1. DEFINE AND MEASURE
ENGAGEMENT IN
SOCIAL MEDIA
Aurélie Hornoy – Digital Performance Lead, Valtech Corp.
www.valtech.com
twitter: @aurhor

2. Social Media and ROI:
a tangible evidence
5 April 2010 9 August 2011 22 March 2011 4 March 2011 19 July 2011
5 June 2012…

3. Measuring Social Media:
a real challenge
RELATION
VOLUME ENGAGEMENT
VALUABLE
SIGNAL
Valuable
NOISE SIGNAL marketing
data
Comments, posts, Interactions between
likes, shares, the brand and the
retweets... customer

4. Measuring Social Media:
HEIGHT volume vs valuable signal
VOLUME DEPTH
SIGNAL
UTILE
Video Example:
# of Comments
Video Example
# of Views
Video Example
# of Shares
WIDTH
ENGAGEMENT

5. What about the value of influence?

6. Relation between social & business
From « likes » to reducing the cost of acquisition of a sales lead…
The mandatory path
Youtube view Retweet
Facebook fans, followers
Non
Positive WOM Financial
Investment Action Reaction financial
Visitors to a brick and mortar store
impact
impact
Positive impression
Negative impression
Blog comments Social mention
Website visitors Delivered emails…
Source : thebrandbuilderwordpress.com

7. Relation between social & business
From « likes » to reducing the cost of acquisition of a sales lead…
A gap between the brand and the consumer
A gap in the
perception
Source : from social media to Social CRM-IBM, fev-2011

8. Defining a framework
Strategy Metrics Organization Technology
LISTEN DECIDE ACT

9. Strategy Metrics Organization Technology
DEFINE YOUR BUSINESS OBJECTIVES IN SOCIAL MEDIA
Innovation Brand Health
Collaborating with customers A measure of attitudes, conversation
to drive future products and and behavior toward your brand
services
Customer Experience Marketing Optimisation
Improving your relationship with Improving the effectiveness of
customers, and their experience marketing programs
with your brand
Operational Efficiency Revenue Generation
Where and how your company Where and how your company
reduces expenses generates revenu

10. Strategy Metrics Organization Technology
DEFINE YOUR SOCIAL MEDIA KPIs
• Share of Voice
• Audience Engagement
Foster dialog
• Conversation Reach
• Resolution Rate
• Resolution Time
Facilitate Support
• Satisfaction Score
• Topic Trends
• Sentiment Ratio
Spur Innovation
• Idea Impact
• Impact de l’idée
• Communuty Impact
Generate Revenue, • Marketing Campaigns Insights
Marketing Efficiency • Share of visitors from Social Networks

11. Strategy Metrics Organization Technology
Faciliter le
Foster Dialog Evaluating the value of your content
dialogue
Brand Mentions
Share of Voice = Total Mentions (Brand + Competitor A, B, C, …n)
Comments + Shares + Trackbacks
Engagement = Total Views
Conversation Total People Participating
Reach
= Total Audience Exposure

12. Strategy Metrics Organization Technology
Facilitate
Evaluate your capability to answer your
Support
customer’s questions and expectations
Issue Total # Issues Resolved Satisfactorily
Resolution = Total # Service Issues
Rate
Total Inquiry Response Time
Resolution
Time
= Total # Service Inquiries
Customer Feedback (input A, B, C…n)
Satisfaction
Score
= All Customer Feedback

13. Strategy Metrics Organization Technology
Encourager
Spur
Evaluate your capabilities in
l’innovation
Innovation
listening and transparency
# of Specific Topic Mentions
Topic
Trends = All topic Mentions
Positive : Neutral : Negative Brand Mentions
Sentiment
Ratio
= All Brand Mentions
# of Positive Conversations, Share, Mentions
Idea
Impact
= Total Idea Conversations, Shares, Mentions

14. Strategy Metrics Organization Technology
Generate Revenue, Evaluate the relevance and impact of your
Marketing Efficiency digital marketing actions
Retweets + likes + fans per dollar spent of Campaign A
Marketing
Optimization = Retweets + likes + fans per dollar spent of Campaign B
Average Purchase value on Social Network Community
Operational
Efficiency
= Average Purchase Value [all channels]
Total Website Visitors from SNC who have returned within Past 30 Days
Revenue
Generation
= Total Website Visitors from SNC

15. Strategy Metrics Organization Technology
Norm CULTURE
• Adaptive business
Key values in Marketing
Reactive and predictive
BUSINESS
Analytics principle GOALS
• « le 10/90 »
Technical challenges
• Storing datas in one single place
• Maintaining continuous
improvements for automation
CONTEXT
SOCIAL MEDIA ANALYTICS MANAGEMENT

16. Strategy Metrics Organization Technology
Data vs Intuition: How to create your
social media scorecard
COLLECT DATA
1 CONVERGENCE & AUTOMATION
HOLISTIC VIEW SEO
DATA ANALYSIS
2 COMBINATION & CORRELATION SOCIAL
MEDIA
IMPACT AND INFLUENCE ON THE BUSINESS
DATA REPORTING
PPC
3 MAKING THE DATA MORE READABLE
SPEED AND RELEVANCE OF ACTIONS

17. Strategy Metrics Organization Technology
Your enterprise, for listening to it’s customers, has to:
• … build a process for analytics that is adapted to the size of it’s global
organization
• … be able to adapt and to handle the large flows of signals and data as they
arrive, using a tool that can scale and still provide real time outputs
• … include every kind of channels in the platform (social media, mobile,
online, offline, ...) in order to be able to correlate data and to prove the
causality in correlations in all your marketing actions
• … collect and produce quality data to help you generate business value in
your marketing actions, in a continuous mode

18. THANK YOU!
Aurélie Hornoy – Digital Performance Lead, Valtech Corp.
www.valtech.com
twitter: @aurhor