Speaker Presentation: WOMM-U Session Building a Social Dashboard
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This dashboard workshop starts with defining KPIs against business objectives and takes the "student" through the process of aligning each KPI with metrics and shows how to weight and pair them so they create a true value story. Brian will invite a brand such as Cisco or Dell to present with him and show how they use multiple versions of the dashboard to report to the C-Suite as well as give each business unit the detail they need to make course corrections.
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Speaker Presentation: WOMM-U Session Building a Social Dashboard
- 1. Charlie Treadwell @CharlieAtCisco Kathy Baughman @ComBlu Brian Costea @BrianCostea BUILDING A SOCIAL DASHBOARD Kathy Baughman, Brian Costea & Charlie Treadwell | ComBlu, Inc. & Cisco Systems | May 21, 2013
- 2. AGENDA DASHBOARD OVERVIEW What is a social dashboard? How do you build it? Case Study: CISCO Hear from Cisco how they use multiple versions of the dashboard to report to the C-Suite and give each business unit the detail they need to make course corrections. INTERACTIVE ”Build a Dashboard” Walk through the six steps to building a dashboard.
- 3. DASHBOARD OVERVIEW WHAT IS A DASHBOARD?
- 5. DASHBOARD OVERVIEW Metrics Business Results Advocacy KPI: Generate Product or Brand Consideration • • • • • • • ↑ downloads of product information # product pages shared # product reviews shared # inquiries about product on review sites # views product demos/video # views product reviews # participation levels in contests/promotions • ↑ brand/product consideration • ↑ NPS Feedback Support KPI: Decrease Cost of Product Support • ↑ # creators/critics in support community – Customers – FTEs • # Qs asked in community • # Qs answered by customers • # Qs answered by FTEs in community • ↓cost per Q answered • ↓time to answer • ↓open Qs • ↑positive ratings of content/answers • • • • ↑ customer satisfaction ↑ positive word-of-mouth ↑ revenue ↓ cost of support KPI: Drive Product Innovation • • • • • • # ideas # idea comments/refinements High rating of ideas # votes/ideas # creators/critics # actionable ideas • Faster time to market • ↓ cost of innovation • ↑ product success
- 6. DASHBOARD OVERVIEW Web Transactional External Target Metrics Connectors to Sources SEO Ranking 25 .101 Campaign Shares .867 Community Participation .152 Reviews Dwell Time 345 Campaign Open Rate .025 Downloads BlackBox 216 Downloads 496 RSS Subscription Rate 36 Emulators, Wis h Lists, etc.
- 7. CASE STUDY: CISCO “If we yell louder, we’ll increase our share of voice in social.” The CMO This is not my CMO.
- 8. How we used to measure social media… April Share of Voice 5% May Share of Voice 10% 15% 40% Cisco 10% 50% 40% +10% 30% CompetitorA CompetitorB CompetitorC
- 9. Charlie’s Triforce of Measurement Objective Comparisons Measurement Triforce Content Success Marketing Insights
- 10. Content Success: Engagement Inspiration Discovery Design Advocacy • Impressions / # of messages • % of impressions to NEW fans (virality) • Content views, video plays, likes • Fans, followers, subscribers • • • • Sign-ups Downloads Opt-Ins Comments • Click to chat • RFI Request • Vendor/Partner Inquiry • • • • • • Shares @mentions ReTweets Embeds Blog Post Mentions Content creation
- 11. Content Success: Engagement Average Reach Virality Engagement Total Reach 0.234 0.012 0.032 0.321 +15% -3% +35% +12% Sign-ups Downloads Opt-ins Comments 0.013 0.046 .003 0.125 -2% -12% +22% -10% Click-to-Chat RFI/RFP Inquiries 0.210 0.030 0.012 +2% -12% +22% Shares @Mentions Embeds Blog Mentions 0.124 0.351 0.546 0.026 +22% +26% +55% +30%
- 12. Objective Measures: Competitive Campaign Name Content ID (Ex. Infographic 12345) Content Type (Ex. Photo, video , etc) Topic (Ex. M2M, Securi ty, etc) Architecture or Vertical (Service Provider, he althcare, etc ) Desired Action Language (Ex. WP download, we binar signup, share, etc) (Ex. German, Ma ndarin, etc) Execution Type Planned or RTM
- 13. Sample Dashboard Overall Conversation Score Referral Traffic from Social to Cisco.com 3 400,000 Conversation Score 2.5 390,000 Visits 380,000 370,000 2 2.61 1 340,000 330,000 320,000 0.5 310,000 0 331,820 350,000 2.61 369,997 2.43 2.76 384,942 1.5 383,442 360,000 300,000 FY'12 Q1 FY'12 Q2 FY'12 Q3 FY'12 Q4 FY'12 Q1 Data source: ComBlu SPI FY'12 Q2 FY'12 Q3 Data source: Omniture SiteCatalyst FY'12 Q4 Notes: Notes: •Overall conversation score remained steady at 2.61 with no change from Q3 •Overall Social Networks traffic is down 10% from Q3. This could be attributed to decrease in traffic from blogs and YouTube as LinkedIn, FB, Twitter have all increased in traffic for Q4 •Majority of Twitter accounts increased in mentions for Q4, with a lift of 50% or more for many •Significant increase in FB fans for Security and TelePresence, up 87% and 113% respectively •Facebook referred a significant number of visits to Cisco (42% of overall traffic) •Significant increase in traffic from Twitter this quarter (up 37% from Q3) •FB User Posts for Support increased in Q4, up 54% •Significant decrease in traffic from YouTube (down nearly 50% from Q3)
- 14. Sample Dashboard
- 15. Sample Dashboard Collaboration Data Center 50% 40% 40% 30% 30% 20% 20% 10% 10% 0% 0% Borderless Networks Video 100% 50% 80% 40% 30% Q4 FY11 60% 20% Q4 FY12 40% 10% 20% 0% 0% • Cisco has a strong presence in all 5 of the top technology pillars 30% • For Q4 FY12 Cisco lead in competitor share of voice for 3 of 5 of the top technology areas (Data Center, Video, BN) 20% • Cisco has consistently increased in competitor share of voice for 4 of 5 areas (Data Center, Video, BN, Cloud), indicating strong momentum in social • BN is where a large portion of our brand mentions come from (50% of total brand mentions) Cloud 10% 0%
- 16. CASE STUDY: CISCO “I understand how we’re engaging on social and what content and activities are moving customers through my purchase funnel. I want to give my social team more money!” The CMO Don’t you wish this was your CMO?
- 17. BUILD A DASHBOARD Clearly define business objectives/KPIs Inventory relevant digital assets Create a list of available data points Select metrics that tell your story Design the dashboard Evaluate, refresh and react
- 18. BUILD A DASHBOARD Scenario: Track and evaluate content performance Digital Hub (published content) Dashboard Article Score Views Shares Avg. Time Comments Article Name 10 15,000 150 3:30 25 Article Name 9 12,000 150 3:00 21 Article Name 8 11,000 100 2:32 18 Article Name 7 10,000 90 2:01 12 Article Name 6 9,000 75 1:59 9 Article Name 5 7,000 80 2:15 5 Article Name 5 7,200 65 1:30 5 Article Name 4 5,000 50 1:00 3 Article Name 3 2,000 20 :30 0 Article Name 2 1,000 1 :10 0
- 19. BUILD A DASHBOARD Clearly define business objectives/KPIs • Identify the best content to leverage on marketing sites and CRM outreach • Track content by category, type and reach • Identify the best channels to amplify content
- 20. BUILD A DASHBOARD Inventory relevant digital assets • Owned website (content hub) • Facebook fan page • Three Twitter accounts • LinkedIn company page • Disqus for comments
- 21. BUILD A DASHBOARD Create a list of available data points • • • • • • • • • • Page views Bounce rate Average time Visits Visitors Conversions Browser type Language Trackbacks Site speed • • • • • Shares Comments Mentions Page posts Likes • • • Tweets Retweets Mentions • • • Likes Comments Shares • Comments
- 22. BUILD A DASHBOARD Select metrics that tell your story • • • • • • • • • • Page views Bounce rate Average time Visits Visitors Conversions Browser type Language Trackbacks Site speed • • • • • Shares Comments Mentions Page posts Likes • • • Tweets Retweets Mentions • • • Likes Comments Shares • Comments
- 23. BUILD A DASHBOARD Design the dashboard Top Level Design Article Score Views Shares Avg. Time Comments Article Name 10 15,000 150 3:30 25 Article Name 9 12,000 150 3:00 21 Article Name 8 11,000 100 2:32 18 Article Name 7 10,000 90 2:01 12 Article Name 6 9,000 75 1:59 9 Article Name 5 7,000 80 2:15 5 Article Name 5 7,200 65 1:30 5 Article Name 4 5,000 50 1:00 3 Article Name 3 2,000 20 :30 0 Article Name 2 1,000 1 :10 0 Amplify Create a “content score” that indicates overall performance of content objects and is more inclusive than just the most popular articles listed by web analytics tools.
- 24. BUILD A DASHBOARD Design the dashboard Score Channel % Views Traffic 2% 1,500 2 Virtualization Bounce Rate 10% Shares Comments 100 150 Social Clicks Lead-gens 30 20 Drill into a specific category for more details. Data will be for a specified time period. Article Score Views Shares Avg Time Comments Article Name 10 15,000 150 3:30 25 Article Name 9 12,000 150 3:00 21 Article Name 8 11,000 100 2:32 18 Article Name 7 10,000 90 2:01 12 Cloud 8 20% Security 4 4% 3,000 100% Data center 6 8% 6,000 15,000 1% 10% Evaluate metrics of each of the specific articles in the category. 150 120 15 15 3,000 2,500 250 250 60 40 15 5
- 25. BUILD A DASHBOARD Evaluate, refresh and react • • • • ID trending topics Competitive analysis Evaluate network performance ID best authors and/or content types
- 26. BUILD A DASHBOARD Scenario: Evaluate performance along the sales cycle Awareness Consideration Preference Purchase Clearly define business objectives/KPIs • Driving preference • Facilitating VOC among brand fans Postpurchase
- 27. BUILD A DASHBOARD Inventory relevant digital assets
- 28. BUILD A DASHBOARD Create a list of available data points Community CRM • Number of engaged advocates • Number of advocates or ambassadors • Number of new advocates • Number of creators • Forum discussions • Stories created • Questions Asked/Answered • Content rated • Comments • Wikis • New users • NPS score • Number of campaigns • Number of responses / campaign • Number of purchases / campaign • Revenue generated / campaign • Number of new customers acquired / campaign • Number of customer referrals • Number of retained customers • Open rate • Close rate • Renewal rate Listening • Mentions • Conversations • Blogs • Forums • Retweets • Sentiment • Keywords • Geo eCommerce • Product reviews • Create brand or product stories • Repeat purchases • Coupon redemption • Visitors • PPC • Cart size • Amount of new revenue • Amount of recurring revenue • Margin • Sales stage duration • Sales cycle duration Amplification • Product review shares • Product shares • Promotion shares • Image uploads • Video uploads • Social comments
- 29. BUILD A DASHBOARD Select metrics that tell your story Community CRM • Number of engaged advocates • Number of advocates or ambassadors • Number of new advocates • Number of creators • Forum discussions • Stories created • Questions Asked/Answered • Content rated • Comments • Wikis • New users • NPS score • Number of campaigns • Number of responses / campaign • Number of purchases / campaign • Revenue generated / campaign • Number of new customers acquired / campaign • Number of customer referrals • Number of retained customers • Open rate • Close rate • Renewal rate Listening • Mentions • Conversations • Blogs • Forums • Retweets • Sentiment • Keywords • Geo eCommerce • Product reviews • Create brand or product stories • Repeat purchases • Coupon redemption • Visitors • PPC • Cart size • Amount of new revenue • Amount of recurring revenue • Margin • Sales stage duration • Sales cycle duration Amplification • Product review shares • Product shares • Promotion shares • Image uploads • Video uploads • Social comments
- 30. BUILD A DASHBOARD Design the dashboard
- 31. BUILD A DASHBOARD Evaluate, refresh and react • • • • Recruit new advocates Challenge advocates Join relevant conversations Refresh promotions
- 32. BUILD A DASHBOARD Clearly define business objectives/KPIs Inventory relevant digital assets Create a list of available data points Select metrics that tell your story Design the dashboard Evaluate, refresh and react
- 33. QUESTIONS? Kathy Baughman ComBlu kbaughman@comblu.com Charlie Treadwell Cisco Systems @CharlieAtCisco Learn more and download our ebooks at ComBlu.com
Notas del editor
- Topic OverviewSpeaker IntrosSession agenda
- Define dashboard: what do we mean when we say “dashboard” (Note: show various examples of social dashboards)Metrics in a spreadsheetMetrics by channelIntegrated cut of metricsMany dashboard are nothing more than unrelated metrics displayed side by side with no contaxt or correlation ot each other. Some are true metrics mash-ups that form a tight suite and together tell a story against a specific KPI.Different brands measure different things. Some measure engagement; others measure impact of content along decision journey; many seek to measure revenue or purchase behaviors
- Altimeter published a great white paper last year called the Social ROI cookbook. One section dealt spherically with the holy grail of measurement: revenueIt offered six different ways brands measure revenueTop downAnecdotal: not scalable and not reliableCorrelations: still highly manual and typically looks at two metrics at a time; also requires analyst teamA/B testing, which is also manual and not vey scalableBottom-upLinks and tagging, which are typically used to measure inbounds to conversion assetsIntegrated, which use measurement services to pull metrics form multiple sources; scalable and best practice for complex measurementDirect commerce, highly track able but usually does not take full engagement ccyle into consideration
- Metrics are really a moving target that we have to harness. But this is complicated. We don’t own the backend of our social channels and therefore have to live with what each platform gives us.So many metric sources that gaining a holistic view is a major challenge.What’s the story that your social metrics can tell youTie to KPIsHere’s some examples of KPIs that brands typically want to measure againstThis is representative of the integrated approach to measurement or taming big dataSocial support dashboards are well defined. So we going to concentrate on other areas that have trending interest but have not yet been developed industry –wide as a standardized best practice. However, all three of us know support dashboards really well, so come find us if you want to chat about that.
- What story do you need to create: return on investment against business goalsFind the metrics that tell the storyAlign and display them so they quickly tell a storyVisual dashboardCuts for various levels of users and decision makers