Are Conferences Worth It?

Flickr - Government Press Office (GPO) - The 6th International Congress of Macromolecular Chemistry

On The Marketing Companion this week, my co-host Mark Schaefer and I dive into the world of conferences--what makes a good one, what to avoid, and why even bother to go? We are posting this today on the eve of one of the larger social media conferences, Social Media Marketing World in San Diego (Mark is there; I'm not.)

I've been to some good conferences over the past two years, and I've been to some poor ones. To me, there are one or two things that can make any conference, from the smallest to the largest, a better experience, and I delve into those things with Mark on this week's podcast. We also take a brief look at the SxSW phenomenon (is it worth it?) and whether or not it makes sense to  be a sponsor. 

Give us 30 minutes, and we'll give you the world...of conferences.

Link to podcast

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Facebook Quitters

Today, I was pleased to be able to share some brand new data from Edison Research and Triton Digital about teens and Facebook on my friend Jay Baer's blog, Convince and Convert. The post, New Data Demonstrates Teens are not Abandoning Facebook, offers some brand new research that suggests not only that teens are not abandoning the service in droves, but that their frequency of usage might, in fact, be increasing.

But there is one more stat I wanted to share here--maybe the money stat for this question. This didn't make it in time for the Convince and Convert article, so here, for the first time, we can show you the percentage of teens who say that they used to have Facebook profiles, but no longer do:

Now, let's consider what this graph is telling us. First of all, we asked Americans 12+ if they currently have a profile on Facebook and 58% of them said yes--including 79% of teens. But we also asked them if they have ever had a profile on the service. What we found out is that 4% of the population said that they once had a Facebook profile, but no longer currently have one. For teens, that number is 5%.

Let's unpack this graph a bit, because it's a complex thought. First of all, 5% is one percentage point higher than the total population, but that is hardly a significant difference. So the number of "quitters" isn't dramatically higher with teens than with anybody else.

Second, consider that the percentage of teens with current Facebook profiles is 79%--this is not a small number. What that 5% looks like in the face of nearly 80% usage is not abandonment, but churn. You cannot make assumptions about Facebook quitters unless you also consider Facebook joiners, and as I pointed out in Jay's article, someone turns 13 every minute.

Finally, let's look at the ratio of quitters to members, as mentioned in the headline of the graph above. If 58% of Americans 12+ have current profiles, and 4% used to but no longer have profiles, that's a total of 62% of Americans who have ever had a profile. 4% divided by 62% equals a little over 6%--In other words, 6% of Americans 12+ have "quit" on Facebook. For teens, that number is 5% (quitters) divided by 84% (the percentage who have ever had a profile), or a hair under 6%.

In other words, the ratio of quitters to members is actually just slightly lower for teens than it is for the general population.

And now you know.

Why Facebook Offered Snapchat Three Billion

I'm just going to leave this right here:

And yes, this is 46% of ALL 12-24s in America, some of whom don't even have mobile phones.

For more on this and other NEW nationally representative data on digital, social, and mobile media, do NOT miss this free webinar from Edison Research and Triton Digital on Wednesday, March 5th: The Infinite Dial 2014

This will be our 22nd (!) study in this series, and it will be our best yet. Spots are filling up fast, so do sign up! I'll be co-presenting it with Triton Digital COO Mike Agovino. If you are in the business of marketing, advertising, social, or broadcast media--this is the one to see.