Chris Anderson - Google US - Measuring the Value of Social Media - KEYNOTE at GABC 2012

1 Google confidential

Measuring the value of Social Media May, 2012 Chris Anderson @chanderson0, @googleanaly4cs

Google Confidential and Proprietary

The Problem: Measuring the value of Social Media

Difficult to link to business value

Complexity of the social space

Off-site interaction

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Google Confidential and Proprietary 4 Google confidential

MarketingSherpa (Nov, 2011) Social Marketing Report “What are clients’ attitude toward social media for generating return on investment?”

How do marketers view social media?


MarketingSherpa (May, 2011) Social Media Report “How do marketers perceive social marketing’s ability to produce a return on investment (ROI)?”

“Social marketing isn’t measurable, but since everyone is doing it we’ll look foolish if we don’t do it, too. Let’s face it, the majority of social media marketers are just throwing spaghetti at the wall and hoping some will stick.”



MarketingSherpa (May, 2011) Social Media Report “How do marketers perceive social marketing’s ability to produce a return on investment (ROI)?”

“Social marketing isn’t measurable, but since everyone is doing it we’ll look foolish if we don’t do it, too. Let’s face it, the majority of social media marketers are just throwing spaghetti at the wall and hoping some will stick.”


Social First Click, assisted conversion

Social Last Click social conversion

Search Direct


Wait… what about # of followers or # shares?






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Web 1.0 Social

Content CreaCon

Anyone

Content DistribuCon

Many digital mediums User & Brand distributed

Content ConsumpCon

Web browsers, feed reader, social networks, microblogs, …

Publisher

A Site

Browser


Web 1.0 Social

Content CreaCon

Content DistribuCon

Many

Content ConsumpCon

Web browsers, feed reader, social networks, microblogs, …

Publisher

A Site

Browser

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Measurement has not kept pace 360 view of actions is hard to pull together

Post

Share

Save

Speak Vote

Your Social

Ecosystem

economic value?






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Social ReporCng in Google AnalyCcs helping you measure the value of social


Product focus Social Reports in Google Analytics

Your business

Site Visit

Conversion

OnSite Social Engagement

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Actions off-site

5Social CRM, Support &

Engagement


Measure & optimize the impact of social media Introducing Social Reports

Conversions – Make Social Accountable •  Link social activity to conversion metrics •  Measure upper and lower bound social impact figures

On-site Activities (via Social Plugins) •  Understand how users engage with content on-site E.g. engaged users stay longer, buy more their lifecycle

Social Sources •  Determine which social networks drive visits & conversions •  Identify most popular social content

Off-site Activities •  Gain insight into customer actions across social networks E.g. what was said (publicly) by visitors from G+


Going beyond the last-‐click! Measuring the Value of Social

•  Measure the ”Last Interaction” value of Social •  Measure the ”Assisted” (upper-funnel) value of Social


What is “Social Data Hub”?

What •  Data platform, based on open standards: ActivityStream, Pubsubhubbub •  Google Analytics will pilot social analytics across these sources

Why •  Improve visibility of impact of social to marketers and publishers •  Provide a toolkit to measure and optimize diverse social channels

When •  Available to the public as of Dec 2011

google.com/analytics/socialhub


Social Data Hub

google.com/analytics/socialhub


Social Data Hub


Create a social feedback loop. On-‐Site Social Ac4vity

•  Install social plugin JavaScript -> see users’ social activities •  Automatic integration with existing share tools

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DEMO let’s get hands on..


Track individual Goals & Ecommerce transacCons Measuring the Value of Social


And which pages are the most popular on each network? Which networks drive visits to my site?


Flow visualizaCon Which social sources bring my visitors?


Every audience and network is different Where is my off-‐site engagement?


Deep dive into social conversaCons across social channels What are my content off-‐site engagement?


Get even deeper insights More social analy4cs tools

YouTube Analytics – Google Analytics for Channels •  Track YouTube Channel pages as regular

Google Analytics web properties •  Great loyalty, brand measures

Campaign Tagging – Track the untrackable •  Supply data to Google Analytics based your

individual tracking needs – source, medium, campaign


Summary everything you need to measure and op7mize social


Incomplete view, data not comprehensive

Multiple Measurement Challenges

Hard to Assign Value Social is not easily linked to outcomes

Social Data silos hard to aggregate and compare

Upper funnel Impact is hard to capture and understand

Off-site engagement is hard to identify and measure


Measure & optimize the impact of social media Introducing Social Reports

Conversions – Make Social Accountable •  Link social activity to conversion metrics •  Measure upper and lower bound social impact figures

On-site Activities (via Social Plugins) •  Understand how users engage with content on-site E.g. engaged users stay longer, buy more their lifecycle

Social Sources •  Determine which social networks drive visits & conversions •  Identify most popular social content

Off-site Activities •  Gain insight into customer actions across social networks E.g. what was said (publicly) by visitors from G+


Sharper tools to measure and optimize social media

Google Analytics Social Toolkit

Expansive Social Referral Tracking 400+ sources

Conversions Value-based measurement for last interaction and assisted

Off-site Activity and related site visits

On-site Activity How do users who use social buttons behave?

Website & Conversions

Social First Click, assisted conversion

Social Last Click social conversion

Search Direct

Votes +1

Bookmark Share


Thank you! we would love to hear your feedback and ques7ons

Chris Anderson [email protected]

Chris Anderson - Google US - Measuring the Value of Social Media - KEYNOTE at GABC 2012

Technology

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