What to Measure in Social Susan Etlinger, Industry Analyst, Altimeter Group

Merlyn Gordon, Sr. Product Marketing Manager, Webtrends

Look Familiar?

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/

If your ROI equation shows a cost value in $£¥€,

and a gain value expressed in Tweets,

you’re in trouble.

ROI is a Business Measurement, not Alchemy

Please Welcome!

Susan Etlinger Industry Analyst, Altimeter Group Email: Susan@altimetergroup.com Twitter: @setlinger

Susan is an Industry Analyst with Altimeter Group where she focuses on social media analytics and strategy.

For the past 20 years, she has worked at the intersection of people,

processes, and technology, in companies such as Charles Schwab &

Co., Inc., and in the agency world, most recently at Horn Group.

Dynamic Customer

What We’re Thinking About

5

Adaptive Organization

Sentient World

Where Are We Now?

A Look Back

7

The Amazing

Race Reality Check

Integrate or Die

2011 2012 2013

From Marketing Funnel to Influence Loop

8

Social Media Proliferation in the Enterprise

9

Meet Your New Stakeholders

Image by StreetFly_JZ used with Attribution as directed by Creative Commons http://www.flickr.com/photos/streetfly_jz/2760882758

What to Measure

A Step-By Step Process

12

Social Data Drives Many Types of Business Value

13

Social Media Must Support Business Objectives

14

At least 13 different business units across the enterprise deploy social media

Top-Down Approaches

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Source: “The Social Media ROI Cookbook: Six Ingredients Top Brands Use to Measure the Revenue Impact of Social Media,” Altimeter Group (July 24, 2012)

Bottom-Up Approaches

17

Source: “The Social Media ROI Cookbook: Six Ingredients Top Brands Use to Measure the Revenue Impact of Social Media,” Altimeter Group (July 24, 2012)

No Single Approach Dominates; It’s a Mix

18

What Determines the Mix Today?

19

Revenue is not the Primary Goal (yet)

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Image by zetson used with Attribution as directed by Creative Commons http://www.flickr.com/photos/zetson/254608875

Where Are We Going?

Emerging Trends •  Holistic View of Top-Down, Bottom-Up

•  Ecosystem of tools: no single tool can satisfy every organizational requirement or bridge the many device gaps

•  Qualitative measurement will provide context

•  Data triangulation/integration is here •  CRM, BI, Market Research, Supply Chain: the whole organization

needs your data.

•  Customer journey becomes even more dynamic (and mobile) •  More devices generating data feeds and streams

•  The race to solve for identity

•  Organizational integration is beginning—slowly •  It’s not a linear path

•  Beware social as a silo

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The (Evolving) Role of the Analyst

•  Social data is straining the definition of an analyst. Web analytics, social data and enterprise analysts all must work cohesively.

•  Social media measurement is a change management issue. Be realistic and plan for organizational impacts.

•  There are few real experts. Take time to learn the data and establish benchmarks. Humility is good.

•  Let go of perfection. Be clear about confidence levels, but accept the imperfections of social data.

•  Be brave. Be willing to face–and stand up for–hard truths about what does and doesn’t work.

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4

Top 5 Take-Aways

Do These Things on Monday

#1 Ask Yourself Whether You’re Counting or Measuring

#2 Ensure Metrics Have Meaning

Foundational Measures

Business Value Measures

Outcome Metrics

Counting Metrics

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|  27  ©  2012  Webtrends,  All  Rights  Reserved.  

#3 Ensure Data Collection Strategies Align to Measurement Objectives

Mul;variate  Tes;ng  

✓

✓

✓

A

B

C

Links  &  Tagging   Integrated  Measurement  

#4 Beware of Social as an Island http://www.flickr.com/photos/jan-fotografie/262545477/

Website Marketing

Social Marketing

Mobile Marketing

Customer Care

The Three P’s for Success

Product Partners Practice

#5 Learn How Webtrends Social Measurement Solutions Prove Social ROI

Thank You

Questions?

Susan Etlinger

susan@altimetergroup.com

susanetlinger.com

@setlinger

Merlyn Gordon

merlyn.gordon@webtrends.com

blogs.webtrends.com

@merlyngordon

Sessions You Must See

•  Facebook Campaign Optimization Panel Discussion Wednesday @ 11:10am •  Eric Christopher. Vice President of Sales, Shoutlet •  Greg Gunn. Vice President Business Development, Hootsuite •  Merlyn Gordon. Senior Product Marketing Manager, Webtrends •  Jared Roy. Director Performance Marketing, Webtrends

•  Designing A Measurement Framework For The Social Enterprise Wednesday @ 2:40pm •  Susan Etlinger. Industry Analyst, Altimeter Group •  Jeff Seacrist. VP Product Marketing Partner Solutions, Webtrends

•  Driving Conversion With Performance Marketing Wednesday @ 3:40pm •  Kirk Ramble. Principal Optimization Consultant Webtrends

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