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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

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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.

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

  • 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
    Credit/ Payment Info
    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
    Credit/ Payment Info
    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