Measuring social media impact across every channel
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Transcript of Measuring social media impact across every channel
Google Confidential and Proprietary
Measuring social media
impact across every channel
Google Confidential and Proprietary
Today’s speakers
Jessica Gilmartin Wildfire by Google
Susan Etlinger Altimeter Group
Google Confidential and Proprietary
#MeasureSocial
Join the conversation
+Wildfire @wildfireapp
Google Confidential and Proprietary
Today’s agenda
How do marketers approach ROI attribution? 1
Frameworks for marketing attribution 2
How you can use Google Tag Manager and Wildfire to track the impact of your social media
3
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How do marketers approach ROI
attribution? 1
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Do you
understand and
measure the
impact of your
social media
initiatives?
6
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Methodology
Distribution of Respondent Titles
Executive (VP or C-level) 26%
Marketing management (Manager and above) 24%
Social media strategist 13%
Digital media management (Manager and above) 10%
Social media/ Community manager 9%
Research / Analytics Management (Manager and above) 3%
Brand manager 3%
Other 12%
Sample size: 1,222 respondents © 2013
Google Confidential and Proprietary
What do you think social media’s greatest impact is on your
brand?
Increases engagement 83%
Allows us to deliver better customer service 40%
Provides 24/7 interaction with our customers 32%
Increases users' understanding of our brand/products 30%
Provides insightful product or market research 29%
Makes us look current with the times 7%
Increases brand loyalty 5%
Directly impacts revenue/sales 1%
© 2013
Google Confidential and Proprietary
What do you think the worth of a social fan/follow to your
brand is compared to a non-fan/follower?
A social fan/follower is worth more than a non-
fan/follower
51%
A social fan/follower is worth significantly more than a
non-fan/follower
29%
A social fan/follower is worth the same as a non-
fan/follower
20%
© 2013
Google Confidential and Proprietary
In which channels does your brand typically perform
marketing attribution?
Traditional media 35%
Digital media 32%
Social media 10%
None— we don’t perform marketing
attribution
23%
© 2013
Google Confidential and Proprietary
Frameworks for marketing
attribution
2
Google Confidential and Proprietary
Social Data Intelligence Webinar with Google
Susan Etlinger, Analyst
August 6, 2013
Industry Overview
Social media is enterprise-wide
7.8%
9.4%
10.9%
14.1%
14.8%
16.4%
16.4%
28.9%
35.2%
36.7%
39.8%
65.6%
73.4%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0%
Market Research
Legal
Executive
IT
Customer/User experience
Advertising
Product development/R&D
HR
Social Media
Digital
Customer Support
Corporate Communications/PR
Marketing
"In which of the following departments are there dedicated people (can be less than one FTE) executing social?"
At least 13 different departments are
actively involved in social media
14
Companies own an overwhelming number of social media accounts
15
16
Volume
Millions of conversations
Velocity
Thousands of posts per second
Variety
Structured and
unstructured data
Social data IS big data
Source (3Vs construct) : Gartner Group
Characteristics of Social Data
Determining Business Value
19
Measurement Framework
19
1. Strategy
• What are your business objectives?
• What insights do you need to meet them?
2. Metrics
• How will you measure success?
• Based on insights and results, what actions should you take-or not take?
3. Organization
• What resources do you require for research and analysis?
• What training is required?
• What barriers must you address and adapt to?
4. Technology
• Which tool best supports your strategy, metrics, and organization?
20
The Social Media Measurement Compass
20
A Framework for Social Analytics, Susan Etlinger, Altimeter Group, August 10, 2011
Top-Down Approaches 21
Bottom-Up Approaches 22
What determines the mix today? 23
Mapping the Customer Journey
It’s about understanding the customer’s POV
You’re going to need
some (social) data.
Image courtesy sxc.hu
26
Image by Madhava Enros used with Attribution as directed by Creative Commons
http://www.flickr.com/photos/menros/84195844/
You’re going to need a map.
Image courtesy sxc.hu
27
Awareness Stakeholder findings • Signals that convey that
someone is likely aware of your brand, service or content.
Characteristics
• Can we make a reasonable presumption that the reader has seen our post?
• What digital actions suggest that presumption to be true?
Thought Starter Questions
• Clicks
• Impressions
• Plays
• Views
Typical Metrics
28
Section 1.
Project Overview Ca
se
Exa
mp
le
Aw
are
ne
ss
Capitalizing on pop culture’s zombie
craze, the CDC creates a comic
book-like readiness guide charting
what to do incase of an outbreak.
The blog post introducing the guide
went viral, skyrocketing traffic so
high, their servers crashed.
29
Consideration Stakeholder findings
• Signals that convey that someone interested in the social post or brand.
Characteristics
• Has she taken a digital action to learn more about the post or product?
• Has she placed the post in her feed or shared the post with her network?
• Has she posted a question or opinion about it?
Thought Starter Questions
• Click-throughs, Views (80%)
• Pins/Repins
• Fans, Favorites, Likes, Shares, Comments, Questions
• Subscribes, Downloads, Embeds
• Bookmarks
• Add to Shopping Cart, time on site
Typical Metrics
Section 1.
Project Overview Ca
se
Exa
mp
le
Co
nsid
era
tion
The power of anecdote + metrics Social media frees SAP sales team to focus on lower-funnel activities, improving productivity and close rate. Social media has changed the point at which many sales professionals begin to engage with prospects, because it helps prospects to “self-qualify” by engaging with others in SAP communities early in their decision process.
31
Conversion Stakeholder findings
• Signals that convey that someone has purchased the product (B2C) OR is willing to be contacted by a sales representative (B2B)
Characteristics
• If B2B, has she downloaded content and shared contact information or willingness to be contacted?
• If B2C, purchase
Thought Starter Questions
• B2B
• Downloads, Subscribes
• B2C
• Completed Transactions
Typical Metrics
32
Section 1.
Project Overview Ca
se
Exa
mp
le
Co
nve
rsio
n
Customers scan QR codes to purchase products for same day delivery.
More than 10K consumers visited the Home Plus mall using their
smartphones. New members rose by 76% after the first implementation
and online sales increased by 130%.
Tesco unveils first
interactive digital
grocery in Seoul
subway
33
Customer Experience
Stakeholder findings • Signals that convey the quality of a
customer’s experience
Characteristics
• What can we learn about the our customers’ experience via digital channels?
• How does it vary over time? By competitor? By product?
• How does it differ from customer sat scores?
Thought Starter Questions
• Topic sentiment
• Volume of identified/resolved requests in social networks
• Blind spots identified and resolved
• Sentiment vs customer satisfaction or NPS
• Timeliness of response
• Review sentiment/score
Typical Metrics
34
Section 1.
Project Overview Ca
se
Exa
mp
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Custo
mer E
xperie
nce
ATT’s community resolves service issues before they become expensive call center calls.(Courtesy: Lithium)
35
Loyalty Stakeholder findings
• Signals that convey that a customer is a loyal fan of the brand
• Alternatively, signals that convey that a customer is a detractor
Characteristics
• What signals can we detect that suggest a customer or prospect is loyal to our brand?
• How do they share, with whom, and with what sentiment?
• Do you have to be a customer to be loyal?
Thought Starter Questions
• All of the below, with positive sentiment, over time:
• Shares, Comments, Embeds
• Pins/Repins
• Fans, Favorites, Likes
• Subscribes, Downloads
• LTV
Typical Metrics
36
Section 1.
Project Overview Ca
se
Exa
mp
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Loyalty
In this example, IHG and Chase co-
created a Visa card from inception
to marketing with 300 members,
over a 12-month period, resulting in
30K conversation contributions. The
campaign delivered an 80%
increase in accounts over previous
campaigns, and 5K existing
customers who requested an
upgrade.
37
Advocacy Stakeholder findings
• Signals that that a person is a strong and public supporter of your brand
Characteristics
• What signals can we detect that suggest a person is a brand advocate
• Do you have to be a customer to be an advocate (or detractor)?
Thought Starter Questions
• Largest sources of positive sentiment (reach + reputation)
• Largest source of customer referrals
• “Social” customer value
Typical Metrics
38
Section 1.
Project Overview Ca
se
Exa
mp
le
Advocacy
Business
Service. metrics-driven, adaptive culture
Product
Short sales cycle, low(er) consideration service
Media
Paid, earned, owned
Customer
Mixed B2B/B2C; Highly social consumer and business customer
Measurement Strategy
Deeply integrated with Facebook; uses URL tracking to measure business outcomes.
“The transaction is the most sacred part of the funnel, but we’re optimizing all parts of the funnel. For example, if you look at total attendee sharing, 60% of sharing occurs after the purchase.
One in 100 people who look at an event page before purchase share it, while 1 in 10 share it after purchase. And a post-purchase share drives 20% more ticket sales than a pre-purchase share.”
− Tamara Mendelsohn, VP Marketing
39
From Measurement to Intelligence
40
A Holistic Strategy 41
Final Thoughts
1. Think from the customer in, not the organization out • Holistic view of customer drives ‘real-time’ and ‘right-time’
engagement; requires ability to see cause and effect
2. Social data is “Big Data” • Embracing volumes, variety, and velocity of social data will help
prepare organizations for other data streams to come
3. This will drive organizational change • Consider the HiPPO phenomenon and democratization of
decision-making based on data (vs. intuition)
4. Making real-time real • With existing data types and the advent of news technologies,
social data integration is real, and happening now.
42
Related Research 43
Google Confidential and Proprietary
How you can use Google Tag
Manager and Wildfire to track the
impact of your social media
3
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How valuable would it be to measure social media’s impact
with the same tools and systems you use to measure the
impact of your other digital marketing?
Extremely valuable
54%
Somewhat valuable
34%
Not valuable
2%
Not sure
10%
© 2013
Google Confidential and Proprietary
Google Confidential and Proprietary
Data offers amazing possibilities for marketers
• Analytics
• Attribution modeling
• Conversion tracking
• Remarketing
• And more…
Website “tags” enable these marketing technologies
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What we’ve heard from our customers about tagging
“I don’t like adding new tags to my site because I don’t know if the tag
will break my site.”
“I hate having to retag my site every time there’s a new
marketing tool.”
“Trying to get IT to prioritize my marketing tags takes 9 months.”
“Tags slow down my page!”
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Different tags are needed on different pages
With Google Tag Manager, many tags can be managed together—
including both Google and non-Google tags
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Marketing Agility
Dependable Data
Quick and Easy
• Launch new tags with just a few clicks
• Easy-to-use error checking and speedy
tag loading
• Designed to let marketers add or change tags
whenever they want
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51
Insert tags in Google Tag Manager and view results
Tags inserted into GTM can be viewed in Google Analytics,
DoubleClick, or other 3rd party providers
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[Demo]
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Customer Benefits
53
See revenues from social
Make the most of your ad dollars
View the full customer journey
Save time and money
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Join us August 21
Register at google.com/+wildfire
Live Q&A with the Experts:
Measuring Social Media ROI
Wednesday, August 21
10 am PT / 1 pm ET
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Thank you
Follow Wildfire and Google Analytics for the latest:
Wildfire:
www.wildfireapp.com
+ Wildfire
Google Analytics
www.google.com/analytics
+ GoogleAnalytics
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Q& A