Effective planning in_a_social_age-h&p_nivea

Effective Planning in a Social AgeJim Forrest, Global Partner, Digital »» Hall & Partners

Michelle OnofrioSenior Manager, Market Research »» Beiersdorf

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- Albert Einstein

Everything that can be counted does not

necessarily count; everything that counts cannot necessarily be

counted.

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2002

Internet Penetration

in US hits 50%

2013

Smartphone Penetration

in US hits 56%

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In an Era of Data Experimentation

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Turning Measurement

into Meaning

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Why are we here today?

To help find answers to key questions

How do we know what is working?

How do we course correct?

How do we make sure we are aligned?

A day in the life of a corporate researcher

Michelle OnofrioNIVEA

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Jack of All Trades

BRANDS

INSIGHTSPERSON

CATEGORIES

• Brand Manager

• Category

Manager

• Finance

• R&D

• Consumer

Affairs

• Sales

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Digital is just one slice of the Pie A VERY

BIG SLICE…Or is it the crust?

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LeadershipPosition

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NIVEA Men Case Study

Click here to watch video »

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130 millionimpressions

3,000,000Video Views

25,000Likes

740,000Interactions with video across Youtube, Twitter, and Facebook

Campaign Metrics

5,200Mentions Across Twitter

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Back to those questions

How do we know what is working?

How do we course correct?

How do we make sure we are aligned?

How do we know what is working?

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In the TV centric world, metrics were more straight forward

Reach &Frequency

Media Agency

Creative Quality

Pre-Tests

Brand Impact

Brand Tracker

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And now, metrics are coming from everywhere

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Not all metrics are created equal

Connecting the dots

THAT MATTER

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The implication is that we need to categorizeDelivery Quality

Content Quality

Brand Impact

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NIVEA Men example: How metrics become KPIs

Content Quality

3 minutes on campaign site

Delivery Quality

3,000,000video views

BrandImpact

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NIVEA Men example: How metrics become KPIs

5,200 mentions of the campaign on Twitter?

• # of re-tweets/sharing of the content

• # of positive mentions about doing something with the brand or positive feelings about the brand

Brand Impact

Delivery

How do we make sure we are aligned?

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• Too many systems

• Too many passwords

• Too much time

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Click here to watch video »

How do we course correct?

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Effective course correction happens once your understand what your metrics mean.

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So let’s take some of the metrics we saw for NIVEA Men

3 minutes on the NIVEA Men branded site Content Quality

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Sometimes you can’t infer – you have to ask.

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Pop-up CommunitiesQuick Surveys

Etc.

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Tying it all together

Get the why behind the

what

Align through technology

Categorize

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Connect the dots ‘that Matter’

“Everything that can be counted does not necessarily count;

everything that counts cannot necessarily be

counted.”

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LeadershipPosition

Q&AJim Forrest, Global Partner, Digital »» Hall & Partners

Michelle OnofrioSenior Manager, Market Research »» Beiersdorf