webinar: measuring social campaigns (@dachisgroup)

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WEBINARMEASURING SOCIAL CAMPAIGNS

AUG 15, 2012Liz Schroeter Courtney, Ray Renteriawww.dachisgroup.com | socialbusinessindex.com | @dachisgroup

Creative Commons. Some Rights Reserved. 2012.

® 2012 Dachis Group. Confidential and Proprietary

MEASURING SOCIAL CAMPAIGNS

INTRODUCTION

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LizSchroeterCourtneyLiz Schroeter Courtney has worked on social business campaigns for dozens of Fortune 500 brands and works closely with Dachis Group’s software team to refine features by adding insights from Dachis Group clients.

Liz’s background in writing means she’s particularly focused on how to tell a meaningful story with brand data. Her background in radio broadcasting means she’s excited to present this webinar.

You can reach her at @partyliz (where she’s often Instagramming her dinner) and at liz.courtney@dachisgroup.com

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MEASURING SOCIAL CAMPAIGNS

THE OPPORTUNITY

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BRAND MARKETING IS ABOUT AUTHENTIC ENGAGEMENT

® 2012 Dachis Group. Confidential and Proprietary

Social is the ideal platform for

Engagement @ Scale

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900MFacebook users

Facebook SEC Filings 2012

SOCIAL PROVIDES UNPRECEDENTED REACHAUDIENCE ON A MASSIVE SCALE

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3.2BLikes & Comments per

DayFacebook SEC Filings 2012

SOCIAL PROVIDES UNPRECEDENTED DATAINSIGHTS ON A MASSIVE SCALE

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SOCIAL CAMPAIGNS ARE NOW COMMONPLACEA CORE MARKETING TACTIC

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MEASURING SOCIAL CAMPAIGNS

THE CHALLENGE

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SOCIAL MEDIA IS DIFFERENTIT’S A TWO-WAY CONVERSATION

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SOCIAL MEDIA IS DIFFERENTIT’S A TWO-WAY CONVERSATION

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® 2012 Dachis Group. Confidential and Proprietary

SOCIAL MEDIA IS DIFFERENTIT’S A TWO-WAY CONVERSATION

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® 2012 Dachis Group. Confidential and Proprietary

SOCIAL MEDIA IS DIFFERENTIT’S A MULTIPURPOSE CHANNEL

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AND IT’S A NIGHTMARE TO MEASURESO MANY CHANNELS…

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AND IT’S A NIGHTMARE TO MEASURESO MANY TOOLS…

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AND IT’S A NIGHTMARE TO MEASUREHARD TO ATTRIBUTE…

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APPLES & ORANGESCAMPAIGNS RARELY USE THE SAME TACTICS TWICE

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APPLES & ORANGESHARD TO SAY WHAT’S “GOOD”

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® 2012 Dachis Group. Confidential and Proprietary

MEASURING SOCIAL CAMPAIGNS

CRITERIA TO MEASURE

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COLLECT EVERYTHING YOU KNOW

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BEFORE AFTER

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DEFINE THE OBJECTIVE

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1+Every campaign has an

objective. Start by defining that.

+Objectives are tied to metrics.

+Metrics correlate to high-level brand success measures

Brand Awareness

reach, conversation strength

Brand Love

satisfaction, passion

Brand Mindshareparticipation, engagement

Brand Advocacy

message propogation, advocate strength

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IDENTIFY THE KEY VARIABLES

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2+Where was it happening?

+How else was the campaign promoted?

+What was the key activity?

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NOTE THE CORRELATION

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3SOCIAL CAMPAIGNS DON’T HAPPEN IN A VACUUM

+Read the online conversation

+Note any outside events, paid media, or promotion

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By keeping detailed track of your campaign objectives and variables and by doing a little listening, you already have all the data you need to begin to measure which campaigns move the needle for some meaningful, high-level brand measures.

YOU KNOW WHAT YOU KNOW!

OBJECTIVES VARIABLES MEASUREMENT

® 2012 Dachis Group. Confidential and Proprietary

MEASURING SOCIAL CAMPAIGNS

EXAMPLES

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® 2012 Dachis Group. Confidential and Proprietary

Ray Renteria

Ray Renteria manages Dachis Group’s social analytics software products, including Campaign Performance Monitor, which helps brands quantify the impact of social campaigns.

Ray leads the company’s “big data” practice in social analytics and works closely with brand marketers in global companies across consumer goods, media, tech and financial services.

You can reach him at @rayrenteria (when he’s not creating robots…)and at ray.renteria@dachisgroup.com

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DEFINE THE OBJECTIVE1What’s the business focus of the campaign? eg., increasing awareness, expanding mindshare, strengthening advocacy? Is your social program just beginning or is it mature?

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IDENTIFY THE KEY VARIABLES2What are the campaign’s key attributes, including social accounts, hashtags, links, keywords, and timeframes?

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NOTE THE CORRELATION3Where did the campaign move the needle? What role did campaign attributes, events and participants play?

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BOTTOM LINE

The honeymoon is over in social analytics, and counts of “likes” and “followers” are not enough.

Measuring the business impact of social campaigns is key to scaling your brand’s social engagement.

® 2012 Dachis Group. Confidential and Proprietary

Q&A

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“Social Business by Design has a clear, simple, straightforward message that puts people in the center of a new way of thinking and working.”

Tony Hsieh, New York Times bestselling author of “Delivering Happiness” and CEO of Zappos.com, Inc.

www.socialbusinessbydesign.com

The Social Business Journal includes “Social at US Cellular,” “The Twitter Playbook,” and “Super Bowl of Brands.

www.slideshare.net/dachisgroup

Airplane Reading

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www.socialbusinesssummit.com

12 Sept NEW YORK

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socialbusinessindex.com

liz.courtney@dachisgroup.com

@partyliz

ray.renteria@dachisgroup.com

@rayrenteria