This dashboard workshop starts with defining KPIs against business objectives and takes the "student" through the process of aligning each KPI with metrics and shows how to weight and pair them so they create a true value story. Brian will invite a brand such as Cisco or Dell to present with him and show how they use multiple versions of the dashboard to report to the C-Suite as well as give each business unit the detail they need to make course corrections.
2. AGENDA
DASHBOARD OVERVIEW
What is a social dashboard? How do you build it?
Case Study: CISCO
Hear from Cisco how they use multiple versions of
the dashboard to report to the C-Suite and give
each business unit the detail they need to make
course corrections.
INTERACTIVE ”Build a Dashboard”
Walk through the six steps to building a dashboard.
5. DASHBOARD OVERVIEW
Metrics
Business Results
Advocacy
KPI: Generate Product or Brand Consideration
•
•
•
•
•
•
•
↑ downloads of product information
# product pages shared
# product reviews shared
# inquiries about product on review sites
# views product demos/video
# views product reviews
# participation levels in contests/promotions
• ↑ brand/product consideration
• ↑ NPS
Feedback
Support
KPI: Decrease Cost of Product Support
• ↑ # creators/critics in support community
– Customers
– FTEs
• # Qs asked in community
• # Qs answered by customers
• # Qs answered by FTEs in community
• ↓cost per Q answered
• ↓time to answer
• ↓open Qs
• ↑positive ratings of content/answers
•
•
•
•
↑ customer satisfaction
↑ positive word-of-mouth
↑ revenue
↓ cost of support
KPI: Drive Product Innovation
•
•
•
•
•
•
# ideas
# idea comments/refinements
High rating of ideas
# votes/ideas
# creators/critics
# actionable ideas
• Faster time to market
• ↓ cost of innovation
• ↑ product success
6. DASHBOARD OVERVIEW
Web
Transactional
External
Target Metrics
Connectors to Sources
SEO
Ranking
25
.101
Campaign
Shares
.867
Community
Participation
.152
Reviews Dwell
Time
345
Campaign
Open Rate
.025
Downloads
BlackBox
216
Downloads
496
RSS
Subscription
Rate
36
Emulators, Wis
h Lists,
etc.
7. CASE STUDY: CISCO
“If we yell louder, we’ll
increase our share of
voice in social.”
The CMO
This is not my CMO.
8. How we used to measure
social media…
April Share of Voice
5%
May Share of Voice
10%
15%
40%
Cisco
10%
50%
40%
+10%
30%
CompetitorA
CompetitorB
CompetitorC
12. Objective Measures:
Competitive
Campaign Name
Content ID (Ex. Infographic 12345)
Content
Type
(Ex.
Photo, video
, etc)
Topic
(Ex.
M2M, Securi
ty, etc)
Architecture
or Vertical
(Service
Provider, he
althcare, etc
)
Desired Action
Language
(Ex. WP
download, we
binar signup, share, etc)
(Ex.
German, Ma
ndarin, etc)
Execution
Type
Planned or
RTM
13. Sample Dashboard
Overall Conversation Score
Referral Traffic from Social to Cisco.com
3
400,000
Conversation Score
2.5
390,000
Visits
380,000
370,000
2
2.61
1
340,000
330,000
320,000
0.5
310,000
0
331,820
350,000
2.61
369,997
2.43
2.76
384,942
1.5
383,442
360,000
300,000
FY'12 Q1
FY'12 Q2
FY'12 Q3
FY'12 Q4
FY'12 Q1
Data source: ComBlu SPI
FY'12 Q2
FY'12 Q3
Data source: Omniture SiteCatalyst
FY'12 Q4
Notes:
Notes:
•Overall conversation score remained steady at 2.61 with no change
from Q3
•Overall Social Networks traffic is down 10% from Q3. This could be
attributed to decrease in traffic from blogs and YouTube as
LinkedIn, FB, Twitter have all increased in traffic for Q4
•Majority of Twitter accounts increased in mentions for Q4, with a lift of 50%
or more for many
•Significant increase in FB fans for Security and TelePresence, up 87% and
113% respectively
•Facebook referred a significant number of visits to Cisco (42% of
overall traffic)
•Significant increase in traffic from Twitter this quarter (up 37% from
Q3)
•FB User Posts for Support increased in Q4, up 54%
•Significant decrease in traffic from YouTube (down nearly 50% from
Q3)
15. Sample Dashboard
Collaboration
Data Center
50%
40%
40%
30%
30%
20%
20%
10%
10%
0%
0%
Borderless Networks
Video
100%
50%
80%
40%
30%
Q4 FY11
60%
20%
Q4 FY12
40%
10%
20%
0%
0%
•
Cisco has a strong presence in all 5 of the top technology pillars
30%
•
For Q4 FY12 Cisco lead in competitor share of voice for 3 of 5 of the top
technology areas (Data Center, Video, BN)
20%
•
Cisco has consistently increased in competitor share of voice for 4 of 5
areas (Data Center, Video, BN, Cloud), indicating strong momentum in
social
•
BN is where a large portion of our brand mentions come from (50% of
total brand mentions)
Cloud
10%
0%
16. CASE STUDY: CISCO
“I understand how we’re engaging on
social and what content and activities
are moving customers through my
purchase funnel. I want to give my
social team more money!”
The CMO
Don’t you wish this was your CMO?
17. BUILD A DASHBOARD
Clearly define business objectives/KPIs
Inventory relevant digital assets
Create a list of available data points
Select metrics that tell your story
Design the dashboard
Evaluate, refresh and react
18. BUILD A DASHBOARD
Scenario: Track and evaluate content performance
Digital Hub
(published content)
Dashboard
Article
Score
Views
Shares
Avg.
Time
Comments
Article Name
10
15,000
150
3:30
25
Article Name
9
12,000
150
3:00
21
Article Name
8
11,000
100
2:32
18
Article Name
7
10,000
90
2:01
12
Article Name
6
9,000
75
1:59
9
Article Name
5
7,000
80
2:15
5
Article Name
5
7,200
65
1:30
5
Article Name
4
5,000
50
1:00
3
Article Name
3
2,000
20
:30
0
Article Name
2
1,000
1
:10
0
19. BUILD A DASHBOARD
Clearly define business objectives/KPIs
• Identify the best content to leverage on
marketing sites and CRM outreach
• Track content by category, type and reach
• Identify the best channels to amplify
content
20. BUILD A DASHBOARD
Inventory relevant digital assets
• Owned website (content hub)
• Facebook fan page
• Three Twitter accounts
• LinkedIn company page
• Disqus for comments
21. BUILD A DASHBOARD
Create a list of available data points
•
•
•
•
•
•
•
•
•
•
Page views
Bounce rate
Average time
Visits
Visitors
Conversions
Browser type
Language
Trackbacks
Site speed
•
•
•
•
•
Shares
Comments
Mentions
Page posts
Likes
•
•
•
Tweets
Retweets
Mentions
•
•
•
Likes
Comments
Shares
•
Comments
22. BUILD A DASHBOARD
Select metrics that tell your story
•
•
•
•
•
•
•
•
•
•
Page views
Bounce rate
Average time
Visits
Visitors
Conversions
Browser type
Language
Trackbacks
Site speed
•
•
•
•
•
Shares
Comments
Mentions
Page posts
Likes
•
•
•
Tweets
Retweets
Mentions
•
•
•
Likes
Comments
Shares
•
Comments
23. BUILD A DASHBOARD
Design the dashboard
Top Level Design
Article
Score
Views
Shares
Avg.
Time
Comments
Article Name
10
15,000
150
3:30
25
Article Name
9
12,000
150
3:00
21
Article Name
8
11,000
100
2:32
18
Article Name
7
10,000
90
2:01
12
Article Name
6
9,000
75
1:59
9
Article Name
5
7,000
80
2:15
5
Article Name
5
7,200
65
1:30
5
Article Name
4
5,000
50
1:00
3
Article Name
3
2,000
20
:30
0
Article Name
2
1,000
1
:10
0
Amplify
Create a “content score” that
indicates overall performance of
content objects and is more inclusive
than just the most popular articles
listed by web analytics tools.
24. BUILD A DASHBOARD
Design the dashboard
Score
Channel
% Views
Traffic
2%
1,500
2
Virtualization
Bounce Rate
10%
Shares
Comments
100
150
Social Clicks
Lead-gens
30
20
Drill into a specific category for more details. Data
will be for a specified time period.
Article
Score
Views
Shares
Avg Time
Comments
Article Name
10
15,000
150
3:30
25
Article Name
9
12,000
150
3:00
21
Article Name
8
11,000
100
2:32
18
Article Name
7
10,000
90
2:01
12
Cloud
8
20%
Security
4
4%
3,000 100%
Data center
6
8%
6,000
15,000
1%
10%
Evaluate metrics of each of the
specific articles in the category.
150
120
15
15
3,000
2,500
250
250
60
40
15
5
25. BUILD A DASHBOARD
Evaluate, refresh and react
•
•
•
•
ID trending topics
Competitive analysis
Evaluate network performance
ID best authors and/or content types
26. BUILD A DASHBOARD
Scenario: Evaluate performance along the sales cycle
Awareness
Consideration
Preference
Purchase
Clearly define business objectives/KPIs
• Driving preference
• Facilitating VOC among brand fans
Postpurchase
28. BUILD A DASHBOARD
Create a list of available data points
Community
CRM
• Number of
engaged advocates
• Number of
advocates or
ambassadors
• Number of new
advocates
• Number of
creators
• Forum discussions
• Stories created
• Questions
Asked/Answered
• Content rated
• Comments
• Wikis
• New users
• NPS score
• Number of campaigns
• Number of
responses / campaign
• Number of
purchases / campaign
• Revenue
generated / campaign
• Number of new
customers
acquired / campaign
• Number of customer
referrals
• Number of retained
customers
• Open rate
• Close rate
• Renewal rate
Listening
• Mentions
• Conversations
• Blogs
• Forums
• Retweets
• Sentiment
• Keywords
• Geo
eCommerce
• Product reviews
• Create brand or
product stories
• Repeat purchases
• Coupon
redemption
• Visitors
• PPC
• Cart size
• Amount of new
revenue
• Amount of
recurring revenue
• Margin
• Sales stage
duration
• Sales cycle duration
Amplification
• Product review
shares
• Product shares
• Promotion shares
• Image uploads
• Video uploads
• Social comments
29. BUILD A DASHBOARD
Select metrics that tell your story
Community
CRM
• Number of
engaged advocates
• Number of
advocates or
ambassadors
• Number of new
advocates
• Number of
creators
• Forum discussions
• Stories created
• Questions
Asked/Answered
• Content rated
• Comments
• Wikis
• New users
• NPS score
• Number of campaigns
• Number of
responses / campaign
• Number of
purchases / campaign
• Revenue
generated / campaign
• Number of new
customers
acquired / campaign
• Number of customer
referrals
• Number of retained
customers
• Open rate
• Close rate
• Renewal rate
Listening
• Mentions
• Conversations
• Blogs
• Forums
• Retweets
• Sentiment
• Keywords
• Geo
eCommerce
• Product reviews
• Create brand or
product stories
• Repeat purchases
• Coupon
redemption
• Visitors
• PPC
• Cart size
• Amount of new
revenue
• Amount of
recurring revenue
• Margin
• Sales stage
duration
• Sales cycle duration
Amplification
• Product review
shares
• Product shares
• Promotion shares
• Image uploads
• Video uploads
• Social comments
31. BUILD A DASHBOARD
Evaluate, refresh and react
•
•
•
•
Recruit new advocates
Challenge advocates
Join relevant conversations
Refresh promotions
32. BUILD A DASHBOARD
Clearly define business objectives/KPIs
Inventory relevant digital assets
Create a list of available data points
Select metrics that tell your story
Design the dashboard
Evaluate, refresh and react
Define dashboard: what do we mean when we say “dashboard” (Note: show various examples of social dashboards)Metrics in a spreadsheetMetrics by channelIntegrated cut of metricsMany dashboard are nothing more than unrelated metrics displayed side by side with no contaxt or correlation ot each other. Some are true metrics mash-ups that form a tight suite and together tell a story against a specific KPI.Different brands measure different things. Some measure engagement; others measure impact of content along decision journey; many seek to measure revenue or purchase behaviors
Altimeter published a great white paper last year called the Social ROI cookbook. One section dealt spherically with the holy grail of measurement: revenueIt offered six different ways brands measure revenueTop downAnecdotal: not scalable and not reliableCorrelations: still highly manual and typically looks at two metrics at a time; also requires analyst teamA/B testing, which is also manual and not vey scalableBottom-upLinks and tagging, which are typically used to measure inbounds to conversion assetsIntegrated, which use measurement services to pull metrics form multiple sources; scalable and best practice for complex measurementDirect commerce, highly track able but usually does not take full engagement ccyle into consideration
Metrics are really a moving target that we have to harness. But this is complicated. We don’t own the backend of our social channels and therefore have to live with what each platform gives us.So many metric sources that gaining a holistic view is a major challenge.What’s the story that your social metrics can tell youTie to KPIsHere’s some examples of KPIs that brands typically want to measure againstThis is representative of the integrated approach to measurement or taming big dataSocial support dashboards are well defined. So we going to concentrate on other areas that have trending interest but have not yet been developed industry –wide as a standardized best practice. However, all three of us know support dashboards really well, so come find us if you want to chat about that.
What story do you need to create: return on investment against business goalsFind the metrics that tell the storyAlign and display them so they quickly tell a storyVisual dashboardCuts for various levels of users and decision makers