Post on 08-Aug-2015
© 2015 Mike Moran Group LLC
@biznology
www.biznology.com
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Choosing Metrics that Drive Content Marketing ROI
May 12, 2015 Glen Kushner
© 2015 Mike Moran Group LLC @biznology | www.biznology.com
Your moderator for today: Mike Moran
Former Distinguished
Engineer
A senior strategist at
Author of two
popular books on
Internet marketing
Founder of
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@MikeMoran mike@mikemoran.com 973-826-0744
© 2015 Mike Moran Group LLC @biznology | www.biznology.com
Choosing Metrics
that Drive
Content Marketing ROI
Thanks to our sponsors
Glen Kushner
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© 2015 Mike Moran Group LLC @biznology | www.biznology.com
@gkushner glen@clearnarrative.co
Your speaker for today: Glen Kushner
15+ Years of Digital experience including
award winning Marketing Tech companies,
and Industry leaders
Digital and social benchmarking for 100+
campaigns, including national campaigns,
such as the Super Bowl and Olympics
Analytics Innovation for the largest
agencies and most respected brands
Advisor to PolyGraph Media
Author at
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© 2015 Mike Moran Group LLC @biznology | www.biznology.com
CONTENT MARKETING METRICS TO DRIVE ROI
“21% of marketing budget is allocated to marketing analytics, but
many marketers struggle to make analysis actionable.” Gartner
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© 2015 Mike Moran Group LLC @biznology | www.biznology.com
Marketer Questions
How to deliver on promise of Paid, Owned and
Earned Media?
Did the response to content and creative move
the needle?
What is the right data and metrics for your
campaign?
How to translate your insights into ROI:
identifying posts that go viral to amplify?
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© 2015 Mike Moran Group LLC @biznology | www.biznology.com
How ready are you for Data-Driven Content Marketing?
The merger of Creative and Analytics
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© 2015 Mike Moran Group LLC @biznology | www.biznology.com
ADDRESSING THE CEO MEASUREMENT GAP FOR DIGITAL
Only 34% of marketers can prove results quantitatively.
CMO Survey, February 2015
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© 2015 Mike Moran Group LLC @biznology | www.biznology.com
CEO Priorities CMO View
PWC 18th Annual Global CEO Survey http://www.pwc.com/gx/en/ceo-survey/2015/ **The CMO Survey. Feb 2015 (link)
Addressing the CEO Measurement Gap
83% see measuring success
of digital investment as critical to success
34% are able to prove value
of marketing efforts quantitatively
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© 2015 Mike Moran Group LLC @biznology | www.biznology.com
Marketing Analytics fail to prove value, and predict outcomes, such as sales and brand equity
63% of marketers do not
include a financial
outcome in
reporting results**
Sources: *The CMO Survey. Feb 2015 (link) **Fournaise Group www.digitalstrategyconsulting.com/intelligence/2014/04/most_marketers_dont_know_how_to_calculate_roi_from_their_campaigns.php
71% of marketers do not
use purchased data
to make decisions*
58% Use KPIs (CTR,
Likes, Tweets)**
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© 2015 Mike Moran Group LLC @biznology | www.biznology.com
Measuring Content effectiveness is #1 Challenge
Less than ¼ of marketers measure content marketing return on investment
% of B2C marketers who invest in content marketing
Analytics & Insights IQ
Source: http://www.emarketer.com/Article/Content-Out-Wheres-ROI/1011354#sthash.dlVHvTO9.A0eq5GZX.dpuf
77%
23%
Only 23% say that successful at measuring ROI
32% say that unsuccessful at measuring ROI
20%+ say they make no effort to measure ROI
NO -
YES -
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© 2015 Mike Moran Group LLC @biznology | www.biznology.com
Does your Paid + Owned + Earned Media add up to a sum greater than its parts?
“The incremental reach of owned and earned media is insignificant.”
Geoff Seely, Global Communication Planning Director, Unilever
AdTech, 12/2014
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To deliver on the promise of Paid, Owned and Earned Media, Marketers must master data-driven strategies
© 2015 Mike Moran Group LLC @biznology | www.biznology.com
What metrics predict results consistently?
Determine what metrics matter (On-base percentage)
and lead to Wins
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© 2015 Mike Moran Group LLC @biznology | www.biznology.com
Digital and Social KPIs: what metrics matter
Marketers choose metrics based on goals ranging from:
media efficiency: reach with minimum engagement
meaningful emotional connection and engagement beyond view
direct response at bottom of funnel – generating leads w/ highest propensity to buy
.03%
1.1%
Engagement Ratio %
% of total likes and comments / total views;
Example: YouTube data only 14
© 2015 Mike Moran Group LLC @biznology | www.biznology.com
Measuring response to content: Digital and Social KPIs
Digital Interaction with
Owned Media
Comments published
to Owned Media
Reach – Frequency –
Visitors - Conversion
# of Views - # of Likes -
# of Shares
# of Comments
Brand Awareness -
Sentiment - Intent
Advocacy – Emotional Engagement
Viral Momentum: Amplification
Engagement Ratio:
What % of users engaged, beyond a View
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© 2015 Mike Moran Group LLC @biznology | www.biznology.com
Why Social Metrics Matter? WOM has greatest trust in Decision Journey
42% of consumers believe in
Online Ads. Nielsen Trust
in Advertising Report 92%
of consumers believe in
WOM Recommendations
*WOMMA
Digital Interaction with
Owned Media
Comments published
to Owned Media
Reach – Frequency –
Visitors - Conversion
# of Views - # of Likes - # of
Shares
# of Comments
Brand Awareness - Sentiment -
Intent
Advocacy – Emotional Engagement
Viral Momentum: Amplification
What’s your Earned
Media Quotient?
|
Where Content is your
Media, sparking
conversations around
your posts is critical to
delivering ROI
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© 2015 Mike Moran Group LLC @biznology | www.biznology.com
Why Social Metrics: does response to content move the needle?
Digital Interaction with
Owned Media
Reach – Frequency –
Visitors - Conversion
# of Views - # of Likes - # of
Shares
# of Comments
Conversation Analysis: Translate
social data into Social KPI’s
When users comment, is there mention
to brand, and positive exposure?
Does user express consideration &
intent to purchase Product?
Is their Viral Momentum: is positive
message about brand amplified?
Can you prove results in terms that matter to leadership,
brand performance outcomes?
Comments published
to Owned Media
Brand Awareness - Sentiment -
Intent
Advocacy – Emotional Engagement
Viral Momentum: Amplification
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© 2015 Mike Moran Group LLC @biznology | www.biznology.com
What posts have greatest impact on your consumers journey?
Digital Interaction with
Owned Media
Comments published
to Owned Media
Reach – Frequency –
Visitors
# of Views - # of Likes - # of
Shares
# of Comments
Brand Awareness - Sentiment -
Intent
Advocacy – Emotional Engagement
Viral Momentum: Amplification
What digital touch points
drive Word-of-Mouth?
In most talked about posts,
what brand attributes
dominate the conversation?
What posts have highest
conversion to purchase
and advocacy?
Conversion Analysis
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© 2015 Mike Moran Group LLC @biznology | www.biznology.com
Decoding Words that lead to Fast Sale
What brand and product attributes have out-sized
impact on your consumer’s journey?
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© 2015 Mike Moran Group LLC @biznology | www.biznology.com
Choosing the right data and metrics
Social Metrics: KPIs for Benchmarking Campaign Performance
Viral
Momentum-
Reactions
Metrics
Viral Momentum
Track viral sharing &
commenting,: % of EARNED
MEDIA / Paid
Viral Activity by Users
Track ‘Influential’ users that
amplify brand message:
WHO to engage
Viral Activity by
Platforms
Track ‘Influential’
platforms:
Brand
Metrics
Brand Awareness &
Association
Track % of comments that
generate awareness for
Brand, Product or Sponsor /
Celebrity
Positive Sentiment
Track % of comments that
generate positive sentiment
for Brand, Product or
Message
Consideration Track % of
comments where users
express consideration &
purchase intent
Advocacy
Metrics
Influencers
Track users who amplify
campaign with biggest impact
on brand
Advocates
Track % of users that positive
recommendation for Brand
Detractors
Track % of users that
provide negative
recommendation
Emotional
Engagement*
*emerging
research
Emotional Connections
% of audience that expressed
emotional connection to
brand, attributes or campaign
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© 2015 Mike Moran Group LLC @biznology | www.biznology.com
Social Metrics = KPIs that matter most to marketers
Predictive Models: prove that metrics consistently correlate to business outcomes
Brand
Performance
Loyalty &
Customer Sat
Sales /
Conversion
Creative Viral
Potential
Identify which posts drive business outcomes during a campaign!
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© 2015 Mike Moran Group LLC @biznology | www.biznology.com
DATA-DRIVEN TOOLS: SUPPORT ROI BASED DECISIONS
Brands must battle for consumer attention - knowing exactly who,
where, when and how to compete for this scarce resource at scale.
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© 2015 Mike Moran Group LLC @biznology | www.biznology.com
Delivering on Promise of Paid, Owned and Earned Media
Identify winning posts quickly to amplify with paid social
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© 2015 Mike Moran Group LLC @biznology | www.biznology.com
Agile Marketing: learn what hits or misses faster
Predict winners early to
accelerate viral momentum
Benchmark impact of
winning campaigns
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© 2015 Mike Moran Group LLC @biznology | www.biznology.com
Delivering on promise of Paid, Owned and Earned Media
Content Marketers must flip the traditional view of POE on head
Earned Owned Paid
Understand your
audience and conversation
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Listen first
Use conversation analysis to inform content strategy
Let demand drive
distribution
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Identify posts that
out-performs on KPI’s
Promote Posts
that out-perform
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© 2015 Mike Moran Group LLC @biznology | www.biznology.com
www.biznology.com/training
Need more help for your content marketing?
Develop the right business goals for your content
marketing program
Learn what your customers need from content
marketing
Identify your company’s differentiation so that all
content drives the right audience to you
Create content that satisfies your customers’ needs
Integrate your search and social marketing programs
to promote your content to the right audiences
Improve your return on investment with the proper
measures and metrics
Sell that plan within your organization
Content Marketing
Jumpstart Workshop
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© 2013 Mike Moran Group LLC
@biznology | www.biznology.com © 2015 Mike Moran Group LLC
June 9, 2015
11:00 to 11:30 ET
B2B Content
Marketing for
Your Sales
Force
Mike Moran
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