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

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Erin Korogodsky of Lithium Technologies and Dean McBeth of W+K share some insights about the methodology of measuring the Old Spice campaign in social media.

Erin Korogodsky of Lithium Technologies and Dean McBeth of W+K share some insights about the methodology of measuring the Old Spice campaign in social media.

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  • Most companies start by listening through some kind of search. Free tools to monitor can be really basic like setting up google alerts, searching Kurrently.com for real time Twitter and Facebook mentions.
  • Can quickly see volume over past month and drill into the highest peak.
  • Transcript

    • 1. This Method Ain’t Madness: Measuring the “Old Spice Guy” Campaign<br />Dean McBeth<br />W+K<br />@evilspinmister<br />Erin Korogodsy<br />Lithium Technologies<br />@erinkoro<br />
    • 2. Measurement, 1990<br />TV<br />Print<br />Sale!<br />OOH<br />Radio<br />WOM<br />Mail<br />Warranty Card<br />Telephone Survey<br />Credit/ Payment Info<br />Focus groups<br />
    • 3. We get digital<br />
    • 4. Measurement, 2000<br />Measurement, 2000<br />Online Ads<br />Clicks<br />Page Views<br />Register<br />Opt-in<br />Sessions<br />Search<br />TV<br />Sale!<br />Print<br />OOH<br />Radio<br />WOM<br />Warranty Card<br />Mail<br />Telephone Survey<br />Credit/ Payment Info<br />Focus groups<br />
    • 5. We get social<br />
    • 6. Measurement, 2010<br />Measurement, 2000<br />Review Product<br />Blog<br />Post<br />Post<br />Digg<br />Make video<br />Share<br />Tweet<br />Re-Tweet<br />Fan<br />Like<br />Review<br />Book mark<br />Rate<br />Online Ads<br />Clicks<br />Page Views<br />Register<br />Opt-in<br />Sessions<br />Search<br />Sale!<br />TV<br />Warranty Card<br />Print<br />OOH<br />Credit/ Payment Info<br />Telephone Survey<br />Radio<br />Focus groups<br />WOM<br />Social Media<br />
    • 7. The more digital our communications get, the more transactions we perform online, the higher our expectations of what we can measure<br />High Expectations<br />
    • 8. So, what can we measure?<br />
    • 9. Wait, what’s my point again?<br />Brand Perception<br />Marketing Efficiency<br />Revenue Growth<br />Support Savings <br />
    • 10. Care to break that down for me?<br />(think KPI’s because they lead you to ROI)<br />
    • 11. Brand Perception Metrics<br />Social Media participation is necessary to create and <br />maintain brand reputation<br />Sentiment <br />Brand equity<br />Thematic/ perceptual maps; cluster analysis <br />PR functions/ crisis control <br />Media relationships<br />Influencer relationships<br />Customer satisfaction<br />Likeliness to buy<br />Likeliness to recommend (NPS)<br />
    • 12. Marketing Efficiency Metrics<br />Social Media is an effective way to create <br />awareness of and interest in our products and services <br />SEO<br />Improved rankings<br />Reach<br />Followers<br />Fans<br />Forwards<br />Invites<br />Word of Mouth<br />Shares<br />RTs<br />Research<br />Defrayed/ reduced cost of surveys, focus groups, panels, testers, and secret shoppers <br />
    • 13. Revenue Growth Metrics<br />Social Media is an effective way to drive sales<br />Social Media is an effective way to drive sales <br />Relationships that could become leads<br />Members, Registrants, Fans, downloaders, subscribers, followers, bookmarkers, commenters<br />Leads<br />People that have expressed an interest in your product in the public domain and that you can follow up with <br />Sales <br />Tracked from links promoted via social media channels<br />Tracked via promo codes and offers<br />
    • 14. Support Savings<br />Social Media is an effective way to service our customers <br />(or let them self service themselves)<br />Content creation: user generated vs. company generated <br />Ratings & Reviews <br />Forums<br />Groups<br />Support case metrics<br />Cases per channel<br />response times per channel<br />wait time per channel<br />resolution rate per channel<br />Customer sat per channel <br />Call center costs defrayed<br />
    • 15. #%$@*%**(&#@<br />(read: where do I start?)<br />
    • 16. Start Monitoring & Measuring<br />Free tools <br />Google Alerts<br />Kurrently.com<br />Social Mention<br />Quick snapshot of either data or reporting<br />Lots of junk<br />No way to measure or compare over time<br />Paid tools<br />Lithium Social Media Monitoring<br />Radian 6<br />Spiral16<br />Context<br />Sentiment Analysis<br />Deep dive into analytics <br />Engagement and workflow tools<br />
    • 17. What should I search for?<br />Industry Trends<br />Company / Brand Mentions<br />Products / Events / Campaigns<br />Creative examples using Layered Searches<br />
    • 18. Use text mining to make searches specific<br />Company Issues<br />Legal<br />Customer Service<br />Product development<br />Ex-Employees<br />Sales / Lead Generation<br />Announcements around your company or industry<br />Keynote speaking around your industry<br />Targeted Marketing Searches<br />First Person Insight<br />As a Woman<br />As a Man<br />As a Kid<br />Top Lists<br />Location-Based Social Networking<br />Campaigns<br />Products<br />Events<br />
    • 19. Sales & Lead Generation:Anyone Need Luggage?<br />
    • 20. Sales &Lead Generation: Quick Analytics<br />searching for: <br />Recommend ORi need a ORin the market forOR want to buy<br />+<br /> Luggage ORnew luggage<br />
    • 21. Location Based Social Networking: Best Buy<br />First, just search for your brand.<br />
    • 22. Location Based Social Networking: Best Buy<br />Second, search for your brand + <br />geo-location tags<br />
    • 23.
    • 24. Old Spice: Measure and Compare<br />
    • 25. Methodology & Hierarchy<br />Outline your searches to stay focused<br />
    • 26. Gross Domestic Participation<br />The ‘Other’ GDP<br />REACH<br />+ CONTROL -<br />26<br />
    • 27. Share of Voice: Campaign Comparison<br />
    • 28. Volume: Campaign Comparison<br />
    • 29. Dean McBeth| W+K @evilspinmeister<br />Erin Korogodsky | Lithium Technologies @erinkoro<br />

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