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Alexander Rustad
Works at Gambit H+K Strategies
Attended Norwegian School of Management
Lives in Oslo
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Alexander Rustad

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Har blogget litt, slik at du kan briljere rundt kaffemaskinen denne uken!
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Alexander Rustad

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Ny bloggpost: Big data: Det er ikke størrelsen det kommer an på! 
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Alexander Rustad

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Danny Sullivan originally shared:
 
Google's change to encrypted search showed that either the company is willing to sell out privacy or privacy was just an excuse for earning more money and locking out competitors.
Earlier this week, Google made a significant change purportedly to better protect the search privacy of users. In reality, it specifically — and deliberately — left a gaping hole open to benefit its b...
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Alexander Rustad

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The timeless question; Who first thought about milking a cow?
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Jay Baer originally shared:
 
http://ar.gy/WOm

5 Reasons Social Media Measurement is Making You Lie to Yourself (I went on a rant)


Social media measurement causes unsavory (and ineffective) marketing behavior because unlike the rest of our marketing key performance indicators, social media metrics are out there for anyone to see.

Was it a surprise last week when Presidential wannabe Newt Gingrich was (allegedly) busted for having 1.3 million followers on Twitter, most of which were bots and fake accounts? Not really. It may have raised an eyebrow that someone applying for the most important job in the world would (allegedly) stoop to fakery to boost follower counts. But despite some initial reluctance, politics has embraced the social media Egosystem as much or more than any other industry.

(Nice analysis on it from +Ian Lurie over at Conversation Marketing)

Being a former political consultant myself, this kerfuffle got me pondering about social media measurement and the bigger lessons of key performance indicators. I see five.

1. Visibility of Social Media Metrics Drives Behavior
How much do you think we’d be talking about twitter followers or Facebook likes if how many you have wasn’t attached to your public profile like a goiter?
If on every website you visited you saw a number in the corner that showed how many email newsletter subscribers they had, we’d be putting a lot more emphasis into our email programs. We care about twitter followers and Facebook likes disproportionately not because of the power of the medium, but because we keep score in public.

There was a time when there was a lot of news coverage of comparative website “hits” but largely that kind of “story” went away with the fortunate exit of hit counters pinned to the footer of your site. Everyone knows that data from Nielsen, Compete, Quantcast, Alexa and their ilk is only semi-accurate unless the site chooses to report actual numbers, so we’ve mostly accepted the fact that website traffic is a dull topic not worth our curiosity or bile.

2. Our Belief That Bigger is Better Makes It So
Every legitimate social media consultant in America will tell you that it’s not about how many twitter followers or Facebook likes you have, it’s what you do with them. (and good job by +Kellye Crane and +Mack Collier on that in the CNBC.com coverage of Newt-gate)

In terms of driving measurable behavior, conversions, revenue, loyalty and advocacy, etc. they are of course correct. Number of twitter followers doesn’t mean a thing, right? Wrong.

The reality is that social media measurement is a very public dick measuring competition, and we buy it hook, line, and sinker. Why would Newt not only (allegedly) pay to build a following that dwarfs the other candidates, but then have the audacity/stupidity to brag about the advantage?

Because it matters in the court of public perception. Twitter is used monthly by just 8% of Americans 12 or older, according to +Tom Webster and Edison Research, yet the penetration rate amongst “thought leaders” “celebs” and “media” is damn near 100%, and that drives its role as an arbiter of popularity and fame.

We may not like it. We may not even choose to admit it. But it’s disingenuous to suggest that number of twitter followers has no impact on how you or your organization are viewed by the vox populi. It’s not a key performance indicator, it’s a key popularity indicator.

3. You’re Not Much Better Than Newt Yourself
Yes our fascination with the public nature of social media measurement causes some issues. But the bigger problem is that the whole system is a house of cards.

Guess what? While most of your Twitter followers are probably real people they probably don’t see your tweets, much less respond to them. It’s stunning how many marketers – even in major companies and agencies – don’t understand (or choose to ignore) the massive difference between twitter followers and actual twitter reach.

If you have 10,000 followers, do 10,000 people see your tweet? Absolutely not. Many of those people do not use Twitter any longer (abandonment rates have been reported to be as high as 50%), may not be logging on to Twitter today, may not be logging on at a time where your tweet shows up in their timeline, or may use Twitter as a “social telephone” paying attention primarily to @replies.

The reality is that we do not know how many impressions each Tweet generates. We can determine engagement rate via clicks and retweets (I use Convince & Convert sponsor Argyle Social for social communication because of their incredible metrics). But, we cannot determine impressions, because Twitter will not show them to us. Hmmm, I wonder why?

Think about it from an email perspective. Twitter followers is the number of subscribers you have. Twitter reach (impressions) is your open rate, and that’s not available.

A bunch of Newt’s followers are (allegedly) robots. But the net effect of a robot and an actual person that didn’t see your tweets is exactly the same.

4. Facebook Likes Is Just As Bogus
To their credit, Facebook at least shows us actual impressions in their Insights social media measurement console.

But the reality is that in our zeal to accumulate as many “likes” as possible for our fan page (largely comprised of people that already like us, so we’re putting forth extreme effort to preach to the converted), we mostly neglect to notice that a very small percentage of those fans see our carefully crafted status updates.

A report from +Jeff Widman and Pagelever (fresh out of beta, and the best Facebook analytics package available, by far) studying 400 million fans found that just 7.49% of fans (on average) see the status updates from any particular brand. This is because of Facebook’s EdgeRank algorithm that sanitizes your news feed based on you and your friends’ propensity to interact with status updates from each brand and person to whom you’re connected on the platform.

Using our email analogy then, we can say that on average (your results may vary), the “open rate” for Facebook is 7.49%, and the “click-through rate” (the interaction rate shown in Insights) mostly ranges from .25% to .9%. Much, much lower than even a middling email campaign.

I’m thinking you’d see a lot less crowing about your 50,000 Facebook likes if you had to report and talk about it using unsexy but true numbers: “3,750 active Facebook likes.”

5. Play Your Own Game
Despite the gold rush, social media is still a nascent industry. One symptom of immature markets is an overwhelming fear of doing it wrong. Nobody wants to lose their job as CMO of a major company because of some newfangled medium that didn’t exist five minutes ago.

This creates a culture of comparison, whereby instead of spending the requisite time and effort crafting a bespoke social media strategy that uniquely fits our company and its culture, we instead yearn to do it just like the other guys.

Share of voice. Comparisons of twitter followers, Facebook likes, and YouTube subscribers. An over reliance on case studies. Even social media competitor audits (and I do many of them). All of these are byproducts of our collective fear about playing our own game.

Should you learn from your competitors and other companies “doing it right” in social media? Sure, but don’t lie to yourself. Realize that the numbers we proudly toss around like silk sashes are often fictitious hair shirts. Proceed accordingly. And with caution.
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Alexander Rustad

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All the countries the US owes money to (Interactive area chart) via Flowingdata. Good thing Norway ain't a character played by Joe Pesci..
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Alexander Rustad

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Presentasjon fra frokostseminaret +theodor tollefsen og jeg holdt denne uken
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Jeg har samlet 133 trender og spådommer for 2013, slik at du slipper!
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Alexander Rustad

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Jeg skal på re:think og se Ogilvys Rohit Bhargava 11.10.11, det bør du også hvis du jobber med markedsføring, informasjon/PR, eller digitale/sosiale medier!
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Alexander Rustad

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Robot VS Human-showdown
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Alexander Rustad

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"We wanted flying cars, instead we got 140 characters"... A couple of weeks old, but still a great read.
We share something basic - the desire to build great companies from the ground up. Though we come from diverse backgrounds, we are excited about the future of technology and united in our belief that ...
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Alexander Rustad

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Fredrik E. Nilsen originally shared:
 
Minst blant Europas kollegaer
Men størst i vårt lille land
Plassert i Skandinavias skjød
Ligger byen med det rare navn

Oslo, Oslo, du er liten til å være så stor
Oslo, Oslo, og jeg liker deg bedre enn du tror

Du er nok blant de sjenerte
Som er redd for å ikke ha nok sjarm
Men når vinteren kommer kald og lang
Så får du til å holde meg varm

Oslo, Oslo, du er liten til å være så stor
Oslo, Oslo, du er byen som setter spor

Og når det grønnes i dine tusen trær
Så innrømmer alle og enhver
At Tigerstaden har funnet sin plass i solen her

Kanskje for tusen år siden
Var Torshov et sted hvor de dyrket Tor
Og Oslo var navnet på gudenes eng
Som blomstret mellom ås og fjord

Oslo, Oslo, nå er du bygd i både stål og betong
Oslo, Oslo, men du har din sjel og din ånd

Ja det er mye mellom himmel og jord
Og det er mye mellom marka og Karl Johan
Og det fins nok en gate som passer for deg
Som fortjener sin egen sang

Rodeløkka, Bolteløkka, Grünerløkka, Ruseløkka,
Homannsbyen, Gamlebyen, Briskeby,
Sagene, Majorstua, Marienlyst, St. Hanshaugen,
Frogner, Torshov, Bislett, Skillebekk,
Kampen, Sinsen, Bjølsen, Grefsen, Tøyen, Skøyen,
Vika, Ila, Vålerenga, Dælenenga,
Grønland, Aker Brygge, Ekeberg, Sofienberg,
Lovisenberg og Galgeberg, Fagerborg,
Uranienborg og Gamle Hammersborg

Oslo, Oslo, du er liten til å være så stor
Oslo, Oslo, for her er alle slags folk som bor

Oslo, Oslo, du er liten til å være så stor
Oslo, Oslo, aller deiligste sted på jord

Lars Lillo-Stenberg
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Have him in circles
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Planning, Acting, Reacting
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  • Gambit H+K Strategies
    Account Director, 2014 - present
  • Creuna
    Manager/Team Lead - Insights, 2010 - 2013
  • Experian
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Oslo
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Creativity, High Performance, Results.. One big happy family
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  • Norwegian School of Management
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