Listening to Your Customer


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  • OverviewCommunication Control is Shifting
  • Six Pillars of Digital Media Measurement
  • Why  Different Goals require different metrics
  • Defining GoalsThe most important thing for a company is to define and to communicate their overall business goals. There is a well-known practice how to fulfill this task: Be S M A R TS : SPECIFICM : MEASURABLEA : ACTIONABLER : RELEVANTT : TIMELYAfter having defined goals a strategy with a set of tactics has to be implemented in order to guarantee a successful execution. Constant control and alignment is required.The web channel can support business goals in various way.
  • The conversion funnel is a digital tool of your web channel subdivided into different stages and aimed to support the overall business goals. It breaks down the sales process into mainly four stages:1. Awareness: bringing the product to customers attention2. Interest: getting the customer excited about a certain product/service3. Consideration: providing information in a friendly and educational way4. Purchase: getting customer to buy a product/serviceThe online conversation funnel intersects with the business goals in each stage and gives a clear understanding of the “WHY” during the entire process.
  • Choose Objectives – Value and ROI
  • Potential Goals Bring outside ideas into organization Generate more word of mouth Increase customer loyalty Increase product/brand awareness Improve new product success ratios Improve public relations effectiveness Reduce customer acquisition costs Reduce customer support costs Reduce market research costs Reduce product development costs
  • KPIs are adefined measurement of performance in a long run. Those metrics are based on certain website goals and have to be aligned with the overall business goals. Agreement on them is required and evaluating essential.KPIs have to be always measurable!
  • Applying Social Media Metrics to Sales FunnelSource:
  • What can be measured
  • Assess measurement programs across all digital channels, including web sites, search engine marketing, online advertising, social media and other digital marketing channels.
  • Implement a successful governance model.Streamline adoption with training and support.Develop and follow a consistent plan for social media.Establish a culture of data-driven decision making and accountability
  • Understandably, price is usually one of the top concerns, but be sure you’re getting all that you can out of the platform. Missing important conversations because your monitoring tool doesn’t pick up a specific channel can mean lost opportunities. It doesn’t bode well to be penny wise and a pound foolish with these tools.Read more:
  • Range of Coverage (Channels & Languages)All platforms cover the large social channels (i.e. Facebook, Twitter, YouTube and LinkedIn) but not all cover bookmarking sites like Digg and Reddit or specific forums and chat rooms. Be sure to find out all sites covered in a platform. Here’s a list of the most important social sites out there today.Read more:
  • Workflow CapabilitiesIf you have a multitude of departments needing to monitor and engage, you better figure out how you’re going to manage all these people and sites.  Marketing needs to understand what customer service is doing along with HR, public relations, c-suite, sales, etc.Read more:
  • Integration with Other ApplicationsThis is a big concern for companies with more complex social programs and highly matrixed structures. Be sure you know ahead of time what other applications you’ll be using before you select a monitoring tool.Read more:
  • Global CoverageIf you’re doing business on a global scale make sure you’re picking up conversations on such sites as Orkut, Renren, StudiVZ, Bebo and Kontakte, just to name a few.  This capability isn’t cheep so don’t buy it if you don’t need it. Click here for a comprehensive list of global social networking websites.Read more:
  • Support and TrainingMany of these tools are becoming quite sophisticated and are ever-changing to meet the newest platforms; thus, it’s important that the account team is keeping you up-to-speed on what is relevant to you.Read more:
  • Metrics and ReportingYou better be able to measure what you’re doing with social media or you’ll be out of a job fast.  The big question always revolves around ROI so you better come prepared with numbers and killer graphs to impress the CEO.Read more:
  • Listening to Your Customer

    1. 1. Social Media MeasurementLISTEN UP, BECAUSE YOU CARE!<br />By Mu’min Santoso l @msantozl KLIXDIGITAL<br />
    2. 2. Does any CorpComm/PR personnel like to wake up at 1:30am to handle issues and worst still while on an overseas trip ?<br />
    3. 3. How do you manage the digital conversations?<br />
    5. 5.
    6. 6.
    7. 7. New Measurement = LISTENING<br />
    8. 8. Actively listen to conversations about your brand in Online Media<br />Analyze the content<br />Participate<br />Take actions<br />
    9. 9. WHY WE NEED IT?<br />
    10. 10. Functional Benefits<br />
    11. 11. READY?<br />
    12. 12. Digital Strategy<br />Get Attention/Get Found<br />Inspire/Inform<br />Influence, Persuade, Engage<br />Convert <br />Satisfy<br />Retain/Energise<br />Measurement Objective<br />Maximise Reach, Discoverability & Initial Responses<br />Maximise Engagement<br />Optimise Engagement<br />Optimise Conversions/End Actions<br />Maximise Sales<br />Maximise Satisfaction<br />Up Sell/Cross Sell/Retain<br />Data Sources<br />Ad Serving / Tracking <br />Search Engine Marketing <br />Marketing Automation (EDM, Leads Nurturing & Management)<br />Web Analytics – (Google Analytics, WebTrends, ClickTale) <br />Customer Satisfaction/Social Media Sentiment –(Social Media Monitoring)<br />KPI’s<br />(Examples and not Exhaustive)<br />Impressions<br />Unique Visitors<br />Content Engagement Rate<br />End Action (EA)<br />Churn<br />Lifetime Value (LTV)<br />Initial response Rate (IRR)<br />Landing/Entry Page Engagement Rate<br />Cost per Engaged Visit<br />Cost Per End Action (CPEA)<br />Opt Out Rate<br />Cost Per Initial Response (CPIR)<br />Continued Action Rate (CAR)<br />Cost Per Visit that Consumes<br />Prospects/Responders<br />Lead Scoring<br />Share of Voice<br />Cost Per Prospect<br />Leads / Win / Revenue / Sales<br />Qualitative – CSAT (Customer Satisfaction), NSAT (Net Satisfaction), Sentiment<br />Measurement Framework by @martinwals ©2011<br />Conceptual Digital Marketing Framework<br />
    13. 13. Six Pillars of Digital Measurement<br /><br />
    14. 14. 1<br />MEASUREMENT STRATEGY<br />
    15. 15. Define what you want to do<br />3 Simple step to performance improvement<br />Why? Define Goals<br />What? Identify a Metrics Hierarchy<br />How? Implement for Repeatability<br />
    16. 16. A. WHY – Define Goals<br />SPECIFIC<br />MEASURABLE<br />ACTIONABLE<br />RELEVANT<br />TIMELY<br />Feedback<br />
    17. 17. Define Goals - Example<br />Conversion Funnel<br />AWARENESS<br />INTEREST<br />CONSIDERATION<br />PURCHASE<br />
    18. 18. Choose Objectives – Value and ROI<br /><br />
    19. 19. Potential Goals<br /><ul><li>Bring outside ideas into organization
    20. 20. Generate more word of mouth
    21. 21. Increase customer loyalty
    22. 22. Increase product/brand awareness
    23. 23. Improve new product success ratios
    24. 24. Improve public relations effectiveness
    25. 25. Reduce customer acquisition costs
    26. 26. Reduce customer support costs
    27. 27. Reduce market research costs
    28. 28. Reduce product development costs</li></ul><br />
    29. 29. B. WHAT – Define Metrics<br /><ul><li>Focus on desire outcome
    30. 30. Keep the metrics simple
    31. 31. Involve all the participants
    32. 32. Base metrics on organizational objective & key process
    33. 33. Challenge to act immediately </li></ul>KPIs<br />
    34. 34. Example: Applying Social Media Metrics to Sales Funnel<br />
    35. 35. Metrics Sample<br />
    36. 36. 11/03/09 – 145 Cumulative voice<br />17/02/08 – 12 new voices<br />BUZZ<br />
    37. 37. CHANNELS<br />
    38. 38. Buzz by Type Channel Details (Samsung)<br />Click posts to have an in-depth look of the channel<br />
    39. 39. Buzz by Type Channel Details - Lists of posts (Samsung)<br />Click details to have an in-depth look of the post<br />
    40. 40. Buzz by Type Channel Details - Post Details (Samsung)<br />
    41. 41. Buzz by Type Channel Details - Post Details (Samsung)<br />
    42. 42. Find your influencers and sort them by<br />Influencer Score<br />Author/Commentator<br />Total Posts<br />Average Sentiment<br />EVANGELIST/INFLUENCERS<br />
    43. 43. SENTIMENT/TONE<br />Very Positive<br />
    44. 44. Social Media Equity<br />A chart unique to Brandtology that indicates the Social Media Equity of the subject in relation to other subjects for comparison across influence, sentiment and buzz<br />EQUITY<br />
    45. 45. C. HOW – Implement Repeatability<br />Think long and hard about which metrics really matter<br />Variation is good if you are an artist trying to produce unique masterpieces, variation is bad if you are trying to control costs and maximize ROI<br />
    46. 46. 2<br />RESOURCES & EXPERTISE<br />
    47. 47. Put together a team that can do it<br />Assign the right people with the right analytics skills. <br />
    48. 48. 3<br />INTEGRATION & VISUALISATION<br />
    49. 49. Gather and organize the data<br />Understand the importance of all kinds of customer interaction:<br />Combine data from multiple sources (including analytics, email marketing, call centers and offline campaigns).<br />Focus reporting and visualization on key business objectives.<br />Visual speaks better<br />
    50. 50. 4<br />ANALYSIS & INSIGHT<br />
    51. 51. Make sense of it all<br />Turn raw data into real action, by:<br />Ensure the accuracy and integrity of your data.<br />Develop a visitor-centric approach that shows which interactions are most important for your brand.<br />Figure out hidden correlations.<br />Provide ongoing multivariate testing, targeting and optimization of content.<br />
    52. 52. 5<br />ADOPTION & GOVERNANCE<br />
    53. 53. Get everyone on the same page<br />Unlock the full potential of data. Use proven best practices to make it<br />
    54. 54. 6<br />ON GOING OPTIMIZATION<br />
    55. 55. Continue to improve<br />Continuous improvement of your measurement program is ultimately what turns data into insight.<br />
    56. 56. HOW ABOUT THE TOOLS?<br />FREE TOOLS<br />PAID SERVICE<br />
    57. 57. 7 Keys to Choose A Right Tools<br /><br />
    58. 58. COST<br /><br />
    59. 59. RANGE OF COVERAGE<br /><br />
    60. 60. Workflow Capabilities<br /><br />
    61. 61. with Other Applications<br /><br />
    62. 62. Global<br /><br />
    63. 63. & Training<br /><br />
    64. 64. Metrics & Reporting<br /><br />
    65. 65. In a Nutshell<br />There’s a behavior shifting on how customer engage with brand<br />Understand why you need a measurement<br />Understand the ‘Big Picture’<br />Use the measurement framework to get effective measurement result<br />Choose and use a right tools<br />Keep listening & Analyzing<br />
    66. 66. QUESTION?<br />
    67. 67. References<br /><br /><br /><br /><br /><br /><br />
    68. 68. Thank you<br />Mu’min Santoso<br /> @msantoz<br />