syncapse - istrategy chicago 2012
TRANSCRIPT
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iStrategy 2012
So Many Metrics, So Li0le Time A SYNCAPSE WORKSHOP
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What is your biggest marke>ng challenge?
Tweet your answer with #istrategy @syncapse to win a set of sweet headphones from Beats by Dr Dre.
Brain ac4va4on
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CUSTOMER ACQUISITION Acquire new customers and
drive revenue
LOYALTY & RETENTION Drive incremental value from
exis>ng customers
PERFORMANCE & OPTIMIZATION
Measure ROI and drive efficiency and effec>veness in
social investment
Why we are here
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So…
Smallwood [Facebook’s Head of Measurements and Insight] said that ad impressions, rather than clicks, drive sales. In fact, in the DataLogix campaigns, 99 percent of sales were from people who
saw ads but didn’t interact with them.
To back that up, he also also pointed to a Nielsen study showing that there’s virtually no correla>on between clicks on ads and either
brand metrics or offline sales. Source: FeedBlitz
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So Many Metrics
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Social Analy4cs is Complex
Mul4ple & Disparate Sources No centralized view of marke>ng performance across social media channels, geographies, pages and campaigns Lack of Standardiza4on Difficul>es in comparing performance and scaling best prac>ces across different social media channels, brand teams and agencies
Rapid social media prolifera>on is making it increasingly difficult for marke>ng teams to link fragmented social ac>vity into an automated, unified view of social performance
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Manual Measurement Creates Inefficiencies
Unnecessary Manual Overhead with increased opportunity for human error, data quality issues and added cost Non-‐standardized Repor4ng with limited ability to gain compara>ve insight
The Inability to Op4mize in a Timely Fashion analyzing performance when it’s too late to impact in-‐market ac>vity
Organizations often by-pass the complexities by using various people to manually extract data on an ad-hoc basis, introducing:
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A Four Step Process
2. SET TARGETS
1. ALIGN & STANDARDIZE
4. ANALYZE & OPTIMIZE
3. TRACK & MEASURE
1. Align social goals to business objec>ves to standardize measurement approach
2. Establish key performance metrics and data-‐driven targets based on historical performance
3. Track and measure social performance against KPIs
4. Analyze data to iden>fy trends and recommended ac>ons to op4mize social strategies & overall marke>ng programs
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Social Goals
Marke4ng Goals
Business Objec4ves
Workshop: Connec4ng Business Objec4ves To Social Goals
1. Increase awareness 2. Increase considera4on 3. Drive advocacy
1. Increase membership & reach
2. Drive purchase intent 3. Grow engagement
Increase Sales & Customer Reten4on
BRAND VISION
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Social Metrics
Social Goals
Marke4ng Goals
Business Objec4ve Increase Sales & Customer
Reten4on
Increase Awareness & Considera4on to drive adop4on of
products
Drive fan growth and engagements
to raise awareness
Social Membership
varia4on, EMV, Engagement
rate
Increase earned reach and media value to drive considera4on
Drive Advocacy to increase overall brand
affinity
Convert fans into brand champions
through influen4al social
producers
Sen4ment, Brand
Men4ons, Top Influencers
Drive word of mouth recommenda4ons
for the brand
Top posts, EPM, wall/app engagement
Workshop: Social Goals to Metrics that Maeer
KPIs
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Next Steps: Making it Count
Benchmark and track your brand’s social performance versus key compe>tors to measure rela>ve performance.
Compare the rela>ve marke>ng performance of your brands’ Facebook Pages versus an industry ver4cal, compe4tor or peer set Trend the performance of your brands’ Facebook Pages versus compe>tors, over >me
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SynQ Score
Avg. Score = 61.4
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STRATEGIZE & PLAN
ESTABLISH & TRACK
BRAND KPI’S
ATTRACT, MANAGE & OPTIMIZE
INVESTMENT
MEASURE & REPORT
Unlock the right strategy to connect social goals to business objec>ves.
Define key measures and establish brand KPI’s
Op>mize social ad spend connected to customer profiles.
Drive crea>ve accountability and improve ROI.
Recap: Social Performance Management
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Closing Thought.
Reach, frequency and recency are well established and sanc>oned as planning and investment models.
How do we apply these in Social Marke>ng?
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WE LOOK FORWARD TO CONTINUING THE CONVERSATION.
THANK YOU.