Developing a Framework for Social Measurement Webinar

© 2012 Webtrends, All Rights Reserved.

Developing a Framework for Social Measurement

A Practical Approach to Quantify Social Media Investment

© 2012 Webtrends, All Rights Reserved. |2

Introductions

Susan Etlinger

Industry Analyst

Altimeter Group

Susan is an Industry Analyst with Altimeter Group where she focuses on social media analytics and strategy.

For the past 20 years, she has worked at the intersection of people, processes, and technology, in companies such as Charles Schwab & Co., Inc., and in the agency world, most recently at Horn Group.

Merlyn GordonSr. Product Marketing Manager Webtrends

Merlyn has spent the last decade helping leading brands succeed with digital marketing, social CRM, and multi-channel measurement solutions.

He is currently responsible for product marketing activities related to Webtrends’ digital measurement solutions, including site, mobile and social analytics.


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© 2012 Altimeter Group

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Agenda


Where are we?

Measurement challenges

How companies measure

What’s next?

Opportunity for the Social Marketer

Q&A with Susan



5

Three Research Themes for 2012:

Dynamic Customer Adaptive

Organization

Sentient World


Social data is everywhere6


7

Companies now average an overwhelming number of corporate-owned accounts



“41% of more than 1,000 companies and agencies surveyed had ‘no return of investment figure

for any of the money they had spent on social channels as of October

2011.’”

eConsultancy, State of Social Report, November 2011

8


“There is no single ROI for social media.”

Richard Binhammer, Dell Inc.


Barriers to understanding revenue impact10


11

“Essentially, all models are wrong, but some are useful.”

George E. P. Box


12

Top-Down Approaches

Source: “The Social Media ROI Cookbook: Six Ingredients Top Brands Use to Measure the Revenue Impact of Social Media,” Altimeter Group (July 24, 2012)


13

Bottom-Up Approaches

Source: “The Social Media ROI Cookbook: Six Ingredients Top Brands Use to Measure the Revenue Impact of Social Media,” Altimeter Group (July 24, 2012)


No single approach dominates; it’s a mix14


What determines the mix today?15


Revenue is not the primary goal (yet)16


A Step-By Step Process17


Focus on business objectives. Use the process on the previous page to clarify strategy, measures of success and organizational requirements first.

Understand your data. Test-and-learn is a great way to evaluate program success.

Get your measurement organization in place now.

Give it time. Set expectations for the short term, plan for the long term.

What you can do now18


Holistic View of Top-Down, Bottom-Up

• Ecosystem of tools: no single tool can satisfy every organizational requirement or bridge the many device gaps

• Qualitative measurement will provide context Data integration is just beginning

• CRM, BI, Market Research. The customer-of-record and the product-of-record

Customer journey becomes even more dynamic

• More devices generating data feeds and streams

• The race to solve for identity Organizational integration is beginning—slowly

• It’s not a linear path

Emerging Trends19


“I feel like we’re all data chemists at this point, trying to put a bunch of stuff into our beakers to see if it works.”

− Ken BurbaryChief Digital Officer, Campbell Ewald

20


Opportunity for the Social Marketer


Altimeter Social Media Measurement Compass

Business Goal

Brand HealthA measure of attitudes, conversation and behavior towards a brand

Marketing OptimizationImproving the effectiveness of marketing programs

Revenue GenerationWhere and how a company generates revenue

Operational EfficiencyWhere and how a company reduces expenses

Customer ExperienceImproving the relationship with customers, and their experience with the brand

InnovationCollaborating with customers to drive future products and services

Source: A Framework for Social Analytics, Altimeter Group, August 2011

Webtrends Focus on Social Campaign Measurement

|23© 2012 Webtrends, All Rights Reserved.

The Social Marketer’s Pain Map

Image Source: http://www.flickr.com/photos/vaxzine/2642346629


CMOs will surpass CIOs in spend on technology in the next 5-years. They must be able to justify their investments




Difficulty or lack of familiarity applying traditional digital campaign measurement practices to social media campaigns




Difficulty in recognizing relationships between social platforms and other digital channels such as site and mobile




Inefficiencies associated with collecting & assimilating highly complex, disparate data sources




Belief that if you don't own social properties, you can't measure them




Challenges of scale: Data collection constraints and limited access to historic insights




Webtrends Social Measurement SolutionsDemonstrate the success of social marketing investments and brand engagement strategies

The Three P’s for Success




Product




Product Practice




Product PartnersPractice


The Webtrends Approach

Multivariate Testing

✓

✓

✓

A

B

C



Links and Tagging

#



Integrated


Webtrends Unified Approach to Measurement

Multi-channel

Visitor-centric

Open

Real-time

Performance at Scale

Private & Secure

webtrends.com/products/analytics/social/


Questions?

Q & A Session

Moderated by Merlyn Gordon

Webtrends

Susan Etlinger

[email protected]

susanetlinger.com

@setlinger

Merlyn Gordon

[email protected]

blogs.webtrends.com

@merlyngordon


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Related Resources –

The Social Media ROI Cookbook, by Susan Etlinger, Altimeter Grouphttp://understanding.webtrends.com/AltimeterSocialMediaROIWhitepaper

A Framework for Social Analytics, by Susan Eltinger, Altimeter Grouphttp://understanding.webtrends.com/AltimeterFrameworkForSocialAnalyticsWhitepaper

Webtrends Social Measurement Solution Briefhttp://webtrends.com/shared/solutionbrief/SolutionBrief-SocialMeasurement-Webtrends.pdf

Upcoming Webinar –

Developing a Framework for Social Measurement with guest speaker,

John Lovett of Web Analytics Demystified

November 07 – 9:00am PST http://webtrends.com/expertise/webinars/



Thank you

Developing a Framework for Social Measurement Webinar

Technology

social data

social analytics

social crm

horn group

social mediabrands

social channels

social media investment

revenue impact of social