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Social Analytics - KW Social Media Summit - Knowledge Is Power
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Social Analytics - KW Social Media Summit - Knowledge Is Power

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Learn how to use advanced tools to monitor the social pulse of your brand. Consider how social media activity is impacting your business. Improve performance and expand your customer base.

Learn how to use advanced tools to monitor the social pulse of your brand. Consider how social media activity is impacting your business. Improve performance and expand your customer base.

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  • We’ll walk through the key elements of an evolved social strategy today. Now, we keep in mind that we have folks here today from both ends of the spectrum – those just starting out with social media, and some who have been participating on social channels for several years. As such, we’ll try our best to
  • http://abcnews.go.com/blogs/politics/2012/06/oreo-pride-rainbow-stuffed-cookie-sparks-boycott/#.T-qmusgKIUY.twitterMain campaign: 100 YEAR CELEBRATION OF OREO “series of daily ads reflecting current events in a fun way using images of OREO cookies and milk.”
  • http://infegy.com/buzzstudy/oreo/Approximately 67% of Oreo mentions are currently coming from blogs; 27% via Twitter. Positive conversations decreased 34% over the past two days. For further analysis, Oreo mentions spiked more than 500% following the campaign launch.We used Social Radar to analyze conversations around Oreo online.
  • Do we know how to read sentiment tag clouds? DiscussTag clouds are used to spot trendsSentiment tag clouds are useful, but can be very misleadingThe real question is never ‘what is trending’ – it should be:Why is it trending????
  • and yes, we know there is a spelling error in there. That’s how the poster wrote it – and as a result of the spelling error, that would not be tagged by a natural language processor as a negative word. ;)
  • http://gawker.com/5921339/filled-with-pride-oreos-rainbow+colored-cookieYeah, good luck boycotting Kraft Foods. That would be akin to going on a starvation diet for many North American families.
  • MEANINGFUL METRICS.
  • Prediction, context, patternsBetter the devil you know…
  • Whether you are working on a long term strategy or a short-term campaign, successful plans all share these commonalities: Clearly defined objectivesSocial media monitoringChannel and content plansMeasurement and Analytics The combination varies from client to client but its really important to have these cornerstones to build a proper strategy. This is intended as an introduction to social strategy, I’m going to cover off each of the cornerstones.
  • Instead, focus on the business outcomes of the account, whether it be for being involved in influencing them, transacting leads or conversions, fostering word of mouth, improving customer service and support, or generating ideas for future products or the brand.Don’t focus solely on fans and followers as a primary key performance indicator, instead focus on the business goals the fans and followers yield for you.
  • Sales teams run on specific metrics, while customer service departments operate on an entirely different system. Each department’s success measurements for social media should be based on their specific goals and metrics.In the Kraft story, R&D would be most impacted by number of people who want a real rainbow oreo cookie. Could spawn a line of colouredoreos, even if they cant create a rainbow one.
  • All Activities can & should be evaluated onThe Value-perspectiveThe Customer-perspectiveThe Experience-perspectiveThe Relationship perspectiveThe Network-perspective
  • Trust me, if you gave me a report that had any of the above in the ‘useless’ column, I’d give you the stink-eye, grill you endlessly, and I’d start checking out resumes for your replacement.
  • This is what it looks like when someone hands me a report that says, “We have 10 new followers!” They get the stink-eye, grilled endlessly, and I start to rifle my fingers through the stack of resumes on my desk.And I am not alone. You need to arm decision makers with actionable intelligence. NOT empty metrics.
  • Many customers and organizations are just like the babe above trying to read the newspaper. They’re looking at the words & the data, but they don’t understand it and can’t draw any insights from it. But, some day he will be able to understand it, analyze the content, weigh it for relevance, and respond.But first, we have to teach him the new alphabet and how to read – left to right. And all it will take for us to become better teachers is a slight shifting in perspective and approach when we’re telling the stories.
  • We’ll try to offer you the big vision, but it takes time and effort to evolve your strategy. As long as you keep the cornerstones in mind by starting with clear goals, a defined ‘voice’, and continue to tweak-as-youNever seen it work effectively when brands try to ‘sell, sell, sell’ without also doing the relationship building.-go, you’ll continue to refine your strategy. And we’re always here to help if you get stuck.
  • While there are unique requirements and goals for every business, ALL businesses share one commonality: Large or small, every organizations has events. They might not call them events, but that is what they are.All orgs have events, whether planned or unplannedEvents can be internal, external, or a combination of bothEvents may include any combination of: customers, partners, supply chain, vendors, employees, VARs, competitors, influencers, public, media, industry interests2. ALL events can minimally be broken down into before, during and after phasesALWAYS CHECK YOUR BASELINE AND BENCHMARKS BEFORE, DURING, AND AFTER EVERY EVENT.
  • While there are unique requirements and goals for every business, ALL businesses share one commonality: Large or small, every organizations has events. They might not call them events, but that is what they are.All orgs have events, whether planned or unplannedEvents can be internal, external, or a combination of bothEvents may include any combination of: customers, partners, supply chain, vendors, employees, VARs, competitors, influencers, public, media, industry interests2. ALL events can minimally be broken down into before, during and after phasesWith that basic shift in perspective, business users can now begin to ask relevant, intelligent questions to determine where listening, engagement, response, community building, follow-ups and sentiment might fit into their business processes and KPI’s at each phase. Using the event method, you have: two kinds of listening/data mining/analysis - confirmation (searching for knowns) and discovery - searching for unknowns using layered data that builds over timeand two kinds of responses - real-time recovery/action and longer term strategies/initiatives generation
  • We’ve established that all orgs have events, but many look at those events as a whole, or as singular unrelated happenings. We have an opportunity to help business improve their own value offerings by teaching them to define goals, KPIs, process adjustments, and activities – before, during and after events, and related events. Which is also how we can enable them to analyze each with layered data understanding. That’s where we really get into using R6 skillfully as part of the processes. We also have the opportunity to educate and mobilize businesses about the value of infinite intelligence loops. Like hula hoops, the more loops you can spin and longer you can keep them off the ground, the healthier & more fit you are. And the better service and experience the organization can offer. Know when an activity occurredIdentify event memes – Oracle world – heat map – next slide –> previous slide – identify what triggered changeProvides information about events you didn’t know that you need to know.Steps can be repeated in any combination – infinite loops. Methodology provides a framework for better identification and extraction of target data setsEasier to plan KPIs and set goalsUnify activities across phases -> collaborationCreate consistent matrix structured on event/phase/perspective themesAnalyze data by conversation, author and domain within each theme/phaseParallel with typical marketing before/during/after campaigns
  • Despite the advances in integrating social media into business communications, the majority of companies we’ve spoken or worked with don’t have any sort of standard frameworkin place to measure it’s value. This is true of not only companies that are beginning to engage, but many of the companies who have been present in social channels for several years.Orgs large and small need a framework to help them understand their:Activities:Listening – collecting data, experience and sentimentAnalyzing – identifying and extracting target data setsAct – engage -> content developed. Listen, report, tweak content, engage. Repeat in an ongoing tracking cycle. customer needs, collect data, identify and extract
  • Some tool sets specialize in tracking unique metrics specific to only one or two channels. Others span many channels, including traditional marketing and media. These tools go well beyond likes and followers. One tool won’t always answer all of your questions, but having even one tool is better than having no tools at all. For smaller orgs, using Google analytics in combination with reach measurement tools is a good starting point. Tool selection is dependent upon:Channels is useListening/analytics onlyOr full suite with dashboard, scheduling, team collaboration, etc.
  • SequentiaEnvironics aims to solve these problems by making Squeeze able to track any URL and quickly show where and when (both time of day and day of week) specific pieces of content are performing best. With real-time feedback, Evans notes, marketers can better adjust strategies on the fly.Where Squeeze may really shine, however, is its ability to track conversions rather than just clicks. The small business and enterprise versions of Squeeze, set to launch at the end of October, will feature link paths, showing the routes users have taken from an initial click to final conversion.Evan provides an example: Links on several channels -- Facebook, Twitter, a blog, a display ad, and a forum -- have led to a download. The link paths trtacked by Squeeze show that the blog performed the best (and the ad the worst) at driving traffic to the download page, but that conversions, measured in downloads, were poor. From this, a marketer could deduce that the ad and the download page need adjusting, but that since the link performed well on other channels, the content itself was not the problem. Insights like these can be invaluable.
  • As content is so important, measuring your top performing content is a good start. Even better when you can track it across all of the social channels you use. What performs best across the channels? WHY?Optimal is when you can also tie this to other stats like your Google Analytics. But, that’s a session for another day.
  • Note that our top content has changed. Note also the radical change in the Top Channels above when we look at the past 7 days. Anyone have any ideas why?
  • "We've noted a significant spike in clicks nightly around 9:45 p.m. to 10:00 p.m. because people can't sleep, as they stress and worry about their finances," Craft says. "Likewise, we saw a sharp increase each morning before 9:00 a.m. as consumers try to tackle their problems, before another day of creditors calling."
  • Mmmmmm! Cookies! ME WANT COOKIE!
  • Let’s look at a traditional Trade Show Campaign – this is what it looked like before social, listening and monitoring tools were available. I should pause here to explain a bit about this shot. As I mentioned when I told you a bit about me, I’ve been implementing an enterprise-wide collaboration system for over a decade that includes CRM, SCM, HRM, document management, project management, logistics, public, partner, VAR, customer and employee portals, forums – and some of the best workflow capabilities I’ve worked with. It also integrates tightly with multiple different vendor ERP systems. This shot is from one of my demo systems that I’ve engineered, evolved, populated and refreshed for the past 10 years. If we were in my demo system live, I’d be clicking on each of the icons above and dropping into the actual functions and processes to demo for sales, train clients, partners, the vendor sales & marketing staff, plus professional services on best practices and configuration considerations. I’ve also used it to teach developers how the customers might use the products they code. ;-P This simple little scenario story has also been used to help a few start-up scrm vendors really understand what they need to start thinking about if they want to show the Full Monty of functionality. Did you notice that each little icon above is also an event or grouping of events? Including business processes? OK, let’s look at it briefly from the 5,000’ level – traditional style - Walkthrough – as is – OLD SCHOOLThe system should have some sort of project or campaign capability. Think of this as a big paper clip with which you attach all related documents like product brochures, expense receipts, customer communications, assigned resource activities and tasks, schedules for milestones & activities, while also linking together all of the customers and leads related to this campaign. They might be stored all over the system itself, but they're all 'clipped' together under the project/campaign umbrella for easy organization and analysis.Project Scheduling, tasks, documents, including marketing materials, workflow/collaboration,Customer, vendor lists, ExpensesAlthough the traditional Tradeshow campaign scenarioalso has several phases including distinct marketing timelines for activities before, during and after the event, analysis regarding the success and value of the event was mostly restricted to P&L figures long after the event. During each of the stages, listening and monitoring configurations can & should be tweaked based on the goals of the marketing efforts.
  • Analysis of the success & impact of the tradeshow was largely limited to basic math exercises: New story: “What would it look like if SalesForce and Radian6 were used strategically to provide better insights, improve both sales/service deliveries, while also building stronger communities and relationships with your customers?”
  • Demos can be planned with and infinite number of events as use case examples. All events can be demoed showing listening & monitoring during the phases of the event and the impact on existing business processes. Understanding the basic principles of customer service, you can build engineer scenarios with compelling stories that demonstrate mature capability models.
  • NarrativeWeave online & offlineUse props as part of the storySet the stage for positive sentimentEvent Management 101HashtagsTweetable key pointsVideo taping for artifact for course & to use in our own marketingPresentation can be recycledMeasure in real-time. How many ate the middles first?
  • Laurie “theme really is provide value” (LIKE) Everyone here today is part of a small or medium business. Your company goals are to acquire more business. In the social sphere, that means more followers, more conversations, more relationships. Some of these relationships lead to business and some do not but regardless of the outcome, we should award these people for their effort and engagement. We want to reward them so they are interested in continuing to build their relationship with us. Insert definition of reward??? So using Podio, let’s look at how we can bring this full circle.
  • Notes:As a thank you to all who have attended our sessions today, we’d like to offer each of you a mini-audit of any one social profile/channel you are currently using.  We will provide you with a short review including: •Three suggestions for improving presence on the channel.•Three suggestions for additional content sources for their field or industry.•An overall recommendation for strategic improvement. There will be a button at the bottom right of our home page that links to it and the promo code is DDGSMS25 and is needed for submission. Please look for it at the end of today. If you have any trouble finding it please send us an email or a tweet!

Social Analytics - KW Social Media Summit - Knowledge Is Power Social Analytics - KW Social Media Summit - Knowledge Is Power Presentation Transcript

  • SOCIAL ANALYTICSSocial Media Summit Kitchener February 25, 2013
  • © 2013 Dash Digital Group Inc. #© 2013 Dash Digital Group Inc. #socbizWRI am NOT a social media ‘guru’I AM an experienced business strategistwho also knows social well• Lateral, tech-savvy hybrid spanning strategy, design,implementation & analytics• Diehard data geek & Compelling narrative story engineer• Committed to holistic approach to business strategy• Silo-buster and frequent dinosaur-tipperIntroduction @krcraft
  • © 2013 Dash Digital Group Inc. #© 2013 Dash Digital Group Inc. #socbizWRCase Study - Calculated controversy• What can brands learn when they take a calculated risk?Meaningful metrics• What are you really listening for?Framework and tools• How do you measure?OverviewOUR OBJECTIVE: That each person in this room leaves with at leastone new insight today. Whether you are just starting out with socialmedia, or have been participating for several years, we want you tolearn something new today.
  • © 2013 Dash Digital Group Inc. #© 2013 Dash Digital Group Inc. #socbizWRCalculated Controversy“Proudly supportLOVE”
  • © 2013 Dash Digital Group Inc. #© 2013 Dash Digital Group Inc. #socbizWRBrand Statement“We are excited to illustrate what is making historytoday in a fun and playful way,” Kraft spokespersonBasil Maglaris said in an email to ABC News. “As acompany, Kraft Foods has a proud history ofcelebrating diversity and inclusiveness. We feelthe OREO ad is a fun reflection of our values.”
  • © 2013 Dash Digital Group Inc. #© 2013 Dash Digital Group Inc. #socbizWRResultsThe RainbowOreo postreceived157,000 ‘Likes’,40,000 shares,and20,000comments inthe first 17hours.
  • © 2013 Dash Digital Group Inc. #© 2013 Dash Digital Group Inc. #socbizWRContent Distribution
  • © 2013 Dash Digital Group Inc. #© 2013 Dash Digital Group Inc. #socbizWRTrends And SentimentReal question isn’t WHAT is trending? It is: WHY is ittrending?
  • © 2013 Dash Digital Group Inc. #© 2013 Dash Digital Group Inc. #socbizWRDissenters• “I’ll never buy Oreo again,” one commenter wrote.• “Disgusted with oreos,” wrote another. “Being gayis an abmonitation in GOd’s eyes i wont be buyingthem anymore.”• "Unliking page and the rest of the ‘kraft familyproducts...i will not support a company with theseviews."
  • © 2013 Dash Digital Group Inc. #© 2013 Dash Digital Group Inc. #socbizWRReality Check
  • © 2013 Dash Digital Group Inc. #© 2013 Dash Digital Group Inc. #socbizWRTHE MISSINGLINKMeaningful Metrics
  • © 2013 Dash Digital Group Inc. #© 2013 Dash Digital Group Inc. #socbizWRAnalytics Mission – Why Bother?Help organizations learn how to tell morecompelling end-to-end stories (narratives)Define and refine supporting strategy, tactics,delivery methodologies, and frameworksUsing repeatable methods for measuring success,identifying patterns, and recognizing risks enablesagile responses
  • © 2013 Dash Digital Group Inc. #© 2013 Dash Digital Group Inc. #socbizWRNewBusinessLexiconOverwhelmedby FirehoseUnclearObjectivesNoWidespreadFrameworkChallenges
  • © 2013 Dash Digital Group Inc. #© 2013 Dash Digital Group Inc. #socbizWRMeasurementEvil = Anything can be measuredEssential = Analysis that turns data intoactionable intelligence.the devil is in the details
  • © 2013 Dash Digital Group Inc. #© 2013 Dash Digital Group Inc. #socbizWR Biggest evil of all: most orgsdon’t bother to ask customerswhat they want before planningsocial strategies. Mindless measurement: trackingstats without setting goals. Metrics without analysis andaction aren’t worth tracking atall. Customers will measure you bytheir own set of metrics, whichmight be far different than yourown. Find out what they want. Metrics must be tied tobusiness goals, events, andKPIs. Metrics are rarely static. Youcan support dynamic changes byimplementing a repeatableprocess for measurement,analysis, & action.EVIL ESSENTIALEvil & Essential
  • © 2013 Dash Digital Group Inc. #© 2013 Dash Digital Group Inc. #socbizWRMastering Metrics• Singular metrics aren’t useful. Metricsshould be grouped and compared from multiplepivots. (i.e. channel to channel)• Metrics are rarely static. Have core benchmarks,but tweak, refine and add as you surface newintelligence.• Segment metrics based on use cases and jobs tobe done – not just revenue.
  • © 2013 Dash Digital Group Inc. #© 2013 Dash Digital Group Inc. #socbizWRWrong Answers Vs. Right QuestionsPOINTLESS ON POINTWe got 10 new followers thisweek!Of the 10 new followers we gotthis week, 4 of them joined ourcommunity after liking post X,and 3 of them shared it along totheir followers with positivesentiment.Post shares are up! Post shares are up by 12%over last month. Three keyposts contributed to this: X,Y & Z.3 people commented on thatpost!Of the three people thatcommented on the Strategypost, two thought it was smart,and one added furthersuggestions we can incorporateinto additional content.
  • © 2013 Dash Digital Group Inc. #© 2013 Dash Digital Group Inc. #socbizWRMindless MeasurementArm decision makers with actionable intelligence; NOTempty metrics. “WOOT! We have10 new followers!” justdoesn’t cut it.
  • © 2013 Dash Digital Group Inc. #© 2013 Dash Digital Group Inc. #socbizWRWhat KRAFT Really Measured• Of the 157,000 how many shared the content with apositive sentiment? How many with a negativesentiment?• How many of those who shared specifically supportPride?• Of the 40,000 who shared the content, who did theyshare it with and on what channels?• How many new followers have continued to shareadditional content since?• Now break each down by age, region, language, etc.
  • © 2013 Dash Digital Group Inc. #© 2013 Dash Digital Group Inc. #socbizWRStory Shift
  • © 2013 Dash Digital Group Inc. #© 2013 Dash Digital Group Inc. #socbizWRMeasurement Framework• Conversations – Customers, Partners, Competitors, Leaders• Identify – Customer/Community expectations from social• Map – Overlaps and gapsMAP• Define Objectives• Standardize across biz units and social networks• Define risks and responsesSTRATEGY• Define goals• Define success• Set review standards/timelinesMETRICS• Identify resources required• Develop/incorporate processes• Provide trainingRESOURCES• Select tools based on• Strategy, Channels• Required Metrics• Cost/BenefitsTOOLS
  • © 2013 Dash Digital Group Inc. #© 2013 Dash Digital Group Inc. #socbizWRThat Said …“A framework is an invitation to think,not an excuse not to.”Debra Louison Lavoy - Director, Strategic Marketing, OpenText
  • © 2013 Dash Digital Group Inc. #© 2013 Dash Digital Group Inc. #socbizWREvent-based ListeningALL businessesshare onecommonality:Large or small,everyorganization hasevents.
  • © 2013 Dash Digital Group Inc. #© 2013 Dash Digital Group Inc. #socbizWRTypes of EventsMail campaigns, product launches, sales,conferences, webinars, even things like relocationof an office facility orService disruptions like RIM or Rogers outagesEven a tweet is an event. Especially the snarkyones. ;)Events may have additional (tightly and loosely)related events – Press release, analyst opinion,stock price decrease.
  • © 2013 Dash Digital Group Inc. #© 2013 Dash Digital Group Inc. #socbizWRFeedback Loops• Promotes Constant& Consistent ValueLooping• Better ability toadapt and respondto alerts & signals• Sensing, Data,Behavioral• Can add and pivotby many/multipleperspectives &measures
  • © 2013 Dash Digital Group Inc. #© 2013 Dash Digital Group Inc. #socbizWRCause To CorrelationMonitorFeedbackAssignActionProcessResponseAnalyzeTweakShareLISTEN. ANALYZE. ACT. OPTIMIZE. BENCHMARK. > RINSE.REPEAT.
  • © 2013 Dash Digital Group Inc. #© 2013 Dash Digital Group Inc. #socbizWRSocial Analytics Lifecycle•Input – blogs, social networks, video/image sharing, message boardsDiscover•Distill relevant signals from noiseAnalyze•Strategic: Product Development, Strategic Planning, Corporate Communications•Tactical: Marketing & Advertising, Customer Care, SalesSegment•Insights drive focused business strategiesStrategy•Innovation, Future Direction, Brand Reputation, Campaigns, CustomerSatisfaction Improvements, CRMExecution
  • © 2013 Dash Digital Group Inc. #© 2013 Dash Digital Group Inc. #socbizWREvents > Metrics > Results• Bonobos. Exclusive sale on Twitter generated 1,200% ROI in 24 hours onpromoted tweet. (Twitter, 2011)• Charles Schwab. Online community drives 56% increase in Gen Xcustomer base versus year ago.• Honda. Friending Honda campaign increased Facebook fans from 15k to422k, generated over 3,500 dealer quote requests.• Kiddicare. 30% reduction in inbound customer communications and firstcall resolution increased from 60% to 98% via sCRM solution.(GetSatisfaction, unkn)• Starbucks. 75,000 product and service ideas suggested. (Forrester, 2008)• Virgin America. Exclusive flash sale on Twitter raised the maximum$50,000 in charitable donations for Stand Up To Cancer. It was also one ofthe top five sale days ever for the airline. (Twitter, 2011)• Virgin America. Exclusive flash sale on Twitter drove 25% increase insign-ups over the previous week to Elevate, Virgin America’s loyaltyprogram. (Twitter, 2011)Source: http://www.dachisgroup.com/2012/01/social-business-roi-examples/
  • © 2013 Dash Digital Group Inc. #© 2013 Dash Digital Group Inc. #socbizWRUnderstanding Technology“There is no magic Silver Bullet– YET. The right peopleunderstand that you need touse multiple tools &technologies for maximumintelligence.” Kelly Craft“The right tools are there, but we don’thave the right people. Analysis doesn’trequire tools. Tools need to know & betold what they’re looking for.” EstebanKolsky
  • © 2013 Dash Digital Group Inc. #© 2013 Dash Digital Group Inc. #socbizWRTools & TechnologyExplore technologies to better measure your ownsuccess.
  • © 2013 Dash Digital Group Inc. #© 2013 Dash Digital Group Inc. #socbizWRTechnology Selection• Real-time? Channels: blogs, networks, news. Flexible searchLISTENING• Segmentation, Influencer Scoring. Sentiment, Tagging, Trend Analysis. BenchmarkingANALYZING• Real-time reporting/alerts. Theme clouds. Dashboards, Export, Date Ranges.REPORTING• Scheduled updates. Workflow/Team Collaboration. URL Shorteners. AutomationTriggersENGAGING• Integration: CRM, BI, CMS. > APIsOTHER
  • © 2013 Dash Digital Group Inc. #© 2013 Dash Digital Group Inc. #socbizWRConversation MappingJordan Julien –thejordanrules.comSocial media conversations• Who? Customers, partners, leads,competitors, industry analysts,advocates• Where? Create conversation maps &matrix of channels and overlaps.• What? Examine and identify what isimportant and relevant to the targetaudience• Why? Identify segments by categoriesand themes
  • © 2013 Dash Digital Group Inc. #© 2013 Dash Digital Group Inc. #socbizWRContent Mapping
  • © 2013 Dash Digital Group Inc. #© 2013 Dash Digital Group Inc. #socbizWRSqueeze Links - Sources
  • © 2013 Dash Digital Group Inc. #© 2013 Dash Digital Group Inc. #socbizWRWhat To Measure - ExamplePAST 30DAYS
  • © 2013 Dash Digital Group Inc. #© 2013 Dash Digital Group Inc. #socbizWRHow Often To MeasurePAST 7 DAYS
  • © 2013 Dash Digital Group Inc. #© 2013 Dash Digital Group Inc. #socbizWRTimely Insights
  • © 2013 Dash Digital Group Inc. #© 2013 Dash Digital Group Inc. #socbizWRContent Comparisons
  • © 2013 Dash Digital Group Inc. #© 2013 Dash Digital Group Inc. #socbizWR15% increase in web traffic to website25% of that traffic to Services pagesCreate 5 new opportunities for speaking/writingengagements25% increase in service contact requests viawebsite email, blog or social requestsMonthly Goals - Sample
  • © 2013 Dash Digital Group Inc. #© 2013 Dash Digital Group Inc. #socbizWRWhat The Metrics Don’t Capture
  • © 2013 Dash Digital Group Inc. #© 2013 Dash Digital Group Inc. #socbizWRExample: Sales & MarketingThe goal of the event is to increase business/salesResources must be assigned to perform specific tasks in supportof the eventNew customer (lead) records will be created as a result of theevent & new data recorded as history/activity with themThere will be expenses related to the eventThere will be additional revenue (hopefully) as a result of theeventThe results of the event need to be validated & analyzedUltimately, you want to be able to gauge the success of the eventbased on cost, benefit, effort, value, and outcomes.
  • © 2013 Dash Digital Group Inc. #© 2013 Dash Digital Group Inc. #socbizWRTrade Show Example
  • © 2013 Dash Digital Group Inc. #© 2013 Dash Digital Group Inc. #socbizWRTraditional – Results & ValueIt cost us $10,000 to attend the show. We got 100 leads,which resulted in 10 deals valued at a total of $100,000.Revenue – Cost = Value(of participating in same trade show again next year.)Additionally, insights on sentiment about the event itselfwere limited to things like surveys and follow-up calls andemails, most of which weren’t even recorded against thecustomer records, much less compiled and analyzed.
  • © 2013 Dash Digital Group Inc. #© 2013 Dash Digital Group Inc. #socbizWRKey Themes1. All orgs have events, whether planned orunplanned2. All events can be broken down into before, duringand after phases.3. All Activities can & should be evaluated on• The Value-perspective• The Customer-perspective• The Experience-perspective• The Relationship perspective• The Network-perspective
  • © 2013 Dash Digital Group Inc. #© 2013 Dash Digital Group Inc. #socbizWRKey TakeawayManage & measure for insights– not metrics.
  • © 2013 Dash Digital Group Inc. #© 2013 Dash Digital Group Inc. #socbizWRAcquireRewardRetainValue Chain – Community LifecycleReward yourconnections - new orexisting, leads or not –with consistent value.
  • © 2013 Dash Digital Group Inc. #© 2013 Dash Digital Group Inc. #socbizWRWe’d like to extend our thanks to all of you for attending the Knowledge IsPower Summit today. We hope we hit our objective and you feel morepowerfully armed with new knowledge.Social Mini-audit• Improving presence on channel• Additional content sources• Overall strategic improvementVisit our website, www.dashdigitalgroup.com fora link to the request form.Our Thanks To You
  • © 2013 Dash Digital Group Inc. #© 2013 Dash Digital Group Inc. #socbizWRThanks also to the event sponsors for inviting us.• Waterloo Region Small Business Centre (Great Team!)• Communicate & Howe• Social Media Breakfast Waterloo• Government of OntarioThank You
  • © 2013 Dash Digital Group Inc. #© 2013 Dash Digital Group Inc. #socbizWRQ&A• Follow me @krcraft• Follow @DashDG• Slides will be madeavailable