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An Approach to Social Media ROI

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Session at LTX in Vegas (Nov. 2012) discussing an approach to discovering ROI in social media

Session at LTX in Vegas (Nov. 2012) discussing an approach to discovering ROI in social media

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  • 1. Lane Douglas! Principal Social Media Solutions MarketBridge! Building a Case For   SOCIAL MEDIA! ROI! How to Find a Return on4350 East West HighwayBethesda, MD 20814 Investment in Social Marketing240-752-1800! Strategies!49 Stevenson St, Suite 660San Francisco, CA 94105415-986-5800!www.market-bridge.com@marketbridge! 1   –1–! ©2012 MarketBridge Corp.
  • 2. Why! Which! Mapping! MarketBridge! Follow! Follow!SOCIAL!SOCIAL! METRIC! METRIC! ROI! ROI! STRATEGY! STRATEGY! UP! 1 MAINSTREAM! SOCIAL GOES 2  
  • 3. Social networking SOCIAL! Paradigm Shift! Why!continues to grow! Social media constitutes a paradigm shift in how our culture consumes and shares information. This is noSocial media continues to dominate longer the ‘MySpace’ era where teens used socialoverall Internet usage! media to share music. This is now a gender, age and ethnicity agnostic trend shown by the growing number of users and increasing amount of time spent on social METRIC! Which! sites.! Mapping! ROI! MarketBridge! STRATEGY! Follow! UP! Source: comScore! 3  
  • 4. Facebook remains SOCIAL! Why!largest platform!Facebook slated to reach onebillion users by August 2012! METRIC! Which!Facebook continues to beking among competitors! Mapping! ROI!While the competition for 2nd placeremains fierce between Twitter,LinkedIn and Google+ (all around 1Musers) Facebook is slated to reach thecoveted 1 billion mark late this year.! MarketBridge! STRATEGY! Source: comScore! Follow! UP! 4  
  • 5. Social networking Paradigm Shift! SOCIAL! Why! Social media constitutes a paradigm shift in how ourcontinues to grow! culture consumes and shares information. This is no longer the ‘MySpace’ era where teens used socialSocial media continues to dominate media to share music. This is now a gender, age andoverall Internet usage! ethnicity agnostic trend shown by the growing number of users and increasing amount of time spent on social sites.! METRIC! Which! Mapping! ROI! MarketBridge! STRATEGY! Follow! UP! Source: Go-Gulf.com! 5  
  • 6. Facebook remains SOCIAL! Google no longer dominant! Why!largest platform! In March of 2010, Facebook surpassed the search goliath Google as the most visited site. While GoogleFacebook slated to reach one maintained a steady 6% market share of traffic, Facebook went on to claim as high as 11% by Octoberbillion users by August 2012! of last year.! METRIC! Which! Facebook   Mapping! ROI! Google   MarketBridge! STRATEGY! Follow! UP! Source: Hitwise! 6  
  • 7. Search continues to search ! SOCIAL! Why!Google continues attempt to reinvent itself! METRIC! Which! “Search is Outmoded,” Google’s Former CEO Admits! Mapping! ROI! “To hear Mr. Schmidt tell it, the real challenge is one not yet on most investors minds: how to preserve Googles franchise in Web advertising, the source of almost all its profits, when "search" is outmoded.… As Mr. Schmidt succinctly puts it, ‘Were trying to MarketBridge! STRATEGY! figure out what the future of search is.’”! ! Eric Schmidt! The Wall Street Journal! Former CEO! August 14, 2010! Google, Inc.! Follow! UP! 7  
  • 8. SOCIAL! Why! "Few contexts are more powerful than friendship."! METRIC! Which! This advertising platform is even more powerful now that the site can factor in your friends preferences. If three of your friends click a Like button for, say, Dominos Pizza, you might soon find an ad on your Facebook page that has their names and a suggestion Mapping! that maybe you should try Dominos too. Peer- ROI! pressure advertising! Sandberg and other Facebook execs understand the value of context in selling a product, and few contexts are more powerful than friendship.! MarketBridge! ! STRATEGY! "Marketers have known this for a really long time. Im much more likely to do something thats recommended by a friend," Sandberg says.! TIME Magazine! May 31, 2010! Follow! UP!8  
  • 9. Google not a CRM!Search continues to SOCIAL! Despite the billions of dollars spent in Why!search ! search and PPC-related campaigns, the end result is still simply a “visit” orImpressions in ad spend losing a “click.” Nothing beyond vague demographics is actually captured.!viability as a metric! METRIC! Which! Mapping! ROI! MarketBridge! STRATEGY! Follow! UP! 9  
  • 10. Facebook “Likes” changesSocial media captures SOCIAL! the game! Why!people... Not clicks! Capturing a “Like” means you have actually collected that individual as aIn social media, traffic to your part of your social community and canplatform gives collected data! analyze their social graph for insights.! METRIC! Which! Education, employment and locale! Mapping! ROI! Sharing information and brand “Likes”! MarketBridge! STRATEGY! Friends profile information! Follow! UP! 10  
  • 11. The marketing SOCIAL! Why! engine 5 years ago! DroppedOrganic  Search   Traditional Traffic METRIC! Ad  Placement   Traffic Which! Number of visitors leaving the booking PPC   Predominantly (>50%) from search. Traffic from engine without a ad placement and PPC transaction taking directed to specials, place is vague. packages and events. Mapping! Website   ROI! Primary landing pages Booking   include the homepage, Engine   Social room pages and specialsTwiDer   and offers. MarketBridge! Media Traffic STRATEGY! Correlated Facebook   Predominantly (>50%) from search. Traffic Conversions from ad placement Success of any traffic or and PPC directed to campaign determined by specials, packages visitors entering booking and events. engine. Not verified against actual room sales reports. Follow! UP! 11  
  • 12. The marketing engine 1 year ago! SOCIAL! Why! Traditional Organic  Search   Website   Ad  Placement   Traffic METRIC! Which! Based on Analytics 2.0, the concept of a homepage is PPC   No longer as prominent a driver in surrendered and the site is, instead, thought of as a collection of homepages based on user interest and traffic, resources are highly-refined ad placement tactics. minimized and reallocated to social streams of traffic. Mapping! Booking   ROI! Engine   Social Traffic TwiDer   Studies show that social traffic is better leveraged Facebook   MarketBridge! STRATEGY! when pushed to a blog- Twitter is utilized as a Customer based site with context Service Management (CSM) tool. and discussion as Utilizing an enterprise-ready client (CoTweet/Hootsuite), staff is trained and required to interact opposed to offers and specials only. Social  Site   with loyalty-base. Built as a separate, conversational-type site, it allows users to register and leverage their Facebook accounts. Social Team Deployed Follow! UP!12  
  • 13. The marketing engine currently! SOCIAL! Why! Website!Organic Search Traditional Ad Placement Traffic PPC No longer as prominent a METRIC! Which! driver in traffic, resources are minimized traffic. and reallocated to socialMedia Channel stream. Booking PortalYouTubeWith Facebook and Twitter allowingvideo to be embedded in their Facebook! STAFF STAFF Mapping!streams, multimedia “comes-of-age” STAFF ROI!in social media terms. Videobecomes a very real way to market STAFF Social Site (Content)your business. News, celebrities, photos. This is the interactive part of STAFF the site.Messaging Channel STAFF MarketBridge!Twitter Deals Offers STRATEGY! STAFFTwitter is utilized as a Customer STAFFService Management (CSM) tool. Exclusive deals made Contests, sweepstakesUtilizing an enterprise-ready client available only to those and other incentive(CoTweet/Hootsuite), staff is trained within the social based methods of fan-and required to interact with loyalty- community. Drives loyalty acquisition.base. and marketing. Follow! UP! 13  
  • 14. Social  marke9ng  spend  will  con9nue  to   SOCIAL! demand  more  of  your  budget     Why! 13%   17%   17%   19%   Q:  What  percentage  of  your  overall   marke9ng  budget  do  you  expect  to   METRIC! Which! allocate  to  social  marke9ng  in  the  next   5  years?*   Spend  conLnues  to  increase  year-­‐over-­‐year  as  social   media  conLnues  to  take  an  ever-­‐increasing  porLon   of  the  overall  online  markeLng  budget.    This  means   Mapping! ROI! that  it  is  not  “IF”  you  should  invest,  but  rather  “HOW   MUCH”  and  “WHERE”  you  should  invest.   B2B  Products   13%   MarketBridge! STRATEGY! August  2011   B2B  Products   February  2012   18%   B2B  Services   August  2011   18%  August     August     August     August     B2B  Services   2009   2010   2011   2012   February  2012   19%   Follow! UP! *  Survey  done  by  CMOSurvey.org.    Survey  Sample:    4674  Top  US  Marketers  at  Fortune  1000,  Forbes  Top  200  and  Top  Marketers  who  are   AMA  members  or  Duke  University  Alumni  and  Friends.    531  responded  for  a  11.3%  response  rate.    86%  of  respondents  VP-­‐level  or  above.   14   -­‐  2  -­‐  
  • 15. Lack  of  clarity,  metrics  to  show  ROI  keeping   SOCIAL! social  from  corporate  mainstream   Why! Budget   47%   METRIC! Which! Unclear  outcomes     45%   Absence  of  clear  social   strategy  for  brand   42%   Lack  of  understanding   benefits  of  social  media   39%   Mapping! ROI! Execu9ve  skep9cism   39%   Lack  of  metrics   37%   MarketBridge! STRATEGY! Lack  of  cross     func9onal  support   25%   Other   25%   Q:  What  prevents  your  organizaLon  from  moving  beyond   experimentaLon  in  social  markeLng  ?*   Follow! UP! *  Survey  done  by  Pivot  in  conjunc9on  with  Al9meter  Group  and  Hudson  Group.    Survey  Sample:    October  2012  survey.  185   brand  managers,  marketers  and  directors  surveyed  for  the  Pivot  Conference  .  15   -­‐  3  -­‐  
  • 16. Why! Which! Mapping! MarketBridge! Follow! Follow!SOCIAL!SOCIAL! METRIC! METRIC! ROI! ROI! STRATEGY! STRATEGY! UP! 2 DILEMMA! THE METRICS 16  
  • 17. SOCIAL! Why! Yeah...! We Get Your Pain! METRIC! Which! While the search for a better social metric system might be frustrating, it is not futile.! While social media has widely been accepted as a mandatory channel for marketing, it has Mapping! not necessarily matured. Marketers agree that ROI! trying to compute the value of a Facebook “Like” or a Twitter “follower” can be terribly measuring social media roi difficult. On a whole, social media metrics suffer from many complaints to include... you’re kidding, right? MarketBridge! STRATEGY! •  Not easy to communicate at the executive level •  Unable to gage competition effectively •  Lacking industry-specific relevance •  No clear association to ROI If you’ve voiced any of these, we’d like to showPress Enter to search. you something. Follow! UP! 17  
  • 18. SOCIAL! * The analysis was done over a 30 day period during the Why! Fall of 2011. Destinations were measured based on the social media efforts of their respective Conference &Just because they Visitors Bureaus. Radian 6 was used to determine overall brand sentiment.“Liked” you...! Facebook Likes Metric High!doesn’t mean they METRIC! Which! In a comparison of overall Facebooklike you.! Likes, Cancun far outdistanced virtually all competitive destinations by almost 100,000 Likes.Without the right context or analysis,many social metrics are misleading! Mapping! ROI!The value of a Facebook Like, aswith many social media metrics, canbe completely arbitrary when Brand Sentimentlacking any appropriate context. In MarketBridge! STRATEGY! On Lower End!a study of the travel industry*, Despite having theMarketBridge found that Cancun, volume of community, Cancun’s sentimentwhile far outdistancing a carefully in social discussionsdefined competitive set in Facebook was significantly lagging behind thoseLikes, was seriously deficient in with smaller social communities.overall brand sentiment. Simply put,growing a social community does Follow! UP!not automatically translate into socialmedia success. 1! MARKETBRIDGE! 18   SQ INDEX!
  • 19. The Metric...! USVI Performs Poorly! SOCIAL!Facebook “Likes”! Based on this metric, we would assume that Why! the USVI was doing poorly in their marketingShowing a brand’s Facebook fan base in efforts and that visitors to the islands caredcomparison to their competitors is of little little to actually attach themselves to thevalue given it’s temporal nature.! social community.! METRIC! Which! Mapping! ROI! MarketBridge! STRATEGY! Follow! UP! 19  
  • 20. The Metric...! USVI Showing No Strategy! SOCIAL!Facebook Rate The ROG metric does not present the USVI Why! in any better light. What we do notice,of Growth! though is that Cancun seems to be showing a fairly recent marketing strategy push.!The Rate of Growth (ROG) is slightly betterthan the simple “Likes” comparison since itgives evidence of who is actually METRIC!implementing a strategic plan as opposed to Which!those just maintaining a presence.! Cancun Jamaica Mapping! ROI! MarketBridge! STRATEGY! Riviera Maya Bahamas USVI Aruba Bermuda Follow! UP! 20  
  • 21. The Metric...! SOCIAL! USVI at bottom of barrel!Twitter Why! When looking at Twitter, our opinions ofFollowers! USVI’s efforts in social drops even more. Of the entire Caribbean set, they are dead last.!Of all the metrics one can look at, thenumber of followers on Twitter is the leastvaluable given it is incredibly fluid and can METRIC!grow without any effort on the part of the Which!brand.! 5,000& 4,685& 4,500& 4,343& 4,000& 3,635& Mapping! 3,500& ROI! 2,872& 3,000& 2,677& 2,500& 1,955& 2,000& MarketBridge! STRATEGY! 1,425& 1,500& 1,000& 500& 0& USVI& Bermuda& Aruba& Riviera&Maya& Bahamas& Cancun& Jamaica& Follow! UP! 21  
  • 22. The Metric...! SOCIAL! USVI not even tracking!Twitter Rate of Why! In this graph, according to this metric, USVIGrowth! has apparently only recently entered the Twitter race. Conversely, Cancun againSimilar to the Facebook ROG metric, this shows to be the most aggressive in theirallows us to see who is employing a strategy marketing efforts.!versus those simply maintaining.! METRIC! Which! Jamaica Cancun Mapping! Bahamas ROI! Aruba MarketBridge! STRATEGY! Bermuda USVI Cozumel Follow! UP! 22  
  • 23. The Metric...! SOCIAL! USVI leads the competition!Brand Why! When we change the metric we are reading,Sentiment! suddenly the tables turn. Now we see a different story. While volume is low, we learnBrand sentiment looks at the total volume of that customer satisfaction is immensely high.!mentions of the brand and then segmentsthem according to positive or negative METRIC!connotations.! Which! Time Period Set For Results: August 22, 2011 – September 22, 2011 100%$ 90%$ 94%$ 91%$ 90%$ 80%$ 85%$ 81%$ Mapping! 78%$ 70%$ ROI! 74%$ 70%$ 60%$ 50%$ 40%$ MarketBridge! STRATEGY! 30%$ 20%$ 26%$ 22%$ 20%$ 19%$ 10%$ 15%$ 6%$ 9%$ 10%$ 0%$ Follow! US Virgin Bermuda Riviera Cozumel Bahamas Cancun Aruba Jamaica UP! Maya Source: Radian6 Technologies 23  
  • 24. SOCIAL!SOCIAL MEDIA RESULTS IN MATURATION Why!OF REPUTATION MANAGEMENTGAP unveils METRIC! Social World Explodes Which!new logo on RT “First chilean miner Facebook OCT OCT surfaced! Says he doesn’t 07 08 like Gap logo.” 2010 2010 Mapping! 4 DAY ROI! RESPONSE TIME MarketBridge! STRATEGY! OCT OCT GAP admitsfaux pas and 10 2010 09 2010 GAP opens crowdsourcing announces contest for new ideas old logo to Follow! UP! return24  
  • 25. Key Performance SOCIAL! Why!Indicators!Beyond growing a community to market to, there has to be a starting point ofreference to determine whether your efforts in the social space are lining up withyour overall goals and objectives. METRIC! Which! Mapping! Share of Voice ROI! D$ You$ The weight, or percentage of volume your brand has against the cumulative volume of all discussions involving your brand as well as your competitors. A$ MarketBridge! STRATEGY! C$ Share of Conversation Defined as the degree to which you are B$ addressing the problems you set out to solve. A metric of the percentage of discussions inside your defined industry that mention your brand. Follow! UP! 25  
  • 26. The Metric...! SOCIAL!Share of Voice! Why!The weight, or percentage of volume your brand hasagainst the cumulative volume of all discussions involvingyour brand as well as your competitors. Time Period Set For Results: August 22, 2011 – September 22, 2011 METRIC! Which! USVI Ranked Third in Brand Mentions! Mapping! ROI! Despite having a low following, the overall mentions of the USVI is actually fairly high. Of note is that the converse is true MarketBridge! STRATEGY! of Cancun. Despite such aggressive social tactics, brand mentions are terribly low.! Follow! UP! Source: Radian6 Technologies 26  
  • 27. The Metric...! SOCIAL! Share of Why! Conversation! Defined as the degree to which you are addressing the problems you set out to solve. A metric of the percentage of discussions inside your defined industry that mention your brand. USVI Still has METRIC! Which! massive room for growth! Share of Conversation (SOC) is a more significant metric in social media since it actually shows how well you are doing Mapping! against your personal goals as ROI! opposed to simply how well you Travel measure against your Industry competitors. This slide USVI Brand measures the amount of conversations in social media MarketBridge! STRATEGY! happening around vacation and trip planning in the U.S against those that talk about the USVI. Essentially, it means that less than 2% of vacation discussions in the U.S. is talking about the USVI.!Source: Radian6 Technologies Follow!Time Period Set For Results: UP!August 22, 2011 – September 22, 2011 27  
  • 28. Why! Which! Mapping! MarketBridge! Follow! Follow!SOCIAL!SOCIAL! METRIC! METRIC! ROI! ROI! STRATEGY! STRATEGY! UP! 3 ROI! MAPPING 28  
  • 29. A means to an end!Mapping Social Metrics SOCIAL! Social marketing cannot be an end unto Why!to Business Goals! itself simply because others are doing it. It has to map to larger business objectives.! METRIC! Which! 1 2 3 Improve  Mexico   Increase  Online   Increase  Visita9on   Brand  Image   User  Experience   &  Revenue   Mapping! ROI! FACEBOOK   FACEBOOK   SOCIAL  REPUTATION   TWITTER   TWITTER   MarketBridge! STRATEGY! YOUTUBE   YOUTUBE   SOCIAL  REPUTATION   Follow! UP!29  
  • 30. Measuring overall SOCIAL! P   Why!Facebook Effectiveness! Designates  a  metric   publicly  available  for  all   Each Facebook metric is given a weight factor dependent on Facebook  accounts   the client’s goals. This is then factored into how we measure the overall effectiveness of the Facebook channel.! METRIC! Which! 49.3K P   42K P   1.2K 660%P   51K RATE  OF   MONTHLY   TOTAL  LIKES   NEW  LIKES   UNLIKES   GROWTH   ACTIVE  USERS   Total  number  of  users   Number  of  new  “Likes”   Number  of  users  un-­‐ Pace  of  new  Likes   Number  of  people  who   Mapping! currently  “Liking”  the   added  against  previous   liking  the  page  against   addiLons  against  set   have  interacted  with   ROI! page.   Lme  period.   previous  period.   Lme  period.   your  page.  W=n%   W=n%   W=n%   W=n%   W=n%   W=n%   W=n%   W=n%   W=n%   W=n%   MarketBridge! STRATEGY! 3.8K 502K 16 9.3K 71.3K POST   POST  VIEWS   EDGERANK   TALKING   VIRAL   FEEDBACK   Number  of  Lmes   Likelihood  that  the   ABOUT  THIS   REACH   Number  Comments  &   people  viewed  a  News   Page’s  content  will   Number  of  unique   Unique  people  who   Likes  on  Your  News   Feed  story  on  your   show  up  in  user’s   people  who  created  a   saw  a  story  published   Feed  content.   page   News  Feed.   story  about  your  page.   by  a  friend.   Follow! UP! 30  
  • 31. Measuring overall Twitter SOCIAL! P   Why! Effectiveness! Designates  a  metric   publicly  available  for  all   Each Twitter metric is given a weight factor dependent on the Facebook  accounts   client’s goals. This is then factored into how we measure the overall effectiveness of the Twitter channel.! METRIC! Which! 8.8K P   311 P   3.7% P   23 P   30 NEW   RATE  OF   FOLLOWERS   TWEETS   RETWEETS   FOLLOWERS   GROWTH   Total  number  of   Number  of  new   Measured  as  factor  of   Tweets  actually  posted   Number  of  Lmes   Mapping! people  who  have   followers  since  last   growth  against  a  set   by  the  master  account   original  tweets  were   ROI! opted  to  follow  the   measurement   Lme  period.   over  Lme   retweeted   account  W=n%   W=n%   W=n%   W=n%   W=n%   W=n%   W=n%   W=n%   W=n%   W=n%   MarketBridge! STRATEGY! 50 408 P   16 3 40 P   MENTIONS   LISTED   CLICKS   TWEET   KLOUT   Total  clicks  into   BUTTON   Number  of  Lmes  the   Number  of  Lmes  the   website  originaLng   Number  of  clicks   Measure  of  aggregate   account  username  was   account  has  been   from  a  tweet,  retweet   originaLng  from  a   influence     tweeted   listed  by  other  users   or  menLon   tweet  buDon   Follow! UP! 31  
  • 32. Mapping to Business SOCIAL! Why!Goals & Objectives! From a summary viewpoint, the following shows how the various KPI’s for each individual channel can be broken out and applied against each primary goal as an integrated metric.! METRIC! Which! 1 2 3 Improve  Mexico   Increase  Online   Increase  Visita9on   Brand  Image   User  Experience   &  Revenue  FACEBOOK   FACEBOOK   SOCIAL  REPUTATION  Total  Likes   EdgeRank   New  Likes   Monthly  AcLve  Users   Share  of  Voice   Share  of  ConversaLon   Mapping!Unlikes   Talking  About  This   Rate  of  Growth   Post  Feedback   ROI!Post  Views   Viral  Reach  TWITTER   TWITTER  Followers   Retweets   New  Followers   Clicks  Rate  of  Growth   MenLons   Listed   Tweet  BuDon  Tweets   Klout     MarketBridge! STRATEGY!YOUTUBE   YOUTUBE  Channel  Views   Subscribers   Playlists  Channel  Comments  SOCIAL  REPUTATION  Volume   SenLment   Follow! UP! 32  
  • 33. Why! Which! Mapping! MarketBridge! Follow! Follow!SOCIAL!SOCIAL! METRIC! METRIC! ROI! ROI! STRATEGY! STRATEGY! UP! 4 STRATEGY! MARKETBRIDGE 33  
  • 34. Product   Recommenda9ons   SOCIAL! Why! Number of followers to corporate profile! Rate  of  Growth   %  Seniority  of   Group  Members   Company  Followers   Upstream  %   Group  Members   Number of followers Number of followers Number of followers Number of followers to corporate profile! to corporate profile! to corporate profile! to corporate profile! Number  of   Number  of  Group   Klout  Score   Downstream  %   Employees   Members   Capture of Klout Number of followers Number of followers Number of followers influence score at to corporate profile! to corporate profile! to corporate profile! METRIC! end of time period! Rate  of  Growth   Which! Facebook  Likes   Posi9ve  Sen9ment   Facebook  Volume   Page  Followers   Business page Percentage of Measure of overall Number of Likes at end of time volume indexed as posts segmented to employees in period! positive towards Facebook! organization! Talking  About  This   Rate  of  Growth   Listed   brand! Media  Satura9on   Shares, Likes and Analysis of growth Number of Twitter Positive mention Comments on rate over 90 day Lists username has volume in Business Page! period! been added to! mainstream news! Upstream  %   Followers   Share  of  Voice   Twicer  Volume   Mapping! Amount of traffic Capture of follower Comparison of Measure of overall social volume ROI! Facebook is count at end of time posts segmented to sending to your period! against competitors! Twitter! Downstream  %   website! Rate  of  Growth   ReTweets   Share  of   Amount of traffic Conversa9on   Analysis of growth Number of times Facebook is rate over 90 day % of industry user was retweeted conversations receiving from your period! over 90 days! website! Unique  Visitors   Men9ons   Extended  Twicer   reached! Inbound  Links   Monthly new Number of times Number of links MarketBridge! user has been Twitter Follower STRATEGY! unique visitors to coming to blogs mentioned over 90 reach from overall mentioning brand! your website! days! Twitter volume! As previously mentioned, many of the metrics individual socialThe Social Metrics channels present are relevant only to your performance on that specific network, and not to your business performance objectives.We’re Scoring! The SQ Index combines these metrics and determines BOTH how Follow! they relate to one another as well as how they relate to your UP! objectives and marketing goals. 34  
  • 35. We’re  covering  every  aspect  for  important  web  and  social  metrics   Owned  Media   Major metrics publicly Facebook  Likes   available for each Business page Likes at end of time brand’s personal period! social networks.! Earned  Media   Paid  Media   Measure of the brand’s reach and Share  of   Metrics relating to the Conversa9on   Upstream  %   sentiment through % of industry Amount of traffic effects of social ad organic social media.! conversations Facebook is spend and sponsored reached! sending to your website! content.! 35   -­‐  6  -­‐  
  • 36. SOCIAL! Why! DR! DIRECT! PR! POTENTIAL! EC! The  “Social  Nine”   ENGAGED! Performance   categories  that   REACH! REACH! COMMUNITY! Measure of immediate Extended audience not Degree to which social METRIC! fans and followers in necessarily in owned community interacts with translate  social   Which! owned networks! networks! and promotes brand! metrics  to  ROI     BS! SA! CP! Most  corporaLons  hold  back   from  moving  significant   Mapping! BRAND! SOCIAL! CONVERSION! ROI! SENTIMENT! ACCESSIBILITY! POTENTIAL! markeLng  dollars  into  social  Measure of the consumeropinion of the brand inside Ease with which people can reach the brand Viability of the social media space to media  due  to  lack  of  metrics  that   social conversations! through social channels! generate conversions! truly  speak  to  exisLng  business   objecLves.     MarketBridge! STRATEGY!   The  SQ  Index’s  nine  categories   INDUSTRY! II! SOCIAL! SI! CD! COMMUNITY! group  and  integrate  core  metrics   from  prominent  social  networks   IMPACT! INFLUENCE! DEVELOPMENT! and  present  their  values  in   Measure of how much Measure of social Measure of intentionality social conversations is channel motivating of brand to cultivate an execuLve-­‐level  language.   Follow! impacting the industry! others towards action! engaged community! UP! 36   -­‐  5-­‐  
  • 37. How  we   SOCIAL! score  our   Why! Facebook  Likes   10%   categories   Facebook  People   Talking  About  This   5%   METRIC! TwiDer  Followers   5%   Which! Extended  TwiDer   Followers   20%   PR! Overall  TwiDer   10%   Mapping! Volume   ROI! Overall  Facebook   Volume   5%   Inbound  Links   5%   POTENTIAL! MarketBridge! STRATEGY! REACH! Company  Page   Followers   10%  Potential Reach is defined as the Specialized  Group   number of possible viewers the Members   5%   brand was able to extend it’s Employees  on   message to during the period LinkedIn   20%  measured. Weights change based %  Seniority  of   Follow! 5%   UP! on industry and market.! Group  Members   37   -­‐  7  -­‐  
  • 38. The  benchmark  analysis  is  an  objec9ve  and   SOCIAL! relevant  scoring  among  compe9tors   Why! +   METRIC! Which! Mapping! ROI! Gain  instant  insight  into   how  you  measure  up   MarketBridge! STRATEGY! Each  brand  is  given  an  overall  score   to  display  compeLLve  ranking  among   compeLtors.    The  stacked  bar  format   then  allows  for  you  to  see  how  well   each  brand  performed  in  each   category  as  well  to  immediately   assess  areas  of  strengths  and   Follow! weaknesses.   UP!38   -­‐  8  -­‐  
  • 39. Our  nine  categories  directly  relate  to  a  sales   process  you  already  understand   REACH   ENGAGE   CONVERT   EXPAND  DR! Direct  Reach  PR! PotenLal  Reach  EC! Engaged  Community   II! Industry  Impact  BS! Brand  SenLment  SA! Social  Accessibility  CP! Conversion  PotenLal   SI Social  Influence   !CD! Community  Development   39  
  • 40. Why! Which! Mapping! MarketBridge! Follow! Follow!SOCIAL!SOCIAL! METRIC! METRIC! ROI! ROI! STRATEGY! STRATEGY! UP! 5 UP! FOLLOW 40  
  • 41. Interested  in  More?   You  can’t  manage  what  you  can’t  measure.   The  SQ  IndexTM  does  both.   Lane  Douglas   Principal,  Social  Media  SoluLons   Direct:    240-­‐752-­‐1835   Email:  ldouglas@market-­‐bridge.com   Twicer:  @lanedouglas  41    

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