4. 4
Special Thanks To...
• Our co-authors
– Charlene Li, Eric T. Peterson, Christine Tran
• Our Ecosystem Contributors
– Lisa Barone, Connie Benson, David Berkowitz, Blake Cahill, Adam Coomes,
Monica Cordina, Bill Gassman, Jascha Kaykas-Wolff, Rob Key, Justin Kistner,
Scott Lake, Matt Langie, Alex Mann, Louis Marascio, John McCory, Aaron
Neumann, Katie Delahaye Paine, Sean Power, Chris Ramsey, Boaz Ronkin, Shiv
Singh, R “Ray” Wang, Alan Webber, Jennifer Zeszut
– Alterian SM2, Biz360, Cymfony, Lithium, Omniture, Radian6, Scout Labs, Social
Radar StatsIT, SWIX, Trackur, Trendrr, LugIron, Visible Technologies, Webtrends
5. 5
The conversation has shifted off
domain
Source: Pew Resource Center’s Internet and American Life Project , October 8, 2009
6. 6
Facebook is the second biggest site in
US
Source: : Compete.com , January 2010
9. 9
The Big Social Experiment
• Many companies are stumbling blindly into
social media marketing without a
measurement strategy
in place
9
10. 10
The Numbers are Telling…
• “While 2009 may have been a “trial” run for many
brands and social media, in 2010, CMOs expect
social initiatives to directly impact their bottom
lines, without exception.”
• “CMOs reported that 64% of them would increase
their social media budgets within the next year.”
• In 2009, 89% of CMOs tracked social media's impact
by using standard metrics such as site traffic,
pageviews, and number of fans.
Source: BazaarVoice “CMOs Plan for Higher Social Media Measurability in 2010”
December 8, 2009
11. 11
...Still Marketers are Perplexed
• Social media vendors and platforms are
proliferating at an astounding rate
• Solutions exist for every channel
• A multitude of choice creates confusion
16. 16
• The vast majority of businesses tracking
social media today are using the wrong
metrics!
• It’s time for a new Social Media
Measurement standard.
17. 17
Introducing...
• Social Marketing Analytics is the discipline
that helps companies measure, assess and
explain the performance of social media
initiatives in the context of specific
business objectives.
26. 26
Marketers Need A Framework
• A pragmatic approach using metrics derived
from sound business objectives
• Minimizes confusion about the value of
social marketing efforts
• And delivers tangible results
33. 33
Dialog Requires…
• Building awareness by initiating the conversation
• Engaging with individuals to determine their
response to ideas, thoughts, products and activities
generated by the organization
• Responding to individuals on behalf of the brand
through genuine interactions
38. 38
Advocacy Requires…
• Encouraging word of mouth activity by
promoting and endorsing conversations
shared by individuals
• Developing relationships with individuals
who have an affinity towards the brand
• Nurturing existing relationships with
customers as a proven method of
building advocacy within an
easily identified segment
38
43. 43
Support Requires…
• Resolving service issues through social
media channels via direct company response
and crowd-sourcing alternatives
• Expediting issue resolution with quality and
integrity
• Elevate satisfaction through flexible support
options
48. 48
Innovation Requires…
• Gathering customer insights via social media
channels with a clear mission of identifying
market needs and service opportunities
• Processing ideas and community feedback as a
means to drive products and services requires
receptive product managers
• Delivering new products and services to the
market with credit and acknowledgement to
customers
55. 55
Vendors Are A Mandatory Component
• The perfect social media measurement vendor
does not exist
• Existing vendors shine at listening, sentiment and
trending conversations
• Technologies can facilitate data
collection in diverse social media,
but there are no silver bullets
55
57. 57
Specific Channels Are Secondary to
Strategy
• Find your audience, wherever they may be
• Recognize influence above the noise
• Promote advocacy and leverage your people
58. 58
A New Social Media Measurement
Playbook is Mandatory
• Measure based on specific business objectives
• Use Key Performance Indicators to Become a
Measurement Hero
• Adopt the Social
Marketing Analytics
Framework and
make it your own
58
59. 59
Your Prescription For Measurement
1. Follow the process:
Vision>Objectives>Measurement>Tactics
2. Know that not all channels are equal
3. Define requirements first; then select vendors
4. Develop your social media measurement
playbook
5. Make our measurement framework your own