Engage 2013 - What to Measure in Social


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Engage 2013 - What to Measure in Social

  1. 1. What to Measure in Social Susan Etlinger, Industry Analyst, Altimeter GroupMerlyn Gordon, Sr. Product Marketing Manager, Webtrends
  2. 2. “ 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? ” Look Familiar? Image source: http://www.flickr.com/photos/b-tal/163450213/
  3. 3. ROI is a Business Measurement, not AlchemyIf your ROI equation shows a cost value in $£¥€, and a gain value expressed in Tweets, you’re in trouble.
  4. 4. Please Welcome! Susan Etlinger Industry Analyst, Altimeter Group Email: Susan@altimetergroup.com Twitter: @setlingerSusan is an Industry Analyst with Altimeter Group where she focuseson social media analytics and strategy.For the past 20 years, she has worked at the intersection of people,processes, and technology, in companies such as Charles Schwab &Co., Inc., and in the agency world, most recently at Horn Group.
  5. 5. What We’re Thinking AboutDynamic AdaptiveCustomer Organization Sentient World 5
  6. 6. Where Are We Now?
  7. 7. A Look Back2011 2012 2013 The Reality IntegrateAmazing Check or Die Race 7
  8. 8. From Marketing Funnel to Influence Loop 8
  9. 9. Social Media Proliferation in the Enterprise 9
  10. 10. Meet Your New Stakeholders
  11. 11. Image by StreetFly_JZ used with Attribution as directed by Creative Commons http://www.flickr.com/photos/streetfly_jz/2760882758 What to Measure
  12. 12. A Step-By Step Process 12
  13. 13. Social Data Drives Many Types of Business Value 13
  14. 14. Social Media Must Support Business Objectives 14
  15. 15. At least 13 different business units across theenterprise deploy social media
  16. 16. Top-Down ApproachesSource: “The Social Media ROI Cookbook: Six Ingredients Top Brands Use to Measure theRevenue Impact of Social Media,” Altimeter Group (July 24, 2012) 16
  17. 17. Bottom-Up ApproachesSource: “The Social Media ROI Cookbook: Six Ingredients Top Brands Use to Measure theRevenue Impact of Social Media,” Altimeter Group (July 24, 2012) 17
  18. 18. No Single Approach Dominates; It’s a Mix 18
  19. 19. What Determines the Mix Today? 19
  20. 20. Revenue is not the Primary Goal (yet) 20
  21. 21. Image by zetson used with Attribution as directed by Creative Commons http://www.flickr.com/photos/zetson/254608875Where Are We Going?
  22. 22. Emerging Trends•  Holistic View of Top-Down, Bottom-Up •  Ecosystem of tools: no single tool can satisfy every organizational requirement or bridge the many device gaps •  Qualitative measurement will provide context•  Data triangulation/integration is here •  CRM, BI, Market Research, Supply Chain: the whole organization needs your data.•  Customer journey becomes even more dynamic (and mobile) •  More devices generating data feeds and streams •  The race to solve for identity•  Organizational integration is beginning—slowly •  It’s not a linear path •  Beware social as a silo 22
  23. 23. The (Evolving) Role of the Analyst•  Social data is straining the definition of an analyst. Web analytics, social data and enterprise analysts all must work cohesively.•  Social media measurement is a change management issue. Be realistic and plan for organizational impacts.•  There are few real experts. Take time to learn the data and establish benchmarks. Humility is good.•  Let go of perfection. Be clear about confidence levels, but accept the imperfections of social data.•  Be brave. Be willing to face–and stand up for–hard truths about what does and doesn’t work. 23
  24. 24. Top 5 Take-AwaysDo These Things on Monday 4
  25. 25. #1 Ask Yourself WhetherYou’re Counting or Measuring
  26. 26. Counting MetricsOutcome Metrics Business Value MeasuresFoundationalMeasures #2 Ensure Metrics Have Meaning Image source: http://www.flickr.com/photos/heathersage/7161565001/
  27. 27. Mul;variate   Links  &  Tagging   Integrated   Tes;ng   Measurement   A ✓ B ✓ C ✓ #3 Ensure Data Collection Strategies Align to Measurement Objectives©  2012  Webtrends,  All  Rights  Reserved.   |   27  
  28. 28. Website Marketing Social Marketing Mobile Marketing Customer Care#4 Beware of Social as an Island http://www.flickr.com/photos/jan-fotografie/262545477/
  29. 29. #5 Learn How Webtrends SocialMeasurement Solutions Prove Social ROI The Three P’s for Success Product Practice Partners
  30. 30. Thank You Questions?Susan Etlinger Merlyn Gordonsusan@altimetergroup.com merlyn.gordon@webtrends.comsusanetlinger.com blogs.webtrends.com@setlinger @merlyngordon
  31. 31. Sessions You Must See•  Facebook Campaign Optimization Panel Discussion Wednesday @ 11:10am •  Eric Christopher. Vice President of Sales, Shoutlet •  Greg Gunn. Vice President Business Development, Hootsuite •  Merlyn Gordon. Senior Product Marketing Manager, Webtrends •  Jared Roy. Director Performance Marketing, Webtrends•  Designing A Measurement Framework For The Social Enterprise Wednesday @ 2:40pm •  Susan Etlinger. Industry Analyst, Altimeter Group •  Jeff Seacrist. VP Product Marketing Partner Solutions, Webtrends•  Driving Conversion With Performance Marketing Wednesday @ 3:40pm •  Kirk Ramble. Principal Optimization Consultant Webtrends
  32. 32. Rate Session &Speakers/Panelists