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The Social Measurement Connection
 

The Social Measurement Connection

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The Social Measurement Connection The Social Measurement Connection Presentation Transcript

  • Making the Measurement Connection
    Kira Wampler
    Principal, Ant’s Eye View, formerly of Intuit
    kira@antseyeview.com
    Twitter: @kirasw
  • Measurement Is a Journey
    Programs
    Sophistication of Efforts
    Ideally, you start & set expectations that you are here
    Efforts here are scaled, predictable and resourced
    If you are here, measures might be too strict to achieve
    If you are here, you aren’t scaling or driving biz results
    Experimentation
    Early Stage
    Late Stage
    Lifecycle of Efforts
    Many companies hope to achieve specific business objectives quickly online, but measurement takes time
  • And, in the Beginning, Channel Health Measures Are Critical
    Social Networks
    Fans/ Followers
    Shares
    Retweets
    Views
    Net gain in…
    Change over time
    Online Communities
    Active users
    Reply %
    Resolution rate
    Traffic
    Conversion rate
    Change over time
    Online Ideation
    Active users
    Reply %
    Ideas added
    Traffic
    Employees engaged
    Change over time
  • But…the Measurement Challenge Quickly Becomes Clear
    Social Media Marketing Activity Measures
    Business Impact Measures
    Fans / Followers
    Likes
    Shares
    Retweets
    Comments
    Embeds
    Mash-ups
    RSS Feeds
    Et al
    Revenue
    Customers
    In-Store Volume
    Lifetime Value
    Leads
    Qualified Traffic
    Conversion Rates
    CPA
    Et al
    The biggest challenge a central social media team has with measurement is making the connection
  • Four Approaches to Make the Measurement Connection
    Social Media Marketing Activity Measures
    Business Impact Measures
    Sophisticated
    Testable
    Data Mining
    Table-Stakes
    Behavioral
    Claimed
  • 1. Behavioral – I’ll Believe It When I See It
    • Behavioral Tactic Examples
    • Coupon codes specific to social media channels – Dell Outlet
    • Social media URLs coded into web reporting suites – Intuit.com
    • Upsell / Cross-Sell ads embedded in on-domain sites – Fixya, Intuit
    • Why it works: It’s hard to argue with product adoption
    • When it doesn’t:
    • Page level analytics are not available – Amazon reviews
    • Social media is “part” of the purchase process but not last step
    • Social media channels are not big enough to drive statistically significant results
  • Behavioral Example – Campaign Dashboard
    1
    2
    Current Period
    3
    Increase Positive Sentiment
    • 500+ online mentions = 12% of all Intuit small business related posts
    • Averages 10 posts/day
    • In Twitter, 271 tweets with 66,971 followers
    • In Blogosphere, 97 blog postings
    • Sentiment is 90% positive
  • 2. Claimed – I’ll Believe It When The Surveys Says It’s So
    • Claimed Tactic Examples:
    • Include questions about social media influence on purchase process in existing customer shopping research
    • Field a specific study to understand existing customer social media behavior relative to panel or average customer behavior and impact on purchase
    • Why it works:
    • When off-domain sites don’t provide the data
    • When engagement is part of the process, not the final step
    • When it doesn’t: The time lag and expense of research limit its day-to-day use. Effort sizes are often too small to be picked up in panel research.
  • Claimed Example: Impact of Amazon Reviews on Sales
    Online Engagement team objective: 100% reply rate on Amazon reviews on QuickBooks Pro 2010
    Problem: Right thing to do but impact unknown
    What We Did: Used data from three different customer surveys to triangulate to impact of reviews.
    What We Learned:
    Online reviews have a double digit % impact on sales
    Multi-million dollar sales impact on financial software
  • 3. Testable: I’ll Believe It When It’s Significant
    Testable Tactic Examples:
    • A/B test specific websites with engagement functionality turned on & off to compare conversion, sales, bounce
    • List test comparison between leads captured through online engagement and through traditional methods
    • Message test twitter messages for reach, click-thru and conversion
    Web testing poster child
  • 4. Data Mining: I’ll Believe It When I Regress It
    Data Mining Tactic Examples:
    • Matching community profile data to customer sales data and comparing to non-community customer sales
    • Conducting timeframe analyses to understand which engagement events trigger which kinds of purchases
    • Analyzing social survey and community verbatims with customer satisfaction measures to uncover real reasons for the satisfaction scores
  • Two Things You Can Do Now to Make the Connection
    Classify all relevant social web URLs are in your web analytics tool.
    Ask your customers about their purchase process and what influences it.
  • Kira Wampler
    @kirasw
    kira@antseyeview.com
    650.380.8465
    www.antseyeview.com