TEN TIPS TO BUILDING A SOCIAL
MEASUREMENT FRAMEWORK
John Lovett, Web Analytics Demystified

ABOUT John Lovett (Demystifier)
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ABOUT John Lovett (Author)
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ABOUT John Lovett (DAA Vice Pres)
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ABOUT John Lovett (DAA Certified)
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ABOUT.me/JohnLovett (unplugged)
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• [CONTEXT] Your business (for the next 20 mins):
– Produces a Chicago specialty product
– Prides itself on local quality only available in stores
– Revenue is a key driver, but satisfaction is critical
– Wants/Needs to cash-in on social media
Ten Tips For Building a Social
Measurement Framework
@johnlovett at #ACCELERATE

Your Business is…
@johnlovett at #ACCELERATE

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TIP #1: Adopt a Framework
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TIP #1: Adopt a Framework
@johnlovett at #ACCELERATE
Goals

TIP #2: Develop S.M.A.R.T. Goals
Most businesses have …
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TIP #2: Develop S.M.A.R.T. Goals
D.U.M.B. Goals
• Doable
• Understandable
• Manageable
• Beneficial
Most businesses have …
@johnlovett at #ACCELERATE

TIP #2: Develop S.M.A.R.T. Goals
D.U.M.B. Goals
• Doable
• Understandable
• Manageable
• Beneficial
S.M.A.R.T. Goals
• Specific
• Measurable
• Attainable
• Relevant
• Timely
You Have …
@johnlovett at #ACCELERATE

TIP #2: Develop S.M.A.R.T. Goals
Which of the following is a S.M.A.R.T. goal?
A) Improve our Yelp rankings in 2012
B) Increase foot traffic to our Hyde Park location
C) Increase YOY same-store sales +25% in FY2012
D) Get more people to eat our yummy pizza
@johnlovett at #ACCELERATE

TIP #2: Develop S.M.A.R.T. Goals
Which of the following is a S.M.A.R.T. goal?
A) Improve our Yelp rankings in 2012
B) Increase foot traffic to our Hyde Park location
C) Increase YOY same-store sales +25% in FY2012
D) Get more people to eat our yummy pizza
@johnlovett at #ACCELERATE

Wicked S.M.A.R.T. Goal
+25% in
FY2012
@johnlovett at #ACCELERATE

TIP #3: Identify Your Objectives
Gain
Exposure
Foster
Dialogue
Generate
Interactions
Facilitate
Support
Promote
Advocacy
Spur
Innovation
@johnlovett at #ACCELERATE

Which Social Media Objective(s) map to your goal?
A) Gain Exposure
B) Foster Dialogue
C) Generate Interactions
D) Promote Advocacy
E) All of the above
TIP #3: Identify Your Objectives
@johnlovett at #ACCELERATE

Which Social Media Objective maps to your goal?
A) Gain Exposure
B) Foster Dialogue
C) Generate Interactions
D) Promote Advocacy
E) All of the above
+25% in
FY2012
TIP #3: Identify Your Objectives
@johnlovett at #ACCELERATE

Which Social Media Objective maps to your goal?
A) Gain Exposure
B) Foster Dialogue
C) Generate Interactions
D) Promote Advocacy
E) All of the above
TIP #3: Identify Your Objectives
@johnlovett at #ACCELERATE

Goals > Objectives
Gain
Exposure
Foster
Dialogue
Generate
Interactions
Promote
Advocacy
+25% in
FY2012
@johnlovett at #ACCELERATE

Goals > Objectives
Gain
Exposure
Foster
Dialogue
Generate
Interactions
Promote
Advocacy
+25% in
FY2012
@johnlovett at #ACCELERATE

TIP #4: Measure What Matters
Goal: +25% in FY2012
Objective: Promote Advocacy
Key Metrics:
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TIP #4: Measure What Matters
Goal: +25% in FY2012
Objective: Promote Advocacy
Key Metrics:
• Active Advocates (Upper Crusters)
• Advocate Influence
• Advocate Impact
@johnlovett at #ACCELERATE

TIP #4: Measure What Matters
You will have more
metrics, yet these are the
key ones that you will
report out to your
business stakeholders
ImportantGoal: +25% in FY2012
Objective: Promote Advocacy
Key Metrics:
• Active Advocates (Upper Crusters)
• Advocate Influence
• Advocate Impact

Identify Your Upper Crust Advocates
Carl
@johnlovett at #ACCELERATE

Carl
Sue
Identify Your Upper Crust Advocates
@johnlovett at #ACCELERATE

NO
YES
Identify Your Upper Crust Advocates
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YES
Identify Your Upper Crust Advocates
@johnlovett at #ACCELERATE
Sue is:
• Genuine
• Authentic
• Influential
• Not financially
motivated

Goals > Objectives > Measures
Promote
Advocacy
+25% in
FY2012
Active
Advocates
Advocate
Influence
Advocacy
Impact
@johnlovett at #ACCELERATE

TIP #5: Choose Channels Carefully
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TIP #5: Choose Channels Carefully
• Channel selection criteria:
– Is my audience there?
– Does it fit my business image?
– Can I manage it?
– Can I monetize it?
@johnlovett at #ACCELERATE

TIP #5: Choose Channels Carefully
Which channel(s) promote advocacy?
A) Social Networks (Facebook)
B) Blogs (Tumblr)
C) Social Commerce (Living Social)
D) Social Sharing (Pinterest)
E) All of the Above
@johnlovett at #ACCELERATE

TIP #5: Choose Channels Carefully
Which channel(s) promote advocacy?
A) Social Networks (Facebook)
B) Blogs (Tumblr)
C) Social Commerce (Living Social)
D) Social Sharing (Pinterest)
E) All of the Above
F) It Depends
@johnlovett at #ACCELERATE

Goal > Objectives > Measures > Channels
Promote
Advocacy
+25% in
FY2012
Active
Advocates
Advocate
Influence
Advocacy
Impact
Social Networks
Blogs
Social Reviews
Social Video
@johnlovett at #ACCELERATE

TIP #6: Select Tech Wisely
The Social Technology Spectrum
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TIP #6: Select Tech Wisely
The Social Technology Spectrum
• Breadth of “Listening”
• Engagement Console
• Out-of-the-Box Metrics
• Custom Metrics
• Data Export / API
• Reporting / Visualization
@johnlovett at #ACCELERATE

TIP #7: Refine Your Metrics
• Fit your metrics to technologies
• Establish baselines and consistency
• Begin compiling data and formatting reports
• Socialize your data and accept feedback
• Lather, Rinse, Repeat
@johnlovett at #ACCELERATE

TIP #8: Map Your Campaigns
Social Campaign:
• Campaign Goal(s):
• Campaign Objective(s):
• Campaign Measures of Success:
• Campaign Channel(s):
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TIP #8: Map Your Campaigns
Social Campaign: Knife & Fork - OR - Nothin’ …?
• Campaign Goal(s):
• Campaign Objective(s):
• Campaign Measures of Success:
• Campaign Channel(s):
This campaign encouraged Upper Crusters to post a video (w/ tracking code)
on how to eat Chicago style pizza. They were each given a unique promo code
that could be printed & used for 10% off one large pizza in any store location.
@johnlovett at #ACCELERATE

TIP #8: Map Your Campaigns
Social Campaign: Knife & Fork - OR - Nothin’ …?
• Campaign Goal(s): +25% in FY2012
• Campaign Objective(s): Promote Advocacy
• Campaign Measures of Success: Influence
(total # coupon redemptions, total $$$ value of coupon diners, total
number of video views, total number of video comments, etc…)
• Campaign Channel(s): Social Video
@johnlovett at #ACCELERATE

TIP #9: Quantify Your Success
@johnlovett at #ACCELERATE
Context

TIP #9: Quantify Your Success
Data
• 32 Upper Crusters in IL
• 19 videos produced
• 635 total video views
• 156 coupons distributed
• AOV Coupon meal = $29
• Nothin’ bests Fork 3:1
@johnlovett at #ACCELERATE
Context

TIP #9: Quantify Your Success
Data
• 32 Upper Crusters in IL
• 19 videos produced
• 635 total video views
• 156 coupons distributed
• AOV Coupon meal = $29
• Nothin’ bests Fork 3:1
Insights
• Overall customers
enjoyed this campaign
and views were up 64%
• Coupon redemption was
80% with an AOV +$8
@johnlovett at #ACCELERATE
Context

TIP #9: Quantify Your Success
Data
• 32 Upper Crusters in IL
• 19 videos produced
• 635 total video views
• 156 coupons distributed
• AOV Coupon meal = $29
• Nothin’ bests Fork 3:1
Insights
• Overall customers
enjoyed this campaign
and views were up 64%
• Coupon redemption was
80% with an AOV +$8
Recommendations
• Provide direction for
Upper Crusters to create
more unified content
• Feedback: Allow coupon
redemption via
smartphone verification
@johnlovett at #ACCELERATE
Context

TIP #10: Institutionalize Framework
• Be the Change within your Business
– At first this will feel like process
– Then it will become part of the daily routine
– Until it becomes a way of life.
@johnlovett at #ACCELERATE

SUMMARY
#1 – Adopt Framework
#2 – S.M.A.R.T. Goals
#3 – Social Objectives
#4 – Measure Matters
#5 – Choose Channels
#6 – Select Tech Wisely
#7 – Refine Metrics
#8 – Test Framework
#9 – Quantify Success
#10 – Institutionalize
@johnlovett at #ACCELERATE

SUMMARY
#1 – Adopt Framework
#2 – S.M.A.R.T. Goals
#3 – Social Objectives
#4 – Measure Matters
#5 – Choose Channels
#6 – Select Tech Wisely
#7 – Refine Metrics
#8 – Test Framework
#9 – Quantify Success
#10 – Institutionalize
@johnlovett at #ACCELERATE
Do this, and you’ve built a
Social Measurement Framework

http://bit.ly/accelerate-rate
John Lovett