social media roi measurement workshop university central florida

Social Media Measurement

Pam Moore CEO / Founder Marketing Nutz @PamMktgNut

Pam Moore CEO /Founder

http://www.pamslinkedin.com @PamMktgNut

Marke&ng  Nutz  Founders  

Josh Moore CCO /Founder

http://linkedin.com/in/joshroinut @JoshROINut

“Experience helping brands of all size bridge complex gap to social

success.”

why  Marke&ng  Nutz?  

Founders have 30+ years combined experience in digital

marketing, corporate brand, startups & platforms.

“PHD in acronyms not required. We help you fit social business in a nut shell so you can focus on what you do best, your business!”

“CEO, best selling author recognized by Forbes as Top 10 Social Media Power Influencer +

Top 10 Social Media Women Influencers!

Embrace    the  

JOURNEY!    

Social Business Success

social business “Becoming a social business transforms the organization from the inside out, connecting the internal with the external in a way that enhances relationships and creates shared value for the people, the business and ecosystem as a whole.”

social media “Refers to the means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks.”

Brand “A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.” ~Seth Godin

Why  should  we  do  social?  

Measuring  &  worrying  about  the  wrong  things  

Source: Creative Commons

Quit selling your CEO Twitter!

11

1.3B  mobile  workers  by  2015  

Source: IDC

90%  mobile  users  have  device  within  arms  reach  100%  of  &me  

Houston  we  have  a  failure  to  

communicate  

start  from  inside  out  

•  Strengths  and  weaknesses?    •  Demonstrate  impact  of  strategic  work  •  What  training  is  required?    •  Change  management  needs?    •  Categories  for  readiness  assessment  

•  Mindset  •  Stakeholder  buy-­‐in  •  Realis&c  expecta&ons  •  Roles    •  Customer  profile  •  Market  analysis  •  Compe&&ve  analysis  •  Brand  Readiness  

•  Processes  •  Organiza&onal  model  

•  Communica&on  •  Educa&on  •  Monitoring  •  Repor&ng  •  Budget  

Assess  readiness  to  be  social  

Source: Altimeter Group

Language matters

LOB/Geo Stakeholders

Social Strategist/Community Manager

•  Business metrics: revenue, CSAT, reputation.

•  Social media analytics: Insights, share of voice, resonance, WOM.

•  Engagement metrics: fans, followers, clicks.

Corporate

communities create markets

Opportunity Harvest

Free    member  

Paid    member  

Loyal    evangelist  

Community Zone Customer Zone

$$

Stop  dancing  around  &  start  dancing  with  ROI!    

benefits – costs costs = x100

Without  STRATEGY  there  is  no  ROI    

Stop the Random Acts of Marketing (RAMs)

=

Your Mission Understand where your audience is hanging out online & learn how to have a relevant conversation with them that helps meet business goals.

• WHO are you talking to?

• WHAT do they need?

• WHEN will they engage with you?

• HOW can you help?

• WHERE do they want to talk?

• WHY should they care? Why should you invest?

People don’t buy things, they join things

NOT about CONTROL

think  DNA,  not  tools    

relevance    

Maslow’s  hierarchy  of  needs  

Morality, creativity,

spontaneity, problem solving, lack of prejudice,

acceptance of facts

Self-esteem, confidence, achievement, respect of others, respect by others

Friendship, family, sexual intimacy

Security of body, employment, resources, morality, family, health, property

Breathing, food, water, sleep, homostasis, excretion physiological

safety

belonging

esteem

self-actualization

hierarchy  of  social  community  inspira&on  

self-

actualization

esteem

belonging

safety

physiological

achieve

connect

inspire

humanize  it  

human  brands…    •  Think like humans •  Care about humans •  Value relationships •  Listen to other humans •  Talk like humans •  Have a personality •  Show their “human” •  Make & own their mistakes •  Are available •  Know themselves •  Know their audience •  Invest in people •  Take risk

My  Brand  is…  •  What I say •  What I do •  What I think •  What I tweet •  What I post on Facebook •  What I Instagram •  What I write in email •  What I share •  How I respond •  How I interact on & offline! •  How I drive!

• ME!

Tech Enthusiasts

Visionaries

Pragmatists

Conservatives

Skeptics

Technology  Adop&on  

Geoffrey Moore Technology Adoption Lifecycle

Social media plugs into your Business

Bus

ines

s

Pick Goals where social can have an impact

Align Social with top Business Goals

We use

POST strategy to frame the Social Media Strategy

POST+GM P  

O  

S  

T  

People Identify WHO & assess their social activities

What do you want to accomplish? WHY?

Plan for how relationships with the “people” will change

Decide which social technologies to use

G Goals

What metrics will be used to measure success

Objectives

Strategy

Technology

Metrics M

Set goals for achievement, qualitative & quantitative

Based Upon POST Methodology Source: Forrester Research

Select  tools  AFTER  you  know  WHAT  you  want  to  measure  and  WHY!    

sales

thought leadership

customer

satisfaction

employee empowerment

leads brand

Where  are  you  going?  •  Key Performance

Indicators help measure transformation

•  Business goals /objectives define where you are going and why

Know  desired  shibs  (changes)    

•  Brand awareness new markets •  Sentiment shifts •  Thought leadership •  Decrease sales cycle •  Increased customer

satisfaction •  Community growth •  Influencer / advocate tribes •  Sales

It’s not what the technology can do for you but what you can do with the technology!

outcomes  

1.   Brand  awareness  2.   Brand  loyalty  3.   Customer  sa&sfac&on  4.   Market  Research  5.   Compe&&ve  Intelligence  6.   Shorten  sales  cycle  7.   Decrease  service  costs  8.   Lead  Genera&on  9.   Revenue  

common business goals

1.   Social  listening      2.   Thought  leadership  3.   Nurture  rela&onships  4.   Build  community    5.   Earn  loyal  brand  advocates  6.   Maximize  reach  in  exis&ng  &  

new  markets  7.   Support  sales  /  marke&ng  

campaigns  8.   Talent  recrui&ng  &  reten&on  

common social media business goals

Popular  Social  Media  Tools    Social Media Management •  Hootsuite •  Sprout Social •  Buffer (schedule posts) Social Monitoring •  Sysmos •  Radian 6 •  Trackur •  Social Mention •  Brandwatch Build Twitter Following •  Twellow •  Social Bro •  Manage Flitter •  Triberr (+blog traffic, community)

Social Measurement •  Social Bakers •  Sprout Social •  Tweetreach (Twitter) •  Twitonomy •  Pinalytics (Pinterest) •  Likalyzer (Facebook) •  BlitzMetrics (Facebook) •  Sumall •  Argyle

Blog / Website •  Google Analytics •  Alexa •  Kissmetrics •  Webtrends •  IBM CoreMetrics

evaluate  each  ini&a&ve  Impact How does it support an objective?

What metrics matter?

Readiness Do we have

people who can do this?

Is there budget?

Risks What are the risks

if we do this? What if we don’t?

Priority Does this initiative

enable other work?

Embrace  OPCs  

Empower  internal  brand  evangelists  

ac&vate  influencers  

Questions?

Pam Moore CEO / Founder Marketing Nutz @pammktgnut www.pammarketingnut.com www.themarketingnutz.com