Lithium Tech / Scout Labs joined Katie Paine and Radian6 to talk social media metrics. These are Jennifer Zeszut's slides (founder / CEO of Scout Labs, now Chief Social Strategist at Lithium).

1. Measuring The Mind of the Market Jennifer Zeszut Chief Social Strategist Lithium Technologies @jenniferland

2. 1 Billion+ Online. That’s a lot of Conversations. Source: xkcd

7. rants competitive intelligence raves potential customers people about to switch unhappy customers new product ideas wishes influencers superfans! Pleas for help Business intelligence

8. Don’t Fear the Firehose of Feedback Thanks to real-time social search, spam and porn filtering importance ranking algorithms natural language processing statistical modeling We can find signals in the noise… Insight for All

9. The Social Engagement Journey PR Marketing Support Commerce Product Phase 5: True customer-centricity. Maximum business results. Phase 4: Revenue Realization Phase 3: Better Support Customers, Reduce Costs Phase 2: Build Relationships, Grow Superfans Phase 1: Find and fight fires / “CYA”

10. Impressions are Easy but Advocacy Matters Awareness Appreciation Action Advocacy

11. Proven Business Results Cost reduction Millions of dollars savedin call deflection (HP) Millions saved by outsourcing support completely (giff-gaff) Community engagement drives $5M value per year (Best Buy) Reduced marketing expenses by 82% (Redfin) Revenue Growth 66% increase in likelihood of buying (FICO) 51% of their customers reported that the community had positively influenced their decision to purchase (Redfin) 44% increase in average amount spent (FICO) Community members spend 36% more than non-community (Betfair) Lead volume growth. 40% of inbound traffic comes in to CGC (FICO) Lithium has been the strongest at measuring ROI… Its case studies and reference customers show measurable business results.

12. My Metrics “Playlist” Conversation share Total mentions/Overall industry mentions Net Promoter Score (NPS) (Positive mentions + neutral mentions) – negative mentions/ Overall mentions Social Influence Marketing Score (SIM) NPS x conversation share x 1,000 “CHI” Score: Community Health Index Brand Advocate counts and growth rates The $ value of a Twitter engagement Total # of people and # of departments tuned in to social media Team’s average response time to customer posts deemed response-worthy

13. My Favorite Things to Listen For New and emerging memes of conversations New product ideas via “wants” and “wishes” Caveats, comparisons Customers about to cancel / quit (real-time customer retention) Customers having problems that your product solves (customer acquisition) Business intelligence issues and trends Industry benchmarks