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Basic TrainingUnable to translate social media logistics intovaluable information? This session on BusinessIntelligence highlights metrics, measurements,social media scalability, and return on investment ina practical way.Attendees will leave with an understanding of howto identify successes, and implement change tomake the most out of social media businessventures.Social Media Business Intelligence
When indoubt, we’llfind a way.It just maynot be thebest way touse the toolsaround us.
It may not bethe smartestway.We may makea fewmistakesalong theway, butnothing fatal.
What’s the objective… ULTIMATE MORE SALES. • Better conversion • Thought leadership positioning / reputation management BETTER SERVICE. • More vehicles for communication • Direct access to groups traditionally behind the curtain PRODUCT DEVELOPMENT. • Current products • New products
OLD School Media vs. New Media • Audience shift. • NO control groups95% of marketers will use 5% of statistics available.
Newspaper Audiences Change with Increased Anyone can do it.
Our SMAnyone can do it. Daily Audience Changes
Campaign: Frozen PizzaWeek OneMarketing to Organic and Vegan Food LoversResults:52% Female45% Male 3% Unsure4,600 Likes on Facebook
Campaign: Frozen PizzaWeek TwoMarketing to Mom’s Groups & Play DatesResults:67% Female33% Male11,200 Likes on Facebook
Advertising, Campaigns, Trends, etc. Influence Your Data - Audience changes based on inside & outside factors - Advertising campaigns - Social media apps, microsites - Trend effects - Platform standards and changes
Determine your KPI Metric • Different campaigns have different objectives. • Identify the tools you will use. • Record your goals / estimates separately. • Record influencing factors and weight them. • Learning is always an objective. • Review the entire metric.
Facebook: Brand Awareness Edge Rank formula and what you can do to manipulate it Reach Insights Conversion Traffic Bit.ly Google Analytics Consumer Insights Reverse advertising Seeded questions in posts Polls A/B advertising
Twitter: Brand Awareness Tweet Reach Klout Conversion Traffic Bit.ly Google Analytics Customer Support Reduction in call center calls Quicker reaction time ―real person‖ answering concerns
YouTube: Subscriptions Likes Channel Views Individual Video Views Links from Channel/Video to web site Sources pointing to videos
LinkedIn: Thought leadership positioning LinkedIn answers Groups Brand page Statuses HR Recruitment Lead Gen Product section on brand pages
The Conversion Cycle Test Product Capture Dialogue Learn Interest Contact w/App/Si Ask for te UGC Entertain Start Enter a w/ Video Push toDialogue Sweeps Retail
Ratios 101Reports LIE!Think about a simple advertising campaign.10 people respond to an ad out of 100 targetsYou yielded 10% responseNext campaign yields 5 responses out of 100targets.You yielded 25% response, but may show as5%
Get $2 OFF a PIZZA Get $10 OFF a Bikini10 people = 10% 5 people = 25%*Audience is 100 people total (80 men, 20 women)
Measurement Tools$ Level 1 Quantitative analysis using native app or entry level tool$$ Level 2 Multi-platform tools, still focused on quantitativemeasurement Potentially some ability to measure qualitative /sentiment$$$$ Level 3 Multi-platform management separate from measurement Focused on all platforms and cross-media campaigns Ability to create content or devices for measurement Definitely driving qualitative / sentiment measurement Top-line comparison features Ability to code reports based on individual APIs
Qualitative Measurement • Sentiment • Opinion • Trending conversations • Document level vs. aggregate level Challenge: ―Yeah, I loved that keynote.‖ Honest? Sarcastic? Sincere? Funny? NOT!
Recommendations • Do not run audience building campaigns at the same time as engagement campaigns • Separate engagement into distinct areas of testing, executing, engaging • Monitor your competition
Comparative Measurement - Complex • Establish your own ratios • Create a Marketplace • Identify similar competitors and include them in your overall measurements, especially for comparison data. • Traditionally known as market reach or total market share. • Analysis is more than reading the numbers.
*Altimeter GroupDepending on activity vs. spend this formula may be inconclusive(Retweets + likes + fans) / Total Campaign ―A‖ Spend(Retweets + likes + fans) / Total Campaign ―B‖ Spend
Applying Metrics Across PlatformsDegree of measurement depends on data available andability to make changes that may influence the measurement.Innovation metric can be used on blogs, forums, even YouTubevideos with training or product announcement content.
Integration with Offline ActivitiesIdeally, you can measure activity per audience, per content and message, per platform,and even in online and offline activities.The integration across AdSense campaigns vs. email and abandoned shopping cartsis reaching high sophistication with less effort. You will need to remain competitive.
Special Areas of Considerations• Inactivity is activity – measure audiences which are not engaging.• Drop Point – this is the most important item for getting users to complete the sale and it’s very measurable.• Psychographic – better than demo and geo• Behavioral Triggers – non—opens, abandoned carts, etc.• Business Alignment – Non-competitors who are great compliments for audience• Size Doesn’t Matter – People concentrate on bigger numbers, sometimes that’s less important
The DROPA key indicator of performance is the drop point. This is themoment that you lose interaction with a consumer and they do notcomplete full conversion.• Campaigns should be structured to measure drop points.• Usually requires multiple systems and a bit more attentiveness to techHere is a potential lifecycle of a conversion 1. Social media app engagement 2. Prompt for user information *optional 3. Complete engagement of SM app such as a coupon print 4. Enticement to web and product purchase
The DROPHere is a potential lifecycle of a conversion 1. Social media app engagement 2. Prompt for user information *optional 3. Complete engagement of SM app such as a coupon print 4. Enticement to web and product purchaseTo measure the campaign above will require two tools: - Utilize SM Native to measure original traffic - Manual setup of each step with Google Analytics - Utilize CouponFactory for coupon views/prints - Track from one platform to next is a challengeSet goals at EACH stage of the conversion
The ConversionYou cant produce a baby in one month by getting 9 women pregnant . -Warren Buffet