Some Bullet points from the Corporate Social Media Summit in NYC. Michelina Mantas Digital & Social Media, Sears @mickeymantas David Carter CTO Awareness Inc. @dkrcarter

1. Measuring Success Marshall Sponder (moderator) Web MetricGuru.com @webmetricsguru Michelina Mantas Digital & Social Media, Sears @mickeymantas David Carter CTO Awareness Inc. @dkrcarter © 2009 Awareness

2. Establish KPI’s that matter to business, based on business goals Consider new methods to traditional marketing Social media is bleeding into Social Commerce © 2009 Awareness CONFIDENTIAL

3. KPIs to Consider Look beyond audience size Who are your Brand Ambassadors ? How are you gaining & distributing content? Effectiveness of Social Media campaigns Ability to tie to CRM i.e. real customers? © 2009 Awareness CONFIDENTIAL

4. Measuring Success Determining what success looks like.. Before you start Understanding the values of various aspects of your business Getting your metrics straight and consolidation Iterate on Success © 2009 Awareness CONFIDENTIAL

5. What does success look like Could be any aspects of the customer lifecycle Awareness Consideration Trial Adoption Loyalty Referral Reduction in costs Support Product Feedback loop Support another effort (gather names, drive traffic) © 2009 Awareness CONFIDENTIAL

6. What is the value of… Customer Acquisition If you are Mercedes? If you are Tide? If you are McDonald’s Customer Retention If you are AT&T? If you are McDonald’s Cost per impression of other media Use these numbers as multipliers when you are calculating YOUR values for Value of a Like/Fan/Re-Tweet/Comment © 2009 Awareness CONFIDENTIAL

7. Getting your numbers straight There are a lot of channels, use more than FaceBook and Twitter Don’t “spray and pray” Publishing one piece of content across multiple channels should result in Aggregate totals across all channels to measure the value of the content/message Slice the content by channel Listen intently to the content you publish Slice by Participant? When sentiment changes Haters changing their tone? © 2009 Awareness CONFIDENTIAL