Uni Wien Studie: Twitter als Nachrichten- und Werbekanal

Links auf Twitter - wie und in welcher Form deutschsprachige Tweets auf Medieninhalte verweisen

In der Studie des Instituts für Publizistik- und Kommunikationswissenschaft der Universität Wien wurden insgesamt 3.221 Tweets untersucht. In Betracht gezogen wurden ausschließlich deutschsprachige Tweets von Personen und nicht von Unternehmen. Die Ziehung der Daten erfolgte mit Hilfe des Online & Social Media Monitoring Tools Sensemetric (www.sensemetric.com). Read more at www.media-treff.de

Ausgaben für Social Media steigen

Das Ergebnis der Umfrage verdeutlicht ein für Social Media typisches Problem. Während Unternehmen mittlerweile durchaus gewillt sind, ihre diesbezüglichen Ausgaben zu erhöhen, fehlt es ihnen an Möglichkeiten, ihre sozialen Aktivitäten in ein handlebares Konzept zu verpacken.

Aktivitäten auf Facebook, Twitter und Co. lassen sich nur schwer mit herkömmlichen Marketing-maßnahmen vergleichen. Social Media bedeutet einen dauerhaften Dialog mit einer breiten Masse an Menschen aufzubauen, wirklich handeln wird man es Gott sei Dank nie können… Read more at www.seo-united.de

Just How Open Is Your Internet? [INFOGRAPHICS]

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29 and 769 Framework: The Social Media ROI Pyramid Categories: Matrix, Social Analytics, Social Media, Social Media MeasurementPosted on December 13th, 2010

Measurement, the Number One Priority, Is Important to Social Business In our recent research report on the buyer of social business, (read research report: Career Path of the Corporate Social Strategist) we learned that measurement is one of the most important aspects to social business, in fact the top priority stated by 48% of corporations was “Creating ROI Measurements” for internal programs, (see data).

Experimental mediums require proof they work. The corporate social strategist is constantly being challenge as they grasp more budgets to prove their efforts and teams are making a difference.  In addition to proving these new mediums are worth the time spent, the corporate social strategist is being challenge by their peers in incumbent positions who may be giving up effort and budget to support social efforts.

Down markets put greater scrutiny on spending. As spending across the board reduces in a recession, focus on proving new efforts is required by all parties involved.  Those that can effectively measure improvements can make the business case they can truly obtain more budget.

The Corporate Social Strategist Must Develop Frameworks Now. Most corporations are already forming in the “Hub and Spoke” formation (see data) which means a small cross-functional team is helping a variety of business units.  Establishing a standard way of measuring now is important before corporations move into “Dandelion” where measurement strategy fragments into spokes.

Yet, Measuring Social Media Is Challenging While we learned that measurement is the key, we found (see data in slide 20) that 65% of corporations are using engagement data as the top used metric, with only 22% using product revenue as a metric.

Excess variety of data options, and disparate platforms. Due to the thousands of applications, dozens of social networks, and millions of combinations corporations are stymied by how to make sense of this disparate space.  In addition to the variety of choices to deploy, each has a different set of ways to measure from fans, engagement, followers and the like.

Technical limitations vast in a fast changing environment. As if the choices weren’t staggering enough, there are significant challenges to measuring.  Corporations are unable to apply web analytics tools on third party sites they don’t have ownership on, and therefore are often relegated to manually counting data, or relying on one of the 150 brand monitoring platforms to scrape it for them.

Hard to tie engagement to bottom and top line efforts. In addition to being a new program, understanding of this disruptive set of technologies causes friction.  Additionally, social media is frequently known for driving awareness (second to ads) through WOM then through customer engagement through interactions –yet rarely tied to transactions or ecommerce which often occur on a disparate platform.

Matrix: Understand the Social Media ROI Pyramid

Who it’s for

How to generate

What no one tells you

Business Metrics

Executives, and everyone else who supports them, which of course, is everyone.

This is a roll up formula of Social Media Analytics. Use tracking software or referral traffic to infer how customer engagement moves down marketing funnel. Existing CSAT methods should also incorporate social channels, and measure a sample of sentiment from customer communities. Cost reduction is a formula based on reduced costs and time in these lower-cost channels.

The pyramid is smaller at top as their are less metrics to give to busy executives. There’s really only three: increased top line, reputation, and reduced costs. Compare these lower cost channel to existing marketing efforts to get additional budget, and benchmark over time.

Social Media Analytics

The Corporate Social Strategist and the internal stakeholders and internal clients (leaders of the ’spokes’ in the hub and spoke model)

This is a formula based on Engagement Data (the tier below), there are no industry standards, so pick one and benchmark over time

We’ve identified there are 16 analytics, but there are many more in existence, you’ll have to create these formulas on your own

Engagement Data

Those who are deploying social media: community managers, developers, designers, agency partners, IT.

This data is already created by many social tools, and a variety of analytics are already available to gather this info from brand monitoring to the analytics provided by Facebook and Twitter and others. Don’t forget to include traditional web analytics. Read our research report on Social Marketing Analytics to learn about the existing formulas.

Don’t

Don’t ever give this to executives until you’ve first given them business metrics or expect many months focused on ‘more followers’ without a business purpose.

Don’t ever give this to executives until you’ve first given them business metrics or expect many months focused on ‘more followers’ without a business purpose.

Five Steps To Start Using the ROI Pyramid Now Corporations must develop a standardized way to measure first based on business goals.  Next developing a standard way that the entire company and agency partners can think about measurement is key in 2011 as social business will fragment to every customer touchpoint.

Start with a Business Goal in Mind. Expect significant challenges to occur if your social media efforts don’t have a business goal, so clearly you should first start with a purpose.  It’s easy to spot when this happens as the goal will be on getting ‘more fans and followers’ rather than moving the business needle forward. Start with a clear business goal and define ‘what success looks like’ or don’t start at all.

Give the Right Data to the Right Roles. Not all roles require the same types of data, and be sure to give the right type of data to the right segment.  While all the formulas of the pyramid should be accessible by the corporation, understand the viewpoints needed from each vantage point.

Frequency and Quantity of Data Varies in Pyramid Tiers. Recognize that executives need reports less frequently that the deployment teams, hence their size on the pyramid.  Also, there is more data needed at the bottom tiers than at the top, remember the top tiers are roll-up formulas from bottom tiers.

Know the Customization of Formulas is Required. This industry lacks any form of standards, so don’t wait years for an industry wide formula to appear as it likely won’t even apply directly to your business needs.  Invest the time to create the social media analytics needed to support your business goals now, which you should expect will take massaging over a period of time.

Benchmark Over Time and Cascade to All Spokes. The specific numbers aren’t as important as the trend lines over months, quarters, and years, yet in order to obtain these, you must start now.  Looking at how these numbers trend over time will provide more insight to the teams involved. Read more at www.web-strategist.com

Twitter Statistics for 2010

How much information do Twitters users disclose about themselves?

How Long on Twitter?

Friends

Followers

Tweets Made

Total Tweets

Followers vs. Average # of Friends

Friends/Followers Ratio

The Most Active Tweeters

Bio keywords

Within the bios of Twitter users, the most popular keywords are love, life, music, follow, Twitter, world, live, student, know and girl.

See more at sysomos.com