Effective Social Media Measurement Strategies

THIS COVERS INSIGHTS, SOCIAL AND OMNI

Hello!

Proprietary & Confidential. 2015 DigitasLBi All rights reserved.UNDERSTANDING AND IMPLEMENTING AN EFFECTIVE SOCIAL MEDIA MEASUREMENT STRATEGYBest Marketing, TallinnApril 22nd 2015

Proprietary & Confidential. 2015 DigitasLBi All rights reserved.Tere Hommikust! good morning

AGENDAWho are DigitasLBi?

How can businesses demonstrate and measure ROI from social media activities?

What is social media measurement and how can you use it to improve other areas of your business?

What should businesses measure?

How to avoid common mistakes?

Q&A session

Proprietary & Confidential. 2015 DigitasLBi All rights reserved.



WE ARE A GLOBAL MARKETING AND TECHNOLOGY AGENCY THAT HELPS BUSINESSES TRANSFORM FOR THE DIGITAL AGE.

Proprietary & Confidential. 2015 DigitasLBi All rights reserved.WHAT WE DO

Service InnovationSocial mediaSearchAnalytics &optimisationCRMCampaignsPlatforms & e-commerceServicedesign


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8

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Proprietary & Confidential. 2015 DigitasLBi All rights reserved.Complete and integrated global offering. We work in a unified way across London, New York, Boston, Atlanta, San Francisco, Edinburgh, Costa Rica, Paris, Copenhagen, Stockholm, Oslo, Milan, Amsterdam, Cologne, Berlin, Madrid, Germany, UAE, Sydney, Beijing, Singapore, Mumbai and more ....

WHO WE WORK FOR


WE CREATEAWARD WINNING WORK

Proprietary & Confidential. 2015 DigitasLBi All rights reserved.Plus more recently, Guld Knicklan and DDDA for our work with Volvos All New XC90

4501 Petabyte13 MillionData scientists GloballyOf data processed monthlyData calls managed every minute

THE LARGEST DATA SCIENCE TEAM OF ITS KIND AMONGST AGENCIES

Proprietary & Confidential. 2015 DigitasLBi All rights reserved.This is what makes the our team special.Our global data science team is the largest of its kind among agencies. It exists for one simple reason, to drive transformation for clients through data-inspired innovation. More than 8,000 marketing campaigns optimized each year

DigitasLBi pioneered data driven marketing before it was in vogue.

- Richard Fouts, Gartner Analyst

Proprietary & Confidential. 2015 DigitasLBi All rights reserved.And were not the only ones who like our work

Our preferred agency partner.They know how to work with us better than anyone else.We select them over other agency partners for their ability to act quickly to adopt new technology.

CAROLYN EVERSON: VP, GLOBAL MARKETING SOLUTIONS, FACEBOOKADAM BAIN: PRESIDENT, TWITTERTORRENCE BOONE: MANAGING DIRECTOR, AGENCY BUSINESS DEVELOPMENTPARTNERS IN INNOVATION

Proprietary & Confidential. 2015 DigitasLBi All rights reserved.We have extensive experience and developed partnerships with key social media data providers including Facebook, Twitter and Google.

PARTNERS IN INNOVATION

Proprietary & Confidential. 2015 DigitasLBi All rights reserved.As well as working closely with the worlds largest Social Media channels and search engines, we work with some of the worlds leading data providers to create bespoke proprietary tools.

An Englishman living in Gothenburg, Sweden

An DigitasLBi veteran of 4 years

Working with social media & analytics since 2005

Current clients include;

Nicholas Bean

Senior Analyst Sweden

@nickobeano

WHO AM I?


HOW DO YOU MEASURE THE ROI OF SOCIAL MEDIA?

The same way you would with anything else


Proprietary & Confidential. 2015 DigitasLBi All rights reserved.Social media should be held accountable and be measurable in comparison to other digital and traditional marketing efforts. In order to be taken seriously, it has to be.Social media is just another means of communicating with your audience. It needs to be compared to the other marketing channels that you communicate with your audience.

Proprietary & Confidential. 2015 DigitasLBi All rights reserved.Ask the question Did anyone watch this years Superbowl? It seems like every presentation about social media that exists at the moment mentions the Superbowl in some way, and this is going to be no exception.

This is pretty much the last play of the game. The team in blue (The Seattle Seahawks) have to get the ball into the End Zone (the big blue bit at the end).The sensible way to do this, would be to try and run the ball over the line, and win the game.This is what happened CLICK

For those of you than cant follow, The Patriots (in white) intercepted the ball and stopped Seattle from winning. The Seahwaks lost because they made a bad decision at a crucial moment.17

HOW MUCH DID THAT DECISION COST?


Proprietary & Confidential. 2015 DigitasLBi All rights reserved.A lot of what we do as marketers comes down to making decisions. And making sure those decisions are the right ones to makeWhere should I put my media budget to get the most band for my buck?Which piece of creative should I use?Which agency should I choose?The aim in almost every case (whether in the long run, or short run) is, how can we make the most money? How can I demonstrate the strongest possible return on investment?

Each player guaranteed $49,000 just for showing up

Winners will receive $97,00053 man roster on each team

$49k * 53 = $2,597,000Losing team

$97* 53 = $5,141,000Winning team-

$2,544,000(2,351,419)Opportunity Cost=WE CAN DO THE MATH

Proprietary & Confidential. 2015 DigitasLBi All rights reserved.Lets do the maths.

That few seconds cost Seattle an extra $2.5 million, which is a lot of money (although not as much as I was expecting when I wrote this deck).

Proprietary & Confidential. 2015 DigitasLBi All rights reserved.Now, whilst I am not in the habit of putting down other peoples work, here is one of the more forgettable ads that was screened during the Superbowl

CLICK

How much do we think this cost?20

$4.5 MILLION

Source: Wall Street Journal - January 2015


Proprietary & Confidential. 2015 DigitasLBi All rights reserved.Audience estimated at 108.4 million about 47% will see the ad 50.9 million impressions$88.4 CPM82.76 euro CPM

Number of other factors to consider:Saturation a lot of adsViewer attention toilet breaks

Real number is likely to be higher.But this kind of advertising is becoming less and less the focus of advertising during large events such as the Superbowl

Proprietary & Confidential. 2015 DigitasLBi All rights reserved.I want everyone to remember this example

REAL TIME MARKETINGContent created on the fly - a responsive approach to events as they happen

Designed to appeal to a specific audience

Typically: Funny, creative the aim being to connect with consumers in the moment with a service they want or need as they need it

The most famous example of this being


Proprietary & Confidential. 2015 DigitasLBi All rights reserved.Yes the famous dunk in the dark Oreo post.

Do we think this post represents good value for money?

24

Proprietary & Confidential. 2015 DigitasLBi All rights reserved.Well, it was certainly impressive by Social media advertising standards, racking up around 13,000 shares on the day, plus a couple more since However, not so impressive if we compare it to the 16,000 Retweets Justin Bieber got for a normal Tweet on the same day,

nor the 108.4 million people who watched the TV commercials (despite the agencies claim of 525,000,000 earned media impressions well come onto this later on)

THE OREO TWEETPlease check out Mark Ritson Vs. Social Media on YouTube

Oreo had about 69k followers at the time it was tweeted

Using one of our social research partners, Crimson Hexagon, I estimate that the maximum number of impressions is circa 21 million

But not everyone sees every Tweet typically it is a very low proportion of followers

Effective Social Media Measurement Strategies

Data & Analytics

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