The document summarizes Richard Binhammer's presentation at the Canadian Institute's 4th Annual Conference on Social Media, Metrics and Measurement. The presentation discussed selecting appropriate metrics for social media tools based on business goals, examining the benefits and challenges of measuring social media internally versus outsourcing, and the human resources required for robust social media measurement practices. It also provided examples of Dell's social media efforts and metrics around customer support, community size, revenue, and other key performance indicators.

1. The Canadian Institute 4th Annual Conference on Social Media, Metrics and MeasurementRichard Binhammer, Social Media and CommunitiesNovember 2010

2. 210:15 Case Study: Implementing Metrics to Measure ROI on Your Social Media ToolsQ: Aligning your measurement strategy with your social media goalsA: depending on your goals then different things to measure. We will take a look at some of that but go a step further and talk about business goalsQ: Selecting the metrics appropriate for each social media tool (Tweetdeck, Google Analytics, etc.) A:actually we look more at metrics in relation to what you are trying to achieve versus social media toolsQ: Examining the benefits and pitfalls of measuring social media in-house versus outsourcing to an agency A: I suppose it really depends and is likely going to involve a combination of efforts and data collection/analysisQ: What are the human resources required to have a robust measurement practice? A: All depends, size of business, size of social program, where you going. Measurement is part of practically everything at Dell and baked into everythingQ: How to pick your social media partner/consultantA: I think that depends on an individual businesses needs

3. Investigation“Just the facts, ma’am”3

4. Where is the ROI of Social Media4

5. Did we have immediate ROI on Model T Assembly?

6. Metrics & Measurementis there influence in this purchase or simply a sale 6

7. Metrics & Measurementhow was that decision really influenced and made?7

8. Business grew and succeeded based on word of mouth… measurable?

9. Traditional Points of MeasurementAwarenessConsiderationConversionnon linear, various localesunique tools at different points of needNo single valid, consistent measurement

10. The Social Web: More DataMore Available Across Every Aspect of Customer Experience 2

11. A lot of it: 60 Seconds OnlineMore than 200 new accounts62,000 tweets1160 new members

12. 21 hours video uploaded

13. Over 680,000 videos watched

14. 6,500 apps downloaded

15. Nearly 600 new members

16. 60 million photos viewedData from the Social Web is Not Fully Applied…Statistically significant, Huge Global Sample Size, Unaided, RobustCanada’s Internet population is growing - by 2013, it will hit 25.9 million, or nearly 75% of the entire nation.Many of these people are among the world’s most committed Internet users, spending 45 hours or more online each monthButNot making use of it…Large use of social Web for simple visibility, awareness. Measurement often relies on traffic counts, and neglect analyzing the messages being communicated. 75 % of companies surveyed didn’t know where their most valuable customers were talking about themSource: CNW Leger Study in Canada12

17. McKinsey Research:The promise of the social media is being deliveredIncidental valuePromise + Metrics + Results ≠ ROI13Of those surveyed, 69 percent of respondents report their companies have gained measurable business benefitsBenefits include: innovative products and services, more effective marketing, better access to knowledge, lower cost of doing business, and higher revenues. Companies making greatest use of the technologies report even greater benefits. Successful companies integrate Web 2.0 technologies with work flows to create a “networked company,” linking themselves with customers and suppliersWeb 2.0: McKinsey Global Survey Results, September 2009

18. 14Primary social media focus

19. Sentiment

20. Listen, learn and improve business

21. Your fans deserve appreciation

22. Advocates deserve attention too

23. Inform your products

24. Showing you care about customer

25. Purchase or deeper interest

26. Where customers are

27. Do they like/love you?

28. What are they saying

29. They recommend you

30. Share links with friends

31. Rating & Reviews

32. Publicly complaining

33. Going to your websiteIdentify your business objective Choose the metrics that help you measure & evolve

34. Are we making Progress?

35. 16ConfidentialFour Years of Experiments and ExperienceMay 2008Dell Outlet Achieves $0.5M in Sales via TwitterCommunity team active on TwitterSmall Business blog launchedOctober 2007Michael Dell quote in Business WeekJeff Jarvis story quote, “These conversations are going to occur whether you like it or not. Do you want to be part of that or not? My argument is you absolutely do. You can learn from them. You can improve your reaction time. And you can be a better company by listening and being involved in that conversation.” December 2006Ratings and Reviews on Dell.comFebruary 2006Michael Dell AsksWhy don’t we reach out and help bloggers with tech support issues?June 2009Global Twitter Revenues of $6.5 M Community across the social web =3.5 million direct customer connectionsAugust 2006Blog Outreach Expands Beyond Tech SupportEngagement with anyone who commented about the company. Business model and other issues considered.June 2009 $2M+ Sales via TwitterDell outlet on Twitter surpasses $2 million in sales with another $1 million dollars in sales at dell.com February 2007IdeaStorm LaunchedA voting based site allowing customers and others to submit ideas for Dell.March 2008Accepted Solutions launched on Community Dell France begins Online Community Outreach20062008March 2010China Micro-Blogging200920072009Dell TechCenterA Collaborative Community for Datacenter pros grows by 400%April 2008Inside IT LaunchedBlog focused on business customers, and Cloud Computing.June 2007Dell joins TwitterWhy don’t we reach out and help bloggers with tech support issues?Dell LaunchesEmployeeStormInternal Blogs Launched for Employees.July 2006Direct2Dell LaunchedToday Direct2Dell exists in English, Spanish, Norwegian, Japanese and Chinese. 2010January 2008Dell Aligns Organization for SuccessJanuary 2009Dell Organizes in to 4 customer focused business unitsJanuary 2007StudioDell LaunchedDell’s video and podcast site, with helpful tips and tricks. Eventually expanding this into the YouTube channel making sharing easier.December 2009Huffington Post BlogDell’s VP of Social Media and Community, Manish Mehta, begins blogging at Huffington PostJune 2008Channel Blog LaunchedMarch 2006Community Outreach Team FormedTeam begins by just listening and monitoring conversations to see what’s being said. The tech support experts are hand-selected for their tech problem-solving expertise and superior interpersonal skills. February 2008Twitter ExpandedStart experimenting with Twitter for business– another venue to help customers, but also thanking Dell customers. Outreach leads to some Twitters asking for help on purchases.Spring 2009Some Members of Community and Conversations deployed within each of the new Dell Business unitsNovember 2007DellShares LaunchedThe first investor relations blog by a public company.

36. Getting to Return on InvestmentSocial ROI is measurabledirect and indirectLike most innovations, Experiments leads to insights, Insights leave to “products” Products are deployed in real-world “applications” firststart with a point solution and then scale outScaling is a journeyexciting discoveries and pitfalls await17

37. 2 Million+Twitter Followers and Facebook ‘Likes’ in 4 MonthsConanOBrien and Michael Dell Exchange, Twitter reachMore than 30 millionReach,24x7 Interaction, Direct unfiltered access to People

38. Four Different Uses of Twitter = Different MetricsSellEngageInformSupport

39. 20Customer Support on Twitter & FacebookConfidential@DellCareslaunched on Twitter on 15 April, 2010. Dell Support on Facebook launched 11 April, 2010. Dedicated responders to engage/respond/resolve customer issues via social media. Global Expansion underway. Negative sentiment reductions noted.

40. Community size, ConnectionsMyriad of Metrics to ConsiderRevenueViews & clicks to dell.comLower cost, faster hiresIssue tracking, Sentiment, Share of voice

41. Fancy Reporting

42. Distillate

43. 24

44. The Journey of Social Business Metrics ExperimentProductApplicationBuild OutConnected and Scaling

45. 26Privacy:High risk potential.Businesses should be mindful, responsible and exercise leadershipCannot blindly promote social Web data exploitation at expense of furthering relationshipsGreat OpportunitiesGreat Responsibilities

46. Forging New Paths…Be ResponsibleAt the very beginning of exploration/journey through new territory: Limits between private and public data are unchartered territory, still being defined on a case-by-case basis. Businesses, customers, social networks, technology developers, parents, children – together will set precedents/define the future.Availability/Access to rich information/ data is premised on trust…use in unexpected ways risk losing that trustTechnical safeguards may be sound, but unintended “leaks” create a severe disruption of social expectations …27

47. The Opportunity of the Social Web: Putting All The Pieces Together Application, build-out, scalingUltimate challenge: value of relationships, networks and connections28

48. Taking Advantage of New OpportunitiesBecoming a Social Business

49. Not just campaigns but in harmony across the fabric of a companyProduct GroupQUALITYDEMANDMarketingServices SolutionsCREDIBILITYCONVERSIONOnlineSalesCYCLE TIMECustomerServiceRESOLUTIONCommsPR & HRREPUTATION

50. Embedding Use of Social Media Across the Fabric of CompanyProductsSupportMktgHRSalesmultiple points of engagementunique measures and metricsunique ROI

51. you gonna miss that old horse?

52. Thank You