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Let the Compass Guide You: A Framework for Social Analytics

Presented at Adobe during Social Media Week February 13, 2012 Susan Etlinger, Industry Analyst @setlinger

Hello.
I presented the following two talks at Adobes Social Media Week event (#SMW12) on February 13, 2012 in San Jose. Heres an annotated version for those who were there, and those who couldnt be. Thanks, and Im happy to answer questions! If you are so inclined, you can find the livestream here: http://new.livestream.com/smwsf/susa netlinger http://new.livestream.com/smwsf/futur eofsocialmeasurement

Best,
Susan Etlinger @setlinger Industry Analyst, Altimeter Group
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Why would anyone in their right mind want to work in social media measurement?
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2010: The Race To Social

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2011: Overindulgence?
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Its like Pandora. For cats.

S*** Silicon Valley Says, http://www.youtube.com/watch?v=BR8zFANeBGQ
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Companies now average an overwhelming number of corporate-owned accounts

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41% of of more than 1,000 companies and agencies surveyed had no return of investment figure for any of the money they had spent on social channels as of October 2011.
eConsultancy, State of Social Report, November 2011

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2012: Honeymoons Over

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Social Media Must Support Business Objectives

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Measurement Has Many Uses

Learning

Decision Support

Performance Improvement

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Whats the ROI?

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Whats the ROI?

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There is no single ROI for social media.

Richard Binhammer, Dell Inc.
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A Step-By Step Framework

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The Social Media Measurement Compass

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Brand Health

Metric: Share of conversation on a specific topic

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Marketing Optimization

Metric: Conversion Efficiency: Which visits convert most often?

Facebook Marketing Programs Natural Search

Referring Sites
Direct Load

0.5

1.5

2.5

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Revenue Generation

Metrics: Intent, Sharing, Advocacy, Conversion

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Revenue Generation

Metrics: Intent, Sharing, Advocacy, Conversion

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Operational Efficiency

Metric: Percentage of calls redirected to forums

Source: http://www.lithium.com/pdfs/casestudies/Lithium-FICO-Case-Study.pdf Disclosure: Lithium is a client of Altimeter. 2012 Altimeter Group

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Customer Experience

Metric: Social Service Levels (in development)

Dells Social Media Listening Command Center (Courtesy Dell, Inc.)

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Innovation

Metric: Ideas generated, productized per year

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What You Can Do

1. Understand that social mediaand measurementis fundamentally a change management issue. 2. Take time to learn the data and begin to establish benchmarks 3. Accept the pitfalls and imperfections of social data and incorporate what you learn into your strategies 4. Be realistic about and plan for the organizational impact 5. Be brave: willing to faceand stand up forhard truths about what does and doesnt work

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Find Your Compass

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The Future of Social Media Measurement

Presented at Adobe during Social Media Week February 13, 2012 Susan Etlinger, Industry Analyst @setlinger

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NOW WHAT?
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Market View
Convergence and Integration
Listening: Social Media Monitoring Social Media Management: SMMS Measurement: Web Analytics Publishing and Content Management Enterprise Apps: CRM & BI

Actionable Analytics
Real-time alerting to anomalies or emerging issues Benchmarking content, platform and industry trends Insistence on meaning over activity

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Organizational View
Everyones An Analyst
Analytical expertise is becoming a highly sought-after skill

Culture Shock
Social media measurement will strain people, resources and organizations Culture shock as data becomes more transparent

(Re)defining Value
Social analytics will force the issue of what organizations value and what success means
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For business users: a work in progress as tools mature

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For management: a steep learning curve

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For employees: safetyand career advancementin numbers

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For everyone: get ready to make friends and bash siloes

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Evolution of The Social Analytics Organization

The Grassroots Evangelist(s)

The Cross-Functional Team

The Center of Excellence/Community of Practice

The Social Command Center

The Data-Aware Business

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YOU Are The Pioneers!

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Thank you

Susan Etlinger
Susan@altimetergroup.com www.susanetlinger.com

Twitter: setlinger

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ABOUT US
Altimeter Group is a research-based advisory firm that helps
companies and industries leverage disruption to their advantage. Visit us at http://www.altimetergroup.com or contact info@altimetergroup.com.