Human Factors of XR: Using Human Factors to Design XR Systems
Engage 2013 - What to Measure in Social
1. What to Measure in Social
Susan Etlinger, Industry Analyst, Altimeter Group
Merlyn Gordon, Sr. Product Marketing Manager, Webtrends
2. “ Does counting
reTweets prove ROI?
Do Facebook Likes &
Pinterest Pins
improve our CSAT or
NPS numbers?
Why should we
invest more in this
social channel or that
social platform?
”
Look Familiar?
Image source: http://www.flickr.com/photos/b-tal/163450213/
3. ROI is a Business Measurement,
not Alchemy
If your ROI equation shows a cost value in $£¥€,
and a gain value expressed in Tweets,
you’re in trouble.
4. Please Welcome!
Susan Etlinger
Industry Analyst, Altimeter Group
Email: Susan@altimetergroup.com
Twitter: @setlinger
Susan is an Industry Analyst with Altimeter Group where she focuses
on social media analytics and strategy.
For the past 20 years, she has worked at the intersection of people,
processes, and technology, in companies such as Charles Schwab &
Co., Inc., and in the agency world, most recently at Horn Group.
5. What We’re Thinking About
Dynamic Adaptive
Customer Organization
Sentient World
5
15. At least 13 different business units across the
enterprise deploy social media
16. Top-Down Approaches
Source: “The Social Media ROI Cookbook: Six Ingredients Top Brands Use to Measure the
Revenue Impact of Social Media,” Altimeter Group (July 24, 2012)
16
17. Bottom-Up Approaches
Source: “The Social Media ROI Cookbook: Six Ingredients Top Brands Use to Measure the
Revenue Impact of Social Media,” Altimeter Group (July 24, 2012)
17
21. Image by zetson used with Attribution as directed by Creative Commons http://www.flickr.com/photos/zetson/254608875
Where Are We Going?
22. Emerging Trends
• Holistic View of Top-Down, Bottom-Up
• Ecosystem of tools: no single tool can satisfy every organizational
requirement or bridge the many device gaps
• Qualitative measurement will provide context
• Data triangulation/integration is here
• CRM, BI, Market Research, Supply Chain: the whole organization
needs your data.
• Customer journey becomes even more dynamic (and mobile)
• More devices generating data feeds and streams
• The race to solve for identity
• Organizational integration is beginning—slowly
• It’s not a linear path
• Beware social as a silo
22
23. The (Evolving) Role of the Analyst
• Social data is straining the definition of an analyst. Web
analytics, social data and enterprise analysts all must work
cohesively.
• Social media measurement is a change management issue. Be
realistic and plan for organizational impacts.
• There are few real experts. Take time to learn the data and
establish benchmarks. Humility is good.
• Let go of perfection. Be clear about confidence levels, but accept
the imperfections of social data.
• Be brave. Be willing to face–and stand up for–hard truths about
what does and doesn’t work.
23
26. Counting Metrics
Outcome Metrics
Business Value
Measures
Foundational
Measures
#2 Ensure Metrics Have Meaning
Image source: http://www.flickr.com/photos/heathersage/7161565001/
28. Website Marketing
Social Marketing
Mobile Marketing
Customer Care
#4 Beware of Social as an Island
http://www.flickr.com/photos/jan-fotografie/262545477/
29. #5 Learn How Webtrends Social
Measurement Solutions Prove Social ROI
The Three P’s for Success
Product Practice Partners
30. Thank You
Questions?
Susan Etlinger Merlyn Gordon
susan@altimetergroup.com merlyn.gordon@webtrends.com
susanetlinger.com blogs.webtrends.com
@setlinger @merlyngordon
31. Sessions You Must See
• Facebook Campaign Optimization Panel Discussion
Wednesday @ 11:10am
• Eric Christopher. Vice President of Sales, Shoutlet
• Greg Gunn. Vice President Business Development, Hootsuite
• Merlyn Gordon. Senior Product Marketing Manager, Webtrends
• Jared Roy. Director Performance Marketing, Webtrends
• Designing A Measurement Framework For The Social Enterprise
Wednesday @ 2:40pm
• Susan Etlinger. Industry Analyst, Altimeter Group
• Jeff Seacrist. VP Product Marketing Partner Solutions, Webtrends
• Driving Conversion With Performance Marketing
Wednesday @ 3:40pm
• Kirk Ramble. Principal Optimization Consultant Webtrends