meaningful brand measurement

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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

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Meaningful Brand Measurement: Turning Social Media Activity Into Business Outcome

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 youve 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

whats 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

Doesnt tell you anything meaningful

AVE

Approximate cash value of coverage

Doesnt 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 its 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/?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 its 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 cant be measured?

Private conversations Things you cant track You cant automatically track platforms you

dont 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 campaigns completion Facebook Insights and SimplyMeasured to benchmark FB and twitter engagement, review at campaigns 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 Com