1. 1. Social Media Performance Measurement and Business Impact Dr. Jim Hamill andAlan Stevenson www.energise2-0.com [email_address] June, 2010
2. 2. Performance Measurement
   • Social media can be cool and funky ...... but it should also deliver ROI and positive business impact
   • Your social media strategy should be:
   • • fully aligned with and supportive of overall business goals and objectives
   • • driven by agreed business objectives, KPIs and targets
   • On-going performance measurement benchmarked against agreed objectives is critical
3. 3. Performance Measurement
   • Should be undertaken at four main levels....
   • Web 1.0
   • Web 2.0 (Individual Channels)
   • Web 2.0 (Overall Buzz)
   • Business Impact
4. 4. Web 1.0 KPIs
   • • Site visits
   • • Unique visits
   • • Geographical spread of visits
   • • Length of time spent on the site
   • • Navigation through the site
   • • Most/least popular pages
   • • Number and quality of site enquiries
   • • e-mail registrations
   • • e-commerce sales
   • • U ser feedback on the site
   • • Links
5. 5.
   • Web 1.0 measures are still
   • important....... but in a social media era, new performance measures are required
6. 6. Social Media KPIs
   • There will be winners and losers in social media. Winners will be those companies who fully utilise the interactive power of2.0 technology for building strong 1-to-1 customer and network relationships
   • Those who fully leverage social media for Identifying, Acquiring, Retaining and Growing Quality Customers
   • In a social media era, the key drivers of future business success are:
   • • Network quality
   • • Relationship strength
   • • Ability to leverage
7. 7.
   • The Four Is
8. 8. The Four Is
   • • Involvement number and quality of people in your various online networks/communities
   • • Interaction actions they take read, post, comment, reviews,recommendations
   • • Intimacy affection or aversion to the brand ; community sentiments, opinions expressed etc
   • • Influence advocacy, viral forwards, referrals and recommendations, social bookmarking
9. 9. The Four Is
   • Can be measured at two main levels.....
   • Individual Social Media Channels/Platforms the effectiveness/success of each social media channel you use benchmarked against agreed targets
   • Web 2.0 (Overall Buzz) your organizations performance or presence in the wider social media landscape
10. 10. Social Media Monitoring Tools
    • Emerging Social Media Monitoring Tools
    • allow your organisation to monitor online
    • conversations about your brand, the overall
    • buzz being created by your social media
    • activities , who is talking about your brand,
    • where on social media and the sentiments being expressed.... later
11. 11. Web 2.0 Individual Channels
    • Most social media channels/platforms provide statistics which allow you to monitor/evaluate the Four Is to a high degree of accuracy
    • Some examples......
12. 12. Cafe Gandolfi
13. 13. Cafe Gandolfi
14. 14. Cafe Gandolfi
15. 15. United Breaks Guitars
16. 16. United Breaks Guitars
17. 17. United Breaks Guitars
18. 18. www.energise2-0.com
19. 19. www.energise2-0.com
20. 20. www.energise2-0.com
21. 21. www.linkedin.com
22. 22. www.linkedin.com
23. 23. www.linkedin.com
24. 24. Twitter
    • www.klout.com
25. 25. Twitter
26. 26. Twitter
27. 27. Twitter
28. 28. Twitter
29. 29. Twitter
30. 30. Merchant City Twitter Performance
31. 31. Merchant City Twitter Performance
32. 32. Merchant City Twitter Performance
33. 33. Merchant City Twitter Performance
34. 34.
    • Social Media Monitoring Tools
35. 35. Social Media Monitoring Tools
    • Monitor and evaluate what is being said, by who, where and what impact delivers actionable insights
    • Three stage process
    • • Aggregate what is being said
    • • Natural language analysis understand the data
    • • Deliver actionable insights
    • We have identified more than 100 Companies in this space
36. 36. Social Media Monitoring Tools
37. 37. What they offer
    • Search and relevance filters
    • Further categorisation and tagging
    • Assign Events to the Social Graph
    • A variety of channels: web, news, blog, twitter
    • Mention Volume, Importance and Demographics
    • Analyse sentiment or tone
    • Analyse date parameters
    • Updates as they happen
38. 38.
    • Some Tools AreFreebut
    • RelativelyUnsophisticated
39. 39. Google Alerts
40. 40. Social Mention
41. 41. Trackur
42. 42.
    • Others AreExpensivebut
    • HighlySophisticated
43. 43. Social Radar
44. 44. Social Radar
45. 45. Social Radar
46. 46. Social Radar
47. 47. Social Radar
48. 48. Social Radar
49. 49. Social Radar
50. 50. Social Radar
51. 51. Social Radar
52. 52.
    • Business Impact
53. 53. Business Impact
    • The Four Is areLeadrather thanLagmeasures i.e. they are the main drivers of future business success NOT strategic goals in their own right
    • Your social media strategy should be driven by agreed business objectives......
    • • Marketing/communications effectiveness
    • • Marketing/ communications efficiency
    • • Marketing/communications ROI
    • • Customer acquisition, increased sales
    • • Brand awareness
    • • etc
54. 54. Business Impact
    • Recommend the use of a Balanced Scorecard approach to ensure that your social media activities are fully aligned with and supportive of overall business goals and objectives
55. 55. SM Strategy Development
    • Strategic objectives
    • Targets
    • Key performance indicators (KPIs)
    • Customer segments
    • The key social media actions and initiatives required for getting there
    • Organisational, people and resource issues
    • Ensure that your social media strategy is fully aligned with and
    • supportive of your overall strategic goals and objectives with
    • clear targets and ROI criteria
    • Social Media Strategy Map
56. 56. Social Media Strategy Map
57. 57.
    • Thank You
58. 58.
    • Continue the discussion at
    • www.energise2-0.com
    • www.web2-0cpd.com
59. 59. www.web2-0cpd.com