Altimeter Report: Social Marketing Analytics (Altimeter Group & Web Analytics Demystified)

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OK, I admit I'm a little biased (I work for them), but why no Nielsen BuzzMetrics?

OK, I admit I'm a little biased (I work for them), but why no Nielsen BuzzMetrics?

Great start to begin defining metrics. Someone had to take that leap, its the best way to foster innovation.
We release most of our data and findings as well
http://www.mediabadger.com

Great stuff!

Great start to begin defining metrics. Someone had to take that leap, its the best way to foster innovation.
We release most of our data and findings as well
http://www.mediabadger.com

Great stuff!

I've been tinkering with similar business goals, but I think these hit it on the head. Foster Dialog, Promote Advocacy, Facilitate Support and Spur Innovation. As always Jeremiah, thanks for spurring the conversation.

I've been tinkering with similar business goals, but I think these hit it on the head. Foster Dialog, Promote Advocacy, Facilitate Support and Spur Innovation. As always Jeremiah, thanks for spurring the conversation.

The only serious omission is NetBase and our tool ConsumerBase Jeremiah. I think you've seen the tool, but what we're focusing on is measuring the emotional involvement of consumers with brands. Instead of just counting words we are actually parsing sentences and extracting emotional, behavioral, and functional meaning from the conversations people are having online. In the end the most successful brands online are the ones that can motivate participation in the culture that surrounds the brand online, and we're helping brands understand. Word of mouth is incredibly hard to measure, but more and more attention is being paid to it by some very serious companies, take a look at the McKinsay quarterly on Word of Mouth Equity: https://www.mckinseyquarterly.com/A_new_way_to_...

Cheers

The only serious omission is NetBase and our tool ConsumerBase Jeremiah. I think you've seen the tool, but what we're focusing on is measuring the emotional involvement of consumers with brands. Instead of just counting words we are actually parsing sentences and extracting emotional, behavioral, and functional meaning from the conversations people are having online. In the end the most successful brands online are the ones that can motivate participation in the culture that surrounds the brand online, and we're helping brands understand. Word of mouth is incredibly hard to measure, but more and more attention is being paid to it by some very serious companies, take a look at the McKinsay quarterly on Word of Mouth Equity: https://www.mckinseyquarterly.com/A_new_way_to_...

Cheers

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I appreciate the note in this on being open to suggestions Jeremiah. Being such a fast changing field, it's all about being open. I'm coming back to this when I have a chance to review because the slide show has a lot to talk about. Thank you Jeremiah.

I appreciate the note in this on being open to suggestions Jeremiah. Being such a fast changing field, it's all about being open. I'm coming back to this when I have a chance to review because the slide show has a lot to talk about. Thank you Jeremiah.

This post really only approaches the most rudimentary tools that only apply to your own website. What about real social media analytics that can track where people are talking about you (your competitors, what they are saying, what your share of voice is, what the sentiment is? Now its new world of analysis and engagement.
With Regards
Sofia Wilson
Sr. Marketing Executive
Datarecoverysoftware successful results

This post really only approaches the most rudimentary tools that only apply to your own website. What about real social media analytics that can track where people are talking about you (your competitors, what they are saying, what your share of voice is, what the sentiment is? Now its new world of analysis and engagement.
With Regards
Sofia Wilson
Sr. Marketing Executive
Datarecoverysoftware successful results

[...] the industry challenge that Jeremiah Owyang highlighted when launching his new Altimeter Report: Social Marketing Analytics, which he announced [...]

No one talks about pageviews anymore, they’re talking about conversations, engagement and how consumers interact with a company and/or product.
Influence = the power or ability to affect someone elses desicions or actions
Engagement = user actions and reactions
Advocacy = engagement drive by a campaign
Sentiment = contextual expression of opinion
ROI = Return on Investment Yes this can be traced, tracked and quantified.

The return on social media marketing can be measured just as effectively as everything else you do online. Overdrive Interactive has been monitoring and showing Fortune 500's their ROI on social media through their innovative Social Eye dashboard. http://www.ovrdrv.com

No one talks about pageviews anymore, they’re talking about conversations, engagement and how consumers interact with a company and/or product.
Influence = the power or ability to affect someone elses desicions or actions
Engagement = user actions and reactions
Advocacy = engagement drive by a campaign
Sentiment = contextual expression of opinion
ROI = Return on Investment Yes this can be traced, tracked and quantified.

The return on social media marketing can be measured just as effectively as everything else you do online. Overdrive Interactive has been monitoring and showing Fortune 500's their ROI on social media through their innovative Social Eye dashboard. http://www.ovrdrv.com

[...] Altimer Group & Web Analytics Demystified – Altimer Group tackles the issue of measuring social media ROI. The slideshow makes a great tool and something to think about as you go about your social projects. [...]

Karl and the NetBase crew.

Thanks for the comment, we tried to include as many vendors as possible, but with such a fast growing field we did what we could within the time parameters we put in the scheduled methodology.

Although we included 39 ecosystem contributors, I agree, it's time for another look at Netbase.

Karl and the NetBase crew.

Thanks for the comment, we tried to include as many vendors as possible, but with such a fast growing field we did what we could within the time parameters we put in the scheduled methodology.

Although we included 39 ecosystem contributors, I agree, it's time for another look at Netbase.

Matt

We tried to get a healthy sample of as many vendors as we could, and were able to clinch 39 ecosystem contributors. It's a growing space, and would like to resume a discussion with Nielsen Buzzmetrics to get an update.

We're going to take this paper on the road through followup blog posts, webinars, speeches, so be sure to brief us.

Matt

We tried to get a healthy sample of as many vendors as we could, and were able to clinch 39 ecosystem contributors. It's a growing space, and would like to resume a discussion with Nielsen Buzzmetrics to get an update.

We're going to take this paper on the road through followup blog posts, webinars, speeches, so be sure to brief us.

[...] Altimeter Report: Social Marketing Analytics (Altimeter Group … [...]

[...] can read more about the Social Media Analytics report on Jeremiah Owyang’s blog here or view the entire report on Slideshare [...]

[...] Altimeter Report: Social Marketing Analytics (Altimeter Group … [...]

It just seems odd that despite having so many ex-Forrester people involved, no one thought to include the best performer in their Wave studies of this space!

It just seems odd that despite having so many ex-Forrester people involved, no one thought to include the best performer in their Wave studies of this space!

[...] Altimeter Report: Social Marketing Analytics (Altimeter Group … [...]

[...] Altimeter Report: Social Marketing Analytics (Altimeter Group … [...]

[...] Altimeter Report: Social Marketing Analytics (Altimeter Group & Web Analytics Demystified) &laqu… [...]

[...] Altimeter Report: Social Marketing Analytics (Altimeter Group … [...]

[...] Altimeter Report: Social Marketing Analytics (Altimeter Group … [...]

[...] Altimeter Report: Social Marketing Analytics (Altimeter Group & Web Analytics Demystified) &laqu… [...]

[...] can read more about the Social Media Analysis report on Jeremiah Owyang’s blog or view the entire report on Slideshare [...]

[...] Altimeter Report: Social Marketing Analytics (Altimeter Group … [...]

[...] Altimeter Report: Social Marketing Analytics (Altimeter Group & Web Analytics Demystified) « We… [...]

[...] great outline from Altimeter Group & Web Analytics Demystified: http://www.web-strategist.com/blog/2010/04/22/altimeter-report-social-marketing-analytics-with-web-a... Leave a Comment No Comments Yet so far Leave a comment RSS feed for comments on this post. [...]

Great stuff. I think that this will help a lot of companies get through some of their biggest challenges in dealing with SM

Great stuff. I think that this will help a lot of companies get through some of their biggest challenges in dealing with SM

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[...] Altimeter Report: Social Marketing Analytics: Solid information and definitely a “big stake” in the ground on the part of Jeremiah [...]

I've read about your framework with interest. It is good as a basic framework, but your metrics barely scratch the top of what is required.

For example, when you focus on analysing user engagement, the number of engagements isn't actually all that interesting. It only tells you how strongly you managed to get people active around your content.

But it doesn't tell you how many people actually got active, or what demographics they are. You need to know more before being able to make the right conclusions.

For example, see a recent analysis of the average commenters on YouTube at http://www.vquence.com.au/2010/04/25/youtube-co... . The demographics give you actionable information – just knowing you have x comments won't.

I've read about your framework with interest. It is good as a basic framework, but your metrics barely scratch the top of what is required.

For example, when you focus on analysing user engagement, the number of engagements isn't actually all that interesting. It only tells you how strongly you managed to get people active around your content.

But it doesn't tell you how many people actually got active, or what demographics they are. You need to know more before being able to make the right conclusions.

For example, see a recent analysis of the average commenters on YouTube at http://www.vquence.com.au/2010/04/25/youtube-co... . The demographics give you actionable information – just knowing you have x comments won't.

Great read, and particularly interesting when I consider it against how we've tried to create our own categorisations around “participants”, “shares” and “coverage”.
Was there a view from the evaluation as to which tools (by category) are better suited to larger/smaller organisations? This is something we tried to factor in when running a tools evaluation ourselves recently (http://bit.ly/cf3C9Y).
Cheers
Simon

Great read, and particularly interesting when I consider it against how we've tried to create our own categorisations around “participants”, “shares” and “coverage”.
Was there a view from the evaluation as to which tools (by category) are better suited to larger/smaller organisations? This is something we tried to factor in when running a tools evaluation ourselves recently (http://bit.ly/cf3C9Y).
Cheers
Simon

The engagement KPI we presented is a good example –but not absolute of all the forms of social media. We'd expect companies to custom tailor the numerator depending on the form of media.

For example, the engagement formula that Twitter uses for 'resonance' is clearly going to be different than that of blog posts.

The engagement KPI we presented is a good example –but not absolute of all the forms of social media. We'd expect companies to custom tailor the numerator depending on the form of media.

For example, the engagement formula that Twitter uses for 'resonance' is clearly going to be different than that of blog posts.

Great stuff. A bunch have vendors have been pushing some of their own thoughts in this area and there's been tons of theory chatter. It's great to see the right people taking an industry consortia approach to working out some details.

Regarding comments having to do with some of these metrics not going deep enough, etc… I'd suggest that – besides these being early attempts – true KPIs should be very high level. One can always drill in deeper. As well, over time I'm sure people will take these and do correlations and such with a variety of numbers. And regarding those who suggest 'traditional' metrics such as pageviews, etc. don't matter anymore… of course they do. It all matters. To what degree things matter probably varies by content category / customer base, but it all matters.

In the meantime, I'd suggest the following:

* In “Audience Engagement” you have Comments, Shares, and Trackbacks in the numerator. Should there be a plus “other” category or should these categories be broken down further? I suppose if you want a hard industry standard comparable number, the answer is no. But it strikes me that there's still some question as to what goes into this. Are “commments” blog comments and forum comments and tweets?

* The difference between “Sentiment Ratio” and “Idea Impact” seems subtle. Essentially, just whether it's positive on the Idea Impact side. Are both of these really needed? I suppose “Impact” includes the shares, but why not let impact be Positive, Neutral or Negative? (Because sometimes it will be.)

Again, great job. Thanks for sharing. Very Tweetworthy!

Great stuff. A bunch have vendors have been pushing some of their own thoughts in this area and there's been tons of theory chatter. It's great to see the right people taking an industry consortia approach to working out some details.

Regarding comments having to do with some of these metrics not going deep enough, etc… I'd suggest that – besides these being early attempts – true KPIs should be very high level. One can always drill in deeper. As well, over time I'm sure people will take these and do correlations and such with a variety of numbers. And regarding those who suggest 'traditional' metrics such as pageviews, etc. don't matter anymore… of course they do. It all matters. To what degree things matter probably varies by content category / customer base, but it all matters.

In the meantime, I'd suggest the following:

* In “Audience Engagement” you have Comments, Shares, and Trackbacks in the numerator. Should there be a plus “other” category or should these categories be broken down further? I suppose if you want a hard industry standard comparable number, the answer is no. But it strikes me that there's still some question as to what goes into this. Are “commments” blog comments and forum comments and tweets?

* The difference between “Sentiment Ratio” and “Idea Impact” seems subtle. Essentially, just whether it's positive on the Idea Impact side. Are both of these really needed? I suppose “Impact” includes the shares, but why not let impact be Positive, Neutral or Negative? (Because sometimes it will be.)

Again, great job. Thanks for sharing. Very Tweetworthy!

[...] by John Anthony Hartman on April 27, 2010 Industry Challenge:  ”I can’t measure social media ROI” Marketers around the globe are ranging from toe dipping to jumping all the way into the social marketing space –yet most lack a measurement yardstick.  While experiments can fly under the radar for a short term, without having a measurement strategy, you run the risk of not improving what you’re doing, justifying investments, and the appearance of being aloof to upper management.  To be successful, all programs (even new media) must have a measurement strategy, and we’ve done just that. via web-strategist.com [...]

A nice report that has a lot of practical insight. Thanks.

All this made me wonder — what social media measurement tools are out there to help get started? I trawled the web for a few days and came up with a list of *eighty-two* solutions of various flavors. And I'm sure I missed a bunch. You can see the list here: http://ianbruce.blogspot.com/2010/04/definitive...

Please — help me update the list. Thanks again.

A nice report that has a lot of practical insight. Thanks.

All this made me wonder — what social media measurement tools are out there to help get started? I trawled the web for a few days and came up with a list of *eighty-two* solutions of various flavors. And I'm sure I missed a bunch. You can see the list here: http://ianbruce.blogspot.com/2010/04/definitive...

Please — help me update the list. Thanks again.

[...] Altimeter Report: Social Marketing Analytics (Altimeter Group & Web Analytics Demystified) « We… [...]

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[...] that provide some useful ways to measure social media’s ROI. For example, she notes that Jeremiah Owyang from The Altimeter Group, along with John Lovett and Eric Peterson of Web Analytics Demystified, [...]

[...] recently released report from Altimeter, called Social Media Analytics: A New Framework for Measuring Results in Social Media, gives us a solid framework to begin to build our own measurement strategy: “Marketers around [...]

[...] Altimeter Report: Social Marketing Analytics (Altimeter Group & Web Analytics Demystified) – Jeremiah [...]

[...] back to listen we can truly learn and see what’s important. Now I ask, because it’s open for analysis, do I have a right to jump into the transmission to ask “Do you want to buy a [...]

[...] Jeremiah Owyang notes, both toe-dipping and deep diving into this thing is risky business. The focus of this framework is [...]

[...] by Evergreen Branded Media on April 27, 2010 Industry Challenge:  ”I can’t measure social media ROI” Marketers around the globe are ranging from toe dipping to jumping all the way into the social marketing space –yet most lack a measurement yardstick.  While experiments can fly under the radar for a short term, without having a measurement strategy, you run the risk of not improving what you’re doing, justifying investments, and the appearance of being aloof to upper management.  To be successful, all programs (even new media) must have a measurement strategy, and we’ve done just that. via web-strategist.com [...]

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”I can’t measure social media ROI” i thinks its not easy as SM helps and many hidden ways to your business which can not be measured directly….its not like PPC in which you can track your users

SM is wide subject and used in proper planning can be huge ROI, infact in some SM, you have no need to spend money and return is great

”I can’t measure social media ROI” i thinks its not easy as SM helps and many hidden ways to your business which can not be measured directly….its not like PPC in which you can track your users

SM is wide subject and used in proper planning can be huge ROI, infact in some SM, you have no need to spend money and return is great

[...] Altimeter Group and Web Analytics Demystified: Social Marketing Analytics – A New Framework for Measuring Results in Social Media (April 22, [...]

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[...] back to listen we can truly learn and see what’s important. Now I ask, because it’s open for analysis, do I have a right to jump into the transmission to ask “Do you want to buy a [...]

[...] Group.  He’s the epitome of a professional social media strategist, freely offering unique information and ideas to help others. If you want to stay ahead of real-time … check Jeremiah out on his blog or on [...]

You did very good job by this posting . Really good Analysis . Thanks ..

Nice article. It's great to read and not be distracted by words used wrong, improper punctuation, etc. Thanks for a well-written piece.

[...] of clients paying for research, as they do with firms such as Gartner of Forrester, Altimeter is giving away research for free, in hopes it will drum up new business and attention for the [...]

what your share of voice is, what the sentiment is? Now its new world of analysis and engagement.

[...] Monitor your brand on the new assets. If you already have a PR agency gleaning insights or have a listening platform in place, turn the listening devices towards Wikipedia and the newly minted community platforms.  Setup alerting systems as changes on Wikipedia will now impact Facebook Community Pages.  We’ve listed out the listening vendors in our latest report, Social Marketing Analytics. [...]

[...] Monitor Your Brand on New Assets. If you already have a PR agency gleaning insights or have a listening platform in place, turn the listening devices towards Wikipedia and the newly minted community platforms.  Setup alerting systems as changes on Wikipedia will now impact Facebook Community Pages.  We’ve listed out the listening vendors in our latest report, Social Marketing Analytics. [...]

[...] Monitor Your Brand on New Assets. If you already have a PR agency gleaning insights or have a listening platform in place, turn the listening devices towards Wikipedia and the newly minted community platforms.  Setup alerting systems as changes on Wikipedia will now impact Facebook Community Pages.  We’ve listed out the listening vendors in our latest report, Social Marketing Analytics. [...]

[...] Altimeter Report: Social Marketing Analytics (Altimeter Group & Web Analytics Demystified) « Web Strategy by Jeremiah Owyang | Social Media, Web Marketing Posted on: April 27, 2010 No comments yet Industry Challenge:  ”I can’t measure social media ROI” Marketers around the globe are ranging from toe dipping to jumping all the way into the social marketing space –yet most lack a measurement yardstick.  While experiments can fly under the radar for a short term, without having a measurement strategy, you run the risk of not improving what you’re doing, justifying investments, and the appearance of being aloof to upper management.  To be successful, all programs (even new media) must have a measurement strategy, and we’ve done just that. via web-strategist.com [...]

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SM is wide subject and used in proper planning can be huge ROI, infact in some SM, you have no need to spend money and return is great

[...] Han er først med bok, men hverken først, ei heller alene, innen fagområdet. Andre guruer som ligger langt fremme på dette området er Jeremiah Owyang og John Lowett, de har til og med døpt fagområdet Social Marketing Analytics. [...]

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[...] Social Media MeasurementPosted on June 10th, 2010 ShareAfter launching the research report ‘Social Marketing Analytics‘ (also embedded below), my co analyst (also from Forrester) John Lovett and I recorded this [...]

[...] higher spending at conversion to name a few). Prolific media blogger Jeremiah Owyang wrote a great blog post and whitepaper in which he took business objectives and broke them into key performance indicators. [...]

hi,
I have built a social media scorecard #smbc (that´s the metrics-language my customers understand) that implements strategy into action and your framework was really helpful. I will post the results this week on my blog http://www.rolandfiege.com (in German language; but I´m shure you will get the message – English version will follow).
keep up the great work.
Roland

[...] and published the following reports on Social Marketing Analytics (slides and recording, and the report) with 3-ex Forrester/Jupiter analysts Social CRM Report, with my colleague Ray Wang which will be [...]

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[...] and Lovett’s “Altimeter Report: Social Marketing Analytics (Altimeter Group & Web Analytics Demystified)” is a great measurement framework for companies to work with. What types of objectives are you [...]

[...] professionals should measure their efforts based on business objectives.  In our latest report on social analytics, we’ve categorized this into 4 major areas: learning, dialog, supporting, and innovation.   [...]

[...] that can help you measure some kind of ROI, beyond the simplistic follower counts and page views. This Altimeter report gives a good overview of social marketing analytics, and this Mashable post gives a good overview [...]

[...] professionals should measure their efforts based on business objectives.  In our latest report on social analytics, we’ve categorized this into 4 major areas: learning, dialog, supporting, and innovation.   [...]

[...] | Social Media, Web Marketing Posted in Uncategorized by WorldWright on 2010/08/08 via web-strategist.com Leave a [...]

[...] publishing their white paper “Social Marketing Analytics” Jeremiah Owyang and John Lovett held this webinar, where they present their [...]

[...] Jeremiah Owyang from Altimeter Group and John Lovett from Web Analytics Demystified, with Eric T. Pe… [...]

Glad to see these social media marketing review. I noticed that most of their objective is for their business development and I think that was a good idea. If they want a successful business they should provide possible objective.

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[...] • Here Comes Everybody By Clay Shirky (Chapters 9) • Open Leadership By Charlene Li (Chapters 4) • Social Media RIO Slideshare • Social Marketing Analytics [...]

[...] it comes to calculating these metrics, I encourage you to head over to this great report by the Altimeter Group and Web Analytics Demystified. They do a great job of walking you through equations to measure these qualitative metrics, and [...]

[...] Altimeter Report: Social Marketing Analytics (Altimeter Group & Web Analytics Demystified) [...]

[...] (brand awareness) When it comes to calculating these metrics, I encourage you to head over to this great report by the Altimeter Group and Web Analytics Demystified. They do a great job of walking you through equations to measure these qualitative metrics, and [...]

[...] engagement metrics, which doesn’t fulfill the needs of upper management.  Solution Set:  Read Altimeter and Web Analytics Demystified Social Marketing Analytics Framework and apply these formulas to your program now.  Secondly, develop an executive dashboard (with [...]

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This is good Altimeter Report: Social Marketing Analytics (Altimeter Group & Web Analytics Demystified)

[...] Dan says,  “I have been doing web for a long time and increasing unique website visitors was always a KPI. With social media now is that as important anymore? Maybe?”   (See this research report from Altimeter on the new social media analytics and the accompanying links from this blog post by Jeremiah Owyang.) [...]

[...] This data is already created by many social tools, and a variety of analytics are already available to gather this info from brand monitoring to the analytics provided by Facebook and Twitter and others. Don’t forget to include traditional web analytics. Read our research report on Social Marketing Analytics to learn about the existing formulas. [...]

[...] This data is already created by many social tools, and a variety of analytics are already available to gather this info from brand monitoring to the analytics provided by Facebook and Twitter and others. Don’t forget to include traditional web analytics. Read our research report on Social Marketing Analytics to learn about the existing formulas. [...]

[...] Dan says, “I have been doing web for a long time and increasing unique website visitors was always a KPI. With social media now is that as important anymore? Maybe?” (See this research report from Altimeter on the new social media analytics and the accompanying links from this blog post by Jeremiah Owyang.) [...]

[...] Social Marketing Analytics [...]

[...] Altimeter Report: Social Marketing Analytics Jeremiah Owyang is something of a demigod in the social media space, having established himself on his blog, Web Strategist, in his work at Forrester Research and now with the Altimeter Group. Altimeter teamed with Web Analytics Demystified to put out this report. [...]

A nice report that has a lot of practical insight. Thanks. 

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[...] provided by Facebook and Twitter and others. Don’t forget to include traditional web analytics. Read the research report on Social Marketing Analytics to learn about the existing formulas.Don’t ever give this to executives until you’ve first given them business metrics or expect [...]