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SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016
Measurement that matters
NATALIE WILLIAMSNESTLE PURINA PETCARE
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Measurement that Matters
Natalie Williams
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4 Key Principles to Keep Your Measurement
Effective, Actionable & Honest
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Accept that you’re not in the business to
make “Social” look good
Key Principle #1
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Build Social for Your Business, Not for Social
Itself.
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The Goals of the Platforms Should Not Be Yours.
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Realize, it’s okay to be different
Key Principle #2
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Unique Goals Need Unique Measurement.
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Measurement
Marketing Tactic
Brand Strategy
Business Goal
How Do We Get There?
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Purina Example
MyPlan Registrations
MyPlan Campaign
Trial of ProPlan
New Households
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Twitter
Purina Example
MyPlan Registrations
Facebook Instagram
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Key Principle #3
Make Proper Tracking a Priority
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Checklist
Are you set to properly measure your goals?
• Actions on Site, Tags/Pixels placed, Link Tracking
Is your measurement structured for diagnosing
your performance?
• Performance data by segments (target, source, tactic, etc.)
Will your diagnosis be actionable?
• Can these insights lead to optimizations of your media in a timely manner?
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Performance Diagnosis
VOLUME
(Total Registrations)
Effectivity(Lead Through Rate)
Efficiency(Cost per Registration)
Source
Target
Format
Creative
Device
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Inputs Do Not Equal Results
Key Principle #4
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Metrics of Uncertain Success
• Impressions
• Reach
• Video Views
• Engagements
• Clicks
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The WOO Effect
15,700,000+Impressions
8.1KVideo Views
215,000+Post Engagements
90,000+Link Clicks
$1.77CPLC
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Accept that you’re not in the business to
make “Social” look good
Key Principle #1
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Questions?
[email protected]
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Learn more about past andupcoming events
SOCIALMEDIA.ORG/EVENTS
SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016