how can social listening help to determine roi?
TRANSCRIPT
NOW YOU KNOW | BRANDWATCH.COM #NYKCON
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How can Social Listening help to determine ROI?Anne Baudisch
Project Manager, Brandwatch
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How to measure
ROI?
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How to measure Return On Investment?
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CostsRevenue PROFIT
Reducing
Costs
Avoiding
Costs
Loyalty
Recommendations
Satisfaction
Engagement
Reach
Content Usage
Conversions
Sales HR Reputation
Customer
Service
Enterprise
2.0
Purchase
Relevant Set
Awareness
Knowledge
Interest
Preference
Action
Further Training
Bundesverband Digitale Wirtschaft (BVDW) e.V.
Staff
Operating Costs
Software Costs
Media/PR Spending
Agency Costs
Customer
Retention
Customer
AcquisitionAwareness
Internal
External
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Social-Media-Strategy Goals
Company Goals
Strategic Goals
ActionGoals
RAISING PROFITS
IncreaseRevenue
DecreaseCosts
CustomerRetention
CustomerAcquisition
CustomerSatisfaction
Cross-/Up-Selling
Awareness,Reach,Preference
Increase Purchase Intention, Conversions, Sales
Loyalty,Recommendations,Service Satisfaction
Leads,Video Clicks,Engagement
Sentiment,Detractors,Influencer
Bundesverband Digitale Wirtschaft (BVDW) e.V.
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Change the view…
Company Goal
Strategy Goal
Action Goal
Company Goal
Strategy
Goal
Action
Goal
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Action Goal:
Increase
Awareness
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Company
Goal
Company
Sub-GoalStrategy Goal Action Goal KPI Metric
Data Collection
Method
Increase
Profits
Increase
Sales
Customer
Acquisition
Increase
AwarenessIncrease
Awareness
by x%
Share of Buzz Monitoring
Interaction
Rates (Shares,
Likes,
Comments)
Social Media
Analytics,
Monitoring
Number of
MentionsMonitoring
Aided or
Unaided RecallSurvey
Action Goal: Increase Awareness
Bundesverband Digitale Wirtschaft (BVDW) e.V.
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Buzz created by the campaign is only
valuable if it
- Increases your actual brand awareness
- It has a measurable impact on your
company goals
Learning –
Increase Awareness: Salt Bae
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Action Goal:
Become #1
Choice
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Company
Goal
Company
Sub-Goal
Strategy
Goal
Action
Goal
KPI Metric Data Collection
Method
Increase
Profits
Increase
Sales
Customer
Acquisition
Become #1
Choice
Top of Mind
(in target
group in x
month/years)
Brand Love Survey
Community Growth
(Growth of Fans,
Followers, Advocates)
Social Media
Analytics,
Intention to Buy Monitoring, Survey
Recommendations
Net Promoter Score,
Recommendation Text
Survey, Monitoring,
Social Media Analytics
Positive Customer
Reviews
Social Media
Analytics, Monitoring,
Web Tracking
Bundesverband Digitale Wirtschaft (BVDW) e.V.
Action Goal: Become #1 Choice
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Kendall Jenner for Pepsi – Organic Revenue
Pepsico -Quarterly Organic Revenue Growth
Q1
2016
Q2
2016
Q3
2016
Q4
2016
Q1
2017
Q2
2017
Q3
2017
Q4
2017
3.5% 3.3% 4.2% 3.7% 2.1% 3.1% 1.7% n.a.
• Spent ~ $5 Million producing the ad
• ~ $100 Mio – media buy(People Magazine)
• Pulled it on the second day
PepsiCo, Inc.
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Morning Consult survey (2.200 Millennials) reveals
• 44% more in favor of the brand vs 25% less in favor
of the brand
• Kendalls approval rate only 28%
Kendall Jenner for Pepsi – Survey Result
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- Use various methods to measure the
success of your campaign and compare all
the data you have available
- Overall negative perception of your
campaign doesn’t necessarily mean you
failed the effect on your target group
Learning –
Become #1 Choice: Kandell Jenner for Pepsi
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1. Define your goals (Company, Strategy, Action, Measurement)
2. Choose your methods, metrics and KPIs
3. Collect data
4. Analyse and report data
5. Action, action, action
5 Steps to be successful measuring success
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Now You Know