Web Analytics Demystified's ACCELERATE 2012 Chicago - Lovett
In this presentation, John Lovett, Senior Partner at Web Analytics Demystified presents 10 tips on Building a Social Measurement Framework
7. • [CONTEXT] Your business (for the next 20 mins):
– Produces a Chicago specialty product
– Prides itself on local quality only available in stores
– Revenue is a key driver, but satisfaction is critical
– Wants/Needs to cash-in on social media
Ten Tips For Building a Social
Measurement Framework
@johnlovett at #ACCELERATE
10. TIP #1: Adopt a Framework
@johnlovett at #ACCELERATE
11. TIP #1: Adopt a Framework
@johnlovett at #ACCELERATE
Goals
12. TIP #2: Develop S.M.A.R.T. Goals
Most businesses have …
@johnlovett at #ACCELERATE
13. TIP #2: Develop S.M.A.R.T. Goals
D.U.M.B. Goals
• Doable
• Understandable
• Manageable
• Beneficial
Most businesses have …
@johnlovett at #ACCELERATE
14. TIP #2: Develop S.M.A.R.T. Goals
D.U.M.B. Goals
• Doable
• Understandable
• Manageable
• Beneficial
S.M.A.R.T. Goals
• Specific
• Measurable
• Attainable
• Relevant
• Timely
You Have …
@johnlovett at #ACCELERATE
15. TIP #2: Develop S.M.A.R.T. Goals
Which of the following is a S.M.A.R.T. goal?
A) Improve our Yelp rankings in 2012
B) Increase foot traffic to our Hyde Park location
C) Increase YOY same-store sales +25% in FY2012
D) Get more people to eat our yummy pizza
@johnlovett at #ACCELERATE
16. TIP #2: Develop S.M.A.R.T. Goals
Which of the following is a S.M.A.R.T. goal?
A) Improve our Yelp rankings in 2012
B) Increase foot traffic to our Hyde Park location
C) Increase YOY same-store sales +25% in FY2012
D) Get more people to eat our yummy pizza
@johnlovett at #ACCELERATE
18. TIP #3: Identify Your Objectives
Gain
Exposure
Foster
Dialogue
Generate
Interactions
Facilitate
Support
Promote
Advocacy
Spur
Innovation
@johnlovett at #ACCELERATE
19. Which Social Media Objective(s) map to your goal?
A) Gain Exposure
B) Foster Dialogue
C) Generate Interactions
D) Promote Advocacy
E) All of the above
TIP #3: Identify Your Objectives
@johnlovett at #ACCELERATE
20. Which Social Media Objective maps to your goal?
A) Gain Exposure
B) Foster Dialogue
C) Generate Interactions
D) Promote Advocacy
E) All of the above
+25% in
FY2012
TIP #3: Identify Your Objectives
@johnlovett at #ACCELERATE
21. Which Social Media Objective maps to your goal?
A) Gain Exposure
B) Foster Dialogue
C) Generate Interactions
D) Promote Advocacy
E) All of the above
TIP #3: Identify Your Objectives
@johnlovett at #ACCELERATE
24. TIP #4: Measure What Matters
Goal: +25% in FY2012
Objective: Promote Advocacy
Key Metrics:
@johnlovett at #ACCELERATE
25. TIP #4: Measure What Matters
Goal: +25% in FY2012
Objective: Promote Advocacy
Key Metrics:
• Active Advocates (Upper Crusters)
• Advocate Influence
• Advocate Impact
@johnlovett at #ACCELERATE
26. TIP #4: Measure What Matters
You will have more
metrics, yet these are the
key ones that you will
report out to your
business stakeholders
ImportantGoal: +25% in FY2012
Objective: Promote Advocacy
Key Metrics:
• Active Advocates (Upper Crusters)
• Advocate Influence
• Advocate Impact
30. YES
Identify Your Upper Crust Advocates
@johnlovett at #ACCELERATE
Sue is:
• Genuine
• Authentic
• Influential
• Not financially
motivated
31. Goals > Objectives > Measures
Promote
Advocacy
+25% in
FY2012
Active
Advocates
Advocate
Influence
Advocacy
Impact
@johnlovett at #ACCELERATE
32. TIP #5: Choose Channels Carefully
@johnlovett at #ACCELERATE
33. TIP #5: Choose Channels Carefully
• Channel selection criteria:
– Is my audience there?
– Does it fit my business image?
– Can I manage it?
– Can I monetize it?
@johnlovett at #ACCELERATE
34. TIP #5: Choose Channels Carefully
Which channel(s) promote advocacy?
A) Social Networks (Facebook)
B) Blogs (Tumblr)
C) Social Commerce (Living Social)
D) Social Sharing (Pinterest)
E) All of the Above
@johnlovett at #ACCELERATE
35. TIP #5: Choose Channels Carefully
Which channel(s) promote advocacy?
A) Social Networks (Facebook)
B) Blogs (Tumblr)
C) Social Commerce (Living Social)
D) Social Sharing (Pinterest)
E) All of the Above
F) It Depends
@johnlovett at #ACCELERATE
36. Goal > Objectives > Measures > Channels
Promote
Advocacy
+25% in
FY2012
Active
Advocates
Advocate
Influence
Advocacy
Impact
Social Networks
Blogs
Social Reviews
Social Video
@johnlovett at #ACCELERATE
37. TIP #6: Select Tech Wisely
The Social Technology Spectrum
@johnlovett at #ACCELERATE
38. TIP #6: Select Tech Wisely
The Social Technology Spectrum
• Breadth of “Listening”
• Engagement Console
• Out-of-the-Box Metrics
• Custom Metrics
• Data Export / API
• Reporting / Visualization
@johnlovett at #ACCELERATE
39. TIP #7: Refine Your Metrics
• Fit your metrics to technologies
• Establish baselines and consistency
• Begin compiling data and formatting reports
• Socialize your data and accept feedback
• Lather, Rinse, Repeat
@johnlovett at #ACCELERATE
40. TIP #8: Map Your Campaigns
Social Campaign:
• Campaign Goal(s):
• Campaign Objective(s):
• Campaign Measures of Success:
• Campaign Channel(s):
@johnlovett at #ACCELERATE
41. TIP #8: Map Your Campaigns
Social Campaign: Knife & Fork - OR - Nothin’ …?
• Campaign Goal(s):
• Campaign Objective(s):
• Campaign Measures of Success:
• Campaign Channel(s):
This campaign encouraged Upper Crusters to post a video (w/ tracking code)
on how to eat Chicago style pizza. They were each given a unique promo code
that could be printed & used for 10% off one large pizza in any store location.
@johnlovett at #ACCELERATE
42. TIP #8: Map Your Campaigns
Social Campaign: Knife & Fork - OR - Nothin’ …?
• Campaign Goal(s): +25% in FY2012
• Campaign Objective(s): Promote Advocacy
• Campaign Measures of Success: Influence
(total # coupon redemptions, total $$$ value of coupon diners, total
number of video views, total number of video comments, etc…)
• Campaign Channel(s): Social Video
@johnlovett at #ACCELERATE
43. TIP #9: Quantify Your Success
@johnlovett at #ACCELERATE
Context
44. TIP #9: Quantify Your Success
Data
• 32 Upper Crusters in IL
• 19 videos produced
• 635 total video views
• 156 coupons distributed
• AOV Coupon meal = $29
• Nothin’ bests Fork 3:1
@johnlovett at #ACCELERATE
Context
45. TIP #9: Quantify Your Success
Data
• 32 Upper Crusters in IL
• 19 videos produced
• 635 total video views
• 156 coupons distributed
• AOV Coupon meal = $29
• Nothin’ bests Fork 3:1
Insights
• Overall customers
enjoyed this campaign
and views were up 64%
• Coupon redemption was
80% with an AOV +$8
@johnlovett at #ACCELERATE
Context
46. TIP #9: Quantify Your Success
Data
• 32 Upper Crusters in IL
• 19 videos produced
• 635 total video views
• 156 coupons distributed
• AOV Coupon meal = $29
• Nothin’ bests Fork 3:1
Insights
• Overall customers
enjoyed this campaign
and views were up 64%
• Coupon redemption was
80% with an AOV +$8
Recommendations
• Provide direction for
Upper Crusters to create
more unified content
• Feedback: Allow coupon
redemption via
smartphone verification
@johnlovett at #ACCELERATE
Context
47. TIP #10: Institutionalize Framework
• Be the Change within your Business
– At first this will feel like process
– Then it will become part of the daily routine
– Until it becomes a way of life.
@johnlovett at #ACCELERATE