The Bottom Line: Creating and Defining Value in Social

The Bottom LineCreating & Defining Value in Social

#SFsummit 2

Meet the Panelists

Catherine

Chan-SmithSr. Producer

NFL Network

@catchansmith

Julie GoodwynSr. Digital Activation Manager

The Coca-Cola Company

@theshortskirt

Brooke HoveyEVP, Strategy & Development

Cohn & Wolfe

@brookehovey

Chris KernsVP of Analytics & Research

Spredfast

@chriskerns

#SFsummit

Introduction to

the Value of Social

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Chris Kerns

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#SFsummit

It’s complicated.

And complicated is different

than impossible.

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Find Your Social Core

MonetizeSet GoalsAlign Priorities

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My Coke Rewards

8

Transactional to Social

Julie Goodwyn

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My Coke Rewards

7 million

monthly visits

13 billion annual

impressions

20% volume lift across

15 brands

10 billion in-market

packages annually

#1 U.S. CPG Loyalty Program

10,000 rewards

redeemed daily

40,200 schools registered

1 million monthly

mobile visits

17 million members

22.8 million lifetime members

4.5 million 12-month engaged

330+ partners

activated in the program

Men

Age 25-49

4.2M (25%)

Women

Age 25-49

5.2M (31%)

Teens/Youth

Age 13-24

2.5M (15%)

Mature Adults

Age 50+

4.9M (29%)

280 million email

Impressions annually

Millennials

Age 19-34

6.3M (37%)

Multi-cultural

Age 19-34

1.2M (7%)

1 in 6 U.S. households

22 million social impressions

annually 872K linked accounts

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Transactional + Engagement System

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#SFsummit

#AHHZoneContest Case Study

Develop a program based on a passion point

utilizing existing assets bringing cool, exclusive

experiences to millennials.

12

GOAL:

#SFsummit


Through a LiveNation

partnership, Coca-Cola

had “AHHZones” at

select Summer concerts.

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TARGET: Millennials

PASSION POINT: Music

ASSET: Live Nation

EXPERIENCE: AHHZone

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#SFsummit


• Highest millennial

engagement on any

program at that point:

– 13% of consumers who

tweeted were under 25

– 47% under 35 years old

• 150% - 200%

improvement over

typical teen & millennial

participation compared

to similar social

promotions.

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RESULT

#SFsummit

@nflnetwork

Social Media Integration

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Catherine Chan-Smith

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Value of Social Integration to

@nflnetwork

• Content Driver

• Engagement

• Tune In– We want eyeballs

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#SFsummit

• Data curated from

Spredfast

• Graphics created

by NFLN Graphics

Artists

• Social content for

platform shows

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Content Driver

#SFsummit

• Data curated from

Spredfast

• Graphics created

by NFLN Graphics

Artists

• Social content for

platform shows

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Content Driver

#SFsummit

• Social Dashboard

• Menu of curated content to

guide show content

• Talent & fan engagement

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Content Driver / Engagement

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• Polling/Voting Visualizations

• Results pulled from Spredfast

• Animated graphics templates

designed by NFLN

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Content Driver / Engagement

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TUNE IN

#SFsummit

The Bottom Line about the

Bottom Line

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Brooke Hovey

Cohn & Wolfe

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Will THIS be the Conference Talk on Measurement

that Ends All Conference Talks on Measurement?

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It’s a Process that Requires Communication,

Clarity, Collaboration & Creativity

Establish Key

Performance IndicatorsOUTPUTS

• Impressions

• Message Penetration

• Sentiment

• Share of Voice

• Social Channel

Engagement

• Website Traffic

• Coupon Redemption

Define

Process &

Inputs

• Internal Data

• Multiple Agency

Partners

• Best-in-Class

Analytics Tools

• Process &

Cadence for

Analysis

Benchmark

• Current/Recent

Performance

Against Key

Success Metrics

• Ongoing and

Campaign-Specific

• Internal and

Competitive

Launch

CampaignMeasure

Quantify

ImpactOUTCOMES

• Brand Strength

(Awareness,

Perception,

Reputation)

• Net Promoter

Score

• Sales

• Market Share

• Marketing ROI

OPTIMIZE

#SFsummitHolistic View of KPIs

• Awareness• Perception• Reputation• Engagement

Top of the funnel:

Bottom of the funnel:

• Conversions• Lifetime Value

#SFsummitHolistic View of KPIs

• Visits• Unique Visitors• Page Views• Time on Site

OWNED

• Cost per Impression• Cost per Click• Cost per Lead/Acquisition• Click-Thru Rate

PAID

EARNED

SHARED

• Volume of Online Conversations• Reach of Online Conversations• Sentiment of Online Conversations• Share of Voice Online• Subject Matter of Online• Conversations

• Social Connections (e.g. Facebook fans, Twitter followers)

• Social Engagement (e.g. blog comments, Facebook interactions)

360 Strategy

#SFsummit 29Constant Quest of Today’s Marketer

Revenue Attribution

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Revenue Attribution Strategies

• Online Conversions of Traffic from Social Media Sources

• Offline Conversions Driven by Social Media Initiatives

(e.g., Redemption of Offers In-Store)

• Other Creative Approaches

o Reduction in Support Center Calls

o Recovery of a Dissatisfied Customer

o Operational Efficiencies through

Social Communication Technologies

• Marketing Mix Analysis

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The Bottom Line re: the Bottom Line

• There’s no silver bullet; effective measurement takes planning

• Measurement takes time and money, so align on the percentage of the

budget that should fund it, relative to the program itself

• There’s value in “top of funnel” impact; not every program can be directly,

precisely linked to a sale … And that’s OK!

• Keep working toward better goal-setting and measurement, but don’t let

inability to measure everything keep you from doing anything

Q&A TimeBrooke Hovey

Cohn & Wolfe

@brookehovey

Catherine Chan-Smith

NFL Network

@catchansmith

Julie Goodwyn

The Coca-Cola Company

@theshortskirt

The Bottom Line: Creating and Defining Value in Social

Social Media

Transcript of The Bottom Line: Creating and Defining Value in Social