Webtrends/Hootsuite Webinar - Scaling Social
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Transcript of Webtrends/Hootsuite Webinar - Scaling Social
Scaling SocialActionable Data for Every Department
#scalingsocial
#scalingsocial
#ScalingSocial
Ben WatsonVP of Marketing, HootSuite
@bitpakkit
Merlyn GordonSr. Product Marketing Manager, Webtrends
@merlyngordon
#scalingsocial
#ScalingSocial
1. Why social
2. Social within the enterprise
3. Brands vs. consumers
4. Marketing is Social
5. The social business pain map
6. Top 10
7. Scaling throughout the enterprise
#scalingsocial
Why Social – Bottom Line
1. Effective collaboration
2. Knowledge worker productivity
3. Shared knowledge
4. Informed decisions
5. Contextual workflow for business process
6. Internal communications
Effectiveness
Productivity
Governance
Risk
Workflow
Compliance
#scalingsocial
Why Social – Top Line
1. New markets
2. Competitive and marketplace intelligence
3. Increased revenue per transaction
4. Advance demand for new products and services
5. Referral and influencer marketing
6. Rapid time-to-revenue
Growth
Competition
LTV
Demand
Expansion
Revenue
#scalingsocial
Why Social
Q1Q2
Q3Q4
0
2
4
6
8
10
12
14
ExpenseRevenue
ROI
$1.3
Tril
lion
#scalingsocial
Social Measurement
Mentions | RTs | Shares | Comments | Views | Followers | Friends
Visits | Views | Inquiries | Applications
Sales | Hires
Referrals | NPS
#scalingsocial
Five Steps to Social Success
1. Determine leadership and organize your teams
2. Audit and validate use cases you will support
3. Satisfy business needs through provision of tools
4. Tap in to social ecosystem inside and out
5. Enable systematic rollout and success through:
• Education and training• Thorough testing• Measurement and Insight
#scalingsocial
Social Business Maturity
Social Advocate
Social Team
Social Business
#scalingsocial
Social Organization
“Getting organized around social is the most important first step
towards social success.”
-David Armano
#scalingsocial
Your Teams Are Social
#scalingsocial
Your Ecosystem is Social
Participate withYour Partners and Peers
Organize yourSocial Business
Engage YourFans & Neighbors
Networks, Channels and Ecosystem
Branded Pages,Managed Accounts
Customers & Community
#scalingsocial
Mediating Social Business
1. Listening 2. Engaging 3. Analyzing
Listen to your customers, competitors, and influencers.
Engage with your audience in their platform of choice.
Understand the results and engineer better outcomes.
#scalingsocial
The Real Value of Influence
Introduce new teams
Share new ideas
Document best practices
Understand communities
#scalingsocial
Why do people follow brands?
Reasons US Social Network Users* “Like”/Follow Brands on Social Networks, by Product Category – April 2011
% of respondents
*access at least one social network regularly Source: ROI Research Inc., “S-Net: A Study in Social Media Usage & Behavior” Aug 2011
#scalingsocial
Why do People like Brands?
Source: Nielsen, Global Online Survey (Q1 2011)
North AmericaGlobal Average Europe
#scalingsocial
Marketing is Social
Social Media Marketing Objectives According to Marketers and Agencies in North America, May 2011
% of respondents
Note: amount respondents currently conducting social advertising Source: Pivot Conference, “Te Rise of the Social Advertiser” Aug 1, 2011
#scalingsocial
Social is CRM
• Proven channel for customer support
• Easy to scale and distribute load
• Asynchronous model similar to email
• Customers feel empowered
• Integrate to CRM and Support systems
#scalingsocial
Sales is Social
• Connect CRM to social tools
• Collaborate across large account teams
• Research and understand customer needs
• Understand competitive threats
• Work directly with customer teams
“Conversations among the members of your
marketplace happen whether you like it
or not.” – Seth Godin
#scalingsocial
HR is Social
• Significant shifts in recruiting business
• Engage potential employees immediately
• Social resumes and job search tools
• Social performance management systems
• Amplify the culture
#scalingsocial
Social Hiring
Preference for using Social Media in Hiring by Industry
Source: Wipro Social Media Study, 2012
#scalingsocial
Customer Experience
Communications
Sales & Marketing
Support
HR & Culture
Advocacy
Source: Jacob Morgan, Chess Media Group
#scalingsocial
Business is Social
Customer
Support
Sale
s
Marketing
Research &
Developm
ent
Man
agem
entHuman
Resources
Finance &Accounting
Building social capital
Cultivating Influence
Managing communities of interest
Mediation and engagement
Deeper insights
Constant feedback
#scalingsocial
© 2012 Webtrends, All Rights Reserved.
Developing a Framework for Social Measurement
A Practical Approach to Quantify Social Investment
#scalingsocial
|25© 2012 Webtrends, All Rights Reserved.
There are known knowns. These are things we know that we know.
There are known unknowns. That is to say, there are things that we know we don't know.
But there are also unknown unknowns. There are things we don't know we don't know.
Donald Rumsfeld
“
”
#scalingsocial
|26© 2012 Webtrends, All Rights Reserved.
The Social Business Pain Map
Image Source: http://www.flickr.com/photos/vaxzine/2642346629
#scalingsocial
|27© 2012 Webtrends, All Rights Reserved.
CMOs will surpass CIOs in spend on technology in the next 5-years. They must be able to justify their investments.
The Social Business Pain Map
Image Source: http://www.flickr.com/photos/vaxzine/2642346629
#scalingsocial
|28© 2012 Webtrends, All Rights Reserved.
Difficulty or lack of familiarity applying traditional digital measurement practices to social media campaigns
Image Source: http://www.flickr.com/photos/vaxzine/2642346629
The Social Business Pain Map#scalingsocial
|29© 2012 Webtrends, All Rights Reserved.
Difficulty in recognizing relationships between social platforms and other digital channels such as site and mobile
Image Source: http://www.flickr.com/photos/vaxzine/2642346629
The Social Business Pain Map#scalingsocial
|30© 2012 Webtrends, All Rights Reserved.
Inefficiencies associated with collecting & assimilating highly complex, disparate data sources
Image Source: http://www.flickr.com/photos/vaxzine/2642346629
The Social Business Pain Map#scalingsocial
|31© 2012 Webtrends, All Rights Reserved.
Challenges of scale: Data collection constraints and limited access to historic insights
Image Source: http://www.flickr.com/photos/vaxzine/2642346629
The Social Business Pain Map#scalingsocial
|32© 2012 Webtrends, All Rights Reserved.
Belief that if you don't own social properties, you can't measure them
Image Source: http://www.flickr.com/photos/vaxzine/2642346629
The Social Business Pain Map#scalingsocial
|33© 2012 Webtrends, All Rights Reserved.
Top 10 ListRecommendations for Developing a Social Measurement Strategy
#scalingsocial
|34© 2012 Webtrends, All Rights Reserved.
#scalingsocial
|35© 2012 Webtrends, All Rights Reserved.
Select the Use Case
Business Goal
Brand HealthA measure of attitudes, conversation and behavior towards a brand
Marketing OptimizationImproving the effectiveness of marketing programs
Revenue GenerationWhere and how a company generates revenue
Operational EfficiencyWhere and how a company reduces expenses
Customer ExperienceImproving the relationship with customers, and their experience with the brand
InnovationCollaborating with customers to drive future products and services
Source: A Framework for Social Analytics, Altimeter Group, August 2011
#scalingsocial
|36© 2012 Webtrends, All Rights Reserved.
#scalingsocial
|37© 2012 Webtrends, All Rights Reserved.
Align Social Measurement to the Business
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/
#scalingsocial
|38© 2012 Webtrends, All Rights Reserved.
#scalingsocial
|39© 2012 Webtrends, All Rights Reserved.
Ensure Metrics Have Meaning
Foundational Measures
Business Value Measures
Outcome Metrics
Counting Metrics
Image source: http://www.flickr.com/photos/heathersage/7161565001/
#scalingsocial
|40© 2012 Webtrends, All Rights Reserved.
#scalingsocial
|41© 2012 Webtrends, All Rights Reserved.
Define Success Measures and KPIs
Business Goal
Marketing OptimizationImproving the effectiveness of marketing programs
Acquisition Loyalty
Gain Exposure
Generate Interactions Promote Advocacy
FosterDialogue
• Reach• Velocity• Share of Voice
• Unique contributors• Conversation volume• Engagement
• Active advocates• Advocate influence• Advocacy impact
• Conversion rate• Interaction rate• Offer take rate
Corporate Goal
Objectives
Measures/KPIs
#scalingsocial
|42© 2012 Webtrends, All Rights Reserved.
#scalingsocial
|43© 2012 Webtrends, All Rights Reserved.
Decide What Data Matters
Four Key Dimensions:
1. Recency
2. Richness
3. Retention
4. Realization
Image source: http://www.flickr.com/photos/35439634@N08/5191577349/
#scalingsocial
|44© 2012 Webtrends, All Rights Reserved.
#scalingsocial
|45© 2012 Webtrends, All Rights Reserved.
Choose the Right Technology
Social Workflow & AutomationSocial Listening Social Engagement
Social AdvertisingSocial Content
Social Media Technology Spectrum
Social Measurement
#scalingsocial
|46© 2012 Webtrends, All Rights Reserved.
#scalingsocial
|47© 2012 Webtrends, All Rights Reserved.
Collect the Data
Multivariate Testing
✓
✓
✓
A
B
C
Links & Tagging
#
Integrated Measurement
#scalingsocial
|48© 2012 Webtrends, All Rights Reserved.
#scalingsocial
|49© 2012 Webtrends, All Rights Reserved.
Visualize the Data
#scalingsocial
|50© 2012 Webtrends, All Rights Reserved.
#scalingsocial
|51© 2012 Webtrends, All Rights Reserved.
Optimize Your Social Measurement Strategy
Image source: http://www.flickr.com/photos/36964841@N05/6180740015/
#scalingsocial
|52© 2012 Webtrends, All Rights Reserved.
#scalingsocial
|53© 2012 Webtrends, All Rights Reserved.
Nurture a Culture of Measurement
Image source: http://www.flickr.com/photos/ironrodart/3806887023/
#scalingsocial
|54© 2012 Webtrends, All Rights Reserved.
To Sum Up
Select the business use case
Align social to the business
Ensure metrics have meaning Define success measures
Nurture a culture of measurement
Optimize the strategyVisualize the data
Collect the dataTechnology choiceDecide what data matters
#scalingsocial
Webtrends Unified Approach to Measurement
• Multi-channel• Visitor-centric• Open• Real-time• Performance at Scale• Private & Secure
webtrends.com/products/analytics/social/
#scalingsocial
Business is Social
Customer
SupportSa
les
MarketingResearch &
Developm
ent
Man
agem
entHuman
ResourcesFinance &
Accounting
+
#scalingsocial
End to End Tracking
HootSuite Integrates with Webtrends to Connect Social Media Messages to Website Conversion Metrics
#scalingsocial
How to Scale
Top 3 factors leading to the adoption of social software
1. Clear vision of how social media supports business strategy
2. Senior management support
3. Good fit with organization’s culture
#scalingsocial
Q&A
Learn more about HootSuite & Webtrends
• hootsuite.com/webtrends• hootsuite.com/enterprise• webtrends.com/products/analytics/social/
#scalingsocial
Thank You
Ben WatsonVP of Marketing, HootSuite
@bitpakkit
Merlyn GordonSr. Product Marketing Manager, Webtrends
@merlyngordon
#scalingsocial