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Taming the Social Media Beast - Social Media Analytics for Marketers

Presented at Web Analytics Wednesday on 3/25/09 in San Diego. Ideas for defining concrete KPIs for social media initiatives, projecting ROI, setting realistic expectations and more.

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Taming the Social Media Beast - Social Media Analytics for Marketers

  1. Taming the social media beast Marianne Madden 1
  2. The Challenge How to quantify relationships, communities, influence and engagement 2
  3. The Challenge How to stay focused on meaningful metrics and ignore the noise -- in the midst of hoopla, skepticism or impatience 3
  4. The Challenge How to draw a straight line from social media activities to profits 4
  5. The Challenge How to find out what’s working and what’s not – so you can refine and optimize 5
  6. The Challenge How to set appropriate expectations 6
  7. But first… 7
  8. 8
  9. Criticism • Bad execution • Locked children out • Encouraged false conversations • “The problem is that Skittles attempted to enter the social network without really engaging in it” 9
  10. Effects 1 0
  11. It all begs the question… What were they really trying to accomplish? 1 1
  12. 1 2
  13. How much time will it take for a social media strategy to help my business?
  14. The POST Process • Define target audience (People) • Define Objectives • Define Strategy – Rules of engagement – Assign responsibilities – Analytics tracking – Etc. • Define appropriate Technologies • Launch • Measure results, optimize, repeat 1 4
  15. Morals of the story • Take the time to nail strategy/planning • Quality of execution is everything • Launch of social media engagement is only the beginning
  16. And whatever you do… Don’t give in to execs who try to rush deployment
  17. Which metrics can help me assess my social media campaign for each type of objective: awareness, acquisition and retention?
  18. Prioritizing Metrics
  19. Measuring awareness from SM • The basics: traffic, links, rankings, time interacting with you/your site • Spread/sharing of assets: use tracking codes • Sustained increase in keyword volume for your brand • Online buzz: use monitoring solution like Radian6 • Social bookmarking • Interaction with widgets/apps
  20. Measuring acquisition from SM • Direct links/sales from SM efforts, shared content, etc. • Conversion rates from SM; value of SM customers • Email newsletter subscribers, RSS subscribers, etc. • Gain understanding of who you’re reaching via SM that you couldn’t reach via traditional means
  21. Measuring retention • Audience empowerment • Purchase rate/value and lifetime value of customers from SM • Quantity and quality of conversations – How many customers are having issues resolved through SM? • Ability to answer questions, nip customer service issues in the bud
  22. Measuring engagement • Joining the community • Submitting a comment/rating/review • Contributing UGC, incl. questions/replies • Saving a social bookmark • Favoriting videos • RSS subscribers • Clickstream data
  23. Measuring ORM from SM • SERPs • Content of online chatter • How your content is tagged • Keyword trends
  24. Rules of thumb Define concrete KPIs beforehand; zero in on your real objectives
  25. Rules of thumb Allow campaign (and its KPIs) to evolve
  26. Rules of thumb Look at the campaign holistically
  27. Rules of thumb Keep your eyes peeled for unintended consequences
  28. Rules of thumb Use SM to gain an understanding of who you’re reaching
  29. Pesky qualitative considerations Engagement Audience empowerment Influence Community Trust Transparency Instant feedback Ability to flip the script Coolness factor
  30. How to beat back the monster • Focus on what’s important, and what you can reliably measure • Study others • Do projections
  31. What’s important? ROI! ROI = Value of benefit -------------------------------------------------------- Planning and development + Ongoing costs
  32. Projecting ROI of a forum Baseline numbers: • Number of customers • Number of customers participating in forum (~1% annually) • Additional customers viewing content (Spectators) (~5% annually) Then estimate: • Total support calls these customers would have made (~1 call per customer) • Support calls avoided b/c of forum (assume 33% find answers on forum) • Cost savings from avoided calls (assume $10 per call)
  33. Projecting ROI of ratings/reviews Baseline numbers: • Site visitors • Sales at typical conversion rate and transaction value Then estimate: • Visitors seeing reviews (~20%) • Increased conversion rate and transaction value • Net additional sales
  34. Projecting ROI of a company blog • Advertising value (visibility/traffic) • PR value (press stories written about/driven from blog content) • Word of mouth value (referring posts) • Support value (support calls avoided) • Research value (customer insights)
  35. Parting thoughts Measurement must evolve beyond web analytics and now focus on community insights.” - Jeremiah Owyang “Not everything that can be counted counts, and not everything that counts can be counted.” - Albert Einstein
  36. Thank you Marianne Madden Marianne.madden@gearyi.com 619-756-6729 Twitter: melondrama
  37. References • Chart, slide 18 • Slides 32-35: Groundswell

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