April 12, 2023April 12, 2023

Boyd Neil

National Practice Leader

Social Media and Digital Communications

boyd.neil@hkstrategies.ca

@boydneil

www.boydneil.com

A Quick Study in Program Analytics

A Caution

Monitoring– Listening – Sorting and qualifying data as relevant or not

Measuring– Assignment of a numerical value to a program objective – E.g. number of ‘Likes’, site visits, number of followers . . . Etc.

Analyzing– Interpreting data (either monitoring or measurement) in light of

business and social web program objectives

Reporting– To whom and how

Terminology Hygiene

ROI has two elements;

1. Cost of the activity

(investment) expressed in dollars

2. Gain from that activity (revenue or cost saving) expressed in dollars

Therefore . . .

And Let’s Be Clear

ROI = Gain – Cost

Cost

Frequency (refers to “buy rate”)

– but it also means getting social connections to interact with you more often

Reach (refers to finding new customers)

– but it also means attracting net new stakeholders/followers,

customers, media etc.

Yield (refers to getting customers to spend more each time they interact with you)

– but it also means getting deeper engagement out of each contact

What Is Useful To Measure

Measurement Strategy

Business Objectives

Defined by the business unit

Social Web Program Objectives

Can be expressed in terms of frequency, reach and yield

Realistic Targets for Each Objective

Specific and measurable for each program objective

Measurement

Select measurement numbers

Measurement Strategy

Business Objectives

Grow sales with connected customers

Social Web Program Objectives

Increase social participation

Realistic Targets for Each Objective

Generate 300 comments and mentions per day on social platforms

Measurement

Comments per post (blog)

Comments per update (Facebook)

PROGRAM OVERVIEWXXXXX Sales Rep Incentive Program

Program Objectives

Drive Sales– Push sales of the XXXXX phone by creating more engagement with

sales reps

Create Brand Awareness– Engage reps about XXXXX where they already are hanging out in the

social space

Educate– Communicate new device product features to sales reps through the

application

Create Stickiness– Refresh content and offer rewards for ongoing participation

Concept Customized rewards and loyalty program

built in Facebook to engage XXXXX sales reps

Easy-to-use app

Provided innovative learning environment

Maximized viral attributes of social media

Used positive competition of gamification.

App was designed to provide ongoing points and rewards system for sales reps

Collect points and badges for participation

Redeem points based on their ranking for rewards.

Registration National XXXXX sales team tasked

with registering reps into program

Series of unique codes created for each rep so program members could be tracked

Print collateral: Poster placed in Bell stores Postcards‘ outlined general

information about program, prizing, call-to-action, and individual validation code

Reps given $5 Starbucks gift cards as incentive to sign up

Gamification

Points allocated for activities on the app, for example:

– Posting a tip (20 points) – Watching a video (10 points)– Taking a Quiz (up to 10 points based on

correct answers)– Participate in a discussion (10 points)– Log a sale (30 points)

Leaderboard showed rankings of reps as they competed to reach the redemption levels – Groupie, Posse, Wingman, Legend

Additional sales incentive was layered on with a ‘Top Ten Challenge’ to sell most XXXXX devices

Level Points Needed Reward ValueNumber Available

Newbie N/A No reward

Groupie 250 $10 (Starbucks gift card) 1500

Posse 650 $15 (Future Shop gift card) 1000

Wingman 1250 $25 (Cineplex Odeon gift Card) 300

Legend 2000 Motorola product – XT860 4G or XOOM with Speaker HD Dock

40

Top ten sales reps N/A – sales based on validated IMEIs

The top ten sales reps in terms of XT860 4G sales were awarded one of three vacations packages worth $3,000

10

The table below outlines the prizes developed for the app:

Note: Rewards were capped at the numbers indicated; sales reps would then continue on to try for the next level with a bonus 50 points to keep going.

Prizing

Mystery Shop

Sales reps participating in the program who recommended XXXXX during the mystery shopping period were awarded 100 bonus points, along with every sales rep in that store location participating in the program

90 in-person mystery shops were conducted at retail locations across Canada in September 2011

RESULTSXXXXX Incentive Program

ParticipationTotal sales rep participation: 795

Badge levels:– 201 reached Groupie level– 105 reached Posse level– 74 reached Wingman level– 59 reached Legend level

25%

13%

9%

7% Groupie

Posse

Wingman

Legend

Top 10 Sales Winners

XXXXX Recommendation Rate

36%

58%

0%

35%

0%

10%

20%

30%

40%

50%

60%

70%

Prompted Ultimate Recommendation

Bell

The Source

• 50 sales reps ultimately recommended XXXXX

• 36 sales reps ultimately recommended XXXXX (note, not all of these reps were on the program)

• 38 sales reps in the program community were awarded mystery shopping points

Program Results OverviewMeasure Target Achievement

Total Rep Participation • 1,000 • 795

Recommendation Rate • 5% • 36% (Bell); 0% (The Source) – unprompted• 58% (Bell); 35% (The Source) – ultimate reco

Badge Level Participation

• 90% achieve Groupie• 50% achieve Posse• 25-30% achieve Wingman• 5% achieve Legend

• 356 users stayed at 100 points• 231 users had between 100 & 250 points• 201 users reached Groupie; 122 stayed at Groupie– 25% achieved Groupie or higher• 105 users reached Posse; 31 stayed at Posse– 13% achieved Posse or higher• 74 users reached Wingman;15 stayed at Wingman– 9% achieved Wingman or higher• 59 Users reached Legend Status– 7% achieved Legend

Engagement • N/A • 8,400+ Discussions posted by reps• 4,200+ Tips approved uploaded by Reps• 300+ Facebook Comments by Reps• 343,852 “free” earned media impressions inside Facebook

by Reps app usage (based on 6,987 actions)

Traffic • Google stats • 9,958 Visits• 199.16 average visits a day• 100,483 Page views

Sales Lift • 20% • 26%• Total number of sales was 582

Your Attention Has Been Appreciated/

Graphic Credit . . . http://gapingvoidgallery.com/