100 Ways to Measure Social Media - Promotion Marketing Association 2010

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100 Ways to Measure Social Media, a presentation on Digital ROI presented at the Promotion Marketing Association (PMA) in March 2010, Chicago

100 Ways to Measure Social Media, a presentation on Digital ROI presented at the Promotion Marketing Association (PMA) in March 2010, Chicago

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  • http://www.wordle.net/show/wrdl/1627716/100_ways_to_measure_social_media
  • http://www.portfolio.com/companies-executives/2010/03/16/dunkin-donuts-tracking-twitter-in-effort-to-turn-tweets-into-sales/?ana=from_rss&utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+CompaniesAndExecutives+(Companies+and+Executives)
  • 1 million: http://digital.venturebeat.com/2008/12/15/twitter-has-made-dell-1-million-in-revenue/ 3 million: http://www.informationweek.com/news/hardware/desktop/showArticle.jhtml?articleID=217801030 6.5 million: http://mashable.com/2009/12/08/dell-twitter-sales/
  • http://en.wikipedia.org/wiki/Dell http://londoncoder.files.wordpress.com/2007/12/iceberg.jpg
  • Q&A

Transcript

  • 1. 100 Ways to Measure Social Media David Berkowitz Senior Director of Emerging Media & Innovation 360i [email_address] Blog: MarketersStudio.com / blog.360i.com Twitter: @dberkowitz / @360i Download at bit.ly/pmadb
  • 2. Hi, I’m Nice to meet you: This is social media…
  • 3. Buzzword of the Year!!!
  • 4. Get yer free Playbook right here Download at www.360i.com/playbook *Peanuts sold separately
  • 5. Evaluate opportunities by asking 4 questions SOCIAL MARKETING STRATEGIC LENS Does it meet our marketing objectives? Does it use our social media arsenal? Does it follow social media best practices? What is the value exchange between consumer & marketer?
  • 6. MYTH
  • 7. YOU CAN’T MEASURE SOCIAL MEDIA
  • 8. 100 ways to measure social media Read the full list bit.ly/100ways
  • 9. BUZZ VOLUME BY POSTS BUZZ VOLUME BY IMPRESSIONS
  • 10. Different channels have different weight when viewing impressions vs posts ANALYSIS BY MEDIA TYPE FOR KEY CLIENT CONVERSATIONS BY # OF POSTS AND IMPRESSIONS (MARCH 2009 – JUNE 2009) Source: 360i Analysis of the social media landscape, August 2009 By # of Posts By # of Impressions
  • 11. BUZZ VOLUME BY POSTS BUZZ VOLUME BY IMPRESSIONS CHANGE IN BUZZ OVER TIME BUZZ BY TIME OF DAY BUZZ SEASONALITY COMPETITIVE BUZZ BUZZ BY CATEGORY BUZZ BY SOCIAL CHANNEL BUZZ BY STAGE IN PURCHASE FUNNEL
  • 12. In shopping conversations for Client, many are spreading the word but are not necessarily buying PURCHASE FUNNEL ANALYSIS FOR CLIENT ONLINE CONVERSATIONS Source: 360i Analysis of the social media landscape, April/May 2009 Sample size 150 blog posts, board posts, micro-blogs & comments Advocates are spreading the word, but they do not say if they actually bought or intend to buy
  • 13. BUZZ VOLUME BY POSTS BUZZ VOLUME BY IMPRESSIONS CHANGE IN BUZZ OVER TIME BUZZ BY TIME OF DAY BUZZ SEASONALITY COMPETITIVE BUZZ BUZZ BY CATEGORY BUZZ BY SOCIAL CHANNEL BUZZ BY STAGE IN PURCHASE FUNNEL ASSET POPULARITY MAINSTREAM MEDIA MENTIONS FANS FOLLOWERS
  • 14. Dunkin Donuts Tracks Twitter CRM
    • Users who enroll in the “DD Perks” program are entered into a company database. The company has a quantitative value for database members, although it will not disclose that number or the Twitter click-through rate.
    • - Portfolio.com, March 2010
  • 15. BUZZ VOLUME BY POSTS BUZZ VOLUME BY IMPRESSIONS CHANGE IN BUZZ OVER TIME BUZZ BY TIME OF DAY BUZZ SEASONALITY COMPETITIVE BUZZ BUZZ BY CATEGORY BUZZ BY SOCIAL CHANNEL BUZZ BY STAGE IN PURCHASE FUNNEL ASSET POPULARITY MAINSTREAM MEDIA MENTIONS FANS FOLLOWERS FRIENDS GROWTH RATE OF FANS, FOLLOWERS, FRIENDS RATE OF VIRALITY/ PASS-ALONG CHANGE IN VIRALITY OVER TIME 2 ND -DEGREE REACH EMBEDS/ INSTALLS
  • 16. Embeds as part of mom-centric marketing Co-Branded hub with user content 70+ moms write all about it on their blogs Co-branded widget reaches over 1MM ppl 4,000+ tweets using dedicated #spritebts Increase in MCR points redemption for schools
    • Well above benchmarks:
    • 3.7x impressions
    • 3.6x embeds
    • 1.6x unique blog posts
    • 1.5x tagged tweets
  • 17. BUZZ VOLUME BY POSTS BUZZ VOLUME BY IMPRESSIONS CHANGE IN BUZZ OVER TIME BUZZ BY TIME OF DAY BUZZ SEASONALITY COMPETITIVE BUZZ BUZZ BY CATEGORY BUZZ BY SOCIAL CHANNEL BUZZ BY STAGE IN PURCHASE FUNNEL ASSET POPULARITY MAINSTREAM MEDIA MENTIONS FANS FOLLOWERS FRIENDS GROWTH RATE OF FANS, FOLLOWERS, FRIENDS RATE OF VIRALITY/ PASS-ALONG CHANGE IN VIRALITY OVER TIME 2 ND -DEGREE REACH EMBEDS/ INSTALLS DOWNLOADS
  • 18. UPLOADS USER-INITIATED VIEWS RATIO OF EMBEDS OR FAVORITING TO VIEWS LIKES/ FAVORITES COMMENTS RATINGS
  • 19. Sample Weighted Scorecard Custom Social Media Scorecard Action Weighting* Impression 1x View video 3x Click through 4x Rate video 4x Share video 10x Embed video 20x Create video 100x
  • 20. UPLOADS USER-INITIATED VIEWS RATIO OF EMBEDS OR FAVORITING TO VIEWS LIKES/ FAVORITES COMMENTS RATINGS SOCIAL BOOKMARKS SUBSCRIPTIONS PAGEVIEWS EFFECTIVE CPM SEO CHANGE FOR TARGET SITE SEARCH SHARE OF VOICE FOR ALL RELATED SITES INCREASE IN SEARCHES % OF BUZZ W/LINKS LINKS RANKED BY INFLUENCE OF PUBLISHERS % OF BUZZ W/MULTIMEDIA SHARE OF VOICE W/EARNED & PAID MEDIA TOGETHER INFLUENCE OF CONSUMERS REACHED INFLUENCE OF PUBLISHERS REACHED INFLUENCE OF BRANDS PARTICIPATING
  • 21. DEMOGRAPHICS OF TARGET AUDIENCE IN SOCIAL DEMOGRAPHICS OF TARGET AUDIENCE REACHED SOCIAL MEDIA HABITS OF TARGET AUDIENCE
  • 22. Approach audiences differently based on social technographics Source: 360i analysis of Nielsen @Plan; Fall 2009
    • 2.6MM influencers
    • 18.5MM in social media
    • Prefer blogs, forums & review sites
    Joiner Creator MySpace Facebook Critic Spectator Creator Critic Blogs Review Sites Review Sites Twitter Digg YouTube Blogger
    • 2.3MM influencers
    • 30.2MM in social media
    • Prefer blogs & social nets
    • 3.7MM influencers
    • 55.9MM in social media
    • Prefer Review Sites
    Entertainment Techie Influential Dads Influential Boomers
  • 23. DEMOGRAPHICS OF TARGET AUDIENCE IN SOCIAL DEMOGRAPHICS OF TARGET AUDIENCE REACHED SOCIAL MEDIA HABITS OF TARGET AUDIENCE GEOGRAPHY OF PARTICIPANTS SENTIMENT BY VOLUME OF POSTS SENTIMENT BY VOLUME OF IMPRESSIONS SHIFT IN SENTIMENT
  • 24. Listening helps inform and make quick decisions during crises April 19, 2007 April 26, 2007 How bad is the damage to 30 Rock? Only 9% of Alec Baldwin blog posts mention “30 Rock” … of that, only 12% said they’d never watch 30 Rock again Season Finale
  • 25. DEMOGRAPHICS OF TARGET AUDIENCE IN SOCIAL DEMOGRAPHICS OF TARGET AUDIENCE REACHED SOCIAL MEDIA HABITS OF TARGET AUDIENCE GEOGRAPHY OF PARTICIPANTS SENTIMENT BY VOLUME OF POSTS SENTIMENT BY VOLUME OF IMPRESSIONS SHIFT IN SENTIMENT LANGUAGES SPOKEN BY PARTICIPANTS TIME SPENT W/DISTRIBUTED CONTENT TIME SPENT ON SITE VIA SOCIAL REFERRALS METHOD OF CONTENT DISCOVERY CLICKS % OF TRAFFIC VIA EARNED MEDIA VIEW- THROUGHS NUMBER OF INTERACTIONS INTERACTION/ ENGAGEMENT RATE FREQUENCY OF SOCIAL ACTIONS PER CONSUMER % OF VIDEOS VIEWED POLLS TAKEN/ VOTES RECEIVED BRAND ASSOCIATION
  • 26. PURCHASE CONSIDERATION
  • 27. Social marketing can have branding equivalents Brand Metric Social Equivalent Reach/Awareness Impressions Video Views Consideration Engagement Installations Polls Community members Contest entries Time Spent Favorability Pass-along/ Share/ Forward “ like”/ “favorite” Positive blog coverage, comments Content creators Purchase Sales Loyalty Referral
  • 28. PURCHASE CONSIDERATION # OF USER-GENERATED SUBMISSIONS ESPOSURES OF VIRTUAL GIFTS # OF VIRTUAL GIFTS GIVEN RELATIVE POPULARITY OFCONTENT TAGS ADDED ATTRIBUTES OF TAGS REGISTRATIONS FROM 3 RD -PARTY LOGINS REGISTRATIONS BY CHANNEL CONTEST ENTRIES CHAT ROOM PARTICIPANTS WIKI CONTRIBUTORS IMPACT OF OFFLINE MARKETING/ EVENTS UGC CREATED FOR REPURPOSING CUSTOMERS ASSISTED
  • 29. AskCiti assists customers one tweet at a time
  • 30. PURCHASE CONSIDERATION # OF USER-GENERATED SUBMISSIONS ESPOSURES OF VIRTUAL GIFTS # OF VIRTUAL GIFTS GIVEN RELATIVE POPULARITY OFCONTENT TAGS ADDED ATTRIBUTES OF TAGS REGISTRATIONS FROM 3 RD -PARTY LOGINS REGISTRATIONS BY CHANNEL CONTEST ENTRIES CHAT ROOM PARTICIPANTS WIKI CONTRIBUTORS IMPACT OF OFFLINE MARKETING/ EVENTS UGC CREATED FOR REPURPOSING CUSTOMERS ASSISTED SAVINGS PER CUSTOMER ASSISTED VIA SOCIAL MEDIA SAVINGS BY LETTING CUSTOMERS CONNECT IMPACT ON FIRST-CONTACT RESOLUTION (FCR) CUSTOMER SATISFACTION VOLUME OF FEEDBACK GENERATED
  • 31. R&D TIME SAVED BY SOCIAL FEEDBACK SUGGESTIONS IMPLEMENTED VIA SOCIAL FEEDBACK COSTS SAVED BY NOT DOING TRAD’L RESEARCH IMPACT ON ONLINE SALES
  • 32. Metrics start to show real sales data December 2008 June 2009 December 2009
  • 33. Adding perspective… 2009 revenue: $61.1 billion
  • 34. R&D TIME SAVED BY SOCIAL FEEDBACK SUGGESTIONS IMPLEMENTED VIA SOCIAL FEEDBACK COSTS SAVED BY NOT DOING TRAD’L RESEARCH IMPACT ON ONLINE SALES IMPACT ON OFFLINE SALES
  • 35. Sprinkles Connects Online Marketing & Offline Sales AD
  • 36. R&D TIME SAVED BY SOCIAL FEEDBACK SUGGESTIONS IMPLEMENTED VIA SOCIAL FEEDBACK COSTS SAVED BY NOT DOING TRAD’L RESEARCH IMPACT ON ONLINE SALES IMPACT ON OFFLINE SALES DISCOUNT REDEMPTION RATE IMPACT ON OTHER OFFLINE BEHAVIOR LEADS GENERATED PRODUCTS SAMPLED VISITS TO STORE LOCATOR PAGES CONVERSION CHANGE DUE TO RATINGS/ REVIEWS RATE OF CUSTOMER RETENTION IMPACT ON CUSTOMER LIFETIME VALUE ACQUISITON/ RETENTION COSTS SAVED CHANGE IN MARKET SHARE EARNED MEDIA’S IMPACT ON PAID MEDIA RESPONSES TO SOCIALLY POSTED EVENTS ATTENDANCE GENERATED AT EVENTS EMPLOYEES REACHED INTERNALLY JOB APPLICATIONS RECEIVED
  • 37. Different internal constituents will have their own critical metrics
  • 38. Which metrics matter most? Does it meet our marketing objectives? Does it use our social media arsenal? Does it follow social media best practices? What is the value exchange between consumer & marketer? Whichever answer this question
  • 39. ? !
  • 40. Hi, I’m Nice to meet you: This is social media…
  • 41. Thank you!
    • David Berkowitz
    • Senior Director, Emerging Media & Innovation
    • 360i
    • [email_address]
    • Twitter: @dberkowitz
    • Blog: MarketersStudio.com
    Get the full playbook at playbook.360i.com Keep up on trends at blog.360i.com Follow 360i on Twitter @360i
  • 42. Appendix: The 100 Ways, all together
  • 43. BUZZ VOLUME BY POSTS BUZZ VOLUME BY IMPRESSIONS CHANGE IN BUZZ OVER TIME BUZZ BY TIME OF DAY BUZZ SEASONALITY COMPETITIVE BUZZ BUZZ BY CATEGORY BUZZ BY SOCIAL CHANNEL BUZZ BY STAGE IN PURCHASE FUNNEL ASSET POPULARITY MAINSTREAM MEDIA MENTIONS FANS FOLLOWERS FRIENDS GROWTH RATE OF FANS, FOLLOWERS, FRIENDS RATE OF VIRALITY/ PASS-ALONG CHANGE IN VIRALITY OVER TIME 2 ND -DEGREE REACH EMBEDS/ INSTALLS DOWNLOADS
  • 44. UPLOADS USER-INITIATED VIEWS RATIO OF EMBEDS OR FAVORITING TO VIEWS LIKES/ FAVORITES COMMENTS RATINGS SOCIAL BOOKMARKS SUBSCRIPTIONS PAGEVIEWS EFFECTIVE CPM SEO CHANGE FOR TARGET SITE SEARCH SHARE OF VOICE FOR ALL RELATED SITES INCREASE IN SEARCHES % OF BUZZ W/LINKS LINKS RANKED BY INFLUENCE OF PUBLISHERS % OF BUZZ W/MULTIMEDIA SHARE OF VOICE W/EARNED & PAID MEDIA TOGETHER INFLUENCE OF CONSUMERS REACHED INFLUENCE OF PUBLISHERS REACHED INFLUENCE OF BRANDS PARTICIPATING
  • 45. DEMOGRAPHICS OF TARGET AUDIENCE IN SOCIAL DEMOGRAPHICS OF TARGET AUDIENCE REACHED SOCIAL MEDIA HABITS OF TARGET AUDIENCE GEOGRAPHY OF PARTICIPANTS SENTIMENT BY VOLUME OF POSTS SENTIMENT BY VOLUME OF IMPRESSIONS SHIFT IN SENTIMENT LANGUAGES SPOKEN BY PARTICIPANTS TIME SPENT W/DISTRIBUTED CONTENT TIME SPENT ON SITE VIA SOCIAL REFERRALS METHOD OF CONTENT DISCOVERY CLICKS % OF TRAFFIC VIA EARNED MEDIA VIEW- THROUGHS NUMBER OF INTERACTIONS INTERACTION/ ENGAGEMENT RATE FREQUENCY OF SOCIAL ACTIONS PER CONSUMER % OF VIDEOS VIEWED POLLS TAKEN/ VOTES RECEIVED BRAND ASSOCIATION
  • 46. PURCHASE CONSIDERATION # OF USER-GENERATED SUBMISSIONS ESPOSURES OF VIRTUAL GIFTS # OF VIRTUAL GIFTS GIVEN RELATIVE POPULARITY OFCONTENT TAGS ADDED ATTRIBUTES OF TAGS REGISTRATIONS FROM 3 RD -PARTY LOGINS REGISTRATIONS BY CHANNEL CONTEST ENTRIES CHAT ROOM PARTICIPANTS WIKI CONTRIBUTORS IMPACT OF OFFLINE MARKETING/ EVENTS UGC CREATED FOR REPURPOSING CUSTOMERS ASSISTED SAVINGS PER CUSTOMER ASSISTED VIA SOCIAL MEDIA SAVINGS BY LETTING CUSTOMERS CONNECT IMPACT ON FIRST-CONTACT RESOLUTION (FCR) CUSTOMER SATISFACTION VOLUME OF FEEDBACK GENERATED
  • 47. R&D TIME SAVED BY SOCIAL FEEDBACK SUGGESTIONS IMPLEMENTED VIA SOCIAL FEEDBACK COSTS SAVED BY NOT DOING TRAD’L RESEARCH IMPACT ON ONLINE SALES IMPACT ON OFFLINE SALES DISCOUNT REDEMPTION RATE IMPACT ON OTHER OFFLINE BEHAVIOR LEADS GENERATED PRODUCTS SAMPLED VISITS TO STORE LOCATOR PAGES CONVERSION CHANGE DUE TO RATINGS/ REVIEWS RATE OF CUSTOMER RETENTION IMPACT ON CUSTOMER LIFETIME VALUE ACQUISITON/ RETENTION COSTS SAVED CHANGE IN MARKET SHARE EARNED MEDIA’S IMPACT ON PAID MEDIA RESPONSES TO SOCIALLY POSTED EVENTS ATTENDANCE GENERATED AT EVENTS EMPLOYEES REACHED INTERNALLY JOB APPLICATIONS RECEIVED