measuring and presenting social’s business value @mariasaltz · influencer identification....

© 2016 Adobe Systems Incorporated. All Rights Reserved..

Measuring and Presenting Social’s Business ValueMaria Saltz | Sr. Manager, Social Media Analytics

@MariaSaltz#RaganMSFT

© 2016 Adobe Systems Incorporated. All Rights Reserved..2

Evolving Social Media Landscape Content is still King Defining Value of Social Setting up Social Measurement Program Some Practical Tips for Social Attribution

@MariaSaltz #RaganMSFT


Social Is Here To Stay

500M people visit each month; 320M active accounts

World population of more than 7.3B

1.4B users checking 14x per day

More than 2.3B active social media users with 5+ accounts each

Internet has more than 3B users



Pace of Change Keeps Social Evolving

4

Breaking ThroughIt’s noisy as brands are all trying to up one another.

Social media has matured, but it’s not stagnant. The speed of change in social is challenging for all brands.

Pay for PlayBrands must now pay for their content to be seen, organic reach is dead.

New Social NetworksNew sites pop up constantly, brands find it hard to find value in many of these new ones but can’t risk being left behind

Teenager’s View of Social Media

Changing Media Landscape Increase in popularity of video content requires better justification of additional production investment.

Ongoing Shift To MobileNearly 80% of time spent on social media is on a mobile device



High-quality content should be relevant at each stage of the lifecycle

6

DISCOVER

EXPLORE

Awareness and Brand Advocacy

Product Advocacy

Demand Generation

Thought Leadership

BUY

RENEW Education, Inspiration, Use Cases, Customer Support



Supporting Content Creation with Analytics

DEFINE TOPICS & STRATEGY

DEVELOP THE EDITORIAL CALENDAR

CREATE THE CONTENT

DISTRIBUTE & AMPLIFY

MEASURE & OPTIMIZE

Trending industry topics analysisTopic alertsInfluencer identificationCompetitor analysis

Best time to postTarget audience

Historical content performance

Paid Social ManagementCross-channel sharingMultiple post sharing

Content and Campaign PerformancePaid Social Performance

Business Impact KPIsShare of Voice



939PUBLISHED ASSETS

477KENGAGEMENTS

(DIRECT)

$780KTOTAL INVESTMENT

860KTOTAL ENGAGEMENTS (DIRECT +

CHANNELS + PAID)

$0.90TOTAL CPE

125CONTRIBUTED ARTICLES

Case Study: Adobe’s Digital Marketing B2B Comms impact

1. In FY15, Digital Marketing BU published 939 assets and produced 860K engagements

2. Content programs produced 125 contributed articles placed in major outlets including Fast Company and Forbes

3. Digital Marketing Blog drives more traffic than any other channel (excluding Adobe.com)

4. Content drives ~77% of results in social media channels (paid and organic).

5. Precipitous increases in media inquiries, speaking opportunities and bylines is directly correlated to published thought leadership by Adobe employees.



Case Study: Content Strategy Business Impact

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An individual is 2x more likely to enter the sales pipeline when engaging with thought leadership content

+1.8X

1-in-4 individuals that have entered the sales pipeline engage with an ungated thought leadership asset

24%

There are almost 900 visits driven to Product pages for every one asset published

846

CONTENT/SOCIAL

EMAIL PR AVERAGE

+140%

Content drives 140% higher ROI than average, and 63% more than the next most efficient touchpoint



Measuring Value of Social Media

10


Social contributes uniquely to each business function

Marketing Product Brand, PR, AR Sales IT, Support People

Resources Finance

RelationshipsLead-Gen

Market Research

QualityInnovation

Thought Leadership

AwarenessReputation

CredibilityLead-GenThought

Leadership

Time to Resolution

CSAT

TalentSourcing and Development

Costs

@MariaSaltz #RaganCCC


Getting to the bottom of full Social Media Value

measurable and

attributable

difficult to measureor

unknown



Social MediaValue

Social Contribution to Business Value

Social ROI

social marketing

social support

market researchbrand

reputation

community engagement

product innovation

talent acquisition

amplifyPR, AR, IR

sales support



Establishing Social Measurement Program

Define Business Objectives for your Social program and

determine KPIs

1Establish

Baselines, Benchmarks, and Targets

2 3Provide right

data to the right people at the

right time

Social Business Insights

Social Listening



1. Define Business Objectives for your Social program and determine KPIs

Business Objective KPI 1 KPI 2 KPI 3 KPI 4 KPI 5

Awareness Social Community Growth

Share of Influencers’ voice

Volume of conversations and reach

Ratio of positive, negative and neutral sentiment

Traffic to product pages from Social

Engagement Percent of community interacting with content

Engagement rates on content v. competitors engagement rates

Content virality and velocity

“Likes”, re-tweets,shares, mentions, etc.

Campaign #hashtaguse

Lead Generation Cost per lead from social channels

Social media’s assist in the purchase path

Qualified sales leads from social

Reach within target audience

# of white paper downloads

Demand Gen/ Conversion

Revenue and trialdownloads through tracked links

Cost per acquisition Conversion rates and average order value from social channels

Revenue attribution for key influencers

On-site product reviews influence on conversion rates

Customer Support Cost savings (call deflection)

Avg. time to issue resolution

Change in sentiment around support issue

Number of issues resolved

Issue resolution rate per agent

Advocacy Number of active advocates

Share of influence Percent of brand communication driven by advocates

Influence score and reach of advocates

Revenue attributable to advocates

Product Innovation Number of product ideas submitted

Number of ideas included in productdevelopment

Number of bugs reported and fixed

Size of community providing product feedback

Engagement rates in product forums


2. Establish Baselines, Benchmarks, and Targets

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BaselinesYour own historical

performance, current trends

BenchmarksIndustry best practices,

Competitive analysis

TargetsWhere you need to be to support corporate goals



3. Provide right data to the right people at the right time

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Executives

Budget Stakeholders

Social Practitioners

Channel and Content Performance

Social Program Impact

Revenue, LeadsSOV, Reputation

Community growth, volume, engagement, click through

Campaign performance, conversion, reach

High-level KPIsSocial Value

MonthlyQuarterly

MonthlyEvent-specific

WeeklyDaily

Strategic

Tactical



Example: Executive Report

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Community GrowthOverall growth of the social community and within specific segments

Brand AwarenessTotal volume of conversations, favorability, and performance against competitors

Business Units PerformanceTraffic, orders, lead gen, and other metrics that show direct impact on the key objectives.



Example: Practitioner Report with Insights

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Monthly Channel Performance

Content performance dashboards



Social Listening Components

• On-going monitoring based on brand or competitor keywords• Key topics and sentiment assessment

On-going Listening

• Early warning system, crisis management• Monitors mentions around sensitive topics, unexpected increase in volume for key products, influencer

mentions, key publications, changes in sentimentAlerts

• Influencer identification for specific topics or industries, • Alerts on engagement opportunities Influencers

• Insights into specific topic of interest• Product research –customer feedback or volumes around specific issues• Industry trends, topic identification, competitive research, etc.

Ad Hoc Topic Analysis

• Identifying possible customer or product issues• Collaboration with Customer care on proactive outreachVoice of Customer


Social Listening – Report Examples



A Few Practical Tips:

Social Attribution



Social Attribution: The Basics

Get to know your Web Analytics Tools Use functionality within standard Web Analytics platforms to evaluate traffic from Social Platforms and any

key metrics related to it (Time on Site, Bounce Rates, Page Views, Conversions)


Social Attribution: Exploring Key Metrics

Become good friends with your Web Analyst Create custom segments to learn more about site Visitors coming from Social. You can learn how your

visitors behave over time, where they go and at which point they leave and how they are different from visitors from other marketing channels.



Social Attribution: Custom Tagging

Use Campaign Tagging To Track Specific Content Use campaign tagging to identify your “owned” content to evaluate success of individual social campaigns

and specific content.

http://summit.adobe.com/na/sessions/summit-online/sign-up/?scid=social41255276

Parameter gets recorded as variable in web analytics platform



A Few Practical Tips:

Content Performance Analysis


Content Performance Analysis: The Basics

Use native platform analytics to compare post performance Use functionality available within social platforms to analyze content performance.



Content Performance Analysis: Content Performance by Type

Classify your posts! Use Content Management tools or export your posts to classify by content type, campaign, targeted

audience, etc. Analyze post performance by content types across channels.



Content Performance Analysis: Advanced Attribution

Combine content classification, campaign tagging, and web analytics! Put it all together to understand what type of content on which channels is moving

the needle on specific KPIs. Test and optimize: Content Type by Target Audience Time of Day or Day of Week Call to Action Voice and Imagery



Key Takeaways:

1. Your Business Objectives should define your KPIs.

2. Successful Social Strategy requires great content. Use data to figure out which content performs best.

3. Leverage web analytics tools, campaign tagging, and content classification to show how your social content drives business value.


measuring and presenting social’s business value @mariasaltz · influencer identification....

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