Social Media - Rethinking Marketing Metrics Part II [video]

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"We are advisors, we are not accountants"

In this presentation, Jim Sterne goes over the importance to provide direction to companies and influence people and decisions. He also provides insight into how you can go about measuring influence, be it on Twitter or other channels. But what matters is: did people take any action? Did they do anything for it? Jim describes different types of actions:
  1. Social Actions
    • Did they like it?
    • Did they retweet it?
    • Did they comment on it?
    • Did they forward it to their friends?
    • Did they participate?
    • Did I do something that was interesting enough so that people shared it?
    • Did they actually clicked through to my website?
  2. Business actions
    • Did they register?
    • Did they download?
    • Did they buy something?
In summary, Jim Sterne describes (with rich examples) how to measure and Optimize the following:
  1. Awareness
  2. Attitude
  3. Influence
  4. Competition
  5. Action
  6. Value
Watch Social Media - Rethinking Marketing Metrics Part I

Jim Sterne

Jim Sterne is the founder of the eMetrics Marketing Optimization Summit, current Chairman of the Web Analytics Association and author of Social Media Metrics. Jim is an international speaker on electronic marketing and customer interaction. A consultant to Fortune 500 companies and entrepreneurs, he focuses his twenty five years in sales and marketing on measuring the value of the Internet as a medium for creating and strengthening customer relationships. Jim has written six books on Internet advertising, marketing and customer service.
Online Behavior © 2012