measuring the impact of social engagement

Measuring the Impact of Social EngagementSeptember 22, 2011

Presented by Kathy Baughman

Metrics ROI≠

Measurement Mission

KPIsDiagnostics

Building the Dashboard

↑ Product preference

Create brand consideration

Grow customer advocacy

Grow revenue

Drive product innovation Decrease cost of product support

Membership• New registered members

• Members by reputation

• Active members

• Active advocates

Web Traffic• Page views

• Unique visitors

• Traffic driven to partner sites

• Minutes spent on site

User-generated Content (UGC)• Blog or article comments

• New blog posts created

• Retweets

• Facebook posts

• Threads created

Ideation• New ideas provided

• Ideas discussed

• Ideas voted on

Participation• Beta users

• Bugs identified

• Process improvements

Community • Look and feel

• Ease of navigation and tools

• Bugs reported

Question and Answer• Questions asked

• Open questions

• Time to answer

Search Results• Top keywords and tags

• Tagged content within keyword searches

Collaborative Help• Wikis created

• Wikis edited

• Videos uploaded

• Helpful comments received

• Thread replies

• Blog posts created

FeedbackAdvocacy Support

Drives marketing effectiveness Drives innovation, product

quality and financials

Improves customer experience

and reduces cost of support

Business Objectives

Social Engagement Strategy

© COPYRIGHT 2011, COMBLU, LLC.

Metrics Business Results

• ↑ downloads of product information• # product pages shared• # product reviews shared• # inquiries about product on review sites• # views product demos/video• # views product reviews• # participation levels in contests/promotions

Ad

voca

cy

KPI: Generate Product or Brand Consideration

KPI: Decrease Cost of Product Support• ↑ # creators/critics in support community

– Customers– FTEs

• # Qs asked in community• # Qs answered by customers• # Qs answered by FTEs in community• ↓cost per Q answered• ↓time to answer• ↓open Qs• ↑positive ratings of content/answers

KPI: Drive Product Innovation

• # ideas• # idea comments/refinements• High rating of ideas• # votes/ideas• # creators/critics• # actionable ideas

Sup

po

rtFe

ed

bac

k

• ↑ brand/product consideration• ↑ NPS

• ↑ customer satisfaction• ↑ positive word-of-mouth• ↑ revenue• ↓ cost of support

• Faster time to market• ↓ cost of innovation• ↑ product success

Sample ROI Tracking


Social Engagement Strategy Map

Monitor

LISTENING PROCESS

Emerging TopicsVenues

InfluencersPartners

Aggregate/Syndicate

Distribute Content and Thought Leadership

Integrated Dashboard for Both Community and Cloud Actions

Reputation ManagementPoints for Both Community and Cloud Engagement

8

PromotersRavers

Advocate Activation

Advocate Recruitment

Communities

A B C D

Partner SitesMass Social MediaNiche SitesUser-generated Communities

“Cloud” and Partner Engagement

Advocates Stakeholders


Website Statistics

Social Performance Index™

Supporting DataDashboard

Sou

rce

TransactionalCommunity Data

External Data

Jive Analytics

Database

SPI™ Overview


Customize/maintain the importance of each metric to its corresponding KPI.

Set test weights to analyze the impact of each metric on overall performance without compromising data integrity.

Manage KPI Metrics


Trending Analysis

Global KPI Overview

What happened to cause this drop?


Metrics Losers and Winners Report

Easily identify which metrics are contributing to your Social Performance Index™ and which are hurting it, as well as quickly see the performance of each metric against its average.

Export a formatted Excel report for the current time period.


Generate Product/Brand Consideration


Case Studies


Mission: Demonstrate ROI of socialized recruitment process and Track performance of individual recruiters

ComBlu’s Role:

• Identify specific KPIs

• For each KPI:

– Tag metrics from multiple sources

– Create single performance index

• Track recruiter performance to identify gaps and best practices

Results:

• Created ability for “on the fly” tracking of overall performance

• Optimized recruiter performance

• Identified both high- and non-performing metrics to create future action plan

Measurement

15© COPYRIGHT 2011, COMBLU, LLC.

Case Study: Manpower

Maintain a single dashboard for traditional recruiter benchmarking and new social recruiting activity.



• Over time, enabled the identification of correlations between specific social activities and overall performance.

• Top social performers were tasked with becoming mentors to recruiters who were not engaged socially.

What

happened to

cause this

drop?



• Recruiter failed to leverage the social tools provided.• Considerable impact on traditional performance.• Scheduled training sessions to “right the ship.”


Mission: Improve customer experience and Decrease cost of product support

ComBlu’s Role:• Integrate “spaghetti bowl” of support and product sites into

single gateway for content and conversation

• Activate customer advocates as product mentors and a word-of-mouth engine

• Drive preference and stimulate product subscriptions

Results:• Decreased cost of support by > 60%

• Exceeded community answer rate (Goal: 50%; Actual: 77%)

• Increased support page views by 77% for Office Live Small Business and 359% for Office Live Workspace

19© COPYRIGHT 2011, COMBLU, LLC.

Case Study: Microsoft Office Live

$0.00

$0.10

$0.20

$0.30

$0.40

$0.50

$0.60

$0.70

Telephone Email Community

$0.68

$0.56

$0.24

Support Costs per Minute



What happened to cause this drop?



• Support agents failed to answer questions.• The root cause turned out to be a technical problem that prevented agents from

responding to forum posts.


Microsoft Office Live Results: Exceeding Expectations

Office Live Small BusinessSupport Page View Increase Post ICSE:

77%

Office Live WorkspaceSupport Page View Increase Post ICSE:

359%

Community Answer Rate Goal:

50%Actual Community Answer Rate:

76.5%

Decrease in Per-incident Hard Dollar Customer Support Costs: 283%

Percentage of Active Users Who Regularly Use the Community:

34%


Mission: Capture VOC to drive marketing efficiency and Product quality

ComBlu’s Role:

• Identify and recruit advocates to interface with marketing, engineering and support teams

• Define and execute a measurement strategy for advocacy program and the overall product beta

• Generate and amplify advocate UGC

Results:• Developed private community functionality to interface

with public community in 60 days• Developed advocate identification and activation tools• Developed a theme adopted for both private and public

community• Pre-seeded community with more than 75 external blog

posts


Case Study: Microsoft Office 365


Case Study: Microsoft Office 365

• Unify reporting across all teams into a single online tool and dashboard.

• Provide insights and next steps to team owners.

• Simplify the reporting process so that only the most important data is transferred “up the chain.”

• Provide links to all of the “deep dive” data stored on SharePoint.


Dashboard needs to organize information from multiple sources to:• Tell a story with context to business mission

• Diagnose problems and point to specific areas for exploration

• Uncover both positive and negative trends

Tools should allow you to:• Customize for specific programs and applications

• Provide drill-downs and summary index

• Integrate with accepted measurement practices, formats and business analytics reporting in your organization

Summary


• MAP lines that compare a brand’s or program’s performance against an accepted industry standard

• True ROI: cost of driving sales with social vs. traditional models

• Value of a recommendation

On the Horizon


Kathy Baughman

ComBlu

312-649-1687

[email protected]

Contact Information

Find us on the Web:

Twitter.com/ComBlu

ComBlu.com

ComBlu Lumenatti Blog

J:\WOMMA\2011 talkable brands conference\Measurement Deck.pptx


mailto:[email protected]

http://twitter.com/

http://comblu.com/

http://comblu.com/blogs/lumenatti/

measuring the impact of social engagement

Technology