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

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Scaling Social
Actionable Data for Every Department
#scalingsocial

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#ScalingSocial
Ben Watson
VP of Marketing, HootSuite
@bitpakkit
Merlyn Gordon
Sr. Product Marketing Manager, Webtrends
@merlyngordon

3. #scalingsocial
#ScalingSocial
1. Why social
2. Social within the enterprise
3. Brands vs. consumers
4. Marketing is Social
5. The social business pain map
6. Top 10
7. Scaling throughout the enterprise

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Why Social – Bottom Line
1. Effective collaboration Effectiveness
2. Knowledge worker productivity Productivity
3. Shared knowledge Governance
4. Informed decisions Risk
5. Contextual workflow for business process Workflow
6. Internal communications Compliance

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Why Social – Top Line
1. New markets Growth
2. Competitive and marketplace intelligence Competition
3. Increased revenue per transaction LTV
4. Advance demand for new products and services Demand
5. Referral and influencer marketing Expansion
6. Rapid time-to-revenue Revenue

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Why Social
ROI
Expense
Revenue
Q1
Q2
Q3

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Social Measurement
Mentions | RTs | Shares | Comments | Views | Followers | Friends
Visits | Views | Inquiries | Applications
Sales | Hires
Referrals | NPS

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Five Steps to Social Success
1. Determine leadership and organize your teams
2. Audit and validate use cases you will support
3. Satisfy business needs through provision of tools
4. Tap in to social ecosystem inside and out
5. Enable systematic rollout and success through:
• Education and training
• Thorough testing
• Measurement and Insight

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Social Business Maturity
Social Social Social
Advocate Team Business

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Social Organization
“Getting organized around social is the
most important first step towards social
success.”
-David Armano

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Your Teams Are Social

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Your 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

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Mediating Social Business
1. Listening 2. Engaging 3. Analyzing
Listen to your Engage with Understand the
customers, comp your audience in results and
etitors, and their platform of engineer better
influencers. choice. outcomes.

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The Real Value of Influence
• Introduce new teams
• Share new ideas
• Document best practices
• Understand communities

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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 regularly
Source: ROI Research Inc., “S-Net: A Study in Social Media Usage & Behavior” Aug 2011

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Why do People like Brands?
Global Average North America Europe
Source: Nielsen, Global Online Survey (Q1 2011)

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Marketing is Social
Social Media Marketing Objectives According to Marketers
and Agencies in North America, May 2011
% of respondents
Note: amount respondents currently conducting social advertising Source: Pivot Conference, “Te Rise of the Social Advertiser” Aug 1, 2011

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Social 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

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Sales 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

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HR is Social
• Significant shifts in
recruiting business
• Engage potential
employees immediately
• Social resumes and job
search tools
• Social performance
management systems
• Amplify the culture

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Social Hiring
Preference for using Social Media in Hiring by Industry
Source: Wipro Social Media Study, 2012

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Customer Experience
• Communications
• Sales & Marketing
• Support
• HR & Culture
• Advocacy
Source: Jacob Morgan, Chess Media Group

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Business is Social
• Building social capital
• Cultivating Influence
• Managing communities
of interest
• Mediation and
engagement
• Deeper insights
• Constant feedback
Finance &
Accounting

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Developing a Framework for
Social Measurement
A Practical Approach to Quantify Social Investment
© 2012 Webtrends, All Rights Reserved.

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“ 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 don't know.
But there are also unknown unknowns.
There are things we don't know we don't know.
”
Donald Rumsfeld
© 2012 Webtrends, All Rights Reserved. | 25

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The Social Business Pain Map
Image Source: http://www.flickr.com/photos/vaxzine/2642346629
© 2012 Webtrends, All Rights Reserved. | 26

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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

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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

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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

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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

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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

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The Social Business Pain Map
Belief that if you don't own social
properties, you can't measure them
Image Source: http://www.flickr.com/photos/vaxzine/2642346629
© 2012 Webtrends, All Rights Reserved. | 32

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Top 10 List
Recommendations for Developing a Social Measurement Strategy
© 2012 Webtrends, All Rights Reserved. | 33

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© 2012 Webtrends, All Rights Reserved. | 34

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Innovation Brand Health
Collaborating with customers to drive A measure of attitudes, conversation and
future products and services behavior towards a brand
Customer Experience Business Marketing Optimization
Improving the relationship with Improving the effectiveness of
customers, and their experience
Goal marketing programs
with 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

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© 2012 Webtrends, All Rights Reserved. | 36

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“ 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

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© 2012 Webtrends, All Rights Reserved. | 38

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Counting Metrics
Outcome Metrics
Business Value
Measures
Foundational
Measures
Ensure Metrics Have Meaning
© 2012 Webtrends, All Rights Reserved.
Image source: http://www.flickr.com/photos/heathersage/7161565001/ | 39

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© 2012 Webtrends, All Rights Reserved. | 40

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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

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© 2012 Webtrends, All Rights Reserved. | 42

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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

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© 2012 Webtrends, All Rights Reserved. | 44

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Social 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

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© 2012 Webtrends, All Rights Reserved. | 46

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Multivariate Links & Tagging Integrated
Testing Measurement
A ✓
B ✓
C ✓
Collect the Data
© 2012 Webtrends, All Rights Reserved. | 47

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© 2012 Webtrends, All Rights Reserved. | 48

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Visualize the Data
© 2012 Webtrends, All Rights Reserved. | 49

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© 2012 Webtrends, All Rights Reserved. | 50

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Optimize Your Social Measurement Strategy
© 2012 Webtrends, All Rights Reserved. Image source: http://www.flickr.com/photos/36964841@N05/6180740015/ | 51

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© 2012 Webtrends, All Rights Reserved. | 52

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Nurture a Culture of Measurement
© 2012 Webtrends, All Rights Reserved. Image source: http://www.flickr.com/photos/ironrodart/3806887023/ | 53

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To Sum Up
Select 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

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Webtrends Unified Approach to Measurement
• Multi-channel
• Visitor-centric
• Open
• Real-time
• Performance at Scale
• Private & Secure
webtrends.com/products/analytics/social/

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Business is Social
+
Finance &
Accounting

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End to End Tracking
HootSuite Integrates with Webtrends to Connect Social Media Messages to
Website Conversion Metrics

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How to Scale
Top 3 factors leading to the adoption of social software
1. Clear vision of how social media supports business strategy
2. Senior management support
3. Good fit with organization’s culture

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Q&A
Learn more about HootSuite & Webtrends
• hootsuite.com/webtrends
• hootsuite.com/enterprise
• webtrends.com/products/analytics/social/

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Thank You
Ben Watson
VP of Marketing, HootSuite
@bitpakkit
Merlyn Gordon
Sr. Product Marketing Manager, Webtrends
@merlyngordon