1) The document discusses using social analytics to demonstrate the ROI of shopper marketing by measuring the impact of word-of-mouth (WOM) promotion on social media. 2) It introduces the concepts of Authentic Reach and Authentic Influence - metrics that measure how widely and deeply brand advocates' social content spreads, and how it impacts brand awareness and follower behavior/sales. 3) These metrics provide valuable insights for shopper marketers by quantifying the real influence of social WOM promotion, helping to demonstrate the ROI of their social media strategies.

1. Demonstrating Shopper Marketing ROI
with Authentic ReachTM and Authentic
InfluenceTM Analytics
Babar Bhatti
babar@mutualmind.com

2. Challenge: Showing the Value of Social for
Shopper Marketing
• Different technologies and channels are competing for the
marketing spend
• Marketers have been utilizing social technologies to influence
shoppers during their path to purchase
• Brand advocates and communities help amplify brand’s
messages through WOM social sharing and engagement
• The key challenge is to measure the scale of WOM impact and
link the buzz on social media to sales
2 MutualMind

3. Shopper Marketing Analytics
Shopper Insights
Social Listening &
Social Profiles
Segmentation
Brand: Campaigns &
Retailer Marketing
Promotions
Predictive Modeling WOM / Bloggers
Business / Retailer
Engagement Analytics
Data Integration
3 MutualMind

4. Solution: Leveraging Social Analytics for
Shopper Marketing ROI
Social analytics can show the impact of WOM and provide hard
data to demonstrate ROI. However, counting the number of
followers or likes is neither relevant nor meaningful.
The question is: Which social metrics are most relevant to
demonstrate Shopper Marketing ROI?
Authentic Reach Authentic Influence
AuthentrixTM Insights
4 MutualMind

5. Authentic Reach ™
Measurement of how wide and deep a brand advocate’s word-of-mouth
content spreads on social channels
Twitter, YouT
ube, Pinteres
t
Aggregates results from
multiple channels
Blog
Incorporates
engagement metrics Facebook
Permission-based analytics
for non-public discussions Community
5 MutualMind

6. Authentic Influence ™
Measurement of how a brand advocate’s word-of-mouth content
impacts brand awareness, behavior of his/her followers and sales results
Blogger
Community
Social
Signals by
Followers
Interactions
with / by
Followers
6 MutualMind

7. Key Takeaways
Social analytics are a critical component of Shopper
Marketing insights.
Authentic Reach and Authentic Influence metrics provide
valuable insights for shopper marketers and help
demonstrate ROI of social WOM.
7 MutualMind