Measuring not counting, evaluating social media campaigns, with Fran Cassidy - May 2015

Measuring not CountingFran Cassidy, UK, May 2015

Measuring not Counting

Evaluating Social Media Campaigns

Fran CassidyCassidy Media Partnership

15 May 2015

#NewMR 2015 Corporate Sponsors

#NewMR 2015 Supporters

Schlesinger AssociatesKeen as Mustard




‘58% place “Likes”, “Tweets”, “Clicks” and “CTR” in theirTop 5 Marketing ROI KPIs’

“90% of marketers are not trained in marketing performance & marketing ROI” media release 8 th April 2014

https://www.fournaisegroup.com/marketers-not-trained-in-marketing-performance-and-roi/


To provide definitive guidance

as to the roles that social media can play &

how to measure its effectiveness and ROI


Marketing Comms

Customer Service

Customer Insight


Marketing Comms

Customer Service

Customer Insight


Now Available....


-200+ cases reviewed

-35 interrogated by

peer review

-13 solid cases

( that doesn’t mean that social

didn’t work in the others )


Seven Key Messages1. Social is more than marcomms and is challenging organisations


Social Media is pluralPaid

OwnedEarned

Whose department is it anyway?

Marcomms Dept? Customer service?

Insight & Research?

Plus HR / Sales / PR / Operations ?

“Always on” “Campaign”

All of the above!


- Retrained existing customer service staff to

be multi-service & multi-channel

- Necessitated cross-department coordination

and communication

Use social media to provide real-time updates

and customer service across the business

KPI : Lost customer hours

- Structured shift patterns to be there 24/7


Seven Key Messages

1. Social is more than marcomms and is challenging organisations

2. Social is changing the way we measure

– its evaluation is more than a dashboard


#ICEBUCKET-

CHALLENGE

Michael Ni, “Transmissibility of the Ice Bucket Challenge”, BMJ 2014


MEASLES#ICEBUCKET-

CHALLENGE

EBOLA

< <

Michael Ni, “Transmissibility of the Ice Bucket Challenge”, BMJ 2014


Social is changing how we measure

2.Empower real-time,

adaptive planning

3.Cultural change –

from ‘collecting’

to ‘interpreting’

1.New types of

of data


Seven Key Messages




3. Avoid a siloed approach to social measurement


SILOED MEASUREMENT

UNDERESTIMATESSOCIAL ROI* BY

16%-50%

PAID SOCIAL LEADS TO

25% MORE CONVERSIONSTHAN ORGANIC SOCIAL*

* Convertro (USA, 2014) * Nielsen (USA, 2013)


Measure the journey - Lysol (USA)

Source: Reckitt Benckiser; ohal


Measure synergy – Creme Egg

Only TV Only

Facebook

Expected

Facebook

+ TV

Uplift

Factor

1.11

Facebook

+ TV

1.12

1.25

1.41Exposure to FB & TV

created a

66% greater effect than the sum

of its parts

Source: Mondelez; Kantar Worldpanel


Seven Key Messages





4. It is easy to overestimate the value of earned media

and influencers


Find ‘causation’ not ‘correlation’

2.

Homophily

3.

Influencers

1.

Reverse

causality


TV & Twitter UK

% of programmes impacted, 2014

11

7

7

7

8

8

9

12

13

30

69

70

51

48

31

71

55

66

Talk Show

Comedy

Reality Show

Drama

Game Show

Soap

Sitcom

Entertainment

All

Causation

Correlation

Source: Kantar; Mindshare


Recommendations

• Be pragmatic

• Plan in tests & experiments

• Think carefully about modelling techniques

• Be suspicious







and influencers

5. The commercial value of social will increasingly lie

in the richness of its data


The potential richness of social data

• Using social signals for prediction

• Targeting

• Customisation

• Research/Evaluation







and influencers



6. Social can learn from traditional planning


“Social strategy” vs. “strategy”

Understand how you can tweak the

dials in real-time, informing decisions

A clear role and hypotheses for

how it will work

Stephen King’s Planning Cycle

Bake it in from the start(as in other comms planning)

Contribution to overall marketingor brand objectives


The world’s first home loan rate powered by likes

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&docid=DM85vx1STtBn8M&tbnid=b4Lw7JK417LbZM:&ved=0CAYQjRw&url=http://www.fabfaces.co.nz/&ei=IEMiU5GlLsW70QWz8oCIBA&bvm=bv.62922401,d.ZG4&psig=AFQjCNGdSV89e41NVCUoR1-_18wthiV_Ew&ust=1394840730380090

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&docid=DM85vx1STtBn8M&tbnid=b4Lw7JK417LbZM:&ved=0CAYQjRw&url=http://www.fabfaces.co.nz/&ei=IEMiU5GlLsW70QWz8oCIBA&bvm=bv.62922401,d.ZG4&psig=AFQjCNGdSV89e41NVCUoR1-_18wthiV_Ew&ust=1394840730380090

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&docid=z6Qk-lY098tLoM&tbnid=lEmwKMXcFxH3rM:&ved=0CAUQjRw&url=http://www.saatchiasiapacific.com/2013/06/asb-like-loan-launches-with-rate-that-shrinks-with-each-like/&ei=y3UxU7bDLIeM0AXjqICgCw&bvm=bv.63587204,d.ZGU&psig=AFQjCNGHJEBpPom9-aRgpgCiEu3EWpnQdw&ust=1395836741291025

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&docid=z6Qk-lY098tLoM&tbnid=lEmwKMXcFxH3rM:&ved=0CAUQjRw&url=http://www.saatchiasiapacific.com/2013/06/asb-like-loan-launches-with-rate-that-shrinks-with-each-like/&ei=y3UxU7bDLIeM0AXjqICgCw&bvm=bv.63587204,d.ZGU&psig=AFQjCNGHJEBpPom9-aRgpgCiEu3EWpnQdw&ust=1395836741291025


What did ASB want to do?

• Business objectivesConvert social media activity from being a complementary service channel to a revenue generator, by building a database of warm home loan leads to convert

• Marketing objectives- Demonstrate that ASB supports New Zealanders in successfully achieving their goal of home ownership- Use existing ASB customers to advocate loans with ASB through Facebook - Improve sentiment and engagement on Facebook- Demonstrate ASB's continued leadership in innovation.

• Target Audience 25-40 First and second time home buyers


The Drivers of Liking as perceived by ASB..

• We 'like' brands that offer us the expectation that we will have access to benefits or rewards.

• We also share things socially in the belief that it might benefit others and, in turn, hopefully create social capital for us as the sharer.

• Sometimes the motivation for this is that it's social cause-related, sometimes it's just for entertainment and sometimes it's just because it's plain useful.

• Social media best practice showed that brands should focus on rewarding customers with relevant product benefits, not just freebies and giveaways. A brand that sacrifices something of its own business earns more respect than one simply promoting unrelated merchandise.


http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&docid=hVFhjf5F6GLz-M&tbnid=DFu8NTKhqskpBM:&ved=0CAUQjRw&url=http://www.coloribus.com/adsarchive/online/facebook-app-asb-like-loan-video-17571255/&ei=FnYxU6ywHYHW0QXwyICIDA&bvm=bv.63587204,d.ZGU&psig=AFQjCNE3xYYUrR_8ZsLWQpsrwwF4ehzkew&ust=1395836814700149

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&docid=hVFhjf5F6GLz-M&tbnid=DFu8NTKhqskpBM:&ved=0CAUQjRw&url=http://www.coloribus.com/adsarchive/online/facebook-app-asb-like-loan-video-17571255/&ei=FnYxU6ywHYHW0QXwyICIDA&bvm=bv.63587204,d.ZGU&psig=AFQjCNE3xYYUrR_8ZsLWQpsrwwF4ehzkew&ust=1395836814700149

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&docid=hVFhjf5F6GLz-M&tbnid=DFu8NTKhqskpBM:&ved=0CAUQjRw&url=http://thefinancialbrand.com/30863/banking-facebook-app-home-loan-likes-promotion/&ei=S3YxU9uBAqed0AWF_YDgAQ&bvm=bv.63587204,d.ZGU&psig=AFQjCNE3xYYUrR_8ZsLWQpsrwwF4ehzkew&ust=1395836814700149

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&docid=hVFhjf5F6GLz-M&tbnid=DFu8NTKhqskpBM:&ved=0CAUQjRw&url=http://thefinancialbrand.com/30863/banking-facebook-app-home-loan-likes-promotion/&ei=S3YxU9uBAqed0AWF_YDgAQ&bvm=bv.63587204,d.ZGU&psig=AFQjCNE3xYYUrR_8ZsLWQpsrwwF4ehzkew&ust=1395836814700149


The Campaign

• Like Loan was planned to run on four consecutive Wednesdays, with one lucky entrant winning the lowered loan rate at the end of each day, at 8pm.

• The winner would then be announced back to the community, and a call to return the following week would be issued.

• Priming: Activate our social media advocates and influencers to create intrigue, and start a ripple effect on their respective networks

• Launch: Create social scale and participation on the first day of Like Loan

• Sustain: Get repeat entrants and more first-time entrants across subsequent weeks.


Establish average value of a

home loan

4.95% interest (conservative) =

1 year fixed interest rate

Revenue generated will be in

$ millions








and influencers




7. Even short-term results need a long-term context


The Long and the Short of it

- The “money” is in the long term

- And long term effects aren’t justaggregation of short term effects

- WARC’s Seriously Social 2014 reportsuggests Social is a potent brand buildingtool, often used for short-term activation







and influencers











and influencers





We look forward to

receiving your case

studies :

[email protected]

mailto:[email protected]


Thank You!


Q & A

Ray PoynterThe Future Place

Fran CassidyCassidy Media Partnership

#NewMR 2015 Corporate Sponsors

#NewMR 2015 Supporters

Schlesinger AssociatesKeen as Mustard

Measuring not counting, evaluating social media campaigns, with Fran Cassidy - May 2015

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