10 Tips to Building a Social Measurement Framework
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Web Analytics Demystified's ACCELERATE 2012 Chicago - Lovett In this presentation, John Lovett, Senior Partner at Web Analytics Demystified presents 10 tips on Building a Social Measurement Framework
![ABOUT John Lovett (Demystifier)
@[TWITTER] at #ACCELERATE](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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10 Tips to Building a Social Measurement Framework
- 1. TEN TIPS TO BUILDING A SOCIAL MEASUREMENT FRAMEWORK John Lovett, Web Analytics Demystified
- 2. ABOUT John Lovett (Demystifier) @[TWITTER] at #ACCELERATE
- 3. ABOUT John Lovett (Author) @[TWITTER] at #ACCELERATE
- 4. ABOUT John Lovett (DAA Vice Pres) @[TWITTER] at #ACCELERATE
- 5. ABOUT John Lovett (DAA Certified) @[TWITTER] at #ACCELERATE
- 6. ABOUT.me/JohnLovett (unplugged) @[TWITTER] at #ACCELERATE
- 7. • [CONTEXT] Your business (for the next 20 mins): – Produces a Chicago specialty product – Prides itself on local quality only available in stores – Revenue is a key driver, but satisfaction is critical – Wants/Needs to cash-in on social media Ten Tips For Building a Social Measurement Framework @johnlovett at #ACCELERATE
- 8. Your Business is… @johnlovett at #ACCELERATE
- 10. TIP #1: Adopt a Framework @johnlovett at #ACCELERATE
- 11. TIP #1: Adopt a Framework @johnlovett at #ACCELERATE Goals
- 12. TIP #2: Develop S.M.A.R.T. Goals Most businesses have … @johnlovett at #ACCELERATE
- 13. TIP #2: Develop S.M.A.R.T. Goals D.U.M.B. Goals • Doable • Understandable • Manageable • Beneficial Most businesses have … @johnlovett at #ACCELERATE
- 14. TIP #2: Develop S.M.A.R.T. Goals D.U.M.B. Goals • Doable • Understandable • Manageable • Beneficial S.M.A.R.T. Goals • Specific • Measurable • Attainable • Relevant • Timely You Have … @johnlovett at #ACCELERATE
- 15. TIP #2: Develop S.M.A.R.T. Goals Which of the following is a S.M.A.R.T. goal? A) Improve our Yelp rankings in 2012 B) Increase foot traffic to our Hyde Park location C) Increase YOY same-store sales +25% in FY2012 D) Get more people to eat our yummy pizza @johnlovett at #ACCELERATE
- 16. TIP #2: Develop S.M.A.R.T. Goals Which of the following is a S.M.A.R.T. goal? A) Improve our Yelp rankings in 2012 B) Increase foot traffic to our Hyde Park location C) Increase YOY same-store sales +25% in FY2012 D) Get more people to eat our yummy pizza @johnlovett at #ACCELERATE
- 17. Wicked S.M.A.R.T. Goal +25% in FY2012 @johnlovett at #ACCELERATE
- 18. TIP #3: Identify Your Objectives Gain Exposure Foster Dialogue Generate Interactions Facilitate Support Promote Advocacy Spur Innovation @johnlovett at #ACCELERATE
- 19. Which Social Media Objective(s) map to your goal? A) Gain Exposure B) Foster Dialogue C) Generate Interactions D) Promote Advocacy E) All of the above TIP #3: Identify Your Objectives @johnlovett at #ACCELERATE
- 20. Which Social Media Objective maps to your goal? A) Gain Exposure B) Foster Dialogue C) Generate Interactions D) Promote Advocacy E) All of the above +25% in FY2012 TIP #3: Identify Your Objectives @johnlovett at #ACCELERATE
- 21. Which Social Media Objective maps to your goal? A) Gain Exposure B) Foster Dialogue C) Generate Interactions D) Promote Advocacy E) All of the above TIP #3: Identify Your Objectives @johnlovett at #ACCELERATE
- 22. Goals > Objectives Gain Exposure Foster Dialogue Generate Interactions Promote Advocacy +25% in FY2012 @johnlovett at #ACCELERATE
- 23. Goals > Objectives Gain Exposure Foster Dialogue Generate Interactions Promote Advocacy +25% in FY2012 @johnlovett at #ACCELERATE
- 24. TIP #4: Measure What Matters Goal: +25% in FY2012 Objective: Promote Advocacy Key Metrics: @johnlovett at #ACCELERATE
- 25. TIP #4: Measure What Matters Goal: +25% in FY2012 Objective: Promote Advocacy Key Metrics: • Active Advocates (Upper Crusters) • Advocate Influence • Advocate Impact @johnlovett at #ACCELERATE
- 26. TIP #4: Measure What Matters You will have more metrics, yet these are the key ones that you will report out to your business stakeholders ImportantGoal: +25% in FY2012 Objective: Promote Advocacy Key Metrics: • Active Advocates (Upper Crusters) • Advocate Influence • Advocate Impact
- 27. Identify Your Upper Crust Advocates Carl @johnlovett at #ACCELERATE
- 28. Carl Sue Identify Your Upper Crust Advocates @johnlovett at #ACCELERATE
- 29. NO YES Identify Your Upper Crust Advocates @johnlovett at #ACCELERATE
- 30. YES Identify Your Upper Crust Advocates @johnlovett at #ACCELERATE Sue is: • Genuine • Authentic • Influential • Not financially motivated
- 31. Goals > Objectives > Measures Promote Advocacy +25% in FY2012 Active Advocates Advocate Influence Advocacy Impact @johnlovett at #ACCELERATE
- 32. TIP #5: Choose Channels Carefully @johnlovett at #ACCELERATE
- 33. TIP #5: Choose Channels Carefully • Channel selection criteria: – Is my audience there? – Does it fit my business image? – Can I manage it? – Can I monetize it? @johnlovett at #ACCELERATE
- 34. TIP #5: Choose Channels Carefully Which channel(s) promote advocacy? A) Social Networks (Facebook) B) Blogs (Tumblr) C) Social Commerce (Living Social) D) Social Sharing (Pinterest) E) All of the Above @johnlovett at #ACCELERATE
- 35. TIP #5: Choose Channels Carefully Which channel(s) promote advocacy? A) Social Networks (Facebook) B) Blogs (Tumblr) C) Social Commerce (Living Social) D) Social Sharing (Pinterest) E) All of the Above F) It Depends @johnlovett at #ACCELERATE
- 36. Goal > Objectives > Measures > Channels Promote Advocacy +25% in FY2012 Active Advocates Advocate Influence Advocacy Impact Social Networks Blogs Social Reviews Social Video @johnlovett at #ACCELERATE
- 37. TIP #6: Select Tech Wisely The Social Technology Spectrum @johnlovett at #ACCELERATE
- 38. TIP #6: Select Tech Wisely The Social Technology Spectrum • Breadth of “Listening” • Engagement Console • Out-of-the-Box Metrics • Custom Metrics • Data Export / API • Reporting / Visualization @johnlovett at #ACCELERATE
- 39. TIP #7: Refine Your Metrics • Fit your metrics to technologies • Establish baselines and consistency • Begin compiling data and formatting reports • Socialize your data and accept feedback • Lather, Rinse, Repeat @johnlovett at #ACCELERATE
- 40. TIP #8: Map Your Campaigns Social Campaign: • Campaign Goal(s): • Campaign Objective(s): • Campaign Measures of Success: • Campaign Channel(s): @johnlovett at #ACCELERATE
- 41. TIP #8: Map Your Campaigns Social Campaign: Knife & Fork - OR - Nothin’ …? • Campaign Goal(s): • Campaign Objective(s): • Campaign Measures of Success: • Campaign Channel(s): This campaign encouraged Upper Crusters to post a video (w/ tracking code) on how to eat Chicago style pizza. They were each given a unique promo code that could be printed & used for 10% off one large pizza in any store location. @johnlovett at #ACCELERATE
- 42. TIP #8: Map Your Campaigns Social Campaign: Knife & Fork - OR - Nothin’ …? • Campaign Goal(s): +25% in FY2012 • Campaign Objective(s): Promote Advocacy • Campaign Measures of Success: Influence (total # coupon redemptions, total $$$ value of coupon diners, total number of video views, total number of video comments, etc…) • Campaign Channel(s): Social Video @johnlovett at #ACCELERATE
- 43. TIP #9: Quantify Your Success @johnlovett at #ACCELERATE Context
- 44. TIP #9: Quantify Your Success Data • 32 Upper Crusters in IL • 19 videos produced • 635 total video views • 156 coupons distributed • AOV Coupon meal = $29 • Nothin’ bests Fork 3:1 @johnlovett at #ACCELERATE Context
- 45. TIP #9: Quantify Your Success Data • 32 Upper Crusters in IL • 19 videos produced • 635 total video views • 156 coupons distributed • AOV Coupon meal = $29 • Nothin’ bests Fork 3:1 Insights • Overall customers enjoyed this campaign and views were up 64% • Coupon redemption was 80% with an AOV +$8 @johnlovett at #ACCELERATE Context
- 46. TIP #9: Quantify Your Success Data • 32 Upper Crusters in IL • 19 videos produced • 635 total video views • 156 coupons distributed • AOV Coupon meal = $29 • Nothin’ bests Fork 3:1 Insights • Overall customers enjoyed this campaign and views were up 64% • Coupon redemption was 80% with an AOV +$8 Recommendations • Provide direction for Upper Crusters to create more unified content • Feedback: Allow coupon redemption via smartphone verification @johnlovett at #ACCELERATE Context
- 47. TIP #10: Institutionalize Framework • Be the Change within your Business – At first this will feel like process – Then it will become part of the daily routine – Until it becomes a way of life. @johnlovett at #ACCELERATE
- 48. SUMMARY #1 – Adopt Framework #2 – S.M.A.R.T. Goals #3 – Social Objectives #4 – Measure Matters #5 – Choose Channels #6 – Select Tech Wisely #7 – Refine Metrics #8 – Test Framework #9 – Quantify Success #10 – Institutionalize @johnlovett at #ACCELERATE
- 49. SUMMARY #1 – Adopt Framework #2 – S.M.A.R.T. Goals #3 – Social Objectives #4 – Measure Matters #5 – Choose Channels #6 – Select Tech Wisely #7 – Refine Metrics #8 – Test Framework #9 – Quantify Success #10 – Institutionalize @johnlovett at #ACCELERATE Do this, and you’ve built a Social Measurement Framework