Marketing via New Media Putting it all together Becky Carroll, MBA UCSD Extension Summer 2008

Tonight’s Topic: Measuring social media Guest speaker: Christine Morrison, Intuit Measuring social media success Other topics: tagging Discuss final project grading criteria Project work!

Guest speaker: Christine Morrison, Intuit

Measuring social media success

Other topics: tagging

Discuss final project grading criteria

Project work!

What are your customers doing?

Measuring Success of Social Media How you measure depends on the goal Listening to customers Talking with customers Energizing customers Helping support customers Embracing customers

How you measure depends on the goal

Listening to customers

Talking with customers

Energizing customers

Helping support customers

Embracing customers

Metrics – Which are new? Social media is another part of the marketing toolkit, so… traditional metrics apply! Page views Visitors Leads Cost per impression AND other metrics specific to social media

Social media is another part of the marketing toolkit, so… traditional metrics apply!

Page views

Visitors

Leads

Cost per impression

AND other metrics specific to social media

Some social media “engagement” metrics Actions taken Links to posts from other blogs Products sold Satisfaction Index raised Customer Service calls lowered Mainstream media coverage (conversions from social media to larger media outlets) Subscribers / users increased Source: Chris Brogan (www.chrisbrogan.com)

Actions taken

Links to posts from other blogs

Products sold

Satisfaction Index raised

Customer Service calls lowered

Mainstream media coverage (conversions from social media to larger media outlets)

Subscribers / users increased

Source: Chris Brogan (www.chrisbrogan.com)

And more metrics… Comments Track-backs Rankings/voting Tags and bookmarks ( delicious , StumbleUpon , digg ) Community activity Reviews

Comments

Track-backs

Rankings/voting

Tags and bookmarks ( delicious , StumbleUpon , digg )

Community activity

Reviews

It’s about building relationships Number of customers retained Number of customers engaged actively Net Promoter Score (customer loyalty index) New customers converted Referrals from existing customers

Number of customers retained

Number of customers engaged actively

Net Promoter Score (customer loyalty index)

New customers converted

Referrals from existing customers

Social Media Planning Who is in charge? How do we know when they are successful? Who else needs to be involved? Marketing Customer service R&D C-level Employees at large Decide which metrics are the most critical Use the Groundswell to get good at it Start small with focused pilots See what works Ask for customer feedback Revise and revise!

Who is in charge?

How do we know when they are successful?

Who else needs to be involved?

Marketing

Customer service

R&D

C-level

Employees at large

Decide which metrics are the most critical

Use the Groundswell to get good at it

Start small with focused pilots

See what works

Ask for customer feedback

Revise and revise!

Map Out Touch Points Who is in charge? How do we know when they are successful? Who else needs to be involved? Marketing Customer service R&D C-level Employees at large Use the Groundswell to get good at it Start small with focused pilots See what works Ask for customer feedback Revise and revise!

Who is in charge?

How do we know when they are successful?

Who else needs to be involved?

Marketing

Customer service

R&D

C-level

Employees at large

Use the Groundswell to get good at it

Start small with focused pilots

See what works

Ask for customer feedback

Revise and revise!