1. Best Practices forMeasuring Analytics onSocial Networking Sitesin 2011 Ytzik Aranov, Partner & COO, Social2B, Inc.Material in this webinar is for reference purposes only. This webinar is sold with the understanding that neither any of the authors nor the publisher are engaged in rendering legal,accounting, investment, or any other professional service directly through. this webinar. Neither the publisher nor the authors assume any liability for any errors or omissions, or forhow this webinar or its contents are used or interpreted, or for any consequences resulting directly or indirectly from the use of this webinar. For legal, financial, strategic or anyother type of advice, please personally consult the appropriate professional

2. Slide 2About the Webinar Speaker About Ytzik Aranov,Partner & COO, Social2B, Inc.Online Marketing Media and PR Industry Strategy / Management Consulting for A.T. Kearney & Coopers & Lybrand ManagementCoopers & Lybrand Consulting Metrics & ScorecardMultichannel Marketing Polytechnic UniversityAuthor/Co-Creator of Analytics, Scorecard, Metrics & DeliveryMethodologiesOutsourcing GlobalizationSocial2BValue Chain Operations Restructured the Value Chain, Operations, Supply Chain andRestructuring Enterprise MarketingOnline Marketing for Fortune 100 companiesSupply Chain Social Media Marketing B2CMarketing Social Media Policy UCLA Social Serial Entrepreneur in Online, Services, Health Care, RealRisks A.T. Kearney, Inc. EntrepreneurEstate & Technology companies 1 Company went publicOnline Advertising Public Companythen privateDirector Crisis Management M&A, Director, Corporate Finance, M&A and Investment Banking Investment Banking New York London Best Practices for Measuring Analytics on Social Networking Sites in 2011Ytzik Aranovwww.ExecSense.com ExecSense, Inc. 3. Slide 3Overview New Rules of Engagement for Social Media Marketing A New World Order for the Sales & Marketing Funnel Social Media / Network Metrics are different than TraditionalMarketing Social Media, Online Brand recognition - dont get leftbehind! The C-level suite still needs to be convinced this channelworks & you have the metrics to prove it!!Best Practices for Measuring Analytics on Social Networking Sites in 2011 Ytzik Aranov www.ExecSense.com ExecSense, Inc. 4. Slide 4OverviewThe New Rules. Scary, but true! Best Practices for Measuring Analytics on Social Networking Sites in 2011Ytzik Aranovwww.ExecSense.com ExecSense, Inc. 5. Slide 5Overview New Rules of Engagement Old Marketing New MarketingOne-way communicationBrand is dialogueBrand penetration is holy grailCustomers determine brand valueGroup customers by demographicsGroup customers by behavior Content controlled by marketers Enterprise + user-generated content Virality driven by technology Virality based on content Michelin Guide: expert reviews Amazon: user reviews Publishers control channelsPublishers build relationships Top-down strategyBottom-up strategyInformation hierarchy Information on demandEmphasis on cost CPM Invest for growth Measurable ROI Best Practices for Measuring Analytics on Social Networking Sites in 2011Ytzik Aranovwww.ExecSense.com ExecSense, Inc. 6. Slide 6Overview, Traditional vs. Social Media MetricsTraditional measurement:Marketing Investment = $30,000# of Leads Generated = 1000Cost per Lead = $30Social Media Measurement:SM resource x (Blog Comments +Conversations + LinkedIn + Twitter+ Facebook) x Time = ROISuccess (Brand value, prospectdata, greater conversions) Best Practices for Measuring Analytics on Social Networking Sites in 2011Ytzik Aranovwww.ExecSense.com ExecSense, Inc. 7. Slide 12What you Need to Know aboutSocial Media Metrics Exposure Take your measurement Engagementall the way through to theAction Influence Action ROIDon Bartholomew, VP, Digital Research at Fleishman Hillard Best Practices for Measuring Analytics on Social Networking Sites in 2011Ytzik Aranovwww.ExecSense.com ExecSense, Inc. 8. Slide 14What you Need to Know aboutSocial Media Metrics, cont.Exposure Unique VisitorsTools Page Views Google Analytics Search Engine Rankings Butterfly Publisher Sentiment Raven Tools Message Inclusion SocialMention Share of Online Discussion Radian6 Net Positive CommentsBest Practices for Measuring Analytics on Social Networking Sites in 2011 Ytzik Aranov www.ExecSense.com ExecSense, Inc. 9. Slide 15What you Need to Know aboutSocial Media Metrics, cont.Engagement Click-thrusTools Repeat Visits Floaters on page Time on Visit Facebook Subscribe to Feeds Custom apps / widgets Comment on posts Twitter Retweet / @replies RSS Message recall Google Analytics TweetDeckFriendFeed Social media is not about technology or tools. Its about real conversations, with real people. Ytzik Aranov, COO, Social2B, Inc.Best Practices for Measuring Analytics on Social Networking Sites in 2011 Ytzik Aranov www.ExecSense.com ExecSense, Inc. 10. Slide 16What you Need to Know aboutSocial Media Metrics, cont.Influence Change in AwarenessTools Change in Attitude Monitoring tools Purchase Consideration Comments Association with Brand Klout Likelihood they will recommend to a PostRankfriend Google Insight"To me, Influence isnt about popularity. Or even reach. Its about the trust, authority, and presence to driverelevant actions within your community that create something of substance." Amber Naslund, VP, Radian6Best Practices for Measuring Analytics on Social Networking Sites in 2011 Ytzik Aranov www.ExecSense.com ExecSense, Inc. 11. Slide 17What you Need to Know aboutSocial Media Metrics, cont.Action Visit the storeTools Attend an event eCommerce tools Tell a friend Customer Service dashboard Contact the company Twitter Purchase the product Integrated CRM Donate VolunteerBest Practices for Measuring Analytics on Social Networking Sites in 2011 Ytzik Aranov www.ExecSense.com ExecSense, Inc. 12. Slide 18What you Need to Know aboutSocial Media Metrics, cont.ROI Return on Investment Tools Return on Ignoring CRM Return on Influence Enterprise platform Social capital Integrated financials Brand Equity Social Media performance tools Market Share or Influence over large numbers Loyalty AutoShip Relationship ManagementAccording to the CMO Club, 81% of CMOs plan to link their annual revenue to their social media investment! Best Practices for Measuring Analytics on Social Networking Sites in 2011 Ytzik Aranov www.ExecSense.com ExecSense, Inc. 13. Slide 19The Impacts of Measuring SM efforts Credibility with the C-level suite Shift marketing investment to profitable segments More predictable results & ROI Profound insight into prospects & improved cross-sell / up-sell -Advocacy Brand LoyaltyBest Practices for Measuring Analytics on Social Networking Sites in 2011 Ytzik Aranov www.ExecSense.com ExecSense, Inc. 14. Slide 23What To Know About Key social media Performance Indicators - KsmPIs 1. Business1. Business contribution contributionOrganizations tacticsOrganizations targets 2. Marketing2. Marketing outcomesoutcomes3. Customer satisfaction 3. Customer satisfaction4. Customer behavior 4. Customer behavior5. Channel promotion:5. Channel promotion 6. Social6. Social mediaMedia Best Practices for Measuring Analytics on Social Networking Sites in 2011Ytzik Aranovwww.ExecSense.com ExecSense, Inc. 15. Slide 33Conclusions & Key Metrics, cont. Best Practices for Measuring Analytics on Social Networking Sites in 2011Ytzik Aranovwww.ExecSense.com ExecSense, Inc. 16. Slide 35Thank You! Best Practices for Measuring Analytics on Social Networking Sites in 2011Ytzik Aranovwww.ExecSense.com ExecSense, Inc.