digital marketing presentation - social media measurement (mktg-7546, module 8)

MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com


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Social Media Measurement

• Google Correlate

• My Web Career

• Inside Search

http://www.google.com/trends/correlate/

http://www.mywebcareer.com/Default.aspx

http://www.google.com/insidesearch/


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/user/TheProfessorBrey

/in/professorbrey

/Professorbrey

@professorbrey

BUSINESS INTELLIGENCE & SOCIAL MEASUREMENT

MKTG-7546 Marketing in a Digital Age


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D I G I TA L M A R K E T I N G

M E A S U R E M E N T


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Management as Monitoring

Objective Marketer

Campaign Management

Community Management

Team Collaboration

Content ManagementBranding

Integrations & API

Reports and

Analytics


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Comprehensiveness

• Dashboards• Monitoring• Analytics• Distribution• Discovery• Management• Mobile• CRM• Emails & SMS• White label (for consultants)


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Comprehensiveness

• Social workflow• Post assignments• Inbox rules (e-mail to tweet)• Outlet workflows• Compliance cycles• Bridging (internal communication to public

domain)


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Comprehensiveness

• Social marketing– Reputation– Intelligence– Moderation management

• Social commerce– Ratings and reviews– Questions and answers– Contests

• Social support– Community platform– Tribal knowledge base– CRM integration


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Jive SoftwareNetworking

Recommendations

Activity Streaming

Sharing

Communication

Searching

Social Media Monitoring

Bridging

Analytics


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Measurable Information

• Demographics / based on geography• Referral source tracking• Industry comparisons• Page (Facebook) comparisons (trends)• Twitter followers (trends)• Social reach and social lift• Trends• Impression tracking


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• Conversions• Reaching top influencers and fans• Actionable presentation• Content audit trails• Real-time snapshots• Comparative reporting across channels• Listen (results), engage (manage channels),

and analyze (measure & optimize)


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• Social login• Demographic collection information• Data refresh• Social user graphs • Game mechanics• Roadmap planning• User acquisition• Social data marketing• Plugin integration (to collect data)


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• Stream activity• Analytic comparisons (benchmarks)• Performance filters• Export data• Track KPI’s• Activity reports• Compose, delivery and measure• Sentiment (brand, competitor, estimates)• Outlet comparison


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• Keyword notifications• Property right infringements• Employee action reports• Activity pockets (channel vs. topic)• Aggregate and granular level reports• Trendspotting• Social reputation• Customer intelligence center


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Social Campaigns

• Refer-a-friend• Social sweepstakes• Polls & voting• Flash deals• Sign-up forms• Group offers• Like gate• Social videos• Intelligent share buttons• ROI


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S O C I A L E N G A G E M E N T

K P I ’s


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I. Foster Dialog

• Don’t sell, participate– Connect, support, feedback, reply,

share, discuss, comment, link, friend and follow

• Engaging with stakeholders – Ideas, thoughts, products and activities

• Responding through genuine interactions


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Share of Voice

• Relative % of brand mentions• Competitive metric = baseline as determined

by financial or alternative fiscal sources• Compare to competitors and by channel


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Audience Engagement

• Proportion of contributing to comments, sharing or linking

• Consistent volume predicted with expected increase based upon marketing

• Variations based upon interest (telling sign)


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Conversation Reach

• Identifying scope of conversation with initiative

• Highly variable with trending the key analysis• Benchmark creation to determine expansion

and traveling beyond normal parameters


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Blocking & Tackling

• Retweets• Forward to a friend• Social media sharing• Comments• Like or rate something• Reviews• Contributors and active

contributors

• Page views• Unique visitors• Traffic from sites• Time spent on site• Response time• Net promoter


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II. Promote Advocacy

• Nurture, empower, activate, identify and listen

• Encouraging discussion through promotion and endorsing

• Love those who love you back• Create brand advocates• Focus on those who are dedicated to

your brand


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Active Advocates

• Generating positive sentiment over a given time• Context for the health of your advocacy program• Feeding the beast, build or maintain (within

established benchmark levels)

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Advocate Influence

• The individual influence versus the relative influence across all fans and advocates

• Setting levels for how far and wide will travel• Used in context to identify individuals,

incentivize and penalize/motivate others


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Advocacy Impact

• Identifying conversions to track conversion traffic and monitor initiatives

• Difficult to serve as a definitive measurement given the multi-touch point basis

• Give each program or individual specific identifiers


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Blocking & Tackling

• Forward to a friend• Install widget• Invite/refer a friend• Tagging • Testimonials• Wish lists

• Social media sharing• Inbound linking• Social bookmarks• Net promoter score• Number of brand

evangelists


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III. Facilitate Support

• Resolve issues through direct and crowdsourcing

• Issue resolution through quality and integrity

• Satisfaction increases through flexible options

• Reach out, don’t argue, quick response times, drive private methods


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Resolution Rate

• Satisfactorily solving customer service issues (satisfaction is the optimal word)

• Set expectations that mirror traditional metrics

• Provides insight into training issues


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Resolution Time

• Time required to produce human-generated responses

• 60-second response times are optimal but not a reality

• Benchmarked by hours to determine potential issues in the service chain (time benchmarks)


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Satisfaction Score

• Numerous determination methods: quality, delivery, perceived value and performance

• Social channels are only part of the measurement and not an alternative

• Benchmark to catch downward trends


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IV. Spur Innovation

• Identifying service opportunities and underlying market needs

• Receptiveness to feedback in order to drive products and services

• Providing credit where credit is due


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Topic Trends

• Long-tail threads can provide productive, innovation ideas

• Monitoring tools to determine and track the myriad of potential topics

• Context of product and service to react quickly


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Sentiment Ratio

• Based upon positive, neutral, and negative• Used to determine advocates; potential of

reinforcement, dialog, and advocacy; support, advocacy, dialog or a combination thereof

• Benchmarked and harnessed to understand customer opinions, especially new products


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Idea Impact

• Next generation focus group• Test concepts, prototypes, and other

innovation• Measured through buzz, conversation, share

and mentions (movie example)


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Final Exam structure : Two content questions, 4 parts each: Ten questions

concerning trends: Twitter Rule – ask one

question, provide one answer (no multi answer questions)

: All questions will be counted

• Thursday – Social Marketing Plan• Tuesday – Final Exam

NEXT WEEK

Final Exam content : Module 5, 6, 7, and 8 (white papers)

: Kaushik 10, 11, 12

: Clifton 1, 5, 6


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• To learn more about social marketing analytics, check out the report entitled, “Social Marketing Analytics: A New Framework for Measuring Results in Social Media” by Web Analytics Demystified and the Altimeter Group. http://www.slideshare.net/jlovett/social-marketing-analytics

http://www.slideshare.net/jlovett/social-marketing-analytics

http://www.slideshare.net/jlovett/social-marketing-analytics

digital marketing presentation - social media measurement (mktg-7546, module 8)

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