Presentation from DataSong's Marketing Effectiveness Summit, July 24, 2014 Social media is a consumer attention juggernaut, with strong growth in engagement and usage across established channels such as Facebook and blogs, and newer ones such as Instagram, Pinterest, and Snapchat. Social now rivals the exposure and engagement provided by traditional channels such as TV and online channels such as email. Yet measurement of marketing effectiveness on this medium has significantly lagged this shift. As the channel has grown in importance, tracking the impact of social on business results, and not just on activity, is key to making social media effective. Learn and discuss the appropriate uses of methods -- from basic to comples -- that are in the toolbox to track the business impact of social, including determining impact on brand metrics, reach, attributable conversion and marketing efficiency. Credit: Irfan Kamal , SVP + Global Head, Data/Analytics, Products + Partners, Ogilvy & Mather

1. Making Marketing More Effective: A Social
Perspective
Irfan Kamal
Global Head, Data+Analytics, Products & Partners
@irfankamal / irfan.kamal@ogilvy.com

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How do We Demonstrate ROI with Social Projects?
TRACK IMPACT ON
BUSINESS RESULTS
NOT (JUST) ACTIVITY

3. Social Content Impact™ Measurement
Framework
Social business impact optimization

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Reach
• What’s the size
of the audience
exposed to the
message?
Action
• What bottom line actions
did the exposed
audience take, e.g.
purchase?
Social Content Impact: Optimization Framework
How is Content/Channel/Conversation Driving Business Impact?
Attitudes
• What’s the exposed
audience’s awareness,
preference and/or
perception of the brand?
1
2
LENSES:
IMPACT
ON…
Audience
Segment
Individual

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Social Content Impact: Caveat! Focus on What Matters
KPIs vs. Optimization Metrics
KPIs
Are we winning or
losing?
• Provide a top-line view of the success of its social media
efforts
• KPIs should align to the brand’s business objectives
Optimization
Metrics
Which levers do we
need to pull?
• Identify what changes need to be made to engagement
strategy in order to improve KPI performance

6. Dive into the 3 Key Ways Social Drives ROI
Hint: think “connected social”

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Three Types of Social-Driven ROI We can
Demonstrate Today
• Social for Greater Sales
• Direct
• Indirect
• Social for Improved Brand Metrics
• Social for More Efficient Marketing
• Lower cost per engagement/sale

8. Sales
3 approaches to think about social as a sales driver

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A good starting point
WHAT’S THE EASIEST WAY TO
DEMONSTRATE ROI?

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Sales - Direct: Think About How Social Data Can Inform
Everything in the Product Value Chain
Clorox reported
significant sales
increase based on
an online/Twitter flu
tracking program

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Sales - Direct: Enhance CRM with social data

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Sales - Direct: Enhance CRM with social data
Linda: Jennifer:
Opportunity: Use social
data to increase
individual spend
Opportunity: Use social
advocacy to increase
network spend
$75.32, with another $150 spend
potential based on social data
$25.62, with another $300 advocacy
potential based on social engagement

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Example: Unlock
Advocacy Value

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Sales Indirect: Expensive, but A Must Brands that can Afford It

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Our Process – Panel and Reporting / Linking
The solution uses a panel and a software (web + SMS / mobile) platform that merges consumer and
mobile to produce a full view of the consumer. Brand touchpoints are reported in real-time by
consumers using a variety of input options, for up to 5 brands.

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Example 3-Month Impact Study Summary:
Attitudes

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Example 3-Month Impact Study Summary:
Sales

18. Attitudes & Awareness
Ideas and data for showing social changes attitudes

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Reach: Exposed
• xx MM paid
impressions for
Brand
• xx earned
impressions for
game/video contest
Positioning: Pre-
and Post-Game
Survey
• The percentage of
people agreeing that
the brand “has
appealing design
and style” increased
by +xx percentage
points pre- and post-
game
Preference: Pre- and
Post- Game Survey
• Net promoter score
increased by +xx
percentage points
pre- and post-game
Brand Metric KPIs
Example

20. A New Way to Market (Measure)
Making marketing more efficient and effective

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Advocacy Index: How To Build a Passion Brand
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A whole new way to measure
your brand’s ability to make
marketing more efficient
Impact:
+Efficiency: 80% of
marketing reach can be
driven by advocacy
+Effectiveness: Peer
advocacy can drive 4-5x
more business impact
(conversion)

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Advocacy Index:
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The Advocacy Index
moves us to building a new
focus for marketing,
building a passion brand.
Advocacy Index will:
• Focus the organization on brand advocacy
• Measure the success of our marketing
programs at creating advocates and
advocacy (track the Social Advocacy
Gap™)
• Tell us what content, campaigns,
individuals and topics are creating
advocacy
• Identify the most influential brand
advocates
• Compare how we are tracking against
competitors in creating advocates

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Setup: Advocacy Level Keywords
*Partial list
High Medium Low
Accomplished
Amazed
Amazing
Awesome
Ecstatic
Excellent
Great
Honest
Responsive
Restore
Restoring
Responsible
Trustworthy
Better
Commitment
Commit
Committed
Credible
Decent
Decently
Effort
Encouraging
Good
Impressive
Impressed
Incredible
Integrity
Pleased
Pleasing
Priority
Progress
Recommend
Reasonable
Reasonably
Remarkable
Safety
Sustain
Sustainability
Unbelievable
Adequate
Fair
Interesting
Liked
Like
Ok
Okay
Regretful
Standard
Typical

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Competitive Tracker
Brand #1
Quality #2
Quality #3
Quality #4

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Example: Keyword Analysis
25
Brand Comp 1 Comp 2 Comp 3 Comp 4 Comp 5

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Advocacy Gap (Example)
Brand #1
Quality #2
Quality #3
Quality #4
• Calculate the Advocacy Gap for Sheraton given the following discussion-only
data for last month:
• Stays (room nights) 930,975
• Guest satisfaction score 79%
• Public social advocacy mentions 6,702

27. What Your ROI-Focused Social Team Should
Look Like
Components and processes for 2014 onward

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The Social Superhero

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The Data-Driven Social Organization
The Content/Creative Team
The Data & Tech Team
Leadership & Brand
Content/Creati
ve
Brand / Social
Managers
The Listening & Insights Team
The Paid Team
Business
Owner
Insight
Analyst
Data & Tech
Analysts
Paid
Team