webinar: moneyball for content marketers - choosing metrics that drive roi

© 2015 Mike Moran Group LLC

@biznology

www.biznology.com

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Choosing Metrics that Drive Content Marketing ROI

May 12, 2015 Glen Kushner

© 2015 Mike Moran Group LLC @biznology | www.biznology.com

Your moderator for today: Mike Moran

Former Distinguished

Engineer

A senior strategist at

Author of two

popular books on

Internet marketing

Founder of

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@MikeMoran [email protected] 973-826-0744


Choosing Metrics

that Drive

Content Marketing ROI

Thanks to our sponsors

Glen Kushner

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@gkushner [email protected]

Your speaker for today: Glen Kushner

15+ Years of Digital experience including

award winning Marketing Tech companies,

and Industry leaders

Digital and social benchmarking for 100+

campaigns, including national campaigns,

such as the Super Bowl and Olympics

Analytics Innovation for the largest

agencies and most respected brands

Advisor to PolyGraph Media

Author at

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CONTENT MARKETING METRICS TO DRIVE ROI

“21% of marketing budget is allocated to marketing analytics, but

many marketers struggle to make analysis actionable.” Gartner

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Marketer Questions

How to deliver on promise of Paid, Owned and

Earned Media?

Did the response to content and creative move

the needle?

What is the right data and metrics for your

campaign?

How to translate your insights into ROI:

identifying posts that go viral to amplify?

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How ready are you for Data-Driven Content Marketing?

The merger of Creative and Analytics

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ADDRESSING THE CEO MEASUREMENT GAP FOR DIGITAL

Only 34% of marketers can prove results quantitatively.

CMO Survey, February 2015

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CEO Priorities CMO View

PWC 18th Annual Global CEO Survey http://www.pwc.com/gx/en/ceo-survey/2015/ **The CMO Survey. Feb 2015 (link)

Addressing the CEO Measurement Gap

83% see measuring success

of digital investment as critical to success

34% are able to prove value

of marketing efforts quantitatively

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http://cmosurvey.org/files/2015/02/The_CMO_Survey-Topline_Report-Feb-2015.pdf


Marketing Analytics fail to prove value, and predict outcomes, such as sales and brand equity

63% of marketers do not

include a financial

outcome in

reporting results**

Sources: *The CMO Survey. Feb 2015 (link) **Fournaise Group www.digitalstrategyconsulting.com/intelligence/2014/04/most_marketers_dont_know_how_to_calculate_roi_from_their_campaigns.php

71% of marketers do not

use purchased data

to make decisions*

58% Use KPIs (CTR,

Likes, Tweets)**

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http://cmosurvey.org/files/2015/02/The_CMO_Survey-Topline_Report-Feb-2015.pdf

http://www.fournaisegroup/

http://www.digitalstrategyconsulting.com/intelligence/2014/04/most_marketers_dont_know_how_to_calculate_roi_from_their_campaigns.php


Measuring Content effectiveness is #1 Challenge

Less than ¼ of marketers measure content marketing return on investment

% of B2C marketers who invest in content marketing

Analytics & Insights IQ

Source: http://www.emarketer.com/Article/Content-Out-Wheres-ROI/1011354#sthash.dlVHvTO9.A0eq5GZX.dpuf

77%

23%

Only 23% say that successful at measuring ROI

32% say that unsuccessful at measuring ROI

20%+ say they make no effort to measure ROI

NO -

YES -

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http://www.emarketer.com/Article/Content-Out-Wheres-ROI/1011354sthash.dlVHvTO9.A0eq5GZX.dpuf










Does your Paid + Owned + Earned Media add up to a sum greater than its parts?

“The incremental reach of owned and earned media is insignificant.”

Geoff Seely, Global Communication Planning Director, Unilever

AdTech, 12/2014

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To deliver on the promise of Paid, Owned and Earned Media, Marketers must master data-driven strategies


What metrics predict results consistently?

Determine what metrics matter (On-base percentage)

and lead to Wins

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Digital and Social KPIs: what metrics matter

Marketers choose metrics based on goals ranging from:

media efficiency: reach with minimum engagement

meaningful emotional connection and engagement beyond view

direct response at bottom of funnel – generating leads w/ highest propensity to buy

.03%

1.1%

Engagement Ratio %

% of total likes and comments / total views;

Example: YouTube data only 14


Measuring response to content: Digital and Social KPIs

Digital Interaction with

Owned Media

Comments published

to Owned Media

Reach – Frequency –

Visitors - Conversion

# of Views - # of Likes -

# of Shares

# of Comments

Brand Awareness -

Sentiment - Intent

Advocacy – Emotional Engagement

Viral Momentum: Amplification

Engagement Ratio:

What % of users engaged, beyond a View

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Why Social Metrics Matter? WOM has greatest trust in Decision Journey

42% of consumers believe in

Online Ads. Nielsen Trust

in Advertising Report 92%

of consumers believe in

WOM Recommendations

*WOMMA


Owned Media

Comments published

to Owned Media



# of Views - # of Likes - # of

Shares

# of Comments

Brand Awareness - Sentiment -

Intent



What’s your Earned

Media Quotient?

|

Where Content is your

Media, sparking

conversations around

your posts is critical to

delivering ROI

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Why Social Metrics: does response to content move the needle?


Owned Media




Shares

# of Comments

Conversation Analysis: Translate

social data into Social KPI’s

When users comment, is there mention

to brand, and positive exposure?

Does user express consideration &

intent to purchase Product?

Is their Viral Momentum: is positive

message about brand amplified?

Can you prove results in terms that matter to leadership,

brand performance outcomes?

Comments published

to Owned Media


Intent



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What posts have greatest impact on your consumers journey?


Owned Media

Comments published

to Owned Media


Visitors


Shares

# of Comments


Intent



What digital touch points

drive Word-of-Mouth?

In most talked about posts,

what brand attributes

dominate the conversation?

What posts have highest

conversion to purchase

and advocacy?

Conversion Analysis

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Decoding Words that lead to Fast Sale

What brand and product attributes have out-sized

impact on your consumer’s journey?

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Choosing the right data and metrics

Social Metrics: KPIs for Benchmarking Campaign Performance

Viral

Momentum-

Reactions

Metrics

Viral Momentum

Track viral sharing &

commenting,: % of EARNED

MEDIA / Paid

Viral Activity by Users

Track ‘Influential’ users that

amplify brand message:

WHO to engage

Viral Activity by

Platforms

Track ‘Influential’

platforms:

Brand

Metrics

Brand Awareness &

Association

Track % of comments that

generate awareness for

Brand, Product or Sponsor /

Celebrity

Positive Sentiment

Track % of comments that

generate positive sentiment

for Brand, Product or

Message

Consideration Track % of

comments where users

express consideration &

purchase intent

Advocacy

Metrics

Influencers

Track users who amplify

campaign with biggest impact

on brand

Advocates

Track % of users that positive

recommendation for Brand

Detractors

Track % of users that

provide negative

recommendation

Emotional

Engagement*

*emerging

research

Emotional Connections

% of audience that expressed

emotional connection to

brand, attributes or campaign

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Social Metrics = KPIs that matter most to marketers

Predictive Models: prove that metrics consistently correlate to business outcomes

Brand

Performance

Loyalty &

Customer Sat

Sales /

Conversion

Creative Viral

Potential

Identify which posts drive business outcomes during a campaign!

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DATA-DRIVEN TOOLS: SUPPORT ROI BASED DECISIONS

Brands must battle for consumer attention - knowing exactly who,

where, when and how to compete for this scarce resource at scale.

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Delivering on Promise of Paid, Owned and Earned Media

Identify winning posts quickly to amplify with paid social

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Agile Marketing: learn what hits or misses faster

Predict winners early to

accelerate viral momentum

Benchmark impact of

winning campaigns

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Delivering on promise of Paid, Owned and Earned Media

Content Marketers must flip the traditional view of POE on head

Earned Owned Paid

Understand your

audience and conversation

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Listen first

Use conversation analysis to inform content strategy

Let demand drive

distribution

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Identify posts that

out-performs on KPI’s

Promote Posts

that out-perform

3

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www.biznology.com/training

Need more help for your content marketing?

Develop the right business goals for your content

marketing program

Learn what your customers need from content

marketing

Identify your company’s differentiation so that all

content drives the right audience to you

Create content that satisfies your customers’ needs

Integrate your search and social marketing programs

to promote your content to the right audiences

Improve your return on investment with the proper

measures and metrics

Sell that plan within your organization

Content Marketing

Jumpstart Workshop

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© 2013 Mike Moran Group LLC

@biznology | www.biznology.com © 2015 Mike Moran Group LLC

June 9, 2015

11:00 to 11:30 ET

B2B Content

Marketing for

Your Sales

Force

Mike Moran

Sign up now at

http://bit.ly/B2BCMSales

Don’t forget our sponsors Don’t stop now!

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webinar: moneyball for content marketers - choosing metrics that drive roi

Marketing

mike moran group llc

content marketing metrics

content marketing roi

marketing budget

fournaise group

datadriven content marketing

value of marketing efforts

internet marketing founder