Measuring the ROI of Social Media

Measuring the ROI of Social Media

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  Measuring the ROI ofSocial Media Leigh George | Vice President September 2013
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  @leighgeorge #MAMSummit Why should Ispend money on social?
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  @leighgeorge #MAMSummit Most of usare measuring the wrong stuff
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  @leighgeorge #MAMSummit Measure “hard” objectives •Increase awareness among target audience by 15% • Increase revenue to $5M • Drive 15,000 downloads of fact sheet on the importance of health screening • Encourage 20,000 adults to quit smoking
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  @leighgeorge #MAMSummit Reach • What’s thetotal size of the audience exposed to the message? • What’s the target audience exposed to the message? Preference • What’s the exposed audience’s preference for brand? Action • What bottom line actions did the exposed audience take, e.g. purchase? Use a results-focused measurement framework Positioning • What’s the exposed audience’s perception of the brand? 1 2
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  @leighgeorge #MAMSummit KPIs vs. diagnosticmetrics KPIs Are we winning or losing? • KPIs should align to the brand’s business objectives • Are our social media efforts affecting behavior as we want? Diagnostic Metrics Which levers do we need to pull? • Identify what changes need to be made to engagement strategy in order to improve KPI performance • Are we executing our messaging strategy properly? • Is our content resonating?
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  @leighgeorge #MAMSummit How we measure KPIs VideoViews Number of Wall Posts Number of New Fans/Likes Reach and Positioning ActionPreference Impressions, Share of Relevant Voice Attributable Leads/Sales/Behaviors Sentiment, Share of Positive Voice Survey-based Brand Positioning Survey-based Sales/Behaviors Survey-based Brand Preference Likes Per Post Media Uploads (videos, photos) Link Click-throughs Link Shares DiagnosticMetrics
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  @leighgeorge #MAMSummit 1. Number ofwomen who hear about the program 2. Percentage of women surveyed who said they would marry John 3. Listening to hallway gossip to find the percentage of women who think thinks John is more husband material than Irfan 4. Number of marriage proposals John gets pre “Date Doctor” program and post program 5. Number of women/guys who friend John on Facebook 6. Number of times a women views John’s “I want to get married video” 7. Number of people who enter the “I want to marry John contest” Exercise: KPI or Diagnostic Metric? Objective: Find John Mayer a wife Reach Positioning Preference Action
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  @leighgeorge #MAMSummit Client pitch •Budget •Measurement expert Setting Objectives •Development of benchmarks andgoals •Development of surveys •Measurement expert Strategy and Activation Planning •Administer pre-launch surveys •Start monitoring program Launch Program •Interim surveys and metric analysis Checkpoints and Program Adjustments every 1-3 months Measurement and Evaluation •Measurement expert •Final survey •Analysis Incorporate measurement at every stage
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  @leighgeorge #MAMSummit Always-on cross mediaattribution tracking
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  @leighgeorge #MAMSummit Leigh George Vice President Social@Ogilvy Email:leigh.george@ogilvy.com Twitter: @leighgeorge LinkedIn: linkedin.com/in/leighgeorge Connect with me