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How to use listening and measurement to deliver growth

Jennifer Polk

@jenpolk1

Martin Kihn

@martykihn

Webinar

October 23, 2014

“Social” encompasses paid and owned channels . . . listening, engagement and analysis

Empower

Listen

BusinessCustomers

Engage

Measure/Optimize

Social

3

Marketers acknowledge social is one of the three keys to success

4

Meanwhile data volume and complexity erupts

5

Source: IBM SmarterCommerce research, Q3 2014

• Measurement is the tool used to assess and improve

digital channels important to your business

– Management tool

– Assessment, problem solving and self-improvement

– Investment allocation

– Customer insight

– Competitive advantage

6

Leading to a measurement imperative

7

Mere monitoring does not equal insight, or smarter action

Ten incredible fun facts about social marketing & media

Using social analytics for insight and action

8

How to build a basic measurement plan & dashboard

Consider these ways to advance your measurement strategy, to

improve marketing campaigns and programs:

What’s the state of social analytics today?

Three brands who are doing it right – right now

Analytics is a significant investment

9

6.0

7.4

8.1

8.8

9.2

9.3

9.5

9.5

9.6

10.3

12.2

0 5 10 15

Company blog

Video production

Analytics

E-mail marketing

Search marketing

Content creation + mgmt

Mobile marketing

Social marketing

Digital commerce

Design, devel. + maint. of corp. web site

Digital or on-line advertising

Average Percentage of Digital Marketing Budget

Change 2012 vs. 2013

+ 33%

+ 28%

+ 25%

- 25%

- 16%

Q: How much of the 2013 digital marketing budget is your organization spending on each of these activities? n = 200

Note: “Digital commerce” for which marketing is responsible.

40% of analytics budget is labor vs data/tools

19%

12%

11%

6%

5%

8%

7%

4%

4%

2%

5%

42%

44%

36%

41%

42%

39%

38%

38%

36%

31%

27%

39%

45%

53%

53%

54%

54%

56%

58%

60%

67%

68%

Social Marketing

Mobile Marketing

Online Display Ads

Funnel / Pipeline Metrics

Search Engine Optimization (organic)

Email Marketing

eCommerce

Content Marketing

Customer Metrics

Search Engine Advertising (paid)

Corporate website activity

1-3 ratings 4-5 ratings 6-7 ratings

Q. How effectively is your organization able to measure these activities today? [1=Not well at all / 7=Extremely well]

5.8

5.8

5.6

5.5

5.6

5.5

5.5

5.5

5.5

5.2

4.9

MEAN

Yet marketers are struggling to measure social

Hardest to measure

10

2%

4%

2%

8%

2%

10%

6%

10%

4%

14%

24%

10%

8%

2%

6%

8%

4%

6%

14%

12%

12%

22%

4%

4%

4%

4%

2%

6%

8%

4%

16%

8%

14%

Coordinating message / brand consistency across many business units / contributors

Monitoring / Controlling / Containing / Responding to negative comments

Difficult to measure success of content or customer service response

Keeping up with platform changes / rules / semantics / processes

Cutting through the noise / clutter / volume of information

Educating employees / ensuring proper use of social media / having unified voice / brand

Continually posting unique or fresh content / keeping up with content demand

Information security / privacy rules and regulations

Targeting a specific audience for our products / services (e.g., age, geography, business)

Identifying optimal use (and/or balance) of social media for our products / services

Lack of resources / talent / employees / budget / time

Difficult to measure ROI or obtain upper management buy-in

1st 2nd 3rd

What are the three most significant barriers or challenges for your organization when it comes to executing social marketing?

SUM

46%

44%

42%

22%

18%

18%

16%

14%

12%

12%

10%

10%

Why? It’s “difficult” and we lack the resources

11

4%

6%

6%

6%

6%

10%

12%

16%

24%

38%

40%

42%

Reaching more good employees via recruitment efforts

Enhance the perception or credibility of our organization / products / services

Educate about our products / our company

Announce or promote new products / services / events

Reach new or younger audiences

Better understand customer / customer needs

Enhances, builds or strengthens brand / brand loyalty

Customer service / feedback monitoring and response

Improve customer engagement / conversation / dialogue / communication / outreach

Increase sales / leads or traffic to our Web site / event / store

Increased audience size / bloggers or number of fans / followers / likes

Improve reach / awareness / targeting

In what areas have your organization’s successful social marketing efforts supported its goals?

Highest among:

High Tech/Manu/CP

High Tech/Media

Media/<$2B

Meanwhile we are turning to softer goals for social

12

5%

11%

14%

14%

23%

25%

30%

30%

34%

Not measuring specifics yet

External service provider does this (agencies)

Market research / Tracking / Awareness studies

General increase in sales or new customers (not specifically measured)

Increased interaction in general (compliments / posts / retweets / comments)

Analytics applications (e.g., Facebook Insights, Google Analytics, Hootsuite, Radian 6, Comscore)

Responses to specific Call-To-Action (e.g., phone calls, purchases, email sign-ups, downloads,

webinars, store or event

Click-throughs to our Web site from social media channels

Increased number of shares / likes / fans / followers / views

How does your organization currently measure whether social marketing efforts are successful?

Highest among:

Media/Healthcare/<$2B

High Tech/Manu/$2B+

Retail/Healthcare/$2B+

. . . And leaning on metrics that are easier to capture

13

High level / Above average / Above competition, 34%

Middle / Intermediate /

Average / Equal to competition, 40%

Beginner / Behind / Below competition,

26%

How would you describe your current level of expertise in social marketing?

Many of us admit we are not social metrics ninjas (yet)

14

Social Analytics is past the peak of inflated expectations – which is exactly the time to get real

15

Hype Cycle for Digital Marketing, 2014

You are Here

How does your organization currently handle the measurement and analysis of your social marketing?

1. We don’t – we are anti-social (marketing)

2. We pull numbers from Facebook and Twitter, etc. but don’t link them to business goals

3. We use a social listening platform and try to estimate social’s impact on the business

4. We have internal social analysts who nail it

5. We outsource most of this to our agency

Poll Question #1



17






Fun Fact #1: Most of what you hear in social channels is noise

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Tagged “Irrelevant”

Tagged “Relevant”

18

Negative Positive

Fun Fact #2: Word clouds are for poets – not analysts

Airport

Baggage

19

Observations

Social sentiment varies widely day to day – spikes and drops are short-lived

Daily sentimented post volumes average

AVG (Total – incl. Neutral) = 336

AVG (Negative) = 102

AVG (Positive) = 32

AVG (Mixed) = 7

Over time, negative sentiment is growing, whereas positive is declining

The variability of negative posts is significantly higher than that of positive:

STDEV (negative)= 55

STDEV (positive)= 13

STDEV (mixed) = 5

When post volume is low, the sentiment is more equally distributed between

positive and negative; whereas, when volumes peak, negative sentiment

dominates – people talk more out of frustration

0

100

200

300

400

500

600

700

1/1/2014 2/1/2014 3/1/2014 4/1/2014 5/1/2014 6/1/2014 7/1/2014

negative positive mixed neutral

Daily Volume Trend by Sentiment

Fun Fact #3: Negative sentiment is 5X more volatile than positive

20

There are only 8 human emotions

John Kearon, “Let’s Get Emotional About Advertising” 10/11 (presented at Jay Chiat Planning Conference NYC Oct. 2011)

Emotion correlates with market share gain

A well-known analytics firm showed a clear correlation between

emotion and brand power in marketing messages

Fun Fact #4: Emotion itself is more important than whether the sentiment is positive or negative

21

0

100

200

300

400

500

600

700

800

900

1/1/2014 2/1/2014 3/1/2014 4/1/2014 5/1/2014 6/1/2014 7/1/2014

1

2

3

4

1/12 - Increased fees for checked

baggage

2/15– Body found in the landing gear

6/16– Day after the launch of second

@Handle

7/1 – Pre-holiday traffic

Daily Volume Trend by Sentiment

(01/01 – 07/30)

Fun Fact #5: News-driven spikes generally last less than one day

22

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

12/30 1/6 1/13 1/20 1/27 2/3 2/10 2/17 2/24 3/2 3/9 3/16 3/23 3/30 4/6 4/13 4/20 4/27

% of

Total

Week Beginning

E-file issues; Free

Refund delays

Preparer recos

Corporate News

TOPICS

Paid social promos

Mobile apps

Montell Jordon spots

Share of Social Conversation by Brand

Fun Fact #6: Volume does not (often) equal business impact

23

Fun Fact #7: A lot of your social engagers are literally on the road

Time of Day Average Weighted Engagement % (1)

(Number of Posts)

Wake/Commute

(12am – 8am)

0.52% (1)

0.275% (2)

n/a

Coffee Time

(8am – 10am)

0.62% (6)

0.064% (16)

1.89% (1)

Late Morning

(10am – 12pm)

0.55% (16)

0.051% (29)

3.97% (5)

Afternoon Break

(12pm-4pm)

0.49% (31)

0.047% (79)

3.82% (40)

Transit/Dinner

(4pm – 6pm)

0.22% (7)

0.072% (5)

4.49% (16)

Evening

(6pm-10pm)

0.44% (42)

n/a 2.86%

(2)

Late Night

(10pm – 12am)

0.53% (7)

n/a n/a

Channel Avg. 0.47% 0.054% 3.94%

Source: Facebook Insights, Twitter, Google+, Statigram, Fallon analysis; Twitter RTs excluded;

(1) Average Weighted Engagement % = average of post level sum of weighted engagements / # followers at time of post

Twitter users check their feed first thing in the morning, while Facebook users review their newsfeed instead of a newspaper. Instagram users engage late afternoon.

Google+ time of day data is not available.

24

25

Fun Fact #8: You don’t have access to most social conversations

The Atlantic, “Dark Social”

http://www.theatlantic.com/technology/archive/2012/10/dark-social-we-have-the-whole-history-of-the-web-wrong/263523/

• Doesn’t change much

over time

• Overweights

Twitter (because

it’s 100% public)

• Contains irrelevant

content

• What does it actually

measure?

• Correlates with English-

language market share

26

Fun Fact #9:

“Share of Voice” is usually a (very) misleading metric

Cadillac (8%)

Audi (19%)

BMW (34%)

Mercedes (27%)

Lexus (12%)

Luxury Auto Brand Social Channel “Share of Voice”

Fun Fact #10: You can roll your own metrics (that work for you)

27

Which of these is the leading metric your organization uses to measure social marketing success and impact?

1. Conversation volume (number of posts)

2. Share of voice (over time or vs competitors)

3. Sentiment (positive, negative, neutral)

4. Engagement (likes, shares, retweets, pins)

5. Audience growth (fans, followers)

Poll Question #2



29






Social metrics follow the customer’s journey and vary in signal strength

Visitors, Fans, Followers, By Channel

Likes, Mentions, Influencers, Referrals

Shares, Retweets, Posts, Comments, Pictures

Purchases, Sign ups, Downloads, Watches/Listens

Questions, Recommendations

Repeat Visits, Advocacy

Weak metrics

drive direction

Strong metrics

help refinement

and iteration

30

Awareness

Influence

Engagement

Fulfillment

Support

Loyalty

Life Cycle Stage

Sample

Business Goals

Sample

Social Marketing Tactics

Sample

Social Metrics

• Increase product awareness

• Social content and campaigns, integrated with paid social ads and measured with #hashtag usage

• Product mentions as percentage of conversation

• #Hashtag use

• Pre/post campaign awareness survey

• Improve net social sentiment

• Increased customer engagement on social sites, fostering positive engagement

• Funneling complaints to a customer service channel for resolution

• Social channel sentiment (positive – negative)

• Impact on customer satisfaction scores

• Improve product consideration

• Social campaign to generate product reviews

• Use of product videos, customer testimonials and reviews in social campaigns

• Product reviews

• Search volume

• Survey offered on social channels

• Gain referrals • Social content, integration of "share" buttons into website and incentives for referrals

• Post shares and comment reach

• New visitor source of entry

• Generate leads • "Like-gating" social sites

• Integration of lead submission forms into social sites

• Number of qualified leads from social channels (forms, link clicks)

• Increase e-commerce sales

• Integration of "share" buttons into product pages on e-commerce site

• Use of social coupons and incentives

• Source of entry to site and item pages

• Commerce link clicks in social channels

• Revenue attribution

• Improve loyalty and lifetime value

• Exclusive content and event access for "fans"

• Badges and "gamification"

• Impact on customer lifetime value

• Repurchase rates from social

Start with business goals to determine both the tactics used and the metrics captured

31

ROI is driven by revenue – but don’t forget social marketing’s impact on costs and risk reduction

32

ROI Lever Description Sample Goals & Metrics

Revenue

Generation

Does social marketing deliver more or less revenue than other tactics for the same investment?

e-Commerce sales through social links and referrals vs. through online advertising and paid search

Cost

Reduction

Does social marketing represent a more efficient, more effective and/or less costly way to achieve marketing goals currently supported by other tactics?

Video or other content engagement on social channels vs. paid video seeding and pre-roll buys

Traditional market research costs and benefits

PR costs and effectiveness using traditional channels

Risk What are the risks associated with using,

or failing to use, social media in a crisis?? Social crisis handling vs. call center and

outsourced PR

There are many dashboards that automate portions of social analytics

33

We Cover 80+ Social Analytics Vendors

34

So How Do We Tell Who is Who?

35

Information Sources

Information Analysis

Language Capabilities

Location Analysis

Use Case Specialization

Industry Specialization

Pricing

Keyword Analysis

• Boolean queries

• Word for word versus clausal

Natural Language Processing

• Proprietary algorithms

• May be clausal

Human Coding

• Literally having humans code data

Platforms differ in their use of advanced NLP techniques to gain deeper insights

36

Identify

Engagement

Opportunities

Identifying UGC

Customer Service

Process

Determine

Campaign

Success

Identify

Recruitment

Candidates

Benchmarking

Identify

Prospects

Social Network

Analysis

Understanding an

Individual Identify

Market

Characteristics

Many specialize in specific use cases – not all of which are relevant to marketers

37



38






• Caesers Entertainment uses

social marketing to: • Supports multichannel marketing

campaigns

• Drive ticket sales to concerts and

other local events

• Expand the size and depth of its

customer database

• Systems integration and tracking

across multiple touch points were

critical to measuring the impact of

social on business results

39

Caesars Entertainment connects social marketing to business outcomes

• Financial services companies

connect reps to clients on social

networks and use social listening

to find social signals, like major

life events, leading to business

development opportunities

• Financial services reps use social

networking sites to expand their

network and connect contacts in

CRM systems to expand their

customer database and track

potential sales leads

40

Financial firms boost sales productivity and lead generation with social signals

ALS Association uses social analytics to raise awareness (millions of dollars in donations)

• ALS used social listening to identify

a trend that they could use to drive

awareness and fundraising

• They succeeded by connecting the

campaign to commerce, letting

people donate across channels

• ALS merchandised this success

internally and externally by tracking

donations

• They also used landing pages to

gather valuable customer data for

future fundraising efforts

Which of these best describes the primary business goal of your social marketing program?

1. Building awareness and/or consideration

2. Managing or improving brand reputation

3. Generating leads or driving referral traffic

4. Driving online or offline sales conversion

5. Improving retention, loyalty and/or advocacy

Poll Question #3

Where to go from here

Determine if your current social analytics are serving the business?

Are you clear what your goals are? Revenues, cost reduction, risk?

Are you making any of the false assumptions discussed in the “fun facts”

section – e.g., leaning on “share of voice” without adjustments?

Ask: Do your metrics help you assess and improve your activities?

Are they helping you understand your customers better?

Consider the role of dashboards and social listening tools? Do you

understand how they can (and can’t) help? How they’re different?

43

Gartner Digital Marketing Transit Map™ http://www.gartner.com/technology/research/digital-marketing/transit-map.jsp

44

Product Station

Vendor Station

Offline Connection

AD OPS

DATA OPS

MOBILITY

WEB OPS

SOCIAL OPS

DESIGN

MARKETING OPS

CREATIVE

Connection to CMO

Connections to Sales and Service

Connection to General Advertising

Connection to IT Connection to

Business Intelligence

Web Content Mgmt. Web Analytics

Virtual Actors

Video Ad Networks

Video Ad Mgmt.

Venues

User Groups

UXP

UX Design

Tag Mgmt.

Social TV Social Networks

Social Mktg. Mgmt.

Social Commerce

Social Apps

Social Analytics

Social Ads

Smart Kiosks

Site Retargeting

Search Retargeting

Search Engines

SEO Tools

SEM Platforms

Rich Media Search

Real-Time Decisioning QR Codes

Programmatic Media

Program Guide

Promo

Reviews & Recs

Embedded Merch

Product Design

Compliance

Predictive Campaign Analytics

OTT Video Online Video Publishing

Online Retailers

Data Exchanges

NFC

Natural Language

Questioning

Native Ads

Campaign Mgmt.

Mobile Search

Mobile Messaging & Commerce

Mobile Media & Targeting

Mobile App & Content Svs Mobile App

Marketplace

Mobile Analytics

Mobile Ad Networks

Microsensors

Media Labs

Media Companies

Media Agencies

Marketing Service

Providers

Mktg. Resource

Mgmt.

Management Consultants

Marketing Analytics

Lead Mgmt.

In-Game Ads

Idea Mgmt.

IT Service Providers

Geotargeting

Geofencing

Gamification Tools

Finger- printing

Experience Targeting

Emotion Detection

Email Mktg.

E-Commerce Enablers

Dynamic Creative

DOOH Media Svcs

Digital Offers

Media Metrics

DM HUB

Digital Asset Mgmt.

Digital Agencies

Data Warehouses

DMP

Customer Analytics Crowdsourcing

Content Marketing

Data Providers

Communities

CSPs Census and Panel Data

Business Process

Outsourcers

Blogs

Automatic Content Recognition

Augmented Reality

Attribution

Agile Mktg. PM Agency Holding

Companies

Advocacy Mktg.

Addressable TV

Ad Verification

Online Ad Networks

Ad Exchanges

A/B Testing

MOBILE

STRATEGY

EMERGING TECH

ANALYTICS

AD TECH

UX

SOCIAL

COMMERCE

Mktg. Mgmt.

SEARCH

CREATIVE

RT DATA

Product Station

Vendor Station

Offline Connection

AD OPS

DATA OPS

MOBILITY

WEB OPS

SOCIAL OPS DESIGN

MARKETING OPS

MOBILE

STRATEGY

EMERGING TECH

ANALYTICS

AD TECH

UX

SOCIAL

COMMERCE

Mktg. Mgmt.

SEARCH

RT DATA

Connection to CMO

Connections to Sales and Service

Connection to General Advertising

Connection to IT Connection to

Business Intelligence

Mobile App Marketplace

DM HUB

Social Networks

CREATIVE

Mobile App & Content Svs

Social Advertising

Digital Asset Mgmt

Mobile Messaging & Commerce

Tag Mgmt

Online Video Publishing

Communities Blogs

Social TV

Online Retailers

NFC

Reviews & Recs

Crowdsourcing

UX Design

Digital Offers

Social Apps

Media Labs

Idea Mgmt

Marketing Analytics

Persona Mgmt

Compliance

Advocacy Mktg

Virtual Actors

Natural Language

Questioning

Social Commerce

Social Marketing Management Social

Analytics

Content Marketing

The Social Marketing Neighborhood

45

Available as part of your subscription to Gartner for Marketing Leaders (login required):

• “How to Meaure Social Marketing ROI” Julie Hopkins, Martin Kihn and Jennifer Polk

(G00252489)

• “Key Findings from U.S. Measuring Digital Marketing Survey, 2013” Julie Hopkins and Jake

Sorofman (G00255756)

• “Guide to the Social Ops Neighborhood on Gartner's Digital Marketing Transit Map”

(G00248416)

• “How to Measure a Digital Marketing Campaign” Martin Kihn (G00255583)

• “How to Measure and Prove the Business Value of Your Content Marketing Program” Jake

Sorofman and Martin Kihn (G00259628)

• “Maturity Model for Data-Driven Marketing” Andrew Frank and Martin Kihn (G00255716)

46

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