Brave New World of Metrics: Twitter, Facebook, & Social Media Analytics How do you measure social media and buzz? What's a fan, or a retweet, or a product review worth? In this session, learn about free and paid tools marketers are using to develop KPIs for the brave new world of social media analytics. Even more importantly, learn the three things most companies aren't measuring in social media- and why they should. * Margaret Francis, VP, Scout Labs * Randy Ksar, Community Manager, Motorola

1. June 18, 2010 Margaret Francis, VP Product, Lithium Technologies Randy Ksar, Community Manager, Motorola Online Marketing Summit San JoseBrave New World of Metrics:Twitter, Facebook, & Social Media Analytics

2. Session Description Brave New World of Metrics: Twitter, Facebook, & Social Media AnalyticsHow do you measure social media and buzz? What's a fan, or a retweet, or a product review worth? In this session, learn about free and paid tools marketers are using to develop KPIs for the brave new world of social media analytics. Even more importantly, learn the three things most companies aren't measuring in social media- and why they should.

3. What You’re Going to Get Out Of #OMSSJ Practical advice on social media KPIs and the tools marketers use to develop them Real world examples of social media metrics and measurement programs from great brands Randy Ksar, Community Manager at Motorola @djksar Margaret Francis, VP Product at Lithium Technologies / Scout Labs @margaretfrancis

4. Social Media: The Stats Get Attention Do you really want me to update you on the number of Facebook users? ~500M How about Tweets per day? ~65M Blogs? (English language only) ~150M

5. Stages of Social Media Sophistication Phase 1: React Phase 2: Understand Phase 3: Leverage

6. Phase 1: React What metrics should I gather? The social media volume you generate, and where it is coming from in your organization Volume of mentions of your brands/ products/ companies is across social media channels (Twitter, Facebook, MySpace, Blogs, Forums, Photos, Videos- whatever is relevant to your business) Most influential by channel Reach of the those mentions How your social media audience correlates to your offline/ traditional/ other customer measures The same information for your known and emerging competitors Qualitative feedback

7. Phase 1: React What tools can I use? …and more.

8. Example: Klout What tools can I use?

9. Example: Crimson Hexagon

10. Example: Scout Labs

11. Phase 1: React Best Practices: Set expectations around frequency, depth, and format of reporting Expect to use a combination of free/ paid tools Allocate the analyst resources needed to collect metrics

12. Phase 2: Understand What is the potential for social media to drive my business? What impact are our social media programs having on the business? How do I measure ROI?

13. What are you trying to do? Create awareness (buzz, reach, recall) Create WOM/ testimonial value (intent to purchase, awareness) Improve brand loyalty or perception (brand preference, intent to purchase, brand equity, sentiment, customer sat, brand health, NPS) Generate Sales (sources of traffic, conversion, basket size) Create opportunities for future interactions (leads, emails, audience development

14. What are you trying to do? Improve search performance (SEO, savings in SEM) Defray customer service costs (calls/ emails/ tickets deflected, savings in marketing collateral, returns) Prioritize operational improvements (reduced service costs, improved customer sat) Generate new product ideas (ideas generated, value of products brought to market) True market research (research costs defrayed/ reallocated)

15. Phase 3: Leverage Customer intimacy Are you at their events? Who are the influencers today- and tomorrow? What other issues do they have? What other products/ vendors are they using? What other products do they use? What shows do they watch? What games do they play? How do they communicate with each other? Are you using the same language they are using?

16. Phase 3: Leverage Competitors What are your competitors doing? What do customers say about your competitor’s products? What are their favorite things about competitive products? Least favorite things about your competitors products? Who are your competitors, anyway?

17. Phase 3: Leverage Organization What impact is social media having on your company? Has it galvanized the way people think, act, operate? Whose desk does this information land on? Do the right people have the right information to make customer centric decisions? What operational holes have been exposed? United (Lost Luggage) Comcast (Sleeping Technician) Starbucks (Frappaccino Promotion) Vistaprint (Glen Beck Media Placement) Dominos (Too nasty to revisit)

18. How do you make the organization care? Create Fluency Show Impact Foment Change

19. Randy Ksar, Community Manager at Motorola @djksar Margaret Francis, VP Product at Lithium Technologies @margaretfrancis