Social Media Monitoring & Measurement

Kelly KearneySpiral16

September 22, 2009

The University of Kansas, Edwards Campus

JOUR 831: Technology in Marketing Communications

“Marketers don’t understand channels where you have to talk and listen at the same time…

The marketing industry’s idea of two-way communication is to put an 800 number or a web address in an ad and take orders.”

- Josh Bernoff, Forrester Analyst

The marketing challenge

How pervasive is social media?

Twitter averages 3,000,000 tweets every single day.

If Facebook were a country, it would be the 8th largest in the world … just ahead of Japan.

YouTube averages 100,000,000 videos viewed per day.

What the F**K is Social Media

There are over 3,600,000,000 photos archived on Flickr.com as of June 2009.

Forrester Research, 2009.

How pervasive is social media?

In 2009, more than four out of five online Americans are active in either creating, participating in, or reading some form of social content at least once a month.

What are the user demographics?

eMarketer, September 22, 2009.

What departments are using social media?

“Nobody owns social media. Social media is just another channel to reach people. The people who use it, own it.” - Brian Solis, Principal of Future Works

Be prepared to meet your curmudgeon.

It’s a FAD.

It’s a TIME SUCK.

There is no ROI.

It’s too RISKY.

It’s too INVASIVE.

Info from Charlene Li, Convince the Curmudgeon

Be prepared to take detours.

Adapt on short notice.

Identify your top 5-10 nightmares.

Rehearse with “fire drills” before disasters happen.

You will most likely have to:

eMarketer, September 22, 2009.

Be prepared to measure ROI

Despite widespread adoption of social media, measurement stills lags. Only 16% of those polled said they currently measured ROI for their social media programs.

Why should you invest in monitoring?

Going italone can be likedrinkingwater from afire hose.

Photo: Chris Blakeley, Flickr

How do you start?

LISTEN to your audience to understand the buzz about your brand.

UNDERSTAND what they need out of your relationship.

ENGAGE with your community to build trust, respect, and loyalty.

What are the benefits of monitoring?

Gather transparent competitive intelligence

(Strategy)

Monitor brand reputation

(Public Relations)

Quicker customer service response time

(Customer Service)

Validate the success of marketing campaigns

(Marketing / MarCom)

Track feedback of a product launch

(Product Dev. / R&D)

Increase efficiencies / improve employee morale

(Internal)

Acquire new customers

(Sales)

Increase brand loyalty and presence

(Brand)

Your Business

Real-time market research

(Research)

Effectively managemarketing spend

(Marketing / MarCom)

How do you measure the impact?

“Your goals determine your metrics. Use the same metrics as your

corporate goals.”

- Charlene Li, Forrester Analyst

How do you measure the impact?

Goal Metric Value

Learn # of customer feedback

Faster, better insights

Dialogue # of comments# of referrals

# of sales

Brand loyaltyFaster, more

closes

Help # of issues addressed

Employee satisfaction

Innovate # of implemented ideas

Faster development

Examples of “Micro” Metrics

Info from Charlene Li, Convince the Curmudgeon

Return on Investment Example

Reality Digital Inc. • Total investment for social media programs (including technology

costs and PR agency hours): $3,000/month• Total sales leads generated (April to June): 72• Average sales leads per month: 24 • Average cost per sales lead: $125 • Lead conversion to sales opportunities: 11.1% • Lead conversion to closed deals: 1.4%

Computerworld.com, September 21, 2009

How do you measure the impact?

Kelly.Kearney@spiral16.com@kellykearney