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TRANSCRIPT
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IAB Training Session Series
WHAT INSIGHTS TOAND WHAT’S AROUND THE CORNER
WHAT TO MEASURE,
15TH JULY 2014 • SPEAKER: TIM PHANG
TAKE
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Social Measurement
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Social advertising attracts billions of marketing dollars, and a growing % of digital budgets globally
2012 2013 2014 2015
6.9
9.1
11.4
14.1
Social Network Ad Spending, Worldwide (Billions)
Source: Barclays Capital, May 2013
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ROIThe biggest challenge for social marketers continues to be centered around measurement
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In order to measure return in a meaningful way, a clear objective must first exist
What does success look like to us?
• Uplift in brand awareness?
• Increase brand engagement?
• Lead generation?
• Improve customer satisfaction?
• Increase referral traffic to owned assets?
• Online discussions from offline activity?
and so on ..
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That which is measured, improves
- Pearson’s Law
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? What’s available to social marketers?
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• Unique audience being reached• Audience available organically (fans /
followers)
What
How• Social Platform Analytics• Social Media Management Tools / APIs• Web Analytics
What’s available to social marketers - Reach
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• Clicks, Shares, Likes, Comments, Sentiment• Post-Engagement Activity (i.e. page visitation)• Engaged Users
What
How• Social Platform Analytics• Social Media Management Tools / APIs• Social Listening Tools
What’s available to social marketers - Activity
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• Brand metric uplift (recall, awareness, NPS)• Shift in purchase intention• Hard conversions / leads
What
How• Primary Research• Client-Side Tracking• Social Listening Tools
What’s available to social marketers - Impact
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How do we make social metrics useful?
?
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Align• Is this metric addressing our objectives?• Are we set up to measure impact?
Making Social Metrics Useful – Ensure appropriateness
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Benchmark• Are we improving over time?• How does this compare to the industry?• What are platform-level benchmarks?
Making Social Metrics Useful - Context is key
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Communicate• How have other brands succeeded?• How can we leverage unique platform data?
Making Social Metrics Useful – Leverage expertise
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Social Marketing - What’s Next??
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Native AdvertisingContent Marketing continues to gain traction with
social marketers as a vehicle. How do brands measure the impact of content at all stages of the
sales funnel?
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ProgrammaticHow will a shift to programmatic change the
performance of social advertising, and close the loop on social measurement?
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Define success – clearly understand your objectives prior to execution1
2
3
Select and focus on metrics that align with marketing objectives
Communicate with partners – leverage platform expertise to refine measurement
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Interactive Advertising Bureau Singapore, c/o SiTF, 55 Neil Road, Singapore 088892, [email protected] • www.iab.sg