1. What is the Value of
Social Analytics?
Christopher Hosford
East Coast Bureau Chief
Crain's BtoB | BtoB's Media Business
Jonathan Block
Vice President and Practice Director, Technology
SiriusDecisions
Pam Evans
Senior Manager, Marketing Optimization
IBM Software Group
3. ‘Social Media
Marketing Matures’
A study by BtoB
• Survey fielded in March 2012 to B2B
marketing professionals in the U.S.
were researched via a 30 question
online survey.
• A sample of 622 completes were
achieved.
14. Thank you!
Christopher Hosford
East Coast Bureau Chief, BtoB
chosford@crain.com
@cfhosford
15. From Social Media Monitoring
to
Social Intelligence
Jonathan Block
Vice President and Practice Director, Technology
SiriusDecisions
16. Key Reality: New Buyer Behaviors
SiriusPerspective: Many organizations have yet to recognize that
a new buyer reality calls for new approaches to enablement.
1. Loosening of the Status
Quo
79% start their evaluation
Education
with search Phase
2. Committing to Change
3. Exploring Possible
33% consult peers and ask Solutions
questions on social sites
Solution Phase
4. Committing to a Solution
5. Justifying the Decision
53% consume vendor social
content and do research Vendor
Selection Phase
6. Making the Selection
16
17. Buyer’s Least Trusted Sources
SiriusPerspective: While they value content from suppliers and social
media, there is evidence buyers are struggling to find thought leadership.
Most often
selected
Hmmm…
Source: SiriusDecisions
17
18. Social Media Monitoring
SiriusPerspective: Social media monitoring provides a wealth of
data that organizations can leverage for insight.
Geographies
Influencers
Competition
Partners
Employees
18
19. From Social Monitoring to Social Intelligence
SiriusPerspective: Monitoring should be both proactive
(research-oriented) and reactive (defense-oriented).
Reactive Proactive
• Crisis response • Industry trends
• Conversation/comment routing • Product optimization
• Sentiment tracking • Product opportunity
• Mentions/activity metrics • Partnership opportunities
• Network size (friends/followers/subscribers) • Competitive activity
• Campaign/program impact • Competitive strategy
• Social Web traffic • Conversation voids
• Competitive landscape • Influencer trends/interests
• Social personas
• Early warning system
19
20. A Social Intelligence Process
SiriusPerspective: Social intelligence gathering should be driven
by (and report on) specific objectives and desired insights.
20
21. Social Impact Metrics
SiriusPerspective: The shift away from traditional brand metrics
(reach, sentiment, share of voice) is critical to show impact.
What are the top metrics you use to measure impact?
Tradi onal brand metrics
Customer sa sfac on/
14% 28% loyalty
Analyst influence
34% 8%
Demand increase
16%
Revenue
21
22. Measurement/Insight: Reporting
SiriusPerspective: Demonstrate how customers and prospects
are using social media throughout their buying cycles.
Best Practice
October Results
• 10 new posts
Blog • 5 comments
• 15 new RSS subscribers
• 2 linkbacks
• 35 new Twitter followers
Social Networks • 28 retweets
• 9 new Facebook fans
• LinkedIn group created
• 3 new videos on Web site/YouTube
Multimedia • 101 total views
• 9 new YouTube channel subscribers
• 2 comments on YouTube
22
23. Measurement/Insight: Social Dashboard
SiriusPerspective: An effective social dashboard communicates both
activity and impact, providing key data in an executive summary.
Reputation Demand Creation Enablement
• Page views, unique visitors • RSS subscriptions • Number of downloads
• Links, referrals, tags, ratings • Search engine rankings, (podcasts)
• Number of blog comments, keyword and phrase • Number of visits and
Activity positive vs. negative blog mentions
• Links, referrals, tags
posts (blogs, community)
• Content accessed
comments
• Community metrics
• Customer satisfaction • Waterfall conversion rates • Rep performance
• Retention • Response rates • Training time
• Net Promoter Score • Pipeline acceleration lift • Certification levels
Impact • Participation level, support (deals moved, velocity) •
•
Deal velocity
Content usage (vs.
resolution velocity
• Sentiment, tone, influence, benchmark)
relevance
23
24. Measuring Social Impact
SiriusPerspective: Tracking the impact on waterfall conversion rates
is a critical element of gauging the success of social media.
.
Without With
Social Social
Inquiries
(2% Response Rate) 2,000 2,600
Organizations with an integrated
4.1% social strategy gain an average of
Marketing Qualified 30 percent more inquiries than by
Leads (MQLs) 78 107 relying on typical outbound tactics
alone
62.0%
Sales Accepted
45 66
Leads
47.5% While organizations are using
Sales Qualified social media at later waterfall
Leads (SQLs)
22 31
stages, we currently assume
22.1% conversion rates remain constant
Closed/Won
beyond the inquiry stage
Business 5 7
24 Source: SiriusDecisions
25. IBM Case Study on Social
Analytics
Pam Evans
Senior Manager, Marketing Optimization
IBM Software Group
26. IBM Case Study
• IBM Software Group Social
Networking
Sites and
Communities
• Social Marketing – Why It Matters
• How IBM Tracks the Health of Its Business
─ WW Analytics for Smarter Planets
─ Marketing Automation and Technology Integration
• What Social Analytics Does for Us
26
27. IBM Software revenue for 2011 was $24.5B
• 4,700 products sold through sales reps,
business partners and online
• Web presence in 61 countries
• IBM Software Solutions
– connect and collaborate
– drive business integration and
optimization
– manage security, risk and compliance
– optimize business infrastructure
– enable product and service innovation
– turn information into insight
28. CMO's Top 2 Issues: Data Explosion and
Social Media
Under preparedness
Percent of CMOs selecting as “Top 5 Factors”
Need for change to deal with data explosion
Percent of CMOs indicating high/significant need
Data explosion 71%
Social media 68% Invest in
73%
technology
Channel & device choices 65%
Integrate
Shifting demographics 63% 69%
insights
Financial constraints 59%
U nderstand
65%
Decreasing brand loyalty 57% analytics
Growth markets 56% Rethink
64%
skill mix
ROI accountability 56%
Collaborate
Customer collaboration 56% 52%
with peers
Privacy considerations 55%
Validate
49%
Global outsourcing 54% ROI
Regulatory considerations 50% Address 28%
privacy
Corporate transparency 47%
Source: Q8 How prepared are you to manage the impact of the top 5 market factors that will have the most impact on your marketing organization over the next 3 to 5 years?
n=149 to 1141; Q20 To what extent will the opportunity to collect unprecedented amounts of data require you to change? n=1629 to 1673
28
29. IBM Web traffic is a marketing asset
3 million people connect with IBM SWG each month through
3 million people connect with IBM SWG each month through
www.ibm.com/software
www.ibm.com/software
S o c ia l M e d ia G u id a n c e
D o n n a B ie g
152 people per minute
(24/7)
Web functions in a way similar to reaching the target
audience at a signature conference every hour.
29
30. Intercept online prospects and progress them
30
to leads and revenue
1. Draw visitors via
1. Draw visitors via 2. Engage with
2. Engage with 3. Ensure response
3. Ensure response
key word searches
key word searches compelling content and
compelling content and follow-up
follow-up
offers and aa live chat
offers and live chat
rep to answer questions
rep to answer questions
Organic Paid
30
31. IBM Digital Dashboard: Bringing it all together
• Key performance metrics help us
understand and act
– Importance of connecting data
– Automating feeds for digital
dashboards
– Analysts recommend actions
based on a series of factors and
trends
31
32. Web Analytics investigates Customer Navigation
Funnel Analysis Path Analysis
• What % of customers are reaching • What % of customers are leaving
their destination? the site?
• What % of initial customers • What are the most popular links
completing the form? for this path?
32
33. Worldwide analytics for Smarter Planet
• Total visits continue to climb, with 30% more visits in 2011 compared to 2010
• WW Dashboard by Smarter Planet topic to understand visitor behavior
– Reach and Engagement
– Daily and monthly visits trends
– Top pages and page types
– Traffic Sources
• Top Domains
• Organic Search and Paid Search
• Social Media
– PDF downloads, Video plays and Top Solution pages
33
34. Marketing Automation and Technology
Integration
Social Communities
Social Communities
Key Word Search
Web Page I
c a n te
m g ra Marketing Automation
p a te
ig d Platform Pipeline
Ho ns
B e h a v io r a n d v i lis t Marketing metrics
Contact
e w ic
p e rfo rm a n c e Database management
a n a ly s is e rs
Campaign M gmt
i gg s
Lead
CRM
Tr tic delivery
a ly A P Lead Mgmt
s
A no n M g e Contact
p a
Advanced Features information
Offer/Registration
SiriusPerspective: A set of integrated technologies enables advanced Web site conversion optimization.
Business Intelligence
34
34
35. Unica Technology at IBM
Integrated with
existing IBM systems
Allows Database
Marketers to design Allows Lead Development
and execute end-to- Reps to efficiently manage
end campaigns Marketing Planning
proactive tele campaigns and
reactive response follow-up
Marketing Database
Manages email design
and execution An IBM Cognos® real-time
Touch and fatigue mgmt
operational reporting portal
embedded in Unica's user
Data matching interface, which provides current
information on clickthrough
Allows Local Demand rates, campaign responses and
Programs Sales—CRM system responses sent to Unica Leads
Professionals to easily
execute pre-designed Web Registration systems
Cognos
Cognos
campaigns Dashboard
Dashboard
Marketing Automation environment at IBM:
•
IBM WebSphere® Business Modeler for documenting improved business processes
•
IBM Rational® ClearQuest® tools for managing project enhancements and defects
•
IBM WebSphere Application Server with its integrated deployment manager for effective
management of the entire application solution on both IBM System p® and System x® servers
•
Centralized marketing databases running on IBM DB2®
35
35
36. Beyond generating leads and revenue…
• Create new forward-thinking markets
• Use social media engagement to
─ Expand market reach through
relationship-led influence
─ Facilitate collaborative experiences
and dialogue that customers value
─ Gain insight for market strategy,
messages and offerings
• Showcase our own experts and
collaborative software technologies to
increase insights
36
IBM Software products sold through sales reps, business partners and online IBM Software has a web presence in 61 countries IBM Software addresses business needs connect and collaborate drive business integration and optimization manage security, risk and compliance optimize business infrastructure enable product and service innovation turn information into insight IBM Software portfolio has 4700 products Mission to develop software solutions and acquire software companies that address unmet customer needs
Data Explosion and Social Media are at the top of the CMO challenge list. CMOs are overwhelmingly under prepared to take charge of the growing volume, velocity and variety of data. The majority of respondents recognize this. More than two-thirds believe they will need to invest in new tools and technologies, and develop new strategies for managing big data. Two-thirds likewise believe they will need to change the mix of skills within the marketing function and enhance its analytics capabilities. More surprisingly, though, relatively few CMOs are thinking about the profound policy implications of big data – especially those relating to privacy and security. Only 28 percent consider it necessary to change their privacy policies, for example, despite the numerous ways in which customers’ privacy can now be compromised.
The Web pulls 36M unique visitors into IBM to look at our solutions each year. That adds up to 3M/month and over 87K each day. When you look at the web compared to other events it helps us reach 3,652 visitors every hour and 152 visitors each minute When our audience begins to address a business or IT issue, they use the web by using search engines to find information looking for a community of others like me who are dealing with the same issue seeking out expert forums or blogs Our audience visits the web at least once a week for this purpose of research and evaluation of software business products for their company. They are responsible for Reviewing, researching Suggesting products Serve as decision maker (44%)
IBM tries to target key words on our web pages and in blogs and communities that will intercept visitors and link them to our website. Once they arrive at the web pages, they have compelling content and offers to encourage more engagement. An important way to engage is through live chat which presents a popup windown with an invitation to engage via a chat session. This initiative along with a “We're here to help” box helps to channel interested visitors into our marketing automation system and sales.
Here are examples of the some representative reports in the digital dashboard. They include key performance metrics that help us better understand the business so we can help campaign and execution teams act..
Analytics includes funnel and path analysis to help us understand customer online actions. We can tell a lot about a visitors preferences through this analysis. Funnel analysis helps us understand if they achieve their goals by determining answers to questions: What % of customers are reaching their destination? What % of initial customers completing the form? What type of offers are visitors selecting? Path analysis helps determine where visitors com from and where they are when they leave our site. This can be used to determine if our content and offers need updating.
Smart Planet has been a very effective program to pull visitors into the web pages to learn more about IBM solutions. Year to year traffic is up 30% as you can see in this report. We track a series of KPIs including visits, visitors, social media, video views and downloads.
Sirius Decisions has a technology framework that shows the importance of web content optimization and marketing automation working together. This diagram shows the process from the web registration form which provides the visitor profile and contact information to enable sales to convert an inquiry into a lead and capture contact data in the backend CRM system for future marketing.
IBM has deployed Unica Marketing automation worldwide to provide a much more effective process to create, nurture and progress leads. Here is a summary of the current technology in place.
The benefits from social media and social analytics go beyond leads and revenue. Social businesses are using social media to facilitate collaborative experiences and dialogue that customers value. So, in addition to expanding reach and gathering market intelligence, we are using social media and engaging in communities for thought leadership, customer care and customer response, social selling, and improving the two-way dialog with customers, partners, and our communities. When we consider how best to apply social to marketing initiatives, it's important to consider the time time dimension to listening and anlysis. During the social media intelligence gathering and analysis process, there's real-time response (ala crisis management and immediate response by SMEs) and then there's the analytics over time to understand trends and predict future actions and buying preferences.