The document presents key principles for effective social media measurement discussed by Natalie Williams from Nestlé Purina Petcare at a summit. It emphasizes the importance of aligning measurement with unique business goals, ensuring proper tracking, and distinguishing meaningful metrics from superficial ones. Additionally, practical examples are provided to illustrate the application of these principles in real-world scenarios.

1. SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016
Measurement that matters
NATALIE WILLIAMS
NESTLE PURINA PETCARE

2. Measurement that Matters
Natalie Williams

3. 4 Key Principles to Keep Your Measurement
Effective, Actionable & Honest

4. Accept that you’re not in the business to
make “Social” look good
Key Principle #1

5. Build Social for Your Business, Not for Social
Itself.

6. The Goals of the Platforms Should Not Be Yours.

7. Realize, it’s okay to be different
Key Principle #2

9. Unique Goals Need Unique Measurement.

10. Measurement
Marketing Tactic
Brand Strategy
Business Goal
How Do We Get There?

11. Purina Example
MyPlan Registrations
MyPlan Campaign
Trial of ProPlan
New Households

12. Twitter
Purina Example
MyPlan Registrations
Facebook Instagram

13. Key Principle #3
Make Proper Tracking a Priority

14. Checklist
 Are you set to properly measure your goals?
• Actions on Site, Tags/Pixels placed, Link Tracking
 Is your measurement structured for diagnosing
your performance?
• Performance data by segments (target, source, tactic, etc.)
 Will your diagnosis be actionable?
• Can these insights lead to optimizations of your media in a timely manner?

15. Performance Diagnosis
VOLUME
(Total Registrations)
Effectivity
(Lead Through Rate)
Efficiency
(Cost per Registration)
Source
Target
Format
Creative
Device

16. Purina Example

17. Inputs Do Not Equal Results
Key Principle #4

18. Metrics of Uncertain Success
• Impressions
• Reach
• Video Views
• Engagements
• Clicks

19. The WOO Effect
15,700,000+
Impressions
8.1K
Video Views
215,000+
Post Engagements
90,000+
Link Clicks
$1.77
CPLC

20. Accept that you’re not in the business to
make “Social” look good
Key Principle #1

21. Purina Example

22. Questions?
natalie.williams1@purina.nestle.com

23. Learn more about past and
upcoming events
SOCIALMEDIA.ORG/EVENTS
SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016