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Webtrends/Hootsuite Webinar - Scaling Social

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Some great takeaways from our recent webinar with the folks from Hootsuite about how to drive social media ROI.

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  • Some great tips for the Enterprise there Mike. Thanks for sharing this!
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  • #scalingsocial#ScalingSocial1. Why social2. Social within the enterprise3. Brands vs. consumers4. Marketing is Social5. The social business pain map6. Top 107. Scaling throughout the enterprise
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Webtrends/Hootsuite Webinar - Scaling Social

  1. #scalingsocialScaling SocialActionable Data for Every Department#scalingsocial
  2. #scalingsocial#ScalingSocial Ben Watson VP of Marketing, HootSuite @bitpakkit Merlyn Gordon Sr. Product Marketing Manager, Webtrends @merlyngordon
  3. #scalingsocial#ScalingSocial1. Why social2. Social within the enterprise3. Brands vs. consumers4. Marketing is Social5. The social business pain map6. Top 107. Scaling throughout the enterprise
  4. #scalingsocialWhy Social – Bottom Line1. Effective collaboration Effectiveness2. Knowledge worker productivity Productivity3. Shared knowledge Governance4. Informed decisions Risk5. Contextual workflow for business process Workflow6. Internal communications Compliance
  5. #scalingsocialWhy Social – Top Line1. New markets Growth2. Competitive and marketplace intelligence Competition3. Increased revenue per transaction LTV4. Advance demand for new products and services Demand5. Referral and influencer marketing Expansion6. Rapid time-to-revenue Revenue
  6. #scalingsocialWhy Social ROI Expense Revenue Q1 Q2 Q3
  7. #scalingsocialSocial Measurement Mentions | RTs | Shares | Comments | Views | Followers | Friends Visits | Views | Inquiries | Applications Sales | Hires Referrals | NPS
  8. #scalingsocialFive Steps to Social Success1. Determine leadership and organize your teams2. Audit and validate use cases you will support3. Satisfy business needs through provision of tools4. Tap in to social ecosystem inside and out5. Enable systematic rollout and success through: • Education and training • Thorough testing • Measurement and Insight
  9. #scalingsocialSocial Business Maturity Social Social Social Advocate Team Business
  10. #scalingsocialSocial Organization“Getting organized around social is themost important first step towards social success.” -David Armano
  11. #scalingsocialYour Teams Are Social
  12. #scalingsocialYour Ecosystem is Social Organize your Social Business Branded Pages, Managed Accounts Networks, Channels Participate with Your Partners and Peers and Ecosystem Customers & Engage Your Fans & Neighbors Community
  13. #scalingsocialMediating Social Business 1. Listening 2. Engaging 3. AnalyzingListen to your Engage with Understand thecustomers, comp your audience in results andetitors, and their platform of engineer betterinfluencers. choice. outcomes.
  14. #scalingsocialThe Real Value of Influence• Introduce new teams• Share new ideas• Document best practices• Understand communities
  15. #scalingsocial Why do people follow brands? Reasons US Social Network Users* “Like”/Follow Brands on Social Networks, by Product Category – April 2011 % of respondents*access at least one social network regularlySource: ROI Research Inc., “S-Net: A Study in Social Media Usage & Behavior” Aug 2011
  16. #scalingsocialWhy do People like Brands?Global Average North America Europe Source: Nielsen, Global Online Survey (Q1 2011)
  17. #scalingsocialMarketing is SocialSocial Media Marketing Objectives According to Marketersand Agencies in North America, May 2011% of respondentsNote: amount respondents currently conducting social advertising Source: Pivot Conference, “Te Rise of the Social Advertiser” Aug 1, 2011
  18. #scalingsocialSocial is CRM• Proven channel for customer support• Easy to scale and distribute load• Asynchronous model similar to email• Customers feel empowered• Integrate to CRM and Support systems
  19. #scalingsocialSales is Social• Connect CRM to social tools• Collaborate across large account teams• Research and understand customer needs “Conversations among the• Understand members of your marketplace competitive threats happen whether you like it• Work directly with or not.” – Seth Godin customer teams
  20. #scalingsocialHR is Social• Significant shifts in recruiting business• Engage potential employees immediately• Social resumes and job search tools• Social performance management systems• Amplify the culture
  21. #scalingsocialSocial HiringPreference for using Social Media in Hiring by IndustrySource: Wipro Social Media Study, 2012
  22. #scalingsocialCustomer Experience • Communications • Sales & Marketing • Support • HR & Culture • Advocacy Source: Jacob Morgan, Chess Media Group
  23. #scalingsocialBusiness is Social • Building social capital • Cultivating Influence • Managing communities of interest • Mediation and engagement • Deeper insights • Constant feedback Finance & Accounting
  24. #scalingsocial Developing a Framework for Social Measurement A Practical Approach to Quantify Social Investment© 2012 Webtrends, All Rights Reserved.
  25. #scalingsocial “ There are known knowns. These are things we know that we know. There are known unknowns. That is to say, there are things that we know we dont know. But there are also unknown unknowns. There are things we dont know we dont know. ” Donald Rumsfeld© 2012 Webtrends, All Rights Reserved. | 25
  26. #scalingsocial The Social Business Pain Map Image Source: http://www.flickr.com/photos/vaxzine/2642346629© 2012 Webtrends, All Rights Reserved. | 26
  27. #scalingsocial The Social Business Pain Map CMOs will surpass CIOs in spend on technology in the next 5-years. They must be able to justify their investments. Image Source: http://www.flickr.com/photos/vaxzine/2642346629© 2012 Webtrends, All Rights Reserved. | 27
  28. #scalingsocial The Social Business Pain Map Difficulty or lack of familiarity applying traditional digital measurement practices to social media campaigns Image Source: http://www.flickr.com/photos/vaxzine/2642346629© 2012 Webtrends, All Rights Reserved. | 28
  29. #scalingsocial The Social Business Pain Map Difficulty in recognizing relationships between social platforms and other digital channels such as site and mobile Image Source: http://www.flickr.com/photos/vaxzine/2642346629© 2012 Webtrends, All Rights Reserved. | 29
  30. #scalingsocial The Social Business Pain Map Inefficiencies associated with collecting & assimilating highly complex, disparate data sources Image Source: http://www.flickr.com/photos/vaxzine/2642346629© 2012 Webtrends, All Rights Reserved. | 30
  31. #scalingsocial The Social Business Pain Map Challenges of scale: Data collection constraints and limited access to historic insights Image Source: http://www.flickr.com/photos/vaxzine/2642346629© 2012 Webtrends, All Rights Reserved. | 31
  32. #scalingsocial The Social Business Pain Map Belief that if you dont own social properties, you cant measure them Image Source: http://www.flickr.com/photos/vaxzine/2642346629© 2012 Webtrends, All Rights Reserved. | 32
  33. #scalingsocial Top 10 List Recommendations for Developing a Social Measurement Strategy© 2012 Webtrends, All Rights Reserved. | 33
  34. #scalingsocial© 2012 Webtrends, All Rights Reserved. | 34
  35. #scalingsocial Innovation Brand Health Collaborating with customers to drive A measure of attitudes, conversation and future products and services behavior towards a brandCustomer Experience Business Marketing OptimizationImproving the relationship with Improving the effectiveness ofcustomers, and their experience Goal marketing programswith the brand Operational Efficiency Revenue Generation Where and how a company reduces Where and how a company generates expenses revenue Source: A Framework for Social Analytics, Altimeter Group, August 2011 Select the Use Case© 2012 Webtrends, All Rights Reserved. | 35
  36. #scalingsocial© 2012 Webtrends, All Rights Reserved. | 36
  37. #scalingsocial“ Does counting reTweets prove ROI? Do Facebook Likes & Pinterest Pins improve our CSAT or NPS numbers? Why should we invest more in this social channel, or that social ” platform? Align Social Measurement to the Business© 2012 Webtrends, All Rights Reserved. Image source: http://www.flickr.com/photos/b-tal/163450213/ | 37
  38. #scalingsocial© 2012 Webtrends, All Rights Reserved. | 38
  39. #scalingsocial Counting MetricsOutcome Metrics Business Value MeasuresFoundationalMeasures Ensure Metrics Have Meaning© 2012 Webtrends, All Rights Reserved. Image source: http://www.flickr.com/photos/heathersage/7161565001/ | 39
  40. #scalingsocial© 2012 Webtrends, All Rights Reserved. | 40
  41. #scalingsocial Business Goal Marketing Optimization Improving the effectiveness of marketing programs Acquisition Loyalty Corporate Goal Gain Generate Interactions Foster Promote Objectives Exposure Dialogue Advocacy• Reach • Conversion rate • Unique contributors • Active advocates• Velocity • Interaction rate • Conversation volume • Advocate influence Measures/KPIs• Share of Voice • Offer take rate • Engagement • Advocacy impact Define Success Measures and KPIs © 2012 Webtrends, All Rights Reserved. | 41
  42. #scalingsocial© 2012 Webtrends, All Rights Reserved. | 42
  43. #scalingsocial Four Key Dimensions: 1. Recency 2. Richness 3. Retention 4. Realization Decide What Data Matters© 2012 Webtrends, All Rights Reserved. Image source: http://www.flickr.com/photos/35439634@N08/5191577349/ | 43
  44. #scalingsocial© 2012 Webtrends, All Rights Reserved. | 44
  45. #scalingsocialSocial Listening Social Engagement Social Workflow & Automation Social Content Social Advertising Social Measurement Social Media Technology Spectrum Choose the Right Technology © 2012 Webtrends, All Rights Reserved. | 45
  46. #scalingsocial© 2012 Webtrends, All Rights Reserved. | 46
  47. #scalingsocialMultivariate Links & Tagging Integrated Testing Measurement A ✓ B ✓ C ✓ Collect the Data© 2012 Webtrends, All Rights Reserved. | 47
  48. #scalingsocial© 2012 Webtrends, All Rights Reserved. | 48
  49. #scalingsocial Visualize the Data© 2012 Webtrends, All Rights Reserved. | 49
  50. #scalingsocial© 2012 Webtrends, All Rights Reserved. | 50
  51. #scalingsocial Optimize Your Social Measurement Strategy© 2012 Webtrends, All Rights Reserved. Image source: http://www.flickr.com/photos/36964841@N05/6180740015/ | 51
  52. #scalingsocial© 2012 Webtrends, All Rights Reserved. | 52
  53. #scalingsocial Nurture a Culture of Measurement© 2012 Webtrends, All Rights Reserved. Image source: http://www.flickr.com/photos/ironrodart/3806887023/ | 53
  54. #scalingsocial To Sum UpSelect the business Align social to the Ensure metrics have meaning Define success measures use case business Decide what data matters Technology choice Collect the data Visualize the data Optimize the strategy© 2012 Webtrends, All Rights Reserved. Nurture a culture of measurement | 54
  55. #scalingsocialWebtrends Unified Approach to Measurement• Multi-channel• Visitor-centric• Open• Real-time• Performance at Scale• Private & Securewebtrends.com/products/analytics/social/
  56. #scalingsocialBusiness is Social + Finance & Accounting
  57. #scalingsocialEnd to End TrackingHootSuite Integrates with Webtrends to Connect Social Media Messages toWebsite Conversion Metrics
  58. #scalingsocialHow to ScaleTop 3 factors leading to the adoption of social software1. Clear vision of how social media supports business strategy2. Senior management support3. Good fit with organization’s culture
  59. #scalingsocialQ&A Learn more about HootSuite & Webtrends • hootsuite.com/webtrends • hootsuite.com/enterprise • webtrends.com/products/analytics/social/
  60. #scalingsocialThank You Ben Watson VP of Marketing, HootSuite @bitpakkit Merlyn Gordon Sr. Product Marketing Manager, Webtrends @merlyngordon

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