6/18/22 6/18/22 Boyd Neil National Practice Leader Social Media and Digital Communications b [email protected] @boydneil www.boydneil.com A Quick Study in Program Analytics
May 18, 2015
April 12, 2023April 12, 2023
Boyd Neil
National Practice Leader
Social Media and Digital Communications
@boydneil
www.boydneil.com
A Quick Study in Program Analytics
A Caution
Monitoring– Listening – Sorting and qualifying data as relevant or not
Measuring– Assignment of a numerical value to a program objective – E.g. number of ‘Likes’, site visits, number of followers . . . Etc.
Analyzing– Interpreting data (either monitoring or measurement) in light of
business and social web program objectives
Reporting– To whom and how
Terminology Hygiene
ROI has two elements;
1. Cost of the activity
(investment) expressed in dollars
2. Gain from that activity (revenue or cost saving) expressed in dollars
Therefore . . .
And Let’s Be Clear
ROI = Gain – Cost
Cost
Frequency (refers to “buy rate”)
– but it also means getting social connections to interact with you more often
Reach (refers to finding new customers)
– but it also means attracting net new stakeholders/followers,
customers, media etc.
Yield (refers to getting customers to spend more each time they interact with you)
– but it also means getting deeper engagement out of each contact
What Is Useful To Measure
Measurement Strategy
Business Objectives
Defined by the business unit
Social Web Program Objectives
Can be expressed in terms of frequency, reach and yield
Realistic Targets for Each Objective
Specific and measurable for each program objective
Measurement
Select measurement numbers
Measurement Strategy
Business Objectives
Grow sales with connected customers
Social Web Program Objectives
Increase social participation
Realistic Targets for Each Objective
Generate 300 comments and mentions per day on social platforms
Measurement
Comments per post (blog)
Comments per update (Facebook)
PROGRAM OVERVIEWXXXXX Sales Rep Incentive Program
Program Objectives
Drive Sales– Push sales of the XXXXX phone by creating more engagement with
sales reps
Create Brand Awareness– Engage reps about XXXXX where they already are hanging out in the
social space
Educate– Communicate new device product features to sales reps through the
application
Create Stickiness– Refresh content and offer rewards for ongoing participation
Concept Customized rewards and loyalty program
built in Facebook to engage XXXXX sales reps
Easy-to-use app
Provided innovative learning environment
Maximized viral attributes of social media
Used positive competition of gamification.
App was designed to provide ongoing points and rewards system for sales reps
Collect points and badges for participation
Redeem points based on their ranking for rewards.
Registration National XXXXX sales team tasked
with registering reps into program
Series of unique codes created for each rep so program members could be tracked
Print collateral: Poster placed in Bell stores Postcards‘ outlined general
information about program, prizing, call-to-action, and individual validation code
Reps given $5 Starbucks gift cards as incentive to sign up
Gamification
Points allocated for activities on the app, for example:
– Posting a tip (20 points) – Watching a video (10 points)– Taking a Quiz (up to 10 points based on
correct answers)– Participate in a discussion (10 points)– Log a sale (30 points)
Leaderboard showed rankings of reps as they competed to reach the redemption levels – Groupie, Posse, Wingman, Legend
Additional sales incentive was layered on with a ‘Top Ten Challenge’ to sell most XXXXX devices
Level Points Needed Reward ValueNumber Available
Newbie N/A No reward
Groupie 250 $10 (Starbucks gift card) 1500
Posse 650 $15 (Future Shop gift card) 1000
Wingman 1250 $25 (Cineplex Odeon gift Card) 300
Legend 2000 Motorola product – XT860 4G or XOOM with Speaker HD Dock
40
Top ten sales reps N/A – sales based on validated IMEIs
The top ten sales reps in terms of XT860 4G sales were awarded one of three vacations packages worth $3,000
10
The table below outlines the prizes developed for the app:
Note: Rewards were capped at the numbers indicated; sales reps would then continue on to try for the next level with a bonus 50 points to keep going.
Prizing
Mystery Shop
Sales reps participating in the program who recommended XXXXX during the mystery shopping period were awarded 100 bonus points, along with every sales rep in that store location participating in the program
90 in-person mystery shops were conducted at retail locations across Canada in September 2011
RESULTSXXXXX Incentive Program
ParticipationTotal sales rep participation: 795
Badge levels:– 201 reached Groupie level– 105 reached Posse level– 74 reached Wingman level– 59 reached Legend level
25%
13%
9%
7% Groupie
Posse
Wingman
Legend
Top 10 Sales Winners
XXXXX Recommendation Rate
36%
58%
0%
35%
0%
10%
20%
30%
40%
50%
60%
70%
Prompted Ultimate Recommendation
Bell
The Source
• 50 sales reps ultimately recommended XXXXX
• 36 sales reps ultimately recommended XXXXX (note, not all of these reps were on the program)
• 38 sales reps in the program community were awarded mystery shopping points
Program Results OverviewMeasure Target Achievement
Total Rep Participation • 1,000 • 795
Recommendation Rate • 5% • 36% (Bell); 0% (The Source) – unprompted• 58% (Bell); 35% (The Source) – ultimate reco
Badge Level Participation
• 90% achieve Groupie• 50% achieve Posse• 25-30% achieve Wingman• 5% achieve Legend
• 356 users stayed at 100 points• 231 users had between 100 & 250 points• 201 users reached Groupie; 122 stayed at Groupie– 25% achieved Groupie or higher• 105 users reached Posse; 31 stayed at Posse– 13% achieved Posse or higher• 74 users reached Wingman;15 stayed at Wingman– 9% achieved Wingman or higher• 59 Users reached Legend Status– 7% achieved Legend
Engagement • N/A • 8,400+ Discussions posted by reps• 4,200+ Tips approved uploaded by Reps• 300+ Facebook Comments by Reps• 343,852 “free” earned media impressions inside Facebook
by Reps app usage (based on 6,987 actions)
Traffic • Google stats • 9,958 Visits• 199.16 average visits a day• 100,483 Page views
Sales Lift • 20% • 26%• Total number of sales was 582
Your Attention Has Been Appreciated/
Graphic Credit . . . http://gapingvoidgallery.com/