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    Social Media Metrics/Canadian Institute Social Media Metrics/Canadian Institute Presentation Transcript

    • The Canadian Institute 4th Annual Conference on Social Media, Metrics and Measurement
      Richard Binhammer, Social Media and Communities
      November 2010
    • 2
      10:15 Case Study: Implementing Metrics to Measure ROI on Your Social Media Tools
      Q: Aligning your measurement strategy with your social media goals
      A: depending on your goals then different things to measure. We will take a look at some of that but go a step further and talk about business goals
      Q: Selecting the metrics appropriate for each social media tool (Tweetdeck, Google Analytics, etc.)
      A:actually we look more at metrics in relation to what you are trying to achieve versus social media tools
      Q: Examining the benefits and pitfalls of measuring social media in-house versus outsourcing to an agency
      A: I suppose it really depends and is likely going to involve a combination of efforts and data collection/analysis
      Q: What are the human resources required to have a robust measurement practice?
      A: All depends, size of business, size of social program, where you going. Measurement is part of practically everything at Dell and baked into everything
      Q: How to pick your social media partner/consultant
      A: I think that depends on an individual businesses needs
    • Investigation“Just the facts, ma’am”
      3
    • Where is the ROI of Social Media
      4
    • Did we have immediate ROI on Model T Assembly?
    • Metrics & Measurementis there influence in this purchase or simply a sale
      6
    • Metrics & Measurementhow was that decision really influenced and made?
      7
    • Business
      grew and succeeded
      based on word of mouth
      … measurable?
    • Traditional Points of Measurement
      Awareness
      Consideration
      Conversion
      non linear, various locales
      unique tools at different points of need
      No single valid, consistent measurement
    • The Social Web: More DataMore Available Across Every Aspect of Customer Experience
      2
    • A lot of it: 60 Seconds Online
      More than 200 new accounts
      62,000 tweets
      11
      • 60 new members
      • 21 hours video uploaded
      • Over 680,000 videos watched
      • 6,500 apps downloaded
      • Nearly 600 new members
      • 60 million photos viewed
    • Data from the Social Web is Not Fully Applied…
      Statistically significant, Huge Global Sample Size, Unaided, Robust
      Canada’s Internet population is growing - by 2013, it will hit 25.9 million, or nearly 75% of the entire nation.
      Many of these people are among the world’s most committed Internet users, spending 45 hours or more online each month
      But
      Not making use of it…
      Large use of social Web for simple visibility, awareness. Measurement often relies on traffic counts, and neglect analyzing the messages being communicated.
      75 % of companies surveyed didn’t know where their most valuable customers were talking about them
      Source: CNW Leger Study in Canada
      12
    • McKinsey Research:The promise of the social media is being deliveredIncidental valuePromise + Metrics + Results ≠ ROI
      13
      Of those surveyed, 69 percent of respondents report their companies have gained measurable business benefits
      Benefits include: innovative products and services, more effective marketing, better access to knowledge, lower cost of doing business, and higher revenues.
      Companies making greatest use of the technologies report even greater benefits. Successful companies integrate Web 2.0 technologies with work flows to create a “networked company,” linking themselves with customers and suppliers
      Web 2.0: McKinsey Global Survey Results, September 2009
    • 14
      • Primary social media focus
      • Sentiment
      • Listen, learn and improve business
      • Your fans deserve appreciation
      • Advocates deserve attention too
      • Inform your products
      • Showing you care about customer
      • Purchase or deeper interest
      • Where customers are
      • Do they like/love you?
      • What are they saying
      • They recommend you
      • Share links with friends
      • Rating & Reviews
      • Publicly complaining
      • Going to your website
      Identify your business objective
      Choose the metrics that help you measure & evolve
    • Are we making Progress?
    • 16
      Confidential
      Four Years of Experiments and Experience
      May 2008Dell Outlet Achieves $0.5M in Sales via TwitterCommunity team active on TwitterSmall Business blog launched
      October 2007Michael Dell quote in Business Week
      Jeff Jarvis story quote, “These conversations are going to occur whether you like it or not. Do you want to be part of that or not? My argument is you absolutely do. You can learn from them. You can improve your reaction time. And you can be a better company by listening and being involved in that conversation.”
      December 2006Ratings and Reviews on Dell.com
      February 2006Michael Dell Asks
      Why don’t we reach out and help bloggers with tech support issues?
      June 2009Global Twitter Revenues of $6.5 M Community across the social web =3.5 million direct customer connections
      August 2006Blog Outreach Expands Beyond Tech Support
      Engagement with anyone who commented about the company. Business model and other issues considered.
      June 2009 $2M+ Sales via Twitter
      Dell outlet on Twitter surpasses $2 million in sales with another $1 million dollars in sales at dell.com
      February 2007IdeaStorm Launched
      A voting based site allowing customers and others to submit ideas for Dell.
      March 2008Accepted Solutions launched on Community Dell France begins Online Community Outreach
      2006
      2008
      March 2010China Micro-Blogging
      2009
      2007
      2009Dell TechCenter
      A Collaborative Community for Datacenter pros grows by 400%
      April 2008Inside IT LaunchedBlog focused on business customers, and Cloud Computing.
      June 2007Dell joins Twitter
      Why don’t we reach out and help bloggers with tech support issues?Dell LaunchesEmployeeStormInternal Blogs Launched for Employees.
      July 2006Direct2Dell LaunchedToday Direct2Dell exists in English, Spanish, Norwegian, Japanese and Chinese.
      2010
      January 2008Dell Aligns Organization for Success
      January 2009Dell Organizes in to 4 customer focused business units
      January 2007StudioDell Launched
      Dell’s video and podcast site, with helpful tips and tricks. Eventually expanding this into the YouTube channel making sharing easier.
      December 2009Huffington Post Blog
      Dell’s VP of Social Media and Community, Manish Mehta, begins blogging at Huffington Post
      June 2008Channel Blog Launched
      March 2006Community Outreach Team Formed
      Team begins by just listening and monitoring conversations to see what’s being said. The tech support experts are hand-selected for their tech problem-solving expertise and superior interpersonal skills.
      February 2008Twitter ExpandedStart experimenting with Twitter for business– another venue to help customers, but also thanking Dell customers. Outreach leads to some Twitters asking for help on purchases.
      Spring 2009Some Members of Community and Conversations deployed within each of the new Dell Business units
      November 2007DellShares Launched
      The first investor relations blog by a public company.
    • Getting to Return on Investment
      Social ROI is measurabledirect and indirectLike most innovations, Experiments leads to insights, Insights leave to “products” Products are deployed in real-world “applications” firststart with a point solution and then scale outScaling is a journeyexciting discoveries and pitfalls await
      17
    • 2 Million+
      Twitter Followers and Facebook ‘Likes’ in 4 Months
      ConanOBrien and Michael Dell Exchange, Twitter reach
      More than 30 million
      Reach,24x7 Interaction, Direct unfiltered access to People
    • Four Different Uses of Twitter = Different Metrics
      Sell
      Engage
      Inform
      Support
    • 20
      Customer Support on Twitter & Facebook
      Confidential
      @DellCareslaunched on Twitter on 15 April, 2010.
      Dell Support on Facebook launched 11 April, 2010.
      Dedicated responders to engage/respond/resolve customer issues via social media. Global Expansion underway. Negative sentiment reductions noted.
    • Community size, Connections
      Myriad of Metrics to Consider
      Revenue
      Views &
      clicks to
      dell.com
      Lower cost,
      faster hires
      Issue tracking, Sentiment,
      Share of voice
    • Fancy Reporting
    • Distillate
    • 24
    • The Journey of Social Business Metrics
      Experiment
      Product
      Application
      Build Out
      Connected and Scaling
    • 26
      Privacy:
      High risk potential.
      Businesses should be mindful, responsible and exercise leadership
      Cannot blindly promote social Web data exploitation at expense of furthering relationships
      Great Opportunities
      Great Responsibilities
    • Forging New Paths…Be Responsible
      At the very beginning of exploration/journey through new territory: Limits between private and public data are unchartered territory, still being defined on a case-by-case basis. Businesses, customers, social networks, technology developers, parents, children – together will set precedents/define the future.
      Availability/Access to rich information/ data is premised on trust…use in unexpected ways risk losing that trustTechnical safeguards may be sound, but unintended “leaks” create a severe disruption of social expectations …
      27
    • The Opportunity of the Social Web: Putting All The Pieces Together
      Application, build-out, scalingUltimate challenge: value of relationships, networks and connections
      28
    • Taking Advantage of New Opportunities
      Becoming
      a Social Business
    • Not just campaigns but in harmony across the fabric of a company
      Product
      Group
      QUALITY
      DEMAND
      Marketing
      Services
      Solutions
      CREDIBILITY
      CONVERSION
      Online
      Sales
      CYCLE TIME
      Customer
      Service
      RESOLUTION
      Comms
      PR & HR
      REPUTATION
    • Embedding Use of Social Media Across the Fabric of Company
      Products
      Support
      Mktg
      HR
      Sales
      multiple points of engagement
      unique measures and metrics
      unique ROI
    • you gonna
      miss that old
      horse?
    • Thank You