Web 2.0 nyc 2010 metrics

Margaret Francis, VP Product, Lithium Technologies @margaretfrancis 1

Web 2.0 NYC 2010

Measuring the Future: New Metrics for New Media


Measurement, 1990

TV

Print

OOH

Radio

WOM

Telephone Survey

Warranty Card

Credit/ Payment

Info

Mail

Focus groups

Sale!


We get digital


Measurement, 2000

TV

Print

OOH

Radio

WOM

Telephone Survey

Warranty Card

Credit/ Payment

Info

Online Ads

Search

ClicksPage Views

Sessions

Mail

Focus groups

Sale!

Register Optin


We get social


Measurement, 2010

TV

Print

OOH

Radio

WOM

Telephone Survey

Warranty Card

Credit/ Payment

Info

Online Ads

Search

Review Product

TweetRe-

TweetFanLikeReview

Blog PostPostDiggMake video

Book mark

Share

Focus groups

Sale!

Social Media

Rate

ClicksPage Views

Sessions Register Optin


The more digital our communications get, the more transactions we perform online, the higher our expectations of what we can measure


So what can we measure?


SOME “SOCIAL” METRICS

• # Video Views• % YouTube Favorites• % YouTube channel subscribers• % YouTube Video Plays• # of YouTube Channel Comments• # of YouTube video reviews • # slideshare views• # delicious bookmarks• # diggs• # of Blog Mentions• # of Forum mentions• # of Facebook mentions• # of Twitter mentions • # @mentions• # of reviews mentions • # of comments• Positive : Negative Mentions for any channel• # Twitter followers• Twitter Follower-Rate• # reviews• # stars in reviews• Thread size• Unique contributors• Unique commenters

• # Facebook fan pages• # Facebook fans • Facebook Fan Rate• Facebook Likes• Email Open Rate• Email Click Rate• Email Forward rate• Email opt-out rate • # of Email subscribers• # of SMS subscribers • Clicks/ CTR• Impressions• Traffic• Reach• Registration• Opt-in• Page views• Visit/session length (% site visits > 60 secs)• Click path analysis• Eye tracking studies • #/% Downloads• Changes in SERP results/ rankings• Earned/ Owned traffic • Inbound links


There’s no way my company would ever measure “likes”


Ford Explorer “Reveal,” July 2010


“You also probably recall Ford’s ambitious 2011 Ford Explorer Reveal. The car maker decided to forgo the auto show and reveal its new car on the web, with Facebook as the centerpiece of the company’s online reveal strategy.

The campaign proved to be more successful than anticipated. On reveal day, Ford produced the number one trending topic on Twitter in the U.S.; the Explorer was the number two most searched for term on Google; Ford’s YouTube reveal video garnered 11,000 views; more than 50,000 Ford Explorer Facebook “Likes” flooded in; and, perhaps best of all, 25,000 potential car buyers built and priced new Explorers on the company’s website.”

Mashable, “Top 5 Emerging Brand Trends on Facebook,” September 28, 2010

http://mashable.com/2010/07/26/ford-explorer-facebook-reveal/

http://mashable.com/category/twitter


Is that good?


FOUR KINDS OF APPLIED METRICS

Brand Perception

Marketing Efficiency

Revenue Growth

Support Savings


Think KPINot ROI


BRAND PERCEPTION METRICS

Social Media participation is necessary to create and maintain brand reputation

Sentiment Brand equity Thematic/ perceptual maps; cluster analysis PR functions/ crisis control

Media relationships Influencer relationships

Customer satisfaction Likeliness to buy Likeliness to recommend (NPS)


MARKETING EFFICIENCY METRICS

Social Media is an effective way to create awareness of and interest in our products and services

SEO Improved rankings

Reach Followers Fans Forwards Invites Word of Mouth Shares RTs

Research Defrayed/ reduced cost of surveys, focus groups, panels, testers, and

secret shoppers


REVENUE GROWTH METRICS

Social Media is an effective way to drive sales

Relationships that could become leads Members, Registrants, Fans, downloaders, subscribers, followers,

bookmarkers, commenters

Leads

People that have expressed an interest in your product in the public domain and that you can follow up with

Sales Tracked from links promoted via social media channels Tracked via promo codes and offers


SUPPORT SAVINGS

Social Media is an effective way to service our customers (or let them self service themselves

Content creation: user generated vs. company generated Ratings & Reviews Forums Groups

Support case metrics Cases per channel response times per channel wait time per channel resolution rate per channel Customer sat per channel

Call center costs defrayed


Socialize the data


Think Qualitative


Metrics should guide strategy, not replace it


The Journey to an Engaged Enterprise

• Functions are silo’d and disconnected

• Marketing only through traditional channels

• Ambivalent to online conversations about the brand

• Little knowledge and no competency around social

• Traditional measures of success (SAT, Impressions, etc.)

• Social not on executive radar

Stage 1

Unaware

• Mavericks break through, but still no formal teams in place

• Lots of dabbling in social channels

• Monitoring conversations in silos

• Uneven distribution of competency in social

• Silo’d metrics measuring silo’d activities

• Fractured tools, but proliferating

• Barely on executive radar

Stage 2

Experimentation

• Centralized team with an empowered leader

• Focusing the channels, clear purpose and strategy.

• Listening yields implications, but crisis causes confusion

• Focused effort on training and education

• Baseline framework for metrics

• Tools consolidation• Initial executive

engagement

Stage 3

Operationalized

• Central team still exists, but more work pushed to Business Units

• Channels yielding impactful results

• Listening yields action (internal and external)

• Employees engaged, confident and competent

• Rigor in dashboards is moving executive numbers

• Systems and tools are optimized

• Execs are bought in and support implementations

Stage 4

Integrated

@seanodmvp


The Destination: The Fully Engaged Enterprise

Stage 5: The Fully Engaged Enterprise

• Customer engagement fully distributed across enterprise

• Breakthrough business results: revenue and loyalty

• Entire employee base has 360 view of the customer, can anticipate needs

• Customer engagement in DNA

• Dashboards tie to core business metrics

• Ideal mix of brand advocates (breadth and depth)

• Senior executives are leading with customer engagement

• Speed products and services to market, with built-in demand

• Know where, when, and how customers will buy, how to best support them, and whether or not they will advocate for you.

• Manage risk and fiduciary responsibilities better, despite the uncertain times

• Differentiate on relationship – not price

• Get and retain the best talent• Have more efficient research,

development, marketing and support operations

• Change your customer’s lives and lifestyles

Business Outcomes

Organizational Impact Advocacy Scales:

• “I trust you”• “I recommend you”• “I feel valued and

heard”• “You anticipate my

needs”• “You get me”• “You don’t make me

guess”• “I would never buy a

competitor’s products”

• “My life/family/hobby is better because of you”

Customer Evidence

26

Deep Customer Insight + Empowered & Engaged Employee Base

@seanodmvp


thank you. safe travels.

Web 2.0 nyc 2010 metrics

Business

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