CV AMA measuring social media success

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MEASURING SOCIAL MEDIA SUCCESS
CENTRAL VIRGINIA AMA l APRIL 14 2010

CONFIDENTIAL • APRIL 2010

MY STORY
Why am I here

2
PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me

QUESTION
I just want to know

3

PAIN SOLUTION
Customer Pains Clear Goals

4

1
LISTEN
Conversational Analysis

5

6

MEASURE
GOALS OUTPUTS
LISTENING LEARNINGS
Frequencies
Prove out Reach
Keywords Sentiment Influencers
“WHY”
SOV
Community your Brand Influencers Voice
should use Competition
Competition Topics Strategy in
Social as a Channels
New
Influencers Channel Channels Segments
Keyword
Media Types Conversations Alignments
Gaps in Search
Gaps in
Messaging

1
LISTEN 7

Social Listening Metrics: Audience 1 LISTEN
Goal Metric Why How

Understand Demographics Determines online and offline
Social of audience alignment Append Social Profiles using API
Profile of reached via Segments Media Types Append Social Profiles using Tools
House File Social Media Identifies Channel Opportunities

Google
Increase
Analytics Cost Reductions on Social Effort Measure in SWIX
Social Buzz
Referring Site % vs. PPC and CPM current costs Measure in Unilyser
in Networks
Shifts

Growth Rate Increase/Shift Shift in Audience Market
Measure in SWIX
of Fans & in Base over Preferable Communities
Measure in Unilyser
Followers time Shift in Demographics

8

BUYER PERSONAS
Understand your Audience

9

Media Type determines
Inﬂuencers Engagement
Strategy

Drill down by Media Types to
determine Inﬂuencers,
Keywords, Communities
customers are in

10

Campaign Keyword Sentiments Inﬂuencers

Drill down by Media Types to
determine Inﬂuencers,
Keywords, Voice
Validate SEO

11

2
EVALUATE
Light at the end of the tunnel

12

MEASURE
GOALS OUTPUTS
APPEND LEARNINGS
Gaps
Prove out Media Channel
In House Trends Strategy Frequencies
variances and
Database to enhance Frequencies Voice
Messaging &
Social Profiles Database to Content
using API or Demographics Strategy Keyword
reflect online Alignments
Service activity in Research of Alignment of
Social Usage among SEO Organic Gaps in Search
online Outposts efforts by
Communities audience Community
target

2
EVALUATE 13

Social Evaluation Metrics 2 EVALUATE
Goal Metric Why How

Determine Proﬁle Setup
Frequency of
Social Crowdsource by network Keyword alignment across Media
Keywords & On
Currency of Increase eyeballs Types
Topic Posts
Networks Competitive search

Determine
% Buzz of each Increase SOV
Online Drill down by Media Type
Competitor by Shift SOV
Strategy of Drill into Cloud Conversations
Media Type Monitor Competitor Strategy
Competitors

Growth Rate Increase/Shift Shift in Audience Market
Measure in SWIX
of Fans & in Base over Preferable Communities
Measure in Unilyser
Followers time Shift in Demographics

14

2 Influencer Rank & Reach Analysis

EVALUATE Build relationships with
Influencers that have
high reach & trust
Reach of Message of Influencer

High
40,000

High Trust, Lower Reach
equals targeted
30,000 audience

20,000 Low Trust, Low Reach
equals no effort of these
types of Influencers
10,000
Low

0
0 1.75 3.50 5.25 7.00
Low High
Trust and Authority Ranking

15

Frequency determines
Communities your
customers live in

Messaging ofﬂine may
differ to online - are
there any differences

Align messaging on and
ofﬂine to match
demographics

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No longer guess
where your new Social
Connections live on and
offline

Social Profiles reveal
new addresses online
Light Influence stats,
but when analyzed, will
prove velocity of list

17

3
ENGAGE
It’s still about Marketing
(No matter what the CFO says)

18

ROI

MARKETING

19

MEASURE
GOALS OUTPUTS
AUDIT LEARNINGS
Engagement
Test Messaging Engagement
Messaging and Content effects Analysis Frequencies
and Content
Content Audit Strategy Message Voice
Web Analysis
to validate effects
match with Message Keyword
Build Voice of Time of Day Alignments
online Social Velocity
Brand Analysis
Profiles Community Sales Cycle
Workflow
Determine high Offers
engagement
channels

3
ENGAGE 20

Social Influence Metrics 3 ENGAGE
Goal Metric Why How

Twitter Mentions
Increase
Google Onsite Contact
Search Influencers have high Trust &
Analytics by Comments
Traffic on Authority Rankings
Referral Link Links back to site
website
Notify Influencer of Actions

% of Social
Increase
Persona Increased Share of Wallet SOV Shift in keywords by user
Share of
increases in Cost Reductions measured by Influence
Voice
Networks

Frequency of
Research allows Brands to hone
Evaluate Viral Cross Matrix Testing
in on key messaging
Brand Frequency of Messages with links/no-links
responsiveness by Influencers to
Messaging Social Offer variations
test across Community
Interactions

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3 Look to Page View Determine if

ENGAGE times, based on Content
Value for clues
Engagement correlates
to Conversions

Analyze Content, Was there a problem
Messaging for perceived with content, UI at
value-adjust as needed website?

Engagement &
Content Analysis

22

Engagement & Content Analysis Post Level
3
Analyze Content, ENGAGE
Messaging for perceived
value-adjust as needed

Look to your Downloads
& Captures if Content
based messaging

Low Page views
Look to Page View indicate issues with
times, based on Content target audience
Value for clues

23

social media value chain

e
alu
hV
Conversion of Social
Sales

Hig
Campaigns are realized when
User Experience is high

Loyalists
e
lu
Va

Engagement
m

Brand obtains their
diu

“Voice” among Audience
Me

Content and content is accepted

User Social Proﬁles
e
alu
wV

Community Proﬁles Research begins the
Lo

foundation of Why you
should be in Social
Brand Monitoring

24

IF
you can’t track it
WHAT WE YOU
KNOW can’t measure it
{Measurement}

HOW
will you prove it

25

4
MEASUREMENT
what we’ve been waiting for

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IT’S NOT IT’S ALL
ABOUT MARKETING ABOUT REVENUE

27

MEASURE
GOALS OUTPUTS
SETUP LEARNINGS
Engagement
Test Messaging Engagement
Dashboard Content effects Analysis Frequencies
and Content
Strategy Message Web Analysis Voice
Align internal effects
reporting Message Keyword
Build Voice of Time of Day Alignments
structure Velocity
Brand Analysis
Community Sales Cycle
Workflow
Determine high Offers
engagement
channels

4
MEASUREMENT
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Social Viral Metrics 4 MEASUREMENT
Goal Metric Why How

Drive
% of Channel Look for Inﬂuencers YouTube Insights
Awareness
Subscribers Validates message content Measure in SWIX
using Video

Road Block # of Embeds Offset Competitor position YouTube Insights
Competition # of Views Share of Voice Measure in SWIX

Reduce Inﬂuencer Outreach drives views
Rate of Virality/ YouTube Insights
Marketing Viral content reduces Paid
pass-along Measure in SWIX
costs Search

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Month over Month Look to get this Content
Analysis & Tracking of that’s has perceived
Downloads value to go viral
Bit.ly Content Analysis
1000
# of Downloads

750

Look to adjust
500 messaging here,
keywords, reﬁnement

250 Value of Content, effort
or value, determined by
Brand
0

4 0 1.25 2.50 3.75

Content Value Low to High
5.00

MEASUREMENT
30

Correlation of Sales To Mentions
30.000% 30%

Trend indicates a
correlation

22.500% 23%

Mentions % Change
Sales % Change Reﬁne message, content
and offer to test
15.000% 15% audience

7.500% 8%

0% 0%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Category Title 31

WHAT WE LEARNED

1 2
LISTEN EVALUATE
Brand Mentions Brand Database

Competition Mentions Analytics

Competitive Keywords Social Proﬁles

Inﬂuencers Personas

Communities Assets

32

WHAT WE LEARNED

3 4
ENGAGE MONETIZE
Value Workﬂow Database Enhancements

Buyer Cycles Insights & Implications

Messaging Metrics User Experience Metrics

Viral Sharing Revenue

Stickiness Cost Saving Models

33

SIMPLE
NO BUDGET
NO BONUS

AND
YOU MAY
GET A
BLACK EYE
34

QUESTION
I just need to know

35

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THANK YOU
• LinkedIn

{Honored} • Email

• Tungle Me

• 757.301.1814

36

CV AMA measuring social media success

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