2. Why should I spend money on social?
@leighgeorge
#MAMSummit
3. Most of us are measuring the wrong stuff
@leighgeorge
#MAMSummit
4. Measure “hard” objectives
• Increase awareness among target audience by 15%
• Increase revenue to $5M
• Drive 15,000 downloads of fact sheet on the importance of
health screening
• Encourage 20,000 adults to quit smoking
@leighgeorge
#MAMSummit
5. Use a results-focused measurement framework
2
1
Positioning
Reach
• What’s the total
size of the
audience
exposed to the
message?
• What’s the target
audience
exposed to the
message?
• What’s the exposed
audience’s perception of
the brand?
Preference
• What’s the exposed
audience’s preference
for brand?
Action
• What bottom line
actions did the exposed
audience take, e.g.
purchase?
@leighgeorge
#MAMSummit
6. KPIs vs. diagnostic metrics
KPIs
•
KPIs should align to the brand’s business objectives
Are we winning or
losing?
•
Are our social media efforts affecting behavior as we want?
Diagnostic Metrics
•
Which levers do we
need to pull?
Identify what changes need to be made to engagement
strategy in order to improve KPI performance
•
Are we executing our messaging strategy properly?
•
Is our content resonating?
@leighgeorge
#MAMSummit
7. How we measure
Preference
Impressions, Share of Relevant
Voice
Sentiment, Share of Positive
Voice
Survey-based Brand
Positioning
KPIs
Reach and Positioning
Survey-based Brand
Preference
Action
Survey-based Sales/Behaviors
Diagnostic Metrics
Attributable
Leads/Sales/Behaviors
Number of New Fans/Likes
Likes Per Post
Link Shares
Number of Wall Posts
Link Click-throughs
Video Views
Media Uploads
(videos, photos)
@leighgeorge
#MAMSummit
8. Exercise: KPI or Diagnostic Metric?
Objective: Find John Mayer a wife
Reach
Positioning
Preference
Action
1. Number of women who hear about the program
2. Percentage of women surveyed who said they would marry John
3. Listening to hallway gossip to find the percentage of women who
think thinks John is more husband material than Irfan
4. Number of marriage proposals John gets pre “Date Doctor” program
and post program
5. Number of women/guys who friend John on Facebook
6. Number of times a women views John’s “I want to get married video”
7. Number of people who enter the “I want to marry John contest”
@leighgeorge
#MAMSummit
9. Incorporate measurement at every stage
Strategy and
Activation
Planning
•Administer
pre-launch
surveys
•Start
monitoring
program
Client pitch
•Budget
•Measurement
expert
Setting
Objectives
•Development
of benchmarks
and goals
•Development
of surveys
•Measurement
expert
Checkpoints
and Program
Adjustments
every 1-3
months
Launch
Program
•Interim
surveys and
metric
analysis
Measurement
and Evaluation
•Measurement
expert
•Final survey
•Analysis
@leighgeorge
#MAMSummit
11. Connect with me
Leigh George
Vice President
Social@Ogilvy
Email:
leigh.george@ogilvy.com
Twitter: @leighgeorge
LinkedIn: linkedin.com/in/leighgeorge
@leighgeorge
#MAMSummit
Editor's Notes
Need to confess something about myselfI like to question thingsI’ve always asked whyAnalytics has always bothered me—like the emperorers new clothes-you’re ignoring something obvious
Miranda Priestly from devil wearspradaWHAT’S THE ROI OF SOCIAL? TELL ME ABOUT BUSINESS IMPACT, NOT ENGAGEMENT. Direct clicks from social are contributing less than 1% of my total sales. That’s pretty dismal.
We use the metrics that the platforms give us but is that the best way?it is what clients care about? Should they care about themThese are things marketers care about—we can collect them so we should report on them Are we actually measuring ROI are we measuring engagement—do businesses care about that? Everyone thinks that numbers are important as long as they’re big but is that really the case. Are we using the right model?
Setting [hard] goals (i.e. around revenue or profits)—something that is directly related to biz goals, quantifiableWhich is a hard and which is a soft goal?SoftIncrease awareness Generate increased engagement among fan/follow baseHardIncrease awareness among target audience by 15%Drive 15,000 downloads of fact sheet on importance of health screeningEncourage 20,000 adults to quit smoking
People don’t act as the result of a single touchpoint so last-click attribution models don’t workNeed an always-on cross-media attribution tracking approach to evaluate the business impact driven by digital, social, mobile and others. Across owned earned and paid channelsChannel combinations are essential to understandOur Marketing Impact™ solution provides cross-media analytics and detailed attribution analysis to enable ROI and market mix optimization.
