Presentation to PSAMA on the Social Customer Engagement Journey - emphasis on measurement

1. Beyond Fans and Followers: Measuring Social Media Impact

2. Ant’s Eye View Sean O’Driscoll CEO Ant’s Eye View 425-443-7064 Beyond Fans and Followers: Measuring Social Media Impact Beyond Fans and Followers: Measuring Social Media Impact Sean O’Driscoll | Ant’s Eye View | @seanodmvp | Sean@AntsEyeView.com

3. Measurement is a Journey "Men wanted for hazardous journey. Small wages. Bitter cold. Long months of complete darkness. Constant danger. Safe return doubtful. Honour and recognition in case of success.” Ernest ShackletonThe Endurance Expedition 3

5. 30% of social network users have discovered a new product, service or company through a social network (Performics/Publicis Survey 2009)

6. 97% of consumers use online media to research products or services in their local area (BIA/KelseyGroup 2010)

8. Setting the Scene for the Journey… Features & Price The economy has slowed in major markets, making organic growth harder to achieve. The battle with existing competitors is even more intense. Emerging market competitors are fighting on price and functionality while ankle biters are coming out of the woodworks as barriers to entry in your brands’ categories. To make matters more challenging, your traditional marketing tactics are less effective. And consumers trust and are heavily influenced by peers, friends and even strangers online. Consumers are rapidly switching away from the channels you’ve honed for years, and every available channel has gotten a lot noisier. Not to mention, the rapid adoption and growing confidence with digital tools such as mobile devices and social technologies have changed expectations in consumers’ minds – they now expect engagement and service in real-time. Internally, your employees are also changing. Your newest employees demand a flatter and more open environment. And their expectations aren’t significantly different than that of consumers – they expect collaboration in real-time with few, if any, barriers to information and resources. To compete in this experience economy, the way to beat competitors and achieve growth is by investing in long-term relationships with your consumers through consistent engagement in the places where they are, not where you necessarily want them to be. Employee Expectations Influence Model Changes Win on Relationships 6

10. Channels yielding impactful results

11. Employees engaged and competent

12. Rigor in dashboards is moving executive numbers

13. Systems and tools are optimized

15. Focusing the channels, editing to amplify

16. Listening yields implications, but crisis causes confusion

17. Focused effort on training and education

18. Baseline framework for metrics

20. Lots of dabbling in social channels

21. Monitoring conversations in silos

22. Fractured tools, but proliferating

23. Advocate engagement in pockets

25. Marketing only through traditional channels

26. Customer support delivered through traditional channels

27. Ambivalent to online conversations about the brand

28. Social not on executive radarDabbling in Silos Traditional

30. Manage risk and fiduciary responsibilities better, despite the uncertain times

31. Differentiate on something other than price

32. Get and retain the best talent

33. Have more efficient research, development, marketing and support operations

34. Breakthrough business results – increased revenue and loyalty

35. Entire employee base has 360 view of the customer, can anticipate needs

36. Customer engagement is part of the company DNA

37. Brand dashboard ties to revenue

38. Ideal mix of brand advocates (breadth and depth)

39. Senior executives are leading with customer engagement

40. “I trust you”

41. “I recommend you”

42. “I feel valued and heard”

43. “You anticipate my needs”

44. “That was my idea”

45. “You get me”

46. “You don’t make me guess”

47. “I would never buy a competitor’s products”

48. “My life/family/hobby is better because of you”8

49. Now, …to our Measurement Journey Programs Sophistication of Efforts Ideally, you start & set expectations that you are here Efforts here are scaled, predictable and resourced If you are here, measures may be too strict to achieve If you are here, you aren’t scaling or driving biz results Experimentation Early Stage Late Stage Lifecycle of Efforts Many companies hope to achieve specific business objectives quickly online, but measurement takes time

50. The “Hard” Part… Social Media Activity Business Impact Awareness Engagement Lead Generation Demand Generation Cost Savings Product Quality Fans Followers Likes Shares ReTweets Comments Embeds RSS Feeds Measurement Goal: Show the connection between online customer engagement and business value.

52. Demand Generation

53. Revenue/savings

55. Data Mining

56. Automation

60. Impressions

62. Omniture

65. Engagement

66. Preference

67. Share of Voice

69. Measurement Dashboard(s)

70. Platform/tools

71. Early Automation

75. Followers

76. Likes

77. Tweets/Re-

78. Comments

80. Ad hoc tools

85. Social media URLs coded into web reporting suites – Intuit.com

87. Social media is “part” of the purchase process but not last step

92. List test comparison between leads captured through online engagement and through traditional methods

96. Conducting timeframe analysis to understand which engagement events trigger which kinds of purchases

98. Small Data sets

100. Final Thought… “Crawl, Walk, Run” "Complex problems do not have simple solutions” - Source Unknown Start Here

101. Thank You! Questions? Sean O’Driscoll | Ant’s Eye View | @seanodmvp | Sean@AntsEyeView.com