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Relationships to Revenue: Mapping Your Social ROI


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The best social media research can enable marketers to develop a thriving brand community, analyze the success of their actions and connect social platforms to business dollars. Marketers are looking to social media for new guidance and insight. Increasingly, traditional research methodologies are being combined with new social research technologies in order to gain a more accurate picture than ever before.

Researcher, Betsy Sutherland, and social media marketer, Eric Swayne, discuss how existing research methods can be enhanced through social media insight. They will share how it takes much more than a dashboard counting "likes" to comprehend community - it takes a set of social research solutions that can understand your audience and measure their journey to your ROI.

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Relationships to Revenue: Mapping Your Social ROI

  1. 1. Relationships to Revenue Mapping Your Social ROI #MappingROI October 26, 2011
  2. 2. Presenters Betsy Sutherland Senior Vice President Eric Swayne Director, Social Analytics & Insights
  3. 3. Objectives Learn the 3 Phases of Understanding Social ROI – Social Research Techniques – Traditional Research Techniques How to Map Social Actions to ROI – 4 Pathways to ROI Ideas for Getting Started
  4. 4. Agenda FAQs – Can I get a copy of today’s presentation? – Is today’s webinar being recorded? Poll Question Discussions – About M/A/R/C; Social Analytics & Insights – 3 Phases of Social ROI – Getting Started Q&A
  5. 5. About M/A/R/C 46 years of research service and innovation Industry experience includes: • CPG • Dining • Pharmaceuticals & • Hospitality Healthcare • Retail • Telecommunications & • Banking & Finance Technology Omnicom Group
  6. 6. M/A/R/C Capabilities Assessor® Custom MarketLink Portfolio Concept Qualitative BrandLinkScreening/Testing Brand Health & Equity Ideation/Brainstorming CustomerLinkProduct Forecasting Customer Satisfaction Shopper Insights & Loyalty Optimization Segmentation ShareLink Pricing Predictive Tracking Social Media Research
  7. 7. M/A/R/C Social Analytics & Insights Extend and Augment Research Multiple Views of Social Truth “Primary” and “Secondary” Data Sources
  8. 8. Distilling Wisdom From Social Data ACTIONS: What is Happening? ENGAGEMENTS: Who is Talking? INTENTS: Why is This Happening? IMPLICATIONS: What Does This Mean?
  9. 9. 3 Phases of Understanding Social ROI Listening – Understanding Your Consumer – Developing a Baseline Planning – Knowing Your Goals – Creating a “Chain of Evidence” Measuring – Architecting Pathways to ROI – Comparing to Other Media
  10. 10. +1: Additional Research Methods Highlighting how traditional and social research can work together
  11. 11. LISTENING
  12. 12. Start By Listening“The most basic of all human needs is the needto understand and be understood. The bestway to understand people is to listen to them.”— Ralph Nichols“Listening looks easy, but its not simple. Everyhead is a world.”— Cuban Proverb
  13. 13. Digital Snapshot High-level view of a given brand or topic Great baseline before marketing Uncover customer voice behind complicated issues Fast turnaround: 7-10 business days
  14. 14. Focus Feed Collects keyword mentions from across the web Highly targeted & unique scenarios Lightweight, long- tail
  15. 15. Social Ethnography Training an anthropological lens on social data Focusing on: – Patterns of behavior – Themes of content Similar deliverables to Qualitative research, with faster timelines
  16. 16. Reading Inside the Bars Positive sentiment here mostly driven by irrelevant results and couponing mentions Negative Neutral Positive Overall 13% 53% 34%Sentiment News 4% 29% 67% “Mommy Blogs” and couponing bloggers are fast to pick up on Blogs 14% 36% 50% discounts & often describe them in a positive light Forums 28% 62% 10% Twitter 5% 87% 8% Forums describing [brand] negatively often refer to the healthiness of specific menu items
  17. 17. Reading Inside the Bars Tue 03/22/11 08:13 AM I am meeting a friend for lunch on Wednesday. The friend chose to meet at [brand] restaurant. Any suggestions on what to order so I dont shatter my food log for the day? Fortunately we are meeting on my regular work out day. Thank You for any advice Fajitas are usually a good choice. Watch out for the tortillas, though. Maybe eat one tortilla, and the rest just eat with a fork.Taco Salad without the shell. Avoid the chips and salsa. I second the fajita suggestion, just dont add sour cream, cheese, etc. Dont go when you are super hungry. I always make better choices that way =) Mexican food=yummy! suggestions?hl=on+the+border#posts-2624330
  18. 18. Qualitative ToolsTraditional Focus Online Bulletin Online Focus Groups Groups Boards
  19. 19. PLANNING
  20. 20. All About Business Goals Very different ROI analyses for each of these goals: – Increase YoY sales of Widget X through Retail channels – Promote positive opinion of Initiative Y ahead of referendum next month – Generate qualified, decision- maker sales leads for our Account Team – Increase # of quantifiable contacts met at our Conference Z booth over last year
  21. 21. Scales of ROI• Hard Costs (tools, software) • eCommerce Purchases• Time Costs (hours, freelance) • Call Center Hours Saved• Headcount (benefits, salaries) • Earned Impressions• Giveaways / Sweepstakes Generated (vs. Paid Media)• App Development • Qualified Leads• Coupons / Discounts • Loyalty Program Sign-ups Investment Return Business Goals
  22. 22. Measuring the Wrong Direction Estimated EstimatedInvestment Purchase Financial Behavior Impact Social Estimated Activity Increased Return Metrics Loyalty
  23. 23. Starting With the Goal Online BusinessInvestment Conver- Goals sions Social Social Activity Conver- Return sations
  24. 24. Ford Explorer Facebook Reveal  Goal: Drive purchases of new Ford Explorer after launch  Result: 3x greater shopping lift day after than competitors’ Super Bowl ads (:30 spot = $2.5M)
  25. 25. Pizza Hut Super Bowl 2011  Goal: Create awareness around $10 any pizza deal  Result: Over 39 million impressions after launch, 400% increase in impressions per conversion on Facebook
  26. 26. Brand Profiling Above average Brand Brand Brand Brand Brand Average Below average% of Category A38% B 15% C 13% D 11% E 8%Average age (42) 32 26 40 35 32Children <6 (skew)Children 6-12 (skew)Children 13+ (skew)Income ($42k)Education (skew)Occupation Blue collar Admin. Sales Prof/Mgmt Blue collarUrban/Suburban/Rural Suburban Suburban Urban Urban RuralRegion (skew (skew) Midwest East South West South
  27. 27. MEASURING
  28. 28. 4 Pathways to ROI Attribution Assists Advocacy Awareness
  29. 29. Attribution Validated linkage direct from social action to business conversion
  30. 30. Link Tracking
  31. 31. Consumer Experience Correlations Social Media DataAge-gated Social Analytics Social Media Panel Data Social Campaign Results Email-Linked Profile Data Social Campaign Results Business Intelligence Consumer Sales Units Shipped Retailer Insights Directed Research Awareness Survey Data Frequency Trackers Satisfaction Surveys
  32. 32. Assists Social actions playing a documented role in the consumer journey to conversion
  33. 33. Multi Channel Conversion Funnels
  34. 34. Advocacy Brand social actions stimulating a consumer to recommend within their social graph
  35. 35. Measuring Advocacy
  36. 36. Awareness Brand actions are shared by others, reaching far beyond the brand’s natural social graph
  37. 37. Tracking Reach
  38. 38. Tracking Awareness Top of Mind Unaided Total Brand Awareness Brand Awareness Brand Awareness Q50% 100% 100% 90%40% 80% 70% qy30% 60% 50% 90%20% 40% 30%10% 20% 10%0% 0% 80% Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 08 09 09 09 09 10 10 10 08 09 09 09 09 10 10 10 08 09 09 09 09 10 10 10
  39. 39. Getting Started Start with small projects to set a baseline – Snapshot report; 1-2 brands or products Gather your shoeboxes – Collect Business, Research and Social data Get social with your colleagues – Identify and meet your organization’s social team
  40. 40. Questions for us?
  41. 41. 41