Social Media Theatre: Social analytics suck. Why businesses struggle with social metrics and how you can use simple principles to track your progress
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Semelhante a Social Media Theatre: Social analytics suck. Why businesses struggle with social metrics and how you can use simple principles to track your progress
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Social Media Theatre: Social analytics suck. Why businesses struggle with social metrics and how you can use simple principles to track your progress
- 1. Social analytics suck. Why businesses struggle with social metrics and how you can use simple principles to track your progress Joe Edwards - IDM Course Director from OTM Sponsored by: Organised by:
- 2. Special TFM&A offer 20% off selected IDM training courses! To redeem, visit theidm.com/academyoffer or come along to the IDM stand (H1) for more details! twitter.com/theidm theidm.com/idmlinkedin theidm.com/training facebook.com/theidm *Conditions apply
- 3. Social Analytics Suck Why businesses struggle with social metrics and how you can use simple principles to track your progress. Joe Edwards – OTM– Digital & Social Planner Twitter @brandjoe
- 7. The Pains of Analytics
- 10. The right tools
- 11. No time
- 12. Oh and here’s another thing 9854 19,744 #SMW12
- 14. Or influence for that matter
- 16. And businesses don’t feel it’s a top priority
- 17. But less assume it is actually important for a minute
- 18. What can you measure Unstructured – Social Soft Hard Influence Volume Sentiment Likes Intent Tweets Interests Followers Commentary Shares Response Comments Likes @ Clicks
- 19. Feel like its missing something? • What’s happening in the real world • Or even what’s specifically happening online – How is your social activity affecting your bottom line
- 20. What can you measure Unstructured – Social Structured Soft Hard Transactional Financial ROI Influence Volume Sentiment Likes Demographics Intent Tweets Name Interests Followers Address Commentary Shares Response Comments Likes @ Clicks
- 21. You need a strategy …
- 22. …and a Geoff
- 23. Decisions Decisions • What – Channels – Conversations – Traffic • How – Tools – Bring the data together – Reports and insights
- 24. Start with a baseline 80 70 60 50 40 Sales 30 20 10 0 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr Before social activity After social activity
- 25. Pick your tools and stick with them
- 26. Map your measurement Gross Views Gross Connections Audience engagements Site Traffic Sales
- 27. Some of the tools I use
- 28. Some of the tools I use
- 29. Some of the tools I use
- 30. Some of the tools I use
- 31. Some of the tools I use
- 32. Some of the tools I use
- 33. So now you have all those measurements?
- 34. Look at what happened here 80 Sales 70 60 Gross Views 50 Gross Connections 40 30 Audience 20 Engagements 10 Site Traffic 0 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr Before social activity After social activity
- 35. There are still some gaps • Causation • Correlation • What about the real world
- 36. Special TFM&A offer 20% off selected IDM training courses! To redeem, visit theidm.com/academyoffer or come along to the IDM stand (H1) for more details! twitter.com/theidm theidm.com/idmlinkedin theidm.com/training facebook.com/theidm *Conditions apply
- 37. Thank You Joe Edwards – OTM– Digital & Social Planner Twitter @brandjoe
- 38. Simplifying Facebook Commerce David Bowen - EPiServer Jonathan Cook - Valtech Sponsored by: Organised by:
- 39. Social CRM: What is it and how can I implement it with CRM? Jeff Richards - Sage CRM Sponsored by: Organised by:
- 40. Social CRM what it is and how to implement
- 41. CRM is… • “more than just a software application. It is a business solution for all customer-centric processes. It covers every interaction with customers across the entire business. It improves internal business processes, enables closer management of new and existing customer relationships, increases revenues and decreases inefficiencies and provides management with timely and reliable insight to guide decisions.” − Sage Product Brochure
- 42. Social Media is… • “is a set of technologies and channels targeted at forming and enabling a potentially massive community of participants to productively collaborate” • Anthony Bradley, Group Vice President, Gartner Research - January 2010 − Sage CRM and Social Media
- 43. Social CRM is… • “is a philosophy & a business strategy, supported by a technology platform, business rules, workflow, processes & social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted & transparent business environment.” − Paul Greenberg (2009) − http://the56group.typepad.com/pgreenblog/
- 44. Goal Setting… • Your needs determine the goals you set − peer-to-peer customer support, − idea management, − market research, − product launch, − brand reputation management. • Are you shaping the conversation? − Is your engagement leading to website visits? o Are you encouraging the conversations to take place within forums that you host? − How Reputation management? o Building an Authoritative and Trusted voice? o What is the Twitter Sentiment Around round your Brand/Company
- 45. We use Social Media because… • Managers • Marketing • Customer • Sales • “I am an Professionals Service • “I want new opinion leader • “I need • “I want to help tools to help with a channels to customers me identify thorough place our solve their sales knowledge of content, and problems” prospects and my industry. therefore build • “I want to progress sales • I want to raise traffic.” share tips and prospects awareness.” • “I want to know tricks with what the public customers.” is saying about us.”
- 46. New Design – www.sagecrm.com GEO IP detection delivering localised content. Single Sign In destination for existing customers. Improved content structure Priority on FREE Trials, to drive home Sage CRM with clear calls to action features and benefits. Relevant content with a Clearly defined and focus on lead generation. focussed messaging Sage CRM Community Content is now centrally Integration managed through a flexible, secure Content Management System Highly optimised content including a good balance Social Media Integration between text, images and video.
- 48. Sage CRM Social Media Stats 2011 Sage CRM Ecosystem www.sagecrm.com Sage CRM Community: Sage CRM Website: • 220,000+ Visits • 260,000+ Visits • 82,000+ Unique Visitors • 620,000+ Page Views • 1,189,000+ Page Views • 5,500+ Registered Members wwwSageCRMcom wwwSageCRMcom 1,360+ 31,000+ views Followers Sage CRM (Official Sage CRM Group) 520+ Fans 1,100+ members
- 49. Sage CRM Ecosystem Participation Community Visits 7000 6000 5000 4000 3000 2000 1000 0
- 50. Social Media Helps Cement Partner and Customer Relations
- 51. Sage CRM brings everything together • www.sagecrm.com • Partners • Trials • Customers • Customers • Staff Cloud Community Social Support Media • Level 3 Support • Twitter • Self Service Portal • LinkedIn • Facebook
- 59. Building the Social Relationships • The Rules − Listen − Share − Engage • The conversation belongs to the customer and you are joining in the conversation • But where does the conversation take place?
- 62. Sage CRM brings everything together • www.sagecrm.com • Partners • Trials • Customers • Customers • Staff Cloud Community Social Support Media • Level 3 Support • Twitter • Self Service Portal • LinkedIn • Facebook
- 64. Social Media and Content Marketing: How to win traffic and engage audiences Karen Webber - Adfero Amanda Kouwenhoven - Adfero Sponsored by: Organised by:
- 65. How Brands are Successfully Using Social Media to Engage and Interact with Their Audience Marina Lumley - The Chartered Institute of Marketing Sponsored by: Organised by:
- 66. Social Media: A new era for measurable direct marketing Martin Smith - Neolane Sponsored by: Organised by:
- 67. Copyright Neolane - 2011 Neolane Private and Confidential 69
- 68. Copyright Neolane - 2011 Neolane Private and Confidential 70
- 69. Copyright Neolane - 2011 Neolane Private and Confidential 71
- 70. Social Media: A new era for measurable direct marketing Martin Smith – Head of Marketing, Neolane Limited Copyright Neolane - 2011 Neolane Private and Confidential 72
- 71. Direct Marketing Definition “Direct marketing is a channel-agnostic form of advertising that allows businesses to communicate straight to the customer…. …Direct marketing messages emphasize a focus on the customer, data, and accountability. Characteristics that distinguish direct marketing are: ■ Marketing messages are addressed directly to customers. ■ Direct marketing seeks to drive a specific "call to action." ■ Direct marketing emphasizes trackable, measurable responses from customers — regardless of medium” Copyright Neolane - 2011 Neolane Private and Confidential 73
- 72. Social Media Definition “Social media includes web-based and mobile technologies used to turn communication into interactive dialogue.…. …social media has substantially changed the way organizations, communities, and individuals communicate.” Copyright Neolane - 2011 Neolane Private and Confidential 74
- 73. Social Media Today Copyright Neolane - 2011 Neolane Private and Confidential 75
- 74. UK Social Media Today Copyright Neolane - 2011 Neolane Private and Confidential 76
- 75. Social Users Are Not ONLY Part of Generation Y, Z, ….. 60% of Facebook users are above 35 Copyright Neolane - 2011 Neolane Private and Confidential 77
- 76. Two Main Social Media for Marketing The biggest and the most accurate contact database ever 500M daily users The place to talk with consumers ■ 100 000 tweets are posted per minute Copyright Neolane - 2011 Neolane Private and Confidential 78
- 77. Let‟s gather as many Fans as possible! Copyright Neolane - 2011 Neolane Private and Confidential 79
- 78. „„Through 2015, 75% of marketing organizations will view social media as simply another channel annoying customers and failing to deliver significant value to the CMO's strategy‟‟ Social Media Expert Gartner – August, 15th - 2011 Copyright Neolane - 2011 Neolane Private and Confidential 80
- 79. The challenge….. “ I have succeeded in having 1 million Facebook fans……… But now…. How do I really make money? ” Copyright Neolane - 2011 Neolane Private and Confidential 81
- 80. What‟s the value of a social fan? $3.60 according to Vitrue On average, a fan base of 1 million translates into at least $3.6 million in equivalent media over a year. The company‟s findings are based on impressions generated in the Facebook newsfeed. $136.00 according to Syncapse Copyright Neolane - 2011 Neolane Private and Confidential 82
- 81. What the value of a social fan? What‟s the value of a Facebook Fan? According to Forrester, the answer is zero , unless and until the brand does something to create value with Facebook Fans’ Copyright Neolane - 2011 Neolane Private and Confidential 83
- 82. A Huge Perception Gap OUCH! Brands Consumers Copyright Neolane - 2011 Neolane Private and Confidential 84
- 83. Are consumers ready? Razorfish Copyright Neolane - 2011 Neolane Private and Confidential 85
- 84. Consumers are ready for Direct Marketing in Social Copyright Neolane - 2011 Neolane Private and Confidential 86
- 85. Are you above or below? Above the Line - Metrics= Share of mind Mass Create Campaigns social Build presence & Influence Listen Social Share Monitor Cross- Channel Enabled From Social Personalized Opt- Media Outbound Engage Messages in Personalized Inbound From Experience the web Below the Line - Metrics= Sales Copyright Neolane - 2011 Neolane Private and Confidential 87
- 86. Objectives: ■ Increase addressable contacts in the database through Facebook Tactic: ■ Facebook Contest “Join The Kingdom” Copyright Neolane - 2011 Neolane Private and Confidential 88
- 87. Opt-in: LA Kings Facebook Campaign Step #3 Step #1 Step #4 Step #2 Copyright Neolane - 2011 Neolane Private and Confidential 89
- 88. Opt-in: LA Kings Facebook Campaign One wall post ■ 177 talking about it ■ 148 likes ■ 25 comments ■ 4 shares Social Opt-in contacts ■ 353 social profiles acquired through the contest within few hours with: • Name, profile picture, gender, and interests • Email (opt-in) Anonymous visitors turned into known and addressable contacts Copyright Neolane - 2011 Neolane Private and Confidential 90
- 89. „„Social media is a place where people come to have conversations. Most marketing campaigns are presented to customers as static offers, regardless of the channel. Predefined mass marketing offers will stand out as being just that. Offers via social media should be dynamic and based on the person's interest and interactions within social media and across other channels ‟‟ Gartner – August, 15th - 2011 Copyright Neolane - 2011 Neolane Private and Confidential 91
- 90. Thank You Neolane Stand C5 Win a trip to Paris for 2 Copyright Neolane - 2011 Neolane Private and Confidential 92
Notas do Editor
- Show of handsHow many marketing managers hereHow many analytics specialistsHow many marketing managers here that deal with social analytics on a day to dayHow many people here are using some of the bigger social analytics platforms such as Radian 6 - this talk probably is not for you… but your more than welcome to stay
- Deciding on what you need to measureDeciding on how to report on the activityWorking out what KPI’s you need to achieve
- Finding the right tools, deciding what's best going to work for you and your business
- There are litterally 100’s of solutions out there
- It’s a while to set up, correct keywords, excluding keywords to ensure your measuring the right thingThen once the data starts coming inIt can take time to make sense of it all - sifting through sentiment to improve accuracy is a just one of the many time consuming activities you may need to take on board.
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- The real world activity Interactions with your brand offline
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- IntroductionI want to break this topic down and look at this topic with as much reality that I can muster.There is an enormous amount of hype around Social CRM and I think this can get in the way of a sober assessment of how new the Social Networks can be used to enhance business.Lets start with a definition.“more than just a software application. It is a business solution for all customer-centric processes. It covers every interaction with customers across the entire business. It improves internal business processes, enables closer management of new and existing customer relationships, increases revenues and decreases inefficiencies and provides management with timely and reliable insight to guide decisions.”Custom Relationship Management is a strategy for managing a organisation's interactions with external contacts, customers, clients and sales prospects. It uses technology to automate business rules, organize data, and synchronize processes. It might be mainly used for sales, but extends across marketing, customer service, and technical support. And it goes deep! It brings back office information to the customer facing teams e.g. stock levels or credit history.
- “Social Media is a set of technologies and channels targeted at forming and enabling a potentially massive community of participants to productively collaborate”That’s from Anthony Bradley, Group VP of Gartner Research. You can see that is quoted in the brochure Sage CRM and Social Media.The use of technology (websites and applications) to communicate informally with other users, or to find people with similar interests to oneself. Data is typically not structured. The technology is typically third party and so not under your control.
- Paul Greenberg defines Social CRM as…“a philosophy & a business strategy, supported by a technology platform, business rules, workflow, processes & social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted & transparent business environment.”I understand Social CRM to be a strategy to engage with those informal unstructured networks in order to build new forms of relationships with prospects and customers and to allow a link between the unstructured data and the information contained and controlled within the technology used with CRM.Important alert! A Social CRM strategy can include you own corporate support forums, blogs and self service community - the most important thing to realise about Social Networks is that the conversation belongs to the customer and you are joining in the conversation.
- Alternative photo images
- Back-up slide
- The Sage CRM “Ecosystem” is made up of our website, community and social media channels. It was launched in March this year, and it is the first time that we have created a opportunity for our end users to have a direct channel to the teams that design and develop the product. In it’s first few months it has been a great success with high activity level as you can see on the slide here.
- Hochschild’s The Managed Heart (1983) introduced the term ‘emotional labour’Work requires face-to-face or voice-to-voice contact with the publicthe worker to produce an emotional state in another personTraining and supervision can allow a degree of control over the emotional activities of employeesWe have challenges getting staff fully engaged in social mediaSage’s DilemaOur team works online, monitoring and communicating on behalf of our clients/organisationThrough this, they will build their personal brand and develop a reputation in the blogosphereThis is good for Sage… but also makes employees a target for headhuntersThey work all hours on behalf of my clients, and I’m not sure exactly how many hours – am I exploiting them? But are they promoting themselves at my expense?I have no control … but the job is getting done“Coming to terms with losing control” is a common themeStaff ReasonsFor my own self-esteemTo further my ‘personal brand’To aid the success of a campaignBecause I have a vested interest in a campaignCommitment to the client and employerPleasure derived from working as a team and sharing ideas & experiencesLearning and developing new skillsExcitement of working with social media
- Inbuilt LinkedIn Integration
- Extendable through APIs
- API’s allow Social Media Metrics to be easily incorporated into the interfaceKlout.com is only one example of ‘influence’ measuremente.g.Peerindex.com is anotherWhat Authority do the people have?What is their influence? How many people will they tell? And how likely is their experience to be retweeted?
- In what world is Lady Gaga more influential on developments in CRM and Social CRM than Paul Greenberg??
- the conversation belongs to the customer and you are joining in the conversation
- Ask the attendeeswhether or not they’reusing FB, for ex.
- Many marketers think people only want fun on social media, that’s wrong, they mainly want direct marketingWe have many surveys according to that point. We can give you some (see additional slides)Trans : The conclusion is, well, youlisten, youbuildcommunities?Nowlet’s go further and unleash the potential value of fans!Here is Neolane value prop
- Neolane permit markerts to achieve this 4 bullets : from measuring reaction to brand actions, posting mesages and managing multiple fan pages to geting optin and engaging one to one conversationNeolane go further and provide a solution to monitor what is published on social media, monitor refferal links (with pURL) post messages on Twitter and Facebook, create sharing on emails (social share) and provide engagement + opt-in (=data acquisition) features.We do not are a listening and replace community manager but we help them to work better1 Buid & Listen: Listen and build commmunities, we help companies to do that,2 Influence : Advertise communities, try to generate buzz, we do it also with centralisation3 Opt-in : acquisition of social opt-in and information about profile interests, not many companies do that, we do with full integration with mkt database4 Engage : engage dialogue with people inbound and outbound, we do, with full cross-channel fusionTrans : let’s see in details some points of our offers and how customers use it
- A nice powered by Neolane example.A very simple page tab application contest generated a great ROI !
- A simple Facebook application with a welcome page, a request for permission, a thank you page, all managed by Neolane
- Only one message on LA Kings wall generate 353 contest participations