Using Metrics to Fuel Social Media ROI

Using Metrics to Prove Social
Media ROI Success

© 2012 Webtrends, All Rights Reserved.

Introductions

@John Lovett Merlyn Gordon
Senior Partner Sr. Product Marketing Manager
Web Analytics Demystified Webtrends
John Lovett is a Senior Partner at Web Merlyn has spent the last decade helping leading
Analytics Demystified, Inc. and the author of brands succeed with digital marketing, social CRM,
Social Media Metrics Secrets (Wiley, 2011). and multi-channel measurement solutions.

A former Forrester Research Analyst and He is currently responsible for product marketing
current Vice President of the Web Analytics activities related to Webtrends’ digital
Association, John blogs about web analytics measurement solutions, including site, mobile and
industry trends, strategy, business culture, and social analytics.
social analytics.

© 2012 Webtrends, All Rights Reserved. 2|

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The Four Categories of Social Analytics

Business Value Metrics
Outcome Metrics
Counting Metrics
Foundational Measures


Counting Metrics Can Get You Started

Counting Metrics Are Usually FREE

‣ These are the most basic and readily available
metrics in social media

• More than 50% of companies are collecting: fans,
mentions, contributors, and traffic metrics
• Think Facebook Insights or YouTube channel profiles
• Counting metrics are a measure of volume

‣ Volume-Based metrics can be helpful
for sizing your audience

Collaborate to Find Business Value

‣ Business Value metrics are calculated to align
social activity & results with key stakeholders

• These metrics should be developed for specific roles
• Get out and talk to your peers – ask hard questions
• Your job is to collaborate with stakeholders

‣ Communicating business value with your
social media metrics is a CRITICAL task


Business Value Metrics for Executives


Business Value Metrics for Sales, Service &
Marketing


Don’t Forget Why You’re in Business

Humanize Your Approach by Measuring
Social Media Outcomes
‣ A Tested Framework for Social Media Outcomes:
• Gain Exposure
• Create Dialogue
• Encourage Interactions
• Facilitate Support
• Build Advocacy
• Spur Innovation

‣ Outcome-Based objectives allow you to
connect social programs to customers

Identifying Social Media Outcomes

Outcomes Need Associated Metrics …


Social Media Foundational Measures

‣ Gaining buy-in and creating metrics is the hard
work; don’t blow it by introducing data doubts

– Metrics must have reproducibility
– Gain this by insisting upon standardized calculations
– Publish data dictionaries and knowledge bases

‣ Analytics programs require governance and
Foundational Measures can help


Foundational Measures are building blocks.
Foundational Measures are building blocks.
Without them you get Chaos
Without them you get Chaos

Foundational Measure Calculations


The Four Categories of Social Analytics

Outcome Metrics
Counting Metrics


Measuring Customer Acquisition on Twitter

• Counting Metrics =
– Tweets, Contributors, Reach

• Outcome Metrics =
– “Amplification”

• Business Value Metrics =
– Referrals, Conversions, Revenue


Twitter Counting Metrics

Data Source: TweetReach


Outcome Metrics Usually Require
Exporting Data...


Calculating Outcomes: Twitter

– Amplification is a relative number that should be
evaluated in context


Assessing Business Value

• Business Value comes from integrating data

• Assess your social activities by importing social
data to your analytics tool:

– Website Referrals from Twitter
– Conversions events from Twitter
– Revenue from Twitter


Don’t Miss An Opportunity for Analysis

• Integrated Data also yield insights:

– When does Amplification correlate to Conversions?
– Which message types produce highest Conversions?
– Which words produce the highest Conversion rates?
– What time of day are messages Amplified most?
– Which users drive the Amplification and Conversion?
– Is there a business case to invest more in Twitter?


Engaging Fans on Facebook

• Counting Metrics =
– Likes, PTAT, Total Reach

• Outcome Metrics =
– “Engagement”

• Business Value Metrics =
– Campaign Response Rate, Loyalty, Advocate Impact


Counting on Engagement

• Only 6% of fans engage with brands on Facebook*

• More Likes Engagement

• Fans “engage” other
fans...

• *According to a new study by Napkin Labs
• http://mashable.com/2012/10/18/facebook-fan-engagement-2/


Facebook Counting Metrics

Data Source: Facebook Insights


Exporting Facebook Insights Data


Correlating Outcome Metrics


Establishing Your Foundational Measures

• How are you defining Engagement?
– Do you have Engagement defined by channel?
– Are you comparing cross-channel social Engagement?
– Do your colleagues understand Engagement?


Communicating Business Value

• Business Value = what’s important to your brand

• Communicate the value of social activities in
language that your peers understand:

– Loyalty
– Customer Satisfaction
– Sales at-the-shelf


Producing Analysis & Insight

• Interpret your data
• Provide business context
• Offer insights and recommendations


Bonus Metric!

Outcome Metrics
Counting Metrics


The Most Important Metric is Usually
Hardest to Quantify ...

Impact

Outcome Metrics
Counting Metrics


John Lovett
Senior Partner, Web Analytics Demystified
www.socialmediametricssecrets.com
John@webanalyticsdemystified.com
@johnlovett

Insights from Web Analytics Demystified
www.webanalyticsdemystified.com

Questions?

Q & A Session
Moderated by Merlyn Gordon
Webtrends

John Lovett Merlyn Gordon

john.lovett@webanalyticsdemystified.com merlyn.gordon@webtrends.com

john.webanalyticsdemystified.com blogs.webtrends.com

@johnlovett @merlyngordon


Webtrends Social Measurement Solutions
Demonstrate the success of social marketing investments and brand engagement strategies

The Three P’s for Success




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Webtrends Unified Approach to Measurement

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Additional Webinar

[Webinar] Developing a Framework for Social Measurement featuring Susan
Etlinger of Altimeter Group

http://understanding.webtrends.com/AltimeterSocialMeasurementWebinar

Related Resources

[Solution Brief + Data Sheet] Learn more about Webtrends Social Measurement:

http://www.webtrends.com/products/analytics/social

[Announcement] HootSuite Integrates with Webtrends to Connect Social Media
Messages to Website Conversion Metrics.

http://ow.ly/e9Nl2


Using Metrics to Fuel Social Media ROI

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