Measuring Social Media Effectiveness <br />Connie Bensen<br />@cbensen<br />Social Media Plus<br />May 25, 2010<br />
Agenda<br />The New Measurement<br />Tools & Ownership<br />Five Step Process<br />Metrics & Key Performance Indicators<br...
The New Measurement<br />
Everything is <br />     Measurable<br />
Wikis<br />Blogs<br />Twitter<br />Facebook<br />Message Boards<br />Your Site<br />Web Analytics<br />YouTube<br />Linked...
Opportunities of Monitoring Social Media<br />Social Media Campaigns<br />Customer Service<br />Sales – Lead Gen<br />Enga...
Tools & Ownership<br />
Tools ???<br />
Social Media Monitoring Tools<br />
Social Media Monitoring Tools (continued)<br />
Collect<br />Alterian SM2 indexes the entire social media universe, across the globe and across all platforms. <br />Store...
Who Should do This?	<br />
Holistic Approach<br />
Five Step Process<br />Measurement<br />
5 Steps to Success<br />Listen using a comprehensive tool<br />Decide on Objectives & Plan Strategy<br />Objectives will D...
1. Listen<br />Consider:<br />Daily Volume<br />Social networks being used<br />Locations of communities online & offline<...
Daily Volume<br />How much are<br />people talking <br />about your <br />brand?<br />6 months: 137, 113<br />Trending avg...
Volume:  Social Channels<br />Where are they<br />talking?<br />
Where are conversations taking place online?<br />Focus on places consumers are most active.<br />Plan your strategy.<br />
Where does your audience reside?<br />Identify new stakeholder groups. Grow membership base.<br />
How do consumers feel about your brand?<br />Find out what they do or don’t like... <br />and who’s letting you know.<br />
How polarized are the conversations?<br />
2. Choose Objectives - Value and ROI<br />
3-4  Define Metrics and  Benchmark <br />Goals will meet the objective(s)<br />Percentage increase or decrease of desired ...
Potential Goals<br /><ul><li>Bring outside ideas into organization
 Generate more word of mouth
 Increase customer loyalty
 Increase product/brand awareness
 Improve new product success ratios
 Improve public relations effectiveness
 Reduce customer acquisition costs
 Reduce customer support costs
 Reduce market research costs
 Reduce product development costs</li></ul>Tip – Choose 1 or 2 to start with<br />
5. Monthly Reporting<br />Report on Objectives<br />established from goals of the position<br />Qualitative<br />Trends in...
Comparing Volume<br />Blue is specifically about Tiger<br />Represent a specific proportion of total conversations<br />
Metrics & KPI’s<br />
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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
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  • Connie Bensen

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