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! Social Marketing Analytics !
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A New Framework for Measuring Results in
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! April 22, 2010
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By Jeremiah Owyang ! By John Lovett
Partner Senior Partner
Altimeter Group Web Analytics Demystified
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With Eric T. Peterson, Charlene Li, and Christine Tran
Includes input from 39 ecosystem contributors!

Disclosures
Your trust is important to us, and as such, we believe in being open and transparent about our
financial relationships. With their permission, we publish a list of our client base on our
website. At the time of this report’s publication, some of the technology providers we
interviewed are Altimeter Group clients. See our website to learn more:
http://www.altimetergroup.com/disclosure.

Ecosystem Input
This report could not have been produced without the generous input from some of the leading
market influencers and the following solution vendors who have a vested interest in seeing
success in Social Marketing Analytics. Please keep in mind; input into this document does not
represent a complete endorsement of the report by the individuals or vendors listed below.

Influencer Input

Lisa Barone Alex Mann
Connie Benson Louis Marascio
David Berkowitz John McCory
Blake Cahill Aaron Neumann
Adam Coomes Katie Delahaye Paine
Monica Cordina Sean Power
Bill Gassman Chris Ramsey
Jascha Kaykas-Wolff Boaz Ronkin
Rob Key Shiv Singh
Justin Kistner R “Ray” Wang
Scott Lake Alan Webber
Matt Langie Jennifer Zeszut

Vendor Input

Alterian SM2 StatsIT
Biz360 SWIX
Cymfony Trackur
Lithium Trendrr
Omniture LugIron
Radian6 Visible Technologies
Scout Labs Webtrends
Social Radar

Executive Summary
Business Must Adopt A Measurement Framework For Success.

The rapid evolution of the web and digital media over the past decade illustrates that we
operate in an environment that is constantly in flux. Technologies emerge, communication
channels open and consumer behaviors adapt. These changes are apparent in the ways in
which consumers interact with marketers and their brands as well as the ways in which
consumers empower one another. Yet, as consumer connections, networks and relationships
spider to the edges of the globe, marketers take their messages to social media channels with
reckless abandon.

Organizations that view social marketing as experimental forays jeopardize the relationships
they have with their customers because consumers do not regard their actions as frivolous
endeavors. They’re making decisions based on the new information they learn from their
networks and using that knowledge to take actions and influence others. These actions leave
indelible impressions upon brands and the consumers that interact with them.

In an effort to help clients better understand the value of these emerging channels on their
business, Web Analytics Demystified and Altimeter Group interviewed dozens of companies
who are active participants in social media. Through our research we found that:

! Many companies are stumbling blindly into social media marketing, largely without
measurement in place.

! A pragmatic approach using metrics derived from sound business objectives minimizes
confusion about the value of various social efforts.

! Existing social marketing measures and metrics fail to deliver actionable insights and
offer little more than digital trivia.

! Technologies exist to facilitate data collection in diverse social media, but there are no
silver bullets.

To Reduce Risk, Companies Must Standardize Frameworks.

While numerous social media measurement technologies exist, no single tool can adequately
measure and provide insights for all social marketing activity. As tools evolve, organizations
must persevere by aggregating measures and evaluating results in the context of a Social
Marketing Analytics framework.

This document presents Web Analytics Demystified and Altimeter Group’s recommendations
for measuring social media. Our hope is that by setting reasonable and realistic expectations,
our clients and companies around the world can begin to make better, more objective
decisions regarding their own investment in these emerging channels.

Table of Contents

Social Marketing Analytics Defined ............................................................................. 5
Social Analytics Opportunity Perplexes Marketers ...................................................................... 5
No Perfect Social Media Analysis Solution Exist.......................................................................... 5
Existing Vendors Have Several Strengths .................................................................................... 6
Marketers Need A Framework To Measure Against..................................................................... 6
Social Media Needs Standardized Measures ............................................................. 7
Step 1: Revisit Tradition for Solid Innovation ............................................................................... 7
Step 2: Make Learning Your Primary Goal ................................................................................... 7
Step 3: Define Requirements First, Then Select Vendors ............................................................ 8
Step 4: Develop Your Social Media Measurement Playbook....................................................... 8
Step 5: Make Our Measurement Framework Your Own .............................................................. 8
The Social Media Measurement Framework .............................................................. 9
Social Business Objective: Foster Dialog ................................................................................... 11
Social Business Objective: Promote Advocacy.......................................................................... 14
Social Business Objective: Facilitate Support ............................................................................ 17
Social Business Objective: Spur Innovation ............................................................................... 20
Conclusions.................................................................................................................. 25

About this Research .................................................................................................... 26
About Web Analytics Demystified .............................................................................................. 26
About Altimeter Group ................................................................................................................ 26

© 2010 Altimeter Group
! Attribution-Noncommercial-Share Alike 3.0 United States 4
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Social Marketing Analytics Defined
While conducting research for this paper it became evident that an industry wide problem is at
hand, social media measurement means so many different things to different people that a
series of definitions are necessary. Unlike traditional marketing programs like advertising, direct
mail or other one direction mediums, social marketing is complicated as messages spread
from individual to individual in a non-linear fashion. This complex distribution has also hindered
a common set of beliefs – let alone a definition. We define social marketing analytics as:
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Social Marketing Analytics is the discipline that helps companies measure, assess and
explain the performance of social media initiatives in the context of specific business
objectives.

It’s important to note that we’re focused on how brands are marketing to both consumers and
other businesses via social channels as well as how consumers discuss brands between each
other. This focus allows marketers to make informed decisions about their social marketing
initiatives through the lens of measurement. Social Marketing Analytics offers a measurement
standard by which organizations can assess their efforts and apply a pragmatic system of
management based on data.

Social Analytics Opportunity Perplexes Marketers

Social marketing and media monitoring vendors are emerging at an astounding rate. We
interviewed over a dozen vendors with specific measurement solutions for this research, but
there are undoubtedly two or three times more who have something to offer to the
marketplace.

Additionally channel specific tools that monitor social applications like micro-blogging, video or
mobile apps are even more prolific, offering an abundance of choice for organizations
attempting to measure social marketing. Yet, amid this bounty of resource and opportunity,
confusion festers. With so many offerings to choose from, organizations have a difficult task of
identifying solutions that map to their specific needs.

No Perfect Social Media Analysis Solution Exist

There is currently no single vendor that can effectively measure all aspects of social media.
While many vendors in this space offer capable tools with usable interfaces, the reality is that
businesses turn to multiple solutions for capturing, analyzing and interpreting their social media
activities. Most use an amalgamation of commercial solutions geared for capturing social buzz,
free tools offering limited information and a whole lot of manual intervention for aggregating
and analyzing social media data. Don’t expect this to change in the near-term.

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Existing Vendors Have Several Strengths

Despite the variation and confusion from too many vendors, we did find areas of strength. The
strongest area for the leading social media monitoring vendors is in their ability to capture
conversations, sentiment and brand mentions across a broad scope of Internet activity. These
capabilities help organizations “learn” and serve a very necessary component of social media
measurement. Some solutions require users to point the tools at a finite set of keywords and
essentially know what you’re looking for to learn. While others capture a much wider range of
social interactions and aid in the discovery process as well. Many commercial tools available
today also offer the ability to track trends within conversations and reveal many interesting
facts about social media activity across a broad spectrum of the web.

Marketers Need A Framework To Measure Against

Among almost all of the tools we evaluated, the ability to define custom metrics or perform true
analytical analysis on the data was lacking. For organizations that develop complex KPIs or
require the ability to segment and analyze data at a granular level, these limitations may prove
frustrating because the tools simply cannot deliver. Yet, much in the same way that
organizations cannot allow the specific social media channels to influence their strategy,
similarly measurement tactics should not be defined by the capabilities of the tools. The good
news is that social media monitoring tools are improving every day. As this nascent field of
social marketing grows, so too do the vendor’s abilities to capture and harness the insights
from data generated through social activity.

Social Media Needs Standardized Measures
Without a doubt we have entered a new epoch in Internet evolution where social media has
progressed beyond passing fad and evolved into accepted practice. Thus, the need to
measure the behaviors and effects of this new era are profoundly important. However, in many
ways traditional web analytics failed to capture the attention and respect of enterprise
organizations because it lacked a foundation of commonality and consistency. Social
Marketing Analytics has the opportunity to benefit from the shortfalls of web analytics by
establishing a common set of standards and definitions that are utilized by all enterprises
embarking on social media measurement. These benchmark measures not only offer visibility
into internal social marketing success, but also provide competitive intelligence that delivers
value and credibility all the way up to the executive suite. The objectives and metrics defined
by Web Analytics Demystified and Altimeter Group in this report are a starting point for the
infrastructure of social media measurement.

Companies that heed the following guidance will attain greater gains from their social
marketing initiatives and develop stronger and more effective programs for their customers.
We encourage each organization to follow the following prescription for measuring social
media:

Step 1: Revisit Tradition for Solid Innovation

Brands are jumping into the social space. Yet many don’t think through the traditional business
rules that they know prior to deploying social initiatives or when measuring their effectiveness.
Merely collecting digital data without cause is a recipe for disaster. Organizations that develop
social media measurement strategies which align key success metrics with business objectives
will evolve more quickly. This requires a pragmatic strategy and a measurement plan. Brands
that shy away from new media will become extinct and those that fail to quantify the impact of
their social marketing initiatives will lose contact with their customers. Now is the time is to
apply traditional business rules and measurements to these new mediums.

Step 2: Make Learning Your Primary Goal

Social media participants are still awkwardly finding their way amid new surroundings. These
consumers explore social media with voracious appetites creating measurement challenges for
organizations. Yet, every measurable business objective provides an opportunity to learn about
consumers and the ways in which they interact with you, your brand and each other. Social
Marketing Analytics provides a scalable vantage point to understand these behaviors, test new
initiatives and improve the overall effectiveness of your social marketing activity. By making
learning and continuous improvement a primary goal, your social marketing activity will
develop in a positive direction.

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Step 3: Define Requirements First, Then Select Vendors

Organizations must determine a measurement strategy for their social marketing activity that
aligns with internal goals, objectives and cultural capabilities. This requires knowing where you
want to go with your social programs and how you intend to get there. Vendor solutions should
align with your requirements through appropriate offerings or customization – not by
shoehorning you into their standard capabilities. Luckily most are willing to work closely with
clients to make this happen. Don’t fall victim to vendors that require you to conform to their
capabilities, but rather, work with those that offer flexibility and customization opportunities.

Step 4: Develop Your Social Media Measurement Playbook

This playbook is mandatory. Once you’ve figured out your social media business objectives
and had a chance to think about how you’ll put social to work for your business the next step
is to put Social Marketing Analytics into action and measure your efforts. Start by creating a
social media measurement playbook that aligns your organization on the goals, objectives,
expectations and actions of your social marketing efforts. Then map those capabilities with
measurement technologies and process to get the job done. This will help to ensure
understanding of roles and responsibilities through communication and education efforts.
These efforts will position you to disseminate the results of your Social Marketing Analytics
analysis through the Measurement Framework and complete the feedback loop within your
organization. By doing this, everyone is on the same page regarding expectations, actions and
results.

Step 5: Make Our Measurement Framework Your Own

Companies who leverage a framework for measurement gain greater understanding of their
efforts and have a greater ability to take action on data. We encourage readers of this report to
adopt sections of our Social Marketing Analytics Framework and modify them to fit your
specific business needs. Not all objectives and metrics will resonate with each audience nor
will our foundational framework give you all the elements necessary for success. Yet, the act of
pragmatic measurement will offer competitive advantage and differentiate you from the
majority of your peers. Companies must develop specific aspects of the framework that align
with business objectives. In turn, that will offer you the ability to measure, assess and explain
the performance of your social media initiatives.

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The Social Media Measurement Framework
Accountability is imperative to any business, yet often in the “rush to measure” organizations
develop lists of metrics and spreadsheets full of data representing trivial digital activities and
meaningless customer interactions that have no basis for making logical business decisions.
Further, traditional web analytics has proven that simply collecting data without applying
meaningful analysis or directing the data to validate working hypotheses is insufficient.
Fortunately, Social Marketing Analytics has the opportunity to learn from the collective
mistakes of over a decade of wasteful web analytics data.

In our view, success metrics (also known as Key Performance Indicators or KPIs) that are
developed with specific business objectives in mind are far more likely to be useful and used.
This ideology has helped dozens of organizations take a methodical, pragmatic, and common
sense approach to measuring social marketing initiatives. More importantly, these metrics are
derived from a reasonable framework for social media efforts, rather than developed in a
vacuum based on technical capabilities, not end-user value.

Figure 1: Web Analytics Demystified and Altimeter Group’s Complete Social Media Measurement
Framework

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No single set of objectives can accommodate all business models or corporate initiatives. Yet,
based on our collective client work we’ve identified four objectives that serve as a foundation
for effectively measuring social marketing using an objective-based methodology. The success
of these objectives is measurable using Key Performance Indicators that demonstrate progress
toward the goal.1 Companies are encouraged to adopt these objectives and performance
indicators and customize them to adhere to the specific goals of individual organizations.

Figure 2: Social Marketing Analytics Business Objectives, Key Performance Indicators and
Vendors to Watch

The four social business objectives we identified are: Foster Dialog, Promote Advocacy,
Facilitate Support and Spur Innovation.

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1
Learn more about social marketing business objectives and apply them to business strategy by watching this
recorded webinar: Http://www.altimetergroup.com/2010/02/socialstrategywebinar.html

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Social Business Objective: Foster Dialog

Dialog involves starting a conversation and offering your audience something to talk about
while allowing that conversation to take on a life of its own. This freedom allows Dialog to
traverse the web through multiple networks and platforms to gain momentum and build merit.
With measurement, Dialog provides knowledge back to the organization.

Dialog requires:

! Building awareness and word of mouth activity through conversations, and the
promotion and endorsement of these conversations. Organizations do this by
creating original content on blogs, communities, or any other social channel that offers
information as a catalyst for discussion. This discussion can be addressed directly or
socialized to extended networks via additional social channels like Twitter. Track dialog
over time to determine velocity of word of mouth activity and recognizing contributions
through acknowledgement.

! Engaging with individuals to determine their response to ideas, thoughts,
products and activities generated by the organization. Here, the task is to elicit
feedback through blog comments/microblog formats/community sites/etc. and to
follow updates and new conversation streams as they develop on the source channel
as well as on external channels.

! Responding to individuals on behalf of the brand through genuine interactions.
This demonstrates a willingness to communicate with individuals in an environment that
is familiar to them and often times one that is outside the control of the business.
Further, it validates that individuals can influence the products and services offered by
the brand.

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Figure 3: Measuring Dialog Using Web Analytics Demystified and Altimeter Group’s Social Media
Measurement Framework

Creating Dialog requires that businesses produce relevant and meaningful content to engage
an audience and attract contributors. Organizations must embrace this element and accept
that while Dialog can be initiated by an organization, it often takes on a life of its own that
spirals beyond the control of your blog, site or forum. A handful of success metrics for the
business objective of Dialog include: Share of Voice, Audience Engagement and Conversation
Reach.

Dialog Key Performance Indicator #1: Share Of Voice

Share of Voice is the relative percentage of brand mentions in social channels (i.e., articles,
blogs, comments, Tweets, videos, etc.) among a competitive set. Share of Voice is a
competitive intelligence metric, so expectations can be established from a baseline of market
share as determined by revenue or alternative fiscal sources. Share of Voice should be
presented as a percentage over a given time period and accompanied by historical
comparisons. This metric can also offer competitive insight when represented as a pie chart
showing percentages for the entire competitive set.

Additionally, Share of Voice should be segmented by channel to identify which social channels
have the greatest impact.

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When Share of Voice deviates beyond a reasonable threshold, the first place to evaluate is the
content produced by your marketing organization. If your content freshness is waning, then it
shouldn’t be a surprise that Share of Voice is in decline as well. Alternatively, if your
competition is clobbering your Share of Voice, it’s time to understand what they’re up to. A
strong marketing campaign or hilarious YouTube video that’s gone viral can send your Share of
Voice plummeting. Knowing why your Share of Voice is moving offers competitive intelligence
that’s sure to interest your senior executives.

Vendors to Watch: Alterian SM2, Radian6, Scout Labs, Statsit, Trendrr, Visible Technologies

Dialog Key Performance Indicator #2: Audience Engagement

Audience Engagement is the proportion of visitors who participate in a specific marketing
initiative by contributing comments, sharing or linking back. Expectations for engagement will
vary based on traffic and readership, yet baseline metrics can be established. Organizations
with a strong following can expect a consistent volume of audience engagement and can
modify expectations based on advertising, search efforts and promotional activity accordingly.
Audience Engagement is a leading indicator for creating a dialog about a specific topic or
product.

Variations in the Audience Engagement should serve to identify hot issues and topics of lesser
interest. Thus, rather than looking at the absolute metrics for Audience Engagement, it’s
important to understand the variations of engagement across unique marketing initiatives. An
isolated number alone won’t necessarily offer actionable information, yet when viewed in the
context of alternative initiatives, it will serve to quantify the impact of a specific initiative and
determine if more publicity or promotion is required. Audience Engagement should be tracked
over time to understand the normal volume of dialog within a specific channel.

Vendors to Watch: Coremetrics, Webtrends, Radian6, Scout Labs, Converseon, Filtrbox
(Jive), Visible Technologies

Dialog Key Performance Indicator #3: Conversation Reach

Conversation Reach is the number of unique visitors who participate in a specific
brand/issue/topic conversation across one or more social media channels. When calculating
Conversation Reach, the first challenge is identifying the scope of the conversation by

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associating it with a specific marketing initiative, a topic and/or keywords. Once this breadth of
the conversation is clear, companies can forecast the exposure within different social media
channels and quantify the expected number of unique voices contributing to the dialog. Reach
metrics will be highly variable depending on the topic and should be trended over time.
Organizations should formulate a Reach Benchmark of past initiatives to identify when the
volume of participants in a conversation is expanding and traveling beyond your normal ripple
of dialog venues.

Conversation reach can be evaluated in both volume and location across social media
channels. When Reach metrics exceed expectations, companies should explore the most
active channels and influencers, while keeping an eye on sentiment to ensure that the reach is
going in a positive direction. Low reach metrics can signify ineffective channels or marketing
messages that are murky or poorly received. Conversation Reach can also indicate when it’s
time to spur on your advocate community to add to the conversation.

Vendors to Watch: Alterian SM2, Radian6, Scout Labs, Social Radar, Statsit, SWIX, Trendrr,
Visible Technologies

Social Business Objective: Promote Advocacy

The business objective of consumer advocacy enlists the support and dedication of individuals
that are ambassadors for certain products, brands or organizations, despite having no official
connection. Advocacy allows businesses to extend their reach beyond their immediate circles
of influence by taking advantage of word of mouth and viral activity.

Advocacy requires:

! Encouraging word of mouth activity by promoting and endorsing conversations
shared by individuals. This information can be tracked over time to determine velocity
of word of mouth activity and recognizing contributions through acknowledgement.

! Developing relationships with individuals who have an affinity towards the brand.
Brand advocates – or potential advocates that can be won over –have clout or influence
over others. Organizations can establish these relationships through brand advocacy
programs or by less formal means, yet identifying and determining the influential
individuals is achieved through learning and dialog.

! Nurturing existing relationships with customers as a proven method of building
advocacy within an easily identified segment. Organizations must rely on varied
measurement methods of determining customer satisfaction, life-cycle cues and

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indicators for action. These metrics are typically derived from a number of disparate
applications.

Figure 4. Measuring Advocacy Using Web Analytics Demystified and Altimeter Group’s Social
Media Measurement Framework

The Advocacy success metrics are largely focused on the dedicated audience in social media
that you can trust to support your brand, products, or services. Not all companies will need to
manage advocacy programs, yet the majority of organizations out there will have both
advocates and detractors at some time. By developing an advocacy program, organizations
can build a stable of genuine enthusiast to support the brand and combat detractors on your
behalf. Key Performance Indicators that indicate the health of an advocacy program include:
Active Advocates, Advocate Influence, and Advocacy Impact.

Advocacy Key Performance Indicator #1: Percent Active Advocates

Active Advocates include the number of individuals generating positive sentiment over a given
time frame (i.e., past 30 days). Expectations for the Active Advocate metric should be
established when setting up your organizations advocacy program. This metric will echo the
corporate goals you’ve established for enlisting consumer support by leveraging social media
channels. It will provide immediate context on the health of your advocacy program and
determine if it’s working as designed. Active Advocates should be benchmarked over time with
annotations and reminders identifying when programs initiate or specific advocacy
awards/incentives are offered.

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After establishing the appropriate number of Active Advocates required to keep your advocacy
program healthy, taking action on this number becomes routine. Above average numbers
require minimal feeding, while negative Active Advocate scores indicate that it’s time to reach
out to your fans and create some buzz. This metric can be adjusted based on specific
programs or campaigns, but should be compared against a benchmark of overall corporate
advocacy.

Vendors to Watch: Biz360, Filtrbox (Jive), Radian6

Advocacy Key Performance Indicator #2: Advocate Influence

Advocate Influence is the relative percentage of influence for an individual advocate across one
or more social media channels. Building an advocacy program involves enlisting people who
are going to reverberate good will about your products on a consistent basis. Yet setting
expectations for how far and wide each advocates message will travel requires an advocacy
influence calculation. Influence can be measured using the volume of relevant content,
comments, shares and reach. This measure can be used as an input to calculate Advocacy
Influence by quantifying the relative influence of any given individual against a standard derived
from all advocates (Total Advocate Influence) within your advocacy program.

The Advocate Influence KPI is most valuable when evaluated in the context of your business
objective. Advocate Influence can be used to identify new individuals for your advocacy
program, incentivize participants or penalize/ motivate others. This metric will also enable you
to identify existing channels and social circles that influencers reach and allow you to identify
new territory for soliciting advocates. To do this, establish a threshold for influence and
evaluate individuals as compared to the threshold. This will also allow you to segment
advocates by varying degrees of influence and associate individuals with specific topics.

Vendors to Watch: Cymfony, Filtrbox (Jive), Lithium, Radian6, Razorfish (SIM Score), SAS,
Telligent, Twitalyzer, Visible Technologies

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Advocacy Key Performance Indicator #3: Advocacy Impact

Advocacy Impact is the direct or indirect contributions of advocacy on conversions.
Calculating Advocacy Impact is tricky because it quickly becomes complicated as multi-touch
conversion events create attribution challenges. So don’t expect Advocacy Impact to be a
definitive metric for all conversions resulting from advocacy activity. However, it is still possible
to quantify direct conversion events resulting from advocacy programs or even individual
advocates. The first step is identifying conversions, whether they are online sales, document
downloads, or requests for information, the calculation will be the same. Track referral
information to determine the source of conversion traffic and monitor all traffic generated from
advocacy initiatives. Since you’ll know where advocates commonly discuss your products and
services, this is one method of tracking online activity back to individual advocate sources.

Understanding the impact of your advocacy program and to a lesser extent, the impact of
individual advocates is imperative in determining overall effectiveness of the business
objective. Each advocacy program or individual can be armed with specific identifiers that will
point back to the influence they have on your online conversions. As stated previously this
won’t be empirical due to multi-exposure events, but it can identify last touch conversion
events and be used to recognize traffic generated by individual advocates and programs. Once
this information is apparent, the actions are clear: Feed your most impactful programs and fuel
your active advocates. While too much of a good thing can produce diminishing returns, the
ability to recognize who is producing will lead to decisive actions.

Vendors to Watch: Coremetrics, Lithium, Omniture, Webtrends, SWIX, Telligent

Social Business Objective: Facilitate Support

The business objective of support is perhaps the most straightforward. It also represents the
revolutionary shift in consumer empowerment enabled by social media. Individuals can now
turn to social media channels to expose their service issues to the world, they either support
each other directly, or the company uses the same channels to support customers. Those
listening will develop impressions of an organization based on their ability to respond in a
timely manner and upon the quality of their answers. The capability to provide support through
social channels is imperative.

Support requires:

! Resolving service issues through social media channels via direct company
response and crowd- sourcing alternatives. Organizations that encourage support
inquiries via social media channels can potentially decrease call center support costs

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and should track metrics such as: number of issues resolved by company, number of
issues resolved by customers, shift in volume of service issues online vs. offline and
change in cost per service issues online vs. offline.

! Expediting issue resolution with quality and integrity. Social media channels hold
potential for speedy resolution of issues with less friction than traditional interactive
voice response (IVR) solutions. Organizations should measure these efforts using
comparable call center metrics such as: issue resolution time, issues resolved without
escalation, and quality of response. Quality can be measured using survey tools and
ratings/ranking of resolution.

! Elevate satisfaction through flexible support options. Organizations can monitor
satisfaction levels using traditional online survey tools to acquire feedback as well as by
monitoring social channels for comments on service interactions. Companies should
monitor the number of product or service use mentions as well as mine sentiment
within product and service use mentions.

Figure 5: Measuring Support Using Web Analytics Demystified and Altimeter Group’s Social Media
Measurement Framework

Support success metrics are largely focused on your organization’s ability to listen and
respond to the ongoing conversation about your brand, products, services, and entire
company. As mentioned previously, social media creates multiple opportunities for delivering
customer support in rapid fashion. While social support won’t eliminate the need for traditional

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support channels, it can alleviate pressure from existing solutions and empower your staff to
respond quickly and efficiently. Performance indicators for customer support can be compared
to traditional channels and include: Issue Resolution Rate, Resolution Time and Satisfaction
Score.

Support Key Performance Indicator #1: Issue Resolution Rate

Social Media Issue Resolution Rate is the percentage of customer service inquiries resolved
satisfactorily using social media channels. The implicit factor within the Issue Resolution Rate
is actively determining whether the issue was satisfactorily resolved or not. To accomplish this
you need to ask your customers or interpret satisfaction using some other means. You can do
this with a simple online survey question or other automated method, although results will not
be all inclusive. Whenever possible, set expectations by comparing social media issue
resolution with traditional call center metrics. This will provide a baseline of performance and
offer strong indicators of channel quality.

The Issue Resolution Rate should provide immediate recognition of the quality of your social
media support efforts. Low issue resolution rates signify that additional training is required for
staff or that the issues in question may require more documentation. Use this metric to take
cues on which channels or service agents are most effective and leverage their success
throughout the organization.

Vendors to Watch: Filtrbox (Jive), RightNow Technologies, Salesforce.com, Telligent

Support Key Performance Indicator #2: Resolution Time

Resolution Time is the amount of minutes/hours/days required to produce a human-generated
response to customer service issues posed in social media channels. Customers expect near
instantaneous response to their service inquiries and while organizations may not have sub 60-
second response times, they should strive to respond in a timely manner. Again, expectations
can be set based on traditional call center or email response times if available, keeping in mind
that social interactions are much closer to real-time than other channels. Responses should
most likely be measured in hours and benchmarked against baseline comparatives. Also
recognize that automated responses are unlikely to satisfy your customers, thus genuine,
quality answers from actual humans are the expected norm.

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When Resolution Time performance declines, the first place to investigate is your front line
social media service representatives. Was there a widespread issue that caused a delay in
resolution time or was it an isolated event? In either case, understanding the response times
and their contextual circumstances should illuminate potential issues. While calculating
response time for service inquiries may require some simple tabulation of issue start and
resolution times, many social media measurement solutions offer basic workflow tools to direct
issues to appropriate staff. If service is a primary component of your online social media
strategy, then a workflow tool baked into your monitoring solution is a must have.

Vendors to Watch: Filtrbox (Jive), RightNow Technologies, Salesforce.com, Telligent

Support Key Performance Indicator #3: Satisfaction Score

Customer Satisfaction Score is an indexed score indicating the relative satisfaction of
customers. There are numerous calculations and established methods for determining
customer satisfaction, which include inputs such as: quality, delivery, perceived value and
overall performance. Any combination of these or other important metrics on a weighted scale
should comprise a numeric satisfaction score. It’s important to note that social channels
should not act as a proxy for other proven methods of determining satisfaction like surveys.
The expectations for a customer Satisfaction Score should be established on benchmark
figures derived from historical performance. If no historical track record exists, then a
consistent set of scores can serve as the norm.

When customer satisfaction scores plummet, companies should investigate the source of the
decline and the channels involved. Satisfaction Scores are likely to change less quickly than
other social media KPIs and will trend upward or downward over time. It’s important to catch
downward movement in trends early to prevent customer attrition and remedy issues before
they become pervasive.

Vendors to Watch: ForeSee Results, iPerceptions, Kampyle, OpinionLab

Social Business Objective: Spur Innovation

The business objective of innovation is an extraordinary byproduct of engaging in social
marketing activity. Organizations that are truly listening to their customers take cues from
social media comments, suggestions and conversations to source and identify product needs,
service requirements and other innovation opportunities. Innovation can also stem from the

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collective knowledge base amassed by social information, which can be mined for insights and
ideas.

Innovation requires:

! Gathering customer insights via social media channels with a clear mission of
identifying market needs and service opportunities. Organizations will benefit from
mining product ideas offered by the community through platforms, ideation sites,
Facebook, Twitter or other channels. These ideas should be tracked by source,
frequency and channel to expose the most lucrative sources of innovation.

! Processing ideas and community feedback as a means to drive products and
services requires receptive product managers. Organizations that source innovation
from social media must set egos aside and acknowledge that the collective mass can
be more innovative than the creative few. This can bemeasured by: tracking product
ideas reviewed and comparing innovations from traditional methods with those of social
origins.

! Delivering new products and services to the market with credit and
acknowledgement to customers. Companies can bolster this awareness through
advocacy programs and measure effectiveness by: the number of ideas/posts/updates
shared by customers, velocity of product ideas and influencers identified from ideation.

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Figure 6: Measuring Innovation Using Web Analytics Demystified and Altimeter Group’s Social
Media Measurement Framework

The innovation success metrics are largely focused on your business’ ability to recognize and
take action on ideas generated by the general population. Organizations that develop methods
for harnessing feedback and indirect cues will develop a competitive advantage. Further,
organizations that do this in a transparent manner will develop loyal and dedicated customers.
Performance indicators for Innovation include: Topic Trends, Sentiment Ratio and Idea Impact.

Innovation Key Performance Indicator #1: Topic Trends

Topic Trends include key brand/product/service topics identified by monitoring social media
conversations. Topic trends should be evaluated much like keywords because there will
typically be a number of popular topics followed by a long tail of less common ones. The ability
to pick up on topic threads that fall below the blockbuster categories can yield productive
ideas for innovation. Organizations will require the help of commercial social media monitoring
tools to effectively listen to the vast array of conversations happening across the web. Yet, the
ability to understand the context of product and service conversations as well as where these
conversations are taking place is critical for tapping into consumer knowledge. Expect topic
trends to have some consistency in terms of leading topics, yet new topics can surface
quickly.

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Organizations that are fast to react to both positive and negative topic trends will showcase
their social media savvy. While popular topics should incite organizations to consider a new
lexicon for your product and service offerings, hidden gems can deliver the greatest value.
Companies should dedicate time to mining topic trend data on a regular basis to ensure that
they are in touch with consumers and to seek out new ideas for innovation.

Vendors to Watch: Alterian SM2, Cymfony, Filtrbox (Jive), Radian6, SAS, Scout Labs, Social
Mention, Social Radar, Trendrr, Visible Technologies

Innovation Key Performance Indicator #2: Sentiment Ratio

Sentiment Ratio is the ratio of positive: neutral: negative brand mentions about specific
products or services over a given time period. Sentiment Ratios should be trended over time
and represented in context of positive: neutral: negative. Sentiment is only possible to attain
using automated analysis available from commercial social media monitoring technologies.
Obviously all brands hope for positive sentiment, but marketers and PR professionals should
be able to harness and learn from any type of sentiment especially when it comes to seeking
feedback for new product or service ideas. Expectations should be adjusted according to a
baseline of consistent results. However, sentiment can change quickly.

Each type of sentiment (positive/neutral/negative) can be analyzed to determine the source and
origin of the response. Positive sentiment can be used to identify advocates and communities
where your brand is welcomed. Neutral sentiment can help to interpret where conversations
about your brand can be swayed through reinforcement, dialog and advocacy. Negative
sentiment should be addressed directly and countered with support, advocacy, dialog or some
combination therein. The ability to recognize these areas and take action on them will elevate
your company’s ability to innovate.

Vendors to Watch: Alterian SM2, Converseon, Cymfony, Filtrbox (Jive), Radian6, SAS, Scout
Labs, Social Radar, Trendrr, Visible Technologies

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Innovation Key Performance Indicator #3: Idea Impact

Idea Impact is the rate of interaction, engagement and positive sentiment generated from a
new product or service idea. It may be helpful to think about the Idea Impact metric as the next
generation focus group. Rather than going through the exercise of running ideas through a
finite number of target individuals, Idea Impact enables organizations to leverage the power of
the Internet and social media to test the waters. While the challenge is to do this without
revealing your entire secret sauce, organizations can test concepts, prototypes and other
innovation ideas through a wide net of consumers or controlled group of advocates. In either
case, the ability to measure the impact of new ideas is paramount for innovation.

Idea impact can be used as an indicator for success in numerous ways. For example, movie
trailers released through controlled social media outlets can be measured according to the
buzz generated through conversations, shares and social mentions to accurately predict the
box office success. Similarly, consumer product promotions can be measured according to the
dialog generated among target audiences. By using Idea Impact organizations can gain insight
into how consumers will receive a given product or service. This in turn is a metric for
forecasting the success of your innovation efforts.

Vendors to Watch: Biz360, Cymfony, Filtrbox (Jive), LugIron, Radian6, Scout Labs, Visible
Technologies

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Conclusions
The authors sincerely hope you found this document compelling and helpful. Our goal in
publishing this research and creating the Social Media Measurement Framework is to establish
a measurement baseline for our clients and all businesses working to participate in social
media. Our hope is that readers will implement many of the measures of success we describe
in this document and, in doing so, develop a better sense of where their social efforts are
successful and where additional input and investment in required.

As we have repeatedly stated this work is new and very likely to evolve as social media and
social media measurement matures. With this in mind, the authors welcome commentary and
criticism of our work; contact us directly at the following addresses:

Web Analytics Demystified Altimeter Group
John Lovett, Senior Partner Jeremiah Owyang, Partner
john.lovett@webanalyticsdemystified.com jeremiah@altimetergroup.com

Want to Go Deeper on Social Media Measurement?

Web Analytics Demystified and Altimeter Group each approach social media from unique
perspectives. If you would like more detail on social media strategy or identifying the business
objectives of your social initiatives please contact Altimeter Group by emailing
jeremiah@altimetergroup.com.

Alternatively, if you’d like to learn more about measuring social media or applying the
measurement framework to your business please contact Web Analytics Demystified by
emailing john.lovett@webanalyticsdemystified.com.

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About this Research
This self-funded research report represents a collaborative effort by Web Analytics Demystified
and Altimeter Group.

Our independent organizations recognized a need for measuring social media and allocated
our respective expertise in digital measurement strategy and social media strategy to the task.
The goals for this work are to elevate awareness and activity in measuring social media by
offering a working framework to embark on this challenging endeavor.

This report could not have been produced without the generous input from some of the leading
market influencers and vendors who have a vested interest in seeing success with social media
measurement. Some of the parties interviewed were clients of Web Analytics Demystified and
Altimeter Group, but this research was not commissioned by any external party. It was funded
entirely by our internal efforts and will be distributed at no charge to the general public. Further,
we encourage readers to adopt our framework and concepts within this report and publish
Social Marketing Analytics under the concept of open research. The Creative Commons
License is Attribution-Noncommercial-Share Alike 3.0 United States.

About Web Analytics Demystified

Web Analytics Demystified, founded in 2007 by internationally known author and former
JupiterResearch analyst Eric T. Peterson, provides objective strategic web analytics consulting
to companies striving to realize the full potential of their investment in web analytics. By
bridging the gap between measurement technology and business strategy, Web Analytics
Demystified has provided guidance to hundreds of companies around the world, including
many of the best known retailers, financial services institutions, and media properties on the
Internet.

For more information about Web Analytics Demystified, please visit
www.webanalyticsdemystified.com or call (503) 282-2601 in the U.S. or + 34 687 758416 in
Europe.

About Altimeter Group

Altimeter Group is a Silicon Valley-based research and advisory firm that provides companies
with a pragmatic approach to disruptive technologies.

Altimeter Group was formed in June 2008 by Charlene Li, a veteran technology and business
analyst and co-author of the bestselling business book, “Groundswell: Living In A World
Transformed By Social Technologies.” In August 2009, industry leaders Deborah Schultz, R
“Ray”Wang and Jeremiah Owyang joined Altimeter Group as partners, followed by Lora
Cecere, Michael Gartenberg, and Alan Webber in early 2010.

Altimeter Group has four areas of focus: Leadership and Management, Customer Strategy,
Enterprise Strategy, and Innovation and Design. For more information about Altimeter Group,
please visit www.altimetergroup.com or email info@altimetergroup.com.

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Contact Altimeter Group Consulting Inquiries

Altimeter’s Hangar (At the Crossroads) David Stanley
1875 S. Grant St. #680 VP, Business Development and Sales
San Mateo, CA 94402-2667 Phone: 719.357.7826
info@altimetergroup.com Email: david@altimetergroup.com
www.altimetergroup.com

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