THE GET ENGAGED TOUR: Social Media Analytics Workshop

Senior Director, Strategy & Insights Wilson Raj

@wilsonraj wilson.raj@alterian.com

CONTEXT & INDUSTRY OPPORTUNITY

Marketing ha

s Changed

Forever

Mass Marketing

Is Dead

IT’S ABOUT With

the i

ndivi

dual

ENGAGEMENT

Risk to Brands – lack of relevant engagement

Do you just blast email or do you make it relevant, timely

and personalised

Do you have an engaging web site

or is it just brochure-ware?

Do you listen to the conversations about your brand

that customers are having?

Do you know who your customers are, their value to

you now and in the future

Your Brand

Wedding Market Summary

Source: Bridal Association of America

Online Wedding Market Summary

Source: Bridal Association of America

Category Research

Online Research % Buy % Buy Online

Online Wedding Market Summary (cont’d)

Source: Bridal Association of America

Buy % Research % Research

Online Category Buy Online

THE NEW MEASUREMENT

Brand  Audit  

Corporate  Marke1ng  

Public  Rela1ons  

Compe11ve  Insight  

Product  Development  

Search  Engine  Op1miza1on  

Customer  Service  

Social  Media  Campaigns  

Sales  –  Lead  Gen  

Time  

Engagemen

t  Opportunities for Social Media Monitoring

Digital Engagement Aligned with Buying Process

Affinity

Use

Evaluation

Discovery

Influence

Interaction Involvement

Intimacy

Source: Forrester Research

•  observing others with your brand •  initiating discovery on his/her own •  being encouraged by others

•  usefulness of your service/products •  usability of your service/products •  desirability of your service/products

•  passion level for your brand •  expression of sentiment •  advocating for/against

•  determine credibility •  assess viability •  determine relevance

Measuring Digital Engagement

Involvement (Measurable touches)  

Interaction (Measurable actions)  

Intimacy (Sentiment)  

Influence (Likelihood to recommend)  

What to track (illustrative)  •  Site visits

•  Time Spent

•  Pages viewed

•  Search keywords

•  Navigation Paths  

•  Contributed comments

•  Request for additional info

•  Provide contact info

•  Completed transactions  

•  Comments on 3rd-party sites, blogs, etc.

•  Tracking of customer contributions

•  Opinions expressed in service calls/interactions

•  Sentiment on online forums, review sites

•  Recommend to friends, family, acquaintances

•  Product/service sat ratings

•  Fan sites

•  Viral UGC/WOM

•  Content forwarded

•  Posts on high-profile/influential blogs  

How to track (illustrative)  Web analytics   •  Social media

platforms  •  Brand monitoring

•  SM tools

•  Surveys

•  Brand monitoring

•  SM tools

•  Surveys

Source: Robert Scoble, Brian Haven (Forrester)

TOOLS & OWNERSHIP

Tools  ???  

Social Media Monitoring Tools

Blogs Google Alerts, Yahoo Alerts

Comments Backtype

Message Boards Board Reader, BoardTracker

Twitter TweetBeep, TwitterSearch

Social Bookmarking StumbleUpon, Digg, Reddit, Delicious

Social Media Search Engine

SocialMention, Serph, Keotag

Social Media Monitoring Tools (continued)

Multimedia Search YouTube, Flickr

Custom Feed Social Media Firehose (Yahoo Pipes)

Professional Tools Trackur, SM2, Radian6, Visible Technologies

Website Traffic Google Analytics, Quantcast, Alexa, Compete

Blog Traffic & Backlinks

Technorati, Wordpress

Dashboard Netvibes

FIVE STEP PROCESS SM Measurement

5 Steps to Success

1.  Listen using a comprehensive tool 2.  Decide on Objectives & Plan Strategy 3.  Objectives will Define Metrics 4.  Benchmark & Execute 5.  Measure, Report & Refine

1. Listen

Consider:

•  Daily Volume •  Social networks being used •  Locations of communities online & offline •  Sentiment & Tone

2. Choose Objectives - Value and ROI

Use Case Value/ROI

Brand Audit Identify opportunities in Social Media

Social Media Campaigns Measure progress of Social Media efforts

Corporate Marketing Increased sales & rate of return on ad spend

Customer Service Increased satisfaction, brand loyalty, awareness

Competitive Insight Identify differentiating features & innovate

Public Relations Efficient use of time & identify influencers

Sales – Lead Generation Increased sales & shortened sales cycle

Search Engine Optimization More effective SEO & organic visibility

Product Development Reduced market research costs

HR Reduced hiring costs & less churn

3-4 Define Metrics and Benchmark

Goals will meet the objective(s)

Percentage increase or decrease of desired results (over a set period of time)

Examples: 15% increase in word of mouth 10% decrease in demand on wedding services 5% increase in leads from social channels 15% cost reduction in service costs

Benchmarking sets the stage!

Potential Goals

•  Bring outside ideas into your organization •  Generate more word of mouth •  Increase customer loyalty •  Increase product/brand awareness •  Improve new service success ratios •  Improve public relations effectiveness •  Reduce customer acquisition costs •  Reduce customer support costs •  Reduce market research costs •  Reduce service development costs

Tip – Choose 1 or 2 to start with

5. Regular Reporting

•  Report on Objectives –  Established from specific goals set for your business

•  Qualitative –  Trends in members, topics, discovery of new communities

•  Quantitative –  Benchmark based on previous report

•  Web Analytics –  unless someone else is tracking them

•  Recommendations –  Based on interactions with customers

Resources

•  ROI Series of 10 white papers – http://AlterianSM2.com –  Freemium version of SM2 http://socialmedia.alterian.com/

•  Social Media Metrics by Jim Sterne

•  Measuring Public Relationships by Katie Delahaye Paine

•  100 Ways to Measure Social Media by David Berkowitz (Inside the Marketers Studio Blog)

•  Personality Not Included by Rohit Bhargava

•  Trust Agents by Chris Brogan & Julien Smith

THANK YOU