Meaningful Brand Measurement

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Photo Credit: Ansik Meaningful Brand Measurement Turning Social Media Activity Into Business Outcome
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    19-Oct-2014
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Understanding how digital has changed brand measurement; Latest trends in measuring social media initiatives to gauge the effectiveness of digital branding programs; A KPI-based measurement methodology (with examples from companies); Deep dive case study on how measurement analysis changed a telecommunications company's branding approach; Understanding big data and the future of measurement

Transcript of Meaningful Brand Measurement

Page 1: Meaningful Brand Measurement

Photo Credit: Ansik

Meaningful Brand Measurement Turning Social Media Activity Into Business Outcome

Page 2: Meaningful Brand Measurement

Photo Credit: Ansik

publicrelationships.blogspot.com

linkedin.com/in/jeremywoolf

twitter.com/jeremywoolf

www.socialmedia-mba.com

Jeremy Woolf

Page 4: Meaningful Brand Measurement

Photo Credit: Ansik

Agenda

• How has digital changed brand measurement?

• Latest social media measurement tools • KPI-based measurement methodology • Deep dive case study (telecommunications) • Understanding Big Data • The future of measurement

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Photo Credit: Ansik

Measurement • GOAL: Determine results • Use tools like Google

Analytics to measure how many clicks you’ve had, or Social dashboards to measure conversations and trends

• Must set goals that link to objectives to make sense

Monitoring • GOAL: Insight and Research • Gathering information about

“what’s out there” and what “people say about us” to “who are the most important influencers”

• Gathered from various sources then analysed for meaning and learning

• Either conducted prior to beginning the campaign or on an ongoing basis

Measurement vs. Monitoring

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Photo Credit: Ansik

PR has traditionally been hard to measure

Clippings

• Volume of coverage

• Doesn’t tell you anything meaningful

AVE

• Approximate cash value of coverage

• Doesn’t account for power of editorial recommendation over paid advertising

Brand perception

• Measures public perception of a brand, product or idea

• Expensive and highly inaccurate

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Photo Credit: Ansik

PR has traditionally been hard to measure

• Your message, interpreted by the media • We know approximately how many

people might have seen the coverage • We sometimes have demographic data

about the audience • We can only guess at what has really

been achieved

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Photo Credit: Ansik

Digital … changes everything

• Brands can become publishers, no longer relying on independent media to reach audiences

• Everything that happens online can be tracked and measured

• Data tells us how people behave • Data mapped against business objectives to

provide real insight

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Photo Credit: Ansik

Why measure?

• Not optional - a core component of any campaign

• Demonstrate value of Social Media / PR campaign (ROI)

• Optimize strategies and tactics based on measurement feedback

• Opportunity to learn and access real data about your consumers and markets

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Photo Credit: Kayaker1024

1. Facebook and twitter

2. Influence 3. Dashboards 4. Web analytics

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https://www.facebook.com/<your page>?sk=page_insights

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http://www.hootsuite.com

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www.klout.com

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https://monitor.wildfireapp.com/

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www.crowdbooster.com

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http://www.google.com/analytics/

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Photo Credit: Big Swede Guy

What can we measure?

Analytics

(Clicks, Uniques etc.)

Interactions (comments, likes, on a Facebook page or

equivalent, etc.)

Conversations on external platform (number of mentions,

etc.)

DIFFIC

ULTY

TO A

CC

ESS THE D

ATA

Google analytics

Facebook insights

Crowdbooster

Owned platform

Third party estimates

Public platforms

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Photo Credit: Big Swede Guy

Web measurement

• Hits – Each file sent to the browser from server is a hit

• Pageviews – how many times a visitor viewed your webpage, even if it’s the same visitor

• Uniques – how many visitors you had from a unique IP address (2.2.2.2)

• Clicks – how many times someone clicked on your link

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Photo Credit: Big Swede Guy

Social Networking Measurement

• Likes, page views, referrers, etc. • Users, languages, location, type of

feedback • Positive share of voice • Time on site • Interactions, retweets, reports, repins,

clicks, etc.

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Photo Credit: Big Swede Guy

What can’t be measured?

• Private conversations • Things you can’t track • You can’t automatically track platforms you

don’t have access to (LinkedIn, Facebook) • The special case of sentiment (a bit tricky to

play with - works in some circumstances)

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Photo Credit: Big Swede Guy

Google analytics

Facebook insights

Crowdbooster

Challenges

• Disparate sources • Inconsistent dataset • Filtering issues • Regional issues • Language issues (local languages, irony, industry

terms) • Tracking new behavior / tools • Different analytical approach • No single consolidated and industry-wide

reference indicator

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Photo Credit: Big Swede Guy

BUSINESS GOALS

Revenue

Customer service

Cultural

KPIs

Market share

Customer churn

Employee satisfaction

Response time

Repeat purchase

Cost per lead

Customer satisfaction

Recruitment

Innovation

Digital KPIs

# sales made

# customers / channel

+ve SOV / channel

Response time / channel

# recurring customers

# value of $ / lead

# complaints rectified

# hires / channel

# products / channel

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Photo Credit: Big Swede Guy

Business goal What is the business trying to achieve?

KPI: Awareness Changing key audiences’ level of awareness in support of the goal

KPI: Perception Changing key audiences’ positive perception in relation to the goal

KPI: Action Changing key audiences’ behaviours in direct support of the goal

Tactics What can we do to change audience awareness, perception or reaction?

Digital KPI What is a measurable benchmark of success?

Measurement tools Which tools can help us prove success?

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Digital KPI Tools

Level of awareness Surveys (Survey Monkey)

Change in topics discussed by community

Manual, tools, StatsIT, Buzz, Radian 6

Content created (number of posts, tweets, videos…)

Manual count, Facebook insights, Hootsuite, tweetdeck etc.

# of search results, ranking number Google blog search, Alexa rankings, Technorati ranking, Klout / Peer Index ranking

Reach Facebook Insights, Tweetreach

Photo Credit: Big Swede Guy

Business goal What is the business trying to achieve?

KPI: Awareness Changing key audiences’ level of awareness in support of the goal

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Digital KPI Tool

Unique monthly visits, time on site, number of downloads

Web analytics – Google Analytics

% change in brand preference Online survey – Survey Monkey

Number of positive online conversation / endorsements

Social media analysis – manual, tools (StatsIT, Buzz, Radian 6)

Number of followers / likes / +1s / size of community

Facebook Insights, Hootsuite / TweetDeck etc., Social Mention

Photo Credit: Big Swede Guy

Business goal What is the business trying to achieve?

KPI: Perception Changing key audiences’ positive perception in relation to the goal

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Digital KPI Tool

Direct sales Google Analytics, Omniture, Eloqua

Registrations Google Analytics, Omniture, Eloqua

Cost of customer acquisition Google Analytics, Omniture, Eloqua

Sales leads Salesforce.com, Marketo, Google Analytics, Omniture, Eloqua

Photo Credit: Big Swede Guy

Business goal What is the business trying to achieve?

KPI: Action Changing key audiences’ behaviours in direct support of the goal

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Business goal Increase profit by 10% by next quarter

KPI: Perception Improve positive brand engagement by increasing expert participation in earned media channels while activating twitter and Facebook communities

Tactics • Increase participation in key blogs and forums

• Increase interaction in Facebook and twitter

Digital KPI: Increase number of positive online conversations / endorsements

Measurement tools StatsIT benchmark of earned media participation. Monitor at campaign’s completion Facebook Insights and SimplyMeasured to benchmark FB and twitter engagement, review at campaign’s completion

Photo Credit: Big Swede Guy

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Photo Credit: Big Swede Guy

Business goal Make Cisco Flip the number one shoot and share HD camera in Asia

KPI: Awareness Raise awareness of Flip amongst key audiences by associating the brand with animated video Facebook profiles

Measurement tools • App analytics • Facebook Insights • Tweetreach • Sales figures

Tactics • Create Facebook app that allows people to create

animated video Facebook profiles • Target key influencers to use the app on their

Facebook profiles • Promote through Facebook, twitter, mass media

Digital KPI: • Number of FB users that ‘flipped their profiles’ • Number of video views • Social media reach • Sales

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Photo Credit: Timlewisinm

Case Study: Measurement Helps Set Strategy for Telecommunications Company

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Photo Credit: Timlewisinm

Listening / Benchmarking Report

• Developed to provide the company with insights to inform a social media strategy

• Complete analysis of online conversations pertaining to the company and its chief competitor

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Photo Credit: Timlewisinm

Assessed ‘Owned’ Media Assets

Assessed: • Popularity • Engagement • Subscribers • Content updates • Socialization

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Photo Credit: Timlewisinm

Online SoV: ‘Owned’ / ‘Earned’ Channels

Insights: • # of

discussions • Channels • Media types

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Photo Credit: Timlewisinm

Online SoV: Categories

Insight: • Year-on-year • Discussion

topics • Focus

discussions on Products and Services

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Photo Credit: Timlewisinm

Online SoV: Key Topics

Insights: • Year-on-year • Hot topics • Physical

stores and mobile led discussion

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Photo Credit: Timlewisinm

Online SoV: Competitor

Insights: • Competitor

has much larger share

• But client share grew y-y

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Photo Credit: Timlewisinm

Online SoV: Competitor / Channel

Insights: • Micro-

blogging, forums and blogs dominate

• Share is consistent

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Photo Credit: Timlewisinm

Key Influencers: Top Domains

Insights: • Forum most

critical • Customers

supporting each other

• Typically hard to track

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Photo Credit: Timlewisinm

Key Influencers: Popularity

Insights: • Differs between

brands • Target

competitor’s influencers and channels of influence

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Photo Credit: Timlewisinm

Positive Topic Sentiment: Competitive

Insights: • Topics vary

between brands • Comparative

share OK • Competitor

viewed more positively

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Photo Credit: Timlewisinm

Brand Sentiment: Positive

Insights: • Broadband

product, speed, pricing well received

• Compare against brand positioning priorities

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Photo Credit: Timlewisinm

Brand Sentiment: Negative

Insights: • Customer service

is a recurring issue

• Confusion between business and consumer brands

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Photo Credit: Timlewisinm

Overall Recommendations

• Promote wider business priorities • Focus on ‘earned’ media (vs. ‘owned’) • Emphasize twitter, forums, video

sharing • Engage your experts • Focus on competitive differentiators

of price and roaming • Attack identified competitive

weaknesses • Respond proactively to customer

service issues using twitter • Respond to negativity around fiber

and Internet

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Mayo Clinic Puts Social at the Heart

Source: IBM Photo Credit: Texas 713

• Long time online resource

• Presence in big networks

• Measurable social first campaigns

• Own social network • Getting experts engaged • SCAD survey resulted

from social media engagement

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Secret Targets ‘fearless influencers’ with Klout

Photo Credit: Jeff Hester

• Secret deodorant campaign

• Targets influencers (based on Klout score)

• 78% recommend • 294% brand awareness • 64% influencers switched

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3. Big Data Becomes BAU

Photo Credit: Koenvereeken

Using a range of data sets including competitive information, online data such as social networking behaviours, offline data and customer information to enable a three dimensional approach to business decisions

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Facebook Data Changes Strategy for Healthcare Providers

Photo Credit: Koenvereeken

• Which channels are effective?

• Research project • Which Facebook posts drove

action • Assessed click-throughs • Determined which posts

were most popular • Change in tone - manual blog

updates • Change in content -

Community events popular

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Photo Credit: Ansik

Summary

• Measurement isn’t easy • Measurement isn’t optional • Set measures to support business goals • Understand measurement goals and

tools • Plan to measure • Benchmark, review and revise

Page 57: Meaningful Brand Measurement

Photo Credit: Ansik

publicrelationships.blogspot.com

linkedin.com/in/jeremywoolf

twitter.com/jeremywoolf

www.socialmedia-mba.com

Jeremy Woolf