Irfan Kamal - Making Social Media Effective

Making Marketing More Effective: A Social Perspective

Irfan KamalGlobal Head, Data+Analytics, Products & Partners@irfankamal / [email protected]

2Copyright © 2014 Ogilvy & Mather

How do We Demonstrate ROI with Social Projects?

TRACK IMPACT ON

BUSINESS RESULTS

NOT (JUST) ACTIVITY

Social Content Impact™ Measurement FrameworkSocial business impact optimization


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 FrameworkHow is Content/Channel/Conversation Driving Business Impact?

Attitudes

• What’s the exposed audience’s awareness, preference and/or perception of the brand?

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LENSES:IMPACT ON…

Audience

Segment

Individual


Social Content Impact: Caveat! Focus on What MattersKPIs 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

Dive into the 3 Key Ways Social Drives ROIHint: think “connected social”


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

Sales3 approaches to think about social as a sales driver


A good starting point

WHAT’S THE EASIEST WAY TO

DEMONSTRATE ROI?


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


Sales - Direct: Enhance CRM with social data


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


Example: Unlock Advocacy Value


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


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.


Example 3-Month Impact Study Summary:Attitudes


Example 3-Month Impact Study Summary:Sales

Attitudes & AwarenessIdeas and data for showing social changes attitudes


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

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


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)


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


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


Competitive Tracker

Brand #1

Quality #2

Quality #3

Quality #4


Example: Keyword Analysis

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Brand Comp 1 Comp 2 Comp 3 Comp 4 Comp 5


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

What Your ROI-Focused Social Team Should Look LikeComponents and processes for 2014 onward


The Social Superhero


The Data-Driven Social Organization

The Content/Creative Team

The Data & Tech Team

Leadership & Brand Content/Creative

Brand / Social Managers

The Listening & Insights Team

The Paid Team

Business Owner

Insight Analyst

Data & Tech Analysts

Paid Team

Irfan Kamal - Making Social Media Effective

Data & Analytics

social advocacy

social engagement

types of social

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