Would you rather have your social media be engaging… ….or Influential?
What’s happening more quickly… Is social media becoming more traditional… ..or is traditional media becoming more social?
Would you like 1% of your social media audience very involved.. …or 10% of your audience somewhat involved?
If we hold sales people accountable for sales and operations people accountable for operations… … what do we hold social media people accountable for?
The 10 somewhat immutable laws of social media measurement… 10 SOCIAL MEDIA MEASUREMENT
“ It’s an imperfect science, but that’s OK…” Law #1 -
it resists neatly packaging
it has many stakeholders
it has many benefits
it keeps changing
…because its ½ of what your next student/employee/customer does… Source: Harrison Group 2007
…because it’s the new currency on how to build brands “ Something you Buy” “ Something you Trust” “ Something you Want” “ Something you Prefer” “ Something you Love” “ Something you Participate In”
The activity (clickstream) The benefits Source: Online Community Research Network
“It’s an intimacy medium – Participation of a few > Eyeballs of many” Law #3 - “ The Ones Who Create Ideas” “ The Ones Who Spot & Scout New Stuff” “ The Ones Who Sell and Lead Opinions” “ The Ones Who Provide Credibility” “ The Ones Who Attract Attention” “ The Ones Who Connect & Spread the Word”
Harnessing the Influencer Grapevine Turning small groups of Enthusiasts, Users, Customers and Consumers Into Authors, Producers, Scouts, Testers and Collaborators & Broadcasters Into Community Members, Advocates, Ambassadors and Evangelists Thinktank/ Sounding Board Scout/ Mystery Shopper Advisory Council/ Cause Torchbearer Seeded Adopter/ Beta Tester Customer User Consumer Collaborator/ Producer Evangelist/ Ambassador/ Advocate Community Member/ VIP Insider Influencer
“ The measurement lense depends on your perspective… Law #4 - A hustler (media/ads) A fisher (e-commerce) A surveyor (researcher/ innovation) A farmer/gardener (community owner) A sniper (PR)
The Influencers – 6 Archetypes A Fisher (E-commerce) “What’s my catch like?” - Visitors, conversions, sales A Hustler (Ads/Media) “How many people paid attention?” - Traffic, page views*, time spent A Sniper (PR) “Who is my most important target?” - Authority ranking, influence, velocity, comments/post A Farmer/Gardener (Community Owners) – “What am I growing/is this being cared for?” - Engagement, interaction, sentiment A Surveyor (Research/Innovation) – “What have we learned?” - Insight, quality of content, relevance
Social media outcomes trump traditional media inputs… Law #5 - Traditional media measurement deals with what you aired… … social media measurement deals with what actually happened Vs.
Those who “measure” social media are those who “manage” social media Law #6 -
CEO Key Metric
49% - bottom line profits
- CEO Key Critical Drivers (rank)
1 st - Business Strategy
2 nd - Customer Service
3 rd - Customer Experience
4 th - Sales Force
5 th - Marketing Strategy
6 th - Product development
7 th - Pricing
8th - Distribution
12 th - Advertising
13 th - Promotions
Source: Microsoft Executive Circle
1 +1 = 3 – Social Media Measurement is multi-variate Law #7 -
Excitement Intimacy Broader Audience Targeted UGC/CGM BUZZ VIRAL SOCIAL CAUSE COMMUNITY INFLUENCER EXPERIENTIAL AFFILIATE
What is your Social Media Shooting for? Reach – how far does it travel? Relevance – does it support your intended direction? Influence – who shares and passes along with who? Authority – how trusted is the source? Engagement – how involved do they get?
What is Your Social Media Shooting for? Interaction – do they do anything with it? Velocity – how fast does it travel? Attention – how much time do they spend with it? Sentiment – how positive are they? Net Promoter – are they recommending you?
Express criticism Express surprise Rally support Give a heads up Respond to criticism Give a shout out Make a joke Make a suggestion Make an observation Offer a greeting Offer an opinion Put out a wanted ad Rallying support Recruit people Show dismay Solicit comments Solicit help Start a poll Source: KD Paine & Partners
There are no “silver bullet” standards Law #9 -
What progressive companies are currently practicing? Currently Use Plan To Pilot Blogs 49% 31% RSS 47% 32% Social Networking 40% 31% Customer Service 40% 26% Podcasts 33% 41% CGC 27% 35% Wikis 21% 29% Co-creation 13% 24% Open-Source 12% 20% Virtual Worlds 9% 23% Source: Society for New Communications Research, 2007
Major Media/Marketing Implications – The Future is Social
Word of Mouth Marketing +30%
Social Network Ads +51%
Social Media Ads +71%
2008-2011 Projections (CAGR) Source: VSS
Take Back to the Class Join the conversation: - Facebook, LinkedIn, Twitter - Find top 50 blogs of interest - Start commenting Start a new conversation: - Build a blog – post 27 types of conversation - Outreach to other bloggers - Produce a Social Media Release - Network out to video/photo sites - Social bookmark content Define what they should measure: - Establish metrics - Roll their own measurement - Track progress over time - Measure vs. objective Analyze results: - Prove the value of the effort - Identify improvement