10 tips to building a social measurement framework

TEN TIPS TO BUILDING A SOCIAL MEASUREMENT FRAMEWORK

John Lovett, Web Analytics Demystified

ABOUT John Lovett (Demystifier)

@[TWITTER] at #ACCELERATE

ABOUT John Lovett (Author)


ABOUT John Lovett (DAA Vice Pres)


ABOUT John Lovett (DAA Certified)


ABOUT.me/JohnLovett (unplugged)


• [CONTEXT] Your business (for the next 20 mins):– Produces a Chicago specialty product– Prides itself on local quality only available in stores– Revenue is a key driver, but satisfaction is critical– Wants/Needs to cash-in on social media

Ten Tips For Building a Social Measurement Framework

@johnlovett at #ACCELERATE

Your Business is…


TIP #1: Adopt a Framework


TIP #1: Adopt a Framework


Goals

ObjectivesMeasures

Channels

TIP #2: Develop S.M.A.R.T. Goals

Most businesses have …



D.U.M.B. Goals• Doable• Understandable• Manageable• Beneficial

Most businesses have …



D.U.M.B. Goals• Doable• Understandable• Manageable• Beneficial

S.M.A.R.T. Goals• Specific• Measurable• Attainable• Relevant • Timely

You Have …



Which of the following is a S.M.A.R.T. goal?A) Improve our Yelp rankings in 2012B) Increase foot traffic to our Hyde Park locationC) Increase YOY same-store sales +25% in FY2012D) Get more people to eat our yummy pizza


Wicked S.M.A.R.T. Goal

+25% inFY2012


TIP #3: Identify Your Objectives

Gain Exposure

Foster Dialogue

Generate Interactions

Facilitate Support

Promote Advocacy

Spur Innovation

< Social


Which Social Media Objective(s) map to your goal?A) Gain ExposureB) Foster DialogueC) Generate InteractionsD) Promote AdvocacyE) All of the above

TIP #3: Identify Your Objectives< Social


Which Social Media Objective maps to your goal?A) Gain ExposureB) Foster DialogueC) Generate InteractionsD) Promote AdvocacyE) All of the above

+25% inFY2012



Which Social Media Objective maps to your goal?A) Gain ExposureB) Foster DialogueC) Generate InteractionsD) Promote AdvocacyE) All of the above



Goals > Objectives

Gain Exposure

Foster Dialogue

Generate Interactions

Promote Advocacy

+25% inFY2012


TIP #4: Measure What Matters

Goal: +25% in FY2012 Objective: Promote Advocacy

Key Metrics:



Goal: +25% in FY2012 Objective: Promote Advocacy

Key Metrics:• Active Advocates (Upper Crusters)• Advocate Influence• Advocate Impact



You will have more metrics, yet these are the

key ones that you will report out to your

business stakeholders

ImportantGoal: +25% in FY2012 Objective: Promote Advocacy

Key Metrics:• Active Advocates (Upper Crusters)• Advocate Influence• Advocate Impact

Identify Your Upper Crust Advocates

Carl


Carl

Sue



NO

YES



YES



Sue is:• Genuine• Authentic• Influential• Not financially

motivated

Goals > Objectives > Measures

Promote Advocacy

+25% inFY2012

Active Advocates

Advocate Influence

Advocacy Impact


TIP #5: Choose Channels Carefully



• Channel selection criteria:– Is my audience there?– Does it fit my business image?– Can I manage it?– Can I monetize it?



Which channel(s) promote advocacy?A) Social Networks (Facebook)

B) Blogs (Tumblr)

C) Social Commerce (Living Social)

D) Social Sharing (Pinterest)

E) All of the Above



Which channel(s) promote advocacy?A) Social Networks (Facebook)

B) Blogs (Tumblr)

C) Social Commerce (Living Social)

D) Social Sharing (Pinterest)

E) All of the AboveF) It Depends


Goal > Objectives > Measures > Channels

Promote Advocacy

+25% inFY2012

Active Advocates

Advocate Influence

Advocacy Impact

Social Networks

Blogs

Social Reviews

Social Video


TIP #6: Select Tech Wisely

The Social Technology Spectrum


TIP #6: Select Tech Wisely

The Social Technology Spectrum• Breadth of “Listening”• Engagement Console• Out-of-the-Box Metrics• Custom Metrics• Data Export / API• Reporting / Visualization


TIP #7: Refine Your Metrics

• Fit your metrics to technologies• Establish baselines and consistency• Begin compiling data and formatting reports• Socialize your data and accept feedback• Lather, Rinse, Repeat


TIP #8: Map Your Campaigns

Social Campaign:• Campaign Goal(s):• Campaign Objective(s):• Campaign Measures of Success:• Campaign Channel(s):



Social Campaign: Knife & Fork - OR - Nothin’ …?• Campaign Goal(s):• Campaign Objective(s):• Campaign Measures of Success:• Campaign Channel(s):

This campaign encouraged Upper Crusters to post a video (w/ tracking code) on how to eat Chicago style pizza. They were each given a unique promo code that could be printed & used for 10% off one large pizza in any store location.



Social Campaign: Knife & Fork - OR - Nothin’ …?• Campaign Goal(s): +25% in FY2012• Campaign Objective(s): Promote Advocacy• Campaign Measures of Success: Influence (total

# coupon redemptions, total $$$ value of coupon diners, total number of video views, total number of video comments, etc…)

• Campaign Channel(s): Social Video


TIP #9: Quantify Your Success


Context

TIP #9: Quantify Your SuccessData• 32 Upper Crusters in IL• 19 videos produced• 635 total video views• 156 coupons distributed• AOV Coupon meal = $29• Nothin’ bests Fork 3:1


Context


Insights• Overall customers

enjoyed this campaign and views were up 64%

• Coupon redemption was 80% with an AOV +$8


Context


Insights• Overall customers

enjoyed this campaign and views were up 64%

• Coupon redemption was 80% with an AOV +$8

Recommendations• Provide direction for

Upper Crusters to create more unified content

• Feedback: Allow coupon redemption via smartphone verification


Context

TIP #10: Institutionalize Framework

• Be the Change within your Business– At first this will feel like process– Then it will become part of the daily routine– Until it becomes a way of life.


SUMMARY

#1 – Adopt Framework#2 – S.M.A.R.T. Goals#3 – Social Objectives#4 – Measure Matters#5 – Choose Channels

#6 – Select Tech Wisely #7 – Refine Metrics#8 – Test Framework#9 – Quantify Success#10 – Institutionalize


SUMMARY

#1 – Adopt Framework#2 – S.M.A.R.T. Goals#3 – Social Objectives#4 – Measure Matters#5 – Choose Channels

#6 – Select Tech Wisely #7 – Refine Metrics#8 – Test Framework#9 – Quantify Success#10 – Institutionalize


Do this, and you’ve built a Social Measurement Framework

http://bit.ly/accelerate-rate

John Lovett

10 tips to building a social measurement framework

Technology

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advocacy e

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advocacy key metrics

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