Using Metrics to Prove Social                                                 Media ROI Success© 2012 Webtrends, All Right...
Introductions    @John Lovett                                       Merlyn Gordon    Senior Partner                       ...
Follow Today’s Discussion                                          Follow Today’s Discussion                              ...
About Web Analytics Demystified• End-to-end strategy for digital measurement,  analysis, and optimization  –   Strategic A...
About Web Analytics Demystified                  5               #Wtwebinar @johnlovett
The Four Categories of Social Analytics             Business Value Metrics                   Outcome Metrics            Co...
Counting Metrics Can Get You Started
Counting Metrics Are Usually FREE‣ These are the most basic and readily available  metrics in social media  • More than 50...
Collaborate to Find Business Value‣ Business Value metrics are calculated to align  social activity & results with key sta...
Business Value Metrics for Executives                   11              #Wtwebinar @johnlovett
Business Value Metrics for Sales, Service &Marketing                   12               #Wtwebinar @johnlovett
Don’t Forget Why You’re in Business
Humanize Your Approach by MeasuringSocial Media Outcomes‣ A Tested Framework for Social Media Outcomes:  •   Gain Exposure...
Identifying Social Media Outcomes
Outcomes Need Associated Metrics …                 16             #Wtwebinar @johnlovett
Social Media Foundational Measures‣ Gaining buy-in and creating metrics is the hard  work; don’t blow it by introducing da...
Foundational Measures are building blocks.Foundational Measures are building blocks.     Without them you get Chaos      W...
Foundational Measure Calculations                  19                #Wtwebinar @johnlovett
The Four Categories of Social Analytics              Business Value Metrics                    Outcome Metrics            ...
Measuring Customer Acquisition on Twitter• Counting Metrics =  – Tweets, Contributors, Reach• Outcome Metrics =  – “Amplif...
Twitter Counting Metrics                            Data Source: TweetReach                  22       #Wtwebinar @johnlovett
Twitter Counting Metrics                            Data Source: TweetReach                  23       #Wtwebinar @johnlovett
Outcome Metrics Usually RequireExporting Data...                  24              #Wtwebinar @johnlovett
Calculating Outcomes: Twitter  – Amplification is a relative number that should be    evaluated in context                ...
Assessing Business Value• Business Value comes from integrating data• Assess your social activities by importing social  d...
Don’t Miss An Opportunity for Analysis• Integrated Data also yield insights:  –   When does Amplification correlate to Con...
Engaging Fans on Facebook• Counting Metrics =  – Likes, PTAT, Total Reach• Outcome Metrics =  – “Engagement”• Business Val...
Counting on Engagement• Only 6% of fans engage with brands on Facebook*• More Likes                           Engagement• ...
Facebook Counting Metrics                            Data Source: Facebook Insights                  30                 #W...
Facebook Counting Metrics                            Data Source: Facebook Insights                  31                 #W...
Exporting Facebook Insights Data                  32               #Wtwebinar @johnlovett
Correlating Outcome Metrics                  33          #Wtwebinar @johnlovett
Correlating Outcome Metrics                  34          #Wtwebinar @johnlovett
Correlating Outcome Metrics                  35          #Wtwebinar @johnlovett
Establishing Your Foundational Measures• How are you defining Engagement?  – Do you have Engagement defined by channel?  –...
Communicating Business Value• Business Value = what’s important to your brand• Communicate the value of social activities ...
Producing Analysis & Insight• Interpret your data• Provide business context• Offer insights and recommendations           ...
Bonus Metric!             Business Value Metrics                   Outcome Metrics            Counting Metrics   Foundatio...
The Most Important Metric is UsuallyHardest to Quantify ...                               Impact             Business Valu...
John LovettSenior Partner, Web Analytics Demystifiedwww.socialmediametricssecrets.comJohn@webanalyticsdemystified.com@john...
Questions?                                              Q & A Session                                         Moderated by...
Webtrends Social Measurement Solutions  Demonstrate the success of social marketing investments and brand engagement strat...
Webtrends Social Measurement Solutions  Demonstrate the success of social marketing investments and brand engagement strat...
Webtrends Social Measurement Solutions  Demonstrate the success of social marketing investments and brand engagement strat...
Webtrends Social Measurement Solutions  Demonstrate the success of social marketing investments and brand engagement strat...
Webtrends Unified Approach to Measurement    Multi-channel    Visitor-centric    Open    Real-time    Performance at Scale...
Please Follow Us                                                   Additional Webinar    [Webinar] Developing a Framework ...
© 2012 Webtrends, All Rights Reserved.   49|
Thank you© 2012 Webtrends, All Rights Reserved.
Using Metrics to Prove Social Media ROI Success
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Using Metrics to Prove Social Media ROI Success

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The social web is no longer a new channel. However, the volatility, fragmentation and unique characteristics of the social web continue to challenge brands seeking to quantify the success of social media initiatives, and tie them back to business outcomes.

In this webcast, John Lovett, Senior Partner at Web Analytics Demystified and author of Social Media Metrics Secrets, introduces four types of metrics for measuring the success of social media programs, and provides actionable take-aways that can be used immediately to help organizations develop a consistent and repeatable measurement program.

Published in: Design

Using Metrics to Prove Social Media ROI Success

  1. 1. Using Metrics to Prove Social Media ROI Success© 2012 Webtrends, All Rights Reserved.
  2. 2. Introductions @John Lovett Merlyn Gordon Senior Partner Sr. Product Marketing Manager Web Analytics Demystified Webtrends John Lovett is a Senior Partner at Web Merlyn has spent the last decade helping leading Analytics Demystified, Inc. and the author of brands succeed with digital marketing, social CRM, Social Media Metrics Secrets (Wiley, 2011). and multi-channel measurement solutions. A former Forrester Research Analyst and He is currently responsible for product marketing current Vice President of the Web Analytics activities related to Webtrends’ digital Association, John blogs about web analytics measurement solutions, including site, mobile and industry trends, strategy, business culture, and social analytics. social analytics.© 2012 Webtrends, All Rights Reserved. 2|
  3. 3. Follow Today’s Discussion Follow Today’s Discussion #WTwebinar Q & A Session Type questions into BrightTALK© 2012 Webtrends, All Rights Reserved. 3|
  4. 4. About Web Analytics Demystified• End-to-end strategy for digital measurement, analysis, and optimization – Strategic Audits and Roadmap Development – Executive Retainers and Support Services – Operational Use Audits and Support – Implementation and Ongoing Reporting – Training, Education, Special Topics• www.webanalyticsdemystified.com 4 #Wtwebinar @johnlovett
  5. 5. About Web Analytics Demystified 5 #Wtwebinar @johnlovett
  6. 6. The Four Categories of Social Analytics Business Value Metrics Outcome Metrics Counting Metrics Foundational Measures 6 #Wtwebinar @johnlovett
  7. 7. Counting Metrics Can Get You Started
  8. 8. Counting Metrics Are Usually FREE‣ These are the most basic and readily available metrics in social media • More than 50% of companies are collecting: fans, mentions, contributors, and traffic metrics • Think Facebook Insights or YouTube channel profiles • Counting metrics are a measure of volume‣ Volume-Based metrics can be helpful for sizing your audience 8 #Wtwebinar @johnlovett
  9. 9. Collaborate to Find Business Value‣ Business Value metrics are calculated to align social activity & results with key stakeholders • These metrics should be developed for specific roles • Get out and talk to your peers – ask hard questions • Your job is to collaborate with stakeholders‣ Communicating business value with your social media metrics is a CRITICAL task 10 #Wtwebinar @johnlovett
  10. 10. Business Value Metrics for Executives 11 #Wtwebinar @johnlovett
  11. 11. Business Value Metrics for Sales, Service &Marketing 12 #Wtwebinar @johnlovett
  12. 12. Don’t Forget Why You’re in Business
  13. 13. Humanize Your Approach by MeasuringSocial Media Outcomes‣ A Tested Framework for Social Media Outcomes: • Gain Exposure • Create Dialogue • Encourage Interactions • Facilitate Support • Build Advocacy • Spur Innovation‣ Outcome-Based objectives allow you to connect social programs to customers 14 #Wtwebinar @johnlovett
  14. 14. Identifying Social Media Outcomes
  15. 15. Outcomes Need Associated Metrics … 16 #Wtwebinar @johnlovett
  16. 16. Social Media Foundational Measures‣ Gaining buy-in and creating metrics is the hard work; don’t blow it by introducing data doubts – Metrics must have reproducibility – Gain this by insisting upon standardized calculations – Publish data dictionaries and knowledge bases‣ Analytics programs require governance and Foundational Measures can help 17 #Wtwebinar @johnlovett
  17. 17. Foundational Measures are building blocks.Foundational Measures are building blocks. Without them you get Chaos Without them you get Chaos
  18. 18. Foundational Measure Calculations 19 #Wtwebinar @johnlovett
  19. 19. The Four Categories of Social Analytics Business Value Metrics Outcome Metrics Counting Metrics Foundational Measures 20 #Wtwebinar @johnlovett
  20. 20. Measuring Customer Acquisition on Twitter• Counting Metrics = – Tweets, Contributors, Reach• Outcome Metrics = – “Amplification”• Business Value Metrics = – Referrals, Conversions, Revenue 21 #Wtwebinar @johnlovett
  21. 21. Twitter Counting Metrics Data Source: TweetReach 22 #Wtwebinar @johnlovett
  22. 22. Twitter Counting Metrics Data Source: TweetReach 23 #Wtwebinar @johnlovett
  23. 23. Outcome Metrics Usually RequireExporting Data... 24 #Wtwebinar @johnlovett
  24. 24. Calculating Outcomes: Twitter – Amplification is a relative number that should be evaluated in context 25 #Wtwebinar @johnlovett
  25. 25. Assessing Business Value• Business Value comes from integrating data• Assess your social activities by importing social data to your analytics tool: – Website Referrals from Twitter – Conversions events from Twitter – Revenue from Twitter 26 #Wtwebinar @johnlovett
  26. 26. Don’t Miss An Opportunity for Analysis• Integrated Data also yield insights: – When does Amplification correlate to Conversions? – Which message types produce highest Conversions? – Which words produce the highest Conversion rates? – What time of day are messages Amplified most? – Which users drive the Amplification and Conversion? – Is there a business case to invest more in Twitter? 27 #Wtwebinar @johnlovett
  27. 27. Engaging Fans on Facebook• Counting Metrics = – Likes, PTAT, Total Reach• Outcome Metrics = – “Engagement”• Business Value Metrics = – Campaign Response Rate, Loyalty, Advocate Impact 28 #Wtwebinar @johnlovett
  28. 28. Counting on Engagement• Only 6% of fans engage with brands on Facebook*• More Likes Engagement• Fans “engage” other fans...• *According to a new study by Napkin Labs• http://mashable.com/2012/10/18/facebook-fan-engagement-2/ 29 #Wtwebinar @johnlovett
  29. 29. Facebook Counting Metrics Data Source: Facebook Insights 30 #Wtwebinar @johnlovett
  30. 30. Facebook Counting Metrics Data Source: Facebook Insights 31 #Wtwebinar @johnlovett
  31. 31. Exporting Facebook Insights Data 32 #Wtwebinar @johnlovett
  32. 32. Correlating Outcome Metrics 33 #Wtwebinar @johnlovett
  33. 33. Correlating Outcome Metrics 34 #Wtwebinar @johnlovett
  34. 34. Correlating Outcome Metrics 35 #Wtwebinar @johnlovett
  35. 35. Establishing Your Foundational Measures• How are you defining Engagement? – Do you have Engagement defined by channel? – Are you comparing cross-channel social Engagement? – Do your colleagues understand Engagement? 36 #Wtwebinar @johnlovett
  36. 36. Communicating Business Value• Business Value = what’s important to your brand• Communicate the value of social activities in language that your peers understand: – Loyalty – Customer Satisfaction – Sales at-the-shelf 37 #Wtwebinar @johnlovett
  37. 37. Producing Analysis & Insight• Interpret your data• Provide business context• Offer insights and recommendations 38 #Wtwebinar @johnlovett
  38. 38. Bonus Metric! Business Value Metrics Outcome Metrics Counting Metrics Foundational Measures 39 #Wtwebinar @johnlovett
  39. 39. The Most Important Metric is UsuallyHardest to Quantify ... Impact Business Value Metrics Outcome Metrics Counting Metrics Foundational Measures 40 #Wtwebinar @johnlovett
  40. 40. John LovettSenior Partner, Web Analytics Demystifiedwww.socialmediametricssecrets.comJohn@webanalyticsdemystified.com@johnlovettInsights from Web Analytics Demystifiedwww.webanalyticsdemystified.com
  41. 41. Questions? Q & A Session Moderated by Merlyn Gordon Webtrends John Lovett Merlyn Gordon john.lovett@webanalyticsdemystified.com merlyn.gordon@webtrends.com john.webanalyticsdemystified.com blogs.webtrends.com @johnlovett @merlyngordon© 2012 Webtrends, All Rights Reserved. 42|
  42. 42. Webtrends Social Measurement Solutions Demonstrate the success of social marketing investments and brand engagement strategies The Three P’s for Success© 2012 Webtrends, All Rights Reserved. 43|
  43. 43. Webtrends Social Measurement Solutions Demonstrate the success of social marketing investments and brand engagement strategies The Three P’s for Success Product© 2012 Webtrends, All Rights Reserved. 44|
  44. 44. Webtrends Social Measurement Solutions Demonstrate the success of social marketing investments and brand engagement strategies The Three P’s for Success Product Practice© 2012 Webtrends, All Rights Reserved. 45|
  45. 45. Webtrends Social Measurement Solutions Demonstrate the success of social marketing investments and brand engagement strategies The Three P’s for Success Product Practice Partners© 2012 Webtrends, All Rights Reserved. 46|
  46. 46. Webtrends Unified Approach to Measurement Multi-channel Visitor-centric Open Real-time Performance at Scale Private & Secure© 2012 Webtrends, All Rights Reserved. 47|
  47. 47. Please Follow Us Additional Webinar [Webinar] Developing a Framework for Social Measurement featuring Susan Etlinger of Altimeter Group http://understanding.webtrends.com/AltimeterSocialMeasurementWebinar Related Resources [Solution Brief + Data Sheet] Learn more about Webtrends Social Measurement: http://www.webtrends.com/products/analytics/social [Announcement] HootSuite Integrates with Webtrends to Connect Social Media Messages to Website Conversion Metrics. http://ow.ly/e9Nl2© 2012 Webtrends, All Rights Reserved. 48|
  48. 48. © 2012 Webtrends, All Rights Reserved. 49|
  49. 49. Thank you© 2012 Webtrends, All Rights Reserved.
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