From Talk to Action: Ten Social Media Marketing Measurements

2. Hello . I’m Jen Evans from Sequentia Environics . Intro One Two Three Four Five Six Seven Eight Nine Ten Future

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. 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. So: Intro One Two Three Four Five Six Seven Eight Nine Ten Future

6. Can you measure social media? Intro One Two Three Four Five Six Seven Eight Nine Ten Future

7. Common wisdom: “Sort of” Intro One Two Three Four Five Six Seven Eight Nine Ten Future

8. Sequentia Environics wisdom: “Of course” Intro One Two Three Four Five Six Seven Eight Nine Ten Future

9. Most attempts to measure SM stall at sentiment analysis. Intro One Two Three Four Five Six Seven Eight Nine Ten Future

10. Sentiment is an important metric, but Intro One Two Three Four Five Six Seven Eight Nine Ten Future

11. It’s only 1 part. Intro One Two Three Four Five Six Seven Eight Nine Ten Future

12. Sentiment analysis on its own can be misleading. Intro One Two Three Four Five Six Seven Eight Nine Ten Future

13. The Tyranny of the Vocal Minority. Intro One Two Three Four Five Six Seven Eight Nine Ten Future

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. 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. 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. 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. Ready? Intro One Two Three Four Five Six Seven Eight Nine Ten Future

19. Starting out … Intro One Two Three Four Five Six Seven Eight Nine Ten Future

20. 1. Your Audience: Where are they? Intro One Two Three Four Five Six Seven Eight Nine Ten Future

21. Ask and assess: How technically sophisticated is your online audience? Intro One Two Three Four Five Six Seven Eight Nine Ten Future

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. 2. Opt-ins and participants: Who wants to hear from you? Intro One Two Three Four Five Six Seven Eight Nine Ten Future

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. 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. 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. 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. 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. Why is this important? Intro One Two Three Four Five Six Seven Eight Nine Ten Future

33. Your opt-in community is your primary sharing audience. Intro One Two Three Four Five Six Seven Eight Nine Ten Future

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. 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. 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. That kind of sharing doesn’t happen unless content has value. Intro One Two Three Four Five Six Seven Eight Nine Ten Future

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. 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. Getting more advanced …. Intro One Two Three Four Five Six Seven Eight Nine Ten Future

41. 3. What do people care about? ( passive content indicators) Intro One Two Three Four Five Six Seven Eight Nine Ten Future

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. You need to find out : Intro One Two Three Four Five Six Seven Eight Nine Ten Future

45. Specific measurements should include: Intro One Two Three Four Five Six Seven Eight Nine Ten Future

47. 4. Active content indicators: what do people want to do? Intro One Two Three Four Five Six Seven Eight Nine Ten Future

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

50. Optimized, sophisticated programs that generate action Intro One Two Three Four Five Six Seven Eight Nine Ten Future

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. Do you know what your community members need ? Intro One Two Three Four Five Six Seven Eight Nine Ten Future

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. 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. 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

57. 6. Content to sales measurement: what do people actually buy? Intro One Two Three Four Five Six Seven Eight Nine Ten Future

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

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. 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. 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. 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. How do we measure this? Intro One Two Three Four Five Six Seven Eight Nine Ten Future

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. 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. 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. 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. 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. 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. 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. The customer facing content in your social media programs should: Intro One Two Three Four Five Six Seven Eight Nine Ten Future

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. 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. 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. 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. 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. 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. 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. 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

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. 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. It’s not individual points in time. Intro One Two Three Four Five Six Seven Eight Nine Ten Future

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. 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. Some will move quickly. All are measurable. Intro One Two Three Four Five Six Seven Eight Nine Ten Future

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. 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. 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