campaign evaluation: webinar slides
Post on 21-Jan-2015
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Campaign Measurement
In Search of the Elusive ROI
@Ben_Farkas
Ben Farkas VP, Global Client Services
What is Campaign Evaluation?
In search of ROI
People voice an opinion on social media even if campaigns or sponsorship activations have no social media elements. Think season finale of Game of Thrones! Companies are also increasingly using social media to amplify buzz around sponsorship efforts at major events, improve the reputation of their brand, put out a PR fire, and more…
Introduction – What Can we Track on Social?
83% of companies worldwide used social media
as a channel for leveraging sponsorship
97% of marketers indicated they are participating
in social media marketing - Figures from Social media examiner, 2013
1 2
3
Contents
Define your objectives
Overall framework for measurement
Choose relevant social media metrics
Social Media Metrics – Pre-Campaign The Participants - Psychographics
Which communities will the campaign resonate with?
Have new communities started talking about your brand after the campaign?
“After a recent car launch, we found conversations starting within adventure sports forums which was a clear indication of a new group of interested consumers”
Framework for Campaign Measurement
1
Impact
Volume and Sources
Reach
Longevity
Sentiment
Participants
e.g. How many mentions and their sources (geography & Media Type)?
How many people have been exposed to the campaign?
Was there a sustained impact on conversation?
What was the overall sentiment surrounding the campaign itself and the brand/product/service being promoted?
What type of individual is engaging with the content/story?
Define Clear Objectives
Long term monitoring and measurement is of course recommended and some of the reasons for this are: • Readily available data to benchmark against
• Consistent methodology which can then be fine tuned
• Inform future campaign messaging content and tone
What are your bjectives? • Compare activations within a campaign or sponsorship effort?
• Measure the impact of campaign on brand (volume/sentiment)?
• Measure increase in awareness around a product?
2
Social Media Metrics
0
500
Model 1 (late 2013) Model 2 (early 2013)
Volume example for two car model launches last year
3 Measuring Volume
“Volume metrics do not give you the complete story but are a good starting point to measure campaigns on social media.
Volume also needs to be benchmarked against similar activity to put extent of social sharing into context.”
Campaign related
Non Campaign
France Germany Italy Spain Sweden UK
Twitter Forums Blogs
Social Media Metrics
What content generated social media reaction? On what social media site did this begin?
Time Volu
me
Measuring Sources
What has caused spill over of conversations on other platforms?
68%
22%
10%
Which markets have the campaign resonated with the most?
Social Media Metrics Measuring Reach
Topics
Volu
me
of T
wee
ts
Size of bubbles indicate Reach*
“This is an example of a recently evaluated product launch showing the Reach of 5 different activations on Twitter and comparing this against the volume of Tweets”
Combined Twitter Reach: 8.1M
Social Media Metrics Measuring Longevity
• Did interest in the campaign continue for the desired time period?
• How did this impact overall conversations around the brand and product?
Pre Campaign
Campaign/Sponsorship activations
Volume of brand conversations example
Post Campaign
Time
Volume
Measuring Your Campaigns
In search of ROI
Key KPI: ROI • Measure impact of campaign
in relation to implementation cost
• Tying campaigns to impact on reputation
• Comparison with non-social
metrics such as NPS
Social Media Metrics Measuring Social Reputation
Social Reputation Score (SRS) lets you assign numerical value to campaign performance
• Compare the scores of one activation/topic against another
• Compare your campaign related SRS to overall brand SRS
• Observe if your campaign has an impact on brand SRS after the campaign
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Thanks for listening!
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