TEN TIPS TO BUILDING A SOCIAL
MEASUREMENT FRAMEWORK
John Lovett, Web Analytics Demystified
ABOUT John Lovett (Demystifier)
@[TWITTER] at #ACCELERATE
ABOUT John Lovett (Author)
@[TWITTER] at #ACCELERATE
ABOUT John Lovett (DAA Vice Pres)
@[TWITTER] at #ACCELERATE
ABOUT John Lovett (DAA Certified)
@[TWITTER] at #ACCELERATE
ABOUT.me/JohnLovett (unplugged)
@[TWITTER] at #ACCELERATE
• [CONTEXT] Your business (for the next 20 mins):
– Produces a Chicago specialty product
– Prides itself on local quality ...
Your Business is…
@johnlovett at #ACCELERATE
@johnlovett at #ACCELERATE
TIP #1: Adopt a Framework
@johnlovett at #ACCELERATE
TIP #1: Adopt a Framework
@johnlovett at #ACCELERATE
Goals
TIP #2: Develop S.M.A.R.T. Goals
Most businesses have …
@johnlovett at #ACCELERATE
TIP #2: Develop S.M.A.R.T. Goals
D.U.M.B. Goals
• Doable
• Understandable
• Manageable
• Beneficial
Most businesses have …...
TIP #2: Develop S.M.A.R.T. Goals
D.U.M.B. Goals
• Doable
• Understandable
• Manageable
• Beneficial
S.M.A.R.T. Goals
• Spe...
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) Incr...
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) Incr...
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
S...
Which Social Media Objective(s) map to your goal?
A) Gain Exposure
B) Foster Dialogue
C) Generate Interactions
D) Promote ...
Which Social Media Objective maps to your goal?
A) Gain Exposure
B) Foster Dialogue
C) Generate Interactions
D) Promote Ad...
Which Social Media Objective maps to your goal?
A) Gain Exposure
B) Foster Dialogue
C) Generate Interactions
D) Promote Ad...
Goals > Objectives
Gain
Exposure
Foster
Dialogue
Generate
Interactions
Promote
Advocacy
+25% in
FY2012
@johnlovett at #ACC...
Goals > Objectives
Gain
Exposure
Foster
Dialogue
Generate
Interactions
Promote
Advocacy
+25% in
FY2012
@johnlovett at #ACC...
TIP #4: Measure What Matters
Goal: +25% in FY2012
Objective: Promote Advocacy
Key Metrics:
@johnlovett at #ACCELERATE
TIP #4: Measure What Matters
Goal: +25% in FY2012
Objective: Promote Advocacy
Key Metrics:
• Active Advocates (Upper Crust...
TIP #4: Measure What Matters
You will have more
metrics, yet these are the
key ones that you will
report out to your
busin...
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
@johnlovett at #ACCELERATE
YES
Identify Your Upper Crust Advocates
@johnlovett at #ACCELERATE
Sue is:
• Genuine
• Authentic
• Influential
• Not finan...
Goals > Objectives > Measures
Promote
Advocacy
+25% in
FY2012
Active
Advocates
Advocate
Influence
Advocacy
Impact
@johnlov...
TIP #5: Choose Channels Carefully
@johnlovett at #ACCELERATE
TIP #5: Choose Channels Carefully
• Channel selection criteria:
– Is my audience there?
– Does it fit my business image?
–...
TIP #5: Choose Channels Carefully
Which channel(s) promote advocacy?
A) Social Networks (Facebook)
B) Blogs (Tumblr)
C) So...
TIP #5: Choose Channels Carefully
Which channel(s) promote advocacy?
A) Social Networks (Facebook)
B) Blogs (Tumblr)
C) So...
Goal > Objectives > Measures > Channels
Promote
Advocacy
+25% in
FY2012
Active
Advocates
Advocate
Influence
Advocacy
Impac...
TIP #6: Select Tech Wisely
The Social Technology Spectrum
@johnlovett at #ACCELERATE
TIP #6: Select Tech Wisely
The Social Technology Spectrum
• Breadth of “Listening”
• Engagement Console
• Out-of-the-Box M...
TIP #7: Refine Your Metrics
• Fit your metrics to technologies
• Establish baselines and consistency
• Begin compiling dat...
TIP #8: Map Your Campaigns
Social Campaign:
• Campaign Goal(s):
• Campaign Objective(s):
• Campaign Measures of Success:
•...
TIP #8: Map Your Campaigns
Social Campaign: Knife & Fork - OR - Nothin’ …?
• Campaign Goal(s):
• Campaign Objective(s):
• ...
TIP #8: Map Your Campaigns
Social Campaign: Knife & Fork - OR - Nothin’ …?
• Campaign Goal(s): +25% in FY2012
• Campaign O...
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 di...
TIP #9: Quantify Your Success
Data
• 32 Upper Crusters in IL
• 19 videos produced
• 635 total video views
• 156 coupons di...
TIP #9: Quantify Your Success
Data
• 32 Upper Crusters in IL
• 19 videos produced
• 635 total video views
• 156 coupons di...
TIP #10: Institutionalize Framework
• Be the Change within your Business
– At first this will feel like process
– Then it ...
SUMMARY
#1 – Adopt Framework
#2 – S.M.A.R.T. Goals
#3 – Social Objectives
#4 – Measure Matters
#5 – Choose Channels
#6 – S...
SUMMARY
#1 – Adopt Framework
#2 – S.M.A.R.T. Goals
#3 – Social Objectives
#4 – Measure Matters
#5 – Choose Channels
#6 – S...
http://bit.ly/accelerate-rate
John Lovett
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10 Tips to Building a Social Measurement Framework

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Web Analytics Demystified's ACCELERATE 2012 Chicago - Lovett

In this presentation, John Lovett, Senior Partner at Web Analytics Demystified presents 10 tips on Building a Social Measurement Framework

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10 Tips to Building a Social Measurement Framework

  1. 1. TEN TIPS TO BUILDING A SOCIAL MEASUREMENT FRAMEWORK John Lovett, Web Analytics Demystified
  2. 2. ABOUT John Lovett (Demystifier) @[TWITTER] at #ACCELERATE
  3. 3. ABOUT John Lovett (Author) @[TWITTER] at #ACCELERATE
  4. 4. ABOUT John Lovett (DAA Vice Pres) @[TWITTER] at #ACCELERATE
  5. 5. ABOUT John Lovett (DAA Certified) @[TWITTER] at #ACCELERATE
  6. 6. ABOUT.me/JohnLovett (unplugged) @[TWITTER] at #ACCELERATE
  7. 7. • [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
  8. 8. Your Business is… @johnlovett at #ACCELERATE
  9. 9. @johnlovett at #ACCELERATE
  10. 10. TIP #1: Adopt a Framework @johnlovett at #ACCELERATE
  11. 11. TIP #1: Adopt a Framework @johnlovett at #ACCELERATE Goals
  12. 12. TIP #2: Develop S.M.A.R.T. Goals Most businesses have … @johnlovett at #ACCELERATE
  13. 13. TIP #2: Develop S.M.A.R.T. Goals D.U.M.B. Goals • Doable • Understandable • Manageable • Beneficial Most businesses have … @johnlovett at #ACCELERATE
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. Wicked S.M.A.R.T. Goal +25% in FY2012 @johnlovett at #ACCELERATE
  18. 18. TIP #3: Identify Your Objectives Gain Exposure Foster Dialogue Generate Interactions Facilitate Support Promote Advocacy Spur Innovation @johnlovett at #ACCELERATE
  19. 19. 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
  20. 20. 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
  21. 21. 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
  22. 22. Goals > Objectives Gain Exposure Foster Dialogue Generate Interactions Promote Advocacy +25% in FY2012 @johnlovett at #ACCELERATE
  23. 23. Goals > Objectives Gain Exposure Foster Dialogue Generate Interactions Promote Advocacy +25% in FY2012 @johnlovett at #ACCELERATE
  24. 24. TIP #4: Measure What Matters Goal: +25% in FY2012 Objective: Promote Advocacy Key Metrics: @johnlovett at #ACCELERATE
  25. 25. 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
  26. 26. 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
  27. 27. Identify Your Upper Crust Advocates Carl @johnlovett at #ACCELERATE
  28. 28. Carl Sue Identify Your Upper Crust Advocates @johnlovett at #ACCELERATE
  29. 29. NO YES Identify Your Upper Crust Advocates @johnlovett at #ACCELERATE
  30. 30. YES Identify Your Upper Crust Advocates @johnlovett at #ACCELERATE Sue is: • Genuine • Authentic • Influential • Not financially motivated
  31. 31. Goals > Objectives > Measures Promote Advocacy +25% in FY2012 Active Advocates Advocate Influence Advocacy Impact @johnlovett at #ACCELERATE
  32. 32. TIP #5: Choose Channels Carefully @johnlovett at #ACCELERATE
  33. 33. 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
  34. 34. 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
  35. 35. 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
  36. 36. 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
  37. 37. TIP #6: Select Tech Wisely The Social Technology Spectrum @johnlovett at #ACCELERATE
  38. 38. 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
  39. 39. 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
  40. 40. TIP #8: Map Your Campaigns Social Campaign: • Campaign Goal(s): • Campaign Objective(s): • Campaign Measures of Success: • Campaign Channel(s): @johnlovett at #ACCELERATE
  41. 41. 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
  42. 42. 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
  43. 43. TIP #9: Quantify Your Success @johnlovett at #ACCELERATE Context
  44. 44. 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
  45. 45. 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
  46. 46. 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
  47. 47. 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
  48. 48. 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
  49. 49. 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
  50. 50. http://bit.ly/accelerate-rate John Lovett

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