Presentation to the Social Media ROI Forum in Sydney Australia via Skype on 3/39/12

1. Reaching Social Media Monitoring
& Measurement ROI in 35 minutes
Marshall Sponder

2. Introduction
Marshall Sponder is the CEO/Founder of WebMetricsGuru INC , a
Social Analytics Solutions Design, Social Media Analytics, Web Data
Analysis and SEO/SEM Practice focusing on cutting edge market
social research and social media trend analysis.
Marshall is Board Member Emeritus at the Web Analytics Association
and Member of the Search Engine Marketing Professionals
Organization (SEMPO) and teaches Analytics at Rutgers University
and the University of California, IRVINE extension (UCI)
He’s also the author of Social Media Analytics: Effective Tools for
Building, Interpreting, and Using Metrics, published by McGraw-Hill,
2012.

3. 5 Questions
• Where do I Start? Platform?
• Tools vs. Process vs. Strategy?
• What’s a Fan Worth?
• How much Time/Money should I spend?
• Where’s the ROI?

4. 5 Observations
• No Process
• Success Undefined
• 90 % Unstructured
• Time Consuming
• Hard to do, Scale,
esp. at the beginning

5. Getting from 0
to 60 mph in
35 Minutes
• Platforms
• Use cases
• Level of maturity (for ROI)
• Social Media Analytics Plans
• Goals, Strategies and Tactics
• Dashboards
• New Approaches
• Practice Examples

6. 4 types
of
platforms

7. Self-serve
Hybrid
Full Service
Internal

8. Platform Definitions Self serveAlterian SM2, etc.
4 Types - Definitions
Radian6,
– Brandwatch,
Full service – Brandtology,
Synthesio, Converseon,
Integrasco, etc.
Hybrid – Additional
Reporting included with Self
Serve.
Internal – Some companies
build their own listening and
analytics platforms for
internal/private use.

9. Thoughts on Choosing to Measure SM
1. Hard, Initially – need to access what your goals are
(stakeholder consensus)
2. How are you marketing products and services (and plugged
in Social Media)?
3. Do you have a model on how customer interaction is meant
to happen? How is it actually happening?
4. How are you measuring each interaction? Can you?
5. What are the two or three things you must know about
(KPI’s) in order to know how well your
efforts/programs/campaigns are doing with Social Media?
6. How do you “frame” your business goals in such a way that
you can determine the best platforms / tools / processes /
people to employ? (hint, this is what I do)

10. Use Cases & Objectives

11. #1 -What do you want to do?
• Brand Analysis
• Sentiment Analysis
• Market Research
• Seo & Sem Social Media
• International Monitoring
• Campaign Management
• Competitive Analysis
• Influencer Identification

12. #2 Why? Use case will highlight needed
toolset features
Consumer PR Monitoring &
Social Campaigns
Research Support
Automating of the
Listening for Listening and
engagement
Insights Engagement
Social Media Traditional
Coverage* Media Workflow
Coverage*
NLP (machine Influencer Operational
learning) Identification Metrics
Rich Topic
Low-Latency
Categorization Categorization
Adapted from Gary Angel – Semphonic.com

13. # 3 Which Operational
Metrics
tools?
Advanced Listening &
…might NLP Analysis Influence
Categorization
need more
than one
…depends Customer
Data
Listening &
Web
on framing Integration Analytics
what and
why’s Engagement
& Attrition
Care of Gary Angel – Semphonic.com

14. What can you operationalize?
Consider your Social Analytics ROI Maturity Level

15. Size of Your Business often determines
how many SM Channels are active
1. Need to be active where your customers/followers
are.
2. Need to determine what are the most profitable
channels to be active in.
3. Need to come up with a business strategy that
maximizes the communications within those
channels.
4. Need to come up with a Measurement Strategy that
is aligned with the business strategy.
5. Need to tightly MAP/TIE the business / measurement
strategy to brick and mortar transactions whenever
possible.

16. What level of Maturity is your
organization operating at?
4. Scaling &
1. Dormant 2. Testing 3. Coordinating 5. Empowering
Optimization
Resistant to any
Organization
use of social Management
Organizational empowers all
technologies Individuals or begins to
shift toward relevant
due to departments coordinate
growing and employees;
unwillingness to test in isolated across teams
improving social fosters &
participate or pockets and
applications rewards top
"analysis departments
performers
paralysis"
Source: Forrester Research

17. Example (maturity): AMEX Measureable ROI
Tie Social Media (geo location /
Mobile) with the Point of Sale
appears to be the Holy Grail – esp.
for Retailers – others need to be
more creative about tie-ins and
measurement strategies.

18. Example: American Express YourBuzz
Measureable ROI

19. Example: American Express
SearchManager Measureable ROI
Link all your activity to the AMEX card – also provide services
to them (which are measureable) – Smart!

20. Mature Organizations are selective about the
technologies employed and how they are used –
workflow and collaboration tools are highlighted
Source: Collective Intellect

21. Map Marketing Strategy to Site /Business Enablement Strategy – then Score
the Results – HEARDABLE does part of this job for you using Site Metadata

22. According to Heardable – Dell gets a B, even though it’s clearly a
leader in Social Media ROI (at least from the Retail/
Merchandizing perspective)

23. According to Heardable – Dell gets a B, though it’s clearly a
leader in Social Media ROI (at least from the Retail/ Merchandizing
perspective), it may not have mapped is content enablement
strategy with it’s social and analytics enablement strategy

24. Planning for Success

25. THE PLAN = GOALS + STRATEGIES + TACTICS

26. Very basic business plan with measurement hooks –

27. Examples of Typical Business Goals (Business Objectives)
Business Goal Target
Increase Market Share by X% (this/next Y/Q)
Increase Business Income/Profit by X% (this/next Y/Q)
Save X% of our quarterly spent (this/next Y/Q)
Improve Productivity by X% (this/next Y/Q)
Improve Services provided by X% (this/next Y/Q)
Increase Company Profit by X% (this/next Y/Q)
Improve Team Productivity by X% (this/next Y/Q)

28. Align Marketing and Measurement
Marketing Measurement
When the foundation of a house is not set right – the walls
crack. Having the right Framework helps

29. Biz/Measurement Plan – WebMetricsGuru INC
My GOAL:
Increase Business Income 1600%+ this year
among Corporate Business Execs I speak with
at Conferences and Book Signings
during 2012
through My writings, virtual appearances, and in
person presentations.

30. Biz/Measurement Plan – WebMetricsGuru INC
I guide my audiences and customers to
Better understand and Invest in the best
technologies, process and people by retaining me
to help Design and implement successful online
them social customer intelligence listening
projects
Where All over the world

31. Biz/Measurement Plan – WebMetricsGuru INC
Where my success will be judged by (KPI’s)
• % of new customer signups
retaining me
• % rise in my bank account
balance this quarter
•% increase in online buzz

32. My Sample Dashboard
Date Bank Deposit
Date Latest Clients
$$$$ in Bank Deposits
Jan abc Jan $$$ 900
Jan efg 800
Jan $$$ 700
Jan hij 600
Jan $,$$$
Feb klm 500
Feb $,$$$ 400
Feb nop 300
Mar qrs Feb $,$$$ 200
100
Mar uvw Mar $$,$$$ 0
Mar $,$$$
Jan Feb Mar Apr
Online Buzz/Mentions Bank/Buzz %
160
140
120
1st Qtr
100
80 2nd Qtr
60
40 3rd Qtr
20
0 4th Qtr

33. Sailing into a New Approach
Aeros ML866.
Source: Tuvie.com

34. Real Time (social) Data may
require more of a Forensic
approach than is
typical for
Social Media projects
http://www.amazon.com/Pulse-Science-Harnessing-Internet-
Opportunities/dp/0470932368

35. Forensic Paradigm for Social (real time) data
• What Measures do you want to track?
• What Decisions would you make differently were
one of the measures surprisingly high or low?
• What is the threshold of the measure? At what
point if the value was exceeded or dipped would an
alternative action take place?
Source: Douglas Hubbard - The Pulse

36. Example
Client: Measure positive to negative ratio around the a new
Android phone being launched to the public using only
Twitter, Facebook and a blog contest and comments.
Analyst: Very Interesting – Why do you want to do with this
information?
Client: Want to know if my blogger relations program is
working and if I should add more bloggers to the contest of
the 2000 that entered .
Analyst: What is the level of online buzz would the campaign
fall below before you would add more bloggers to the
program?

37. Example
Client: Depends on a few factors. Less than 75 tweets
a week from the first 25 bloggers or less than 300
Retweets from their followers in aggregate, we might
want to double the number of bloggers in the
program.
Analyst: Great! Lets try to nail down those triggers so
we can build that into our analytics for you.
[Triggers and Thresholds were then defined]

38. Square turns the iPad into a cash register
Ultimate Social
Media
Measureable
ROI
by connecting
POINT OF SALE
systems with
Social Media

39. Let’s try an Analytics Game
• Pick a random set of
– Your Goal(s)
– Your Audiences
– Your Internal Audiences
– Your Budget
– Your Location
– Your Program/Service/Offering
– Your Vehicle
– Your Call to Action
– Your Metrics / KPI’s

40. Example
A Large Telecommunications Network in Australia
Your Goal – Increase sales of handsets in 1Q 2012
– Your Audiences – Gen X/Y females
– Your Internal Audiences - (Corporate Marketing)
– Your Budget - 600,000 Australian Dollars
– Your Location – Australia
– Your Program/Service/Offering – New Rate Plan for young
females
– Your Call to Action – Sign up now
– Vehicle -Website Signup form, local signup in store, mobile signup
in handset, Facebook Ads, Search
– Your Metrics / KPI’s – % Buzz, Net Promoter Score, SOV, SOC, plus
more

41. Your Template
(beware of “black boxes”)
Goal(s): Audience:
among
Location: Timing :
through/ with
Vehicle (how your going to do it): Venues (where your going to do it):
ask fans and
customers to
Message (Call(S) to Action):
Regarding our
Product / Service / Program
Success will be
judged by
Metrics/KPI’s

42. EXTRA - UltraViolet Audit

43. Summary
1. Framing your business goals and measurement strategy
with the right tools, process and people is the hardest part
of Social Media ROI.
2. The companies most “mature” in the Social Maturity
Spectrum are the most likely to be able to measure Social
Media ROI and profit from their investments in Social
Media. [Graduate from EXPLORATORY (research –i.e.: UV
Audit) into TACTICAL MEASURES & KPI’s).
3. Framing and Mapping Business and Measurement
Strategies happens at the same time, for the best results.
4. You can get a high level plan created fairly quickly with the
exercises covered in this deck – which will help illuminate
where you need to measure and what’s missing (gaps).

44. Questions ?
Contact me at
@webmetricsguru

45. Contact
Marshall Sponder
WebMetricsGuru INC.
www.smabook.com
www.webmetricsguru.com
now.seo@gmail.com
@webmetricsguru
@smanalyticsbook