The document discusses new approaches for measuring the return on investment (ROI) of social media marketing. It notes that traditional metrics like impressions and reach are no longer relevant, and that engagement and impact-based metrics should be used instead. It provides examples of how various organizations have measured ROI through social media by looking at metrics like cost savings, donations generated, sales increases, and other outcomes rather than just reach. It advocates defining goals and key performance indicators to measure success and outlines a seven step process for developing a new measurement program tailored to social media.
Social Media Marketing | Cutting through the hype & getting to the valueConstant Contact
Social Media Marketing is the best way to start acquiring and nurturing customer relationships. When combined with email marketing, it's a mix for incredible success.
Social Media Inside The Brand: DuPont Case Study
Learn first-hand about the internal battles, struggles and success you can expect in the Wild West world of Social Media. Hear about the legal aspects of Social Media, how to develop a proper Social Media Marketing policy, and how to sell a "word of mouth" project internally.
* Gary Spangler, eMarketing, DuPont
iStrategy London - Social Commerce: Do Consumers Trust Your Brand? Steve Seme...iStrategy
In a world of increasing consumer expectations for transparency and quality, is your brand trusted? How can you tell? And how might you use social commerce technologies like reviews and discussions to glean insights and provide consumer assurance? Follow case studies on leading global brands like Kraft, Whole Foods and the NFL to see how marketers and e-commerce executives are working to foster trust.
Social Media Marketing | Cutting through the hype & getting to the valueConstant Contact
Social Media Marketing is the best way to start acquiring and nurturing customer relationships. When combined with email marketing, it's a mix for incredible success.
Social Media Inside The Brand: DuPont Case Study
Learn first-hand about the internal battles, struggles and success you can expect in the Wild West world of Social Media. Hear about the legal aspects of Social Media, how to develop a proper Social Media Marketing policy, and how to sell a "word of mouth" project internally.
* Gary Spangler, eMarketing, DuPont
iStrategy London - Social Commerce: Do Consumers Trust Your Brand? Steve Seme...iStrategy
In a world of increasing consumer expectations for transparency and quality, is your brand trusted? How can you tell? And how might you use social commerce technologies like reviews and discussions to glean insights and provide consumer assurance? Follow case studies on leading global brands like Kraft, Whole Foods and the NFL to see how marketers and e-commerce executives are working to foster trust.
Presented by Bob Barker, VP of Corporate Marketing and Digital Engagement, Alterian
Alterian’s 7th Annual Survey Results Webinar discovered just how ready marketers are to really engage their customers.
The marketing industry is undergoing a dramatic transformation. Set against a backdrop of tight budgets, increased demand for accountability, the explosion in social media and informed, active and connected consumers, marketing is moving from mass communication towards multichannel customer engagement. While consumers are driving this change, marketers also are expecting their service providers to keep up and streamline and connect the services they offer.
Bob Barker presented the survey findings including exclusive insight into the methods and investments that marketers are currently exploring and implementing.
Content Marketing Battle Cry: Let's Declare War on Collateral!Yesler
If content marketing is one of the hottest tactics in B2B marketing today, why is there still so much bad marketing content out there? Kathleen Schaub, Research Vice President with IDC’s CMO Advisory Service and our own Ann Naumann, Content Marketing Director for Yesler, discuss the 6 reasons why it’s hard to get B2B content marketing right – and how to fix them.
These slides are from a webinar, which is available on-demand at:
http://resources.yesler.com/IDC-war-on-collateral-webcast-ondemand
About Yesler:
Yesler is a B2B marketing agency that helps technology companies deliver predictable revenues, sustainable growth, and measurable results. A Projectline agency, Yesler is built on more than a decade of experience working with some of the world’s largest and most innovative B2B technology companies.
www.yesler.com
Social Marketing: This ROI is Too Good to be TrueAaron Strout
Slides from the 3/25 webcast with Kathy Warren, VP Account Planning of Powered, Brian Halligan, CEO of Hubspot and Bill Harvey, CEO of TRA. Kathy, Brian and Bill talk about real ROI that companies can expect from social marketing and social media efforts.
At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled “Is My Digital Ad Working?” Panelists discuss which metrics are the best indicators of campaign performance?
Panelists include, Sibel Satiroglu, WW Digital Insights for HP & Suzanne Leighton, EMEA Insights for HP. Panel was moderated by Kate Sirkin, EVP, Global Research of StarcomMediaVest.
A-HA! Moving research from a cost centre to a knowledge centrepeteraharris
delivered at ESOMAR Asia Pac in Beijing April 09. How using online research communities to moving research from a cost centre to a knowledge centre and put the customer at the centre of the business
Ron j.is social media the new direct marketing - 3 march 2011 -- final.pptdmadetroit
During dmaDetroit's 15th Annual AIMS event, Ron Jacobs, President of Jacobs and Clevenger presented on: "Is Social Media the new Direct Marketing"
This is his presentation.
The recent Outlook for Australian Social Business 2012 showed there was a perception gap between brands and customers. This goes far beyond "social media" - and becoming a "Social Business" means reaching beyond just Facebook or Twitter. It's about transforming your business, industry and relationships.
This report has been compiled by Reed Business Information and has one primary objective: to provide solid evidence to show that advertising leads to achieved marketing objectives. The report is divided into 2 parts, the first section provides a summary of supporting evidence published by external sources about the role of B2B media. The second section details some specific case studies that are based around 3 key client advertising objectives; new launches, building brand awareness and creating & changing perceptions.
The following report contains statements that are forwardlooking, including expectations and predictions regarding future industry trends and developments. Actual results may differ materially from our expectations or projections. This report also contains opinions, estimates, and forwardlooking statements by industry leaders.
To be successful with social media, you need a plan. In this presentation, I review a framework strategy approach that aligns the business strategy and goals with social media activities and keeps those activities accountable via analytics and key performance metrics. This deck was presented at the BMA Chicago breakfast series on May 16, 2012.
B2B Marketing in the Age of the Always Addressable CustomerDemandWave
Buying cycles are getting longer and today’s empowered customer is in the driver’s seat. Marketers struggle to deliver the right message to the right audience at the right moment. With 70% of brand interactions taking place before the buyer reaches out, marketers must establish a brand ecosystem that encompasses the extended buying cycle.
Webmarketing123 CEO Paul Taylor and Forrester Analyst, Michael Greene discuss how to:
• Align marketing tactics across your entire brand ecosystem
• Close the loop on your measurement to optimize budgets
• Identify and avoid wasting media dollars due to poor measurement
• Set up a measurement framework for each marketing channel
• Overcome implementation challenges
Proximity BBDO Sweden presents: Digital Day 2011, Feb 10.
NICK ORSMAN
ROI and Social Media -- why are companies investing in social media, how do companies measure their investment and what are some of the best examples of using social media to meet marketing objectives.
The presentation can be seen:
http://www.youtube.com/watch?v=Z9TBeCVjReM
Get to know Proximity BBDO Sweden here:
http://www.facebook.com/ProximityBBDOSweden
http://www.proximity.se
ad:tech Sydney The Attribution Of Digital MonetisationTiphereth Gloria
ad:tech Sydney session Thursday 15 March 2012
Don’t Sell Me ... Tell Me - The Attribution Of Digital Monetisation
The Australian retail market has reached a tipping point. Modern consumers are canny, demanding good product knowledge and good customer experience. Retailers need to be on top of the latest technologies and understand how they can affect the bottom line. But where is the conversation really happening and why isn’t it on your website? Forums, price comparison sites and social networks all give consumers an insight beyond our immediate knowledge, how can you benefit your bottom line from this trend?
Actionable Insights
• How do you close the measurement loop and monitor the value of the media channels to see which are being monetised and are really driving your sales?
• When does a media plan become a revenue plan?
• If you're not in the discussion, you're missing the opportunity to influence - how can you hold sway without being salesy?
Presented by Bob Barker, VP of Corporate Marketing and Digital Engagement, Alterian
Alterian’s 7th Annual Survey Results Webinar discovered just how ready marketers are to really engage their customers.
The marketing industry is undergoing a dramatic transformation. Set against a backdrop of tight budgets, increased demand for accountability, the explosion in social media and informed, active and connected consumers, marketing is moving from mass communication towards multichannel customer engagement. While consumers are driving this change, marketers also are expecting their service providers to keep up and streamline and connect the services they offer.
Bob Barker presented the survey findings including exclusive insight into the methods and investments that marketers are currently exploring and implementing.
Content Marketing Battle Cry: Let's Declare War on Collateral!Yesler
If content marketing is one of the hottest tactics in B2B marketing today, why is there still so much bad marketing content out there? Kathleen Schaub, Research Vice President with IDC’s CMO Advisory Service and our own Ann Naumann, Content Marketing Director for Yesler, discuss the 6 reasons why it’s hard to get B2B content marketing right – and how to fix them.
These slides are from a webinar, which is available on-demand at:
http://resources.yesler.com/IDC-war-on-collateral-webcast-ondemand
About Yesler:
Yesler is a B2B marketing agency that helps technology companies deliver predictable revenues, sustainable growth, and measurable results. A Projectline agency, Yesler is built on more than a decade of experience working with some of the world’s largest and most innovative B2B technology companies.
www.yesler.com
Social Marketing: This ROI is Too Good to be TrueAaron Strout
Slides from the 3/25 webcast with Kathy Warren, VP Account Planning of Powered, Brian Halligan, CEO of Hubspot and Bill Harvey, CEO of TRA. Kathy, Brian and Bill talk about real ROI that companies can expect from social marketing and social media efforts.
At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled “Is My Digital Ad Working?” Panelists discuss which metrics are the best indicators of campaign performance?
Panelists include, Sibel Satiroglu, WW Digital Insights for HP & Suzanne Leighton, EMEA Insights for HP. Panel was moderated by Kate Sirkin, EVP, Global Research of StarcomMediaVest.
A-HA! Moving research from a cost centre to a knowledge centrepeteraharris
delivered at ESOMAR Asia Pac in Beijing April 09. How using online research communities to moving research from a cost centre to a knowledge centre and put the customer at the centre of the business
Ron j.is social media the new direct marketing - 3 march 2011 -- final.pptdmadetroit
During dmaDetroit's 15th Annual AIMS event, Ron Jacobs, President of Jacobs and Clevenger presented on: "Is Social Media the new Direct Marketing"
This is his presentation.
The recent Outlook for Australian Social Business 2012 showed there was a perception gap between brands and customers. This goes far beyond "social media" - and becoming a "Social Business" means reaching beyond just Facebook or Twitter. It's about transforming your business, industry and relationships.
This report has been compiled by Reed Business Information and has one primary objective: to provide solid evidence to show that advertising leads to achieved marketing objectives. The report is divided into 2 parts, the first section provides a summary of supporting evidence published by external sources about the role of B2B media. The second section details some specific case studies that are based around 3 key client advertising objectives; new launches, building brand awareness and creating & changing perceptions.
The following report contains statements that are forwardlooking, including expectations and predictions regarding future industry trends and developments. Actual results may differ materially from our expectations or projections. This report also contains opinions, estimates, and forwardlooking statements by industry leaders.
To be successful with social media, you need a plan. In this presentation, I review a framework strategy approach that aligns the business strategy and goals with social media activities and keeps those activities accountable via analytics and key performance metrics. This deck was presented at the BMA Chicago breakfast series on May 16, 2012.
B2B Marketing in the Age of the Always Addressable CustomerDemandWave
Buying cycles are getting longer and today’s empowered customer is in the driver’s seat. Marketers struggle to deliver the right message to the right audience at the right moment. With 70% of brand interactions taking place before the buyer reaches out, marketers must establish a brand ecosystem that encompasses the extended buying cycle.
Webmarketing123 CEO Paul Taylor and Forrester Analyst, Michael Greene discuss how to:
• Align marketing tactics across your entire brand ecosystem
• Close the loop on your measurement to optimize budgets
• Identify and avoid wasting media dollars due to poor measurement
• Set up a measurement framework for each marketing channel
• Overcome implementation challenges
Proximity BBDO Sweden presents: Digital Day 2011, Feb 10.
NICK ORSMAN
ROI and Social Media -- why are companies investing in social media, how do companies measure their investment and what are some of the best examples of using social media to meet marketing objectives.
The presentation can be seen:
http://www.youtube.com/watch?v=Z9TBeCVjReM
Get to know Proximity BBDO Sweden here:
http://www.facebook.com/ProximityBBDOSweden
http://www.proximity.se
ad:tech Sydney The Attribution Of Digital MonetisationTiphereth Gloria
ad:tech Sydney session Thursday 15 March 2012
Don’t Sell Me ... Tell Me - The Attribution Of Digital Monetisation
The Australian retail market has reached a tipping point. Modern consumers are canny, demanding good product knowledge and good customer experience. Retailers need to be on top of the latest technologies and understand how they can affect the bottom line. But where is the conversation really happening and why isn’t it on your website? Forums, price comparison sites and social networks all give consumers an insight beyond our immediate knowledge, how can you benefit your bottom line from this trend?
Actionable Insights
• How do you close the measurement loop and monitor the value of the media channels to see which are being monetised and are really driving your sales?
• When does a media plan become a revenue plan?
• If you're not in the discussion, you're missing the opportunity to influence - how can you hold sway without being salesy?
Presented by Joel Don, Comm Strategies, at the 7th Annual Marketing & Sales Summit
The marketing and public relations industry continues to focus on developing solutions to meet the challenge of delivering valid program measurement and proof of ROI. Prior to social media, professionals relied on totaling column inches, estimating media impressions, counting mentions, eyeballs and visits, and proffering the highly controversial (and mostly discounted) advertising equivalency values. These approaches will continue to wane with the ongoing disruption of traditional media channels. The new media revolution coupled with the rapid growth of social platforms, tools and services (many at little or no cost) have ushered a new set of metrics into the ROI equation.
The presentation will review current thinking on measurement, and examine options and challenges to delivering valid social media ROI. From a budget perspective, analytical tools that are low cost or free will be compared to full-blown paid services such as Radian6 and Sysomos. The objective of the presentation is to enable marketing and communications professionals to implement measurement systems or approaches that can help an organization better understand how social media tools and strategies deliver results to the business bottom line. Examples will be offered from well-document ROI cases from large, recognized brands. Perhaps more important, the presentation will cover how lesser known small and medium-sized businesses can scale social media ROI to justify the implementation of customer engagement and conversation strategies.
More info: http://marketingsalessummit.com/social-media-roi-piecing-together-the-measurement-conundrum/
View-Through Technology: Gaining Insight into DataBusinessOnline
View-through data enhancement enables you to answer these questions. Measuring the impact of content hosted on other sites is no longer a matter of impressions or Sphinns. We can directly measure the impact in terms of traffic, online sales, and conversions — and all of this can happen without a direct link. Join us and see how you can accurately attribute your online PR, social media, and off-site marketing efforts to ROI. And, gain insight into bookmarks and traffic generated through branded searches.
Learning From Listening - Utilizing Social Media MonitoringAlterian
The emergence of digital channels and internet-based social media has created a new world of communications. In order to stay ahead of your competition understanding these conversations and engaging within them is key to marketing success. This presentation goes through how to utilize Social Media Monitoring as market research to further engage your prospects and customers.
Digital Marketing ROI: Which Half of My Digital Is Working?David Rogers
Amidst a slew of data from new digital tools, even successful marketers find it hard to know "which half of my marketing is working?" – or to explain to the CFO where they should next invest in digital and why. Instead of searching for a universal ROI solution, marketers need to think strategically about their own customers' path to purchase. By linking audience, engagement, and financial impact to their key business objectives, they can build a model that ensures marketing will matter for their business in the digital age.
Social Media Monitoring the Alterian Ecademy OpportunityAlterian
Social media marketing has emerged as a legitimate marketing channel that your brand is able to utilize in a number of ways. The first step is listening, and with Alterian SM2 you can track conversations, review positive/negative sentiment for your brand, clients, competitors and partners across social media channels such as blogs, wikis, micro-blogs, social networks, video/photo sharing sites and real-time alerts.
Generative AI Deep Dive: Advancing from Proof of Concept to ProductionAggregage
Join Maher Hanafi, VP of Engineering at Betterworks, in this new session where he'll share a practical framework to transform Gen AI prototypes into impactful products! He'll delve into the complexities of data collection and management, model selection and optimization, and ensuring security, scalability, and responsible use.
Elevating Tactical DDD Patterns Through Object CalisthenicsDorra BARTAGUIZ
After immersing yourself in the blue book and its red counterpart, attending DDD-focused conferences, and applying tactical patterns, you're left with a crucial question: How do I ensure my design is effective? Tactical patterns within Domain-Driven Design (DDD) serve as guiding principles for creating clear and manageable domain models. However, achieving success with these patterns requires additional guidance. Interestingly, we've observed that a set of constraints initially designed for training purposes remarkably aligns with effective pattern implementation, offering a more ‘mechanical’ approach. Let's explore together how Object Calisthenics can elevate the design of your tactical DDD patterns, offering concrete help for those venturing into DDD for the first time!
Essentials of Automations: The Art of Triggers and Actions in FMESafe Software
In this second installment of our Essentials of Automations webinar series, we’ll explore the landscape of triggers and actions, guiding you through the nuances of authoring and adapting workspaces for seamless automations. Gain an understanding of the full spectrum of triggers and actions available in FME, empowering you to enhance your workspaces for efficient automation.
We’ll kick things off by showcasing the most commonly used event-based triggers, introducing you to various automation workflows like manual triggers, schedules, directory watchers, and more. Plus, see how these elements play out in real scenarios.
Whether you’re tweaking your current setup or building from the ground up, this session will arm you with the tools and insights needed to transform your FME usage into a powerhouse of productivity. Join us to discover effective strategies that simplify complex processes, enhancing your productivity and transforming your data management practices with FME. Let’s turn complexity into clarity and make your workspaces work wonders!
Dr. Sean Tan, Head of Data Science, Changi Airport Group
Discover how Changi Airport Group (CAG) leverages graph technologies and generative AI to revolutionize their search capabilities. This session delves into the unique search needs of CAG’s diverse passengers and customers, showcasing how graph data structures enhance the accuracy and relevance of AI-generated search results, mitigating the risk of “hallucinations” and improving the overall customer journey.
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
Securing your Kubernetes cluster_ a step-by-step guide to success !KatiaHIMEUR1
Today, after several years of existence, an extremely active community and an ultra-dynamic ecosystem, Kubernetes has established itself as the de facto standard in container orchestration. Thanks to a wide range of managed services, it has never been so easy to set up a ready-to-use Kubernetes cluster.
However, this ease of use means that the subject of security in Kubernetes is often left for later, or even neglected. This exposes companies to significant risks.
In this talk, I'll show you step-by-step how to secure your Kubernetes cluster for greater peace of mind and reliability.
Sudheer Mechineni, Head of Application Frameworks, Standard Chartered Bank
Discover how Standard Chartered Bank harnessed the power of Neo4j to transform complex data access challenges into a dynamic, scalable graph database solution. This keynote will cover their journey from initial adoption to deploying a fully automated, enterprise-grade causal cluster, highlighting key strategies for modelling organisational changes and ensuring robust disaster recovery. Learn how these innovations have not only enhanced Standard Chartered Bank’s data infrastructure but also positioned them as pioneers in the banking sector’s adoption of graph technology.
GraphSummit Singapore | The Art of the Possible with Graph - Q2 2024Neo4j
Neha Bajwa, Vice President of Product Marketing, Neo4j
Join us as we explore breakthrough innovations enabled by interconnected data and AI. Discover firsthand how organizations use relationships in data to uncover contextual insights and solve our most pressing challenges – from optimizing supply chains, detecting fraud, and improving customer experiences to accelerating drug discoveries.
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap.
The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Threats to mobile devices are more prevalent and increasing in scope and complexity. Users of mobile devices desire to take full advantage of the features
available on those devices, but many of the features provide convenience and capability but sacrifice security. This best practices guide outlines steps the users can take to better protect personal devices and information.
PHP Frameworks: I want to break free (IPC Berlin 2024)Ralf Eggert
In this presentation, we examine the challenges and limitations of relying too heavily on PHP frameworks in web development. We discuss the history of PHP and its frameworks to understand how this dependence has evolved. The focus will be on providing concrete tips and strategies to reduce reliance on these frameworks, based on real-world examples and practical considerations. The goal is to equip developers with the skills and knowledge to create more flexible and future-proof web applications. We'll explore the importance of maintaining autonomy in a rapidly changing tech landscape and how to make informed decisions in PHP development.
This talk is aimed at encouraging a more independent approach to using PHP frameworks, moving towards a more flexible and future-proof approach to PHP development.
Smart TV Buyer Insights Survey 2024 by 91mobiles.pdf91mobiles
91mobiles recently conducted a Smart TV Buyer Insights Survey in which we asked over 3,000 respondents about the TV they own, aspects they look at on a new TV, and their TV buying preferences.
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...
Defining social media_roi_new_comm_2010_read-only
1. Defining Social Media ROI
New Comm Forum
April 2010
Katie Delahaye Paine
CEO
kdpaine@kdpaine.com
www.kdpaine.com
http:/kdpaine.blogs.com
Founding Fellow, Society for New Communications Research
2. Social Media renders everything you know about
measurement obsolete
Old School Communications 21st Century Role
The definition of timely has changed
The definition of reach has changed
GRPs & Impressions are irrelevant in social media
The definition of success has changed
The answer isn’t how many you’ve reached, but how those you’ve reached
have responded
Page 2
3. Signs that it’s the end of measurement as we know it
1. The Army did more recruitment via a video game than they did thru all their other advertising
efforts
2. Procter & Gamble is now paying for engagement, not eyeballs
3. Sodexo cut $300K out of its recruitment budget using Twitter
4. HSUS generated $650,000 in new donations from an on-line photo contest on Flickr
5. IBM sells more with a $500 podcast than it does from an ad
6. 11 Mom’s turned around Wal-Mart's image and delivered measureable increases in sales.
7. In a week, the Red Cross raised $35 million for Haiti relief via texting
8. Facebook USERS translated the site from English to Spanish via a Wiki in less than 4 weeks and
cost Facebook $0
9. 78% of consumers trust peer recommendations , only 14% trust advertisements
10. Only 18% of traditional TV campaigns generate a positive ROI
11. More people use Facebook daily than Google
12. More companies have a Twitter account than a public facing blog. Twitter sees 300K
new registrations per day.
5. The shifting sands of marketing
From To
Traditional advertising PR
Mobile
Search
IPTV
VOD
Events
Transactional Ads
Impressions & Engagement
Eyeballs Impact-based metrics
6. It’s not just about marketing anymore
Conversations
Customer Marketing & Competitive Business HR
Service Sales Intelligence Analytics
7. Old School Metrics
AVEs
Eyeballs
HITS (How Idiots Track
Success)
Couch Potatoes
# of Twitter Followers
(unless you’re a celebrity)
# of Facebook
Friends/Fans (unless they
donate money)
Page 7
8. New School Metrics
Influence = The power or ability to affect someone’s
actions.
Engagement= Some action beyond zero
Advocacy = engagement driven by an agenda
Sentiment = contextual expression of opinion – regardless
of tone
ROI: Return on Investment – no more no less. End of
discussion
9. The Engagement Decision Tree
Awareness Consideration Preference Trial Purchase
Observe/ Participate Engagement Purchase/Act
Find Lurk /Link/WOM
10. Measurable Goals for Marketing Today
1. Marketing/leads/sales/
2. Mission/safety/civic engagement
3. Relationship/reputation/positioning
To fix this Or get to this
11. Goals drive metrics, metrics drive results
Reputation/ Sales
Get the word out
Goal Relationships
Engagement Index
Relationship scores
% hearing
Cost per customer
acquisition
Recommendations
Metrics % believing Web analytics
Positioning Sales leads
% acting
Marketing Mix Modeling
Engagement
11
12. Goals, Actions and Metrics
Goal Action Output Metric Outtake Metric Outcome Metric
Get the word out Twitter campaign Number of followers % trusting AAA as a Reduction in safety hazards
about safety Number of posts reliable source of Reduction in accidents
issues information
% increase in tweets
and retweets
Increase in Flickr/Youtube Number of entrants % change in share of Increase in requests for
creative class photo contest “creative/artistic” information for space
venues positioning in Increase usage of support
downtown traditional and social materials/ funding
media
Adoption of a Facebook page # of friends, followers % awareness Increased web traffic to info
new product YouTube video that participate in the % preferring brands site
conversation Online orders
Length of threads Market share
% recommending
product & visibility
12
13. Conversation Type by Message Saturation
Expressing support 40 221
Conversation Type January February March
Making an observation 142 152 46 22 24
Making an observation
Expressing support 20 40 261
Contains no message
Offering an opinion 18 1 1 5
Asking a question Contains One+ Message
Rallying support 4 4 5
Advertising something 10
4
Rallying support
Asking a question 1 2 6
Distributing media 4 2 0 50 100 150 200 250 300
Making a suggestion 2 3 Mentions
Conversation Type by Tone
Giving a shout-out 1 2 1
Calling for action 1 2
Expressing support 178 83
Expressing criticism 1 1
Disclosing personal information 1 1
Making an observation 12 34
Putting out a wanted ad 1
Expressing agreement 1 Positive
Neutral
Recruiting people 1 Asking a question
Negative
Answering a question 1
Expressing surprise 1 Rallying support
Grand Total 206 213 321
0 50 100 150 200 250 300
13
Mentions
15. Media Engagement & Online Giving
35,152,789 OTS
Red line
indicates media
impressions
6,253,852 OTS
16. The 7 steps to the perfect 21st Century Measurement Program
1. Define the “R” – Define the expected results?
2. Define the “I” -- What’s the investment?
3. Understand your audiences and what motivates them
4. Define the metrics (what you want to become)
5. Determine what you are benchmarking against
6. Pick a tool and undertake research
7. Analyze results and glean insight, take action, measure
again
17. Step 1: Define the “R”
What return is expected? – Define in terms of the business or
mission.
What problems are you trying to solve?
What were you hired to do? What difference are you expected to
make?
If you are celebrating complete 100% success a year from now, what
is different about the organization?
If your department is eliminated, what would be different?
17
18. Reach & Influence are not ROI!
Revenue minus cost = ROI
Revenue = $$ in or $$ not spent
HSUS Reach
• Flickr Revenue: $650,000 Frequency
• Contest Cost $1000 Hits
• ROI = $649,000 Friends
Followers
Sodexho
• Twitter costs: $30,000
• Cost savings: $300,000
• Net savings (ROI): $270,000
19. ROI = revenue or savings.
ROI = cost savings Reach
+ Cost of program Frequency
Hits
– Cost elimination Friends
Followers
ROI = greater efficiency
+cost of program
– cost of doing something “the old way” (cost per
percentage point gained)
ROI = greater revenue
+cost of program
–value of leads/sales
20. How Social Media Impacts Financial Performance
Generates Revenue, Sales, Profit
• Social Media can drive sales, market share, adoption, preference
• Social Media can drive donations & membership
Drives Efficiency
• Better audience targeting
• Reaching more people with a credible message for less money
Avoids Catastrophic Cost
• Listening + Quality counsel helps to mitigate impacts of crises
20
21. How Social Media Impacts Internal Costs*
Increases employee satisfaction and engagement, leading to greater
efficiency, increased retention, lower turnover rates, lower recruitment
costs, and higher productivity
Provides greater transparency and commitment to and from
employees
Lowers legal costs by increasing social capital
Change employee behaviors such as greater levels of focus on key
areas such as safety, quality, call response times
Creates a platform should it be necessary to communicate bad news
at some stage in the future
* Note items here can also refer to other internal publics such as trade association members.
21
22. How Social Media Affects Public Policy
Creates public awareness, understanding, and support for
legislation, regulation, and political candidates
Affects voter behavior
Helps pass legislation, regulation, and initiatives
Affects specific companies and industries through
appropriations, tax impacts, and regulatory changes that can
affect any and all aspects of a business
Instigates and perpetuates grassroots campaigns
22
23. Step 2: Define the “I”
Social Media is not “FREE”
Ning
Facebook
Promoted Tweets
What is the investment?
Personnel
Agency compensation
Senior Staff time
Opportunity cost
23
24. Step 3: Define your audiences and how you impact them
There is no “audience.” There are multiple constituencies
Should you blog or Twitter? Don’t ask me, ask your customers
Understand your role in getting the audience to do what you
want it to do
Raise awareness
Increase preference
Increase engagement
24
25. Step 4: Define your benchmarks
Past Performance
Different programs, different tactics
Think 3
Peer
Underdog nipping at your heels
Stretch goal
Whatever keeps the C-suite up at night
25
26. Step 5: Define your Key Performance Indicators (KPIs)
The Perfect KPI
Gets you where you want to go (achieves corporate goals)
Is actionable
Continuously improves your processes
Is there when you need it
KPIs should be developed for:
Programs
Overall objectives
Different tactics
26
27. Step 5: Define your Key Performance Indicators (KPIs) carefully because
you become what you measure
Cost savings
Trust:
Efficiency Improvement in relationship /reputation
Cost per message communicated scores with customers and
Cost per new lead/customer acquired communities (Loyalty/Retention)
Productivity: Thought leadership:
Increase in employee engagement/morale Share of quotes
Lower turnover/recruitment costs Share of opportunities
Engagement: Message penetration
Ratio of posts to comments Positioning on key issues
% of repeat visitors Improvement in favorable/unfavorable
% of 5+min visitors ratio
% of registrations Improvement in Optimal Content Score
(OCS)
27
28. Step 6: Pick a tool
1. Content Analysis
• Look at the whole conversation, not just your brand
• Separate out paid content vs. organic
2. Analytics
• Web Analytics:
• Not just visits
• Downloads, coupons, registration
• Business Intelligence/Analytics
3. Surveys
• Segmentation, segmentation, segmentation
• Get as specific as you can get
29. Step 6: Selecting a measurement tool
Objective KPI Tool
Increase inquiries, web traffic, % increase in traffic Web Analytics:
recruitment #s of clickthrus or downloads
Increase awareness/preference % of audience preferring your Survey: Online -- SurveyMonkey,
brand to the competition Zoomerang or Mail
Engage marketplace Conversation index greater than .8 Web analytics or Content Analysis:
Rankings TypePad, Technorati
% increase in engagement Omniture, Google Analytics
Communicate messages % of articles containing key Media content analysis –
messages
Total opportunities to see key
messages
Cost per opportunity to see key
messages
% aware of or believing in key Survey
message
29
30. 1. Content Analysis requires a content source:
Free:
• Google News/Google Blogs, RSS feeds, Technorati,
Social Mention, Twazzup, Tweetdeck, Seesmic, Hootsuite
$500+
• Radian 6, Techrigy, Sysomos, Visible Technologies,
Scout Labs, Cyberalert, CustomScoop, e-Watch, Crimson
Hexagon
$40,000+
• SAS SMA, Cymfony, Biz 360, Nielsen, Attensity
30
31. Next: A way to analyze content
Automated
Human:
Census vs. random sample
Sentiment vs. Topics
The 80/20 rule – Measure what matters
because 20% of the content influences
80% of the decisions
31
32. Why you need a Kick-Butt Index?
You decide what’s important:
Benchmark against peers and/or competitors
Track activities against OCS over time
Understand the cost of perfection vs good enough
32
33. How to calculate your KBI
-10
Quality score +10 0 -10
Score Score Score
Tonality Positive 3 Neutral 0 Negative -3
Positions the
competition favorably or
positions Sargento
Positioning Contains 2 Doesn't contain 0 negatively -2
Does not contain or
miscommunicates key
Messaging Contains 3 partially contains 0 message (neg mess) -1
Quotes Contains 1 Does not contain -1
Competitive Does not mention Competition mentioned
mention Competition 1 prominently -3
Total Score 10 0 -10
Visibility Score
+10 0 -10
Score Score Score
Contains competitive
Brand Photo Contains 3 Doesn't contain 0 photo -5
Dominance Focal point 3 Not a focal point -1
Visibility Headline mention 2 Top -20 % of story 0 Minor mention -2
Target
publication Top Tier 2 2nd tier 0 Not on target list -2
Total Score 10 0 -10
34. Charting KBI over time between divisions
Optimum Content Score Relative to Competitors
The Percent Difference Between Each Business Unit's Average Optimum Content Score and the
Average Optimum Content Score of Tracked Competitors for each Business Unit
500%
400% Patriot (Korea)
300%
% Difference
SAS
ASAT, Patriot
FBX-T AESA IDS
200% for F-15E, MALD,
Glory APS and IIS
DIB
DDG-1000 MSE VIIRS vs. APG-63 (v3) RIS JPL MS
RISS, GBS
100%
0%
ALR-67(V)3 APG-79, APG63 ERGM cancellation
VIIRS delays NPOESS; BOE B-52 jammer
-100%
Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul
2007 2008
35. Trend against competition with KBI
Optimum Content Score by Company
0.90
0.80
0.70
0.60
0.50 Client
Company B
0.40 Company C
Company D
0.30 Company E
Company F
0.20
0.10
0.00
Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul
2007 2008
36. KBI makes it easier to compare value
Launch A Launch B Launch C Launch D
0 $45,000
1 $40,000
2 $35,000
3 $30,000
4 $25,000
5 $20,000
6 $15,000
7 $10,000
8 OCS Score Cost $5,000
9 $0
37. Assessing the Value of Engagement
Metrics
Level 1 Searchers % Unique Visitors
Level 2 Lurkers % Repeat visitors > 3-5/month
Level 3 Casuals % Comments, friends, followers
% repeat comments, retweets, participation in
Level 4 Actives threads
Level 5 % Advocating, recommending, defending the
Defenders brand
38. 10 ways Improved Relationships Affect ROI
1.Increases likelihood to purchase / consider your brand(s)
2.Minimizes the effects of a crisis
3.Reinforces communication of organizational values
4.Rebuilds trust after a crisis
5.Establishes credibility of new products / companies; ease of market
entry
6.Commanding higher prices, lower costs, premium on stock price
7.Enhances recommendations / word of mouth leading to faster adoption
8.Increases customer loyalty / renewals / satisfaction
9.Improves the attracting / retaining of talent
10.Lowers legal costs
38
39. Survey tools & tips
SurveyMonkey, Zoomerang, Benchpoint
Segment by:
Media source/type
Demographics
Pychographics
A/B testing is critical
40. Aspects of relationships
Control mutuality
Trust
Satisfaction
Commitment
Exchange relationship
Communal relationship
40
41. Components of a Relationship Index
Control mutuality
In dealing with people like me, this organization has a tendency to throw its weight around. (Reversed)
This organization really listens to what people like me have to say.
Trust
This organization can be relied on to keep its promises.
This organization has the ability to accomplish what it says it will do.
Satisfaction
Generally speaking, I am pleased with the relationship this organization has established with people like me.
Most people enjoy dealing with this organization.
Commitment
There is a long-lasting bond between this organization and people like me.
Compared to other organizations, I value my relationship with this organization more
Exchange relationship
Even though people like me have had a relationship with this organization for a long time; it still expects
something in return whenever it offers us a favor.
This organization will compromise with people like me when it knows that it will gain something.
This organization takes care of people who are likely to reward the organization.
Communal relationship
This organization is very concerned about the welfare of people like me.
I think that this organization succeeds by stepping on other people. (Reversed)
42. How to implement relationship metrics
Step 1: Conduct a benchmark relationship study
Step 2: Implement PR program
Step 3: Conduct a follow up relationship study
Step 4: Look at what’s changed
43. Step 7: Analysis - -Research without insight is just trivia
Look for failures first
Check to see what the competition is doing
Then look for exceptional success
Compare to last month, last quarter, 13-month average
Figure out what worked and what didn’t work
Move resources from what isn’t working to what is
43
44. Actionable Conclusions
Ask for money
Get Commitment
Manage Timing
Influence decisions
Get Outside help
Just Say No
44
45. Thank You!
For more information on measurement, read my blog:
http://kdpaine.blogs.com or subscribe to The Measurement
Standard:
www.kdpaine.blogs.com/themeasurementstandard
For a copy of this presentation go to:
http://www.kdpaine.com
Follow me on Twitter: KDPaine
Friend me on Facebook: Katie Paine
Or call me at 1-603-682-0735