© 2012 Webtrends, All Rights Reserved.Using Metrics to Prove SocialMedia ROI Success
© 2012 Webtrends, All Rights Reserved. |2Introductions@John LovettSenior PartnerWeb Analytics DemystifiedJohn Lovett is a ...
© 2012 Webtrends, All Rights Reserved. |3Follow Today’s DiscussionFollow Today’s Discussion#WTwebinarQ & A SessionType que...
• End-to-end strategy for digital measurement,analysis, and optimization– Strategic Audits and Roadmap Development– Execut...
About Web Analytics Demystified#Wtwebinar @johnlovett5
The Four Categories of Social AnalyticsFoundational MeasuresCounting MetricsBusiness Value MetricsOutcome Metrics#Wtwebina...
Counting Metrics Can Get You Started
Counting Metrics Are Usually FREE‣ These are the most basic and readily availablemetrics in social media• More than 50% of...
Collaborate to Find Business Value‣ Business Value metrics are calculated to alignsocial activity & results with key stake...
Business Value Metrics for Executives#Wtwebinar @johnlovett11
Business Value Metrics for Sales, Service &Marketing#Wtwebinar @johnlovett12
Don’t Forget Why You’re in Business
Humanize Your Approach by MeasuringSocial Media Outcomes‣ A Tested Framework for Social Media Outcomes:• Gain Exposure• Cr...
Identifying Social Media Outcomes
Outcomes Need Associated Metrics …#Wtwebinar @johnlovett16
Social Media Foundational Measures‣ Gaining buy-in and creating metrics is the hardwork; don’t blow it by introducing data...
Foundational Measures are building blocks.Without them you get ChaosFoundational Measures are building blocks.Without them...
Foundational Measure Calculations#Wtwebinar @johnlovett19
The Four Categories of Social AnalyticsFoundational MeasuresCounting MetricsBusiness Value MetricsOutcome Metrics#Wtwebina...
• Counting Metrics =– Tweets, Contributors, Reach• Outcome Metrics =– “Amplification”• Business Value Metrics =– Referrals...
Twitter Counting MetricsData Source: TweetReach#Wtwebinar @johnlovett22
Twitter Counting MetricsData Source: TweetReach#Wtwebinar @johnlovett23
Outcome Metrics Usually RequireExporting Data...#Wtwebinar @johnlovett24
Calculating Outcomes: Twitter– Amplification is a relative number that should beevaluated in context#Wtwebinar @johnlovett25
Assessing Business Value• Business Value comes from integrating data• Assess your social activities by importing socialdat...
Don’t Miss An Opportunity for Analysis• Integrated Data also yield insights:– When does Amplification correlate to Convers...
Engaging Fans on Facebook• Counting Metrics =– Likes, PTAT, Total Reach• Outcome Metrics =– “Engagement”• Business Value M...
• Only 6% of fans engage with brands on Facebook*• More Likes Engagement• Fans “engage” otherfans...• *According to a new ...
Facebook Counting MetricsData Source: Facebook Insights#Wtwebinar @johnlovett30
Facebook Counting MetricsData Source: Facebook Insights#Wtwebinar @johnlovett31
Exporting Facebook Insights Data#Wtwebinar @johnlovett32
Correlating Outcome Metrics#Wtwebinar @johnlovett33
Correlating Outcome Metrics#Wtwebinar @johnlovett34
Correlating Outcome Metrics#Wtwebinar @johnlovett35
• How are you defining Engagement?– Do you have Engagement defined by channel?– Are you comparing cross-channel social Eng...
• Business Value = what’s important to your brand• Communicate the value of social activities inlanguage that your peers u...
• Interpret your data• Provide business context• Offer insights and recommendationsProducing Analysis & Insight#Wtwebinar ...
Bonus Metric!Foundational MeasuresCounting MetricsBusiness Value MetricsOutcome Metrics#Wtwebinar @johnlovett39
The Most Important Metric is UsuallyHardest to Quantify ...ImpactFoundational MeasuresCounting MetricsBusiness Value Metri...
Insights from Web Analytics Demystifiedwww.webanalyticsdemystified.comSenior Partner, Web Analytics Demystifiedwww.socialm...
© 2012 Webtrends, All Rights Reserved. |42Questions?Q & A SessionModerated by Merlyn GordonWebtrendsJohn Lovettjohn.lovett...
|43© 2012 Webtrends, All Rights Reserved.Webtrends Social Measurement SolutionsDemonstrate the success of social marketing...
|44© 2012 Webtrends, All Rights Reserved.Webtrends Social Measurement SolutionsDemonstrate the success of social marketing...
|45© 2012 Webtrends, All Rights Reserved.Webtrends Social Measurement SolutionsDemonstrate the success of social marketing...
|46© 2012 Webtrends, All Rights Reserved.Webtrends Social Measurement SolutionsDemonstrate the success of social marketing...
|47© 2012 Webtrends, All Rights Reserved.Webtrends Unified Approach to MeasurementMulti-channelVisitor-centricOpenReal-tim...
© 2012 Webtrends, All Rights Reserved. |48Please Follow UsAdditional Webinar[Webinar] Developing a Framework for Social Me...
© 2012 Webtrends, All Rights Reserved. |49
© 2012 Webtrends, All Rights Reserved.Thank you
Using Metrics to Prove Social Media ROI Success
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Using Metrics to Prove Social Media ROI Success

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Learn How to Use Metrics to Prove Social Media ROI Success

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Using Metrics to Prove Social Media ROI Success

  1. 1. © 2012 Webtrends, All Rights Reserved.Using Metrics to Prove SocialMedia ROI Success
  2. 2. © 2012 Webtrends, All Rights Reserved. |2Introductions@John LovettSenior PartnerWeb Analytics DemystifiedJohn Lovett is a Senior Partner at WebAnalytics Demystified, Inc. and the author ofSocial Media Metrics Secrets (Wiley, 2011).A former Forrester Research Analyst andcurrent Vice President of the Web AnalyticsAssociation, John blogs about web analyticsindustry trends, strategy, business culture, andsocial analytics.Merlyn GordonSr. Product Marketing ManagerWebtrendsMerlyn has spent the last decade helping leadingbrands succeed with digital marketing, social CRM,and multi-channel measurement solutions.He is currently responsible for product marketingactivities related to Webtrends’ digitalmeasurement solutions, including site, mobile andsocial analytics.
  3. 3. © 2012 Webtrends, All Rights Reserved. |3Follow Today’s DiscussionFollow Today’s Discussion#WTwebinarQ & A SessionType questions into BrightTALK
  4. 4. • End-to-end strategy for digital measurement,analysis, and optimization– Strategic Audits and Roadmap Development– Executive Retainers and Support Services– Operational Use Audits and Support– Implementation and Ongoing Reporting– Training, Education, Special Topics• www.webanalyticsdemystified.comAbout Web Analytics Demystified#Wtwebinar @johnlovett4
  5. 5. About Web Analytics Demystified#Wtwebinar @johnlovett5
  6. 6. The Four Categories of Social AnalyticsFoundational MeasuresCounting MetricsBusiness Value MetricsOutcome Metrics#Wtwebinar @johnlovett6
  7. 7. Counting Metrics Can Get You Started
  8. 8. Counting Metrics Are Usually FREE‣ These are the most basic and readily availablemetrics in social media• More than 50% of companies are collecting: fans,mentions, contributors, and traffic metrics• Think Facebook Insights or YouTube channel profiles• Counting metrics are a measure of volume‣ Volume-Based metrics can be helpfulfor sizing your audience#Wtwebinar @johnlovett8
  9. 9. Collaborate to Find Business Value‣ Business Value metrics are calculated to alignsocial activity & results with key stakeholders• These metrics should be developed for specific roles• Get out and talk to your peers – ask hard questions• Your job is to collaborate with stakeholders‣ Communicating business value with yoursocial media metrics is a CRITICAL task#Wtwebinar @johnlovett10
  10. 10. Business Value Metrics for Executives#Wtwebinar @johnlovett11
  11. 11. Business Value Metrics for Sales, Service &Marketing#Wtwebinar @johnlovett12
  12. 12. Don’t Forget Why You’re in Business
  13. 13. Humanize Your Approach by MeasuringSocial Media Outcomes‣ A Tested Framework for Social Media Outcomes:• Gain Exposure• Create Dialogue• Encourage Interactions• Facilitate Support• Build Advocacy• Spur Innovation‣ Outcome-Based objectives allow you toconnect social programs to customers#Wtwebinar @johnlovett14
  14. 14. Identifying Social Media Outcomes
  15. 15. Outcomes Need Associated Metrics …#Wtwebinar @johnlovett16
  16. 16. Social Media Foundational Measures‣ Gaining buy-in and creating metrics is the hardwork; don’t blow it by introducing data doubts– Metrics must have reproducibility– Gain this by insisting upon standardized calculations– Publish data dictionaries and knowledge bases‣ Analytics programs require governance andFoundational Measures can help#Wtwebinar @johnlovett17
  17. 17. Foundational Measures are building blocks.Without them you get ChaosFoundational Measures are building blocks.Without them you get Chaos
  18. 18. Foundational Measure Calculations#Wtwebinar @johnlovett19
  19. 19. The Four Categories of Social AnalyticsFoundational MeasuresCounting MetricsBusiness Value MetricsOutcome Metrics#Wtwebinar @johnlovett20
  20. 20. • Counting Metrics =– Tweets, Contributors, Reach• Outcome Metrics =– “Amplification”• Business Value Metrics =– Referrals, Conversions, RevenueMeasuring Customer Acquisition on Twitter#Wtwebinar @johnlovett21
  21. 21. Twitter Counting MetricsData Source: TweetReach#Wtwebinar @johnlovett22
  22. 22. Twitter Counting MetricsData Source: TweetReach#Wtwebinar @johnlovett23
  23. 23. Outcome Metrics Usually RequireExporting Data...#Wtwebinar @johnlovett24
  24. 24. Calculating Outcomes: Twitter– Amplification is a relative number that should beevaluated in context#Wtwebinar @johnlovett25
  25. 25. Assessing Business Value• Business Value comes from integrating data• Assess your social activities by importing socialdata to your analytics tool:– Website Referrals from Twitter– Conversions events from Twitter– Revenue from Twitter#Wtwebinar @johnlovett26
  26. 26. Don’t Miss An Opportunity for Analysis• Integrated Data also yield insights:– When does Amplification correlate to Conversions?– Which message types produce highest Conversions?– Which words produce the highest Conversion rates?– What time of day are messages Amplified most?– Which users drive the Amplification and Conversion?– Is there a business case to invest more in Twitter?#Wtwebinar @johnlovett27
  27. 27. Engaging Fans on Facebook• Counting Metrics =– Likes, PTAT, Total Reach• Outcome Metrics =– “Engagement”• Business Value Metrics =– Campaign Response Rate, Loyalty, Advocate Impact#Wtwebinar @johnlovett28
  28. 28. • Only 6% of fans engage with brands on Facebook*• More Likes Engagement• Fans “engage” otherfans...• *According to a new study by Napkin Labs• http://mashable.com/2012/10/18/facebook-fan-engagement-2/Counting on Engagement#Wtwebinar @johnlovett29
  29. 29. Facebook Counting MetricsData Source: Facebook Insights#Wtwebinar @johnlovett30
  30. 30. Facebook Counting MetricsData Source: Facebook Insights#Wtwebinar @johnlovett31
  31. 31. Exporting Facebook Insights Data#Wtwebinar @johnlovett32
  32. 32. Correlating Outcome Metrics#Wtwebinar @johnlovett33
  33. 33. Correlating Outcome Metrics#Wtwebinar @johnlovett34
  34. 34. Correlating Outcome Metrics#Wtwebinar @johnlovett35
  35. 35. • How are you defining Engagement?– Do you have Engagement defined by channel?– Are you comparing cross-channel social Engagement?– Do your colleagues understand Engagement?Establishing Your Foundational Measures#Wtwebinar @johnlovett36
  36. 36. • Business Value = what’s important to your brand• Communicate the value of social activities inlanguage that your peers understand:– Loyalty– Customer Satisfaction– Sales at-the-shelfCommunicating Business Value#Wtwebinar @johnlovett37
  37. 37. • Interpret your data• Provide business context• Offer insights and recommendationsProducing Analysis & Insight#Wtwebinar @johnlovett38
  38. 38. Bonus Metric!Foundational MeasuresCounting MetricsBusiness Value MetricsOutcome Metrics#Wtwebinar @johnlovett39
  39. 39. The Most Important Metric is UsuallyHardest to Quantify ...ImpactFoundational MeasuresCounting MetricsBusiness Value MetricsOutcome Metrics#Wtwebinar @johnlovett40
  40. 40. Insights from Web Analytics Demystifiedwww.webanalyticsdemystified.comSenior Partner, Web Analytics Demystifiedwww.socialmediametricssecrets.comJohn@webanalyticsdemystified.com@johnlovettJohn Lovett
  41. 41. © 2012 Webtrends, All Rights Reserved. |42Questions?Q & A SessionModerated by Merlyn GordonWebtrendsJohn Lovettjohn.lovett@webanalyticsdemystified.comjohn.webanalyticsdemystified.com@johnlovettMerlyn Gordonmerlyn.gordon@webtrends.comblogs.webtrends.com@merlyngordon
  42. 42. |43© 2012 Webtrends, All Rights Reserved.Webtrends Social Measurement SolutionsDemonstrate the success of social marketing investments and brand engagement strategiesThe Three P’s for Success
  43. 43. |44© 2012 Webtrends, All Rights Reserved.Webtrends Social Measurement SolutionsDemonstrate the success of social marketing investments and brand engagement strategiesThe Three P’s for SuccessProduct
  44. 44. |45© 2012 Webtrends, All Rights Reserved.Webtrends Social Measurement SolutionsDemonstrate the success of social marketing investments and brand engagement strategiesThe Three P’s for SuccessProduct Practice
  45. 45. |46© 2012 Webtrends, All Rights Reserved.Webtrends Social Measurement SolutionsDemonstrate the success of social marketing investments and brand engagement strategiesThe Three P’s for SuccessProduct PartnersPractice
  46. 46. |47© 2012 Webtrends, All Rights Reserved.Webtrends Unified Approach to MeasurementMulti-channelVisitor-centricOpenReal-timePerformance at ScalePrivate & Secure
  47. 47. © 2012 Webtrends, All Rights Reserved. |48Please Follow UsAdditional Webinar[Webinar] Developing a Framework for Social Measurement featuring SusanEtlinger of Altimeter Grouphttp://understanding.webtrends.com/AltimeterSocialMeasurementWebinarRelated Resources[Solution Brief + Data Sheet] Learn more about Webtrends Social Measurement:http://www.webtrends.com/products/analytics/social[Announcement] HootSuite Integrates with Webtrends to Connect Social MediaMessages to Website Conversion Metrics.http://ow.ly/e9Nl2
  48. 48. © 2012 Webtrends, All Rights Reserved. |49
  49. 49. © 2012 Webtrends, All Rights Reserved.Thank you
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