Syncapse - iStrategy Chicago 2012

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Syncapse - iStrategy Chicago 2012

  1. 1. iStrategy  2012    So  Many  Metrics,  So  Li0le  Time     A  SYNCAPSE  WORKSHOP       1  
  2. 2. Brain  ac4va4on   What  is  your  biggest  marke>ng  challenge?      Tweet  your  answer  with  #istrategy  @syncapse  to  win   a  set  of  sweet  headphones  from  Beats  by  Dr  Dre.   2  
  3. 3. Why  we  are  here   CUSTOMER  ACQUISITION   Acquire  new  customers  and   drive  revenue   PERFORMANCE  &   OPTIMIZATION     LOYALTY  &  RETENTION   Measure  ROI  and  drive   Drive  incremental  value  from   efficiency  and  effec>veness  in   exis>ng  customers   social  investment   3  
  4. 4. So…   Smallwood  [Facebook’s  Head  of  Measurements  and  Insight]  said   that  ad  impressions,  rather  than  clicks,  drive  sales.  In  fact,  in  the   DataLogix  campaigns,  99  percent  of  sales  were  from  people  who   saw  ads  but  didn’t  interact  with  them.     To  back  that  up,  he  also  also  pointed  to  a  Nielsen  study  showing  that   there’s  virtually  no  correla>on  between  clicks  on  ads  and  either   brand  metrics  or  offline  sales.   Source:  FeedBlitz   4  
  5. 5. So  Many  Metrics     5  
  6. 6. Social  Analy4cs  is  Complex   Rapid  social  media  prolifera>on   is  making  it  increasingly   difficult  for  marke>ng  teams  to   link  fragmented  social  ac>vity   into  an  automated,  unified   view  of  social  performance   1   Mul4ple  &  Disparate  Sources   No  centralized  view  of  marke>ng   performance  across  social  media   channels,  geographies,  pages  and   campaigns     2   Lack  of  Standardiza4on   Difficul>es  in  comparing  performance  and   ?   scaling  best  prac>ces  across  different   social  media  channels,  brand  teams  and   agencies   6  
  7. 7. Manual  Measurement  Creates  Inefficiencies   Organizations often by-pass the complexities by using various people to manually extract data on an ad-hoc basis, introducing: 1   Unnecessary  Manual  Overhead   with  increased  opportunity  for  human  error,   data  quality  issues  and  added  cost     2   Non-­‐standardized  Repor4ng   with  limited  ability  to  gain  compara>ve  insight     The  Inability  to  Op4mize  in  a  Timely   3   Fashion   analyzing  performance  when  it’s  too  late  to   impact  in-­‐market  ac>vity     7  
  8. 8. A  Four  Step  Process  1.   Align  social  goals  to  business   objec>ves  to  standardize   measurement  approach   1.    ALIGN  &   STANDARDIZE  2.  Establish  key  performance   2.  SET   metrics  and  data-­‐driven   TARGETS   targets  based  on  historical   performance    3.   Track  and  measure  social   performance  against  KPIs   4.  ANALYZE  &  4.   Analyze  data  to  iden>fy   OPTIMIZE   3.    TRACK  &   trends  and  recommended   MEASURE   ac>ons  to  op4mize  social   strategies  &  overall  marke>ng   programs   8  
  9. 9. Workshop:  Connec4ng  Business  Objec4ves    To  Social  Goals     Increase  Sales  &   Customer  Reten4on   Business  BRAND  VISION     Objec4ves   1.  Increase  awareness     2.  Increase  considera4on     3.  Drive  advocacy     Marke4ng     Goals   1.  Increase  membership     &  reach     2.  Drive  purchase  intent     Social  Goals   3.  Grow  engagement     9  
  10. 10. Workshop:  Social  Goals  to  Metrics    that  Maeer Increase  Sales  &  Customer  Business  Objec4ve   Reten4on   Increase  Awareness   Drive  Advocacy  to   &  Considera4on  to   Marke4ng  Goals   drive  adop4on  of     increase  overall  brand   affinity   products     Convert  fans  into   Drive  fan  growth   Increase  earned   brand  champions   Drive  word  of  mouth   and  engagements   reach  and  media   Social  Goals   to  raise   value  to  drive   through   influen4al  social   recommenda4ons   for  the  brand   awareness   considera4on   producers   Social   Sen4ment,   Membership   Top  posts,   Social  Metrics   varia4on,  EMV,   Brand   Men4ons,  Top   EPM,  wall/app   Engagement   engagement     Influencers     rate   KPIs   10  
  11. 11. Next  Steps:  Making  it  Count   Benchmark  and  track  your  brand’s  social  performance   versus  key  compe>tors  to  measure  rela>ve  performance.    Compare  the  rela>ve  marke>ng   Avg.  Score  =  61.4  performance  of  your  brands’   71  Facebook  Pages  versus  an   67  industry  ver4cal,  compe4tor  or  peer  set   60     58  Trend  the  performance  of  your   51  brands’  Facebook  Pages  versus   0   10   20   30   40   50   60   70   80  compe>tors,  over  >me   SynQ  Score       11  
  12. 12. Recap:  Social  Performance  Management     ATTRACT,   ESTABLISH  &   STRATEGIZE  &     MANAGE  &   MEASURE  &   TRACK     PLAN   OPTIMIZE   REPORT     BRAND  KPI’S   INVESTMENT    Unlock  the   Define  key   Op>mize  social   Drive  crea>ve  right  strategy   measures  and   ad  spend   accountability  to  connect   establish  brand   connected  to   and  improve  social  goals  to   KPI’s   customer   ROI.      business   profiles.  objec>ves.   12  
  13. 13. Closing  Thought.   Reach,  frequency  and  recency  are  well  established  and   sanc>oned  as  planning  and  investment  models.     How  do  we  apply  these  in  Social  Marke>ng?       13  
  14. 14. THANK  YOU.  WE  LOOK  FORWARD  TO  CONTINUING  THE  CONVERSATION.     14  

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