social media analytics - going beyond the numbers

2010 Smart Social Media – www.smartsocialmedia.com.au

Social Media Analytics

Beyond the Numbers

Mark [email protected]

mailto:[email protected]


Today’s Objectives

• How is social media impacting the enterprise

• Start by Listening

• Social Media and the Enterprise

• Are traditional KPI’s still relevant – Measuring ROI


Part 1What’s Changing


What is Changing

Two things stand out for me

• Trust

• Behaviour


Is this a Revolution

A revolution doesn’t happen when society adopts new tools, it happens when society

adopts new behaviours

C. Shirky


Part 2Start Listening


Texas Tea Anyone?


So if we listen – that’s good?

• The best communicators start as listeners

• Social Listening is emerging as one of the most important skills for an enterprise to master

• I’m suggesting to you that this has enterprise wide application

• Most people perceive someone who listens as someone who cares

• Requires an almost “sales funnel” like approach to engagement – the move to conversational listening


How Do We Manage the Volume?

• Take a sales funnel type approach to managing the volume

• You want to filter and funnel the information until you get to actionable insights


How Do We Manage the Volume?


Part 3Enterprise Wide Application

of Social Media


Social Media and Sales

• Buyers seek information they can trust to support their decision making process

• This means they are not searching for brands, but for information and user opinion

• You, the seller, need to be better prepared to bring value to the interaction

But…

• Social media will not replace face to face selling

• A social sales model is required so as to align the enterprise


Social Media and Service

• The greatest impact social media is having in service is self-help

• Some social media tools like Twitter can promote queue jumping

Key Point

• Profit may mean a reduction in costs


Social Media and R&D

• Significant opportunity for product managers – R&D managers, the innovators

• Tap into the crowd

• Harness their enthusiasm, their advocacy


Real World ExampleThis is one way of looking at the strategy

SMARTPEN

The

destination

The tools to

facilitate the

dialogue

Out here we

listen and

learn


Part 4Measuring the UnmeasurableGoing Beyond the Numbers


Are Traditional Metrics Still Relevant?

• Yes.

• But you need to adapt your thinking.

• The data isn’t as obvious

• Seriously, drop the focus on followers, re-tweets, fans etc

• These are corrupt measures

Is what you are doing having a direct and positive impact on buyer/customer behaviour?


Influence + Engagement

• Influence

• Start looking at the spread of your information, the connects and disconnects

• Engagement

• Are you doing things that make people react? (i.e. measure the # comments per blog post)


ROI in the new world

• ROI is still at the point of transaction – this business fundamental won’t change


ROI in the new world

• Define the objective

• Benchmark before you start

• Track the right metrics

• Track activities that measure $


Influence Visualisation


Summary

• To measure you must begin by listening and engaging

• Driving ROI from using social media will require effort –don’t be afraid to immerse yourself in the data

• This is strategic – there are many ways you can use these tools – listening is just the beginning


Thank You & Questions

• Mark Parker

• +61 (414) 72 5549

• [email protected]

• http://www.xeesm.com/smartsocialmedia

Acknowledgements – Spiral16, Mike Lewis, Marta Kagan, Marcel LeBrun, Jerimiah Owyang, Olivier Blanchard

mailto:[email protected]

http://www.xeesm.com/smartsocialmedia

social media analytics - going beyond the numbers

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