print™ - maximising social media roi

Context

Maximising social media ROIHelping marketers make smarter investment decisionsIN COMMERCIAL CONFIDENCE

Web: www.sociagility.com | Email: [email protected] | Twitter: @sociagility | +44 (0)20 7193 6793Web: www.sociagility.com | Email: [email protected] | Twitter: @sociagility | +44 (0)20 7193 6793

1900Half the money I spend on advertising is wasted, and the problem is I do not know which half William Hesketh LeverIN COMMERCIAL CONFIDENCE

2012Half the money I spend on social media is wasted, and the problem is I do not know which half IN COMMERCIAL CONFIDENCE

But what to measure?Socially engaged enterprises see 4x better returns81% of executives see tangible economic benefitsButCompetition is increasingLack of metrics biggest roadblock28% dont measure at all27% rely on intuitionBenchmarks & KPIs top measurement approaches

The Economics of the Socially Engaged EnterprisePulsePoint Group/EIU, April 2012

IN COMMERCIAL CONFIDENCE

About PRINTSociagilitys social media measurement and planning systemIN COMMERCIAL CONFIDENCE


More than measurementPRINTA measurement and planning system that helps marketersmaximise social media ROIby makingevidence-based investment decisionsIN COMMERCIAL CONFIDENCE

Why PRINT?StrategicShows exactly where to direct resources to improve performancePredictiveModels and demonstrates the business impact of improvements in social media performanceSpecificTailored to your brands objectives and audiencesProvenCorrelates with recognised business success metricsObjectiveEliminates subjective judgement based on social media hypeIN COMMERCIAL CONFIDENCE

Questions PRINT answersWhereshould I focus my resources to get the best return from social media?What business impact could different engagement approaches deliver?How can I best justify further investment in social media?IN COMMERCIAL CONFIDENCE

What PRINT doesAnalyzeIdentifies the channels and behaviours that offer greatest competitive advantageOptimize Tells you which strategies will deliver the best return on investmentPredict Quantifies the business impact of improvements in those areasIN COMMERCIAL CONFIDENCE

Predict

Optimize

How does PRINT work?IN COMMERCIAL CONFIDENCETrackAnalyzeCompetitor setBrand objectives and audience preferencesBusiness metrics and KPIsChannels and driversStrategiesBusiness impactDaily, weekly, monthly or dip tracking

The PRINT solutionsIN COMMERCIAL CONFIDENCE

PRINT in actionExamples of PRINT solutionsIN COMMERCIAL CONFIDENCE


PRINT Analyze: ScorecardIN COMMERCIAL CONFIDENCE

The scorecard provides an at a glance overview of all scores for all brands.

13


The comparative PRINT Index scores for each brand in the group

14


Brand scores are broken out for each of the five attributes, showing leaders and laggards

15


Brand scores are also broken out for each channel, again showing leaders and laggards

16

PRINT OptimizeBespoke analysis weighted to objectives and audiencesPrioritised engagement strategiesROI analysis and recommendations


Summary



Why PRINT?StrategicShows exactly where to direct resources to improve performancePredictiveModels and demonstrates the business impact of improvements in social media performanceSpecificTailored to your brands objectives and audiencesProvenCorrelates with recognised business success metricsObjectiveEliminates subjective judgement based on social media hypeIN COMMERCIAL CONFIDENCE

IN COMMERCIAL CONFIDENCEHow can we help?

Free PRINT Analyze scorecard for existing clients*

Pitch packs for new business purposes

Joint marketing for sector reports

Discounted agency rates on all PRINT solutions

* Fair use policy applies

About us



About SociagilityCreating competitive advantage by building in-house social communications capability

We help brands and organisations make evidence-based decisions about:How to engage positively and directly with social mediaBecoming more authentic and reducing dependency on third parties for social engagementBuilding their own in-house social communications strategy and capabilities people, systems and content

Anthony Burgess-Webb Tony left international communications consultancy Hill & Knowlton in April 2011, after a twenty-five year career during which he founded H&Ks European technology practice and global digital practice. He was the global firms chief marketing officer for five years, overseeing their formal and informal web presence and the introduction of internal and external social media policies and practices. He co-founded brand research firm Commetric and equity trading company CommEq.Married, with one daughter, he is a pro bono advisor to Iwokrama, a rainforest preserve in Guyana.Niall CookNiall left Hill & Knowlton at the end of June 2011, after a thirteen year career, first in the digital practice and then as worldwide head of marketing technology. He pioneered the firms use of social media including its blogging platform,Collective Conversation. He is the author of a book,Enterprise 2.0, which explores the use of social media inside the enterprise.Married, with one daughter, he is a trustee of East Anglias Childrens Hospices.Principals

The PRINT methodologyHow PRINT correlates with business metricsIN COMMERCIAL CONFIDENCE


PRINT IndexA measure of performance

The PRINT Index is a single number which shows the overall social media profile and performance for each brand or organisation in this analysis

The PRINT Index is calculated based on 50+ individual performance metrics across multiple channels

For each channel, five drivers are analysed:PopularityReceptivenessInteractionNetwork reachTrustIN COMMERCIAL CONFIDENCE

The PRINT driversPopularityMeasures: the extent to which each brand is attracting attention.Data points: include data such as site traffic, followers, references, fans, views and engagement with the brand.ReceptivenessMeasures: the extent to which each brand is seen to be listening to comments or conversations.Data points: include data such as linking, following and referencing by the brand.InteractionMeasures: the extent to which each brand is interacting with its communities.Data points: include data such as sharing, activity, responses and engagement by the brand.Network reachMeasures: the extent to which each brand is building its social network.Data points: include actual and potential reach, engaged audience size and network popularity.TrustMeasures: the extent to which each brand is trusted by those within its network.Data points: include site trust, influence, authority, positive endorsement and ratings.IN COMMERCIAL CONFIDENCE26

Correlation with brand value


Correlation with brand growth


Correlation with sales


PRINT in action



Sector reportsIN COMMERCIAL CONFIDENCE

Sector reports: Top 50 brandsIN COMMERCIAL CONFIDENCE

Sector reports: Higher education


Sector reports: Grocery


Sector reports: London 2012 SponsorsIN COMMERCIAL CONFIDENCE