The document summarizes a presentation given by Susan Etlinger of Altimeter Group and Merlyn Gordon of Webtrends on measuring social media for business value. They discuss how social metrics need to align with and support business objectives rather than just being counts of activities. They also cover trends like using a mix of top-down and bottom-up approaches, integrating social data with other systems, and ensuring measurement strategies match measurement objectives. The presentation aims to help organizations move beyond just counting metrics to truly measuring social media's impact on business outcomes and value.

1. What to Measure in Social
Susan Etlinger, Industry Analyst, Altimeter Group
Merlyn Gordon, Sr. Product Marketing Manager, Webtrends

2. “ Does counting
reTweets prove ROI?
Do Facebook Likes &
Pinterest Pins
improve our CSAT or
NPS numbers?
Why should we
invest more in this
social channel or that
social platform?
”
Look Familiar?
Image source: http://www.flickr.com/photos/b-tal/163450213/

3. ROI is a Business Measurement,
not Alchemy
If your ROI equation shows a cost value in $£¥€,
and a gain value expressed in Tweets,
you’re in trouble.

4. Please Welcome!
Susan Etlinger
Industry Analyst, Altimeter Group
Email: Susan@altimetergroup.com
Twitter: @setlinger
Susan is an Industry Analyst with Altimeter Group where she focuses
on social media analytics and strategy.
For the past 20 years, she has worked at the intersection of people,
processes, and technology, in companies such as Charles Schwab &
Co., Inc., and in the agency world, most recently at Horn Group.

5. What We’re Thinking About
Dynamic Adaptive
Customer Organization
Sentient World
5

6. Where Are We Now?

7. A Look Back
2011 2012 2013
The
Reality Integrate
Amazing
Check or Die
Race
7

8. From Marketing Funnel to Influence Loop
8

9. Social Media Proliferation in the Enterprise
9

10. Meet Your New Stakeholders

11. Image by StreetFly_JZ used with Attribution as directed by Creative Commons http://www.flickr.com/photos/streetfly_jz/2760882758
What to Measure

12. A Step-By Step Process
12

13. Social Data Drives Many Types of
Business Value
13

14. Social Media Must Support
Business Objectives
14

15. At least 13 different business units across the
enterprise deploy social media

16. Top-Down Approaches
Source: “The Social Media ROI Cookbook: Six Ingredients Top Brands Use to Measure the
Revenue Impact of Social Media,” Altimeter Group (July 24, 2012)
16

17. Bottom-Up Approaches
Source: “The Social Media ROI Cookbook: Six Ingredients Top Brands Use to Measure the
Revenue Impact of Social Media,” Altimeter Group (July 24, 2012)
17

18. No Single Approach Dominates; It’s a Mix
18

19. What Determines the Mix Today?
19

20. Revenue is not the Primary Goal (yet)
20

21. Image by zetson used with Attribution as directed by Creative Commons http://www.flickr.com/photos/zetson/254608875
Where Are We Going?

22. Emerging Trends
• Holistic View of Top-Down, Bottom-Up
• Ecosystem of tools: no single tool can satisfy every organizational
requirement or bridge the many device gaps
• Qualitative measurement will provide context
• Data triangulation/integration is here
• CRM, BI, Market Research, Supply Chain: the whole organization
needs your data.
• Customer journey becomes even more dynamic (and mobile)
• More devices generating data feeds and streams
• The race to solve for identity
• Organizational integration is beginning—slowly
• It’s not a linear path
• Beware social as a silo
22

23. The (Evolving) Role of the Analyst
• Social data is straining the definition of an analyst. Web
analytics, social data and enterprise analysts all must work
cohesively.
• Social media measurement is a change management issue. Be
realistic and plan for organizational impacts.
• There are few real experts. Take time to learn the data and
establish benchmarks. Humility is good.
• Let go of perfection. Be clear about confidence levels, but accept
the imperfections of social data.
• Be brave. Be willing to face–and stand up for–hard truths about
what does and doesn’t work.
23

24. Top 5 Take-Aways
Do These Things on Monday
4

25. #1 Ask Yourself Whether
You’re Counting or Measuring

26. Counting Metrics
Outcome Metrics
Business Value
Measures
Foundational
Measures
#2 Ensure Metrics Have Meaning
Image source: http://www.flickr.com/photos/heathersage/7161565001/

27. Mul;variate
Links
&
Tagging
Integrated
Tes;ng
Measurement
A ✓
B ✓
C ✓
#3 Ensure Data Collection Strategies
Align to Measurement Objectives
©
2012
Webtrends,
All
Rights
Reserved.
|
27

28. Website Marketing
Social Marketing
Mobile Marketing
Customer Care
#4 Beware of Social as an Island
http://www.flickr.com/photos/jan-fotografie/262545477/

29. #5 Learn How Webtrends Social
Measurement Solutions Prove Social ROI
The Three P’s for Success
Product Practice Partners

30. Thank You
Questions?
Susan Etlinger Merlyn Gordon
susan@altimetergroup.com merlyn.gordon@webtrends.com
susanetlinger.com blogs.webtrends.com
@setlinger @merlyngordon

31. Sessions You Must See
• Facebook Campaign Optimization Panel Discussion
Wednesday @ 11:10am
• Eric Christopher. Vice President of Sales, Shoutlet
• Greg Gunn. Vice President Business Development, Hootsuite
• Merlyn Gordon. Senior Product Marketing Manager, Webtrends
• Jared Roy. Director Performance Marketing, Webtrends
• Designing A Measurement Framework For The Social Enterprise
Wednesday @ 2:40pm
• Susan Etlinger. Industry Analyst, Altimeter Group
• Jeff Seacrist. VP Product Marketing Partner Solutions, Webtrends
• Driving Conversion With Performance Marketing
Wednesday @ 3:40pm
• Kirk Ramble. Principal Optimization Consultant Webtrends

32. Rate
Session
&
Speakers/
Panelists