nick westergaard | branddrivendigital.com | 2015

BRAND DRIVEN digital

Social Media Monitoring and MeasurementThe Secret to Taking Your Social Media Marketing Program from Good to Great

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@NickWestergaard

#UIMKTG

Why M & M Together?

Source: The State of Social Marketing (Awareness)

Social Media Monitoring & Measurement‣ M & M: Foundation

‣ Monitoring Basics

‣ Measurement & ROI Today

‣ Measurement & ROI: Future State

1

The Foundation

Social Program Maturity

‣ Good – Basic presences on networks with light

engagement; little connection

‣ Great – Monitoring/Engaging/Measuring/Iterating

‣ Future State — A holistic “social” business

The Business Objective

Photo via Flickr user m.gifford

6 Social Business Objectives

‣ Branding

‣ Community Building

‣ Public Relations

‣ Market Research

‣ Customer Service

‣ Leads & Sales

2

Social Media Monitoring

MONITOR

noun

1. something that serves to remind or give warning.

2. a device or arrangement for observing, detecting, or recording the

operation of a machine or system, especially an automatic control system.

Photo via Flickr user Alberto

Listening vs. Monitoring

LISTENING (ONLINE)

Source: The Now Revolution

Technology used to assemble a collection of keyword-based searches online

that help you locate mentions and instances of those keywords on the Web.

What Might You Listen For?

‣ Your Brand — company name, brands, products,

campaigns, people, stakeholders (misspellings!), not just

your social usernames

‣ Competition — might include different keywords

‣ Industry Discussion — terms and phrases used to

describe your industry

Set Alerts

Photo via Flickr user topquark22

Free Monitoring Baked In

More Free Listening

Advanced Monitoring Tools

‣ Pay $20 per month to $10,000 a month

‣ Which Tool Depends on Your Goals

‣ Advanced Features Including — more searches, speed,

historical data, more metrics such as sentiment and

influencer analysis, response tools (engage within the

listening post), reporting, workflow (assignments)

A Peek Under the Hood

Listening

Sharing

Engaging

Discovering

Reporting

Many Options

Listening Impacts ...

‣ Sales — not common but listening can find in-market people

searching

‣ Marketing — making sure brand mentions are on-message,

etc.; means of monitoring buzz

‣ Customer Service — big need; sometimes support issues

don’t even @ mention which is where good tools come in —

especially ones tied to CRM

‣ Market Research — monitoring chatter around industry —

trends; competitive monitoring as well

‣ HR — monitor employees and attract new talent

65% of socially mature brands are focusing on monitoring

Source: The State of Social Marketing (Awareness)

Source: The State of Social Marketing (Awareness)

Who Is Monitoring Today?

Source: The State of Social Marketing (Awareness)

What Are They Using?

Final Thoughts on Monitoring

‣ Builds a More Social Business and Brand

‣ Reputation Management Is Key

‣ Varying Levels of Listening Happening at Orgs — none to

basic to advanced

‣ Most Organizations Dedicate More Budget to ‘Talking’ vs.

Listening — This is changing

3

Social Media Measurement

“– peter f. drucker

“You can’t manage what you don’t

MEASURE.”

You Can’t Measure What You Don’t Manage

Photo via Flickr user HeavyWeightGeek

Let Traditional Off Easy

Photo via Flickr user gothopotam

Twitter + Nielsen = Hope?

Photo via Flickr user chaztoo

ROI Is a Challenge

Few Are Effectively Doing So

Source: CMO Survey

Half Can’t Show Social Impact

‘Customer Insight’ Is Key

Source: The State of Social Marketing (Awareness)

How Are They Measuring?

“– albert einstein

“Everything that can be counted DOES NOT NECESSARILY COUNT. Everything that counts CANNOT NECESSARILY BE COUNTED.”

Engagement Data

‣ Likes

‣ Followers

‣ Subscribers

‣ Comments

‣ Shares

‣ Favorites

Tracking Engagement Data

Website Metrics

‣ Pages Visited — Sales/Product Pages

‣ What Pages They Came From

‣ Time Spent on Site

‣ Page-to-Page Path Followed

‣ Search Terms That Brought Them to the Site

‣ Geography

‣ Time of Day

Align Objectives with Metrics

‣ Branding — web analytics such as visitors; share of voice

compared to competition; traffic from social

‣ Community Building — interactions, subscriptions

‣ Public Relations — brand mentions and sentiment

‣ Market Research — new ideas gleaned, competitive insights

‣ Customer Service — number of incidents, CRM data

‣ Leads & Sales — lead source on prospects and customers

Social-Only Offers

How Did You Hear About Us?

4

ROI & KPI

ROI = revenue minus cost divided by cost — only works if you have a sales performance indicator or kpi

Source: The State of Social Marketing (Awareness)

Why Is ROI Hard?

Top-Down Impact on Revenue

Bottom-Up Impact on Revenue

KPI

Photo via Flickr user Sterlic

Aligning KPIs with Objectives

Source: The Now Revolution/TeachToFishDigital.com

Aligning KPIs with Objectives

Source: The Now Revolution/TeachToFishDigital.com

Aligning KPIs with Objectives

Source: The Now Revolution/TeachToFishDigital.com

We can lower the amount of traditional advertising we do and see massive cost savings.

WE SPEND 10 CENTS ON THE DOLLAR

- Jim Farley, Ford

68% positiveonline mentions before launching their blog

99% positiveonline mentions AFTER blog LAUNCH

427% increasein check-ins — remember, to be mayor you have to come more than just sundays!

18% increasein sales — increased overall sales by increasing frequency

Scrappy Measurement

Do We Make This Too Hard?

Source: CMO Survey

Most Don’t Have the Right Talent

5

Future State:What’s Next?

Social CRMthe future state for socially mature brands

Future State: Role of Influence

+

Klout as a Performance Metric — What It Actually Measures:

‣ Creating Social Conversations and Content

‣ Developing an Audience that Cares and Shares

‣ Establishing a Following Among “Influencers”

Final Thoughts

‣ M & M = Social Good to Great

‣ Think Continuum — Monitoring > Engaging > Measuring

‣ Social Business Objective Must Come First — Informs

Monitoring and Measuring

‣ FACT: Many Social KPIs Are Qualitative

nick westergaard | branddrivendigital.com | 2015

BRAND DRIVEN digital

Questions?blog: branddrivendigital.com podcast: onbrandpodcast.comtwitter: @nickwestergaard