• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Moving the Metrics that Matter. 3 Case Studies: All Facebook Conference, London
 

Moving the Metrics that Matter. 3 Case Studies: All Facebook Conference, London

on

  • 1,622 views

Social Media Measurement case studies, presented at the All Facebook conference in London at the end of 2012. There are 3 cases studies outlining the impact of social on metrics from NPS to sales. ...

Social Media Measurement case studies, presented at the All Facebook conference in London at the end of 2012. There are 3 cases studies outlining the impact of social on metrics from NPS to sales. Correlation and causation.

Statistics

Views

Total Views
1,622
Views on SlideShare
722
Embed Views
900

Actions

Likes
0
Downloads
4
Comments
0

5 Embeds 900

http://www.karlhavard.com 873
http://www.karlhavard.co.uk 14
http://8819969123016268728_db2c5d5f48d3d21a05301466809760de67284490.blogspot.com 8
http://feeds.feedburner.com 4
http://8819969123016268728_db2c5d5f48d3d21a05301466809760de67284490.blogspot.co.uk 1

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Moving the Metrics that Matter. 3 Case Studies: All Facebook Conference, London Moving the Metrics that Matter. 3 Case Studies: All Facebook Conference, London Presentation Transcript

    • Measure and movethe metrics thatmatterAll  Facebook  Marke8ng  Conference  November  2012  -­‐  @KarlHavard   ©  2012  TBG  Digital  
    • About  TBG  Digital   1st 105 24/7 195 685 245 66 21Facebook Social   Support   Countries   Billion   Million  clicks   Million   Million   Ads  API   Media   and   impressions   delivered   fans   apps  Partner  to   Specialists   coverage   served   installed   Market   Global clients ©  2012  TBG  Digital  
    • One  Specialist  Solu8on   1. 2. Strategy Creative     Define  the  business   Engage  and  connect     objec8ves  &  the  metrics     in  the  right  kind  of  way   that  maOer   3. 4. Media     Insights Reach  and  recruit  the   Learn  from  con8nually   right  kind  of  connec8ons   measuring  the  metrics  that   maOer  @KarlHavard   ©  2012  TBG  Digital  
    • A  Sea  of  Metrics   Unfortunately, they’re not “budget clinchers” Follower Seen by Comments s @M entions Fans Shares Retweets@KarlHavard   ©  2012  TBG  Digital   Views
    • Metrics  that  maOer   Awareness Preference Sales Consumption Advocacy@KarlHavard   ©  2012  TBG  Digital  
    • Preference   Brand Preference@KarlHavard   ©  2012  TBG  Digital  
    • Preference   What’s the story? [Brand  x]  wanted  understand  what  its   Facebook  ac8vity  brings  to  the  company  in   terms  of  brand  preference,  awareness  and   customer  value  @KarlHavard   ©  2012  TBG  Digital  
    • Brand  Preference  What did we do?Generated  11,665  non-­‐branded,    online  beer  surveys  amongst    Facebook  users  in  Brazil,  US,  Vietnam,  Spain,    Poland  and  Netherlands      33%   33%     33%      fans   non  fans   friends  of  fans   10,462  responses  were  received  within  just  24  Hours!   ©  2012  TBG  Digital  
    • Preference   What were the results? 64% 59% of [brand x] fans drink beer more than twice a week of [brand x] fans recommend[brand x] to a friend(compared to 22% of non-fans) 17% of [brand x] fans prefer [brand x] over the main competitor in each market ©  2012  TBG  Digital  
    • Advocacy   Brand Advocacy@KarlHavard   ©  2012  TBG  Digital  
    • Advocacy   What’s the story? The  largest  cable  operator  and  home  Internet   provider  in  the  US  wanted  to  measure  the   advocacy  surrounding  their  products…     ….and  if  Facebook  Fans  had  a  higher  level  of   advocacy  @KarlHavard   ©  2012  TBG  Digital  
    • Advocacy   What did we do? We  used  “Social  NPS”  to  measure  brand  advocacy   collec8ng  responses  within  the  Facebook  environment       Responses  were  collected  from  four  customer  subgroups:   fans,  non-­‐fans,  male  and  female     Users  shared  their  likelihood  to  recommend  by  scoring  low   to  high,  0  and  10.            @KarlHavard   ©  2012  TBG  Digital  
    • Advocacy   What were the results? 20 points higher Social NPS for fans compared to non-fans@KarlHavard   ©  2012  TBG  Digital  
    • Advocacy   What were the results? Fans had a higher subscription value Taking more products This became even more interesting when reviewing by “Interest”@KarlHavard   ©  2012  TBG  Digital  
    • Sales   Measuring sales for a fashion retailer while recruiting fans@KarlHavard   ©  2012  TBG  Digital  
    • Sales   What’s the story?   A  mul8na8onal  fashion  retailer  wanted  to  acquire   Facebook  Fans  to  enhance  it’s  market  posi8on  in  the   US…     …then  measure  if  this  Facebook  ac8vity  affected     sales     It  was  scep8cal…to  say  the  least    @KarlHavard     ©  2012  TBG  Digital  
    • Sales       What did we do? Ran  a  targeted  Facebook  fan  acquisi8on  campaign  and   acquired  >400,000  new  US  fans  in  42  days       Even  though  this  was  a  pure  fan  acquisi8on  programme,   we  wanted  to  determine  the  real  value  these  provided  to   the  business….     …so  we  took  a  deeper  look        @KarlHavard   ©  2012  TBG  Digital  
    • May  1,   May  1,  2011   May  11,  May  11,  2011   May  21,  May  21,  2011   May  31,  May  31,  2011   Jun  10,   Visits  Jun  10,  2011   Jun  20,  Jun  20,  2011   Jun  30,  Jun  30,  2011   Jul  10,   Jul  10,  2011   Jul  20,   Jul  20,  2011   Revenue   Jul  30,   Jul  30,  2011   Aug  9,   Aug  9,  2011   Aug  19,  Aug  19,  2011   Aug  29,  Aug  29,  2011   Sep  8,   Sep  8,  2011   Sep  18,  Sep  18,  2011   Sep  28,  Sep  28,  2011   Oct  8,   Oct  8,  2011   Oct  18,  Oct  18,  2011   Oct  28,  Oct  28,  2011   Nov  7,   Nov  7,  2011   Nov  17,  Nov  17,  2011   Nov  27,  Nov  27,  2011   Dec  7,   Dec  7,  2011   Dec  17,  Dec  17,  2011   Dec  27,  Dec  27,  2011   Jan  6,   Jan  6,  2012   Jan  16,   Jan  16,  2012   Jan  26,   Orders   ©  2012  TBG  Digital   Jan  26,  2012   Feb  5,   Feb  5,  2012   Feb  15,  Feb  15,  2012   Feb  25,  Feb  25,  2012   Mar  6,   Mar  6,  2012   Mar  16,  Mar  16,  2012   Mar  26,  Mar  26,  2012   Apr  5,   Apr  5,  2012   Apr  15,  Apr  15,  2012   Apr  25,  Apr  25,  2012   May  5,   May  5,  2012   May  15,  May  15,  2012   May  25,  May  25,  2012   Jun  4,   Jun  4,  2012   Jun  14,  Jun  14,  2012   Jun  24,  Jun  24,  2012   Jul  4,   Jul  4,  2012   Jul  14,   Jul  14,  2012   Jul  24,   Jul  24,  2012   Aug  3,   Aug  3,  2012   Aug  13,  Aug  13,  2012   Aug  23,  Aug  23,  2012   Sep  2,   Sep  2,  2012   Sep  12,  Sep  12,  2012   Sep  22,  Sep  22,  2012   Oct  2,   Oct  2,  2012  
    •       We  went  deeper  s8ll…     …to  correlate  other  marke8ng  ac8vi8es  to  determine  the   Sales   different  influencing  factors              @KarlHavard   ©  2012  TBG  Digital  
    • What drove fans?Company  presence   Partner  retailer  presence   Fan  Acquisi8on  Hot  Spots   ©  2012  TBG  Digital  
    •       And  we  discovered    that  sales  increased  in  the  fan  acquisi8on  hot  spots     Sales                @KarlHavard   ©  2012  TBG  Digital  
    • 100   120   140   160   0   20   40   60   80   Aug  1,  2012   Aug  4,  2012   Aug  7,  2012   Aug  10,  2012   Aug  13,  2012   Aug  16,  2012   Aug  19,  2012   Aug  22,  2012   Aug  25,  2012   Aug  28,  2012   Aug  31,  2012   Sep  3,  2012   Sep  6,  2012   FB  ac8vity  starts   Sep  9,  2012   Sep  12,  2012   Sep  15,  2012   Sep  18,  2012   Sep  21,  2012   Sep  24,  2012   Sep  27,  2012  ©  2012  TBG  Digital   Sep  30,  2012   Oct  3,  2012   Oct  6,  2012   Oct  9,  2012   Oct  12,  2012   Oct  15,  2012   Oct  18,  2012   Oct  21,  2012         Texas:   Illinois:   California:   Store  -­‐  Yes   Store  -­‐  Yes   Store  -­‐  Yes   New  York:   Store  -­‐  Yes   Fan  acquisi8on  -­‐  Low   Fan  acquisi8on  -­‐  Low   Fan  acquisi8on  -­‐  High   Fan  acquisi8on  -­‐  High   Order  Volume  by  region  
    • May  1,    -­‐  May  7,   May  8,    -­‐  May  14,   May  15,    -­‐  May  21,   May  22,    -­‐  May  28,   May  29,      -­‐  Jun  4,       Jun  5,      -­‐  Jun  11,       Jun  12,      -­‐  Jun  18,       Jun  19,      -­‐  Jun  25,       Jun  26,      -­‐  Jul  2,       Jul  3,      -­‐  Jul  9,       Jul  10,      -­‐  Jul  16,       Jul  17,      -­‐  Jul  23,       Jul  24,      -­‐  Jul  30,       California  +  Orders  2012   California  +  Orders  2011   New  York  +  Orders  2012   New  York  +  Orders  2011   Jul  31,      -­‐  Aug  6,       Aug  7,      -­‐  Aug  13,       Aug  14,      -­‐  Aug  20,       Aug  21,      -­‐  Aug  27,       Aug  28,      -­‐  Sep  3,       Sep  4,      -­‐  Sep  10,       Sep  11,      -­‐  Sep  17,       Sep  18,      -­‐  Sep  24,       Sep  25,      -­‐  Oct  1,       Oct  2,      -­‐  Oct  8,       Oct  9,      -­‐  Oct  15,       Oct  16,      -­‐  Oct  22,       Oct  23,      -­‐  Oct  29,       Oct  30,      -­‐  Nov  5,      ©  2012  TBG  Digital   Nov  6,      -­‐  Nov  12,       Nov  13,      -­‐  Nov  19,       2012   Nov  20,      -­‐  Nov  26,       2011   Nov  27,      -­‐  Dec  3,       Dec  4,      -­‐  Dec  10,       Dec  11,      -­‐  Dec  17,       Dec  18,      -­‐  Dec  24,       Dec  25,      -­‐  Dec  31,       Jan  1,        -­‐  Jan  7,         Jan  8,        -­‐  Jan  14,         Jan  15,        -­‐  Jan  21,         Jan  22,        -­‐  Jan  28,         Jan  29,        -­‐  Feb  4,         Feb  5,        -­‐  Feb  11,         Feb  12,        -­‐  Feb  18,         Feb  19,        -­‐  Feb  25,         Feb  26,        -­‐  Mar  3,         Mar  4,        -­‐  Mar  10,         Mar  11,        -­‐  Mar  17,         Mar  18,        -­‐  Mar  24,         Mar  25,        -­‐  Mar  31,         Apr  1,        -­‐  Apr  7,         Apr  8,        -­‐  Apr  14,         Apr  15,        -­‐  Apr  21,         Apr  22,        -­‐  Apr  28,         Fans  drove  sales  
    • Sales   What were the results? 72% 44% more more orders Revenue if  compared  with  the  same  period  last  year  when     there  was  no  live  Facebook  ac8vity     Case  period  29th  Aug  to  16th  Oct  2011  &  2012  @KarlHavard   ©  2012  TBG  Digital  
    • Smart  Social  that  scales   Award  winning  creaQve  across   social  media;  which  enhances  the   effecQveness  of  other  markeQng     Crea8ve   Your   Social  Purpose   Insights  &   Social  Media     Strategy   Planning  &  Buying   Brand  &  Consumer   Intelligent  media  targeted  at  engagement  based  upon  key   the  high  value  consumer   insights  and  measuring  the   segments:  Quanity  and  quality   metrics  that  maVer   ©  2012  TBG  Digital   in  balance  
    • Karl Havard (@KarlHavard) Client Strategy Director TBG Digital http://tbgdigital.comThank you ©  2012  TBG  Digital