WHY REALTIME BRAND METRICS ARE THE NEXT BIG THING

1. INSTANT FEEDBACK
WHY REALTIME BRAND METRICS
ARE THE NEXT BIG THING
BERLIN // APRIL 2012

2. In their Harvard Business Review article from July/August 2007
Leonard M. Lodish and Carl F. Mela ask:
2

3. A cool answer today could be:
because
it has become
possible ;-)
3

4. In fact, the trend today is continuously heading
towards realtime brand performance measurement...
4

5. G
RNET IS ENABLING CONVERSATIONS AMON
THE INTE
IBLE IN
AN BEINGS THAT WERE SIMPLY NOT POSS
HUM
THE ERA OF MASS MEDIA.
THESE NETWORKED CONVERSATION
S ARE ENABLING
POWERFUL NEW FORMS OF SOCIAL O
RGANIZATION AND
KNOWLEDGE EXCHANGE TO EMERGE.
,
RTER, MORE INFORMED
MA
ARKETS ARE GETTING S
RKET
AS A RESULT, M
N IN A NETWORKED MA
TIO
ORGANISED. PARTICIPA
MORE
LY.
PEOPLE FUNDAMENTAL
CHANGES
FROM: THE CLUETRAIN MANIFESTO, 1999
http://www.cluetrain.com/
http://www.flickr.com/photos/visualthinkmap/2882858837
http://www.flickr.com/photos/eskimoblood/2111672366/ 5

6. www.flickr.com/photos/geralds_1311/3994992078
MARKETS ARE CONVERSATIONS.
AND CONVERSATIONS ARE DATA.
www.flickr.com/photos/intelfreepress/6675763157
6

7. feed
feedback
feed
Marketers have been trained with a campaign mentality, spending weeks planning,
designing and executing in a sequential manner. Social marketing is changing that.
We now need the ability to react instantly to breaking news, changes on our websites
and negative customer feedback. Marketers need a new mentality, infrastructure and
workflows to meaningfully participate in real time. David Meerman Scott
feed
feed
feedback
7

8. The biggest progression in 2012 will be around taking social
data to the next level. Instead of focusing on measures such
as reach and participation, brands will begin to focus and act
on the insights from those metrics. Mike Lewis of Awareness, Inc.
www.flickr.com/photos/pagedooley/2121472112
8

9. ACTION
Measure what matters.
A brand metric is only worthwhile if you can take an action as a result of the
information revealed, and if you can ultimately link your brand metric to your
company’s overall business performance.
www.flickr.com/photos/detachment2703/4089602109
9

10. FOCUS
Measure what matters.
It’s tempting to think that, because some metrics is good, more metrics
is better. The truth is, the key to actionable metrics is having as few as possible.
Metrics that drive the most learning are the ones to focus on.
10

11. rics
vant business met
Rele
Source: Marketo
http://docs.cdn.marketo.com/definitive-guide-to-marketing-metrics-marketing-analytics.pdf
If the objective of brand management is largely about protecting
stored value and increasing future sales, then surely brand
measurement should be about that same business outcome.
Ken Roberts and Elaine Wong, Forethought Research
11

12. www.flickr.com/photos/dodogoeslr/5049141618/
Brand metrics typically fall into two
categories: performance metrics and
perception metrics.
Performance metrics help assess how brand-building activities directly
drive overall business results, and range from price premium to loyalty,
to the lifetime value of a customer.
Perception metrics monitor the more intangible aspects of brand such as
relevance, consideration and awareness. They help gauge the effectiveness
of brand-building activities, which should still be linked, although less
directly, to overall business performance.
www.flickr.com/photos/moomoopanda/6195713294
12

13. http://www.redaksjonen.com/Artikler/30MunozBrandMetrics.pdf
urement
as
brand me
or
metrics f
Common
Brand metrics
for CEOs/CFOs*
Source: Prophet
* CEOs and boards don’t care about 99% of the metrics
that marketers track – but they do care about revenue
and profit growth.
13

14. With the continued importance placed on
social, brands need powerful, real-time
metrics to measure their social efforts and
understand how it impacts their entire
brand performance.
14

15. s
ed metric
olv
ries of ev
Catego
Source: Stacy Cohen and Marina Molenda
15

16. www.flickr.com/photos/intelfreepress/6675763157/
Finally, brands will need a way to feed both – realtime
metrics and data from long-term surveys – into one
solution, which will aggregate, analyse and identify the
right metrics that will help brand and marketing teams
make the right decisions.
16

17. Data is of no use if you don’t know what to do with it. 2012 will see brands increasingly looking for social
media data analysts who understand what to do with big data and how to use it for business results.
Marc Meyer
Marketing departments will have to look at three types of real-time data to make better, informed
decisions: news feeds from sources such as Dow Jones, Reuters and Bloomberg; social data from
platforms such as Twitter, Facebook, Google +, YouTube, blogs and LinkedIn; and data from websites to
answer key questions such as number of people visiting your web properties, content they are
interacting with, the impact of reorganizing content and presentation, and speed of response to close
rates. David Meerman Scott
PREDICTIONS FOR 2012 & BEYOND
Brands will move toward agile marketing and real-time thinking. To break through the online clutter,
brands will need to capitalize on current buzz to stand out. Expect increased use of real-time analytics
tools that lead to agile processes that will empower teams to act on the next big thing in real or neartime. Ekaterina Walter
17

18. Your Contact
Daniel Simon
Managing Partner
Torsten Henning Hensel
Head of Brand Management
Chausseestraße 5, 10115 Berlin
TEL + 49-30-283921-215
daniel.simon@greenkern.com
www.greenkern.com
Chausseestraße 5, 10115 Berlin
TEL + 49-30-283921-213
torsten.hensel@greenkern.com
www.greenkern.com
18

19. Copyright © GREENKERN GROUP GmbH Berlin, Germany.
All cognitions, documents and methods presented by GREENKERN in the
foregoing concept will remain the agency‘s intellectual property. Utilisation of the
presented ideas, texts, graphic designs, timetables, plannings, fotos, moving
pictures and sound materials as well as other stored media associated with this
concept is restricted to the realisation in conjunction with GREENKERN.
All realisation and utilsation is only allowed on the basis of a contract and its
fulfilling with the originators / rights owners. Rights of use will only be granted on
the basis of this contract that will also regulate their extent regarding time, space,
content, intention and manner of use. All realisation and utilisation (in whole or
parts) deviant from this regulations as well as a propagation to third parties are a
violation of copyright with all its legal consequences.
19