“Marketers are like kids at Rita’s
Candy Shoppe, gazing at all the
pretty opportunities. most of us are
afraid of strategy, because we don’t
feel conﬁdent outlining one unless
we’re sure it’s going to work.”
Strategy is the road.
How will we feed:
media relations, blogger outreach
website, video content,
Objective: New level of engagement
celebrity endorsement with “behind
the scenes” opportunities
TV and outdoor (reach/positioning)
Social video, PR (deeper stories)
Facebook (build community)
Twitter (CEO engagement)
Fans/followers = community to build on
Media coverage, blogger coverage, celebrity coverage
Steady increase in website trafﬁc/decrease in bounce
More customer comments on glasses online and ofﬂine
Stronger relationships: excited prospects, employees, vendors
“Recognition is coming from all over. We are now on the map.”
Design for interaction, participation, sharing
It’s not just what you say. It’s what you do.
Social business: heart of the organization
Social marketing: impacts product, distribution, etc.
Social media: another communications channel
Spend some time getting to know others.
Produce information of interest and beneﬁt to them.
Share it and make it easy for others to do the same.
Listen and respond.
That is being social.
social + digital experience social + PR social + marketing
social digital experience social PR social marketing
behavior not blather
conversation not shouting
momentum not one-off
dynamic not static
intuitive not regimented
portable not permanent
innovation not iteration
useful not self-serving
Source: BBH Labs
Questions for discussion
What’s working well for you?
What is your biggest hurdle in integrating social?
How are you using user feedback to make decisions?
Session Three: Measurement
How Will We Prove Value?
Most marketers want to measure ROI
Unable to measure conversion
Don’t have staff with expertise/budget
84% do not measure social media ROI
Omniture 2010 Online Analytics Benchmark Survey, E-marketer May 19, 2010
MZing and Babson Social Software in Business, E-marketer September 8, 2009
Measurement is relative to your goals
Establish a baseline
Create activity timelines
Analyze social data and traditional web metrics
Look for patterns
Correlate to more transactions, new customers, higher sales
Source: The Basics of Social Media ROI, Olivier Blanchard
Some Financial Return Measures
Conversions via unique links
Sales via speciﬁc SM promo codes
SM-speciﬁc coupon redemptions
% of leads converted that originated via SM
Reduced customer service costs
Decreased customer churn rate
Cost per qualiﬁed lead
Complex does not equal effective
“ROI” often means “prove it that this is worth it”
Many ways to look at “success”
Focus on a few key measures
Correlation can be as valuable as causation
Get comfortable with “reasonable degree of conﬁdence”
Some Non-Financial Value Measures
Mentions/overall awareness in SM channels
Share of conversation
Number of comments
Increased positive sentiment
Can social media scale and be measured?
“I think it can and it has to. We have 2 billion conversations
online a year. If I can’t scale to the requirements, I can’t
continue to be a thriving business because that’s increasingly
how consumers are shopping and engaging. We’re less
focused right now on attributing ROI to everything we’re doing.
We’re focused on “does it enhance the customer experience?”
Does it look like revenue and proﬁt are following? I’m less
interested in measuring cost per contact. I know engagement
with a fan on Facebook is a really good thing. I don’t measure
if that shortens the sales cycles. The things I can measure I
feel great about. Those I can’t I’m not losing sleep about.”
Source: Erin Nelson, Dell CMO, interview in AdWeek April 27, 2010
Questions for discussion
Are you currently measuring social activities and results? How?
Do you need to prove ROI or value?
Are your measures tied to your speciﬁc goals?
A Realist’s Guide to Successful Social Strategy: http://www.slideshare.net/suespaight
A Realist’s Guide to Social Strategy for the Nonproﬁt World: http://www.slideshare.net/suespaight
Groundswell: Winning in a World Transformed by Social Technologies by Josh Bernoff and Charlene Li
www.groundswell.com: social technology consumer proﬁle tool
Inbound Marketing: Get Found Using Google, Social Media and Blogs by Brian Halligan and Dharmesh Shah
The Basics of Social Media ROI, Olivier Blanchard
KD Paine PR Measurement blog http://kdpaine.blogs.com/
We’re happy to help
Partner at Translator
On Twitter: @deziner
Partner/VP Digital Strategy at Meyer and Wallis
On Twitter: @suespaight