measuring the roi of social media
TRANSCRIPT
Measuring the ROI
of Social Media
Leigh George | Vice President
September 2013
@leighgeorge
#MAMSummit
Why should I spend money on social?
@leighgeorge
#MAMSummit
Most of us are measuring the wrong stuff
@leighgeorge
#MAMSummit
Measure “hard” objectives
• Increase awareness among target audience by 15%
• Increase revenue to $5M
• Drive 15,000 downloads of fact sheet on the importance of
health screening
• Encourage 20,000 adults to quit smoking
@leighgeorge
#MAMSummit
Reach
• What’s the total
size of the
audience
exposed to the
message?
• What’s the target
audience
exposed to the
message?
Preference
• What’s the exposed
audience’s preference
for brand?
Action
• What bottom line
actions did the exposed
audience take, e.g.
purchase?
Use a results-focused measurement framework
Positioning
• What’s the exposed
audience’s perception of
the brand?
1
2
@leighgeorge
#MAMSummit
KPIs vs. diagnostic metrics
KPIs
Are we winning or
losing?
• KPIs should align to the brand’s business objectives
• Are our social media efforts affecting behavior as we want?
Diagnostic Metrics
Which levers do we
need to pull?
• Identify what changes need to be made to engagement
strategy in order to improve KPI performance
• Are we executing our messaging strategy properly?
• Is our content resonating?
@leighgeorge
#MAMSummit
How we measure
KP
Is
Video Views
Number of Wall Posts
Number of New Fans/Likes
Reach and Positioning ActionPreference
Impressions, Share of Relevant Voice
Attributable Leads/Sales/Behaviors
Sentiment, Share of Positive Voice
Survey-based Brand Positioning
Survey-based Sales/BehaviorsSurvey-based Brand Preference
Likes Per Post
Media Uploads (videos, photos)
Link Click-throughs
Link Shares
Dia
gn
ostic M
etr
ics
@leighgeorge
#MAMSummit
1. Number of women who hear about the program
2. Percentage of women surveyed who said they would marry John
3. Listening to hallway gossip to find the percentage of women who
think thinks John is more husband material than Irfan
4. Number of marriage proposals John gets pre “Date Doctor” program
and post program
5. Number of women/guys who friend John on Facebook
6. Number of times a women views John’s “I want to get married video”
7. Number of people who enter the “I want to marry John contest”
Exercise: KPI or Diagnostic Metric?Objective: Find John Mayer a wife
Reach Positioning Preference Action
@leighgeorge
#MAMSummit
Client pitch
•Budget
•Measurement expert
Setting Objectives
•Development of benchmarks and goals
•Development of surveys
•Measurement expert
Strategy and Activation Planning
•Administer pre-launch surveys
•Start monitoring program
Launch Program
•Interim surveys and metric analysis
Checkpoints and Program Adjustments
every 1-3 months
Measurement and Evaluation
•Measurement expert
•Final survey
•Analysis
Incorporate measurement at every stage
@leighgeorge
#MAMSummit
Always-on cross media attribution tracking
@leighgeorge
#MAMSummit
Leigh George
Vice President
Social@Ogilvy
Email: [email protected]
Twitter: @leighgeorge
LinkedIn: linkedin.com/in/leighgeorge
Connect with me
