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Relationships to Revenue Mapping Your Social ROI
#MappingROI
October 26, 2011
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Presenters
Betsy Sutherland Senior Vice President
Eric Swayne Director, Social Analytics & Insights
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Objectives
Learn the 3 Phases of Understanding Social ROI – Social Research Techniques
– Traditional Research Techniques
How to Map Social Actions to ROI – 4 Pathways to ROI
Ideas for Getting Started
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Agenda
FAQs – Can I get a copy of today’s presentation?
– Is today’s webinar being recorded?
Poll Question
Discussions – About M/A/R/C; Social Analytics & Insights
– 3 Phases of Social ROI
– Getting Started
Q&A
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About M/A/R/C
46 years of research service and innovation
Omnicom Group
Industry experience includes:
• CPG
• Pharmaceuticals & Healthcare
• Telecommunications & Technology
• Dining
• Hospitality
• Retail
• Banking & Finance
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M/A/R/C Capabilities
Concept Screening/Testing
Product Forecasting
Optimization
Assessor®
Qualitative
Ideation/Brainstorming
Shopper Insights
Segmentation
Pricing
Custom Portfolio
BrandLink Brand Health & Equity
CustomerLink Customer Satisfaction
& Loyalty
ShareLink Predictive Tracking
MarketLink
Social Media Research
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M/A/R/C Social Analytics & Insights
Extend and Augment Research
Multiple Views of Social Truth
“Primary” and “Secondary” Data Sources
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Distilling Wisdom From Social Data
ACTIONS: What is Happening?
ENGAGEMENTS: Who is Talking?
INTENTS: Why is This Happening?
IMPLICATIONS: What Does This Mean?
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3 Phases of Understanding Social ROI
Listening – Understanding Your Consumer
– Developing a Baseline
Planning – Knowing Your Goals
– Creating a “Chain of Evidence”
Measuring – Architecting Pathways to ROI
– Comparing to Other Media
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+1: Additional Research Methods
Highlighting how traditional and social research can work together
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LISTENING
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Start By Listening
“The most basic of all human needs is the need to understand and be understood. The best way to understand people is to listen to them.”
— Ralph Nichols
“Listening looks easy, but it's not simple. Every head is a world.” — Cuban Proverb
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Digital Snapshot
High-level view of a given brand or topic
Great baseline before marketing
Uncover customer voice behind complicated issues
Fast turnaround: 7-10 business days
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Focus Feed
Collects keyword mentions from across the web
Highly targeted & unique scenarios
Lightweight, long-tail
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Social Ethnography
Training an anthropological lens on social data
Focusing on: – Patterns of behavior
– Themes of content
Similar deliverables to Qualitative research, with faster timelines
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Reading Inside the Bars
13%
4%
14%
28%
5%
53%
29%
36%
62%
87%
34%
67%
50%
10%
8%
OverallSentiment
News
Blogs
Forums
Negative Neutral Positive
Positive sentiment here mostly driven by irrelevant results and
couponing mentions
“Mommy Blogs” and couponing bloggers are fast to pick up on
discounts & often describe them in a positive light
Forums describing [brand] negatively often refer to the
healthiness of specific menu items
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Reading Inside the Bars Tue 03/22/11 08:13 AM I am meeting a friend for lunch on Wednesday. The friend chose to meet at [brand] restaurant. Any suggestions on what to order so I don't shatter my food log for the day? Fortunately we are meeting on my regular work out day. Thank You for any advice
Fajitas are usually a good choice. Watch out for the tortillas, though. Maybe eat one tortilla, and the rest just eat with a fork.
Taco Salad without the shell.
Avoid the chips and salsa. I second
the fajita suggestion, just don't add
sour cream, cheese, etc.
Don't go when you are super hungry. I always make better choices that way =) Mexican food=yummy!
http://www.myfitnesspal.com/topics/show/198471-on-the-border-restaurant-menu-suggestions?hl=on+the+border#posts-2624330
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Qualitative Tools
Traditional Focus Groups
Online Focus Groups Online Bulletin Boards
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PLANNING
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All About Business Goals
Very different ROI analyses for each of these goals: – Increase YoY sales of Widget X
through Retail channels – Promote positive opinion of
Initiative Y ahead of referendum next month
– Generate qualified, decision-maker sales leads for our Account Team
– Increase # of quantifiable contacts met at our Conference Z booth over last year
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Scales of ROI
Business Goals
Investment Return
• Hard Costs (tools, software) • Time Costs (hours, freelance) • Headcount (benefits, salaries) • Giveaways / Sweepstakes • App Development • Coupons / Discounts
• eCommerce Purchases • Call Center Hours Saved • Earned Impressions
Generated (vs. Paid Media) • Qualified Leads • Loyalty Program Sign-ups
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Measuring the Wrong Direction
Investment
Social Activity Metrics
Estimated Increased
Loyalty
Estimated Purchase Behavior
Estimated Financial Impact
Return
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Starting With the Goal
Investment
Social Activity
Social Conver-sations
Online Conver-
sions
Business Goals
Return
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Ford Explorer Facebook Reveal
Goal: Drive purchases of new Ford Explorer after launch
Result: 3x greater shopping lift day after than competitors’ Super Bowl ads (:30 spot = $2.5M)
http://www.mediapost.com/publications/article/134310/
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Pizza Hut Super Bowl 2011
Goal: Create awareness around $10 any pizza deal
Result: Over 39 million impressions after launch, 400% increase in impressions per conversion on Facebook
http://www.holmesreport.com/casestudy-info/10337/Pizza-Hut-Reminds-Consumers-Why-They-Love-Pizza-Hut.aspx
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Brand Profiling
% of Category
Children <6 (skew)
Children 6-12 (skew)
Children 13+ (skew)
Income ($42k)
Education (skew)
Occupation
Urban/Suburban/Rural
Region (skew
38% 15% 13% 8%
32 26 40 32
Blue collar Admin. Sales Blue collar
South
11%
35
Prof/Mgmt
Above average
Average
Below average
Suburban Suburban Urban Rural Urban
Midwest West
% of Category
Income ($42k)
Education (skew)
Occupation
Urban/Suburban/Rural
Region (skew)
38% 15% 13% 8%
Blue collar Admin. Sales Blue collar
South South
11%
Prof/Mgmt
Above average
Average
Below average
Suburban Suburban Urban Rural Urban
Midwest West East
Average age (42)
Brand
A Brand
B Brand
C Brand
D Brand
E
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MEASURING
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4 Pathways to ROI
Attribution
Assists
Advocacy
Awareness
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Attribution
Validated linkage direct from social action to business conversion
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Link Tracking
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Consumer Experience Correlations
Social Media Data
Business Intelligence
Directed Research
Age-gated Social Analytics
Email-Linked Profile Data
Social Media Panel Data
Social Campaign Results
Social Campaign Results
Consumer Sales Units Shipped Retailer Insights
Awareness Survey Data Frequency Trackers Satisfaction Surveys
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Assists
Social actions playing a documented role in the consumer journey to conversion
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Multi Channel Conversion Funnels
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Advocacy
Brand social actions stimulating a consumer to recommend within their social graph
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Measuring Advocacy
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Awareness
Brand actions are shared by others, reaching far beyond the brand’s natural social graph
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Tracking Reach
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Tracking Awareness
0%
10%
20%
30%
40%
50%
Q4
'08
Q1
'09
Q2
'09
Q3
'09
Q4
'09
Q1
'10
Q2
'10
Q3
'10
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Q4
'08
Q1
'09
Q2
'09
Q3
'09
Q4
'09
Q1
'10
Q2
'10
Q3
'10
80%
90%
100%
Q4
'08
Q1
'09
Q2
'09
Q3
'09
Q4
'09
Q1
'10
Q2
'10
Q3
'10
Q
qy
Top of Mind Brand Awareness
Unaided Brand Awareness
Total Brand Awareness
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Getting Started
Start with small projects to set a baseline
– Snapshot report; 1-2 brands or products
Gather your shoeboxes
– Collect Business, Research and Social data
Get social with your colleagues
– Identify and meet your organization’s social team
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Questions for us?
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