This document discusses metrics for measuring social media and new media from 1990 to 2010. It provides examples of metrics used in 1990, 2000, and 2010 as digital communications and online transactions increased. It then discusses four types of applied social media metrics: brand perception metrics, marketing efficiency metrics, revenue growth metrics, and support savings metrics. Specific metrics are provided for each type. The document emphasizes that social media metrics should guide strategy and that qualitative thinking is also important. It outlines five stages of an organization becoming fully engaged with social media, with the fifth stage being a fully engaged enterprise where customer engagement is distributed across the organization and drives business outcomes.

1. Web 2.0 NYC 2010 Measuring the Future: New Metrics for New Media

2. Measurement, 1990 TV Print Sale! OOH Radio WOM Mail Warranty Card Telephone Survey Credit/ Payment Info Focus groups

3. We get digital

4. Measurement, 2000 Online Ads Clicks Page Views Register Optin Sessions Search TV Sale! Print OOH Radio WOM Warranty Card Mail Telephone Survey Credit/ Payment Info Focus groups

5. We get social

6. Measurement, 2010 Review Product Blog Post Post Digg Make video Share Tweet Re-Tweet Fan Like Review Book mark Rate Online Ads Clicks Page Views Register Optin Sessions Search Sale! TV Warranty Card Print OOH Credit/ Payment Info Telephone Survey Radio Focus groups WOM Social Media

7. The more digital our communications get, the more transactions we perform online, the higher our expectations of what we can measure

8. So what can we measure?

9. SOME “SOCIAL” METRICS

10. There’s no way my company would ever measure “likes”

11. Ford Explorer “Reveal,” July 2010

12. “You also probably recall Ford’s ambitious 2011 Ford Explorer Reveal. The car maker decided to forgo the auto show and reveal its new car on the web, with Facebook as the centerpiece of the company’s online reveal strategy. The campaign proved to be more successful than anticipated. On reveal day, Ford produced the number one trending topic on Twitterin the U.S.; the Explorer was the number two most searched for term on Google; Ford’s YouTube reveal video garnered 11,000 views; more than 50,000 Ford Explorer Facebook “Likes” flooded in; and, perhaps best of all, 25,000 potential car buyers built and priced new Explorers on the company’s website.” Mashable, “Top 5 Emerging Brand Trends on Facebook,” September 28, 2010

13. Is that good?

14. FOUR KINDS OF APPLIED METRICS Brand Perception Marketing Efficiency Revenue Growth Support Savings

15. Think KPI Not ROI

16. BRAND PERCEPTION METRICS Social Media participation is necessary to create and maintain brand reputation Sentiment Brand equity Thematic/ perceptual maps; cluster analysis PR functions/ crisis control Media relationships Influencer relationships Customer satisfaction Likeliness to buy Likeliness to recommend (NPS)

17. MARKETING EFFICIENCY METRICS Social Media is an effective way to create awareness of and interest in our products and services SEO Improved rankings Reach Followers Fans Forwards Invites Word of Mouth Shares RTs Research Defrayed/ reduced cost of surveys, focus groups, panels, testers, and secret shoppers

18. REVENUE GROWTH METRICS Social Media is an effective way to drive sales Relationships that could become leads Members, Registrants, Fans, downloaders, subscribers, followers, bookmarkers, commenters Leads People that have expressed an interest in your product in the public domain and that you can follow up with Sales Tracked from links promoted via social media channels Tracked via promo codes and offers

19. SUPPORT SAVINGS Social Media is an effective way to service our customers (or let them self service themselves Content creation: user generated vs. company generated Ratings & Reviews Forums Groups Support case metrics Cases per channel response times per channel wait time per channel resolution rate per channel Customer sat per channel Call center costs defrayed

20. Socialize the data

22. Think Qualitative

24. Metrics should guide strategy, not replace it

26. Channels yielding impactful results

27. Listening yields action (internal and external)

28. Employees engaged, confident and competent

29. Rigor in dashboards is moving executive numbers

30. Systems and tools are optimized

32. Focusing the channels, clear purpose and strategy.

33. Listening yields implications, but crisis causes confusion

34. Focused effort on training and education

35. Baseline framework for metrics

36. Tools consolidation

38. Lots of dabbling in social channels

39. Monitoring conversations in silos

40. Uneven distribution of competency in social

41. Silo’d metrics measuring silo’d activities

42. Fractured tools, but proliferating

44. Marketing only through traditional channels

45. Ambivalent to online conversations about the brand

46. Little knowledge and no competency around social

47. Traditional measures of success (SAT, Impressions, etc.)

48. Social not on executive radar@seanodmvp

50. Breakthrough business results: revenue and loyalty

51. Entire employee base has 360 view of the customer, can anticipate needs

52. Customer engagement in DNA

53. Dashboards tie to core business metrics

54. Ideal mix of brand advocates (breadth and depth)

55. Senior executives are leading with customer engagement

56. Speed products and services to market, with built-in demand

57. Know where, when, and how customers will buy, how to best support them, and whether or not they will advocate for you.

58. Manage risk and fiduciary responsibilities better, despite the uncertain times

59. Differentiate on relationship – not price

60. Get and retain the best talent

61. Have more efficient research, development, marketing and support operations

63. “I recommend you”

64. “I feel valued and heard”

65. “You anticipate my needs”

66. “You get me”

67. “You don’t make me guess”

68. “I would never buy a competitor’s products”

69. “My life/family/hobby is better because of you”Deep Customer Insight + Empowered & Engaged Employee Base @seanodmvp 25

70. thank you. safe travels.