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Social Media Measurement Success StoriesMODERATOR:Geoff Livingston, Author and Marketing StrategistPANELISTS:Maria Poveromo, Director, Social Media, Adobe Systems, Inc.Michael Procopio, Social Media Strategist, HP Enterprise Information Solutions

This session will focus on real-life examples of how several marketers set specific business goals for their social media campaigns and measured against those goals in order to evaluate and improve their programs. We’ll talk about what’s important to measure, the difference between monitoring and measuring, free and paid tools for both, and, most importantly, how you can evaluate the success of any social media marketing campaign.

Measuring Social Media Campaigns Against Business Goals

Presented by Geoff Livingston, author and vice president of strategic partnerships, Razoo – @geoffliving, geoff@razoo.com

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Case Study: Give to the Max Day

Social Media Based Fundraiser: Note that none of the key performance measurements are Twitter or Facebook based…

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Critical B2N Activation Points

• Razoo garnered 1200 nonprofit activations during Give to the Max Day

• An estimated 75% participated in the giving day itself, each raising a mean average of $2000

• 350 nonprofits attended training on how to use the system

• 58% have used the platform since November

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Give to the Max: Social Media Measured

• 24% of donors heard about Give to the Max Day via an email from a friend

• 26% learned about the giving day from a Facebook update

• 62% of donors shared information about their nonprofit(s)

• This was produced by 8000 # tweets, 99% Facebook activation

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Questions?

Geoff LivingstonVice President,

Strategic Partnerships Razoogeoff@razoo.com

@geoffliving

Maria Poveromo| Director, Adobe SystemsAdobe Social Media Overview

Adobe’s Approach: Measurement Framework

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Stakeholders,

Peers

Within Teams

Business stakeholders

Social Media practitioners

Business Executives

Engagement Data

Social Media Analytics

SOV, Reputation, Revenue,

CSAT

Growth of the community, volume, audience

engagement, resolution time

Sentiment, conversion,

resolution rate, insights

Reputation, Revenue,

CSAT

Provide the right metrics to the

right audience.

Public Relations and

Communications

Marketing and ecomm

.

Customer service and

support

Product and

Process

Innovation

Map KPIs to Business ObjectivesAwareness• Dialog / Conversation• Advocacy• Sentiment• Volume• Engagement

Innovation Measurement• Topic Trends• Sentiment Ratio

Marketing Measurement• Testing impact of UGC • Search, media, email,

adobe.com• Market Research Survey• Fans vs. followers

tracking• Search optimization

Ecommerce/Direct Revenue Tracking• Direct attribution • Site catalyst on facebook• Adobe social analytics tool

Support Measurement• Resolution Rate• Resolution Time• CSAT score

(adobe.com)

Social channels

and programs

Standardize Reports

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Social Manager Report Stakeholder Report (BU) Executive Report

• Social ‘owned’ channels report• Digital landscape (KPIs)• Top topics, posts/tweets, themes• Top authors and influencers

Daily Alerts Campaign Report

• Key findings• Top topics of

discussion (volume and variance)

• Sentiment analysis• Daily volume /

sentiment

• Volume of conversation (keyword)

• Sentiment, Conversations and Revenue

• Influencers• Key topics• Conversion analysis

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4 5

• Sentiment, Conversation and revenue

• Community Growth and Performance

• Product Conversion Funnel

• Revenue – Conversion Funnel• Customer satisfaction• Brand reputation

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Measure Qualitative and Quantitative; Analytics

December

January February0

50000100000150000200000250000300000

Volume & Sen-timent

Negative Neutral Positive

Community Growth

Jan '10

Feb '10

Mar '10

April '10

May '10

June '10

July '10

Aug '10

Sep '10

Oct '10

Nov '10

Dec '11

Jan '11

Feb '11

Mar '11

-

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

3,500,000

4,000,000

4,500,000

Tracking Code

Social Analytics: Prove Business Value

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©2010 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice

#mptech

Michael Procopio Social Media StrategistHP Enterprise Information Services (formerly of HP Software)@MichaelProcopio Michael.Procopio@hp.comMarch 2012

Social Media Measurement Success Stories

Measure what you can act on

15 HP Confidential

Message posts on a single forum board per week

Page views for total community

Match your metrics to company goals

16 HP Confidential

User group meeting before/after SoC

HP SW HP SW

Baseline

17 HP Confidential

HP SWS HP SWS

Blogger Day before / after SoC

Show ROI where you can

18 HP Confidential

$2000 return on

$75 investment

= 2567% ROI