Measuring Social Media Marketing Presented By: Isha Shah SPJCM

What is Social Media? Social Networking Blogs Wikis Podcasts Forums Content Communities (YouTube, Flick) Micro-blogging Second Life Social Tagging/Bookmarking Skype/ IM RSS Widgets Mash-ups 1 SPJCM Social media is “an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio .” Sandeep Singh, Business Director, Quasar Media -WPP

Social Networking

Blogs

Wikis

Podcasts

Forums

Content Communities (YouTube, Flick)

Micro-blogging

Second Life

Social Tagging/Bookmarking

Skype/ IM

RSS

Widgets

Mash-ups

Social media is “an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio .”

Sandeep Singh, Business Director, Quasar Media -WPP

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How Big Is Social Media? The Long Tail “ One blog is created every second " 100 million videos a day being watched on YouTube More than 110 million blogs being tracked by Technorati More than 200 million profiles created by users on social networking site Twitter is 3 times bigger than last year YouTube has penetrated by 34.6% which is now bigger than Wikipedia at 29.1% . SPJCM 1

The Long Tail

“ One blog is created every second "

100 million videos a day being watched on YouTube

More than 110 million blogs being tracked by Technorati

More than 200 million profiles created by users on social networking site

Twitter is 3 times bigger than last year

YouTube has penetrated by 34.6% which is now bigger than Wikipedia at 29.1% .

Power to the people, social media tracker Wave 3” – Universal McCANN 1 SPJCM

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Then What’s The Issue ???? If marketers spend money on Social Media… what is guarantee of an ROI? What are the measurement metrics? No yet defined in this industry… BUT today we will find out HOW does it work? SPJCM 1

If marketers spend money on Social Media…

what is guarantee of an ROI?

What are the measurement metrics?

No yet defined in this industry…

BUT today we will find out HOW does it work?

Why Social Media? 1 SPJCM Social Media Marketing Direct Sales ???

Social Media- Customer Segmentation 1 SPJCM Source: Groundswell – Social Technographics Ladder

Research Objectives To identify the types of social media tools used by marketers and the ones preferred by users To identify the objectives of marketers that uses Social media To identify their how to measure conversion/parameters in social media marketing To find out if ROI on social media justify the investment 1 SPJCM

To identify the types of social media tools used by marketers and the ones preferred by users

To identify the objectives of marketers that uses Social media

To identify their how to measure conversion/parameters in social media marketing

To find out if ROI on social media justify the investment

Sample Size : 12 SM experts/practitioners from India, Singapore, Dubai and USA Discussion Guide Which Social media tools are most often used and which are the ones that are effective? How do you think marketers should be measuring conversions? What parameters should be in place? Communication and marketing objectives for creating a social media campaign? How is ROI calculated? Is it worth the investment? Any trends/ observation/comments SPJCM 1

Sample Size : 12 SM experts/practitioners from India, Singapore, Dubai and USA

Discussion Guide

Which Social media tools are most often used and which are the ones that are effective?

How do you think marketers should be measuring conversions?

What parameters should be in place?

Communication and marketing objectives for creating a social media campaign?

How is ROI calculated?

Is it worth the investment?

Any trends/ observation/comments

Profile Of Interviewees Mr. Saurabh Pandey, AVP and Head of Internet Marketing at Onikra Credit Rating Agency of India Ltd Tom Smith , Head of Consumer Futures Media, EMEA, Universal McCann GR Rajesh Kumar , IMRI Institute , India Joanna Hamshire, Sr. Consultant, OgilvyOne Worldwide , Singapore Anand Padmanabhan, Sr. Analyst, Google , India. Ajay Tripathi, Business Director, Id8 Labs , India Paul Biggs, Jive Software , Portland. Neil Patel, CTO, ACSSEO, US . Nelson Bruton, VP at Interchanges, Research Analyst at Marketing Experiments K. Bhanuprakash, Senior Consultant - Digital PR / Interactive Solutions, HANMER MS&L ,India. Hayden Jackson, Client Services Manager, Karyo Edelman , Vancouver. Kapil Bhatia, Digital Marketing Manager, HSBC Bank , UAE Mr. Mohammad Sirajjuddin, Regional Head- Digital Media, Y&R, Singapore SPJCM 1

Mr. Saurabh Pandey, AVP and Head of Internet Marketing at Onikra Credit Rating Agency of India Ltd

Tom Smith , Head of Consumer Futures Media, EMEA, Universal McCann

GR Rajesh Kumar , IMRI Institute , India

Joanna Hamshire, Sr. Consultant, OgilvyOne Worldwide , Singapore

Anand Padmanabhan, Sr. Analyst, Google , India.

Ajay Tripathi, Business Director, Id8 Labs , India

Paul Biggs, Jive Software , Portland.

Neil Patel, CTO, ACSSEO, US .

Nelson Bruton, VP at Interchanges, Research Analyst at Marketing Experiments

K. Bhanuprakash, Senior Consultant - Digital PR / Interactive Solutions, HANMER MS&L ,India.

Hayden Jackson, Client Services Manager, Karyo Edelman , Vancouver.

Kapil Bhatia, Digital Marketing Manager, HSBC Bank , UAE

Mr. Mohammad Sirajjuddin, Regional Head- Digital Media, Y&R, Singapore

Analysis & Interpretation 6 steps to measure Social Media Marketing Setting the OBJECTIVES Defining STAKEHOLDERS Determining METRICS of measurements BENCHMARKING against competition Selection of measurement TOOL ANALYSIS and Re-strategize SPJCM 1

6 steps to measure Social Media Marketing

Setting the OBJECTIVES

Defining STAKEHOLDERS

Determining METRICS of measurements

BENCHMARKING against competition

Selection of measurement TOOL

ANALYSIS and Re-strategize

5 Bubble Social Media Measurement Framework – By Isha SPJCM 1

Kodak Online Today – SM Case Study What did they do? Blogging: A Thousand Words , Grow Your Biz , and PluggedIn blogs. Micro-blogging: Chief Blogger and Chief Biz Dev Officer on Twitter. Online video: YouTube channel . Organization: Hired a Chief Blogger . Photo sharing: Flickr photostream . Podcasting: Kodak Close Up . Social networks: Facebook fan page . Tagging: delicious account . Analytics Used: Awareness Inc, US How did it make a difference? Viral Buzz- readership increased by 15% Readers Loyalty: Increase in no. of comments, posts, views etc Industry Standing: Awards like IMA (Interactive Media) , PRSA Bronze Employee participation: increase in conversation , contribution SPJCM 1

What did they do?

Blogging: A Thousand Words , Grow Your Biz , and PluggedIn blogs.

Micro-blogging: Chief Blogger and Chief Biz Dev Officer on Twitter.

Online video: YouTube channel .

Organization: Hired a Chief Blogger .

Photo sharing: Flickr photostream .

Podcasting: Kodak Close Up .

Social networks: Facebook fan page .

Tagging: delicious account .

Analytics Used: Awareness Inc, US

How did it make a difference?

Viral Buzz- readership increased by 15%

Readers Loyalty: Increase in no. of comments, posts, views etc

Industry Standing: Awards like IMA (Interactive Media) , PRSA Bronze

Employee participation: increase in conversation , contribution

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Conclusion SPJCM 1 Social Media  Human Conversations  Lack of quantification  Difficult to calculate ROI Use web metrics but search for human conversation quantification. No “One-size-fits-all measurement” system Make economic use of “User-generated content” SMM is the future, it’s definitely worth the efforts!

Social Media  Human Conversations  Lack of quantification  Difficult to calculate ROI

Use web metrics but search for human conversation quantification.

No “One-size-fits-all measurement” system

Make economic use of “User-generated content”

SMM is the future, it’s definitely worth the efforts!

Thank You  1 SPJCM