Engage 2013 - What to Measure in Social
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Transcript of Engage 2013 - What to Measure in Social
What to Measure in Social Susan Etlinger, Industry Analyst, Altimeter Group
Merlyn Gordon, Sr. Product Marketing Manager, Webtrends
Look Familiar?
Does counting reTweets prove ROI?
Do Facebook Likes & Pinterest Pins improve our CSAT or NPS numbers?
Why should we invest more in this social channel or that social platform?
“
”
Image source: http://www.flickr.com/photos/b-tal/163450213/
If your ROI equation shows a cost value in $£¥€,
and a gain value expressed in Tweets,
you’re in trouble.
ROI is a Business Measurement, not Alchemy
Please Welcome!
Susan Etlinger Industry Analyst, Altimeter Group Email: [email protected] Twitter: @setlinger
Susan is an Industry Analyst with Altimeter Group where she focuses on social media analytics and strategy.
For the past 20 years, she has worked at the intersection of people,
processes, and technology, in companies such as Charles Schwab &
Co., Inc., and in the agency world, most recently at Horn Group.
Dynamic Customer
What We’re Thinking About
5
Adaptive Organization
Sentient World
Where Are We Now?
A Look Back
7
The Amazing
Race Reality Check
Integrate or Die
2011 2012 2013
From Marketing Funnel to Influence Loop
8
Social Media Proliferation in the Enterprise
9
Meet Your New Stakeholders
Image by StreetFly_JZ used with Attribution as directed by Creative Commons http://www.flickr.com/photos/streetfly_jz/2760882758
What to Measure
A Step-By Step Process
12
Social Data Drives Many Types of Business Value
13
Social Media Must Support Business Objectives
14
At least 13 different business units across the enterprise deploy social media
Top-Down Approaches
16
Source: “The Social Media ROI Cookbook: Six Ingredients Top Brands Use to Measure the Revenue Impact of Social Media,” Altimeter Group (July 24, 2012)
Bottom-Up Approaches
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Source: “The Social Media ROI Cookbook: Six Ingredients Top Brands Use to Measure the Revenue Impact of Social Media,” Altimeter Group (July 24, 2012)
No Single Approach Dominates; It’s a Mix
18
What Determines the Mix Today?
19
Revenue is not the Primary Goal (yet)
20
Image by zetson used with Attribution as directed by Creative Commons http://www.flickr.com/photos/zetson/254608875
Where Are We Going?
Emerging Trends • Holistic View of Top-Down, Bottom-Up
• Ecosystem of tools: no single tool can satisfy every organizational requirement or bridge the many device gaps
• Qualitative measurement will provide context
• Data triangulation/integration is here • CRM, BI, Market Research, Supply Chain: the whole organization
needs your data.
• Customer journey becomes even more dynamic (and mobile) • More devices generating data feeds and streams
• The race to solve for identity
• Organizational integration is beginning—slowly • It’s not a linear path
• Beware social as a silo
22
The (Evolving) Role of the Analyst
• Social data is straining the definition of an analyst. Web analytics, social data and enterprise analysts all must work cohesively.
• Social media measurement is a change management issue. Be realistic and plan for organizational impacts.
• There are few real experts. Take time to learn the data and establish benchmarks. Humility is good.
• Let go of perfection. Be clear about confidence levels, but accept the imperfections of social data.
• Be brave. Be willing to face–and stand up for–hard truths about what does and doesn’t work.
23
4
Top 5 Take-Aways
Do These Things on Monday
#1 Ask Yourself Whether You’re Counting or Measuring
#2 Ensure Metrics Have Meaning
Foundational Measures
Business Value Measures
Outcome Metrics
Counting Metrics
Image source: http://www.flickr.com/photos/heathersage/7161565001/
| 27 © 2012 Webtrends, All Rights Reserved.
#3 Ensure Data Collection Strategies Align to Measurement Objectives
Mul;variate Tes;ng
✓
✓
✓
A
B
C
Links & Tagging Integrated Measurement
#4 Beware of Social as an Island http://www.flickr.com/photos/jan-fotografie/262545477/
Website Marketing
Social Marketing
Mobile Marketing
Customer Care
The Three P’s for Success
Product Partners Practice
#5 Learn How Webtrends Social Measurement Solutions Prove Social ROI
Thank You
Questions?
Susan Etlinger
susanetlinger.com
@setlinger
Merlyn Gordon
blogs.webtrends.com
@merlyngordon
Sessions You Must See
• Facebook Campaign Optimization Panel Discussion Wednesday @ 11:10am • Eric Christopher. Vice President of Sales, Shoutlet • Greg Gunn. Vice President Business Development, Hootsuite • Merlyn Gordon. Senior Product Marketing Manager, Webtrends • Jared Roy. Director Performance Marketing, Webtrends
• Designing A Measurement Framework For The Social Enterprise Wednesday @ 2:40pm • Susan Etlinger. Industry Analyst, Altimeter Group • Jeff Seacrist. VP Product Marketing Partner Solutions, Webtrends
• Driving Conversion With Performance Marketing Wednesday @ 3:40pm • Kirk Ramble. Principal Optimization Consultant Webtrends
Rate Session
& Speakers/ Panelists