Most businesses understand the importance of social media in their marketing, customer service and sales efforts; however, they still struggle to capture and analyze all the rich information and insights that the massive social data landscape provides.
The measurement of a campaign’s success or even your audience’s interests can be difficult to interpret without proper secondary data. So how do you benchmark and measure social data to measure campaign success? Join us as social data experts from Marketo and Synthesio discuss how brands get ahead of the game and stay there - with the right benchmarking & measurement strategies and technologies.
Why Teams call analytics are critical to your entire business
How to Benchmark Social Data to Drive ROI
1. How to Benchmark Social Data to
Drive ROI
Divya Dutt
Senior Marketing Manager
Demand Generation
Marketo
Greg Roth
Director, Product Marketing
Synthesio
14. Metrics That Really Matter
Top of the
funnel
metrics
• Reach/impressions
• CTR/Engagement
• Conversions
• CPA/CPL
Middle of
the funnel
Metrics
• Marketing
Qualified Leads
• Sales Qualified
leads
Bottom of
the funnel
metrics
• Pipeline
• Revenue
• Customer LTV
15. 1. Social can help throughout the buyer’s journey
2. Serve relevant content based on the buyer’s
journey
3. Social is just a channel – you still need great
content and offers
4. Define Objectives and Metrics for each stage
5. Track Your Social Efforts so you can iterate and
improve
Key Takeaways
@dkap_11
16. LISTENING
RAW DATA
MEASUREMENT
ENRICHED DATA
SOCIAL INTELLIGENCE
ACTIONABLE DATA
SHARE OF VOICE
SENTIMENT
INFLUENCE
REACH
DEMOGRAPHICS
ROI
CREATE KPIS THAT WILL CONNECT SOCIAL TO BUSINESS IMPACT
KPIS
KPIS
KPIs
KPIs
18. LISTENING
RAW DATA
IDENTIFY AND MEASURE EACH STAGE OF THE CUSTOMER LIFE CYCLE
Campaigns
Research
Crisis
Brand Health
SHARE OF VOICE REACH
Tactical Campaign Performance
Analysis of content performance
based on vanity metrics
Competitive Analysis
Analysis of brand or product’s place
within the competitive landscape
Trend Identification
Analysis of historical campaign content
to surface trending topics around brands
and keywords
Alerting
Automated notifications triggered when
problem topics surpass volume
thresholds
STAGE 1:
KNOWING THE CUSTOMER
19. MEASUREMENT
ENRICHED DATA
Campaigns
Research
Crisis
Brand Health
IDENTIFY AND MEASURE EACH STAGE OF THE CUSTOMER LIFE CYCLE
SENTIMENT
DEMOGRAPHICS
SHARE OF VOICE REACH
Measure Community Impact
Segmentation of campaign results by
category, demographic, or
psychographic groupings
Audience Segmentation
Clustering of defined audience
groupings to harvest insights around
what influences and motivates social
tribes
Hot Button Topic Identification
Analysis to discover high/low
sentiment for problematic keywords
and themes that could cause
potential crises
Perception Analysis
Analysis of specific brand and product
impact on
segmented audiences
STAGE 2:
ANALYZING THE CUSTOMER
20. Campaigns
Research
Crisis
Brand Health
IDENTIFY AND MEASURE EACH STAGE OF THE CUSTOMER LIFE CYCLE
SENTIMENT
DEMOGRAPHICS
SHARE OF VOICE REACH
Campaign ROI
Analysis of impact of campaign (pre,
during, post) based on business and
social metrics
Influencer Identification
Analysis of social media users mapped
to thematic, demographic, and
psychographic segments
Advocate/Detractor Identification
Definition of segments evolving
influence and analysis of changing
conversations over time
Customer Experience Analysis
Mapping of customer lifecycle stages of
social ROI KPIs
SOCIAL INTELLIGENCE
ACTIONABLE DATA
ROI
INFLUENCE
STAGE 3:
UNDERSTANDING THE CUSTOMER
21. LISTENING
RAW DATA
MEASUREMENT
ENRICHED DATA
SOCIAL INTELLIGENCE
ACTIONABLE DATA
BENCHMARK SOCIAL DATA TO UNCOVER GLOBAL METRICS,
SOCIAL MEDIA ROI, AND COMPETITIVE INTELLIGENCE
Campaign ROI
Benchmark
Analysis of year over
year campaign ROI
results and
identification of most
effective investments
Crisis Impact Analysis
Benchmarking the
impact of crises on
overall brand health
based on strategic
business metrics that go
beyond volume and
sentiment
Influencer Impact Analysis
Measurement of the impact that brand ambassadors or critics have
over time on overall social brand equity
Brand Equity Analysis
Robust measurement framework of social KPIs and targets by
segment, market and life stage
23. 70+ Languages197 Countries
DEVELOP A MARKETING
ECOSYSTEM WHICH WILL
EFFECTIVELY CORRELATE AND
DISTRIBUTE SOCIAL DATA
ACROSS THE ENTERPRISE
24. You
Tube
f
Find potential leads amongst social
followers and add them to Marketo
lists without changing platforms.
Harvest data about leads to improve
relevancy of conversations and
resonance of content.
Enrich Contact Records with Social Data
DEVELOP A MARKETING
ECOSYSTEM WHICH WILL
EFFECTIVELY CORRELATE AND
DISTRIBUTE SOCIAL DATA
ACROSS THE ENTERPRISE
Hinweis der Redaktion
One of the main things to consider before you start generating content and running ad campaign is to define clear objectives by phase
It is important to have clear objectives before you start creating campaigns to generate awareness,
Top of mind awareness (TOMA)
Awareness – Blogs
Engage – Tweet Chats, PPC, Social, Email
Purchase – Email, Mutichannel program, Retargeting, Nurture
Retain – webinar and emails (showcase series)
Advocacy – Purple select
The idea here is that each plugs into the next to create a solid core. Yet, each can also operate independently, according to stage of client maturity.
Then - with obviously more flashy icons and graphics we can show where synthesio sits in a larger digital ecosystem. We can even have more stuff going into the top of the barrel or coming out the bottom.
Then - with obviously more flashy icons and graphics we can show where synthesio sits in a larger digital ecosystem. We can even have more stuff going into the top of the barrel or coming out the bottom.
Then - with obviously more flashy icons and graphics we can show where synthesio sits in a larger digital ecosystem. We can even have more stuff going into the top of the barrel or coming out the bottom.
Then - with obviously more flashy icons and graphics we can show where synthesio sits in a larger digital ecosystem. We can even have more stuff going into the top of the barrel or coming out the bottom.