WOMM-U Session Building a Social Dashboard

BUILDING ASOCIAL DASHBOARDKathy Baughman, Brian Costea & Charlie Treadwell | ComBlu, Inc. & Cisco Systems | May 21, 2013

Charlie Treadwell@CharlieAtCisco

Kathy Baughman@ComBlu

Brian Costea@BrianCostea

AGENDA

What is a social dashboard? How do you build it?

DASHBOARD OVERVIEW

Hear from Cisco how they use multiple versions of the

dashboard to report to the C-Suite and give each business

unit the detail they need to make course corrections.

Case Study: CISCO

Walk through the six steps to building a dashboard.

INTERACTIVE ”Build a Dashboard”

DASHBOARD OVERVIEWWHAT IS A DASHBOARD?

DASHBOARD OVERVIEW

Metrics ROI≠

DASHBOARD OVERVIEWAd

voca

cySu

ppor

tFe

edba

ck

• ↑ downloads of product information• # product pages shared• # product reviews shared• # inquiries about product on review sites• # views product demos/video• # views product reviews• # participation levels in contests/promotions

KPI: Generate Product or Brand Consideration• ↑ brand/product consideration• ↑ NPS

KPI: Decrease Cost of Product Support• ↑ # creators/critics in support community

– Customers– FTEs

• # Qs asked in community• # Qs answered by customers• # Qs answered by FTEs in community• ↓cost per Q answered• ↓time to answer• ↓open Qs• ↑positive ratings of content/answers

• ↑ customer satisfaction• ↑ positive word-of-mouth• ↑ revenue• ↓ cost of support

KPI: Drive Product Innovation

• # ideas• # idea comments/refinements• High rating of ideas• # votes/ideas• # creators/critics• # actionable ideas

• Faster time to market• ↓ cost of innovation• ↑ product success

Metrics Business Results

DASHBOARD OVERVIEW

Con

necto

rs t

o S

ou

rces

Targ

et

Metr

icsBlackBox

Web

Transactional

External

SEO Ranking

25Reviews Dwell Time

.152Downloads

216

Community Participation

.867Downloads

.025Emulators, Wish Lists, etc.

36

Community

Admin Tools

Campaign Shares

.101Campaign Open Rate

345RSS Subscription Rate

496

CASE STUDY: CISCO

The CMO

“If we yell louder, we’ll increase our share of

voice in social.”

This is not my CMO.

How we used to measure social media…

50%

30%

10%

10%

May Share of Voice

CiscoCompetitorACompetitorBCompetitorC

40%

40%

5%15%

April Share of Voice+10%

Charlie’s Triforce of Measurement

Objective

Comparisons

Content Success

Marketing Insights

MeasurementTriforce

Content Success: Engagement

Inspiration

• Impressions / # of messages• % of impressions to NEW fans

(virality)• Content views, video plays, likes• Fans, followers, subscribers

Discovery

• Sign-ups• Downloads• Opt-Ins• Comments

Design• Click to chat• RFI Request• Vendor/Partner Inquiry

Advocacy

• Shares• @mentions• ReTweets• Embeds• Blog Post Mentions• Content creation

Content Success: Engagement

Average Reach Virality Engagement Total Reach

Sign-ups Downloads Opt-ins Comments

Click-to-Chat RFI/RFP Inquiries

Shares @Mentions Embeds Blog Mentions

0.234+15%

0.012-3%

0.032+35%

0.321+12%

0.013-2%

0.046-12%

.003+22%

0.125-10%

0.210+2%

0.030-12%

0.012+22%

0.124+22%

0.351+26%

0.546+55%

0.026+30%

Objective Measures:Competitive

Campaign Name

Content ID (Ex. Infographic 12345)

Topic

(Ex. M2M, Security, etc)

Desired Action

(Ex. WP download,

webinar sign-up, share, etc)

Language

(Ex. German, Mandarin,

etc)

Content Type

(Ex. Photo, video, etc)

Architecture or Vertical

(Service Provider,

healthcare, etc)

Execution Type

Planned or RTM

Sample DashboardReferral Traffic from Social to Cisco.com

Notes:

• Overall Social Networks traffic is down 10% from Q3. This could be attributed to decrease in traffic from blogs and YouTube as LinkedIn, FB, Twitter have all increased in traffic for Q4

• Facebook referred a significant number of visits to Cisco (42% of overall traffic)

• Significant increase in traffic from Twitter this quarter (up 37% from Q3)

• Significant decrease in traffic from YouTube (down nearly 50% from Q3)

Notes:

• Overall conversation score remained steady at 2.61 with no change from Q3

• Majority of Twitter accounts increased in mentions for Q4, with a lift of 50% or more for many

• Significant increase in FB fans for Security and TelePresence, up 87% and 113% respectively

• FB User Posts for Support increased in Q4, up 54%

FY'12 Q1 FY'12 Q2 FY'12 Q3 FY'12 Q40

0.5

1

1.5

2

2.5

3

2.432.76 2.61 2.61

Overall Conversation Score

Conversation Score

Visits

FY'12 Q1 FY'12 Q2 FY'12 Q3 FY'12 Q4300,000

310,000

320,000

330,000

340,000

350,000

360,000

370,000

380,000

390,000

400,000

384,

942

383,

442

369,

997

331,

820

Data source: ComBlu SPI Data source: Omniture SiteCatalyst

Sample Dashboard

Sample Dashboard

• Cisco has a strong presence in all 5 of the top technology pillars

• For Q4 FY12 Cisco lead in competitor share of voice for 3 of 5 of the top technology areas (Data Center, Video, BN)

• Cisco has consistently increased in competitor share of voice for 4 of 5 areas (Data Center, Video, BN, Cloud), indicating strong momentum in social

• BN is where a large portion of our brand mentions come from (50% of total brand mentions)

0%5%

10%15%20%25%30%35%40%45%

Collaboration

0%5%

10%15%20%25%30%35%

Data Center

0%10%20%30%40%50%60%70%80%90%

100%Borderless Networks

0%

5%

10%

15%

20%

25%

30%Cloud

0%

10%

20%

30%

40%

50%Video

Q4 FY11Q4 FY12

CASE STUDY: CISCO

The CMO

Don’t you wish this was your CMO?

“I understand how we’re engaging on social and what content and activities

are moving customers through my purchase funnel. I want to give my

social team more money!”

BUILD A DASHBOARD

1.

2.

3.

4.

5.

6.

Inventory relevant digital assets

Clearly define business objectives/KPIs

Create a list of available data points

Select metrics that tell your story

Design the dashboard

Evaluate, refresh and react

BUILD A DASHBOARDScenario: Track and evaluate content performance

Digital Hub(published content)

Article Score Views Shares Avg. Time

Comments

Article Name 10 15,000 150 3:30 25

Article Name 9 12,000 150 3:00 21

Article Name 8 11,000 100 2:32 18

Article Name 7 10,000 90 2:01 12

Article Name 6 9,000 75 1:59 9

Article Name 5 7,000 80 2:15 5

Article Name 5 7,200 65 1:30 5

Article Name 4 5,000 50 1:00 3

Article Name 3 2,000 20 :30 0

Article Name 2 1,000 1 :10 0

Dashboard

BUILD A DASHBOARD

1. Clearly define business objectives/KPIs

• Identify the best content to leverage on marketing sites and CRM outreach

• Track content by category, type and reach

• Identify the best channels to amplify content

BUILD A DASHBOARD

2. Inventory relevant digital assets

• Owned website (content hub)

• Facebook fan page

• Three Twitter accounts

• LinkedIn company page

• Disqus for comments

BUILD A DASHBOARD

• Page views• Bounce rate• Average time• Visits• Visitors• Conversions• Browser type• Language• Trackbacks• Site speed

• Shares• Comments• Mentions• Page posts• Likes

• Tweets• Retweets• Mentions

• Comments• Likes• Comments• Shares

3. Create a list of available data points

BUILD A DASHBOARD

• Page views• Bounce rate• Average time• Visits• Visitors• Conversions• Browser type• Language• Trackbacks• Site speed

• Shares• Comments• Mentions• Page posts• Likes

• Tweets• Retweets• Mentions

• Comments

4. Select metrics that tell your story

• Likes• Comments• Shares

BUILD A DASHBOARD

5. Design the dashboard

Top Level Design

Article Score Views Shares Avg. Time

Comments Amplify

Article Name 10 15,000 150 3:30 25

Article Name 9 12,000 150 3:00 21

Article Name 8 11,000 100 2:32 18

Article Name 7 10,000 90 2:01 12

Article Name 6 9,000 75 1:59 9

Article Name 5 7,000 80 2:15 5

Article Name 5 7,200 65 1:30 5

Article Name 4 5,000 50 1:00 3

Article Name 3 2,000 20 :30 0

Article Name 2 1,000 1 :10 0

Create a “content score” that indicates overall performance of content objects and is more inclusive than just the most popular articles listed by web analytics tools.

BUILD A DASHBOARD5. Design the dashboard

Channel

Virtualization

Cloud

Security

Data center

2

8

4

6

Score % Views Traffic Bounce Rate Shares Comments Social Clicks Lead-gens

2%

20%

4%

8%

1,500

15,000

3,000

6,000

10%

1%

100%

10%

150

150

3,000

60

100

120

2,500

40

20

15

250

15

30

15

250

5

Article Score Views Shares Avg Time Comments

Article Name 10 15,000 150 3:30 25

Article Name 9 12,000 150 3:00 21

Article Name 8 11,000 100 2:32 18

Article Name 7 10,000 90 2:01 12

Drill into a specific category for more details. Data will be for a specified time period.

Evaluate metrics of each of the specific articles in the category.

BUILD A DASHBOARD

6. Evaluate, refresh and react

• ID trending topics• Competitive analysis• Evaluate network performance• ID best authors and/or content types

BUILD A DASHBOARD

Awareness Consideration Preference Purchase Post-purchase

Scenario: Evaluate performance along the sales cycle

1. Clearly define business objectives/KPIs

• Driving preference• Facilitating VOC among brand fans

BUILD A DASHBOARD

2. Inventory relevant digital assets

BUILD A DASHBOARD3. Create a list of available data points

• Number of engaged advocates

• Number of advocates or ambassadors

• Number of new advocates

• Number of creators

• Forum discussions• Stories created• Questions

Asked/Answered• Content rated• Comments• Wikis• New users

• NPS score• Number of campaigns• Number of

responses / campaign• Number of

purchases / campaign• Revenue

generated / campaign• Number of new

customers acquired / campaign

• Number of customer referrals

• Number of retained customers

• Open rate• Close rate• Renewal rate

• Mentions• Conversations

• Blogs• Forums

• Retweets• Sentiment• Keywords• Geo

• Product reviews• Create brand or

product stories• Repeat purchases• Coupon

redemption• Visitors• PPC• Cart size• Amount of new

revenue• Amount of

recurring revenue• Margin• Sales stage

duration• Sales cycle duration

Community CRM Listening eCommerce Amplification

• Product review shares

• Product shares• Promotion shares• Image uploads• Video uploads• Social comments

BUILD A DASHBOARD4. Select metrics that tell your story

• Number of engaged advocates

• Number of advocates or ambassadors

• Number of new advocates

• Number of creators

• Forum discussions• Stories created• Questions

Asked/Answered• Content rated• Comments• Wikis• New users

• NPS score• Number of campaigns• Number of

responses / campaign• Number of

purchases / campaign• Revenue

generated / campaign• Number of new

customers acquired / campaign

• Number of customer referrals

• Number of retained customers

• Open rate• Close rate• Renewal rate

• Mentions• Conversations

• Blogs• Forums

• Retweets• Sentiment• Keywords• Geo

• Product reviews• Create brand or

product stories• Repeat purchases• Coupon

redemption• Visitors• PPC• Cart size• Amount of new

revenue• Amount of

recurring revenue• Margin• Sales stage

duration• Sales cycle duration

Community CRM Listening eCommerce Amplification

• Product review shares

• Product shares• Promotion shares• Image uploads• Video uploads• Social comments

BUILD A DASHBOARD

5. Design the dashboard

BUILD A DASHBOARD

6. Evaluate, refresh and react

• Recruit new advocates• Challenge advocates• Join relevant conversations• Refresh promotions

BUILD A DASHBOARD

1.

2.

3.

4.

5.

6.

Inventory relevant digital assets

Clearly define business objectives/KPIs

Create a list of available data points

Select metrics that tell your story

Design the dashboard

Evaluate, refresh and react

QUESTIONS?

Kathy [email protected]

Charlie TreadwellCisco Systems@CharlieAtCisco

Learn more and download our ebooks at ComBlu.com