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Managing, Measuring and Making Sense of Social Strategy

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  • Highest – Saudi Arabia – 60%, lowest – Japan, 5%. Canada and the US in the middle - ~ 15%
  • Highest – Saudi Arabia – 60%, lowest – Japan, 5%. Canada and the US in the middle - ~ 15%Source: Internet Trends D11 Conference, Mary Meeker / Liang Wu, Kliener Perkins Caufield byers
  • Highest – Saudi Arabia – 60%, lowest – Japan, 5%. Canada and the US in the middle - ~ 15%Source: Internet Trends D11 Conference, Mary Meeker / Liang Wu, Kliener Perkins Caufield byers
  • Highest – Saudi Arabia – 60%, lowest – Japan, 5%. Canada and the US in the middle - ~ 15%Source: Internet Trends D11 Conference, Mary Meeker / Liang Wu, Kliener Perkins Caufield byers
  • Transcript

    • 1. MANAGING, MEASURING AND MAKINGSENSE OF SOCIAL STRATEGY
    • 2. There’s no shortage of stuff to measure…9XRate at which the amount of digital info was created and shared since 2008Source: Internet Trends D11 Conference, Mary Meeker / Liang Wu, Kleiner Perkins Caufield Byers, May 29 2013
    • 3. There’s no shortage of stuff to measure…500MNumber of photos uploaded and shared each daySource: Internet Trends D11 Conference, Mary Meeker / Liang Wu, Kleiner Perkins Caufield Byers, May 29 2013
    • 4. There’s no shortage of stuff to measure…100Number of hours of video uploaded to YouTube per minuteSource: Internet Trends D11 Conference, Mary Meeker / Liang Wu, Kleiner Perkins Caufield Byers, May 29 2013
    • 5. There’s no shortage of stuff to measure…2XRate at which Vine is adding subscribers every monthSource: Internet Trends D11 Conference, Mary Meeker / Liang Wu, Kleiner Perkins Caufield Byers, May 29 2013
    • 6. There’s no shortage of stuff to measure…+1 BillionNumber of miles driven by users of Waze users each monthSource: Internet Trends D11 Conference, Mary Meeker / Liang Wu, Kleiner Perkins Caufield Byers, May 29 2013
    • 7. There’s no shortage of stuff to measure…24Average world percentage of internet users who say they share“everything” or “most things” onlineSource: Internet Trends D11 Conference, Mary Meeker / Liang Wu, Kleiner Perkins Caufield Byers, May 29 2013
    • 8. Companies have big plans to use socialSource: The Business of Social Business: IBM Institute for Business Value, 2012
    • 9. And they’re changing their investmentsSource: 2012 IBM CEO Study “Leading Through Connections”
    • 10. But how do they make sense of it all?• Why measure? How IBM values social media measurement• How to measure? The IBM Social Measurement Framework• What to measure?– Making sense of market trends– Measuring the IBM social strategy– A few words about sentiment analysis
    • 11. I’m not talking about tools
    • 12. • Provide proactivereputation monitoring• Provide event baseddecision supportinvolving risks to IBM’scorporate reputation• Measure and improveour perception throughassessment of keyvoices (our market, ourinvestors, ouremployees)• Discover client needsand trends leading tosolution innovation• Build markets throughpromotion of IBMlanguage and criteriato redefine categories• Assess extent towhich a market isbeing made withaction plan forimprovement• Win competitive mindsharefor IBM through socialinfluence and outreach• Build pipeline throughsocial lead identification• Enable sellers to winbusiness with socialintelligence based dooropenersObjetiveSocialInsightContributionMakingMarketsCapturingMarketsCorporateCharacterMakingMarketsCapturingMarketsMake & capture markets, manage corporatecharacter
    • 13. Social insight analyses to drive marketmaking, market capture and measurableoutcomesMarket Discovery and Definition Market Capture Market Measurement• Social Headlights- Predictive headlights to guide strategyfor new and existing categories basedon market and competitive trends, latentopportunity identification• Product ImprovementPlanning- Product or solution feature / function /value analysis and improvement guidebased on positive and negative productattributes• Market Positioning Guide- Positioning guide based on identificationof psychological, functional, emotionalattributes associated with a product orcategory• Social Outreach Roadmap- Tactical plan for optimization of socialengagement based on identification ofkey market themes for messagealignment, top influencer and venuetargeting. Integrates socialmeasurement framework• Social Engagement Diagnosticand Workshop- Diagnostic assessment of socialproperty and people performance withplan for improvement delivered viainteractive workshop• Social Segmentation andTargeting- Needs based categorization andidentification of key identifiable contactswithin targeted accounts• Social Insights Dashboard- Visual dashboard for consistent trackingof social key performance indicatorssuch as volume, sentiment, share ofvoice and related influential socialconversation. Integrates socialmeasurement framework• Event Planning andAssessment- Social listening performed prior to,during, and after events or public pressand used to optimize event planning,measure event success. Includesrecommendations based on bestpractices in event focused social mediacampaignsSocial Insight Analysis Offerings
    • 14. Match the IBM digital experience to the IBMbrand
    • 15. Implement a social measurement framework16Favorable Selling Environment Social Program EffectivenessMarketInterestSocial ProgramReadinessMindshareSocial ProgramProgress Market term volume– Online conversations• by segment• by theme• by usage– Online searchesShare of IBM– Online conversations– Online searches– Influencers’ messagesIBM placement in organicsearch results formarket terms Social Strategy / Marketing Plan– Created based on social media researchand GTM strategy and plan– Reviewed with management Full-time Social ProgramManager assigned SMEs identified and recruited SMEs’ social sites + IBMbranded social sites– Established, maintained and active– Compliant with IBM Social BrandGuidelines Business goals and baselinemeasurement set Collaboration process in place to:– Apply social insights and KPIs– Share marketing plans, messagesand materials with SMEs– Promote SMEs’ + their social sites Reach– # of people who have optedinto your communication– Followers, fans, friends, uniquevisitors, subscribers, members,connections Engagement– # of times someone interacted withour content/message– Replies, mentions, engaged users,likes, comments, post visits, views,favorites, post replies, +1 Amplification– # of times someone re-sharedour content/message– Retweet, Share, Link, g+,Pin It, Talking About It Conversion– # of IWM registration yieldedMeasure marketlanguage usedin online buzzand searchesMeasure IBM inclusionin online discussionsand searches that usethe market language
    • 16. SMEEminenceKPIs KPI Definitions MetricsEngagementReachAmplificationConversionAudience interactions with contentpublished by SMEsAudience members who have optedinto your communicationsAudience sharing actions of SMEcontentTo be defined by the program SBM. Anexample would be registrations yieldedfrom SME social accountsViewsLikesCommentsLikesComments@mentionsClicksSubscriptionsVisitorsVisitsSearch RankConnectionsFollowersSharesInbound LinksRetweetsRegistrationsMeasure progress against consistent metrics
    • 17. MetricsMetric Definitions and Sources – ReachDefinition Key Learning Question SourceBlogSubscriptionsThe total # of RSS feed subscribers todateTo understand the # of users who haveopted-in to a SME’s blogUnica FeedBurnerAPIBlog VisitorsThe total # of unique visitors for themonthTo understand the # of users who visitthe blog on a monthly basisUnicaBlog PlatformBlog Visits The total # of visits for the monthTo understand the # of times each usercomes back to a blog within a monthUnicaBlog PlatformBlog or TwitterSearch RankThe organic search rank for a blog orTwitter handle to dateTo understand SEO gaps for optimization Google IndexLinkedInConnectionsThe total # of connections to date for aSMETo understand the # of users who haveopted-in to a SME’s networkHuman AnalysisTwitter FollowersThe total # of followers to date for aSMETo understand the # of users who haveopted-in to a SME’s contentTwitter API
    • 18. Metric Definitions and Sources – EngagementMetrics Definition Key Learning Question SourceBlogViewsThe total # of views for all posts for themonthTo understand which blog posts peakinitial interestUnicaBlog PlatformBlog LikesThe total # of platform likes for all postsfor the monthTo understand which blog postsresonate well with usersUnicaBlog PlatformBlog CommentsThe total # of comments for all posts forthe monthTo understand which blog postsresonate well with usersUnicaBlog PlatformLinkedIn LikesThe total # of platform likes for allupdates for the monthTo understand which posts resonatewell with usersHuman AnalysisLinkedIn CommentsThe total # of comments for all updatesfor the monthTo understand which posts resonatewell with usersHuman AnalysisTwitter @mentions The total # of @mentions for the monthTo understand how many users areconversing with a SMETwitter APIBit.ly Clicks The total # of clicks for the monthTo understand which content drivestrafficBit.ly API
    • 19. Metric Definitions and Sources – AmplificationMetrics Definition Key Learning Question SourceBlogSharesThe total # of shares for all posts for themonth across various social mediaplatformsTo understand how many users arepassing along a SME’s content withinthe social ecosystemBlog PlatformBlog Inbound LinksThe total # of external websites linkingto the blog for the monthTo understand how many websites arelinking to a SME’s blogGoogle IndexTwitter RetweetsThe total # of retweets from other usersfor the monthTo understand how many users arepassing along a SME’s content onTwitterTwitter API
    • 20. Metric Definitions and Sources – ConversionMetrics Definition Key Learning Question SourceBlogRegistrationsThe total # of registrations for themonth i.e., registrations for productoffers, white paper downloads, etc.To understand the amount of qualifiedleads that social can drive through SMEoutreachUnica
    • 21. Drive SME engagement with assetsMeasure and feedbackSocial engagement leverages IBM’s experts todrive social outreachBlogging tipsContent ideasSharable assetsKeywordsSocialEngagement andInsightsListen, analyze social presence Train SMEs on best practices
    • 22. A few words about sentiment
    • 23. Sentiment analysis can inform public policy“Each citizen has a voiceand opinion about howto improve cityservices…Imagine how acity could use this datato make cities moreattractive and livable.”
    • 24. Or provide real-time insights“By applying analytics insocial media settings wecan identify in real-time. That’s enough timeto help an organizationadjust its comments andactions to dramatically(and positively) impacttheir brands.”
    • 25. Or help uncover emerging trends“We’re used to seeingtrends developgeographically andchronologically. But we cannow measure trends in athird dimension: acrosscultural domains.”
    • 26. A short video about sentiment analysis
    • 27. Some final thoughts• Be patient• Lead with the need• Explore the free toolsfirst, then identify thegaps• Measure, assess, re-do, repeatInstantMomentum*New!Just addTwitter!*Not a guarantee. Your results may vary
    • 28. Hey, thanks!@DTurnerBlogsDelaney.Turner@ca.ibm.comca.linkedin.com/in/delaneyturner/

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