Measuring Social Media - econsultancy - Somatica Digital Breakfast Briefing September 2009

Social media and Online PR measurement – what should you measure and how? 29th September 2009 Karl Havard Somatica Digital http://www.somatica.co.uk Wednesday, 30 September 2009

Agenda | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

Agenda Briefing Objectives ✦ To break down what “social media” is ✦ Define ROI ✦ The investment required ✦ The types of returns that can be achieved ✦ The change in brand - consumer relationship ✦ Why this has happened ✦ The power of inter consumer trust and advocacy ✦ The “Brand Trust Cube” Methodology ✦ How it applies to all brands and business units ✦ The key criteria to focus upon ✦ Measures to track performance and progress | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

So What is “Social Media”? | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

It’s.... | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

It’s also.... | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

It’s also.... Awareness Consideration Conversion Advocacy | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

It’s also.... Awareness Consideration Conversion Advocacy Advertising The only medium that enables genuine Internet Search advocacy... and opponency Own or Partner’s Website Email Marketing Social Web/Interaction | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

It’s... | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

It’s... ✦People, choosing to interact as individuals or groups ✦ Having fun and feeling valued ✦ Chatting, Gossiping, Flirting, Communicating ✦ Sharing ideas, interests, thoughts and opinions | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

It’s... ✦People, choosing to interact as individuals or groups ✦ Having fun and feeling valued ✦ Chatting, Gossiping, Flirting, Communicating ✦ Sharing ideas, interests, thoughts and opinions ✦ Without geographical limitations | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

It’s... ✦People, choosing to interact as individuals or groups ✦ Having fun and feeling valued ✦ Chatting, Gossiping, Flirting, Communicating ✦ Sharing ideas, interests, thoughts and opinions ✦ Without geographical limitations ✦ Anyone can get involved (Privacy & Passwords allowing) | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

It’s... ✦People, choosing to interact as individuals or groups ✦ Having fun and feeling valued ✦ Chatting, Gossiping, Flirting, Communicating ✦ Sharing ideas, interests, thoughts and opinions ✦ Without geographical limitations ✦ Anyone can get involved (Privacy & Passwords allowing) ✦ Conversation Topics are indexed by Search Engines | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

It’s... ✦People, choosing to interact as individuals or groups ✦ Having fun and feeling valued ✦ Chatting, Gossiping, Flirting, Communicating ✦ Sharing ideas, interests, thoughts and opinions ✦ Without geographical limitations ✦ Anyone can get involved (Privacy & Passwords allowing) ✦ Conversation Topics are indexed by Search Engines ✦ It’s archived conversation - total honesty required | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

It’s... ✦People, choosing to interact as individuals or groups ✦ Having fun and feeling valued ✦ Chatting, Gossiping, Flirting, Communicating ✦ Sharing ideas, interests, thoughts and opinions ✦ Without geographical limitations ✦ Anyone can get involved (Privacy & Passwords allowing) ✦ Conversation Topics are indexed by Search Engines ✦ It’s archived conversation - total honesty required ✦ It’s Powerful... | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

It’s... ✦People, choosing to interact as individuals or groups ✦ Having fun and feeling valued ✦ Chatting, Gossiping, Flirting, Communicating ✦ Sharing ideas, interests, thoughts and opinions ✦ Without geographical limitations ✦ Anyone can get involved (Privacy & Passwords allowing) ✦ Conversation Topics are indexed by Search Engines ✦ It’s archived conversation - total honesty required ✦ It’s Powerful... ...and It’s Here to stay | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

Adoption Rates People are :- ✦ Rapidly adopting the social web to interact ✦ Changing their behaviour and habits to incorporate it into their daily lives (social and work)...it has a value to them. | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

Adoption Rates People are :- ✦ Rapidly adopting the social web to interact ✦ Changing their behaviour and habits to incorporate it into their daily lives (social and work)...it has a value to them. So why are some Brands a little reticent to get engaged? Why has it been left to Marketing? | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

Barriers...socks would have been fine. | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

Barriers...socks would have been fine. Why the reticence? Limited Resources No Expertise ROI? Too Soon Mumbo Jumbo Fad Brand Damage Fear | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

Barriers...socks would have been fine. Why the reticence? Limited Resources No Expertise ROI? Too Soon Mumbo Jumbo Fad Brand Damage Fear Why Marketing? See Potential ROI? Innovation Early Adopters Desire Competition Will | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

Return On Investment | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

Let’s Break it Down.. | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

Let’s Break it Down.. Exactly what is the “Investment”: ✦ Without doubt - time and resource ✦ Engagement needs continual focus for it to succeed ✦ Ownership at several levels ✦ Complimentary to all other communications ✦ Just thinking about it takes time! | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

“Social media Let’s Break it Down.. is no different than any other endeavour. If you’re going to half ass it, stay Exactly what is the “Investment”: home” ✦ Without doubt - time and resource ✦ Engagement needs continual focus for it to succeed ✦ Ownership at several levels ✦ Complimentary to all other communications ✦ Just thinking about it takes time! | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

“Social media Let’s Break it Down.. is no different than any other endeavour. If you’re going to half ass it, stay Exactly what is the “Investment”: home” ✦ Without doubt - time and resource ✦ Engagement needs continual focus for it to succeed ✦ Ownership at several levels ✦ Complimentary to all other communications ✦ Just thinking about it takes time! ✦ Money ✦ The cost of the time and resource ✦ The cost of an agency ✦ (potentially...but don’t be conned!) ✦ Training/Seminars | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

...and the Return? | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

...and the Return? There are two types of return | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

...and the Return? There are two types of return ✦ Top Line - Typically an increase in sales | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

...and the Return? There are two types of return ✦ Top Line - Typically an increase in sales ✦ Bottom Line - Improved efficiencies | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

...and the Return? There are two types of return ✦ Top Line - Typically an increase in sales ✦ Bottom Line - Improved efficiencies But... | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

...and the Return? There are two types of return ✦ Top Line - Typically an increase in sales ✦ Bottom Line - Improved efficiencies But... ✦ Can “Return” be measured accurately? Or | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

...and the Return? There are two types of return ✦ Top Line - Typically an increase in sales ✦ Bottom Line - Improved efficiencies But... ✦ Can “Return” be measured accurately? Or ✦ Are we forced to only look at what we can measure? | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

...and the Return? There are two types of return ✦ Top Line - Typically an increase in sales ✦ Bottom Line - Improved efficiencies But... ✦ Can “Return” be measured accurately? Or ✦ Are we forced to only look at what we can measure? ✦ Is the number of sales from social web referrals an accurate measure? | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

...and the Return? There are two types of return ✦ Top Line - Typically an increase in sales ✦ Bottom Line - Improved efficiencies But... ✦ Can “Return” be measured accurately? Or ✦ Are we forced to only look at what we can measure? ✦ Is the number of sales from social web referrals an accurate measure? ✦ How can I achieve efficiencies? | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

Tangibles & Intangibles | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

Tangibles & Intangibles Tangibles can be measured accurately. ✦ Sales directly from social web presence ✦ Enhanced rankings and coverage within the search engines Intangibles: ✦ Brand Awareness & Consideration ✦ Brand Advocacy (consumer to consumer discussion) ✦ The increase in sales from natural search ✦ The increase in sales across the board ✦ Improved efficiencies in customer services ✦ For Internet savvy consumers ✦ Being there for your customers/potential customers | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

McKinsey Quarterly September 2009 http://www.mckinseyquarterly.com/How_companies_are_benefiting_from_Web_20_McKinsey_Global_Survey_Results_2432 | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

Consider this also... | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

Consider this also... What is the cost to the business of choosing to ignore the social web? | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

Consider this also... What is the cost to the business of choosing to ignore the social web? Not incorporating a social web strategy into your business is like not having a phone number! | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

Consider this also... What is the cost to the business of choosing to ignore the social web? Not incorporating a social web strategy into your business is like not having a phone number! You are making your Brand inaccessible to those customers and potential customers who use the social web. It is important that you listen at the very least | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

The Change in Brand Consumer Engagement | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

What are the implications? Brands can’t hide. They can no longer get away with poor, or even mediocre products or services ...consumer to consumer “trust” takes precedent. The social web made all this happen. The only medium that enables genuine advocacy and opponency | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

Consumer Trust People trust family, friends...and doctors. The social web extends this network. Fellow consumers provide: ✦ Honest opinion - warts ‘n’ all ✦ No hidden agenda ✦ They don’t want your money!! ✦ Some do want status and recognition ✦ Single opinions have a value ✦ Opinions from groups are far more powerful ✦ Even though these people have most probably never met each other. ✦ Misplaced Trust? In some cases maybe. So,what can Brands do? Become doctors? | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

Advocacy... Click here to say nice things about us | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

The Brand Trust Cube | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

Trust Trust is placing your complete confidence and faith into someone or something. | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

Trust Trust is placing your complete confidence and faith into someone or something. Consumers do this...but why? | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

Trust Trust is placing your complete confidence and faith into someone or something. Consumers do this...but why? ✦ They love the products and services | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

Trust Trust is placing your complete confidence and faith into someone or something. Consumers do this...but why? ✦ They love the products and services ✦ They associate with others who use the products and services | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

Trust Trust is placing your complete confidence and faith into someone or something. Consumers do this...but why? ✦ They love the products and services ✦ They associate with others who use the products and services ✦ They feel part of something ✦ Brand and User community | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

Trust Trust is placing your complete confidence and faith into someone or something. Consumers do this...but why? ✦ They love the products and services ✦ They associate with others who use the products and services ✦ They feel part of something ✦ Brand and User community ✦ They have access and interaction with the Brand | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

Trust Trust is placing your complete confidence and faith into someone or something. Consumers do this...but why? ✦ They love the products and services ✦ They associate with others who use the products and services ✦ They feel part of something ✦ Brand and User community ✦ They have access and interaction with the Brand ✦ They feel valued and they become real advocates ✦Little things count a lot. ✦http://mashable.com/2009/09/22/social-media-business/ | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

The Brand Trust Cube* | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | *Intellectual Property of Somatica Digital Ltd Wednesday, 30 September 2009

The Brand Trust Cube* le op pe for a sy you g it e with kin gage Ma n a: to e ak aka: Proactive listening and engagement aka: Doing great stuff | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | *Intellectual Property of Somatica Digital Ltd Wednesday, 30 September 2009

Application | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

Application The model can be applied to any business unit: ✦ Marketing - ✦ Customer Service ✦ Corporate Communications ✦ In fact, any consumer facing unit | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

Application The model can be applied to any business unit: ✦ Marketing - ✦ Customer Service ✦ Corporate Communications ✦ In fact, any consumer facing unit Process ✦ Place your Brand/business unit within the cube ✦ From this starting point you can then plot the path to building/enhancing trust ✦ The first priority may not be to incorporate a social web strategy ✦ It may be to fix things! | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

The Key Measures & Their Relationship | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

The Key Measures & Their Relationship Link Numbers Search Volume Social Reach Followers Comments Frequency Recency Authority Link Quality Topic Sentiment | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

Brand Trust Profiling Example One way of Profiling your Brand/Business It’s a bit like personality profiling...it assesses your “posture” as well as consumer activity and behaviour | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

In Summary | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

Measurement Philosophy | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

Measurement Philosophy It is relative: ✦ You want to see improvements made ✦ You need to be aware of degradation in performance/negative issues | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

Measurement Philosophy It is relative: ✦ You want to see improvements made ✦ You need to be aware of degradation in performance/negative issues Therefore: ✦ You need to baseline/profile the current situation ✦ You need to set goals and objectives for where you wish to take the brand/business/department ✦ Agree a time frame for these to be achieved A B | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

Measurement Philosophy Agree Key Performance Indicators ✦ Ones applicable to your goals and objectives ✦ Not ones that are easy to measure ✦ They will mislead ✦ Monitor regularly ✦ Re-profile every Quarter Three Axis of Brand Trust ✦ Be visible, clear and accessible ✦ Proactively listen, engage and involve ✦ Do good stuff! ✦ Product, service, information, entertainment | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

Measurement Philosophy Agree Key Performance Indicators ✦ Ones applicable to your goals and objectives ✦ Not ones that are easy to measure ✦ They will mislead Conversions ✦ Monitor regularly from Twitter referrals ✦ Re-profile every Quarter Three Axis of Brand Trust ✦ Be visible, clear and accessible ✦ Proactively listen, engage and involve ✦ Do good stuff! ✦ Product, service, information, entertainment | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

Measurement Philosophy Focus on Advocacy ✦ Make your brand/business/department accessible ✦ Provide platforms/options for people to be heard ✦ By other people and by you ✦ Listen to them ✦ Engage and involve them ✦ Be good at what you do! ✦ Conversion will happen by default | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

Measurement Philosophy Focus on Advocacy ✦ Make your brand/business/department accessible ✦ Provide platforms/options for people to be heard ✦ By other people and by you ✦ Listen to them ✦ Engage and involve them ✦ Be good at what you do! ✦ Conversion will happen by default Right Tool Set ✦ Prioritise: where your “personas” spend their time ✦ Select the respective measurement tool for each ✦ Sometimes this means manual intervention and analysis ✦ Correlate the data sets off-site and on-site ✦ Align to the brand consumer engagement journey ✦ Awareness - Consideration - Conversion - Advocacy | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

Thank You karlhavard@somatica.co.uk 07753 915798 twitter.com/somatica | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

Thanks for your time Econsultancy is a global independent community-based publisher, focused on best practice digital marketing and ecommerce. Our hub has 80,000+ members worldwide from clients, agencies and suppliers alike with over 90% member retention rate. We help our members build their internal capabilities via a combination of research reports and how-to guides, training and development, face-to-face conferences, forums and professional networking. For the last 10 years, our resources have helped members learn, make better decisions, build business cases, find the best suppliers, accelerate their careers and lead the way in best practices and innovation. Join Econsultancy today at http://econsultancy.com. All rights reserved. No part of this presentation may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsulancy.com Ltd 2009. | Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | Wednesday, 30 September 2009

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Measuring Social Media - econsultancy - Somatica Digital Breakfast Briefing September 2009

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Measuring Social Media - econsultancy - Somatica Digital Breakfast Briefing September 2009 — Presentation Transcript