The document summarizes a presentation by Jason Burby and Ryan Turner of ZAAZ on measuring success in social media. They argue that companies should focus on quality over quantity by measuring meaningful engagement and value creation rather than superficial metrics like page views or followers. The document provides examples of measuring engagement through indices and discusses how social media can generate business intelligence if companies listen to customers and integrate social data into their decision-making.

1. Measuring Meaning, Creating Value
from data to action in social media
Jason Burby Ryan Turner
Chief Analytics and Optimization Officer Social Media Lead
jasonb@zaaz.com ryant@zaaz.com
© 2008 ZAAZ, Inc. All rights reserved. Confidential information.

2. Jason = Measurement Ryan = Social Media

3. Other places you can find us:
www.websocialarchitecture.com
www.amazon.com

4. We work at ZAAZ

5. Performance-Driven Design
WE BELIEVE SUCCESS DOESN’T HAPPEN BY
ACCIDENT. IT REQUIRES A UNIQUE
COMBINATION OF LOGIC AND CREATIVITY TO
ACHIEVE YOUR ONLINE OBJECTIVE.
MORE THAN JUST A VIVID
IMAGINATION, CREATIVITY IS EXPRESSED
THROUGH INNOVATIVE
THINKING, COMPREHENSIVE ANALYSIS TO
CONTINUOUSLY IMPROVE YOUR RESULTS.
WE CALL IT PERFORMANCE DRIVE DESIGN. IT
WORKS. AND, YES, WE CAN PROVE IT.

6. Agenda
• The Web is a social medium.
• Focus on quality, not quantity.
• Case studies.
• Social media generates business intelligence.
• Cultivate business intelligence.
• Start with the basics.
• Discussion.

7. THE WEB IS A SOCIAL MEDIUM

9. When we talk about social media, what we really mean is
participation.

11. Some Context: Ryan’s Ten-Cent History of the Web
Community-Focused Broadcast Participatory
User-Generated Corporation-Driven User-Generated
Bottom-Up Top-Down Bottom-Up
HTML Data-Driven Standards-Driven
High Threshold of Entry No entry Lower Threshold of Entry
Low Bandwidth Flash intros! High Bandwidth
Text-Based Text and Images Multimedia
Collaboration Transaction Interaction
1980’s-1994 1994-2005 2005-Now

12. Web 2.0 and social media are social phenomena above all.
Blogs Discussion Boards
Forums Chat IM Vlogs
SMS Podcasts
Moblogs
Microblogs Photo Blogs
VS
Prediction Markets RSS
Collaboration Collective
Intelligence Communities
Wikis Recommender Systems
Mashups User-Generated
Content Social media is made up of
people, relationships among
people, and things people create
and share

13. What Is Social Media

14. The tool-centric mentality has produced
some of the worst marketing ever.

15. “Just because we understand tax code doesn’t mean we
can’t bust mad flow.” --Intuit

16. People don’t want to connect with each other online.

17. But that’s not the whole story. People do want value.

18. “The purpose of a business is to create value for its
customers, and the reward for doing so is profit.”

19. The long-term winners are the ones who create
the most value,
not the ones who convert the highest percentage
of traffic.
The winners create meaning.
They make stuff that matters.

20. FOCUS ON QUALITY, NOT QUANTITY.
Not how much stuff you have, but what kind of stuff.
Not how many people show up, but how many come back.
Not how many conversations, but their inherent intelligence.
Not how many people listen to you, but how well you listen, how much you
learn, and what you do about it.

21. “We’ve already got 100,000 registered users.”

22. “Our users have posted 2500 videos.”

23. Four Flavors of Social Media: Quality Questions
1. Monitoring and response
 Where are your people, and what are they saying?
2. Social media products and services
 How can you engage customers to co-create value around your core offering?
3. Integrated social tools
 What doors can you open, enabling your customers to participate?
4. Intranet
 What business value do your participants create?

24. How does this work in practice?

25. Quantity vs. Quality Measurements
Quantity: Quality:
• Visits • Active Members
• Members • Average Rate of
Participation
• Number of
• Positive Offsite
Projects
Blog Postings
• Return Visitor %

26. Quantity vs. Quality Measurements
Quantity: Quality:
• My Beacon • Active My
Activations Beacon Users
(5x/month)
• Learn about My
• Avg. # of
Beacon Visits
Buddies per
Active User
• % Regular User
vs. Heavy Users

29. Quantity vs. Quality Measurements
Quantity: Quality:
• Number of • % of Reviews
“Helpful” 75%+ of
reviews
submitted the Time
• Review Visits per
Product Visit
• % of Reviewers
“Heavily Engaged”
• Conversion Rate
based on Review

30. Quantity vs. Quality Measurements
Quantity: Quality:
• Visits • Total MVP
Activity
• Page Views per
• Total Comment
Visit
Prints
• % Rating
Experience
“Helpful”

31. Quantity vs. Quality Measurements
Quantity: Quality:
We’ve already done a lot of great work.
• Visits • Survey % -
Expanded View
• Page Views
of MS Office
• Comments
capabilities
• Survey % -
helpful content
• % Visits
Downloading
Templates

32. Quantity vs. Quality Measurements
Quantity: Quality:
• Raw comment • % of Votes
counts Over/Under 100
words
• Visits
• % of
“Recommend
Comments”
selected
• Rate of Full
Page Scrolls

33. Quantity vs. Quality Measurements
Quantity: Quality:
• Visits • % Return Voters
• Ideas Submitted • # of Customer
Ideas Implemented
• # of Ideas with
20k+ votes
• % with Dell Status
Updates
• # of Active
Members

34. Quantity vs. Quality Measurements
Quantity: Quality:
• # of Ratings • Clickthroughs to
BlendTec Site
• Total Comments
• Video Views
• Active
Subscriptions
• “Favorited” Based
on Views

35. THE BASICS ARE THE SAME
Start with your goals.
Get the right tools, and set them up right.
Act on what you learn.
.

36. Traditional Best Practices Still Apply

37. A plethora of tools are emerging to monitor online
chatter, measure sentiment, and streamline the
effort of engaging with customers.

38. Tools. There are a bazillion of them.

39. Every brand should build a programmatic
approach to measuring and managing
customer engagement online.

40. And it doesn’t have to take a huge budget.
Or any budget!

42. SOCIAL MEDIA GENERATES
BUSINESS INTELLIGENCE
Social media, unlike broadcast and transactive media, is a two-way channel.
Listen, don’t just talk.
Don’t measure your social media marketing to improve your marketing—
measure it to improve your business decisions.
And get ready for higher-level exposure.

43. Integrating Data to
Understand
the Full Landscape

46. BUSINESS INTELLIGENCE IS
HUMAN INTELLIGENCE
Measurement tools can’t generate business intelligence, only data.
People translate data into intelligence.

47. Where to begin?
The social media inventory.

50. Measuring the Success of Social Media in terms of Value
Defining Success – Where to Begin:
• Create a list of key behaviors on your site.
• Rank them by the amount of created value they reflect.
• Group them into classes with scores.

51. Build a Value Index
KPI #1 - ENGAGEMENT INDEX
Active Participation Content Consumption
500,000
Site Engagement
400,000
300,000
Index
200,000
100,000
0
Sep-07 Oct-07 Nov-07 Dec-07 Jan-08 Feb-08
% Change Jan-Feb Nov-Dec LTD Avg
Total Site Engagement Index [1] 111.1% 228,460 108,221 213,095

Active Participation Index [2] 301.4% 4,179 1,041 4,518

Success Events Details [Page Views]
Rating 1083.3% 178 15 93

Login 180.8% 139 50 276

Registration 224.6% 106 33 78

Content Generation 376.2% 50 11 33

Tagging 366.7% 7 2 4

Comment Post 28.6% 5 4 5

Content Consumption Index [3] 109.3% 224,281 107,180 208,577

Success Events Details [Page Views]
UG Doc Visit - Unqualified 130.5% 16,023 6,953 16,022

UG Doc Visit - Qualified 75.6% 11,845 6,745 9,797

Download 73.4% 2,034 1,173 2,254

Tier 1 Doc Visit - Qualified [4] 115.8% 1,606 744 1,415

Tier 1 Doc Visit - Unqualified [4] 90.5% 651 342 1,433

Forum Thread Visit 61.8% 89 55 98

Social Bookmark -46.0% 14 25 30

Email Signup -60.0% 1 3 5

RSS Signup 100.0% 1 1 3


52. Methodologies for Success
How to Monetize Corporate Social Media Behavior
In order to monetize site behaviors we must understand the
impact to the business.
How do you translate visitor behaviors into financial benefits
for the company?
ANALYZING THE VALUE OF ENGAGEMENT ON A
COMMUNITY SITE

53. Methodologies for Success
“MONETIZING” BRAND VALUE: A “TOKEN” EXAMPLE

54. But monetization doesn’t tell the whole story.

58. What is the ROI of a blog post that saves your business?

59. START WITH THE BASICS

61. Summary
• Focus your measurement on quality.
• Create meaningful experiences. Add value.
• Build a picture of your social media ecosystem
• Build the right reporting systems
• Operationalize your business intelligence
• Cultivate your human intelligence

63. Discussion
Jason Burby Ryan Turner
Chief Analytics and Optimization Social Media Lead, ZAAZ
Officer, ZAAZ ryant@zaaz.com
jasonb@zaaz.com