Social ROI is not impossible, it's complicated. Let our fantastic speakers, Brooke Hovey (Cohn & Wolfe), Catherine Chan-Smith (NFL Network), Julie M. Goodwyn (The Coca-Cola Company) and Chris Kerns (Spredfast) break it down for you.

1. The Bottom Line
Creating & Defining Value in Social

2. #SFsummit 2
Meet the Panelists
Catherine
Chan-Smith
Sr. Producer
NFL Network
@catchansmith
Julie Goodwyn
Sr. Digital Activation Manager
The Coca-Cola Company
@theshortskirt
Brooke Hovey
EVP, Strategy & Development
Cohn & Wolfe
@brookehovey
Chris Kerns
VP of Analytics & Research
Spredfast
@chriskerns

3. #SFsummit
Introduction to
the Value of Social
3
Chris Kerns

4. #SFsummit

5. #SFsummit 5

6. #SFsummit
It’s complicated.
And complicated
is different
than impossible.

7. #SFsummit 7
Find Your Social Core
MonetizeSet GoalsAlign Priorities

8. #SFsummit
My Coke Rewards
8
Transactional to Social
Julie Goodwyn

9. #SFsummit 9
My Coke Rewards
7 million
monthly visits
13 billion annual
impressions
20% volume lift across
15 brands
10 billion in-market
packages annually
#1 U.S. CPG Loyalty Program
10,000 rewards
redeemed daily
40,200 schools registered
1 million monthly
mobile visits
17 million members
22.8 million lifetime members
4.5 million 12-month engaged
330+ partners
activated in the program
Men
Age 25-49
4.2M (25%)
Women
Age 25-49
5.2M (31%)
Teens/Youth
Age 13-24
2.5M (15%)
Mature Adults
Age 50+
4.9M (29%)
280 million email
Impressions annually
Millennials
Age 19-34
6.3M (37%)
Multi-cultural
Age 19-34
1.2M (7%)
1 in 6 U.S. households
22 million social impressions
annually 872K linked accounts

10. #SFsummit 10
Transactional + Engagement System

11. #SFsummit 11
Transactional + Engagement System

12. #SFsummit
#AHHZoneContest Case Study
Develop a program based on a passion point
utilizing existing assets bringing cool, exclusive
experiences to millennials.
12
GOAL:

13. #SFsummit
#AHHZoneContest Case Study
Through a LiveNation
partnership, Coca-Cola
had “AHHZones” at
select Summer concerts.
13
 TARGET: Millennials
 PASSION POINT: Music
 ASSET: Live Nation
 EXPERIENCE: AHHZone

14. #SFsummit 14
Transactional + Engagement System

15. #SFsummit
#AHHZoneContest Case Study
• Highest millennial
engagement on any
program at that point:
– 13% of consumers who
tweeted were under 25
– 47% under 35 years old
• 150% - 200%
improvement over
typical teen & millennial
participation compared
to similar social
promotions.
15
RESULT

16. #SFsummit
@nflnetwork
Social Media Integration
16
Catherine Chan-Smith

17. #SFsummit
Value of Social Integration to
@nflnetwork
• Content Driver
• Engagement
• Tune In
– We want eyeballs
17

18. #SFsummit
• Data curated from
Spredfast
• Graphics created
by NFLN Graphics
Artists
• Social content for
platform shows
18
Content Driver

19. #SFsummit
• Data curated from
Spredfast
• Graphics created
by NFLN Graphics
Artists
• Social content for
platform shows
19
Content Driver

20. #SFsummit
• Social Dashboard
• Menu of curated content to
guide show content
• Talent & fan engagement
20
Content Driver / Engagement

21. #SFsummit
• Polling/Voting Visualizations
• Results pulled from Spredfast
• Animated graphics templates
designed by NFLN
21
Content Driver / Engagement

22. #SFsummit 22
TUNE IN

23. #SFsummit
The Bottom Line about the
Bottom Line
23
Brooke Hovey
Cohn & Wolfe

24. #SFsummit 24
Will THIS be the Conference Talk on Measurement
that Ends All Conference Talks on Measurement?

25. #SFsummit

26. #SFsummit 26
It’s a Process that Requires Communication,
Clarity, Collaboration & Creativity
Establish Key
Performance Indicators
OUTPUTS
• Impressions
• Message Penetration
• Sentiment
• Share of Voice
• Social Channel
Engagement
• Website Traffic
• Coupon Redemption
Define
Process &
Inputs
• Internal Data
• Multiple Agency
Partners
• Best-in-Class
Analytics Tools
• Process &
Cadence for
Analysis
Benchmark
• Current/Recent
Performance
Against Key
Success Metrics
• Ongoing and
Campaign-Specific
• Internal and
Competitive
Launch
Campaign
Measure
Quantify
Impact
OUTCOMES
• Brand Strength
(Awareness,
Perception,
Reputation)
• Net Promoter
Score
• Sales
• Market Share
• Marketing ROI
OPTIMIZE

27. #SFsummitHolistic View of KPIs
• Awareness
• Perception
• Reputation
• Engagement
Top of the funnel:
Bottom of the funnel:
• Conversions
• Lifetime Value

28. #SFsummitHolistic View of KPIs
• Visits
• Unique Visitors
• Page Views
• Time on Site
OWNED
• Cost per Impression
• Cost per Click
• Cost per Lead/Acquisition
• Click-Thru Rate
PAID
EARNED
SHARED
• Volume of Online Conversations
• Reach of Online Conversations
• Sentiment of Online Conversations
• Share of Voice Online
• Subject Matter of Online
• Conversations
• Social Connections (e.g.
Facebook fans, Twitter
followers)
• Social Engagement (e.g. blog
comments, Facebook
interactions)
360
Strategy

29. #SFsummit 29Constant Quest of Today’s Marketer
Revenue Attribution

30. #SFsummit 30
Revenue Attribution Strategies
• Online Conversions of Traffic from Social Media Sources
• Offline Conversions Driven by Social Media Initiatives
(e.g., Redemption of Offers In-Store)
• Other Creative Approaches
o Reduction in Support Center Calls
o Recovery of a Dissatisfied Customer
o Operational Efficiencies through
Social Communication Technologies
• Marketing Mix Analysis

31. #SFsummit 31
The Bottom Line re: the Bottom Line
• There’s no silver bullet; effective measurement takes planning
• Measurement takes time and money, so align on the percentage of the
budget that should fund it, relative to the program itself
• There’s value in “top of funnel” impact; not every program can be directly,
precisely linked to a sale … And that’s OK!
• Keep working toward better goal-setting and measurement, but don’t let
inability to measure everything keep you from doing anything

32. Q&A Time
Brooke Hovey
Cohn & Wolfe
@brookehovey
Catherine Chan-Smith
NFL Network
@catchansmith
Julie Goodwyn
The Coca-Cola Company
@theshortskirt