Social Media Metrics: How to Measure and Optimize Your Marketing Investment (New Rules Social Media Series) PDF
Preview Social Media Metrics: How to Measure and Optimize Your Marketing Investment (New Rules Social Media Series)
Chapter=fm01 Date:February26,2010 Time:11:10am Chapter= Date:February26,2010 Time:11:10am Praise for Social Media Metrics “JimhasalwaysbeenattheforefrontoftheWebanalyticsworld.So,itmakes perfect sense that he now tackles the complex world of figuring out Social Media.Therearemillions(probablybillions)ofconversationshappeningonline. The big question becomes: what’s a company to do? This book answers that question.Howdoyouknowifyou’remeasuringtherightpartsoftheprogram? Jimgetsyoudownrightdirtyinthedetails.” —MitchJoel,President,TwistImage,andAuthor ofSixPixelsofSeparation “Forthebetterpartofadecade,JimSternehasbeenadvocatingandexplaining how to better understand the traffic coming to your web site. In fact he or- ganizedthelargestorganizationofwebanalyticspractitionersandcompanies withme:theWebAnalyticsAssociation.Healsoorganizedthemostincredible conferenceonmarketingoptimization—theeMetricsMarketingOptimization Summit.Thisbookbelongsoneverymarketer’sdeskinthisworldofexpanding digitalmarketingopportunities.” —BryanEisenberg,NewYorkTimesbestsellingAuthorofWaitingfor YourCattoBarkandAlwaysBeTesting “It is entirely appropriate that the man who added clarity and definition to the topic of web metrics would be the same person to finally enlighten us aboutsocialmediametrics.InWebMetricsJimsingle-handedlypavedtheway forwhathasbecomeabilliondollarindustry,creatingawarenesswherenone previouslyexisted.Now,withthepublicationofSocialMediaMetricsJimhas facedamoredifficultchallenge;miningthroughmountainsofmisinformation, disinformation,andflatoutcraptoprovidethereaderwithnuggetsoftangible, useful,andpracticalguidance. —EricT.Peterson,AuthorofWebAnalyticsDemystified “Thisbookwillchangetheapparentchaosofsocialmediaintoameasurable platformbusinessescanunderstandandbenefitfrom.” —AlistairCrollandSeanPower,AuthorsofCompleteWebMonitoring& co-founders,WatchingWebsites “Thisisoneofthosebooksthateverymarketerwhohasanyroleinplanning socialmediawillneedtoread,soyoumightaswellsoundsmarterthaneveryone elseandreaditnow.” —DavidBerkowitz,SeniorDirectorofEmergingMedia&Innovation,360i “Forover10years,I’veturnedtoJimtoregularlytellmyaudienceaboutthe latesttrendsinWebAnalytics.Hehasanuncannyinstinctforwhatisworthyour timeandattentionandwhatisn’t.Hisaccessibleandgood-humoredstylewill navigateyouthroughthisexcitinganddauntingfieldofSocialMediaAnalytics.” —LarryChase,Publisher,WebDigestForMarketers Chapter= Date:February26,2010 Time:11:10am “Since he won’t say it himself, I’ll say it for him. Jim Sterne is the godfather of Web metrics. He knows that often the need to measure something gets in the way of using that something effectively. Jim’s clarity and wisdom distill a complexsubjecttoitsessence.” —EricWard,ContentLinkingStrategistakaLinkMoses “Socialmedia’sardentadvocatesalltoooftenoverlookacriticalstep:quantifying theirefforts’impact.Sternefillsthisvoidbyprovidingathoroughexplanation ofdifferentmeasurementapproachesandtools,whileunderscoringhowthese metricscanimprovesocialmediaprogramsandachievebusinessgoals.” —EllisBooker,Editor,BtoBMagazine “JimSternehasbeenhighlyregardedasanonlinemarketingthoughtleaderfor manyyears.Andthislongawaitednewbookseeshimfirmlyestablishedback atthetopofthepile.Don’tjusttalkaboutsocialmedia.Knowsocialmedia. Measuresocialmedia.Beamastermarketerinsocialmedia.Readthisbook.” —MikeGrehan,VP,GlobalContentDirector, IncisiveMedia,andAuthorofSearchEngineMarketing (TheEssentialBestPracticeGuide). “Thisbookisamustreadforanyoneinvestinginsocialmedianotjustbecauseit willhelpmeasureyoursuccess,butbecauseitteachesyouhowtocontinuously improveyourprogram.” —KatieDelahayePaine,CEO,KDPaine&Partners “Marketsareconversations.Peopleareyourgreatestasset.Customercentricity isthewayforward.Socialmediaisrevolutionizingmarketing.Buthowdoyou measurethesethings?Howdoyouknowhowwellyou’redoing?JimSterne,as ever,istheleadingthinkerandpractitionerinansweringthesevitallyimportant questions.Readhisbook.Heedhiswords.” —AshleyFriedlein,CEO,Econsultancy “TheImperative:UseJimSterne’sguidancetoleapfrogyourcompetitorswith thesimplefactthatyoumustnotonlytransformyourmediabuysintosocialme- diaprograms(thenewplayingfield);youmusttiethemtothethreemaingoals ofbusiness—increasedsales,lowercosts,andimprovedcustomersatisfaction.” —SusanBratton,CEO,PersonalLifeMedia,Inc.,andhost oftheDishyMixshow “Jim Sterne is a bold-faced liar. This book is FAR more than he makes it outtobeinhisover-simplifiedintroduction.It’snotjustaboutmeasuringthe valueofsocialmedia,butoffersaclearroadmaptoactuallyimplementingan effectivesocialmediastrategy.Nooneelseexplainsitallsosimplyandcommon- sensically.Buy,borrow,orstealthisbook.Thenprotectitfromofficepredators.” —PatLaPointe,ManagingPartner,MarketingNPV Chapter= Date:February26,2010 Time:11:10am “Jim is one of the foremost analytics experts in the world and he once again proveswhy.Notonlydoesheidentifythehowtomeasurebutalsothevalueof themeasures.Thisisoneofthosemustreadsthatyouactuallymustread—not mayread.JimknowsmoreaboutthissubjectthananyoneIknow.” —PaulGreenberg,President,The56Group,andAuthor ofCRMattheSpeedofLight “JimSternecontinuestoblazenewtrails—themostincisivemindinweban- alyticsnowdecodessocialmedia.Getthisexcellentroadmapandstartkilling yourcompetition!” —TimAsh,CEOofSiteTuners.com,andAuthor ofLandingPageOptimization “The first book I read on web measurement and analytics back in 2002 was WebMetricsbyJimSterne.ThatbookandtheeMetricsMarketingOptimization Summitconferencethatfolloweddefinedamarketandanindustry.WithJim’s pragmaticandcommerciallyfocusedapproachtounderstandingtheimpactof socialmediaonyourbusinessthisbookwilldothesameagain.” —NeilMason,DirectorofAnalyticalConsulting,Foviance “Socialmediaishot,butisittherightmoveforyourbusiness?JimSterne,the master of eMetrics, clearly explains in Social Media Metrics how to measure thebusinessvalueofsocialmediaandtrackyoursuccess.Buyitwhenyou’re readytomovefromsocialmediahypetosocialmediaROI.” —BobThompson,FounderandCEO,CustomerThinkCorp. “JimSternestepsoutsideofconventionalthinking,offeringreadersarefreshing andusefulmethodologyforthinkingaboutthenewwaysthathumansinteract withbrandsandwitheachother.Addressingthenichebetweenanobsession with ‘number of followers’ and mathematical theory, Mr. Sterne provides the businessleaderwithholisticwaystostrategicallyaddressthisgrowingbutoften misunderstoodchannel.” —KevinHillstrom,President,MineThatData “It’s‘backtothefuture’withJim’snewbook.Adecadeago(orso)webuiltsome of the first Web Analytic companies with names like—Net Genesis, Keylime, WebTrends,WebSideStory,andOminiturewhoallhadavisioninmind.Jimwas thefirstexperttorecognizeandseizeuponthatvision—creatingtheseminal workwhichexplainsitsvalue—andinsodoing,anentiresector.Adecadelater, thisnewbookdoesthesame,onlythistimetheoutcomesareamplifiedasit involvesusallinsomanyways,andineverypartofourlife.” —RandSchulman,ChiefMarketingOfficer,InsideView Chapter= Date:February26,2010 Time:11:10am “Not only does Jim close the gap between financial performance and social mediaengagementbuthewritesinalanguagethatisuniversallyunderstoodby allmarketingandbusinessprofessionals.Jimneverceasestoimpressmewithhis abilitytocombinetopnotcheducationwithengagingandentertainingcontent. Bottomline,youcan’tbeinmarketingandnothavereadthisbook.” —AaronKahlow,CEO,OnlineMarketingInstitute “This timely book unlocks the potential for optimal future budget allocation decisionstooptimizebusinessprofitability.” —DavidDalka,MarketingChangeManagementStrategist “Jim’snewbook,SocialMediaMetrics,promisestobethecapstonemanuscript, pushingSocialMediaintothemainstreamofbusiness—pastearlyadoptersthat havesofardominatedthisemergingfield.SocialMediaMetricsisgoingtobe the manual I give out to all my stakeholders and clients to read before they engageinSocialMedia.” —MarshallSponder,Founder,Webmetricsguru.com Chapter=fm01 Date:February26,2010 Time:11:10am SOCIAL MEDIA METRICS HOW TO MEASURE AND OPTIMIZE MARKETING INVESTMENT YOUR JIM STERNE John Wiley & Sons, Inc. Chapter=fm01 Date:February26,2010 Time:11:10am Copyright©2010byJimSterne.Allrightsreserved. PublishedbyJohnWiley&Sons,Inc.,Hoboken,NewJersey. PublishedsimultaneouslyinCanada. Nopartofthispublicationmaybereproduced,storedinaretrievalsystem,or transmittedinanyformorbyanymeans,electronic,mechanical,photocopying, recording,scanning,orotherwise,exceptaspermittedunderSection107or108ofthe 1976UnitedStatesCopyrightAct,withouteitherthepriorwrittenpermissionofthe Publisher,orauthorizationthroughpaymentoftheappropriateper-copyfeetothe CopyrightClearanceCenter,Inc.,222RosewoodDrive,Danvers,MA01923,(978) 750-8400,fax(978)646-8600,oronthewebatwww.copyright.com.Requeststothe PublisherforpermissionshouldbeaddressedtothePermissionsDepartment,John Wiley&Sons,Inc.,111RiverStreet,Hoboken,NJ07030,(201)748-6011,fax(201) 748-6008,oronlineathttp://www.wiley.com/go/permissions. LimitofLiability/DisclaimerofWarranty:Whilethepublisherandauthorhaveusedtheir besteffortsinpreparingthisbook,theymakenorepresentationsorwarrantieswith respecttotheaccuracyorcompletenessofthecontentsofthisbookandspecifically disclaimanyimpliedwarrantiesofmerchantabilityorfitnessforaparticularpurpose.No warrantymaybecreatedorextendedbysalesrepresentativesorwrittensalesmaterials. Theadviceandstrategiescontainedhereinmaynotbesuitableforyoursituation.You shouldconsultwithaprofessionalwhereappropriate.Neitherthepublishernorauthor shallbeliableforanylossofprofitoranyothercommercialdamages,includingbutnot limitedtospecial,incidental,consequential,orotherdamages. Forgeneralinformationonourotherproductsandservicesorfortechnicalsupport, pleasecontactourCustomerCareDepartmentwithintheUnitedStatesat(800) 762-2974,outsidetheUnitedStatesat(317)572-3993orfax(317)572-4002. Wileyalsopublishesitsbooksinavarietyofelectronicformats.Somecontentthat appearsinprintmaynotbeavailableinelectronicbooks.Formoreinformationabout Wileyproducts,visitourwebsiteatwww.wiley.com. LibraryofCongressCataloging-in-PublicationData: Sterne,Jim,1955- Socialmediametrics:howtomeasureandoptimizeyourmarketinginvestment /byJimSterne. p.cm. Includesindex. ISBN978-0-470-58378-4(cloth) 1. Internetmarketing. 2. Socialmedia–Economicaspects. 3. Marketing research. 4. Onlinesocialnetworks–Economicaspects. I. Title. HF5415.1265.S74192010 658.8’72–dc22 2010003833 PrintedintheUnitedStatesofAmerica 10987654321 Chapter=fm01 Date:February26,2010 Time:11:10am DedicatedtoColleen Chapter=fm01 Date:February26,2010 Time:11:10am
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