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iStrategy  2012    

So  Many  Metrics,  So  Li0le  Time    A  SYNCAPSE  WORKSHOP  

   

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What  is  your  biggest  marke>ng  challenge?      

Tweet  your  answer  with  #istrategy  @syncapse  to  win  a  set  of  sweet  headphones  from  Beats  by  Dr  Dre.  

Brain  ac4va4on  

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CUSTOMER  ACQUISITION  Acquire  new  customers  and  

drive  revenue  

LOYALTY  &  RETENTION  Drive  incremental  value  from  

exis>ng  customers  

PERFORMANCE  &  OPTIMIZATION    

Measure  ROI  and  drive  efficiency  and  effec>veness  in  

social  investment  

Why  we  are  here  

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So…  

Smallwood  [Facebook’s  Head  of  Measurements  and  Insight]  said  that  ad  impressions,  rather  than  clicks,  drive  sales.  In  fact,  in  the  DataLogix  campaigns,  99  percent  of  sales  were  from  people  who  

saw  ads  but  didn’t  interact  with  them.      

To  back  that  up,  he  also  also  pointed  to  a  Nielsen  study  showing  that  there’s  virtually  no  correla>on  between  clicks  on  ads  and  either  

brand  metrics  or  offline  sales.  Source:  FeedBlitz  

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So  Many  Metrics    

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Social  Analy4cs  is  Complex  

Mul4ple  &  Disparate  Sources  No  centralized  view  of  marke>ng  performance  across  social  media  channels,  geographies,  pages  and  campaigns    Lack  of  Standardiza4on  Difficul>es  in  comparing  performance  and  scaling  best  prac>ces  across  different  social  media  channels,  brand  teams  and  agencies  

Rapid  social  media  prolifera>on  is  making  it  increasingly  difficult  for  marke>ng  teams  to  link  fragmented  social  ac>vity  into  an  automated,  unified  view  of  social  performance  

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Manual  Measurement  Creates  Inefficiencies  

Unnecessary  Manual  Overhead  with  increased  opportunity  for  human  error,  data  quality  issues  and  added  cost    Non-­‐standardized  Repor4ng  with  limited  ability  to  gain  compara>ve  insight  

 The  Inability  to  Op4mize  in  a  Timely  Fashion  analyzing  performance  when  it’s  too  late  to  impact  in-­‐market  ac>vity    

Organizations often by-pass the complexities by using various people to manually extract data on an ad-hoc basis, introducing:

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A  Four  Step  Process  

2.  SET  TARGETS  

1.    ALIGN  &  STANDARDIZE  

4.  ANALYZE  &  OPTIMIZE  

3.    TRACK  &  MEASURE  

1.   Align  social  goals  to  business  objec>ves  to  standardize  measurement  approach  

2.  Establish  key  performance  metrics  and  data-­‐driven  targets  based  on  historical  performance    

3.    Track  and  measure  social  performance  against  KPIs  

4.    Analyze  data  to  iden>fy  trends  and  recommended  ac>ons  to  op4mize  social  strategies  &  overall  marke>ng  programs  

 

 

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Social  Goals  

Marke4ng    Goals  

Business  Objec4ves  

Workshop:  Connec4ng  Business  Objec4ves    To  Social  Goals    

1.   Increase  awareness    2.   Increase  considera4on    3.   Drive  advocacy    

1.   Increase  membership    &  reach    

2.   Drive  purchase  intent    3.   Grow  engagement    

Increase  Sales  &  Customer  Reten4on  

BRAND  VISION    

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Social  Metrics  

Social  Goals  

Marke4ng  Goals  

Business  Objec4ve  Increase  Sales  &  Customer  

Reten4on  

Increase  Awareness  &  Considera4on  to  drive  adop4on  of    

products    

Drive  fan  growth  and  engagements  

to  raise  awareness  

Social  Membership  

varia4on,  EMV,  Engagement  

rate  

Increase  earned  reach  and  media  value  to  drive  considera4on  

Drive  Advocacy  to  increase  overall  brand  

affinity  

Convert  fans  into  brand  champions  

through  influen4al  social  

producers  

Sen4ment,  Brand  

Men4ons,  Top  Influencers    

Drive  word  of  mouth  recommenda4ons  

for  the  brand  

Top  posts,  EPM,  wall/app  engagement    

Workshop:  Social  Goals  to  Metrics    that  Maeer

KPIs  

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Next  Steps:  Making  it  Count  

Benchmark  and  track  your  brand’s  social  performance  versus  key  compe>tors  to  measure  rela>ve  performance.  

 Compare  the  rela>ve  marke>ng  performance  of  your  brands’  Facebook  Pages  versus  an  industry  ver4cal,  compe4tor  or  peer  set    Trend  the  performance  of  your  brands’  Facebook  Pages  versus  compe>tors,  over  >me      

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0   10   20   30   40   50   60   70   80  

SynQ  Score  

Avg.  Score  =  61.4  

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STRATEGIZE  &    PLAN  

ESTABLISH  &  TRACK    

BRAND  KPI’S  

ATTRACT,  MANAGE  &  OPTIMIZE  

INVESTMENT    

MEASURE  &  REPORT    

Unlock  the  right  strategy  to  connect  social  goals  to  business  objec>ves.  

Define  key  measures  and  establish  brand  KPI’s  

Op>mize  social  ad  spend  connected  to  customer  profiles.  

Drive  crea>ve  accountability  and  improve  ROI.      

Recap:  Social  Performance  Management    

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Closing  Thought.  

Reach,  frequency  and  recency  are  well  established  and  sanc>oned  as  planning  and  investment  models.  

 How  do  we  apply  these  in  Social  Marke>ng?      

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WE  LOOK  FORWARD  TO  CONTINUING  THE  CONVERSATION.    

THANK  YOU.