social payoff - sample chapter
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CH APT ER 6
ON YOUR SOCIAL
PAYOFF STRATEGY
"The beginning is the most important part of the work."
Plato
In the previous chapters, I shared about how social media has changedthe business landscape as a tool for promoting your company, and a
place for you to create a community of users, influencers, and otherindustry drivers that can help your brand grow. We have identified the
duties, roles, and responsibilities that are essential in making the social
media marketing process work effectively. We have also talked about
The C3System, a framework that we use for every client so that they
are able to plan a ROI-centric social media strategy.
Setting your strategic objectives and the timeline to achieve them
is the first of the steps under The C3System's Conversations stage.Doing this right will set the stage for the rest of your campaign.
Many companies make the mistake of neglecting this stage, or setting
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ambiguous objectives that cannot be properly measured. As illustrated
by this quote from John Wanamaker, "Half the money I spent on
advertising is wasted; the trouble is I don't know which half." Similarly,
marketing should not just be about spending money, buying ads, and
simply just getting "awareness" for your brand. It should also have a
specific measured outcome.
Before jumping on the social media bandwagon, ask yourself this
critical question in your role as a business owner or marketer: What do
you want to achieve from social media?Copyright Marcus Ho
For example, when I ask top executive management what their social
media campaign's key business objectives are, the answer I get is usually
"more fans on my Facebook Page". Unfortunately, this isn't a key business
objective. My friend Jay Baer has a popular quote, "The goal is not to
be good at social media. The goal is to be good at business because of
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social media." "More fans" is a social media metric, but it must relate to
key business objectives. Without tangible objectives to guide your
campaign, your social strategy will cause confusion, as your actions and
decisions will not be guided by definitive targets.
All social media campaigns start with your business strategy.
Everything else will have to fit into the overall strategy of
your organisation.Source: Convince and Convert
Setting strategic objectives and timelines help you to keep track of
your progress, maintain your direction in the complex social media
environment, and allow you to remedy situations should errors or
missteps occur in the midst of the campaign. Based on my experience,
there are usually three different key objectives that organisations want
to achieve: Increase brand awareness, increase sales, and consumer
retention.
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Once objectives are set, the next stage of The C3System is to identify metrics
to measure the success of your objectives.Copyright Marcus Ho
Once objectives are set, the second stage of the Conversations process is
setting your Key Performance Indicators (KPIs) for the campaign. This
means getting into conversation with your management and team onwhat KPIs to use to measure the success of your earlier set objectives.
These KPIs will, in turn, allow you to determine your Return On
Investment (ROI) or social payoff at the end of the campaign. Many
companies have difficulty quantifying their social media ROI due to
the complex and often intangible nature of social media marketing.
My team and I at SocialMetric have a social media ROI framework
with 24 unique metrics to help you, based on the three key objectivesof increasing brand awareness, increasing action or sales, and consumer
loyalty.
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The Framework to Measuring Social Media ROI. Download the fullversion at SocialPayoffBook.comCopyright Marcus Ho
Brand Awareness ROI
Back in 1961, Russel H. Colley came up with the DAGMAR approach,
which stands for Defining Advertising Goals for Measured Advertising
Results. Ever since then, the DAGMAR model has been internationallyrecognised and used in many marketing departments all over the
world. According to the DAGMAR model, each purchase prospect
goes through four steps: Awareness, Comprehension, Conviction, and
Action.
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To explain this in a little more detail, all advertisements begin at the
"Awareness" stage, where consumers first know about the brand. They donot necessarily know about your products and why they're different yet,
but at least your brand name will ring a bell in their minds. The next
stage is where they start to comprehend your products, start to
recognise and understand how you're different from the rest of your
industry. Once they are past that stage, then comes the Conviction phase
where consumers will rave about you and prefer your brand over your
competitors. And the last stage is the time they put their money where
their mouths are, and eventually purchase your products.
The Social Media ROI model is built on this existing DAGMAR
model with brand awareness on top, broken down into three phases:
Awareness, Comprehension, and Conviction.
Awareness
Awareness refers to consumers' ability to recall and recognise the brand
under appropriate conditions, and link this memory to situations and
conditions associated with the brand. For example, when most people
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think about fast food, they think of McDonald's, KFC, Subway, etc.
The very first step to achieving brand awareness is exposure. Most
brands traditionally buy advertising spaces on traditional media to get
exposure. Just walking along a popular shopping area will expose you
to many advertising messages such as bus ads, posters, and banners.
The downside to these traditional ads is that even though people may
be exposed to the existence of the brand, they do not know the product
benefits. These ads are hampered by space constraints, and detailed
product benefits are usually omitted as a result. This is fine, as the main
goal of these ads is to gain mindshare and awareness.The social media equivalent of awareness can be measured by the
number of Likes on the Facebook Page. A Facebook Like is equivalent to
consumers giving you their email address, as you will gain access to the
consumer's News Feed. Do not underestimate the value of a Facebook
News Feed. Half the battle is already won, since you can publish
content relevant to your consumers and start building a relationship
with them directly. Another metric to determine awareness is the totalreach. Reach refers to the total number of people who have viewed
a particular piece of content posted on the Facebook Page. When a
consumer engages with the content you post, it is likely that friends of
that engaged consumer, who share strong affinity scores, will also see
the post and get exposed to your brand. The third and fourth metrics
to measure awareness are viewers and web traffic, which are not related
to Facebook. Most companies today have YouTube channels, wherecorporate, event, and advertising videos are housed. The number of
visitors to your website from your different social equities also impacts
your exposure levels. You can find out the number of visitors through a
free and amazing tool called Google Analytics. And to close the loop,
the final awareness metric is cost-per-impression, arguably the metric
that best explains the difference between traditional and social media.
Cost-per-impression means the total cost required getting 1,000 eyeballs
to your advertising message. If you measure your cost-per-impression
across all marketing channels, traditional and social, you will be able
to come to a conclusion to determine whether social media is a more
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effective and cheaper channel in reaching out and gaining awareness as
compared to traditional media.
One of our client's Cost-per-Impression ROI calculations.Copyright SocialMetric
Comprehension
Awareness is the first step to achieving brand awareness, but note that
it only means letting your target audience know of your existence.
Once they become aware, it is time to engage them and to get them
to understand more about what you are offering to the market.
Comprehension means reaching out to your consumers and letting
them know more about your brand, products, and services. Traditional
counterparts in this advertising phase are roadshows and exhibits where
you can directly interact with your consumers.
In the social media space, the People Talking About This (PTAT)
score of your Facebook Page is one metric to measure that level of
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engagement. PTAT basically means the number of people who engaged
with your content by Liking, Commenting, and/or Sharing it. This can
be likened to a passer-by who asks an employee at a roadshow about
product benefits. The next possible metric to measure comprehension
is Retweets on Twitter. A Retweets is basically like forwarding an email.
If an airline company, for example, tweets about a promotional offer,
you can Retweet it, and it will be seen by all your followers on Twitter.
Content conversations is the next metric - people commenting on the
content on your social channels. Social brand mentions is measured
by the number of times your brand is mentioned on your consumers'social profile. It is useful to measure your content conversations and
social brand mentions on a monthly basis, as this will allow you to find
out if consumers are interested in your brand. The cost-per-engagement
metric will tie all your engagement initiatives together. By taking the
total amount of cost, including manpower and logistics, divided by the
amount of engaged consumers, you will get your cost-per-engagement
score. Once again, measure this across all your marketing efforts,and you will realise that social media offers you the lowest cost-per-
engagement.
One of our client's cost-per-engagement calculations.Copyright SocialMetric
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Conviction
The final stage in measuring brand awareness is conviction, which refers
to how much a consumer feels positively about your brand. Let's say a
friend asks you which smartphone brand he should purchase. You
carry a Samsung phone and you are pleased with the experiences you've
had with it, so you would definitely recommend the Samsung phone
to your friend. You have just influenced your friend to find out more
about the benefits of Samsung phones, which may lead to a purchase.
To measure such convictions traditionally would be extremely costly,starting at around $100,000 through mass surveys. And even then, the
results may not be quite accurate because everyone has different agendas
when filling up survey forms.
To measure conviction on social media, the first metric is positive
social brand mentions, meaning how many connected consumers are
talking positively about your brand online. This can be done using social
monitoring tools like ThoughBuzz, Meltwater, or Brandtology. Thenext metric, Category Share of Voice, can also be determined by social
monitoring tools. Category Share of Voice means finding out which
brand is the most talked about within the same category or industry on
social media. This is important as the more people talking about your
brand, the more influence your brand will enjoy.
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Category Share of Voice research as shown in the screenshot above.
As you can see, Chanel is the current market leader at the point of the
conducted research.
Another metric you can use is Category Share of Search, which
means which brand is the most searched for within the same category
or industry on the social web. Research from GroupM has shown that a
person is 2.8 times more likely to Google a brand if he/she has already
been exposed to the brand's social campaigns. For example, if they are
already fans of your Facebook Page, they are 2.8 times more likely to
Google your brand name. Many conclusions can be drawn from this,but what is certain is that brands who are Googled more often are more
influential.
In the screenshot example above, it shows that the search volume for
L'Oral's nail polishes is competing closely with OPI. You can find out
the same for your industry at Google Think Insights
Action/Sales ROI
Conversions
The next key objective for a social media campaign is to increase sales.
First of all, all the brand awareness has to be converted to sales. The
first metric to measure conversion is sales-intended traffic from social
equities. If you haven't done so already, install Google Analytics for your
website. It is free and extremely useful in giving you valuable insights
on your site's traffic flow. If you are in the retail industry, you will want to
find out which pages your consumers are accessing through social
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media, and whether those pages are sales-related ones, like your online
order or outlet location page. When consumers visit sales-related pages,
it means that they have the intention to buy. From those insights, you
can calculate your cost-per-visitor score. Take the total amount spent on
growing your Social Community (Facebook ad spend, promoted posts)
plus the total amount spent on engagement (creating content, running
word-of-mouth campaigns), and divide the number by total visitors on
your sales-related webpages. If your company is not sales-based, actions
taken by consumers is a good metric to gauge conversion. These actions
include providing email addresses, phone numbers, subscriptions,donations, and RSVPs. All these actions can also be measured using
the cost per-visitor-formula, by replacing the visitor number with the
relevant action number.
How to calculate your Cost-per-Visitor score.Copyright SocialMetric
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Sales Figures
These methods of quantifying sales may not be relevant to all companies -
it really depends on the industry and type of business you are in. To
track sales, put up offers and promotions exclusively on your brand's
social media channels. It doesn't matter which platform you choose,
just remember to make it exclusive to social media. Facebook Offers is a
new tool launched by Facebook and it has proven to be very useful
for every retail company that we have worked with.
And if you're in the retail business, you can also use a Whisper Code,
which is a secret word that is only announced on specific social platforms
with a specific offer. In order to claim that offer, your customers must
softly whisper the secret word to the cashier at your retail outlets.
Another possible way is through the social connectivity of customers.
This means connecting all your customers on a Customer Relationship
Management (CRM) platform so that you can see an accurate amount
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of increase in sales from customers socially connected to your business.
To make this happen, there are many CRM companies and tools that
would be able to integrate your Point-of-Sale systems with your social
presence. The outcome for you is to be able to tell if customers who are
socially connected with you are spending more versus customers who
are not socially connected.
Consumer Loyalty ROI
Some companies are happy with the amount of brand awareness andsales revenue they enjoy. Their main objective is to retain consumer
loyalty so that sales revenue will remain constant. Consumer retention
can be measured by actions taken from your top engaged users. Social
CRM platforms like AgoraPulse allow you to find out who are your most
engaged fans based on the interaction they have with your Facebook
Page. The more times they Like, comment, and Share your post, the
more engaged and loyal they are considered to be. This group of loyalconsumers are your brand champions, and are likely to speak positively
and promote your brand to their own friends.
This is one of AgoraPulse's main features: the Facebook CRM tool.
From this, you can tell who are your topmost engaged fans and further
cultivate brand advocacy from them.Source: Agora Pulse
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Such Facebook CRM tools can be extremely helpful in cultivating
more consumer loyalty. We showed the top 20 most engaged fans to a
particular client in the business of distributing a very well-known
haircare product across Asia. There was a lot of potential from this, and
the first action step they took was to bring their top 20 most engaged
fans (not surprisingly, all of them were ladies) out for a Sunday brunch.
During the brunch, they distributed a couple of their sample haircare
products to these ladies and asked them to test them out. In the following
months, some of them sent in their positive feedback about using the
sample products and the brand manager made an effort to stay in touchwith all 20 of them. Being in the distribution and retail business, the
company also had to do mystery shopping once every quarter, and they
relied on this same group of 20 ladies to mystery shop (which some
ladies would be happy to do for free). Likewise for certain focus group
sessions, the company relied on this same group of top most engaged
fans. Just by leveraging on these relationships, the company was able
to save more than $50,000 in expenses. When there were questions ornegative feedback on their Facebook Page, one of these 20 top most
engaged fans actually answered on the company's behalf! Imagine the
same scenario for your business: You having your own group of brand
advocates. How much cash do you think you can save?
The next metric is Net Promoter Score (NPS) of socially connected
consumers. You can find out your brand's NPS by asking one simple
question: On a scale of 0-10, how likely is it that you will recommend[your company name] to a friend or colleague? A score of 0-6 means
that these respondents are detractors, 7-8 means they are passive, 9-10
means they are promoters. NPS can be calculated by the percentage of
promoters minus the percentage of detractors. This model can also be
used to improve customer service, as it gives you opportunities to engage
with your detractors and find out how to improve their experiences with
your brand, turning them into promoters. Companies like Agoda (the
hotel booking site) are known to use this very frequently, especially after
you book your hotel. This can possibly decrease your company expenses
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as well, as less complaints means less manpower and budget allocated
to customer service.
How to calculate your NPS.Copyright SocialMetric
The Action Plan
All these metrics may be a little overwhelming. You may be wondering
why it is so tedious to measure social media ROI. It is actually not that
difficult and you can avoid the analysis paralysis. For a start, you need
to understand and follow The C3
System, especially the Conversationsstage, where you set your objectives and KPIs. Once you decide on your
objectives, whether to increase brand awareness, increase action or sales,
or whether it is consumer loyalty, determine which stage of the social
media ROI framework your brand is currently at. From there, pick three
metrics and measure it for at least three months. Progress through the
different stages, and select different metrics to measure your ROI. The
results you get will certainly be worth the effort.
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REFLECTIONS
Does your company's social media metrics support the overall
business objectives?
Pick three metrics from the Social Media ROI model and measure
it for at least three months.
ROI is key to every social media campaign. Always be mindful
of achieving the best possible ROI in whatever strategy youimplement.
Brand awareness is a largely vague term used loosely by many social
media agencies. Familiarise yourself with the three phases of brand
awareness (Awareness, Comprehension, Conviction) so that you will
have a clear idea of what actually constitutes the term.
If your company's objective does not include monetising through
social media, other metrics, such as email addresses acquired, can
be used to measure the campaign's ROI.
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