The Social Measurement Connection

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

The Social Measurement Connection

by Ant's Eye View

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