Similar a Social Media Theatre: Social analytics suck. Why businesses struggle with social metrics and how you can use simple principles to track your progress
Similar a Social Media Theatre: Social analytics suck. Why businesses struggle with social metrics and how you can use simple principles to track your progress (20)
Social Media Theatre: Social analytics suck. Why businesses struggle with social metrics and how you can use simple principles to track your progress
1. Social analytics suck. Why businesses struggle
with social metrics and how you can use simple
principles to track your progress
Joe Edwards - IDM Course Director
from OTM
Sponsored by: Organised by:
2. Special TFM&A offer
20% off selected IDM training courses!
To redeem, visit theidm.com/academyoffer or come along
to the IDM stand (H1) for more details!
twitter.com/theidm
theidm.com/idmlinkedin theidm.com/training
facebook.com/theidm *Conditions apply
3. Social Analytics Suck
Why businesses struggle with social metrics and how you
can use simple principles to track your progress.
Joe Edwards – OTM– Digital & Social Planner
Twitter @brandjoe
18. What can you measure
Unstructured – Social
Soft Hard
Influence Volume
Sentiment Likes
Intent Tweets
Interests Followers
Commentary Shares
Response
Comments
Likes
@
Clicks
19. Feel like its missing
something?
• What’s happening in the real world
• Or even what’s specifically happening
online
– How is your social activity affecting your
bottom line
20. What can you measure
Unstructured – Social Structured
Soft Hard Transactional
Financial ROI
Influence Volume
Sentiment Likes Demographics
Intent Tweets Name
Interests Followers Address
Commentary Shares
Response
Comments
Likes
@
Clicks
34. Look at what happened here
80
Sales
70
60 Gross Views
50
Gross Connections
40
30 Audience
20 Engagements
10 Site Traffic
0
1st Qtr 2nd Qtr 3rd Qtr 4th Qtr
Before social activity After social activity
35. There are still some gaps
• Causation
• Correlation
• What about the real world
36. Special TFM&A offer
20% off selected IDM training courses!
To redeem, visit theidm.com/academyoffer or come along
to the IDM stand (H1) for more details!
twitter.com/theidm
theidm.com/idmlinkedin theidm.com/training
facebook.com/theidm *Conditions apply
41. CRM is…
• “more than just a software application. It is a business
solution for all customer-centric processes. It covers
every interaction with customers across the entire
business. It improves internal business
processes, enables closer management of new and
existing customer relationships, increases revenues and
decreases inefficiencies and provides management with
timely and reliable insight to guide decisions.”
− Sage Product Brochure
42. Social Media is…
• “is a set of technologies and channels targeted at
forming and enabling a potentially massive community of
participants to productively collaborate”
• Anthony Bradley, Group Vice President, Gartner
Research - January 2010
− Sage CRM and Social Media
43. Social CRM is…
• “is a philosophy & a business strategy,
supported by a technology platform, business
rules, workflow, processes & social
characteristics, designed to engage the
customer in a collaborative conversation in order
to provide mutually beneficial value in a trusted
& transparent business environment.”
− Paul Greenberg (2009)
− http://the56group.typepad.com/pgreenblog/
44. Goal Setting…
• Your needs determine the goals you set
− peer-to-peer customer support,
− idea management,
− market research,
− product launch,
− brand reputation management.
• Are you shaping the conversation?
− Is your engagement leading to website visits?
o Are you encouraging the conversations to take place within forums that you
host?
− How Reputation management?
o Building an Authoritative and Trusted voice?
o What is the Twitter Sentiment Around round your Brand/Company
45. We use Social Media because…
• Managers • Marketing • Customer • Sales
• “I am an Professionals Service • “I want new
opinion leader • “I need • “I want to help tools to help
with a channels to customers me identify
thorough place our solve their sales
knowledge of content, and problems” prospects and
my industry. therefore build • “I want to progress sales
• I want to raise traffic.” share tips and prospects
awareness.” • “I want to know tricks with
what the public customers.”
is saying about
us.”
46. New Design – www.sagecrm.com
GEO IP detection delivering
localised content. Single Sign In destination
for existing customers.
Improved content structure
Priority on FREE Trials,
to drive home Sage CRM
with clear calls to action
features and benefits.
Relevant content with a Clearly defined and
focus on lead generation. focussed messaging
Sage CRM Community
Content is now centrally
Integration
managed through a flexible,
secure Content Management
System
Highly optimised content
including a good balance
Social Media Integration between text, images and
video.
51. Sage CRM brings everything together
• www.sagecrm.com • Partners
• Trials • Customers
• Customers • Staff
Cloud Community
Social
Support
Media
• Level 3 Support • Twitter
• Self Service Portal • LinkedIn
• Facebook
52.
53.
54.
55.
56.
57.
58.
59. Building the Social Relationships
• The Rules
− Listen
− Share
− Engage
• The conversation belongs to the customer and you are
joining in the conversation
• But where does the conversation take place?
62. Sage CRM brings everything together
• www.sagecrm.com • Partners
• Trials • Customers
• Customers • Staff
Cloud Community
Social
Support
Media
• Level 3 Support • Twitter
• Self Service Portal • LinkedIn
• Facebook
63.
64. Social Media and Content Marketing:
How to win traffic and engage
audiences
Karen Webber - Adfero
Amanda Kouwenhoven - Adfero
Sponsored by: Organised by:
65. How Brands are Successfully
Using Social Media to Engage
and Interact with Their Audience
Marina Lumley - The Chartered
Institute of Marketing
Sponsored by: Organised by:
66. Social Media: A new era for
measurable direct marketing
Martin Smith - Neolane
Sponsored by: Organised by:
70. Social Media: A new era
for measurable direct
marketing
Martin Smith – Head of Marketing, Neolane Limited
Copyright Neolane - 2011 Neolane Private and Confidential 72
71. Direct Marketing Definition
“Direct marketing is a channel-agnostic form of
advertising that allows businesses to communicate
straight to the customer….
…Direct marketing messages emphasize a focus on
the customer, data, and accountability.
Characteristics that distinguish direct marketing
are:
■ Marketing messages are addressed directly to customers.
■ Direct marketing seeks to drive a specific "call to action."
■ Direct marketing emphasizes trackable, measurable responses from
customers — regardless of medium”
Copyright Neolane - 2011 Neolane Private and Confidential 73
72. Social Media Definition
“Social media includes web-based and mobile
technologies used to turn communication into
interactive dialogue.….
…social media has substantially changed the way
organizations, communities, and individuals
communicate.”
Copyright Neolane - 2011 Neolane Private and Confidential 74
74. UK Social Media Today
Copyright Neolane - 2011 Neolane Private and Confidential 76
75. Social Users Are Not ONLY Part of
Generation Y, Z, …..
60% of Facebook
users are above 35
Copyright Neolane - 2011 Neolane Private and Confidential 77
76. Two Main Social Media for Marketing
The biggest and the most
accurate contact database
ever
500M daily users
The place to talk with
consumers
■ 100 000 tweets are posted
per minute
Copyright Neolane - 2011 Neolane Private and Confidential 78
77. Let‟s gather as
many Fans as
possible!
Copyright Neolane - 2011 Neolane Private and Confidential 79
78. „„Through 2015, 75% of marketing
organizations will view social media as
simply another channel annoying
customers and failing to deliver significant
value to the CMO's strategy‟‟
Social Media Expert
Gartner – August, 15th - 2011
Copyright Neolane - 2011 Neolane Private and Confidential 80
79. The challenge…..
“
I have succeeded in having 1 million
Facebook fans………
But now…. How do I really make money?
”
Copyright Neolane - 2011 Neolane Private and Confidential 81
80. What‟s the value of a social fan?
$3.60 according to Vitrue
On average, a fan base of 1 million translates into at least $3.6 million in equivalent
media over a year. The company‟s findings are based on impressions generated in the
Facebook newsfeed.
$136.00 according to Syncapse
Copyright Neolane - 2011 Neolane Private and Confidential 82
81. What the value of a social fan?
What‟s the value of a Facebook Fan?
According to Forrester, the answer is
zero ,
unless and until the brand does something to
create value with Facebook Fans’
Copyright Neolane - 2011 Neolane Private and Confidential 83
82. A Huge Perception Gap
OUCH!
Brands Consumers
Copyright Neolane - 2011 Neolane Private and Confidential 84
83. Are consumers ready?
Razorfish
Copyright Neolane - 2011 Neolane Private and Confidential 85
84. Consumers are
ready for
Direct Marketing
in Social
Copyright Neolane - 2011 Neolane Private and Confidential 86
85. Are you above or below?
Above the Line - Metrics= Share of mind
Mass
Create Campaigns
social Build
presence & Influence
Listen Social Share
Monitor
Cross-
Channel
Enabled
From Social
Personalized Opt- Media
Outbound Engage
Messages
in
Personalized
Inbound From
Experience the web
Below the Line - Metrics= Sales
Copyright Neolane - 2011 Neolane Private and Confidential 87
86. Objectives:
■ Increase addressable contacts in the database through
Facebook
Tactic:
■ Facebook Contest “Join The Kingdom”
Copyright Neolane - 2011 Neolane Private and Confidential 88
88. Opt-in: LA Kings Facebook Campaign
One wall post
■ 177 talking about it
■ 148 likes
■ 25 comments
■ 4 shares
Social Opt-in contacts
■ 353 social profiles acquired through the contest within few hours with:
• Name, profile picture, gender, and interests
• Email (opt-in)
Anonymous visitors turned into known and
addressable contacts
Copyright Neolane - 2011 Neolane Private and Confidential 90
89. „„Social media is a place where people come
to have conversations. Most marketing campaigns are
presented to customers as static offers, regardless of the channel.
Predefined mass marketing offers will stand out as being just that.
Offers via social media should be dynamic
and based on the person's interest and
interactions within social media and across
other channels ‟‟
Gartner – August, 15th - 2011
Copyright Neolane - 2011 Neolane Private and Confidential 91
90. Thank You
Neolane
Stand C5
Win a trip to Paris for 2
Copyright Neolane - 2011 Neolane Private and Confidential 92
Notas del editor
Show of handsHow many marketing managers hereHow many analytics specialistsHow many marketing managers here that deal with social analytics on a day to dayHow many people here are using some of the bigger social analytics platforms such as Radian 6 - this talk probably is not for you… but your more than welcome to stay
Deciding on what you need to measureDeciding on how to report on the activityWorking out what KPI’s you need to achieve
Finding the right tools, deciding what's best going to work for you and your business
There are litterally 100’s of solutions out there
It’s a while to set up, correct keywords, excluding keywords to ensure your measuring the right thingThen once the data starts coming inIt can take time to make sense of it all - sifting through sentiment to improve accuracy is a just one of the many time consuming activities you may need to take on board.
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The real world activity Interactions with your brand offline
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IntroductionI want to break this topic down and look at this topic with as much reality that I can muster.There is an enormous amount of hype around Social CRM and I think this can get in the way of a sober assessment of how new the Social Networks can be used to enhance business.Lets start with a definition.“more than just a software application. It is a business solution for all customer-centric processes. It covers every interaction with customers across the entire business. It improves internal business processes, enables closer management of new and existing customer relationships, increases revenues and decreases inefficiencies and provides management with timely and reliable insight to guide decisions.”Custom Relationship Management is a strategy for managing a organisation's interactions with external contacts, customers, clients and sales prospects. It uses technology to automate business rules, organize data, and synchronize processes. It might be mainly used for sales, but extends across marketing, customer service, and technical support. And it goes deep! It brings back office information to the customer facing teams e.g. stock levels or credit history.
“Social Media is a set of technologies and channels targeted at forming and enabling a potentially massive community of participants to productively collaborate”That’s from Anthony Bradley, Group VP of Gartner Research. You can see that is quoted in the brochure Sage CRM and Social Media.The use of technology (websites and applications) to communicate informally with other users, or to find people with similar interests to oneself. Data is typically not structured. The technology is typically third party and so not under your control.
Paul Greenberg defines Social CRM as…“a philosophy & a business strategy, supported by a technology platform, business rules, workflow, processes & social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted & transparent business environment.”I understand Social CRM to be a strategy to engage with those informal unstructured networks in order to build new forms of relationships with prospects and customers and to allow a link between the unstructured data and the information contained and controlled within the technology used with CRM.Important alert! A Social CRM strategy can include you own corporate support forums, blogs and self service community - the most important thing to realise about Social Networks is that the conversation belongs to the customer and you are joining in the conversation.
Alternative photo images
Back-up slide
The Sage CRM “Ecosystem” is made up of our website, community and social media channels. It was launched in March this year, and it is the first time that we have created a opportunity for our end users to have a direct channel to the teams that design and develop the product. In it’s first few months it has been a great success with high activity level as you can see on the slide here.
Hochschild’s The Managed Heart (1983) introduced the term ‘emotional labour’Work requires face-to-face or voice-to-voice contact with the publicthe worker to produce an emotional state in another personTraining and supervision can allow a degree of control over the emotional activities of employeesWe have challenges getting staff fully engaged in social mediaSage’s DilemaOur team works online, monitoring and communicating on behalf of our clients/organisationThrough this, they will build their personal brand and develop a reputation in the blogosphereThis is good for Sage… but also makes employees a target for headhuntersThey work all hours on behalf of my clients, and I’m not sure exactly how many hours – am I exploiting them? But are they promoting themselves at my expense?I have no control … but the job is getting done“Coming to terms with losing control” is a common themeStaff ReasonsFor my own self-esteemTo further my ‘personal brand’To aid the success of a campaignBecause I have a vested interest in a campaignCommitment to the client and employerPleasure derived from working as a team and sharing ideas & experiencesLearning and developing new skillsExcitement of working with social media
Inbuilt LinkedIn Integration
Extendable through APIs
API’s allow Social Media Metrics to be easily incorporated into the interfaceKlout.com is only one example of ‘influence’ measuremente.g.Peerindex.com is anotherWhat Authority do the people have?What is their influence? How many people will they tell? And how likely is their experience to be retweeted?
In what world is Lady Gaga more influential on developments in CRM and Social CRM than Paul Greenberg??
the conversation belongs to the customer and you are joining in the conversation
Ask the attendeeswhether or not they’reusing FB, for ex.
Many marketers think people only want fun on social media, that’s wrong, they mainly want direct marketingWe have many surveys according to that point. We can give you some (see additional slides)Trans : The conclusion is, well, youlisten, youbuildcommunities?Nowlet’s go further and unleash the potential value of fans!Here is Neolane value prop
Neolane permit markerts to achieve this 4 bullets : from measuring reaction to brand actions, posting mesages and managing multiple fan pages to geting optin and engaging one to one conversationNeolane go further and provide a solution to monitor what is published on social media, monitor refferal links (with pURL) post messages on Twitter and Facebook, create sharing on emails (social share) and provide engagement + opt-in (=data acquisition) features.We do not are a listening and replace community manager but we help them to work better1 Buid & Listen: Listen and build commmunities, we help companies to do that,2 Influence : Advertise communities, try to generate buzz, we do it also with centralisation3 Opt-in : acquisition of social opt-in and information about profile interests, not many companies do that, we do with full integration with mkt database4 Engage : engage dialogue with people inbound and outbound, we do, with full cross-channel fusionTrans : let’s see in details some points of our offers and how customers use it
A nice powered by Neolane example.A very simple page tab application contest generated a great ROI !
A simple Facebook application with a welcome page, a request for permission, a thank you page, all managed by Neolane
Only one message on LA Kings wall generate 353 contest participations