Learn How to Use Metrics to Prove Social Media ROI Success

1. © 2012 Webtrends, All Rights Reserved.
Using Metrics to Prove Social
Media ROI Success

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Introductions
@John Lovett
Senior Partner
Web Analytics Demystified
John Lovett is a Senior Partner at Web
Analytics Demystified, Inc. and the author of
Social Media Metrics Secrets (Wiley, 2011).
A former Forrester Research Analyst and
current Vice President of the Web Analytics
Association, John blogs about web analytics
industry trends, strategy, business culture, and
social analytics.
Merlyn Gordon
Sr. Product Marketing Manager
Webtrends
Merlyn has spent the last decade helping leading
brands succeed with digital marketing, social CRM,
and multi-channel measurement solutions.
He is currently responsible for product marketing
activities related to Webtrends’ digital
measurement solutions, including site, mobile and
social analytics.

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4. • End-to-end strategy for digital measurement,
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About Web Analytics Demystified
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5. About Web Analytics Demystified
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6. The Four Categories of Social Analytics
Foundational Measures
Counting Metrics
Business Value Metrics
Outcome Metrics
#Wtwebinar @johnlovett6

7. Counting Metrics Can Get You Started

8. 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
#Wtwebinar @johnlovett8

10. 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
#Wtwebinar @johnlovett10

11. Business Value Metrics for Executives
#Wtwebinar @johnlovett11

12. Business Value Metrics for Sales, Service &
Marketing
#Wtwebinar @johnlovett12

13. Don’t Forget Why You’re in Business

14. 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
#Wtwebinar @johnlovett14

15. Identifying Social Media Outcomes

16. Outcomes Need Associated Metrics …
#Wtwebinar @johnlovett16

17. 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
#Wtwebinar @johnlovett17

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

19. Foundational Measure Calculations
#Wtwebinar @johnlovett19

20. The Four Categories of Social Analytics
Foundational Measures
Counting Metrics
Business Value Metrics
Outcome Metrics
#Wtwebinar @johnlovett20

21. • Counting Metrics =
– Tweets, Contributors, Reach
• Outcome Metrics =
– “Amplification”
• Business Value Metrics =
– Referrals, Conversions, Revenue
Measuring Customer Acquisition on Twitter
#Wtwebinar @johnlovett21

22. Twitter Counting Metrics
Data Source: TweetReach
#Wtwebinar @johnlovett22

23. Twitter Counting Metrics
Data Source: TweetReach
#Wtwebinar @johnlovett23

24. Outcome Metrics Usually Require
Exporting Data...
#Wtwebinar @johnlovett24

25. Calculating Outcomes: Twitter
– Amplification is a relative number that should be
evaluated in context
#Wtwebinar @johnlovett25

26. 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
#Wtwebinar @johnlovett26

27. 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?
#Wtwebinar @johnlovett27

28. Engaging Fans on Facebook
• Counting Metrics =
– Likes, PTAT, Total Reach
• Outcome Metrics =
– “Engagement”
• Business Value Metrics =
– Campaign Response Rate, Loyalty, Advocate Impact
#Wtwebinar @johnlovett28

29. • 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/
Counting on Engagement
#Wtwebinar @johnlovett29

30. Facebook Counting Metrics
Data Source: Facebook Insights
#Wtwebinar @johnlovett30

31. Facebook Counting Metrics
Data Source: Facebook Insights
#Wtwebinar @johnlovett31

32. Exporting Facebook Insights Data
#Wtwebinar @johnlovett32

33. Correlating Outcome Metrics
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34. Correlating Outcome Metrics
#Wtwebinar @johnlovett34

35. Correlating Outcome Metrics
#Wtwebinar @johnlovett35

36. • How are you defining Engagement?
– Do you have Engagement defined by channel?
– Are you comparing cross-channel social Engagement?
– Do your colleagues understand Engagement?
Establishing Your Foundational Measures
#Wtwebinar @johnlovett36

37. • 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
Communicating Business Value
#Wtwebinar @johnlovett37

38. • Interpret your data
• Provide business context
• Offer insights and recommendations
Producing Analysis & Insight
#Wtwebinar @johnlovett38

39. Bonus Metric!
Foundational Measures
Counting Metrics
Business Value Metrics
Outcome Metrics
#Wtwebinar @johnlovett39

40. The Most Important Metric is Usually
Hardest to Quantify ...
Impact
Foundational Measures
Counting Metrics
Business Value Metrics
Outcome Metrics
#Wtwebinar @johnlovett40

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

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Questions?
Q & A Session
Moderated by Merlyn Gordon
Webtrends
John Lovett
john.lovett@webanalyticsdemystified.com
john.webanalyticsdemystified.com
@johnlovett
Merlyn Gordon
merlyn.gordon@webtrends.com
blogs.webtrends.com
@merlyngordon

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Webtrends Social Measurement Solutions
Demonstrate the success of social marketing investments and brand engagement strategies
The Three P’s for Success

44. |44© 2012 Webtrends, All Rights Reserved.
Webtrends Social Measurement Solutions
Demonstrate the success of social marketing investments and brand engagement strategies
The Three P’s for Success
Product

45. |45© 2012 Webtrends, All Rights Reserved.
Webtrends Social Measurement Solutions
Demonstrate the success of social marketing investments and brand engagement strategies
The Three P’s for Success
Product Practice

46. |46© 2012 Webtrends, All Rights Reserved.
Webtrends Social Measurement Solutions
Demonstrate the success of social marketing investments and brand engagement strategies
The Three P’s for Success
Product PartnersPractice

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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.
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