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Dmexco16: Social Media Performance Auditing

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HOLISTIC QUANTITATIVE AND QUALITATIVE SOCIAL MEDIA PERFORMANCE AUDITING TO BENCHMARK YOUR BRANDS’ PERFORMANCE

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Dmexco16: Social Media Performance Auditing

  1. 1. Global Headquarters100W33rdStreetNew York,NY10001Strictly private&confidential © 2015 SOCIALMEDIA PERFORMANCEAUDITING HOLISTIC QUANTITATIVE AND QUALITATIVE SOCIAL MEDIA PERFORMANCE AUDITING TO BENCHMARK YOUR BRANDS’ PERFORMANCE Prepared by Finn McAleer New Business Manager EMEA Performly
  2. 2. 2 Planning & Strategy Creative & Production Community Management Paid Amplification Reporting & Analytics WE’RE EXPERTS IN EVERYTHING SOCIAL
  3. 3. Chapter #1 1M566 60 THE PERFORMLY ENGINE PULLS OVER 1 MILLION ROWS OF DATA EVERY DAY Countries Performly is the world’s first automated multi-platform tool for measuring Earned Media Value. Performly assesses your social media communications in hard currency and allows your management to see the financial benefit of your social activities QUANTITATIVE AUDITING & REPORTING Know What All Your Social Activities are Worth Brands MEASURING 566+ UNIQUE BRANDS’ SOCIAL MEDIA PERFORMANCE ACROSS FACEBOOK, YOUTUBE AND TWITTER ACTING GLOBALLY, THINKING LOCALLY, SUPPORTING GLOBAL BRANDS ACROSS 60 COUNTRIES POWERED BY
  4. 4. PERFORMLY BENEFITS 1. MEASURE EACH SOCIAL CHANNEL’S FISCAL VALUE, BY PROVIDING FINANCIAL KPIs AND REPORTS 2. EMV SHOWS A DIRECT CORRELATION BETWEEN SOCIAL ACTIONS AND FINANCIAL VALUE 3. PROVE SOCIAL MEDIA VALUE BEYOND REASONABLE DOUBT & AUDIT YOUR AGENCIES’ PERFORMANCE 4. COMPARE CHANNELPERFORMANCE AND OPTIMISE MEDIA INVESTMENTS 5. PROVIDES FISCAL DATA FOR BUDGET MEETINGS 6. CALCULATES TOTAL MEDIA EQUIVALENT VALUE AND eCPM TO SHOW SOCIAL CONTRIBUTION TO THE BOTTOM LINE 7. ALLOWS FOR A/B TESTING OF ADVERTISING, CONTENT AND ENGAGEMENT EFFORTS 41% 35% 9% 12% 20% 3% Facebook Twitter Tum blr Instagram TV Other
  5. 5. 5 SPOTLIGHT: NEUTROGENA SPAIN • Neutrogena Spain local market image post of June 2nd, 2016 • Outstanding results as of July 22nd, 2016: 2,4 Mio impressions, 44k Likes, 9k Shares, nearly 400 Comments • Post saw significant organic uplift (virality) • Performance measurement using Performly™ shows the post generated 3.2 times the Paid Media investment or an uplift of +224% • So for every €1 invested in this post, Neutrogena Spain effectively spent €3.20 • Context: This post performed 4.9 times better than the 2nd best performing post of January 14th, indicating the paid optimised strategy was very efficient and successful at generating both exposure and engagement Earned Media Value = Sum of media costs for actions such as Organic Impressions, Likes, Comments, Shares, Clicks
  6. 6. 6 SPOTLIGHT: CONTINENTAL UK • Gareth Bale posted this photo following his goal leading Wales to victory against their rivals in the Euros on June 26th, 2016 • Performance measurement using Performly™ shows his post generated an astonishing £150,500 in Earned Media Value (EMV) across Facebook and Twitter for our client Continental • The Facebook post alone reached £121,500 in total EMV • 335K organic engagements generated £84,000 EMV • 12.5 million organic impressions delivered another £37,500 EMV • The Twitter post generated an additional £29,000 in total EMV • With over 8K organic engagements generating £4,500 EMV • 4 million organic impressions delivered another £24,500 EMV Earned Media Value = Sum of media costs for actions such as Organic Impressions, Likes, Comments, Shares, Clicks
  7. 7. 7 Monthly EMV Trend 2015 SOLUTION 551% increase in Earned Media Value in 2015 8.1% uplift in acquired followers in 2015 vs 2014 1213% increase in quantity of linkclicks 670% increase in likes on content 1758% increase in photo views SPOTLIGHT: MERCK & CO Merck & Co Germany were looking for a tool to measure the performance of Femibion’s social media activities to enable financially–driven optimisation oftheir content strategy to achieve a higher ROI from their social media investments CHALLENGE Performly delivered the perfect measurement solution for Merck’s needs taking the guesswork out of reporting and measuring the performance of the brand’s Facebook activities by introducing Earned Media Value (EMV). Performly enabled Merck to audit the performance of their social content strategy to increase the ROI from their social efforts
  8. 8. 8 QUALITATIVE AUDITING & REPORTING Chapter #2 EMOTIONALLY VALIDATED INFLUENCERS EMOTIONAL FORECASTING TOTAL EMOTIONAL LISTENING HEART is IPG Mediabrands’ proprietary real-time semantic, cultural, emotional & social listening product Actionable, contextual insights that spark creative ideation delivered through an interactive dashboard Real-time media publishing recommendations for optimal distribution
  9. 9. 9 EMOTIONS DRIVE BUSINESS RESULTS 2X 52% 3XEMOTIONAL ANALYSIS IS 2X MORE ACCURATE THAN TRADITIONAL SENTIMENT ANALYSIS IN UNDERSTANDING HOW MILLENNIALS ACTUALLY FEEL EMOTIONALLY CONNECTED CONSUMERS ARE 52% MORE VALUABLE THAN HIGHLY SATISFIED CONSUMERS THOSE WHO TWEET WITH HIGH INTENSITY ARE 3X MORE LIKELY TO RECALL A BRAND 1 – Source: CANVS, Teen Wolf S5 Finale Nielsen Twitter White Paper 2 – “The New Science of Customer Emotions” November 2015 – Harvard Business Review 3 - Twitter “PEOPLE WILL FORGET WHAT YOU SAID, PEOPLE WILL FORGET WHAT YOU DID, BUT PEOPLE WILL NEVER FORGET HOW YOU MADE THEM FEEL”. - Maya Angelou
  10. 10. UNDERSTAND THE EMOTION BEHIND YOUR BRAND Emotions are important because they drive higher engagements, and in turn commercial activity HEART listens to all digital signals in order to identify the most resonant moments for brands to have conversations.
  11. 11. HEART BENEFITS 1. MEASURE AND ANALYSE EMOTIONAL CONTENT ACROSS YOUR SOCIAL CHANNELS 2. REALISE HOW TO COMMUNICATE LIKE PEOPLE INSTEAD OF AUTOMATED ROBOTS ACCOMPANIED BY CALL-TO- ACTIONS 3. DETERMINE THE RIGHT FREQUENCY AND MOST IMPORTANT MOMENTS TO POST 4. CREATE EMOTIONAL CONTENT THAT GENERATES STRONG USER INTEREST AND ENGAGEMENT 5. DRIVE BRAND AFFINITY AND REPEAT BRAND PURCHASE 6. STOP CHASING CONVERSATION SPIKES WHILE MISSING EMOTIONALLY RELEVANT MOMENTS TO SPEAK WITH YOUR CONSUMERS 5. STEP BEYOND POSITIVE, NEGATIVE AND NEUTRAL SENTIMENT 41% 35% 9% 12% 20% 3% Facebook Twitter Tum blr Instagram TV Other
  12. 12. SOLUTION We saw a peak of the emotion “excitement” on February 3rd, 2016. Further analysis revealed topics that drove the emotional crest: the terms “snow,” “snow day,” and “pending storm” surfaced as contributing to that emotion. Our research led us to “snow day.” The unofficial holiday that no one expects but everyone loves is consistent with Coca-Cola’s brand architecture. It’s also a moment in which Coca-Cola could contribute value to the social conversation as “the official beverage of snow days.” We were able to leverage total emotional listening to generate insights and optimization as well as improve the quality of our social strategy and content. SPOTLIGHT: CHALLENGE Coca-Cola challenged us to drive brand affinity through social media content. We used Total Emotional Listening, starting with Coca-Cola’s brand ethos of positivity, to develop our content strategy.
  13. 13. Global Headquarters100W33rdStreetNew York,NY10001Strictly private&confidential © 2015 THANKYOU! PLEASE CONTACT US IF YOU WOULD LIKE TO LEARN MORE ABOUT AUDITING YOUR SOCIAL MEDIA PERFORMANCE…

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