Converseon Measuring ROI of Sm Bulldog Reporter062909

Bulldog Reporter's Measurement Summit

Measuring the ROI of Social Media Campaigns

Jeni Putalavage, Director of Conversation Mining, Converseon

June 29, 2009

© 2009, Converseon, Inc. Proprietary and Confidential.

Who is Converseon?

Only leading provider of Conversation Mining with “end-to-end capabilities” -- from listening and reporting, to social media strategy development, technology and implementation

Governing members of the Word of Mouth Marketing Association Clients include some of the world’s largest and most influential brands. Multiple award-winner for a range of social media programs

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Critics

Joiners

Publish a blog.Publish your own Web pages.Upload video you created.Upload audio/music you created.Write articles or stories, and post them.Post ratings/reviews of products/services.Comment on someone else’s blog.Contribute to online forums.Contribute to/edit articles in a wiki.

Use RSS feeds.Add “tags” to Web pages or photos.“Vote” for Web sites online.

Maintain a profile on a social networking site.Visit social networking sites.

Read blogs.Watch video from other users.Listen to podcasts.Read online forums.Read customer ratings/reviews.

None of the above

Groups include people participating in at least one of the activities monthly.

Forrester

Technographics®

Ladder

21%

37%

19%

35%

69%

25%

Who is Participating in Online Discussion?

Creators

Collectors

Spectators

Inactives

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What is an Organizational Approach to Listening?

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What is the Listening Lifecycle?

Objective

Outcomes

CM Products

Pre-LaunchPre-Launch

Learn and Inform

• Enhanced targeting• Establish benchmarks• Inform the creative

process• Inform media buying

strategy

• Ad Hoc reports• Monitoring

LaunchLaunch

Measure and Refine

• New outreach programs & facilitated response

• Better results (campaign objectives & sales)

• Social Media Readiness Assessments (SMRA)

• Benchmark Reports

OngoingOngoing

Monitor and Optimize

• Improved targeting• Refinement of media

dollars

• Weekly/Monthly/ Quarterly Reports

• Dashboard• Engagement tools

• Weekly/Monthly/ Quarterly Reports

• Engagement tools

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Where is the Conversation Taking Place?

The ConversationsConverseon

Mines and Reports(Each venue has its

own cultural norms which should be

kept in mind)

SOCIAL NETWORKSWIKIS

PHOTO SHARING

BLOGS100+ million

MICROBLOGS

FORUMS/NEWSGROUPS120+ million

VIDEO SHARING Twitter: 4-5 million users (Q4 2008)

Facebook: 200+ million users (Mar 09)35% of adult Internet users has a social networking profile (Dec 08)

SOCIAL MEDIA NEWSAGGREGATORS

Wikipedia: 272 million unique visitors (Sept 08))

YouTube:200+ million viewers (Mar2009)

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What Kinds of Listening are Available?

VolumeWord counts/tag cloud

Entry timelineHigh-level topics

Multi-level sentimentVenue analysis

InfluenceDrill-down to entries

Real-time

Monitoring

Mining

SentimentTopics and subtopics

Human analysisVoices/participants

Key influentialsIncident-level reportingLimited sources (gen.)

Custom reporting elementsDaily, weekly, monthly or quarterly

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What is the Difference between Automated vs. Manual Sentiment?

[Negative for Treximet Cardio Side Effects] “I did a little research of my own, and was a bit alarmed to come upon a forum of migraine sufferers who had tried the drug and reported tightness in the chest and other indications of

cardiac disturbance. I decided to leave the Treximet in the desk, untouched. “ Blog.lazyharpy.com, published on 18-02-2009

[Negative for Treximet Cardio Side Effects] “I did a little research of my own, and was a bit alarmed to come upon a forum of migraine sufferers who had tried the drug and reported tightness in the chest and other indications of

cardiac disturbance. I decided to leave the Treximet in the desk, untouched. “ Blog.lazyharpy.com, published on 18-02-2009

[Positive for Treximet Effectiveness] “…I popped a Treximet, slanted my shades, closed and locked my office door, and put my head down for fifteen minutes. When my alarm went off, my head was perfectly clear. That was

four hours ago.”Blog.lazyharpy.com, published on 18-02-2009

[Positive for Treximet Effectiveness] “…I popped a Treximet, slanted my shades, closed and locked my office door, and put my head down for fifteen minutes. When my alarm went off, my head was perfectly clear. That was

four hours ago.”Blog.lazyharpy.com, published on 18-02-2009

[Positive for Cardio Side Effects] “For some reason, today I picked it up. I did a quick web search for adverse side effects of Imitrex, which I have used for

years, and felt surprised to see the very same descriptions as those accompanying the Treximet. Since Imitrex has never bothered me,..”

Blog.lazyharpy.com, published on 18-02-2009

[Positive for Cardio Side Effects] “For some reason, today I picked it up. I did a quick web search for adverse side effects of Imitrex, which I have used for

years, and felt surprised to see the very same descriptions as those accompanying the Treximet. Since Imitrex has never bothered me,..”

Blog.lazyharpy.com, published on 18-02-2009

Automated systems would have scored the entire message negative for Treximet because

of the ‘cardiac disturbance’ and side effect mentions, completely missing the point that the

author found the drug highly effective and would likely use again

Automated sentiment systems score at record level, missing important details

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What are Use Cases for Listening?

Identify influentials who are defining your brand…and category Inform creative by capturing the “real” conversation by and between

your customers and prospects…in near real time Monitor and manage your reputation Improve and enhance product launches Manage customer service “Real-time” market research Inform search/content development Measure campaign effectiveness Inform media buying by understanding where relevant conversations

are actually occurring Competitive intelligence Inform an overall social media strategy

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© 2009, Converseon, Inc. Proprietary and Confidential.10

How Can Listening Help Customer Service?

“For companies that don't tend to their customers, the consequences can be dire. Consumers frustrated by the regular fix-it channels are increasingly employing vigilante tactics. Whether they're making YouTube, Google videos or posting account numbers on blogs filled with digital rants, more and more consumers are getting companies to respond on their terms.”

• Business Week, February 21, 2008


How Can Listening Help Identify Potential Customers?

• Takes supplements as a part of overall wellness routine; likely part of online diet club

• Better informed than the average consumer about dietary needs, specific nutrients and the effect on the body

• Has few health problems overall; likely to focus on cosmetic or general benefits like increased energy as opposed to specifics

• May have tried multiple brands of OTC fish oil/Omega-3 supplements

My naturopath suggested to increase weight loss you have too increase your metabolism . to do that he suggests to eat small snacks during the day and not to avoid the good fats like the omega 3,6 and to use things like flax oil or flax seeds ground up on salads or in soups and salmon is a good source of the good fats. Webmd.com

Karen, middle age femaleCurrent weight 200; goal 135

My naturopath suggested to increase weight loss you have too increase your metabolism . to do that he suggests to eat small snacks during the day and not to avoid the good fats like the omega 3,6 and to use things like flax oil or flax seeds ground up on salads or in soups and salmon is a good source of the good fats. Webmd.com

Karen, middle age femaleCurrent weight 200; goal 135

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© 2009, Converseon, Inc. Proprietary and Confidential.12

How Can Listening Help with Reputation Management?

Purpose: Enable brands to quickly identify and address potential reputation challenges

Approach: – Capture relevant conversation

using eResponder platform to– Configure a rules-based

engagement platform for potential engagement

– Maintain an engagement database to profile key venues


How Can Social Media Lead to Creative Insights?

Capture the “real” language used by consumers within conversations about specific products and services

See where the conversation is happening for better/more efficient media targeting

Share specific insights with R&D/product development

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Why is Search Engine Reputation Management Important? How Does it Fit with Social Media Strategy?

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How Can Listening Inform Search?

What is the sentiment and composition of top search results?

Where are the social media engagement opportunities to maximize Search Engine Results Page visibility?

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How Can Listening Help Identify Opportunities for Social Media Strategy?

Conversation Topics/Solutions Matrix

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Health risks

Price/cost

Availability

Effectiveness

Pre-Treatment Procedure

Environmental Impact

Home/Family Impact

ReEvaluationValue

Insurance

Opportunity for content creationOpportunity for content creation

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What is Myth vs. Reality re: Social Media?

Listening is a luxury

Social Media is for consumer goods companies only

Social media is just another channel

Social media is easy

Social media belongs to a particular marketing discipline

Listening and acting on what you hear should be integrated across the enterprise, including R&D, product development, communications/marketing and customer service

Some of the greatest beneficiaries and innovators in social media are other types of companies

Social Media is a primary driver of organizational transformation that transcends marketing-communication

Culturally it can be very difficult

Social media transcends marketing disciplines – and most brands are not organized effectively to act

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How is Social Media Engagement Different?

Social Media Creates PR Opportunities, Enhancing Traditional PR

Traditional PR Media relations Media monitoring News releases and pitching Crisis management support Media tours Events Work with the media

Social Media Influencer engagement Conversation mining Optimization (SERP visibility) Online crisis management Blog interviews and podcasts Word of mouth Be the media

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Thank You

[email protected] 213-4297

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