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1. Igniting Opportunities:
Measuring and Monetizing Social Media
April 25, 2012

2. Social Media
Monetization & Measurement
Adam Lavelle, Chief Strategy Officer, iCrossing
April 6, 2011

3. What is a moment?
moment – (physics): a tendency to produce motion,
esp rotation about a point or axis
3

4. Which moments are worth owning?
Exploring Point of Sale Use of Product Advocacy/WOM
Fs
irt S cn
eo d T ir
hd
A vr in
d et
is M mn
o et M mn
o et
Mmn
o et
g
o Tuh
f rt o Tuh
f rt o Tuh
f rt
The online The 3-7 When you What you say to
decision-making seconds when experience others about the
moment(s) you are staring the product product
at the products
on the shelf
Jim Lecinski,, A.G. Lafley, A.G. Lafley, Pete Blackshaw,
Google P&G P&G Nestle
4

5. Source: Forrester
5

6. Source: Forrester
6

7. 7

8. Making the moments matter
8

9. Buying attention alone is not sustainable
W e b u h m d ‘g e d r tee n
h n o g t e ia o s ak h r is o
’
c nestnb ten h ba da dte u ie c
o vr io e e te rn n h a d n e
a w
At tn
t nio
e
ie ce
O e dn
nb u
wa la
Lu c
anh Ed
n
Lu c
anh Ed
n
T e
im
9

10. Bought, earned, owned build value
* T sced ere a do n dh v t b a aso
o u ce , an d n we ae o e l y- n
w
ce
ien
ud
bea
l
na
Ow B uh
ogt
At tn
t nio
Ed
n
e
B uh
ogt Lu c
anh
Ed
n
B uh
ogt
Ed
n
Lu c
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E re & we
an d O n d *
Lu c
an
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T e
im
10

11. 11

12. 12

13. 13

14. 14

15. 15

16. CTR for ‘social’ email…
(% of total)
January 2012
Source: GetResponse
16

17. Time Spent on Site by Log-in Type
(Minutes)
January 2012
Source: Gigya
17

18. Time Spent on Site by Plug-in Interaction
(Minutes, after clicking a plug-in)
January 2012
Source: Gigya
18

19. Human beings know they are ‘influentials’
Millenials Xers Boomers Seniors
I am an influential information source 73% 53% 51% 44%
I regularly influence friends and family to buy or not to buy a
69% 49% 41% 27%
particular product or service
Using social network sites has made it easier for me to decide
61% 46% 36% 29%
on what to buy
Using social network sites to share my shopping and product
51% 33% 19% 9%
experiences make me feel empowered
Women’s marketplace influence self-assessment
73% of young adult women
describe themselves as influential
information sources
Ipsos Mendelsohn /Fleishman Hillard /Hearst, Jan 2012
19

20. Purchasing ‘inside’ social – not so much…
Product Purchase Intent, via Facebook Retailer Page
(% of respondents)
December 2011
Source: Oracle
20

21. Average revenue per order…
Revenue Per Order
$300.0
$250.0
$200.0
$150.0
$100.0
$50.0
$0.00
All Digital Display Paid Search Natural Affiliates Comparison Email Social Media
Channels Average Average Search Average Shopping Average Average
Average Average Average
Source: February 2012 by ClearSaleing
21

22. Is this true?
22

23. Thank you McKinsey, for having a chart…
Social media enables targeted marketing responses at
individual touch points along the consumer decision journey.
1. Monitor 2. Respond 3. Amplify 4. Lead
Social channels to consumers’ current positive changes in sentiment
for trends, insights comments activity/tone
or behavior
Consider Brand monitoring Crisis Referrals and Brand content
management recommendations awareness
Evaluate Product launches
Steps in the consumer decision journey
Buy Targeted deals,
offers
Experience Customer service Fostering Customer input
communities
Advocate Brand advocacy
Bond
Source: Expert interviews; McKinsey analysis
23

24. Which moments matter, and how
do we make them happen well?
24

25. Thank you
Adam Lavelle
Chief Strategy Officer, iCrossing
Find out more at www.icrossing.com
Follow us on Twitter @icrossing
Become a fan at Facebook.com/icrossing

26. Social Media Measurement
Igniting Oppor tunities: Measuring and
Monetizing Social Media
April 25, 2012
© 2012 Converseon Inc. Proprietary and Confidential 26

27. Converseon: Leading Social Strategy and Technology Firm
The Forrester Wave: Listening Platforms “Best Socialized Company (with IBM)”
“Best Social Agency”
Converseon
“Top Ten Smartest Big Brands”
“Best Word of Mouth Program”
“Award of Excellence for
Communications Innovation”
Source: The Forrester Wave™: Listening Platforms, Q3 2010, July 2010 The Forrester Wave is
“Best Use of Virtual Worlds”
copyrighted by Forrester Research, Inc. Forrester and Forrester Wave are trademarks of Forrester
Research, Inc. The Forrester Wave is a graphical representation of Forrester's call on a market and is
plotted using a detailed spreadsheet with exposed scores, weightings, and comments. Forrester does
not endorse any vendor, product, or service depicted in the Forrester Wave. Information is based on
best available resources. Opinions reflect judgment at the time and are subject to change.
© 2012 Converseon Inc. Proprietary and Confidential 27

28. Start with KPIs: Measure with Purpose
•Reputation Management •Demand Generation
•Crisis Management •Media planning
•Customer Service/Call •Campaign Effectiveness
Center Reduction Costs •Compliance/legal
•Innovation •HR
•Product Lifecycle •R&D
Management •Search, etc.
© 2012 Converseon Inc. Proprietary and Confidential

29. But There is Data Everywhere
© 2012 Converseon Inc. Proprietary and Confidential 29

30. If You’re Not Confused, You’re Not Paying Attention
© 2012 Converseon Inc. Proprietary and Confidential 30

31. What Are People Saying?
ILLUSTRATIVE
January 2011
Source: Converseon analysis of public online conversation records, conducted January 2011
© 2012 Converseon Inc. Proprietary and Confidential 31

32. Where is it Happening?
ILLUSTRATIVE
Top Websites for Disease State Y Conversations
April – May 2010
twitter.com 18.2%
facebook.com 8.63%
topix.com 2.97%
aippg.net 2.01%
religiousforums.com 1.31%
mybrothers.com 1.05%
forums.studentdoctor.net 0.87%
healthmedicalinformation.com 0.87%
healthdisorder.wordpress.com 0.87%
fiercebiotech.com 0.79%
Source: Converseon analysis of public online conversation records, conducted January 2011
© 2012 Converseon Inc. Proprietary and Confidential 32

33. What are They Talking About?
ILLUSTRATIVE
Source: Converseon analysis of public online conversation records, conducted January 2011
© 2012 Converseon Inc. Proprietary and Confidential 33

34. Bringing it All Together
Bridge the gap between digital, social, and traditional measurement to deliver a comprehensive
performance view.
» Develop measurement plan to align current
business goals, KPIs, and metrics for each
channel to ensure dashboard incorporates the
necessary data and insights
» Establish brand health scores that allow
marketers to track effectiveness of all
marketing tactics
» Analyze cross-channel impact and correlation
» Implement reporting dashboard to monitor
results on an ongoing basis
» Provide investment recommendations and
campaign optimizations based on monthly
brand results
© 2012 Converseon Inc. Proprietary and Confidential 34

35. Attribution Modeling is Illuminating Dark Matter in the Measurement
Universe
© 2012 Converseon Inc. Proprietary and Confidential 35

36. Next: Predictive modeling
Sales Brand Tracking
Conversion/Analytics
Traffic
Conversation Mining
36
© 2012 Converseon Inc. Proprietary and Confidential

37. But We’re A Long Way off…
© 2012 Converseon Inc. Proprietary and Confidential 37

38. Thank you
Converseon Inc. | 53 West 36th Street, New York, NY 10018 | t: 212.213.4279 | f: 646.304.2364 | www.converseon.com
© 2012 Converseon, Inc. CONFIDENTIAL AND PROPRIETARY. All rights reserved. Removal of this notice, and use, examination, disclosure, transfer, and copying of all
or part of this work are prohibited except with the express written consent of Converseon.

39. M izing[M ningE
onet ea conomics] ofSocia M
l edia
Chr Pery
is r
W Sha ick Digit l
eber ndw a

40. M c h sb e m d a o t o
u h a en a e b u h w
s c l is u t m d . F rl s s
o ia d r p s e ia a e s o
o h wit p c so rb s e s+ /.
n o im a t u u in s -

41. Let’s bust a
myth at the open.
T bestt in [business]
he hings
l ae fa fr fr T sa goes forsocia media
ife r r om ee. he me l .

42. Why some are talking up social business
as much as social media
Howyou pl n, or nize, st ff, impl
a ga a ementa r
nd efine
social
mediapr a ca ha e bigimpa on fina l
ogr ms n v ct ncias.

43. F ment lquest t timpa
unda a ions ha ct
economics aound socia pr a
r l ogr ms

44. QUES TION #1 [and #1b}
M r e in / r n
akt g b a d
Who owns
PR
it…how is Po ut
rdc
focus defined Cu t m rs r ic
so e e v e
by discipline? A l ft ea o e
lo h bv

45. Socia mediais a umbrella term
l n
QUES TION #2
t ke ma differ for incl ma zines,
a ny ent ms uding ga
for bl w v t r w r t
ums, ogs, ikis, ideo, umbl, ikis, aings
What exactly is a mor
nd e.
being owned? How it is [ properly]
applied should be
anything but.

46. QUES TION #3
T c ic l u p r ?
a t a s po t
What is your Ca p ig e e u io ?
ma n x c t n
process for On o gc m u it
g in o m n y
briefings/bud mt
g .?
Co t n o e a io s
n e t pr t n ?
geting? Op r t n o e h u ?
e a io s v r a l

47. QUES TION #4
How do you
manage an
S OW when
social is a fluid
operation?

48. QUES TION #5
How are you
accounting
for escalating
premium for
talent?

49. M izing[M ningE
onet ea conomics] ofSocia M
l edia
Chr Pery
is r
W Sha ick Digit l
eber ndw a

50. Igniting Opportunities:
Measuring and Monetizing Social Media
April 25, 2012