3. We are a new breed of digital
marketing & technology
agency
Hello, we are Valtech.!
4. We are global and always on.!
Sweden!
Denmark!
UK!
Germany!
USA! France!
Turkey! Korea!
Middle East!
India!
Asia Pac!
Brazil!
15 offices, 8 countries, 3 continents.
Listed on the Euronext Stock 100+ International Digital Projects.
Exchange. Delivered.
1600 people, One agile organization.
Turnover: USD 140 millions
http://www.valtech.com -- Follow @valtech_ !
5. What we can do for you.!
We are Valtech. We create value through technology. !
Enterprise Marketing Agile Customer
Technology! Technology! Transformation! Experience!
We enable the CMO We empower people We help marketers
We turn the CIO into
to develop ROI and organizations to develop customer-
a strategic business
driven digital be reactive to centric digital
leader.
marketing. change. strategies.
Ò IT Consulting Ò E-commerce Ò Application Ò Ideation & creative
Ò Enterprise 2.0 Ò Mobile & Tablets development services
Ò Agile Ò Rapid prototyping
Ò Cloud Ò CMS
transformation
Ò Architecture & Ò Analytics Ò Digital strategy
Ò Agile coaching
urbanization Ò E-reputation Ò Digital Branding
Ò Agile testing
Ò Software factory Ò Social media Ò Campaigns
Ò Java & .net Ò Websites Ò Business modeling
Ò Microsoft Ò UX services
Ò SAP
Ò IBM
Ò Global Sourcing
6. What we can do for you.!
We are Valtech. We create value through technology. !
Enterprise Marketing Agile Customer
Technology! Technology! Transformation! Experience!
We enable the CMO We empower people We help marketers
We turn the CIO into
to develop ROI and organizations to develop customer-
a strategic business
driven digital be reactive to centric digital
leader.
marketing. change. strategies.
Ò IT Consulting Ò E-commerce Ò Application Ò Ideation & creative
Ò Enterprise 2.0 Ò Mobile & Tablets development services
Ò Agile Ò Rapid prototyping
Ò Cloud Ò CMS
transformation
Ò Architecture & Ò Analytics Ò Digital strategy
Ò Agile coaching
urbanization Ò E-reputation Ò Digital Branding
Ò Agile testing
Ò Software factory Ò Social media Ò Campaigns
Ò Java & .net Ò Websites Ò Business modeling
Ò Microsoft Ò UX services
Ò SAP
Ò IBM
Ò Global Sourcing
11. “
Half the money I spend
on advertising is wasted ;
the trouble is I don't know
which half.
-- John Wanamaker
12. Social Analytics
Why measure?!
For internal use
For clients (if agency)
To Pilot and Optimize
13. Measure how?!
“
78% of European marketers
unhappy with social media
measurement
More
here:
http://econsultancy.com/uk/blog/8122-78-of-european-marketers-unhappy-
with-social-media-measurement
14. Measure what?!
“
Not everything that counts can
’’
be measured. Not everything
that can be measured counts.
-- Albert Einstein
15. The question of ROI
What we can hear about it…!
« The ROI is simple: « RONI:
you’re out of business in Return On Non Investment »
5 years if you don’t ! »
« COI:
Cost Of Inaction »
« It’s just not
« What is the
measurable
ROI of your
mother? » anyway »
Our opinion is that it can be tracked, but it’s not
always the most adapted metric to track
21. There is no magic list of metrics!
• Sorry to deceive you...
• You will have to define the metrics that make sense in
your context, on your market, and given the objectives
and your business goals that are yours
• Though, you’re not left alone: there are some good
documents, studies and frameworks out there for you to
start with. You can find more than a good inspiration in
these.
– Do not miss this document from IAB and TMW:
http://www.slideshare.net/Ifonlyblog/iab-measurement-
framework-for-social-media-final4-3
23. Social Analytics is
more than just ROI!
• If you’re into acquisition, the number of new
contacts and the cost of acquisition may be
good KPIs for you
• If you’re focusing on brand awareness, you’ll
probably want to track your brand’s Share of
Voice
• If you’re working on Customer Care, you may
want to measure the customer satisfaction, the
tickets resolution ratio and resolution speed
• And so on... But the ROI is not the end all be all
24. #3!
Activity ≠ Productivity
Your metrics must pass the « so what? » test
25. Activity ≠ Productivity!
• Altimer Group insists on:
«Give preference to result-oriented—rather than activity-oriented—metrics.
One of the biggest pitfalls of social media measurement is the tendency to report
activity-based metrics without demonstrating the corresponding result. This means
looking at an increase in fans, followers, or page views as an end in itself, rather
than as a step toward a specific goal.
Use The Social Media Measurement Compass to put activity-based metrics in
context: Did the additional followers also correlate with additional conversions? Did
you see a Y% increase in conversions for every X% increase in followers? »
(abstract)
• More here:
www.slideshare.net/setlinger/altimeter-social-
analytics081011final
27. You need a benchmark!
• South Korea
–
–
–
Total area:
Pop. density:
HDI:
100,210 km2
488 per km2
0.897
?!
?!
?!
?!
– GDP/capita: $31,753 ?! ?!
• You need a reference:
– Market studies and market data
– Time reference (YoY, years N-1, N-2, )
– Geographic, per countries
– From your competition
– A/B testing
– etc.
28. #5!
Tools aren’t « automatic »
You need to inject intelligence
29. Tools arenʼt automatic!
• You need to connect to your data sources
• You need to clean and normalize your data
• Know what you want to observe
• You need to inject intelligence into the tools
if you want to get intelligence from the tools
in return...
31. All languages are not supported
equally!
• Check that the tools you plan to use do support
the various languages present in your different
markets
– English is generally OK...
– What about Spanish?
– What about French?
– What about German?
– What about Italian?
– etc.
33. Context is key!
Depending on the context, the exact same
comment can have very different meanings
• On Amazon.com: « just read the book »
means that you should read this book.
== Positive advice
• On Netflix: « just read the book »
means that the film is bad and that you should rather
read the original book
== Negative advice
35. You need to have a holistic
approach!
By now you should now that there’s no such
thing as a « social media strategy »: there is a
marketing strategy, and it may contain some
layers of social media to some degree
So, how are you realistically going to measure
your actions and investiments in digital
marketing and social media, with tools that
do focus on just a small part of the scope and
do not give you a view on the whole
campaigns?
37. There are some
good frameworks out there!
• Good news: You’re not left alone, and you don’t
have to reinvent the wheel
• There are some good « frameworks » out there
to start with. They provide more than just a
source of inspiration:
– IAB/TMW
http://www.slideshare.net/Ifonlyblog/iab-measurement-
framework-for-social-media-final4-3
– Altimeter Group
http://www.slideshare.net/setlinger/altimeter-social-
analytics081011final
39. Be clear of the confidence in your
data sets!
• Be aware that you work on partial and limited data sets
• Typically:
– Search results from twitter, since you do not have access to
the full « firehose »
– Public data and updates from Facebook
– Limited history
• Where possible, also communicate on the confidence
in your data source along with your results and
dashboards
• Corollary: You cannot do generalization and
assumptions of your case to your market or your
industry
41. Metrics should be transparent!
• Because of the Google Pagerank and Facebook Edgerank, we are
used to work on opaque metrics with secret calculation
formulas in our industries. But this is a bad habit and we should
try to do what is possible to avoid reproducing it.
• Unfortunatelly, there is not standard definition for
« engagement », and no standard calculation formula for it
either. Same story as before: the GRP in TV is different from
the GRP for display.
• Some people and organizations – like IAB – try to come up with
standard definition proposals.
• Until then, make your best to use transparent metrics, and
whenever possible do communicate on your methods and share
your calculation formulas.
• Corollary: Do not give too much importance to « black box »
metrics that are calculated from formulas, like for instance the
Klout score.
43. You cannot measure in case of
a paradigm change!
• For instance: when you open a new sales channel
• Or when you make your first steps into Branded
Content
• Recent exemple: the Facebook timeline for Brands
– Your brand pages changes from being a destination to a
stream (=your history, your legacy)
• Though, you should measure and store data to built
an history (see point #4 : You need a Benchmark)
45. Measuring without taking action is
useless!
• You are not measuring just for producing
reports that stay on the corner of your desk
• If you measure, it is for taking actions.
– If not, don’t measure!
47. Measuring and optimizing
have a cost!
• Measuring has a cost: tools, software licences,
integration, data storage, computing, your time
and the salaries of the teams, ...
Measuring and optimizing have a cost
• In some cases, these costs may be superior to
the value that you can get from optimizing, and
as a result this activity doesn’t pay off.
• On the other hand: some topics are « a tax » and
you just have to do it, even if rentability isn’t
there