nick westergaard | branddrivendigital.com
monitoring &
MeasurementHow to Take Your Social Media Marketing Program from Good to Great

#UImktg
@nickwestergaard

Where Are WE?
‣ Strategy — Planning the Work
‣ Execution — Working the Plan
‣ The Big Picture — The Digital Ecosystem

M&M?
Photo via Flicker user Aka Hige

among the top challenges
Source: Awareness

monitoring and measurement
‣ Why M&M = Good to Great
‣ Social Media Monitoring
‣ Social Media Measurement
‣ ROI & KPI
‣ Future State

Why M&M = Good to Great
1

social program maturity
‣ Good – Basic presences on networks with light engagement; little
connection
‣ Great – Monitoring ⇢ engaging ⇢ measuring ⇢ iterating
‣ Future State — A holistic social business

Photo via Flickr user ksayer1
remember, you have to start with ‘why’

6 social business objectives
‣ Branding
‣ Community Building
‣ Public Relations
‣ Market Research
‣ Customer Service
‣ Leads & Sales

Social Media Monitoring
2

Monitor
noun
1. something that serves to remind or give warning.
2. a device or arrangement for observing, detecting, or recording the
operation of a machine or system, especially an automatic control system.

Photo via Flickr user alberto
monitoring vs. listening

listening = the path to humanization
Source: The NOW Revolution

listening (online)
Source: The Now Revolution
Technology used to assemble a collection of keyword-based searches online
that help you locate mentions and instances of those keywords on the Web.

whyare you listening?

why are you listening? What are you listening for?
‣ Your Brand — company name, brands, products, campaigns, people,
stakeholders, and misspellings — not just your social usernames
‣ Your Competition — listen for all of the above across categories
‣ Your Industry — terms and phrases used to describe your industry

levels of listening
Source: The NOW Revolution

who is monitoring today?
Source: Awareness

howdo you listen?

basic listening – google.com/alerts

a little more advanced

some free monitoring baked in

advanced monitoring tools
‣ Pay $20 per month to $10,000 a month
‣ Tool selection is goal dependent — what are you trying to do?
‣ Advanced tools have advanced features including — more searches, speed,
historical data, more metrics such as sentiment and influencer analysis,
response tools (engage within the listening post), reporting, and workflow
(assignments)

many options

what’s used most often?
Source: Social Fresh

most are using a mix of free & paid tools
Source: Awareness

a peek under the hood

dashboard

listening

discovery

reporting

Listening impacts
‣ Sales — not common but listening can find in-market people searching
‣ Marketing — making sure brand mentions are on-message, etc.; means of
monitoring buzz
‣ Customer Service — big need; sometimes support issues don’t even
@ mention which is where good tools come in — especially ones tied to CRM
‣ Market Research — monitoring chatter around industry — trends;
competitive monitoring as well
‣ HR — monitor employees and attract new talent

65%of socially mature brands are
focused on monitoring
Source: Awareness (State of Social Marketing)

final thoughts on monitoring
‣ Key building block in social maturity
‣ Critical element in reputation and crisis management (more soon)
‣ Varying levels of listening happening today — none to basic to advanced
‣ Most still dedicate more budget to ‘talking’ vs. listening but this is changing

Social Media Measurement
3

peter F. drucker
You can’t manage what you don’t
MEASURE.”
“

nick westergaard
You can’t measure what you don’t
MANAGE.”
“

measurement is a top challenge

few are doing so effectively

half can’t show impact
Source: CMO Survey

thank goodness for ‘customer insight’

how are most measuring?
Source: Awareness (State of Social Marketing)

albert einstein
Everything that can be counted does not
necessarily count. Everything that counts
CANNOT NECESSARILY BE COUNTED.”
“

NO SHORTAGE OF
NUMBERS
ENGAGEMENT DATA
Likes
Followers
Retweets
Subscribers
Comments
Shares
Favorites
Clicks
WEBSITE ANALYTICS
Pages Visited
What Pages They Came From
Time Spent on Site
Page-to-Page Path Followed
Referring Keywords
Referring Websites
Geography
Time of Day

BIGGEST CHALLENGE?
TYING SOCIAL MEDIA TO A
BUSINESS
OUTCOME

‣ Branding — web analytics
such as visitors; share of voice
‣ Community Building —
subscriptions, participation
‣ Public Relations — brand
mentions and sentiment
‣ Market Research — new ideas
gleaned, competitive insights
‣ Customer Service — number
of incidents, CRM data
‣ Leads & Sales — lead source
on prospects and customers
DEFINE YOUR
objective
➤

share of voice report

social-only offers

keep it simple

ROI & KPI
4

ROIrevenue minus cost divided by cost — only works
if you have a sales performance indicator or kpi

why is roi Hard?
Source: Awareness (State of Social Marketing)

kpikey performance indicator

top-down impact
Source: Altimeter Group

bottom-up impact
Source: Altimeter Group

aligning kpi with business objectives
Source: The NOW Revolution

aligning kpi with business objectives
Source: The NOW Revolution

aligning kpi with business objectives
Source: The NOW Revolution

– jim farley, ford motor company
We can lower the amount of traditional
advertising we do and see massive cost
savings. We spend 10 cents on the dollar.”
“

68%online mentions before
launching their blog
99%online mentions
AFTER blog LAUNCH

miss shirley’s gets it

427%in increase in check-ins — remember, to be mayor
you have to come more than just sundays!
Source: No Bullshit Social Media

18%in sales — increased overall sales by
increasing frequency
Source: No Bullshit Social Media

scrappy measurement

don’t make this harder than it has to be

most don’t have the right talent
Source: CMO Survey

Future State
5

what’s next? social crm

what’s next? focus on influence

consider klout as a metric
‣ Creating social conversations and content
‣ Developing an audience that cares and shares
‣ Establishing a following among “influencers”

key take-aways
‣ Monitoring and measurement are key in social business evolution — key in
moving from good to great
‣ Monitoring and measurement are dependent on answering “Why” — what
are you listening for?
‣ Measure what matters — think ROI and KPI

next up: Crisis management
Photo via Flickr user Alan Levine

#UImktg
@nickwestergaard

nick@WESTERGAARD.COM
Slides at Slideshare.net/nickwestergaard
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