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Social Measurement Success Stories
1. Social Media Measurement Success Stories
MODERATOR:
Geoff Livingston, Author and Marketing Strategist
PANELISTS:
Maria Poveromo, Director, Social Media, Adobe Systems, Inc.
Michael Procopio, Social Media Strategist, HP Enterprise Information Solutions
This session will focus on real-life examples of how several marketers set specific
business goals for their social media campaigns and measured against those
goals in order to evaluate and improve their programs. We’ll talk about what’s
important to measure, the difference between monitoring and measuring, free and
paid tools for both, and, most importantly, how you can evaluate the success of
any social media marketing campaign.
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2. Measuring Social Media Campaigns
Against Business Goals
Presented by Geoff Livingston, author and vice president of
strategic partnerships, Razoo – @geoffliving, geoff@razoo.com
3. Case Study: Give to the Max Day
Social Media Based Fundraiser: Note that
none of the key performance
measurements are Twitter or Facebook
based… 3
4. Critical B2N Activation Points
• Razoo garnered 1200 nonprofit activations
during Give to the Max Day
• An estimated 75% participated in the giving
day itself, each raising a mean average of
$2000
• 350 nonprofits attended training on how to
use the system
• 58% have used the platform since November
4
5. Give to the Max:
Social Media Measured
• 24% of donors heard about
Give to the Max Day via an
email from a friend
• 26% learned about the
giving day from a Facebook
update
• 62% of donors shared
information about their
nonprofit(s)
• This was produced by 8000
# tweets, 99% Facebook
activation
5
8. Adobe’s Approach: Measurement metrics tothe right
Provide
the right
Framework audience.
Reputation, Rev SOV, Reputation,
Business Executives
Executives
enue, CSAT Revenue, CSAT
Business
Stakeholders,
Social Media Sentiment, conversion,
stakeholders Peers
Analytics resolution rate, insights
Growth of the
Social Media Within
Engagement Teams
community, volume, audience
practitioners Data
engagement, resolution time
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9. Map KPIs to Business ObjectivesMarketing Measurement
Awareness
•Dialog / Conversation •Testing impact of UGC
•Advocacy •Search, media, email,
•Sentiment adobe.com
•Volume Public Relations and •Market Research Survey
•Engagement Communications •Fans vs. followers tracking
•Search optimization
Social
Innovation Product channels
Measurement Marketing
and and
•Topic Trends and
Process
programs ecomm.
•Sentiment Ratio Innovation
Support Measurement Ecommerce/
•Resolution Rate Customer service Direct Revenue Tracking
•Resolution Time and support •Direct attribution
•CSAT score (adobe.com) •Site catalyst on facebook
•Adobe social analytics tool
11. Measure Qualitative and Quantitative; Analytics
4,500,000
Community Growth
Volume & Sentiment
4,000,000
300000
3,500,000
3,000,000 200000
2,500,000
100000
2,000,000
1,500,000 0
1,000,000
500,000 Negative Neutral Positive
-
Jan Feb Mar April May June July Aug Sep Oct Nov Dec Jan Feb Mar
'10 '10 '10 '10 '10 '10 '10 '10 '10 '10 '10 '11 '11 '11 '11
Tracking Code
15. Measure what you can act on
Page views for total community
Message posts on a single forum board per week
15 HP Confidential
16. Match your metrics to company goals
User group meeting before/after SoC
HP SW HP SW
16 HP Confidential
17. Baseline
Blogger Day before / after SoC
HP SWS HP SWS
17 HP Confidential
18. Show ROI where you can
$2000 return on
$75 investment
= 2567% ROI
18 HP Confidential
Notas do Editor
At Adobe we are approaching measurement as a framework that teams can adapt based on their business objectives. Our approach is based on Altimeter’s Pyramid and framework and here’s our tailored version. Develop KPI model that will:Tell a holistic story – representing the less intangible and more tangible metrics, all aspects of the businessBe a flexible framework that will evolve quickly with the changing landscapeServe as model to help sift through flood of information and to identify the right metrics to measure that map back to our objectiveshelp create structure, standards and baselines, for scalability for social media as a data-driven practice throughout the companyProvide report template that allow social practitioners to glean data, insights to inform social media strategy based on KPIsstakeholders to evaluate the impact of social media on their objectives (ie. support, innovation, learning resources, marketing)Executives a high-level view of the impact of social media on the organizationStandardize process and tools to:Ensure cost savingsmaximize resources
The business impact of social programs varies based on where you sit in the organization. C-suite executives care about measures such as revenue, customer satisfaction, and brand reputation, while business managers and practioners and individual contributors focus on other, more granular metrics specific to their goals.
We use various tools and platforms to measure impact including. We also look volume and sentiment of conversations. We take great pains to getting the right sentiment. We also track key topics to assess brand reputation but also to stay on top of emerging topics that could turn into crisis.We build in tracking codes into our messages to see what impact our activities are having