor's Notes
- #2 Image source: HikingArtist.com
- #3 Consumers now trust “people like me”
- #4 This is one of the most overlooked issues in marketing today. Much of the content on social networks, even the best stuff, can decay before the intended audience has a chance to see it.Yahoo looked at this further. On Facebook the situation is even worse. Branded content can be pushed out by EdgeRank, a highly personalized algorithm that shapes what you see based on interests, who you interact with on Facebook the most and more.
- #5 Source: Sysomos - http://www.sysomos.com/insidetwitter/engagement/
- #6 Source: TubeMogul - http://www.businessinsider.com/chart-of-the-day-the-lifecycle-of-a-youtube-video-2010-5
- #7 Resource: Hubspot - http://blog.hubspot.com/blog/tabid/6307/bid/11334/5-Ways-to-Improve-the-Timing-of-Marketing-Tactics.aspx
- #8 http://www.theconversationprism.com/media/images/convoprism-poster-highres.jpg
- #9 Why? Scale. Fish where the fish are (consumers)
- #11 Listening is the foundation for understanding the digital consumer. Use primary research, social listening, surveys, and user polls to develop well defined profiles for each segment
- #12 4 main components for researching consumer segments
- #13 4 main components for researching consumer segments
- #16 Social Media Monitoring Wiki
- #25 https://developers.facebook.com/blog/post/476
- #26 https://developers.facebook.com/blog/post/476