1   © 2012 Forrester Research, Inc. Reproduction Prohibited
Win The Social Marketing Measurement GameNate ElliottVice President and Principal AnalystSeptember 19, 20122   © 2009 Forr...
Marketers struggle to prove the                          success of their social programs3   © 2012 Forrester Research, In...
4   © 2009 Forrester Research, Inc. Reproduction Prohibited      2012
5   © 2012 Forrester Research, Inc. Reproduction Prohibited
6   © 2012 Forrester Research, Inc. Reproduction Prohibited
How to Win the Social Marketing                                  Measurement Game8   © 2009 Forrester Research, Inc. Repro...
Avoid the temptation to oversimplify your metrics9   © 2012 Forrester Research, Inc. Reproduction Prohibited
Measure social marketing’s value by whether it supports your customers’ journey                Social                     ...
The measurement tactics favored by social teams and CEOs both have fatal flaws  Each measures only one side of the story ...
If you’re using social to support the ‘engage’ phase  Sure, you need to track whether your Facebook page or your Twitter ...
If you’re using social to support the ‘discover’ phase  You want to know if your word-of-mouth marketing program created ...
If you’re using social to support the ‘explore’ phase  You must study whether on-site reviews, forums and blogs gave your...
Marketers should think of social as a board game15   © 2012 Forrester Research, Inc. Reproduction Prohibited
The C-Suite will want to knowhow many times you got to‘Go’ and collected $200
Marketing mix modeling is the best tool for mapping social spending back to ROI17   © 2012 Forrester Research, Inc. Reprod...
Three steps to properly measuring social marketing 1. Tailor your metrics to each stage of the customer journey. 2. Measur...
Thank youNate Elliott+1 212.857.0749nelliott@forrester.com  © 2009 Forrester Research, Inc. Reproduction Prohibited
Digiday Brand Conference: ROI in a World Gone Social: Forrester
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Digiday Brand Conference: ROI in a World Gone Social: Forrester

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With many brands devoting entire teams to figuring out their social media strategies, it is no longer a footnote to digital marketing. But the matter of ROI continues to haunt many a CEO’s dream, even while brands continue to prove that social media is all about engaging with the consumer and building the customer base.
Moderator: Nate Elliott, , vp, principal analyst, Forrester @nate_elliott
Speaker: Erich Marx, director social media marketing, Nissan North America @emarxe
Ian Schafer, CEO, Deep Focus @ischafer

Published in: Business, Technology
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Digiday Brand Conference: ROI in a World Gone Social: Forrester

  1. 1. 1 © 2012 Forrester Research, Inc. Reproduction Prohibited
  2. 2. Win The Social Marketing Measurement GameNate ElliottVice President and Principal AnalystSeptember 19, 20122 © 2009 Forrester Research, Inc. Reproduction Prohibited 2012
  3. 3. Marketers struggle to prove the success of their social programs3 © 2012 Forrester Research, Inc. Reproduction Prohibited
  4. 4. 4 © 2009 Forrester Research, Inc. Reproduction Prohibited 2012
  5. 5. 5 © 2012 Forrester Research, Inc. Reproduction Prohibited
  6. 6. 6 © 2012 Forrester Research, Inc. Reproduction Prohibited
  7. 7. How to Win the Social Marketing Measurement Game8 © 2009 Forrester Research, Inc. Reproduction Prohibited 2012
  8. 8. Avoid the temptation to oversimplify your metrics9 © 2012 Forrester Research, Inc. Reproduction Prohibited
  9. 9. Measure social marketing’s value by whether it supports your customers’ journey Social C-Suite Team10 © 2012 Forrester Research, Inc. Reproduction Prohibited
  10. 10. The measurement tactics favored by social teams and CEOs both have fatal flaws  Each measures only one side of the story – The social team only cares about what value the customer received – The C-suite only cares about what value the company received  Neither considers the different stages of the customer journey11 © 2012 Forrester Research, Inc. Reproduction Prohibited
  11. 11. If you’re using social to support the ‘engage’ phase  Sure, you need to track whether your Facebook page or your Twitter account created engagement – If you don’t support the customer’s need, your program has failed – But supporting the customer, on its own, doesn’t mean you’ve succeeded  Marketer value from ‘engagement’ actually comes in driving discovery12 © 2012 Forrester Research, Inc. Reproduction Prohibited
  12. 12. If you’re using social to support the ‘discover’ phase  You want to know if your word-of-mouth marketing program created reach and discovery  But marketer value from ‘discovery’ actually comes in driving exploration13 © 2012 Forrester Research, Inc. Reproduction Prohibited
  13. 13. If you’re using social to support the ‘explore’ phase  You must study whether on-site reviews, forums and blogs gave your prospects a chance to explore in greater depth  But marketer value from ‘explore’ actually comes in driving purchases14 © 2012 Forrester Research, Inc. Reproduction Prohibited
  14. 14. Marketers should think of social as a board game15 © 2012 Forrester Research, Inc. Reproduction Prohibited
  15. 15. The C-Suite will want to knowhow many times you got to‘Go’ and collected $200
  16. 16. Marketing mix modeling is the best tool for mapping social spending back to ROI17 © 2012 Forrester Research, Inc. Reproduction Prohibited
  17. 17. Three steps to properly measuring social marketing 1. Tailor your metrics to each stage of the customer journey. 2. Measure both sides: Customer value and marketer value. 3. Hire a good mix modeling vendor.18 © 2012 Forrester Research, Inc. Reproduction Prohibited
  18. 18. Thank youNate Elliott+1 212.857.0749nelliott@forrester.com © 2009 Forrester Research, Inc. Reproduction Prohibited
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