metrics: what really matters rob silas senior director, marketing cloud

METRICS: WHAT REALLY MATTERS

ROB SILASSENIOR DIRECTOR, MARKETING CLOUD

*What Happens Online In 60 Seconds? Incredible Statistics, Facts & Figures! By: Shea Bennett on July, 2013

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@RobSilas #bmamn

@RobSilas #bmamnwww.in2communications.com, www.ireamgo.com , www.econsultancy.com

The CMO Survey, August 2013 @RobSilas #bmamn

@RobSilas #bmamn

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* 9 Truths Lead To Big Data's Future By: Seth Grimes September, 2013

The biggest change in marketing? The amount of #Social conversations happening by your customers. @RobSilas #bmamn

80% of relevant #BIGDATA comes in the form of text based posts. @RobSilas #bmamn

SOCIAL INTELLIGENCE MATURITY MODEL

80% 19% 1%75% 24% 1%

SOCIAL INSIGHTS FRAMEWORK

SOCIAL INSIGHTS FRAMEWORK

Business ValueDATA

DATA TIED TO BUSINESS OBJECTIVES

ACTIONS TO TAKE BASEDON ANALYSIS

Listen to your customers to gain insights into who they are. Start talking w/ customers, not at them. @robsilas #bmamn

@RobSilas #bmamn

@RobSilas #bmamn

PEOPLE: KEY CONSIDERATIONS

• Social Intelligence Analyst: Data Scientist + Anthropologist

• The Social Insights Framework provides a good structure for teaching and coaching

@RobSilas #bmamn

KEY TECHNOLOGY ELEMENTS

@RobSilas #bmamn

SOCIAL LISTENING – OUTPUTS BECOME INPUTS

Listen for Engagement Opportunities Across the Enterprise

Strategic Planning

SalesMarketing

Innovation

Customer Service

• Industry• Competitors• Hot topics• Trends

• Purchase intent• Lead gen• Funnel analysis

• Brand perception• Brand reach• Content strategy

• Product Development• New opportunities• Desired features

• Issue resolution• Product performance• Support trends

Insights

Business Value

@RobSilas #bmamn

@RobSilas #bmamn

DEEPER INSIGHTS: UNDERSTANDING DECISION PROCESSES

Understanding social conversations by small businesses led to a successful change in content strategy

There are engagement opportunities for #B2B.What are the customers of your clients talking about & how can you help? @RobSilas #bmamn

WHERE TO START

• Get Tools and People in Place

• Start with a Single Use Case and Show Value

• Go Deeper on Insights and Begin to Use Across the Enterprise

SUMMARY

| INSIGHTS DRIVE ACTIONS AND RESULTS

| ACTIVATE YOUR SOCIAL INTELLIGENCE

| 3 ACTIONS YOU CAN TAKE TOMORROW

Social goes beyond #Marketing, it impacts every part of your business. @RobSilas #bmamn

THANK YOU!@RobSilasrob.silas@magnet360.com