Digiday Agency LA: Clickable Pecha Kucha

Editor's Notes

1. Delighting Social Stakeholders
2. One Size Does Not Fit All-Different stakeholders have different goals and measures of success
3. At Clickable, We’re a technology company. We have a lot of people to please. We need to understand specifically the needs of each person we intend to delight. -Common factor is that they need clear goals- all in it together -But those goals can vary significantly based on the stakeholder’s role in an organization-Goals must be clearer than: ‘be on Facebook’, ‘do Facebook ads’, ‘Build a community on Facebook’ -These goals aren’t tactical, not strategic
4. Ultimately, there’s (1) Goal: ROIBut that’s not the same ROI that we see with other advertising/marketing channels.It’s even different than other digital channelsDisplay=visibility to a key audienceSEO=visibility on a key topicSEM=lead-generation or salesSO, then what is Social ROI?
5. Bottom line: CFO’s need to see hard numbers and results.-The mystery of social media ROI has agitated one of the most contentious relations in the enterprise: that of the CMO and the CFO -It’s the cmo’s lease favorite discussion. -How can a CMO actually communicate success?
6. Communicating ROI is also audience-dependentCommunicating with an AOR is different than communicating with a clientRoles within those different types of orgs change various measurements of success
7. Communicating ROI: Media PlannerGoals: Spend the budget; Hit the performance goalMetrics: spend trends, conversions, cost per conversion, engagement trendsProgress: Performance against industry benchmarks and forecasts. The expectations you set with the clientInsights: Operational best practices and tactical take-aways. What can I do to improve for next flight? (the take away for the agency people)
8. Communicating ROI: Client ContactGoals: Fans, Installs, EngagementMetrics: Conversions, cost per conversion, lift in engagement metricsProgress: benchmarks against historical performanceInsights: Audience, targets, Images that drove performance (the takeaway for the brands)
9. The Big Data TrapIndustry tends to “geek out” over ‘big data’ to the detriment of their stakeholdersSeeing everything as granular, malleable data is a means to an end, not an end unto itselfIt’s sexy right now, and clients want to know you ‘have it,’ but if it doesn’t move the needle it’s worthless
10. Even if it moves the needle but progress cannot be effectively communicated, it’s still worthless
11. But what are the clients’ Pains? (CMO Council Study)67% concerned they don’t have resources/time to properly manage social media investments49% can’t quantify or measure ROI43% don’t feel they have competency or expertise needed to succeed47% felt increased complexity of marketing, planning, and mix allocation
12. Can “big data” be a painkiller to those pains?Not really. Not if its goal is to execute more complex strategiesA unifying issue among the CMO Pains is “Complexity”It’s difficult to determine traditional ROI based on social metrics. That makes mix allocation harder.The tactics are new and changing for Social ads + marketing. Competency is difficult to achieve.
13. So what is Big Data good for (for CMO’s)? >>> Performance EfficiencyImproved tactical efficiency against a goal. Once you have a strategy with a goal, the technology is a painkiller that makes tactics easy.Strategic Goals:Fan Growth: What can we learn from diverse data sets that will improve cost-per-fan? How can Youtube behavior and Pinterest behavior and Twitter data be leveraged for Ads and Posts strategy?Engagement: What owned/earned strategies are driving engagement? How can that data be leveraged for Ads and Posts strategies?Monetization: How can we leverage paid, owned, earned tactical data to segment and target the audience for each monetization tactic?
14. So, Should we AVOID Big Data? (this is kinda filler)-No. Don’t avoid Big Data. Don’t stop talking about Big Data.-Data analysis opens doors and allows for improved precision and performance efficiency. Fact.-BUT, don’t put the cart before the horse. You have to see the forest, not just the trees.
15. Killing the CMO’s pains with Technology (After goals are set) (Light at the end of the tunnel)Once you have a specific goal, then technology is an instrument of pain killingPains that are killed:i. Resources/bandwidth: big technology requires little resources to useii. Measuring ROI: once the right metrics are chosen, this concern evaporatesiii. Competency: technology lowers bar of tactical excellence to meet goalsiv. Media mix: with measurement against clear goals, decision-making becomes straightforward
16. Competency: Demonstrating ROI1.Showing improved performance efficiency and operational efficiency2.Performance efficiency must be assessed against a canon of finite Social goals. This is how you delight clients.i.With proper goal setting, technology like Clickable delights CMOs.
17. Operational efficiency is assessed against the complexity, bandwidth, knowledge, and tactical mastery required to meet performance goals.i.Technologygives you an unfair advantage, and that is how technology companies like Clickable delight Agencies.ii. Technology ARMS you with the best practices, tools, and services.
18. Getting Help1.Technologies, tools, and services can be painkillers for the pains of delivering performance and operational efficiency. But first you have to set your goals and then identify your risks and pain points.2.When that is done, you can determine the right solution that meets your needs