June 18, 2010<br />Margaret Francis, VP Product, Lithium Technologies<br />Randy Ksar, Community Manager, Motorola<br />On...
Session Description<br />Brave New World of Metrics: Twitter, Facebook, & Social Media AnalyticsHow do you measure social ...
What You’re Going to Get Out Of #OMSSJ<br />Practical advice on social media KPIs and the tools marketers use to develop t...
Social Media: The Stats Get Attention<br />Do you really want me to update you on the number of Facebook users?  ~500M<br ...
Stages of Social Media Sophistication<br />Phase 1: React<br />Phase 2: Understand<br />Phase 3: Leverage <br />
Phase 1: React<br />What metrics should I gather?<br />The social media volume you generate, and where it is coming from i...
Phase 1: React<br />What tools can I use?<br />…and more.<br />
Example: Klout<br />What tools can I use?<br />
Example: Crimson Hexagon<br />
Example:  Scout Labs<br />
Phase 1: React<br />Best Practices:<br />Set expectations around frequency, depth, and format of reporting <br />Expect to...
Phase 2: Understand<br />What is the potential for social media to drive my business?<br />What impact are our social medi...
What are you trying to do?<br />Create awareness (buzz, reach, recall)<br />Create WOM/ testimonial value (intent to purch...
What are you trying to do?<br />Improve search performance (SEO, savings in SEM)<br />Defray customer service costs (calls...
Phase 3: Leverage<br />Customer intimacy<br />Are you at their events?<br />Who are the influencers today- and tomorrow? <...
Phase 3: Leverage<br />Competitors<br />What are your competitors doing?<br />What do customers say about your competitor’...
Phase 3: Leverage<br />Organization<br />What impact is social media having on your company?  <br />Has it galvanized the ...
How do you make the organization care?<br />Create Fluency<br />Show Impact<br />Foment Change <br />
Randy Ksar, Community Manager at Motorola<br />@djksar<br />Margaret Francis, VP Product at Lithium Technologies<br />@mar...
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Brave New World of Metrics: Twitter, Facebook, & Social Media Analytics - Margaret Francis & Randy Ksar

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Brave New World of Metrics: Twitter, Facebook, & Social Media Analytics

How do you measure social media and buzz? What's a fan, or a retweet, or a product review worth? In this session, learn about free and paid tools marketers are using to develop KPIs for the brave new world of social media analytics. Even more importantly, learn the three things most companies aren't measuring in social media- and why they should.

* Margaret Francis, VP, Scout Labs
* Randy Ksar, Community Manager, Motorola

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  • Social Media: You know you should care, right? If anyone needs me to make the case I will...but you’re probably all beyond that, right?  So here are the phases I see companies go through in their quest to understand social media, create programs and measure their impact, and finally to bring lasting change to the organization, with some how-to at each stage.  RANDY: Everyone’s reaction is to jump on this- but not to develop a program
  • New media jimThere are over 6 million Coke fans on Facebook- 100,000 Coke Zero fans. How does this correlate to Coke drinkers RANDY: story about job validationStory about offline events/ social media tie ins
  • You need basic social media awareness, presence, and numbers. Burt’s Bees- fan page proliferation.Make the case: What is happening in your competitive market? Restaurants (Steak house). Crafts (Fiskateers). Cloud computing.  If nothing is happening:  You win!MARGARET: Need for humans/ effort to analyze RANDY: no perfect solution
  • RANDY: We just hired someone to do that
  • Zappos True to Size WOM
  • Focus Group- Comcast ROI calculator
  • Carmen Hill MotodevNetflixSouthwest, Citibank- product development (HP)
  • MotodevNetflixSouthwest, Citibank- product development (HP)
  • BP + ESPN + World CupMotodevNetflixSouthwest, Citibank- product development (HP)
  • Brave New World of Metrics: Twitter, Facebook, & Social Media Analytics - Margaret Francis & Randy Ksar

    1. 1. June 18, 2010<br />Margaret Francis, VP Product, Lithium Technologies<br />Randy Ksar, Community Manager, Motorola<br />Online Marketing Summit San JoseBrave New World of Metrics:Twitter, Facebook, & Social Media Analytics<br />
    2. 2. Session Description<br />Brave New World of Metrics: Twitter, Facebook, & Social Media AnalyticsHow do you measure social media and buzz? What's a fan, or a retweet, or a product review worth? In this session, learn about free and paid tools marketers are using to develop KPIs for the brave new world of social media analytics. Even more importantly, learn the three things most companies aren't measuring in social media- and why they should. <br />
    3. 3. What You’re Going to Get Out Of #OMSSJ<br />Practical advice on social media KPIs and the tools marketers use to develop them<br />Real world examples of social media metrics and measurement programs from great brands<br />Randy Ksar, Community Manager at Motorola @djksar<br />Margaret Francis, VP Product at Lithium Technologies / Scout Labs @margaretfrancis<br />
    4. 4. Social Media: The Stats Get Attention<br />Do you really want me to update you on the number of Facebook users? ~500M<br />How about Tweets per day? ~65M<br />Blogs? (English language only) ~150M<br />
    5. 5. Stages of Social Media Sophistication<br />Phase 1: React<br />Phase 2: Understand<br />Phase 3: Leverage <br />
    6. 6. Phase 1: React<br />What metrics should I gather?<br />The social media volume you generate, and where it is coming from in your organization<br />Volume of mentions of your brands/ products/ companies is across social media channels (Twitter, Facebook, MySpace, Blogs, Forums, Photos, Videos- whatever is relevant to your business) <br />Most influential by channel<br />Reach of the those mentions <br />How your social media audience correlates to your offline/ traditional/ other customer measures <br />The same information for your known and emerging competitors<br />Qualitative feedback <br />
    7. 7. Phase 1: React<br />What tools can I use?<br />…and more.<br />
    8. 8. Example: Klout<br />What tools can I use?<br />
    9. 9. Example: Crimson Hexagon<br />
    10. 10. Example: Scout Labs<br />
    11. 11. Phase 1: React<br />Best Practices:<br />Set expectations around frequency, depth, and format of reporting <br />Expect to use a combination of free/ paid tools <br />Allocate the analyst resources needed to collect metrics <br />
    12. 12. Phase 2: Understand<br />What is the potential for social media to drive my business?<br />What impact are our social media programs having on the business?<br />How do I measure ROI? <br />
    13. 13. What are you trying to do?<br />Create awareness (buzz, reach, recall)<br />Create WOM/ testimonial value (intent to purchase, awareness) <br />Improve brand loyalty or perception (brand preference, intent to purchase, brand equity, sentiment, customer sat, brand health, NPS) <br />Generate Sales (sources of traffic, conversion, basket size)<br />Create opportunities for future interactions (leads, emails, audience development<br />
    14. 14. What are you trying to do?<br />Improve search performance (SEO, savings in SEM)<br />Defray customer service costs (calls/ emails/ tickets deflected, savings in marketing collateral, returns)<br />Prioritize operational improvements (reduced service costs, improved customer sat) <br />Generate new product ideas (ideas generated, value of products brought to market) <br />True market research (research costs defrayed/ reallocated) <br />
    15. 15. Phase 3: Leverage<br />Customer intimacy<br />Are you at their events?<br />Who are the influencers today- and tomorrow? <br />What other issues do they have? <br />What other products/ vendors are they using? <br />What other products do they use?  <br />What shows do they watch?<br />What games do they play?<br />How do they communicate with each other?<br />Are you using the same language they are using?<br />
    16. 16. Phase 3: Leverage<br />Competitors<br />What are your competitors doing?<br />What do customers say about your competitor’s products?<br />What are their favorite things about competitive products? Least favorite things about your competitors products?<br />Who are your competitors, anyway? <br />
    17. 17. Phase 3: Leverage<br />Organization<br />What impact is social media having on your company?  <br />Has it galvanized the way people think, act, operate?<br />Whose desk does this information land on?<br />Do the right people have the right information to make customer centric decisions?<br />What operational holes have been exposed?<br />United (Lost Luggage) <br />Comcast (Sleeping Technician) <br />Starbucks (Frappaccino Promotion)<br />Vistaprint (Glen Beck Media Placement) <br />Dominos (Too nasty to revisit) <br />
    18. 18. How do you make the organization care?<br />Create Fluency<br />Show Impact<br />Foment Change <br />
    19. 19. Randy Ksar, Community Manager at Motorola<br />@djksar<br />Margaret Francis, VP Product at Lithium Technologies<br />@margaretfrancis<br />

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