The Social Measurement Connection


Published on

Published in: Business

The Social Measurement Connection

  1. 1. Making the Measurement Connection<br />Kira Wampler<br />Principal, Ant’s Eye View, formerly of Intuit<br /><br />Twitter: @kirasw<br />
  2. 2. Measurement Is a Journey<br />Programs<br />Sophistication of Efforts<br />Ideally, you start & set expectations that you are here<br />Efforts here are scaled, predictable and resourced<br />If you are here, measures might be too strict to achieve<br />If you are here, you aren’t scaling or driving biz results<br />Experimentation<br />Early Stage<br />Late Stage<br />Lifecycle of Efforts<br />Many companies hope to achieve specific business objectives quickly online, but measurement takes time<br />
  3. 3. And, in the Beginning, Channel Health Measures Are Critical<br />Social Networks<br />Fans/ Followers<br />Shares<br />Retweets<br />Views<br />Net gain in…<br />Change over time<br />Online Communities<br />Active users<br />Reply %<br />Resolution rate<br />Traffic<br />Conversion rate<br />Change over time<br />Online Ideation<br />Active users<br />Reply %<br />Ideas added<br />Traffic<br />Employees engaged<br />Change over time<br />
  4. 4. But…the Measurement Challenge Quickly Becomes Clear<br />Social Media Marketing Activity Measures<br />Business Impact Measures<br />Fans / Followers<br />Likes<br />Shares<br />Retweets<br />Comments<br />Embeds<br />Mash-ups<br />RSS Feeds<br />Et al <br />Revenue<br />Customers<br />In-Store Volume<br />Lifetime Value<br />Leads<br />Qualified Traffic<br />Conversion Rates<br />CPA<br />Et al<br />The biggest challenge a central social media team has with measurement is making the connection<br />
  5. 5. Four Approaches to Make the Measurement Connection <br />Social Media Marketing Activity Measures<br />Business Impact Measures<br />Sophisticated <br />Testable<br />Data Mining<br />Table-Stakes <br /> Behavioral<br /> Claimed<br />
  6. 6. 1. Behavioral – I’ll Believe It When I See It<br /><ul><li>Behavioral Tactic Examples
  7. 7. Coupon codes specific to social media channels – Dell Outlet
  8. 8. Social media URLs coded into web reporting suites –
  9. 9. Upsell / Cross-Sell ads embedded in on-domain sites – Fixya, Intuit
  10. 10. Why it works: It’s hard to argue with product adoption
  11. 11. When it doesn’t:
  12. 12. Page level analytics are not available – Amazon reviews
  13. 13. Social media is “part” of the purchase process but not last step
  14. 14. Social media channels are not big enough to drive statistically significant results</li></li></ul><li>Behavioral Example – Campaign Dashboard<br />1<br />2<br />Current Period<br />3<br />Increase Positive Sentiment<br /><ul><li>500+ online mentions = 12% of all Intuit small business related posts
  15. 15. Averages 10 posts/day
  16. 16. In Twitter, 271 tweets with 66,971 followers
  17. 17. In Blogosphere, 97 blog postings
  18. 18. Sentiment is 90% positive</li></li></ul><li>2. Claimed – I’ll Believe It When The Surveys Says It’s So<br /><ul><li>Claimed Tactic Examples:
  19. 19. Include questions about social media influence on purchase process in existing customer shopping research
  20. 20. Field a specific study to understand existing customer social media behavior relative to panel or average customer behavior and impact on purchase
  21. 21. Why it works:
  22. 22. When off-domain sites don’t provide the data
  23. 23. When engagement is part of the process, not the final step
  24. 24. 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.</li></li></ul><li>Claimed Example: Impact of Amazon Reviews on Sales<br />Online Engagement team objective: 100% reply rate on Amazon reviews on QuickBooks Pro 2010<br />Problem: Right thing to do but impact unknown<br />What We Did: Used data from three different customer surveys to triangulate to impact of reviews.<br />What We Learned: <br />Online reviews have a double digit % impact on sales<br />Multi-million dollar sales impact on financial software<br />
  25. 25. 3. Testable: I’ll Believe It When It’s Significant<br />Testable Tactic Examples:<br /><ul><li>A/B test specific websites with engagement functionality turned on & off to compare conversion, sales, bounce
  26. 26. List test comparison between leads captured through online engagement and through traditional methods
  27. 27. Message test twitter messages for reach, click-thru and conversion </li></ul>Web testing poster child<br />
  28. 28. 4. Data Mining: I’ll Believe It When I Regress It<br />Data Mining Tactic Examples:<br /><ul><li>Matching community profile data to customer sales data and comparing to non-community customer sales
  29. 29. Conducting timeframe analyses to understand which engagement events trigger which kinds of purchases
  30. 30. Analyzing social survey and community verbatims with customer satisfaction measures to uncover real reasons for the satisfaction scores</li></li></ul><li>Two Things You Can Do Now to Make the Connection<br />Classify all relevant social web URLs are in your web analytics tool.<br />Ask your customers about their purchase process and what influences it.<br />
  31. 31. Kira Wampler <br />@kirasw<br /><br />650.380.8465<br /><br />