Measuring social media impact across every channel by Google WildFire

1. Google Confidential and Proprietary
Measuring social media
impact across every channel

2. Google Confidential and Proprietary
Today’s speakers
Jessica Gilmartin
Wildfire by Google
Susan Etlinger
Altimeter Group

3. Google Confidential and Proprietary
#MeasureSocial
Join the conversation
+Wildfire @wildfireapp

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Today’s agenda
How do marketers approach ROI
attribution?1
Frameworks for marketing
attribution2
How you can use Google Tag
Manager and Wildfire to track the
impact of your social media
3

5. Google Confidential and Proprietary
How do marketers approach ROI
attribution?
1

6. Google Confidential and Proprietary
Do you
understand and
measure the
impact of your
social media
initiatives?
6

7. Google Confidential and Proprietary
Methodology
Distribution of Respondent Titles
Executive (VP or C-level) 26%
Marketing management (Manager and above) 24%
Social media strategist 13%
Digital media management (Manager and above) 10%
Social media/ Community manager 9%
Research / Analytics Management (Manager and above) 3%
Brand manager 3%
Other 12%
Sample size: 1,222 respondents © 2013

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What do you think social media’s greatest impact is on your
brand?
Increases engagement 83%
Allows us to deliver better customer service 40%
Provides 24/7 interaction with our customers 32%
Increases users' understanding of our brand/products 30%
Provides insightful product or market research 29%
Makes us look current with the times 7%
Increases brand loyalty 5%
Directly impacts revenue/sales 1%
© 2013

9. Google Confidential and Proprietary
What do you think the worth of a social fan/follow to your
brand is compared to a non-fan/follower?
A social fan/follower is worth more than a non-
fan/follower
51%
A social fan/follower is worth significantly more than a
non-fan/follower
29%
A social fan/follower is worth the same as a non-
fan/follower
20%
© 2013

10. Google Confidential and Proprietary
In which channels does your brand typically perform
marketing attribution?
Traditional media 35%
Digital media 32%
Social media 10%
None— we don’t perform marketing
attribution
23%
© 2013

11. Google Confidential and Proprietary
Frameworks for marketing
attribution
2

12. Google Confidential and Proprietary
Social Data Intelligence
Webinar with Google
Susan Etlinger, Analyst
August 6, 2013

13. Industry Overview

14. Social media is enterprise-wide
7.8%
9.4%
10.9%
14.1%
14.8%
16.4%
16.4%
28.9%
35.2%
36.7%
39.8%
65.6%
73.4%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0%
Market Research
Legal
Executive
IT
Customer/User experience
Advertising
Product development/R&D
HR
Social Media
Digital
Customer Support
Corporate Communications/PR
Marketing
"In which of the following departments are there dedicated people
(can be less than one FTE) executing social?"
At least 13 different departments are
actively involved in social media
14

15. Companies own an overwhelming
number of social media accounts
15

16. 16
Volume
Millions of
conversations
Velocity
Thousands of
posts per
second
Variety
Structured
and
unstructured
data
Social data IS big data
Source (3Vs construct) : Gartner Group

17. Characteristics of Social Data

18. Determining Business Value

19. 19
Measurement Framework
19
1. Strategy
• What are your
business objectives?
• What insights do
you need to meet
them?
2. Metrics
• How will you
measure success?
• Based on insights
and results, what
actions should you
take-or not take?
3. Organization
• What resources do
you require for
research and
analysis?
• What training is
required?
• What barriers must
you address and
adapt to?
4. Technology
• Which tool best
supports your
strategy, metrics,
and organization?

20. 20
The Social Media Measurement Compass
20
A Framework for Social Analytics, Susan Etlinger, Altimeter Group, August 10, 2011

21. Top-Down Approaches
21

22. Bottom-Up Approaches
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23. What determines the mix today?
23

24. Mapping the Customer Journey

25. It’s about understanding the
customer’s POV

26. You’re going to need
some (social) data.
Image courtesy sxc.hu
26

27. Image by Madhava Enros used with Attribution as directed by Creative Commons
http://www.flickr.com/photos/menros/84195844/
You’re going to
need a map.
Image courtesy sxc.hu
27

28. Awareness
Stakeholder findings• Signals that convey that
someone is likely aware of
your brand, service or
content.
Characteristics
• Can we make a reasonable
presumption that the
reader has seen our post?
• What digital actions
suggest that presumption
to be true?
Thought Starter
Questions
• Clicks
• Impressions
• Plays
• Views
Typical Metrics
28

29. Section 1.
Project Overview
CaseExample
Awareness
Capitalizing on pop culture’s zombie
craze, the CDC creates a comic
book-like readiness guide charting
what to do incase of an outbreak.
The blog post introducing the guide
went viral, skyrocketing traffic so
high, their servers crashed.
29

30. Consideration
Stakeholder findings• Signals that convey that someone
interested in the social post or
brand.
Characteristics
• Has she taken a digital action to
learn more about the post or
product?
• Has she placed the post in her
feed or shared the post with her
network?
• Has she posted a question or
opinion about it?
Thought Starter
Questions
• Click-throughs, Views (80%)
• Pins/Repins
• Fans, Favorites, Likes, Shares,
Comments, Questions
• Subscribes, Downloads, Embeds
• Bookmarks
• Add to Shopping Cart, time on site
Typical Metrics

31. Section 1.
Project Overview
CaseExample
Consideration
The power of anecdote + metrics
Social media frees SAP sales team to
focus on lower-funnel activities,
improving productivity and close rate.
Social media has changed the point at
which many sales professionals begin to
engage with prospects, because it helps
prospects to “self-qualify” by engaging
with others in SAP communities early in
their decision process.
31

32. Conversion
Stakeholder findings• Signals that convey that
someone has purchased
the product (B2C) OR is
willing to be contacted by
a sales representative
(B2B)
Characteristics
• If B2B, has she
downloaded content and
shared contact
information or willingness
to be contacted?
• If B2C, purchase
Thought Starter
Questions
• B2B
• Downloads, Subscribes
• B2C
• Completed Transactions
Typical Metrics
32

33. Section 1.
Project Overview
CaseExample
Conversion
Customers scan QR codes to purchase products for same day delivery.
More than 10K consumers visited the Home Plus mall using their
smartphones. New members rose by 76% after the first implementation
and online sales increased by 130%.
Tesco unveils first
interactive digital
grocery in Seoul
subway
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34. Customer Experience
Stakeholder findings• Signals that convey the quality of a
customer’s experience
Characteristics
• What can we learn about the our
customers’ experience via digital
channels?
• How does it vary over time? By
competitor? By product?
• How does it differ from customer sat
scores?
Thought Starter
Questions
• Topic sentiment
• Volume of identified/resolved
requests in social networks
• Blind spots identified and resolved
• Sentiment vs customer satisfaction
or NPS
• Timeliness of response
• Review sentiment/score
Typical Metrics
34

35. Section 1.
Project Overview
CaseExample
CustomerExperience
ATT’s community resolves service
issues before they become
expensive call center
calls.(Courtesy: Lithium)
35

36. Loyalty
Stakeholder findings•Signals that convey that a
customer is a loyal fan of the
brand
•Alternatively, signals that
convey that a customer is a
detractor
Characteristics
•What signals can we detect
that suggest a customer or
prospect is loyal to our brand?
•How do they share, with
whom, and with what
sentiment?
•Do you have to be a customer
to be loyal?
Thought Starter
Questions
•All of the below, with positive
sentiment, over time:
•Shares, Comments, Embeds
•Pins/Repins
•Fans, Favorites, Likes
•Subscribes, Downloads
•LTV
Typical Metrics
36

37. Section 1.
Project Overview
CaseExample
Loyalty
In this example, IHG and Chase co-
created a Visa card from inception
to marketing with 300 members,
over a 12-month period, resulting in
30K conversation contributions. The
campaign delivered an 80%
increase in accounts over previous
campaigns, and 5K existing
customers who requested an
upgrade.
37

38. Advocacy
Stakeholder findings• Signals that that a person
is a strong and public
supporter of your brand
Characteristics
• What signals can we
detect that suggest a
person is a brand advocate
• Do you have to be a
customer to be an
advocate (or detractor)?
Thought Starter
Questions
• Largest sources of positive
sentiment (reach +
reputation)
• Largest source of customer
referrals
• “Social” customer value
Typical Metrics
38

39. Section 1.
Project Overview
CaseExample
Advocacy
Business
Service. metrics-driven, adaptive culture
Product
Short sales cycle, low(er) consideration
service
Media
Paid, earned, owned
Customer
Mixed B2B/B2C; Highly social consumer and
business customer
Measurement Strategy
Deeply integrated with Facebook; uses URL
tracking to measure business outcomes.
“The transaction is the most sacred part
of the funnel, but we’re optimizing all
parts of the funnel. For example, if you
look at total attendee sharing, 60% of
sharing occurs after the purchase.
One in 100 people who look at an event
page before purchase share it, while 1 in
10 share it after purchase. And a post-
purchase share drives 20% more ticket
sales than a pre-purchase share.”
− Tamara Mendelsohn, VP Marketing
39

40. From Measurement to Intelligence
40

41. A Holistic Strategy
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42. Final Thoughts
1. Think from the customer in, not the organization out
• Holistic view of customer drives ‘real-time’ and ‘right-time’
engagement; requires ability to see cause and effect
2. Social data is “Big Data”
• Embracing volumes, variety, and velocity of social data will help
prepare organizations for other data streams to come
3. This will drive organizational change
• Consider the HiPPO phenomenon and democratization of
decision-making based on data (vs. intuition)
4. Making real-time real
• With existing data types and the advent of news technologies,
social data integration is real, and happening now.
42

43. Related Research
43

44. Google Confidential and Proprietary
How you can use Google Tag
Manager and Wildfire to track the
impact of your social media
3

45. Google Confidential and Proprietary
How valuable would it be to measure social media’s impact
with the same tools and systems you use to measure the
impact of your other digital marketing?
Extremely valuable 54%
Somewhat valuable 34%
Not valuable 2%
Not sure 10%
© 2013

46. Google Confidential and Proprietary

47. Google Confidential and Proprietary
Data offers amazing possibilities for marketers
• Analytics
• Attribution modeling
• Conversion tracking
• Remarketing
• And more…
Website “tags” enable these marketing technologies

48. Google Confidential and Proprietary
What we’ve heard from our customers about tagging
“I don’t like adding new
tags to my site because
I don’t know if the tag
will break my site.”
“I hate having to
retag my site every
time there’s a new
marketing tool.”
“Trying to get IT to
prioritize my marketing
tags takes 9 months.”
“Tags slow down
my page!”

49. Google Confidential and Proprietary
Different tags are needed on different pages
With Google Tag Manager, many tags can be managed together—
including both Google and non-Google tags

50. Google Confidential and Proprietary
Marketing Agility
Dependable Data
Quick and Easy
• Launch new tags with just a few clicks
• Easy-to-use error checking and speedy
tag loading
• Designed to let marketers add or change tags
whenever they want

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Insert tags in Google Tag Manager and view results
Tags inserted into GTM can be viewed in Google Analytics,
DoubleClick, or other 3rd party providers

52. Google Confidential and Proprietary
[Demo]

53. Google Confidential and Proprietary
Customer Benefits
53
See revenues from social
Make the most of your ad dollars
View the full customer journey
Save time and money

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Join us August 21
Register at google.com/+wildfire
Live Q&A with the Experts:
Measuring Social Media ROI
Wednesday, August 21
10 am PT / 1 pm ET

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Thank you
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Q&A