WEBINAR MEASURING SOCIAL CAMPAIGNS AUG 15, 2012 Liz Schroeter Courtney, Ray Renteria www.dachisgroup.com | socialbusinessi...
MEASURING SOCIAL CAMPAIGNSINTRODUCTION® 2012 Dachis Group. Confidential and Proprietary   2
Liz                                                    Schroeter                                                    Courtn...
MEASURING SOCIAL CAMPAIGNSTHE OPPORTUNITY® 2012 Dachis Group. Confidential and Proprietary   4
BRAND MARKETING IS ABOUTAUTHENTIC ENGAGEMENT® 2012 Dachis Group. Confidential and Proprietary   5
Social is the ideal platform for                   Engagement @ Scale® 2012 Dachis Group. Confidential and Proprietary
SOCIAL PROVIDES UNPRECEDENTED REACHAUDIENCE ON A MASSIVE SCALE                        900M                         Faceboo...
SOCIAL PROVIDES UNPRECEDENTED DATAINSIGHTS ON A MASSIVE SCALE                                   3.2B            Likes & Co...
SOCIAL CAMPAIGNS ARE NOWCOMMONPLACEA CORE MARKETING TACTIC                   Travelocity “Cabin Fever” campaign   Radiosha...
MEASURING SOCIAL CAMPAIGNSTHE CHALLENGE® 2012 Dachis Group. Confidential and Proprietary   10
SOCIAL MEDIA IS DIFFERENTIT’S A TWO-WAY CONVERSATION® 2012 Dachis Group. Confidential and Proprietary   11
SOCIAL MEDIA IS DIFFERENTIT’S A TWO-WAY CONVERSATION® 2012 Dachis Group. Confidential and Proprietary   12
SOCIAL MEDIA IS DIFFERENTIT’S A TWO-WAY CONVERSATION® 2012 Dachis Group. Confidential and Proprietary   13
SOCIAL MEDIA IS DIFFERENTIT’S A MULTIPURPOSE CHANNEL® 2012 Dachis Group. Confidential and Proprietary   14
AND IT’S A NIGHTMARE TO MEASURESO MANY CHANNELS…® 2012 Dachis Group. Confidential and Proprietary   15
AND IT’S A NIGHTMARE TO MEASURESO MANY TOOLS…® 2012 Dachis Group. Confidential and Proprietary   16
AND IT’S A NIGHTMARE TO MEASUREHARD TO ATTRIBUTE…® 2012 Dachis Group. Confidential and Proprietary   17
APPLES & ORANGESCAMPAIGNS RARELY USE THE SAME TACTICS TWICE® 2012 Dachis Group. Confidential and Proprietary   18
APPLES & ORANGESHARD TO SAY WHAT’S “GOOD”® 2012 Dachis Group. Confidential and Proprietary   19
MEASURING SOCIAL CAMPAIGNSCRITERIA TO MEASURE® 2012 Dachis Group. Confidential and Proprietary   20
COLLECT EVERYTHING YOU KNOW                          BEFORE                    AFTER® 2012 Dachis Group. Confidential and ...
1           DEFINE THE OBJECTIVE                                    + Every campaign has an objective.                    ...
2         IDENTIFY THE KEY VARIABLES                     + Where was it happening?                     + How else was the ...
3         NOTE THE CORRELATION SOCIAL CAMPAIGNS DON’T HAPPEN IN A VACUUM + Read the online conversation + Note any outside...
YOU KNOW WHAT YOU KNOW!      By keeping detailed track of your campaign objectives      and variables and by doing a littl...
MEASURING SOCIAL CAMPAIGNSEXAMPLES® 2012 Dachis Group. Confidential and Proprietary   26
Ray                                                    Renteria                                                    Ray Ren...
1         DEFINE THE OBJECTIVE                What’s the business focus of the campaign? eg., increasing                aw...
2         IDENTIFY THE KEY VARIABLES                What are the campaign’s key attributes, including social              ...
3         NOTE THE CORRELATION                Where did the campaign move the needle? What role did                campaig...
BOTTOM LINEThe honeymoon isover in socialanalytics, andcounts of “likes” and“followers” are notenough.Measuring thebusines...
Q&A® 2012 Dachis Group. Confidential and Proprietary
Airplane Reading                                                    “Social Business by Design has a                      ...
Save the Date          Learn More                                                       liz.courtney@dachisgroup.com      ...
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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 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.

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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.
  • Webinar: Measuring Social Campaigns (@DachisGroup)

    1. 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. 2. MEASURING SOCIAL CAMPAIGNSINTRODUCTION® 2012 Dachis Group. Confidential and Proprietary 2
    3. 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. 4. MEASURING SOCIAL CAMPAIGNSTHE OPPORTUNITY® 2012 Dachis Group. Confidential and Proprietary 4
    5. 5. BRAND MARKETING IS ABOUTAUTHENTIC ENGAGEMENT® 2012 Dachis Group. Confidential and Proprietary 5
    6. 6. Social is the ideal platform for Engagement @ Scale® 2012 Dachis Group. Confidential and Proprietary
    7. 7. SOCIAL PROVIDES UNPRECEDENTED REACHAUDIENCE ON A MASSIVE SCALE 900M Facebook users Facebook SEC Filings 2012® 2012 Dachis Group. Confidential and Proprietary 7
    8. 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. 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. 10. MEASURING SOCIAL CAMPAIGNSTHE CHALLENGE® 2012 Dachis Group. Confidential and Proprietary 10
    11. 11. SOCIAL MEDIA IS DIFFERENTIT’S A TWO-WAY CONVERSATION® 2012 Dachis Group. Confidential and Proprietary 11
    12. 12. SOCIAL MEDIA IS DIFFERENTIT’S A TWO-WAY CONVERSATION® 2012 Dachis Group. Confidential and Proprietary 12
    13. 13. SOCIAL MEDIA IS DIFFERENTIT’S A TWO-WAY CONVERSATION® 2012 Dachis Group. Confidential and Proprietary 13
    14. 14. SOCIAL MEDIA IS DIFFERENTIT’S A MULTIPURPOSE CHANNEL® 2012 Dachis Group. Confidential and Proprietary 14
    15. 15. AND IT’S A NIGHTMARE TO MEASURESO MANY CHANNELS…® 2012 Dachis Group. Confidential and Proprietary 15
    16. 16. AND IT’S A NIGHTMARE TO MEASURESO MANY TOOLS…® 2012 Dachis Group. Confidential and Proprietary 16
    17. 17. AND IT’S A NIGHTMARE TO MEASUREHARD TO ATTRIBUTE…® 2012 Dachis Group. Confidential and Proprietary 17
    18. 18. APPLES & ORANGESCAMPAIGNS RARELY USE THE SAME TACTICS TWICE® 2012 Dachis Group. Confidential and Proprietary 18
    19. 19. APPLES & ORANGESHARD TO SAY WHAT’S “GOOD”® 2012 Dachis Group. Confidential and Proprietary 19
    20. 20. MEASURING SOCIAL CAMPAIGNSCRITERIA TO MEASURE® 2012 Dachis Group. Confidential and Proprietary 20
    21. 21. COLLECT EVERYTHING YOU KNOW BEFORE AFTER® 2012 Dachis Group. Confidential and Proprietary 21
    22. 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. 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. 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. 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. 26. MEASURING SOCIAL CAMPAIGNSEXAMPLES® 2012 Dachis Group. Confidential and Proprietary 26
    27. 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. 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. 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. 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. 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. 32. Q&A® 2012 Dachis Group. Confidential and Proprietary
    33. 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. 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
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