OFFICIAL BLOGHER '10 LIVEBLOG: BlogHer Business - Measuring and Monitoring: Social Media Marketing
By Elana Centor on August 05, 2010
BlogHer Original Post
Welcome to the liveblog of the BlogHer Business '10 panel: Measuring and Monitoring: The Case for Social Media Marketing
Whether you are hesitant to test the social media waters, have jumped in fully-committed, or register somewhere on the spectrum between the two, measuring and monitoring your engagement is necessary for success. Join Jory Des Jardins, co-founder of BlogHer, as she moderates a discussion with Daina Middleton, CEO at Performics, Lynne d Johnson, SVP, Social Media at the Advertising Research Foundation and Nichole Goodyear, co-founder and CEO at Brickfish, about analyzing traffic, messaging, influence, ROI and the true value of customer relationships within the digital space.
Jory says today companies get social media but don't get how to measure it or how to pull in information so they can use social media in the future. Jory says the #1 demand she hears from brands centers on benchmarking and case studies.
Nicole Goodyear, CEO of Brickfish, says her company helps brands leverage their own channels. We measure everything on engagement. Those engagements can be on any channel. Our secret sauce is our viral map- it is a viral distribution system where they take the content from the brand and we can measure that. We measure everything including from time spent, clicks to buy.
Dana Middleton from Performance. See ourselves as more than a search company. We take the principals of search and taking them to social and display, SEO. Our approach to measurement is very important. 25% is tied to client revenue. We get paid when clients succeed.
Lynne D. Johnson, SVP, Social Media, at the Advertising Research Foundation. I wear about three hats. I am the social media practioner for ARF. I am a consultant to our members. I am also a researcher. For the past year collecting white papers on social media measurement. Working with WOMMA to develop best practices for social media measurement. Not to just look at the quan side but the qual side.
Jory: My question for the three of you. How do you define performance?
Says performance can mean a variety of things. What is the objective of what the client is trying to achieve? Sometimes tied to sales. Other times to leads. It's typical marketing. You aren't just looking at objectives, KPI, need to think about your audience as well. Not always about actions.
Jory: How do you measure sentiment? How do you back search into sentiment?
Daina: You need to understand sentiment before you enter a community, then the analogy is that you invited yourself to a party and don't know the dress code, anyone there and you expect to dominate the conversation. That isn't going to work.
Need to develop program based on existing sentiment.
Think about the Toyota recall. Toyota is a client of ours. We were on it by a team standpoint on it hour by hour. We were 24/7 meeting with the brand, giving updates based on changes on search terms. The term "recall" soared to top. Developed strategies based on "database of intentions" in real time.
Lynne says that social listening tools are emerging on top of search tools and that is looking interesting. New beta tool is JIST, which allows people to respond in real time when you see negativity. Warns may not want to respond in real time to negative comments. You have to look deeper than the tool's analysis.
Nicole: The most important channel to drive engagement is the company website. Strategy has to be 360 across all those channels. The challenge with a Facebook fan page is that I'm a fan of a couple of brands that I like. I still buy brands that I am not a fan of a particular page. Let's build something that can build into all channels and engage with all customers.
Diana says the #1 question I get from brands is: How many friends should I have? She asks back, what do you want to do with those fans? Goal not to look at an individual channel but have it integrated. What you are trying to do is provide tools and content that keeps spiral spinning through engagement. You could have a million fans that you do nothing with, I'll ask "What happened?"
Lynne: Old Spice campaign: They did look at how those viral videos were viewed more than ads themselves. Looked at sales for Old Spice products during a specific period. They saw lift but there was lift across the category. You can't just look at a the engagement by itself and say that's it. I don't think you can use it as a model. It's not scaleable. I don't think it's a do-over.
Diana disagreed with statement saying there are indicators, if you are tuned in to that space where you can have success.
Question: How can Pharma have conversations because if anyone has an adverse effect have to report to FDA?
Diana says retailers can let people know about their flu shots by using Google Flu Tracker to see where there are outbreaks and where there isn't. Thought that was a good use of social media that lets you strategize. Letting people know when and where shots are available, giving discounts etc.
Lynne says an agency worked with pharma to build community around a cause instead of a product.
Lynne says Nielsen has two frameworks on brand lift, at looking a paid and earned and have come up with a blended model. They have released some results around Super Bowl advertising. Also did a study with Facebook. Found that social ads on the home page were actually showing lift.
Nicole: The challenge on defining metrics in social media. End of the day is to get consumers to take an action. Financial industry used to looking at a spreadsheet. How does that relate to engagement? There's a lot of education that has to take place. Because it's digital we are held to different standards. The way they measure readership is a system that is not exact and because we are digital they want to have exact measurements.
Lots of groups working on defining metrics. The brands know at end of day have to get consumers engaged with brand.
Lynne: How can measure the lurkers?
Diana: It's not different from the old way. we are still using marketing models that are 50-60 years old. It doesn't mean that just because the new media is more measurable doesn't mean it's better. We need to all become more comfortable with numbers. We have to restructure on brand side. If you know something is not working, what are you going to do about it? Why get the data if you are not going to do anything about it.
Are customers using social CRM?
Nicole: Sophisticated brands are leveraging all their channels. A lot of the channels that they have are free. They can leverage channels they are already invested in.
Diana says sophisticated brands have a system to know how they want to engage social media and those are the companies that are engaging social media in a smart way.
Jory: Some companies believe if you can't measure it, then you can't invest in it.
Lynne: Recommends that you show Eric Qualman about socialnomics video. Once people see that video, they get why they need to be in social media.
Diana: We have a tool called conversation analysis to see what people are saying and where they are saying it. Used to go to focus groups, the beauty of the space today can get a true audit of what people are saying about you. Share with clients,did you know what people are saying about you. Next,strategy sessions.
Audience: problem that companies think that social is free.
Nicole: trying to convince a company that they need to be social is like trying to convince a company they need to have customer service. Social media has the ability to have exponential reach. It has the ability to have a profound effect on the brand. Brands can go on the offense. If you want consumers to be advocate for your brand and use tools and platforms that have the ability for consumers to become earned media.
Jory: We have done campaigns that because of the paid media let to the benefits of the earned media.
Daina says today we have the attention of a goldfish. It's about 9 seconds. Have to breakthrough the clutter.
Nicole: Shared a case study between Dell and QVC. From an offline perspective there are ways to use online to drive offline and there are ways to drive offline to digital. From a measurement perspective we used specific call in numbers.
Daina says the leaders that have gotten smart about this, map their online campaigns to their offline activities.
Jory: There is no one metric. Where do you think social is going to play in the overall marketing scheme?
Nicole: Was meeting with an executive today and seeing trend, they are recommending that 15% of budget to social. Seeing collaboration between paid and earned.
What metrics will we see? It will be more complicated before it becomes easier. Social and mobile used to be separate and now they have collided. I think it will become more complex before easier.
Daina thinks we are becoming more comfortable with complex. While marketing will be more sophisticated with statistics and it will become more familiar and less forboding.
Lynne agrees it will get more complex.
Mobile will change things drastically.
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