{"id":7136,"date":"2010-04-22T10:57:01","date_gmt":"2010-04-22T17:57:01","guid":{"rendered":"http:\/\/www.web-strategist.com\/blog\/?p=7136"},"modified":"2010-04-28T07:20:04","modified_gmt":"2010-04-28T14:20:04","slug":"altimeter-report-social-marketing-analytics-with-web-analytics-demystified","status":"publish","type":"post","link":"https:\/\/web-strategist.com\/blog\/2010\/04\/22\/altimeter-report-social-marketing-analytics-with-web-analytics-demystified\/","title":{"rendered":"Altimeter Report: Social Marketing Analytics (Altimeter Group &#038; Web Analytics Demystified)"},"content":{"rendered":"<p><strong>A Collaborative Effort Between Two Firms: \u00a0Web Analytics Demystified and Altimeter Group<\/strong><br \/>\nIt&#8217;s just been over a month since we published the <a href=\"http:\/\/www.web-strategist.com\/blog\/2010\/03\/05\/altimeter-report-the-18-use-cases-of-social-crm-the-new-rules-of-relationship-management\/\">Social CRM Research paper<\/a> (over 36k views on slideshare) and we&#8217;re continuing our cadence here at Altimeter Group of publishing widely available reports under the spirit of Open Research. \u00a0This time, it&#8217;s different, we&#8217;ve aligned with who I feel are the smartest team of web analytics minds in the space, <a href=\"http:\/\/john.webanalyticsdemystified.com\/\">John Lovett<\/a> (ex-Forrester analyst) and <a href=\"http:\/\/blog.webanalyticsdemystified.com\/weblog\/\">Eric Peterson<\/a> (ex-Jupiter analyst) both of the Web Analytics Demystified firm. \u00a0Stemming from Altimeter founder <a href=\"http:\/\/www.charleneli.com\/\">Charlene Li&#8217;s<\/a> (ex-Forrester Analyst) framework, we co-developed this framework, and put our collective minds to work on measuring the rapidly changing social media marketing space. \u00a0 This self-funded research effort resulted in a thorough methodology as we interviewed over 40 ecosystem influencers.<\/p>\n<p style=\"padding-left: 30px;\">Interested in learning more? \u00a0<a href=\"http:\/\/bit.ly\/smanalytics\">Attend the no-cost webinar by registering.<\/a><\/p>\n<p><strong>Industry Challenge: \u00a0&#8220;I can&#8217;t measure social media ROI&#8221;<\/strong><br \/>\nMarketers around the globe are ranging from toe dipping to jumping all the way into the social marketing space &#8211;yet most lack a measurement yardstick. \u00a0While experiments can fly under the radar for a short term, without having a measurement strategy, you run the risk of not improving what you&#8217;re doing, justifying investments, and the appearance of being aloof to upper management. \u00a0To be successful, all programs (even new media) must have a measurement strategy, and we&#8217;ve done just that.<\/p>\n<p><a title=\"Social Marketing Analytics Framework by jeremiah_owyang, on Flickr\" href=\"http:\/\/www.flickr.com\/photos\/jeremiah_owyang\/4542762749\/\"><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/farm5.static.flickr.com\/4069\/4542762749_b6789fa494.jpg\" alt=\"Social Marketing Analytics Framework\" width=\"500\" height=\"490\" \/><\/a><\/p>\n<p><strong>Finally, A Measurement Framework Based on Business Objectives <\/strong><br \/>\nIf you&#8217;re familiar with the Altimeter frameworks of developing a social strategy based on business objectives, then you&#8217;re in good shape, as this research report is the natural extension of the business objectives we put forth:<\/p>\n<ul>\n<li><em>Dialog<\/em>: involves starting a conversation and offering your audience something to talk about while allowing that conversation to take on a life of its own<\/li>\n<li><em>Advocacy<\/em>:  activation of evangelism, word of mouth, and the spread of information through social technologies<\/li>\n<li><em>Supporting<\/em>:  customers may self support each other, or companies may directly assist them using social technologies.<\/li>\n<li><em>Innovation<\/em>: The business objective of innovation is an extraordinary byproduct of engaging in social marketing activity.<\/li>\n<\/ul>\n<p>Our framework is a common denominator, so if you&#8217;re already measuring converted leads, or actual sales from social media, you&#8217;re already a leg up! In this meaty report, we hope you&#8217;ll share with your marketing and analytics team, and use the actual KPI formulas to create your own cookbook.  <\/p>\n<p><center><\/p>\n<div style=\"width:477px\" id=\"__ss_3819376\"><strong style=\"display:block;margin:12px 0 4px\"><a href=\"http:\/\/www.slideshare.net\/jeremiah_owyang\/altimeter-report-social-marketing-analytics\" title=\"Altimeter Report: Social Marketing Analytics\">Altimeter Report: Social Marketing Analytics<\/a><\/strong><object width=\"477\" height=\"510\"><param name=\"movie\" value=\"http:\/\/static.slidesharecdn.com\/swf\/ssplayerd.swf?doc=socialmarketinganalyticsfinal-100422113003-phpapp02&#038;stripped_title=altimeter-report-social-marketing-analytics\" \/><param name=\"allowFullScreen\" value=\"true\"\/><param name=\"allowScriptAccess\" value=\"always\"\/><embed src=\"http:\/\/static.slidesharecdn.com\/swf\/ssplayerd.swf?doc=socialmarketinganalyticsfinal-100422113003-phpapp02&#038;stripped_title=altimeter-report-social-marketing-analytics\" type=\"application\/x-shockwave-flash\" allowscriptaccess=\"always\" allowfullscreen=\"true\" width=\"477\" height=\"510\"><\/embed><\/object><\/p>\n<div style=\"padding:5px 0 12px\">View more documents from <a href=\"http:\/\/www.slideshare.net\/jeremiah_owyang\">Jeremiah Owyang<\/a>.<\/div>\n<\/div>\n<p><\/center><\/p>\n<p><strong>A Nod To the Community Spirit<\/strong><br \/>\nWe&#8217;re putting a big stake out there, in order to further the industry to come together around a common set of KPIs and metrics, but we realize we don&#8217;t know all the answers. \u00a0In the spirit of <a href=\"http:\/\/en.wikipedia.org\/wiki\/Open_research\">Open Research<\/a>, we want this to be an open framework (we&#8217;ve even licensed this under Creative Commons) to customize it and make your own for non-commercial reasons with attribution. \u00a0If you&#8217;ve ideas on how to improve it such as new KPIs, vendors, or approaches, we&#8217;re listening, and will incorporate and improve this community body of knowledge for all to benefit.<\/p>\n<p><strong>Related Links<\/strong><br \/>\nI&#8217;ll link to others that extend the conversation (even critical reviews), feel free to embed the slideshare on your own site.<\/p>\n<ul>\n<li><a href=\"http:\/\/john.webanalyticsdemystified.com\/2010\/04\/22\/new-research-on-social-marketing-analytics\/\">John Lovett, my co-author, on the Web Analytics Demystified Blog<\/a>.  Note, they used their branded report template, but the content is the same.<\/li>\n<li><a href=\"http:\/\/www.altimetergroup.com\/2010\/04\/altimeter-report-social-marketing-analytics-with-web-analytics-demystified.html\">The Altimeter Blog (cross posting)<\/a><\/li>\n<li><a href=\"http:\/\/christineptran.com\/\">Christine Tran <\/a>is the lead researcher on this report, she writes a smart blog<\/li>\n<li><a href=\"http:\/\/lithosphere.lithium.com\/t5\/Social-CRM-Matters\/New-Report-on-Social-Web-Marketing-Analytics\/ba-p\/5960\">Lithium&#8217;s Phil Soffer, VP of Product Marketing, has shared it from the Lithium Blog<\/a><\/li>\n<li><a href=\"http:\/\/blogs.zdnet.com\/Howlett\/?p=1989\">Dennis Howlett of ZDNET suggests this could be the dark side.<\/a><\/li>\n<li><a href=\"http:\/\/blog.holtz.com\/index.php\/weblog\/comments\/altimeter_group_releases_social_media_measurement_white_paper\/\">Shel Holtz gives a review<\/a>, and <a href=\"http:\/\/www.themeasurementstandard.com\/Issues\/1-1-10\/socialmediameasurechecklist.pdf\">suggests we couple our paper with KD&#8217;s checklist (PDF)<\/a>.  She was one of the respected ecosystem contributors.<\/li>\n<li><a href=\"http:\/\/www.scoutlabs.com\/2010\/04\/22\/social-marketing-analytics-report----measure-social-media-roi\/\">Laura from Scoutlabs posts it to their official blog<\/a><\/li>\n<li><a href=\"http:\/\/www.ikedahayato.com\/?p=1059\">Ikedahayato, a Japanese blog<\/a>, makes the report go global, thank you<\/li>\n<li><a href=\"http:\/\/softwarestrategiesblog.com\/2010\/04\/22\/altimeter-and-web-analytics-demystified-release-social-marketing-analytics-report\/\">The Passion for Research Blog says<\/a> &#8220;This report cuts through that confusion and delivers some great insights&#8221;<\/li>\n<li><a href=\"http:\/\/davefleet.com\/2010\/04\/altimeter-web-analytics-demystified-research-social-media-measurement\/\">Dave Fleet writes it&#8217;s a good start<\/a>, and provides good KPIs but wants to see the conversation extend.  <\/li>\n<li>Alterian&#8217;s <a href=\"http:\/\/www.engagingtimes.com\/2010\/04\/23\/a-framework-for-social-marketing-analytics-2\/\">Connie Benson adds to the conversation and highlights some of SM2&#8217;s capabilities.<\/a><\/li>\n<li><a href=\"http:\/\/geoffroigaron.com\/2010\/04\/ressources\/nouveau-roi-pour-analyser-le-marketing-numerique-dans-les-medias-sociaux-social-marketing\/\">Geoff shares it from his French blog, more international spread.<\/a><\/li>\n<li><a href=\"http:\/\/conniebensen.com\/2010\/04\/22\/a-framework-for-social-marketing-analytics\/\">Connie Bensen cascades the research report to her career blog.<\/a><\/li>\n<li><a href=\"http:\/\/cjlambert.posterous.com\/social-media-measurement-framework\">CJLambert is cynical and doesn&#8217;t think a universal ruler can be applied<\/a> to social media measurement.  We look forward to her detailed review later.<\/li>\n<li><a href=\"http:\/\/blog.thelettertwo.com\/2010\/04\/23\/social-media-analytics-demystified-are-you-looking-at-the-big-picture\/\">Ken Yeung does a wrap up post, highlighting the report, thanks<\/a><\/li>\n<li><a href=\"http:\/\/blog.stealthmode.com\/2010\/04\/social-media-analytics-for-small-business-still-missing-in-action\/\">Francine, a Silicon valley\/Phoenix entrepreneur and friend is frustrated that the research report doesn&#8217;t write for small businesses, do see my response in the comments.<\/a><\/li>\n<li><a href=\"http:\/\/impressionsthroughmedia.com\/?p=4491\">Debbie Hemley publishes the report, over at Weber Media<\/a><\/li>\n<li><a href=\"http:\/\/www.webmetricsguru.com\/archives\/2010\/04\/webjournal-421-4232010\/\">Marshall Spondor from Web Metrics Guru shares the report, has some funny comments about analysts, as well as Open Research, thanks Marshall. <\/a> Excellent, he&#8217;s starting to try it out, see <a href=\"http:\/\/www.webmetricsguru.com\/archives\/2010\/04\/social-marketing-analytics-framework-review-share-of-voice-part-1-of-10\/\">test 1<\/a>. <\/li>\n<li><a href=\"http:\/\/pathwaypr.com\/?p=880\">Pathway Communications embeds the report<\/a><\/li>\n<li><a href=\"http:\/\/www.socialmediabiz.com\/resource\/altimeter-report-the-18-use-cases-of-social-crm-the-new-rules-of-relationship-management\">Social Media Biz embeds the report, I enjoyed the thoughtful content on their site<\/a><\/li>\n<li><a href=\"http:\/\/www.web-ideas.de\/social-media-marketing-bibliothek\/ebook-social-media-roi-messen\/\">More global spread, it&#8217;s now on German blogs<\/a>.<\/li>\n<li><a href=\"http:\/\/search.twitter.com\/search?q=jowyang+loic\">Seesmic founder and LeWeb producer Loic had comments, I engaged in dialog on Twitter, see the conversation<\/a><\/li>\n<li><a href=\"http:\/\/www.research-live.com\/news\/analytics\/report-looks-to-help-frame-social-media-measurement-strategies\/4002558.article\">Research Live highlights the report<\/a><\/li>\n<li><a href=\"http:\/\/www.mpdailyfix.com\/measure-your-social-media-efforts-using-business-objectives\/\">Marketing Profs has allowed me to guest post on Daily Fix, sharing it to a fantastic community of marketers<\/a><\/li>\n<li><a href=\"http:\/\/www.liberatemedia.com\/blog\/industry-challenge-cant-measure-social-media-roi\/\">Liberate Media posts the report, thanks Lloyd<\/a><\/li>\n<li><a href=\"http:\/\/christopher-berry.blogspot.com\/2010\/04\/social-marketing-analytics-response-to.html\">Christopher Berry does a review of the report, and tests out some of the formulas<\/a><\/li>\n<li><a href=\"http:\/\/www.marketersstudio.com\/2010\/04\/a-framework-for-social-marketing-analytics.html\">David Berkowitz shares the report, and points out it&#8217;s not a complete list of vendors.<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>A Collaborative Effort Between Two Firms: &nbsp;Web Analytics Demystified and Altimeter Group It&rsquo;s just been over a month since we published the Social CRM Research paper (over 36k views on slideshare) and we&rsquo;re continuing our cadence here at Altimeter Group of publishing widely available reports &hellip; <a href=\"https:\/\/web-strategist.com\/blog\/2010\/04\/22\/altimeter-report-social-marketing-analytics-with-web-analytics-demystified\/\" class=\"more-link\"><span>Continue reading<span class=\"screen-reader-text\">Altimeter Report: Social Marketing Analytics (Altimeter Group &#038; Web Analytics Demystified)<\/span><\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[135,142,4,44],"tags":[],"class_list":["post-7136","post","type-post","status-publish","format-standard","hentry","category-altimeter","category-analysis","category-social-media","category-social-media-measurement"],"_links":{"self":[{"href":"https:\/\/web-strategist.com\/blog\/wp-json\/wp\/v2\/posts\/7136","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/web-strategist.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/web-strategist.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/web-strategist.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/web-strategist.com\/blog\/wp-json\/wp\/v2\/comments?post=7136"}],"version-history":[{"count":0,"href":"https:\/\/web-strategist.com\/blog\/wp-json\/wp\/v2\/posts\/7136\/revisions"}],"wp:attachment":[{"href":"https:\/\/web-strategist.com\/blog\/wp-json\/wp\/v2\/media?parent=7136"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/web-strategist.com\/blog\/wp-json\/wp\/v2\/categories?post=7136"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/web-strategist.com\/blog\/wp-json\/wp\/v2\/tags?post=7136"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}