100 Ways to Measure Social Media - Promotion Marketing Association 2010

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

Hi, I’m Nice to meet you: This is social media…

Buzzword of the Year!!!

Get yer free Playbook right here Download at www.360i.com/playbook *Peanuts sold separately

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?

YOU CAN’T MEASURE SOCIAL MEDIA

100 ways to measure social media Read the full list bit.ly/100ways

BUZZ VOLUME BY POSTS BUZZ VOLUME BY IMPRESSIONS

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

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

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

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

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

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

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

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

UPLOADS USER-INITIATED VIEWS RATIO OF EMBEDS OR FAVORITING TO VIEWS LIKES/ FAVORITES COMMENTS RATINGS

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

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

DEMOGRAPHICS OF TARGET AUDIENCE IN SOCIAL DEMOGRAPHICS OF TARGET AUDIENCE REACHED SOCIAL MEDIA HABITS OF TARGET AUDIENCE

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
Prefer blogs & social nets
3.7MM influencers
Prefer Review Sites
Entertainment Techie Influential Dads Influential Boomers

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

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

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

PURCHASE CONSIDERATION

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

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

AskCiti assists customers one tweet at a time

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

R&D TIME SAVED BY SOCIAL FEEDBACK SUGGESTIONS IMPLEMENTED VIA SOCIAL FEEDBACK COSTS SAVED BY NOT DOING TRAD’L RESEARCH IMPACT ON ONLINE SALES

Metrics start to show real sales data December 2008 June 2009 December 2009

Adding perspective… 2009 revenue: $61.1 billion

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

Sprinkles Connects Online Marketing & Offline Sales AD

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

Different internal constituents will have their own critical metrics

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

Hi, I’m Nice to meet you: This is social media…

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

Appendix: The 100 Ways, all together

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

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

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

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

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

http://www.socialbeta.cn	898
http://www.pamorama.net	598
http://www.socialfish.org	477
http://www.marketersstudio.com	381
http://barnraisersllc.com	360
http://dariofelixrodrigues.wordpress.com	258
http://www.bloglecom.com.br	198
http://socjomania.pl	138
http://kdpaine.blogs.com	127
http://coxo.com.ua	99
http://news.aaa-copywriter.it	77
http://www.slideshare.net	65
http://www.nextapp.co.kr	51
http://smartdatacollective.com	50
http://xianguo.com	41
http://blog.theperfectstormteam.com	34
http://www.socialmediabiz.com	30
http://lllb.egloos.com	30
http://elearningedge.edu20.com	30
http://www.hksilicon.com	23
http://www.slidescene.com	20
http://feed.feedsky.com	19
http://us-w1.rockmelt.com	16
http://www.kuqin.com	15
http://www.zhuaxia.com	14
http://www.web-travel-marketing.com	13
http://blog.rykte.com.br	13
http://livestrongs.posterous.com	11
http://reader.youdao.com	8
http://acmeformusic.wordpress.com	7
http://www.advocacytwopointzero.com	6
http://nextapp.co.kr	6
http://wolpers.posterous.com	5
http://ctc.qzs.qq.com	4
http://static.slidesharecdn.com	4
http://paper.li	4
http://www.bokee.net	4
http://www.twylah.com	4
http://zhuaxia.com	3
http://davidberkowitz.typepad.com	3
http://ejswensson.posterous.com	2
http://social.weizhuli.com	2
http://translate.googleusercontent.com	2
http://xss.yandex.net	2
http://pietist.blogspot.com	2
http://socialbeta.blog.bokee.net	1
http://socialmediabiz.com	1
https://barnraisersllc.com	1
http://www.socjomania.pl	1
http://www.yolao.com	1
http://twitter.com	1

100 Ways to Measure Social Media - Promotion Marketing Association 2010

by David Berkowitz on Mar 23, 2010

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100 Ways to Measure Social Media - Promotion Marketing Association 2010 — Presentation Transcript