The document discusses how to properly measure the success of social marketing programs. It notes that both social teams and the C-suite tend to use flawed measurement tactics by only focusing on one side of the story. It recommends tailoring metrics to each stage of the customer journey, measuring both customer value and marketer value, and using marketing mix modeling to map social spending to ROI. The key is to understand how social marketing supports the overall customer journey from engagement to discovery to exploration rather than just isolated metrics.

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2. Win The Social Marketing Measurement Game
Nate Elliott
Vice President and Principal Analyst
September 19, 2012
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2012

3. Marketers struggle to prove the
success of their social programs
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2012

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8. How to Win the Social Marketing
Measurement Game
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2012

9. Avoid the temptation to oversimplify your metrics
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10. Measure social marketing’s value by whether it
supports your customers’ journey
Social
C-Suite
Team
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11. The measurement tactics favored by social teams
and CEOs both have fatal flaws
 Each measures only one side of the story
– The social team only cares about what value the customer received
– The C-suite only cares about what value the company received
 Neither considers the different stages of the customer journey
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12. If you’re using social to support the ‘engage’ phase
 Sure, you need to track whether your Facebook page or your Twitter
account created engagement
– If you don’t support the customer’s need, your program has failed
– But supporting the customer, on its own, doesn’t mean you’ve succeeded
 Marketer value from ‘engagement’ actually comes in driving discovery
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13. If you’re using social to support the ‘discover’ phase
 You want to know if your word-of-mouth marketing program created reach
and discovery
 But marketer value from ‘discovery’ actually comes in driving exploration
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14. If you’re using social to support the ‘explore’ phase
 You must study whether on-site reviews, forums and blogs gave your
prospects a chance to explore in greater depth
 But marketer value from ‘explore’ actually comes in driving purchases
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15. Marketers should think of social as a board game
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16. The C-Suite will want to know
how many times you got to
‘Go’ and collected $200

17. Marketing mix modeling is the best tool for mapping
social spending back to ROI
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18. Three steps to properly measuring social marketing
1. Tailor your metrics to each stage of the customer journey.
2. Measure both sides: Customer value and marketer value.
3. Hire a good mix modeling vendor.
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19. Thank you
Nate Elliott
+1 212.857.0749
nelliott@forrester.com
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