From Talk To Action Tor

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From Talk to Action: Ten Social Media Marketing Measurements

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From Talk To Action Tor

  1. 1. From Talk to Action <ul><li>A Social Media Marketing Measurement Framework </li></ul>
  2. 2. Hello . I’m Jen Evans from Sequentia Environics . Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  3. 3. Over the past 7 years, Sequentia Environics has developed and honed 10 measurements to help take programs from talk to action. Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  4. 4. These 10 measurements have been tested and proven with some of the world’s leading brands: Coca-Cola, HP, Intel, Intuit, Philips, and others. Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  5. 5. So: Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  6. 6. Can you measure social media? Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  7. 7. Common wisdom: “Sort of” Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  8. 8. Sequentia Environics wisdom: “Of course” Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  9. 9. Most attempts to measure SM stall at sentiment analysis. Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  10. 10. Sentiment is an important metric, but Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  11. 11. It’s only 1 part. Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  12. 12. Sentiment analysis on its own can be misleading. Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  13. 13. The Tyranny of the Vocal Minority. Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  14. 14. Instead marketers should pay attention to what people DO not just to what they say. Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  15. 15. At Sequentia Environics, we use a scorecard to track over 100 data points related to Website stats Social media stats Pay-per-click stats Newsletter stats EMS stats Content is the currency of this measurement framework: branded, packaged content. Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  16. 16. We’re going to do a quick run through of the framework now. A detailed whitepaper is available via download from http://sequentiaenvironics.com Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  17. 17. The 10 measurements that follow will help you evaluate how effectively your online/social marketing budget is performing , and how that investment is structured. Home Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  18. 18. Ready? Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  19. 19. Starting out … Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  20. 20. 1. Your Audience: Where are they? Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  21. 21. Ask and assess: How technically sophisticated is your online audience? Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  22. 22. <ul><li>Do they use email ? </li></ul><ul><li>Do they visit websites ? </li></ul><ul><li>Do they read blogs ? </li></ul><ul><li>Do they use search ? </li></ul><ul><li>Are they on Facebook , Linkedin , Twitter , or others? </li></ul>Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  23. 23. <ul><li>Which tools and channels are most popular? </li></ul>Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  24. 24. <ul><li>What % of your online audience finds information and solutions through online search? </li></ul><ul><li>How many subscribe to episodic content (blogs and podcasts?) Which ones? </li></ul><ul><li>How many actively use RSS and can name blogs they read? </li></ul><ul><li>What social networks and other online activities do they engage in? </li></ul><ul><li>Facebook, Twitter, LinkedIn, MySpace, YouTube, Orkut, others </li></ul><ul><li>What % of your audience accesses content primarily on mobile devices or through SMS? </li></ul><ul><ul><li>(among other questions) </li></ul></ul>Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  25. 25. Understanding how , where and from whom your audience finds and interacts with information means a much more efficient overall marketing resource allocation and spend. Survey.interview.data. Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  26. 26. 2. Opt-ins and participants: Who wants to hear from you? Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  27. 27. The true power of online communications: it enables companies to identify those whose interest in their products or services is strong enough that they want to hear more. Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  28. 28. Let’s face it: the majority of companies’ digital budgets are spent bringing people to their digital properties. Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  29. 29. But how much focus is spent on keeping that attention past the visit? Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  30. 30. The visitor retention ratio : the percentage of visitors to your sites who opt-in to further communication (whether by email, RSS, or other opt-in such as Twitter following or Facebook) Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  31. 31. This ratio directly reflects how well your digital properties offer perceived ongoing value to your audience. Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  32. 32. Why is this important? Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  33. 33. Your opt-in community is your primary sharing audience. Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  34. 34. a person you know can have as much influence as any expert, if not more. Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  35. 35. A friend’s endorsements are more influential because she/he has experience that is specific to me – even if she is not a recognized expert on the subject matter in question, she knows more than I do and has my best interests at heart. Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  36. 36. The wide distribution of spreadable, branded content to and by personal influencers – what we call “going microviral” – should be every marketer’s goal Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  37. 37. That kind of sharing doesn’t happen unless content has value. Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  38. 38. The development of opt-in programs also reduces the cost of marketing and launching other products . Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  39. 39. Each customer community becomes a built-in platform for spreadable content. WIN/WIN/WIN. Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  40. 40. Getting more advanced …. Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  41. 41. 3. What do people care about? ( passive content indicators) Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  42. 42. By understanding what your audience is looking for, you can understand: what kind of content will generate relationships, what kind of content will generate activity, and most importantly, what kind of content will generate trust. Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  43. 43. You need to find out : Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  44. 44. <ul><li>What percentage of recipients of your articles and press releases want to read more? </li></ul><ul><li>How many subscribe to or visit further content (your blog, Twitter, Facebook or your email program) as a result of a specific piece of content? </li></ul><ul><li>Which entries, links, and pieces of content get the most traffic and sharing? </li></ul><ul><li>How does this relate to search keyword performance (most popular keywords) and internal site search keywords (recurring themes = information needs)? </li></ul>Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  45. 45. Specific measurements should include: Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  46. 46. <ul><li>website activity measurement : popular pages </li></ul><ul><li>blog content and comment measurement </li></ul><ul><li>forum, email, search fulfillment, and other content popularity tracking </li></ul><ul><li>social conversation mapping for themes </li></ul><ul><li>inbound and internal search terms </li></ul>Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  47. 47. 4. Active content indicators: what do people want to do? Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  48. 48. To gauge true interest; just provide opportunities for your readers to take the next step toward deeper engagement. Present options for talkers , shoppers , advocates, content creators, and researchers in your audience to DO something – in a way that also adds value. Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  49. 49. <ul><li>For example: A small number of your audience are Highly Motivated Visitors. </li></ul><ul><li>They need to accomplish something specific: </li></ul><ul><li>Donate, buy, make contact, find an address. </li></ul><ul><li>Make instant action options visible and measure what % of your visits use them. </li></ul>2 Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  50. 50. Optimized, sophisticated programs that generate action Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  51. 51. 5. Content to prospect measurement: what are customers and prospects interested in and prioritizing over the long term? Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  52. 52. Do you know what your community members need ? Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  53. 53. For example, If you’re in the records management business like our client TAB, to find out how many of your customers and prospects are interested in space planning, records retention, or document conversion, you can create needs assessments for each of these areas, make them available, and compare the download count and data derived from each. Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  54. 54. Structured content programs give you (and if applicable, sales teams) a much more informed picture of the customer – and by seeing which content gets shared, and how much, shows you what your newest prospects are looking for. Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  55. 55. This is also where customer service delivered through social media (twitter support, etc) can inform measurement: Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  56. 56. <ul><li>what are the common themes in support and service tickets and requests that come in through social media? </li></ul><ul><li>how much more expeditiously can they be resolved than through traditional support method? </li></ul><ul><li>what thematic elements repeat so that self-service content can be developed and managed? </li></ul>Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  57. 57. 6. Content to sales measurement: what do people actually buy? Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  58. 58. Social media and online programs, when set up and integrated into CRM systems, can offer information and analysis on things like: Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  59. 59. <ul><li>Which types of content actually convert directly to sales/donations </li></ul><ul><li>Which programs generate leads that don’t convert </li></ul><ul><li>What content is generating leads that do convert </li></ul>Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  60. 60. 7. Media to conversion measurement: which media generate conversation, which media generate action? Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  61. 61. Our research at Sequentia Environics shows that a certain, and significant, percentage of online audience (from 55-95% at any given moment) is ‘all talk, no action’. Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  62. 62. That doesn’t mean you’re wasting time, energy or resources on that audience: Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  63. 63. Any community contains natural connectors and information sharers , content creators , people who need product information or suppor t, and prospective buyers . Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  64. 64. How do we measure this? Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  65. 65. By using diagnostic content in blogs, microblogs, emails, search and display to help you group your audience intelligently, and assess which areas generate discussion and which generate business results. This also helps you evaluate the value of your reach (in hand with systems like MRP) and how different media formats convert to prospect and sale Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  66. 66. Diagnostic content = creating different forms/media for the same piece of content and seeing how and what % of the audience uses it - Business vs technical - Readers vs watchers - Novices vs experts - Video vs longform Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  67. 67. In other words, create the environment for sharers to share , buyers to buy , and information seekers to learn , then identify content creators by asking for feedback and input. = The Law of Content Attraction Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  68. 68. 8. Trending and interest measurement: are your audience’s needs, interests and priorities changing? Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  69. 69. In a time of constant change, and there is no more immediate reflection of buying sentiment and trends than shifts in online trends. Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  70. 70. These changes can be measured and responded to through social media monitoring internal and external search data keyword and ad message conversion trends subscription centres and more. Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  71. 71. 9. Improved content effectiveness: or, how is our content generating better results and more value? Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  72. 72. The customer facing content in your social media programs should: Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  73. 73. <ul><li>Get smarter and more valuable to the audience over time, as the content is discussed and shared </li></ul><ul><li>Smarter content performs better. lead to greater targeting of opportunities, shorter sales cycles, more educated customers with a clearer sense of what they are buying, reduced support calls and improved customer sentiment. </li></ul><ul><li>Content must be high quality: specific, customer-facing, useful, and engageable. </li></ul>Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  74. 74. 10. Sentiment measurement: or, do they like us, do they trust us, and is that changing? Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  75. 75. Customer sentiment is critically important to every company, particularly as it relates to: new products established brands with new category entrants or in industries of change shifts in company direction or policy or extraordinary events Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  76. 76. However , even strongly negative, sudden shifts in dialogue and discussion may be ephemeral unless tested against an existing group of customers who have also indicated they share these opinions and expect change. See, for instance: Motrin Moms Amazon Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  77. 77. Establishing sentiment benchmarks and measuring reach of new tactics, events and communications against those benchmarks is important, but should be done over the long term or with specific frames of reference (e.g. new positioning or product lines). Existing tools such as MRP, ComScore can measure reach, value of coverage and traffic. Conversation tracking systems like Exvisu’s can map conversation, sentiment, and trends. Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  78. 78. Sentiment measurement is also important as companies will increasingly become more involved in contributing substantively to online conversations Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  79. 79. How to measure sentiment? MRP Intelligent Monitoring and Conversation Mapping: Exvisu Keyword and brand tracking: Radian6, Sysomos, Google, others Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  80. 80. 1. Your Audience 2. Opt-ins and subscribers 3. Passive content indicators 4. Active content indicators 5. Content to prospect measurement 6. Content to sales measurement 7. Media to conversion measurement 8. Trending and interest measurement 9. Improved content effectiveness 10. Sentiment measurement Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  81. 81. The Future Where is this all going? The birth of the customer narrative. Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  82. 82. <ul><li>Companies contributing to the online conversations between customers with substantive content for customers to react to and comment on </li></ul><ul><li>Online content focusing less on ‘small talk’ and more about matching buyer needs with company offerings in a structured, disciplined, multi-touch way using content to both diagnose and inform </li></ul><ul><li>Competition for attention means content needs to delight, have value and solve problems </li></ul><ul><li>Web content being increasingly less about copy and more about information and experiences. </li></ul><ul><li>Less tolerance for filler, self-promotional content </li></ul>Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  83. 83. We need to say yes to Measurement but change how it’s used. Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  84. 84. Online, the series of interactions between prospect/customer and a company’s digital properties is a narrative of interactions Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  85. 85. It’s not individual points in time. Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  86. 86. It is a series of interactions of increasing intent as the consumer or buyer moves from awareness to interest (driven by need) to intent (to purchase or interact). Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  87. 87. Many customers will take a long time to move from stage to stage. Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  88. 88. Some will move quickly. All are measurable. Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  89. 89. Effective measurement is, before anything else, about understanding what results matter, which move the needle, and which are transitory. Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  90. 90. The framework by which we measure these interactions has to be more complex and nuanced than point in time sentiment or action, or campaign based measurements such as cost per action, conversion rate, or click through. Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  91. 91. It is not just what people say about you and which links visitors click on, but what that means as part of a customer narrative. Intro One Two Three Four Five Six Seven Eight Nine Ten Future
  92. 92. www.sequentiaenvironics.com From Talk to Action: A Measurement Framework Measurement Scorecards The Internet Identity Crisis [email_address] <ul><li>More Information </li></ul>

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