social media usage & measurement
DESCRIPTION
Social Media Usage & Measurement. [email protected]. Thanks to: Fred Cavazza, Olivier Blanchard, Teradata Corporation. Fred Cavazza. Social Media Landscape. Social Media & Your Organization. - PowerPoint PPT PresentationTRANSCRIPT
http://www.decideo.fr/bruley/docs/Social_Media.ppt
Social Media Social Media Usage & Usage &
MeasurementMeasurement
Thanks to: Fred Cavazza, Olivier Blanchard, Teradata Corporation
http://www.decideo.fr/bruley/docs/Social_Media.ppt
Social Media LandscapeSocial Media Landscape
Fred Cavazza
http://www.decideo.fr/bruley/docs/Social_Media.ppt
Having “a presence” in Social Media is worthless unless your organization do something with it
Your organization doesn’t plug into Social Media
Social Media plugs into your organization
Social Media & Your Social Media & Your OrganizationOrganization
http://www.decideo.fr/bruley/docs/Social_Media.ppt
Second largest search engine in the world
Twitter now has over 100 MILLION registered users
55,000,000 tweets per day
37% of users tweet from their phones
All talking to each other all day longAll talking to each other all day long
Facebook has over 500 MILLION users
Millions of people are content publishers now
Don’t forget…
Social Media: Some figuresSocial Media: Some figures
http://www.decideo.fr/bruley/docs/Social_Media.ppt
% of Twitter Members Using % of Twitter Members Using Twitter to:Twitter to:
http://www.decideo.fr/bruley/docs/Social_Media.ppt
AwarenessDo enough people know about us? Do enough people think about us?
ContextDo people think of us in the right way?
ValueDo people understand our value? What we offer?
RelevanceDo people appreciate our value to them?
CatalystsDo people have a reason to think about us? To engage with us? To buy into us?
Brand Momentum DriversBrand Momentum Drivers
Social Media coulddrive, amplify and reinforce all of these things
http://www.decideo.fr/bruley/docs/Social_Media.ppt
Sales: Net New Customers, Increased Frequency of Transactions, promo exposure. Increased yield (average $ value per transaction), and product penetration
Customer Support: Immediate feedback and response, positive impact in public forum, cost reduction
Human Resources: More effective recruiting, online monitoring of employee behavior (risk management)
Public Relations: Online Reputation Management, improved brand image via Social Web
Customer Loyalty: Increased interactions, better quality of interactions, deeper relationship with brand. Increased trust in brand, increased mindshare of brand, greater values alignment
Business Intelligence: Know Everything. (No, really.)
Ways Social Media Can Help Ways Social Media Can Help BusinessBusiness
http://www.decideo.fr/bruley/docs/Social_Media.ppt
What are you trying to accomplish?• Define the objective FIRST• THEN come up with the tacticsExamples
All Starts With One QuestionAll Starts With One Question
Question #1:Will it save me money?
Maybe in customer support?Reduce media costs?
Question #2:Will it generate more revenue?
More net new customers,More exposure,
etc.
Ultimately, the P&L drives business decisions
http://www.decideo.fr/bruley/docs/Social_Media.ppt
Financial impact examples:• Increase how often customers buy from us each month• Increase the net number of transacting customers• Increase average spend per transaction• Etc.
Objectives Should Be SpecificObjectives Should Be Specific
Too many marketer measure here
http://www.decideo.fr/bruley/docs/Social_Media.ppt
Website Visitors
Click-throughs
Visitors to a brick & mortar store
Positive press
Positive WOMNegative press
Negative WOM
Customer complaints
Employment applications
Retweets
FaceBook friendsBlog comments
Social mention
YouTube views
Twitter followers
Impressions
Delivered emails
Coupons distributed
Non-Financial Impact Is Not ROI Non-Financial Impact Is Not ROI (yet)(yet)
http://www.decideo.fr/bruley/docs/Social_Media.ppt
Non-Financial Financial
Are you converting this to this?
Oh cool!Yeah. Sign us
up.
Way cool!
Weeeerd!
Non-Financial vs Financial Non-Financial vs Financial Impact Impact
http://www.decideo.fr/bruley/docs/Social_Media.ppt
Activities
Transactions
Social data
Web data
Loyalty metrics
etc.
Overlay Your Data Onto A Overlay Your Data Onto A Timeline Timeline
http://www.decideo.fr/bruley/docs/Social_Media.ppt
8% YoY Growth
Establish A BaselineEstablish A Baseline
http://www.decideo.fr/bruley/docs/Social_Media.ppt
How often customers transact(transactions per month)
How many customers you are reaching(net new customers)
How much they spend($ per transaction)
etc.
Transaction Data Should Be Transaction Data Should Be SpecificSpecific
http://www.decideo.fr/bruley/docs/Social_Media.ppt
Create Activity TimelinesCreate Activity Timelines
http://www.decideo.fr/bruley/docs/Social_Media.ppt
What are people talking about and where?Map topics, keywords, trends, links, etc.
Monitor Impact On Monitor Impact On ConversationsConversations
http://www.decideo.fr/bruley/docs/Social_Media.ppt
Measure Transactional Measure Transactional PrecursorsPrecursors
http://www.decideo.fr/bruley/docs/Social_Media.ppt
Look For Results PatternsLook For Results Patterns
Before After
Impact
ImpactImpact
No Impact
$
http://www.decideo.fr/bruley/docs/Social_Media.ppt
Social Media Use CasesSocial Media Use Cases
http://www.decideo.fr/bruley/docs/Social_Media.ppt
DTG
Starting Out Towards Integrated Starting Out Towards Integrated DataData
Text and AnalysisKeyword parsing
Sentiment AnalysisContent classificationClusters/associations
Network and AnalysisIdentity matching
Find nodes and linksFind strong/weak tiesIdentify influencers
Acquire dataFree, buy, web crawlers
Marketing Analytics•Segmentation•Campaigns•Interaction mgmt•Predictive analytics
Operational Systems
ERPLegacy
CRM SCM
Web Analytics
Data Warehouse
Teradata IWI physical models
DTG
http://www.decideo.fr/bruley/docs/Social_Media.ppt
Profile
SocialPreferences
Scores
Interaction
Transactions
PersonalPreferences
Provide A More Detailed, Provide A More Detailed, Actionable View: example for Actionable View: example for
customercustomerDemographic• Race, age, gender,
disabilities, • Income, education,
home ownership, employment status
Bizographic• Industry, job title,
seniority, functional area
Geographic• Home/work addresses• Location• Vacation spots
Cust. Service• Time• Nature of contact• Resolution
POS/Retail• Service type• Service cost• Category,
classification, rating
Subscription• Rate plans, optional
VAS, payment type, handset
• Payment history
Social NetworkPreferences• Plan co-members• “My circle”• Most contacted• Address book• Social network friends
Personalized Data• Brand, category,
price affinity• Personality, values,
attitudes, interests, lifestyles
SegmentPreferences• Common interests• Brand, category,
price affinity
Marketing Metrics• Tenure• Recency, latency,
frequency• Lifetime value• ARPU• CS contact index• Social network index
Details• Time• Location• Usage units• Contacts, destination
Online Behavior• Sites visited• Click stream
Category• Service type• Service cost• Classification, rating
Network QoS• Quality, speed,
uptime, errors• Connection, handset
CustomerView
http://www.decideo.fr/bruley/docs/Social_Media.ppt
Analytical Approaches Analytical Approaches ExamplesExamples
WebTrends, SpeedTrap Log file analysis, page taggingWeb analytics
Teradata Advanced Analytics, KXEN, SAS
People, brands, relationships, influenceSocial network analysis
KXEN, TRM Selection Manager Justify advertising spendSocial media advertising
Teradata Relationship Manager + all of the above
Platforms for forums, wikis, blogs, etc. All of the above + strategy + tools
Social CRM (SCRM)
WebTrends, Attensity, SAS BI on Web 2.0 dataSocial media analytics
Attensity Cloud, WebTrends Social Media, Clarabridge
Blogs and Twitter watchSocial media monitoring
SolutionsFunctionFacet
DTG
http://www.decideo.fr/bruley/docs/Social_Media.ppt
Social CRM KPI Examples Social CRM KPI Examples
KPI Description
Share of voice Ratio of discussion volume between multiple brands
Conversation volume # of blogs, forums, tweets, topic discussions over time
Conversation buzz # of responses posted in response to a topic
Active Advocates% of visitors who contribute positive comments, sharing or linking back on a specific product
Level of influence Authority of an online person, measured by followers distributing messages or links
Issue resolution rate % of customer service problems solved via social media
Satisfaction score Positive sentiment feedback / all feedback
Sentiment type The positive or negative attitudes consumers express
Sentiment ratio Products or services sentiments / over time
Virality The amount and speed at which a discussion spreads
Idea impact positive sentiment from a new product or service idea
DTG
http://www.decideo.fr/bruley/docs/Social_Media.ppt
B2B Social Objectives Functional Alignment Success metrics
LISTENING ResearchCustomer insightImproved segmentationReduced pain; alignment of offering with need
TALKING Marketing, educationChanges in reach, impressions, brand awarenessIncreased share of voiceHigher quality of responses to offers
ENERGIZING SalesIncreased velocity of messages in marketIncreased recommendation, promotion, advocacyHigher trust, brand trust perception
SPREADING Professional servicesFaster deployments at new customersExisting customers create new business capacity
SUPPORTING Customer service, technical supportReduced support costsHigher customer satisfactionLess churn
EMBRACING Development, Product MarketingDeliver products faster to marketIncreased loyalty, increased advocacy
Social Media Success Metrics Social Media Success Metrics ExamplesExamples