A C&M* presentation for the DMA. What to avoid and what to focus on when it comes to Social Media measurement and planning. Clue: it's not the 'Like'.

1. Beyond the Like
Social Media Measurement and Planning
DMA Data Conference
1st March 2012
@RogerWarner
@ContentMotion
getintouch@contentandmotion.com
www.contentandmotion.co.uk

2. What You’ll See @RogerWarner / @ContentMotion
• A talk about Social Media measurement and planning
• Some things to avoid
• Platform trouble
• Egomania
• Boring trivia
• Case study-ism
• Wonk-ism
• A sensible game plan
• A call to action
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3. We Help Brands Creatively Engage with the Social Web @RogerWarner / @ContentMotion
• Creative Social PR Engagement
• Independently owned. Formed Jan 2009
• 15 staff and growing
• 20 active clients
• OTE of £1m this year
• (All revenue is Social PR and majority is retained)
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4. Box Network: Founding Partner @RogerWarner / @ContentMotion
• Instant international scale and coverage
• Pure play social media specialist
• Extensive social media experience
• Expert execution: cultural and local insight
• Central management model - single point of contact
Italy Germany France UK Switzerland
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5. @RogerWarner / @ContentMotion
A horse is measured in hands, not hoofs
What’s the ROI of a horse..?
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6. Avoid #1: Platform Trouble - The Value of Pinterest?

7. What’s the Value of Pinterest?
Stop.
The.
Press.
In case you haven’t heard, last night TechCrunch
announced that Pinterest hit 11.7 million UMVs, becoming
the fastest standalone site ever to surpass 10 million monthly
uniques. This presents a huge opportunity for brands...
7 @RogerWarner / @ContentMotion

8. Pinterest: OMG!!
People are
spending more
time on Pinterest
than Google+
and LinkedIn
From visual.ly
8 @RogerWarner / @ContentMotion

9. Pinterest: The Eye of the Beholder
There are not
that many people
on Pinterest
From visual.ly
9 @RogerWarner / @ContentMotion

10. Don’t Start Here
(Beware the numbers game.)
...and watch out for excitable pundits.
10 @RogerWarner / @ContentMotion

11. It’s Getting Frothy Again
A new
communications
platform
Eyeballs Fans Amazingly exciting
numbers that bear
Uniques Likes no real meaning
...etc Repins without context.
Platforms are huge
Reblogs and very hard to
measure in and of
Re, rewind themselves.
...etc
11 @RogerWarner / @ContentMotion

12. Movable Targets @RogerWarner / @ContentMotion
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13. Five Easy Program Rules @RogerWarner / @ContentMotion
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14. Don’t Start Here
(Don’t start your planning with platforms)
‘Facebook’ isn’t your goal ...even if Acme Corp is doing it.
14 @RogerWarner / @ContentMotion

15. Avoid #2: Egomania - The Real Value of Your Brand?

16. Which of these Statements are True? @RogerWarner / @ContentMotion
• Utterly Butterly provides a compelling online experience
• Harley Davidson nurtures amazing brand ambassadors
• TomTom sends Santa Claus around the Facebook map - engagement up by 500%
• ASOS delivers more customer satisfaction each day on Twitter than M&S does by phone
• Ryan Air doesn’t give a hoot about social responses
• KLM does
• TopMan is more engaging than Burberry
• ...does the customer care as much as we do?
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17. What People Want
17 @RogerWarner / @ContentMotion

18. What People Want
18 @RogerWarner / @ContentMotion

19. What People Want
19 @RogerWarner / @ContentMotion

20. What People Want
20 @RogerWarner / @ContentMotion

21. @RogerWarner / @ContentMotion
Planning Governed by Sanity 21

22. What’s it all About...?
It’s all about the share
(The root of all good measurement)
22 @RogerWarner / @ContentMotion

23. What People Will Do From ‘The Future of Sharing’
We’ll need to work harder to generate key actions in the future
23 @RogerWarner / @ContentMotion

24. What People Will Do From ‘The Future of Sharing’
Our analytics will also need to be smarter and more integrated with offline activities
24 @RogerWarner / @ContentMotion

25. Don’t Start Here
(Plan around people... and people-based measures, like SHARING!)
Remember, people use Social Media to communicate with people, not to communicate with brands.
25 @RogerWarner / @ContentMotion

26. Avoid #3: Boring Trivia - The Value of a Like

27. Social Media Measurement
27 @RogerWarner / @ContentMotion

28. What You Can Get
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29. What You Can Also Get (Very)
29 @RogerWarner / @ContentMotion

30. Don’t Start Here
(The Like!? Don’t even go there.)
It’s not nice. Makes your head hurt. And your CFO will laugh you out of the room.
30 @RogerWarner / @ContentMotion

31. Avoid #4: Case Study-ism

32. ASOS on Facebook
From @MediaCzar, StarCom MediaVest
3% of originating stories are posted by page admins
97% are posted by Fans
Both sources generate approximately the same response rates from fans (1k ‘ish)
The lion’s share of page admin effort is directed at fan-generated content, not brand content
32 @RogerWarner / @ContentMotion

33. Budweiser on Facebook
From @MediaCzar, StarCom MediaVest
32% of originating stories are posted by page admins
58% are posted by Fans
Brand-driven content generates a disproportionate volume of responses from Fans
The lion’s share of content is fan-generated, not brand-generated
33 @RogerWarner / @ContentMotion

34. What People Really Do
From ‘The Science of Sharing’
Search
Talking
Brand site
Social is currently more important
and influential in sectors whose
products and services require
less research investment and
‘involvement’ (where
‘involvement’ relates to anything
from and including product
knowledge, monetary value,
historical buying patterns, etc)
34 @RogerWarner / @ContentMotion

35. What Does this Prove?
(All brands are different.)
It may not be wise to measure like your neighbour - and try to avoid sector envy.
35 @RogerWarner / @ContentMotion

36. Avoid #5: Wonk-ism

37. IAB
Do read this. It’s very, very good. Just not too sure about the neatness of the ‘i’, the ‘a; and the ‘b’.
37 @RogerWarner / @ContentMotion

38. Don’t Measure Acronyms
(Don’t Measure Acronyms)
Just don’t. Too contrived?
38 @RogerWarner / @ContentMotion

39. On Engagement
‘Engagement’ is an unworkable and meaningless
concept. It means everything. And absolutely
nothing. And as such it cannot possibly claim to be
any kind of metric.
Too many ‘engagement’ zealots take the easy path,
choosing to measure what’s easy to measure, but
sidestep the far harder task. They focus on
intermediate measures (communication and brand
responses) at the expense of hard business and
purchase behaviour measures.
Martin Weigel, Head of Planning, W+K Amsterdam: ‘Engagement’: Fashionable Yet Bankrupt
39 @RogerWarner / @ContentMotion

40. Don’t Start Here
(Don’t measure engagement.)
It’ll p*ss Martin off.
40 @RogerWarner / @ContentMotion

41. A Sensible Game Plan

42. True Cost of a Fan
From @MediaCzar, StarCom MediaVest
(Obviously...)
42 @RogerWarner / @ContentMotion

43. Facebook Premium for Brands
Beyond Edgerank - “Reach
Generator’: Pay to ensure
75% of updates are seen by
fans.
Every ad will start as a news
story.
New premium ad format -
any post can be changed to
appear in newsfeed, at right
hand side of page, mobile
news feed, and logout page.
If you’re not paying for the product, you are the product.
The value of a fan is an ad unit. Welcome to the Matrix : )
43 @RogerWarner / @ContentMotion

44. @RogerWarner / @ContentMotion
What’s the ROI of a horse?
Speed Recreation Pulling power Paddy Power
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45. The Value of a ‘Fan’? @RogerWarner / @ContentMotion
• The value of earned media they deliver (fans as message beacons)
• The value of direct sales they generate (fans as DR)
• The value of indirect sales they generate (fans as referral scheme)
• The value of sales leads they generate (fans as CRM)
• The direct effect they have on other established disciplines such as Search (fans as SEO)
• The effects that being a fan have on purchase patterns (fans for lifetime value)
• The value of indirect costs they reduce on the business (fans for customer service / R&D)
• The reduction in service delivery costs (Facebook, etc, as media partner)
• The value of brand awareness, recall, preference that they generate (fans as PR)
• ...or, the relative value of a known and desired outcome - take your pick and start charting
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46. DMA Frameworks - A Disclaimer @RogerWarner / @ContentMotion
• A work in progress
• DMA best practise measurement frameworks forthcoming
• A series of ‘off the shelf’ documents to help you to plan and measure campaign effectiveness
• Organised by outcomes - e.g.
• Brand awareness
• Lead acquisition
• Ecommerce sales
• Search optimisation
• ...etc
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47. The Value of an Outcome (Macro) @RogerWarner / @ContentMotion
Enhancement Enhancement
Sales Brand
Reduction Reduction
Marcoms Cost Service/R&D Cost
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48. What and Where to Measure @RogerWarner / @ContentMotion
Enhance Enhance
Sales Brand
Customer activity on ‘owned’ spaces Your brand presence/visibility on ‘leased’ spaces
...Web site, stores, conferences, etc ...Google, Facebook, Twitter, etc
Cost analysis vs traditional media Cost analysis vs traditional channels
...print, TV, etc ...support, research, etc
Reduce Reduce
Marcoms Cost Service/R&D Cost
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49. The Social Funnel - Driving Some Action @RogerWarner / @ContentMotion
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50. Reporting 101
TomTom Xmas 2011 SantaNav Facebook campaign
Measuring the outcomes that matter to the work
Brand enhancement - reach, interactions, acquisition
50 @RogerWarner / @ContentMotion

51. TomTom Social Media Performance FY2011
Average Monthly TomTom Brand Mentions
Sentiment Around TomTom Across All Media Sources
90,000
100%
80,000
90%
70,000
80%
70%
60,000
60%
50,000
50%
40,000
40%
30,000
30%
20,000
20%
10,000
10%
-
0%
Q1
Q2
Q3
Q4
1
1
1
1
1
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Mentions
NEU
NEG
POS
Volume of TomTom Twitter Followers
Volume of TomTom Facebook Fans
25,000
90,000
80,000
20,000
70,000
60,000
15,000
50,000
40,000
10,000
30,000
5,000
20,000
10,000
-
-
1
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Followers
Fans
51 @RogerWarner / @ContentMotion

52. Recap @RogerWarner / @ContentMotion
• Don’t fixate on the platforms - Google+ might not matter to you
• Don’t overestimate the interestingness of your brand on Social - you’ll miss your KPIs
• Don’t fixate on every possible action - a Like and a RT have no true meaning
• Don’t get hung up on irrelevant case studies
• Have a healthy distrust of frameworks (inc ours) and the fluffy stuff
• Create plans, goals and measurements around outcomes
• Align these outcomes to your regular business operations
• And remember...
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53. Remember...
(Social Media didn’t invent marketing.)
It just made it a little different. Think: shock of the old. Mix the new with the known.
Please tune in to developments from the DMA Social Media Council - we will blog all our
progress as we create our measurement frameworks. We would appreciate your input.
53 @RogerWarner / @ContentMotion

54. Thank You!