Connie Bensen
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  • 3. after slide 8 Which of these best describes your use of social media monitoring? not familiar with social media monitoring tools using free tools and not familiar with professional tools using free tools and familiar with professional tools using free tools and professional tool(s) using professional tool(s) only
  • ConsultativeHigh level product informationIndustry expertiseSupport advanced trainingUp Sell / Cross Sell

Connie Bensen Presentation Transcript

  • 1. Measuring Social Media Effectiveness
    Connie Bensen
    @cbensen
    Social Media Plus
    May 25, 2010
  • 2. Agenda
    The New Measurement
    Tools & Ownership
    Five Step Process
    Metrics & Key Performance Indicators
    Case Studies
  • 3. The New Measurement
  • 4. Everything is
    Measurable
  • 5. Wikis
    Blogs
    Twitter
    Facebook
    Message Boards
    Your Site
    Web Analytics
    YouTube
    LinkedIn
  • 6. Opportunities of Monitoring Social Media
    Social Media Campaigns
    Customer Service
    Sales – Lead Gen
    Engagement
    Competitive Insight
    Product Development
    Search Engine Optimization
    Corporate Marketing
    Public Relations
    Brand Audit
    Time
  • 7. Tools & Ownership
  • 8. Tools ???
  • 9. Social Media Monitoring Tools
  • 10. Social Media Monitoring Tools (continued)
  • 11. Collect
    Alterian SM2 indexes the entire social media universe, across the globe and across all platforms.
    Store
    Alterian’sSocial Media WarehouseSM, created in 2007, contains over 5 billion social media mentions, blogs, tweets, posts, images and conversations.
    Understand
    An incredibly powerful and intuitive tool, the AlterianSM2 User Interface enables clients to visualize, analyze, communicate and share findings. Turn content into actionable insight.
    The SM2 Technology Components
    Over 5 Billion Results
  • 12. Who Should do This?
  • 13. Holistic Approach
  • 14. Five Step Process
    Measurement
  • 15. 5 Steps to Success
    Listen using a comprehensive tool
    Decide on Objectives & Plan Strategy
    Objectives will Define Metrics
    Benchmark & Execute
    Measure, Report & Refine
  • 16. 1. Listen
    Consider:
    Daily Volume
    Social networks being used
    Locations of communities online & offline
    Sentiment & Tone
  • 17. Daily Volume
    How much are
    people talking
    about your
    brand?
    6 months: 137, 113
    Trending avg: 732/day
  • 18. Volume: Social Channels
    Where are they
    talking?
  • 19. Where are conversations taking place online?
    Focus on places consumers are most active.
    Plan your strategy.
  • 20. Where does your audience reside?
    Identify new stakeholder groups. Grow membership base.
  • 21. How do consumers feel about your brand?
    Find out what they do or don’t like...
    and who’s letting you know.
  • 22. How polarized are the conversations?
  • 23. 2. Choose Objectives - Value and ROI
  • 24. 3-4 Define Metrics and Benchmark
    Goals will meet the objective(s)
    Percentage increase or decrease of desired results
    Examples:
    15% increase in word of mouth
    10% decrease in demand on call center
    5% increase in leads from social channels
    15% cost reduction in product development costs
    Benchmarking sets the stage.
  • 25. Potential Goals
    • Bring outside ideas into organization
    • 26. Generate more word of mouth
    • 27. Increase customer loyalty
    • 28. Increase product/brand awareness
    • 29. Improve new product success ratios
    • 30. Improve public relations effectiveness
    • 31. Reduce customer acquisition costs
    • 32. Reduce customer support costs
    • 33. Reduce market research costs
    • 34. Reduce product development costs
    Tip – Choose 1 or 2 to start with
  • 35. 5. Monthly Reporting
    Report on Objectives
    established from goals of the position
    Qualitative
    Trends in members, topics, discovery of new communities
    Quantitative
    Benchmark based on previous report
    Web Analytics
    unless someone else is tracking them
    Recommendations
    Based on interactions with customers
  • 36. Comparing Volume
    Blue is specifically about Tiger
    Represent a specific proportion of total conversations
  • 37. Metrics & KPI’s
  • 38. Customized KPI’s
    Social Reach Indicators
    Alterian generated content
    views on Slideshare, whitepaper downloads
    Blog subscriptions
    Community Health Indicators
    Volume of conversations about Alterian products
    Social Influence/Reputation Indicators
    Reach of participation in:
    speaking, training customers/staff, collaborations
  • 39. Case Studies
  • 40. Techrigy’s Value and ROI of a Twitter engagement
    After 3 months -Customer base increased by 57%
    • Eliminated cold calling
    • 41. Multiple demo and pricing requests per day
    • 42. Increased sales staff
    • 43. Established brand visibility
    After 6 months: Increased by 269%
    • Freemiums converting without
    entering sales funnel
    • Techrigy acquired by Alterian
    At 1 year: Increased by 840%
    • expanding Twitter engagement
    across the enterprise
  • 44. Increasing Customer Engagement by Listening
    9 sites across Texas
    18,000 staff, 90,000 patients
    www.mdanderson.org
  • 45. Background
    Started monitoring in 2007 using free tools
    Monitored online conversations about:
    Cancer experiences
    Online discussion of their treatment
    Their brand and cancer related topics
    The communications they were creating
    “Our desire to get closer to patients and the general
    public online, and engage with those who were socially
    connected, meant we had to be able to monitor a much larger number of sources”.
    Jennifer Texada
  • 46. ROI of Patient Referral at MD Anderson
    Campaign goal:
    To increase the number of doctors who registered with the hospital’s online electronic medical records system and in turn increase the number of patients referred.
    Tracked spread of campaign using SM2 and web analytics
    Noted a 9.5% increase in patient referrals in 3 months
    “This was a real eye-opener to how social media could
    benefit the business,” Texada said. “We could see which
    activity made most impact and which spread fastest.”
  • 47. Evaluating Public Education
    Strategy planning
    Used SM2 to review historical data
    Decided to not run the same Prostate Cancer Awareness program
    They ran a more general campaign on men’s health
    Healthy eating
    Eating on a budget
    Exercise
    Resulted in significantly more traffic
  • 48. Resources
    ROI Series of 10 white papers – http://AlterianSM2.com
    Freemium version of SM2
    Groundswell by Charlene Li and Josh Bernoff
    Measuring Public Relationships by Katie Delahaye Paine
    Putting the Public Back in Public Relations by Brian Solis & Deidre Breakenridge
    Personality Not Included by RohitBhargava
    Trust Agents by Chris Brogan & Julien Smith
  • 49. Connie Bensen
    @cbensen
    ConnieBensen@gmail.com
    http:communitystrategist.com
    Director of Community Strategy, Alterian