Social Media Monitoring & Measurement 09.22.09

Social Media Monitoring & Measurement
The University of Kansas, Edwards Campus
JOUR 831: Technology in Marketing Communications
Kelly Kearney
Spiral16
September 22, 2009

The marketing challenge
“Marketers don’t understand channels where you have to talk and listen at the same time…
The marketing industry’s idea of two-way communication is to put an 800 number or a web address in an ad and take orders.”
- Josh Bernoff, Forrester Analyst

How pervasive is social media?
Twitter averages 3,000,000 tweets every single day.
YouTube averages 100,000,000 videos viewed per day.
There are over 3,600,000,000 photos archived on Flickr.com as of June 2009.
If Facebook were a country, it would be the 8th largest in the world … just ahead of Japan.
What the F**K is Social Media

How pervasive is social media?
In 2009, more than four out of five online Americans are active in either creating, participating in, or reading some form of social content at least once a month.
Forrester Research, 2009.

What are the user demographics?

What departments are using social media?
“Nobody owns social media. Social media is just another channel to reach people. The people who use it, own it.”
- Brian Solis, Principal of Future Works
eMarketer, September 22, 2009.

Be prepared to meet your curmudgeon.
It’s a
FAD.
It’s too
RISKY.
It’s a
TIME SUCK.
It’s too
INVASIVE.
There is no ROI.
Info from Charlene Li, Convince the Curmudgeon

Be prepared to take detours.
You will most likely have to:
Adapt on short notice.
Identify your top 5-10 nightmares.
Rehearse with “fire drills”
before disasters happen.

Be prepared to measure ROI
Despite widespread adoption of social media, measurement stills lags. Only 16% of those polled said they currently measured ROI for their social media programs.
eMarketer, September 22, 2009.

Why should you invest in monitoring?
Going it
alone can
be like
drinking
water
from a
fire hose.
Photo: Chris Blakeley, Flickr

How do you start?
LISTEN to your audience to understand the buzz about your brand.
UNDERSTAND what they need out of your relationship.
ENGAGE with your community to build trust, respect, and loyalty.

What are the benefits of monitoring?
Effectively manage
marketing spend
(Marketing / MarCom)
Increase efficiencies / improve employee morale
(Internal)
Gather transparent
competitive intelligence
(Strategy)
Quicker customer service
response time
(Customer Service)
Your Business
Monitor brand reputation
(Public Relations)
Track feedback of
a product launch
(Product Dev. / R&D)
Increase brand loyalty and presence
(Brand)
Real-time
market research
(Research)
Validate the success of marketing campaigns
(Marketing / MarCom)
Acquire new
customers
(Sales)

How do you measure the impact?
“Your goals determine your metrics.
Use the same metrics as your corporate goals.”
- Charlene Li, Forrester Analyst

Examples of “Micro” Metrics
Info from Charlene Li, Convince the Curmudgeon

Return on Investment Example
Reality Digital Inc.
Total investment for social media programs (including technology costs and PR agency hours): $3,000/month
Total sales leads generated (April to June): 72
Average sales leads per month: 24
Average cost per sales lead: $125
Lead conversion to sales opportunities: 11.1%
Lead conversion to closed deals: 1.4%
Computerworld.com, September 21, 2009

Kelly.Kearney@spiral16.com
@kellykearney