Scaling Social - Actionable Data for Every Department

Scaling SocialActionable Data for Every Department

#scalingsocial

#scalingsocial

#ScalingSocial

Ben WatsonVP of Marketing, HootSuite

@bitpakkit

Merlyn GordonSr. Product Marketing Manager, Webtrends

@merlyngordon

#scalingsocial

#ScalingSocial

1. Why social

2. Social within the enterprise

3. Brands vs. consumers

4. Marketing is Social

5. The social business pain map

6. Top 10

7. Scaling throughout the enterprise

#scalingsocial

Why Social – Bottom Line

1. Effective collaboration

2. Knowledge worker productivity

3. Shared knowledge

4. Informed decisions

5. Contextual workflow for business process

6. Internal communications

Effectiveness

Productivity

Governance

Risk

Workflow

Compliance

#scalingsocial

Why Social – Top Line

1. New markets

2. Competitive and marketplace intelligence

3. Increased revenue per transaction

4. Advance demand for new products and services

5. Referral and influencer marketing

6. Rapid time-to-revenue

Growth

Competition

LTV

Demand

Expansion

Revenue

#scalingsocial

Why Social

Q1Q2

Q3Q4

0

2

4

6

8

10

12

14

ExpenseRevenue

ROI

$1.3

Tril

lion

#scalingsocial

Social Measurement

Mentions | RTs | Shares | Comments | Views | Followers | Friends

Visits | Views | Inquiries | Applications

Sales | Hires

Referrals | NPS

#scalingsocial

Five Steps to Social Success

1. Determine leadership and organize your teams

2. Audit and validate use cases you will support

3. Satisfy business needs through provision of tools

4. Tap in to social ecosystem inside and out

5. Enable systematic rollout and success through:

• Education and training• Thorough testing• Measurement and Insight

#scalingsocial

Social Business Maturity

Social Advocate

Social Team

Social Business

#scalingsocial

Social Organization

“Getting organized around social is the most important first step

towards social success.”

-David Armano

#scalingsocial

Your Teams Are Social

#scalingsocial

Your Ecosystem is Social

Participate withYour Partners and Peers

Organize yourSocial Business

Engage YourFans & Neighbors

Networks, Channels and Ecosystem

Branded Pages,Managed Accounts

Customers & Community

#scalingsocial

Mediating Social Business

1. Listening 2. Engaging 3. Analyzing

Listen to your customers, competitors, and influencers.

Engage with your audience in their platform of choice.

Understand the results and engineer better outcomes.

#scalingsocial

The Real Value of Influence

Introduce new teams

Share new ideas

Document best practices

Understand communities

#scalingsocial

Why do people follow brands?

Reasons US Social Network Users* “Like”/Follow Brands on Social Networks, by Product Category – April 2011

% of respondents

*access at least one social network regularly Source: ROI Research Inc., “S-Net: A Study in Social Media Usage & Behavior” Aug 2011

#scalingsocial

Why do People like Brands?

Source: Nielsen, Global Online Survey (Q1 2011)

North AmericaGlobal Average Europe

#scalingsocial

Marketing is Social

Social Media Marketing Objectives According to Marketers and Agencies in North America, May 2011

% of respondents

Note: amount respondents currently conducting social advertising Source: Pivot Conference, “Te Rise of the Social Advertiser” Aug 1, 2011

#scalingsocial

Social is CRM

• Proven channel for customer support

• Easy to scale and distribute load

• Asynchronous model similar to email

• Customers feel empowered

• Integrate to CRM and Support systems

#scalingsocial

Sales is Social

• Connect CRM to social tools

• Collaborate across large account teams

• Research and understand customer needs

• Understand competitive threats

• Work directly with customer teams

“Conversations among the members of your

marketplace happen whether you like it

or not.” – Seth Godin

#scalingsocial

HR is Social

• Significant shifts in recruiting business

• Engage potential employees immediately

• Social resumes and job search tools

• Social performance management systems

• Amplify the culture

#scalingsocial

Social Hiring

Preference for using Social Media in Hiring by Industry

Source: Wipro Social Media Study, 2012

#scalingsocial

Customer Experience

Communications

Sales & Marketing

Support

HR & Culture

Advocacy

Source: Jacob Morgan, Chess Media Group

#scalingsocial

Business is Social

Customer

Support

Sale

s

Marketing

Research &

Developm

ent

Man

agem

entHuman

Resources

Finance &Accounting

Building social capital

Cultivating Influence

Managing communities of interest

Mediation and engagement

Deeper insights

Constant feedback

#scalingsocial

© 2012 Webtrends, All Rights Reserved.

Developing a Framework for Social Measurement

A Practical Approach to Quantify Social Investment

#scalingsocial

|25© 2012 Webtrends, All Rights Reserved.

There are known knowns. These are things we know that we know.

There are known unknowns. That is to say, there are things that we know we don't know.

But there are also unknown unknowns. There are things we don't know we don't know.

Donald Rumsfeld

“

”

#scalingsocial


The Social Business Pain Map

Image Source: http://www.flickr.com/photos/vaxzine/2642346629

#scalingsocial


CMOs will surpass CIOs in spend on technology in the next 5-years. They must be able to justify their investments.

The Social Business Pain Map


#scalingsocial


Difficulty or lack of familiarity applying traditional digital measurement practices to social media campaigns


The Social Business Pain Map#scalingsocial


Difficulty in recognizing relationships between social platforms and other digital channels such as site and mobile




Inefficiencies associated with collecting & assimilating highly complex, disparate data sources




Challenges of scale: Data collection constraints and limited access to historic insights




Belief that if you don't own social properties, you can't measure them




Top 10 ListRecommendations for Developing a Social Measurement Strategy

#scalingsocial


#scalingsocial


Select the Use Case

Business Goal

Brand HealthA measure of attitudes, conversation and behavior towards a brand

Marketing OptimizationImproving the effectiveness of marketing programs

Revenue GenerationWhere and how a company generates revenue

Operational EfficiencyWhere and how a company reduces expenses

Customer ExperienceImproving the relationship with customers, and their experience with the brand

InnovationCollaborating with customers to drive future products and services

Source: A Framework for Social Analytics, Altimeter Group, August 2011

#scalingsocial


#scalingsocial


Align Social Measurement to the Business

Does counting reTweets prove ROI?

Do Facebook Likes & Pinterest Pins improve our CSAT or NPS numbers?

Why should we invest more in this social channel, or that social platform?

“

”

Image source: http://www.flickr.com/photos/b-tal/163450213/

#scalingsocial


#scalingsocial


Ensure Metrics Have Meaning

Foundational Measures

Business Value Measures

Outcome Metrics

Counting Metrics

Image source: http://www.flickr.com/photos/heathersage/7161565001/

#scalingsocial


#scalingsocial


Define Success Measures and KPIs

Business Goal

Marketing OptimizationImproving the effectiveness of marketing programs

Acquisition Loyalty

Gain Exposure

Generate Interactions Promote Advocacy

FosterDialogue

• Reach• Velocity• Share of Voice

• Unique contributors• Conversation volume• Engagement

• Active advocates• Advocate influence• Advocacy impact

• Conversion rate• Interaction rate• Offer take rate

Corporate Goal

Objectives

Measures/KPIs

#scalingsocial


#scalingsocial


Decide What Data Matters

Four Key Dimensions:

1. Recency

2. Richness

3. Retention

4. Realization

Image source: http://www.flickr.com/photos/35439634@N08/5191577349/

#scalingsocial


#scalingsocial


Choose the Right Technology

Social Workflow & AutomationSocial Listening Social Engagement

Social AdvertisingSocial Content

Social Media Technology Spectrum

Social Measurement

#scalingsocial


#scalingsocial


Collect the Data

Multivariate Testing

✓

✓

✓

A

B

C

Links & Tagging

#

Integrated Measurement

#scalingsocial


#scalingsocial


Visualize the Data

#scalingsocial


#scalingsocial


Optimize Your Social Measurement Strategy

Image source: http://www.flickr.com/photos/36964841@N05/6180740015/

#scalingsocial


#scalingsocial


Nurture a Culture of Measurement

Image source: http://www.flickr.com/photos/ironrodart/3806887023/

#scalingsocial


To Sum Up

Select the business use case

Align social to the business

Ensure metrics have meaning Define success measures

Nurture a culture of measurement

Optimize the strategyVisualize the data

Collect the dataTechnology choiceDecide what data matters

#scalingsocial

Webtrends Unified Approach to Measurement

• Multi-channel• Visitor-centric• Open• Real-time• Performance at Scale• Private & Secure

webtrends.com/products/analytics/social/

#scalingsocial

Business is Social

Customer

SupportSa

les

MarketingResearch &

Developm

ent

Man

agem

entHuman

ResourcesFinance &

Accounting

+

#scalingsocial

End to End Tracking

HootSuite Integrates with Webtrends to Connect Social Media Messages to Website Conversion Metrics

#scalingsocial

How to Scale

Top 3 factors leading to the adoption of social software

1. Clear vision of how social media supports business strategy

2. Senior management support

3. Good fit with organization’s culture

#scalingsocial

Q&A

Learn more about HootSuite & Webtrends

• hootsuite.com/webtrends• hootsuite.com/enterprise• webtrends.com/products/analytics/social/

#scalingsocial

Thank You

Ben WatsonVP of Marketing, HootSuite

@bitpakkit

Merlyn GordonSr. Product Marketing Manager, Webtrends

@merlyngordon

#scalingsocial

Documents

Scaling Social - Actionable Data for Every Department