The Bleeding Edge of Social Media Measurement

Kami Watson Huyse, APR, @kamichat

Some rights reserved by Stéfano Obregón

Kami HuyseFounder

zoeticamedia.com

@kamichat

• Diagnose: Determine what works and what doesn’t• Prioritize: Build into planning, make decisions• Evaluate: Demonstrate ROI, Business Value

Diagnose Prioritize Evaluate

Purpose of Measurement

Where Measurement Starts

SMART Objectives–Specific

–Measurable

–Attainable

–Results-Oriented

–Time Bound

http://bit.ly/SMARTObjectives

The Things We Measure

Activities

Attention

Awareness

AttitudesActions

Activities

Are all about YOU:

• How many posts?• How many comments?• How many tweets?

Attention

• How many visits?• How many fans?• How many interactions?• Estimated reach• Demographics

Awareness

• Do they LIKE or comment?• Are they mentioning you?• What is your share of voice? • How often do they visit?• Who is referring?

Attitudes

• What is the sentiment?• Are they committed?• Are they satisfied?• Would they recommend?

Actions• What are the financial results?• What is the value of customers?• How are processes impacted?• What innovations emerge?• What about ROI?

Define ROI

What is ROI?

ROI DefinedReturn on Investment (ROI) is a measure of a company’s profitability, equal to a fiscal year’s income divided by equity and long-term debt; and, ROI measures how effectively the organization is using its resources to generate a financial profit.

Revenue Events

Objective:Increase registration for this year’s conference

SMART Objective:By two months prior to the event, over 100 people will have registered using the “friends of online influencer” code and we will be 15 percent ahead of usual registration numbers.

Calculating Revenue

Ticket price $150x100

$15,000 -$1,000 staff time and outreach

NET: $14,000

Balanced Scorecard: Beyond ROI

Financial

Customer

Process

Innovation

4 ways to Measure SMResults

FinancialSalesRevenue EventsCorrelation and Regression

CustomerCost of SupportAverage Lifetime ValueImpact on Value

ProcessLeads and ClosingFulfillmentChannel Success

InnovationNew Ideas AdoptedEmployee Turnover RateEmployee Satisfaction

Results

Financial

Revenue Impact of a Webinar

• Activities: – Write a blog post about the webinar– Put a short post on LinkedIn with a link to the

blog post– Tweet the link to the blog post

• Cost: $150• Return: 100 leads

– An average cost of a digital lead $40 x 100 = $4,000– OR track actual conversions for true ROI

The control case

Isolate the variables– Audience segmentation– Timing or location segmentation– Message segmentation– A/B Testing

Channel Revenue

Channel Visits YTD Visits Revenue YTD Revenue

$/Visit

Facebook 3,390 9,236 $ 2,433.00 $ 4,025.00 $ 0.72

Blog 357 1,282 $ 56.00 $ 56.00 $ 0.16

Twitter 41 250 $ 8.00 $ 8.00 $ 0.20

Multi-Channel Attribution

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Types of Attribution

• Last Click Attribution• First Click Attribution• Multi-touch Attribution

Source: Avinash Kaushik

Source: Adobe Digital Index

Source: Adobe Digital Index

Source: Adobe Digital Index

Source: Case Study by Edgewater Technology Using WebTrends

Predictive Analysis

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Correlations

Immigration: 1800-2000

Regression Analysis

Finding a Proxy

Tweets and Hollywood HSX

Exposure = AwarenessFollowers = Results

Klout = Influence

Analysis Tools

DIY: Multi-Channel Attribution Spreadsheet

Customer

Pure Michigan Site Survey

Customer Lifetime Value

Source: Avinash Kaushik

Segment by Channel

Source: Avinash Kaushik

The REAL Value

Influence Tools

KRED

And more…

1st Generation 2nd Generation 3rd Generation

Proprietary Frameworks

SCORE SAY SEE

Relationship Mining:NextGen Influence

http://www.tellagence.com

Process

Social Lead Cultivation

Monitoring For Leads

“strategic” “marketing” “research” “metrics” “clients”

Unstructured Data Collection

Source: Lead Confidential

Unstructured Data Collection

Source: Lead Confidential

Data Collection Tools

Anas Younes, MD: LymphomaMD Anderson

Problem: Too few people signing up for clinical trials

Objective: Build reputationAnd clinical trial base

Results: Quadrupled clinical trial patients

Revenue and CostCampaign:•Online Campaign Only•Influencer Outreach

Measurement:•Impressions•Survey

Results:•Cost per impression

• Television: $1• Social Media: $.22

•ROI$2.6 million in revenue http://bit.ly/JTAResults

ConversionPeople: PR professionals and social media consultants looking for inexpensive monitoring solution for clientsObjective: 5,000 registered users, 500 users to repeat weekly usage and 50 paying customersStrategy: Reach out to 10 top-tier bloggers, and send out press releaseResults: 102,394 unique users, and 7,874 registered users over 1 week post launch

•Launch:January 2009

SOLD:February 2010

$4 million SOLD!

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Track Value by Keyword or Visit

Innovation

Generate Ideas

• Over 17,882 ideas submitted• 738,848+ votes• 96,881+ comments• 515+ ideas implemented

Recruiting

Source: ROI of Social Media

out of8 10

Demo-tivated

Work Around

Leave0%5%

10%15%20%25%30% 26%

14%

3%

Limiting Social Media

Social Media in the Workplace

21%

79%

Turn Down Job 21%Take Job 79%

Trust is more important than $$

Talent Acquisition LinkedIn

• Unqualified Resumes• Recruiter Fees• Expatriate CostsLink Humans by Laurent Brouat

Measurement Requires Data

Set Up Your Analytics

Analytics ToolsYour Site

Competitors

Monitoring Tools

Social Network Measurement

Data Collection Tools (CRM)

Recommended Reading

http://scr.bi/AAAMeasurement

Questions?

kami@zoeticamedia.com @kamichat

Kami HuyseZoetica, CEO

zoeticamedia.com@kamichat

Links for this presentation:http://www.diigo.com/

list/kamichat/mpb2bpreso