Measuring the ROI of Social Media

Leigh George | Vice PresidentSeptember 2013

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Why should I spend money on social?

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Most of us are measuring the wrong stuff

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Measure “hard” objectives

• Increase awareness among target audience by 15%

• Increase revenue to $5M

• Drive 15,000 downloads of fact sheet on the importance of health screening

• Encourage 20,000 adults to quit smoking

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Reach

• What’s the total size of the audience exposed to the message?

• What’s the target audience exposed to the message?

Preference

• What’s the exposed audience’s preference for brand?

Action

• What bottom line actions did the exposed audience take, e.g. purchase?

Use a results-focused measurement framework

Positioning

• What’s the exposed audience’s perception of the brand?

1

2

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KPIs vs. diagnostic metrics

KPIs

Are we winning or losing?

• KPIs should align to the brand’s business objectives

• Are our social media efforts affecting behavior as we want?

Diagnostic Metrics

Which levers do we need to pull?

• Identify what changes need to be made to engagement strategy in order to improve KPI performance

• Are we executing our messaging strategy properly?

• Is our content resonating?

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How we measure

KP

Is

Video Views

Number of Wall Posts

Number of New Fans/Likes

Reach and Positioning ActionPreference

Impressions, Share of Relevant Voice

Attributable Leads/Sales/Behaviors

Sentiment, Share of Positive Voice

Survey-based Brand Positioning

Survey-based Sales/BehaviorsSurvey-based Brand Preference

Likes Per Post

Media Uploads (videos, photos)

Link Click-throughs

Link Shares

Dia

gnos

tic M

etric

s

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1. Number of women who hear about the program2. Percentage of women surveyed who said they would marry John3. Listening to hallway gossip to find the percentage of women who

think thinks John is more husband material than Irfan4. Number of marriage proposals John gets pre “Date Doctor” program

and post program5. Number of women/guys who friend John on Facebook6. Number of times a women views John’s “I want to get married video”7. Number of people who enter the “I want to marry John contest”

Exercise: KPI or Diagnostic Metric?Objective: Find John Mayer a wife

Reach Positioning Preference Action

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Client pitch•Budget•Measurement expert

Setting Objectives•Development of benchmarks and goals

•Development of surveys

•Measurement expert

Strategy and Activation Planning•Administer pre-launch surveys

•Start monitoring program

Launch Program•Interim surveys and metric analysis

Checkpoints and Program Adjustments

every 1-3 months

Measurement and Evaluation•Measurement expert

•Final survey•Analysis

Incorporate measurement at every stage

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Always-on cross media attribution tracking

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Leigh GeorgeVice PresidentSocial@Ogilvy

Email: leigh.george@ogilvy.comTwitter: @leighgeorgeLinkedIn: linkedin.com/in/leighgeorge

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