Measuring Success

Marshall Sponder (moderator)Web MetricGuru.com@webmetricsguru

Michelina MantasDigital & Social Media, Sears@mickeymantas

David CarterCTO Awareness Inc. @dkrcarter

© 2009 Awareness

© 2009 Awareness CONFIDENTIAL

• Establish KPI’s that matter to business, based on business goals

• Consider new methods to traditional marketing

• Social media is bleeding into Social Commerce

© 2009 Awareness CONFIDENTIAL

KPIs to Consider

• Look beyond audience size

• Who are your Brand Ambassadors ?

• How are you gaining & distributing content?

• Effectiveness of Social Media campaigns

• Ability to tie to CRM i.e. real customers?

© 2009 Awareness CONFIDENTIAL

Measuring Success

• Determining what success looks like.. Before you start

• Understanding the values of various aspects of your business

• Getting your metrics straight and consolidation

• Iterate on Success

© 2009 Awareness CONFIDENTIAL

What does success look like

• Could be any aspects of the customer lifecycle> Awareness > Consideration> Trial> Adoption> Loyalty> Referral

• Reduction in costs> Support> Product Feedback loop> Support another effort (gather names, drive traffic)

© 2009 Awareness CONFIDENTIAL

What is the value of…

• Customer Acquisition> If you are Mercedes?> If you are Tide?> If you are McDonald’s

• Customer Retention> If you are AT&T?> If you are McDonald’s

• Cost per impression of other media

Use these numbers as multipliers when you are calculating YOUR values for Value of a Like/Fan/Re-Tweet/Comment

© 2009 Awareness CONFIDENTIAL

Getting your numbers straight

• There are a lot of channels, use more than FaceBook and Twitter

• Don’t “spray and pray”• Publishing one piece of content across multiple channels

should result in> Aggregate totals across all channels to measure the value of the

content/message• Slice the content by channel• Listen intently to the content you publish• Slice by Participant? > When sentiment changes> Haters changing their tone?