Webforward Mark Parker Smart Selling

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

Social Media Analytics

Beyond the Numbers

Mark Parker

[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 1

What’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 2

Start 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 3

Enterprise 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


A Field Example – TEC

• The Executive Connection (www.tec.com.au)

• Social media allows TEC to tap into business sentiment

around key issues

• For example – Tax reform

• TEC can capture knowledge, opinions, and content and

deliver this to their members

• This is adding value in new ways for members

• The measurable impact is member retention


Part 4

Measuring the Unmeasurable

Going 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 – Mike, Marta, Marcel, Jerimiah, Olivier

Technology

Webforward Mark Parker Smart Selling