Social Media Week Presentation from Social2B - Metrics, Measurements and Scalability


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  • Your slide #36 in particular is where there is a demand for the HOW to plan and implement social media across that Enterprise social value chain, and a key reason for the launch of the Social Business Consulting Group the world’s largest such consulting group.

    Walter @adamson
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Social Media Week Presentation from Social2B - Metrics, Measurements and Scalability

  1. 1. #SMWNYCNEW#SMCNYMetrics, Measurementsand Social MediaScalabilityA Social2B Presentation February 8th, 2011
  2. 2. Agenda• Social Media Marketing – what, why and how• The New Rules of Social Media Engagement• Social Media Enterprise Scalability• Social2B Value Chain Strategy• KPIs to ROI Path• Q&A 2
  3. 3. Our qualifications• Alex Romanovich, Founder – Social2B, CMO – EuroSpaClub International, @Social2B Advisory Board Member – The CMO Club @alexromanovich @eurospaclub• Unique blend of technology, marketing and business development skills and experience (IBM, SGI, Bertelsmann AG, Unified Technologies, Global Advertising Strategies, Social2B, EuroSpaClub Intl.)• Frequent speaker and advisor on topics of Social Media, International and Multi-Cultural Mktg. (CNBC, CNN International, Forbes, Crains, Voice of America, etc.)• Social Media Marketing, Social Value Chain, and Social Media Scalability Expertise 3
  4. 4. Our qualifications• Ytzik Aranov, Partner & COO, Social2B, Inc.• Strategy / Management Consulting for A.T. Kearney, Inc. & Coopers & Lybrand @Social2B @YtzikSocial• Author/Co-Creator of Analytics, Scorecard, Metrics, Co-Sourcing & Delivery Methodologies• Restructured the Value Chain, Operations, Supply Chain and Online Marketing for Fortune 100 companies• Serial Entrepreneur in Online, Services, Health Care, Real Estate & Technology companies – 1 Company went public then private• Director, Corporate Finance, M&A and Investment Banking 4
  5. 5. Our qualifications• George Smith, Manager, Social Strategy/Execution PepsiCo @GeorgeGSmithJr• Social Activation Leader – R/GA• Social Media Specialist – Crocs, Inc.• Setting Strategic Direction for social media influencer and advocacy programs• Subject matter expert on Social Media topics• Setting targets and policies for Social Media programs and initiatives• Writer, Blogger, Speaker 5
  6. 6. Why Social Media is ‘serious business’ in 2011• 4 out 5 US businesses over 100 people will use Social Media Marketing in 2011(eMarketer, 2011)• Social Media Marketing spending is increasing and Social Media Advertising (Ad spending on social media destinations) will cross $2B in 2011(eMarketer, 2011)• 85% of Marketers indicated that Social Media Marketing generated exposure for their business („Social Media Marketing Report, 2010”)• There are over 4,700 Social Media Jobs available in NY market area alone (Source: 6
  7. 7. Why Social Media is ‘serious business’ in 2011 (and beyond)• Social Gaming to surpass $1B (eMarketer)• Social Network Ad Revenues will grow to $3.08B in 2011 (eMarketer)• Mobile App Store Revenues will hit $15B in 2011 (Gartner)• 75% of SMB plan to use Social Media in 2011 (SaleSpider)• 13% of Seniors 65+ will use Facebook in 2011 (SF Gate)• 47% of Protestant congregations use Facebook (SF Chronicle)• 37% of women use Facebook in the Middle East – total FB users in that region >>> 15M (Huffington Post)• Social Networking more popular than voice, SMS by 2015 (Read Write Web) 7
  8. 8. Why Social Media is ‘serious business’ in 2011• According to The CMO Club, the Best Social Media Marketing service providers were employees – agencies were important, but internal skills and resources were of paramount importance• Top most sought-after marketing technologies skills within marketing organizations were in social media, analytics, search optimization and integrated marketing technologies 8
  9. 9. Why Social Media is more than relevant for the Enterprise in 2011• Social Media is Media – Facebook, Twitter, YouTube, Slideshare, etc. etc.• Social Media is now a part of SEO and SEM efforts: • Link Building + Socialization of Content • Traffic referral engine • More links and traffic + More Authority and Ranking Ability • Branding and Buzz• Social Media Marketing is part of „Marketing and Branding‟• Social Media is a part of the Value Chain in the Company • Human Resources HAS TO use it • Marketing MUST use it • Sales CAN use it • Customer Service SHOULD use it 9
  10. 10. New rules of engagement 10
  11. 11. New rules of engagement 11
  12. 12. The Sales and Marketing Funnel – Traditional Prospectlowervalue TV Awareness Radio Newspaper Interest Magazines Outdoor Cinema Consideration Events Preference Traditional ad & Direct & digital branding media media Purchase Upsell Direct Mail Email Search & Web Cross Sell Social Mediahigher Web 2.0value Loyalty Mobile/SMS DRTV DR Print Prospects and Customers Customers CPC Games 12
  13. 13. The Sales and Marketing Funnel - New Prospectlowervalue TV Awareness Radio Newspaper Magazines Interest Outdoor Cinema Consideration Events Preference Traditional ad & Direct & digital branding media media Purchase Upsell Direct Mail Email Search & Web Cross Sell Social Mediahigher Web 2.0value Loyalty Mobile/SMS DRTV DR Print Prospects and Customers Customers CPC Games 13
  14. 14. The Sales and Marketing Funnel – New Integrated Funnel Prospectlowervalue TV Email Radio $ Newspaper Magazines eRFP Outdoor request Cinema Pass Events Research a link product Info Traditional ad & Click request Direct & digital branding media email M media Transact commerce Interact with ad Rate a $ Product Direct Mail Register View Select Search Email account Facebook Partner brand Search & Web Qualify Social Media Social Write a Lead Registerhigher review Blog Close Nurture Web 2.0 bookmark View ad entry accountvalue lead lead Mobile/SMS DRTV DR Print Prospects and Customers Customers CPC Games 14
  15. 15. Traditional Metrics versus Online/Social Media Metrics• Audience Reach• Gross Ratings Points (GrossImpressions divided bypopulation reached)• Frequency• Effective Reach (Populationreached by the ad at aparticular frequency, dividedby number of people inuniverse) 15
  16. 16. Traditional Metrics versus Online/Social Media Metrics• Click-Thru Rate (CTR)• Conversion Rate• Unique Visitors• Cost per unique visitor (placement or application/unique visitors)• Page Views (Facebook, etc.)• Visits (UGC/Social Media)• Return Visits• Interaction Rate• Time spent (section, microsite, community) 16
  17. 17. Traditional Metrics versus Online/Social Media Metrics• Video or App installs• Relevant re-action taken by User > Friend / Follow / Tag / Connect > Contests > Votes / Surveys > Comments > #of groups or fans > Shares (reposts, retweets, etc.)• Payment Models  PPC  PPL  PPS  Hybrid Model 17
  18. 18. Traditional Metrics versus Online/Social Media MetricsTraditional measurement:Marketing Investment = $30,000# of Leads Generated = 1000Cost per Lead = $30Social Media Measurement:SM resource x (Blog Comments + Conversations + LinkedIn + Twitter + Facebook) x Time = ROI Success (Brand value, prospect data, greater conversions) 18
  19. 19. Do you know which Metrics are Right for you? Q: Which of these is best? How do you know? • 1,000,000 one-time, unregistered unique visitors • 500,000 visitors who view 2+ pages / stay 10+ secthegood • 200,000 visitors who clicked on a link or buttonstuff. • 20,000 registered users w/ email address • 2,000 passionate fans who refer 5+ users / mo. • 1,000 monthly subscribers @ $35/mo Courtesy: Dave McClure, Master of 500 Hats 19
  20. 20. Traditional vs. Social MediaTraditional media measurementdeals with what you aired… Vs. …social media measurement deals with what actually happened! 20
  21. 21. The Rules of Social Media Metrics1. As much an Art as a Science2. It keeps changing!3. It‟s the basis on which future Brands are to be built4. A few active participants are better than many eyeballs5. Measurement depends on the Enterprise‟s Value Chain perspective6. Social Media metrics trump traditional stats7. Must convert SM metrics to Enterprise ROI8. 1 +1 = 3 – Social Media Measurement is multi-variate9. Those who “measure” social media are NOT those who “manage” social media10. Who pays for Social Media? The entire C-level suite! 21
  22. 22. The Rules of Social Media Metrics1. Key Performance Indicators (KPI) may vary for each industry2. Every Enterprise has different ROI drivers3. Each component in the Enterprise value Chain has different KPI drivers4. KPI‟s keep changing, as business goals do5. The Enterprise has to scale SM or be left behind6. You have to sell to the C-level suite – get used to it!7. There is no one right way to Track, Measure & Report – find YOUR way!8. Assumptions driving KPIs – make them up (but be smart!)9. Must have a Web Architectural strategy 22
  23. 23. Social Media Metrics Building BlocksReach – how far does it travel?Relevance – does it support your intendeddirection?Influence – who shares and passes along withwho?Authority – how trusted is the source?Engagement – how involved do they get?Interaction – do they do anything with it?Velocity – how fast does it travel?Attention – how much time do they spend with it?Sentiment – how positive are they?Net Promoter – are they recommending you? 23
  24. 24. The Brave New World of Social Media Metrics1. Qualitative: Usability Testing / Session Monitoring • Conversation Share, Brand Perception, Engagement, Tone of dialogue, Relationship, Loyalty, Watch users, guess problems & solutions from small # of users2. Quantitative: Traffic Analysis / User Engagement • Installs, membership, Market Share, Sales, Rankings, Track users, usage, conv %s for empirical sample # of users3. Comparative: A/B, Multivariate Testing • Compare what users do in one scenario vs another • Measure which copy/graphics/UI are most effective4. Competitive: Monitoring & Tracking Competitors • Track competitor activity & compare against yours (if possible) • Compare channels, keyword traffic, demographics, user sat, etc. Courtesy: Dave McClure, Master of 500 Hats 24
  25. 25. The Brave New World of Social Media Metrics, cont.1. Conversion Criteria: • best-performing (%) channels / campaigns / copy • largest-volume (#) channels / campaigns / copy • lowest-cost ($) channels / campaigns / copy • Registrations, installs, etc.2. Measurement Components: • Audience Segment (young women, regional metro, older singles) • Channel Source (social network, SEM, organic, PR, etc) • Campaign Theme / Brand Promise (“find a job”, “learn to cook”) • Landing Page & CTA • Authority ranking, influence, velocity, • Comments per post, reTweets, WOM Influence 25
  26. 26. The Brave New World of Social Media Metrics, cont.Marketing Plan = Target Customer Acquisition Channels • 3 Important Factors = Volume (#), Cost ($), Conversion (%) • Measure conversion to target customer actions • Test audience segments, campaign themes, Call-To-Action (CTAs)[Gradually] Match Channel Costs => Revenue Potential • Increase Vol. & Conversion, Decrease Cost, Optimize for Revenue Potential • Avg Txn Value (ATV), Ann Rev Per User (ARPU), Cust Lifetime Value (CLV) • Design channels that cost <20-50% of target ATV, ARPU, or CLV 26
  27. 27. Social Media Enterprise Scalability• Exposure• Engagement• Influence• Action• ROI 27
  28. 28. Social Media Enterprise Scalability • GetSatisfaction – customer service• Exposure application • Google Alerts with Keywords – easy and • Unique Visitors free monitoring • Page Views • Hootsuite, Butterfly Publisher – Twitter Management • Search Engine • KnowEm – reputation management service Rankings • PitchEngline – PR ‘social pitch’ platform • Sentiment • Social Mention – free, social monitoring tool • Message Inclusion • Radian6 – expensive monitoring tool • Share of Online • Raven Tools – SEO, SERP and SM stats Discussion • Trackur – free, quick and easy monitoring • Net Positive Comments • – PageRank for Twitter Profiles • Twitalyzer – elaborate Twitter profile analysis 28
  29. 29. Social Media Enterprise Scalability • Floaters on page• Engagement • Facebook Community Building • Click-thru‟s • Custom apps and widgets • Repeat Visits • Twitter Engagement • Time on Visit (Tweetups, lists, hashtags, • Subscribe to Feeds etc.) • Comment on posts • RSS Feeds • Retweet / @replies • Google Analytics (support and monitoring) • Message recall • TweetDeck 29
  30. 30. Social Media Enterprise Scalability • Monitoring tools• Influence • Comments • Change in Awareness • Klout • Change in Attitude • PostRank • Purchase Consideration • Google Insight • Association with Brand • KnowEm – reputation management service • Likelihood they will recommend to a friend • PitchEngline – PR ‘social pitch’ platform 30
  31. 31. Social Media Enterprise Scalability • eCommerce Tools• Action • Customer Satisfaction • Visit the store Dashboard • Attend an event • Twitter • Tell a friend • Integrated CRM • Contact the company • Purchase the product • Donate • Volunteer 31
  32. 32. Social Media Enterprise Scalability• ROI • CRM • Return on Investment • Enterprise Platform • Return on Ignoring • Integrated Financials • Return on Influence • Social media performance • Social capital tools • Brand Equity • Market Share or “Influence over large numbers” • Loyalty • AutoShip • Relationship Management 32
  33. 33. Why is the Enterprise different? The Enterprise The Individual orthe Business 33
  34. 34. The problem 34
  35. 35. The Enterprise Value Chain• Every component of the Enterprise Value Chain may be Social!• Each has it‟s own KPI‟s and assumptions• Every Enterprise / Industry is different 35
  36. 36. The Enterprise Social Value Chain• Every department in the company has a Social Value Chain Index• The external world directly impacts each department• Every business processes has a Social Media impact• Cross-departmental inter- dependencies exist• Social Media by department finds its community & resources organically• New strategic alliances (internal & external) and improved operations occur based on efficient Social communities interacting 36
  37. 37. Social Value Chain - Analysis • Proprietary Social2B Social Value Chain Analysis Sales • Map operational departments to their respective Social Communities Customer • Establish the Social Value Chain Maturity and Scalability Index rating Service by department • Map cross-departmental Social value Finance • Implement internal, external & B2B Social linkages • Link the SVCMI to Budget, KPIs, ROI of the Enterprise HR ManufacturingCompany Logistics Legal Procurement QA Marketing Administration 37
  38. 38. Social Media Scalability ApproachThe Social Media Enterprise Strategy Blueprint Establish Strategy / Brand & Map to Monitor & Enterprise Assessment Content Scorecard Manage Metrics Ongoing Social Media Campaign Brand Enterprise Scalability Roadmap Analysis Community 38
  39. 39. The Balanced Scorecard as an Enterprise Roadmap• Departmental• Line-of- Business• Geographical• Project• Maps directly to the Value Chain 39
  40. 40. The Enterprise Social Value Chain Sales • How do we drill down into the Enterprise Customer Value Chain and establish Social Value Service Chain Maturity & Scalability? Finance HR Sales 100 Manufacturing Administration 90 Customer Service 80 70Company Logistics 60 Twitter 50 Marketing 40 Finance Facebook Legal 30 20 B2B Network 10 Procurement 0 SocNet QA HR Customer Service QA Soc Campaign Marketing Soc Analytics Procurement Manufacturing Administration Legal Logistics 40
  41. 41. The Enterprise Social Value Chain Social Media Sales • Social profiles, Audience engagement, conversion Customer • Community building Service • Branding & PR Finance • Sales Support Marketing outcomes: HR Customers, leads, sales, service contacts, conversion, retention, winback and Manufacturing response efficiencies. Acquisition cost, Avg. order, Avg. profit, Lifetime Value. Sales Logistics 100 Administration 90 Customer Service Legal 80Company 70 Procurement 60 Twitter 50 QA Marketing 40 Finance Facebook 30 20 B2B Network 10 0 SocNet Marketing QA HR Customer Service Soc Campaign Soc Analytics Administration Procurement Manufacturing Legal Logistics 41
  42. 42. The Enterprise Social Value Chain Sales Social Media • Reputation management • Customer notices Customer • Customer Service Customer satisfaction: Service Usability, performance/availability, recommendation behavior. Opinions, attitudes, reasons for defection, brand impact and churn. Sales Finance 100 Administration 90 Customer Service 80 HR 70Company 60 Twitter 50 Manufacturing Marketing 40 Finance Facebook 30 Logistics 20 B2B Network 10 0 SocNet Legal QA HR Customer Service Procurement Soc Campaign QA Soc Analytics Procurement Manufacturing Marketing Legal Logistics Administration 42
  43. 43. The Enterprise Social Value Chain Sales Social Media Customer Service • Talent acquisition • Research Finance • Community building (former & future employees!) HR Channel promotion: Talent Attraction efficiency. Vendor Referrer efficiency, cost of Payroll, Benefits administration HR Sales 100 Administration 90 Customer Service 80Company 70 Manufacturing 60 Twitter 50 Marketing 40 Finance Facebook Logistics 30 20 B2B Network Legal 10 0 SocNet Procurement QA HR Customer Service QA Soc Campaign Marketing Soc Analytics Procurement Manufacturing Administration Legal Logistics 43
  44. 44. Social Media Enterprise Scalability Methodology• Craft a Scalability Methodology• Industry-proven tools & methods Balanced Scorecard Porter‟s Value Chain Model 44
  45. 45. Social Media Enterprise Scalability In Practice Enterprise Goals Business Objectives Measures of Success Operational Tactics The following framework slides, courtesy: 45
  46. 46. Social Media Goals,linked to Enterprise Goals … 46
  47. 47. ...then to Objectives 47
  48. 48. ...then to Measures of Success 48
  49. 49. … and Finally the Execution Plan 49
  50. 50. A Social Media Example...• Goal Driving Engagement• Objective• Measures• Tactics 50
  51. 51. Engagement Requires…• Building awareness by initiating Real Conversations with Real People!• Engaging with individuals to determine their response to ideas, thoughts, products and activities generated by the Enterprise• Getting their ideas, suggestions, likes, dislikes, content, etc.• Responding to individuals on behalf of the brand through genuine interactions 51
  52. 52. Granular Metrics Audience Engage- ment Conversa-Share of tion Voice Reach Foster Dialog 52
  53. 53. Engagement KPIs in action• Share of Voice:• Audience Engagement:• Conversation Reach: 53
  54. 54. If This Was Nike...Share of Audience ConversationVoice Engagement Reach 54
  55. 55. Advocacy Another Social Media Example...• Encouraging word of mouth activity by promoting and endorsing conversations shared by individuals• Developing relationships with individuals who have an affinity towards the brand• Nurturing existing relationships with customers as a proven method of building advocacy within an easily identified segment 55 55
  56. 56. Active Granular Metrics AdvocatesPromote AdvocateAdvocacy Influence Advocacy Impact 56
  57. 57. Advocacy KPIs in action• Active Advocates:• Advocate Influence:• Advocacy Impact: 57
  58. 58. If This Was The National Breast Cancer Awareness Foundation...Active Advocate AdvocacyAdvocates Influence Impact 58
  59. 59. Support Goes Social 59
  60. 60. Support Requires…• Resolving service issues through social media channels via direct company response and crowd-sourcing alternatives• See “140 Ways to Use Twitter for Customer Service” (Social2B SlideShare)• Expediting issue resolution with quality and integrity• Elevate satisfaction through flexible support options 60
  61. 61. Facilitate SupportResolution Satisfaction Rate Score Resolution Time Granular Metrics 61
  62. 62. Support KPIs in action• Social Media Issue Resolution Rate:• Resolution Time:• Customer Satisfaction Score: 62
  63. 63. If This Was Best Buy...Issue Resolution SatisfactionResolution Time ScoreRate 63
  64. 64. Enterprise Social Value Chain ROI Map SVC to a Balanced Scorecard• Use the Enterprise‟s Scorecard or Business Goals• Every component of the Value Chain is Social!• Each has it‟s own KPI‟s, assumptions, metrics and measurements 64
  65. 65. Enterprise Social Value Chain ROI Map SVC to ROI – How does it work (Support)?1. Define the Social Media Campaign for Customer Service Resolution2. Solve for the KPI & projections3. Apply Enterprise Scorecard parameters, categories4. Solve for risk, Enterprise cost, growth, etc.5. Map to Social Media campaign cost6. Solve for reduction in Enterprise costs thru SM7. Shift $$$ to Social Media !!!  SM Customer Support Budget & New campaigns  CS Resolution Cost  Reduction in Enterprise Customer Support cost  Total CS Budget 65
  66. 66. Socialize to KPIs to ROIs In Summary … Specific Social Media Channels Are Secondary to:  Strategy – Tactics - Execution Roadmap (read, Methodology) to follow Configure your own Metrics Link them to the Enterprise‟s (Scorecard, EVA, etc.) Re-Define your Metrics, Goals & Market assumptions as needed Measure KsmPI‟s constantly (build an Enterprise Dashboard)! Find your audience, wherever they may be Engage Real Conversations with Real People! Recognize influence above the noise Promote advocacy and leverage your reach Think Brand & Influence Always convert to an Enterprise Metric (not a SM one!) 66
  67. 67. Socialize to KPIs to ROIs In Summary …• C-level Suite Roadmap: – Compass Management – Define who owns the Web & SM (every CxO does!) – Identify the Enterprise‟s Value Chain components – Understand the Enterprise‟s Financial Scorecard• Resources – #1 – Analytics• Social Media – Think in terms of Campaigns• Online Architecture – Web architecture – Social Media platform – SM Profiles• Tools – Too many to mention – get a Toolbox with Power Tools! 67
  68. 68. Some of the tactical, technical and proactive steps – Social News Room• PR and Social Media Strategies • Build a PR 2.0 News Room • Blogs, RSS Feeds, webinars, podcasts and social profiles • Optimize all content • Releases, FAQs, backgrounders, articles, blog posts • Syndicate press releases and articles • Integrate Metrics and Measurements • URLs, tracking samples, unique #800, promo codes • Augment Social Media with targeted PPCs
  69. 69. Some of the tactical, technical and proactive steps• Emergency Procedures – Panic Button Approach • Red Cross Study – one in every five web users turn to Social Media in case of emergency • In the event of website or blog „denial of service‟ – use social media (Basecamp as a recent example) • Instant communication – response time is crucial
  70. 70. Top 10 questions to ask yourself before you get out to ‘Scale’• Is my organization and my executive • What tools and technologies will I need management team ready for Social to implement SM campaigns? Media Marketing and Branding? • Will „social‟ also include „mobile‟?• Does everyone treat Social Media as a • How will we integrated SM marketing strategic effort or as an offshoot of campaigns with existing, more marketing or PR/Communications? „traditional‟ marketing efforts?• Where in the organization will Social • How much organizational training will Media reside? we need to implement in integrating• Will I be able to allocate sufficient „social‟ within our Enterprise? budget to Social Media efforts in our • Are we going to use „social‟ for company? advertising and PR/Communications?• How will Social Media discipline be What about „disaster recovery‟ and aligned with HR, Technology, „reputation management‟? Customer Service, Sales, etc.?
  71. 71. Are you ready to SCALE!?