Meaningful Brand Measurement
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19-Oct-2014 -
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Transcript of Meaningful Brand Measurement
Photo Credit: Ansik
Meaningful Brand Measurement Turning Social Media Activity Into Business Outcome
Photo Credit: Ansik
publicrelationships.blogspot.com
linkedin.com/in/jeremywoolf
twitter.com/jeremywoolf
www.socialmedia-mba.com
Jeremy Woolf
Photo Credit: Ansik
www.text100.com
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
Photo Credit: Ansik
How has digital changed brand measurement?
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
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
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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“If it’s online, it can be measured.”
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
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
Photo Credit: Kayaker1024
Latest brand measurement tools
Photo Credit: Kayaker1024
1. Facebook and twitter
2. Influence 3. Dashboards 4. Web analytics
https://www.facebook.com/<your page>?sk=page_insights
http://www.hootsuite.com
www.klout.com
https://monitor.wildfireapp.com/
www.crowdbooster.com
http://www.google.com/analytics/
Photo Credit: Big Swede Guy
KPI-based Measurement Methodology
Photo Credit: Big Swede Guy
What can we measure?
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
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
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.
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)
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
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
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?
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
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
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
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
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
Photo Credit: Timlewisinm
Case Study: Measurement Helps Set Strategy for Telecommunications Company
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
Photo Credit: Timlewisinm
Assessed ‘Owned’ Media Assets
Assessed: • Popularity • Engagement • Subscribers • Content updates • Socialization
Photo Credit: Timlewisinm
Online SoV: ‘Owned’ / ‘Earned’ Channels
Insights: • # of
discussions • Channels • Media types
Photo Credit: Timlewisinm
Online SoV: Categories
Insight: • Year-on-year • Discussion
topics • Focus
discussions on Products and Services
Photo Credit: Timlewisinm
Online SoV: Key Topics
Insights: • Year-on-year • Hot topics • Physical
stores and mobile led discussion
Photo Credit: Timlewisinm
Online SoV: Competitor
Insights: • Competitor
has much larger share
• But client share grew y-y
Photo Credit: Timlewisinm
Online SoV: Competitor / Channel
Insights: • Micro-
blogging, forums and blogs dominate
• Share is consistent
Photo Credit: Timlewisinm
Key Influencers: Top Domains
Insights: • Forum most
critical • Customers
supporting each other
• Typically hard to track
Photo Credit: Timlewisinm
Key Influencers: Popularity
Insights: • Differs between
brands • Target
competitor’s influencers and channels of influence
Photo Credit: Timlewisinm
Positive Topic Sentiment: Competitive
Insights: • Topics vary
between brands • Comparative
share OK • Competitor
viewed more positively
Photo Credit: Timlewisinm
Brand Sentiment: Positive
Insights: • Broadband
product, speed, pricing well received
• Compare against brand positioning priorities
Photo Credit: Timlewisinm
Brand Sentiment: Negative
Insights: • Customer service
is a recurring issue
• Confusion between business and consumer brands
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
Photo Credit: ZeroSkill
Future of Measurement
1. Measurement Isn’t Optional
Source: IBM Photo Credit: Texas 713
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
2. Influence is Currency
Photo Credit: Jeff Hester
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
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
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
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
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Discussion
Photo Credit: Ansik
publicrelationships.blogspot.com
linkedin.com/in/jeremywoolf
twitter.com/jeremywoolf
www.socialmedia-mba.com
Jeremy Woolf