the social measurement connection
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Kira WamplerPrincipal, Ant’s Eye View, formerly of [email protected]
Twitter: @kirasw
Making the Measurement Connection
Lifecycle of Efforts
Many companies hope to achieve specific business objectives quickly online, but measurement takes time
Soph
istic
ation
of E
ffort
s
Early Stage Late Stage
Expe
rimen
tatio
nPr
ogra
ms
Ideally, you start & set expectations that you are here
Efforts here are scaled, predictable and resourced
If you are here, measures might be too strict to achieve
If you are here, you aren’t scaling or driving biz results
Measurement Is a Journey
Online Communities
Social Networks
Active usersReply %Resolution rate
TrafficConversion rateChange over time
Fans/ FollowersSharesRetweets
ViewsNet gain in…Change over time
Online Ideation
Active usersReply %Ideas added
TrafficEmployees engagedChange over time
And, in the Beginning, Channel Health Measures Are Critical
Fans / FollowersLikesSharesRetweetsCommentsEmbedsMash-upsRSS FeedsEt al
Social Media Marketing Activity Measures
RevenueCustomersIn-Store VolumeLifetime ValueLeadsQualified TrafficConversion RatesCPAEt al
Business Impact Measures
The biggest challenge a central social media team has with measurement is making the connection
But…the Measurement Challenge Quickly Becomes Clear
Table-Stakes 1. Behavioral2. Claimed
Four Approaches to Make the Measurement Connection
Social Media Marketing Activity Measures
Business Impact Measures
Sophisticated 3. Testable4. Data Mining
• Behavioral Tactic Examples• Coupon codes specific to social media channels – Dell Outlet
• Social media URLs coded into web reporting suites – Intuit.com
• Upsell / Cross-Sell ads embedded in on-domain sites – Fixya, Intuit
• Why it works: It’s hard to argue with product adoption
• When it doesn’t: • Page level analytics are not available – Amazon reviews
• Social media is “part” of the purchase process but not last step
• Social media channels are not big enough to drive statistically significant results
1. Behavioral – I’ll Believe It When I See It
Attract New Users
Campaign to Date Week 39 Week 38Week over Week
IndexTotal Product Adoption XX,XXX X,XXX X,XXX 106
Three for Free XX,XXX X,XXX X,XXX 110SS Downloads - Initiated XX,XXX X,XXX X,XXX 120IOP Trials XX,XXX X,XXX X,XXX 105Intuit Websites Signups XX,XXX X,XXX X,XXX 105
Other Offers XX,XXX X,XXX X,XXX 109
Visits 1,200,000 100,000 100,000 100Conversion Rate XX%XX% XX% 105
Drive Higher Engagement
Campaign to Date Week 39 Week 38Week over Week Index
New Registrations 1,664 148 47 315
Number of Ratings 27,688 10,022 3,379 297
New Stories 1,929 193 69 280
25 26 27 28 29 30 31 32 33 34 35
Feb Mar
Jan 11, 2009 Jan 18, 2009 Jan 25, 2009 Feb 1, 2009 Feb 8, 2009 Feb 15, 2009 Feb 22, 2009 Mar 1, 2009 Mar 8, 2009 Mar 15, 2009 Mar 22, 2009
Site soft launch1/27 Mktg Launch
Contest and Confirmation Upgrade 2/10 A/B Test Top 50 Finalists
Print 1/2 page NYTNewsweek, Bizweek
Online BannersSEMSEO OptimizedVideo Ads YouTube
PR Blitz - CNET
Washington Post, Bloggingstocks
SmallBusiness Computing
DRFMS Current Customer 2/9 TTBiz 3/1
Social Blitz Facebook Cause
Small Biz Dev OrgsLatino Coalition, SBEC emails WIPP email NBCC email
Cross-siteIntuit.com MyCorp, Ilabs
Community, Intuit Market
Internal
10MM impressionsSBUnited keywords
SNAP Contest
Increase Positive Sentiment
1
2
Current Period3
-200 400 600 800
1,000 1,200 1,400 1,600 1,800
Overall Product Adoptions
0
200
400
600
800
1,000
1,200
1,400
1,600Number of SBU Contest Ratings
• 500+ online mentions = 12% of all Intuit small business related posts• Averages 10 posts/day• In Twitter, 271 tweets with 66,971 followers• In Blogosphere, 97 blog postings• Sentiment is 90% positive
Behavioral Example – Campaign Dashboard
• Claimed Tactic Examples:• Include questions about social media influence on purchase process in existing
customer shopping research
• Field a specific study to understand existing customer social media behavior relative to panel or average customer behavior and impact on purchase
• Why it works: • When off-domain sites don’t provide the data
• When engagement is part of the process, not the final step
• When it doesn’t: The time lag and expense of research limit its day-to-day use. Effort sizes are often too small to be picked up in panel research.
2. Claimed – I’ll Believe It When The Surveys Says It’s So
• Online Engagement team objective: 100% reply rate on Amazon reviews on QuickBooks Pro 2010
• Problem: Right thing to do but impact unknown
• What We Did: Used data from three different customer surveys to triangulate to impact of reviews.
• What We Learned: – Online reviews have a double digit % impact on sales– Multi-million dollar sales impact on financial software
Claimed Example: Impact of Amazon Reviews on Sales
Testable Tactic Examples:• A/B test specific websites
with engagement functionality turned on & off to compare conversion, sales, bounce
• List test comparison between leads captured through online engagement and through traditional methods
• Message test twitter messages for reach, click-thru and conversion
3. Testable: I’ll Believe It When It’s Significant
Web testing poster child
Data Mining Tactic Examples:• Matching community profile data
to customer sales data and comparing to non-community customer sales
• Conducting timeframe analyses to understand which engagement events trigger which kinds of purchases
• Analyzing social survey and community verbatims with customer satisfaction measures to uncover real reasons for the satisfaction scores
4. Data Mining: I’ll Believe It When I Regress It
1.Classify all relevant social web URLs are in your web analytics tool.
2.Ask your customers about their purchase process and what influences it.
Two Things You Can Do Now to Make the Connection
