Reaching Social Media Monitoring& Measurement ROI in 35 minutesMarshall Sponder
IntroductionMarshall Sponder is the CEO/Founder of WebMetricsGuru INC , aSocial Analytics Solutions Design, Social Media A...
5 Questions•   Where do I Start? Platform?•   Tools vs. Process vs. Strategy?•   What’s a Fan Worth?•   How much Time/Mone...
5 Observations•   No Process•   Success Undefined•   90 % Unstructured•   Time Consuming•   Hard to do, Scale,     esp. at...
Getting from 0      to 60 mph in        35 Minutes•   Platforms•   Use cases•   Level of maturity (for ROI)•   Social Medi...
4 types    ofplatforms
Self-serve  HybridFull Service  Internal
Platform Definitions Self serveAlterian SM2, etc. 4 Types - Definitions                       Radian6,                    ...
Thoughts on Choosing to Measure SM1. Hard, Initially – need to access what your goals are   (stakeholder consensus)2. How ...
Use Cases & Objectives
#1 -What do you want to do?• Brand Analysis• Sentiment Analysis    • Market Research         • Seo & Sem Social Media     ...
#2 Why? Use case will highlight needed                toolset features                      Consumer            PR Monitor...
# 3 Which                                           Operational                                                     Metric...
What can you operationalize?Consider your Social Analytics ROI Maturity Level
Size of Your Business often determines      how many SM Channels are active1. Need to be active where your customers/follo...
What level of Maturity is your            organization operating at?                                                      ...
Example (maturity): AMEX Measureable ROITie Social Media (geo location /Mobile) with the Point of Saleappears to be the Ho...
Example: American Express YourBuzz         Measureable ROI
Example: American Express  SearchManager Measureable ROILink all your activity to the AMEX card – also provide servicesto ...
Mature Organizations are selective about thetechnologies employed and how they are used –workflow and collaboration tools ...
Map Marketing Strategy to Site /Business Enablement Strategy – then Scorethe Results – HEARDABLE does part of this job for...
According to Heardable – Dell gets a B, even though it’s clearly aleader in Social Media ROI (at least from the Retail/Mer...
According to Heardable – Dell gets a B, though it’s clearly aleader in Social Media ROI (at least from the Retail/ Merchan...
Planning for Success
THE PLAN = GOALS + STRATEGIES + TACTICS
Very basic business plan with measurement hooks –
Examples of Typical Business Goals (Business Objectives)      Business Goal                         TargetIncrease Market ...
Align Marketing and Measurement     Marketing                          MeasurementWhen the foundation of a house is not se...
Biz/Measurement Plan – WebMetricsGuru INCMy GOAL:Increase Business Income 1600%+ this yearamong    Corporate Business Exec...
Biz/Measurement Plan – WebMetricsGuru INCI guide my audiences and customers to   Better understand and Invest in the best ...
Biz/Measurement Plan – WebMetricsGuru INCWhere my success will be judged by (KPI’s)             • % of new customer signup...
My Sample Dashboard                          Date        Bank Deposit  Date   Latest Clients                              ...
Sailing into a New ApproachAeros ML866.Source: Tuvie.com
Real Time (social) Data may require more of a Forensic      approach than is         typical for   Social Media projects  ...
Forensic Paradigm for Social (real time) data• What Measures do you want to track?• What Decisions would you make differen...
ExampleClient: Measure positive to negative ratio around the a newAndroid phone being launched to the public using onlyTwi...
ExampleClient: Depends on a few factors. Less than 75 tweetsa week from the first 25 bloggers or less than 300Retweets fro...
Square turns the iPad into a cash register                     Ultimate Social                         Media              ...
Let’s try an Analytics Game• Pick a random set of  –   Your Goal(s)  –   Your Audiences  –   Your Internal Audiences  –   ...
ExampleA Large Telecommunications Network in AustraliaYour Goal – Increase sales of handsets in 1Q 2012  – Your Audiences ...
Your Template                  (beware of “black boxes”)  Goal(s):                                              Audience: ...
EXTRA - UltraViolet Audit
Summary1. Framing your business goals and measurement strategy   with the right tools, process and people is the hardest p...
Questions ? Contact me at@webmetricsguru
ContactMarshall SponderWebMetricsGuru INC.www.smabook.comwww.webmetricsguru.comnow.seo@gmail.com@webmetricsguru@smanalytic...
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Social media analytics roi sydney au- 3-19-12-final - skype

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Presentation to the Social Media ROI Forum in Sydney Australia via Skype on 3/39/12

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  • A disused photo processing lab called 35 Minutes (35 分) has become one of Tokyo's most important artist-run galleries. Generating a cult following over the past year, the tiny space in a minor neighborhood (Araiyakushi -- check the map!) hosts only one show per month: a photography exhibition by seven photographers called "35 Minutesmen.“http://www.cnngo.com/tokyo/play/35-minutes-photo-lab-art-gallery-508857
  • Art -I Saw the Figure 5 in GoldCharles Demuth  (American, Lancaster, Pennsylvania 1883–1935 Lancaster, Pennsylvania)Date:1928Medium:Oil, graphite, ink, and gold leaf on paperboard (Upson board)Dimensions:35 1/2 x 30 in. (90.2 x 76.2 cm)Classification:PaintingsCreditLine:Alfred Stieglitz Collection, 1949Accession Number:49.59.1This artwork is currently on display in Gallery 910
  • Four Horsemen of the Apocalypse: Durer
  • Lady Gaga Fan http://hausofdavid.tumblr.com/post/4831641969/accept-no-ones-definition-of-your-life-define
  • People often don’t know what a use case is, or which one fits them the best - http://1.bp.blogspot.com/-8tmfT1QqtEs/T10RvjyDDEI/AAAAAAAABWQ/ohyszj422MA/s1600/coolest-pc-cases.jpg
  • This Diagram focuses on tools more than process – keep that in mindGoals and approach aren’t the same thing – a goal of “consumer research into the voice of the customer” might be too vague to be effective. People often call the approach, the goal, but it’s not the same thing for more mature clients, who tend to be more clear and specific about what their business goals are.
  • Need to choose the best tools and platforms to match the use case – when you have more than one use case, may need multiple sets of tools, adding complexity and workflow requirements to your projects – also may make it more difficult to scale/automate
  • Small business have different needs – larger businesses may be able to operationalize – and the more mature (in terms of technology adoption and business goal alignment) the more these technologies can be taken advantage of.
  • Note, try as I might, it’s next to impossible to find a chart that measures where businesses are at in the maturity level – all assessments are self generated, which makes sense, as a company can quickly change the level of maturity they operate at, and information from a year or two back may no longer reflect where the company is today.
  • American Express shows they understand both technology and business and have embraced both creating products and services that serve their customers needs (add value) and also provide excellent measurement opportunities.
  • American Express shows they understand both technology and business and have embraced both creating products and services that serve their customers needs (add value) and also provide excellent measurement opportunities.
  • Very basic business plan with measurement hooks – anyone can think like this – result is visual, easy to diagnose issues
  • Ideally, this kind of conversation would lead to some defined actions and triggers that could be set up as Alerts. Real Time Data presupposes real time responses.
  • The more often you can connect payment systems with social media efforts – at least, when your business has a tangible product or service than can be charged for, the more likely you can get the actual readouts showing ROI that most marketers are asking for.
  • Social media analytics roi sydney au- 3-19-12-final - skype

    1. 1. Reaching Social Media Monitoring& Measurement ROI in 35 minutesMarshall Sponder
    2. 2. IntroductionMarshall Sponder is the CEO/Founder of WebMetricsGuru INC , aSocial Analytics Solutions Design, Social Media Analytics, Web DataAnalysis and SEO/SEM Practice focusing on cutting edge marketsocial research and social media trend analysis.Marshall is Board Member Emeritus at the Web Analytics Associationand Member of the Search Engine Marketing ProfessionalsOrganization (SEMPO) and teaches Analytics at Rutgers Universityand the University of California, IRVINE extension (UCI)He’s also the author of Social Media Analytics: Effective Tools forBuilding, Interpreting, and Using Metrics, published by McGraw-Hill,2012.
    3. 3. 5 Questions• Where do I Start? Platform?• Tools vs. Process vs. Strategy?• What’s a Fan Worth?• How much Time/Money should I spend?• Where’s the ROI?
    4. 4. 5 Observations• No Process• Success Undefined• 90 % Unstructured• Time Consuming• Hard to do, Scale, esp. at the beginning
    5. 5. Getting from 0 to 60 mph in 35 Minutes• Platforms• Use cases• Level of maturity (for ROI)• Social Media Analytics Plans• Goals, Strategies and Tactics• Dashboards• New Approaches• Practice Examples
    6. 6. 4 types ofplatforms
    7. 7. Self-serve HybridFull Service Internal
    8. 8. Platform Definitions Self serveAlterian SM2, etc. 4 Types - Definitions Radian6, – Brandwatch, Full service – Brandtology, Synthesio, Converseon, Integrasco, etc. Hybrid – Additional Reporting included with Self Serve. Internal – Some companies build their own listening and analytics platforms for internal/private use.
    9. 9. Thoughts on Choosing to Measure SM1. Hard, Initially – need to access what your goals are (stakeholder consensus)2. How are you marketing products and services (and plugged in Social Media)?3. Do you have a model on how customer interaction is meant to happen? How is it actually happening?4. How are you measuring each interaction? Can you?5. What are the two or three things you must know about (KPI’s) in order to know how well your efforts/programs/campaigns are doing with Social Media?6. How do you “frame” your business goals in such a way that you can determine the best platforms / tools / processes / people to employ? (hint, this is what I do)
    10. 10. Use Cases & Objectives
    11. 11. #1 -What do you want to do?• Brand Analysis• Sentiment Analysis • Market Research • Seo & Sem Social Media • International Monitoring • Campaign Management • Competitive Analysis • Influencer Identification
    12. 12. #2 Why? Use case will highlight needed toolset features Consumer PR Monitoring & Social Campaigns Research Support Automating of the Listening for Listening and engagement Insights Engagement Social Media Traditional Coverage* Media Workflow Coverage* NLP (machine Influencer Operational learning) Identification Metrics Rich Topic Low-Latency Categorization CategorizationAdapted from Gary Angel – Semphonic.com
    13. 13. # 3 Which Operational Metrics tools? Advanced Listening & …might NLP Analysis Influence Categorizationneed more than one…depends Customer Data Listening & Webon framing Integration Analytics what and why’s Engagement & AttritionCare of Gary Angel – Semphonic.com
    14. 14. What can you operationalize?Consider your Social Analytics ROI Maturity Level
    15. 15. Size of Your Business often determines how many SM Channels are active1. Need to be active where your customers/followers are.2. Need to determine what are the most profitable channels to be active in.3. Need to come up with a business strategy that maximizes the communications within those channels.4. Need to come up with a Measurement Strategy that is aligned with the business strategy.5. Need to tightly MAP/TIE the business / measurement strategy to brick and mortar transactions whenever possible.
    16. 16. What level of Maturity is your organization operating at? 4. Scaling &1. Dormant 2. Testing 3. Coordinating 5. Empowering Optimization Resistant to any Organization use of social Management Organizational empowers all technologies Individuals or begins to shift toward relevant due to departments coordinate growing and employees; unwillingness to test in isolated across teams improving social fosters & participate or pockets and applications rewards top "analysis departments performers paralysis"Source: Forrester Research
    17. 17. Example (maturity): AMEX Measureable ROITie Social Media (geo location /Mobile) with the Point of Saleappears to be the Holy Grail – esp.for Retailers – others need to bemore creative about tie-ins andmeasurement strategies.
    18. 18. Example: American Express YourBuzz Measureable ROI
    19. 19. Example: American Express SearchManager Measureable ROILink all your activity to the AMEX card – also provide servicesto them (which are measureable) – Smart!
    20. 20. Mature Organizations are selective about thetechnologies employed and how they are used –workflow and collaboration tools are highlighted Source: Collective Intellect
    21. 21. Map Marketing Strategy to Site /Business Enablement Strategy – then Scorethe Results – HEARDABLE does part of this job for you using Site Metadata
    22. 22. According to Heardable – Dell gets a B, even though it’s clearly aleader in Social Media ROI (at least from the Retail/Merchandizing perspective)
    23. 23. According to Heardable – Dell gets a B, though it’s clearly aleader in Social Media ROI (at least from the Retail/ Merchandizingperspective), it may not have mapped is content enablementstrategy with it’s social and analytics enablement strategy
    24. 24. Planning for Success
    25. 25. THE PLAN = GOALS + STRATEGIES + TACTICS
    26. 26. Very basic business plan with measurement hooks –
    27. 27. Examples of Typical Business Goals (Business Objectives) Business Goal TargetIncrease Market Share by X% (this/next Y/Q)Increase Business Income/Profit by X% (this/next Y/Q)Save X% of our quarterly spent (this/next Y/Q)Improve Productivity by X% (this/next Y/Q)Improve Services provided by X% (this/next Y/Q)Increase Company Profit by X% (this/next Y/Q)Improve Team Productivity by X% (this/next Y/Q)
    28. 28. Align Marketing and Measurement Marketing MeasurementWhen the foundation of a house is not set right – the walls crack. Having the right Framework helps
    29. 29. Biz/Measurement Plan – WebMetricsGuru INCMy GOAL:Increase Business Income 1600%+ this yearamong Corporate Business Execs I speak withat Conferences and Book Signingsduring 2012through My writings, virtual appearances, and in person presentations.
    30. 30. Biz/Measurement Plan – WebMetricsGuru INCI guide my audiences and customers to Better understand and Invest in the best technologies, process and people by retaining meto help Design and implement successful onlinethem social customer intelligence listening projectsWhere All over the world
    31. 31. Biz/Measurement Plan – WebMetricsGuru INCWhere my success will be judged by (KPI’s) • % of new customer signups retaining me • % rise in my bank account balance this quarter •% increase in online buzz
    32. 32. My Sample Dashboard Date Bank Deposit Date Latest Clients $$$$ in Bank Deposits Jan abc Jan $$$ 900 Jan efg 800 Jan $$$ 700 Jan hij 600 Jan $,$$$ Feb klm 500 Feb $,$$$ 400 Feb nop 300 Mar qrs Feb $,$$$ 200 100 Mar uvw Mar $$,$$$ 0 Mar $,$$$ Jan Feb Mar Apr Online Buzz/Mentions Bank/Buzz %160140120 1st Qtr100 80 2nd Qtr 60 40 3rd Qtr 20 0 4th Qtr
    33. 33. Sailing into a New ApproachAeros ML866.Source: Tuvie.com
    34. 34. Real Time (social) Data may require more of a Forensic approach than is typical for Social Media projects http://www.amazon.com/Pulse-Science-Harnessing-Internet- Opportunities/dp/0470932368
    35. 35. Forensic Paradigm for Social (real time) data• What Measures do you want to track?• What Decisions would you make differently were one of the measures surprisingly high or low?• What is the threshold of the measure? At what point if the value was exceeded or dipped would an alternative action take place? Source: Douglas Hubbard - The Pulse
    36. 36. ExampleClient: Measure positive to negative ratio around the a newAndroid phone being launched to the public using onlyTwitter, Facebook and a blog contest and comments.Analyst: Very Interesting – Why do you want to do with thisinformation?Client: Want to know if my blogger relations program isworking and if I should add more bloggers to the contest ofthe 2000 that entered .Analyst: What is the level of online buzz would the campaignfall below before you would add more bloggers to theprogram?
    37. 37. ExampleClient: Depends on a few factors. Less than 75 tweetsa week from the first 25 bloggers or less than 300Retweets from their followers in aggregate, we mightwant to double the number of bloggers in theprogram.Analyst: Great! Lets try to nail down those triggers sowe can build that into our analytics for you.[Triggers and Thresholds were then defined]
    38. 38. Square turns the iPad into a cash register Ultimate Social Media Measureable ROI by connecting POINT OF SALE systems with Social Media
    39. 39. Let’s try an Analytics Game• Pick a random set of – Your Goal(s) – Your Audiences – Your Internal Audiences – Your Budget – Your Location – Your Program/Service/Offering – Your Vehicle – Your Call to Action – Your Metrics / KPI’s
    40. 40. ExampleA Large Telecommunications Network in AustraliaYour Goal – Increase sales of handsets in 1Q 2012 – Your Audiences – Gen X/Y females – Your Internal Audiences - (Corporate Marketing) – Your Budget - 600,000 Australian Dollars – Your Location – Australia – Your Program/Service/Offering – New Rate Plan for young females – Your Call to Action – Sign up now – Vehicle -Website Signup form, local signup in store, mobile signup in handset, Facebook Ads, Search – Your Metrics / KPI’s – % Buzz, Net Promoter Score, SOV, SOC, plus more
    41. 41. Your Template (beware of “black boxes”) Goal(s): Audience: among Location: Timing : through/ withVehicle (how your going to do it): Venues (where your going to do it): ask fans and customers to Message (Call(S) to Action): Regarding our Product / Service / Program Success will be judged by Metrics/KPI’s
    42. 42. EXTRA - UltraViolet Audit
    43. 43. Summary1. Framing your business goals and measurement strategy with the right tools, process and people is the hardest part of Social Media ROI.2. The companies most “mature” in the Social Maturity Spectrum are the most likely to be able to measure Social Media ROI and profit from their investments in Social Media. [Graduate from EXPLORATORY (research –i.e.: UV Audit) into TACTICAL MEASURES & KPI’s).3. Framing and Mapping Business and Measurement Strategies happens at the same time, for the best results.4. You can get a high level plan created fairly quickly with the exercises covered in this deck – which will help illuminate where you need to measure and what’s missing (gaps).
    44. 44. Questions ? Contact me at@webmetricsguru
    45. 45. ContactMarshall SponderWebMetricsGuru INC.www.smabook.comwww.webmetricsguru.comnow.seo@gmail.com@webmetricsguru@smanalyticsbook
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