authentic reach and influence: social shopper analytics
DESCRIPTION
Authentic Reach and Authentic Influence: Introduction to social analytics for shopper marketingTRANSCRIPT
Babar [email protected]
Demonstrating Shopper Marketing ROI with Authentic ReachTM and Authentic
InfluenceTM Analytics
Challenge: Showing the Value of Social for Shopper Marketing
• Different technologies and channels are competing for the marketing spend
• Marketers have been utilizing social technologies to influence shoppers during their path to purchase
• Brand advocates and communities help amplify brand’s messages through WOM social sharing and engagement
• The key challenge is to measure the scale of WOM impact and link the buzz on social media to sales
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Shopper Marketing Analytics
Shopper Insights
Retailer Marketing
Engagement AnalyticsBusiness / Retailer
Data Integration
Brand: Campaigns & Promotions
Social Profiles
WOM / BloggersPredictive Modeling
Social Listening & Segmentation
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Solution: Leveraging Social Analytics for Shopper Marketing ROI
Social analytics can show the impact of WOM and provide hard data to demonstrate ROI. However, counting the number of
followers or likes is neither relevant nor meaningful.
The question is: Which social metrics are most relevant to demonstrate Shopper Marketing ROI?
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AuthentrixTM Insights
Authentic Reach Authentic Influence
Authentic Reach ™
Twitter, YouTube, Pinterest
Blog
Community
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Permission-based analytics for non-public discussions
Measurement of how wide and deep a brand advocate’s word-of-mouth content spreads on social channels
Aggregates results from multiple channels
Incorporates engagement metrics
Authentic Influence ™
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Interactions with / by Followers
Social Signals by Followers
Blogger Community
Measurement of how a brand advocate’s word-of-mouth content impacts brand awareness, behavior of his/her followers and sales results
Key Takeaways
Social analytics are a critical component of Shopper Marketing insights.
Authentic Reach and Authentic Influence metrics provide valuable insights for shopper marketers and help
demonstrate ROI of social WOM.
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