Wilson Raj's presentation at the Get Engaged Tour Seattle.

1. THE GET ENGAGED TOUR:
Social Media Analytics Workshop
Senior Director, Strategy & Insights
Wilson Raj
@wilsonraj
wilson.raj@alterian.com

2. CONTEXT & INDUSTRY
OPPORTUNITY

3. Marketinghas
Changed
Forever

4. Mass
Marketing
Is Dead

5. IT’S ABOUT
Withtheindividual
ENGAGEMENT

6. Risk to Brands – lack of relevant engagement
Do you just blast email or
do you make it relevant, timely
and personalised
Do you have an
engaging web site
or is it just brochure-ware?
Do you listen to the
conversations about your brand
that customers are having?
Do you know who your
customers are, their value to
you now and in the future
Your
Brand

7. Wedding Market Summary
Source: Bridal Association of America

8. Online Wedding Market Summary
Source: Bridal Association of America
Category
Research
OnlineResearch % Buy % Buy Online

9. Online Wedding Market Summary (cont’d)
Source: Bridal Association of America
Buy %Research %
Research
OnlineCategory Buy Online

10. THE NEW MEASUREMENT

11. Brand
Audit
Corporate
Marke1ng
Public
Rela1ons
Compe11ve
Insight
Product
Development
Search
Engine
Op1miza1on
Customer
Service
Social
Media
Campaigns
Sales
–
Lead
Gen
Time
Engagement
Opportunities for Social Media Monitoring

12. Digital Engagement Aligned with Buying Process
Affinity
Use
Evaluation
Discovery
Influence
InteractionInvolvement
Intimacy
Source: Forrester Research
• observing others with your brand
• initiating discovery on his/her own
• being encouraged by others
• usefulness of your service/products
• usability of your service/products
• desirability of your service/products
• passion level for your brand
• expression of sentiment
• advocating for/against
• determine credibility
• assess viability
• determine relevance

13. Measuring Digital Engagement
Involvement
(Measurable
touches)
Interaction
(Measurable actions)
Intimacy
(Sentiment)
Influence
(Likelihood to
recommend)
What to track (illustrative)
• Site visits
• Time Spent
• Pages viewed
• Search keywords
• Navigation Paths
• Contributed
comments
• Request for
additional info
• Provide contact info
• Completed
transactions
• Comments on 3rd-
party sites, blogs,
etc.
• Tracking of
customer
contributions
• Opinions
expressed in
service calls/
interactions
• Sentiment on
online forums,
review sites
• Recommend to
friends, family,
acquaintances
• Product/service sat
ratings
• Fan sites
• Viral UGC/WOM
• Content forwarded
• Posts on high-
profile/influential
blogs
How to track (illustrative)
Web analytics
• Social media
platforms
• Brand monitoring
• SM tools
• Surveys
• Brand monitoring
• SM tools
• Surveys
Source: Robert Scoble, Brian Haven (Forrester)

14. TOOLS & OWNERSHIP

15. Tools
???

16. Social Media Monitoring Tools
Blogs Google Alerts, Yahoo Alerts
Comments Backtype
Message Boards Board Reader, BoardTracker
Twitter TweetBeep, TwitterSearch
Social Bookmarking StumbleUpon, Digg, Reddit,
Delicious
Social Media Search
Engine
SocialMention, Serph, Keotag

17. Social Media Monitoring Tools (continued)
Multimedia Search YouTube, Flickr
Custom Feed Social Media Firehose (Yahoo Pipes)
Professional Tools Trackur, SM2, Radian6, Visible
Technologies
Website Traffic Google Analytics, Quantcast, Alexa,
Compete
Blog Traffic &
Backlinks
Technorati, Wordpress
Dashboard Netvibes

18. FIVE STEP PROCESS
SM Measurement

19. 5 Steps to Success
1. Listen using a comprehensive tool
2. Decide on Objectives & Plan Strategy
3. Objectives will Define Metrics
4. Benchmark & Execute
5. Measure, Report & Refine

20. 1. Listen
Consider:
• Daily Volume
• Social networks being used
• Locations of communities online & offline
• Sentiment & Tone

21. 2. Choose Objectives - Value and ROI
Use Case Value/ROI
Brand Audit Identify opportunities in Social Media
Social Media Campaigns Measure progress of Social Media efforts
Corporate Marketing Increased sales & rate of return on ad spend
Customer Service Increased satisfaction, brand loyalty, awareness
Competitive Insight Identify differentiating features & innovate
Public Relations Efficient use of time & identify influencers
Sales – Lead Generation Increased sales & shortened sales cycle
Search Engine Optimization More effective SEO & organic visibility
Product Development Reduced market research costs
HR Reduced hiring costs & less churn

22. 3-4 Define Metrics and Benchmark
Goals will meet the objective(s)
Percentage increase or decrease of desired results
(over a set period of time)
Examples:
15% increase in word of mouth
10% decrease in demand on wedding services
5% increase in leads from social channels
15% cost reduction in service costs
Benchmarking sets the stage!

23. Potential Goals
• Bring outside ideas into your organization
• Generate more word of mouth
• Increase customer loyalty
• Increase product/brand awareness
• Improve new service success ratios
• Improve public relations effectiveness
• Reduce customer acquisition costs
• Reduce customer support costs
• Reduce market research costs
• Reduce service development costs
Tip – Choose 1 or 2 to start with

24. 5. Regular Reporting
• Report on Objectives
– Established from specific goals set for your business
• Qualitative
– Trends in members, topics, discovery of new communities
• Quantitative
– Benchmark based on previous report
• Web Analytics
– unless someone else is tracking them
• Recommendations
– Based on interactions with customers

25. Resources
• ROI Series of 10 white papers – http://AlterianSM2.com
– Freemium version of SM2 http://socialmedia.alterian.com/
• Social Media Metrics by Jim Sterne
• Measuring Public Relationships by Katie Delahaye Paine
• 100 Ways to Measure Social Media by David Berkowitz (Inside the
Marketers Studio Blog)
• Personality Not Included by Rohit Bhargava
• Trust Agents by Chris Brogan & Julien Smith

26. THANK YOU