® 2012 Dachis Group. Confidential and Proprietary
WEBINARMEASURING SOCIAL CAMPAIGNS
AUG 15, 2012Liz Schroeter Courtney, Ray Renteriawww.dachisgroup.com | socialbusinessindex.com | @dachisgroup
Creative Commons. Some Rights Reserved. 2012.
® 2012 Dachis Group. Confidential and Proprietary
MEASURING SOCIAL CAMPAIGNS
INTRODUCTION
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® 2012 Dachis Group. Confidential and Proprietary
LizSchroeterCourtneyLiz Schroeter Courtney has worked on social business campaigns for dozens of Fortune 500 brands and works closely with Dachis Group’s software team to refine features by adding insights from Dachis Group clients.
Liz’s background in writing means she’s particularly focused on how to tell a meaningful story with brand data. Her background in radio broadcasting means she’s excited to present this webinar.
You can reach her at @partyliz (where she’s often Instagramming her dinner) and at [email protected]
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MEASURING SOCIAL CAMPAIGNS
THE OPPORTUNITY
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BRAND MARKETING IS ABOUT AUTHENTIC ENGAGEMENT
® 2012 Dachis Group. Confidential and Proprietary
Social is the ideal platform for
Engagement @ Scale
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900MFacebook users
Facebook SEC Filings 2012
SOCIAL PROVIDES UNPRECEDENTED REACHAUDIENCE ON A MASSIVE SCALE
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3.2BLikes & Comments per
DayFacebook SEC Filings 2012
SOCIAL PROVIDES UNPRECEDENTED DATAINSIGHTS ON A MASSIVE SCALE
® 2012 Dachis Group. Confidential and Proprietary
SOCIAL CAMPAIGNS ARE NOW COMMONPLACEA CORE MARKETING TACTIC
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MEASURING SOCIAL CAMPAIGNS
THE CHALLENGE
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SOCIAL MEDIA IS DIFFERENTIT’S A TWO-WAY CONVERSATION
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® 2012 Dachis Group. Confidential and Proprietary
SOCIAL MEDIA IS DIFFERENTIT’S A TWO-WAY CONVERSATION
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® 2012 Dachis Group. Confidential and Proprietary
SOCIAL MEDIA IS DIFFERENTIT’S A TWO-WAY CONVERSATION
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® 2012 Dachis Group. Confidential and Proprietary
SOCIAL MEDIA IS DIFFERENTIT’S A MULTIPURPOSE CHANNEL
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AND IT’S A NIGHTMARE TO MEASURESO MANY CHANNELS…
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® 2012 Dachis Group. Confidential and Proprietary
AND IT’S A NIGHTMARE TO MEASURESO MANY TOOLS…
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® 2012 Dachis Group. Confidential and Proprietary
AND IT’S A NIGHTMARE TO MEASUREHARD TO ATTRIBUTE…
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® 2012 Dachis Group. Confidential and Proprietary
APPLES & ORANGESCAMPAIGNS RARELY USE THE SAME TACTICS TWICE
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® 2012 Dachis Group. Confidential and Proprietary
APPLES & ORANGESHARD TO SAY WHAT’S “GOOD”
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® 2012 Dachis Group. Confidential and Proprietary
MEASURING SOCIAL CAMPAIGNS
CRITERIA TO MEASURE
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® 2012 Dachis Group. Confidential and Proprietary
COLLECT EVERYTHING YOU KNOW
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BEFORE AFTER
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DEFINE THE OBJECTIVE
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1+Every campaign has an
objective. Start by defining that.
+Objectives are tied to metrics.
+Metrics correlate to high-level brand success measures
Brand Awareness
reach, conversation strength
Brand Love
satisfaction, passion
Brand Mindshareparticipation, engagement
Brand Advocacy
message propogation, advocate strength
® 2012 Dachis Group. Confidential and Proprietary
IDENTIFY THE KEY VARIABLES
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2+Where was it happening?
+How else was the campaign promoted?
+What was the key activity?
® 2012 Dachis Group. Confidential and Proprietary
NOTE THE CORRELATION
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3SOCIAL CAMPAIGNS DON’T HAPPEN IN A VACUUM
+Read the online conversation
+Note any outside events, paid media, or promotion
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By keeping detailed track of your campaign objectives and variables and by doing a little listening, you already have all the data you need to begin to measure which campaigns move the needle for some meaningful, high-level brand measures.
YOU KNOW WHAT YOU KNOW!
OBJECTIVES VARIABLES MEASUREMENT
® 2012 Dachis Group. Confidential and Proprietary
MEASURING SOCIAL CAMPAIGNS
EXAMPLES
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® 2012 Dachis Group. Confidential and Proprietary
Ray Renteria
Ray Renteria manages Dachis Group’s social analytics software products, including Campaign Performance Monitor, which helps brands quantify the impact of social campaigns.
Ray leads the company’s “big data” practice in social analytics and works closely with brand marketers in global companies across consumer goods, media, tech and financial services.
You can reach him at @rayrenteria (when he’s not creating robots…)and at [email protected]
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DEFINE THE OBJECTIVE1What’s the business focus of the campaign? eg., increasing awareness, expanding mindshare, strengthening advocacy? Is your social program just beginning or is it mature?
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IDENTIFY THE KEY VARIABLES2What are the campaign’s key attributes, including social accounts, hashtags, links, keywords, and timeframes?
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NOTE THE CORRELATION3Where did the campaign move the needle? What role did campaign attributes, events and participants play?
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BOTTOM LINE
The honeymoon is over in social analytics, and counts of “likes” and “followers” are not enough.
Measuring the business impact of social campaigns is key to scaling your brand’s social engagement.
® 2012 Dachis Group. Confidential and Proprietary
Q&A
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“Social Business by Design has a clear, simple, straightforward message that puts people in the center of a new way of thinking and working.”
Tony Hsieh, New York Times bestselling author of “Delivering Happiness” and CEO of Zappos.com, Inc.
www.socialbusinessbydesign.com
The Social Business Journal includes “Social at US Cellular,” “The Twitter Playbook,” and “Super Bowl of Brands.
www.slideshare.net/dachisgroup
Airplane Reading
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www.socialbusinesssummit.com
12 Sept NEW YORK
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