social media masters monitoring and measurement
DESCRIPTION
If you are wondering whether you should monitor and measure, you should. This powerpoint takes you through what you can find if you do it!TRANSCRIPT
Social Media Monitoring and Measurement by @DrNatalie
The purpose of today’s session is:• To put a framework around how to think about the value of social
media monitoring and measurement• How can companies derive value from social media monitoring
Then the real-time demo…
#smm2011 @DrNatalie
PR, Marketing, Customer Service, Production Development, Engineering, etc…• At the heart of the matter… people want to know…
WIIFM? – Increase Marketing conversion rates and sales?– Reduce Marketing and Sales costs?– Reduce costs for building and maintaining brand reputation?– Shorten Product Development cycles?– Increase positive word-of-mouth and awareness?– Decrease agent-assisted calls in Customer Service?– Decrease overall costs by reducing items like return
merchandise (RMAs)…
#smm2011 @DrNatalie
History give us perspective to see future opportunities…
Source: http://www.buzzmachine.com/archives/cat_dell.html
Dell Hell: it started with a post
DELL SUCKS. DELL LIES. PUT that in Your Google and smoke it…
And it gained momentum…
#smm2011 @DrNatalie
And led to dedicated haters…
Source: http://www.buzzmachine.com/archives/cat_dell.html #smm2011 @DrNatalie
What was / is social media?
#smm2011 @DrNatalie
Go back in time…People were predicting this…
There would be… A place in time….
Where the customer would in charge of the message …
And there would be an enabling technology…
We are here now…
This is your opportunity!!!!
#smm2011 @DrNatalie
"Long-term commitment to new learning
and new philosophy is required of management that seeks
transformation.
The timid and the fainthearted are doomed to disappointment.“
-- W. EDWARDS DEMING
Go back further…Many scholars had advocated to listen to
customers, employees, partners..
#smm2011 @DrNatalie
What’s new? NOT customer upset.The customer now influences one to many…
The impact? Companies must listen…
Source: FastCompany.com and BusinessWeek.com
Does word of mouth Matter?
Ask Tony and Alfred…
#smm2011 @DrNatalie
What’s given fuel to the fire?The press has taken up the cause…
Source: FastCompany.com and BusinessWeek.com #smm2011 @DrNatalie
Customer uses social media (youtube.com) to vent their frustration…
The story ends up on CNN… Wolfe Blitzer’s…The Situation Room…
Source: Youtube.com and CNN.com #smm2011 @DrNatalie
Where does the ROI come from?
Where Does the ROI Come From?
#smm2011 @DrNatalie
Mary Ellen and iRobot…
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Mary Ellen began listening….
•Heard what her customers were saying •Gathered screenshots
•#1 SUCCESS TIP Put them in a powerpoint
•Gave them to her CEO
#smm2011 @DrNatalie
Mary Ellen took charge of the social customer interactions….
The CEO appointed her the lead on social customer
interactions interactions…
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…the results were a complete business transformation…
• Absent of:– Politics and resistance – “Not invented here” or “not my
problem”
• Social media lead to transformation of:– Engineering, Product
Development, QA– Fulfillment, Order Management,– Marketing, Sales and Advertising
• Chalk it up to the “Witness” factor
#smm2011 @DrNatalie
Where is your company on the social media adoption curve?
5
Adopted from: Everett Roger’s Diffusion of Innovation & Geoffrey A. Moore’s Crossing the Chasm
#smm2011 @DrNatalie
Early Majority34%
Late Majority34%
Early Adopters
13.5%
Laggards16%Innovators
2.5%
To be a leader in your field, your company must CROSS THE CHASM
Social Media Adoption Curve*
19
TALC
S Curve
Iowa Corn ResearchIowa Corn Research
1927 to 19411927 to 1941
Published 1943Published 1943
“Diffusion of Innovations”4th Edition, Rogers, pg 258
Original Original Data Data
To Address The Early Majority… Requires Something Different…
5
Social Media Adoption Curve*
Early Majority are:• Pragmatists • They need assurances • SHOW THEM: what they’re going to buy will work• They dislike unpredictability• They are hard to win over
Early Majority34%
Late Majority34%
Early Adopters
13.5% Laggards16%
Innovators 2.5%
Social Media Adoption Curve*
MEASUREMENT& ROI
#smm2011 @DrNatalie
Today’s Classroom Experience
http://www.youtube.com/user/ConcurTechnologies#p/u/41/pNX4kiqpO5o
#smm2011
@DrNatalie
Question 1:How well does
the brand know their target
audiences?
#smm2011 @DrNatalie
QUESTION #1: How well does the brand know their target audiences? How deeply has the brand segmented and is their understanding of their target audiences [meaning influencer's, advocates, badvocates and media (off/online)] so as to engage them in off/online communication programs on an ongoing basis?
Please choose the ONE answer (A-E) that best represents what the brand is currently doing around audience segmentation:
___A. The brand has identified the target audiences based on a single metric like age or geography.
___B. The brand has identified the target audiences based on 1-2 metrics like or age or geography.
___C. The brand has identified the target audiences based on 1-2 metrics like gender or age or geography
PLUS has at list of: WHO are key target audiences AND
WHERE are the key target audiences AND
WHAT the key target audiences are talking about
HOW, meaning, the brand interacts with them on a regular basis.
___D. The brand has identified the core target audiences by the criteria in C
PLUS the brand knows all target audiences’ values, biases, attitudinal behaviors, psychographics, motivations and social technographics (i.e., they know how the target audiences participate online - read, share, create, curate… content) and take that into consideration when interacting with them.
___E. The brand has identified the core target audiences by the criteria in D
PLUS because of the way the brand has engaged all audiences, they have become extremely loyal to brand (e.g., the type of loyalty known to brands like Harley Davidson where target audiences would tattoo the brand on their skin).
#smm2011 @DrNatalie
Concur’s Top list of Twitter’s
Concur; Twitter; 2010
•This is a list of the top 10 people who tweet about Concur and Concur Breeze.
•The 3 top tweeters only had 6 tweets each.
• The rest of the tweets had 2 or less tweets
• What do you think this says about Concur’s current engagement of a target audience?
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Details on the Top Three Tweeters
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#1 Tweeter on ConcurChris Jones is the top tweeter on Concur.
Chris Jones is a Network Engineer.
The CCIE is a designation that stands for someone who has been certified as a Cisco Network Internet Expert in topics like routing and switching, security, storage networks…
It is the highest level of technical networking certification offered by Cisco.
http://www.cisco.com/web/learning/le3/ccie/index.html
Is Chris Jones part of Concur’s target audience?#smm2011 @DrNatalie
#1 Top Tweeter on ConcurHere is Chris Jones’s website. As a network engineer, Chris is interested in whether the technology infrastructure (computer systems for a company) don’t go down very much. The name of his website, 3Fives, is an indicator that his passion is around the percentage of time the computer network is up.
In looking at the topics he writes about on his blog, he does not list Concur, expenses as category.
When you search on his blog on the words: “concur” or “expense reports,” there are no posts that include these words.
With respect to a target audience, would you consider Chris Jones an influencer or advocate target of Concur or Breeze? #smm2011 @DrNatalie
#2 Top Tweeter on Concur
This is the 2nd top tweeter for Concur.
This twitter profile does not provide much information about the tweeter.
They are not following anyone.
They do not have a lot of followers.
The topics that this tweeter tweets about is not really on target for Concur.
Would you consider @htcdrioderis a target audience for Concur? Why or why not?
#smm2011 @DrNatalie
#3 Top Tweeter on Concur
These tweets range from: 1. Sending out marketing messages2. Answering customer questions3. Getting customer feedback and4. Acknowledging praise.
This twitter handle, @ConcurInc, is one of the two twitter handles that the company uses
#smm2011 @DrNatalie
Example of SMB Expert
This is an article in the Wall Street Journal that quotes a SMB Blogger and Author of a book, “Small Business Cash Flow.”
Is this the type of influencer or advocate that Concur would benefit by engaging?
http://online.wsj.com/article/PR-CO-20100921-904294.html
#smm2011 @DrNatalie
Would a list of people like this expert be beneficial to Concur?
What about the WSJ reporter? Might this be a good person for Concur to engage?
Example of SMB Expert: Denise O’Berry
This is the twitter page for the SMB expert quoted in the WSJ article.
Denise is passionate about small business success!!!
Denise has:• ~3,000 followers• > 4,000 tweets• 127 listed
#smm2011 @DrNatalie
When you compare @densieoberry to @htc_driod_eris to @ccie25655
Who is a better match as an advocate or influencer for Concur?
What would the value be to Concur if they had a list of people like Denise that got behind Concur and Concur Breeze?
Denise O’Berry’s BlogDenise blogs about small business topics, she has tips and a section on tools.
When you look through her posts, you see information on • Cheap Android Phones• Stester’s Online Appointment Calendars• Plantronics Audio 995 Wireless Headset• Nextiva Online Fax Service
Denise is:• Listed as a Intuit Authorized Affiliate for Quickbooks• Has a radio interview on www.smallbiztrends.com• Is founding member of www.ibnma.org (International Blogging & New Media Assoc.)
With what her blog covers and what she is passionate about, do you think that Denise might be a good blogger for Concur to engage?
#smm2011 @DrNatalie
QUESTION #1: How well does the brand know their target audiences? How deeply has the brand segmented and is their understanding of their target audiences [meaning influencer's, advocates, badvocates and media (off/online)] so as to engage them in off/online communication programs on an ongoing basis?
Please choose the ONE answer (A-E) that best represents what the brand is currently doing around audience segmentation:
___A. The brand has identified the target audiences based on a single metric like age or geography.
___B. The brand has identified the target audiences based on 1-2 metrics like age or geography.
___C. The brand has identified the target audiences based on 1-2 metrics like gender or age or geography
PLUS has at list of: WHO are key target audiences AND
WHERE are the key target audiences AND
WHAT the key target audiences are talking about
HOW, meaning, the brand interacts with them on a regular basis.
___D. The brand has identified the core target audiences by the criteria in C
PLUS the brand knows all target audiences’ values, biases, attitudinal behaviors, psychographics, motivations and social technographics (i.e., they know how the target audiences participate online - read, share, create, curate… content) and take that into consideration when interacting with them.
___E. The brand has identified the core target audiences by the criteria in D
PLUS because of the way the brand has engaged all audiences, they have become extremely loyal to brand (e.g., the type of loyalty known to brands like Harley Davidson where target audiences would tattoo the brand on their skin).
#smm2011 @DrNatalie
Question 2:What is the sentiment of the target audiences
toward the brand?
#smm2011 @DrNatalie
QUESTION #2: What is the sentiment of the target audiences toward the brand? What’s the target audience’s sentiment towards the brand? What do they think and feel about the brand: positive, negative, neutral or balanced? Remember, in the Social*ID Audit target audiences means: online and offline influencer's, advocates, badvocates and media, etc…
Please choose the ONE answer (A-E) that best represents what the target audience’s sentiment about the brand:
___ A. The brand is not aware of the general sentiment toward the brand.
___ B. The brand has monitored the general sentiment and knows whether it is positive, negative, neutral or balanced, but they have not measured the sentiment of the target audiences.
___ C. The brand has not only has monitored the general sentiment towards the brand (i.e., positive, negative, neutral or balanced), but it has also monitored the sentiment of all the target audiences.
___ D. The brand not only has monitored the general sentiment towards the brand (i.e., positive, negative, neutral or balanced),
PLUS it has also monitored the sentiment for the all the target audiences in context of competitive brands and has engaged with the target audiences.
___ E. The brand not only has monitored the general sentiment towards the brand (i.e., positive, negative, neutral or balanced),
PLUS it has also monitored the sentiment for the all the target audiences in context of competitive brands, has engaged with those audiences, such that target audiences now express preference for the brand in the market on a regular basis
PLUS has defended the brand publicly,
PLUS has helped turn badvocates around. #smm2011 @DrNatalie
Concur Twitter Sentiment
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Blog Sentiment
#smm2011 @DrNatalie
QUESTION #2: What is the sentiment of the target audiences toward the brand? What’s the target audience’s sentiment towards the brand? What do they think and feel about the brand: positive, negative, neutral or balanced? Remember, in the Social*ID Audit target audiences means: online and offline influencer's, advocates, badvocates and media, etc…
Please choose the ONE answer (A-E) that best represents what the target audience’s sentiment about the brand:
___ A. The brand is not aware of the general sentiment toward the brand.
___ B. The brand has monitored the general sentiment and knows whether it is positive, negative, neutral or balanced, but they have not measured the sentiment of the target audiences.
___ C. The brand has not only has monitored the general sentiment towards the brand (i.e., positive, negative, neutral or balanced), but it has also monitored the sentiment of all the target audiences.
___ D. The brand not only has monitored the general sentiment towards the brand (i.e., positive, negative, neutral or balanced),
PLUS it has also monitored the sentiment for the all the target audiences in context of competitive brands and has engaged with the target audiences.
___ E. The brand not only has monitored the general sentiment towards the brand (i.e., positive, negative, neutral or balanced),
PLUS it has also monitored the sentiment for the all the target audiences in context of competitive brands, has engaged with those audiences, such that target audiences now express preference for the brand in the market on a regular basis
PLUS has defended the brand publicly,
PLUS has helped turn badvocates around. #smm2011 @DrNatalie
Question 3:Who has the largest
share of voice?
#smm2011 @DrNatalie
QUESTION #3: Who has the largest share of voice? Does the brand have a major share of their core audiences’ attention? Does the brand dominate or lag behind its main competitors with their core audiences? What's the brand's share of voice compared to its competitors? Share of Voice is the percentage of conversations when measured against competitors. Remember, in the Social*ID Audit target audiences means: online and offline influencer's, advocates, badvocates and media, etc…
Please choose the ONE answer (A-E) that best represents what the brand is currently doing around gaining the core audience share of voice compared to their competition:
___ A. The brand is not aware of the share of voice with respect to their competitors.
___ B. The brand has measured the share of voice with respect to their competitors, but not with respect to the brand’s target audiences.
___ C. The brand has measured the share of voice for the target audiences with respect to their competitors.
___ D. The brand has measured the share of voice for the target audiences with respect to their competitors
PLUS has measured the share of voice for the influencers within its target audiences
PLUS does some outreach to the audiences to increase share of voice.
___ E. The brand has measured the share of voice for the target audiences with respect to their competitors
PLUS has measured the share of voice for the influencers within its target audiences
PLUS uses audience segmentation data from the key target audience analysis to understand the values, needs, behaviors of those audiences, where they live on and offline, etc…
PLUS uses all of the information above to make decisions about how, when and where to reach out to them
PLUS reach out to them on an ongoing basis to increase the share of voice.
#smm2011 @DrNatalie
Twitter Share of Voice and Volume
#smm2011 @DrNatalie
Expensify has the largest share of voice
Is that competitive analysis your business needs?
Blog Share of Voice / Demographics by Country
#smm2011 @DrNatalie
Expensify has the largest share of voice
Is that competitive analysis your business needs?
Reardenhas the largest share of voice in the USA
QUESTION #3: Who has the largest share of voice? Does the brand have a major share of their core audiences’ attention? Does the brand dominate or lag behind its main competitors with their core audiences? What's the brand's share of voice compared to its competitors? Share of Voice is the percentage of conversations when measured against competitors. Remember, in the Social*ID Audit target audiences means: online and offline influencer's, advocates, badvocates and media, etc…
Please choose the ONE answer (A-E) that best represents what the brand is currently doing around gaining the core audience share of voice compared to their competition:
___ A. The brand is not aware of the share of voice with respect to their competitors.
___ B. The brand has measured the share of voice with respect to their competitors, but not with respect to the brand’s target audiences.
___ C. The brand has measured the share of voice for the target audiences with respect to their competitors.
___ D. The brand has measured the share of voice for the target audiences with respect to their competitors
PLUS has measured the share of voice for the influencers within its target audiences
PLUS does some outreach to the audiences to increase share of voice.
___ E. The brand has measured the share of voice for the target audiences with respect to their competitors
PLUS has measured the share of voice for the influencers within its target audiences
PLUS uses audience segmentation data from the key target audience analysis to understand the values, needs, behaviors of those audiences, where they live on and offline, etc…
PLUS uses all of the information above to make decisions about how, when and where to reach out to them
PLUS reach out to them on an ongoing basis to increase the share of voice.
#smm2011 @DrNatalie
Question 4:What is the sentiment of the brand compared to
its competitors?
#smm2011 @DrNatalie
QUESTION #4: What is the sentiment of the brand compared to its competitors? What’s the target audience’s sentiment towards the brand compared to its competitors? What do they think and feel about the brand: positive, negative, neutral or balanced? Remember, in the Social*ID Audit target audiences means: online and offline influencer's, advocates, badvocates and media, etc…
Please choose the ONE answer (A-E) that best represents the sentiment of brand’s target audience’s compared to its competitors:
___ A. The brand is not aware of the sentiment of their brand in comparison to their competitors.
___ B. The brand has measured sentiment of their brand in comparison to their competitors.
___ C. The brand has measured sentiment of their brand in comparison to their competitors for their target audiences with respect to their competitors.
___ D. The brand has measured the sentiment for the target audiences with respect to their competitors
PLUS has measured the sentiment for the influencers within its target audiences
PLUS does some outreach to the audiences to increase positive sentiment.
___ E. The brand has measured the sentiment for the target audiences with respect to their competitors
PLUS has measured the sentiment for the influencers within its target audiences
PLUS does some outreach to the audiences to increase positive sentiment
PLUS uses audience segmentation data from target audience analysis to understand the values, needs, behaviors of those audiences, where they live online and offline
PLUS the brand uses that information to reach out to them on an ongoing basis to increase positive sentiment.
#smm2011 @DrNatalie
Blog Sentiment by Comparison
#smm2011 @DrNatalie
KDS and Expensifyhas the most negative blog sentiment
Is that competitive analysis your business needs?
Now let’s look at Benchmark data
Before • 68 blog Mentions• 175 News Mentions• 521 tweets• 4 Forums• 69% Positive• 28% Neutral• 3% Negative
After• 139 blog Mentions• 955 News Mentions• 729 tweets• 12 Forums• 88% Positive• 10% Neutral• 3% Negative
#smm2011 @DrNatalie
20108 states in US
201112 states in USAdded NY, MI…
Worldwide Geographical Data
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@DrNatalie
2010
2011
Twitter Buzz Graph
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2010 2011Twitter Volume
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2010Concur Introduces Concur Breeze for Mobile Devices
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2011Inc. Magazine: Concur & TripIt Want to Make Travel Easier
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2010
2011
Twitter Phrases by Volume
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2010 Concur Twitter Sentiment
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2011 Concur Twitter Sentiment
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2010 2011
Competitive Analysis Twitter Volume
2010 2011
Expensify 41.5% 35.1 %
Rearden 32.7% 15.8%
Egenica 13% 32.2%
Concur 11% 14%KDS Travel 1.6% 0%
#smm2011 @DrNatalie
LIVE DEMO,This is not rocket science…
Thank you!
@drnatalie [email protected]
310-910-1542http://www.best-of-web.com/pages/080508-201547-
959007.html