1. 1. Agile Measurement by #IPASocialWorks Part of the IPAs Agility Adaptathon 7th May 2014
2. 2. Introduction Stephen Maher CEO of MBA Chairman of #IPASocialWorks Chairman of The Marketing Society
3. 3. Today Provocation whats hot, whats not (Chris Macleod) Inspiration the best new cases (Stephen Maher) Investigation measuring not counting (Jenny Burns) Experimentation the 5 point plan (James Devon) Break out groups (all) Process review & key learning (workshop hosts) The next 100 days challenge (Stephen Maher)
4. 4. Provocation Chris Macleod Marketing Director, Transport for London IPA Client Council
5. 5. Whats hot Social Media measurement is the hot topic How can we make proper business decisions regarding social media investment? What are the frameworks for how to make social media activity work really well?
6. 6. A complex measurement ecosystem Social firehose Measurement & Evaluation Website analytics Implicit data & marketing automation Explicit, transactional data Qual & Quant
7. 7. Whats not Were mainly counting, not measuring Lots of something definitely happening but few really robust cases. Failure to align objectives to business KPIs and separate effects from other activity
8. 8. Measuring Social ROI is less developed and highly complex vs. Social is clearly important and attracting increasing budgets. Theres lots of dynamic data. And no legacy Its relative value is not yet fully understood.
9. 9. What is #IPASocialWorks for? Add to the Treasure house of learning Robust methodologies for using social and measuring its impact A detailed guide to the various research techniques a how to To provide definitive guidance as to the roles that social media can play & how to measure its effectiveness and ROI
10. 10. A uniquely collaborative approach
11. 11. The process so far Development of hypotheses Desk research / Outreach Peer Review by effectiveness experts x2 > 130 cases explored > 35 depth case interviews > 25 cases interrogated
12. 12. Inspiration Stephen Maher
13. 13. Cases uncovered so far Social Idea ROMI 61 Footfall through airport Social Idea ROMI 2.44 Market Mix Modelling Customer Service Reduced cost of service Customer Service A known link between CSI scores and profit Customer Service Reduced cost to serve and increased retention
14. 14. Customer Service using Twitter 850k of 1.2m followers for real-time information 24/7, teams of 10 in 3 shifts 2-3 mins response time Reduced cost of service vs other channels 74% satisfaction & positive influence on TFL reputation
15. 15. Customer Service using Twitter Objective to improve service, brand warmth and advocacy 2m annual saving in costs avoided by using social channels Net Easy & increased retention For Service (making it Easy) #IPASocialWorks 15th October 2013 40%difference in churn: easy vs difficult SurvivalRate Dayspost interaction
16. 16. Cases uncovered so far Social Idea ROMI 61 Footfall through airport Social Idea ROMI 2.44 Market Mix Modelling Customer Service Reduced cost of service Customer Service A known link between CSI scores and profit Customer Service Reduced cost to serve and increased retention Social Idea Like Loan campaign $NZ 4.5m from leads Social Idea +9% to 4.27m tourists Highest ever spend per tourist Social Idea TV + Facebook had 66% greater ROI +9% sales YOY
17. 17. The Crme Egg Challenge
18. 18. Determined to bake-in the social measurement
19. 19. Facebook not only delivered 21% unique reach among 16-24s, but for those exposed to TV + Facebook, we saw a significant uplift in ROI. Facebook support can lead to improved TV ROI
20. 20. Its more fun in the Philippines +9% to 4.27m tourists Highest ever spend per tourist
21. 21. ASB Bank Like Loan
22. 22. A promising case study 170m worth of leads from social
23. 23. Investigation Jenny Burns Global Head of Social Media, Royal Sun Alliance
24. 24. Experimentation James Devon Planning Director, MBA IPA Value of Creativity Group
25. 25. Plan of action Introduce the 5 point plan Group work on live Client brief Group feedback
26. 26. Plan of action Introduce the 5 point plan Group work on live Client brief Group feedback
27. 27. Objectives / KPIs 58% place Likes, Tweets, Clicks and CTR in their Top 5 Marketing ROI KPIs Dissolve the KPI solos The brands overall marketing and business goals Audience, time- periods etc.
28. 28. Why Social? but your scientists were so preoccupied with whether or not they could, they didn't stop to think if they should. Does it work? vs Does it work better than other things I could do?
29. 29. Management & collection of data
30. 30. Management & collection of data
31. 31. Management & collection of data What data will you need to test your hypothesis? Where will you get it from? Plan in advance!
32. 32. Channel choice
33. 33. Channel choice Who are you trying to reach? What is the role of each platform / channel? How do you need to change your measurement approach by channel? How will you compare across channels
34. 34. Evaluation Design How does it link to other activity? e.g. Search TV How do you know? e.g. tagging activity / MMM / Adding social to existing studies / A/B testing Soft metrics Likes/Followers/Shares/Intentions to purchase/Image shifts/ User sessions/Views on You Tube/Positive mentions / Hard metrics - Customer Satisfaction / Customer Effort / Likelihood to churn / Fully resolved issues /Qualified Leads/ Sales/ Upsell /Call Deflection / Cost avoidance/Search increases / Paid Member increase/ New customers How much / what material are you sending out? How much has been received / seen? How many people saw it? Who were they? What were the consequences of this?
35. 35. Plan of action Introduce the 5 point plan Group work on live Client brief Group feedback
36. 36. The Groups
37. 37. What you should do Receive the Client brief Use the 5 point plan to structure a discussion Agree how to robustly measure the activity Group leader to present to the room
38. 38. The 5 point plan Objectives / KPIs Why Social? Management & collection of data Channel choice Evaluation design
39. 39. Plan of action Introduce the 5 point plan Group work on live Client brief Group feedback
40. 40. The next 100 days Stephen Maher
41. 41. Cases uncovered so far Social Idea ROMI 61 Footfall through airport Social Idea ROMI 2.44 Market Mix Modelling Customer Service Reduced cost of service Customer Service A known link between CSI scores and profit Customer Service Reduced cost to serve and increased retention Social Idea Like Loan campaign $NZ 4.5m from leads Social Idea +9% to 4.27m tourists Highest ever spend per tourist Social Idea TV + Facebook had 66% greater ROI +9% sales YOY
42. 42. Cases uncovered so far Social Idea ROMI 61 Footfall through airport Social Idea ROMI 2.44 Market Mix Modelling Customer Service Reduced cost of service Customer Service A known link between CSI scores and profit Customer Service Reduced cost to serve and increased retention Social Idea Like Loan campaign $NZ 4.5m from leads Social Idea +9% to 4.27m tourists Highest ever spend per tourist Social Idea TV + Facebook had 66% greater ROI +9% sales YOY Wed love to hear from you if you have a robust case to discuss @IPA_Updates, IPA Facebook or LinkedIn IPA Effectiveness group Contribute to the how to guide (being curated by Ray Poynter) http://newmr.org/ipaSocialworks/
43. 43. 100 Days Think about how this approach applies to your work Provide feedback via the IPAs hub at ipa.co.uk/adapt