This Method Ain’t Madness: Measuring the “Old Spice Guy” Campaign

This Method Ain’t Madness: Measuring the “Old Spice Guy” Campaign
Dean McBeth
W+K
@evilspinmister
Erin Korogodsy
Lithium Technologies
@erinkoro

Measurement, 1990
TV
Print
Sale!
OOH
Radio
WOM
Mail
Warranty Card
Telephone Survey
Credit/ Payment Info
Focus groups

We get digital

Measurement, 2000
Measurement, 2000
Online Ads
Clicks
Page Views
Register
Opt-in
Sessions
Search
TV
Sale!
Print
OOH
Radio
WOM
Warranty Card
Mail
Telephone Survey
Focus groups

We get social

Measurement, 2010
Measurement, 2000
Review Product
Blog
Post
Post
Digg
Make video
Share
Tweet
Re-Tweet
Fan
Like
Review
Book mark
Rate
Online Ads
Clicks
Page Views
Register
Opt-in
Sessions
Search
Sale!
TV
Warranty Card
Print
OOH
Telephone Survey
Radio
Focus groups
WOM
Social Media

The more digital our communications get, the more transactions we perform online, the higher our expectations of what we can measure
High Expectations

So, what can we measure?

Wait, what’s my point again?
Brand Perception
Marketing Efficiency
Revenue Growth
Support Savings

Care to break that down for me?
(think KPI’s because they lead you to ROI)

Brand Perception Metrics
Social Media participation is necessary to create and
maintain brand reputation
Sentiment
Brand equity
Thematic/ perceptual maps; cluster analysis
PR functions/ crisis control
Media relationships
Influencer relationships
Customer satisfaction
Likeliness to buy
Likeliness to recommend (NPS)

Marketing Efficiency Metrics
Social Media is an effective way to create
awareness of and interest in our products and services
SEO
Improved rankings
Reach
Followers
Fans
Forwards
Invites
Word of Mouth
Shares
RTs
Research
Defrayed/ reduced cost of surveys, focus groups, panels, testers, and secret shoppers

Revenue Growth Metrics
Social Media is an effective way to drive sales
Social Media is an effective way to drive sales
Relationships that could become leads
Members, Registrants, Fans, downloaders, subscribers, followers, bookmarkers, commenters
Leads
People that have expressed an interest in your product in the public domain and that you can follow up with
Sales
Tracked from links promoted via social media channels
Tracked via promo codes and offers

Support Savings
Social Media is an effective way to service our customers
(or let them self service themselves)
Content creation: user generated vs. company generated
Ratings & Reviews
Forums
Groups
Support case metrics
Cases per channel
response times per channel
wait time per channel
resolution rate per channel
Customer sat per channel
Call center costs defrayed

#%$@*%**(&#@
(read: where do I start?)

Start Monitoring & Measuring
Free tools
Google Alerts
Kurrently.com
Social Mention
Quick snapshot of either data or reporting
Lots of junk
No way to measure or compare over time
Paid tools
Lithium Social Media Monitoring
Radian 6
Spiral16
Context
Sentiment Analysis
Deep dive into analytics
Engagement and workflow tools

What should I search for?
Industry Trends
Company / Brand Mentions
Products / Events / Campaigns
Creative examples using Layered Searches

Use text mining to make searches specific
Company Issues
Legal
Customer Service
Product development
Ex-Employees
Sales / Lead Generation
Announcements around your company or industry
Keynote speaking around your industry
Targeted Marketing Searches
First Person Insight
As a Woman
As a Man
As a Kid
Top Lists
Location-Based Social Networking
Campaigns
Products
Events

Sales & Lead Generation:Anyone Need Luggage?

Sales &Lead Generation: Quick Analytics
searching for:
Recommend ORi need a ORin the market forOR want to buy
+
Luggage ORnew luggage

Location Based Social Networking: Best Buy
First, just search for your brand.

Location Based Social Networking: Best Buy
Second, search for your brand +
geo-location tags

Old Spice: Measure and Compare

Methodology & Hierarchy
Outline your searches to stay focused

Gross Domestic Participation
The ‘Other’ GDP
REACH
+ CONTROL -
26

Share of Voice: Campaign Comparison

Volume: Campaign Comparison

Dean McBeth| W+K @evilspinmeister
Erin Korogodsky | Lithium Technologies @erinkoro

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This Method Ain’t Madness: Measuring the “Old Spice Guy” Campaign

by Erin Korogodsky

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