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)
• Investi...
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 inv...
A complex measurement ecosystem
Social “firehose”
Measurement
& Evaluation
Website
analytics
Implicit data
& marketing
aut...
What‟s not…
We‟re mainly counting, not measuring
Lots of „something definitely happening‟
but few really robust cases.
Fai...
Measuring Social ROI is less developed and highly complex
vs.
Social is clearly important and attracting increasing budget...
What is #IPASocialWorks for?
Add to the “Treasure
house of learning”
Robust
methodologies for
using social and
measuring i...
A uniquely collaborative approach
The process so far
Development of
hypotheses
Desk research /
Outreach
Peer Review
by effectiveness
experts
x2
> 130 cases
...
Inspiration
Stephen Maher
Cases uncovered so far
“Social Idea”
ROMI 61
Footfall through
airport
“Social Idea”
ROMI 2.44
Market Mix Modelling
“Custom...
Customer Service using Twitter
850k of 1.2m followers
for real-time information
24/7, teams of 10 in 3 shifts
2-3 mins res...
Customer Service using Twitter
Objective to improve service,
brand warmth and advocacy
£2m annual saving in costs avoided
...
Cases uncovered so far
“Social Idea”
ROMI 61
Footfall through
airport
“Social Idea”
ROMI 2.44
Market Mix Modelling
“Custom...
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 u...
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 sol...
Why Social?
“…but your scientists were so preoccupied
with whether or not they could,
they didn't stop to think if they sh...
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 advan...
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 me...
Evaluation Design
How does it link to other activity?
e.g. Search TV
How do you know? e.g. tagging activity /
MMM / Adding...
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 t...
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
“Custom...
Cases uncovered so far
“Social Idea”
ROMI 61
Footfall through
airport
“Social Idea”
ROMI 2.44
Market Mix Modelling
“Custom...
100 Days
Think about how this approach
applies to your work
Provide feedback via the IPA‟s hub at
ipa.co.uk/adapt
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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 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

  1. 1. Agile Measurement by #IPASocialWorks Part of the IPA‟s Agility Adaptathon 7th May 2014
  2. 2. Introduction Stephen Maher CEO of MBA Chairman of #IPASocialWorks Chairman of The Marketing Society
  3. 3. 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)
  4. 4. Provocation Chris Macleod Marketing Director, Transport for London IPA Client Council
  5. 5. 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?
  6. 6. A complex measurement ecosystem Social “firehose” Measurement & Evaluation Website analytics Implicit data & marketing automation Explicit, transactional data Qual & Quant
  7. 7. 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
  8. 8. 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.
  9. 9. 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
  10. 10. A uniquely collaborative approach
  11. 11. 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
  12. 12. Inspiration Stephen Maher
  13. 13. 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
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. The Crème Egg Challenge
  18. 18. Determined to bake-in the social measurement
  19. 19. 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
  20. 20. It‟s more fun in the Philippines +9% to 4.27m tourists Highest ever “spend per tourist”
  21. 21. ASB Bank “Like Loan”
  22. 22. A promising case study… “€170m worth of leads from social”
  23. 23. Investigation Jenny Burns Global Head of Social Media, Royal Sun Alliance
  24. 24. Experimentation James Devon Planning Director, MBA IPA Value of Creativity Group
  25. 25. Plan of action Introduce the “5 point plan” Group work on live Client brief Group feedback
  26. 26. Plan of action Introduce the “5 point plan” Group work on live Client brief Group feedback
  27. 27. 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.
  28. 28. 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?
  29. 29. Management & collection of data
  30. 30. Management & collection of data
  31. 31. Management & collection of data What data will you need to test your hypothesis? Where will you get it from? Plan in advance!
  32. 32. Channel choice
  33. 33. 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
  34. 34. 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?
  35. 35. Plan of action Introduce the “5 point plan” Group work on live Client brief Group feedback
  36. 36. The Groups
  37. 37. 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
  38. 38. The 5 point plan Objectives / KPIs Why Social? Management & collection of data Channel choice Evaluation design
  39. 39. Plan of action Introduce the “5 point plan” Group work on live Client brief Group feedback
  40. 40. The next 100 days Stephen Maher
  41. 41. 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
  42. 42. 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/
  43. 43. 100 Days Think about how this approach applies to your work Provide feedback via the IPA‟s hub at ipa.co.uk/adapt
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