Digiday Brand Conference: ROI in a World Gone Social: Forrester

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With many brands devoting entire teams to figuring out their social media strategies, it is no longer a footnote to digital marketing. But the matter of ROI continues to haunt many a CEO’s dream, even while brands continue to prove that social media is all about engaging with the consumer and building the customer base.
Moderator: Nate Elliott, , vp, principal analyst, Forrester @nate_elliott
Speaker: Erich Marx, director social media marketing, Nissan North America @emarxe
Ian Schafer, CEO, Deep Focus @ischafer

Published in: Business, Technology
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Digiday Brand Conference: ROI in a World Gone Social: Forrester

  1. 1. 1 © 2012 Forrester Research, Inc. Reproduction Prohibited
  2. 2. Win The Social Marketing Measurement GameNate ElliottVice President and Principal AnalystSeptember 19, 20122 © 2009 Forrester Research, Inc. Reproduction Prohibited 2012
  3. 3. Marketers struggle to prove the success of their social programs3 © 2012 Forrester Research, Inc. Reproduction Prohibited
  4. 4. 4 © 2009 Forrester Research, Inc. Reproduction Prohibited 2012
  5. 5. 5 © 2012 Forrester Research, Inc. Reproduction Prohibited
  6. 6. 6 © 2012 Forrester Research, Inc. Reproduction Prohibited
  7. 7. How to Win the Social Marketing Measurement Game8 © 2009 Forrester Research, Inc. Reproduction Prohibited 2012
  8. 8. Avoid the temptation to oversimplify your metrics9 © 2012 Forrester Research, Inc. Reproduction Prohibited
  9. 9. Measure social marketing’s value by whether it supports your customers’ journey Social C-Suite Team10 © 2012 Forrester Research, Inc. Reproduction Prohibited
  10. 10. The measurement tactics favored by social teams and CEOs both have fatal flaws  Each measures only one side of the story – The social team only cares about what value the customer received – The C-suite only cares about what value the company received  Neither considers the different stages of the customer journey11 © 2012 Forrester Research, Inc. Reproduction Prohibited
  11. 11. If you’re using social to support the ‘engage’ phase  Sure, you need to track whether your Facebook page or your Twitter account created engagement – If you don’t support the customer’s need, your program has failed – But supporting the customer, on its own, doesn’t mean you’ve succeeded  Marketer value from ‘engagement’ actually comes in driving discovery12 © 2012 Forrester Research, Inc. Reproduction Prohibited
  12. 12. If you’re using social to support the ‘discover’ phase  You want to know if your word-of-mouth marketing program created reach and discovery  But marketer value from ‘discovery’ actually comes in driving exploration13 © 2012 Forrester Research, Inc. Reproduction Prohibited
  13. 13. If you’re using social to support the ‘explore’ phase  You must study whether on-site reviews, forums and blogs gave your prospects a chance to explore in greater depth  But marketer value from ‘explore’ actually comes in driving purchases14 © 2012 Forrester Research, Inc. Reproduction Prohibited
  14. 14. Marketers should think of social as a board game15 © 2012 Forrester Research, Inc. Reproduction Prohibited
  15. 15. The C-Suite will want to knowhow many times you got to‘Go’ and collected $200
  16. 16. Marketing mix modeling is the best tool for mapping social spending back to ROI17 © 2012 Forrester Research, Inc. Reproduction Prohibited
  17. 17. Three steps to properly measuring social marketing 1. Tailor your metrics to each stage of the customer journey. 2. Measure both sides: Customer value and marketer value. 3. Hire a good mix modeling vendor.18 © 2012 Forrester Research, Inc. Reproduction Prohibited
  18. 18. Thank youNate Elliott+1 212.857.0749nelliott@forrester.com © 2009 Forrester Research, Inc. Reproduction Prohibited

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