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

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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?

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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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