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Measuring Social Media Value and Influence: Managing Forward
Measuring Social Media Value and Influence: Managing Forward
Measuring Social Media Value and Influence: Managing Forward
Facebook
500 3.5 50%
Facebook fans
5.3
Billion fans on
Million Billion content
Facebook pieces shared Log in daily purpose-built
users weekly Facebook pages
Source: ForeSee Results Top 40 Holiday Retail Satisfaction Index, February 2010
What are you
doing about it ?
71%
Companies with a
social media plan are
setting up metrics &
tracking methods
Source: eMarketer July 24, 2010 from Digital Brand Expression report ,
Social Media Without a Parachure
Traditional Social
Metrics
count activity and
measure
impressions/buzz
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visitors
How Do We Measure Satisfaction
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Scientific Customer Satisfaction Measurement
Accurate
Sensitive Reliable
Valid Precise
Scientific Customer Satisfaction Measurement
Accurate
Sensitive Reliable
Correct
Valid Precise
Scientific Customer Satisfaction Measurement
Accurate
Sensitive Reliable
Consistent
Valid Precise
Scientific Customer Satisfaction Measurement
Accurate
Sensitive Reliable
Exact
Valid Precise
Scientific Customer Satisfaction Measurement
Accurate
Sensitive Reliable
Measures
the right
things
Valid Precise
Scientific Customer Satisfaction Measurement
Accurate
Sensitive Reliable
Detects
change
Valid Precise
Scientific Customer Satisfaction Measurement
Accurate
Sensitive Reliable
Credible
Valid Precise
Scientific Customer Satisfaction Measurement
Accurate
Sensitive Reliable
American
Customer
Satisfaction
Index
Valid Precise
The American Customer Satisfaction Index:
Unparalleled Measurement Technology
Priority Map shows you where to focus your improvement efforts based
on their impact on future behaviors
Low score,
high impact
elements are top
improvement
opportunities
Customer Satisfaction with Social Media
MySpace.com 63
Facebook.com 64
All Others 72
YouTube.com 73
Wikipedia.org 77
Aggregate 70
0 10 20 30 40 50 60 70 80 90
80
77 77
75
75 74
73
70
70
65
60
Social Media
On-‐site surveys Posted surveys Monitoring Tools
CS Persona
Customized persona survey is deployed on website in rotation with existing
satisfaction measure
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those who are satisfied or dissatisfied
Info Seeking
Passive
Info Sharing
Social Influencer Model Ȃ Measure Personas of Site Visitors
High
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ForeSee Results Top 100 E-Retail Satisfaction Index
Measure Controlled Social Media: On-site Surveys
Quantify social media influences for site visitors and link to intended and actual
purchase behaviors
Retail Example:
Content Example:
Social Media Influence Revenue
Proprietary calculation: Future $
ForeSee Results Satisfaction (Determined by
Social Media Influence Model Behaviors average lifetime
& value of new
Direct linkage from social media site visitors)
Social Media Value Calculation:
One step further
Summary of Social Media Measurement Opportunities
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Larry Freed
President and CEO
ForeSee Results
(734) 205-‐2555
Larry.Freed@ForeSeeResults.com
Twitter: larryfreed
Blog: www.FreedYourMind.com
www.ForeSeeResults.com