1. Agile Measurement by #IPASocialWorks Part of the IPAs
Agility Adaptathon 7th May 2014
2. Introduction Stephen Maher CEO of MBA Chairman of
#IPASocialWorks Chairman of The Marketing Society
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. Provocation Chris Macleod Marketing Director, Transport for
London IPA Client Council
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. A complex measurement ecosystem Social firehose Measurement
& Evaluation Website analytics Implicit data & marketing
automation Explicit, transactional data Qual & Quant
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. 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. 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. A uniquely collaborative approach
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. Inspiration Stephen Maher
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. 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. 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. 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. The Crme Egg Challenge
18. Determined to bake-in the social measurement
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. Its more fun in the Philippines +9% to 4.27m tourists
Highest ever spend per tourist
21. ASB Bank Like Loan
22. A promising case study 170m worth of leads from social
23. Investigation Jenny Burns Global Head of Social Media,
Royal Sun Alliance
24. Experimentation James Devon Planning Director, MBA IPA
Value of Creativity Group
25. Plan of action Introduce the 5 point plan Group work on
live Client brief Group feedback
26. Plan of action Introduce the 5 point plan Group work on
live Client brief Group feedback
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. 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. Management & collection of data
30. Management & collection of data
31. Management & collection of data What data will you need
to test your hypothesis? Where will you get it from? Plan in
advance!
32. Channel choice
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. 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. Plan of action Introduce the 5 point plan Group work on
live Client brief Group feedback
36. The Groups
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. The 5 point plan Objectives / KPIs Why Social? Management
& collection of data Channel choice Evaluation design
39. Plan of action Introduce the 5 point plan Group work on
live Client brief Group feedback
40. The next 100 days Stephen Maher
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. 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. 100 Days Think about how this approach applies to your work
Provide feedback via the IPAs hub at ipa.co.uk/adapt