6. Risk to Brands – lack of relevant engagement
Do you just blast email or
do you make it relevant, timely
and personalised
Do you have an
engaging web site
or is it just brochure-ware?
Do you listen to the
conversations about your brand
that customers are having?
Do you know who your
customers are, their value to
you now and in the future
Your
Brand
11. Brand
Audit
Corporate
Marke1ng
Public
Rela1ons
Compe11ve
Insight
Product
Development
Search
Engine
Op1miza1on
Customer
Service
Social
Media
Campaigns
Sales
–
Lead
Gen
Time
Engagement
Opportunities for Social Media Monitoring
12. Digital Engagement Aligned with Buying Process
Affinity
Use
Evaluation
Discovery
Influence
InteractionInvolvement
Intimacy
Source: Forrester Research
• observing others with your brand
• initiating discovery on his/her own
• being encouraged by others
• usefulness of your service/products
• usability of your service/products
• desirability of your service/products
• passion level for your brand
• expression of sentiment
• advocating for/against
• determine credibility
• assess viability
• determine relevance
13. Measuring Digital Engagement
Involvement
(Measurable
touches)
Interaction
(Measurable actions)
Intimacy
(Sentiment)
Influence
(Likelihood to
recommend)
What to track (illustrative)
• Site visits
• Time Spent
• Pages viewed
• Search keywords
• Navigation Paths
• Contributed
comments
• Request for
additional info
• Provide contact info
• Completed
transactions
• Comments on 3rd-
party sites, blogs,
etc.
• Tracking of
customer
contributions
• Opinions
expressed in
service calls/
interactions
• Sentiment on
online forums,
review sites
• Recommend to
friends, family,
acquaintances
• Product/service sat
ratings
• Fan sites
• Viral UGC/WOM
• Content forwarded
• Posts on high-
profile/influential
blogs
How to track (illustrative)
Web analytics
• Social media
platforms
• Brand monitoring
• SM tools
• Surveys
• Brand monitoring
• SM tools
• Surveys
Source: Robert Scoble, Brian Haven (Forrester)
19. 5 Steps to Success
1. Listen using a comprehensive tool
2. Decide on Objectives & Plan Strategy
3. Objectives will Define Metrics
4. Benchmark & Execute
5. Measure, Report & Refine
20. 1. Listen
Consider:
• Daily Volume
• Social networks being used
• Locations of communities online & offline
• Sentiment & Tone
21. 2. Choose Objectives - Value and ROI
Use Case Value/ROI
Brand Audit Identify opportunities in Social Media
Social Media Campaigns Measure progress of Social Media efforts
Corporate Marketing Increased sales & rate of return on ad spend
Customer Service Increased satisfaction, brand loyalty, awareness
Competitive Insight Identify differentiating features & innovate
Public Relations Efficient use of time & identify influencers
Sales – Lead Generation Increased sales & shortened sales cycle
Search Engine Optimization More effective SEO & organic visibility
Product Development Reduced market research costs
HR Reduced hiring costs & less churn
22. 3-4 Define Metrics and Benchmark
Goals will meet the objective(s)
Percentage increase or decrease of desired results
(over a set period of time)
Examples:
15% increase in word of mouth
10% decrease in demand on wedding services
5% increase in leads from social channels
15% cost reduction in service costs
Benchmarking sets the stage!
23. Potential Goals
• Bring outside ideas into your organization
• Generate more word of mouth
• Increase customer loyalty
• Increase product/brand awareness
• Improve new service success ratios
• Improve public relations effectiveness
• Reduce customer acquisition costs
• Reduce customer support costs
• Reduce market research costs
• Reduce service development costs
Tip – Choose 1 or 2 to start with
24. 5. Regular Reporting
• Report on Objectives
– Established from specific goals set for your business
• 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
25. Resources
• ROI Series of 10 white papers – http://AlterianSM2.com
– Freemium version of SM2 http://socialmedia.alterian.com/
• Social Media Metrics by Jim Sterne
• Measuring Public Relationships by Katie Delahaye Paine
• 100 Ways to Measure Social Media by David Berkowitz (Inside the
Marketers Studio Blog)
• Personality Not Included by Rohit Bhargava
• Trust Agents by Chris Brogan & Julien Smith