Post on 13-May-2015
description
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
Conversation Reminder
@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