IPA Agility Adaptathon - #IPASocialWorks Agile Social Media Measurement
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IPA Agility Adaptathon - #IPASocialWorks Agile Social Media Measurement

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The Institute of Practitioners in Advertising (IPA) hosted an #IPASocialWorks session at Altitude in London on 7th May as part of their Agility Adaptathon to discuss how to better measure social media ...

The Institute of Practitioners in Advertising (IPA) hosted an #IPASocialWorks session at Altitude in London on 7th May as part of their Agility Adaptathon to discuss how to better measure social media ROI and effectiveness. MBA represented the agency community with Barclaycard, BP, RSA, Sony and Transport for London, the client side. Learn more at www.ipa.co.uk/adapt/agility & @IPA_Updates

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IPA Agility Adaptathon - #IPASocialWorks Agile Social Media Measurement IPA Agility Adaptathon - #IPASocialWorks Agile Social Media Measurement Presentation Transcript

  • Agile Measurement by #IPASocialWorks Part of the IPA‟s Agility Adaptathon 7th May 2014
  • Introduction Stephen Maher CEO of MBA Chairman of #IPASocialWorks Chairman of The Marketing Society
  • Today… • Provocation – what‟s hot, what‟s not (Chris Macleod) • Inspiration – the best new cases (Stephen Maher) • Investigation – measuring not counting (Jenny Burns) • Experimentation – the 5 point plan (James Devon) • Break out groups (all) • Process review & key learning (workshop hosts) • The next 100 days challenge (Stephen Maher)
  • Provocation Chris Macleod Marketing Director, Transport for London IPA Client Council
  • What‟s hot… Social Media measurement is the hot topic How can we make proper business decisions regarding social media investment? What are the frameworks for how to make social media activity work really well?
  • A complex measurement ecosystem Social “firehose” Measurement & Evaluation Website analytics Implicit data & marketing automation Explicit, transactional data Qual & Quant
  • What‟s not… We‟re mainly counting, not measuring Lots of „something definitely happening‟ but few really robust cases. Failure to align objectives to business KPIs and separate effects from other activity
  • Measuring Social ROI is less developed and highly complex vs. Social is clearly important and attracting increasing budgets. There‟s lots of dynamic data. And no legacy It‟s relative value is not yet fully understood.
  • What is #IPASocialWorks for? Add to the “Treasure house of learning” Robust methodologies for using social and measuring its impact A detailed guide to the various research techniques – a “how to” To provide definitive guidance as to the roles that social media can play & how to measure its effectiveness and ROI
  • A uniquely collaborative approach
  • The process so far Development of hypotheses Desk research / Outreach Peer Review by effectiveness experts x2 > 130 cases explored > 35 depth case interviews > 25 cases interrogated
  • Inspiration Stephen Maher
  • Cases uncovered so far “Social Idea” ROMI 61 Footfall through airport “Social Idea” ROMI 2.44 Market Mix Modelling “Customer Service” Reduced cost of service “Customer Service” A known link between CSI scores and profit “Customer Service” Reduced cost to serve and increased retention
  • Customer Service using Twitter 850k of 1.2m followers for real-time information 24/7, teams of 10 in 3 shifts 2-3 mins response time Reduced cost of service vs other channels 74% satisfaction & positive influence on TFL reputation
  • Customer Service using Twitter Objective to improve service, brand warmth and advocacy £2m annual saving in costs avoided by using social channels “Net Easy” & increased retention For Service (making it Easy…) #IPASocialWorks 15th October 2013 40%difference in churn: ‘easy’ vs ‘difficult’ SurvivalRate Dayspost interaction
  • Cases uncovered so far “Social Idea” ROMI 61 Footfall through airport “Social Idea” ROMI 2.44 Market Mix Modelling “Customer Service” Reduced cost of service “Customer Service” A known link between CSI scores and profit “Customer Service” Reduced cost to serve and increased retention “Social Idea” „Like Loan‟ campaign $NZ 4.5m from leads “Social Idea” +9% to 4.27m tourists Highest ever “spend per tourist” “Social Idea” TV + Facebook had 66% greater ROI +9% sales YOY
  • The Crème Egg Challenge
  • Determined to bake-in the social measurement
  • Facebook not only delivered 21% unique reach among 16-24‟s, but for those exposed to TV + Facebook, we saw a significant uplift in ROI. Facebook support can lead to improved TV ROI
  • It‟s more fun in the Philippines +9% to 4.27m tourists Highest ever “spend per tourist”
  • ASB Bank “Like Loan”
  • A promising case study… “€170m worth of leads from social”
  • Investigation Jenny Burns Global Head of Social Media, Royal Sun Alliance
  • Experimentation James Devon Planning Director, MBA IPA Value of Creativity Group
  • Plan of action Introduce the “5 point plan” Group work on live Client brief Group feedback
  • Plan of action Introduce the “5 point plan” Group work on live Client brief Group feedback
  • Objectives / KPIs „58% place “Likes”, “Tweets”, “Clicks” and “CTR” in their Top 5 Marketing ROI KPIs‟ Dissolve the KPI solos The brand‟s overall marketing and business goals Audience, time- periods etc.
  • Why Social? “…but your scientists were so preoccupied with whether or not they could, they didn't stop to think if they should.” Does it work? vs Does it work better than other things I could do?
  • Management & collection of data
  • Management & collection of data
  • Management & collection of data What data will you need to test your hypothesis? Where will you get it from? Plan in advance!
  • Channel choice
  • Channel choice Who are you trying to reach? What is the role of each platform / channel? How do you need to change your measurement approach by channel? How will you compare across channels
  • Evaluation Design How does it link to other activity? e.g. Search TV How do you know? e.g. tagging activity / MMM / Adding social to existing studies / A/B testing Soft metrics – Likes/Followers/Shares/Intentions to purchase/Image shifts/ User sessions/Views on You Tube/Positive mentions / Hard metrics - Customer Satisfaction / Customer Effort / Likelihood to churn / Fully resolved issues /Qualified Leads/ Sales/ Upsell /Call Deflection / Cost avoidance/Search increases / Paid Member increase/ New customers How much / what material are you sending out? How much has been received / seen? How many people saw it? Who were they? What were the consequences of this?
  • Plan of action Introduce the “5 point plan” Group work on live Client brief Group feedback
  • The Groups
  • What you should do Receive the Client brief Use the 5 point plan to structure a discussion Agree how to robustly measure the activity Group leader to present to the room
  • The 5 point plan Objectives / KPIs Why Social? Management & collection of data Channel choice Evaluation design
  • Plan of action Introduce the “5 point plan” Group work on live Client brief Group feedback
  • The next 100 days Stephen Maher
  • Cases uncovered so far “Social Idea” ROMI 61 Footfall through airport “Social Idea” ROMI 2.44 Market Mix Modelling “Customer Service” Reduced cost of service “Customer Service” A known link between CSI scores and profit “Customer Service” Reduced cost to serve and increased retention “Social Idea” „Like Loan‟ campaign $NZ 4.5m from leads “Social Idea” +9% to 4.27m tourists Highest ever “spend per tourist” “Social Idea” TV + Facebook had 66% greater ROI +9% sales YOY
  • Cases uncovered so far “Social Idea” ROMI 61 Footfall through airport “Social Idea” ROMI 2.44 Market Mix Modelling “Customer Service” Reduced cost of service “Customer Service” A known link between CSI scores and profit “Customer Service” Reduced cost to serve and increased retention “Social Idea” „Like Loan‟ campaign $NZ 4.5m from leads “Social Idea” +9% to 4.27m tourists Highest ever “spend per tourist” “Social Idea” TV + Facebook had 66% greater ROI +9% sales YOY We‟d love to hear from you if… …you have a robust case to discuss @IPA_Updates, IPA Facebook or LinkedIn “IPA Effectiveness” group Contribute to the “how to” guide (being curated by Ray Poynter) http://newmr.org/ipaSocialworks/
  • 100 Days Think about how this approach applies to your work Provide feedback via the IPA‟s hub at ipa.co.uk/adapt