Measuring social media impact across every channel

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Measuring social media impact across every channel
by Google WildFire

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  • 1. Google Confidential and Proprietary Measuring social media impact across every channel
  • 2. Google Confidential and Proprietary Today’s speakers Jessica Gilmartin Wildfire by Google Susan Etlinger Altimeter Group
  • 3. Google Confidential and Proprietary #MeasureSocial Join the conversation +Wildfire @wildfireapp
  • 4. Google Confidential and Proprietary Today’s agenda How do marketers approach ROI attribution?1 Frameworks for marketing attribution2 How you can use Google Tag Manager and Wildfire to track the impact of your social media 3
  • 5. Google Confidential and Proprietary How do marketers approach ROI attribution? 1
  • 6. Google Confidential and Proprietary Do you understand and measure the impact of your social media initiatives? 6
  • 7. Google Confidential and Proprietary Methodology Distribution of Respondent Titles Executive (VP or C-level) 26% Marketing management (Manager and above) 24% Social media strategist 13% Digital media management (Manager and above) 10% Social media/ Community manager 9% Research / Analytics Management (Manager and above) 3% Brand manager 3% Other 12% Sample size: 1,222 respondents © 2013
  • 8. Google Confidential and Proprietary What do you think social media’s greatest impact is on your brand? Increases engagement 83% Allows us to deliver better customer service 40% Provides 24/7 interaction with our customers 32% Increases users' understanding of our brand/products 30% Provides insightful product or market research 29% Makes us look current with the times 7% Increases brand loyalty 5% Directly impacts revenue/sales 1% © 2013
  • 9. Google Confidential and Proprietary What do you think the worth of a social fan/follow to your brand is compared to a non-fan/follower? A social fan/follower is worth more than a non- fan/follower 51% A social fan/follower is worth significantly more than a non-fan/follower 29% A social fan/follower is worth the same as a non- fan/follower 20% © 2013
  • 10. Google Confidential and Proprietary In which channels does your brand typically perform marketing attribution? Traditional media 35% Digital media 32% Social media 10% None— we don’t perform marketing attribution 23% © 2013
  • 11. Google Confidential and Proprietary Frameworks for marketing attribution 2
  • 12. Google Confidential and Proprietary Social Data Intelligence Webinar with Google Susan Etlinger, Analyst August 6, 2013
  • 13. Industry Overview
  • 14. Social media is enterprise-wide 7.8% 9.4% 10.9% 14.1% 14.8% 16.4% 16.4% 28.9% 35.2% 36.7% 39.8% 65.6% 73.4% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% Market Research Legal Executive IT Customer/User experience Advertising Product development/R&D HR Social Media Digital Customer Support Corporate Communications/PR Marketing "In which of the following departments are there dedicated people (can be less than one FTE) executing social?" At least 13 different departments are actively involved in social media 14
  • 15. Companies own an overwhelming number of social media accounts 15
  • 16. 16 Volume Millions of conversations Velocity Thousands of posts per second Variety Structured and unstructured data Social data IS big data Source (3Vs construct) : Gartner Group
  • 17. Characteristics of Social Data
  • 18. Determining Business Value
  • 19. 19 Measurement Framework 19 1. Strategy • What are your business objectives? • What insights do you need to meet them? 2. Metrics • How will you measure success? • Based on insights and results, what actions should you take-or not take? 3. Organization • What resources do you require for research and analysis? • What training is required? • What barriers must you address and adapt to? 4. Technology • Which tool best supports your strategy, metrics, and organization?
  • 20. 20 The Social Media Measurement Compass 20 A Framework for Social Analytics, Susan Etlinger, Altimeter Group, August 10, 2011
  • 21. Top-Down Approaches 21
  • 22. Bottom-Up Approaches 22
  • 23. What determines the mix today? 23
  • 24. Mapping the Customer Journey
  • 25. It’s about understanding the customer’s POV
  • 26. You’re going to need some (social) data. Image courtesy sxc.hu 26
  • 27. Image by Madhava Enros used with Attribution as directed by Creative Commons http://www.flickr.com/photos/menros/84195844/ You’re going to need a map. Image courtesy sxc.hu 27
  • 28. Awareness Stakeholder findings• Signals that convey that someone is likely aware of your brand, service or content. Characteristics • Can we make a reasonable presumption that the reader has seen our post? • What digital actions suggest that presumption to be true? Thought Starter Questions • Clicks • Impressions • Plays • Views Typical Metrics 28
  • 29. Section 1. Project Overview CaseExample Awareness Capitalizing on pop culture’s zombie craze, the CDC creates a comic book-like readiness guide charting what to do incase of an outbreak. The blog post introducing the guide went viral, skyrocketing traffic so high, their servers crashed. 29
  • 30. Consideration Stakeholder findings• Signals that convey that someone interested in the social post or brand. Characteristics • Has she taken a digital action to learn more about the post or product? • Has she placed the post in her feed or shared the post with her network? • Has she posted a question or opinion about it? Thought Starter Questions • Click-throughs, Views (80%) • Pins/Repins • Fans, Favorites, Likes, Shares, Comments, Questions • Subscribes, Downloads, Embeds • Bookmarks • Add to Shopping Cart, time on site Typical Metrics
  • 31. Section 1. Project Overview CaseExample Consideration The power of anecdote + metrics Social media frees SAP sales team to focus on lower-funnel activities, improving productivity and close rate. Social media has changed the point at which many sales professionals begin to engage with prospects, because it helps prospects to “self-qualify” by engaging with others in SAP communities early in their decision process. 31
  • 32. Conversion Stakeholder findings• Signals that convey that someone has purchased the product (B2C) OR is willing to be contacted by a sales representative (B2B) Characteristics • If B2B, has she downloaded content and shared contact information or willingness to be contacted? • If B2C, purchase Thought Starter Questions • B2B • Downloads, Subscribes • B2C • Completed Transactions Typical Metrics 32
  • 33. Section 1. Project Overview CaseExample Conversion Customers scan QR codes to purchase products for same day delivery. More than 10K consumers visited the Home Plus mall using their smartphones. New members rose by 76% after the first implementation and online sales increased by 130%. Tesco unveils first interactive digital grocery in Seoul subway 33
  • 34. Customer Experience Stakeholder findings• Signals that convey the quality of a customer’s experience Characteristics • What can we learn about the our customers’ experience via digital channels? • How does it vary over time? By competitor? By product? • How does it differ from customer sat scores? Thought Starter Questions • Topic sentiment • Volume of identified/resolved requests in social networks • Blind spots identified and resolved • Sentiment vs customer satisfaction or NPS • Timeliness of response • Review sentiment/score Typical Metrics 34
  • 35. Section 1. Project Overview CaseExample CustomerExperience ATT’s community resolves service issues before they become expensive call center calls.(Courtesy: Lithium) 35
  • 36. Loyalty Stakeholder findings•Signals that convey that a customer is a loyal fan of the brand •Alternatively, signals that convey that a customer is a detractor Characteristics •What signals can we detect that suggest a customer or prospect is loyal to our brand? •How do they share, with whom, and with what sentiment? •Do you have to be a customer to be loyal? Thought Starter Questions •All of the below, with positive sentiment, over time: •Shares, Comments, Embeds •Pins/Repins •Fans, Favorites, Likes •Subscribes, Downloads •LTV Typical Metrics 36
  • 37. Section 1. Project Overview CaseExample Loyalty In this example, IHG and Chase co- created a Visa card from inception to marketing with 300 members, over a 12-month period, resulting in 30K conversation contributions. The campaign delivered an 80% increase in accounts over previous campaigns, and 5K existing customers who requested an upgrade. 37
  • 38. Advocacy Stakeholder findings• Signals that that a person is a strong and public supporter of your brand Characteristics • What signals can we detect that suggest a person is a brand advocate • Do you have to be a customer to be an advocate (or detractor)? Thought Starter Questions • Largest sources of positive sentiment (reach + reputation) • Largest source of customer referrals • “Social” customer value Typical Metrics 38
  • 39. Section 1. Project Overview CaseExample Advocacy Business Service. metrics-driven, adaptive culture Product Short sales cycle, low(er) consideration service Media Paid, earned, owned Customer Mixed B2B/B2C; Highly social consumer and business customer Measurement Strategy Deeply integrated with Facebook; uses URL tracking to measure business outcomes. “The transaction is the most sacred part of the funnel, but we’re optimizing all parts of the funnel. For example, if you look at total attendee sharing, 60% of sharing occurs after the purchase. One in 100 people who look at an event page before purchase share it, while 1 in 10 share it after purchase. And a post- purchase share drives 20% more ticket sales than a pre-purchase share.” − Tamara Mendelsohn, VP Marketing 39
  • 40. From Measurement to Intelligence 40
  • 41. A Holistic Strategy 41
  • 42. Final Thoughts 1. Think from the customer in, not the organization out • Holistic view of customer drives ‘real-time’ and ‘right-time’ engagement; requires ability to see cause and effect 2. Social data is “Big Data” • Embracing volumes, variety, and velocity of social data will help prepare organizations for other data streams to come 3. This will drive organizational change • Consider the HiPPO phenomenon and democratization of decision-making based on data (vs. intuition) 4. Making real-time real • With existing data types and the advent of news technologies, social data integration is real, and happening now. 42
  • 43. Related Research 43
  • 44. Google Confidential and Proprietary How you can use Google Tag Manager and Wildfire to track the impact of your social media 3
  • 45. Google Confidential and Proprietary How valuable would it be to measure social media’s impact with the same tools and systems you use to measure the impact of your other digital marketing? Extremely valuable 54% Somewhat valuable 34% Not valuable 2% Not sure 10% © 2013
  • 46. Google Confidential and Proprietary
  • 47. Google Confidential and Proprietary Data offers amazing possibilities for marketers • Analytics • Attribution modeling • Conversion tracking • Remarketing • And more… Website “tags” enable these marketing technologies
  • 48. Google Confidential and Proprietary What we’ve heard from our customers about tagging “I don’t like adding new tags to my site because I don’t know if the tag will break my site.” “I hate having to retag my site every time there’s a new marketing tool.” “Trying to get IT to prioritize my marketing tags takes 9 months.” “Tags slow down my page!”
  • 49. Google Confidential and Proprietary Different tags are needed on different pages With Google Tag Manager, many tags can be managed together— including both Google and non-Google tags
  • 50. Google Confidential and Proprietary Marketing Agility Dependable Data Quick and Easy • Launch new tags with just a few clicks • Easy-to-use error checking and speedy tag loading • Designed to let marketers add or change tags whenever they want
  • 51. Google Confidential and Proprietary 51 Insert tags in Google Tag Manager and view results Tags inserted into GTM can be viewed in Google Analytics, DoubleClick, or other 3rd party providers
  • 52. Google Confidential and Proprietary [Demo]
  • 53. Google Confidential and Proprietary Customer Benefits 53 See revenues from social Make the most of your ad dollars View the full customer journey Save time and money
  • 54. Google Confidential and Proprietary Join us August 21 Register at google.com/+wildfire Live Q&A with the Experts: Measuring Social Media ROI Wednesday, August 21 10 am PT / 1 pm ET
  • 55. Google Confidential and Proprietary Thank you Follow Wildfire and Google Analytics for the latest: Wildfire: www.wildfireapp.com + Wildfire Google Analytics www.google.com/analytics + GoogleAnalytics
  • 56. Google Confidential and Proprietary Q&A