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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
  • 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