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Social Media Monitoring & Measurement<br />The University of Kansas, Edwards Campus<br />JOUR 831: Technology in Marketing...
The marketing challenge<br />“Marketers don’t understand channels where you have to talk and listen at the same time…<br /...
How pervasive is social media? <br />Twitter averages 3,000,000 tweets every single day. <br />YouTube averages 100,000,00...
How pervasive is social media? <br />In 2009, more than four out of five online Americans are active in either creating, p...
What are the user demographics?<br />
What departments are using social media? <br />“Nobody owns social media. Social media is just another channel to reach pe...
Be prepared to meet your curmudgeon. <br />It’s a <br />FAD.<br />It’s too <br />RISKY.<br />It’s a <br />TIME SUCK.<br />...
Be prepared to take detours.<br />You will most likely have to:<br />Adapt on short notice.<br />Identify your top 5-10 ni...
Be prepared to measure ROI<br />Despite widespread adoption of social media, measurement stills lags. Only 16% of those po...
Why should you invest in monitoring?<br />Going it<br />alone can <br />be like<br />drinking<br />water <br />from a<br /...
How do you start?<br />LISTEN to your audience to understand the buzz about your brand.<br />UNDERSTAND what they need out...
What are the benefits of monitoring?<br />Effectively manage<br />marketing spend<br />(Marketing / MarCom)<br />Increase ...
How do you measure the impact?<br />“Your goals determine your metrics. <br />Use the same metrics as your corporate goals...
How do you measure the impact?<br />Examples of “Micro” Metrics<br />Info from Charlene Li, Convince the Curmudgeon<br />
How do you measure the impact?<br />Return on Investment Example<br />Reality Digital Inc. <br />Total investment for soci...
Kelly.Kearney@spiral16.com<br />@kellykearney<br />
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Social Media Monitoring & Measurement 09.22.09

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The University of Kansas, Edwards Campus
JOUR 831: Technology in Marketing Communications

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Social Media Monitoring & Measurement 09.22.09

  1. 1. Social Media Monitoring & Measurement<br />The University of Kansas, Edwards Campus<br />JOUR 831: Technology in Marketing Communications<br />Kelly Kearney<br />Spiral16<br />September 22, 2009<br />
  2. 2. The marketing challenge<br />“Marketers don’t understand channels where you have to talk and listen at the same time…<br />The marketing industry’s idea of two-way communication is to put an 800 number or a web address in an ad and take orders.”<br />- Josh Bernoff, Forrester Analyst<br />
  3. 3. How pervasive is social media? <br />Twitter averages 3,000,000 tweets every single day. <br />YouTube averages 100,000,000 videos viewed per day. <br />There are over 3,600,000,000 photos archived on Flickr.com as of June 2009. <br />If Facebook were a country, it would be the 8th largest in the world … just ahead of Japan. <br />What the F**K is Social Media<br />
  4. 4. How pervasive is social media? <br />In 2009, more than four out of five online Americans are active in either creating, participating in, or reading some form of social content at least once a month.<br />Forrester Research, 2009. <br />
  5. 5. What are the user demographics?<br />
  6. 6. What departments are using social media? <br />“Nobody owns social media. Social media is just another channel to reach people. The people who use it, own it.” <br />- Brian Solis, Principal of Future Works<br />eMarketer, September 22, 2009. <br />
  7. 7. Be prepared to meet your curmudgeon. <br />It’s a <br />FAD.<br />It’s too <br />RISKY.<br />It’s a <br />TIME SUCK.<br />It’s too <br />INVASIVE.<br />There is no ROI.<br />Info from Charlene Li, Convince the Curmudgeon<br />
  8. 8. Be prepared to take detours.<br />You will most likely have to:<br />Adapt on short notice.<br />Identify your top 5-10 nightmares.<br />Rehearse with “fire drills” <br />before disasters happen.<br />
  9. 9. Be prepared to measure ROI<br />Despite widespread adoption of social media, measurement stills lags. Only 16% of those polled said they currently measured ROI for their social media programs. <br />eMarketer, September 22, 2009. <br />
  10. 10. Why should you invest in monitoring?<br />Going it<br />alone can <br />be like<br />drinking<br />water <br />from a<br />fire hose.<br />Photo: Chris Blakeley, Flickr<br />
  11. 11. How do you start?<br />LISTEN to your audience to understand the buzz about your brand.<br />UNDERSTAND what they need out of your relationship.<br />ENGAGE with your community to build trust, respect, and loyalty. <br />
  12. 12. What are the benefits of monitoring?<br />Effectively manage<br />marketing spend<br />(Marketing / MarCom)<br />Increase efficiencies / improve employee morale<br />(Internal)<br />Gather transparent <br />competitive intelligence<br />(Strategy)<br />Quicker customer service <br />response time<br />(Customer Service)<br />Your Business<br />Monitor brand reputation <br />(Public Relations)<br />Track feedback of <br />a product launch<br />(Product Dev. / R&D)<br />Increase brand loyalty and presence<br />(Brand)<br />Real-time <br />market research<br />(Research)<br />Validate the success of marketing campaigns<br />(Marketing / MarCom)<br />Acquire new <br />customers<br />(Sales)<br />
  13. 13. How do you measure the impact?<br />“Your goals determine your metrics. <br />Use the same metrics as your corporate goals.”<br />- Charlene Li, Forrester Analyst<br />
  14. 14. How do you measure the impact?<br />Examples of “Micro” Metrics<br />Info from Charlene Li, Convince the Curmudgeon<br />
  15. 15. How do you measure the impact?<br />Return on Investment Example<br />Reality Digital Inc. <br />Total investment for social media programs (including technology costs and PR agency hours): $3,000/month<br />Total sales leads generated (April to June): 72<br />Average sales leads per month: 24<br />Average cost per sales lead: $125 <br />Lead conversion to sales opportunities: 11.1% <br />Lead conversion to closed deals: 1.4%<br />Computerworld.com, September 21, 2009 <br />
  16. 16. Kelly.Kearney@spiral16.com<br />@kellykearney<br />

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