11. How do consumers access social
media?
Are you
• 97% - Computer ready?
• 37% - Mobile Phone
• 3% - Gaming Console
• 3% - iPad
• 2% - Internet-Enabled TV
• 2% - E-Reader
• 1% - Handheld Music Player
28. Save time and money by properly
evaluating potential advocates.
29. Create a Scorecard
Customer
Advocate Share of Voice Reach Topics
Overlap
Arachnoids,
Peter Parker 5% 50,000 Red Heads, Medium
Goblins
Tank Tops,
Hulk Hogan 2% 25,000 High
Weight Lifting
Cheesy Poofs,
Eric Cartman 12% 120,000 Low
Racial Slurs
34. Types of Social Media Goals
• Engagement • Customer Support
• Brand Recognition • Product
• Reach Development
• Share of Voice • Brand Sentiment
• Sales • Brand Advocates
• Brand Loyalty • Brand Trust
35. Get more specific!
• Reduction in sales cycles
• Reduction in customer support costs
• Number of product improvement suggestions
from [social network]
• Increase in product reviews/ratings
• Number of people in [specific location] who
follow us on Twitter
36. Other KPIs to Consider
• Volume of consumer- • Interaction/engagement
created buzz rate
• Seasonality of buzz • Number of interactions
• Rate of virality • Store locator views
• Embeds/installs • Registrations by channel
• Increases in searches • User-initiated views
• Ranking improvements
52. Customer Oriented Goals
Customer
Brand Sentiment
Support
Product Brand
Development Advocates
53. Measuring Customer Support
Reduction in Increase Increase
Support Resolution Resolution
Costs Rate Rate
Reduction in Improved Leads
On-Site Customer Generated
Support Satisfaction by Support
54. Measuring Brand Sentiment
Sentiment by volume of posts and impressions
Number of positive reviews generated
Number of mentions of your brand’s value add
Average resolution time to reputation crises
55. Measuring Product Innovation
Number of new Number of new
product ideas product ideas built
Traditional
R&D time saved research cost
savings
56. Measuring the success of your brand advocates
fulfills two goals:
1. Provides an understanding of the ROI you
receive
2. Provides you with data to better incentivize
advocates
57. It is okay to reward advocates for their
hard work. Wouldn’t you want to be
rewarded?
58. Use event tracking in Google Analytics
to quickly assess the virality of your
content.