4. 4
Special Thanks To...
⢠Our co-authors
â Charlene Li, Eric T. Peterson, Christine Tran
⢠Our Ecosystem Contributors
â Lisa Barone, Connie Benson, David Berkowitz, Blake Cahill, Adam Coomes,
Monica Cordina, Bill Gassman, Jascha Kaykas-Wolff, Rob Key, Justin Kistner,
Scott Lake, Matt Langie, Alex Mann, Louis Marascio, John McCory, Aaron
Neumann, Katie Delahaye Paine, Sean Power, Chris Ramsey, Boaz Ronkin, Shiv
Singh, R âRayâ Wang, Alan Webber, Jennifer Zeszut
â Alterian SM2, Biz360, Cymfony, Lithium, Omniture, Radian6, Scout Labs, Social
Radar StatsIT, SWIX, Trackur, Trendrr, LugIron, Visible Technologies, Webtrends
5. 5
The conversation has shifted off
domain
Source: Pew Resource Centerâs Internet and American Life Project , October 8, 2009
6. 6
Facebook is the second biggest site in
US
Source: : Compete.com , January 2010
9. 9
The Big Social Experiment
⢠Many companies are stumbling blindly into
social media marketing without a
measurement strategy
in place
9
10. 10
The Numbers are TellingâŚ
⢠âWhile 2009 may have been a âtrialâ run for many
brands and social media, in 2010, CMOs expect
social initiatives to directly impact their bottom
lines, without exception.â
⢠âCMOs reported that 64% of them would increase
their social media budgets within the next year.â
⢠In 2009, 89% of CMOs tracked social media's impact
by using standard metrics such as site traffic,
pageviews, and number of fans.
Source: BazaarVoice âCMOs Plan for Higher Social Media Measurability in 2010â
December 8, 2009
11. 11
...Still Marketers are Perplexed
⢠Social media vendors and platforms are
proliferating at an astounding rate
⢠Solutions exist for every channel
⢠A multitude of choice creates confusion
16. 16
⢠The vast majority of businesses tracking
social media today are using the wrong
metrics!
⢠Itâs time for a new Social Media
Measurement standard.
17. 17
Introducing...
⢠Social Marketing Analytics is the discipline
that helps companies measure, assess and
explain the performance of social media
initiatives in the context of specific
business objectives.
26. 26
Marketers Need A Framework
⢠A pragmatic approach using metrics derived
from sound business objectives
⢠Minimizes confusion about the value of
social marketing efforts
⢠And delivers tangible results
33. 33
Dialog RequiresâŚ
⢠Building awareness by initiating the conversation
⢠Engaging with individuals to determine their
response to ideas, thoughts, products and activities
generated by the organization
⢠Responding to individuals on behalf of the brand
through genuine interactions
38. 38
Advocacy RequiresâŚ
⢠Encouraging word of mouth activity by
promoting and endorsing conversations
shared by individuals
⢠Developing relationships with individuals
who have an affinity towards the brand
⢠Nurturing existing relationships with
customers as a proven method of
building advocacy within an
easily identified segment
38
43. 43
Support RequiresâŚ
⢠Resolving service issues through social
media channels via direct company response
and crowd-sourcing alternatives
⢠Expediting issue resolution with quality and
integrity
⢠Elevate satisfaction through flexible support
options
48. 48
Innovation RequiresâŚ
⢠Gathering customer insights via social media
channels with a clear mission of identifying
market needs and service opportunities
⢠Processing ideas and community feedback as a
means to drive products and services requires
receptive product managers
⢠Delivering new products and services to the
market with credit and acknowledgement to
customers
55. 55
Vendors Are A Mandatory Component
⢠The perfect social media measurement vendor
does not exist
⢠Existing vendors shine at listening, sentiment and
trending conversations
⢠Technologies can facilitate data
collection in diverse social media,
but there are no silver bullets
55
57. 57
Specific Channels Are Secondary to
Strategy
⢠Find your audience, wherever they may be
⢠Recognize influence above the noise
⢠Promote advocacy and leverage your people
58. 58
A New Social Media Measurement
Playbook is Mandatory
⢠Measure based on specific business objectives
⢠Use Key Performance Indicators to Become a
Measurement Hero
⢠Adopt the Social
Marketing Analytics
Framework and
make it your own
58
59. 59
Your Prescription For Measurement
1. Follow the process:
Vision>Objectives>Measurement>Tactics
2. Know that not all channels are equal
3. Define requirements first; then select vendors
4. Develop your social media measurement
playbook
5. Make our measurement framework your own