14. How do consumers access social media?
• 97% - Computer
• 55% - Mobile Phone
• 3% - Gaming Console
• 9% - iPad
• 2% - Internet-Enabled TV
• 2% - E-Reader
• 1% - Handheld Music Player
Are you
ready?!
36. Save time and money by properly
evaluating potential advocates.
37. Create a Scorecard
Advocate
Share of
Voice
Reach Topics
Customer
Overlap
Peter Parker 5% 50,000
Arachnoids,
Red Heads,
Goblins
Medium
Hulk Hogan 2% 25,000
Tank Tops,
Weight
Lifting
High
Eric Cartman 12% 120,000
Cheesy
Poofs, Racial
Slurs
Low
42. Types of Social Media Goals
• Engagement
• Brand Recognition
• Reach
• Share of Voice
• Sales
• Brand Loyalty
• Customer Support
• Product
Development
• Brand Sentiment
• Brand Advocates
• Brand Trust
43. Get more specific!
• Reduction in sales cycles
• Reduction in customer support costs
• Number of product improvement suggestions from [social
network]
• Increase in product reviews/ratings
• Number of people in [specific location] who follow us on
Twitter
44. Other KPIs to Consider
• Volume of consumer-
created buzz
• Seasonality of buzz
• Rate of virality
• Embeds/installs
• Increases in searches
• Ranking improvements
• Interaction/
engagement rate
• Number of interactions
• Store locator views
• Registrations by
channel
• User-initiated views
59. Measuring Customer Support
Reduction
in Support
Costs
Reduction
in On-Site
Support
Increase
Resolution
Rate
Improved
Customer
Satisfaction
Increase
Resolution
Rate
Leads
Generated
by Support
60. Measuring Brand Sentiment
Sentiment by volume of posts and impressions
Number of positive reviews generated
Number of mentions of your brand’s value add
Average resolution time to reputation crises
62. Measuring the success of your brand advocates fulfills two
goals:
1. Provides an understanding of the ROI you receive
2. Provides you with data to better incentivize advocates
63. It is okay to reward advocates for
their hard work. Wouldn’t you want
to be rewarded?