planning and
measuring social
media strategies

why should we care?

The Good..

The Bad..

A BIG shift from what we know
• TV advertising revenues down 30% at NewsCorp
Numbers • US print advertising revenues down by 14%
don’t lie
• Radio listeners are down by 14%
• Click thru rates on banner ads is decreasing 30%
year on year and industry average is now 0.05%

The Ugly..

76% Customers who think
advertising lies

The Seductive..

68.56m
58.56m
5.98m
7.65m
11.27m
Millions unique visitors
Jan 2009. Comscore

where do you start?

Social strategy starts the
same as any other strategy

Core principles around a clear objective
Plan
Objectives
Review Data
Design
Develop

“We want a widget/viral video”
is not an objective

Every objective has a metric
that demonstrates a benefit
to the business

But then we need to change
how we think

From
digital channels and technologies

To
digital lives and behaviours

Video still to come

Baby Boomers are now embracing
social media applications nearly 20x
faster than the younger generation
+59% connecting through social networking
+67% consuming blogs and podcasts
+35% viewing/posting videos
Accenture 2009
% change from 2008

From
what brands say about themselves

To
what consumers say about brands

Customers who say consumer
91% generated content is the #1 aid to
a buying decision

From
creating media campaigns

To
creating human experiences

From
show and tell

To
Involvement and understanding

MEASURABLE
CUSTOMER
ENGAGEMENT

what does
engagement look like?

the key to success

Content
useful, entertaining

Data & Insight
breaking the silos

online
hard
Data soft
offline

A single focus
People
Led

Measurable at
all points

measurement
framework

INSIGHT INCITE

search conversations
INSIGHT
influencers communities

involvement interaction
INCITE
influence intimacy

How do we find the most
value?

Return On Return On
Investment Involvement
Return on the Return on the
4% 100%
who do who think

$
$$$ $ $
$$$
$$$ $$$
$$
$$ $$ $$
$ $$ $$ $
$
$$
$$$ $

From
Value = individuals

To
Value = individuals + interactions
between individuals

From
aggregate activity

To
individual actions

measurement tools

look for correlation
not causation

build on and blend with
existing metrics

don’t assume facebook or
twitter will continue to be top
dogs

portable social
lives

integrated measurement of
the customer journey

loyalty email news comms friend fly arrival loyalty site and
club showers club offer

don’t obsess on using metrics
to prove what you do is
successful...use metrics to
make what you do better

THANK
YOU!