Webinar: Moneyball for Content Marketers - choosing metrics that drive ROI

© 2015 Mike Moran Group LLC
@biznology
www.biznology.com
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Choosing Metrics
that Drive Content
Marketing ROI
May 12, 2015
Glen Kushner

© 2015 Mike Moran Group LLC@biznology | www.biznology.com
Your moderator for today: Mike Moran
 Former Distinguished
Engineer
 A senior strategist at
 Author of two
popular books on
Internet marketing
 Founder of
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@MikeMoran mike@mikemoran.com 973-826-0744

Choosing Metrics
that Drive
Content Marketing ROI
Thanks to our sponsors
Glen Kushner
3

@gkushner glen@clearnarrative.co
Your speaker for today: Glen Kushner
 15+ Years of Digital experience including
award winning Marketing Tech companies,
and Industry leaders
 Digital and social benchmarking for 100+
campaigns, including national campaigns,
such as the Super Bowl and Olympics
 Analytics Innovation for the largest
agencies and most respected brands
 Advisor to PolyGraph Media
 Author at
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CONTENT MARKETING
METRICS TO DRIVE ROI
“21% of marketing budget is allocated to marketing analytics, but
many marketers struggle to make analysis actionable.” Gartner
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Marketer Questions
How to deliver on promise of Paid, Owned and
Earned Media?
 Did the response to content and creative move
the needle?
 What is the right data and metrics for your
campaign?
 How to translate your insights into ROI:
identifying posts that go viral to amplify?
6

How ready are you for Data-Driven Content Marketing?
 The merger of Creative and Analytics
7

ADDRESSING THE CEO
MEASUREMENT GAP FOR DIGITAL
Only 34% of marketers can prove results quantitatively.
CMO Survey, February 2015
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CEO Priorities CMO View
PWC 18th Annual Global CEO Survey
http://www.pwc.com/gx/en/ceo-survey/2015/ **The CMO Survey. Feb 2015 (link)
Addressing the CEO Measurement Gap
83% see measuring success
of digital investment as critical to success
34% are able to prove value
of marketing efforts quantitatively
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Marketing Analytics fail to prove value, and predict
outcomes, such as sales and brand equity
63%
of marketers do not
include a financial
outcome in
reporting results**
Sources:
*The CMO Survey. Feb 2015 (link)
**Fournaise Group www.digitalstrategyconsulting.com/intelligence/2014/04/most_marketers_dont_know_how_to_calculate_roi_from_their_campaigns.php
71%
of marketers do not
use purchased data
to make decisions*
58%
Use KPIs (CTR,
Likes, Tweets)**
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Measuring Content effectiveness is #1 Challenge
 Less than ¼ of marketers measure content marketing return on investment
% of B2C marketers who
invest in content marketing
Analytics & Insights IQ
Source: http://www.emarketer.com/Article/Content-Out-
Wheres-ROI/1011354#sthash.dlVHvTO9.A0eq5GZX.dpuf
77%
23%
Only 23% say that successful
at measuring ROI
32% say that unsuccessful
at measuring ROI
20%+ say they make no effort
to measure ROI
NO -
YES -
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Does your Paid + Owned + Earned Media add up to
a sum greater than its parts?
“The incremental reach
of owned and earned
media is insignificant.”
Geoff Seely, Global Communication
Planning Director, Unilever
AdTech, 12/2014
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To deliver on the promise of Paid, Owned and Earned Media, Marketers
must master data-driven strategies

What metrics predict results consistently?
 Determine what metrics matter (On-base percentage)
and lead to Wins
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Digital and Social KPIs: what metrics matter
Marketers choose metrics based on goals ranging from:
 media efficiency: reach with minimum engagement
 meaningful emotional connection and engagement beyond view
 direct response at bottom of funnel – generating leads w/ highest propensity to buy
.03%
1.1%
Engagement Ratio %
% of total likes and comments / total views;
Example: YouTube data only14

Measuring response to content: Digital and Social KPIs
Digital Interaction with
Owned Media
Comments published
to Owned Media
Reach – Frequency –
Visitors - Conversion
# of Views - # of Likes -
# of Shares
# of Comments
Brand Awareness -
Sentiment - Intent
Advocacy – Emotional Engagement
Viral Momentum: Amplification
Engagement Ratio:
What % of users engaged, beyond a View
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Why Social Metrics Matter?
WOM has greatest trust in Decision Journey
42%of consumers believe in
Online Ads. Nielsen Trust
in Advertising Report
92% of consumers believe in
WOM Recommendations
*WOMMA
Owned Media
Comments published
to Owned Media
# of Views - # of Likes - # of
Shares
# of Comments
Brand Awareness - Sentiment -
Intent
What’s your Earned
Media Quotient?
|
Where Content is your
Media, sparking
conversations around
your posts is critical to
delivering ROI
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Why Social Metrics: does response to content move the needle?
Owned Media
Shares
# of Comments
Conversation Analysis: Translate
social data into Social KPI’s
When users comment, is there mention
to brand, and positive exposure?
Does user express consideration &
intent to purchase Product?
Is their Viral Momentum: is positive
message about brand amplified?
Can you prove results in terms that matter to leadership,
brand performance outcomes?
Comments published
to Owned Media
Intent
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What posts have greatest impact on your consumers journey?
Owned Media
Comments published
to Owned Media
Visitors
Shares
# of Comments
Intent
What digital touch points
drive Word-of-Mouth?
In most talked about posts,
what brand attributes
dominate the conversation?
What posts have highest
conversion to purchase
and advocacy?
Conversion Analysis
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Decoding Words that lead to Fast Sale
 What brand and product attributes have out-sized
impact on your consumer’s journey?
19

Choosing the right data and metrics
 Social Metrics: KPIs for Benchmarking Campaign Performance
Viral
Momentum-
Reactions
Metrics
Viral Momentum
Track viral sharing &
commenting,: % of EARNED
MEDIA / Paid
Viral Activity by Users
Track ‘Influential’ users that
amplify brand message:
WHO to engage
Viral Activity by
Platforms
Track ‘Influential’
platforms:
Brand
Metrics
Brand Awareness &
Association
Track % of comments that
generate awareness for
Brand, Product or Sponsor /
Celebrity
Positive Sentiment
Track % of comments that
generate positive sentiment
for Brand, Product or
Message
Consideration Track % of
comments where users
express consideration &
purchase intent
Advocacy
Metrics
Influencers
Track users who amplify
campaign with biggest impact
on brand
Advocates
Track % of users that positive
recommendation for Brand
Detractors
Track % of users that
provide negative
recommendation
Emotional
Engagement*
*emerging
research
Emotional Connections
% of audience that expressed
emotional connection to
brand, attributes or campaign
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Social Metrics = KPIs that matter most to marketers
 Predictive Models: prove that metrics consistently correlate to business outcomes
Brand
Performance
Loyalty &
Customer Sat
Sales /
Conversion
Creative Viral
Potential
Identify which posts drive business outcomes during a campaign!
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DATA-DRIVEN TOOLS:
SUPPORT ROI BASED DECISIONS
Brands must battle for consumer attention - knowing exactly who,
where, when and how to compete for this scarce resource at scale.
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Delivering on Promise of Paid, Owned and Earned Media
 Identify winning posts quickly to amplify with paid social
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Agile Marketing: learn what hits or misses faster
 Predict winners early to
accelerate viral momentum
 Benchmark impact of
winning campaigns
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Delivering on promise of Paid, Owned and Earned Media
 Content Marketers must flip the traditional view of POE on head
Earned Owned Paid
Understand your
audience and
conversation
1
Listen first
Use conversation
analysis to inform
content strategy
Let demand drive
distribution
2
Identify posts that
out-performs
on KPI’s
Promote Posts
that out-perform
3
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www.biznology.com/training
Need more help for your content marketing?
 Develop the right business goals for your content
marketing program
 Learn what your customers need from content
marketing
 Identify your company’s differentiation so that all
content drives the right audience to you
 Create content that satisfies your customers’ needs
 Integrate your search and social marketing programs
to promote your content to the right audiences
 Improve your return on investment with the proper
measures and metrics
 Sell that plan within your organization
Content Marketing
Jumpstart Workshop
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© 2013 Mike Moran Group LLC
@biznology | www.biznology.com © 2015 Mike Moran Group LLC
June 9, 2015
11:00 to 11:30 ET
B2B Content
Marketing for
Your Sales
Force
Mike Moran
Sign up now at
http://bit.ly/B2BCMSales
Don’t forget our sponsors
Don’t stop now!
27

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