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Web 2.0 new metrics new media oct 2011
- 1. New Metrics forNew Media Web 2.0 Expo New York CityOctober 10 2011
- 2. What we’re goingto do todayOverview of the sessionStrategy & measurementNew media imperativeReview scorecard templates/metrics for 6 different scenarios >break in the middle<Brand exampleScorecard & metrics Tool demo Organizing for Social Media Q & A
- 3. Logistics Hashtags: #socialmeasure #w2ePeople: @setlinger, @blake, @margaretfrancisSurvey: http://surveymonkeyReferences: SlideShare, GoogleDocs, Contact Info Link to Altimeter Report: http://www.slideshare.net/setlinger/altimeter-social-analytics081011final
- 4. Who We AreMargaret Francis / @margaretfrancisCurrent Chief Product Officer at stealth mode startup Former VP Product Scout Labs/ Lithium Technologies, former agency strategist at RazorfishSusan Etlinger / @setlingerIndustry Analyst with Altimeter GroupFormer SVP at PR firm Horn Group, 20 years agency/ inhouse marketing and communications Blake Robinson / @blakeFocused on analytics implementations and startup consulting•Former Director, Technology & Research at Attention and Analyst in Residence at Webtrends•Have written for TechCrunch, Read/Write Web and Mashable
- 5.
- 6. The (Not So)Dirty Little Secret“There is no single ROI for social media.”- Richard Binhammer, Strategic Corporate Communications, Social Media. and Corporate Reputation Management, Dell Inc.,
- 7. Tying Social Mediato the Business
- 8. Few Know Howto Measure
- 9.
- 10. The Use Casesfor New Media
- 11. Media & Measurement,1990TVPrintSale!OOHRadioWOMMailWarranty CardTelephone SurveyCredit/ Payment InfoFocus groups
- 12.
- 13. Measurement, 2000Online AdsClicksPageViewsRegisterOptinSessionsSearchTVSale!PrintOOHRadioWOMWarranty CardMailTelephone SurveyCredit/ Payment InfoFocus groups
- 14.
- 15. Measurement, 2011Review ProductBlogPostPostDiggMakevideoShareTweetRe-TweetFanLikeReviewBook markRateOnline AdsClicksPage ViewsRegisterOptinSessionsSearchSale!TVWarranty CardPrintOOHCredit/ Payment InfoTelephone SurveyRadioFocus groupsWOMSocial Media
- 16. The more digitalour communications get, the more transactions we perform online, the higher our expectations of what we can measure
- 17. So what canwe measure?
- 18.
- 19. Three Kinds ofMarketing Metrics ACTIVITIESCONSUMER RESPONSEBUSINESS OUTCOMESVideos postedTweets responded toOnline media servedChanges in perception (NPS, Intent to purchase, customer satisfaction)Consumer engagements (Like, Click, Download)Submission of information (email, lead form, shopping preferences) Revenue Cost Savings Better ROIHigher market share
- 20. On being inlove with perfect data"All models are wrong; some models are useful”George Box, Statistician
- 21. New Media UseCases Brand Health (including PR/ Reputation Management) Marketing OptimizationRevenue GenerationCustomer Experience Operational Efficiency Innovation
- 22. Brand HealthA measureof attitudes, conversation and behavior toward your brand
- 24. Brand HealthMetric: Shareof conversation on a specific topicUsed with permission of Netbase
- 25. A look atInfluenceSource: SocialFlow
- 26.
- 27. Net Promoter Score(NPS)
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- 29.
- 30. Share of Voice/Share of Conversation
- 31.
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- 33. Buzz Timeline withAnnotations
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- 38. Crimson Hexagon forSocial Analytics38iPhone on Verizon: Key ThemesCrimson Hexagon’s proprietary algorithm separates relevant from irrelevant content and measures user-defined themes in online conversation.
- 39. Tracx Social Analytics39Tracxoffers white labeled social media monitoring platform.
- 40. Shows contextually weightedhits across many social mediums.
- 41. Can be tweakedto remove internal (employee) influencers in order to show more accurate campaign results.Gauging InfluencersNear the end of September Klout scores dropped by approximately 4 points across the board – with no explanation.
- 42. Tools that gaugeinfluencers should not be trusted until these algorithms stabilize.40
- 43. But if youmust…Peer Index is a decent alternative whose numbers don’t wildly fluctuate. 41
- 44. Marketing OptimizationImproving theeffectiveness of marketing programs
- 46. Marketing OptimizationMetric: ConversionEfficiency: Which visits convert most often?% of Visitors
- 47.
- 48. Owned Media ChannelsGrowth
- 49. Owned Media ChannelsVs Competitors
- 50.
- 51.
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- 53.
- 54.
- 55. Shareaholic- http://www.shareaholic.com/siteinfo/usatoday.comView thesharing stats of any sites shared through the Shareaholic browser extension
- 56. Pages are accessibleat http://www.shareaholic.com/siteinfo/sitename.comFacebook InsightsFacebook Insights provides a top down perspective on who comprises your audience and what they do on your Facebook Page.54
- 57. Facebook Insights forWebsitesYou can include a tag on your site which will allow you to measure the impact that Facebook Likes/ Share have on you site traffic.
- 58. Excellent supplement toGoogle Analytics (even with the recent introduction of real time analytics).55
- 59. Simple Server SideAnalytics Via Tagging Chartbeat provides an excellent way to visualize the correlations between content publishing and real time site traffic.
- 60. Simple for marketersto use: put a (really light) tag on your site and Chartbeat’s server side analytics will analyze the data for you.Simple Server Side Analytics Via Tagging In addition to its standard Chartbeat product, two specialized analytics platforms are now offered.
- 61. Newsbeat is focusedaimed at content creators, bloggers, etc.
- 62. Shopbeat is designedspecifically for ecommerce sites.Revenue GenerationWhere and how your company or organization generates revenue
- 64. Revenue GenerationMetric: Increasein member spendingSource: http://www.lithium.com/pdfs/casestudies/Lithium-FICO-Case-Study.pdf Disclosure: Lithium is a client of Altimeter.
- 65.
- 66. Keys to RevenueAttributionSource attribution in the CRM system Source interaction in the CRM system Social media identity appended to the database
- 67. BitlyBit.ly provides analyticsbehind each link and breaks down the number of clicks and other truncated links to the same site, as well as referral and geographical data.BitlyBit.ly, and other URL truncation services, also provide a layer of analytics that can extend your tracking capabilities to any destination that allows clickable links.This allows you to track referrals through walled services like Facebook and LinkedIn.
- 68. ROI: Page ViewsVs. Sales
- 69.
- 70.
- 71. Customer ExperienceImproving yourrelationship with customers and their experience with your brand
- 73. Customer ExperienceMetric: SocialService Levels(in development)Dell’s Social Media Listening Command Center (Courtesy Dell, Inc.)
- 74.
- 75.
- 76.
- 77.
- 78. Qualitative Consumer Opinionon NetFlix
- 81.
- 82. Topsy is betteron all counts.
- 83. Functional breakouts bytime, content, influence, etc.TOPSY LabsTopsy provides analytics behind your searches.
- 84. Topsy is betterthan Twitter’s own search on all counts.
- 85. It’s free!Operational EfficiencyWhereand how your company or organization reduces expenses
- 87. Operational EfficiencyMetric: Percentageof inquiries resolved in social channels
- 88.
- 89.
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- 91.
- 92. InnovationCollaborating with customersto drive future products and services
- 94. InnovationMetric: Ideas generated,productized per year
- 95.
- 96.
- 97.
- 98. Organizing for SocialIdentifyyour organizational model for social media.Based on that model, outline the roles and responsibilities of your measurement team, including:ResourcesOwnershipProcessesTraining and educationCollaboration
- 99. Organizing for SocialIfyou choose to outsource some or all social media monitoring:Balance domain expertise, analytical skill, and tool masteryConsider information sensitivityPlan for knowledge transferImplement checks and balancesCompare expenses
- 100.
Editor's Notes
- #5 No service bias.Converseon, Undercurrent, Attention, Edelman
- #46 Time on Site
- #62 SusanPetco Example
- #77 Here’s a look at nearly 210,000 consumer opinions from Twitter related to Netflix and its recently announced change in its pricing plans. It’s not surprising that 65% tweeting about Netflix reacted negatively to the change. What is surprising is that 14% of customers expressed the following opinion: “Goodbye Netflix, Hello Redbox”. If you were Redbox, what would you do with this information? How about Hulu? Could this change your plans if you’re Hulu?
- #78 Crimson Hexagon, founded in 2007, is the leading provider of real-time social media monitoring and analysis to brands, agencies, media firms and their partners. Powered by patent-pending technology developed at Harvard University’s Institute for Quantitative Social Science, the Crimson Hexagon ForSight™ platform overcomes the limits of traditional market research by delivering a real-time view of how engaged online consumers truly think and feel about a brand or issue.You may remember that HP recently announced the end of its WebOS tablet as well as its desire to divest itself of the PC hardware business. We analyzed about 120,000 online opinions (all from Twitter) related to HP’s news. We found nearly 60% of online consumers disagree with this move and feel that HP is making a mistake. 10% even stated they had intended to buy an HP device. If you were Leo Apotheker (HP’s then CEO) wouldn’t you like to understand this real-time consumer opinion about your business strategy?