measuring the impact of social engagement
TRANSCRIPT
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Measuring the Impact of Social EngagementSeptember 22, 2011
Presented by Kathy Baughman
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Metrics ROI≠
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Measurement Mission
KPIsDiagnostics
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Building the Dashboard
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↑ Product preference
Create brand consideration
Grow customer advocacy
Grow revenue
Drive product innovation Decrease cost of product support
Membership• New registered members
• Members by reputation
• Active members
• Active advocates
Web Traffic• Page views
• Unique visitors
• Traffic driven to partner sites
• Minutes spent on site
User-generated Content (UGC)• Blog or article comments
• New blog posts created
• Retweets
• Facebook posts
• Threads created
Ideation• New ideas provided
• Ideas discussed
• Ideas voted on
Participation• Beta users
• Bugs identified
• Process improvements
Community • Look and feel
• Ease of navigation and tools
• Bugs reported
Question and Answer• Questions asked
• Open questions
• Time to answer
Search Results• Top keywords and tags
• Tagged content within keyword searches
Collaborative Help• Wikis created
• Wikis edited
• Videos uploaded
• Helpful comments received
• Thread replies
• Blog posts created
FeedbackAdvocacy Support
Drives marketing effectiveness Drives innovation, product
quality and financials
Improves customer experience
and reduces cost of support
Business Objectives
Social Engagement Strategy
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Metrics Business Results
• ↑ downloads of product information• # product pages shared• # product reviews shared• # inquiries about product on review sites• # views product demos/video• # views product reviews• # participation levels in contests/promotions
Ad
voca
cy
KPI: Generate Product or Brand Consideration
KPI: Decrease Cost of Product Support• ↑ # creators/critics in support community
– Customers– FTEs
• # Qs asked in community• # Qs answered by customers• # Qs answered by FTEs in community• ↓cost per Q answered• ↓time to answer• ↓open Qs• ↑positive ratings of content/answers
KPI: Drive Product Innovation
• # ideas• # idea comments/refinements• High rating of ideas• # votes/ideas• # creators/critics• # actionable ideas
Sup
po
rtFe
ed
bac
k
• ↑ brand/product consideration• ↑ NPS
• ↑ customer satisfaction• ↑ positive word-of-mouth• ↑ revenue• ↓ cost of support
• Faster time to market• ↓ cost of innovation• ↑ product success
Sample ROI Tracking
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Social Engagement Strategy Map
Monitor
LISTENING PROCESS
Emerging TopicsVenues
InfluencersPartners
Aggregate/Syndicate
Distribute Content and Thought Leadership
Integrated Dashboard for Both Community and Cloud Actions
Reputation ManagementPoints for Both Community and Cloud Engagement
8
PromotersRavers
Advocate Activation
Advocate Recruitment
Communities
A B C D
Partner SitesMass Social MediaNiche SitesUser-generated Communities
“Cloud” and Partner Engagement
Advocates Stakeholders
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Website Statistics
Social Performance Index™
Supporting DataDashboard
Sou
rce
TransactionalCommunity Data
External Data
Jive Analytics
Database
SPI™ Overview
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Customize/maintain the importance of each metric to its corresponding KPI.
Set test weights to analyze the impact of each metric on overall performance without compromising data integrity.
Manage KPI Metrics
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Trending Analysis
Global KPI Overview
What happened to cause this drop?
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Metrics Losers and Winners Report
Easily identify which metrics are contributing to your Social Performance Index™ and which are hurting it, as well as quickly see the performance of each metric against its average.
Export a formatted Excel report for the current time period.
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Generate Product/Brand Consideration
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Case Studies
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Mission: Demonstrate ROI of socialized recruitment process and Track performance of individual recruiters
ComBlu’s Role:
• Identify specific KPIs
• For each KPI:
– Tag metrics from multiple sources
– Create single performance index
• Track recruiter performance to identify gaps and best practices
Results:
• Created ability for “on the fly” tracking of overall performance
• Optimized recruiter performance
• Identified both high- and non-performing metrics to create future action plan
Measurement
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Case Study: Manpower
Maintain a single dashboard for traditional recruiter benchmarking and new social recruiting activity.
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Case Study: Manpower
• Over time, enabled the identification of correlations between specific social activities and overall performance.
• Top social performers were tasked with becoming mentors to recruiters who were not engaged socially.
What
happened to
cause this
drop?
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Case Study: Manpower
• Recruiter failed to leverage the social tools provided.• Considerable impact on traditional performance.• Scheduled training sessions to “right the ship.”
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Mission: Improve customer experience and Decrease cost of product support
ComBlu’s Role:• Integrate “spaghetti bowl” of support and product sites into
single gateway for content and conversation
• Activate customer advocates as product mentors and a word-of-mouth engine
• Drive preference and stimulate product subscriptions
Results:• Decreased cost of support by > 60%
• Exceeded community answer rate (Goal: 50%; Actual: 77%)
• Increased support page views by 77% for Office Live Small Business and 359% for Office Live Workspace
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Case Study: Microsoft Office Live
$0.00
$0.10
$0.20
$0.30
$0.40
$0.50
$0.60
$0.70
Telephone Email Community
$0.68
$0.56
$0.24
Support Costs per Minute
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Case Study: Microsoft Office Live
What happened to cause this drop?
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Case Study: Microsoft Office Live
• Support agents failed to answer questions.• The root cause turned out to be a technical problem that prevented agents from
responding to forum posts.
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Microsoft Office Live Results: Exceeding Expectations
Office Live Small BusinessSupport Page View Increase Post ICSE:
77%
Office Live WorkspaceSupport Page View Increase Post ICSE:
359%
Community Answer Rate Goal:
50%Actual Community Answer Rate:
76.5%
Decrease in Per-incident Hard Dollar Customer Support Costs: 283%
Percentage of Active Users Who Regularly Use the Community:
34%
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Mission: Capture VOC to drive marketing efficiency and Product quality
ComBlu’s Role:
• Identify and recruit advocates to interface with marketing, engineering and support teams
• Define and execute a measurement strategy for advocacy program and the overall product beta
• Generate and amplify advocate UGC
Results:• Developed private community functionality to interface
with public community in 60 days• Developed advocate identification and activation tools• Developed a theme adopted for both private and public
community• Pre-seeded community with more than 75 external blog
posts
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Case Study: Microsoft Office 365
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Case Study: Microsoft Office 365
• Unify reporting across all teams into a single online tool and dashboard.
• Provide insights and next steps to team owners.
• Simplify the reporting process so that only the most important data is transferred “up the chain.”
• Provide links to all of the “deep dive” data stored on SharePoint.
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Dashboard needs to organize information from multiple sources to:• Tell a story with context to business mission
• Diagnose problems and point to specific areas for exploration
• Uncover both positive and negative trends
Tools should allow you to:• Customize for specific programs and applications
• Provide drill-downs and summary index
• Integrate with accepted measurement practices, formats and business analytics reporting in your organization
Summary
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• MAP lines that compare a brand’s or program’s performance against an accepted industry standard
• True ROI: cost of driving sales with social vs. traditional models
• Value of a recommendation
On the Horizon
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Kathy Baughman
ComBlu
312-649-1687
Contact Information
Find us on the Web:
Twitter.com/ComBlu
ComBlu.com
ComBlu Lumenatti Blog
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