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Sma 06032012  metrics and metholodogy - en
 

Sma 06032012 metrics and metholodogy - en

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    Sma 06032012  metrics and metholodogy - en Sma 06032012 metrics and metholodogy - en Presentation Transcript

    • DEFINE AND MEASUREENGAGEMENT INSOCIAL MEDIAAurélie Hornoy – Digital Performance Lead, Valtech Corp.www.valtech.comtwitter: @aurhor
    • Social Media and ROI: a tangible evidence5 April 2010 9 August 2011 22 March 2011 4 March 2011 19 July 2011 5 June 2012…
    • Measuring Social Media: a real challenge RELATION VOLUME ENGAGEMENT VALUABLE SIGNAL Valuable NOISE SIGNAL marketing dataComments, posts, Interactions betweenlikes, shares, the brand and theretweets... customer
    • Measuring Social Media:HEIGHT volume vs valuable signalVOLUME DEPTH SIGNAL UTILE Video Example: # of Comments Video Example # of Views Video Example # of Shares WIDTH ENGAGEMENT
    • What about the value of influence?
    • Relation between social & business From « likes » to reducing the cost of acquisition of a sales lead… The mandatory path Youtube view Retweet Facebook fans, followers Non Positive WOM Financial Investment Action Reaction financial Visitors to a brick and mortar store impact impact Positive impression Negative impression Blog comments Social mention Website visitors Delivered emails…Source : thebrandbuilderwordpress.com
    • Relation between social & businessFrom « likes » to reducing the cost of acquisition of a sales lead…A gap between the brand and the consumer A gap in the perception Source : from social media to Social CRM-IBM, fev-2011
    • Defining a frameworkStrategy Metrics Organization Technology LISTEN DECIDE ACT
    • Strategy Metrics Organization TechnologyDEFINE YOUR BUSINESS OBJECTIVES IN SOCIAL MEDIA Innovation Brand Health Collaborating with customers A measure of attitudes, conversation to drive future products and and behavior toward your brand services Customer Experience Marketing Optimisation Improving your relationship with Improving the effectiveness of customers, and their experience marketing programs with your brand Operational Efficiency Revenue Generation Where and how your company Where and how your company reduces expenses generates revenu
    • Strategy Metrics Organization TechnologyDEFINE YOUR SOCIAL MEDIA KPIs • Share of Voice • Audience Engagement Foster dialog • Conversation Reach • Resolution Rate • Resolution Time Facilitate Support • Satisfaction Score • Topic Trends • Sentiment Ratio Spur Innovation • Idea Impact • Impact de l’idée • Communuty Impact Generate Revenue, • Marketing Campaigns Insights Marketing Efficiency • Share of visitors from Social Networks
    • Strategy Metrics Organization TechnologyFaciliter le Foster Dialog Evaluating the value of your content dialogue Brand Mentions Share of Voice = Total Mentions (Brand + Competitor A, B, C, …n) Comments + Shares + Trackbacks Engagement = Total Views Conversation Total People Participating Reach = Total Audience Exposure
    • Strategy Metrics Organization Technology Facilitate Evaluate your capability to answer your Support customer’s questions and expectations Issue Total # Issues Resolved Satisfactorily Resolution = Total # Service Issues Rate Total Inquiry Response Time Resolution Time = Total # Service Inquiries Customer Feedback (input A, B, C…n) Satisfaction Score = All Customer Feedback
    • Strategy Metrics Organization TechnologyEncourager Spur Evaluate your capabilities inl’innovation Innovation listening and transparency # of Specific Topic Mentions Topic Trends = All topic Mentions Positive : Neutral : Negative Brand Mentions Sentiment Ratio = All Brand Mentions # of Positive Conversations, Share, Mentions Idea Impact = Total Idea Conversations, Shares, Mentions
    • Strategy Metrics Organization TechnologyGenerate Revenue, Evaluate the relevance and impact of yourMarketing Efficiency digital marketing actions Retweets + likes + fans per dollar spent of Campaign A Marketing Optimization = Retweets + likes + fans per dollar spent of Campaign B Average Purchase value on Social Network Community Operational Efficiency = Average Purchase Value [all channels] Total Website Visitors from SNC who have returned within Past 30 Days Revenue Generation = Total Website Visitors from SNC
    • Strategy Metrics Organization TechnologyNorm CULTURE• Adaptive businessKey values in Marketing Reactive and predictive BUSINESSAnalytics principle GOALS• « le 10/90 »Technical challenges• Storing datas in one single place• Maintaining continuous improvements for automation CONTEXT SOCIAL MEDIA ANALYTICS MANAGEMENT
    • Strategy Metrics Organization Technology Data vs Intuition: How to create your social media scorecard COLLECT DATA 1 CONVERGENCE & AUTOMATION HOLISTIC VIEW SEO DATA ANALYSIS 2 COMBINATION & CORRELATION SOCIAL MEDIA IMPACT AND INFLUENCE ON THE BUSINESS DATA REPORTING PPC 3 MAKING THE DATA MORE READABLE SPEED AND RELEVANCE OF ACTIONS
    • Strategy Metrics Organization Technology Your enterprise, for listening to it’s customers, has to: • … build a process for analytics that is adapted to the size of it’s global organization • … be able to adapt and to handle the large flows of signals and data as they arrive, using a tool that can scale and still provide real time outputs • … include every kind of channels in the platform (social media, mobile, online, offline, ...) in order to be able to correlate data and to prove the causality in correlations in all your marketing actions • … collect and produce quality data to help you generate business value in your marketing actions, in a continuous mode
    • THANK YOU!Aurélie Hornoy – Digital Performance Lead, Valtech Corp.www.valtech.comtwitter: @aurhor