Social Marketing Analytics

A New Framework for Measuring Results in Social Media

A Joint Research Presentation With:

SOCIAL MARKETING
ANALYTICS:
A New Framework for Measuring
Results in Social Media

#SocialAnaly
@johnlovett @jowyang tics
About This Research

• A Collaborative Effort

• Our Methodology

• A Nod To Open Research

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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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The conversation has shifted off
domain

Source: Pew Resource Center’s Internet and American Life Project ,

October 8, 2009

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Facebook is the second biggest site in
US

Source: : Compete.com , January 2010

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50 million tweets a day on Twitter

Source: Twitter, February 22, 2010

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companies are confused

Source: http://www.engagementdb.com

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The Big Social Experiment

• Many companies are stumbling blindly into

social media marketing without a
measurement strategy
in place

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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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...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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The Big Payoff is Elusive

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The Marketing Funnel

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• 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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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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The Discipline Includes a Framework

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Begin with an Inside-Out Strategy

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The SMA Strategy In Practice

Corporate Goals
Business Objectives
Measures of Success
Operational Tactics
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The SMA Strategy: Goals

• Corporate Goals = Vision

• Understand, embrace & support
• Socialize goals widely
• Leverage motivating factors

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The SMA Strategy: Objectives

• Business Objectives = Strategy

• Foster Dialog
• Promote Advocacy
• Facilitate Support
• Spur Innovation

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The SMA Strategy: Measures

•Measures of Success =
Management

• Key Performance Indicators…

• Provide context
• Set expectations
• Mandate actions
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The SMA Strategy: Tactics

•Operational Tactics = Execution

• Specific campaigns
• Channel preferences
• Closed loop feedback

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Use a Measurement Framework

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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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The Framework Begins with Goals

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...From Goals Stem Objectives

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...Then Measures of Success

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And Finally Execution

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A Social Marketing Example...

•Goal Driving Consideration

• Objective

• Measures

• Tactics

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DIALOG Trumps Sponsorship

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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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 Granular Metrics

Audience
Engage-
ment

Ex
Share
Conversa-

e
of

cu
tion Reach
Voice

t io
n
M
an
Foster

ag
em
Dialog

en
S

t
tr
at
e gy
Dialog KPIs in action
• Share of Voice:

• Audience Engagement:

• Conversation Reach:

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If I Were At Nike...

Share of Audience Conversation

Voice Engagement Reach

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Advocacy in a Social World

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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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 Active

Granular Metrics
Advocate
s

Promote
Advocac Advocate
Influence
y

gy
t e
Advocacy
ra
St Impact

n t
e
em
ag
an
M
i on
ut
e c
Ex
Advocacy KPIs in action
• Active Advocates:

• Advocate Influence:

• Advocacy Impact:

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If I Were At The National Breast Cancer
Awareness Foundation...

Active Advocate Advocacy

Advocates Influence Impact

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Support Goes Social
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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 S
tr
at
e gy
M
an
ag

Facilitat
em

e
en

Support
t
Ex
ec
u

Resolution Satisfactio
ti
on

Rate n Score
Resolution
Time

Granular Metrics
Support kpis in action
• Social Media Issue Resolution Rate:

• Resolution Time:

• Customer Satisfaction Score:

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If I Were At Best Buy...

Issue
Resolution Satisfaction
Resolution
Time Score
Rate

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Crowdsourcing innovation

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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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 Topic
Granular Metrics

Trends

Spur
Sentiment Innovatio
Ratio n
S
tr
at
eg
Idea y
Impact
M
an
ag
e m
en
Ex t
ec
u ti
on
innovation kpis in action
• Topic Trends:

• Sentiment Ratio:

• Idea Impact:

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If I Were At Dell...

Topic Sentiment Idea Impact

Trends Rate

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The Framework Is a Process

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What about the Vendors???

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 Business Key Performance Vendors to Watch
Objective Indicator
Foster Dialog Share of Voice Alterian SM2, Radian6, Scout Labs, Statsit,
Trendrr, Visible Technologies

Audience Engagement Coremetrics, Webtrends, Radian6, Scout Labs,

Converseon, Filtrbox (Jive), Visible Technologies

Conversation Reach Alterian SM2, Radian6, Scout Labs, Social Radar,

Statsit, SWIX, Trendrr, Visible Technologies

Promote Active Advocates Biz360, Filtrbox (Jive), Radian6

Advocacy Advocate Influence Cymfony, Filtrbox (Jive), Radian6, Razorfish (SIM

Score), Telligent, Twitalyzer, Visible Technologies

Advocacy Impact Coremetrics, Omniture, Webtrends, SWIX,

Telligent

Facilitate Support Resolution Rate Filtrbox (Jive), RightNow Technologies,

Salesforce.com, Telligent

Resolution Time Filtrbox (Jive), RightNow Technologies,

Salesforce.com, Telligent

Satisfaction Score ForeSee Results, iPerceptions, Kampyle,

OpinionLab

Spur Innovation Topic Trends Alterian SM2, Cymfony, Filtrbox (Jive), Radian6,
Scout Labs, Social Mention, Social Radar, Trendrr,
Visible Technologies

Sentiment Ratio Alterian SM2, Converseon, Cymfony, Filtrbox

(Jive), Radian6, Scout Labs, Social Radar, Trendrr,
Visible Technologies

Idea Impact Biz360, Cymfony, Filtrbox (Jive), LugIron,

Radian6, Scout Labs, Visible Technologies
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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What about the Channels???

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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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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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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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DON’T BE THIS
GUY, OKAY?
Want to Learn More?

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Questions?