3. There’s no shortage of stuff to measure…
9XRate at which the amount of digital info was created and shared since 2008
Source: Internet Trends D11 Conference, Mary Meeker / Liang Wu, Kleiner Perkins Caufield Byers, May 29 2013
4. There’s no shortage of stuff to measure…
500MNumber of photos uploaded and shared each day
Source: Internet Trends D11 Conference, Mary Meeker / Liang Wu, Kleiner Perkins Caufield Byers, May 29 2013
5. There’s no shortage of stuff to measure…
100Number of hours of video uploaded to YouTube per minute
Source: Internet Trends D11 Conference, Mary Meeker / Liang Wu, Kleiner Perkins Caufield Byers, May 29 2013
6. There’s no shortage of stuff to measure…
2XRate at which Vine is adding subscribers every month
Source: Internet Trends D11 Conference, Mary Meeker / Liang Wu, Kleiner Perkins Caufield Byers, May 29 2013
7. There’s no shortage of stuff to measure…
+1 BillionNumber of miles driven by users of Waze users each month
Source: Internet Trends D11 Conference, Mary Meeker / Liang Wu, Kleiner Perkins Caufield Byers, May 29 2013
8. There’s no shortage of stuff to measure…
24Average world percentage of internet users who say they share
“everything” or “most things” online
Source: Internet Trends D11 Conference, Mary Meeker / Liang Wu, Kleiner Perkins Caufield Byers, May 29 2013
9. Companies have big plans to use social
Source: The Business of Social Business: IBM Institute for Business Value, 2012
10. And they’re changing their investments
Source: 2012 IBM CEO Study “Leading Through Connections”
11. 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
13. • Provide proactive
reputation monitoring
• Provide event based
decision support
involving risks to IBM’s
corporate reputation
• Measure and improve
our perception through
assessment of key
voices (our market, our
investors, our
employees)
• Discover client needs
and trends leading to
solution innovation
• Build markets through
promotion of IBM
language and criteria
to redefine categories
• Assess extent to
which a market is
being made with
action plan for
improvement
• Win competitive mindshare
for IBM through social
influence and outreach
• Build pipeline through
social lead identification
• Enable sellers to win
business with social
intelligence based door
openers
ObjetiveSocialInsightContribution
Making
Markets
Capturing
Markets
Corporate
Character
Making
Markets
Capturing
Markets
Make & capture markets, manage corporate
character
14. Social insight analyses to drive market
making, market capture and measurable
outcomes
Market Discovery and Definition Market Capture Market Measurement
• Social Headlights
- Predictive headlights to guide strategy
for new and existing categories based
on market and competitive trends, latent
opportunity identification
• Product Improvement
Planning
- Product or solution feature / function /
value analysis and improvement guide
based on positive and negative product
attributes
• Market Positioning Guide
- Positioning guide based on identification
of psychological, functional, emotional
attributes associated with a product or
category
• Social Outreach Roadmap
- Tactical plan for optimization of social
engagement based on identification of
key market themes for message
alignment, top influencer and venue
targeting. Integrates social
measurement framework
• Social Engagement Diagnostic
and Workshop
- Diagnostic assessment of social
property and people performance with
plan for improvement delivered via
interactive workshop
• Social Segmentation and
Targeting
- Needs based categorization and
identification of key identifiable contacts
within targeted accounts
• Social Insights Dashboard
- Visual dashboard for consistent tracking
of social key performance indicators
such as volume, sentiment, share of
voice and related influential social
conversation. Integrates social
measurement framework
• Event Planning and
Assessment
- Social listening performed prior to,
during, and after events or public press
and used to optimize event planning,
measure event success. Includes
recommendations based on best
practices in event focused social media
campaigns
Social Insight Analysis Offerings
16. Implement a social measurement framework
16
Favorable Selling Environment Social Program Effectiveness
Market
Interest
Social Program
Readiness
Mindshare
Social Program
Progress
Market term volume
– Online conversations
• by segment
• by theme
• by usage
– Online searches
Share of IBM
– Online conversations
– Online searches
– Influencers’ messages
IBM placement in organic
search results for
market terms
Social Strategy / Marketing Plan
– Created based on social media research
and GTM strategy and plan
– Reviewed with management
Full-time Social Program
Manager assigned
SMEs identified and recruited
SMEs’ social sites + IBM
branded social sites
– Established, maintained and active
– Compliant with IBM Social Brand
Guidelines
Business goals and baseline
measurement set
Collaboration process in place to:
– Apply social insights and KPIs
– Share marketing plans, messages
and materials with SMEs
– Promote SMEs’ + their social sites
Reach
– # of people who have opted
into your communication
– Followers, fans, friends, unique
visitors, subscribers, members,
connections
Engagement
– # of times someone interacted with
our content/message
– Replies, mentions, engaged users,
likes, comments, post visits, views,
favorites, post replies, +1
Amplification
– # of times someone re-shared
our content/message
– Retweet, Share, Link, g+,
Pin It, Talking About It
Conversion
– # of IWM registration yielded
Measure market
language used
in online buzz
and searches
Measure IBM inclusion
in online discussions
and searches that use
the market language
17. SME
Eminence
KPIs KPI Definitions Metrics
Engagement
Reach
Amplification
Conversion
Audience interactions with content
published by SMEs
Audience members who have opted
into your communications
Audience sharing actions of SME
content
To be defined by the program SBM. An
example would be registrations yielded
from SME social accounts
Views
Likes
Comments
Likes
Comments
@mentions
Clicks
Subscriptions
Visitors
Visits
Search Rank
Connections
Followers
Shares
Inbound Links
Retweets
Registrations
Measure progress against consistent metrics
18. Metrics
Metric Definitions and Sources – Reach
Definition Key Learning Question Source
Blog
Subscriptions
The total # of RSS feed subscribers to
date
To understand the # of users who have
opted-in to a SME’s blog
Unica FeedBurner
API
Blog Visitors
The total # of unique visitors for the
month
To understand the # of users who visit
the blog on a monthly basis
Unica
Blog Platform
Blog Visits The total # of visits for the month
To understand the # of times each user
comes back to a blog within a month
Unica
Blog Platform
Blog or Twitter
Search Rank
The organic search rank for a blog or
Twitter handle to date
To understand SEO gaps for optimization Google Index
LinkedIn
Connections
The total # of connections to date for a
SME
To understand the # of users who have
opted-in to a SME’s network
Human Analysis
Twitter Followers
The total # of followers to date for a
SME
To understand the # of users who have
opted-in to a SME’s content
Twitter API
19. Metric Definitions and Sources – Engagement
Metrics Definition Key Learning Question Source
Blog
Views
The total # of views for all posts for the
month
To understand which blog posts peak
initial interest
Unica
Blog Platform
Blog Likes
The total # of platform likes for all posts
for the month
To understand which blog posts
resonate well with users
Unica
Blog Platform
Blog Comments
The total # of comments for all posts for
the month
To understand which blog posts
resonate well with users
Unica
Blog Platform
LinkedIn Likes
The total # of platform likes for all
updates for the month
To understand which posts resonate
well with users
Human Analysis
LinkedIn Comments
The total # of comments for all updates
for the month
To understand which posts resonate
well with users
Human Analysis
Twitter @mentions The total # of @mentions for the month
To understand how many users are
conversing with a SME
Twitter API
Bit.ly Clicks The total # of clicks for the month
To understand which content drives
traffic
Bit.ly API
20. Metric Definitions and Sources – Amplification
Metrics Definition Key Learning Question Source
Blog
Shares
The total # of shares for all posts for the
month across various social media
platforms
To understand how many users are
passing along a SME’s content within
the social ecosystem
Blog Platform
Blog Inbound Links
The total # of external websites linking
to the blog for the month
To understand how many websites are
linking to a SME’s blog
Google Index
Twitter Retweets
The total # of retweets from other users
for the month
To understand how many users are
passing along a SME’s content on
Twitter
Twitter API
21. Metric Definitions and Sources – Conversion
Metrics Definition Key Learning Question Source
Blog
Registrations
The total # of registrations for the
month i.e., registrations for product
offers, white paper downloads, etc.
To understand the amount of qualified
leads that social can drive through SME
outreach
Unica
22. Drive SME engagement with assetsMeasure and feedback
Social engagement leverages IBM’s experts to
drive social outreach
Blogging tips
Content ideas
Sharable assets
Keywords
Social
Engagement and
Insights
Listen, analyze social presence Train SMEs on best practices
24. Sentiment analysis can inform public policy
“Each citizen has a voice
and opinion about how
to improve city
services…Imagine how a
city could use this data
to make cities more
attractive and livable.”
25. Or provide real-time insights
“By applying analytics in
social media settings we
can identify in real-
time. That’s enough time
to help an organization
adjust its comments and
actions to dramatically
(and positively) impact
their brands.”
26. Or help uncover emerging trends
“We’re used to seeing
trends develop
geographically and
chronologically. But we can
now measure trends in a
third dimension: across
cultural domains.”
28. Some final thoughts
• Be patient
• Lead with the need
• Explore the free tools
first, then identify the
gaps
• Measure, assess, re-
do, repeat
Instant
Momentum*
New!
Just add
Twitter!
*Not a guarantee. Your results may vary
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
