Relationships to Revenue Mapping Your Social ROI

#MappingROI

October 26, 2011

Presenters

Betsy Sutherland Senior Vice President

Eric Swayne Director, Social Analytics & Insights

Objectives

Learn the 3 Phases of Understanding Social ROI – Social Research Techniques

– Traditional Research Techniques

How to Map Social Actions to ROI – 4 Pathways to ROI

Ideas for Getting Started

Agenda

FAQs – Can I get a copy of today’s presentation?

– Is today’s webinar being recorded?

Poll Question

Discussions – About M/A/R/C; Social Analytics & Insights

– 3 Phases of Social ROI

– Getting Started

Q&A

About M/A/R/C

46 years of research service and innovation

Omnicom Group

Industry experience includes:

• CPG

• Pharmaceuticals & Healthcare

• Telecommunications & Technology

• Dining

• Hospitality

• Retail

• Banking & Finance

M/A/R/C Capabilities

Concept Screening/Testing

Product Forecasting

Optimization

Assessor®

Qualitative

Ideation/Brainstorming

Shopper Insights

Segmentation

Pricing

Custom Portfolio

BrandLink Brand Health & Equity

CustomerLink Customer Satisfaction

& Loyalty

ShareLink Predictive Tracking

MarketLink

Social Media Research

M/A/R/C Social Analytics & Insights

Extend and Augment Research

Multiple Views of Social Truth

“Primary” and “Secondary” Data Sources

Distilling Wisdom From Social Data

ACTIONS: What is Happening?

ENGAGEMENTS: Who is Talking?

INTENTS: Why is This Happening?

IMPLICATIONS: What Does This Mean?

3 Phases of Understanding Social ROI

Listening – Understanding Your Consumer

– Developing a Baseline

Planning – Knowing Your Goals

– Creating a “Chain of Evidence”

Measuring – Architecting Pathways to ROI

– Comparing to Other Media

+1: Additional Research Methods

Highlighting how traditional and social research can work together

LISTENING

Start By Listening

“The most basic of all human needs is the need to understand and be understood. The best way to understand people is to listen to them.”

— Ralph Nichols

“Listening looks easy, but it's not simple. Every head is a world.” — Cuban Proverb

Digital Snapshot

High-level view of a given brand or topic

Great baseline before marketing

Uncover customer voice behind complicated issues

Fast turnaround: 7-10 business days

Focus Feed

Collects keyword mentions from across the web

Highly targeted & unique scenarios

Lightweight, long-tail

Social Ethnography

Training an anthropological lens on social data

Focusing on: – Patterns of behavior

– Themes of content

Similar deliverables to Qualitative research, with faster timelines

Reading Inside the Bars

13%

4%

14%

28%

5%

53%

29%

36%

62%

87%

34%

67%

50%

10%

8%

OverallSentiment

News

Blogs

Forums

Twitter

Negative Neutral Positive

Positive sentiment here mostly driven by irrelevant results and

couponing mentions

“Mommy Blogs” and couponing bloggers are fast to pick up on

discounts & often describe them in a positive light

Forums describing [brand] negatively often refer to the

healthiness of specific menu items

Reading Inside the Bars Tue 03/22/11 08:13 AM I am meeting a friend for lunch on Wednesday. The friend chose to meet at [brand] restaurant. Any suggestions on what to order so I don't shatter my food log for the day? Fortunately we are meeting on my regular work out day. Thank You for any advice

Fajitas are usually a good choice. Watch out for the tortillas, though. Maybe eat one tortilla, and the rest just eat with a fork.

Taco Salad without the shell.

Avoid the chips and salsa. I second

the fajita suggestion, just don't add

sour cream, cheese, etc.

Don't go when you are super hungry. I always make better choices that way =) Mexican food=yummy!

http://www.myfitnesspal.com/topics/show/198471-on-the-border-restaurant-menu-suggestions?hl=on+the+border#posts-2624330

Qualitative Tools

Traditional Focus Groups

Online Focus Groups Online Bulletin Boards

PLANNING

All About Business Goals

Very different ROI analyses for each of these goals: – Increase YoY sales of Widget X

through Retail channels – Promote positive opinion of

Initiative Y ahead of referendum next month

– Generate qualified, decision-maker sales leads for our Account Team

– Increase # of quantifiable contacts met at our Conference Z booth over last year

Scales of ROI

Business Goals

Investment Return

• Hard Costs (tools, software) • Time Costs (hours, freelance) • Headcount (benefits, salaries) • Giveaways / Sweepstakes • App Development • Coupons / Discounts

• eCommerce Purchases • Call Center Hours Saved • Earned Impressions

Generated (vs. Paid Media) • Qualified Leads • Loyalty Program Sign-ups

Measuring the Wrong Direction

Investment

Social Activity Metrics

Estimated Increased

Loyalty

Estimated Purchase Behavior

Estimated Financial Impact

Return

Starting With the Goal

Investment

Social Activity

Social Conver-sations

Online Conver-

sions

Business Goals

Return

Ford Explorer Facebook Reveal

Goal: Drive purchases of new Ford Explorer after launch

Result: 3x greater shopping lift day after than competitors’ Super Bowl ads (:30 spot = $2.5M)

http://www.mediapost.com/publications/article/134310/

Pizza Hut Super Bowl 2011

Goal: Create awareness around $10 any pizza deal

Result: Over 39 million impressions after launch, 400% increase in impressions per conversion on Facebook

http://www.holmesreport.com/casestudy-info/10337/Pizza-Hut-Reminds-Consumers-Why-They-Love-Pizza-Hut.aspx

Brand Profiling

% of Category

Children <6 (skew)

Children 6-12 (skew)

Children 13+ (skew)

Income ($42k)

Education (skew)

Occupation

Urban/Suburban/Rural

Region (skew

38% 15% 13% 8%

32 26 40 32

Blue collar Admin. Sales Blue collar

South

11%

35

Prof/Mgmt

Above average

Average

Below average

Suburban Suburban Urban Rural Urban

Midwest West

% of Category

Income ($42k)

Education (skew)

Occupation

Urban/Suburban/Rural

Region (skew)

38% 15% 13% 8%

Blue collar Admin. Sales Blue collar

South South

11%

Prof/Mgmt

Above average

Average

Below average

Suburban Suburban Urban Rural Urban

Midwest West East

Average age (42)

Brand

A Brand

B Brand

C Brand

D Brand

E

MEASURING

4 Pathways to ROI

Attribution

Assists

Advocacy

Awareness

Attribution

Validated linkage direct from social action to business conversion

Link Tracking

Consumer Experience Correlations

Social Media Data

Business Intelligence

Directed Research

Age-gated Social Analytics

Email-Linked Profile Data

Social Media Panel Data

Social Campaign Results

Social Campaign Results

Consumer Sales Units Shipped Retailer Insights

Awareness Survey Data Frequency Trackers Satisfaction Surveys

Assists

Social actions playing a documented role in the consumer journey to conversion

Multi Channel Conversion Funnels

Advocacy

Brand social actions stimulating a consumer to recommend within their social graph

Measuring Advocacy

Awareness

Brand actions are shared by others, reaching far beyond the brand’s natural social graph

Tracking Reach

Tracking Awareness

0%

10%

20%

30%

40%

50%

Q4

'08

Q1

'09

Q2

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'10

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Q4

'08

Q1

'09

Q2

'09

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'10

80%

90%

100%

Q4

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'09

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Q1

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Q

qy

Top of Mind Brand Awareness

Unaided Brand Awareness

Total Brand Awareness

Getting Started

Start with small projects to set a baseline

– Snapshot report; 1-2 brands or products

Gather your shoeboxes

– Collect Business, Research and Social data

Get social with your colleagues

– Identify and meet your organization’s social team

Questions for us?

41