DEFINE AND MEASURE ENGAGEMENT IN SOCIAL MEDIA Aurélie Hornoy – Digital Performance Lead, Valtech Corp. www.valtech.com twitter: @aurhor
Sma 06032012 metrics and metholodogy - en
May 10, 2015
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DEFINE AND MEASUREENGAGEMENT INSOCIAL MEDIAAurélie Hornoy – Digital Performance Lead, Valtech Corp.www.valtech.comtwitter: @aurhor
Social Media and ROI: a tangible evidence
5 June 2012…
22 March 2011 4 March 2011 19 July 20119 August 20115 April 2010
Measuring Social Media: a real challenge
NOISE SIGNAL
VALUABLESIGNAL
Comments, posts, likes, shares, retweets...
Interactions between the brand and the customer
Valuable marketing data
VOLUME ENGAGEMENT
RELATION
Measuring Social Media: volume vs valuable signalHEIGHT
VOLUME
WIDTHENGAGEMENT
DEPTH SIGNAL UTILE
Video Example# of Views
Video Example: # of Comments
Video Example# of Shares
What about the value of influence?
Investment Action ReactionNon
financial impact
Financial impact
Relation between social & business
From « likes » to reducing the cost of acquisition of a sales lead…
Source : thebrandbuilderwordpress.com
The mandatory path
Youtube view
Positive impression
Positive WOM
Blog comments
Retweet
Facebook fans, followers
Website visitors
Social mention
Visitors to a brick and mortar store
Negative impression
Delivered emails…
Relation between social & business
Source : from social media to Social CRM-IBM, fev-2011
A gap between the brand and the consumerA gap in the perception
From « likes » to reducing the cost of acquisition of a sales lead…
Defining a framework
Strategy Metrics Organization Technology
LISTEN DECIDE ACT
InnovationCollaborating with customers to drive future products and services
Brand HealthA measure of attitudes, conversation and behavior toward your brand
Marketing Optimisation Improving the effectiveness of marketing programs
Revenue GenerationWhere and how your company generates revenu
Operational EfficiencyWhere and how your company reduces expenses
Customer ExperienceImproving your relationship with customers, and their experience with your brand
Strategy Metrics Organization Technology
DEFINE YOUR BUSINESS OBJECTIVES IN SOCIAL MEDIA
• Share of Voice• Audience Engagement• Conversation Reach
Foster dialog
• Resolution Rate• Resolution Time• Satisfaction Score
Facilitate Support
• Topic Trends• Sentiment Ratio• Idea Impact• Impact de l’idée
Spur Innovation
• Communuty Impact• Marketing Campaigns Insights• Share of visitors from Social Networks
Generate Revenue, Marketing Efficiency
DEFINE YOUR SOCIAL MEDIA KPIs
Strategy Metrics Organization Technology
Faciliter le dialogue
EngagementComments + Shares + Trackbacks
Total Views
Share of Voice
Brand Mentions
Total Mentions (Brand + Competitor A, B, C, …n)
Conversation Reach
Total People Participating
Total Audience Exposure
Strategy Metrics Organization Technology
Foster Dialog Evaluating the value of your content
=
=
=
Resolution Time
Total Inquiry Response Time
Total # Service Inquiries
Issue Resolution
Rate
Total # Issues Resolved Satisfactorily
Total # Service Issues
Satisfaction Score
Customer Feedback (input A, B, C…n)
All Customer Feedback
Strategy Metrics Organization Technology
Facilitate Support Evaluate your capability to answer
your customer’s questions and expectations
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=
=
Encourager l’innovation
Sentiment Ratio
Positive : Neutral : Negative Brand Mentions
All Brand Mentions
Topic Trends
# of Specific Topic Mentions
All topic Mentions
Idea Impact
# of Positive Conversations, Share, Mentions
Total Idea Conversations, Shares, Mentions
Spur Innovation Evaluate your capabilities in
listening and transparency
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=
=
Strategy Metrics Organization Technology
Operational Efficiency
Average Purchase value on Social Network Community
Average Purchase Value [all channels]
Marketing Optimization
Retweets + likes + fans per dollar spent of Campaign A
Revenue Generation
Total Website Visitors from SNC who have returned within Past 30 Days
Total Website Visitors from SNC
Retweets + likes + fans per dollar spent of Campaign B
Generate Revenue, Marketing Efficiency
Evaluate the relevance and impact of your digital marketing actions
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=
=
Strategy Metrics Organization Technology
Norm• Adaptive business
Key values in MarketingReactive and predictive
Analytics principle• « le 10/90 »
Technical challenges• Storing datas in one single place• Maintaining continuous
improvements for automation
PROCESS PEOPLE
METRICSPOLICIES
BUSINESS GOALS
CULTURE
CONTEXT
SOCIAL MEDIA ANALYTICS MANAGEMENT
Strategy Metrics Organization Technology
Data vs Intuition: How to create your social media scorecard
1COLLECT DATACONVERGENCE & AUTOMATION HOLISTIC VIEW
DATA ANALYSISCOMBINATION & CORRELATION IMPACT AND INFLUENCE ON THE BUSINESS
2
3DATA REPORTINGMAKING THE DATA MORE READABLESPEED AND RELEVANCE OF ACTIONS
SEO
SOCIAL MEDIA
PPC
Strategy Metrics Organization Technology
Your enterprise, for listening to it’s customers, has to:
• … build a process for analytics that is adapted to the size of it’s global organization
• … be able to adapt and to handle the large flows of signals and data as they arrive, using a tool that can scale and still provide real time outputs
• … include every kind of channels in the platform (social media, mobile, online, offline, ...) in order to be able to correlate data and to prove the causality in correlations in all your marketing actions
• … collect and produce quality data to help you generate business value in your marketing actions, in a continuous mode
Strategy Metrics Organization Technology
Aurélie Hornoy – Digital Performance Lead, Valtech Corp.www.valtech.comtwitter: @aurhor
THANK YOU!
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