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SOCIAL MARKETING
        ANALYTICS:
        A New Framework for Measuring
        Results in Social Media




                                     #SocialAnalytics
           @johnlovett    @jowyang



Thursday, June 10, 2010
ABOUT THIS RESEARCH

        • A Collaborative Effort


        • Our Methodology


        • A Nod To Open Research




                                   2

Thursday, June 10, 2010
SPECIAL THANKS TO...

        • Our co-authors
              – Charlene Li, Eric T. Peterson, Christine Tran

        • Our Ecosystem Contributors
              – Lisa Barone, Connie Benson, David Berkowitz, Blake Cahill, Adam Coomes,
                Monica Cordina, Bill Gassman, Jascha Kaykas-Wolff, Rob Key, Justin Kistner,
                Scott Lake, Matt Langie, Alex Mann, Louis Marascio, John McCory, Aaron
                Neumann, Katie Delahaye Paine, Sean Power, Chris Ramsey, Boaz Ronkin, Shiv
                Singh, R “Ray” Wang, Alan Webber, Jennifer Zeszut


              – Alterian SM2, Biz360, Cymfony, Lithium, Omniture, Radian6, Scout Labs, Social
                Radar StatsIT, SWIX, Trackur, Trendrr, LugIron, Visible Technologies, Webtrends



                                                                                              3

Thursday, June 10, 2010
THE CONVERSATION HAS SHIFTED OFF
        DOMAIN




                          Source: Pew Resource Center’s Internet and American Life Project , October 8, 2009


                                                                                                          4

Thursday, June 10, 2010
FACEBOOK IS THE SECOND BIGGEST
        SITE IN US




                                Source: : Compete.com , January 2010


                                                                  5

Thursday, June 10, 2010
50 MILLION TWEETS A DAY ON
        TWITTER




                                     Source: TwiGer, February 22, 2010


                                                                    6

Thursday, June 10, 2010
COMPANIES ARE CONFUSED




                                 Source: hGp://www.engagementdb.com


                                                                 7

Thursday, June 10, 2010
THE BIG SOCIAL EXPERIMENT

        • Many companies are stumbling blindly into
          social media marketing without a
          measurement strategy
          in place




                                                      8

Thursday, June 10, 2010
THE NUMBERS ARE TELLING...

        • “While 2009 may have been a “trial” run for many
          brands and social media, in 2010, CMOs expect
          social initiatives to directly impact their bottom
          lines, without exception.”

        • “CMOs reported that 64% of them would increase
          their social media budgets within the next year.”

        • In 2009, 89% of CMOs tracked social media's impact
          by using standard metrics such as site traffic,
          pageviews, and number of fans.
                               Source: BazaarVoice “CMOs Plan for Higher Social Media Measurability in 2010” 
                                                                                         December 8, 2009

                                                                                                           9

Thursday, June 10, 2010
...STILL MARKETERS ARE PERPLEXED

        • Social media vendors and platforms are
          proliferating at an astounding rate


        • Solutions exist for every channel


        • A multitude of choice creates confusion



                                                    10

Thursday, June 10, 2010
11

Thursday, June 10, 2010
Thursday, June 10, 2010
THE BIG PAYOFF IS ELUSIVE




                                    13

Thursday, June 10, 2010
THE MARKETING FUNNEL
             SOCIAL
            NETWORKS


                                      Prospects interact in
                                      social networks

                                  Customers interact
                                  on company sites

                               Advocates may have a
                               dedicated community




             COMPANY
               SITE


                                                              14

Thursday, June 10, 2010
The vast majority of businesses tracking
                   social media today are using the wrong
                                  metrics!

          It’s time for a new Social Media Measurement
                             standard.



                                                             15

Thursday, June 10, 2010
INTRODUCING...


        Social Marketing Analytics is the discipline
          that helps companies measure, assess and
          explain the performance of social media
          initiatives in the context of specific
          business objectives.




                                                       16

Thursday, June 10, 2010
THE DISCIPLINE INCLUDES A
        FRAMEWORK

                                                    KPI!

                                      KPI!                        KPI!



                                                 Business
                             KPI!                                          KPI!
                                                 Objective!


                                                  Social !
                                    Business     Marketing!   Business
                          KPI!                                                KPI!
                                    Objective!    Goals!      Objective!




                            KPI!                 Business                  KPI!
                                                 Objective!



                                      KPI!                       KPI!
                                                    KPI!




                                                                                     17

Thursday, June 10, 2010
BEGIN WITH AN INSIDE-OUT STRATEGY




                                            18

Thursday, June 10, 2010
THE SMA STRATEGY IN PRACTICE




                           Corporate Goals
                           Business Objectives
                           Measures of Success
                            Operational Tactics
                                             19

Thursday, June 10, 2010
THE SMA STRATEGY: GOALS

        • Corporate Goals = Vision

                    • Understand, embrace & support
                    • Socialize goals widely
                    • Leverage motivating factors




                                                      20

Thursday, June 10, 2010
THE SMA STRATEGY: OBJECTIVES

        • Business Objectives = Strategy

                    • Foster Dialog
                    • Promote Advocacy
                    • Facilitate Support
                    • Spur Innovation



                                           21

Thursday, June 10, 2010
THE SMA STRATEGY: MEASURES

        •Measures of Success = Management

                    • Key Performance Indicators…
                      • Provide context
                      • Set expectations
                      • Mandate actions



                                                    22

Thursday, June 10, 2010
THE SMA STRATEGY: TACTICS

        •Operational Tactics = Execution

                    • Specific campaigns
                    • Channel preferences
                    • Closed loop feedback




                                             23

Thursday, June 10, 2010
USE A MEASUREMENT FRAMEWORK




                                      24

Thursday, June 10, 2010
MARKETERS NEED A FRAMEWORK

        • A pragmatic approach using metrics derived
          from sound business objectives


        • Minimizes confusion about the value of
          social marketing efforts


        • And delivers tangible results


                                                   25

Thursday, June 10, 2010
THE FRAMEWORK BEGINS WITH GOALS




                           Social !
                          Marketing!
                           Goals!




                                          26

Thursday, June 10, 2010
...FROM GOALS STEM OBJECTIVES



                                       Business
                                       Objective!


                                        Social !
                          Business     Marketing!   Business
                          Objective!    Goals!      Objective!



                                       Business
                                       Objective!




                                                                 27

Thursday, June 10, 2010
...THEN MEASURES OF SUCCESS

                                                    KPI!

                                      KPI!                        KPI!



                                                 Business
                             KPI!                                          KPI!
                                                 Objective!


                                                  Social !
                                    Business     Marketing!   Business
                          KPI!                                                KPI!
                                    Objective!    Goals!      Objective!




                            KPI!                 Business                  KPI!
                                                 Objective!



                                      KPI!                       KPI!
                                                    KPI!




                                                                                     28

Thursday, June 10, 2010
AND FINALLY EXECUTION

                                                    KPI!

                                      KPI!                        KPI!



                                                 Business
                             KPI!                                          KPI!
                                                 Objective!


                                                  Social !
                                    Business     Marketing!   Business
                          KPI!                                                KPI!
                                    Objective!    Goals!      Objective!




                            KPI!                 Business                  KPI!
                                                 Objective!



                                      KPI!                       KPI!
                                                    KPI!




                                                                                     29

Thursday, June 10, 2010
A SOCIAL MARKETING EXAMPLE...

        • Goal                Driving Consideration




        • Objective                    Foster
                                       Dialog!




        • Measures         Share
                          of Voice!   Audience
                                      Engage-
                                        ment!
                                                 Conversa-
                                                 tion Reach!




        • Tactics
                                                               30

Thursday, June 10, 2010
DIALOG TRUMPS SPONSORSHIP




                                    31

Thursday, June 10, 2010
DIALOG REQUIRES…

        • Building awareness by initiating the conversation

        • Engaging with individuals to determine their
          response to ideas, thoughts, products and
          activities generated by the organization

        • Responding to individuals on behalf of the brand
          through genuine interactions



                                                              32

Thursday, June 10, 2010
Granular Metrics


                                     Audience
                                     Engage-
                                       ment




                                                                        Ex
                          Share of                Conversa-




                                                                        ec
                           Voice                  tion Reach




                                                                           u tio
                                                                              n
                                                           M
                                                           an
                                     Foster




                                                              ag
                                                                 em
                                     Dialog




                                                                 en
                                                                    t
                                                St
                                                   r
                                                  at
                                                   eg
                                                       y




Thursday, June 10, 2010
DIALOG KPIS IN ACTION
        • Share of Voice:
                          !"#$%&'(&                   "#$%&!'(%)*+%,                     ! 8 !9:$#(!+;!<+*=(
                           )'*+%&      -+)$.!'(%)*+%,!/"#$%&! 0 !1+23()*)+#!45!"5!1666%7
                                      !!




        • Audience Engagement:   !




                      !"#$%&'%(        "#$$%&'(! ) !*+,-%(! ) !.-,/01,/0( = !6784%&/%!9&:,:%$%&'
                     )&*+*%,%&-(      !!        .#',2!34%5(


        • Conversation Reach:
                                 !



              –                        !"#$%&!'(#)&(!'%*$+,+)%$+-.! = !5#-6(*4%$+#-!7(%,8
                    !"#$%&'()"#*
                       +%(,-*         !! "#$%&!/01+(-,(!23)#40*(



                                 !
                                                                                                               34

Thursday, June 10, 2010
IF I WERE AT NIKE...

                  Share of    Audience    Conversation
                   Voice     Engagement      Reach




                                                         35

Thursday, June 10, 2010
ADVOCACY IN A SOCIAL WORLD




                                     36

Thursday, June 10, 2010
ADVOCACY REQUIRES…

        • Encouraging word of mouth activity by
          promoting and endorsing conversations
          shared by individuals

        • Developing relationships with individuals
          who have an affinity towards the brand

        • Nurturing existing relationships with
          customers as a proven method of
          building advocacy within an
          easily identified segment
                                                      37

Thursday, June 10, 2010
Active




                                                                             Granular Metrics
                                                            Advocates



                                            Promote               Advocate
                                            Advocacy              Influence



                                 e gy
                              t                              Advocacy
                          Stra                                Impact



                                                  e nt
                                                em
                                              ag
                                         an
                                        M
                                                                  n
                                                               tio
                                                           e cu
                                                         Ex




Thursday, June 10, 2010
ADVOCACY KPIS IN ACTION
        • Active Advocates:
                       !"#$%&     !"!#$!%&'()*!%+)#&,'*-!./0(1!2,-'!34!+,5-6! = !%&'()*!%+)#&,'*-
                      !'$(")*%+& !!             7#',8!%+)#&,'*-


        • Advocate Influence:
                                !




                          !"#$%&'()      !"#$%&'!()*+,-.'/0!1#23&'#,'!! = !()*+,-.'!1#23&'#,'
                          *+,-(+%()     !! 4+.-3!()*+,-.'!1#23&'#,'



        • Advocacy Impact:          !



              –
                          !"#$%&%'( !"#$%&'!()!*+,(-.-/!0'1,&2!3(2,&'41(24!! = !*+,(-.-/!9$:.-6
                           )*+&%,( !!   5(6.7!8(7#$&!()!*+,(-.-/!5'.))1-

                                !                                                                   39

Thursday, June 10, 2010
IF I WERE AT THE NATIONAL BREAST
        CANCER AWARENESS FOUNDATION...

                Active    Advocate    Advocacy
              Advocates   Influence    Impact




                                                 40

Thursday, June 10, 2010
SUPPORT GOES SOCIAL




Thursday, June 10, 2010
SUPPORT REQUIRES…

        • Resolving service issues through social
          media channels via direct company response
          and crowd-sourcing alternatives

        • Expediting issue resolution with quality and
          integrity

        • Elevate satisfaction through flexible support
          options
                                                         42

Thursday, June 10, 2010
St
                                                   ra
                                                     te
                                                        g
                                                        y
                                    M
                                    an
                                      ag




                                                            Facilitate
                                        em
                                        en




                                                            Support
                                           t
                          Ex
                           ec
                            ut




                                               Resolution                Satisfaction
                               io
                                n




                                                 Rate                       Score
                                                            Resolution
                                                              Time



                                                       Granular Metrics



Thursday, June 10, 2010
SUPPORT KPIS IN ACTION
        • Social Media Issue Resolution Rate:
                            !""#$%
                                      !"#$%&!'!())*+)!,+)#&-+.!/%$0)1%2$#30&4! = !())*+!,+)#&*$0#5!,%$+
                          &$"'(#)'*%           "#$%&!'!/+3-02+!())*+)!
                                     !!
                             &+,$%

        • Resolution Time:
                 !




                          !"#$%&'$()       !"#$%&!'()*+,-!./01#(0/!"+2/! = !./0#&*$+#(!"+2/
                            *+,")         !! "#$%&!3!4/,5+6/!'()*+,+/0!



        • Customer Satisfaction Score:
                 !


              –
                      !"#$%"&#'() !"#$%&'()!*((+,-./!0123#%!45!65!"77728! = !:-%1$;-.%1&2!:.&)(
                         !&'*+)   !!     499!"#$%&'()!*((+,-./!

                                 !
                                                                                                          44

Thursday, June 10, 2010
IF I WERE AT BEST BUY...

                Issue
                           Resolution   Satisfaction
              Resolution
                             Time          Score
                 Rate




                                                       45

Thursday, June 10, 2010
CROWDSOURCING INNOVATION




                                   46

Thursday, June 10, 2010
INNOVATION REQUIRES…

        • Gathering customer insights via social media
          channels with a clear mission of identifying
          market needs and service opportunities

        • Processing ideas and community feedback as a
          means to drive products and services requires
          receptive product managers

        • Delivering new products and services to the
          market with credit and acknowledgement to
          customers

                                                         47

Thursday, June 10, 2010
Topic
                                                 Trends
                          Granular Metrics




                                             Sentiment               Spur
                                               Ratio              Innovation




                                                                                 St
                                                                                 ra
                                                                                   te
                                                                                     gy
                                               Idea Impact

                                                                  M
                                                                   an
                                                                      ag
                                                                        em
                                                                           en
                                                                             t
                                                 Ex
                                                   ec
                                                      ut
                                                         io
                                                              n




Thursday, June 10, 2010
INNOVATION KPIS IN ACTION
        • Topic Trends:
                           !"#$%&       !"!#$!%&'()$)(!*#&)(!+',-)#,.! = !*#&)(!*1',2.
                          !'()*+&      !!     /00!*#&)(!+',-)#,.!


        • Sentiment Ratio:        !




                      !"#$%"#&'         !"#$%&%'(! ) !*(+&,-.! ) !*(/-&%'(!0,-12!3(1&%#1$!
                                                                                           = !5(1&%6(1&!7-&%#
                        ()$*'          !!               4..!0,-12!3(1&%#1$!


        • Idea Impact:            !



              –
                           !"#$%%      !"!#$!%#&'(')*!+#,)*-&.('#,&/!01.-*&/!2*,('#,&! = !56*.!578.9(
                          !&'$()%     !! 3#(.4!56*.!+#,)*-&.('#,&/!01.-*&/!2*,('#,&!


                              !
                                                                                                                49

Thursday, June 10, 2010
IF I WERE AT DELL...

                     Topic   Sentiment    Idea
                    Trends     Rate      Impact




                                                  50

Thursday, June 10, 2010
THE FRAMEWORK IS A PROCESS

                                                    KPI!

                                      KPI!                        KPI!



                                                 Business
                             KPI!                                          KPI!
                                                 Objective!


                                                  Social !
                                    Business     Marketing!   Business
                          KPI!                                                KPI!
                                    Objective!    Goals!      Objective!




                            KPI!                 Business                  KPI!
                                                 Objective!



                                      KPI!                       KPI!
                                                    KPI!




                                                                                     51

Thursday, June 10, 2010
WHAT ABOUT THE VENDORS???




                                    52

Thursday, June 10, 2010
Business Objective Key Performance Indicator                 Vendors to Watch
                                                       Alterian SM2, Radian6, Scout Labs, Statsit, Trendrr,
                              Share of Voice           Visible Technologies
                                                       Coremetrics, Webtrends, Radian6, Scout Labs,

              Foster Dialog   Audience Engagement      Converseon, Filtrbox (Jive), Visible Technologies


                                                       Alterian SM2, Radian6, Scout Labs, Social Radar,
                              Conversation Reach       Statsit, SWIX, Trendrr, Visible Technologies


                                                       Biz360, Filtrbox (Jive), Radian6
                              Active Advocates
                                                       Cymfony, Filtrbox (Jive), Radian6, Razorfish (SIM
        Promote Advocacy Advocate Influence             Score), Telligent, Twitalyzer, Visible Technologies


                                                       Coremetrics, Omniture, Webtrends, SWIX, Telligent
                              Advocacy Impact
                                                       Filtrbox (Jive), RightNow Technologies,
                              Resolution Rate          Salesforce.com, Telligent
                                                       Filtrbox (Jive), RightNow Technologies,
          Facilitate Support Resolution Time           Salesforce.com, Telligent
                                                       ForeSee Results, iPerceptions, Kampyle, OpinionLab
                              Satisfaction Score
                                                       Alterian SM2, Cymfony, Filtrbox (Jive), Radian6, Scout
                              Topic Trends             Labs, Social Mention, Social Radar, Trendrr, Visible
                                                       Technologies
                                                       Alterian SM2, Converseon, Cymfony, Filtrbox (Jive),
           Spur Innovation    Sentiment Ratio          Radian6, Scout Labs, Social Radar, Trendrr, Visible
                                                       Technologies
                                                       Biz360, Cymfony, Filtrbox (Jive), LugIron, Radian6,
                              Idea Impact              Scout Labs, Visible Technologies

Thursday, June 10, 2010
VENDORS ARE A MANDATORY
        COMPONENT
        • The perfect social media measurement vendor
          does not exist

        • Existing vendors shine at listening, sentiment and
          trending conversations

        • Technologies can facilitate data
          collection in diverse social media,
          but there are no silver bullets


                                                               54

Thursday, June 10, 2010
WHAT ABOUT THE CHANNELS???




                                     55

Thursday, June 10, 2010
SPECIFIC CHANNELS ARE SECONDARY
        TO STRATEGY
        • Find your audience, wherever they may be

        • Recognize influence above the noise

        • Promote advocacy and leverage your people




                                                      56

Thursday, June 10, 2010
A NEW SOCIAL MEDIA MEASUREMENT
        PLAYBOOK IS MANDATORY
        • Measure based on specific business objectives

        • Use Key Performance Indicators to Become a
          Measurement Hero

        • Adopt the Social
          Marketing Analytics
          Framework and
          make it your own


                                                          57

Thursday, June 10, 2010
YOUR PRESCRIPTION FOR MEASUREMENT

        1. Follow the process:
           Vision>Objectives>Measurement>Tactics
        2. Know that not all channels are equal
        3. Define requirements first; then select vendors
        4. Develop your social media measurement
           playbook
        5. Make our measurement framework your own



                                                            58

Thursday, June 10, 2010
DON’T BE THIS
     GUY, OKAY?



Thursday, June 10, 2010
Thursday, June 10, 2010
WANT TO LEARN MORE?




                              61

Thursday, June 10, 2010
QUESTIONS?



          John Lovett, CWA                            Jeremiah Owyang
          Senior Partner, Web Analytics Demystified   Partner, Altimeter Group
          john.lovett@webanalyticsdemystified.com     jeremiah@altimetergroup.com
          http://john.webanalyticsdemystified.com     web-strategist.com/blog
          @johnlovett                                 @jowyang




Thursday, June 10, 2010

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Social marketing analytics

  • 1. SOCIAL MARKETING ANALYTICS: A New Framework for Measuring Results in Social Media #SocialAnalytics @johnlovett @jowyang Thursday, June 10, 2010
  • 2. ABOUT THIS RESEARCH • A Collaborative Effort • Our Methodology • A Nod To Open Research 2 Thursday, June 10, 2010
  • 3. SPECIAL THANKS TO... • Our co-authors – Charlene Li, Eric T. Peterson, Christine Tran • Our Ecosystem Contributors – Lisa Barone, Connie Benson, David Berkowitz, Blake Cahill, Adam Coomes, Monica Cordina, Bill Gassman, Jascha Kaykas-Wolff, Rob Key, Justin Kistner, Scott Lake, Matt Langie, Alex Mann, Louis Marascio, John McCory, Aaron Neumann, Katie Delahaye Paine, Sean Power, Chris Ramsey, Boaz Ronkin, Shiv Singh, R “Ray” Wang, Alan Webber, Jennifer Zeszut – Alterian SM2, Biz360, Cymfony, Lithium, Omniture, Radian6, Scout Labs, Social Radar StatsIT, SWIX, Trackur, Trendrr, LugIron, Visible Technologies, Webtrends 3 Thursday, June 10, 2010
  • 4. THE CONVERSATION HAS SHIFTED OFF DOMAIN Source: Pew Resource Center’s Internet and American Life Project , October 8, 2009 4 Thursday, June 10, 2010
  • 5. FACEBOOK IS THE SECOND BIGGEST SITE IN US Source: : Compete.com , January 2010 5 Thursday, June 10, 2010
  • 6. 50 MILLION TWEETS A DAY ON TWITTER Source: TwiGer, February 22, 2010 6 Thursday, June 10, 2010
  • 7. COMPANIES ARE CONFUSED Source: hGp://www.engagementdb.com 7 Thursday, June 10, 2010
  • 8. THE BIG SOCIAL EXPERIMENT • Many companies are stumbling blindly into social media marketing without a measurement strategy in place 8 Thursday, June 10, 2010
  • 9. THE NUMBERS ARE TELLING... • “While 2009 may have been a “trial” run for many brands and social media, in 2010, CMOs expect social initiatives to directly impact their bottom lines, without exception.” • “CMOs reported that 64% of them would increase their social media budgets within the next year.” • In 2009, 89% of CMOs tracked social media's impact by using standard metrics such as site traffic, pageviews, and number of fans. Source: BazaarVoice “CMOs Plan for Higher Social Media Measurability in 2010”  December 8, 2009 9 Thursday, June 10, 2010
  • 10. ...STILL MARKETERS ARE PERPLEXED • Social media vendors and platforms are proliferating at an astounding rate • Solutions exist for every channel • A multitude of choice creates confusion 10 Thursday, June 10, 2010
  • 13. THE BIG PAYOFF IS ELUSIVE 13 Thursday, June 10, 2010
  • 14. THE MARKETING FUNNEL SOCIAL NETWORKS Prospects interact in social networks Customers interact on company sites Advocates may have a dedicated community COMPANY SITE 14 Thursday, June 10, 2010
  • 15. The vast majority of businesses tracking social media today are using the wrong metrics! It’s time for a new Social Media Measurement standard. 15 Thursday, June 10, 2010
  • 16. INTRODUCING... Social Marketing Analytics is the discipline that helps companies measure, assess and explain the performance of social media initiatives in the context of specific business objectives. 16 Thursday, June 10, 2010
  • 17. THE DISCIPLINE INCLUDES A FRAMEWORK KPI! KPI! KPI! Business KPI! KPI! Objective! Social ! Business Marketing! Business KPI! KPI! Objective! Goals! Objective! KPI! Business KPI! Objective! KPI! KPI! KPI! 17 Thursday, June 10, 2010
  • 18. BEGIN WITH AN INSIDE-OUT STRATEGY 18 Thursday, June 10, 2010
  • 19. THE SMA STRATEGY IN PRACTICE Corporate Goals Business Objectives Measures of Success Operational Tactics 19 Thursday, June 10, 2010
  • 20. THE SMA STRATEGY: GOALS • Corporate Goals = Vision • Understand, embrace & support • Socialize goals widely • Leverage motivating factors 20 Thursday, June 10, 2010
  • 21. THE SMA STRATEGY: OBJECTIVES • Business Objectives = Strategy • Foster Dialog • Promote Advocacy • Facilitate Support • Spur Innovation 21 Thursday, June 10, 2010
  • 22. THE SMA STRATEGY: MEASURES •Measures of Success = Management • Key Performance Indicators… • Provide context • Set expectations • Mandate actions 22 Thursday, June 10, 2010
  • 23. THE SMA STRATEGY: TACTICS •Operational Tactics = Execution • Specific campaigns • Channel preferences • Closed loop feedback 23 Thursday, June 10, 2010
  • 24. USE A MEASUREMENT FRAMEWORK 24 Thursday, June 10, 2010
  • 25. MARKETERS NEED A FRAMEWORK • A pragmatic approach using metrics derived from sound business objectives • Minimizes confusion about the value of social marketing efforts • And delivers tangible results 25 Thursday, June 10, 2010
  • 26. THE FRAMEWORK BEGINS WITH GOALS Social ! Marketing! Goals! 26 Thursday, June 10, 2010
  • 27. ...FROM GOALS STEM OBJECTIVES Business Objective! Social ! Business Marketing! Business Objective! Goals! Objective! Business Objective! 27 Thursday, June 10, 2010
  • 28. ...THEN MEASURES OF SUCCESS KPI! KPI! KPI! Business KPI! KPI! Objective! Social ! Business Marketing! Business KPI! KPI! Objective! Goals! Objective! KPI! Business KPI! Objective! KPI! KPI! KPI! 28 Thursday, June 10, 2010
  • 29. AND FINALLY EXECUTION KPI! KPI! KPI! Business KPI! KPI! Objective! Social ! Business Marketing! Business KPI! KPI! Objective! Goals! Objective! KPI! Business KPI! Objective! KPI! KPI! KPI! 29 Thursday, June 10, 2010
  • 30. A SOCIAL MARKETING EXAMPLE... • Goal Driving Consideration • Objective Foster Dialog! • Measures Share of Voice! Audience Engage- ment! Conversa- tion Reach! • Tactics 30 Thursday, June 10, 2010
  • 31. DIALOG TRUMPS SPONSORSHIP 31 Thursday, June 10, 2010
  • 32. DIALOG REQUIRES… • Building awareness by initiating the conversation • Engaging with individuals to determine their response to ideas, thoughts, products and activities generated by the organization • Responding to individuals on behalf of the brand through genuine interactions 32 Thursday, June 10, 2010
  • 33. Granular Metrics Audience Engage- ment Ex Share of Conversa- ec Voice tion Reach u tio n M an Foster ag em Dialog en t St r at eg y Thursday, June 10, 2010
  • 34. DIALOG KPIS IN ACTION • Share of Voice: !"#$%&'(& "#$%&!'(%)*+%, ! 8 !9:$#(!+;!<+*=( )'*+%& -+)$.!'(%)*+%,!/"#$%&! 0 !1+23()*)+#!45!"5!1666%7 !! • Audience Engagement: ! !"#$%&'%( "#$$%&'(! ) !*+,-%(! ) !.-,/01,/0( = !6784%&/%!9&:,:%$%&' )&*+*%,%&-( !! .#',2!34%5( • Conversation Reach: ! – !"#$%&!'(#)&(!'%*$+,+)%$+-.! = !5#-6(*4%$+#-!7(%,8 !"#$%&'()"#* +%(,-* !! "#$%&!/01+(-,(!23)#40*( ! 34 Thursday, June 10, 2010
  • 35. IF I WERE AT NIKE... Share of Audience Conversation Voice Engagement Reach 35 Thursday, June 10, 2010
  • 36. ADVOCACY IN A SOCIAL WORLD 36 Thursday, June 10, 2010
  • 37. ADVOCACY REQUIRES… • Encouraging word of mouth activity by promoting and endorsing conversations shared by individuals • Developing relationships with individuals who have an affinity towards the brand • Nurturing existing relationships with customers as a proven method of building advocacy within an easily identified segment 37 Thursday, June 10, 2010
  • 38. Active Granular Metrics Advocates Promote Advocate Advocacy Influence e gy t Advocacy Stra Impact e nt em ag an M n tio e cu Ex Thursday, June 10, 2010
  • 39. ADVOCACY KPIS IN ACTION • Active Advocates: !"#$%& !"!#$!%&'()*!%+)#&,'*-!./0(1!2,-'!34!+,5-6! = !%&'()*!%+)#&,'*- !'$(")*%+& !! 7#',8!%+)#&,'*- • Advocate Influence: ! !"#$%&'() !"#$%&'!()*+,-.'/0!1#23&'#,'!! = !()*+,-.'!1#23&'#,' *+,-(+%() !! 4+.-3!()*+,-.'!1#23&'#,' • Advocacy Impact: ! – !"#$%&%'( !"#$%&'!()!*+,(-.-/!0'1,&2!3(2,&'41(24!! = !*+,(-.-/!9$:.-6 )*+&%,( !! 5(6.7!8(7#$&!()!*+,(-.-/!5'.))1- ! 39 Thursday, June 10, 2010
  • 40. IF I WERE AT THE NATIONAL BREAST CANCER AWARENESS FOUNDATION... Active Advocate Advocacy Advocates Influence Impact 40 Thursday, June 10, 2010
  • 42. SUPPORT REQUIRES… • Resolving service issues through social media channels via direct company response and crowd-sourcing alternatives • Expediting issue resolution with quality and integrity • Elevate satisfaction through flexible support options 42 Thursday, June 10, 2010
  • 43. St ra te g y M an ag Facilitate em en Support t Ex ec ut Resolution Satisfaction io n Rate Score Resolution Time Granular Metrics Thursday, June 10, 2010
  • 44. SUPPORT KPIS IN ACTION • Social Media Issue Resolution Rate: !""#$% !"#$%&!'!())*+)!,+)#&-+.!/%$0)1%2$#30&4! = !())*+!,+)#&*$0#5!,%$+ &$"'(#)'*% "#$%&!'!/+3-02+!())*+)! !! &+,$% • Resolution Time: ! !"#$%&'$() !"#$%&!'()*+,-!./01#(0/!"+2/! = !./0#&*$+#(!"+2/ *+,") !! "#$%&!3!4/,5+6/!'()*+,+/0! • Customer Satisfaction Score: ! – !"#$%"&#'() !"#$%&'()!*((+,-./!0123#%!45!65!"77728! = !:-%1$;-.%1&2!:.&)( !&'*+) !! 499!"#$%&'()!*((+,-./! ! 44 Thursday, June 10, 2010
  • 45. IF I WERE AT BEST BUY... Issue Resolution Satisfaction Resolution Time Score Rate 45 Thursday, June 10, 2010
  • 46. CROWDSOURCING INNOVATION 46 Thursday, June 10, 2010
  • 47. INNOVATION REQUIRES… • Gathering customer insights via social media channels with a clear mission of identifying market needs and service opportunities • Processing ideas and community feedback as a means to drive products and services requires receptive product managers • Delivering new products and services to the market with credit and acknowledgement to customers 47 Thursday, June 10, 2010
  • 48. Topic Trends Granular Metrics Sentiment Spur Ratio Innovation St ra te gy Idea Impact M an ag em en t Ex ec ut io n Thursday, June 10, 2010
  • 49. INNOVATION KPIS IN ACTION • Topic Trends: !"#$%& !"!#$!%&'()$)(!*#&)(!+',-)#,.! = !*#&)(!*1',2. !'()*+& !! /00!*#&)(!+',-)#,.! • Sentiment Ratio: ! !"#$%"#&' !"#$%&%'(! ) !*(+&,-.! ) !*(/-&%'(!0,-12!3(1&%#1$! = !5(1&%6(1&!7-&%# ()$*' !! 4..!0,-12!3(1&%#1$! • Idea Impact: ! – !"#$%% !"!#$!%#&'(')*!+#,)*-&.('#,&/!01.-*&/!2*,('#,&! = !56*.!578.9( !&'$()% !! 3#(.4!56*.!+#,)*-&.('#,&/!01.-*&/!2*,('#,&! ! 49 Thursday, June 10, 2010
  • 50. IF I WERE AT DELL... Topic Sentiment Idea Trends Rate Impact 50 Thursday, June 10, 2010
  • 51. THE FRAMEWORK IS A PROCESS KPI! KPI! KPI! Business KPI! KPI! Objective! Social ! Business Marketing! Business KPI! KPI! Objective! Goals! Objective! KPI! Business KPI! Objective! KPI! KPI! KPI! 51 Thursday, June 10, 2010
  • 52. WHAT ABOUT THE VENDORS??? 52 Thursday, June 10, 2010
  • 53. Business Objective Key Performance Indicator Vendors to Watch Alterian SM2, Radian6, Scout Labs, Statsit, Trendrr, Share of Voice Visible Technologies Coremetrics, Webtrends, Radian6, Scout Labs, Foster Dialog Audience Engagement Converseon, Filtrbox (Jive), Visible Technologies Alterian SM2, Radian6, Scout Labs, Social Radar, Conversation Reach Statsit, SWIX, Trendrr, Visible Technologies Biz360, Filtrbox (Jive), Radian6 Active Advocates Cymfony, Filtrbox (Jive), Radian6, Razorfish (SIM Promote Advocacy Advocate Influence Score), Telligent, Twitalyzer, Visible Technologies Coremetrics, Omniture, Webtrends, SWIX, Telligent Advocacy Impact Filtrbox (Jive), RightNow Technologies, Resolution Rate Salesforce.com, Telligent Filtrbox (Jive), RightNow Technologies, Facilitate Support Resolution Time Salesforce.com, Telligent ForeSee Results, iPerceptions, Kampyle, OpinionLab Satisfaction Score Alterian SM2, Cymfony, Filtrbox (Jive), Radian6, Scout Topic Trends Labs, Social Mention, Social Radar, Trendrr, Visible Technologies Alterian SM2, Converseon, Cymfony, Filtrbox (Jive), Spur Innovation Sentiment Ratio Radian6, Scout Labs, Social Radar, Trendrr, Visible Technologies Biz360, Cymfony, Filtrbox (Jive), LugIron, Radian6, Idea Impact Scout Labs, Visible Technologies Thursday, June 10, 2010
  • 54. VENDORS ARE A MANDATORY COMPONENT • The perfect social media measurement vendor does not exist • Existing vendors shine at listening, sentiment and trending conversations • Technologies can facilitate data collection in diverse social media, but there are no silver bullets 54 Thursday, June 10, 2010
  • 55. WHAT ABOUT THE CHANNELS??? 55 Thursday, June 10, 2010
  • 56. SPECIFIC CHANNELS ARE SECONDARY TO STRATEGY • Find your audience, wherever they may be • Recognize influence above the noise • Promote advocacy and leverage your people 56 Thursday, June 10, 2010
  • 57. A NEW SOCIAL MEDIA MEASUREMENT PLAYBOOK IS MANDATORY • Measure based on specific business objectives • Use Key Performance Indicators to Become a Measurement Hero • Adopt the Social Marketing Analytics Framework and make it your own 57 Thursday, June 10, 2010
  • 58. YOUR PRESCRIPTION FOR MEASUREMENT 1. Follow the process: Vision>Objectives>Measurement>Tactics 2. Know that not all channels are equal 3. Define requirements first; then select vendors 4. Develop your social media measurement playbook 5. Make our measurement framework your own 58 Thursday, June 10, 2010
  • 59. DON’T BE THIS GUY, OKAY? Thursday, June 10, 2010
  • 61. WANT TO LEARN MORE? 61 Thursday, June 10, 2010
  • 62. QUESTIONS? John Lovett, CWA Jeremiah Owyang Senior Partner, Web Analytics Demystified Partner, Altimeter Group john.lovett@webanalyticsdemystified.com jeremiah@altimetergroup.com http://john.webanalyticsdemystified.com web-strategist.com/blog @johnlovett @jowyang Thursday, June 10, 2010