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Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
Hello!
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
UNDERSTANDING AND
IMPLEMENTING AN EFFECTIVE
SOCIAL MEDIA MEASUREMENT
STRATEGY
Best Marketing, Tallinn
April 22nd 2015
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
AGENDA
• Who are DigitasLBi?
• How can businesses demonstrate and measure ROI from social media
activities?
• What is social media measurement and how can you use it to improve other
areas of your business?
• What should businesses measure?
• How to avoid common mistakes?
• Q&A session
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
WE ARE A
GLOBAL MARKETING AND
TECHNOLOGY AGENCY
THAT HELPS BUSINESSES
TRANSFORM FOR
THE DIGITAL AGE.
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
Sweden
150
ONE NORDIC FAMILY
Norway
30
Copenhagen
70
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
8
USA
2850
NORDICS
250
UK
900
EUROPE
1000
APAC
1100
6000+ PEOPLE
40 OFFICES
25 COUNTRIES
6000+ PEOPLE
40 OFFICES
25 COUNTRIES
OUR NETWORK
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
WHO WE WORK FOR
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
WE CREATE
AWARD WINNING WORK
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
450 1 Petabyte 13 Million
Data scientists Globally Of data processed monthly
Data calls managed every
minute
THE LARGEST DATA SCIENCE
TEAM OF ITS KIND AMONGST
AGENCIES
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
“Our preferred agency partner.”
“They know how to work with us better than anyone else.”
“We select them over other agency partners for their ability to act
quickly to adopt new technology.”
CAROLYN EVERSON:
VP, GLOBAL MARKETING SOLUTIONS, FACEBOOK
ADAM BAIN:
PRESIDENT, TWITTER
TORRENCE BOONE:
MANAGING DIRECTOR, AGENCY BUSINESS DEVELOPMENT
PARTNERS IN INNOVATION
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
• An Englishman living in Gothenburg, Sweden
• An DigitasLBi veteran of 4 years
• Working with social media & analytics since 2005
• Current clients include;
Nicholas Bean
Senior Analyst –
Sweden
@nickobeano
WHO AM I?
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
HOW DO YOU MEASURE THE
ROI OF SOCIAL MEDIA?
The same way you would with anything else
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
HOW MUCH DID THAT
DECISION COST?
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
• Each player guaranteed $49,000 just for showing up…
• Winners will receive $97,000
• 53 man roster on each team
$49k * 53 =
$2,597,000
Losing team
$97* 53 =
$5,141,000
Winning team
- $2,544,000
(€2,351,419)
Opportunity Cost
=
WE CAN DO THE MATH…
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
$4.5 MILLION
Source: Wall Street Journal - January 2015
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
REAL TIME MARKETING
• Content created on the fly - a responsive approach to events as they happen
• Designed to appeal to a specific audience
• Typically: Funny, creative – the aim being to connect with consumers in the
moment with a service they want or need as they need it
• The most famous example of this being…
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
THE OREO TWEET…
• Please check out Mark Ritson Vs. Social Media on YouTube
• Oreo had about 69k followers at the time it was tweeted
• Using one of our social research partners, Crimson Hexagon, I estimate that
the maximum number of impressions is circa 21 million
• But not everyone sees every Tweet – typically it is a very low proportion of
followers <5%
• Lets be generous and say it was as high as 15%
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
3,138,065 IMPRESSIONS
15% of 20,920,436
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
ROUND 1 TO TV…
Est, 3.1 million
impressions
Est, 50.9 million
impressions
Vs.
CPM €82.76
$4.5 million / 50.9 million est. impressions
?
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
DISTRIBUTION /REPUTATION
MANAGEMENT
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
THE OREO TWEET…
• 360i who made the Oreo ad had a “war room” consisted of 15 people; Strategists,
Monitors, Analysts, Creatives, Executives etc
• Most big agencies offer this service, including DigitasLBi – which we call ours Brand Live
• Typically, agencies charge somewhere between €100 – €500 per hour for each employee
– for sake of ease, lets say average cost is €150 per hour
• 15 x €150 = €2250 per hour
• Superbowls are LONG – around 10 hours of coverage = €22,500
• Plus preparation time, set-up, strategy, equipment – we can estimate the total cost to
about €40,000
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
MORE MATH…
€40,000
Est. Cost
3.1 million
impressions
Est. Impressions
÷ €12.74
Est. CPM
=
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
ROUND 2 TO SOCIAL MEDIA
Est, 3.1 million
impressions
Est, 50.9 million
impressions
Vs.
CPM €82.76
€4.24million / 50.9 million est. impressions
CPM €12.74
€40,000 / 3.1 million est.
impressions
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
REMEMBER THIS EXAMPLE?
• Similar brand/product/audience to Oreo
• Similar number of followers to Oreo
• Similar content format
• Total possible impressions of 461k – using
our earlier estimates, probably closer to
69,212
• For the sake of ease, lets say 70k
impressions
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
YET MORE MATH…
€30,000
Est. Cost
70k
impressions
Est. Impressions
÷
€428
Est. CPM
=
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
KLM – THE SERVICE INDUSTRY
BENCHMARK
• Offer response via social media to queries within an hour – resolution
of issues within a day
• Covering Bookings, Check-in, Seating, Meals, Baggage, Fares, Flight
Times, delays, planning group trips
• Responses across English, French, Dutch, Italian, Japanese, Korean,
Norwegian, Portuguese, Russian, Spanish, Thai and Turkish
• They use Real-Time social media not (just) to advertise, but to create
value and offer assistance to customers
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
DEFINING ROI
To calculate ROI, the benefit (return) of an investment is divided by the cost of the
investment; the result is expressed as a percentage or a ratio.
www.investopedia.com
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
PROBLEMS ENCOUNTERED
• Unclear/undefined objectives
• Measuring things you can’t
change or that are too variable
• Lack of attribution
• Unclear reporting
Gain from
Investment
Cost of Investment
• Imprecise cost structures
• Attribution of working hours
• Value of assets going forward
• Unclear reporting
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
HOW MUCH IS AN OWNED/EARNED
IMPRESSION WORTH?
• You can work this out…
• Facebook, Twitter and other social platforms allow purchase of
audience targeting to fans and friends of fans (owned and earned
impressions)
CPM targeting
current fans or
friends of fans
Owned and Earned
impressions
x =
Media value of
impressions
generated
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
USING ATTRIBUTION TO
UNDERSTAND VALUE
• Ideally, you should use a multi-touch
attribution model
• Assign credit to each touch point
(media, search, social) based on
actual influence on desired
outcomes…
• …but this is both quite complex and
quite expensive for a lot of brands
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
• Most commonly used analytics program for sites is Google Analytics –
82% approx
• Using Google Analytics and campaign coding your can very cheaply build
in last click attribution into your analytics
• This allows you to assign an arbitrary value to your activity on social
media based on digital goal completions
USING ATTRIBUTION TO
UNDERSTAND VALUE
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
Cost of
Investment
Return On
Investment
Gain from
Investment
-
DEFINING ROI
Cost of
Investment
=
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
• This single tweet made Tesla’s stock
value increase 4% in 10 minutes.
• That works out to about $900 million
• From just 115 characters
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
WHAT IS SOCIAL MEDIA
MEASUREMENT?
And how can it be used to improve your business?
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
“Numbers are essentially just facts, and
ultimately every sport is about numbers.
How many points you get, how many wins
you get – all numbers.
It’s like watching a card-counter in Vegas playing
blackjack. Once you have learned how to count
cards, why would you ever go back to doing it on
a hunch?”
Billy Beane – The Guardian, October 2014
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
CONTENT CONTEXT CONVERSATIONS
SOCIAL MEDIA CONCEPTS
& CREATIVE
The ’normal’ approach
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
’Conversation back’
CONTENT CONTEXT CONVERSATIONS
SOCIAL MEDIA CONCEPTS &
CREATIVE
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
RIGHT CONTENT, RIGHT
AUDIENCE, RIGHT CHANNEL,
RIGHT TIME
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
WHY IS THIS APPROACH
IMPORTANT?
Because nobody cares about your brand…
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
WHY DO PEOPLE USE SOCIAL
MEDIA?
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
BUT NOT…
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
“I try to share only information
that will reinforce the image I'd
like to present: thoughtful,
reasoned, kind, interested and
passionate about certain
things.”
Source: NY Times “The Psychology of Sharing: Why Do People Share Online”
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
IMPACTING FOUR FUNDAMENTAL
AREAS
Opinion Identity
Behavior
Impact
What people think &
say about a brand,
product, or service etc
Who that audience is;
demographics,
sociographics etc
How an audience
behaves. What do they
share? What do they
like? Who influences
them?
How brands can
influence all of these
areas
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
TAKE MY MONEY…
• HBO is identifying people on
Twitter that tweeted
#takemymoneyHBO 3 years ago
and asking them to purchase its
product
• Right content, right audience,
right channel…
• …two years too late?
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
Jordan
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
Jordan
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
Jordan
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
”Not really sure how to feel about it.
It’s something in the way you move.
Makes me feel like I can't live without you.
It takes me all the way.
I want you to stay.”
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
WHAT SHOULD YOU MEASURE?
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
MORE THAN JUST A LOAD OF
LIKES
Social Media
Community
Active
Community
Total
Customers
Potential
Customers
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
HOW MUCH IS A “LIKE” WORTH?...
NOT A LOT.
=
$0.05 – $0.10
Per “like” ?
=
$0.01 – $0.04
Per “follower ?
If it sounds too good to be true, it probably is.
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
WHAT % OF LIKES AND
FOLLOWERS ARE REAL?
• In 2013 Twitter confirmed that about 4%
of its users were fake – probably a higher
number now
• That works out to about 11.3 million
• In 2014 – Facebook confirmed that it
“didn’t know” how many of its users were
fake…
• … but that it was somewhere between
5.5% to 11.2%
• That works out to between 74.2 and
151.2 million
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
WHAT % OF LIKES AND
FOLLOWERS ARE REAL?
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
WHAT DOES SUCCESS LOOK LIKE?
• Every business is different
• What is a great measure of success for another
company, or even a competitor might not be right for
you, but…
• Social media is only one tool by which you can
communicate with customers/audiences
• Social media can’t do everything, in reality it has a
limited span of influence
• Your social media strategy should be interwoven within
the wider digital objectives of your company
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
DEFINING SOCIAL MEDIA KPIS
AWARENESS
ENGAGEMENT
CONSIDERATION
CONVERSION
ADVOCACY
SMART
KPIs
How many people saw the
content?
Did people share,
comment, like the
content?
How many responses were generated?
Did we generate a
sale/goal?
Did we get people to
talk/share?
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
Define
• Rapid audit of existing
business KPIs
• Work with
stakeholders to
eliminate/add KPIs as
required
• Undertake
stakeholder education
to ensure clear
understanding of KPI
vs. diagnostic
measure.
Design
• Information
architecture is vital
irrespective of
report delivery
method
• Consult our
information
architect
specialists to
ensure important
information is
presented in the
clearest manner
possible.
Report Channels
• Capture internal
needs for cross-
channel and
channel specific
reporting.
• Additional
customized channel
specific content and
timing is provided
as required.
Normalize
• Normalization is
important to ensure
comparable
benchmarks to
other markets.
• We work to
contextualize local
results against
global benchmarks
to identify areas for
performance
improvement.
Build
• DigitasLBi prefers
Tableau as a
dashboard
solution.
• Contextualize local
results against
global benchmarks
to identify areas
for performance
improvement.
Automate &
Integrate
• Leverage APIs
and data
automation in
order to maximize
efficiency
• Reduces cost
whilst increasing
accuracy and
speed
DEFINING SOCIAL MEDIA KPIS
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
HINTS AND TIPS
How to avoid common mistakes
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
QUICK WINS
• Keep objectives in focus - Work out what you want to achieve from a wider digital point of
view
• Know your audience - Use insights to create value for the customer and you will create
value for the company
• Learn from what you have done – understand what went well, and what didn’t.
• Start small – you don’t need to introduce a multi-touch attribution model straight away to
prove performance
• Try to introduce attribution, even if it’s just last-click
• Use UTM codes/whatever alternative you have
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
COMMON MISTAKES
• Don’t just listen for the sake of listening
• Don’t get confused by sentiment
• Don’t spend all your time on reporting – spend it on analyzing
• Don’t set KPIs that you cant impact or measure
• Don’t focus on likes and followers too much – it is misleading and ultimately meaningless
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
TÄNAN VÄGA
Any Questions?
Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.

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Effective Social Media Measurement Strategies

  • 1. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. Hello!
  • 2. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. UNDERSTANDING AND IMPLEMENTING AN EFFECTIVE SOCIAL MEDIA MEASUREMENT STRATEGY Best Marketing, Tallinn April 22nd 2015
  • 3. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. AGENDA • Who are DigitasLBi? • How can businesses demonstrate and measure ROI from social media activities? • What is social media measurement and how can you use it to improve other areas of your business? • What should businesses measure? • How to avoid common mistakes? • Q&A session
  • 4. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
  • 5. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. WE ARE A GLOBAL MARKETING AND TECHNOLOGY AGENCY THAT HELPS BUSINESSES TRANSFORM FOR THE DIGITAL AGE.
  • 6. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. Sweden 150 ONE NORDIC FAMILY Norway 30 Copenhagen 70
  • 7. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. 8 USA 2850 NORDICS 250 UK 900 EUROPE 1000 APAC 1100 6000+ PEOPLE 40 OFFICES 25 COUNTRIES 6000+ PEOPLE 40 OFFICES 25 COUNTRIES OUR NETWORK
  • 8. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. WHO WE WORK FOR
  • 9. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. WE CREATE AWARD WINNING WORK
  • 10. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. 450 1 Petabyte 13 Million Data scientists Globally Of data processed monthly Data calls managed every minute THE LARGEST DATA SCIENCE TEAM OF ITS KIND AMONGST AGENCIES
  • 11. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. “Our preferred agency partner.” “They know how to work with us better than anyone else.” “We select them over other agency partners for their ability to act quickly to adopt new technology.” CAROLYN EVERSON: VP, GLOBAL MARKETING SOLUTIONS, FACEBOOK ADAM BAIN: PRESIDENT, TWITTER TORRENCE BOONE: MANAGING DIRECTOR, AGENCY BUSINESS DEVELOPMENT PARTNERS IN INNOVATION
  • 12. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. • An Englishman living in Gothenburg, Sweden • An DigitasLBi veteran of 4 years • Working with social media & analytics since 2005 • Current clients include; Nicholas Bean Senior Analyst – Sweden @nickobeano WHO AM I?
  • 13. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. HOW DO YOU MEASURE THE ROI OF SOCIAL MEDIA? The same way you would with anything else
  • 14. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
  • 15. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. HOW MUCH DID THAT DECISION COST?
  • 16. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. • Each player guaranteed $49,000 just for showing up… • Winners will receive $97,000 • 53 man roster on each team $49k * 53 = $2,597,000 Losing team $97* 53 = $5,141,000 Winning team - $2,544,000 (€2,351,419) Opportunity Cost = WE CAN DO THE MATH…
  • 17. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
  • 18. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. $4.5 MILLION Source: Wall Street Journal - January 2015
  • 19. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
  • 20. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. REAL TIME MARKETING • Content created on the fly - a responsive approach to events as they happen • Designed to appeal to a specific audience • Typically: Funny, creative – the aim being to connect with consumers in the moment with a service they want or need as they need it • The most famous example of this being…
  • 21. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
  • 22. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
  • 23. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. THE OREO TWEET… • Please check out Mark Ritson Vs. Social Media on YouTube • Oreo had about 69k followers at the time it was tweeted • Using one of our social research partners, Crimson Hexagon, I estimate that the maximum number of impressions is circa 21 million • But not everyone sees every Tweet – typically it is a very low proportion of followers <5% • Lets be generous and say it was as high as 15%
  • 24. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. 3,138,065 IMPRESSIONS 15% of 20,920,436
  • 25. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. ROUND 1 TO TV… Est, 3.1 million impressions Est, 50.9 million impressions Vs. CPM €82.76 $4.5 million / 50.9 million est. impressions ?
  • 26. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. DISTRIBUTION /REPUTATION MANAGEMENT
  • 27. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. THE OREO TWEET… • 360i who made the Oreo ad had a “war room” consisted of 15 people; Strategists, Monitors, Analysts, Creatives, Executives etc • Most big agencies offer this service, including DigitasLBi – which we call ours Brand Live • Typically, agencies charge somewhere between €100 – €500 per hour for each employee – for sake of ease, lets say average cost is €150 per hour • 15 x €150 = €2250 per hour • Superbowls are LONG – around 10 hours of coverage = €22,500 • Plus preparation time, set-up, strategy, equipment – we can estimate the total cost to about €40,000
  • 28. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. MORE MATH… €40,000 Est. Cost 3.1 million impressions Est. Impressions ÷ €12.74 Est. CPM =
  • 29. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. ROUND 2 TO SOCIAL MEDIA Est, 3.1 million impressions Est, 50.9 million impressions Vs. CPM €82.76 €4.24million / 50.9 million est. impressions CPM €12.74 €40,000 / 3.1 million est. impressions
  • 30. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
  • 31. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. REMEMBER THIS EXAMPLE? • Similar brand/product/audience to Oreo • Similar number of followers to Oreo • Similar content format • Total possible impressions of 461k – using our earlier estimates, probably closer to 69,212 • For the sake of ease, lets say 70k impressions
  • 32. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. YET MORE MATH… €30,000 Est. Cost 70k impressions Est. Impressions ÷ €428 Est. CPM =
  • 33. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
  • 34. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. KLM – THE SERVICE INDUSTRY BENCHMARK • Offer response via social media to queries within an hour – resolution of issues within a day • Covering Bookings, Check-in, Seating, Meals, Baggage, Fares, Flight Times, delays, planning group trips • Responses across English, French, Dutch, Italian, Japanese, Korean, Norwegian, Portuguese, Russian, Spanish, Thai and Turkish • They use Real-Time social media not (just) to advertise, but to create value and offer assistance to customers
  • 35. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. DEFINING ROI To calculate ROI, the benefit (return) of an investment is divided by the cost of the investment; the result is expressed as a percentage or a ratio. www.investopedia.com
  • 36. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. PROBLEMS ENCOUNTERED • Unclear/undefined objectives • Measuring things you can’t change or that are too variable • Lack of attribution • Unclear reporting Gain from Investment Cost of Investment • Imprecise cost structures • Attribution of working hours • Value of assets going forward • Unclear reporting
  • 37. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. HOW MUCH IS AN OWNED/EARNED IMPRESSION WORTH? • You can work this out… • Facebook, Twitter and other social platforms allow purchase of audience targeting to fans and friends of fans (owned and earned impressions) CPM targeting current fans or friends of fans Owned and Earned impressions x = Media value of impressions generated
  • 38. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. USING ATTRIBUTION TO UNDERSTAND VALUE • Ideally, you should use a multi-touch attribution model • Assign credit to each touch point (media, search, social) based on actual influence on desired outcomes… • …but this is both quite complex and quite expensive for a lot of brands
  • 39. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. • Most commonly used analytics program for sites is Google Analytics – 82% approx • Using Google Analytics and campaign coding your can very cheaply build in last click attribution into your analytics • This allows you to assign an arbitrary value to your activity on social media based on digital goal completions USING ATTRIBUTION TO UNDERSTAND VALUE
  • 40. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. Cost of Investment Return On Investment Gain from Investment - DEFINING ROI Cost of Investment =
  • 41. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. • This single tweet made Tesla’s stock value increase 4% in 10 minutes. • That works out to about $900 million • From just 115 characters
  • 42. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. WHAT IS SOCIAL MEDIA MEASUREMENT? And how can it be used to improve your business?
  • 43. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. “Numbers are essentially just facts, and ultimately every sport is about numbers. How many points you get, how many wins you get – all numbers. It’s like watching a card-counter in Vegas playing blackjack. Once you have learned how to count cards, why would you ever go back to doing it on a hunch?” Billy Beane – The Guardian, October 2014
  • 44. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
  • 45. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. CONTENT CONTEXT CONVERSATIONS SOCIAL MEDIA CONCEPTS & CREATIVE The ’normal’ approach
  • 46. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. ’Conversation back’ CONTENT CONTEXT CONVERSATIONS SOCIAL MEDIA CONCEPTS & CREATIVE
  • 47. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. RIGHT CONTENT, RIGHT AUDIENCE, RIGHT CHANNEL, RIGHT TIME
  • 48. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. WHY IS THIS APPROACH IMPORTANT? Because nobody cares about your brand…
  • 49. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. WHY DO PEOPLE USE SOCIAL MEDIA?
  • 50. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. BUT NOT…
  • 51. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. “I try to share only information that will reinforce the image I'd like to present: thoughtful, reasoned, kind, interested and passionate about certain things.” Source: NY Times “The Psychology of Sharing: Why Do People Share Online”
  • 52. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. IMPACTING FOUR FUNDAMENTAL AREAS Opinion Identity Behavior Impact What people think & say about a brand, product, or service etc Who that audience is; demographics, sociographics etc How an audience behaves. What do they share? What do they like? Who influences them? How brands can influence all of these areas
  • 53. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
  • 54. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
  • 55. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. TAKE MY MONEY… • HBO is identifying people on Twitter that tweeted #takemymoneyHBO 3 years ago and asking them to purchase its product • Right content, right audience, right channel… • …two years too late?
  • 56. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. Jordan
  • 57. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. Jordan
  • 58. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. Jordan
  • 59. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. ”Not really sure how to feel about it. It’s something in the way you move. Makes me feel like I can't live without you. It takes me all the way. I want you to stay.”
  • 60. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.
  • 61. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. WHAT SHOULD YOU MEASURE?
  • 62. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. MORE THAN JUST A LOAD OF LIKES Social Media Community Active Community Total Customers Potential Customers
  • 63. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. HOW MUCH IS A “LIKE” WORTH?... NOT A LOT. = $0.05 – $0.10 Per “like” ? = $0.01 – $0.04 Per “follower ? If it sounds too good to be true, it probably is.
  • 64. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. WHAT % OF LIKES AND FOLLOWERS ARE REAL? • In 2013 Twitter confirmed that about 4% of its users were fake – probably a higher number now • That works out to about 11.3 million • In 2014 – Facebook confirmed that it “didn’t know” how many of its users were fake… • … but that it was somewhere between 5.5% to 11.2% • That works out to between 74.2 and 151.2 million
  • 65. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. WHAT % OF LIKES AND FOLLOWERS ARE REAL?
  • 66. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. WHAT DOES SUCCESS LOOK LIKE? • Every business is different • What is a great measure of success for another company, or even a competitor might not be right for you, but… • Social media is only one tool by which you can communicate with customers/audiences • Social media can’t do everything, in reality it has a limited span of influence • Your social media strategy should be interwoven within the wider digital objectives of your company
  • 67. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. DEFINING SOCIAL MEDIA KPIS AWARENESS ENGAGEMENT CONSIDERATION CONVERSION ADVOCACY SMART KPIs How many people saw the content? Did people share, comment, like the content? How many responses were generated? Did we generate a sale/goal? Did we get people to talk/share?
  • 68. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. Define • Rapid audit of existing business KPIs • Work with stakeholders to eliminate/add KPIs as required • Undertake stakeholder education to ensure clear understanding of KPI vs. diagnostic measure. Design • Information architecture is vital irrespective of report delivery method • Consult our information architect specialists to ensure important information is presented in the clearest manner possible. Report Channels • Capture internal needs for cross- channel and channel specific reporting. • Additional customized channel specific content and timing is provided as required. Normalize • Normalization is important to ensure comparable benchmarks to other markets. • We work to contextualize local results against global benchmarks to identify areas for performance improvement. Build • DigitasLBi prefers Tableau as a dashboard solution. • Contextualize local results against global benchmarks to identify areas for performance improvement. Automate & Integrate • Leverage APIs and data automation in order to maximize efficiency • Reduces cost whilst increasing accuracy and speed DEFINING SOCIAL MEDIA KPIS
  • 69. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. HINTS AND TIPS How to avoid common mistakes
  • 70. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. QUICK WINS • Keep objectives in focus - Work out what you want to achieve from a wider digital point of view • Know your audience - Use insights to create value for the customer and you will create value for the company • Learn from what you have done – understand what went well, and what didn’t. • Start small – you don’t need to introduce a multi-touch attribution model straight away to prove performance • Try to introduce attribution, even if it’s just last-click • Use UTM codes/whatever alternative you have
  • 71. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. COMMON MISTAKES • Don’t just listen for the sake of listening • Don’t get confused by sentiment • Don’t spend all your time on reporting – spend it on analyzing • Don’t set KPIs that you cant impact or measure • Don’t focus on likes and followers too much – it is misleading and ultimately meaningless
  • 72. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.Proprietary & Confidential. © 2015 DigitasLBi All rights reserved. TÄNAN VÄGA Any Questions?
  • 73. Proprietary & Confidential. © 2015 DigitasLBi All rights reserved.

Editor's Notes

  1. Tere Hommikust! – good morning
  2. Complete and integrated global offering. We work in a unified way across London, New York, Boston, Atlanta, San Francisco, Edinburgh, Costa Rica, Paris, Copenhagen, Stockholm, Oslo, Milan, Amsterdam, Cologne, Berlin, Madrid, Germany, UAE, Sydney, Beijing, Singapore, Mumbai and more ....
  3. Plus more recently, Guld Knicklan and DDDA for our work with Volvo’s All New XC90
  4. This is what makes the our team special. Our global data science team is the largest of its kind among agencies. It exists for one simple reason, to drive transformation for clients through data-inspired innovation. More than 8,000 marketing campaigns optimized each year
  5. And we’re not the only one’s who like our work
  6. We have extensive experience and developed partnerships with key social media data providers including Facebook, Twitter and Google.
  7. As well as working closely with the worlds largest Social Media channels and search engines, we work with some of the worlds leading data providers to create bespoke proprietary tools.
  8. Social media should be held accountable and be measurable in comparison to other digital and traditional marketing efforts. In order to be taken seriously, it has to be. Social media is just another means of communicating with your audience. It needs to be compared to the other marketing channels that you communicate with your audience.
  9. Ask the question – Did anyone watch this years Superbowl? It seems like every presentation about social media that exists at the moment mentions the Superbowl in some way, and this is going to be no exception. This is pretty much the last play of the game. The team in blue (The Seattle Seahawks) have to get the ball into the End Zone (the big blue bit at the end). The sensible way to do this, would be to try and run the ball over the line, and win the game. This is what happened CLICK For those of you than cant follow, The Patriots (in white) “intercepted” the ball and stopped Seattle from winning. The Seahwaks lost because they made a bad decision at a crucial moment.
  10. A lot of what we do as marketers comes down to making decisions. And making sure those decisions are the right ones to make Where should I put my media budget to get the most band for my buck? Which piece of creative should I use? Which agency should I choose? The aim in almost every case (whether in the long run, or short run) is, how can we make the most money? How can I demonstrate the strongest possible return on investment?
  11. Lets do the maths. That few seconds cost Seattle an extra $2.5 million, which is a lot of money (although not as much as I was expecting when I wrote this deck).
  12. Now, whilst I am not in the habit of putting down other people’s work, here is one of the more forgettable ads that was screened during the Superbowl CLICK How much do we think this cost?
  13. Audience estimated at 108.4 million – about 47% will see the ad 50.9 million impressions $88.4 CPM 82.76 euro CPM Number of other factors to consider: Saturation – a lot of ads Viewer attention – toilet breaks Real number is likely to be higher. But this kind of advertising is becoming less and less the focus of advertising during large events such as the Superbowl
  14. I want everyone to remember this example
  15. Yes – the famous “dunk in the dark” Oreo post. Do we think this post represents good value for money?
  16. Well, it was certainly impressive by Social media advertising standards, racking up around 13,000 shares on the day, plus a couple more since – However, not so impressive if we compare it to the 16,000 Retweets Justin Bieber got for a normal Tweet on the same day, nor the 108.4 million people who watched the TV commercials… (despite the agencies claim of 525,000,000 earned media impressions – we’ll come onto this later on)
  17. First a bit of disclosure – Mark Ritson is a brilliant professor based in Australia – he did a brilliant video which is on YouTube which I have borrowed some theories from, he’s a very smart man and talks a lot of sense, please go and check it out.
  18. The mathematically gifted of you may have worked this out already,
  19. First of all, this isn’t an equal comparison, moving living, noisy advertisement vs. a Tweet on a screen that might flash by your newsfeed for a few seconds Even a rather dull (in my opinion) Hyundai advertisement generated 16 times more impressions than this “best ever” Tweet – it blows It away in terms of absolute numbers But it all comes down to how much it cost. Standard measure for impressions is CPM – Cost per 1000 impressions.
  20. RTm can be an expensive business. It involves a lot of people sitting around looking important.
  21. This means that the CPM for Oreo’s tweet is 7 x higher!!! Than a Superbowl advertisement!
  22. Right now you should all be thinking this? AMAZING right? You can be 7 times more effective on social media than by buying a Superbowl advertisement. Well, it’s worth remembering that this particular example, is probably the most successful RTM example of all time… (there were a few this year too, but none that generated the same resonance/interest as this one)
  23. So we remember this example? Lets interrogate it a little more… This was a “not terrible” example of RTM from this years Superbowl Not a dissimilar product/brand Running RTM Similar content. Much lower interaction Much lower estimated reach – using the same methodology as earlier on maximum potential impressions on this one piece were 461,418 – if everyone saw the content Once we add in how many people realistically saw the content
  24. Lets assume that agencies have got more efficient in producing RTM- we can reduce the cost of running RTM over a Superbowl Divided by impressions… anyone want to work it out? 428 euros!!! That’s 5 times more expensive in terms of CPM than our Hyundai advertisement – and for what a quick flash on someone’s Twitter feed. And most RTM examples aren’t even this good!
  25. Yes – the famous “dunk in the dark” Oreo post. Do we think this post represents good value for money?
  26. So we remember this example? Lets interrogate it a little more… This was a “not terrible” example of RTM from this years Superbowl Not a dissimilar product/brand Running RTM Similar content. Much lower interaction Much lower estimated reach – using the same methodology as earlier on maximum potential impressions on this one piece were 461,418 – if everyone saw the content Once we add in how many people realistically saw the content
  27. Jonas
  28. Issues around tracking ROI for social, again, are the same that pretty much every area of digital faces
  29. DigitasLBi employs a custom proprietary methodology using 7 different attribution models First Touch Last Touch First Click Last Click Linear Time Decay Markov
  30. Social media should be held accountable and be measurable in comparison to other digital and traditional marketing efforts. In order to be taken seriously, it has to be.
  31. Old fashioned approach to content creation - start with an asset, positioning it and waiting for a response - we take the guesswork and assumption out of the process. Out of the delegates here, can I see an honest show of hands in terms of who works like this? A lot, if not the vasy majority do.
  32. Data can however help inform the creative process - we call it the conversation back approach Making use of our social listening tools and data partnerships, we start by listening and analysing conversations and in what contexts these conversations occur, which then informs our creative briefs. This approach delivers consistently strong customer-centric, concepts.
  33. I’m going to talk a bit about this later on, but maybe with the exception of a few people in this room, nobody is on social media to communicate with brands – they might do it out of ease, or to solve a problem, but generally they dont – there is all kinds of research out there that backs this up - I think about 20% of people use SM to communicate with brands.
  34. I’m going to talk a bit about this later on, but maybe with the exception of a few people in this room, nobody is on social media to communicate with brands – they might do it out of ease, or to solve a problem, but generally they dont – there is all kinds of research out there that backs this up - I think about 20% of people use SM to communicate with brands.
  35. Lets look at the top 10 reasons people use social networks <run through them> Now lets look at the top 10 most followed accounts on Twitter – not many brands in there Anyone like to take a guess at the most followed brand on Twitter (not news, celebrity or sports)?
  36. Relationships Accomplishments Passions People are on social media to express themselves – to create this “personal brand” that I am sure you will have heard of before. Not to communicate with your brand, unless that content/brand speaks to what they are and what they are interested in.
  37. Data can however help inform the creative process - we call it the conversation back approach Making use of our social listening tools and data partnerships, we start by listening and analysing conversations and in what contexts these conversations occur, which then informs our creative briefs. This approach delivers consistently strong customer-centric, concepts.
  38. An example of this… Meet Jordan He is a Young male student based in the southern US. He likes Fashion and Cheerleading… it says in his profile and everything.
  39. Whilst undertaking our daily social listening, we uncovered the following Tweet *Zoom in* Jordan was mid purchase consideration, trying to pick between the Volvo s60 and the Mercedes CLA. A tricky choice indeed. This is a prime example of an opportunity for engagement and progression through the purchase funnel. As a brand we may be able to join this conversation an influence his decision, but doing so without being too salesy is hard. Along with the interests I mentioned on the previous slide, There’s something else about Jordan’s profile you might notice…. He’s a bit of a Rhianna fan.
  40. And by bit… I mean a HUGE Rihanna fan It’s all well and good knowing this, but we still needed to craft a response
  41. We took a part of Rihanna’s hit single ”Stay” and tweaked it to be a bit more Volvo Creating a very targeted response to Jordan. Something that was made around him
  42. His response didn’t take long, which was very nice…. And even better than that, a few days later….
  43. Probably the single most difficult question that we as marketers can ask when it comes to our clients. There are literally 100’s if not 1000’s of different metrics and combinations of metrics that We employ and objectives orientated approach to social media metrics and analytics - making sure we drive tangible business results.
  44. Brands are far too focused on the number of followers and likes that their pages have. Its easy to see why. I have more followers than you, therefore my brand is more popular and therefore better than yours. More is better. But then I would say that, I only have 700 odd followers. Here’s why this whole argument is a bit crazy. Your social media community is a certain size. However your active community is only a smaller % of that – probably (as we talked about earlier) only 5-10% If that. This is more commonly known as Organic reach These two areas are only a % of your total customers – this will vary depending on your brand This community is only a % of your potential customers Just increasing the size of your community isn’t necessarily going to help the other areas – to reach those, the most effective way is to position your content in front of them- either through paid media or sharing (earned media).
  45. That’s more than the population of Russia in fake accounts - p
  46. There are loads of things on social media we can measure other than “likes”, followers or even the mythical “Buzz” SMART- Specific, measurable, achievable, relevant, timely Consumer path to purchase
  47. There are loads of things on social media we can measure other than “likes”, followers or even the mythical “Buzz” SMART- Specific, measurable, achievable, relevant, timely Consumer path to purchase
  48. SMART- Specific, measurable, achievable, relevant, timely Consumer path to purchase
  49. Social media should be held accountable and be measurable in comparison to other digital and traditional marketing efforts. In order to be taken seriously, it has to be.