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Virtually every modern marketer has a presence in social channels, and many use social listening tools to monitor what people say about their brands. Yet despite being a maturing discipline, social analytics remains stubbornly difficult and frustrating to apply. How much is a Facebook fan worth? Does it matter that your "net sentiment" is in the single digits? Your "share of voice" on Twitter is down this week – should you panic? This presentation focuses on the social analytics vendors, techniques, metrics and cases that can help you most.
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While you are waiting for our webinar to begin, you might be interested in the downloads on the Attachment tab:
Have a question for our analyst? Click the Question tab. Q&A will be at the end of today’s presentation.
(1) Average Weighted Engagement % = average of post level sum of weighted engagements / # followers at time of post
Twitter users check their feed first thing in the morning, while Facebook users review their newsfeed instead of a newspaper. Instagram users engage late afternoon.
Google+ time of day data is not available.
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Fun Fact #8: You don’t have access to most social conversations
“Share of Voice” is usually a (very) misleading metric
Cadillac (8%)
Audi (19%)
BMW (34%)
Mercedes (27%)
Lexus (12%)
Luxury Auto Brand Social Channel “Share of Voice”
Fun Fact #10: You can roll your own metrics (that work for you)
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Which of these is the leading metric your organization uses to measure social marketing success and impact?
1. Conversation volume (number of posts)
2. Share of voice (over time or vs competitors)
3. Sentiment (positive, negative, neutral)
4. Engagement (likes, shares, retweets, pins)
5. Audience growth (fans, followers)
Poll Question #2
Ten incredible fun facts about social marketing & media
Using social analytics for insight and action
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How to build a basic measurement plan & dashboard
Consider these ways to advance your measurement strategy, to
improve marketing campaigns and programs:
What’s the state of social analytics today?
Three brands who are doing it right – right now
Social metrics follow the customer’s journey and vary in signal strength
Visitors, Fans, Followers, By Channel
Likes, Mentions, Influencers, Referrals
Shares, Retweets, Posts, Comments, Pictures
Purchases, Sign ups, Downloads, Watches/Listens
Questions, Recommendations
Repeat Visits, Advocacy
Weak metrics
drive direction
Strong metrics
help refinement
and iteration
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Awareness
Influence
Engagement
Fulfillment
Support
Loyalty
Life Cycle Stage
Sample
Business Goals
Sample
Social Marketing Tactics
Sample
Social Metrics
• Increase product awareness
• Social content and campaigns, integrated with paid social ads and measured with #hashtag usage
• Product mentions as percentage of conversation
• #Hashtag use
• Pre/post campaign awareness survey
• Improve net social sentiment
• Increased customer engagement on social sites, fostering positive engagement
• Funneling complaints to a customer service channel for resolution
• Social channel sentiment (positive – negative)
• Impact on customer satisfaction scores
• Improve product consideration
• Social campaign to generate product reviews
• Use of product videos, customer testimonials and reviews in social campaigns
• Product reviews
• Search volume
• Survey offered on social channels
• Gain referrals • Social content, integration of "share" buttons into website and incentives for referrals
• Post shares and comment reach
• New visitor source of entry
• Generate leads • "Like-gating" social sites
• Integration of lead submission forms into social sites
• Number of qualified leads from social channels (forms, link clicks)
• Increase e-commerce sales
• Integration of "share" buttons into product pages on e-commerce site
• Use of social coupons and incentives
• Source of entry to site and item pages
• Commerce link clicks in social channels
• Revenue attribution
• Improve loyalty and lifetime value
• Exclusive content and event access for "fans"
• Badges and "gamification"
• Impact on customer lifetime value
• Repurchase rates from social
Start with business goals to determine both the tactics used and the metrics captured
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ROI is driven by revenue – but don’t forget social marketing’s impact on costs and risk reduction
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ROI Lever Description Sample Goals & Metrics
Revenue
Generation
Does social marketing deliver more or less revenue than other tactics for the same investment?
e-Commerce sales through social links and referrals vs. through online advertising and paid search
Cost
Reduction
Does social marketing represent a more efficient, more effective and/or less costly way to achieve marketing goals currently supported by other tactics?
Video or other content engagement on social channels vs. paid video seeding and pre-roll buys
Traditional market research costs and benefits
PR costs and effectiveness using traditional channels
Risk What are the risks associated with using,
or failing to use, social media in a crisis?? Social crisis handling vs. call center and
outsourced PR
There are many dashboards that automate portions of social analytics
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We Cover 80+ Social Analytics Vendors
34
So How Do We Tell Who is Who?
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Information Sources
Information Analysis
Language Capabilities
Location Analysis
Use Case Specialization
Industry Specialization
Pricing
Keyword Analysis
• Boolean queries
• Word for word versus clausal
Natural Language Processing
• Proprietary algorithms
• May be clausal
Human Coding
• Literally having humans code data
Platforms differ in their use of advanced NLP techniques to gain deeper insights
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Identify
Engagement
Opportunities
Identifying UGC
Customer Service
Process
Determine
Campaign
Success
Identify
Recruitment
Candidates
Benchmarking
Identify
Prospects
Social Network
Analysis
Understanding an
Individual Identify
Market
Characteristics
Many specialize in specific use cases – not all of which are relevant to marketers
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Ten incredible fun facts about social marketing & media
Using social analytics for insight and action
38
How to build a basic measurement plan & dashboard
Consider these ways to advance your measurement strategy, to
improve marketing campaigns and programs:
What’s the state of social analytics today?
Three brands who are doing it right – right now
• Caesers Entertainment uses
social marketing to: • Supports multichannel marketing
campaigns
• Drive ticket sales to concerts and
other local events
• Expand the size and depth of its
customer database
• Systems integration and tracking
across multiple touch points were
critical to measuring the impact of
social on business results
39
Caesars Entertainment connects social marketing to business outcomes
• Financial services companies
connect reps to clients on social
networks and use social listening
to find social signals, like major
life events, leading to business
development opportunities
• Financial services reps use social
networking sites to expand their
network and connect contacts in
CRM systems to expand their
customer database and track
potential sales leads
40
Financial firms boost sales productivity and lead generation with social signals
ALS Association uses social analytics to raise awareness (millions of dollars in donations)
• ALS used social listening to identify
a trend that they could use to drive
awareness and fundraising
• They succeeded by connecting the
campaign to commerce, letting
people donate across channels
• ALS merchandised this success
internally and externally by tracking
donations
• They also used landing pages to
gather valuable customer data for
future fundraising efforts
Which of these best describes the primary business goal of your social marketing program?
1. Building awareness and/or consideration
2. Managing or improving brand reputation
3. Generating leads or driving referral traffic
4. Driving online or offline sales conversion
5. Improving retention, loyalty and/or advocacy
Poll Question #3
Where to go from here
Determine if your current social analytics are serving the business?
Are you clear what your goals are? Revenues, cost reduction, risk?
Are you making any of the false assumptions discussed in the “fun facts”
section – e.g., leaning on “share of voice” without adjustments?
Ask: Do your metrics help you assess and improve your activities?
Are they helping you understand your customers better?
Consider the role of dashboards and social listening tools? Do you
understand how they can (and can’t) help? How they’re different?
43
Gartner Digital Marketing Transit Map™ http://www.gartner.com/technology/research/digital-marketing/transit-map.jsp
44
Product Station
Vendor Station
Offline Connection
AD OPS
DATA OPS
MOBILITY
WEB OPS
SOCIAL OPS
DESIGN
MARKETING OPS
CREATIVE
Connection to CMO
Connections to Sales and Service
Connection to General Advertising
Connection to IT Connection to
Business Intelligence
Web Content Mgmt. Web Analytics
Virtual Actors
Video Ad Networks
Video Ad Mgmt.
Venues
User Groups
UXP
UX Design
Tag Mgmt.
Social TV Social Networks
Social Mktg. Mgmt.
Social Commerce
Social Apps
Social Analytics
Social Ads
Smart Kiosks
Site Retargeting
Search Retargeting
Search Engines
SEO Tools
SEM Platforms
Rich Media Search
Real-Time Decisioning QR Codes
Programmatic Media
Program Guide
Promo
Reviews & Recs
Embedded Merch
Product Design
Compliance
Predictive Campaign Analytics
OTT Video Online Video Publishing
Online Retailers
Data Exchanges
NFC
Natural Language
Questioning
Native Ads
Campaign Mgmt.
Mobile Search
Mobile Messaging & Commerce
Mobile Media & Targeting
Mobile App & Content Svs Mobile App
Marketplace
Mobile Analytics
Mobile Ad Networks
Microsensors
Media Labs
Media Companies
Media Agencies
Marketing Service
Providers
Mktg. Resource
Mgmt.
Management Consultants
Marketing Analytics
Lead Mgmt.
In-Game Ads
Idea Mgmt.
IT Service Providers
Geotargeting
Geofencing
Gamification Tools
Finger- printing
Experience Targeting
Emotion Detection
Email Mktg.
E-Commerce Enablers
Dynamic Creative
DOOH Media Svcs
Digital Offers
Media Metrics
DM HUB
Digital Asset Mgmt.
Digital Agencies
Data Warehouses
DMP
Customer Analytics Crowdsourcing
Content Marketing
Data Providers
Communities
CSPs Census and Panel Data
Business Process
Outsourcers
Blogs
Automatic Content Recognition
Augmented Reality
Attribution
Agile Mktg. PM Agency Holding
Companies
Advocacy Mktg.
Addressable TV
Ad Verification
Online Ad Networks
Ad Exchanges
A/B Testing
MOBILE
STRATEGY
EMERGING TECH
ANALYTICS
AD TECH
UX
SOCIAL
COMMERCE
Mktg. Mgmt.
SEARCH
CREATIVE
RT DATA
Product Station
Vendor Station
Offline Connection
AD OPS
DATA OPS
MOBILITY
WEB OPS
SOCIAL OPS DESIGN
MARKETING OPS
MOBILE
STRATEGY
EMERGING TECH
ANALYTICS
AD TECH
UX
SOCIAL
COMMERCE
Mktg. Mgmt.
SEARCH
RT DATA
Connection to CMO
Connections to Sales and Service
Connection to General Advertising
Connection to IT Connection to
Business Intelligence
Mobile App Marketplace
DM HUB
Social Networks
CREATIVE
Mobile App & Content Svs
Social Advertising
Digital Asset Mgmt
Mobile Messaging & Commerce
Tag Mgmt
Online Video Publishing
Communities Blogs
Social TV
Online Retailers
NFC
Reviews & Recs
Crowdsourcing
UX Design
Digital Offers
Social Apps
Media Labs
Idea Mgmt
Marketing Analytics
Persona Mgmt
Compliance
Advocacy Mktg
Virtual Actors
Natural Language
Questioning
Social Commerce
Social Marketing Management Social
Analytics
Content Marketing
The Social Marketing Neighborhood
45
Available as part of your subscription to Gartner for Marketing Leaders (login required):
• “How to Meaure Social Marketing ROI” Julie Hopkins, Martin Kihn and Jennifer Polk
(G00252489)
• “Key Findings from U.S. Measuring Digital Marketing Survey, 2013” Julie Hopkins and Jake
Sorofman (G00255756)
• “Guide to the Social Ops Neighborhood on Gartner's Digital Marketing Transit Map”
(G00248416)
• “How to Measure a Digital Marketing Campaign” Martin Kihn (G00255583)
• “How to Measure and Prove the Business Value of Your Content Marketing Program” Jake
Sorofman and Martin Kihn (G00259628)
• “Maturity Model for Data-Driven Marketing” Andrew Frank and Martin Kihn (G00255716)
46
Recommended Reading
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