all-star · 2018-11-01 · for each objective, align on metrics specific to that objective social...

© 2018 NetBase Solutions. 1

ALL-STAR ACADEMY

Delivering Value


Forrester: Program Approach

Standardized MethodsEstablish workflows to provide

consistent, repeatable approaches

Align Skills With TasksSocial media experts, as well

as others trained and enabled

across the organization

Leverage Tech The Right WayWorking within NetBase alongside other

data sets to generate insights

Clearly Defined GoalsSet social and business goals

and make sure to continuously

measure results

PEOPLE

PURPOSE

PLATFORM

PROCESS


Business/Client Mission

Business/Client Goals

Team/Department Goals

Social Goals

Social Tactics

Social Measurement

HERE

NOT HERE


Potential Measurement Frameworks

Value LeversAdoption

Measures

Strategy Down

Department Up


MeasurementApproach


Revenue Impact

Operational

Impact

Increase Sales

Reduce CostImprove

Efficiency

Manage Risk

Grow Revenue – Strengthen Operations


Starting at value level, work backwards from agreed upon objectives

● Market Share/Competitive Brand Health

● Campaign Effectiveness

● Product Launch Performance

● Time to Product Innovation

● PR response required/avoided

● Time to Crisis Response

● Length of Crisis/Recurrence

● Technology Total Cost of Ownership

● Product Innovation/Campaigns Impacted

● CX Enhancements Identified

Increase Sales

Reduce Cost

Improve Efficiency

Manage Risk

Business Metrics


For each objective, align on metrics specific to that objective

Social Program Metrics / Indicators

● Share of voice (volume), direct competitive comparison, CX/attribute sentiment

● Campaign Metrics (reach, lift, purchase intent, engagement, brand equity)

● Product type & Strategy (e.g. innovation vs. discount, influencer v. partnership)

● Effort required for innovation projects (measured in hours)

● Categories monitored/”owned” by share

● Alerts maintained/acted on per month (+ non-response)

● Issue identification in social to response (if required) by type

● Length of Crisis/Size Issue; Total shares/reduction in volume

● Ongoing measurement of Issue sharers/Detractors

● Headcount + tech cost + agency cost + insights + cost avoidance

● Innovation outcomes (category analyses, projects supported, insights)

● Identification/Reduction of unmet needs/consumer pain points via sentiment

Increase Sales

Reduce Cost

Improve Efficiency

Manage Risk

© 2018 NetBase Solutions. 9© 2018 NetBase Solutions. 9

• Assign values to

each activity type

• Evaluate level of

maturity & potential

savings/revenue

Value Levers - Brand


Value Levers - Agency

Roles

Buyers, Marketing Mix Specialists

Planners, Community Managers

Market Researchers, Strategists

Analysts, Data Scientists

DeliveryExecutionNew

Business

Pitches

Reporting & Insights

Listening & Analysis

Audience & Tactics

Segmentation & Insights

Strategy & Channels

Optimization & Tactics

Content & Paid

Campaigns & Placements

Revenue Impacted/Win Rate

Technology Fees/Margin

Direct Revenue: Managed Services, Reporting & Offerings, Social Add-Ons

• Services won (above a threshold); % of deals participated vs. deals won

• Standard add-on as % of engagement depending on complexity

• Direct Revenue • Reporting (Monitoring (hours) vs.

Regular Package)• Strategy & Segmentation• Content & Campaign (Ideation v.

Measurement)

© 2018 NetBase Solutions. 11© 2018 NetBase Solutions.

Customer Listening Maturity Model - Brand

Results

Use Cases

Demonstrating value, showing unique insights

Trust the data, familiarity with metrics

Departmental usage planning impact

Demonstrating value showing unique insights

1. Issue response2. Campaign tracking 3. Creative inspiration

1. Brand health 2. Competitive health 3. Campaign tracking

1. Customer experience 2 Marketing strategy3. Product innovation

1. Forecasting 2. Media Modeling & Correlation3. Real time activation

Adhoc

Organized

Productive

Operational

“World-class creative is table stakes. I need a strategic partner who is embedded in our business every day, helping us with

product decisions and helping us with the way we design our service experience–not just making ads.”

– Melissa Waters, Lyft, VP of Marketing

© 2018 NetBase Solutions.

© 2018 NetBase Solutions. 12© 2018 NetBase Solutions.

Customer Listening Maturity Model - Agency

Results

Use Cases

Demonstrating value, showing unique insights

Trust the data, familiarity with metrics

Departmental usage planning impact

Demonstrating value showing unique insights

1. PR & Comms2. Early stage analytics and planning teams3. Ideation

1. Social Moderation2. Post Performance 3. Brand Health Tracking 4. Influencer Analysis

1. Central Analytics Function supporting Strategy & Planning 2. Consistent Campaign/Ideation Process

1. Customer Experience Management 2. Unique Research & Analytics Products

Adhoc

Organized

Productive

Operational

“World-class creative is table stakes. I need a strategic partner who is embedded in our business every day, helping us with

product decisions and helping us with the way we design our service experience–not just making ads.”

– Melissa Waters, Lyft, VP of Marketing

© 2018 NetBase Solutions.


Overall Use Case Tracking

Department/User Surveys

Overall

Weighted

Progress +

Project

Results

Use Case Survey


Common Challenges


Common Challenges

• Looking for a “one-size fits all” approach

• Failing to measure (and failure to repeat)

• Trying to jump the maturity model

• Providing data at the right format, level for users

• Fragmenting social from other metrics


Social Analytics Journey

Phase 1 – Comfort Phase 2 – Function Phase 3 – Value

Train / Enable

~Month 1-3

Configure / Optimize

~Months 1-5

Objective: Secure buy-in, enable teams/users and establish trust in data

• Focused on tactical onboarding with an eye toward key use cases

• Goal is to establish NetBase as a true partner and trusted expert

Objective: Build and refine all key assets, and expand around more use cases

• Focused on building out the “early wins” that gain instant traction with stakeholders

• Goal is to make them successful while showing them how to replicate

Objective: Institutionalize deliverables, loop in other teams and deliver value

• Focused on bigger picture –advanced metrics, test boundaries, ROI/value

• Goal is to drive specific organizational changes and action due to NetBase data

Delivery / Expansion

~Months 3-12 (and on-going)


Actionable data at the right level

DIRECT USERS LIGHT USERS

Craft a right-sized approach based on: (1) roles, (2) data consumption

habits, and (3) ability to act on social insights

Mashup Visualizations

High Level Metrics

Business Intelligence

Mixed Media Modeling

Workflow

Textalytics

Hootsuite

Domo

INTEGRATIONS

Lithium


Breaking down data silos

SURVEY

SYSTEMS

A single source for understanding and acting on voice of the customer insights


INPUTS:

BE METICULOUS

OUTPUTS:

PROVIDE THE RIGHT DATA

OUTCOMES:

DRIVE CHANGE

Organization is key, especially

when social is just one data

source among many.

The effort to build a model

configuration pays dividends

through increased team

efficiency, speed to insight,

and time to execute.

People want to be informed

– sometimes it is hard figuring

out who needs what and

when.

By aligning data with roles

and use cases, you will

achieve greater success and

set-up repeatable processes

to consistently get

information in the right hands.

If data doesn’t inform

decisions, everything else is

window dressing. Actions

need to be your goal.

Behind each instance of an

organizational change,

ideally you can point to

social as the reason for

making decisions.


THANK YOU [email protected]


23Social Informs All Aspects of the Business

COMPLETE

SERVICES & PLAYBOOKS

Up to 9x faster, so you can

accelerate impactConnect private data sources for full

customer experience insights

SALES, RETAIL,& E-

COMMERCE

• Customer journey analysis

• Website experience analysis• Product review analysis (VoC)

ACTIONABLE


accelerate impact

COMPLETE

Connect private data sources for full


CUSTOMER CARE

• Customer experience analysis• Social care conversation analysis

(VoC)• CRM analysis (VoC)

COMPLETE



R&D and M&A

• Category white space analysis• Unmet needs• Emergence

COMPLETE Up to 9x faster, so you can

accelerate impactConnect private data sources for full


PUBLIC RELATIONS &

COMMUNICATIONS

• Brand & competitive tracking• Issue tracking• Issue response measurement• Category tracking

ACTIONABLE


accelerate impact

COMPLETE



BRAND MANAGEMENT

& STRATEGY

• Brand & competitive tracking• Category analysis (VoC)• Product attribute analysis• Audience segmentation analysis

COMPLETE



DIGITAL MARKETING

Campaigns, Events, Product launches• Before: Creative & placement

insights• During: Real-time adjustments• After: Measurements


24

Delivery

Execution

New

Business

Social informs client facing teams, drives creative, & insights

ACCOUNT

PLANNING &

DIRECTORS

• Client competitive tracking: pitch new brand concepts backed by social analysis

• Category trends: leverage social to stay on top of client industry trends and engaging content

• Regular Reporting: add social as a value-add to deliverables

STRATEGISTS &

CREATIVE

• Content & Messaging• Tune creative to match

consumer tone and most

shared content

• Journey Analysis• Understand the client’s

customer journey – unmet

needs and new ways to

activate

• Pitch Insights: leverage social for inspiration and ideation

ANALYTICS &

INSIGHTS

• Campaigns & Events, Product• Before: Creative &

placement

• During: Real-time

adjustments

• After: Measurement

• Brand Analysis• Differentiate clients

versus competitors

• Audience Analysis• Deep segmentation to

better target creative

• Brand Analys is

all-star · 2018-11-01 · for each objective, align on metrics specific to that objective social...

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