PRINT™ - Maximising Social Media ROI

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PRINT™ - Maximising Social Media ROI

  1. 1. Maximising social media ROIHelping marketers make smarter investment decisions Web: www.sociagility.com | Email: hello@sociagility.com | Twitter: @sociagility | +44 (0)20 7193 6793 IN COMMERCIAL CONFIDENCE
  2. 2. 1900 Half the money I spendon advertising is wasted, and the problem is I do not know which half – William Hesketh Lever IN COMMERCIAL CONFIDENCE
  3. 3. 2012 Half the money I spend on social media is wasted, and theproblem is I do not know which half IN COMMERCIAL CONFIDENCE
  4. 4. But what to measure?• Socially engaged enterprises see 4x better returns• 81% of executives see tangible economic benefitsBut…• Competition is increasing• Lack of metrics biggest roadblock• 28% don’t measure at all• 27% rely on ‘intuition’• Benchmarks & KPIs top measurement approaches The Economics of the Socially Engaged Enterprise PulsePoint Group/EIU, April 2012 IN COMMERCIAL CONFIDENCE
  5. 5. About PRINT™Sociagility’s social media measurement and planning system Web: www.sociagility.com | Email: hello@sociagility.com | Twitter: @sociagility | +44 (0)20 7193 6793 IN COMMERCIAL CONFIDENCE
  6. 6. More than measurement PRINT™A measurement and planning system that helps marketers maximise social media ROI by makingevidence-based investment decisions IN COMMERCIAL CONFIDENCE
  7. 7. Why PRINT™?Strategic Shows exactly where to direct resources to improve performancePredictive Models and demonstrates the business impact of improvements in social media performanceSpecific Tailored to your brand’s objectives and audiencesProven Correlates with recognised business success metricsObjective Eliminates subjective judgement based on social media hype IN COMMERCIAL CONFIDENCE
  8. 8. Questions PRINT™ answersWhere… should I focus my resources to get the best return from social media?What… business impact could different engagement approaches deliver?How… can I best justify further investment in social media? IN COMMERCIAL CONFIDENCE
  9. 9. What PRINT™ doesAnalyze Identifies the channels and behaviours that offer greatest competitive advantageOptimize Tells you which strategies will deliver the best return on investmentPredict Quantifies the business impact of improvements in those areas IN COMMERCIAL CONFIDENCE
  10. 10. How does PRINT™ work? Brand objectives and audience Business metricsCompetitor set preferences and KPIs Analyze Optimize PredictChannels and Strategies Business impact drivers Track Daily, weekly, monthly or dip tracking IN COMMERCIAL CONFIDENCE
  11. 11. The PRINT™ solutions PRINT™ • Multi-channel comparative analysis based on 50+ underlying metrics Analyze • Benchmark scorecard + flexible follow-up reports PRINT™ • Weighted analysis based on brand objectives and audience channel preferences Optimize • Prioritised engagement strategies and ROI analysis PRINT™ • What-if analysis showing the impact of different engagement strategies on business metrics Predict • On-going tracking via regular reports or real-timePRINT™ Track dashboards IN COMMERCIAL CONFIDENCE
  12. 12. PRINT™ in actionExamples of PRINT™ solutions Web: www.sociagility.com | Email: hello@sociagility.com | Twitter: @sociagility | +44 (0)20 7193 6793 IN COMMERCIAL CONFIDENCE
  13. 13. PRINT™ Analyze: ScorecardThe scorecard provides an “at a glance” overview of all scores for all brands. IN COMMERCIAL CONFIDENCE
  14. 14. PRINT™ Analyze: Scorecard The comparativePRINT™ Index scoresfor each brand in the group IN COMMERCIAL CONFIDENCE
  15. 15. PRINT™ Analyze: Scorecard Brand scores are broken out for each of the five attributes, showingleaders and laggards IN COMMERCIAL CONFIDENCE
  16. 16. PRINT™ Analyze: ScorecardBrand scores are alsobroken out for each channel, againshowing leaders and laggards IN COMMERCIAL CONFIDENCE
  17. 17. PRINT™ Optimize• Bespoke analysis weighted to objectives and audiences• Prioritised engagement strategies• ROI analysis and recommendations IN COMMERCIAL CONFIDENCE
  18. 18. Summary Web: www.sociagility.com | Email: hello@sociagility.com | Twitter: @sociagility | +44 (0)20 7193 6793 IN COMMERCIAL CONFIDENCE
  19. 19. Why PRINT™?Strategic Shows exactly where to direct resources to improve performancePredictive Models and demonstrates the business impact of improvements in social media performanceSpecific Tailored to your brand’s objectives and audiencesProven Correlates with recognised business success metricsObjective Eliminates subjective judgement based on social media hype IN COMMERCIAL CONFIDENCE
  20. 20. About us Web: www.sociagility.com | Email: hello@sociagility.com | Twitter: @sociagility | +44 (0)20 7193 6793 IN COMMERCIAL CONFIDENCE
  21. 21. About Sociagility Creating competitive advantage by building in-house social communications capabilityWe help brands and organisations make evidence-baseddecisions about:• How to engage positively and directly with social media• Becoming more authentic and reducing dependency on third parties for social engagement• Building their own in-house social communications strategy and capabilities – people, systems and content
  22. 22. PrincipalsAnthony Burgess-Webb Niall CookTony left international Niall left Hill & Knowlton at thecommunications consultancy end of June 2011, after a thirteenHill & Knowlton in April 2011, year career, first in the digitalafter a twenty-five year careerduring which he founded H&K’s European practice and then as worldwide head oftechnology practice and global digital marketing technology. He pioneered thepractice. He was the global firm’s chief firm’s use of social media including itsmarketing officer for five blogging platform, Collectiveyears, overseeing their formal and Conversation. He is the author of ainformal web presence and the book, Enterprise 2.0, which explores theintroduction of internal and external use of social media inside the enterprise.social media policies and practices. He co-founded brand research firm Commetric Married, with one daughter, he is aand equity trading company CommEq. trustee of East Anglia’s Children’sMarried, with one daughter, he is a pro Hospices.bono advisor to Iwokrama, a rainforestpreserve in Guyana.
  23. 23. The PRINT™ methodologyHow PRINT™ correlates with business metrics Web: www.sociagility.com | Email: hello@sociagility.com | Twitter: @sociagility | +44 (0)20 7193 6793 IN COMMERCIAL CONFIDENCE
  24. 24. PRINT™ IndexA measure of performance• The PRINT™ Index is a single number which shows the overall social media profile and performance for each brand or organisation in this analysis• The PRINT™ Index is calculated based on 50+ individual performance metrics across multiple channels• For each channel, five drivers are analysed: • Popularity • Receptiveness • Interaction • Network reach • Trust IN COMMERCIAL CONFIDENCE
  25. 25. The PRINT™ drivers• Popularity • Measures: the extent to which each brand is attracting attention. • Data points: include data such as site traffic, followers, references, fans, views and engagement with the brand.• Receptiveness • Measures: the extent to which each brand is seen to be listening to comments or conversations. • Data points: include data such as linking, following and referencing by the brand.• Interaction • Measures: the extent to which each brand is interacting with its communities. • Data points: include data such as sharing, activity, responses and engagement by the brand.• Network reach • Measures: the extent to which each brand is building its social network. • Data points: include actual and potential reach, engaged audience size and network popularity.• Trust • Measures: the extent to which each brand is trusted by those within its network. • Data points: include site trust, influence, authority, positive endorsement and ratings. IN COMMERCIAL CONFIDENCE 26
  26. 26. Correlation with brand value IN COMMERCIAL CONFIDENCE
  27. 27. Correlation with brand growth IN COMMERCIAL CONFIDENCE
  28. 28. Correlation with sales IN COMMERCIAL CONFIDENCE
  29. 29. PRINT™ in action Web: www.sociagility.com | Email: hello@sociagility.com | Twitter: @sociagility | +44 (0)20 7193 6793 IN COMMERCIAL CONFIDENCE
  30. 30. Sector reportsGlobal PR Agencies Top 50 Global Brands GOP Presidential Primaries SupermarketsHigher Education Olympics Sponsors Financial Services Sports IN COMMERCIAL CONFIDENCE
  31. 31. Sector reports: Top 50 brands IN COMMERCIAL CONFIDENCE
  32. 32. Sector reports: Higher education IN COMMERCIAL CONFIDENCE
  33. 33. Sector reports: Grocery IN COMMERCIAL CONFIDENCE
  34. 34. Sector reports: London 2012 Sponsors IN COMMERCIAL CONFIDENCE

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