wtf do you want me to measure now?

MARKETING THE CONTINUATION OF

BY OTHER MEANS?

TO MEASURE NOW? OR WTF DO YOU WANT ME

(A @MEASUREMENT.IE SPECTACULAR)

CRM

WHY DO WE DO SOCIAL MEDIA MARKETING?

CUSTOMER SERVICE

COMMUNITY BUILDING

BLOGGER RELATIONS

CONTENT MARKETING

CONSUMER INSIGHT

DIRECT SELLING

CRISIS MANAGEMENT

NOT SO FAST MR BOND

CRM

WHY DO WE DO SOCIAL MEDIA MARKETING?

CUSTOMER SERVICE

COMMUNITY BUILDING

BLOGGER RELATIONS

CONTENT MARKETING

CONSUMER INSIGHT

DIRECT SELLING

CRISIS MANAGEMENT

MASLOW’S HAMMER

THE LAW OF INSTRUMENTATION

OR

DÉFORMATION PROFESSIONELLE

(N.B. I can be cosmopolitan and French too, Dena.)

LET’S BE CLEAR. ‘ENGAGEMENT’ IS AN UNWORKABLE AND MEANINGLESS CONCEPT.

IT MEANS EVERYTHING. AND ABSOLUTELY NOTHING.

AND AS SUCH IT CANNOT POSSIBLY CLAIM TO BE ANY KIND OF METRIC. MARTIN WEIGEL, W+K AMSTERDAM

0

50

100

1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

AGGREGATE MONTHLY MENTIONS IN 'BRAND REPUBLIC' ARCHIVE

"ENGAGEMENT" TREND

0

50

100

150

1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

AGGREGATE MONTHLY MENTIONS IN 'BRAND REPUBLIC' ARCHIVE

"ENGAGEMENT" TREND "SOCIAL MEDIA" TREND

THINGS REAL PEOPLE NEVER DO

BRANDS ARE NOT AS IMPORTANT AS THE REAL PEOPLE IN OUR LIVES

RUSSELL DAVIES, SENSIBLE CHAP.

TETLEY FOLLOWERS

381k

WHAT’S THE REAL POINT OF ~400k FANS?

CAN ANY MASS-MARKET BRAND EVER SELL ENOUGH TO THEIR FOLLOWERS TO MOVE THE NEEDLE?

ISN’T FACEBOOK A POOR CHANNEL FOR CRM?

AREN’T “REAL FANS” LIKELY TO BE BUYING AS MUCH AS THEY CAN ALREADY ?

2 KEY THINGS ABOUT SOCIAL: HOMOPHILY

WE UNCONSCIOUSLY SEEK OUT PEOPLE WHO SHARE OUR VIEWS AND VALUES

2 KEY THINGS ABOUT SOCIAL: SOCIAL PROOF

AND WE UNCONSCIOUSLY COPY OUR FRIENDS

LAMB TO THE LAUGHTER

IF YOU CAN GET PEOPLE WHO

ARE SIMILAR TO THE PERSON

YOU'RE TRYING TO PERSUADE

TO SPEAK ON YOUR BEHALF, IT'S

A LOT EASIER FOR YOU THAN IF

YOU HAVE TO TRY TO HAMMER

YOUR MESSAGE ONE MORE

TIME INTO A RETICENT MIND. ROBERT CIALDINI, ARIZONA STATE

+10%

+4% +2%

+16%

+8% +8%

RECALL AWARENESS PURCHASE INTENT

EFFECT OF SOCIAL ENDORSEMENT ON TOP FUNNEL

Ad Exposure Social Ad Exposure

SOCIAL IMPACT ON ADVERTISING

Source: Nielsen Brand Lift 2010

SO WHAT DO WE WANT FROM OUR FANS?

AUDIENCES RESPOND WELL TO SOCIAL CUES

WE WANT TO TURN OUR FANS INTO ADVOCATES

INCREASE EXPOSURE AND ENDORSEMENT INCREASE E/P* RATIO

Targeting friends-of-fans using a high-quality fan audience improves media efficiencies and campaign effectiveness, while reaching as large an audience as possible.

Facebook’s editorial algorithms respond positively to brand content engaged with by fans. The link between fans and their friends is nearly always stronger than the link between a Page and its fans.

* Earned/Paid

SO WHAT DO WE WANT FROM OUR FANS?

TURN CUSTOMERS INTO ADVERTISING.

FOLLOWERS

381k

TARGET: 25-44 WOMEN

187k

REACH: 25-44 WOMEN IN 1st DEGREE

7.14m 187k

REACH: 25-44 WOMEN IN 1st DEGREE

7.14m 187k

SOCIAL CUES INCREASE SALIENCE AND RESPONSE

PROMPTED SHARING

FOF TARGETING

ALL OTHER PAID MEDIA

TARGET FRIENDS OF FANS WITH SOCIALLY-ENDORSED CAMPAIGNS AND PROMOTIONS

INTEGRATE PAID AND EARNED

USER ENGAGEMENT: 1.  INCREASES ORGANIC REACH 2.  REDUCES COST OF PROMOTED POST

INTEGRATE PAID AND EARNED

FOF TARGETING 1.  EXPOSES NEW AUDIENCES TO

CONTENT 2.  INCREASES SALIENCE & RESPONSE

+10%

+4% +2%

+16%

+8% +8%

RECALL AWARENESS PURCHASE INTENT

EFFECT OF SOCIAL ENDORSEMENT ON TOP FUNNEL

Ad Exposure Social Ad Exposure

SOCIAL IMPACT ON ADVERTISING

Source: Nielsen Brand Lift 2010

+10%

+4% +2%

+16%

+8% +8%

+30%

+13%

+8%

RECALL AWARENESS PURCHASE INTENT

EFFECT OF SOCIAL ENDORSEMENT ON TOP FUNNEL

Ad Exposure Social Ad Exposure Social Ad + Organic

SOCIAL IMPACT ON ADVERTISING

Source: Nielsen Brand Lift 2010

SOCIAL CUES INCREASE SALIENCE AND RESPONSE

PROMPTED SHARING

FOF TARGETING

ALL OTHER PAID MEDIA

SOCIAL CUES INCREASE SALIENCE AND RESPONSE

PROMPTED SHARING

FOF TARGETING

ALL OTHER PAID MEDIA CREATE SHAREABLE CONTENT.

INTEGRATE OWNED & PAID

FACEBOOK OWNED SPACES FACEBOOK

SMART CONTENT MARKETERS AND RETAILERS ARE MAKING USE OF FACEBOOK’S “OPEN GRAPH” PLATFORM TO CREATE VIRTUOUS CIRCLES, CAPTURE DATA AND INCREASE SHARING.

FROM THIS TO THIS

viral | paid

organic | paid organic

35.5k LIKES 1.9k SHARES

+151 TWEETS +46 GOOGLE +1s +18 BACKLINKS

ç +1k LIKES

ç +1.7k SHARES

RED BULL DRIVES INCREMENTAL SHARING & SEARCH BENEFIT

11.2k CLICKS è

124k CLICKS è

RED BULL DRIVES INCREMENTAL SHARING & SEARCH BENEFIT

38.9k LIKES 4.2k SHARES

+2.2k TWEETS

+220 BACKLINKS

ç +17.6k LIKES

ç +63k SHARES

SO: THE NEW METRICS FOR SOCIAL?

EARNED/PAID EFFICIENCIES

EARNED/PAID RATIO

REDUCED COSTS OF API TARGETING

VIRAL/ORGANIC EFFICIENCIES SHARES PER VIEW

CLICKS PER SHARE

VIRAL/ORGANIC RATIO