social measurement success stories
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Social Media Measurement Success StoriesMODERATOR:Geoff Livingston, Author and Marketing StrategistPANELISTS:Maria Poveromo, Director, Social Media, Adobe Systems, Inc.Michael Procopio, Social Media Strategist, HP Enterprise Information Solutions
This session will focus on real-life examples of how several marketers set specific business goals for their social media campaigns and measured against those goals in order to evaluate and improve their programs. We’ll talk about what’s important to measure, the difference between monitoring and measuring, free and paid tools for both, and, most importantly, how you can evaluate the success of any social media marketing campaign.
Measuring Social Media Campaigns Against Business Goals
Presented by Geoff Livingston, author and vice president of strategic partnerships, Razoo – @geoffliving, geoff@razoo.com
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Case Study: Give to the Max Day
Social Media Based Fundraiser: Note that none of the key performance measurements are Twitter or Facebook based…
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Critical B2N Activation Points
• Razoo garnered 1200 nonprofit activations during Give to the Max Day
• An estimated 75% participated in the giving day itself, each raising a mean average of $2000
• 350 nonprofits attended training on how to use the system
• 58% have used the platform since November
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Give to the Max: Social Media Measured
• 24% of donors heard about Give to the Max Day via an email from a friend
• 26% learned about the giving day from a Facebook update
• 62% of donors shared information about their nonprofit(s)
• This was produced by 8000 # tweets, 99% Facebook activation
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Questions?
Geoff LivingstonVice President,
Strategic Partnerships Razoogeoff@razoo.com
@geoffliving
Maria Poveromo| Director, Adobe SystemsAdobe Social Media Overview
Adobe’s Approach: Measurement Framework
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Stakeholders,
Peers
Within Teams
Business stakeholders
Social Media practitioners
Business Executives
Engagement Data
Social Media Analytics
SOV, Reputation, Revenue,
CSAT
Growth of the community, volume, audience
engagement, resolution time
Sentiment, conversion,
resolution rate, insights
Reputation, Revenue,
CSAT
Provide the right metrics to the
right audience.
Public Relations and
Communications
Marketing and ecomm
.
Customer service and
support
Product and
Process
Innovation
Map KPIs to Business ObjectivesAwareness• Dialog / Conversation• Advocacy• Sentiment• Volume• Engagement
Innovation Measurement• Topic Trends• Sentiment Ratio
Marketing Measurement• Testing impact of UGC • Search, media, email,
adobe.com• Market Research Survey• Fans vs. followers
tracking• Search optimization
Ecommerce/Direct Revenue Tracking• Direct attribution • Site catalyst on facebook• Adobe social analytics tool
Support Measurement• Resolution Rate• Resolution Time• CSAT score
(adobe.com)
Social channels
and programs
Standardize Reports
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Social Manager Report Stakeholder Report (BU) Executive Report
• Social ‘owned’ channels report• Digital landscape (KPIs)• Top topics, posts/tweets, themes• Top authors and influencers
Daily Alerts Campaign Report
• Key findings• Top topics of
discussion (volume and variance)
• Sentiment analysis• Daily volume /
sentiment
• Volume of conversation (keyword)
• Sentiment, Conversations and Revenue
• Influencers• Key topics• Conversion analysis
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4 5
• Sentiment, Conversation and revenue
• Community Growth and Performance
• Product Conversion Funnel
• Revenue – Conversion Funnel• Customer satisfaction• Brand reputation
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Measure Qualitative and Quantitative; Analytics
December
January February0
50000100000150000200000250000300000
Volume & Sen-timent
Negative Neutral Positive
Community Growth
Jan '10
Feb '10
Mar '10
April '10
May '10
June '10
July '10
Aug '10
Sep '10
Oct '10
Nov '10
Dec '11
Jan '11
Feb '11
Mar '11
-
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
4,000,000
4,500,000
Tracking Code
Social Analytics: Prove Business Value
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©2010 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice
#mptech
Michael Procopio Social Media StrategistHP Enterprise Information Services (formerly of HP Software)@MichaelProcopio Michael.Procopio@hp.comMarch 2012
Social Media Measurement Success Stories
Measure what you can act on
15 HP Confidential
Message posts on a single forum board per week
Page views for total community
Match your metrics to company goals
16 HP Confidential
User group meeting before/after SoC
HP SW HP SW
Baseline
17 HP Confidential
HP SWS HP SWS
Blogger Day before / after SoC
Show ROI where you can
18 HP Confidential
$2000 return on
$75 investment
= 2567% ROI
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