100 Ways to Measure Social Media - Promotion Marketing Association 2010

100 Ways to Measure Social Media

David BerkowitzSenior Director of Emerging Media & [email protected]: MarketersStudio.com / blog.360i.comTwitter: @dberkowitz / @360i

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Hi, I’m

Nice to meet you:

This is social media…


Buzzword of the Year!!!


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Evaluate opportunities by asking 4 questions

Does it meet our marketing

objectives?

Does it use oursocial media

arsenal?

Does it followsocial media

best practices?What is the value

exchange betweenconsumer & marketer?

SOCIAL MARKETING STRATEGIC LENS


MYTH


YOU CAN’TMEASURE

SOCIAL MEDIA


100 ways to measure social media

Read the full listbit.ly/100ways


BUZZ VOLUMEBY POSTS

BUZZ VOLUMEBY

IMPRESSIONS


Different channels have different weight when viewing impressions vs posts

ANALYSIS BY MEDIA TYPE FOR KEY CLIENT CONVERSATIONS BY # OF POSTS AND IMPRESSIONS

(MARCH 2009 – JUNE 2009)

Source: 360i Analysis of the social media landscape, August 2009

By # of Posts By # of Impressions


BUZZ VOLUMEBY POSTS

BUZZ VOLUMEBY

IMPRESSIONS

CHANGE IN BUZZ OVER

TIME

BUZZ BYTIME OF DAY

BUZZ SEASONALITY

COMPETITIVEBUZZ

BUZZ BY CATEGORY

BUZZ BYSOCIAL CHANNEL

BUZZ BYSTAGE IN

PURCHASE FUNNEL


In shopping conversations for Client, many are spreading the word but are not necessarily buying

PURCHASE FUNNEL ANALYSIS FOR CLIENT ONLINE CONVERSATIONS

Source: 360i Analysis of the social media landscape, April/May 2009Sample size 150 blog posts, board posts, micro-blogs & comments

Advocates are spreading the word,

but they do not say if they actually bought

or intend to buy

Advocates are spreading the word,

but they do not say if they actually bought

or intend to buy


BUZZ VOLUMEBY POSTS

BUZZ VOLUMEBY

IMPRESSIONS

CHANGE IN BUZZ OVER

TIME

BUZZ BYTIME OF DAY

BUZZ SEASONALITY

COMPETITIVEBUZZ

BUZZ BY CATEGORY


BUZZ BYSTAGE IN

PURCHASE FUNNEL

ASSET POPULARITY

MAINSTREAMMEDIA

MENTIONSFANS FOLLOWERS


Dunkin Donuts Tracks Twitter CRM

Users who enroll in the “DD Perks” program are entered into a company database. The company has a quantitative value for database members, although it will not disclose that number or the Twitter click-through rate.

- Portfolio.com, March 2010


BUZZ VOLUMEBY POSTS

BUZZ VOLUMEBY

IMPRESSIONS

CHANGE IN BUZZ OVER

TIME

BUZZ BYTIME OF DAY

BUZZ SEASONALITY

COMPETITIVEBUZZ

BUZZ BY CATEGORY


BUZZ BYSTAGE IN

PURCHASE FUNNEL

ASSET POPULARITY

MAINSTREAMMEDIA

MENTIONSFANS FOLLOWERS FRIENDS

GROWTH RATEOF FANS,

FOLLOWERS,FRIENDS

RATE OFVIRALITY/

PASS-ALONG

CHANGE INVIRALITY OVER

TIME

2ND-DEGREEREACH

EMBEDS/INSTALLS


Embeds as part of mom-centric marketing

Co-Branded hub with user content

70+ moms write all about it on their

blogs

Co-branded widget reaches over 1MM

ppl

4,000+ tweets using dedicated #spritebts

Increase in MCR points redemption

for schools

Well above benchmarks:

• 3.7x impressions

• 3.6x embeds

• 1.6x unique blog posts

• 1.5x tagged tweets


BUZZ VOLUMEBY POSTS

BUZZ VOLUMEBY

IMPRESSIONS

CHANGE IN BUZZ OVER

TIME

BUZZ BYTIME OF DAY

BUZZ SEASONALITY

COMPETITIVEBUZZ

BUZZ BY CATEGORY


BUZZ BYSTAGE IN

PURCHASE FUNNEL

ASSET POPULARITY

MAINSTREAMMEDIA


GROWTH RATEOF FANS,

FOLLOWERS,FRIENDS

RATE OFVIRALITY/

PASS-ALONG


TIME

2ND-DEGREEREACH

EMBEDS/INSTALLS

DOWNLOADS


UPLOADSUSER-INITIATED

VIEWS

RATIO OF EMBEDS OR

FAVORITING TOVIEWS

LIKES/FAVORITES

COMMENTS

RATINGS


Sample Weighted Scorecard

Custom Social Media Scorecard

Action Weighting*

Impression 1x

View video 3x

Click through 4x

Rate video 4x

Share video 10x

Embed video 20x

Create video 100x



VIEWS

RATIO OF EMBEDS OR

FAVORITING TOVIEWS

LIKES/FAVORITES

COMMENTS

RATINGSSOCIAL

BOOKMARKSSUBSCRIPTIONS PAGEVIEWS

EFFECTIVECPM

SEO CHANGEFOR TARGET

SITE

SEARCH SHAREOF VOICEFOR ALL

RELATED SITES

INCREASE INSEARCHES

% OF BUZZW/LINKS

LINKS RANKEDBY INFLUENCE

OF PUBLISHERS

% OF BUZZW/MULTIMEDIA

SHARE OF VOICEW/EARNED &PAID MEDIATOGETHER

INFLUENCEOF CONSUMERS

REACHED

INFLUENCEOF PUBLISHERS

REACHED

INFLUENCEOF BRANDS

PARTICIPATING


DEMOGRAPHICSOF TARGETAUDIENCEIN SOCIAL

DEMOGRAPHICSOF TARGETAUDIENCE REACHED

SOCIAL MEDIAHABITS OFTARGET

AUDIENCE


Approach audiences differently based on social technographics

Source: 360i analysis of Nielsen @Plan; Fall 2009

•2.6MM influencers• 18.5MM in social media• Prefer blogs, forums & review sites

•2.6MM influencers• 18.5MM in social media• Prefer blogs, forums & review sites

Joiner

Creator

MySpace

Facebook

Critic

Spectator

Creator

Critic

Blogs Review SitesReview Sites

Twitter

Digg YouTube

Blogger

•2.3MM influencers • 30.2MM in social media• Prefer blogs & social nets

•2.3MM influencers • 30.2MM in social media• Prefer blogs & social nets

•3.7MM influencers• 55.9MM in social media• Prefer Review Sites

•3.7MM influencers• 55.9MM in social media• Prefer Review Sites

Entertainment Techie

Influential Dads Influential Boomers





AUDIENCE

GEOGRAPHYOF

PARTICIPANTS

SENTIMENTBY VOLUME OF

POSTS

SENTIMENTBY VOLUME OFIMPRESSIONS

SHIFTIN SENTIMENT


Listening helps inform and make quick decisions during crises

April 19, 2007

April 26, 2007

Season Finale

How bad is the damage to 30 Rock?

Only 9% of Alec Baldwin blog posts mention “30

Rock”

…of that, only 12% said they’d never watch 30 Rock

again





AUDIENCE

GEOGRAPHYOF

PARTICIPANTS


POSTS


SHIFTIN SENTIMENT

LANGUAGESSPOKEN BY

PARTICIPANTS

TIME SPENTW/DISTRIBUTED

CONTENT

TIME SPENT ONSITE VIASOCIAL

REFERRALS

METHOD OFCONTENT

DISCOVERYCLICKS

% OFTRAFFIC VIA

EARNED MEDIA

VIEW-THROUGHS

NUMBER OFINTERACTIONS

INTERACTION/ENGAGEMENT

RATE

FREQUENCYOF SOCIAL

ACTIONS PERCONSUMER

% OF VIDEOSVIEWED

POLLS TAKEN/VOTES RECEIVED

BRAND ASSOCIATION


PURCHASECONSIDERATION


Social marketing can have branding equivalents

Brand Metric Social Equivalent

Reach/Awareness ImpressionsVideo Views

Consideration EngagementInstallationsPollsCommunity membersContest entriesTime Spent

Favorability Pass-along/ Share/ Forward“like”/ “favorite”Positive blog coverage, commentsContent creators

Purchase Sales

Loyalty Referral



# OF USER-GENERATED

SUBMISSIONS

ESPOSURES OFVIRTUAL

GIFTS

# OF VIRTUALGIFTS GIVEN

RELATIVEPOPULARITYOFCONTENT

TAGS ADDEDATTRIBUTES

OF TAGS

REGISTRATIONSFROM 3RD-PARTY

LOGINS

REGISTRATIONSBY CHANNEL

CONTESTENTRIES

CHAT ROOMPARTICIPANTS

WIKI CONTRIBUTORS

IMPACT OFOFFLINE

MARKETING/EVENTS

UGC CREATEDFOR

REPURPOSING

CUSTOMERSASSISTED


AskCiti assists customers one tweet at a time



# OF USER-GENERATED

SUBMISSIONS

ESPOSURES OFVIRTUAL

GIFTS




OF TAGS


LOGINS


CONTESTENTRIES


WIKI CONTRIBUTORS

IMPACT OFOFFLINE

MARKETING/EVENTS

UGC CREATEDFOR

REPURPOSING

CUSTOMERSASSISTED

SAVINGS PERCUSTOMER

ASSISTED VIASOCIAL MEDIA

SAVINGS BYLETTING

CUSTOMERS CONNECT

IMPACT ONFIRST-CONTACT

RESOLUTION(FCR)

CUSTOMERSATISFACTION

VOLUME OFFEEDBACK

GENERATED


R&D TIMESAVED BY

SOCIALFEEDBACK

SUGGESTIONSIMPLEMENTED

VIA SOCIALFEEDBACK

COSTS SAVEDBY NOT

DOING TRAD’LRESEARCH

IMPACT ONONLINESALES


Metrics start to show real sales data

December 2008

June 2009

December 2009


Adding perspective…

2009 revenue:

$61.1 billion


R&D TIMESAVED BY

SOCIALFEEDBACK


VIA SOCIALFEEDBACK

COSTS SAVEDBY NOT



IMPACT ONOFFLINESALES


Sprinkles Connects Online Marketing & Offline Sales

AD


R&D TIMESAVED BY

SOCIALFEEDBACK


VIA SOCIALFEEDBACK

COSTS SAVEDBY NOT




DISCOUNTREDEMPTION

RATE

IMPACT ONOTHER OFFLINE

BEHAVIOR

LEADSGENERATED

PRODUCTSSAMPLED

VISITS TOSTORE LOCATOR

PAGES

CONVERSIONCHANGE DUE TO RATINGS/

REVIEWS

RATE OFCUSTOMERRETENTION

IMPACT ONCUSTOMER

LIFETIME VALUE

ACQUISITON/RETENTION

COSTSSAVED

CHANGE INMARKETSHARE

EARNED MEDIA’SIMPACT ON PAID MEDIA

RESPONSES TOSOCIALLY POSTED

EVENTS

ATTENDANCEGENERATED AT

EVENTS

EMPLOYEESREACHED

INTERNALLY

JOBAPPLICATIONS

RECEIVED


Different internal constituents will have their own critical metrics


Which metrics matter most?

Does it meet our marketing

objectives?

Does it use oursocial media

arsenal?

Does it followsocial media

best practices?What is the value

exchange betweenconsumer & marketer?

Whichever answerthis question

39

?

!


Hi, I’m

Nice to meet you:

This is social media…


Thank you!

David BerkowitzSenior Director, Emerging Media & [email protected]: @dberkowitzBlog: MarketersStudio.com

Get the full playbook at playbook.360i.comKeep up on trends at blog.360i.com

Follow 360i on Twitter @360i

42

Appendix: The 100 Ways, all together


BUZZ VOLUMEBY POSTS

BUZZ VOLUMEBY

IMPRESSIONS

CHANGE IN BUZZ OVER

TIME

BUZZ BYTIME OF DAY

BUZZ SEASONALITY

COMPETITIVEBUZZ

BUZZ BY CATEGORY


BUZZ BYSTAGE IN

PURCHASE FUNNEL

ASSET POPULARITY

MAINSTREAMMEDIA


GROWTH RATEOF FANS,

FOLLOWERS,FRIENDS

RATE OFVIRALITY/

PASS-ALONG


TIME

2ND-DEGREEREACH

EMBEDS/INSTALLS

DOWNLOADS



VIEWS

RATIO OF EMBEDS OR

FAVORITING TOVIEWS

LIKES/FAVORITES

COMMENTS

RATINGSSOCIAL

BOOKMARKSSUBSCRIPTIONS PAGEVIEWS

EFFECTIVECPM

SEO CHANGEFOR TARGET

SITE

SEARCH SHAREOF VOICEFOR ALL

RELATED SITES

INCREASE INSEARCHES

% OF BUZZW/LINKS

LINKS RANKEDBY INFLUENCE

OF PUBLISHERS

% OF BUZZW/MULTIMEDIA

SHARE OF VOICEW/EARNED &PAID MEDIATOGETHER

INFLUENCEOF CONSUMERS

REACHED

INFLUENCEOF PUBLISHERS

REACHED

INFLUENCEOF BRANDS

PARTICIPATING





AUDIENCE

GEOGRAPHYOF

PARTICIPANTS


POSTS


SHIFTIN SENTIMENT

LANGUAGESSPOKEN BY

PARTICIPANTS

TIME SPENTW/DISTRIBUTED

CONTENT

TIME SPENT ONSITE VIASOCIAL

REFERRALS

METHOD OFCONTENT

DISCOVERYCLICKS

% OFTRAFFIC VIA

EARNED MEDIA

VIEW-THROUGHS

NUMBER OFINTERACTIONS

INTERACTION/ENGAGEMENT

RATE

FREQUENCYOF SOCIAL

ACTIONS PERCONSUMER

% OF VIDEOSVIEWED

POLLS TAKEN/VOTES RECEIVED

BRAND ASSOCIATION



# OF USER-GENERATED

SUBMISSIONS

ESPOSURES OFVIRTUAL

GIFTS




OF TAGS


LOGINS


CONTESTENTRIES


WIKI CONTRIBUTORS

IMPACT OFOFFLINE

MARKETING/EVENTS

UGC CREATEDFOR

REPURPOSING

CUSTOMERSASSISTED

SAVINGS PERCUSTOMER

ASSISTED VIASOCIAL MEDIA

SAVINGS BYLETTING

CUSTOMERS CONNECT

IMPACT ONFIRST-CONTACT

RESOLUTION(FCR)

CUSTOMERSATISFACTION

VOLUME OFFEEDBACK

GENERATED


R&D TIMESAVED BY

SOCIALFEEDBACK


VIA SOCIALFEEDBACK

COSTS SAVEDBY NOT




DISCOUNTREDEMPTION

RATE

IMPACT ONOTHER OFFLINE

BEHAVIOR

LEADSGENERATED

PRODUCTSSAMPLED

VISITS TOSTORE LOCATOR

PAGES

CONVERSIONCHANGE DUE TO RATINGS/

REVIEWS

RATE OFCUSTOMERRETENTION

IMPACT ONCUSTOMER

LIFETIME VALUE

ACQUISITON/RETENTION

COSTSSAVED

CHANGE INMARKETSHARE

EARNED MEDIA’SIMPACT ON PAID MEDIA

RESPONSES TOSOCIALLY POSTED

EVENTS

ATTENDANCEGENERATED AT

EVENTS

EMPLOYEESREACHED

INTERNALLY

JOBAPPLICATIONS

RECEIVED

Business

100 Ways to Measure Social Media - Promotion Marketing Association 2010