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Managing Forward:



  Measuring Social Media Value
  and Influence

    Larry Freed, President and CEO, ForeSee Results
Social Media Popularity

 Facebook
   500                        3.5                          50%
                        ...
3 Types of Social Media
1. Controlled
2. Sponsored
3. Viral
Making Sense of Social Media: The Social Media Map
What do consumers want from Facebook?
Where and why do consumers engage with social media




 Source: ForeSee Results Top 40 Holiday Retail Satisfaction Index,...
What are you
doing about it ?
71%
                              Companies with a
                            social media plan are
                     ...
Traditional Social
Metrics
count activity and
measure
impressions/buzz

 Fans on social sites
 Social mentions
 Tweets
 Bl...
What is missing ?
Who is coming to your social networking site?

What are the social media tendencies of
your website visitors?
What influenced them to come
to your site?
Was their experience
successful?

Were they satisfied?
What are they going to do
as a result of the
experience?
What is the value of a
visitor from Social Media?
Measuring Success


 Success is measured through the eyes of the customer/visitor

 Success is                     custome...
Customer Satisfaction = Key Success Metric


 Satisfaction

 Satisfaction is a combination of what you get and what you ex...
How Do We Measure Satisfaction

  Satisfaction: Measurement of Success
              American Customer Satisfaction Index
...
Scientific Customer Satisfaction Measurement


                      Accurate




      Sensitive                       Re...
Scientific Customer Satisfaction Measurement


                      Accurate




      Sensitive                       Re...
Scientific Customer Satisfaction Measurement


                       Accurate




      Sensitive                        ...
Scientific Customer Satisfaction Measurement


                      Accurate




      Sensitive                       Re...
Scientific Customer Satisfaction Measurement


                      Accurate




      Sensitive                       Re...
Scientific Customer Satisfaction Measurement


                      Accurate




      Sensitive                       Re...
Scientific Customer Satisfaction Measurement


                      Accurate




      Sensitive                       Re...
Scientific Customer Satisfaction Measurement


                       Accurate




      Sensitive                        ...
The American Customer Satisfaction Index:
        Unparalleled Measurement Technology



15 years of          Accurate    ...
Cause and Effect
Cause-and-Effect Methodology



        Customer satisfaction is a means to achieving your end goals
        ForeSee Resul...
Identify and Prioritize Improvements


 Priority Map shows you where to focus your improvement efforts based
 on their imp...
Customer Satisfaction with Social Media

                           ACSI  E-­‐Business  Report

       MySpace.com        ...
Satisfaction With Social Media Sites Trail Other Segments

                     Comparison  of  Online  ACSI  Scores  by  ...
Social media impact on the cross-channel customer
You cannot manage what you do not measure

What you measure will determine what you do
Measuring Social Media



                          Understand Your Audience
            Social  Influencer  Model   Measu...
Measuring Social Media Value and Influence



        How engaged are my visitors with Social Media



        What do the...
Social  Influencer  Model   Measure  Personas  of  Site  Visitors

CS    Persona
  Customized persona survey is deployed o...
Social  Influencer  Model   Measure  Personas  of  Site  Visitors


            Computers & Electronics                   ...
Measure Controlled Social Media: On-site Surveys

  CS Site Manager: Satisfaction survey on website, microsite, blog, forum
Measure Sponsored Social Media: Posted Survey
  CS Social Media
 Post a shortened URL on your fan/follower page
Measure Sponsored Social Media: Posted Survey




                               Link to Satisfaction Survey
             ...
Analyzing The Effectiveness Across Social Media Efforts
Social Media Value Calculation
Link Social Media to Business Goals

    Awareness (attract new customers)
    Conversion (sign up for email, become membe...
Social Media Value Calculation


Quantify social media influences for site visitors and link to intended and actual
 purch...
Social Media Value Calculation
Works across multiple industries


  Retail  Example:

 Social  Media  Influence
          ...
Social Media Value Calculation:
One step further
Summary of Social Media Measurement Opportunities

         How engaged are my visitors with Social Media
          Social...
A bit of background on ForeSee Results


   ForeSee Results is the market leader, thought leader, and
   innovation leader...
Leaders and the Best: Some of the Companies We Measure
Top Takeaways



                                            measure


    What  you  measure  will  determine  what  you ...
Top Takeaways


   The  consumer  is  a  cross-­‐channel  consumer

   Measure  the  success  of  your  social  media  eff...
Questions?




 Larry  Freed
 President  and  CEO
 ForeSee  Results

 (734)  205-­‐2555  
 Larry.Freed@ForeSeeResults.com
...
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Transcript of "Presentationdeck foreseeresults-100728132628-phpapp02"

  1. 1. Managing Forward: Measuring Social Media Value and Influence Larry Freed, President and CEO, ForeSee Results
  2. 2. Social Media Popularity Facebook 500 3.5 50% Facebook fans 5.3 Billion fans on Million Billion content Facebook pieces shared Log in daily purpose-built users weekly Facebook pages Source: Econsultancy.com January 29, 2010, comScore 2010
  3. 3. 3 Types of Social Media 1. Controlled 2. Sponsored 3. Viral
  4. 4. Making Sense of Social Media: The Social Media Map
  5. 5. What do consumers want from Facebook?
  6. 6. Where and why do consumers engage with social media Source: ForeSee Results Top 40 Holiday Retail Satisfaction Index, February 2010
  7. 7. What are you doing about it ?
  8. 8. 71% Companies with a social media plan are setting up metrics & tracking methods Source: eMarketer July 24, 2010 from Digital Brand Expression report , Social Media Without a Parachure
  9. 9. Traditional Social Metrics count activity and measure impressions/buzz Fans on social sites Social mentions Tweets Blog entries
  10. 10. What is missing ?
  11. 11. Who is coming to your social networking site? What are the social media tendencies of your website visitors?
  12. 12. What influenced them to come to your site?
  13. 13. Was their experience successful? Were they satisfied?
  14. 14. What are they going to do as a result of the experience? What is the value of a visitor from Social Media?
  15. 15. Measuring Success Success is measured through the eyes of the customer/visitor Success is customer/visitor satisfied, did the experience meet their needs and exceed their Success is defined by what the user does as a result of the experience: return, recommend, purchase, etc.
  16. 16. Customer Satisfaction = Key Success Metric Satisfaction Satisfaction is a combination of what you get and what you expect Consumers have freedom of choice and will go where they are satisfied Satisfaction drives behaviors which drive value, loyalty and word-of-mouth and cost-efficiency visitors
  17. 17. How Do We Measure Satisfaction Satisfaction: Measurement of Success American Customer Satisfaction Index #1 Measurement of Customer Satisfaction Leading National Economic Indicator of Consumer Spending 45 industries, 200+ organizations
  18. 18. Scientific Customer Satisfaction Measurement Accurate Sensitive Reliable Valid Precise
  19. 19. Scientific Customer Satisfaction Measurement Accurate Sensitive Reliable Correct Valid Precise
  20. 20. Scientific Customer Satisfaction Measurement Accurate Sensitive Reliable Consistent Valid Precise
  21. 21. Scientific Customer Satisfaction Measurement Accurate Sensitive Reliable Exact Valid Precise
  22. 22. Scientific Customer Satisfaction Measurement Accurate Sensitive Reliable Measures the right things Valid Precise
  23. 23. Scientific Customer Satisfaction Measurement Accurate Sensitive Reliable Detects change Valid Precise
  24. 24. Scientific Customer Satisfaction Measurement Accurate Sensitive Reliable Credible Valid Precise
  25. 25. Scientific Customer Satisfaction Measurement Accurate Sensitive Reliable American Customer Satisfaction Index Valid Precise
  26. 26. The American Customer Satisfaction Index: Unparalleled Measurement Technology 15 years of Accurate Cause-and-effect empirical evidence Precise methodology 45 industries Reliable provides actionable 200+ organizations insights Published and vetted by academic research
  27. 27. Cause and Effect
  28. 28. Cause-and-Effect Methodology Customer satisfaction is a means to achieving your end goals ForeSee Results measures the drivers of satisfaction, overall satisfaction and future behaviors
  29. 29. Identify and Prioritize Improvements Priority Map shows you where to focus your improvement efforts based on their impact on future behaviors Low score, high impact elements are top improvement opportunities
  30. 30. Customer Satisfaction with Social Media ACSI  E-­‐Business  Report MySpace.com 63 Facebook.com 64 All Others 72 YouTube.com 73 Wikipedia.org 77 Aggregate 70 0 10 20 30 40 50 60 70 80 90 Satisfaction (100-point scale) Source: ForeSee Results Report on ACSI E-Business Scores, July 2010
  31. 31. Satisfaction With Social Media Sites Trail Other Segments Comparison  of  Online  ACSI  Scores  by  Industry 85 83 80 77 77 75 75 74 73 70 70 65 60 Source: ForeSee Results Report on ACSI E-Business Scores, July 2010
  32. 32. Social media impact on the cross-channel customer
  33. 33. You cannot manage what you do not measure What you measure will determine what you do
  34. 34. Measuring Social Media Understand Your Audience Social  Influencer  Model   Measure  Personas  of  Site  Visitors Measuring Controlled Sponsored Viral Social Social Media Social Media Social Media Media Social  Media   On-­‐site  surveys Posted  surveys Monitoring  Tools Value of Social Media Social  Media  Value  Calculation
  35. 35. Measuring Social Media Value and Influence How engaged are my visitors with Social Media What do they think of the social media experience on my social networking sites What do they think of my participation in social media networking sites What value does Social Media bring to my business
  36. 36. Social  Influencer  Model   Measure  Personas  of  Site  Visitors CS    Persona Customized persona survey is deployed on website in rotation with existing satisfaction measure those who are satisfied or dissatisfied Info  Seeking Passive Info  Sharing
  37. 37. Social  Influencer  Model   Measure  Personas  of  Site  Visitors Computers & Electronics Food & Drug Retailers Retailers High ForeSee Results Top 100 E-Retail Satisfaction Index
  38. 38. Measure Controlled Social Media: On-site Surveys CS Site Manager: Satisfaction survey on website, microsite, blog, forum
  39. 39. Measure Sponsored Social Media: Posted Survey CS Social Media Post a shortened URL on your fan/follower page
  40. 40. Measure Sponsored Social Media: Posted Survey Link to Satisfaction Survey Based on the methodology of the American Customer Satisfaction Index Uncover Valuable Information future behaviors
  41. 41. Analyzing The Effectiveness Across Social Media Efforts
  42. 42. Social Media Value Calculation
  43. 43. Link Social Media to Business Goals Awareness (attract new customers) Conversion (sign up for email, become member, etc.) Engagement (fan sign up, word-of-mouth) Revenue generation (e-commerce, offline sales) Across channels
  44. 44. Social Media Value Calculation Quantify social media influences for site visitors and link to intended and actual purchase behaviors Social media model included in a satisfaction survey on your website, encompassing predictive modeling of future behaviors Understand direct and influence impact Answer key questions about social media initiatives: What value does social media bring to my business? Does social media drive site visits? Does social media drive sales/conversions? Link social media to satisfaction, intended future behaviors and actual purchase behavior
  45. 45. Social Media Value Calculation Works across multiple industries Retail  Example: Social  Media  Influence Revenue Proprietary calculation: Future   ForeSee Results Satisfaction $ Social Media Influence Model Behaviors (Determined  by     & actual  spend  or   Direct linkage from social media purchase  intent) Content  Example: Social  Media  Influence Revenue Proprietary calculation: Future   $ ForeSee Results Satisfaction (Determined  by   Social Media Influence Model Behaviors average  lifetime & value  of  new   Direct linkage from social media site  visitors)
  46. 46. Social Media Value Calculation: One step further
  47. 47. Summary of Social Media Measurement Opportunities How engaged are my visitors with Social Media Social Influencer Model: CS Persona What do they think of the social media experience on my social networking sites On-site surveys of Controlled Social Media: CS Site Manager What do they think of my participation in social media networking sites Posted surveys of Sponsored Social Media: CS Social Media What is being talked about in social media networking sites Social Media Monitoring Tools What value does Social Media bring to my business Social Media Value Calculation
  48. 48. A bit of background on ForeSee Results ForeSee Results is the market leader, thought leader, and innovation leader in online customer satisfaction measurement, continuously expanding in customer experience analytics. We apply a proven, predictive methodology to measuring customer needs and expectations online and their impact on customer behavior Help companies measure effectiveness of online initiatives from Prioritize investment based on ROI Benchmark performance over time and against competitors and best- in- class companies.
  49. 49. Leaders and the Best: Some of the Companies We Measure
  50. 50. Top Takeaways measure What  you  measure  will  determine  what  you  do Measure  what  matters  most   your  customers Satisfaction  drives  conversion,  loyalty,  retention,   and  word-­‐of-­‐mouth Turn  data  into  information   Turn  information  into  intelligence
  51. 51. Top Takeaways The  consumer  is  a  cross-­‐channel  consumer Measure  the  success  of  your  social  media  efforts across  Controlled,  Sponsored  and  Viral  social  networks Link  social  media  to  cross-­‐channel  intent  and   actual  behavior  for  ROI Measurement  is   Satisfy  your  customers  and  be  fiscally  responsible to  survive  and  thrive  in  the  years  ahead
  52. 52. Questions? Larry  Freed President  and  CEO ForeSee  Results (734)  205-­‐2555   Larry.Freed@ForeSeeResults.com Twitter:  larryfreed Blog:  www.FreedYourMind.com www.ForeSeeResults.com
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