Tampa BSides - Chef's Tour of Microsoft Security Adoption Framework (SAF)
Social marketing analytics
1. SOCIAL MARKETING
ANALYTICS:
A New Framework for Measuring
Results in Social Media
#SocialAnalytics
@johnlovett @jowyang
Thursday, June 10, 2010
2. ABOUT THIS RESEARCH
• A Collaborative Effort
• Our Methodology
• A Nod To Open Research
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Thursday, June 10, 2010
3. SPECIAL THANKS TO...
• Our co-authors
– Charlene Li, Eric T. Peterson, Christine Tran
• Our Ecosystem Contributors
– 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 “Ray” Wang, Alan Webber, Jennifer Zeszut
– Alterian SM2, Biz360, Cymfony, Lithium, Omniture, Radian6, Scout Labs, Social
Radar StatsIT, SWIX, Trackur, Trendrr, LugIron, Visible Technologies, Webtrends
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Thursday, June 10, 2010
4. THE CONVERSATION HAS SHIFTED OFF
DOMAIN
Source: Pew Resource Center’s Internet and American Life Project , October 8, 2009
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Thursday, June 10, 2010
5. FACEBOOK IS THE SECOND BIGGEST
SITE IN US
Source: : Compete.com , January 2010
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Thursday, June 10, 2010
6. 50 MILLION TWEETS A DAY ON
TWITTER
Source: TwiGer, February 22, 2010
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Thursday, June 10, 2010
8. THE BIG SOCIAL EXPERIMENT
• Many companies are stumbling blindly into
social media marketing without a
measurement strategy
in place
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Thursday, June 10, 2010
9. THE NUMBERS ARE TELLING...
• “While 2009 may have been a “trial” run for many
brands and social media, in 2010, CMOs expect
social initiatives to directly impact their bottom
lines, without exception.”
• “CMOs reported that 64% of them would increase
their social media budgets within the next year.”
• 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 “CMOs Plan for Higher Social Media Measurability in 2010”
December 8, 2009
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Thursday, June 10, 2010
10. ...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
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Thursday, June 10, 2010
14. THE MARKETING FUNNEL
SOCIAL
NETWORKS
Prospects interact in
social networks
Customers interact
on company sites
Advocates may have a
dedicated community
COMPANY
SITE
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Thursday, June 10, 2010
15. The vast majority of businesses tracking
social media today are using the wrong
metrics!
It’s time for a new Social Media Measurement
standard.
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Thursday, June 10, 2010
16. 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.
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Thursday, June 10, 2010
17. THE DISCIPLINE INCLUDES A
FRAMEWORK
KPI!
KPI! KPI!
Business
KPI! KPI!
Objective!
Social !
Business Marketing! Business
KPI! KPI!
Objective! Goals! Objective!
KPI! Business KPI!
Objective!
KPI! KPI!
KPI!
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Thursday, June 10, 2010
18. BEGIN WITH AN INSIDE-OUT STRATEGY
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Thursday, June 10, 2010
19. THE SMA STRATEGY IN PRACTICE
Corporate Goals
Business Objectives
Measures of Success
Operational Tactics
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Thursday, June 10, 2010
20. THE SMA STRATEGY: GOALS
• Corporate Goals = Vision
• Understand, embrace & support
• Socialize goals widely
• Leverage motivating factors
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Thursday, June 10, 2010
21. THE SMA STRATEGY: OBJECTIVES
• Business Objectives = Strategy
• Foster Dialog
• Promote Advocacy
• Facilitate Support
• Spur Innovation
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Thursday, June 10, 2010
22. THE SMA STRATEGY: MEASURES
•Measures of Success = Management
• Key Performance Indicators…
• Provide context
• Set expectations
• Mandate actions
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Thursday, June 10, 2010
23. THE SMA STRATEGY: TACTICS
•Operational Tactics = Execution
• Specific campaigns
• Channel preferences
• Closed loop feedback
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Thursday, June 10, 2010
25. 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
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Thursday, June 10, 2010
26. THE FRAMEWORK BEGINS WITH GOALS
Social !
Marketing!
Goals!
26
Thursday, June 10, 2010
27. ...FROM GOALS STEM OBJECTIVES
Business
Objective!
Social !
Business Marketing! Business
Objective! Goals! Objective!
Business
Objective!
27
Thursday, June 10, 2010
28. ...THEN MEASURES OF SUCCESS
KPI!
KPI! KPI!
Business
KPI! KPI!
Objective!
Social !
Business Marketing! Business
KPI! KPI!
Objective! Goals! Objective!
KPI! Business KPI!
Objective!
KPI! KPI!
KPI!
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Thursday, June 10, 2010
29. AND FINALLY EXECUTION
KPI!
KPI! KPI!
Business
KPI! KPI!
Objective!
Social !
Business Marketing! Business
KPI! KPI!
Objective! Goals! Objective!
KPI! Business KPI!
Objective!
KPI! KPI!
KPI!
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Thursday, June 10, 2010
30. A SOCIAL MARKETING EXAMPLE...
• Goal Driving Consideration
• Objective Foster
Dialog!
• Measures Share
of Voice! Audience
Engage-
ment!
Conversa-
tion Reach!
• Tactics
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Thursday, June 10, 2010
32. DIALOG REQUIRES…
• 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
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Thursday, June 10, 2010
33. Granular Metrics
Audience
Engage-
ment
Ex
Share of Conversa-
ec
Voice tion Reach
ut
io
n
M
an
Foster
ag
em
Dialog
en
t
St
r
at
eg
y
Thursday, June 10, 2010
35. IF I WERE AT NIKE...
Share of Audience Conversation
Voice Engagement Reach
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Thursday, June 10, 2010
36. ADVOCACY IN A SOCIAL WORLD
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Thursday, June 10, 2010
37. ADVOCACY REQUIRES…
• 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
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Thursday, June 10, 2010
38. Active
Granular Metrics
Advocates
Promote Advocate
Advocacy Influence
e gy
t Advocacy
Stra Impact
e nt
em
ag
an
M
n
tio
e cu
Ex
Thursday, June 10, 2010
42. SUPPORT REQUIRES…
• 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
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Thursday, June 10, 2010
43. St
ra
t
eg
y
M
an
ag
Facilitate
em
en
Support
t
Ex
ec
ut
Resolution Satisfaction
io
n
Rate Score
Resolution
Time
Granular Metrics
Thursday, June 10, 2010
44. SUPPORT KPIS IN ACTION
• Social Media Issue Resolution Rate:
!""#$%
!"#$%&!'!())*+)!,+)#&-+.!/%$0)1%2$#30&4! = !())*+!,+)#&*$0#5!,%$+
&$"'(#)'*% "#$%&!'!/+3-02+!())*+)!
!!
&+,$%
• Resolution Time:
!
!"#$%&'$() !"#$%&!'()*+,-!./01#(0/!"+2/! = !./0#&*$+#(!"+2/
*+,") !! "#$%&!3!4/,5+6/!'()*+,+/0!
• Customer Satisfaction Score:
!
–
!"#$%"&#'() !"#$%&'()!*((+,-./!0123#%!45!65!"77728! = !:-%1$;-.%1&2!:.&)(
!&'*+) !! 499!"#$%&'()!*((+,-./!
!
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Thursday, June 10, 2010
45. IF I WERE AT BEST BUY...
Issue
Resolution Satisfaction
Resolution
Time Score
Rate
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Thursday, June 10, 2010
47. INNOVATION REQUIRES…
• 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
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Thursday, June 10, 2010
48. Topic
Trends
Granular Metrics
Sentiment Spur
Ratio Innovation
St
ra
te
gy
Idea Impact
M
an
ag
em
en
t
Ex
ec
ut
io
n
Thursday, June 10, 2010
50. IF I WERE AT DELL...
Topic Sentiment Idea
Trends Rate Impact
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Thursday, June 10, 2010
51. THE FRAMEWORK IS A PROCESS
KPI!
KPI! KPI!
Business
KPI! KPI!
Objective!
Social !
Business Marketing! Business
KPI! KPI!
Objective! Goals! Objective!
KPI! Business KPI!
Objective!
KPI! KPI!
KPI!
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Thursday, June 10, 2010
54. 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
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Thursday, June 10, 2010
56. SPECIFIC CHANNELS ARE SECONDARY
TO STRATEGY
• Find your audience, wherever they may be
• Recognize influence above the noise
• Promote advocacy and leverage your people
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Thursday, June 10, 2010
57. 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
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Thursday, June 10, 2010
58. 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
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Thursday, June 10, 2010