Using social media as a rich research environment to drive improved decision making across product innovation, media mix planning, applied consumer insights, and even ROI measurement.

1. How to:
Using Social Media Data
to Power Marketing Decisions
Concrete examples and case studies on how social media can be used for
product innovation, consumer insights, media mix planning, and measuring ROI

2. Agenda
BREAKFAST
Introductions (9:00 – 9:15)
Self Assessment / Objective Sharing (9:15 – 9:45)
Social Media Maturity Model (9:45 – 10:30)
Connecting the Data (10:45 – 12:30)
LUNCH
Case Study: Actionable Customer Insights (1:00 – 2:30)
Case Study: Measuring ROI (2:30 – 3:15)
Selling Social Media ROI – Step 1 (3:30 – 4:30)
Selling Social Media ROI – Step 2 (4:30 – 5:15)
Wrap-up (5:15 – 5:30)
DRINKS!

3. About The Speaker
Marcus Tewksbury is a product strategy and business development expert
with over 15 years of experience defining, marketing, and ultimately selling
new B2B marketing services and technology offerings.
Today, Marcus focuses on strategic development for Alterian, an integrated
marketing platform provider, where he advises key partners on messaging,
launching, selling, and delivering data driven marketing solutions. In this role
he also initiates and develops relationships with net new logos while building
storylines and definitions for new Alterian offerings.
Over his career he has successfully launched dozens of products that have
generated millions in revenue and been adopted by brands like Baxter,
Coach, Hallmark, Hot Topic, Kaloo, KAO, Microsoft, Tower Records, ULTA,
Walgreens, and Wal-Mart.
Marcus Tewksbury
Principal, Alterian Marcus is a frequent speaker, having appeared at events for the American
Marketing Association (AMA), Canadian Marketing Association (CMA), Direct
Marketing Association (DMA), Integrated Marketing Summit, The Economist,
Media Post, and Illinois Technology Association (ITA). His writing and
presentations have appeared or been cited in numerous publications like
Mashable.com, USAToday, Wall St. Journal, and the Word of Mouth
Marketing Association (WOMMA). He has also been a guest lecturer at
numerous universities such as Georgetown, Northwestern, DePaul, U. of
Chicago, and York.
More on Marcus’s thought leadership can be found on his award winning
blog http://themarketingmojo.com.

5. Course Objectives
State of the industry
Best-practice case studies
Reusable content and examples
Framework for selling ideas internally
Actionable input into classes’ real world scenarios
Valuable networking opportunity

6. Introductions

7. Social Media Maturity Model
Breaking down social media into specific disciplines
and exploring the current state of social media monitoring

8. Before you can discuss social media ROI you
have to be very explicit about what you mean
when you reference it. To focus the
conversation you need to understand the
different facets of social and what applies

10. Origins of Online

11. Evolved into Disciplines
Search
Email
Web
Display

12. Social is adapting fast…

13. Social is adapting faster
1. Syndication 2. WOM Campaign
3. Community
4. Listen /
Measure

14. Building block of social media intelligence
Domain Terms
Handle
Location
Followers
Date
Post

16. SURVEY

18. Vendor Focus
PR
Media Product
MR

19. VENDOR
ANALYSIS

20. Connecting the Data
Is the key to harnessing the true value of social media data

21. Social media can only be useful for decision
making if it can be applied against real budgets
and real things that impact what a brand does in
market. The key lies in connecting the data.

22. Socially, everything stems from a mention

23. The question is how to connect it to revenue
EMAIL
?
? ?
DIRECT
? CRM
STORE

24. To connect data, you need hooks

25. Meta data are the hooks
Domain Terms
Handle
Location
Followers
Date
Post

26. The mention is a starting point
Where, when, and who a mention is created also
creates data points that can be connected to other
business systems.
Product …. Handle
Brand
Date
Mention
Life Domain
Stage
Competitor … Format
The content of mentions can be analyzed and
flagged for the appearance of certain words that
have significance for the business.

27. What you are trying to hook to is defined by the biz
Financial Competitive
•NPV •Market share
•IRR •# of Markets
•ROI •Brand rank
•Margin •Indexes
•Revenue •Households
•LTV •Reach
•NPS Customer •Contribution

28. Step 1. Articulate business problem
Example. “Want to know share of social voice
by our customer segments”

29. Step 2. Layout key pieces of puzzle
Produc Handl
t
….
e
Brand Date
Customer
Mention
Segment Life
Doma
Stage in
Forma
Competitor
…
t

30. Step 3. Evaluate how to make connection
Produc Handl
t
….
e
?
Brand Date
Customer
Mention
Segment Life
Doma
Stage in
Forma
Competitor
…
t

31. Building bridges

32. Step 4. Make the connections
Customer
Segment
Produc
t
….
Brand Date
Mention
Life
Doma
Stage in
Customer
Forma
Competitor
…
t
Email Handle Handle

33. DATA MAP
EXERCISES

34. LUNCH

35. Case Study:
Discovering Actionable Customer Insights

37. Methodology
Demographic Benchmark SSM
data set Report development
Refresh SSM
Demographic Q1 Report development
data set
Virtual Social Media Data
Refresh
ethnography: Measurement Analytics: Demographic Q2 Report
SSM
development
Discovery & : Identifying data set
learning Theme and extracting
validation to a target data
‘define’ target set reaching
demographic back over 18
months
On-going
tracking cycle

38. SM2 Searches
"cooking for allergies" "mother" and "Fairy Liquid" 1 Diet 1. Children's health
("kids" or "children") and "obesity" "mother" and "Fairy washing powder" 2 Health
("mother" or "mum") and "cleaning" "mother" and "Fairy dishwasher tablets" 3 Household cleaning 2. Domestic issues
("mother" or "mum") and "housework" "mother" and "Gillette"
86 unique, defining search 4 Family group 3. General family issues
10 aggregate categories
("kids" or "children") and "housework" "mum" and "Gillette" terms 5 Health 4. Mothers issues
("kids" or "children") and "chores" "mum" and "Lenor" 6 Back to work
"DD" and ("parent" or "family") "mother" and "Lenor" 7 Stay at home
"DS" and ("parent" or "family") "mum" and "Max Factor" 8 Work
"DH" and "family" and "kids" "mother" and "Max factor"
9 Bullying 5. Universal parenting issues
"DC" and ("parent" or "family") "mum" and "Olay"
10 Contraception
"mother" and "breast cancer" and "children" "mother" and "Olay"
11 Discipline
"daughter" and "cervical cancer" "mother" and "Oral B" 12 Divorce
"Mum" and "anxiety" "mum" and "Oral B" 13 Family friendly
"mum" and "stress" "mother" and "pampers" 14 Fostering
"mother" and "anxiety" "mother" and "Pantene" 15 Holidays
"mother" and "stress" "mum" and "pantene" 16 School
("mother" or "mum") and " back to work" "kids" and "pringles" 17 Sex
18 Travel
"Stay at home mum" ("mother" or "mum") and "sanitary towel" 19 Work
20 Budgeting
"working mum" ("mother" or "mum") and "hair care" 21 Let off steam 6. Social release
(“mum” or “mother”) and (“home working” or
("mother" or "mum") and "stains" 22 Socialising
“working from home”)
23 Always ultra 7. Target brands
"children" and "bullying" "family" and "stain removal"
"son" and "bullying" "kids" and "stain removal" 24 Duracell
"daughter" and "bullying" "kids" and "washing powder" 25 Fairy
"daughter" and "the pill" "kids" and "fabric softner" 26 Gillette
("kid" or "children") and "discipline" ("mother" or "mum") and "skin care" 27 Lenor
"Child" and "custody" and "Boyfriend" ("mum" or "mother" or "DH") and "scream"
28 Max factor
"Child" and "custody" and "girlfriend" ("mum" or "mother" or "DH") and "rant"
29 Olay
"divorce" and "children" and "custody" ("mum" or "mother" or "DH") and "moan"
"family" and "friendly" "meeting other parents" 30 Oral b
"fostering" and ("children" or "kids") "mother" and "Always Ultra" and "pads" 31 Pampers
("Kids" or "children") and "holidays" "mum" and "Always Ultra" and "pads" 32 Pantene
"family" and "holidays" "Managing" and "Family" and "Budgets" 33 Pringles
("kids" or "children") and "tuition fees" "living on a budget" and "children" 34 Feminine hygiene 8. Target categories
"Finding" and "Primary School" "Saving money" and "family" and "Kids"
35 Hair care
"Finding" and "Secondary School" "mum" and "Duracell"
36 Household cleaning
"daughter" and "boyfriend" and "sex" "mother" and "Duracell"
37 Laundry
"son" and "girlfriend" and "sex" "mum" and "Fairy Liquid"
38 Skin care
"teenager" and "sleeping together" "mum" and "Fairy washing powder"
"daughter" and "facts of life" "mum" and "Fairy dishwasher tablets" 39 Technology support 9. Mothers and technology
"son" and "facts of life"
40 Alcohol 10. Parenting teenagers
"children" and "games" and "car journeys" 41 Depression
42 Drugs
"children" and "entertain" and "car journeys" 43 Exams
44 Fostering
"working mother"
("mother" or "DH") and "let off steam" 45 Piercing
46 Sex
("mum or "Mother" or "DH") and "scream" 47 Sexualisation
48 Tattoos

39. Analytical Process
• Ran all keywords and themes for Christmas Period 2010
• Focused on blogs and message boards/forums
• Collected 105,000 conversations from a 6 week period
– Blogs/Forums/Message Boards (no Twitter or Facebook)
– www.mumsnet.com and www.netmums.com - most active sites
• In Analytics environment, focused on authors and domains
• Created a “Family Score” for each conversation
• Identified top 600 females and their top domains
• Created a data set of conversations from 600 “Super Mums” for key time
periods (summer and holiday seasons)
• Tracked activity and categories of conversations for “Super Mums”

40. Virtual Ethnography

41. EXCEL
EXERCISES

42. Case Study:
Calculating ROI

43. To have ROI you must have revenue. Revenue
itself, with exception, is not created directly
through social media. Influenced, certainly, but
not create. To demonstrate ROI, therefore, you
must connect social media data with data from
other parts of the businesss like CRM, email,
web, etc.

44. When is 2% not 2%?

45. When it translates to 5X
$ 10,948,054
VS.
$ 2,154,516

46. The Story of a Tiger

47. Tiger Woods’ “massive” decline was only 2%
2009 2010 % Difference
298.4 Driving Distance 292 2.14%
64.29% Driving Accuracy 63.19% 1.71%
68.46% Greens in Regulation 67.01% 2.12%
1.743 Putting Average 1.781 -2.18%
4.15 Birdie Average 4.06 2.20%
68.05 Scoring Average 69.65 -2.35%
28.44 Putts per Round 29.07 -2.22%

48. Selling Social Media ROI – Step 1
Connecting with stake holders and understanding causation

49. Lots of people think ROI is a fixed, hard metric.
In reality, though, ROI is a relative term. Every
organization, and department within those
organizations may define it differently.
Ultimately, demonstrating ROI is going to be tied
to your ability to connect with a stake holder and
build confidence in the measures you are
showing.

50. Rolling out the “red” carpet…
Social Media doesn’t always find a warm response. This is yet
another compelling reason to learn how to sell your ideas.

51. Identifying your clients
CMO
Executive
Creative FP&A
Director
CMTO
Insight /
YOU
Brand / Vendor
Management
Research /
Analytics
Online In-store
YOU
Media Loyalty CRM
Database
BI Email Planning
Marketing
Analytics Ecommerce Print Email
Insight Search Display Customer X
Social TV
Who do you work with? What stacks do you serve?

52. "You can make more
friends in two months by
becoming interested in
other people than you can
in two years by trying to
get other people
interested in you.“
- Dale Carnegie

53. There are no ugly babies…

54. How do
you
connect
with
them?

55. .. Focus on their needs

56. Look beyond what they tell you?

57. Suspect Profile
Priorities: KPI’s:
1. Maintaining revenue levels • Circulation
2. Reducing circulation costs by mailing less • Cost per
3. Create new revenue opportunities with triggered • Store over Store Revenue
responses • Member / Non-Member Basket
4. Increasing response rates by leveraging new • Turn time
channels
5. Improving the customer experience by reacting to
their preferences
6. Build customer loyalty by delivering individualized
communications
7. Demonstrating financial contribution
Titles: Budget
• Director of Marketing Database Some likelihood this group will struggle to get incremental
• Senior Director, Circulation and Forecasting budget for capital projects. Much of funding is likely
• Senior Director, Business Analytics to come from cost savings generated by evolving
them off of traditional list processing in terms of
• Director of Application Development more efficient physical mailings and enablement of
• Marketing Database Manager cheaper channels.
• Senior Circulation Manager With exception, they aren’t going to be top of mind from
• Director of CRM an investment perspective.

58. Suspect Profile: “Spinners” (PR/Corporate Marketing)
Titles & Organizational Roles
•Senior Business Systems Consultant, Social Media & Digital Strategy (Corp.) – Drove process,
evaluation, feedback from stakeholders and decision-makers, etc.
•Director, Corporate Public Affairs (Corp.) – key stakeholder for corporate reputation; owned
budget
•Director, Social Media & Portals (Business Unit) – key stakeholder from product group; owned
budget
Top Concerns (Why we were in the room)
•Corporate reputation monitoring
•Adverse Events (AE) notification and reporting for drug therapies
Budget Timing
3-month paid pilot •From RFP to pilot
2 crisis management interventions •Pilot took 3 months
Competitive Interests (What can steal budget?) How we got into the room
•SM Monitoring companies •RFP out of 17 vendors
•Marketing/Digital Agencies •Won on strategic listening POV
•3-month paid pilot
•Engagement extended
Applicable verticals
•Pharmaceutical; Healthcare

59. Suspect Profile: __________________
Department & Title
1. ____________________________________________________
2. ____________________________________________________
3. ____________________________________________________
Common Problem (Why are they approach you? You them?)
1. ____________________________________________________
2. ____________________________________________________
3. ____________________________________________________
Stakeholder KPI’s (What are their goals? What drives their compensation?)
1. ____________________________________________________
2. ____________________________________________________
3. ____________________________________________________
Timing (Do they face any critical milestones? When do things have to be delivered?)
_________________________________________________________________
Budget (How much do they have to spend? Do they need buy-in from others?)
1. ____________________________________________________
2. ____________________________________________________

60. What you need to do to make a connection
1. Identify your core audience
2. Identify their most pressing pain
3. Move past expression to causation

61. Selling Social Media ROI – Step 2
Crafting your proposition and influencing key stake holders

62. Build on your profile

63. Present a compelling argument
PCAN Model
Define the Problem
State the Cause
Present your Answer
Argue the Net Benefits

64. Tell a
story…

65. People don’t buy tools
Alterian Social Media Engagement Solutions

66. They buy outcomes

67. Breakthroughs can redefine
the problem
“If I had listened to what my
customers wanted, I would
have bred a faster horse.”
-Henry Ford

68. Solution Definition: __________________
Problem Solved (No cure-alls. Should be very specific on the problem solved.):
1. ______________________________________________
2. ____________________________________________________
3. ____________________________________________________
Answers (How do you solve the problem? Should address the root cause.):
1. ____________________________________________________
____________________________________________________
2. ____________________________________________________
____________________________________________________
Benefits (What will the stake holder gain from this solution ):
1. ____________________________________________________
2. ____________________________________________________
3. ____________________________________________________
Reference Stories (Nobody wants to go first. What precedent can you site?):
______________________________________________________
______________________________________________________
______________________________________________________

69. Solution Definition: __________________
Monetization (How will you argue the value created?):
Demonstration (Need to make message vivid. How can paint the mental picture?):
Elevator Pitch (How can you rapidly and concisely convey the value in your solution?):
______________________________________________________
______________________________________________________
______________________________________________________
______________________________________________________

70. Let’s map out the influence tree

71. Use the power of the pack

72. Establish a plan of
attack

73. Plan meetings and goals
Exploration Build Base Discovery
Start down the chain. Start to target satellite Don’t approach
Begin to collect
information. Goal
later is to never ask a
+ influencers. Gather
their input and
incorporate into
+ decision maker
directly. Look for the
entré.
+…
question you don’t offering. Give them
know the answer for. ownership to build
support.

74. Always
monetize
the
benefit…

75. Wrap Up

76. Objective Recap
State of the industry
Best-practice case studies
Reusable content and examples
Framework for selling ideas internally
Actionable input into classes’ real world scenarios
Valuable networking opportunity

77. SURVEY

78. Social disciplines
WOM Syndication Community Applied
Insight
Soliciting influential Freely distributing Actively foster and Social media serves
advocates to go owned content promote as the worlds
forth and across earned engagement in greatest virtual
proselytize for your networks. Social relevant ethnography. The
brand or product. reach drives communities. next doorways are
impressions. to applying it in
meaningful ways.

79. Social is ubiquitous
?
CMO
Executive
Creative FP&A
Director
CMTO
?
? ? ? ?
Insight /
Brand / Vendor
Research / Online In-store Media Loyalty CRM
Management
Analytics
BI Email ? Planning
Database
Marketing
Analytics Ecommerce ? Print Email
Insight Search Display Customer X
Social ? TV

80. Social is not always well received

81. Need to sell your ideas

82. Remember the 6 Steps
1. Identify your core audience
2. Diagnose their most pressing pain
3. Define an outcome driven solution proposition
4. Design a multistep plan of attack (PCAN)
5. Use the power of the pack
6. Monetize the solution

83. Resources
Social ROI Social Strategy
• http://womma.org/store/measurement/ • http://themarketingmojo.com
• http://about.bzzagent.com/word-of- • http://www.socialnomics.net/
mouth/go/social-media-roi • http://www.collectiveintellect.com/blog/
• http://allthings.womma.org/2010/02/11/g Community Building
uidebook/ • http://slideshare.net/conniebensen
Media Mix Modeling Social Media Crisis Plans
• http://www.networkedinsights.com/down • http://www.web-
loads/2011-Oscars-Report-Networked- strategist.com/blog/2010/03/22/prepare-
Insights.pdf your-company-now-for-social-attacks/
Social Media Monitoring • http://www.slideshare.net/kamichat/10-
• http://sm2.alterian.com (Free) steps-integrating-social-media-into-
• www.socialmention.com (Free) crisis-plans
• Google Alerts (FREE)

84. Questions?
THANK YOU!
Marcus Tewksbury
Principal, Alterian
tewksbum@alterian.com
+1 312 884 5330
www.twitter.com/tewksbum