Workbook Measuring Social Media Impact

8/7/2019 Workbook Measuring Social Media Impact

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Presented jointly by:Brian Watkins; Public Relations Manager, Social Media, OmnitureBrian manages social media strategy or the Omniture Public Relations (PR) team.

Sergio Balegno; Senior Analyst, MarketingSherpa

Sergios research covers the topics o social media marketing and PR, email marketingand business technology marketing or MarketingSherpas Benchmark Guides andspecial reports. He is a requent speaker on these topics at MarketingSherpa summits,industry conerences and online events. His 30 years o marketing experience includesroles as client-side executive, agency principal and consultant.

Ted McDonald; Manager o Web Analytics, National GeographicTed leverages his 11 years o Web analytics experience, as well as 8 years o searchengine marketing (SEM) and search engine optimization (SEO) experience, to providetimely insight into National Geographics audience, allowing them to continuallyimprove their user experience, return on ad spend (ROAS) and conversion rates. Ted

has been using Omniture or ve years and is an Omniture Certied Proessional inImplementation. He previously worked with the Red Cross, ACLU, CARE, WWF, Pew,SallieMae and Christian Childrens Fund.

Measuring the Impact o Social Media

WORKBOOK


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INTRODoes getting started in social media seem intimidating? Are you wondering where to nd a qualied resource? Do you eelsocial networks and media sites are dicult, i not impossible, to track?

Whatever your motivation, Omniture looks orward to guiding you through the social media realm, with the best practices youneed to monitor your brand online and measure the ever-evolving impact o social media.

In this workbook, we present a review o recent, insightul MarketingSherpa social media research; the ways NationalGeographic measures and interacts with social media visitors; how to gauge and optimize on Twitter and Facebook; and howto measure social media (at both the category and subcategory level) to understand the true monetary value o social mediausing Omniture SiteCatalyst, one o several robust solutions in the Omniture Online Marketing Suite. At points in the guide,you will be asked questions to help you prioritize and infuence your social marketing strategy.

SOCIAL MEDIAS ROLE: FROM BUILDING YOUR BRAND TO GENERATING DEMANDLooking to MarketingSherpas 2009 Social Media Marketing & PR Benchmark Guide, there are several points to consider:

Whats driving social media marketing, and what are the barriers to adoption? Which social media tactics are marketers inding most eective? Best practices or managing your brand in the social space. Case study on a social media strategy or boosting lead generation.

Lets explore the research and analyze the trends.


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Social Media is a Level Playing Field or Companies o All Sizes

Here is the data refecting responses to the question, Are you using some orm o social media or marketing?

As you can see, social media is leveraged across the board: 8 out o 10 companies o all sizes are using social media Size o competitor is not a barrier Reminiscent o the early days o the World Wide Web

This level o involvement is due, or the most part, to the relatively inexpensive nature o social media.

Social Media: Whats It Good or?

Determining the role o social media and where it is leveraged is also key.

In this case, brand reputation and awareness top the chart. Overall, the results show: Social media is a very eective branding strategy SEO uses social media to improve rankings and drive traic Lead generation eectiveness may be lower on the list, but best practices are emerging rapidly


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SEO has been a highly compatible tactic since the beginning o social mediaa natural way to build links and add contentthat infuence search engine rankings.

Marketers are Budgeting and Betting on Social Media in 2009

One thing MarketingSherpa consistently looks at to determine i a tactic is established or emerging is how people arespending and planning to spend on it. In this case, there are only two tactics that refect a rising budget.

Analysis reveals the ollowing: Social media is beneiting rom ree or low-cost perception Since social media is human capital intensive, salaries are the bulk o spending Social media and email spend are increasing more than decreasing

In addition, social media and email are beginning to integrate more, as refected by the rise in tools oered by Internetservice providers (ISPs) or sharing content rom email to social networks.

B2B Leads B2C in the Adoption o Social Media Marketing

Traditionally, companies oten wait to see i strategies worked on consumer Web sites prior to implementing them on theirbusiness Web sites. So, in comparing B2B with B2C, the results were surprising at rst.


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Yet, now social media is here and shiting momentum: Social media sites have surpassed company Web sites They are used to ind objective inormation about a considered purchase

Company sites still oer a valuable source o subjective inormation

During the buying consideration process, rom a home toaster to a piece o construction equipment, potential buyers arelooking or product eedback rom current users. Then, they turn to company Web sites as the go-to source or specicationsand complete details.

However, the takeaways make sense, when viewed together: B2B typically lags behind B2C in adopting new tactics

B2B is leading the adoption o top social media tactics Reason: B2B sales and marketing eorts are driven by personal relationships

The purchase process is much longer and more complicated or businesses; so, building relationships is the primary actorenabling B2B to take the lead.

Conversation is Driving Adoption o Social Media Marketing & PR

The heightened adoption o social media refects a change rom marketers talking at customers to having a conversationwith them.

Your brand is no longer what you say it is, its what they say it is Social media is where theycustomers, prospects, journalists and other inluencesare having conversations (reviewingand talking) about your brand

Theyre orming and sharing opinions that will impact your brand

Thereore, a social media strategy is needed to cultivate interactions and dialogue.

Where Do Buyers/Inuencers Get Inormation About Your Product?

As little as two years ago, social media may not have even been considered in the fow o product inormation.


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Buyers Share Inormation and Opinions in Peer Conversations

Continuing the communications fow, those buyers are then sharing inormation they nd via social media.

This cycle is based on convenience and has both pros and cons: Web 2.0 tools enable easy sharing with riends and peers Upside: sharing creates viral, exponential reach Downside: negative conversations reach urther

In the case o negative eedback, lets see how your ellow marketers would react.

Responding to Negative Comments About Your Brand on Social Media

Social medias transparency can be amazingly benecial, until a less-than-fattering comment is posted, and your businessaces a decision about next steps.

Here is some insight gained rom the results above: Large companies are more likely to monitor commentary Small and mid-sized businesses are more likely to respond with public rebuttals Responding can draw more attention to a comment


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Like every other customer service interaction, you must careully weigh the potential benet or detriment on your uniquebusiness situation beore proceeding with a response.

How Marketers are Responding to Negative Commentary

MarketingSherpa sought out qualitative data on how marketers are addressing such commentary and received these scenarios We acknowledge, admit the issue and, where possible, explain how were addressing it. We just erase the comment rom Facebook. We dont engage critics. We monitor everything but respond case by case using a set o criteria weve developed.

The third is likely the most rational approach, but it begs the question: What is this set o criteria they developed?

Do You Have a Policy to Manage Social Media Communications?

MarketingSherpa asked marketers i they have a policy or set o criteria or social media response.

The ndings show several areas o opportunity: Most dont have a policy but do recognize the need No standard template or social media policy Must customize to your speciic business situation

I youre looking or a template, the best route is to benchmark similar companies; however, remember that your brand, yourtone and your business model will likely be dierent and require a customized touch. And, i you opt to involve your legaladvisor, dont ll your policy and/or responses with legalese, which will only keep customers rom reading it.

Tip: Be sure to involve your employees when communicating your social media policy, both new employees during orientation

and existing employees who may need solid clarication.

Best Practices Checklist or Writing a Social Media Policy

Here are three key points to consider in establishing your policy: Empower everyone to engageresponsibly Deine the rules o engagement Moderate the good, the bad, but not the ugly


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Now, lets delve into each point to ensure you can implement successully.

Do you have a corporate social media policy? I not, write down some basic tenets o what yours might include.

I you do, how might you change it at this point?

Empower everyone to engageresponsibly

Give employees the choice to participate: The more the merrier Clariy corporate versus personal participation

Encourage employees to be involved in the proper context.

Dene guiding principles o engagement: To learn To contribute

Social media is not about being promotional or selling.

Comply with general business conduct policies: Same policies apply online

Employees must comply with the same ethical code in the oce as in the social space.

Defne the rules o engagement

Be transparent but judicious: Identiy yoursel and your role; be honest Dont violate privacy or conidentiality policies

Taking a covert approach is deceiving and is likely to be harmul to your business.

Write what you know about:

Contribute within your area o expertise Be responsible or the content you provide

Maintaining credibility is o the utmost importance.

Add value to the conversation: Be a thought leader and be thought provoking Its a conversation, so encourage comments

Be prepared to engage your audience.


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Be Open to the Good and Bad, not the Ugly

Moderation is the act o reviewing/approving third-party content contributed to sites within your control:

Anonymous content moderation mandatory Registered user content moderation optional

This includes your own companys blog, your Twitter account and your Facebook page.

With registered users that are being open with you, you should be open to the good and the bad: Approve content whether avorable or unavorable

Moderate only what you have to. Do so sparingly, being sure not to show bias against unavorable inormation.

With the ugly, you want to: Reject the oensive, denigrating or out o context

This may occur more oten with anonymous or unregistered users.

Critical Barriers to the Adoption and Integration o Social Media

Now that we know the drivers, lets look at the barriers to social media.

Since social media is so new, its challenging to nd experienced resources, resulting in: Lack o knowledge being a barrier to adoption and success Misconceptions like inability to measure return on investment (ROI) Social media ROI metrics requiring both qualitative and quantitative measurement

Tip: Dont mandate individuals to blog or be excited by social media within your company; you will be ar more successul bysimply identiying people who already get it. Empower them to lead your social media charge.


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What are the barriers that keep your business rom using social media, or not using it more eectively?

Are the Most Eective Social Media Tactics also the Least Measurable?

There appears to be some misunderstanding about eectiveness.

There is denite conusion as to what in social media is and is not measurable: Misconception: social media is not accurately measurable Marketers are accustomed to quantitative metrics Qualitative metrics are less automated and, thereore, are oten overlooked

For instance, blog and social network advertising is viewed as the most measurable but not highly e ective; on the other hand,blogger or online journalist relationships are viewed as the most e ective but not highly measurable. This is simply not the casewhen you consider that it is possible to measure how a lead comes rom a blog and is captured on a company Web site.


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Lack o Knowledge Equals Missed Opportunities

Marketers are still learning about the capabilities o social media and how to weave it into PR.

Looking at just social media releases (SMRs) as an example, we see: SMRs are eective but underutilized 80 percent o marketers are using social media, but less than 20 percent are using SMRs Hal o B2B marketers are not sure what an SMR is

Tip: Use SMR templates or news distribution, which allows you to aggregate news content in a manner that is engaging topeople, like online journalists and bloggers, who want to quickly access inormation via social media.

How is Social Media Integrated into the Marketing Mix?

MarketingSherpa wanted to determine i ofine tactics were being considered in social media strategy.

The data shows that social media is presently tied to mainly online channels, but even that is limited: Agencies more likely to integrate both online and oline Integration with online tactics by simply adding a link Tracking through buying cycle to conversion automated


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So, lets dig a bit deeper into this perception.

How Well Does Social Media Fit with Other Tactics in the Mix?By asking a similar question about potential, we see multi-channel strategies emerge.

Social media is compatible with all other orms o media; it simply depends where you wish to ocus: Social media a better it with online tactics than oline Social media has become an integral component o SEO Combine targeting o email with reach o social media

Example: Here is a recent Dentyne campaign that integrates traditional and social media tactics.

Social media concept: Facebook riend request accepted Traditional media (print ad) drives tra ic to YouTube video Viral eect generates exponential reach o campaign

They designed their print message to resonate with social media users, knowing that group would be more likely to act onthe invitation to view the video. The genius is that it not only garners impressions in print but also results in exponentiallyincreased exposure online through social media sharing.


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NATIONAL GEOGRAPHICS TRACKING AND ANALYSIS OF SOCIAL MEDIA SITE VISITORSFirst o all, what is social media, really?

Here are some denitions ound on social media sites: WikipediaSocial media is content created by people using highly accessible and scalable publishing technologies. ScribdSocial Media is a catch-all term to describe all orms o digitally-enabled, peer-to-peer environments. FlickrA group o media producers that is primarily its own audience. Yahoo! AnswersIm oten asked what is Web 2.0, and the explanation I ind easiest to give is that Web 2.0 reers to Web-based platorms that have been developed to make sharing inormation, communicating and working together easier.

And i you think thats a lot, consider the other denitions you may stumble across online:


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So, how can you make sense o all those denitions, and which one should you use at your organization? The answer is toaccept the diversity and decide, as a company, what social media means to you.

Which social media outlets are important to your company? List as many as you can think o and why they are important to you.

Social Media Outlet Why Important

When it comes to classiying your sources o trac and determining what is and isnt a social media site, dont dwell on thelittle things. With so many dierent reerrers, ocus on establishing basic rules to get started. You can always make strategicadjustments later.

Everyone denes social media dierently.


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Categorizing Trafc Sources: Initial Results

National Geographic started out simple by putting each value rom their standard trac sources report into one o seven categories.

Even ater this initial exercise, they could see that organic search was a big contributor at 42 percent.

And here is an example o similar reporting, right rom Omniture SiteCatalyst.

Instead o looking at only percent o total trac, we can also see engagement and revenue metrics per visit or these categories.


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Categorizing Trac Sources: Honing in on Social MediaSo, what else does this categorization achieve?

National Geographic can now easily see the increasing impact o social media on overall site trac. In June 2009, orinstance, visitors rom social media sites accounted or8.4 percent o tracthe highest percentage ever. In addition,visitors rom social media sites more than doubled since June 2008.

Again using SiteCatalyst, they can compare categories o trac to see how they perorm over time.

For instance, you can see social medias infuence is lessening the demand or pay-per-click ads.


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Categorizing Trafc Sources: Engagement

As noted previously, engagement is a revealing metric.

Social media visitors are viewing an average o 4.2 pages per visit, while National Geographic email visitors are exploring anaverage o 13. 6 pages per visit.

Tips and Tricks

Start with reerrer categories and key reerrers

Reerrer categories or National Geographic: Key reerrers:

Organic search Google organic search

Other (Web sites) Google pay-per-click ads

Social media Microsot organic search

Pay-per-click ads Digg

Display advertising Google images

National Geographic email StumbleUpon

National Geographic vanity URLs Facebook

National Geographic email: photo

National Geographic email: weekly news

Twitter

linktolearning.com

Blogspot blogs

Wordpress blogs


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What reerrer categories and key reerrers would you identiy or your business?

Reerrer Category Key Reerrers

Use key reerrers to lump together subdomains and tracking codes into one value

The Key Reerrers Report in SiteCatalyst oers more granular reporting. It allows you to see trac rom a particularreerrer over time to determine how that audience is interacting with your site.

Use additional classiications to create dierent ways o looking at the data Channelstraic rom large networks like Google and Yahoo! Media typestraic rom banners, search ads, link campaigns, etc. Campaign typestraic rom a variety o sources, sometimes a catch-all Promotionstraic rom speciic shows (e.g., Dog Whisperer) or events (e.g., Earth Day) Social mediatraic rom Twitter, Facebook, MySpace, etc. Dont go classiication crazy; only classiy i you need the data on a regular basis Use a standard naming convention or all your tracking codes (e.g., Twitter, email, pay-per-click) Classiy what you can in advance Use a single ile or all your sites, i possible Dont eel that you have to classiy all sources into every category

Lets ocus, again, on just social media trac.

Can the Social Media Category be Broken Down Further?


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What should the subcategories be? Which sites belong where?

Here is an example o categorization overkill:

With the dozens o subcategories or just social media, the analysis would be incredibly challenging.

O course, on the fip side o the coin, underkill is also possible:


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Note the ve subcategories. The only changes National Geographic made were to enhance social sharing to social mediasharing to denote video and photo sharing sites, and to move Twitter to the social news sites subcategory.

National Geographic was looking or something in between social media in 30 minutes and social media in 30 seconds. Theirjust right option came rom social media guru, Danny Sullivan:

By doing this, National Geographic quickly saw that hal o all their social media trac comes rom the social news sitessubcategory.


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Then, with the Campaign Type Report in SiteCatalyst, National Geographic could see how visitors rom these social mediasubcategories are interacting on their site.

This is pivotal or tracking pages and revenue per visit at a more fnite level, so that you can determine where to

meaningully invest uture resources in social media endeavors.

And here is a high-level representation:

As you may recall, National Geographics overall social media page per visit average is 4.2. However, breaking downsocial media into subcategories reveals that, while social bookmarking is low at 1.7 pages per visit, social media sharing issignicantly higher at 8.2 pages per visitclose to their 10 pages per visit average.


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I we look at the subcategories in a trended manner, SiteCatalyst delivers the ollowing:

It is interesting to see how they are perorming on a daily basis, particularly the notable spikes in the social news and socialbookmarking subcategories.

What Topics Interest Social Media Visitors?

More than hal o the visits rom the social media category are entering the National Geographic site via the news section.

This is largely attributable to the act that all o National Geographics news stories are distributed using an SMR template,

and they oten include videos and photos.


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Here are some examples, rom photo albums to photo intrigue:

Although they may not get the same robust level o trac, National Geographics channel and magazine sites also perormwell in page views.


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Again, the photos draw visitors in to explore.


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This is urther proven by comparing social media visits to other site visits.

In act, visitors rom social media (42 percent) are twice as likely than the average visitor (21 percent) to land on a photopage o the National Geographic site.What is more notable about this trend is that social media photo submissions aremainly driven by users, specifcally power users, not the company.

Another phenomenon National Geographic recently discovered is that Digg users are now linking directly to a jpg or graphic,rather than the html page associated with it. This is challenging to track, without delving into miles o server logs, and itcreates a pattern o ghost trac that visits the site without any marketing interaction and then leaves.

The long tail

National Geographic reports that 18,000+ pages attracted trac directly rom social media sites year-to-date.

O those, 10 pages accounted or20 percent o those visits, and 100 pages accounted or60 percent o those visits.


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Is National Geographic Reaching Social Media Visitors Internationally?

Some o the most popular domestic social media sites are not used in the biggest countries in the world.

Looking at social media rom a global perspective, National Geographic veried that they captured the key sites and ensuredthose sites were refected in their SiteCatalyst reporting.

On average, about 31 percent o their audience is international.

Social media is only slightly behind that at about 26 percent.


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So, lets look at the data related to a visits value.

Relative Value o a Social Media Visit

Delving into value, we can see the spending pattern o visitors to the National Geographic site, based on their propensity toorder or subscribe online, or their value in terms o ad impressions.

Increasing social media trac leads to a parallel increase in questions about revenue potential.

Comparing category to category, pay-per-click ads are ar above average, being ve times more likely to order than theaverage visitor. This makes sense since these individuals are being directed right to subscription orms or the online store.On the other hand, the average visitor is 20 times more likely to purchase than someone coming rom a social media site.


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I we break this down even urther, using the Key Reerrers Report rom SiteCatalyst, you can truly identiy which site visitorsare more likely to buy.

Digging deeper into the social media subcategories, we see that the average visitor is 50 times more likely to order somethingthan someone coming rom either social news or social bookmarking origins.

This is helpul in planning online media buys. For instance, Digg is coming out with an advertising program in the next ewmonths that will allow you to place a story within their natural results. Judging by the data in the graph above, NationalGeographic will likely not pursue that option.

A better place to ocus marketing energy may be Twitter, with visitors who are 20 times more likely than Digg visitors to placean order.


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During the holidays last year, they chose to promote a special $15/year subscription price or Facebook users. It was not at allsuccessul in the social media realm.

However, what was interesting was what happened in March. Someone took the tracking code or the promotion and placedit on deals network, resulting in thousands o orders in a single dayar exceeding the perormance or the whole previous

season. This was, in act, more orders in a single day or a subscription online than any other day in 2008.

One visitor may only look at a couple o pages, but i they happen to bring 1,000 riends along to visit the site, page viewsbecomes inconsequential.

INNOVATIONS IN EMERGING METRICS: SOCIAL MEDIAThere are several challenges in social media optimization:

How is social media impacting brand perception? How do you identiy brand advocates and detractors? Can customer service be improved using social networks? How do you better listen to customers using social media (e.g., product development eedback)?

Wow, are social media visits really that worthless?

In lieu o a series o bullets, National Geographic would like to draw your attention to a case study.

So, where do you ocus your time to infuence people who are infuential to your marketing goals?


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Yes, celebrities recently discovered it, and Twitter is quickly becoming mainstream. More importantly, consider this persuasive

point made by Forrester Research:

Why care about Twitter?

The simplest answer is Twitter popularity is growing rapidly, and thats an understatement.

In short, Twitter is especially valuable or real-time eedback. All you have to do is listen.

Here are our ways companies are leveraging Twitter:

It is a antastic way to step-in as a brand ambassador to eciently assist your customers in interacting with your company orresolving an issue. Its also a great mode or promoting products and establishing thought leadership.


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Is your organization being represented on Twitter? What are some ways your business specifcally could leverage

Twitter? What inormation could you convey, or what issues could you address rom your customers in this medium?

Omnitures integration with Twitter

Using the Twitter application programming interace (API), Omniture pulls data into SiteCatalyst.

Once there, you can lter tweets or specic keywords such as phrases, company or product name.

You can set alerts to notiy employees or stakeholders o signicant changes in tweet activity; yet, they dont have to be onTwitter Search all the time.

And you can group authors by brand status to identiy brand detractors and advocates.

It conveniently organizes Twitter data into one location, where you can sort, analyze and act on it.


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Now, you can measure popularity and usage o Facebook applications (apps). This gives marketers insight into correlationbetween Facebook apps, site trac and other online channels.

Why the need or Facebook app measurement?

In todays environment, marketers are tasked with the ollowing; Eectively leveraging social media to better engage with consumers Measuring the eectiveness o social media investments such as apps Tracking social media user engagement and the resulting eect on conversion

Omniture App Measurement or Facebook

On May 28, 2009, Omniture announced its new Facebook App Measurement platorm.

In addition, marketers are challenged to answer key questions, including: What is driving viewers to Facebook apps?

How are they interacting with apps? What kind o action or behavior is the app triggering? How are Facebook apps impacting campaign perormance?

Key problems Omniture is solving

Problem: measuring investments in Facebook campaigns and ROI on Facebook appsOmniture solution: SiteCatalyst and App Measurement or Facebook empowers marketers to measure the impact oFacebook campaigns by measuring app adoption, social activity, customer loyalty and brand awareness

Problem: Uncovering the relationship between Facebook app usage and conversion via other online channelsOmniture solution: SiteCatalyst and App Measurement or Facebook enables marketers to gain insight into thecorrelation or relationship between Facebook apps and other online channels, such as Web, mobile and video, to providea single version o truth

Net result: Measure Facebook app adoption and usage to determine social media campaign eectiveness, while bettermonetizing Facebook app investments.


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Example: Lets say a company called Media Universe is creating a Facebook app to allow their users to engage with content.

They could run several dierent reports within SiteCatalyst to look at whats working.

For instance, here is an App Sections Report that shows what sections o the app are receiving the most page views.

In this case, video is the most popular; so, they should optimize the app to take advantage o that interest.


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Looking at an Invites Report, they can see how many people are inviting others to use the app.

This provides an at-a-glance recap o how quickly the app is spreading.

Moving on to an Application Conversion Funnel, they can see rom in-app product searches all the way down through checkouts.

This identies how many orders are being placed and the resulting revenue being generated, thereby showing how theFacebook app is contributing to the overall marketing mix.


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In the User Segments Report above, they can segment Facebook users according to the number o riends they have.As thedata shows, users with 500+ riends have a much higher level o invites and shares, while also being more engaged with

the content.

Tie Revenue to Social Media Activities

Once you break down your social media sources, you can answer this question: Is social media impacting your bottom line?

Social medias unique network created a special need or relationship reporting.

Determine how social media is contributing to your overall marketing mix, compared to tactics like direct visits and email,

in order to dene the appropriate level o resources and budgetary investment.


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CLOSING THOUGHTS Social media both levels and changes the playing ield Enable conversion metrics and classiications on your reerrers data Categorize your traic sources data oline, and upload to create custom reports Use National Geographics reerrer categories as a starting point People love linking to cool photos and media Compared to other social media sites, social news and social bookmarking sites are great or traic but poor or engagement Overall, visitors rom social media sites are not as engaged as the average visitor Social media visitors can, however, trigger a domino eect on other social media platorms

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For questions related to inormation provided by MarketingSherpa, email Sergio Balegno [email protected].

I you would like to learn more about social media measurement, contact your Omniture Account Manager or call(866) 923-7309. For internationally-located businesses, visit Omniture.com or the oce inormation nearest you.


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Workbook Measuring Social Media Impact

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