1. Measuring Social Media Effectiveness Connie Bensen @cbensen Social Media Plus May 25, 2010

2. Agenda The New Measurement Tools & Ownership Five Step Process Metrics & Key Performance Indicators Case Studies

3. The New Measurement

4. Everything is Measurable

5. Wikis Blogs Twitter Facebook Message Boards Your Site Web Analytics YouTube LinkedIn

6. Opportunities of Monitoring Social Media Social Media Campaigns Customer Service Sales – Lead Gen Engagement Competitive Insight Product Development Search Engine Optimization Corporate Marketing Public Relations Brand Audit Time

7. Tools & Ownership

8. Tools ???

9. Social Media Monitoring Tools

10. Social Media Monitoring Tools (continued)

11. Collect Alterian SM2 indexes the entire social media universe, across the globe and across all platforms. Store Alterian’sSocial Media WarehouseSM, created in 2007, contains over 5 billion social media mentions, blogs, tweets, posts, images and conversations. Understand An incredibly powerful and intuitive tool, the AlterianSM2 User Interface enables clients to visualize, analyze, communicate and share findings. Turn content into actionable insight. The SM2 Technology Components Over 5 Billion Results

12. Who Should do This?

13. Holistic Approach

14. Five Step Process Measurement

15. 5 Steps to Success Listen using a comprehensive tool Decide on Objectives & Plan Strategy Objectives will Define Metrics Benchmark & Execute Measure, Report & Refine

16. 1. Listen Consider: Daily Volume Social networks being used Locations of communities online & offline Sentiment & Tone

17. Daily Volume How much are people talking about your brand? 6 months: 137, 113 Trending avg: 732/day

18. Volume: Social Channels Where are they talking?

19. Where are conversations taking place online? Focus on places consumers are most active. Plan your strategy.

20. Where does your audience reside? Identify new stakeholder groups. Grow membership base.

21. How do consumers feel about your brand? Find out what they do or don’t like... and who’s letting you know.

22. How polarized are the conversations?

23. 2. Choose Objectives - Value and ROI

24. 3-4 Define Metrics and Benchmark Goals will meet the objective(s) Percentage increase or decrease of desired results Examples: 15% increase in word of mouth 10% decrease in demand on call center 5% increase in leads from social channels 15% cost reduction in product development costs Benchmarking sets the stage.

26. Generate more word of mouth

27. Increase customer loyalty

28. Increase product/brand awareness

29. Improve new product success ratios

30. Improve public relations effectiveness

31. Reduce customer acquisition costs

32. Reduce customer support costs

33. Reduce market research costs

34. Reduce product development costsTip – Choose 1 or 2 to start with

35. 5. Monthly Reporting Report on Objectives established from goals of the position Qualitative Trends in members, topics, discovery of new communities Quantitative Benchmark based on previous report Web Analytics unless someone else is tracking them Recommendations Based on interactions with customers

36. Comparing Volume Blue is specifically about Tiger Represent a specific proportion of total conversations

37. Metrics & KPI’s

38. Customized KPI’s Social Reach Indicators Alterian generated content views on Slideshare, whitepaper downloads Blog subscriptions Community Health Indicators Volume of conversations about Alterian products Social Influence/Reputation Indicators Reach of participation in: speaking, training customers/staff, collaborations

39. Case Studies

41. Multiple demo and pricing requests per day

42. Increased sales staff

44. Increasing Customer Engagement by Listening 9 sites across Texas 18,000 staff, 90,000 patients www.mdanderson.org

45. Background Started monitoring in 2007 using free tools Monitored online conversations about: Cancer experiences Online discussion of their treatment Their brand and cancer related topics The communications they were creating “Our desire to get closer to patients and the general public online, and engage with those who were socially connected, meant we had to be able to monitor a much larger number of sources”. Jennifer Texada

46. ROI of Patient Referral at MD Anderson Campaign goal: To increase the number of doctors who registered with the hospital’s online electronic medical records system and in turn increase the number of patients referred. Tracked spread of campaign using SM2 and web analytics Noted a 9.5% increase in patient referrals in 3 months “This was a real eye-opener to how social media could benefit the business,” Texada said. “We could see which activity made most impact and which spread fastest.”

47. Evaluating Public Education Strategy planning Used SM2 to review historical data Decided to not run the same Prostate Cancer Awareness program They ran a more general campaign on men’s health Healthy eating Eating on a budget Exercise Resulted in significantly more traffic

48. Resources ROI Series of 10 white papers – http://AlterianSM2.com Freemium version of SM2 Groundswell by Charlene Li and Josh Bernoff Measuring Public Relationships by Katie Delahaye Paine Putting the Public Back in Public Relations by Brian Solis & Deidre Breakenridge Personality Not Included by RohitBhargava Trust Agents by Chris Brogan & Julien Smith

49. Connie Bensen @cbensen ConnieBensen@gmail.com http:communitystrategist.com Director of Community Strategy, Alterian