Relationships to Revenue Mapping Your Social ROI
#MappingROI
October 26, 2011
Presenters
Betsy Sutherland Senior Vice President
Eric Swayne Director, Social Analytics & Insights
Objectives
Learn the 3 Phases of Understanding Social ROI – Social Research Techniques
– Traditional Research Techniques
How to Map Social Actions to ROI – 4 Pathways to ROI
Ideas for Getting Started
Agenda
FAQs – Can I get a copy of today’s presentation?
– Is today’s webinar being recorded?
Poll Question
Discussions – About M/A/R/C; Social Analytics & Insights
– 3 Phases of Social ROI
– Getting Started
Q&A
About M/A/R/C
46 years of research service and innovation
Omnicom Group
Industry experience includes:
• CPG
• Pharmaceuticals & Healthcare
• Telecommunications & Technology
• Dining
• Hospitality
• Retail
• Banking & Finance
M/A/R/C Capabilities
Concept Screening/Testing
Product Forecasting
Optimization
Assessor®
Qualitative
Ideation/Brainstorming
Shopper Insights
Segmentation
Pricing
Custom Portfolio
BrandLink Brand Health & Equity
CustomerLink Customer Satisfaction
& Loyalty
ShareLink Predictive Tracking
MarketLink
Social Media Research
M/A/R/C Social Analytics & Insights
Extend and Augment Research
Multiple Views of Social Truth
“Primary” and “Secondary” Data Sources
Distilling Wisdom From Social Data
ACTIONS: What is Happening?
ENGAGEMENTS: Who is Talking?
INTENTS: Why is This Happening?
IMPLICATIONS: What Does This Mean?
3 Phases of Understanding Social ROI
Listening – Understanding Your Consumer
– Developing a Baseline
Planning – Knowing Your Goals
– Creating a “Chain of Evidence”
Measuring – Architecting Pathways to ROI
– Comparing to Other Media
+1: Additional Research Methods
Highlighting how traditional and social research can work together
LISTENING
Start By Listening
“The most basic of all human needs is the need to understand and be understood. The best way to understand people is to listen to them.”
— Ralph Nichols
“Listening looks easy, but it's not simple. Every head is a world.” — Cuban Proverb
Digital Snapshot
High-level view of a given brand or topic
Great baseline before marketing
Uncover customer voice behind complicated issues
Fast turnaround: 7-10 business days
Focus Feed
Collects keyword mentions from across the web
Highly targeted & unique scenarios
Lightweight, long-tail
Social Ethnography
Training an anthropological lens on social data
Focusing on: – Patterns of behavior
– Themes of content
Similar deliverables to Qualitative research, with faster timelines
Reading Inside the Bars
13%
4%
14%
28%
5%
53%
29%
36%
62%
87%
34%
67%
50%
10%
8%
OverallSentiment
News
Blogs
Forums
Negative Neutral Positive
Positive sentiment here mostly driven by irrelevant results and
couponing mentions
“Mommy Blogs” and couponing bloggers are fast to pick up on
discounts & often describe them in a positive light
Forums describing [brand] negatively often refer to the
healthiness of specific menu items
Reading Inside the Bars Tue 03/22/11 08:13 AM I am meeting a friend for lunch on Wednesday. The friend chose to meet at [brand] restaurant. Any suggestions on what to order so I don't shatter my food log for the day? Fortunately we are meeting on my regular work out day. Thank You for any advice
Fajitas are usually a good choice. Watch out for the tortillas, though. Maybe eat one tortilla, and the rest just eat with a fork.
Taco Salad without the shell.
Avoid the chips and salsa. I second
the fajita suggestion, just don't add
sour cream, cheese, etc.
Don't go when you are super hungry. I always make better choices that way =) Mexican food=yummy!
http://www.myfitnesspal.com/topics/show/198471-on-the-border-restaurant-menu-suggestions?hl=on+the+border#posts-2624330
Qualitative Tools
Traditional Focus Groups
Online Focus Groups Online Bulletin Boards
PLANNING
All About Business Goals
Very different ROI analyses for each of these goals: – Increase YoY sales of Widget X
through Retail channels – Promote positive opinion of
Initiative Y ahead of referendum next month
– Generate qualified, decision-maker sales leads for our Account Team
– Increase # of quantifiable contacts met at our Conference Z booth over last year
Scales of ROI
Business Goals
Investment Return
• Hard Costs (tools, software) • Time Costs (hours, freelance) • Headcount (benefits, salaries) • Giveaways / Sweepstakes • App Development • Coupons / Discounts
• eCommerce Purchases • Call Center Hours Saved • Earned Impressions
Generated (vs. Paid Media) • Qualified Leads • Loyalty Program Sign-ups
Measuring the Wrong Direction
Investment
Social Activity Metrics
Estimated Increased
Loyalty
Estimated Purchase Behavior
Estimated Financial Impact
Return
Starting With the Goal
Investment
Social Activity
Social Conver-sations
Online Conver-
sions
Business Goals
Return
Ford Explorer Facebook Reveal
Goal: Drive purchases of new Ford Explorer after launch
Result: 3x greater shopping lift day after than competitors’ Super Bowl ads (:30 spot = $2.5M)
http://www.mediapost.com/publications/article/134310/
Pizza Hut Super Bowl 2011
Goal: Create awareness around $10 any pizza deal
Result: Over 39 million impressions after launch, 400% increase in impressions per conversion on Facebook
http://www.holmesreport.com/casestudy-info/10337/Pizza-Hut-Reminds-Consumers-Why-They-Love-Pizza-Hut.aspx
Brand Profiling
% of Category
Children <6 (skew)
Children 6-12 (skew)
Children 13+ (skew)
Income ($42k)
Education (skew)
Occupation
Urban/Suburban/Rural
Region (skew
38% 15% 13% 8%
32 26 40 32
Blue collar Admin. Sales Blue collar
South
11%
35
Prof/Mgmt
Above average
Average
Below average
Suburban Suburban Urban Rural Urban
Midwest West
% of Category
Income ($42k)
Education (skew)
Occupation
Urban/Suburban/Rural
Region (skew)
38% 15% 13% 8%
Blue collar Admin. Sales Blue collar
South South
11%
Prof/Mgmt
Above average
Average
Below average
Suburban Suburban Urban Rural Urban
Midwest West East
Average age (42)
Brand
A Brand
B Brand
C Brand
D Brand
E
MEASURING
4 Pathways to ROI
Attribution
Assists
Advocacy
Awareness
Attribution
Validated linkage direct from social action to business conversion
Link Tracking
Consumer Experience Correlations
Social Media Data
Business Intelligence
Directed Research
Age-gated Social Analytics
Email-Linked Profile Data
Social Media Panel Data
Social Campaign Results
Social Campaign Results
Consumer Sales Units Shipped Retailer Insights
Awareness Survey Data Frequency Trackers Satisfaction Surveys
Assists
Social actions playing a documented role in the consumer journey to conversion
Multi Channel Conversion Funnels
Advocacy
Brand social actions stimulating a consumer to recommend within their social graph
Measuring Advocacy
Awareness
Brand actions are shared by others, reaching far beyond the brand’s natural social graph
Tracking Reach
Tracking Awareness
0%
10%
20%
30%
40%
50%
Q4
'08
Q1
'09
Q2
'09
Q3
'09
Q4
'09
Q1
'10
Q2
'10
Q3
'10
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Q4
'08
Q1
'09
Q2
'09
Q3
'09
Q4
'09
Q1
'10
Q2
'10
Q3
'10
80%
90%
100%
Q4
'08
Q1
'09
Q2
'09
Q3
'09
Q4
'09
Q1
'10
Q2
'10
Q3
'10
Q
qy
Top of Mind Brand Awareness
Unaided Brand Awareness
Total Brand Awareness
Getting Started
Start with small projects to set a baseline
– Snapshot report; 1-2 brands or products
Gather your shoeboxes
– Collect Business, Research and Social data
Get social with your colleagues
– Identify and meet your organization’s social team
Questions for us?
41