Connect the Dots: Draw a Clear Picture of Social’s Impact on Business Results
Measuring and Presenting Social’s Business Value @MariaSaltz · Influencer identification....
Transcript of Measuring and Presenting Social’s Business Value @MariaSaltz · Influencer identification....
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Measuring and Presenting Social’s Business ValueMaria Saltz | Sr. Manager, Social Media Analytics
@MariaSaltz#RaganMSFT
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Evolving Social Media Landscape Content is still King Defining Value of Social Setting up Social Measurement Program Some Practical Tips for Social Attribution
@MariaSaltz #RaganMSFT
© 2016 Adobe Systems Incorporated. All Rights Reserved..
Social Is Here To Stay
500M people visit each month; 320M active accounts
World population of more than 7.3B
1.4B users checking 14x per day
More than 2.3B active social media users with 5+ accounts each
Internet has more than 3B users
@MariaSaltz #RaganMSFT
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Pace of Change Keeps Social Evolving
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Breaking ThroughIt’s noisy as brands are all trying to up one another.
Social media has matured, but it’s not stagnant. The speed of change in social is challenging for all brands.
Pay for PlayBrands must now pay for their content to be seen, organic reach is dead.
New Social NetworksNew sites pop up constantly, brands find it hard to find value in many of these new ones but can’t risk being left behind
Teenager’s View of Social Media
Changing Media Landscape Increase in popularity of video content requires better justification of additional production investment.
Ongoing Shift To MobileNearly 80% of time spent on social media is on a mobile device
@MariaSaltz #RaganMSFT
© 2016 Adobe Systems Incorporated. All Rights Reserved..
© 2016 Adobe Systems Incorporated. All Rights Reserved..
High-quality content should be relevant at each stage of the lifecycle
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DISCOVER
EXPLORE
Awareness and Brand Advocacy
Product Advocacy
Demand Generation
Thought Leadership
BUY
RENEW Education, Inspiration, Use Cases, Customer Support
@MariaSaltz #RaganMSFT
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Supporting Content Creation with Analytics
DEFINE TOPICS & STRATEGY
DEVELOP THE EDITORIAL CALENDAR
CREATE THE CONTENT
DISTRIBUTE & AMPLIFY
MEASURE & OPTIMIZE
Trending industry topics analysisTopic alertsInfluencer identificationCompetitor analysis
Best time to postTarget audience
Historical content performance
Paid Social ManagementCross-channel sharingMultiple post sharing
Content and Campaign PerformancePaid Social Performance
Business Impact KPIsShare of Voice
@MariaSaltz #RaganMSFT
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939PUBLISHED ASSETS
477KENGAGEMENTS
(DIRECT)
$780KTOTAL INVESTMENT
860KTOTAL ENGAGEMENTS (DIRECT +
CHANNELS + PAID)
$0.90TOTAL CPE
125CONTRIBUTED ARTICLES
Case Study: Adobe’s Digital Marketing B2B Comms impact
1. In FY15, Digital Marketing BU published 939 assets and produced 860K engagements
2. Content programs produced 125 contributed articles placed in major outlets including Fast Company and Forbes
3. Digital Marketing Blog drives more traffic than any other channel (excluding Adobe.com)
4. Content drives ~77% of results in social media channels (paid and organic).
5. Precipitous increases in media inquiries, speaking opportunities and bylines is directly correlated to published thought leadership by Adobe employees.
@MariaSaltz #RaganMSFT
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Case Study: Content Strategy Business Impact
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An individual is 2x more likely to enter the sales pipeline when engaging with thought leadership content
+1.8X
1-in-4 individuals that have entered the sales pipeline engage with an ungated thought leadership asset
24%
There are almost 900 visits driven to Product pages for every one asset published
846
CONTENT/SOCIAL
EMAIL PR AVERAGE
+140%
Content drives 140% higher ROI than average, and 63% more than the next most efficient touchpoint
@MariaSaltz #RaganMSFT
© 2016 Adobe Systems Incorporated. All Rights Reserved..
Measuring Value of Social Media
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© 2016 Adobe Systems Incorporated. All Rights Reserved..
Social contributes uniquely to each business function
Marketing Product Brand, PR, AR Sales IT, Support People
Resources Finance
RelationshipsLead-Gen
Market Research
QualityInnovation
Thought Leadership
AwarenessReputation
CredibilityLead-GenThought
Leadership
Time to Resolution
CSAT
TalentSourcing and Development
Costs
@MariaSaltz #RaganCCC
© 2016 Adobe Systems Incorporated. All Rights Reserved..
Getting to the bottom of full Social Media Value
measurable and
attributable
difficult to measureor
unknown
@MariaSaltz #RaganCCC
© 2016 Adobe Systems Incorporated. All Rights Reserved..
Social MediaValue
Social Contribution to Business Value
Social ROI
social marketing
social support
market researchbrand
reputation
community engagement
product innovation
talent acquisition
amplifyPR, AR, IR
sales support
@MariaSaltz #RaganMSFT
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Establishing Social Measurement Program
Define Business Objectives for your Social program and
determine KPIs
1Establish
Baselines, Benchmarks, and Targets
2 3Provide right
data to the right people at the
right time
Social Business Insights
Social Listening
@MariaSaltz #RaganMSFT
© 2016 Adobe Systems Incorporated. All Rights Reserved..
1. Define Business Objectives for your Social program and determine KPIs
Business Objective KPI 1 KPI 2 KPI 3 KPI 4 KPI 5
Awareness Social Community Growth
Share of Influencers’ voice
Volume of conversations and reach
Ratio of positive, negative and neutral sentiment
Traffic to product pages from Social
Engagement Percent of community interacting with content
Engagement rates on content v. competitors engagement rates
Content virality and velocity
“Likes”, re-tweets,shares, mentions, etc.
Campaign #hashtaguse
Lead Generation Cost per lead from social channels
Social media’s assist in the purchase path
Qualified sales leads from social
Reach within target audience
# of white paper downloads
Demand Gen/ Conversion
Revenue and trialdownloads through tracked links
Cost per acquisition Conversion rates and average order value from social channels
Revenue attribution for key influencers
On-site product reviews influence on conversion rates
Customer Support Cost savings (call deflection)
Avg. time to issue resolution
Change in sentiment around support issue
Number of issues resolved
Issue resolution rate per agent
Advocacy Number of active advocates
Share of influence Percent of brand communication driven by advocates
Influence score and reach of advocates
Revenue attributable to advocates
Product Innovation Number of product ideas submitted
Number of ideas included in productdevelopment
Number of bugs reported and fixed
Size of community providing product feedback
Engagement rates in product forums
© 2016 Adobe Systems Incorporated. All Rights Reserved..
2. Establish Baselines, Benchmarks, and Targets
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BaselinesYour own historical
performance, current trends
BenchmarksIndustry best practices,
Competitive analysis
TargetsWhere you need to be to support corporate goals
@MariaSaltz #RaganMSFT
© 2016 Adobe Systems Incorporated. All Rights Reserved..
3. Provide right data to the right people at the right time
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Executives
Budget Stakeholders
Social Practitioners
Channel and Content Performance
Social Program Impact
Revenue, LeadsSOV, Reputation
Community growth, volume, engagement, click through
Campaign performance, conversion, reach
High-level KPIsSocial Value
MonthlyQuarterly
MonthlyEvent-specific
WeeklyDaily
Strategic
Tactical
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Example: Executive Report
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Community GrowthOverall growth of the social community and within specific segments
Brand AwarenessTotal volume of conversations, favorability, and performance against competitors
Business Units PerformanceTraffic, orders, lead gen, and other metrics that show direct impact on the key objectives.
@MariaSaltz #RaganMSFT
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Example: Practitioner Report with Insights
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Monthly Channel Performance
Content performance dashboards
@MariaSaltz #RaganMSFT
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Social Listening Components
• On-going monitoring based on brand or competitor keywords• Key topics and sentiment assessment
On-going Listening
• Early warning system, crisis management• Monitors mentions around sensitive topics, unexpected increase in volume for key products, influencer
mentions, key publications, changes in sentimentAlerts
• Influencer identification for specific topics or industries, • Alerts on engagement opportunities Influencers
• Insights into specific topic of interest• Product research –customer feedback or volumes around specific issues• Industry trends, topic identification, competitive research, etc.
Ad Hoc Topic Analysis
• Identifying possible customer or product issues• Collaboration with Customer care on proactive outreachVoice of Customer
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Social Listening – Report Examples
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A Few Practical Tips:
Social Attribution
@MariaSaltz #RaganCCC
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Social Attribution: The Basics
Get to know your Web Analytics Tools Use functionality within standard Web Analytics platforms to evaluate traffic from Social Platforms and any
key metrics related to it (Time on Site, Bounce Rates, Page Views, Conversions)
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Social Attribution: Exploring Key Metrics
Become good friends with your Web Analyst Create custom segments to learn more about site Visitors coming from Social. You can learn how your
visitors behave over time, where they go and at which point they leave and how they are different from visitors from other marketing channels.
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Social Attribution: Custom Tagging
Use Campaign Tagging To Track Specific Content Use campaign tagging to identify your “owned” content to evaluate success of individual social campaigns
and specific content.
http://summit.adobe.com/na/sessions/summit-online/sign-up/?scid=social41255276
Parameter gets recorded as variable in web analytics platform
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A Few Practical Tips:
Content Performance Analysis
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Content Performance Analysis: The Basics
Use native platform analytics to compare post performance Use functionality available within social platforms to analyze content performance.
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Content Performance Analysis: Content Performance by Type
Classify your posts! Use Content Management tools or export your posts to classify by content type, campaign, targeted
audience, etc. Analyze post performance by content types across channels.
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Content Performance Analysis: Advanced Attribution
Combine content classification, campaign tagging, and web analytics! Put it all together to understand what type of content on which channels is moving
the needle on specific KPIs. Test and optimize: Content Type by Target Audience Time of Day or Day of Week Call to Action Voice and Imagery
@MariaSaltz #RaganMSFT
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Key Takeaways:
1. Your Business Objectives should define your KPIs.
2. Successful Social Strategy requires great content. Use data to figure out which content performs best.
3. Leverage web analytics tools, campaign tagging, and content classification to show how your social content drives business value.
@MariaSaltz #RaganMSFT
© 2016 Adobe Systems Incorporated. All Rights Reserved..