By Dr. Natalie Petouhoff
@drnatalie
www.drnatalienews.com/blog	
  
Real Social Media
Monitoring Case Studies 	
  
D...
This	
  presenta,on	
  is	
  about	
  how	
  to	
  set-­‐up	
  a	
  	
  
measurement	
  programs	
  
to	
  calculate	
  th...
3
Agenda
• Look at ROI Myths	
  
• Set-up a social media
measurement program	
  
• Calculate business impact & ROI	
  
@dr...
•  	
  	
  	
  Learning is the desire to discover new things
We are amazed by new things…
@drnatalie
•  	
  	
  	
  
@drnatalie
It’s the
new shiny
object
And Social
Media?
@drnatalie
But the amount of
information
– can feel like an
insurmountable blur
@drnatalie
It can generally be useless
@drnatalie
Today’s goal is to…
Provide…
•  Marketers
•  Brand Managers
•  Product Managers
•  Consumer Insights Teams &
•  Market Res...
ssss	
  
To TAKE
THE
CHAOS
TO
ORDER
Using context
@drnatalie
10
Business As Usual
Executives want to know
what the business value
of social media is
@drnatalie
WHERE	
  ARE	
  WE	
  
WITH	
  RESPECT	
  TO	
  BEING	
  ABLE	
  
	
  TO	
  CALCULATE	
  ROI	
  OF	
  SOCIAL	
  MEDIA?	
  ...
Less	
  than	
  20%	
  of	
  marketers	
  	
  
can	
  calculate	
  the	
  ROI	
  of	
  Social	
  Media	
  
MARKETERS	
  AR...
Some	
  brands	
  forge	
  new	
  ground	
  by	
  ac,vely	
  making	
  	
  
social	
  media	
  part	
  of	
  their	
  cult...
SOCIAL	
  MEDIA	
  ADOPTION	
  HAPPENED	
  QUICKLY	
  
Companies	
  jumped	
  into	
  social	
  media	
  without	
  extens...
ARE	
  YOUR	
  SOCIAL	
  MEDIA	
  
EFFORTS	
  WORTH	
  THE	
  MONEY?	
  
Jus,fying	
  the	
  business	
  case	
  for	
  
l...
BUT	
  IS	
  CALCULATING	
  SOCIAL	
  
MEDIA	
  ROI	
  EVEN	
  POSSIBLE?	
  
Skep,cs	
  think	
  social	
  media	
  is	
  ...
Misconceptions
of ROI
•  That’s funny
•  But ROI is not obvious to everyone
•  And your boss would like a number
@drnatali...
Social	
  Media	
  Myth	
  #1	
  
“Social	
  media	
  ROI	
  cannot	
  be	
  
calculated	
  because	
  there	
  are	
  
to...
Social	
  business	
  is	
  s,ll	
  business…	
  
…and	
  the	
  business	
  of	
  business	
  is	
  
increasing	
  shareh...
WHAT	
  IS	
  ROI?	
  	
  A	
  NUMERICAL	
  
VIEW	
  OF	
  STRATEGY	
  
And	
  high	
  ROI	
  means	
  execu,ve	
  approva...
Enhanced	
  
Brand	
  
protec,on…	
  
BeXer	
  
Consumer	
  
Insights…	
  
Faster	
  lead	
  
genera,on/	
  
increased	
  ...
Social	
  Media	
  Myth	
  #2	
  
“Would	
  you	
  calculate	
  the	
  ROI	
  
of	
  	
  pu^ng	
  phones	
  on	
  every	
 ...
Except	
  businesses	
  do…	
  
	
  
Evaluate	
  produc,vity	
  benefits	
  vs.	
  costs.	
  
	
  	
  	
  	
  
And	
  also	...
TRUTH	
  IS…	
  
There	
  was	
  a	
  day	
  when…	
  	
  
Secretaries	
  answered	
  the	
  phones	
  
and	
  typed	
  EV...
Social	
  Media	
  Myth	
  #3	
  
Metrics	
  =	
  ROI	
  
 
	
  
KNOW	
  WHAT	
  ROI	
  IS	
  AND	
  ISN’T	
  
Many	
  people	
  mistake	
  social	
  media	
  data,	
  metrics	
  a...
COLLECT	
  SOCIAL	
  MEDIA	
  DATA,	
  
METRICS	
  &	
  KPIS	
  
Website	
  analy,cs	
  and	
  marke,ng	
  automa,on	
  da...
TRUTH	
  IS…	
  
Metrics	
  are	
  the	
  like	
  ingredients	
  in	
  a	
  good	
  recipe.	
  	
  
They	
  go	
  into	
  ...
Misconceptions
of ROI…
There’s a change in metrics!!
• We have 500 more “Likes”
• 10X click-thru rate on “Buy Now” button
...
ROI	
  VS.	
  METRICS	
  
Ac,vity	
  Metrics	
  	
  
#	
  of:	
  
News	
  Releases	
  
Media	
  Interviews	
  
Analyst	
  ...
ROI	
  IS	
  LIKE	
  LOOKING	
  AT	
  
AN	
  ESCHER	
  DRAWING	
  
It’s	
  a	
  complexity	
  issue	
  
	
  	
  
• 	
  Tra...
Myth #4
“ROI is too difficult
because
I’m not
a “math” person.”
@drnatalie
Real-world
Examples	
  
@drnatalie
Analyzed online conversations:
• Their brand
• Key competitor
Ran nat’l ad campaigns & wants to understand:
• Effectivenes...
Insurer Ad Effectiveness
• Insurer’s ad campaign is liked
• Didn’t generate conversation about
buying or switching insurer...
Insurer Ad Effectiveness
• Insurer’s ad campaign is liked
• Didn’t generate conversation about
buying or switching insurer...
Insurer Ad Effectiveness
• Insurer’s ad campaign is liked
• Didn’t generate conversation about
buying or switching insurer...
Conclusion of social media monitoring
• Both campaigns generate
healthy “buzz”
• But positive sentiment doesn’t
reflect in...
ROI of social media monitoring
ROI = Benefits - Costs x 100 = Percentage Return on the Investment
Costs
What is the cost?
...
Case Study:
Craft Company
Product Development & Marketing
Wants to understand:
• What topics dominate craft-related conver...
Identified New Product Opportunities
Discovered opportunity to
develop more male-centric
product line & accessories
Consum...
•  In-house Research
•  Quickly and cost effectively
identifies new product & market
opportunities
•  Prompts development ...
ROI of social media monitoring
ROI = Benefits - Costs x 100 = Percentage Return on the Investment
Costs
What is the cost?
...
Case Study:
Medical Device for Diabetes & Insulin
Product Launch Marketing
• What core messages will resonate most
with th...
Lifestyle
Consumers’ Concerns
Top Conversations
Lifestyle	
  
Treatment
Success	
  
Support	
  
Device comments?
LOWER	
  ...
Opportunity for brand to:
• Get more engaged
• Become trusted-partner
• Create a online Community for
• Advice
• Recommend...
ROI	
  of	
  social	
  media	
  monitoring	
  
ROI	
  =	
  Benefits	
  -­‐	
  Costs	
  x	
  100	
  	
  =	
  Percentage	
  R...
Case Study:
Healthy Snacking & Kids
Campaign Planning: Product Launch & Marketing
Wanted to know the nature of online conv...
“Healthy” in Kids Snack Foods:
More Effectively Resonate
with Consumers
NutriRon	
  
Allergies	
  
Top
Conversations
Conve...
Opportunities for Brand:
•  Better launch messaging
•  Product packaging
• On-going campaign messaging
Conclusions of soci...
ROI	
  of	
  social	
  media	
  
ROI	
  =	
  Benefits	
  -­‐	
  Costs	
  x	
  100	
  	
  =	
  Percentage	
  Return	
  on	
 ...
How to Set-up A Social Media
Measurement Program
6. Hone the analysis / teach the system
7. Analyze the information
8. Cre...
Wayne St. Amand
Vice President, Marketing
SOCIAL MEDIA IS EVERYWHERE,
AND EVERYONE IS USING IT.
WE ANSWER THE QUESTIONS.
1.75 BILLION
POSTS PER WEEK
100+ BILLION
POSTS TO DATE
250+ MILLION
POSTS PER DAY
MASSIVE OPPORTUNITY
NOT FULLY LEVERAGED BY MOST
•  Social media is the largest source of unfiltered information
ever availa...
SOCIAL INTELLIGENCE CREATES ACTIONABLE
INSIGHTS
True Social Intelligence
Delivers
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drive business s...
MOST SOCIAL MEDIA MONITORING IS BROKEN
Keywords and semantics don’t work well in social media
•  Traditional tools lack th...
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PLATFORM
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Posi,ve	
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ANALYTICS BEYOND SOCIAL
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PROPRIETARY ONLINE
GLOBAL CONVERSATION
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For	
  more	
  informa,on	
  on	
  how	
  to	
  calculate	
  	
  
the	
  ROI	
  of	
  Social	
  Media	
  
Or	
  get	
  mor...
Keynote: How to Think About Giving Attribution to the Contribution Of Social Media Monitoring to Your Business
Keynote: How to Think About Giving Attribution to the Contribution Of Social Media Monitoring to Your Business
Keynote: How to Think About Giving Attribution to the Contribution Of Social Media Monitoring to Your Business
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Keynote: How to Think About Giving Attribution to the Contribution Of Social Media Monitoring to Your Business

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This is a webinar I did on looking at why ROI has become more important and how businesses can begin to look at how their social media monitoring activities are contributing to their bottomline. At the end of the day - there are two things that businesses must worry about: Increasing revenue and decreasing costs. Social media can do both, but you have to know how! The data from this presentation was created by using Crimson Hexagon's Platform.

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Keynote: How to Think About Giving Attribution to the Contribution Of Social Media Monitoring to Your Business

  1. 1.     By Dr. Natalie Petouhoff @drnatalie www.drnatalienews.com/blog   Real Social Media Monitoring Case Studies   Demystifying the ROI of Social Media  
  2. 2. This  presenta,on  is  about  how  to  set-­‐up  a     measurement  programs   to  calculate  the  value  ROI  of  Social  Media   And  get  more  business  value     out  of  social  media….     If  you’d  like  help…     Contact  Dr.  Natalie  Petouhoff     www.DrNatalieNews.com     @drnatalie  
  3. 3. 3 Agenda • Look at ROI Myths   • Set-up a social media measurement program   • Calculate business impact & ROI   @drnatalie
  4. 4. •       Learning is the desire to discover new things We are amazed by new things… @drnatalie
  5. 5. •        @drnatalie It’s the new shiny object And Social Media? @drnatalie
  6. 6. But the amount of information – can feel like an insurmountable blur @drnatalie
  7. 7. It can generally be useless @drnatalie
  8. 8. Today’s goal is to… Provide… •  Marketers •  Brand Managers •  Product Managers •  Consumer Insights Teams & •  Market Research Professionals w An understanding of the benefits of: •  Having deep, real-time insights •  Using insights to make business decisions & •  Being able to be an invaluable resource to CEO- suite@drnatalie
  9. 9. ssss   To TAKE THE CHAOS TO ORDER Using context @drnatalie
  10. 10. 10 Business As Usual Executives want to know what the business value of social media is @drnatalie
  11. 11. WHERE  ARE  WE   WITH  RESPECT  TO  BEING  ABLE    TO  CALCULATE  ROI  OF  SOCIAL  MEDIA?   Most  marketers  indicate  social  media  measurement  is  a  high  priority  &     48%  feel  pressure  to  report  qualified  outcomes  of  social  media.  
  12. 12. Less  than  20%  of  marketers     can  calculate  the  ROI  of  Social  Media   MARKETERS  ARE  UNSURE  HOW  TO   CALCULATE  SOCIAL  MEDIA  ROI  
  13. 13. Some  brands  forge  new  ground  by  ac,vely  making     social  media  part  of  their  cultural  DNA.     SOCIAL  IS  JUST  IN  SOME  BRANDS’  BLOOD   OTHERS  WANT  PROOF     BEFORE  THEY  TAKE  THE  LEAP  
  14. 14. SOCIAL  MEDIA  ADOPTION  HAPPENED  QUICKLY   Companies  jumped  into  social  media  without  extensive  ROI  calculaRons       There  wasn’t  any  real  business  analysis.      It  happened  because  the  boss  said  so,  or  because   a  social  media  PR  disaster  could  cost  much  more.       Examples:  
  15. 15. ARE  YOUR  SOCIAL  MEDIA   EFFORTS  WORTH  THE  MONEY?   Jus,fying  the  business  case  for   listening  &  engaging  on  social  media   is  a  BIG  ques,on.      
  16. 16. BUT  IS  CALCULATING  SOCIAL   MEDIA  ROI  EVEN  POSSIBLE?   Skep,cs  think  social  media  is  too  “fluffy”  to   adequately  measure  return  on  investment  (ROI)  
  17. 17. Misconceptions of ROI •  That’s funny •  But ROI is not obvious to everyone •  And your boss would like a number @drnatalie You may have heard…   “Would you calculate the ROI of your mom or your pants? Then why would you calculate the ROI of social media? It’s obvious!” http://www.flowtown.com/blog/what-is-the-roi-of-your-mom @drnatalie
  18. 18. Social  Media  Myth  #1   “Social  media  ROI  cannot  be   calculated  because  there  are   too  many  unknowns…”  
  19. 19. Social  business  is  s,ll  business…   …and  the  business  of  business  is   increasing  shareholder  value.   TRUTH  IS…  
  20. 20. WHAT  IS  ROI?    A  NUMERICAL   VIEW  OF  STRATEGY   And  high  ROI  means  execu,ve  approval   for  your  ini,a,ve.  
  21. 21. Enhanced   Brand   protec,on…   BeXer   Consumer   Insights…   Faster  lead   genera,on/   increased  lead   conversion  rates   Reaching  PR   objec,ves   faster,  beXer,   cheaper…   Increased   awareness,   reach,  relevance,   engagement…   Reduc,on  in  call   center  costs/   increase  in   customer  revenue   Decrease  in   customer  churn/   inc  customer   life,me  value   DOES  YOUR  STRATEGY  INCLUDE  BUSINESS  FUNDAMENTALS   LIKE  COST  SAVINGS  &  REVENUE  GENERATION…   If  your  strategy  includes…   Social  media  ROI  predicts  if  you’ll  reach  the  goal…  
  22. 22. Social  Media  Myth  #2   “Would  you  calculate  the  ROI   of    pu^ng  phones  on  every   desk  in  your  company?     smROI  doesn’t  have  to   calculated!  ”  
  23. 23. Except  businesses  do…     Evaluate  produc,vity  benefits  vs.  costs.           And  also  the  systems  needed  to  support  the   business  ac,vi,es.       HMMM….  
  24. 24. TRUTH  IS…   There  was  a  day  when…     Secretaries  answered  the  phones   and  typed  EVERYTHING  for   workers.     Along  came  phone  switches  and   desktop  computers…     Someone  did  ROI  calcula,ons  for:     Ge^ng  a  company-­‐wide  phone   switch  and  phones  on  every  desk   top.  (Ask  Nortel  and  Avaya…)     And  a  computer  on  every  desk.     And  apps  to  get  your  work  done  -­‐-­‐   like  email,  word  processing   programs.  
  25. 25. Social  Media  Myth  #3   Metrics  =  ROI  
  26. 26.     KNOW  WHAT  ROI  IS  AND  ISN’T   Many  people  mistake  social  media  data,  metrics  and   Key  Performance  Indicators  (KPIs)  for  ROI       Metrics  are  used  to  measure:  Reach,  Relevance,   Shares,  Likes,  Engagement,  Purchases     But  that’s  NOT  ROI        
  27. 27. COLLECT  SOCIAL  MEDIA  DATA,   METRICS  &  KPIS   Website  analy,cs  and  marke,ng  automa,on  data   help  provide  insight  into  what  you’re  doing  right  &   how  you  can  improve.  
  28. 28. TRUTH  IS…   Metrics  are  the  like  ingredients  in  a  good  recipe.     They  go  into  the  ROI  calcula,on,   but  they  aren’t  the  finished  dish.  
  29. 29. Misconceptions of ROI… There’s a change in metrics!! • We have 500 more “Likes” • 10X click-thru rate on “Buy Now” button • $5M in annual support savings & sales advocacy • Viral videos increased company sales +700% • Social microsites secured 1,000,000 fans and a 10% increase in same-store sales E I have an ROI!! e Note to self: Metrics are necessary… But they are not ROI @drnatalie
  30. 30. ROI  VS.  METRICS   Ac,vity  Metrics     #  of:   News  Releases   Media  Interviews   Analyst  Briefings   Blogger  Engagements   Blog  Posts   Video  Posts   Podcasts   Web  Site  Page  Edits   Reach  Metrics     #  of:   Earned  Media  Placements   Earned  Media  Impressions   Paid  Media  Impressions   News  Release  Downloads   Analyst  Report  Men,ons     Relevance  Metrics   #  of:   Key  Message  Penetra,on   Earned  Media  Share   Share  of  Conversa,on   Word  of  Mouth  Volume   Click-­‐Through    Volume  /  Rate     Return  on  Investment   •  Earned  Media  Value  vs.  Marke,ng  Spend   •  Lead  Value  vs.  Marke,ng  Spend   •  Brand  Equity  Growth  vs.  PR  Spend   •  Focus  group  vs.  Social  Media  Monitoring  or  Community  
  31. 31. ROI  IS  LIKE  LOOKING  AT   AN  ESCHER  DRAWING   It’s  a  complexity  issue       •   Tradi,onal  business  goals  &  metrics   •   Social  media  business  goals          and  metrics   •   How  social  media  affects          tradi,onal  business  
  32. 32. Myth #4 “ROI is too difficult because I’m not a “math” person.” @drnatalie
  33. 33. Real-world Examples   @drnatalie
  34. 34. Analyzed online conversations: • Their brand • Key competitor Ran nat’l ad campaigns & wants to understand: • Effectiveness of messages and • Drivers of consumer purchase intent Case Study: Major Insurer Advertising Effectiveness & Competitor Evaluation @drnatalie
  35. 35. Insurer Ad Effectiveness • Insurer’s ad campaign is liked • Didn’t generate conversation about buying or switching insurers @drnatalie
  36. 36. Insurer Ad Effectiveness • Insurer’s ad campaign is liked • Didn’t generate conversation about buying or switching insurers • Competitor ad campaign is more divisive @drnatalie
  37. 37. Insurer Ad Effectiveness • Insurer’s ad campaign is liked • Didn’t generate conversation about buying or switching insurers • But spurs a conversation trend related to purchasing • Competitor ad campaign is more divisive @drnatalie
  38. 38. Conclusion of social media monitoring • Both campaigns generate healthy “buzz” • But positive sentiment doesn’t reflect intent to purchase • Using context avoids misinterpreting positive sentiment for a social buying gesture- intent to purchase @drnatalie
  39. 39. ROI of social media monitoring ROI = Benefits - Costs x 100 = Percentage Return on the Investment Costs What is the cost? •  People- to do the analysis •  Process- process to compile the information •  Technology- social media monitoring tool What is the benefit? •  If the commercial drove sales? •  Number of leads? •  What is a lead worth? •  Number of lead conversions? •  What’s a sale worth? @drnatalie
  40. 40. Case Study: Craft Company Product Development & Marketing Wants to understand: • What topics dominate craft-related conversations? • Is marketing having the desired effect? • What’s lacking in the product line and accessories? @drnatalie cccccccccc
  41. 41. Identified New Product Opportunities Discovered opportunity to develop more male-centric product line & accessories Consumers’ expressed strong desire for: • More & better supplies & accessories • Improved access to purchase those accessories @drnatalie
  42. 42. •  In-house Research •  Quickly and cost effectively identifies new product & market opportunities •  Prompts development of new product accessories •  Enables additional sales •  Expands market share •  Marketing •  Gained increased confidence leveraging social-media •  Confirmed effectiveness of current messaging and promotional approach Conclusions of social media monitoring @drnatalie
  43. 43. ROI of social media monitoring ROI = Benefits - Costs x 100 = Percentage Return on the Investment Costs What is the cost? •  People- to do the analysis •  Process- process to compile the information •  Technology- social media monitoring tool What  is  the  benefit?     •  What  does  it  cost  the  company  to  go  to  market   with  a  product  that  isn’t  what  customers  really   wanted?   •  What  would  this  type  of  market  research   normally  cost  the  company?   •  How  long  would  it  normally  take  to  get  that  kind   of  feedback?  What’s  the  general  cost  for   product  dev  to  launch  a  product?   •  What’s  the  value  of  finding  a  new  product  to   provide  their  market?   •  What  was  the  value  in  revenue  of  the  new   products/  accessories?   •  What’s  the  value  of  key  messaging  that  works?   Higher  lead  conversa,on  rate?     @drnatalie
  44. 44. Case Study: Medical Device for Diabetes & Insulin Product Launch Marketing • What core messages will resonate most with these consumers? • How do patients discuss the complexities of treatment & control? • What is the significance for the new product launches? Wants to understand diabetes & insulin: @drnatalie
  45. 45. Lifestyle Consumers’ Concerns Top Conversations Lifestyle   Treatment Success   Support   Device comments? LOWER   @drnatalie
  46. 46. Opportunity for brand to: • Get more engaged • Become trusted-partner • Create a online Community for • Advice • Recommendations • Shared-support Conclusions of social media monitoring @drnatalie
  47. 47. ROI  of  social  media  monitoring   ROI  =  Benefits  -­‐  Costs  x  100    =  Percentage  Return  on  the  Investment                              Costs     What  is  the  benefit?     •  What’s  the  value  in  knowing  what  to  put  the  emphasis  of   content  online?   •   I.e..,  to  create  an  editorial  calendar  that  has   content  that  specifically  addresses  why  people   might  not  use  their  medicine   •   And  which  means  that  don’t  feel  as  well  and  they   don’t  live  as  long  or  buy  the  medicine-­‐  which   affects  sales   •  What  is  the  value  of  becoming  a  trusted  resource  for   pa,ent  concerns?  Enhanced  brand  trust?   •  Did  the  online  community:   •   Deflect  any  calls  to  the  call  center?   •  Increase  the  efficiency  or  effec,veness  of  the  calls?     •  Did  the  company  use  the  content  in  the   community  to  update  their  FAQs  or  knowledge   base  which  helped  self-­‐service?     What is the cost? •  People- to do the analysis •  Process- process to compile the information •  Technology- social media monitoring tool @drnatalie
  48. 48. Case Study: Healthy Snacking & Kids Campaign Planning: Product Launch & Marketing Wanted to know the nature of online conversations: • Concerns parents have providing kids a healthy diet • What factors drive purchase decisions and habits? @drnatalie
  49. 49. “Healthy” in Kids Snack Foods: More Effectively Resonate with Consumers NutriRon   Allergies   Top Conversations Convenience   Taste   Not as High   @drnatalie
  50. 50. Opportunities for Brand: •  Better launch messaging •  Product packaging • On-going campaign messaging Conclusions of social media monitoring @drnatalie
  51. 51. ROI  of  social  media   ROI  =  Benefits  -­‐  Costs  x  100    =  Percentage  Return  on  the  Investment            Costs     What  is  the  benefit?     •  What’s  the  cost  of  market  research?   •  Focus  group  of  12  people  =  15K     •  How  many  would  you  need  to  do  to  get   the  same  volume  of  content?   •  12  x  $15K  =  $180,000   •  What’s  the  value  of  targe,ng  the   message  for  a  campaign?   •  What’s  the  value  of  being  able  to  run  an   AB  test  of  taste  vs.  allergies  to  see   which  one  really  gets  the  most   responses?   ROI  of  social  media  monitoring   ROI  =  Benefits  -­‐  Costs  x  100    =  Percentage  Return  on  the  Investment                              Costs     What is the cost? •  People- to do the analysis •  Process- process to compile the information •  Technology- social media monitoring tool @drnatalie
  52. 52. How to Set-up A Social Media Measurement Program 6. Hone the analysis / teach the system 7. Analyze the information 8. Create appealing presentation of data 9. Present information to stakeholders 10. Take action on the data & repeat! @drnatalie How  to  Mone,ze  Facebook   With  Social  Commerce   By  Dr.  Natalie   1. Get executive buy-in & support 2. Choose Staff 3. Determine your business goals •  Product Development •  Product Launch •  Product Marketing… 4. Choose a social media monitoring system 5. Start listening to online conversations
  53. 53. Wayne St. Amand Vice President, Marketing
  54. 54. SOCIAL MEDIA IS EVERYWHERE, AND EVERYONE IS USING IT. WE ANSWER THE QUESTIONS.
  55. 55. 1.75 BILLION POSTS PER WEEK 100+ BILLION POSTS TO DATE 250+ MILLION POSTS PER DAY
  56. 56. MASSIVE OPPORTUNITY NOT FULLY LEVERAGED BY MOST •  Social media is the largest source of unfiltered information ever available about how consumers truly think and feel •  The vast majority of companies have yet to take advantage of this intelligence to influence their business decisions Achieving Social Intelligence The management and analysis of customer data from social sources, used to activate and recalibrate marketing and business programs.  
  57. 57. SOCIAL INTELLIGENCE CREATES ACTIONABLE INSIGHTS True Social Intelligence Delivers •  Consumer insights to drive business success –  Greater marketing effectiveness –  On-target product planning –  Deeper competitive insights –  Understand purchase triggers However, most of today’s tools do a terrible job of helping you achieve true Social Intelligence
  58. 58. MOST SOCIAL MEDIA MONITORING IS BROKEN Keywords and semantics don’t work well in social media •  Traditional tools lack the ability to understand context •  A computer cannot replace human judgment •  Human analysts cannot scale or provide consistency •  Predefined rules cannot support the dynamic nature of the social media conversation •  Surface-level monitoring lacks accuracy and deep insight NLP Semantic Search Manual-coding Keyword Sentiment Monitoring
  59. 59. 59   THE CRIMSON HEXAGON FORSIGHT® PLATFORM
  60. 60. Scalable Accurate Replicable A REVOLUTIONARY APPROACH Context Nuance Judgment
  61. 61. Posi,ve   Nega,ve   23%  66%   Major  Automo@ve  Brand   SENTIMENT ALONE IS INCOMPELTE 102,784  men,ons   11%   Neutral   11%   9%   18%   9%   11%   8%   11%   12%   11%   Love  Chevy   Legendary   Want  One   Looks  &   Design   Performance  Great  Business  Maintenance   Prefers   CompeRtor   Asking  advice  
  62. 62. ANALYTICS BEYOND SOCIAL CustomerFeedback MarketResearch SocialWeb FacebookPages PROPRIETARY ONLINE
  63. 63. GLOBAL CONVERSATION ‫اﳋﻴﺮ‬ ‫ﺻﺒﺎح‬ GrüßgoX 早上好 hej bonjour Γεια  σου selamat  pagi konbanwa 안녕하세요 zdravstvuyte merhaba  selam boas sawa  dee-­‐kanamaskar
  64. 64. ADDITIONAL RESOURCES: Request an Online Demo: http://www.crimsonhexagon.com/products/request-a-live-demo Customer Case Studies: http://www.crimsonhexagon.com/customers/#casestudies Overview Video: http://www.crimsonhexagon.com/products/overview-video/ Data Sheets & White Papers: http://www.crimsonhexagon.com/products/whitepapers/
  65. 65. For  more  informa,on  on  how  to  calculate     the  ROI  of  Social  Media   Or  get  more  business  value  out  of  social  media….     Contact  Dr.  Natalie  Petouhoff     www.DrNatalieNews.com     @drnatalie  

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