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Chris Young
Chris Young

This document discusses the use and manipulation of numbers in marketing and social media. It provides statistics on the lifespan of tweets (most replies within 10 minutes but tweets can still be seen years later), the value of Twitter followers (it costs $18 per 1,000 followers but fake followers can be sold for $800/day), and engagement on Facebook posts (60% within the first hour but slowing engagement after). The document cautions that numbers can be manipulated and emphasizes defining real ROI versus pretend metrics.

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www.b2cy.com @Chris_Eh_Young @Chris_Eh_Young
Wheee! I brought slides
Its a numbers thing Numbers tell the story, but only if we use the right ones Oh, did I mention that numbers can be manipulated?
What marketers think theyre doing
What theyre really doing
How are marketers doing with these numbers?
First things first, Lets define ROI The real ROI. Not all the pretend, made up ones.
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Correlation vs. causation
The lifespan of a Tweet On average - about 15 minutes 90% of replies and ReTweets happen in the first 10 minutes But wait...
How long does a Tweet live? Thats a lot of 15 minute intervals 823 Days ago 2 years, 3 months ago 40,000 Tweets ago
Twitter by the numbers 517 million users worldwide 360 million accounts whose users if you can call them that either dont log in every month, or dont exist in the first place. In 2012, and estimated 38% of Twitter accounts were inactive The average Twitter user has 126 followers Over 40% of Twitter users do not tweet anything 71% of the millions of tweets each day attract no reaction 25% of Twitter users have no followers
It costs about $18 per 1,000 followers. Those selling the fake accounts can earn as Whats a$800/day. much as Twitter follower really worth? They sell retweets, too. They charge between $2.50 and $55 per 1,000 retweets. Those who buy fake Twitter followers had on average 48,885 followers. An estimated 24% of Twitter users have multiple accounts
What about Facebook posts? in the first 10 minutes, posts got one-third of their total reach in minutes 11-20 after publication, posts reached an estimated additional 13.2% of their total audience in minutes 21-30, posts reached just another 4.7% of their total audience after 90 minutes, the average post was reaching less than 2% of its total audience Brands posting to Facebook see 60% of total engagement within the first hour after publication
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Facebook by the numbers 1 billion accounts 550 million active users Facebook acknowledged that a total of 8.7% or 83 million accounts on the network are bogus. Of the 8.7%, 4.8% are duplicate accounts 2.4% are user-misclassified accounts 1.5% are undesirable accounts, a.k.a. spam. 30-40 million accounts for the deceased bans at least 20,000 accounts daily and estimates about 600,000 accounts per day are compromised.
On average companies respond to only 30% of social media fans feedback (Source: Factbrowser)
www.b2cy.com @Chris_Eh_Young @Chris_Eh_Young

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  • 3. Its a numbers thing Numbers tell the story, but only if we use the right ones Oh, did I mention that numbers can be manipulated?
  • 4. What marketers think theyre doing
  • 6. How are marketers doing with these numbers?
  • 7. First things first, Lets define ROI The real ROI. Not all the pretend, made up ones.
  • 10. The lifespan of a Tweet On average - about 15 minutes 90% of replies and ReTweets happen in the first 10 minutes But wait...
  • 11. How long does a Tweet live? Thats a lot of 15 minute intervals 823 Days ago 2 years, 3 months ago 40,000 Tweets ago
  • 12. Twitter by the numbers 517 million users worldwide 360 million accounts whose users if you can call them that either dont log in every month, or dont exist in the first place. In 2012, and estimated 38% of Twitter accounts were inactive The average Twitter user has 126 followers Over 40% of Twitter users do not tweet anything 71% of the millions of tweets each day attract no reaction 25% of Twitter users have no followers
  • 13. It costs about $18 per 1,000 followers. Those selling the fake accounts can earn as Whats a$800/day. much as Twitter follower really worth? They sell retweets, too. They charge between $2.50 and $55 per 1,000 retweets. Those who buy fake Twitter followers had on average 48,885 followers. An estimated 24% of Twitter users have multiple accounts
  • 14. What about Facebook posts? in the first 10 minutes, posts got one-third of their total reach in minutes 11-20 after publication, posts reached an estimated additional 13.2% of their total audience in minutes 21-30, posts reached just another 4.7% of their total audience after 90 minutes, the average post was reaching less than 2% of its total audience Brands posting to Facebook see 60% of total engagement within the first hour after publication
  • 16. Facebook by the numbers 1 billion accounts 550 million active users Facebook acknowledged that a total of 8.7% or 83 million accounts on the network are bogus. Of the 8.7%, 4.8% are duplicate accounts 2.4% are user-misclassified accounts 1.5% are undesirable accounts, a.k.a. spam. 30-40 million accounts for the deceased bans at least 20,000 accounts daily and estimates about 600,000 accounts per day are compromised.
  • 17. On average companies respond to only 30% of social media fans feedback (Source: Factbrowser)