Social Media Marketing Goal-Setting and Results Measurement

Jay BadenhopeJuly 21, 2010

Agenda

• 5 Social Activities You Can Use to Drive Value• 3 Tips for Measuring the Benefit

Five ways companies are using social media channels to drive value

The Marketing Leadership Council says most marketers’ initiatives in social media cluster around five activities:

Listening

Talking

Animating

Supporting

Absorbing

Marketing Leadership Council: http://mlc.executiveboard.com/

LISTENING:Capturing insights and feedback from target customers.

You wouldn’t ignore a customer who wanted to talk with you in person.

Are you ignoring customers talking about your business online?

If your organization isn’t sold on the benefits of social media marketing, start by searching for relevant conversations and listening to what people are saying.

As you listen to your customers and prospects, help the rest of your organization learn from their opinions and feedback.

Identify fans and influencers. Ask them for input.

At Intuit, we listened to customer reviews on Amazon and other sources to improve our product registration process.

LISTENING to LEARN

Here are four examples of organizations that have documented their approach to social media:

• Intel:http://www.intel.com/sites/sitewide/en_us/social-media.htm

• Coca-Cola:http://www.viralblog.com/wp-content/uploads/2010/01/TCCC-Online-Social-Media-Principles-12-2009.pdf

• BBC:http://www.bbc.co.uk/guidelines/editorialguidelines/onguide/

• US Air Force:http://www.web-strategist.com/blog/2008/12/31/diagram-how-the-air-force-response-to-blogs/

Once you have listened to and learned from your customers, get ready to join the conversation.

First, set the rules of the road you want your employees to follow.

TALKING:Sharing information with target customers.

TALKING:Sharing information with target customers.

Intuit shares advice and real-world examples in our small business blog, including a series of posts on online marketing that we’ve packaged as a “Toolkit”. The blog format enables social sharing and reader comments.

http://Intuit.com/Toolkit

ANIMATING:Sparking advocacy and driving positive word of mouth about a brand.

Disney’s Facebook page has over 3.7 million fans, generating thousands of “likes” and hundreds of comments per post on their Facebook Wall.

Love a Local Business

• Business Owner Benefits: A tool for encouraging customers to spread positive word of mouth, and a chance at a cash prize

• Fan Benefits: Show support for businesses you really like, and see if you can motivate others to share your enthusiasm

• Intuit Benefits: Host positive conversations about small businesses; it also gives us a platform to experiment with cutting edge social and, soon, mobile engagement tools

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ANIMATING:Sparking advocacy and driving positive word of mouth about a brand.

SUPPORTING:Improving the service experience and helping customers get greater value from interactions with the brand.

Comcast helps customers through Twitter, personalizing their company in the process.

SUPPORTING:SAP has had success with their Community Network, reportedly answering questions within 17 minutes on average.

SUPPORTING: Intuit moderates community forums where customers can get answers on product and business questions.

http://community.intuit.com/forums

Sample Q&A within the product forum on “Reports”:

Sample Q&A within the business forum on “Starting a Business”:

ABSORBING:Enlisting customers in the co-creation of product/service improvements.

Three Tips for Measuring the Benefit

Measuring Benefits Tip #1:Define Success Metrics

Strategic Goal

Brand Awareness

Customer Satisfaction

Lead Generation

Market Research

Activity Sharing in social channels

Respond to service or product issues

Publicize events or special offers

Interview influencers

Social Metric

Impressions Timely responses, call volume reduction

Number of new, actionable leads

Impact from customer feedback

As in your other marketing efforts, establish metrics that align with your strategic goals and are relevant to activities in a social channel.

Some potential goal/metric combinations for social media:

What combinations of goals and metrics have worked for your business?

Measuring Benefits Tip #2:Set the right time frame

Choose a time frame that is the balance of:• long enough to ensure commitment and measure

progress• short enough to allow you to revise your

approach as you learn more

And anticipate making adjustments.

Measuring Benefits Tip #3:Commit the Right Amount of Resources

In the early stages, you could treat social media as one of your “experimental touchpoints” that you give 10% of your total marketing investment.

Source: Marketing Leadership Council

Bonus Slides

Two quickly growing social media sites serving local businesses: Foursquare and Groupon.

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One free listening tool: google.com/alerts

“Google Alerts are email updates of the latest relevant Google results (web, news, etc.) based on your choice of query or topic.”

Here’s a sample search for “social media monitoring tools” with a preview of search results from blogs only.

QUESTIONS? COMMENTS?

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