social media usage & measurement

http://www.decideo.fr/bruley/docs/Social_Media.ppt

Social Media Social Media Usage & Usage &

MeasurementMeasurement

[email protected]

Thanks to: Fred Cavazza, Olivier Blanchard, Teradata Corporation


Social Media LandscapeSocial Media Landscape

Fred Cavazza


Having “a presence” in Social Media is worthless unless your organization do something with it

Your organization doesn’t plug into Social Media

Social Media plugs into your organization

Social Media & Your Social Media & Your OrganizationOrganization


Second largest search engine in the world

Twitter now has over 100 MILLION registered users

55,000,000 tweets per day

37% of users tweet from their phones

All talking to each other all day longAll talking to each other all day long

Facebook has over 500 MILLION users

Millions of people are content publishers now

Don’t forget…

Social Media: Some figuresSocial Media: Some figures


% of Twitter Members Using % of Twitter Members Using Twitter to:Twitter to:


AwarenessDo enough people know about us? Do enough people think about us?

ContextDo people think of us in the right way?

ValueDo people understand our value? What we offer?

RelevanceDo people appreciate our value to them?

CatalystsDo people have a reason to think about us? To engage with us? To buy into us?

Brand Momentum DriversBrand Momentum Drivers

Social Media coulddrive, amplify and reinforce all of these things


Sales: Net New Customers, Increased Frequency of Transactions, promo exposure. Increased yield (average $ value per transaction), and product penetration

Customer Support: Immediate feedback and response, positive impact in public forum, cost reduction

Human Resources: More effective recruiting, online monitoring of employee behavior (risk management)

Public Relations: Online Reputation Management, improved brand image via Social Web

Customer Loyalty: Increased interactions, better quality of interactions, deeper relationship with brand. Increased trust in brand, increased mindshare of brand, greater values alignment

Business Intelligence: Know Everything. (No, really.)

Ways Social Media Can Help Ways Social Media Can Help BusinessBusiness


What are you trying to accomplish?• Define the objective FIRST• THEN come up with the tacticsExamples

All Starts With One QuestionAll Starts With One Question

Question #1:Will it save me money?

Maybe in customer support?Reduce media costs?

Question #2:Will it generate more revenue?

More net new customers,More exposure,

etc.

Ultimately, the P&L drives business decisions


Financial impact examples:• Increase how often customers buy from us each month• Increase the net number of transacting customers• Increase average spend per transaction• Etc.

Objectives Should Be SpecificObjectives Should Be Specific

Too many marketer measure here


Website Visitors

Click-throughs

Visitors to a brick & mortar store

Positive press

Positive WOMNegative press

Negative WOM

Customer complaints

Employment applications

Retweets

FaceBook friendsBlog comments

Social mention

YouTube views

Twitter followers

Impressions

Delivered emails

Coupons distributed

Non-Financial Impact Is Not ROI Non-Financial Impact Is Not ROI (yet)(yet)


Non-Financial Financial

Are you converting this to this?

Oh cool!Yeah. Sign us

up.

Way cool!

Weeeerd!

Non-Financial vs Financial Non-Financial vs Financial Impact Impact


Activities

Transactions

Social data

Web data

Loyalty metrics

etc.

Overlay Your Data Onto A Overlay Your Data Onto A Timeline Timeline


8% YoY Growth

Establish A BaselineEstablish A Baseline


How often customers transact(transactions per month)

How many customers you are reaching(net new customers)

How much they spend($ per transaction)

etc.

Transaction Data Should Be Transaction Data Should Be SpecificSpecific


Create Activity TimelinesCreate Activity Timelines


What are people talking about and where?Map topics, keywords, trends, links, etc.

Monitor Impact On Monitor Impact On ConversationsConversations


Measure Transactional Measure Transactional PrecursorsPrecursors


Look For Results PatternsLook For Results Patterns

Before After

Impact

ImpactImpact

No Impact

$


Social Media Use CasesSocial Media Use Cases


DTG

Starting Out Towards Integrated Starting Out Towards Integrated DataData

Text and AnalysisKeyword parsing

Sentiment AnalysisContent classificationClusters/associations

Network and AnalysisIdentity matching

Find nodes and linksFind strong/weak tiesIdentify influencers

Acquire dataFree, buy, web crawlers

Marketing Analytics•Segmentation•Campaigns•Interaction mgmt•Predictive analytics

Operational Systems

ERPLegacy

CRM SCM

Web Analytics

Data Warehouse

Teradata IWI physical models

DTG


Profile

SocialPreferences

Scores

Interaction

Transactions

PersonalPreferences

Provide A More Detailed, Provide A More Detailed, Actionable View: example for Actionable View: example for

customercustomerDemographic• Race, age, gender,

disabilities, • Income, education,

home ownership, employment status

Bizographic• Industry, job title,

seniority, functional area

Geographic• Home/work addresses• Location• Vacation spots

Cust. Service• Time• Nature of contact• Resolution

POS/Retail• Service type• Service cost• Category,

classification, rating

Subscription• Rate plans, optional

VAS, payment type, handset

• Payment history

Social NetworkPreferences• Plan co-members• “My circle”• Most contacted• Address book• Social network friends

Personalized Data• Brand, category,

price affinity• Personality, values,

attitudes, interests, lifestyles

SegmentPreferences• Common interests• Brand, category,

price affinity

Marketing Metrics• Tenure• Recency, latency,

frequency• Lifetime value• ARPU• CS contact index• Social network index

Details• Time• Location• Usage units• Contacts, destination

Online Behavior• Sites visited• Click stream

Category• Service type• Service cost• Classification, rating

Network QoS• Quality, speed,

uptime, errors• Connection, handset

CustomerView


Analytical Approaches Analytical Approaches ExamplesExamples

WebTrends, SpeedTrap Log file analysis, page taggingWeb analytics

Teradata Advanced Analytics, KXEN, SAS

People, brands, relationships, influenceSocial network analysis

KXEN, TRM Selection Manager Justify advertising spendSocial media advertising

Teradata Relationship Manager + all of the above

Platforms for forums, wikis, blogs, etc. All of the above + strategy + tools

Social CRM (SCRM)

WebTrends, Attensity, SAS BI on Web 2.0 dataSocial media analytics

Attensity Cloud, WebTrends Social Media, Clarabridge

Blogs and Twitter watchSocial media monitoring

SolutionsFunctionFacet

DTG


Social CRM KPI Examples Social CRM KPI Examples

KPI Description

Share of voice Ratio of discussion volume between multiple brands

Conversation volume # of blogs, forums, tweets, topic discussions over time

Conversation buzz # of responses posted in response to a topic

Active Advocates% of visitors who contribute positive comments, sharing or linking back on a specific product

Level of influence Authority of an online person, measured by followers distributing messages or links

Issue resolution rate % of customer service problems solved via social media

Satisfaction score Positive sentiment feedback / all feedback

Sentiment type The positive or negative attitudes consumers express

Sentiment ratio Products or services sentiments / over time

Virality The amount and speed at which a discussion spreads

Idea impact positive sentiment from a new product or service idea

DTG


B2B Social Objectives Functional Alignment Success metrics

LISTENING ResearchCustomer insightImproved segmentationReduced pain; alignment of offering with need

TALKING Marketing, educationChanges in reach, impressions, brand awarenessIncreased share of voiceHigher quality of responses to offers

ENERGIZING SalesIncreased velocity of messages in marketIncreased recommendation, promotion, advocacyHigher trust, brand trust perception

SPREADING Professional servicesFaster deployments at new customersExisting customers create new business capacity

SUPPORTING Customer service, technical supportReduced support costsHigher customer satisfactionLess churn

EMBRACING Development, Product MarketingDeliver products faster to marketIncreased loyalty, increased advocacy

Social Media Success Metrics Social Media Success Metrics ExamplesExamples

social media usage & measurement

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