TEN TIPS TO BUILDING A SOCIAL MEASUREMENT FRAMEWORK John Lovett, Web Analytics Demystified
May 13, 2015
TEN TIPS TO BUILDING A SOCIAL MEASUREMENT FRAMEWORK
John Lovett, Web Analytics Demystified
ABOUT John Lovett (Demystifier)
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ABOUT John Lovett (Author)
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ABOUT John Lovett (DAA Vice Pres)
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ABOUT John Lovett (DAA Certified)
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ABOUT.me/JohnLovett (unplugged)
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• [CONTEXT] Your business (for the next 20 mins):– Produces a Chicago specialty product– Prides itself on local quality only available in stores– Revenue is a key driver, but satisfaction is critical– Wants/Needs to cash-in on social media
Ten Tips For Building a Social Measurement Framework
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Your Business is…
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TIP #1: Adopt a Framework
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TIP #1: Adopt a Framework
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Goals
ObjectivesMeasures
Channels
TIP #2: Develop S.M.A.R.T. Goals
Most businesses have …
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TIP #2: Develop S.M.A.R.T. Goals
D.U.M.B. Goals• Doable• Understandable• Manageable• Beneficial
Most businesses have …
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TIP #2: Develop S.M.A.R.T. Goals
D.U.M.B. Goals• Doable• Understandable• Manageable• Beneficial
S.M.A.R.T. Goals• Specific• Measurable• Attainable• Relevant • Timely
You Have …
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TIP #2: Develop S.M.A.R.T. Goals
Which of the following is a S.M.A.R.T. goal?A) Improve our Yelp rankings in 2012B) Increase foot traffic to our Hyde Park locationC) Increase YOY same-store sales +25% in FY2012D) Get more people to eat our yummy pizza
@johnlovett at #ACCELERATE
TIP #2: Develop S.M.A.R.T. Goals
Which of the following is a S.M.A.R.T. goal?A) Improve our Yelp rankings in 2012B) Increase foot traffic to our Hyde Park locationC) Increase YOY same-store sales +25% in FY2012D) Get more people to eat our yummy pizza
@johnlovett at #ACCELERATE
Wicked S.M.A.R.T. Goal
+25% inFY2012
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TIP #3: Identify Your Objectives
Gain Exposure
Foster Dialogue
Generate Interactions
Facilitate Support
Promote Advocacy
Spur Innovation
< Social
@johnlovett at #ACCELERATE
Which Social Media Objective(s) map to your goal?A) Gain ExposureB) Foster DialogueC) Generate InteractionsD) Promote AdvocacyE) All of the above
TIP #3: Identify Your Objectives< Social
@johnlovett at #ACCELERATE
Which Social Media Objective maps to your goal?A) Gain ExposureB) Foster DialogueC) Generate InteractionsD) Promote AdvocacyE) All of the above
+25% inFY2012
TIP #3: Identify Your Objectives< Social
@johnlovett at #ACCELERATE
Which Social Media Objective maps to your goal?A) Gain ExposureB) Foster DialogueC) Generate InteractionsD) Promote AdvocacyE) All of the above
TIP #3: Identify Your Objectives< Social
@johnlovett at #ACCELERATE
Goals > Objectives
Gain Exposure
Foster Dialogue
Generate Interactions
Promote Advocacy
+25% inFY2012
@johnlovett at #ACCELERATE
Goals > Objectives
Gain Exposure
Foster Dialogue
Generate Interactions
Promote Advocacy
+25% inFY2012
@johnlovett at #ACCELERATE
TIP #4: Measure What Matters
Goal: +25% in FY2012 Objective: Promote Advocacy
Key Metrics:
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TIP #4: Measure What Matters
Goal: +25% in FY2012 Objective: Promote Advocacy
Key Metrics:• Active Advocates (Upper Crusters)• Advocate Influence• Advocate Impact
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TIP #4: Measure What Matters
You will have more metrics, yet these are the
key ones that you will report out to your
business stakeholders
ImportantGoal: +25% in FY2012 Objective: Promote Advocacy
Key Metrics:• Active Advocates (Upper Crusters)• Advocate Influence• Advocate Impact
Identify Your Upper Crust Advocates
Carl
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Carl
Sue
Identify Your Upper Crust Advocates
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NO
YES
Identify Your Upper Crust Advocates
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YES
Identify Your Upper Crust Advocates
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Sue is:• Genuine• Authentic• Influential• Not financially
motivated
Goals > Objectives > Measures
Promote Advocacy
+25% inFY2012
Active Advocates
Advocate Influence
Advocacy Impact
@johnlovett at #ACCELERATE
TIP #5: Choose Channels Carefully
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TIP #5: Choose Channels Carefully
• Channel selection criteria:– Is my audience there?– Does it fit my business image?– Can I manage it?– Can I monetize it?
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TIP #5: Choose Channels Carefully
Which channel(s) promote advocacy?A) Social Networks (Facebook)
B) Blogs (Tumblr)
C) Social Commerce (Living Social)
D) Social Sharing (Pinterest)
E) All of the Above
@johnlovett at #ACCELERATE
TIP #5: Choose Channels Carefully
Which channel(s) promote advocacy?A) Social Networks (Facebook)
B) Blogs (Tumblr)
C) Social Commerce (Living Social)
D) Social Sharing (Pinterest)
E) All of the AboveF) It Depends
@johnlovett at #ACCELERATE
Goal > Objectives > Measures > Channels
Promote Advocacy
+25% inFY2012
Active Advocates
Advocate Influence
Advocacy Impact
Social Networks
Blogs
Social Reviews
Social Video
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TIP #6: Select Tech Wisely
The Social Technology Spectrum
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TIP #6: Select Tech Wisely
The Social Technology Spectrum• Breadth of “Listening”• Engagement Console• Out-of-the-Box Metrics• Custom Metrics• Data Export / API• Reporting / Visualization
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TIP #7: Refine Your Metrics
• Fit your metrics to technologies• Establish baselines and consistency• Begin compiling data and formatting reports• Socialize your data and accept feedback• Lather, Rinse, Repeat
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TIP #8: Map Your Campaigns
Social Campaign:• Campaign Goal(s):• Campaign Objective(s):• Campaign Measures of Success:• Campaign Channel(s):
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TIP #8: Map Your Campaigns
Social Campaign: Knife & Fork - OR - Nothin’ …?• Campaign Goal(s):• Campaign Objective(s):• Campaign Measures of Success:• Campaign Channel(s):
This campaign encouraged Upper Crusters to post a video (w/ tracking code) on how to eat Chicago style pizza. They were each given a unique promo code that could be printed & used for 10% off one large pizza in any store location.
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TIP #8: Map Your Campaigns
Social Campaign: Knife & Fork - OR - Nothin’ …?• Campaign Goal(s): +25% in FY2012• Campaign Objective(s): Promote Advocacy• Campaign Measures of Success: Influence (total
# coupon redemptions, total $$$ value of coupon diners, total number of video views, total number of video comments, etc…)
• Campaign Channel(s): Social Video
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TIP #9: Quantify Your Success
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Context
TIP #9: Quantify Your SuccessData• 32 Upper Crusters in IL• 19 videos produced• 635 total video views• 156 coupons distributed• AOV Coupon meal = $29• Nothin’ bests Fork 3:1
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Context
TIP #9: Quantify Your SuccessData• 32 Upper Crusters in IL• 19 videos produced• 635 total video views• 156 coupons distributed• AOV Coupon meal = $29• Nothin’ bests Fork 3:1
Insights• Overall customers
enjoyed this campaign and views were up 64%
• Coupon redemption was 80% with an AOV +$8
@johnlovett at #ACCELERATE
Context
TIP #9: Quantify Your SuccessData• 32 Upper Crusters in IL• 19 videos produced• 635 total video views• 156 coupons distributed• AOV Coupon meal = $29• Nothin’ bests Fork 3:1
Insights• Overall customers
enjoyed this campaign and views were up 64%
• Coupon redemption was 80% with an AOV +$8
Recommendations• Provide direction for
Upper Crusters to create more unified content
• Feedback: Allow coupon redemption via smartphone verification
@johnlovett at #ACCELERATE
Context
TIP #10: Institutionalize Framework
• Be the Change within your Business– At first this will feel like process– Then it will become part of the daily routine– Until it becomes a way of life.
@johnlovett at #ACCELERATE
SUMMARY
#1 – Adopt Framework#2 – S.M.A.R.T. Goals#3 – Social Objectives#4 – Measure Matters#5 – Choose Channels
#6 – Select Tech Wisely #7 – Refine Metrics#8 – Test Framework#9 – Quantify Success#10 – Institutionalize
@johnlovett at #ACCELERATE
SUMMARY
#1 – Adopt Framework#2 – S.M.A.R.T. Goals#3 – Social Objectives#4 – Measure Matters#5 – Choose Channels
#6 – Select Tech Wisely #7 – Refine Metrics#8 – Test Framework#9 – Quantify Success#10 – Institutionalize
@johnlovett at #ACCELERATE
Do this, and you’ve built a Social Measurement Framework
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John Lovett