advanced social media monitoring
DESCRIPTION
This is the deck from our Advanced Social Media Monitoring workshop at SXSW 2013.TRANSCRIPT
Social Media Analytics Workshop#SXSW 2013 #leansocial #socialmeasure
Susan Etlinger
@setlinger
AlistairCroll
@acroll
Margaret Francis
Blake Robinson@blake@margaretfrancis
What You Will Get Out Of This Workshop • Insight into how companies are measuring ROI for social media
activities in sales, marketing, operations functions and more • Better understanding of correlation vs. causality and other
analysis best practices • Examples of the metrics brands use to demonstrate social media
success– For channels– For campaigns – For ROI
• Overviews of the tools, applications, and approaches they use to get them
• Guidelines & best practices for data visualization
Workshop Agenda
• 3:30-3:40: Intros & Logistics • 3:40-3:50: Measuring ROI • 3:55-4:05: Analysis best practices • 4:10-4:20: Choosing Social Networks • 4:25-4:40: Channel Metrics • 4:45-5:00: Campaign Metrics • 5:05-5:15: Data Visualization• 5:20-5:35: ROI Analysis Reprise • 5:35-6:00: Q & A/ Final Wrap Up
• 5 minutes breaks throughout are for audience participation/ Q&A
Introductions
• Susan Etlinger: The Industry Analyst @setlinger – Measurement matters because companies need to know ROI. And it is
possible to measure ROI on social media marketing programs• Alistair Croll: The Entrepreneur @acroll
– Measurement matters because data should inform business design and direction. And doing it well is both art and science.
• Blake Robinson: The New Tech Specialist @blake – Measurement can help us improve campaigns- social, digital, cross
channel. There are some great applications out there to help us execute. • Margaret Francis: The Marketing Exec @margaretfrancis
– Measurement is a key element of audience understanding and the genesis of all campaign design and execution. Especially on social channels.
Session Attendee Survey Data
Session Attendee Survey Data
Session Attendee Survey Data
• >insert survey results< ALISTAIR
2.20
2.70
3.20
3.70
4.20
4.70
5.20
Avg
Relative Importance of Topics
Organizational size
Un-important
Somewhat important
Very important
Absolutely critical
'2-10 2 2 5101-500 4 511-100 3 4 95001+ 1 4 1501-5000 1 2Grand Total 3 5 13 22
(We got a little carried away)
Qualitative Insights
• “There’s no consensus on how to measure ROI in the industry. Or even on my team.”
• “There’s no one tool that does it all.” • “I have to go to every single social network to
get metrics.” • “The metrics are different on every network.” • “I know it’s important to analyze. I just have
limited time and resources to do it.”
Q & A
• What other topics should we hold time at the end of the session for?
ROI on Social Media: State of the State
13
“Essentially, all models are wrong, but some are useful.”
George E. P. Box
14
Where are we?
Social data is everywhere
15
Companies now average an overwhelming number of corporate-owned accounts
“41% of 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
17
“There is no single ROI for social media.”
Richard Binhammer, Dell Inc.
19
Measurement Challenges
Barriers to understanding revenue impact
20
21
How Companies Measure
22
Top-Down Approaches
Bottom-Up Approaches
23
No single approach dominates; it’s a mix
24
What determines the mix today?
25
Examples
26
Revenue is not the primary goal (yet)
27
The Honeymoon Period: Measurement challenges and exuberance have granted a (temporary) reprieve
Authentication and identity: Still nascent: Facebook Connect, OpenID have low adoption: CRM integration yet to come
Organization isn’t ready: Silos trap critical insight and inhibit sharing
For ROI, only half the picture: No one is looking at the “I” in ROI--yet
Why not?
28
29
What’s Next?
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 triangulation/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 Trends
30
“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
31
Q & A
• Which business goals is most important for your company? What’s secondary? Tertiary? – Operational Efficiency– Marketing Optimization – Innovation – Revenue Generation– Brand Health – Customer Experience
Working with Data: Best Practices in Analytics
http://www.flickr.com/photos/itsgreg/446061432/
Analytics is the measurement of movement towards your business goals.
Kevin Costner is a lousy entrepreneur.
Don’t sell what you can make.Make what you can sell.
In a startup, the purpose of analytics is to iterate to a product/market fit before the money runs out.
Hotmailwas a database company
Flickrwas going to be an MMO
Twitterwas a podcasting company
Autodeskmade desktop automation
Paypalfirst built for Palmpilots
Freshbookswas invoicing for a web design firm
Wikipediawas to be written by experts only
Mitelwas a lawnmower company
Most startups don’t know what they’ll be when they grow up.
A good metric is
Clear, comparable ratios
Tied to your business model
Actionable, not vain
Correlated or causal
Leading or Lagging
Comparable ratios: think about a car
• Clear: You know 60MPH is twice as fast as 30MPH– In a country, speed limits and mileage are well understood– Kilometers are conveniently decimal; miles map to hours
• Rates: Miles travelled is good; miles per hour is better; accelerating or decelerating changes your gas pedal
• Business model: You can measure “MPH divided by speeding tickets” as a metric of “driving fast without losing my license”
Vanity
Makes you feel good, but doesn’t change how you’ll act.
Picks a direction.
Actionable
http://www.flickr.com/photos/lostseouls/807253220/ http://www.flickr.com/photos/aussiegall/6382775153/
HitsA metric from the early, foolish days of the Web. Count people instead.
Page viewsMarginally better than hits. Unless you’re displaying ad inventory, count people.
VisitsIs this one person visiting a hundred times, or are a hundred people visiting once? Fail.
Unique visitorsThis tells you nothing about what they did, why they stuck around, or if they left.
Followers/friends/likes
Count actions instead. Find out how many followers will do your bidding.
Time on site, or pages/visit
Poor version of engagement. Lots of time spent on support pages is actually a bad sign.
Emails collectedHow many recipients will act on what’s in them?
Number of downloads
Outside app stores, downloads alone don’t lead to lifetime value. Measure activations/active accounts.
If it won’t changehow you behave,it’s a
badmetric.ht
tp://
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w.fl
ickr
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/pho
tos/
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2-sided market model:AirBnB and photography
• Stage: Revenue• Model: 2-sided marketplace
• Rental-by-owner marketplace that allows property owners to list and market their houses. Offers a variety of related services as well.
AirBnB tests a hypothesis
• The hypothesis: “Hosts with professional photography will get more business. And hosts will sign up for professional photography as a service.”
• Built a concierge MVP• Found that professionally photographed listings got
2-3x more bookings than the market average.• In mid-to-late 2011, AirBnB had 20 photographers in
the field taking pictures for hosts.
http://www.flickr.com/photos/roryfinneren/65729247
A few words on causality.
http://www.rvca.com/anp/wp-content/plugins/wp-o-matic/cache/57226_07+proof+1a+hb+beach+day.jpg
http://www.imdb.com/media/rm3768753408/tt0073195
http://www.flickr.com/photos/kapungo/2287237966
http://www.flickr.com/photos/25159787@N07/3766111564
http://www.flickr.com/photos/wheressteve/3284532080
http://www.flickr.com/photos/wtlphotos/1086968783
http://www.flickr.com/photos/stuttermonkey/57096884
http://www.flickr.com/photos/germanuncut77/3785152581
http://www.flickr.com/photos/fasteddie42/2421039207
Correlated CausalTwo variables that change in similar ways, perhaps because they’re linked to something else.
An independent factor that directly impacts a dependent one.
Summer
Ice creamconsumption
DrowningCorrelated
Causa
l Causal
Leading LaggingNumber today that shows metric tomorrow—makes the news.
Historical metric that shows how youre doing—reports the news.
Q & A
• Do you believe that your personal engagement with brands via social media causes you to behave differently as a consumer/ customer? – Always– Sometimes– Occasionally – Never – I’m a confirmed Luddite that has opted out of all social
media network participation so this is N/A for me. I’m just here to watch.
Q & A
• Do you believe that consumer/ customer engagement with your brand(s) via social media causes new behaviors or is social media engagement with your brand(s) correlated to other phenomena? – Causative– Correlative– Both. Depends on the situation– Neither
Social Media Monitoring: Metrics & Tools
Social Network Adoption Feb 2013
150M+ 100M+
90M+
25M+
25M+400M+
300M+
200M+
1 Billion+ 500 Million+ 800 Million+
Social Media Monitoring: Collection of and insight into UGC
• Mentions by network/ media type • Volume trends over time • Semantic analysis/ themes• Sentiment analysis• Limited geo data• Limited demo data • Limited influencer data• Some traditional media monitoring capabilities • Slicing & Dicing capabilities
Partial List of Social Media Monitoring Applications
Monitoring Metrics as Mirror METRIC HOW USED
COMPETITIVE BUZZ If we map social media activity / attention to our activities/ marketshare, are we getting what we deserve?
THEMATIC ANALYSIS Are the products, brand attributes, features we want to communicate to consumers how they identify with us?
BRAND FAVORABILITY/ SENTIMENT
Do consumers/ customers see us more or less favorably over time? Why? What about reporters & influencers?
VERBATIMS Are consumers saying to each other what we want them to say? Are there insights we can get from their comments to each other?
NPS (NET PROMOTER SCORE)
Hand labeling of data to assess whether or not a piece of consumer generated content, or sum of a consumer’s generated content, represents an endorsement
Visible Technologies
Visible Technologies: Comprehensive enterprise class monitoring. Comprehensive data & international content
Tracx
Tracx: Sample Dashboard
Brandwatch
Great language options. Easy query setup/
refinement
Brandwatch
Query writing is an art form
Brandwatch
Query writing is an art form
Brandwatch
View of mentions
Brandwatch
Nice dashboard
Brandwatch
Modular dashboard options
Brandwatch
Wordle: Can be used with any data set to make a tag
cloud
Brandwatch
Twitter: always with the volume
Recorded Future
Free and paid versions. So, so pretty. Good
tool for tracking earned press coverage
Topsy
• Complete index of Twitter 2010-now
• Instant access to statistics for any term, hashtag, phrase or handle (activity, reach, influence, geograph, sentiment, top tweets, links and more)
• Used by Mashable & Twitter for projects like Twitter Political Index and Mashable SXSW Trendspotter
Topsy: All you can eat Twitter monitoring for
~$1K/ month
Social Media Marketing: Choosing Social Networks
Brands are participants now
Awareness/ Brand
Promotions
PR/ Influencer Mktg
Content Distribution/ Inbound Mktg
Community Mgmnt/ Support
Lead Generation
Direct Sales
X X X X X X X X
X X X X X X X X
X X X X X X X X
X X X X X X X X
X X X X X X X X
X X X X X X X X
X X X X X X X X
Awareness/ Brand
Courtesy Lexus/Moontoast
Promotion
Courtesy Nexxus/ Offerpop
Moved 101,000 samples in 48 hours
46% view-to-conversion rate
Content Marketing
PolerStuff has a YouTube Channel, a
Tumblr blog…
Content Marketing
…and an Instagram feed
Content Marketing
B2B example- ExactTarget
examples of “best emails”
Community Management
British Airways: Clearly communicates expectations for this and other corporate social
media accounts, including hours of service
ADVICE: Consider which social networks you need to participate with, and why
RyanAir: Does not have correct logo
on FB, allows haters to post
Boots: Does not appear to have
logged into Twitter for 2+ years
Q & A
• Which social networks does your company…– Currently monitor– Currently market/ communicate on– Plan to expand to over 2013 and beyond
Social Media Networks: Metrics & Tools
Marketing Process: Ideal vs. Real
How it should work:
1 2 3 4Set business
objectiveCreate program
or campaignDeploy to channels,
including social
Measure & Analyze
Optimize & Improve
Marketing Process: Ideal vs. Real
How it actually works :
What metrics/ KPIS can we get
from XXX or other sources?
How can we relate them to our business
goals?
Do these metrics provide provable
connections to our goals? Attend seminar
Assemble in PPT for presentation
to boss
5 6 7 8
Look at the adoption numbers for social network
XXX!
Let’s run a campaign on
XXX!
What a great campaign on
XXX!
Call an analyst to justify
campaign on XXX!
1 2 3 4
Sample Channel Metrics Social Network
Channel (Per property or across
properties)
Campaign (Time or Content bounded)
Business
Facebook Fans, Likes , PTAT, Engagement Rate, Click Through Rate
Likes, Shares, Entries, Clicks, Conversions, Revenue and derivatives
• Direct or Attributed Sales • Website Traffic/ Views • List Growth / Contest
entry • Lead Gen / Sales
Inquiries • Support inquiries
fielded/ CSAT • Loyalty: Renewal rates,
ACV increase, recency, frequency, purchase size Brand preference: NPS, market share, equity, awareness
Twitter Followers, Avg Retweets, Avg # Favorites, Avg Clicks
Impressions, Clicks, Retweets, Replies, Favorites, Traffic Source Analysis
YouTube Views, Subscribers, Avg Comments, Avg Share
Comments, Views, New Subscribers
LinkedIn Followers, Likes, Impressions
Likes, Comments, Shares, Engagements
Sample Channel Metrics (cont) Social Network
Channel (Per property or across
properties)
Campaign (Time or Content bounded)
Business
Pinterest FollowersPins
Pins, Repins, # Repinners, # Boards, most clicked,Traffic source analysis, Content distribution
• Direct or Attributed Sales
• Website Traffic/ Views • List Growth / Contest
entry • Lead Gen / Sales
Inquiries • Support inquiries
fielded/ CSAT • Loyalty: Renewal rates,
ACV increase, recency, frequency, purchase size Brand preference: NPS, market share, equity, awareness
Google+ # Circles Shares, Comments # Pluses, Hangout Participants
Instagram Followers Favorites, Comments, Likes, Follower Growth
Tumblr Followers Comments, Likes, Reblogs, Shares
Typical Channel Dashboard: Chart or Set of Annotated Graphs Estimating Reach Social Network Audience Size Trend Audience Notes
Facebook Page1 Page2 Page3
SHOW BIGGEST # maybe show little #’s caveat: duplicates
Up XXX % or YYY # last ZZZ period
Everyone Buying media sure helps
Twitter Handle1 Handle2 Handle3
SHOW BIGGEST # maybe show little #’s caveat: duplicates
Digerati That one dude’s RT made our week. Invite him to our party again
YouTube Channel1 Channel2
SHOW BIGGEST # maybe show little #’s caveat: duplicates
Down XXX% or YYY # over last ZZZ period
Unknown One ‘viral video’ and no metrics will ever look good again
LinkedIn Page1 Group1
SHOW BIGGEST # maybe show little #’s caveat: duplicates
Buyers & Recruits
All the real traffic is in messages
SimplyMeasured: Great selection of reports for different channels and use
cases
Contrasting Audiences Across Channels 2/1
7/13
2/18/1
3
2/19/1
3
2/20/1
3
2/21/1
3
2/22/1
3
2/23/1
3
0
50
100
150
200
250
300
350
400
Social Audience Growth Over Time
Facebook Twitter Google+ YouTube
New
Fan
s/Fo
llow
ers/
Circ
lers
/Sub
scrib
ers
SimplyMeasured: Aggregates audience numbers for owned accounts on multiple
social networks, trending and giving you data in spreadsheet form.
Extra Credit: Useful for competitive research
Simply Measured
Complete Social Media Snapshot Report
Simply Measured
Note the “export to PPT & Excel” options
Simply Measured
Ranking content by engagement. Clicks available with the GA
integration
Twitter Follow/ Unfollow
• >add Twitter dashboard<
Twitter: Does a nice job with the follow/ unfollow widget, for managing content
relevance/ frequency. Downloadable CSV with numbers
Caveat: Have to buy ads to get it.
• >add Facebook dashboard<
Facebook: So many metrics- all completely proprietary! Good: Audience insights
Bad: Tying purchase conversion to FB campaign happens outside FB
Instagram: Followers & Favorites
• >add instagram dashboard<
Instagram: Primitive but pretty. Stats now
available on mobile
LinkedIn: Followers & Impressions
• >add linkedin dashboard<
LinkedIn Pros: We like the simplicity of the dashboard
Cons: Download options? Real activity is in messages that
aren’t tracked
ADVICE
• Set up an Excel. List all your supported social properties in it.
• Decide on frequency of audience measurement. Grab the basic metrics as expeditiously as possible.
• Trend. • Pick a couple of competitors to to track on a
different sheet. They’ll get less love when time is short
Q & A
• Do you have basic audience metrics for the social media networks you actively engage on? – Yes, from native application/ interface – Yes, from other native application/ interface – Partial– No
Social & Cross Channel Campaigns: Metrics & Tools
Collect
1
3
Enrich
2
AnalyzeNormalize and
consolidate key metrics;
combine with benchmarks
where available
Conduct Data Analysis across Paid, Owned, Earned, and
Brand
Create clear, compelling
infographics reporting,
designed to be shared
Combine with data on
Owned and Paid social
media tactics, Brand studies
Analysts measure the
types & volume of
Earned organic trends in
conversation
Social Media Monitoring tools that
track 100% of a brand’s Earned
performance.
Campaign-customized
Boolean search algorithms
gather relevant content
Generate regular in-flight
campaign updates and
insights
Demonstrate social effects of earned efforts on sites and microsites
To separate signal from
noise, human analysts
extract spam from
conversation
Help embed measurement
code across the campaign
plan
Ingest and contextualize
data from special tactics and programs
Sample Campaign Metrics Social Network
Channel (Per property or across
properties)
Campaign (Time or Content bounded)
Business
Facebook Fans, Likes , PTAT, Engagement Rate, Click Through Rate
Likes, Shares, Entries, Clicks, Conversions, Revenue and derivatives
• Direct or Attributed Sales • Website Traffic/ Views • List Growth / Contest
entry • Lead Gen / Sales
Inquiries • Support inquiries
fielded/ CSAT • Loyalty: Renewal rates,
ACV increase, recency, frequency, purchase size Brand preference: NPS, market share, equity, awareness
Twitter Followers, Avg Retweets, Avg # Favorites, Avg Clicks
Impressions, Clicks, Retweets, Replies, Favorites, Traffic Source Analysis
YouTube Views, Subscribers, Avg Comments, Avg Share
Comments, Views, New Subscribers
LinkedIn Followers, Likes, Impressions
Likes, Comments, Shares, Engagements
Sample Campaign Metrics (cont) Social Network
Channel (Per property or across
properties)
Campaign (Time or Content bounded)
Business
Pinterest FollowersPins
Pins, Repins, # Repinners, # Boards, most clicked,Traffic source analysis, Content distribution
• Direct or Attributed Sales
• Website Traffic/ Views • List Growth / Contest
entry • Lead Gen / Sales
Inquiries • Support inquiries
fielded/ CSAT • Loyalty: Renewal rates,
ACV increase, recency, frequency, purchase size Brand preference: NPS, market share, equity, awareness
Google+ # Circles Shares, Comments # Pluses, Hangout Participants
Instagram Followers Favorites, Comments, Likes, Follower Growth
Tumblr Followers Comments, Likes, Reblogs, Shares
Marketing Performance: Cross Channel Campaigns
eBags “Bag an iPad” promotionCost: ~$25K in FB ads + software costs
Increased Facebook “likes” by 46KIncreased email subscribers by 28K
Tens of thousands in direct sales from site visitors referred via the thank you page
Little Bird
Little Bird
Statigram: Stats about Instagram
accounts
Statigram: Stats about Instagram
accounts
Statigram: Stats about Instagram
accounts
Pinfluencer
Pinfluencer: Content level metrics
Pinfluencer
Pinfluencer: Board level metrics
Offerpop
Courtesy Offerpop:LogoTV uses reach, virality, clicks, PTAT, Engaged
Users to build viewership for program lineup
Offerpop
Courtesy Offerpop:Virality is an interesting
twist- trying to make your content as compelling and
relevant as possible
Moontoast
Courtesy Moontoast:Different Virality metric; nice goal
oriented campaign reporting
Fluencr
Courtesy Fluencr:Look for more companies
that use brand ambassadors/ user accounts to pull “viral”
metrics from
Union Metrics for Tumblr
Courtesy Offerpop:Virality is an interesting
twist- trying to make your content as compelling and
relevant as possible
• Only product built from Tumblr’s full firehose of data (100MM events per day)
• Partnering with Tumblr as Tumblr’s preferred 3rd party analytics
• Topic tracking that enables listening and monitoring as well as individual blog measurement
• Measure engagement trends over time
• Identify influencers, curators and amplifiers
• Visualize virality with reblog network trees
TweetReach• Three tools for Twitter
campaign and conversation analytics:
• Real-time Twitter analytics built on Gnip’s full-fidelity Twitter stream
• Historical analysis with access to complete Twitter archive back to 2006
• Quick snapshots for simple reporting
• Track reach, exposure and volume trends over time
• Identify influencers and advocates
• Discover top content, including hashtags and URLs
Bit.ly
Bit.ly (or Awe.sm and other URL shorteners) are
critical to tracking content
performance regardlesss of distribution
channel
Rt.ly
RealTimeLy: Good way of
engaging with the zeitgeist when items
are shared on bit.ly
Rt.ly
RealTimeLy: Good way of
seeing the zeitgeist and looking for
ways to capitalize on it
Google+: Personal Brands
Google+: For personal brand building- and SEO!
Let us repeat:SEO SEO SEO SEO SEO!
Google Analytics
Google Analytics: Tried and true for bound traffic analysis
and goal tracking on your website
On the Importance of Google Analytics
What’s the800lb gorillathinking?
http://www.flickr.com/photos/terykats/6102326911/
From ToAggregate IndividualSegment CohortGeneric Vertical
Daily RealtimeReports ExceptionsPages Events
Funnels InfluencesDesktop Mobile
Aggregate to individual
Segment to cohort
Generic to vertical
Mobile PublishingSaaS
Daily to realtime
Reports to exceptions
Pages to events
Funnels to influences
Desktop to mobile
One big bet
• Before:– Javascript used to push data from web pages– Predefined set of metadata (utm_campaign=)
• Now:– Anything can write to GA– Any metadata can be written
• GA wants to be BI for the IOT*
*Google Analytics wants to be Business Intelligence for the Internet of Things
ADVICE
• Start with the business model, then find the campaign that comes from it
• Everything is an experiment• Pick the second biggest problem in the
company• Before revenue, you’re building a product to
figure out what to build.
8 Rules for Sharing Data
The human capacity to plan and produce desired outcomes.
Eight rules for sharing data
@noahi @jsteeleeditor
(with Noah and Julie.)
Visualization matters.A lot.
http://en.wikipedia.org/wiki/Anscombe%27s_quartet
Know thy medium.1.
Encouragecomparison
http://ilovecharts.tumblr.com/post/33308788744/from-the-boston-metro-oct-10th-hannabeth-well
2.
Measurethy axes
http://www.businessinsider.com/
3.
Trust notdefaults4.
Fit formatto message
http://windhistory.com
5.
Gradientsbeat colors.
http://mapsof.net/uploads/static-maps/topographic_(altitude)_map_tamil_nadu.png
http://eusoils.jrc.ec.europa.eu/esdb_archive/serae/GRIMM/erosion/inra/europe/analysis/maps_and_listings/web_erosion/maps_and_listings/altitude_a3.gif
6.
http://litmus.com/blog/email-client-market-share-infograph
Circlessuck.7.
http://litmus.com/blog/email-client-market-share-infograph
No, really.They’re awful.7b.
Find a proportional view
http://www.nytimes.com/packages/html/politics/2004_ELECTIONRESULTS_GRAPHIC/
8.
Jessica Hagy
Calculating ROI: Another view
We are not alone
163
Market Research
Legal
Executive
IT
Customer/User experience
Advertising
Product development/R&D
HR
Social Media
Digital
Customer Support
Corporate Communications/PR
Marketing
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0%
7.8%
9.4%
10.9%
14.1%
14.8%
16.4%
16.4%
28.9%
35.2%
36.7%
39.8%
65.6%
73.4%
"In which of the following departments are there ded-icated people (can be less than one FTE) executing
social?"
At least 13 different de-partments are actively in-volved in social media
If your social program is a silo, you’re doing it wrong
164
Remember this?
165
Here’s the real business value
166
Bye marketing funnel, hi customer journey
How can we map and prioritize social data from the customer’s POV to create
sustainable relationships?
Awareness
Consideration
Transaction
Experience
Loyalty
Advocacy
Design customer intelligence from the customer in, not the enterprise out
Bring in stakeholders (including executive sponsors) from across the enterprise
• How you find them: they are the people who are asking what the data means and what we should do about it
Take a holistic approach to your data, with tailored execution by business unit or department
Don’t just focus on the sale; the customer certainly doesn’t
Start incrementally. Test, learn, repeat to build confidence. Everyone is in the same boat
The opportunity for the longer term
Social Engagement = Improved Awareness
Cole-Haan Case Study Finding:
Awareness/ Interest is
correlated to purchase
intent
Loyalty: LTV of Social Customers
Cole-Haan Case Study Finding:
We are seeing clear impact of social engagement on key marketing metrics at
the individual level • Customer engagement
(clicks, opens) • LTV• RFM• NPS
Marketing Performance: Cross Channel Engagement Improves Performance in Other Channels
Cole-Haan Case Study Finding:
This data is only for Twitter, and it demonstrates how meaningful
single social channel
participation can be WRT
email performance.
Q&A Topics
• What can we help you with?
Thanks & see you next year
Susan Etlinger
@setlinger
AlistairCroll
@acroll
Margaret Francis
Blake Robinson@blake@margaretfrancis