measuring social: fact or fiction

Measuring Social:Fact or Fiction?

Rylan Holey, EMEA Partner Manager@holeytonal

Rylan Holey

EMEA Partner Manager

@holeytonalrylan.holey@hootsuite.com

HootSuite:Empowering the Social Business

COLLABORATION SECURITY ANALYTICS ENGAGEMENT

Percentage of total marketing budget spend on Social Media

Current Levels Next 12 Months In next 5 years0.00%2.00%4.00%6.00%8.00%

10.00%12.00%14.00%16.00%18.00%

6.60%

9.10%

15.80%

The CMO Survey, The Fuqua School of Business, Duke University, August 2013

“Half of all firms haven’t been able to show the impact of social media on their business”

The CMO Survey, The Fuqua School of Business, Duke University, August 2013

Social is more than Marketing

James

Social should be a resource

You’re a Social Business

Strategy/GoalsSocial PolicyWorkflows

Compliance

FoundationsSecurity

Social AnalyticsAccess: Web/Mobile

MARKETING

SUPPORTSALES

HR

C-SUITE

R&DIT

C-SUITE

SUPPORT

HR

R&DIT

MARKETING

SALESS

ALE

S E

XE

CU

TIV

ES

Strategy/GoalsSocial PolicyWorkflows

Compliance

FoundationsSecurity

Social AnalyticsAccess: Web/Mobile

C-SUITE

SUPPORT

HR

R&DIT

MARKETING

SALESS

ALE

S E

XE

CU

TIV

ES

CRM

MA

RK

ET

ING

A

UT

OM

AT

ION

WEBANALYTICS

CU

ST

OM

ER

SE

RV

ICE

P

LAT

FO

RM

Strategy/GoalsSocial PolicyWorkflows

Compliance

FoundationsSecurity

Social AnalyticsAccess: Web/Mobile

THOUGHT LEADERSHIP

EXECUTIVE PROFILES

C-SUITE

CRM

WEBANALYTICS

SUPPORT

HR

R&DIT

MARKETING

SALES

TECH LEADERSHIP

INFLUENCER COMMUNITY

MA

RK

ET

ING

A

UT

OM

AT

ION

CU

ST

OM

ER

SE

RV

ICE

P

LAT

FO

RM

WE

BS

ITE

SD

EM

AN

D

GE

NE

RA

TIO

N

PE

RS

ON

AL A

CC

OU

NT

SP

ER

SO

NA

L C

OR

OP

OR

AT

E

AC

CO

UN

TS

PAR

TNE

R E

CO

SY

STE

M

SA

LES

EX

EC

UTI

VE

S

CO

MM

UN

ITY

SUPPO

RT/FO

RU

MS

SU

PP

OR

T CH

AN

NE

LS

REC

RU

ITER

S

REC

RU

ITIN

G S

ERVI

CES

MA

NA

GE

D S

OC

IAL

NE

TWO

RK

S

BR

AN

D A

DV

OC

ATES

INT

ER

NA

L SO

CIA

L N

ET

WO

RK

SIN

TE

RN

AL

SO

CIA

L N

ET

WO

RK

S

Strategy/GoalsSocial PolicyWorkflows

Compliance

FoundationsSecurity

Social AnalyticsAccess: Web/Mobile

Social Business Needs You!

• Understand the Value• Social Media Savvy• Data driven

Why you?

Infrastructure Needs Measurement

Social Media Measurement must be aligned to your core business objectives

• ROI• Brand awareness• Customer retention

Core Objective

s• Followers• Engagement• On site conversions

Social Measuremen

t• Social Relationship Platform• Website Analytics• Deep ListeningImplementation

• Customer Service• Social Selling• Social Marketing• C-Suite

Social Business Strategy

The Social Data Triangle

“…focus on social ROI has led to improved strategies around content, tone, customer service and internal ownership.”

Social Media Management Systems Buyer’s Guide 2013 – Econsultancy, Februrary 2013

What data is important?

“Four out of five consumers would be more inclined to buy a brand more often in the future after being exposed to its social media presence”

IAB Social Media Effectiveness ResearchJuly 2013

Brand Awareness/Share of Voice

“100% of business decision-makers use social media for work purposes”

The Social Behavious of your B2B Customers, Forrester, 17 July 2013

Brand Reputation

Team Measurement/Adoption

“There needs to be proof of leads generated…highlighting the need for integration with a company’s existing CRM system.”

Social Media Management Systems Buyer’s Guide 2013 – Econsultancy, Februrary 2013

Lead generation

Revenue

• Align social to business objectives• Show ROI• Simplify your data collection• Support Social Business

Takeaway

Thank YouRylan Holey@holeytonal