ALL-STAR · 2018-11-01 · For each objective, align on metrics specific to that objective Social...
Transcript of ALL-STAR · 2018-11-01 · For each objective, align on metrics specific to that objective Social...
© 2018 NetBase Solutions. 1
ALL-STAR ACADEMY
Delivering Value
© 2018 NetBase Solutions. 2
Forrester: Program Approach
Standardized MethodsEstablish workflows to provide
consistent, repeatable approaches
Align Skills With TasksSocial media experts, as well
as others trained and enabled
across the organization
Leverage Tech The Right WayWorking within NetBase alongside other
data sets to generate insights
Clearly Defined GoalsSet social and business goals
and make sure to continuously
measure results
PEOPLE
PURPOSE
PLATFORM
PROCESS
© 2018 NetBase Solutions. 3
Business/Client Mission
Business/Client Goals
Team/Department Goals
Social Goals
Social Tactics
Social Measurement
HERE
NOT HERE
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Potential Measurement Frameworks
Value LeversAdoption
Measures
Strategy Down
Department Up
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MeasurementApproach
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Revenue Impact
Operational
Impact
Increase Sales
Reduce CostImprove
Efficiency
Manage Risk
Grow Revenue – Strengthen Operations
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Starting at value level, work backwards from agreed upon objectives
● Market Share/Competitive Brand Health
● Campaign Effectiveness
● Product Launch Performance
● Time to Product Innovation
● PR response required/avoided
● Time to Crisis Response
● Length of Crisis/Recurrence
● Technology Total Cost of Ownership
● Product Innovation/Campaigns Impacted
● CX Enhancements Identified
Increase Sales
Reduce Cost
Improve Efficiency
Manage Risk
Business Metrics
© 2018 NetBase Solutions. 8
For each objective, align on metrics specific to that objective
Social Program Metrics / Indicators
● Share of voice (volume), direct competitive comparison, CX/attribute sentiment
● Campaign Metrics (reach, lift, purchase intent, engagement, brand equity)
● Product type & Strategy (e.g. innovation vs. discount, influencer v. partnership)
● Effort required for innovation projects (measured in hours)
● Categories monitored/”owned” by share
● Alerts maintained/acted on per month (+ non-response)
● Issue identification in social to response (if required) by type
● Length of Crisis/Size Issue; Total shares/reduction in volume
● Ongoing measurement of Issue sharers/Detractors
● Headcount + tech cost + agency cost + insights + cost avoidance
● Innovation outcomes (category analyses, projects supported, insights)
● Identification/Reduction of unmet needs/consumer pain points via sentiment
Increase Sales
Reduce Cost
Improve Efficiency
Manage Risk
© 2018 NetBase Solutions. 9© 2018 NetBase Solutions. 9
• Assign values to
each activity type
• Evaluate level of
maturity & potential
savings/revenue
Value Levers - Brand
© 2018 NetBase Solutions. 10© 2018 NetBase Solutions. 10
Value Levers - Agency
Roles
Buyers, Marketing Mix Specialists
Planners, Community Managers
Market Researchers, Strategists
Analysts, Data Scientists
DeliveryExecutionNew
Business
Pitches
Reporting & Insights
Listening & Analysis
Audience & Tactics
Segmentation & Insights
Strategy & Channels
Optimization & Tactics
Content & Paid
Campaigns & Placements
Revenue Impacted/Win Rate
Technology Fees/Margin
Direct Revenue: Managed Services, Reporting & Offerings, Social Add-Ons
• Services won (above a threshold); % of deals participated vs. deals won
• Standard add-on as % of engagement depending on complexity
• Direct Revenue • Reporting (Monitoring (hours) vs.
Regular Package)• Strategy & Segmentation• Content & Campaign (Ideation v.
Measurement)
© 2018 NetBase Solutions. 11© 2018 NetBase Solutions.
Customer Listening Maturity Model - Brand
Results
Use Cases
Demonstrating value, showing unique insights
Trust the data, familiarity with metrics
Departmental usage planning impact
Demonstrating value showing unique insights
1. Issue response2. Campaign tracking 3. Creative inspiration
1. Brand health 2. Competitive health 3. Campaign tracking
1. Customer experience 2 Marketing strategy3. Product innovation
1. Forecasting 2. Media Modeling & Correlation3. Real time activation
Adhoc
Organized
Productive
Operational
“World-class creative is table stakes. I need a strategic partner who is embedded in our business every day, helping us with
product decisions and helping us with the way we design our service experience–not just making ads.”
– Melissa Waters, Lyft, VP of Marketing
© 2018 NetBase Solutions.
© 2018 NetBase Solutions. 12© 2018 NetBase Solutions.
Customer Listening Maturity Model - Agency
Results
Use Cases
Demonstrating value, showing unique insights
Trust the data, familiarity with metrics
Departmental usage planning impact
Demonstrating value showing unique insights
1. PR & Comms2. Early stage analytics and planning teams3. Ideation
1. Social Moderation2. Post Performance 3. Brand Health Tracking 4. Influencer Analysis
1. Central Analytics Function supporting Strategy & Planning 2. Consistent Campaign/Ideation Process
1. Customer Experience Management 2. Unique Research & Analytics Products
Adhoc
Organized
Productive
Operational
“World-class creative is table stakes. I need a strategic partner who is embedded in our business every day, helping us with
product decisions and helping us with the way we design our service experience–not just making ads.”
– Melissa Waters, Lyft, VP of Marketing
© 2018 NetBase Solutions.
© 2018 NetBase Solutions. 13© 2018 NetBase Solutions. 13
Overall Use Case Tracking
Department/User Surveys
Overall
Weighted
Progress +
Project
Results
Use Case Survey
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Common Challenges
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Common Challenges
• Looking for a “one-size fits all” approach
• Failing to measure (and failure to repeat)
• Trying to jump the maturity model
• Providing data at the right format, level for users
• Fragmenting social from other metrics
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Social Analytics Journey
Phase 1 – Comfort Phase 2 – Function Phase 3 – Value
Train / Enable
~Month 1-3
Configure / Optimize
~Months 1-5
Objective: Secure buy-in, enable teams/users and establish trust in data
• Focused on tactical onboarding with an eye toward key use cases
• Goal is to establish NetBase as a true partner and trusted expert
Objective: Build and refine all key assets, and expand around more use cases
• Focused on building out the “early wins” that gain instant traction with stakeholders
• Goal is to make them successful while showing them how to replicate
Objective: Institutionalize deliverables, loop in other teams and deliver value
• Focused on bigger picture –advanced metrics, test boundaries, ROI/value
• Goal is to drive specific organizational changes and action due to NetBase data
Delivery / Expansion
~Months 3-12 (and on-going)
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Actionable data at the right level
DIRECT USERS LIGHT USERS
Craft a right-sized approach based on: (1) roles, (2) data consumption
habits, and (3) ability to act on social insights
Mashup Visualizations
High Level Metrics
Business Intelligence
Mixed Media Modeling
Workflow
Textalytics
Hootsuite
Domo
INTEGRATIONS
Lithium
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Breaking down data silos
SURVEY
SYSTEMS
A single source for understanding and acting on voice of the customer insights
© 2018 NetBase Solutions. 19Summary
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INPUTS:
BE METICULOUS
OUTPUTS:
PROVIDE THE RIGHT DATA
OUTCOMES:
DRIVE CHANGE
Organization is key, especially
when social is just one data
source among many.
The effort to build a model
configuration pays dividends
through increased team
efficiency, speed to insight,
and time to execute.
People want to be informed
– sometimes it is hard figuring
out who needs what and
when.
By aligning data with roles
and use cases, you will
achieve greater success and
set-up repeatable processes
to consistently get
information in the right hands.
If data doesn’t inform
decisions, everything else is
window dressing. Actions
need to be your goal.
Behind each instance of an
organizational change,
ideally you can point to
social as the reason for
making decisions.
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THANK YOU [email protected]
© 2018 NetBase Solutions. 22
THANK YOU [email protected]
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23Social Informs All Aspects of the Business
COMPLETE
SERVICES & PLAYBOOKS
Up to 9x faster, so you can
accelerate impactConnect private data sources for full
customer experience insights
SALES, RETAIL,& E-
COMMERCE
• Customer journey analysis
• Website experience analysis• Product review analysis (VoC)
ACTIONABLE
Up to 9x faster, so you can
accelerate impact
COMPLETE
Connect private data sources for full
customer experience insights
CUSTOMER CARE
• Customer experience analysis• Social care conversation analysis
(VoC)• CRM analysis (VoC)
COMPLETE
Connect private data sources for full
customer experience insights
R&D and M&A
• Category white space analysis• Unmet needs• Emergence
COMPLETE Up to 9x faster, so you can
accelerate impactConnect private data sources for full
customer experience insights
PUBLIC RELATIONS &
COMMUNICATIONS
• Brand & competitive tracking• Issue tracking• Issue response measurement• Category tracking
ACTIONABLE
Up to 9x faster, so you can
accelerate impact
COMPLETE
Connect private data sources for full
customer experience insights
BRAND MANAGEMENT
& STRATEGY
• Brand & competitive tracking• Category analysis (VoC)• Product attribute analysis• Audience segmentation analysis
COMPLETE
Connect private data sources for full
customer experience insights
DIGITAL MARKETING
Campaigns, Events, Product launches• Before: Creative & placement
insights• During: Real-time adjustments• After: Measurements
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Delivery
Execution
New
Business
Social informs client facing teams, drives creative, & insights
ACCOUNT
PLANNING &
DIRECTORS
• Client competitive tracking: pitch new brand concepts backed by social analysis
• Category trends: leverage social to stay on top of client industry trends and engaging content
• Regular Reporting: add social as a value-add to deliverables
STRATEGISTS &
CREATIVE
• Content & Messaging• Tune creative to match
consumer tone and most
shared content
• Journey Analysis• Understand the client’s
customer journey – unmet
needs and new ways to
activate
• Pitch Insights: leverage social for inspiration and ideation
ANALYTICS &
INSIGHTS
• Campaigns & Events, Product• Before: Creative &
placement
• During: Real-time
adjustments
• After: Measurement
• Brand Analysis• Differentiate clients
versus competitors
• Audience Analysis• Deep segmentation to
better target creative
• Brand Analys is