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FOCUS Social Media for Sales

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Metrics that Matter - Blogs

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Metrics that Matter - Microblogs

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Metrics that Matter Social Networks

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Metrics that Matter Multimedia and content sharing sites

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Media and Measurement 1990 TV Print OOH Radio WOM Telephone Survey Warranty Card Credit/ Payment Info Mail Focus groups Sale!

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Media and Measurement 2000 TV Print OOH Radio WOM Telephone Survey Warranty Card Credit/ Payment Info Online Ads Search Clicks Page Views Sessions Mail Focus groups Sale! Register Optin

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Media and Measurement 2011 TV Print OOH Radio WOM Telephone Survey Warranty Card Credit/ Payment Info Online Ads Search Review Product Tweet Re- Tweet Fan Like Review Blog Post Digg Make video Book mark Share Focus groups Sale! Social Media Rate Clicks Page Views Sessions Register Optin

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Some Social Metrics # Video Views % YouTube Favorites % YouTube channel subscribers % YouTube Video Plays # of YouTube Channel Comments # of YouTube video reviews # slideshare views # delicious bookmarks # diggs # of Blog Mentions # of Forum mentions # of Facebook mentions # of Twitter mentions # @mentions # of reviews mentions # of comments Positive : Negative Mentions for any channel # Twitter followers Twitter Follower-Rate # reviews # stars in reviews Thread size Unique contributors Unique commenters # Facebook fan pages # Facebook fans Facebook Fan Rate Facebook Likes Email Open Rate Email Click Rate Email Forward rate Email opt-out rate # of Email subscribers # of SMS subscribers Clicks/ CTR Impressions Traffic Reach Registration Opt-in Page views Visit/session length (% site visits > 60 secs) Click path analysis Eye tracking studies #/% Downloads Changes in SERP results/ rankings Earned/ Owned traffic Inbound links

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Three kind of marketing metrics Videos posted Tweets responded to Online media served Changes in perception (NPS, Intent to purchase, customer satisfaction) Consumer engagements (Like, Click, Download) Submission of information (email, lead form, shopping preferences ) Revenue Cost Savings Better ROI Higher market share ACTIVITIES CONSUMER RESPONSE BUSINESS OUTCOMES

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Online Reputation Management

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People buy from People. You have to do good work to have a good reputation, online or offline. Ongoing conversations about you and your firm happen everyday when someone needs a referral or is deciding who to hire. You can monitor and shape these conversations

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SOCIAL MEDIA IS A BIG UNIVERSE AND EVERYONE IS TALKING

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Bring outside ideas into organization Generate more word of mouth Increase customer loyalty Increase product/brand awareness Improve new product success ratios Improve public relations effectiveness Reduce customer acquisition costs Reduce customer support costs Reduce market research costs Reduce product development costs REPUTATION MANAGEMENT CAN HELP YOU

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REPUTATION MANAGEMENT CAN HELP YOUANALYZE ACTIVITY

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REPUTATION MANAGEMENT CAN HELP YOUUNDERSTAND DEMOGRAPHICS

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REPUTATION MANAGEMENT CAN HELP YOUUNDERSTAND SENTIMENT

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REPUTATION MANAGEMENT CAN HELP YOUIDENTIFY INFLUENCERS

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REPUTATION MANAGEMENT CAN HELP YOUIDENTIFY TOPICS

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REPUTATION MANAGEMENT CAN HELP YOUSHARE INTELLIGENCE

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The rules of branding have changed Your online reputation is defined by all (visible) content available about your company, its products/services, employees, partners, affiliates, clients and suppliers.! Earned media (be it negative, neutral or positive) is more trusted by consumers/candidates/partners by far, meaning it is important to monitor what is being said on the web and to work on these touchpoints.! Your online reputation has to be built over a long term process and not a one-shot campaign strategy.

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Understand the customer Off-line channels are only influential in the consider phase! During the evaluation stage, people use search engines much less than Amazon and other retail sites that show consumer reviews and allow product comparisons ! Display ads are only relevant if they include a promotional offer and only when consumers are already ready to buy! 1/10 consumers visit the brands website! Consumers have strong relationships with several brands after purchase! Consumers often talk about and rate their purchases after the fact! Consumers tend to turn to review sites for troubleshooting advice!

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Your online reputation

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Reputation Analysis 4 Factors to Measure Your Online Reputation Volume - how much content there is on the Web about you Relevance - how consistent the content is with who you say you are Diversity - how diverse is your web content Purity - how much content is related to YOU

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Your brand personality

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A basic brand A Basic brand typically means products/services for which people dont usually talk about, mostly because there isnt much to say. A basic brand can do or create funny or useful content to set itself apart. ! Surprise consumers, differentiating yourself easily from the market.

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Basic Brand - Blendtec A famous basic brand Blenders are basic, inexpensive and easy to use. Its not the kind of product you spend hours talking about, and Blendtec managers know that. They created a web series called Will it blend ? where they successfully surf on trends (Ipad, Old Spice Actor). They now have 58 000 + fans on Facebook and are most certainly the most discussed blender Brand.

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A functional brand Most brands are functional (even if they dream of being something else). People mention functional brands at length online because people have questions about how their products or services work The brand should engage and answer wherever discussions are taking place Engaging through social media should help decrease the others funnels, meaning increased satisfaction, marketing insights and decreased customer service costs.

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Functional brands Best Buy Functional brands People are going to shop with companies they think really care. Brian.J. Dunn Best Buy CEO You dont have to go above and beyond people are just looking for answers to their questions be quick, short and relevant Twelpforce is an efficient customer service on Twitter because Best Buy succeeded in uniting all of their specialists of all of their products in one place.

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An exciting brand Exciting brands have self-made fans on Facebook and around the web that talk about them. A lot. (Nike, adidas, Apple, Sony) Unfortunately, not many brands are quite as exciting! These brands should focus on regularly creating top-notch content so that enthusiasts can dig in and enjoy. To determine the R.O.I. for this type of brand, the best is to compare the buzz around each campaign and make sure that the volume of conversations is growing (and that sentiment is improving).

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Exciting Brand Harley Davidson A famous exciting brand Harley Davidson is a unique brand followed by diehard enthusiasts (how many other brands have been tattooed like this ?) Yet they dont have to work as hard as other brands online. Rain or shine, their fans will follow. Encouraging REAL LIFE meetings can foster community feelings and behavior

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A vital brand There are some brands that affect people in a very direct manner (health, the environment) These brands should listen carefully to what people are saying to discover meaningful insights. The second stage of attack is identifying sympathetic ears that can serve as force multipliers (opinion leaders like journalist or bloggers are an example) in the case of a crisis, when internal specialists opinions will fall on deaf ears.

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Your brand personality - tips Start small but think big (and long term) Monitor online conversations and respond (to questions, negative comments, extremely positive comments) with a community manager Accept that you might not know what your best strategy is (between us : no one does reallybut I wont tell) but you have to test, even if your boss wants immediate results! Dont box your brand into just one type

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ListenRespondEngage Measure Reputation Management Process

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Online Reputation Assessment Online Reputation Marketing Grader Social Mention Competitive and Keyword Analysis

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Hubspot Marketing Grader

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Sitebeam

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Social Mention

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Measurement & evaluation

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Measurement and Evaluation The level of data which we can capture regarding our performance varies from platform to platform As social media platforms continue to evolve you can expect this to go from strength to strength A well structured social media engagement strategy will possess a central creative concept which can be deployed across different platforms It may include both paid-for and non paid-for marketing activity This potential mixture of both bought and un-bought social media activity, combined with different levels of data across platforms can make consistency a challenge With this is mind it is important to select KPIs which have flexibility built in

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Traffic (page views, unique visitors, bounce rate, popular pages, returning visitors, search terms etc) Google Analytics Alexa Engagement (friends, followers, likes, retweets, comments, uploads, referrals, polls etc.) Mapmyfollowers PeerIndex Facebook insights Sentiment (Content and keyword analysis, positive, negative, by group, by market segment, recommendations etc.) eWatch Alterian A list of social media monitoring, measuring and engagement tools Measurement and evaluation

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Blog measurement

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Platforms and metrics Blogs Number of actively generated posts Audience reached Total impressions Tone of posts Sentiment Key messages Number of comments URL links

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Google Analytics

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Twitter measurement

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Platforms and metrics Twitter Number of actively generated Tweets Number of Retweets Number of Followers Total audience reached Tone of posts Sentiment Key messages URL links

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Tweetstats.com

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Tweetreach

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Put in a term, a url or hashtag and it calculates the following two measures: Reach the number of different people who follow people who have talked about the search in some way. Exposure how many times someone could have seen a particular reference to the topic e.g. if 4 people have tweeted it who all have a follower in common then that follower will have been exposed to it 4 times but will only count as 1 in the reach figures. Only covers 7 days previous and for a maximum of 50 Tweets, as part of free service scope to search further using paid for service Brainstorm various keywords and phrases relevant to activity or clients Best to perform search once a week during the campaign, as Tweetreach only searches a limited time period

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Tweetreach

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Facebook measurement

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Facebook Insights - overview Facebook Insights provides Facebook Page owners and Facebook Platform developers with metrics around their content To see metrics on your Facebook Page or Platform application, go to the Insights Dashboard Insights is a free service for all Facebook Pages and Facebook Platform application and websites

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Facebook Insights how to maximise use With Page Insights, you can: Assess the performance of your Page Learn which content resonates with your audience Optimise how you publish to your audience so that people will tell their friends about you For example, you can look at each of your posts and see the ones that are spreading most virally. Post more of this type of content if you want to increase the number of people talking about you

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Facebook Insights metrics Four metrics at the top of your Insights tab allow you to quickly assess the size and engagement of your audience 1. Total Likes: The number of unique people who like your Page as of the last day of your selected date range. 2. Friends of Fans: The number of unique people who are friends with your fans as of the last day of your selected date range, including your current fans.

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Facebook Insights metrics 3. Talking About This: The number of unique people who have created a story about your Page during your selected date range. A story is created when someone: Likes your Page Likes, comments on, or shares your Page post Answers a Question you've asked Responds to your event Mentions your Page Tags your Page in a photo Checks in or recommends your Place 4. Total Reach: The number of unique people who have seen any content associated with your Page (including any Ads or Sponsored Stories pointing to your Page) during your selected date range.

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Facebook Insights Demographics - Fans The Fans tab provides the following information on your fans: Gender and Age: The percentage of people who liked your Page for each age and gender bracket as of the last day of your selected date range Countries: The number of people who liked your Page as of the last day of your selected date range, broken down by country Cities: The number of people who liked your Page as of the last day of your selected date range, broken down by city Language: The number of people who liked your Page as of the last day of your selected date range, broken down by language

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Facebook Insights Demographics - Reach The Reach tab helps you understand who the people you are reaching are and how you managed to reach them. Gender and Age: The percentage of people who saw any content about your Page for each age and gender bracket, as of the last day of your selected date range Countries: The number of people who saw any content about your Page, as of the last day of your selected date range, broken down by country Cities: The number of people who saw any content about your Page, as of the last day of your selected date range, broken down by city Language: The number of people who saw any content about your Page, as of the last day of your selected date range, broken down by language. This is based on the user's default language setting

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Facebook Advertising Analytics

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Social Reach

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LinkedIn measurement

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Measuring LinkedIn Unlike Facebook Pages, LinkedIn does not come with a rich measurement dashboard To determine whether someone is influential, the best measure available is the number of connections they have To determine whether a group is performing well, the best measure available is the number of members it contains However, as with Facebook, the most important measure of your page is what you decided in your strategy Everything you do in LinkedIn should align with what you wanted to achieve for your business

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Group analytics

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Company analytics

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Online video measurement

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Youtube Analytics YouTube Analytics is a robust tool that provides informative data and insights about your content, your audience, and your programming. What you learn by using YouTube Analytics can help inform programming and production decisions for your channel. It helps every creator be smarter and more strategic with the videos they create.

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YouTube Insight Views & popularity Examine both an interactive graphical trend line and a heat map of where video views are coming from. You can adjust the period of time displayed and the continent, country or even county

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YouTube Insight Demographics See the age and gender of your audience. You can adjust time and geographical data to explore how your audience differs before, during or after specific initiatives or in specific regions

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YouTube Insight Community engagement Observe how many times viewers rate, favourite or comment on your videos

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YouTube Insight Discovery Understand how people discovered your video. See specifically which search terms on YouTube or Google led the user to your video, which related videos led to your discovery or which websites embed your videos

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YouTube Insight Audience attention The "Hot Spot" feature tells you which parts of your video are hot and which are cold by looking at bounce and rewind rate to videos of a similar length. At any time point in the video, you can see if more or less viewers are dropping out than on average

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Your Youtube analytics strategy Gain fluency in Youtube Analytics Regularly assess performance and track optimizations Refer to the Analytics Tip in each section Make programming or creative decisions based on your data assessment Track results of implemented changes

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Sprout Social

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Free Social Analytics tools http://thenextweb.com/socialmedia/2011/02/18/ social-media-tools/ http://thenextweb.com/socialmedia/2011/02/18/ social-media-tools/

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FOCUS Social Media for Sales You cant rely on your eyes when your imagination is out of focus Mark Twain You cant rely on your eyes when your imagination is out of focus Mark Twain Knowledge speaks, but wisdom listens. Jimi Hendrix Knowledge speaks, but wisdom listens. Jimi Hendrix The more connections that can be made in the brain, the more integrated the experience is within memory. Don Campbell The more connections that can be made in the brain, the more integrated the experience is within memory. Don Campbell Never reach out your hand unless you're willing to extend an arm. Pope Paul VI Never reach out your hand unless you're willing to extend an arm. Pope Paul VI You cannot improve what you cannot measure Lord Kelvin You cannot improve what you cannot measure Lord Kelvin

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THANK YOU @marccampman www.marccampman.com

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