Webinar: Measuring Social Campaigns (@DachisGroup)

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For quite a while now, social media campaigns have been part of daily life for large brands and organizations. But, a deep, dark secret remains, as brand managers struggle to understand what worked or …

For quite a while now, social media campaigns have been part of daily life for large brands and organizations. But, a deep, dark secret remains, as brand managers struggle to understand what worked or why, what value it contributed to the business, or how to create a better campaign next time.

Leading brands are realizing that to authentically engage at scale in social, you need to develop core competencies in advocacy programs and in social measurement, including understanding the business impact of social campaigns.

In this webinar, you'll learn:

+ How to structure your measurement approach.
+ How to identify and gather the right metrics.
+ How to communicate results with your team.

More in: Technology , Business
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  • Prior to social, brands have always been about connecting and engaging with customers in an authentic way, whether the brand is a small restaurant or a global shoe company,
  • And now, social provides brand marketers with the ultimate platform for scaling their engaging with customers.
  • Social is a remarkable opportunity for brands in two respects. First, it provides the ability to directly reach a massive audience.
  • Second, social provides marketers with a massive amount of data and insights from consumers, something they couldn’t access before via surveys, panels and focus groups.
  • And today, social campaigns are part of a brand’s daily programs. Here are a few social campaigns and brands that the Dachis Group has worked with.

Transcript

  • 1. WEBINAR MEASURING SOCIAL CAMPAIGNS AUG 15, 2012 Liz Schroeter Courtney, Ray Renteria www.dachisgroup.com | socialbusinessindex.com | @dachisgroup Creative Commons. Some Rights Reserved. 2012.® 2012 Dachis Group. Confidential and Proprietary
  • 2. MEASURING SOCIAL CAMPAIGNSINTRODUCTION® 2012 Dachis Group. Confidential and Proprietary 2
  • 3. Liz Schroeter Courtney Liz Schroeter Courtney has worked on social business campaigns for dozens of Fortune 500 brands and works closely with Dachis Group’s software team to refine features by adding insights from Dachis Group clients. Liz’s background in writing means she’s particularly focused on how to tell a meaningful story with brand data. Her background in radio broadcasting means she’s excited to present this webinar. You can reach her at @partyliz (where she’s often Instagramming her dinner) and at liz.courtney@dachisgroup.com® 2012 Dachis Group. Confidential and Proprietary 3
  • 4. MEASURING SOCIAL CAMPAIGNSTHE OPPORTUNITY® 2012 Dachis Group. Confidential and Proprietary 4
  • 5. BRAND MARKETING IS ABOUTAUTHENTIC ENGAGEMENT® 2012 Dachis Group. Confidential and Proprietary 5
  • 6. Social is the ideal platform for Engagement @ Scale® 2012 Dachis Group. Confidential and Proprietary
  • 7. SOCIAL PROVIDES UNPRECEDENTED REACHAUDIENCE ON A MASSIVE SCALE 900M Facebook users Facebook SEC Filings 2012® 2012 Dachis Group. Confidential and Proprietary 7
  • 8. SOCIAL PROVIDES UNPRECEDENTED DATAINSIGHTS ON A MASSIVE SCALE 3.2B Likes & Comments per Day Facebook SEC Filings 2012® 2012 Dachis Group. Confidential and Proprietary 8
  • 9. SOCIAL CAMPAIGNS ARE NOWCOMMONPLACEA CORE MARKETING TACTIC Travelocity “Cabin Fever” campaign Radioshack “Sweepstakes” campaign Levi’s “Water Tank” campaign Oakley “BeyondReason” campaign® 2012 Dachis Group. Confidential and Proprietary 9
  • 10. MEASURING SOCIAL CAMPAIGNSTHE CHALLENGE® 2012 Dachis Group. Confidential and Proprietary 10
  • 11. SOCIAL MEDIA IS DIFFERENTIT’S A TWO-WAY CONVERSATION® 2012 Dachis Group. Confidential and Proprietary 11
  • 12. SOCIAL MEDIA IS DIFFERENTIT’S A TWO-WAY CONVERSATION® 2012 Dachis Group. Confidential and Proprietary 12
  • 13. SOCIAL MEDIA IS DIFFERENTIT’S A TWO-WAY CONVERSATION® 2012 Dachis Group. Confidential and Proprietary 13
  • 14. SOCIAL MEDIA IS DIFFERENTIT’S A MULTIPURPOSE CHANNEL® 2012 Dachis Group. Confidential and Proprietary 14
  • 15. AND IT’S A NIGHTMARE TO MEASURESO MANY CHANNELS…® 2012 Dachis Group. Confidential and Proprietary 15
  • 16. AND IT’S A NIGHTMARE TO MEASURESO MANY TOOLS…® 2012 Dachis Group. Confidential and Proprietary 16
  • 17. AND IT’S A NIGHTMARE TO MEASUREHARD TO ATTRIBUTE…® 2012 Dachis Group. Confidential and Proprietary 17
  • 18. APPLES & ORANGESCAMPAIGNS RARELY USE THE SAME TACTICS TWICE® 2012 Dachis Group. Confidential and Proprietary 18
  • 19. APPLES & ORANGESHARD TO SAY WHAT’S “GOOD”® 2012 Dachis Group. Confidential and Proprietary 19
  • 20. MEASURING SOCIAL CAMPAIGNSCRITERIA TO MEASURE® 2012 Dachis Group. Confidential and Proprietary 20
  • 21. COLLECT EVERYTHING YOU KNOW BEFORE AFTER® 2012 Dachis Group. Confidential and Proprietary 21
  • 22. 1 DEFINE THE OBJECTIVE + Every campaign has an objective. Start by defining that. + Objectives are tied to metrics. + Metrics correlate to high-level brand success measures Brand Brand Brand Brand Awareness Love Mindshare Advocacy reach, satisfaction, participation, engageme messageconversation strength passion nt propogation, advocate strength ® 2012 Dachis Group. Confidential and Proprietary 22
  • 23. 2 IDENTIFY THE KEY VARIABLES + Where was it happening? + How else was the campaign promoted? + What was the key activity?® 2012 Dachis Group. Confidential and Proprietary 23
  • 24. 3 NOTE THE CORRELATION SOCIAL CAMPAIGNS DON’T HAPPEN IN A VACUUM + Read the online conversation + Note any outside events, paid media, or promotion® 2012 Dachis Group. Confidential and Proprietary 24
  • 25. YOU KNOW WHAT YOU KNOW! By keeping detailed track of your campaign objectives and variables and by doing a little listening, you already have all the data you need to begin to measure which campaigns move the needle for some meaningful, high- level brand measures. OBJECTIVES VARIABLES MEASUREMENT® 2012 Dachis Group. Confidential and Proprietary 25
  • 26. MEASURING SOCIAL CAMPAIGNSEXAMPLES® 2012 Dachis Group. Confidential and Proprietary 26
  • 27. Ray Renteria Ray Renteria manages Dachis Group’s social analytics software products, including Campaign Performance Monitor, which helps brands quantify the impact of social campaigns. Ray leads the company’s “big data” practice in social analytics and works closely with brand marketers in global companies across consumer goods, media, tech and financial services. You can reach him at @rayrenteria (when he’s not creating robots…) and at ray.renteria@dachisgroup.com® 2012 Dachis Group. Confidential and Proprietary 27
  • 28. 1 DEFINE THE OBJECTIVE What’s the business focus of the campaign? eg., increasing awareness, expanding mindshare, strengthening advocacy? Is your social program just beginning or is it mature?® 2012 Dachis Group. Confidential and Proprietary 28
  • 29. 2 IDENTIFY THE KEY VARIABLES What are the campaign’s key attributes, including social accounts, hashtags, links, keywords, and timeframes?® 2012 Dachis Group. Confidential and Proprietary 29
  • 30. 3 NOTE THE CORRELATION Where did the campaign move the needle? What role did campaign attributes, events and participants play?® 2012 Dachis Group. Confidential and Proprietary 30
  • 31. BOTTOM LINEThe honeymoon isover in socialanalytics, andcounts of “likes” and“followers” are notenough.Measuring thebusiness impact ofsocial campaigns iskey to scaling yourbrand’s socialengagement.® 2012 Dachis Group. Confidential and Proprietary 31
  • 32. Q&A® 2012 Dachis Group. Confidential and Proprietary
  • 33. Airplane Reading “Social Business by Design has a clear, simple, straightforward message that puts people in the center of a new way of thinking and working.” Tony Hsieh, New York Times bestselling author of “Delivering Happiness” and CEO of Zappos.com, Inc. www.socialbusinessbydesign.com The Social Business Journal includes “Social at US Cellular,” “The Twitter Playbook,” and “Super Bowl of Brands. www.slideshare.net/dachisgroup® 2012 Dachis Group. Confidential and Proprietary 33
  • 34. Save the Date Learn More liz.courtney@dachisgroup.com @partyliz www.socialbusinesssummit.com 12 Sept NEW YORK ray.renteria@dachisgroup.com @rayrenteria dachisgroup.com socialbusinessindex.com 1:1 Tour!® 2012 Dachis Group. Confidential and Proprietary 34