1. Measuring Meaning, Creating Value from data to action in social media © 2008 ZAAZ, Inc. All rights reserved. Confidential information. Ryan Turner Social Media Lead ryant@zaaz.com Jason Burby Chief Analytics and Optimization Officer jasonb@zaaz.com

2. Ryan = Social MediaJason = Measurement

3. Other places you can find us: www.websocialarchitecture.com www.amazon.com

4. We work at ZAAZ

5. Performance-Driven Design WE BELIEVE SUCCESS DOESN’T HAPPEN BY ACCIDENT. IT REQUIRES A UNIQUE COMBINATION OF LOGIC AND CREATIVITY TO ACHIEVE YOUR ONLINE OBJECTIVE. MORE THAN JUST A VIVID IMAGINATION, CREATIVITY IS EXPRESSED THROUGH INNOVATIVE THINKING, COMPREHENSIVE ANALYSIS TO CONTINUOUSLY IMPROVE YOUR RESULTS. WE CALL IT PERFORMANCE DRIVE DESIGN. IT WORKS. AND, YES, WE CAN PROVE IT.

6. Agenda The Web is a social medium. Focus on quality, not quantity. Case studies. Social media generates business intelligence. Cultivate business intelligence. Start with the basics. Discussion.

7. THE WEB IS A SOCIAL MEDIUM

9. When we talk about social media, what we really mean is participation.

11. Some Context: Ryan’s Ten-Cent History of the Web Community-FocusedBroadcastParticipatory User-Generated Bottom-Up HTML High Threshold of Entry Low Bandwidth Text-Based Collaboration Corporation-Driven Top-Down Data-Driven No entry Flash intros! Text and Images Transaction User-Generated Bottom-Up Standards-Driven Lower Threshold of Entry High Bandwidth Multimedia Interaction 1980’s-19941994-20052005-Now

12. Web 2.0 and social media are social phenomena above all. Blogs Discussion Boards Forums Chat IM Vlogs Moblogs SMS Podcasts Microblogs Photo Blogs Prediction Markets RSS Collaboration Collective Intelligence Communities Wikis Recommender Systems Mashups User-Generated Content Social media is made up of people, relationships among people, and things people create and share VS

13. What Is Social Media

14. The tool-centric mentality has produced some of the worst marketing ever.

15. “Just because we understand tax code doesn’t mean we can’t bust mad flow.” --Intuit

16. People don’t want to connect with each other online.

17. But that’s not the whole story. People do want value.

18. “The purpose of a business is to create value for its customers, and the reward for doing so is profit.”

19. The long-term winners are the ones who create the most value, not the ones who convert the highest percentage of traffic. The winners create meaning. They make stuff that matters.

20. FOCUS ON QUALITY, NOT QUANTITY. Not how much stuff you have, but what kind of stuff. Not how many people show up, but how many come back. Not how many conversations, but their inherent intelligence. Not how many people listen to you, but how well you listen, how much you learn, and what you do about it.

21. “We’ve already got 100,000 registered users.”

22. “Our users have posted 2500 videos.”

23. 1.Monitoring and response  Where are your people, and what are they saying? 2.Social media products and services  How can you engage customers to co-create value around your core offering? 3.Integrated social tools  What doors can you open, enabling your customers to participate? 4.Intranet  What business value do your participants create? Four Flavors of Social Media: Quality Questions

24. How does this work in practice?

25. Quantity: Visits Members Number of Projects Quality: Active Members Average Rate of Participation Positive Offsite Blog Postings Return Visitor % Quantity vs. Quality Measurements

26. Quantity: My Beacon Activations Learn about My Beacon Visits Quality: Active My Beacon Users (5x/month) Avg. # of Buddies per Active User % Regular User vs. Heavy Users Quantity vs. Quality Measurements

29. Quantity: Number of reviews submitted Quality: % of Reviews “Helpful” 75%+ of the Time Review Visits per Product Visit % of Reviewers “Heavily Engaged” Conversion Rate based on Review Quantity vs. Quality Measurements

30. Quantity: Visits Page Views per Visit Quality: Total MVP Activity Total Comment Prints % Rating Experience “Helpful” Quantity vs. Quality Measurements

31. We’ve already done a lot of great work. Quantity: Visits Page Views Comments Quality: Survey % - Expanded View of MS Office capabilities Survey % - helpful content % Visits Downloading Templates Quantity vs. Quality Measurements

32. Quantity: Raw comment counts Visits Quality: % of Votes Over/Under 100 words % of “Recommend Comments” selected Rate of Full Page Scrolls Quantity vs. Quality Measurements

33. Quantity: Visits Ideas Submitted Quality: % Return Voters # of Customer Ideas Implemented # of Ideas with 20k+ votes % with Dell Status Updates # of Active Members Quantity vs. Quality Measurements

34. Quantity: # of Ratings Quality: Clickthroughs to BlendTec Site Total Comments Video Views Active Subscriptions “Favorited” Based on Views Quantity vs. Quality Measurements

35. THE BASICS ARE THE SAME Start with your goals. Get the right tools, and set them up right. Act on what you learn..

36. Traditional Best Practices Still Apply

37. A plethora of tools are emerging to monitor online chatter, measure sentiment, and streamline the effort of engaging with customers.

38. Tools. There are a bazillion of them.

39. Every brand should build a programmatic approach to measuring and managing customer engagement online.

40. And it doesn’t have to take a huge budget. Or any budget!

42. SOCIAL MEDIA GENERATES BUSINESS INTELLIGENCE Social media, unlike broadcast and transactive media, is a two-way channel. Listen, don’t just talk. Don’t measure your social media marketing to improve your marketing— measure it to improve your business decisions. And get ready for higher-level exposure.

43. Integrating Data to Understand the Full Landscape

46. BUSINESS INTELLIGENCE IS HUMAN INTELLIGENCE Measurement tools can’t generate business intelligence, only data. People translate data into intelligence.

47. Where to begin? The social media inventory.

50. Defining Success – Where to Begin: Measuring the Success of Social Media in terms of Value Create a list of key behaviors on your site. Rank them by the amount of created value they reflect. Group them into classes with scores.

51. Build a Value Index

52. How to Monetize Corporate Social Media Behavior In order to monetize site behaviors we must understand the impact to the business. How do you translate visitor behaviors into financial benefits for the company ? ANALYZING THE VALUE OF ENGAGEMENT ON A COMMUNITY SITE Methodologies for Success

53. Methodologies for Success “MONETIZING” BRAND VALUE: A “TOKEN” EXAMPLE

54. But monetization doesn’t tell the whole story.

58. What is the ROI of a blog post that saves your business?

59. START WITH THE BASICS

61. Summary Focus your measurement on quality. Create meaningful experiences. Add value. Build a picture of your social media ecosystem Build the right reporting systems Operationalize your business intelligence Cultivate your human intelligence

63. Discussion Jason Burby Chief Analytics and Optimization Officer, ZAAZ jasonb@zaaz.com Ryan Turner Social Media Lead, ZAAZ ryant@zaaz.com