This document provides a framework for measuring the success of social media marketing efforts. It discusses how marketers currently struggle to measure social media's impact on business results and tend to rely on unreliable metrics like number of likes. The framework focuses on measuring three key areas:
1) Reach - Did the social media efforts reach the right audience? Metrics include campaign reach and frequency across different channels.
2) Brand resonance - How did perceptions of the brand change? Metrics include brand awareness, consideration, and loyalty.
3) Reaction - What was the impact on business results? Metrics include online and offline sales, traffic, and customer referrals relative to other marketing efforts.
The document argues that to be successful
Social media contributes value to interactive marketing programs in many ways — but measuring
that value is difficult. The sheer volume of social media metrics can quickly become overwhelming
and distracting for key stakeholders. To keep your team focused, you must become the hub of
your company’s social media marketing reporting and create standardized reporting templates and
frequencies for different types of stakeholders: frequent reporting of digital metrics to community
managers and social media strategists, per-campaign or annual reporting of branding and trial metrics
to other marketing team members, and quarterly or annual reporting of financial metrics to executives
Social media contributes value to interactive marketing programs in many ways — but measuring
that value is difficult. The sheer volume of social media metrics can quickly become overwhelming
and distracting for key stakeholders. To keep your team focused, you must become the hub of
your company’s social media marketing reporting and create standardized reporting templates and
frequencies for different types of stakeholders: frequent reporting of digital metrics to community
managers and social media strategists, per-campaign or annual reporting of branding and trial metrics
to other marketing team members, and quarterly or annual reporting of financial metrics to executives
The Way to a True End-to-End Social Media-Centric EnterpriseCognizant
To ride the social media wave and cash in on emerging opportunities across the organization, enterprises need to establish the processes, frameworks and workflows on which social media drives business transformation.
In June 2010, Gatorade unveiled its “Mission Control Center,” and in December of that year Dell announced its “Social Media Command Center.” Since then, organizations such as Hendrick Motorsports, The Oregon Ducks, Symantec and others have discussed how they use their social media command centers to listen to hundreds of thousands—even millions—of posts, interact with fans and customers, solve service issues and surface trends, risks and opportunities.
To learn more about the state of social media command centers, Altimeter Group spoke with three organizations — MasterCard, eBay, and Wells Fargo Bank — and found significant variations in objectives, priorities and technology for the command centers, but similarities in strategic focus and business planning.
In this report, Altimeter analyst Susan Etlinger presents findings, case studies, and expert recommendations for evaluating, building or fine-tuning a Social Media Command Center.
For more information about this report, please visit: bit.ly/evolution-of-smcc.
Introduction to Social Media Measurement with HootSuiteHootsuite
HootSuite and Social Media Measurement Coach Nichole Kelly have co-authored a White Paper series on social media measurement.
Do you understand the ROI on your social media? With this helpful examination of social media metrics today, you can begin to provide real data on how your social efforts contribute to your company's bottom line.
Marketers often miss the opportunity to plan and strengthen their social strategy by failing to analyze the necessary components. In this paper, we'll define social analytics, how it fits into the social marketing process, and the components needed to develop an analytics-fueled social media strategy.
The theory and practice of social analytics
How planning and measurement both fuel social media strategies
Which analyses make up social planning and social optimization
Social Media Command Center - What's the Point?Avinash Joshi
The Social Media Command Center helps brands create a social showcase, providing live details about what’s happening on social media. View your social campaigns, events, community, and more with visually engaging displays that highlight conversations, volume, sentiment, geographic hotspots, and a lot more.
We have reviewed the responses to our 2011 survey and have identified some surprising results. The most striking insight was that 94% of you believe social media WILL improve your overall business objectives; however very few of you had dedicated substantial budget or resources to your social media campaigns. Additional responses indicated that most of you lack the time and technical knowledge required to implement successful social media campaigns.
Kinship Social Media Command Center Expertise KINSHIP digital
Building a Social Media Command Centre is a question of strategy and decision-making between the optimum balance of in-house and external resources.
KINSHIP owns, operates, consults, supplements and enhances Social Media Command Centers - our own and those of clients. Our business-focused methodology, combined with our understanding of social strategy and social technologies, ensures a managed outcome within time and budget for new entrants into social media monitoring.
We are also expert in establishing offshore Social Media Command Centres including strategy, design, recruiting, training and managing staff on behalf of clients. We sometimes do this as Build Own Transfer and other times as Build Own Operate for clients.
Follow us @KINSHIPd
Can You Measure the ROI of Your Social Media Marketing.docxhumphrieskalyn
Can You Measure the
ROI of Your Social
Media Marketing?
FA L L 2 0 1 0 V O L . 5 2 N O. 1
R E P R I N T N U M B E R 5 2 1 0 5
Donna L. Hoffman and Marek Fodor
COURTESY OF FLICKR USER CVRCAK1, STARBUCKS, SOUTHWEST AIRLINES, TARGET, DELL, SQUARE ENIX, BURGER KING FALL 2010 MIT SLOAN MANAGEMENT REVIEW 41
AS MANAGERS BECOME more comfortable with including blogs and social networks as
part of their integrated marketing communications, they have naturally turned their attention
to questions regarding the return on investment of social media. Clearly, there is no shortage of
interest in the topic. A quick Google search recently for “ROI social media” returned over 2.5
million hits, many seemingly relevant. Internet marketing and online retailing conferences now
devote attention to ROI issues, and managers are asking themselves every day, “What’s the ROI
of [substitute social media application here]?” Blog posts, white papers and case studies pre-
pared by social media gurus, consultants and industry analysts abound, yet the answer remains
largely unsatisfying. That isn’t good, especially when the CEO and CFO are demanding evidence
of potential ROI before allocating dollars to marketing efforts.1
M A R K E T I N G
As social media applications
like Facebook (here, cofounder
Mark Zuckerberg) have changed
the ways consumers interact
with brands, companies have
struggled to keep up. Target, Dell,
Burger King and more are trying
to learn what’s effective.
Can You Measure the
ROI of Your Social
Media Marketing?
You can. But it requires a new set of measurements that begins
with tracking the customers’ investments — not yours.
BY DONNA L. HOFFMAN AND MAREK FODOR
THE LEADING
QUESTION
How can you
tell whether
social media
are working?
FINDINGS
Forget traditional
ROI. Instead of cal-
culating the return
on the company’s
investment, mana-
gers should assess
consumer motiva-
tions to use social
media and measure
the social media
investments cus-
tomers make as they
engage with the
marketers’ brands.
Measuring cus-
tomer investments
in a social media
relationship reveals
the likelihood of a
long-term payoff,
not just short-term
results.
42 MIT SLOAN MANAGEMENT REVIEW FALL 2010 SLOANREVIEW.MIT.EDU
M A R K E T I N G
We understand the pressures and the desire to
quantify the return generated by investing in social
media, but we believe most marketers are ap-
proaching the issue the wrong way.
Effective social media measurement should start
by turning the traditional ROI approach on its
head. That is, instead of emphasizing their own
marketing investments and calculating the returns
in terms of customer response, managers should
begin by considering consumer motivations to use
social media and then measure the social media
investments customers make as they engage with
the marketers’ brands.
Handling the measurements this way makes much
more sense. It take ...
The 2014 Marketing Score Report: An Inside Look at How Professionals Rate The...PR 20/20
The 2014 Marketing Score Report takes an inside look at how 318 marketers, executives, and entrepreneurs rate their organizations using 132 factors across 10 sections. The factor ratings (0-10 scale) are combined with 27 profile fields (e.g. annual revenue, revenue goals, marketing budget, employee size, industry, sales cycle length) to provide strategic insights, and help drive change and improved performance.
* Learn how hundreds of marketers, executives, and entrepreneurs rate their marketing programs.
* Drill into charts, data, and analysis from 27 profile fields and 132 assessment factors.
* Compare your Marketing Score report to the benchmark findings.
* Gain insight into critical questions to consider as part of your 2014 marketing strategy.
* Discover how high performers excel in key marketing metrics.
* Get 15 tips to improve your marketing performance
About Marketing Score
PR 20/20's Marketing Score is a free online marketing assessment tool designed to rate the strength of business and marketing foundations, forecast potential, and align expectations. The product was released into public beta December 2012.
Marketing Score is based on the principle that every element of an organization, as it relates to marketing, can be divided into assets, neutrals, and escalators. Assets are strengths that can accelerate marketing success, and escalators are weaknesses that require additional resources to improve.
Infosys Insights: Improving effectiveness of social media strategyInfosys
It has always been challenging for businesses to determine the right resource allocation for the successful implementation of a social media strategy. Many organizations find it hard to improve the effectiveness of a social media strategy in promoting brands and increasing revenues. An iterative quantification framework, the right tools, and the ability to quantify key business relationships are critical in increasing a strategy’s effectiveness.
The Way to a True End-to-End Social Media-Centric EnterpriseCognizant
To ride the social media wave and cash in on emerging opportunities across the organization, enterprises need to establish the processes, frameworks and workflows on which social media drives business transformation.
In June 2010, Gatorade unveiled its “Mission Control Center,” and in December of that year Dell announced its “Social Media Command Center.” Since then, organizations such as Hendrick Motorsports, The Oregon Ducks, Symantec and others have discussed how they use their social media command centers to listen to hundreds of thousands—even millions—of posts, interact with fans and customers, solve service issues and surface trends, risks and opportunities.
To learn more about the state of social media command centers, Altimeter Group spoke with three organizations — MasterCard, eBay, and Wells Fargo Bank — and found significant variations in objectives, priorities and technology for the command centers, but similarities in strategic focus and business planning.
In this report, Altimeter analyst Susan Etlinger presents findings, case studies, and expert recommendations for evaluating, building or fine-tuning a Social Media Command Center.
For more information about this report, please visit: bit.ly/evolution-of-smcc.
Introduction to Social Media Measurement with HootSuiteHootsuite
HootSuite and Social Media Measurement Coach Nichole Kelly have co-authored a White Paper series on social media measurement.
Do you understand the ROI on your social media? With this helpful examination of social media metrics today, you can begin to provide real data on how your social efforts contribute to your company's bottom line.
Marketers often miss the opportunity to plan and strengthen their social strategy by failing to analyze the necessary components. In this paper, we'll define social analytics, how it fits into the social marketing process, and the components needed to develop an analytics-fueled social media strategy.
The theory and practice of social analytics
How planning and measurement both fuel social media strategies
Which analyses make up social planning and social optimization
Social Media Command Center - What's the Point?Avinash Joshi
The Social Media Command Center helps brands create a social showcase, providing live details about what’s happening on social media. View your social campaigns, events, community, and more with visually engaging displays that highlight conversations, volume, sentiment, geographic hotspots, and a lot more.
We have reviewed the responses to our 2011 survey and have identified some surprising results. The most striking insight was that 94% of you believe social media WILL improve your overall business objectives; however very few of you had dedicated substantial budget or resources to your social media campaigns. Additional responses indicated that most of you lack the time and technical knowledge required to implement successful social media campaigns.
Kinship Social Media Command Center Expertise KINSHIP digital
Building a Social Media Command Centre is a question of strategy and decision-making between the optimum balance of in-house and external resources.
KINSHIP owns, operates, consults, supplements and enhances Social Media Command Centers - our own and those of clients. Our business-focused methodology, combined with our understanding of social strategy and social technologies, ensures a managed outcome within time and budget for new entrants into social media monitoring.
We are also expert in establishing offshore Social Media Command Centres including strategy, design, recruiting, training and managing staff on behalf of clients. We sometimes do this as Build Own Transfer and other times as Build Own Operate for clients.
Follow us @KINSHIPd
Can You Measure the ROI of Your Social Media Marketing.docxhumphrieskalyn
Can You Measure the
ROI of Your Social
Media Marketing?
FA L L 2 0 1 0 V O L . 5 2 N O. 1
R E P R I N T N U M B E R 5 2 1 0 5
Donna L. Hoffman and Marek Fodor
COURTESY OF FLICKR USER CVRCAK1, STARBUCKS, SOUTHWEST AIRLINES, TARGET, DELL, SQUARE ENIX, BURGER KING FALL 2010 MIT SLOAN MANAGEMENT REVIEW 41
AS MANAGERS BECOME more comfortable with including blogs and social networks as
part of their integrated marketing communications, they have naturally turned their attention
to questions regarding the return on investment of social media. Clearly, there is no shortage of
interest in the topic. A quick Google search recently for “ROI social media” returned over 2.5
million hits, many seemingly relevant. Internet marketing and online retailing conferences now
devote attention to ROI issues, and managers are asking themselves every day, “What’s the ROI
of [substitute social media application here]?” Blog posts, white papers and case studies pre-
pared by social media gurus, consultants and industry analysts abound, yet the answer remains
largely unsatisfying. That isn’t good, especially when the CEO and CFO are demanding evidence
of potential ROI before allocating dollars to marketing efforts.1
M A R K E T I N G
As social media applications
like Facebook (here, cofounder
Mark Zuckerberg) have changed
the ways consumers interact
with brands, companies have
struggled to keep up. Target, Dell,
Burger King and more are trying
to learn what’s effective.
Can You Measure the
ROI of Your Social
Media Marketing?
You can. But it requires a new set of measurements that begins
with tracking the customers’ investments — not yours.
BY DONNA L. HOFFMAN AND MAREK FODOR
THE LEADING
QUESTION
How can you
tell whether
social media
are working?
FINDINGS
Forget traditional
ROI. Instead of cal-
culating the return
on the company’s
investment, mana-
gers should assess
consumer motiva-
tions to use social
media and measure
the social media
investments cus-
tomers make as they
engage with the
marketers’ brands.
Measuring cus-
tomer investments
in a social media
relationship reveals
the likelihood of a
long-term payoff,
not just short-term
results.
42 MIT SLOAN MANAGEMENT REVIEW FALL 2010 SLOANREVIEW.MIT.EDU
M A R K E T I N G
We understand the pressures and the desire to
quantify the return generated by investing in social
media, but we believe most marketers are ap-
proaching the issue the wrong way.
Effective social media measurement should start
by turning the traditional ROI approach on its
head. That is, instead of emphasizing their own
marketing investments and calculating the returns
in terms of customer response, managers should
begin by considering consumer motivations to use
social media and then measure the social media
investments customers make as they engage with
the marketers’ brands.
Handling the measurements this way makes much
more sense. It take ...
The 2014 Marketing Score Report: An Inside Look at How Professionals Rate The...PR 20/20
The 2014 Marketing Score Report takes an inside look at how 318 marketers, executives, and entrepreneurs rate their organizations using 132 factors across 10 sections. The factor ratings (0-10 scale) are combined with 27 profile fields (e.g. annual revenue, revenue goals, marketing budget, employee size, industry, sales cycle length) to provide strategic insights, and help drive change and improved performance.
* Learn how hundreds of marketers, executives, and entrepreneurs rate their marketing programs.
* Drill into charts, data, and analysis from 27 profile fields and 132 assessment factors.
* Compare your Marketing Score report to the benchmark findings.
* Gain insight into critical questions to consider as part of your 2014 marketing strategy.
* Discover how high performers excel in key marketing metrics.
* Get 15 tips to improve your marketing performance
About Marketing Score
PR 20/20's Marketing Score is a free online marketing assessment tool designed to rate the strength of business and marketing foundations, forecast potential, and align expectations. The product was released into public beta December 2012.
Marketing Score is based on the principle that every element of an organization, as it relates to marketing, can be divided into assets, neutrals, and escalators. Assets are strengths that can accelerate marketing success, and escalators are weaknesses that require additional resources to improve.
Infosys Insights: Improving effectiveness of social media strategyInfosys
It has always been challenging for businesses to determine the right resource allocation for the successful implementation of a social media strategy. Many organizations find it hard to improve the effectiveness of a social media strategy in promoting brands and increasing revenues. An iterative quantification framework, the right tools, and the ability to quantify key business relationships are critical in increasing a strategy’s effectiveness.
Questions for business:
-How much is your business, as a whole, spending on social media related activity?
-What innovations is it hoping to achieve?
-And what is the return on investment?
If you don’t know the answers to these vital questions you are in need of a Social Media Audit. We can help.
Social@Ogilvy and OgilvyOne thought-leadership on unlocking engagement opportunities across the customer journey.
This research aims to answer a simple question. Do visible Social programmes undertake the fundamental Customer Engagement activities that drive sales, loyalty and advocacy?
Social Media should be treated as part of an overall marketing and
communication plan and, as such, should be measured and monitored along
with all other marketing and communication activities.
Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...UiPathCommunity
💥 Speed, accuracy, and scaling – discover the superpowers of GenAI in action with UiPath Document Understanding and Communications Mining™:
See how to accelerate model training and optimize model performance with active learning
Learn about the latest enhancements to out-of-the-box document processing – with little to no training required
Get an exclusive demo of the new family of UiPath LLMs – GenAI models specialized for processing different types of documents and messages
This is a hands-on session specifically designed for automation developers and AI enthusiasts seeking to enhance their knowledge in leveraging the latest intelligent document processing capabilities offered by UiPath.
Speakers:
👨🏫 Andras Palfi, Senior Product Manager, UiPath
👩🏫 Lenka Dulovicova, Product Program Manager, UiPath
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
Neuro-symbolic is not enough, we need neuro-*semantic*Frank van Harmelen
Neuro-symbolic (NeSy) AI is on the rise. However, simply machine learning on just any symbolic structure is not sufficient to really harvest the gains of NeSy. These will only be gained when the symbolic structures have an actual semantics. I give an operational definition of semantics as “predictable inference”.
All of this illustrated with link prediction over knowledge graphs, but the argument is general.
Generating a custom Ruby SDK for your web service or Rails API using Smithyg2nightmarescribd
Have you ever wanted a Ruby client API to communicate with your web service? Smithy is a protocol-agnostic language for defining services and SDKs. Smithy Ruby is an implementation of Smithy that generates a Ruby SDK using a Smithy model. In this talk, we will explore Smithy and Smithy Ruby to learn how to generate custom feature-rich SDKs that can communicate with any web service, such as a Rails JSON API.
DevOps and Testing slides at DASA ConnectKari Kakkonen
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
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.
UiPath Test Automation using UiPath Test Suite series, part 3DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 3. In this session, we will cover desktop automation along with UI automation.
Topics covered:
UI automation Introduction,
UI automation Sample
Desktop automation flow
Pradeep Chinnala, Senior Consultant Automation Developer @WonderBotz and UiPath MVP
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Accelerate your Kubernetes clusters with Varnish CachingThijs Feryn
A presentation about the usage and availability of Varnish on Kubernetes. This talk explores the capabilities of Varnish caching and shows how to use the Varnish Helm chart to deploy it to Kubernetes.
This presentation was delivered at K8SUG Singapore. See https://feryn.eu/presentations/accelerate-your-kubernetes-clusters-with-varnish-caching-k8sug-singapore-28-2024 for more details.
Encryption in Microsoft 365 - ExpertsLive Netherlands 2024Albert Hoitingh
In this session I delve into the encryption technology used in Microsoft 365 and Microsoft Purview. Including the concepts of Customer Key and Double Key Encryption.
1. Measuring Success In The Connected World
A Social Business Blueprint by Facebook based on a
commissioned study by Forrester Consulting
July 2012
2. Measuring Success In The Connected World
Table of Contents
Executive Summary...................................................................................................................................................................................................................2
Marketers Need To Start Measuring Social Media’s Business Impact................................................................................................................3
Use A Social Marketing Measurement Framework That Measures Real Results...........................................................................................5
A Framework For Measuring Success In A Connected World..................................................................................................................................6
Are You Ready To Measure Success In A Connected World?..................................................................................................................................10
Appendix A: Methodology.....................................................................................................................................................................................................12
Appendix B: Endnotes.............................................................................................................................................................................................................12
Page 1
3. Measuring Success In The Connected World
Executive Summary
A recent Forrester Consulting study commissioned by Facebook showed that 71% of marketing leaders surveyed believe
companies can gain a competitive advantage through social media and 76% agreed that social media is important for brand
building. Furthermore, 59% of the VP- and C-level marketing professionals surveyed marketers in the Forrester Consulting
study believed that companies that don’t fully embrace social media will not survive in the future. As both digital marketing
and social media gains a larger slice of the marketing budget, marketing leaders must evolve the measurement techniques
they use to evaluate the business value they are creating with these efforts.
In December 2011, Facebook commissioned Forrester Consulting to evaluate how businesses operate in a connected world,
including how they must measure the effectiveness of their social efforts. Forrester conducted online surveys with 101 VP-
and C-level marketing professionals and interviewed 12 CEOs, CMOs, and VPs of marketing.
From this study, Forrester found that marketers believe that it’s important to measure social media as part of a holistic
marketing strategy, but struggle to do so. They find themselves falling back on unreliable proxies, such as the number of
“likes” or postings, rather than measuring fundamental business outcomes. In this paper we provide marketers with the
ability to advance their social measurement sophistication with a framework that connects social actions with brand and
business objectives.
Key Takeaways
To measure their success in the connected world, marketers must:
• Match social actions with business outcomes. Social can no longer be treated as an experiment. The Forrester
Consulting survey found that 41% of VP- and C-level marketing professionals surveyed say their organizations have
already started to integrate social media throughout their company, and a further 40% have plans to do so. As marketers
invest more in social marketing, these efforts must be fully connected to their business objectives and social marketers
must be held accountable for delivering business results.
• Measure digital and social marketing side by side with other marketing and media channels. Marketers don’t need
to completely reinvent the metrics wheel to accommodate social interactions. Rather, they should incorporate social
efforts into existing brand and business metrics that can be compared across marketing channels.
• Capture the unique value of social efforts. Any successful measurement framework must fully capture the ripple effect
of a campaign across the social graph — the extended reach of a campaign through friends of fans, the impact of seeing
a friend’s connection to a brand, and the ability to effectively reach real people, not cookies.
• Implement a marketing measurement framework across channels that quantifies real results. Marketers can determine
how well their social marketing efforts are influencing customers by answering the following three questions:
1. Reach. Did I reach the right number of people and the right type of people?
2. Brand resonance. How did my social marketing campaign change how people think and feel about my brand? Did it
deepen my relationships with my customers?
3. Reaction. What impact did my social marketing campaign have on online and offline sales, traffic, and other desired
actions relative to other marketing efforts?
Page 2
4. Measuring Success In The Connected World
Marketers Need To Start Measuring Social Media’s Business Impact
As marketing leaders shift more dollars to digital, they will apply greater 72% of CMOs think it is important
scrutiny to these new channels to deliver results akin to those that they see to compare social media to other
from traditional channels. Adopting a measurement framework that allows
offline and online efforts — but less
them to measure across platforms is essential to being able to make planning,
than half are doing so.
budgeting and creative decisions in today’s multi-platform world. It will also
allow them to generate insights to better understand and predict the elements Source: Forrester Consulting on behalf
of successful creative in digital and social mediums. Procter & Gamble’s (P&G) of Facebook, December 2011
global marketing officer Marc Pritchard recently proclaimed that, to help
fund $1 billion in marketing cost cuts by 2016, the company will be “leaning
more heavily on lower-cost digital marketing and easing up somewhat on pricey broadcast ads.”1 But measuring these new
channels is one of the CMO’s biggest challenges. In the absence of a proven measurement solution, these marketers are
making do with inadequate proxies that do not accurately reflect the impact of their marketing efforts. As a result, marketing
leaders:
• Miss the opportunity to measure social media’s impact on brand and business results. In the survey that Forrester
Consulting conducted in December 2011 of 101 VP- and C-level marketing professionals from the US, the UK, Australia,
and Canada, only half of marketers are measuring the results of their social efforts. For example, 73% of marketers think
that it is important to connect social media efforts with brand health metrics like awareness and perception, but only
44% are doing it (see Figure 1). Similarly, 72% of marketing leaders think it is important to compare social media to other
offline and online efforts, but less than half (47%) are actually doing so.
• Only count likes when they should be measuring outcomes. The number of fans you have is just a starting point. It’s
what you do with those fans, and what they do as a result of your engagement, that creates value and drives results via
increases in things like reach, brand awareness and sales. Yet marketers’ most frequently used metric of social media
success is tracking how many people follow or “like” a brand.2 They know they need to quantify the value of a fan, but
have not found a formula that ties back to business results.
• Fall back on unreliable proxies or uncorrelated metrics. In the absence of proven measurement options, marketers turn
to unproven proxies, such as sentiment, or familiar but flawed metrics like click-through rates. But these metrics can
mislead marketers as to the true effectiveness of their digital and social efforts; a recent study of online advertising by
Nielsen found that click-through rates have no correlation with store sales.3
• Are only just beginning to view social media as a business driver. Forrester Consulting’s December 2011 survey revealed
that marketers are just beginning to view social media as a business performance driver. Nearly three-quarters of VP- and
C-level marketing professionals consider social media important for brand-building and customer experience, while half
consider it for its revenue impact (see Figure 2). This importance is borne out in their measurement focus: About half of
marketers use social media to measure buzz (55%) and to better understand customers over time (49%), but only 39%
measure the connection between social efforts and revenue (see Figure 3). As more marketers begin to use the right
measures for social, they will be able to realize the direct connection between Facebook media and sales lift.
Page 3
5. Measuring Success In The Connected World
Figure 1
Marketers’ Measurement Actions Do Not Match Their Aspirations
-29% -25%
-15% -25%
-15%
-20%
Important/extremely
73% important
70% 70% 72%
65%
55% 59%
47% 50% Started this year/
45% 44%
39% some time ago
We use social media We use social media We connect social We connect social We compare our We incorporate
to monitor buzz and to track real-time media efforts to media efforts social media social media into
share of voice consumer sentiment business results to brand health efforts with other our media mix and/
(e.g., revenue) (e.g., awareness, online and offline or marketing mix
perception, marketing initiatives models
purchase intent)
Base: 101 VP- and C-level marketing professionals
Source: A commissioned study conducted by Forrester Consulting on behalf of Facebook, December 2011
Marketers show the biggest gap in importance of measuring brand health versus actually measuring it.
Figure 2
Marketers View Social Media As A Brand And Customer Experience Tool
“How important is social media to each of the following aspects of your business?”
Brand building 41% 35% 76%
Customer experience 44% 27% 71%
Marketing measuerement 39% 19% 58%
Important
Extremely important
Business performance 38% 18% 56%
Base: 101 VP- and C-level marketing professionals
Source: A commissioned study conducted by Forrester Consulting on behalf of Facebook, December 2011
The majority of marketers see social media as a fundamental piece of their business from brand-building to business performance.
Page 4
6. Measuring Success In The Connected World
Figure 3
Marketers Primarily Use Social Media For Monitoring And Listening; Fewer Measure Business Results
“Started this year/some time ago”
We use social media to monitor buzz and share of voice 55%
We use social media to better understand our customers over time 49%
We use social media to track real-time consumer sentiment 45%
We connect social media efforts to brand health (e.g., awareness,
44%
perception, purchase intent)
We connect social media efforts to business results (e.g.,revenue) 39%
Base: 101 VP- and C-level marketing professionals
Source: A commissioned study conducted by Forrester Consulting on behalf of Facebook, December 2011
39% connect social media to business results.
Use A Social Marketing Measurement Framework That Measures Real Results
The amount of time spent on social media and the size of the audience indicate that it’s time to take social marketing
measurement seriously. Marketers can use social marketing to find their customers, engage with them, and influence them
to achieve their desired business results. Marketing leaders need a measurement system that can enable decisions across
the organization and need to use social media data to create actionable and accountable recommendations. But leading
CMOs and agency chiefs alike believe that social measurement shouldn’t add more clutter to the measurement dashboard.
The key is to fit measurements into key performance indicators (KPIs) for the business rather than just measure what one can
count. Social marketing measurement must:
• Align with business objectives. Don’t reinvent the metrics wheel. Marketing and agency leaders interviewed by Forrester
Research believe that social measurement must tie back to brand and business objectives. Which measures a firm
should track depends on its business objectives, such as brand affinity, loyalty, consideration, referrals, and ultimately
transactions.
• Compare relative performance across channels. Social media must be measured in conjunction with other channels in
order to determine its true impact and make business decisions on how to most efficiently spend dollars. Andrew Bailey,
North American chairman for Proximity Worldwide, commented that clients need to be able to quantify and justify the
investment of social compared to other media channels such as digital banners, TV, email, and printed direct mail.
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7. Measuring Success In The Connected World
• Capture the value of cross-platform campaigns. Consumers today are consuming content on multiple devices and often
at the same time. The consumers viewing TV spots are the same as those sharing campaign content in social media. As
campaigns become more cross-platform, so must measurement techniques. In order to do that, the media channels must
be measured in a consistent way.
• Be relevant throughout the organization. As the impact of social media goes well beyond marketing to customer
service, sales, and product development, many enterprises have decided to spread social media accountability across
departments. A proper measurement framework will need to get buy-in from stakeholders across the business, often
with conflicting objectives, to be a success.4
A Framework For Measuring Success In A Connected World
Marketers who adopt a business-focused measurement framework for social marketing investments will be the ones who
succeed, because they will be able to understand and optimize their marketing efforts’ influence on customers. To measure
success in a connected world, marketers must answer these three questions:
• Reach. Did I reach the right number of people and the right type of people?
• Brand resonance. How did my social marketing campaign change how people think about my brand? Did it deepen my
relationships with my customers?
• Reaction. What impact did my social marketing campaign have on online and offline sales, traffic, and other desired
actions relative to other marketing efforts?
Figure 4
A Framework For Measuring Success In A Connected World
Reach Brand resonance Reaction
Measurement How did I change How did I impact my
Who saw my message?
objective perception of my brand? bottom line?
Did I cause a customer to
Did I reach the right Did I improve brand image
Question act — to buy a product,
number of people and the and deepen relationships
to answer sign up for a service, or
right type of people? with customers?
make a referral?
Brand awareness In-store purchase
Metric Campaign reach and
Brand consideration Online purchase
Examples frequency
Brand loyalty Customer referral
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8. Measuring Success In The Connected World
Reach: Who Saw My Message?
The baseline for the success of any media campaign is to determine whether the message reached the right number of
people and the right type of people. Marketers already take advantage of social’s vast networks to reach the right number
of people. For example, Samsung reached over 70 million unique individuals in the United States in a single day through
Facebook ads for the launch of its Galaxy SIII smartphone. Given that the largest prime-time TV audience is about 12 million
viewers, the benefits of using a social platform are immediately apparent. But it’s not just about scale — it’s about the quality
of a campaign’s reach: Did it reach the people who are most receptive to the message? To determine this, marketers must:
• Compare online and established paid media channels. Tag your campaigns so that you can track reach across different
media platforms and engage third-party measurement experts to compare results across channels. The audiences
marketers can reach in digital and social channels are the same audiences they can reach through television, so
measuring reach across these platforms is essential when trying to maximize the efficiency of campaigns. For example,
media measurement researcher Nielsen has a methodology that provides online ratings — similar to TV ratings — to
marketers like Toyota. Nielsen’s Online Campaign Ratings (OCR) offers an online equivalent to TV’s Gross Ratings Points
(GRP). OCR identifies the audience via registered user demographics from data providers and evaluates unique reach and
frequency across campaigns by publisher.5 Similarly, GroupM, the media arm of agency holding company WPP, recently
teamed up with Nielsen to push OCR one step further: Cross-Platform Campaign Ratings will measure the reach and
frequency of marketing campaigns that run on both TV and online, including overlap between the two.6
• Measure the success rate of targeting efforts. Take advantage of social networks’ ability to accurately target your
consumers through real demographics, interests, and connections provided by the social users themselves – not inferred
by a media planner. A study by Nielsen showed that broadly targeted ads on Facebook reach 95% of a brand’s target
consumers, compared with the online industry average of 72%. And this accuracy advantage increases with narrower
targeting: Facebook reached 90% of women 18-34, compared with the online industry average of 35%.7
• Capture the business value of those you reach in the social graph. Measure the impact of your efforts on friends of
fans, not just fans themselves, as these friends are also highly valuable customers. A comScore study concluded that
these friends represent an audience 34 times larger than the number of direct fans alone.8 For example, Southwest
Airlines delivered 42 brand impressions for every fan that viewed its page; friends of fans were 2.5 times more likely visit
Southwest.com as a result of being exposed to a brand message via a friend. More recently, comScore found that fans
of Starbucks and their friends bought from the coffee retailer 38% more frequently than a control group of people who
did not see the message.9 And a separate Nielsen study found that ads that include social context — information that
highlights a user’s friends’ connections with a particular brand — produce a greater than 50% lift in recall compared with
ads that did not have a social context.10
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9. Measuring Success In The Connected World
Brand Resonance: How Did My Social Marketing Campaign Change Brand Perception?
Marketing leaders view social media primarily as a branding tool, so social’s role in accomplishing brand objectives is a KPI
for many of them. To determine how social media changes brand perception, marketers must:
• Incorporate social into established offline brand-tracking studies. Social should be incorporated into offline
longitudinal studies that measure brand health over time to understand how it is contributing to overall brand
perception compared with other elements of the marketing mix. Millward Brown ran a study that compared TV, online
display, and Facebook ads; it found that Facebook was three times more cost-effective at driving several core brand
perceptions than both TV and online display.11
• Tap into communities and networks for real-time updates and insights. Supplement offline brand tracking studies by
soliciting feedback from consumers online with surveys, polls, and ideas. Brand tracking studies provide a long-term
view of campaign success rates but require long lead times for fielding and analysis. Social communities can provide
more immediate feedback. For example, for its 2010 World Cup campaign, adidas ran a brand tracking survey that polled
Facebook users. From this poll, the firm identified a 21% increase in awareness of its featured F50 boot in Spain, 20% in
the UK, and 15% in Germany.12 Marketers should combine on-property polling social trackers with established brand
tracker results to correlate the results and determine how short-term responses predict long-term brand health. Use the
same metrics online and offline to enable direct comparison of results over time.
• Evaluate social campaigns’ impact on driving brand goals. Brand goals vary based on the maturity, market development,
and life stage of the brand. Measuring social’s role should focus on achieving the goals most relevant for your brand and
comparing your ability to drive those goals across platforms. Marketers can tap into Nielsen’s Brand Effect methodology,
which polls Facebook users who saw a brand’s ads compared with a control group that did not see the ads. Brands can
track how a social campaign contributed to key brand goal metrics such as brand awareness, purchase consideration,
and brand favorability.13 Brands can also evaluate social campaigns within their own brand tracking studies. For
example, Burberry measured the role that a social campaign played in the launch of a new luxury fragrance. It found that
the campaign, which shared fans’ likes and comments via Facebook’s News Feed, drove awareness to a wider circle of
people and increased brand exposure, recognition, and engagement.
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10. Measuring Success In The Connected World
Reaction: How Did My Social Marketing Campaign Grow My Business?
The ultimate arbiter of success for CMOs is whether they got more consumers to buy more products or services. David Jones,
global CEO for Havas, believes that “sales and purchase intent are absolutely critical for a (social) measurement framework.”
This is still the biggest challenge for most marketers — and there is no proven solution. Nonetheless, advertisers, vendors,
and marketers are experimenting with different solutions to enable marketers to:
• Employ marketing mix models to correlate social activity with sales results. Leading marketers have refocused their
media buys using predictive analytics available through marketing mix modelers (MMMs) like Nielsen and SymphonyIRI.
Marketers can use these models to help identify which spend is delivering results by effectively attributing offline
and online results by marketing and media channel. CMOs should select modelers or agencies that understand the
unique nature of social but incorporate it into marketing mix models in a way that allows comparison with traditional
channels such as TV. For example, Best Western conducted a modeling study to evaluate the effectiveness of its ‘Be a
Travel Hero Campaign,’ focused on driving revenue and increasing engagement in their loyalty program; the campaign
delivered a +20% increase in revenue for the spring promotion year-over-year, an eight digit increase.14 Electronic Arts
(EA) incorporated Facebook Page Insights data into its in-house model to evaluate the effectiveness of a 2011 Facebook
campaign for the launch of its Battlefield 3 game; EA attributed $12 million in incremental sales to the campaign,
generating $4.38 in sales for every $1.00 spent on Facebook media.
• Track real offline results through third-party data experts and use learnings to optimize future campaigns. Partner
with third-party providers that have access to offline purchase data to connect social initiatives to sales and customize
metrics based on your industry drivers. Rather than looking at impact at a media channel level, these panels track
individual household behaviors, enabling marketers to achieve a detailed understanding of impact at an audience
segment level. For example, consumer packaged goods marketers who are focused on moving products off the shelf
should measure incremental sales via third-party panels. Ferrero, Nutella hazelnut spread producer, analyzed sales
results for a campaign focused on identifying Nutella with the Christmas period. Through GfK and the Media Efficiency
Panel (MEP), Ferrero attributed 15% of sales resulting from the media campaign to Facebook. As the importance of
measuring smaller campaigns and understanding more granular audience segments increases, it will be essential to
employ even larger panels that encompass a variety of retail channels to understand campaigns in depth. However,
understanding a given campaign is not enough; companies must synthesize understanding across numerous campaigns
and use the learnings to optimize future campaigns.
• Account for all communications that affect a consumer’s online path to purchase. Evaluate the impact of a social
message on an online sale through test and control methodology. The impact of social programs can often be
underestimated when marketers rely on last-click attribution measurement. For example, a consumer could discover
a brand or product through a friend’s wall posting, see an ad online, and then later explore the product through search
before purchasing it from an online retailer. In this scenario, only search would get credit for driving a sale, even though
the other media had played a role in triggering interest in the product. A comScore test and control study showed a 56%
lift in online purchases within four weeks of consumers being exposed to a major retailer’s ads on Facebook.15
• Capture actions that measure social’s full impact. Ensure you are attributing all actions that result from your social
messages, including friends of fans. Use tracking links to capture transactions that resulted from a message spread to
friends of fans. For example, Ticketmaster used tracking links to measure the effectiveness of an engagement app in
driving actions on Ticketmaster.com. Importantly, they were able to capture referral traffic that came from friends of
fans as well as direct fan traffic. The result? Social shares that generated over $6 in revenue per share.
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11. Measuring Success In The Connected World
Are You Ready To Measure Success In A Connected World?
Marketers can’t sit back and stick with the status quo is they want to be able to capture the true value of their digital and
social marketing efforts and be able to maximize the efficiency of their media spend across channels. They must start now
with available tools and methodologies to gain greater understanding of how social efforts are impacting their brand, their
business, and their consumers. Use the table below to get started on setting up a social marketing measurement framework
(see Figure 5):
Figure 5
Are You Ready To Measure Success In A Connected World?
Align objectives, marketing channels, and departments.
Key questions Example What you can do now
What are my business objectives? • Increase share of wallet with existing • Align business objectives with C-suite peers
customers
• Establish KPIs to support objectives
• Attract new customers
• Partner with business unit leaders to ensure
KPIs are built into every department’s
annual business plan
• Deploy throughout the marketing
organization and to all agency partners
How are other media and marketing channels • TV campaign reach and frequency among • Identify most commonly used media
being measured? target audience measurement in your organization
• Establish common cross-channel campaign
objectives and metrics
Who else in my organization is also using • Customer service • Take inventory of which other departments
social? are using social media
• Product development
• Talk to department leads to understand
how they are using social and what their
objectives are
• Identify any commonalities or conflicts
across the organization
• Partner with leaders of most socially active
departments to align objectives with
companywide business objectives and KPIs
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12. Measuring Success In The Connected World
Figure 5 (continued)
Are You Ready To Measure Success In A Connected World?
Develop a measurement framework to support business objectives.
Key questions Outcome example What you can do now Who can help?
• What are the campaign goals? • 80% of pet lovers • Embed tracking • Media measurement
in the Midwest mechanisms into your firms, e.g., Nielsen,
• How many people did I reach, and how
who buy dried dog social messages comScore
often?
food online saw
• Start testing current online • Advertising agencies
Reach
• What was the total reach of the campaign, my message
reach and frequency analytics divisions, e.g.,
i.e., how many fans and friends of fans saw
methodologies, e.g., GroupM
the message?
Nielsen’s Online Campaign
• What type of people saw my message? Ratings (OCR)
• How does it compare to other media?
• How did perception of my brand change as • Social media • Build into existing • Brand health tracking
a result of social activities? increased brand offline brand tracking firms, e.g., Millward
Brand resonance
awareness 10% methodologies Brown, Ipsos
• Is my brand more ___ (use appropriate
versus a 5%
business metric, e.g., relevant, essential, • Run test and control • Campaign resonance
increase for those
recommended, popular)? studies to isolate results vendors, e.g., Vizu, Nielsen
who saw a brand
Brand Effect
• How does contribution to changes in message on TV • Run Facebook polls with
brand perception compare to media spend the same metrics as offline
contribution? studies to compare results
• What did my social efforts contribute to • Social media • Align all campaign metrics • Marketing mix modeling
my business objectives? provided 3x return with business KPIs vendors, e.g., Nielsen,
on every dollar Symphony IRI
• How many people bought my product as a • Run test and control
spent, compared
result of seeing my message (including fans initiatives to isolate results • Third-party data
to 2x for online
and friends of fans)? providers with household
Reaction
display ads • Incorporate appropriate
spend data, e.g., Nielsen,
• How does this compare dollar for dollar to social metrics into existing
Datalogix, GfK
other media efforts? marketing mix models (e.g.,
“People Are Talking About”)
• What is my customer’s path to purchase?
to measure awareness
What role does social play in their decision
journey? • Use learnings to optimize
future campaigns
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13. Measuring Success In The Connected World
Appendix A: Methodology
Facebook commissioned Forrester Consulting to conduct an online survey of 101 VP- and C-level marketing professionals who work in companies with 5,000
employees or more in the US, the UK, Australia, and Canada. The purpose of the survey was to evaluate how their businesses operate in a connected world,
asking specific questions about organizational structure, brand-building, and measuring success. Respondents were offered a cash incentive as a thank-you
for time spent on the survey. The study began in December 2011 and was completed in that same month.
Forrester Consulting also interviewed 12 CEOs, CMOs, and VPs of marketing who work in Fortune 500 companies. They were not paid to be a part of this
research.
Appendix B: Endnotes
1. Source: Emily Glazer, “P&G’s Marketing Chief Looks to Go Digital,” The Wall Street Journal, March 13, 2012
(http://online.wsj.com/article/SB10001424052702303717304577279460911630798.html).
2. Source: 2011 Social Marketing Survey, Chief Marketer, August 2011.
3. Source: “Beyond Clicks and Impressions: Examining the Relationship Between Online Advertising and Brand Building” Nielsen White Paper, Nielsen,
October 2011 (http://blog.nielsen.com/nielsenwire/consumer/research-shows-link-between-online-brand-metrics-and-offline-sales/).
4. Source: “The ROI Of Social Media Marketing,” Forrester Research, Inc., June 20, 2012
(http://www.forrester.com/The+ROI+Of+Social+Marketing/-/E-RES57009).
5. Source: Brian Stelter, “New Nielsen Ratings to Measure TV and Online Ads Together,” The New York Times, March 18, 2012
(http://mediadecoder.blogs.nytimes.com/2012/03/18/new-nielsen-ratings-to-measure-tv-and-online-ads-together/).
6. Source: Wayne Friedman, “Group M, Nielsen Partner For TV, Internet Metrics,” MediaPost, March 19, 2012
(http://www.mediapost.com/publications/article/170455/group-m-nielsen-partner-for-tv-internet-metrics.html).
7. Source: “Measuring Success On Facebook,” Facebook (https://www.facebook.com/business/fmc/guides/measurement).
8. Source: “The Power of Like: How Brands Reach and Influence Fans Through Social Media Marketing,” comScore, July 26, 2011
(http://www.comscore.com/Press_Events/Presentations_Whitepapers/2011/The_Power_of_Like_How_Brands_Reach_and_Influence_Fans_Through_
Social_Media_Marketing).
9. Source: “The Power of Like 2: How Social Marketing Works,” comScore, June 12, 2012
(http://www.comscore.com/Press_Events/Presentations_Whitepapers/2012/The_Power_of_Like_2-How_Social_Marketing_Works).
10. Source: Jon Gibs and Sean Bruich, “Nielsen/Facebook Report: The Value of Social Media Ad Impressions,” Nielsen, April 20, 2010
(http://blog.nielsen.com/nielsenwire/online_mobile/nielsenfacebook-ad-report/).
11. Source: Facebook Millward Brown Case Study, May 2011.
12. Source: adidas Football Advertising Case Study, Facebook, (http://ads.ak.facebook.com/ads/FacebookAds/adidas_Football_CaseStudy.pdf).
13. Source: “Research Shows Link Between Online Brand Metrics and Offline Sales,” Nielsen, October 3, 2011
(http://blog.nielsen.com/nielsenwire/consumer/research-shows-link-between-online-brand-metrics-and-offline-sales/).
14. Source: Best Western Case Study, Facebook (https://fb-public.box.com/shared/static/2e545e8606cbb4105045.pdf).
15. Source: “The Power of Like 2: How Social Marketing Works,” comScore, June 12, 2012
(http://www.comscore.com/Press_Events/Presentations_Whitepapers/2012/The_Power_of_Like_2-How_Social_Marketing_Works).
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