The document discusses challenges in social media marketing analytics and metrics. It presents a four step process for social performance management: 1) Align social goals to business objectives, 2) Establish key performance metrics and targets, 3) Track and measure performance, and 4) Analyze data to optimize strategies. The workshop sections provide examples of connecting business objectives to social goals and metrics. Overall the document advocates for standardizing measurement across channels to efficiently track performance and optimize social investments.

1. iStrategy
2012
So
Many
Metrics,
So
Li0le
Time
A
SYNCAPSE
WORKSHOP
1

2. Brain
ac4va4on
What
is
your
biggest
marke>ng
challenge?
Tweet
your
answer
with
#istrategy
@syncapse
to
win
a
set
of
sweet
headphones
from
Beats
by
Dr
Dre.
2

3. Why
we
are
here
CUSTOMER
ACQUISITION
Acquire
new
customers
and
drive
revenue
PERFORMANCE
&
OPTIMIZATION
LOYALTY
&
RETENTION
Measure
ROI
and
drive
Drive
incremental
value
from
efficiency
and
effec>veness
in
exis>ng
customers
social
investment
3

4. So…
Smallwood
[Facebook’s
Head
of
Measurements
and
Insight]
said
that
ad
impressions,
rather
than
clicks,
drive
sales.
In
fact,
in
the
DataLogix
campaigns,
99
percent
of
sales
were
from
people
who
saw
ads
but
didn’t
interact
with
them.
To
back
that
up,
he
also
also
pointed
to
a
Nielsen
study
showing
that
there’s
virtually
no
correla>on
between
clicks
on
ads
and
either
brand
metrics
or
offline
sales.
Source:
FeedBlitz
4

5. So
Many
Metrics
5

6. Social
Analy4cs
is
Complex
Rapid
social
media
prolifera>on
is
making
it
increasingly
difficult
for
marke>ng
teams
to
link
fragmented
social
ac>vity
into
an
automated,
unified
view
of
social
performance
1
Mul4ple
&
Disparate
Sources
No
centralized
view
of
marke>ng
performance
across
social
media
channels,
geographies,
pages
and
campaigns
2
Lack
of
Standardiza4on
Difficul>es
in
comparing
performance
and
?
scaling
best
prac>ces
across
different
social
media
channels,
brand
teams
and
agencies
6

7. Manual
Measurement
Creates
Inefficiencies
Organizations often by-pass
the complexities by using
various people to manually
extract data on an ad-hoc
basis, introducing:
1
Unnecessary
Manual
Overhead
with
increased
opportunity
for
human
error,
data
quality
issues
and
added
cost
2
Non-­‐standardized
Repor4ng
with
limited
ability
to
gain
compara>ve
insight
The
Inability
to
Op4mize
in
a
Timely
3
Fashion
analyzing
performance
when
it’s
too
late
to
impact
in-­‐market
ac>vity
7

8. A
Four
Step
Process
1.
Align
social
goals
to
business
objec>ves
to
standardize
measurement
approach
1.
ALIGN
&
STANDARDIZE
2. Establish
key
performance
2.
SET
metrics
and
data-­‐driven
TARGETS
targets
based
on
historical
performance
3.
Track
and
measure
social
performance
against
KPIs
4.
ANALYZE
&
4.
Analyze
data
to
iden>fy
OPTIMIZE
3.
TRACK
&
trends
and
recommended
MEASURE
ac>ons
to
op4mize
social
strategies
&
overall
marke>ng
programs
8

9. Workshop:
Connec4ng
Business
Objec4ves
To
Social
Goals
Increase
Sales
&
Customer
Reten4on
Business
BRAND
VISION
Objec4ves
1. Increase
awareness
2. Increase
considera4on
3. Drive
advocacy
Marke4ng
Goals
1. Increase
membership
&
reach
2. Drive
purchase
intent
Social
Goals
3. Grow
engagement
9

10. Workshop:
Social
Goals
to
Metrics
that
Maeer
Increase
Sales
&
Customer
Business
Objec4ve
Reten4on
Increase
Awareness
Drive
Advocacy
to
&
Considera4on
to
Marke4ng
Goals
drive
adop4on
of
increase
overall
brand
affinity
products
Convert
fans
into
Drive
fan
growth
Increase
earned
brand
champions
Drive
word
of
mouth
and
engagements
reach
and
media
Social
Goals
to
raise
value
to
drive
through
influen4al
social
recommenda4ons
for
the
brand
awareness
considera4on
producers
Social
Sen4ment,
Membership
Top
posts,
Social
Metrics
varia4on,
EMV,
Brand
Men4ons,
Top
EPM,
wall/app
Engagement
engagement
Influencers
rate
KPIs
10

11. Next
Steps:
Making
it
Count
Benchmark
and
track
your
brand’s
social
performance
versus
key
compe>tors
to
measure
rela>ve
performance.
Compare
the
rela>ve
marke>ng
Avg.
Score
=
61.4
performance
of
your
brands’
71
Facebook
Pages
versus
an
67
industry
ver4cal,
compe4tor
or
peer
set
60
58
Trend
the
performance
of
your
51
brands’
Facebook
Pages
versus
0
10
20
30
40
50
60
70
80
compe>tors,
over
>me
SynQ
Score
11

12. Recap:
Social
Performance
Management
ATTRACT,
ESTABLISH
&
STRATEGIZE
&
MANAGE
&
MEASURE
&
TRACK
PLAN
OPTIMIZE
REPORT
BRAND
KPI’S
INVESTMENT
Unlock
the
Define
key
Op>mize
social
Drive
crea>ve
right
strategy
measures
and
ad
spend
accountability
to
connect
establish
brand
connected
to
and
improve
social
goals
to
KPI’s
customer
ROI.
business
profiles.
objec>ves.
12

13. Closing
Thought.
Reach,
frequency
and
recency
are
well
established
and
sanc>oned
as
planning
and
investment
models.
How
do
we
apply
these
in
Social
Marke>ng?
13

14. THANK
YOU.
WE
LOOK
FORWARD
TO
CONTINUING
THE
CONVERSATION.
14