Post on 13-May-2015
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© 2012 Webtrends, All Rights Reserved.
Using Metrics to Prove Social Media ROI Success
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Introductions
@John LovettSenior Partner Web Analytics Demystified
John Lovett is a Senior Partner at Web Analytics Demystified, Inc. and the author of Social Media Metrics Secrets (Wiley, 2011).
A former Forrester Research Analyst and current Vice President of the Web Analytics Association, John blogs about web analytics industry trends, strategy, business culture, and social analytics.
Merlyn GordonSr. Product Marketing Manager Webtrends
Merlyn has spent the last decade helping leading brands succeed with digital marketing, social CRM, and multi-channel measurement solutions.
He is currently responsible for product marketing activities related to Webtrends’ digital measurement solutions, including site, mobile and social analytics.
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• End-to-end strategy for digital measurement, analysis, and optimization
– Strategic Audits and Roadmap Development– Executive Retainers and Support Services– Operational Use Audits and Support– Implementation and Ongoing Reporting– Training, Education, Special Topics
• www.webanalyticsdemystified.com
About Web Analytics Demystified
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About Web Analytics Demystified
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The Four Categories of Social Analytics
Foundational Measures
Counting Metrics
Business Value Metrics
Outcome Metrics
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Counting Metrics Can Get You Started
Counting Metrics Are Usually FREE
‣ These are the most basic and readily available metrics in social media
• More than 50% of companies are collecting: fans, mentions, contributors, and traffic metrics
• Think Facebook Insights or YouTube channel profiles
• Counting metrics are a measure of volume
‣ Volume-Based metrics can be helpful for sizing your audience
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Collaborate to Find Business Value
‣ Business Value metrics are calculated to align social activity & results with key stakeholders
• These metrics should be developed for specific roles• Get out and talk to your peers – ask hard questions• Your job is to collaborate with stakeholders
‣ Communicating business value with your social media metrics is a CRITICAL task
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Business Value Metrics for Executives
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Business Value Metrics for Sales, Service & Marketing
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Don’t Forget Why You’re in Business
Humanize Your Approach by Measuring Social Media Outcomes
‣ A Tested Framework for Social Media Outcomes:• Gain Exposure• Create Dialogue• Encourage Interactions• Facilitate Support• Build Advocacy• Spur Innovation
‣ Outcome-Based objectives allow you to connect social programs to customers
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Identifying Social Media Outcomes
Outcomes Need Associated Metrics …
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Social Media Foundational Measures
‣ Gaining buy-in and creating metrics is the hard work; don’t blow it by introducing data doubts
– Metrics must have reproducibility– Gain this by insisting upon standardized
calculations– Publish data dictionaries and knowledge bases
‣ Analytics programs require governance and Foundational Measures can help
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Foundational Measures are building blocks.Without them you get Chaos
Foundational Measures are building blocks.Without them you get Chaos
Foundational Measure Calculations
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The Four Categories of Social Analytics
Foundational Measures
Counting Metrics
Business Value Metrics
Outcome Metrics
#Wtwebinar @johnlovett20
• Counting Metrics = – Tweets, Contributors, Reach
• Outcome Metrics = – “Amplification”
• Business Value Metrics = – Referrals, Conversions, Revenue
Measuring Customer Acquisition on Twitter
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Twitter Counting Metrics
Data Source: TweetReach
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Twitter Counting Metrics
Data Source: TweetReach
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Outcome Metrics Usually Require Exporting Data...
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Calculating Outcomes: Twitter
– Amplification is a relative number that should be evaluated in context
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Assessing Business Value
• Business Value comes from integrating data
• Assess your social activities by importing social data to your analytics tool:
– Website Referrals from Twitter– Conversions events from Twitter– Revenue from Twitter
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Don’t Miss An Opportunity for Analysis
• Integrated Data also yield insights:
– When does Amplification correlate to Conversions?– Which message types produce highest Conversions?– Which words produce the highest Conversion rates?– What time of day are messages Amplified most?– Which users drive the Amplification and Conversion?– Is there a business case to invest more in Twitter?
#Wtwebinar @johnlovett27
Engaging Fans on Facebook
• Counting Metrics = – Likes, PTAT, Total Reach
• Outcome Metrics = – “Engagement”
• Business Value Metrics = – Campaign Response Rate, Loyalty, Advocate
Impact
#Wtwebinar @johnlovett28
• Only 6% of fans engage with brands on Facebook*
• More Likes Engagement
• Fans “engage” other fans...
• *According to a new study by Napkin Labs
• http://mashable.com/2012/10/18/facebook-fan-engagement-2/
Counting on Engagement
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Facebook Counting Metrics
Data Source: Facebook Insights
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Facebook Counting Metrics
Data Source: Facebook Insights
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Exporting Facebook Insights Data
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Correlating Outcome Metrics
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Correlating Outcome Metrics
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Correlating Outcome Metrics
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• How are you defining Engagement?– Do you have Engagement defined by channel?– Are you comparing cross-channel social
Engagement?– Do your colleagues understand Engagement?
Establishing Your Foundational Measures
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• Business Value = what’s important to your brand
• Communicate the value of social activities in language that your peers understand:
– Loyalty– Customer Satisfaction– Sales at-the-shelf
Communicating Business Value
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• Interpret your data• Provide business context• Offer insights and recommendations
Producing Analysis & Insight
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Bonus Metric!
Foundational Measures
Counting Metrics
Business Value Metrics
Outcome Metrics
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The Most Important Metric is Usually Hardest to Quantify ...
Impact
Foundational Measures
Counting Metrics
Business Value Metrics
Outcome Metrics
#Wtwebinar @johnlovett40
Insights from Web Analytics Demystifiedwww.webanalyticsdemystified.com
Senior Partner, Web Analytics Demystified
www.socialmediametricssecrets.com
John@webanalyticsdemystified.com
@johnlovett
John Lovett
© 2012 Webtrends, All Rights Reserved. |42
Questions?
Q & A Session
Moderated by Merlyn Gordon
Webtrends
John Lovett
john.lovett@webanalyticsdemystified.com
john.webanalyticsdemystified.com
@johnlovett
Merlyn Gordon
merlyn.gordon@webtrends.com
blogs.webtrends.com
@merlyngordon
|43© 2012 Webtrends, All Rights Reserved.
Webtrends Social Measurement SolutionsDemonstrate the success of social marketing investments and brand engagement strategies
The Three P’s for Success
|44© 2012 Webtrends, All Rights Reserved.
Webtrends Social Measurement SolutionsDemonstrate the success of social marketing investments and brand engagement strategies
The Three P’s for Success
Product
|45© 2012 Webtrends, All Rights Reserved.
Webtrends Social Measurement SolutionsDemonstrate the success of social marketing investments and brand engagement strategies
The Three P’s for Success
Product Practice
|46© 2012 Webtrends, All Rights Reserved.
Webtrends Social Measurement SolutionsDemonstrate the success of social marketing investments and brand engagement strategies
The Three P’s for Success
Product PartnersPractice
|47© 2012 Webtrends, All Rights Reserved.
Webtrends Unified Approach to Measurement
Multi-channel
Visitor-centric
Open
Real-time
Performance at Scale
Private & Secure
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Additional Webinar
[Webinar] Developing a Framework for Social Measurement featuring Susan Etlinger of Altimeter Group
http://understanding.webtrends.com/AltimeterSocialMeasurementWebinar
Related Resources
[Solution Brief + Data Sheet] Learn more about Webtrends Social Measurement:
http://www.webtrends.com/products/analytics/social
[Announcement] HootSuite Integrates with Webtrends to Connect Social Media Messages to Website Conversion Metrics.
http://ow.ly/e9Nl2
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© 2012 Webtrends, All Rights Reserved.
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