Social Measurement Success Stories
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SocialTech12 Seattle Social Measurement Success Stories Geoff Livingston Maria Poveromo Michael Procopio
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Social Measurement Success Stories
- 1. Social Media Measurement Success Stories MODERATOR: Geoff Livingston, Author and Marketing Strategist PANELISTS: Maria Poveromo, Director, Social Media, Adobe Systems, Inc. Michael Procopio, Social Media Strategist, HP Enterprise Information Solutions This session will focus on real-life examples of how several marketers set specific business goals for their social media campaigns and measured against those goals in order to evaluate and improve their programs. We’ll talk about what’s important to measure, the difference between monitoring and measuring, free and paid tools for both, and, most importantly, how you can evaluate the success of any social media marketing campaign. 1
- 2. Measuring Social Media Campaigns Against Business Goals Presented by Geoff Livingston, author and vice president of strategic partnerships, Razoo – @geoffliving, geoff@razoo.com
- 3. Case Study: Give to the Max Day Social Media Based Fundraiser: Note that none of the key performance measurements are Twitter or Facebook based… 3
- 4. Critical B2N Activation Points • Razoo garnered 1200 nonprofit activations during Give to the Max Day • An estimated 75% participated in the giving day itself, each raising a mean average of $2000 • 350 nonprofits attended training on how to use the system • 58% have used the platform since November 4
- 5. Give to the Max: Social Media Measured • 24% of donors heard about Give to the Max Day via an email from a friend • 26% learned about the giving day from a Facebook update • 62% of donors shared information about their nonprofit(s) • This was produced by 8000 # tweets, 99% Facebook activation 5
- 6. Questions? Geoff Livingston Vice President, Strategic Partnerships Razoo geoff@razoo.com @geoffliving 6
- 7. Adobe Social Media Overview Maria Poveromo| Director, Adobe Systems
- 8. Adobe’s Approach: Measurement metrics tothe right Provide the right Framework audience. Reputation, Rev SOV, Reputation, Business Executives Executives enue, CSAT Revenue, CSAT Business Stakeholders, Social Media Sentiment, conversion, stakeholders Peers Analytics resolution rate, insights Growth of the Social Media Within Engagement Teams community, volume, audience practitioners Data engagement, resolution time 8
- 9. Map KPIs to Business ObjectivesMarketing Measurement Awareness •Dialog / Conversation •Testing impact of UGC •Advocacy •Search, media, email, •Sentiment adobe.com •Volume Public Relations and •Market Research Survey •Engagement Communications •Fans vs. followers tracking •Search optimization Social Innovation Product channels Measurement Marketing and and •Topic Trends and Process programs ecomm. •Sentiment Ratio Innovation Support Measurement Ecommerce/ •Resolution Rate Customer service Direct Revenue Tracking •Resolution Time and support •Direct attribution •CSAT score (adobe.com) •Site catalyst on facebook •Adobe social analytics tool
- 10. Standardize Reports Social Manager Report Stakeholder Report (BU) Executive Report 1 2 3 •Social ‘owned’ channels report •Sentiment, Conversation and revenue •Revenue – Conversion Funnel •Digital landscape (KPIs) •Community Growth and Performance •Customer satisfaction •Top topics, posts/tweets, themes •Product Conversion Funnel •Brand reputation •Top authors and influencers Daily Alerts Campaign Report •Key findings •Volume of conversation (keyword) 4 •Top topics of 5 •Sentiment, Conversations and discussion (volume Revenue and variance) •Influencers •Sentiment analysis •Key topics •Daily volume / •Conversion analysis sentiment 10
- 11. Measure Qualitative and Quantitative; Analytics 4,500,000 Community Growth Volume & Sentiment 4,000,000 300000 3,500,000 3,000,000 200000 2,500,000 100000 2,000,000 1,500,000 0 1,000,000 500,000 Negative Neutral Positive - Jan Feb Mar April May June July Aug Sep Oct Nov Dec Jan Feb Mar '10 '10 '10 '10 '10 '10 '10 '10 '10 '10 '10 '11 '11 '11 '11 Tracking Code
- 12. Social Analytics: Prove Business Value 12
- 14. Social Media Measurement Success Stories #mptech Michael Procopio Social Media Strategist HP Enterprise Information Services (formerly of HP Software) @MichaelProcopio Michael.Procopio@hp.com March 2012 ©2010 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice
- 15. Measure what you can act on Page views for total community Message posts on a single forum board per week 15 HP Confidential
- 16. Match your metrics to company goals User group meeting before/after SoC HP SW HP SW 16 HP Confidential
- 17. Baseline Blogger Day before / after SoC HP SWS HP SWS 17 HP Confidential
- 18. Show ROI where you can $2000 return on $75 investment = 2567% ROI 18 HP Confidential
Editor's Notes
- At Adobe we are approaching measurement as a framework that teams can adapt based on their business objectives. Our approach is based on Altimeter’s Pyramid and framework and here’s our tailored version. Develop KPI model that will:Tell a holistic story – representing the less intangible and more tangible metrics, all aspects of the businessBe a flexible framework that will evolve quickly with the changing landscapeServe as model to help sift through flood of information and to identify the right metrics to measure that map back to our objectiveshelp create structure, standards and baselines, for scalability for social media as a data-driven practice throughout the companyProvide report template that allow social practitioners to glean data, insights to inform social media strategy based on KPIsstakeholders to evaluate the impact of social media on their objectives (ie. support, innovation, learning resources, marketing)Executives a high-level view of the impact of social media on the organizationStandardize process and tools to:Ensure cost savingsmaximize resources
- The business impact of social programs varies based on where you sit in the organization. C-suite executives care about measures such as revenue, customer satisfaction, and brand reputation, while business managers and practioners and individual contributors focus on other, more granular metrics specific to their goals.
- We use various tools and platforms to measure impact including. We also look volume and sentiment of conversations. We take great pains to getting the right sentiment. We also track key topics to assess brand reputation but also to stay on top of emerging topics that could turn into crisis.We build in tracking codes into our messages to see what impact our activities are having