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#SMCNY
Metrics, Measurements
and Social Media
Scalability
A Social2B Presentation
3
Our qualifications
• Ytzik Aranov, Partner & COO, Social2B, Inc.
• Strategy / Management Consulting
for A.T. Kearney, Inc. & Coopers & Lybrand
@Social2B
@YtzikSocial
• Author/Co-Creator of Analytics,
Scorecard, Metrics, Co-Sourcing & Delivery
Methodologies
• Restructured the Value Chain,
Operations, Supply Chain and
Online Marketing for
Fortune 100 companies
• Serial Entrepreneur in Online,
Services, Health Care,
Real Estate & Technology
companies – 1 Company went
public then private
• Director, Corporate Finance, M&A and
Investment Banking
4
Our qualifications
• George Smith, Manager,
Social Strategy/Execution
PepsiCo @GeorgeGSmithJr
• Social Activation Leader – R/GA
• Social Media Specialist – Crocs, Inc.
• Setting Strategic Direction for social media
influencer and advocacy programs
• Subject matter expert on Social Media
topics
• Setting targets and policies for
Social Media programs and initiatives
• Writer, Blogger, Speaker
5
Why Social Media is ‘serious
business’ in 2011
• 4 out 5 US businesses over 100
people will use Social Media
Marketing in 2011(eMarketer, 2011)
6
Why Social Media is ‘serious business’
in 2011 (and beyond)
8
Why Social Media is more than
relevant for the Enterprise in 2011
• Social Media is Media – Facebook, Twitter, YouTube, Slideshare, etc. etc.
• Social Media is now a part of SEO and SEM efforts:
• Link Building + Socialization of Content
• Traffic referral engine
• More links and traffic + More Authority and Ranking Ability
• Branding and Buzz
• Social Media Marketing is part of „Marketing and Branding‟
• Social Media is a part of the Value Chain in the Company
• Human Resources HAS TO use it
• Marketing MUST use it
• Sales CAN use it
• Customer Service SHOULD use it
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New rules of engagement
10
New rules of engagement
11
The Sales and Marketing Funnel – Traditional
Prospect
lower
value TV Awareness
Radio
Newspaper
Interest
Magazines
Outdoor
Cinema Consideration
Events
Preference
Traditional ad & Direct & digital
branding media media
Purchase
Prospect
lower
value TV Awareness
Radio
Newspaper
Magazines
Interest
Outdoor
Cinema Consideration
Events
Preference
Traditional ad & Direct & digital
branding media media
Purchase
Prospect
lower
value TV Email
Radio $
Newspaper
Magazines eRFP
Outdoor request
Cinema
Pass
Events Research a link
product
Info
Traditional ad & Click request Direct & digital
branding media email M media
Transact commerce
Interact
with ad Rate a $
Product Direct Mail
Register View Select
Search Email
account Facebook Partner
brand Search & Web
Qualify Social Media
Social Write a Lead Register
higher review Blog Close Nurture Web 2.0
bookmark View ad entry account
value lead lead Mobile/SMS
DRTV
DR Print
Prospects and
Customers Customers CPC
Games
14
Traditional Metrics versus Online/Social Media Metrics
• Audience Reach
• Frequency
15
Traditional Metrics versus Online/Social Media Metrics
16
Traditional Metrics versus Online/Social Media Metrics
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Traditional Metrics versus Online/Social Media Metrics
Traditional measurement:
Marketing Investment = $30,000
# of Leads Generated = 1000
Cost per Lead = $30
18
Do you know which Metrics are Right for you?
Vs.
21
The Rules of Social Media Metrics
22
Social Media Metrics Building Blocks
Reach – how far does it travel?
Relevance – does it support your intended
direction?
Influence – who shares and passes along with
who?
Authority – how trusted is the source?
Engagement – how involved do they get?
Interaction – do they do anything with it?
Velocity – how fast does it travel?
Attention – how much time do they spend with it?
Sentiment – how positive are they?
Net Promoter – are they recommending you?
23
The Brave New World of Social Media Metrics
1. Conversion Criteria:
• best-performing (%) channels / campaigns / copy
• largest-volume (#) channels / campaigns / copy
• lowest-cost ($) channels / campaigns / copy
• Registrations, installs, etc.
2. Measurement Components:
• Audience Segment (young women, regional metro, older singles)
• Channel Source (social network, SEM, organic, PR, etc)
• Campaign Theme / Brand Promise (“find a job”, “learn to cook”)
• Landing Page & CTA
• Authority ranking, influence, velocity,
• Comments per post, reTweets, WOM Influence
25
The Brave New World of Social Media Metrics, cont.
26
Social Media Enterprise Scalability
• Exposure
• Engagement
• Influence
• Action
• ROI
27
Social Media Enterprise Scalability
• Floaters on page
• Engagement
• Facebook Community Building
• Click-thru‟s
• Custom apps and widgets
• Repeat Visits
• Twitter Engagement
• Time on Visit (Tweetups, lists, hashtags,
• Subscribe to Feeds etc.)
• Comment on posts • RSS Feeds
• Retweet / @replies • Google Analytics (support and
monitoring)
• Message recall
• TweetDeck
29
Social Media Enterprise Scalability
• Monitoring tools
• Influence
• Comments
• Change in Awareness
• Klout
• Change in Attitude
• PostRank
• Purchase
Consideration • Google Insight
• Association with Brand • KnowEm – reputation
management service
• Likelihood they will
recommend to a friend • PitchEngline – PR ‘social pitch’
platform
30
Social Media Enterprise Scalability
• eCommerce Tools
• Action
• Customer Satisfaction
• Visit the store Dashboard
• Attend an event • Twitter
• Tell a friend • Integrated CRM
• Contact the company
• Purchase the product
• Donate
• Volunteer
31
Social Media Enterprise Scalability
• ROI • CRM
• Return on Investment • Enterprise Platform
• Return on Ignoring • Integrated Financials
• Return on Influence • Social media performance
• Social capital tools
• Brand Equity
• Market Share or
“Influence over large
numbers”
• Loyalty
• AutoShip
• Relationship Management
32
Why is the Enterprise different?
The Enterprise
The
Individual or
the Business
33
The problem
34
The Enterprise Value Chain
35
The Enterprise Social Value Chain
36
Social Value Chain - Analysis
• Proprietary Social2B Social Value Chain Analysis
Sales • Map operational departments to their respective Social Communities
Customer • Establish the Social Value Chain Maturity and Scalability Index rating
Service by department
• Map cross-departmental Social value
Finance • Implement internal, external & B2B Social linkages
• Link the SVCMI to Budget, KPIs, ROI of the Enterprise
HR
Manufacturing
Company Logistics
Legal
Procurement
QA
Marketing
Administration
37
Social Media Scalability Approach
Analysis Community
38
The Balanced Scorecard
as an Enterprise Roadmap
• Departmental
• Line-of-
Business
• Geographical
• Project
• Maps directly
to the Value
Chain
39
The Enterprise Social Value Chain
HR Sales
100
Manufacturing Administration 90 Customer Service
80
70
Company Logistics 60 Twitter
50
Marketing 40 Finance Facebook
Legal 30
20 B2B Network
10
Procurement 0 SocNet
QA HR
Customer Service
QA
Soc Campaign
Marketing Soc Analytics
Procurement Manufacturing
Administration
Legal Logistics
40
The Enterprise Social Value Chain
Social Media
Sales • Social profiles, Audience engagement, conversion
Customer
• Community building
Service • Branding & PR
Finance • Sales Support
Marketing outcomes:
HR
Customers, leads, sales, service contacts, conversion, retention, winback and
Manufacturing response efficiencies. Acquisition cost, Avg. order, Avg. profit, Lifetime Value.
Sales
Logistics 100
Administration 90 Customer Service
Legal 80
Company 70
Procurement 60 Twitter
50
QA
Marketing 40 Finance Facebook
30
20 B2B Network
10
0 SocNet
Marketing QA HR
Customer Service
Soc Campaign
Soc Analytics
Administration Procurement Manufacturing
Legal Logistics 41
The Enterprise Social Value Chain
Sales
Social Media
• Reputation management
• Customer notices
Customer • Customer Service
Customer satisfaction:
Service Usability, performance/availability, recommendation behavior.
Opinions, attitudes, reasons for defection, brand impact and churn.
Sales
Finance 100
Administration 90 Customer Service
80
HR 70
Company 60 Twitter
50
Manufacturing Marketing 40 Finance Facebook
30
Logistics 20 B2B Network
10
0 SocNet
Legal QA HR
Customer Service
Procurement Soc Campaign
QA Soc Analytics
Procurement Manufacturing
Marketing
Legal Logistics
Administration 42
The Enterprise Social Value Chain
Sales
Social Media
Customer
Service • Talent acquisition
• Research
Finance
• Community building (former & future employees!)
HR Channel promotion:
Talent Attraction efficiency. Vendor Referrer efficiency, cost of
Payroll, Benefits administration
HR Sales
100
Administration 90 Customer Service
80
Company 70
Manufacturing 60 Twitter
50
Marketing 40 Finance Facebook
Logistics
30
20 B2B Network
Legal 10
0 SocNet
Procurement QA HR
Customer Service
QA Soc Campaign
Marketing Soc Analytics
Procurement Manufacturing
Administration
Legal Logistics 43
Social Media Enterprise Scalability
Methodology
• Craft a Scalability Methodology
• Industry-proven tools & methods
Balanced Scorecard
44
Social Media Enterprise Scalability
In Practice
Enterprise Goals
Business Objectives
Measures of Success
Operational Tactics
The following framework slides, courtesy:
45
Social Media Goals,
linked to Enterprise Goals …
46
...then to Objectives
47
...then to Measures of Success
48
… and Finally the Execution Plan
49
A Social Media Example...
• Objective
• Measures
• Tactics
50
Engagement Requires…
51
Granular Metrics
Audience
Engage-
ment Conversa-
Share of tion
Voice
Reach
Foster
Dialog
52
Engagement KPIs in action
• Share of Voice:
• Audience Engagement:
• Conversation Reach:
53
If This Was Nike...
54
Advocacy
Another Social Media Example...
• Encouraging word of mouth activity by
promoting and endorsing
conversations shared by individuals
Granular Metrics
Advocates
Promote Advocate
Advocacy Influence
Advocacy
Impact
56
Advocacy KPIs in action
• Active Advocates:
• Advocate Influence:
• Advocacy Impact:
57
If This Was The National Breast Cancer
Awareness Foundation...
58
Support Goes Social
59
Support Requires…
60
Facilitate
Support
Resolution Satisfaction
Rate Score
Resolution
Time
Granular Metrics
61
Support KPIs in action
• Resolution Time:
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If This Was Best Buy...
Issue
Resolution Satisfaction
Resolution
Time Score
Rate
63
Enterprise Social Value Chain ROI
Map SVC to a Balanced Scorecard
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Enterprise Social Value Chain ROI
Map SVC to ROI – How does it work (Support)?
• Emergency Procedures –
Panic Button Approach
• Red Cross Study – one in
every five web users turn to
Social Media in case of
emergency
• In the event of website or
blog „denial of service‟ – use
social media (Basecamp as a
recent example)
• Instant communication –
response time is crucial
Top 10 questions to ask yourself
before you get out to ‘Scale’
info@social2b.com
@social2B
www.social2b.com
+1-212-658-9744