How to utilize calculated properties in your HubSpot setups
Measuring not counting, evaluating social media campaigns, with Fran Cassidy - May 2015
1. Measuring not Counting
Fran Cassidy, UK, May 2015
Measuring not Counting
Evaluating Social Media Campaigns
Fran Cassidy
Cassidy Media Partnership
15 May 2015
#NewMR 2015
Corporate Sponsors
#NewMR 2015
Supporters
Schlesinger Associates
Keen as Mustard
4. Measuring not Counting
Fran Cassidy, UK, May 2015
‘58% place “Likes”, “Tweets”,
“Clicks” and “CTR” in their
Top 5 Marketing ROI KPIs’
“90% of marketers are not trained in marketing performance & marketing ROI” media release 8th April 2014
5. Measuring not Counting
Fran Cassidy, UK, May 2015
To provide definitive guidance
as to the roles that social media can play &
how to measure its effectiveness and ROI
9. Measuring not Counting
Fran Cassidy, UK, May 2015
-200+ cases reviewed
-35 interrogated by
peer review
-13 solid cases
( that doesn’t mean that social
didn’t work in the others )
10. Measuring not Counting
Fran Cassidy, UK, May 2015
Seven Key Messages
1. Social is more than marcomms and is challenging organisations
11. Measuring not Counting
Fran Cassidy, UK, May 2015
Social Media is plural
Paid
OwnedEarned
Whose department is it anyway?
Marcomms Dept? Customer service?
Insight & Research?
Plus HR / Sales / PR / Operations ?
“Always on” “Campaign”
All of the above!
12. Measuring not Counting
Fran Cassidy, UK, May 2015
- Retrained existing customer service staff to
be multi-service & multi-channel
- Necessitated cross-department coordination
and communication
Use social media to provide real-time updates
and customer service across the business
KPI : Lost customer hours
- Structured shift patterns to be there 24/7
13. Measuring not Counting
Fran Cassidy, UK, May 2015
Seven Key Messages
1. Social is more than marcomms and is challenging organisations
2. Social is changing the way we measure
– its evaluation is more than a dashboard
14. Measuring not Counting
Fran Cassidy, UK, May 2015
#ICEBUCKET-
CHALLENGE
Michael Ni, “Transmissibility of the Ice Bucket Challenge”, BMJ 2014
15. Measuring not Counting
Fran Cassidy, UK, May 2015
MEASLES#ICEBUCKET-
CHALLENGE
EBOLA
< <
Michael Ni, “Transmissibility of the Ice Bucket Challenge”, BMJ 2014
16. Measuring not Counting
Fran Cassidy, UK, May 2015
Social is changing how we measure
2.
Empower real-time,
adaptive planning
3.
Cultural change –
from ‘collecting’
to ‘interpreting’
1.
New types of
of data
17. Measuring not Counting
Fran Cassidy, UK, May 2015
Seven Key Messages
1. Social is more than marcomms and is challenging organisations
2. Social is changing the way we measure
– its evaluation is more than a dashboard
3. Avoid a siloed approach to social measurement
18. Measuring not Counting
Fran Cassidy, UK, May 2015
SILOED MEASUREMENT
UNDERESTIMATES
SOCIAL ROI* BY
16%-50%
PAID SOCIAL LEADS TO
25% MORE
CONVERSIONS
THAN ORGANIC SOCIAL*
* Convertro (USA, 2014) * Nielsen (USA, 2013)
19. Measuring not Counting
Fran Cassidy, UK, May 2015
Measure the journey - Lysol (USA)
Source: Reckitt Benckiser; ohal
20. Measuring not Counting
Fran Cassidy, UK, May 2015
Measure synergy – Creme Egg
Only TV Only
Facebook
Expected
Facebook
+ TV
Uplift
Factor
1.11
Facebook
+ TV
1.12
1.25
1.41
Exposure to FB & TV
created a
66% greater
effect than the sum
of its parts
Source: Mondelez; Kantar Worldpanel
21. Measuring not Counting
Fran Cassidy, UK, May 2015
Seven Key Messages
1. Social is more than marcomms and is challenging organisations
2. Social is changing the way we measure
– its evaluation is more than a dashboard
3. Avoid a siloed approach to social measurement
4. It is easy to overestimate the value of earned media
and influencers
22. Measuring not Counting
Fran Cassidy, UK, May 2015
Find ‘causation’ not ‘correlation’
2.
Homophily
3.
Influencers
1.
Reverse
causality
23. Measuring not Counting
Fran Cassidy, UK, May 2015
TV & Twitter UK
% of
programmes
impacted, 2014
11
7
7
7
8
8
9
12
13
30
69
70
51
48
31
71
55
66
Talk Show
Comedy
Reality Show
Drama
Game Show
Soap
Sitcom
Entertainment
All
Causation
Correlation
Source: Kantar; Mindshare
24. Measuring not Counting
Fran Cassidy, UK, May 2015
Recommendations
• Be pragmatic
• Plan in tests & experiments
• Think carefully about modelling techniques
• Be suspicious
25. Measuring not Counting
Fran Cassidy, UK, May 2015
Seven Key Messages
1. Social is more than marcomms and is challenging organisations
2. Social is changing the way we measure
– its evaluation is more than a dashboard
3. Avoid a siloed approach to social measurement
4. It is easy to overestimate the value of earned media
and influencers
5. The commercial value of social will increasingly lie
in the richness of its data
26. Measuring not Counting
Fran Cassidy, UK, May 2015
The potential richness of social data
• Using social signals for
prediction
• Targeting
• Customisation
• Research/Evaluation
27. Measuring not Counting
Fran Cassidy, UK, May 2015
Seven Key Messages
1. Social is more than marcomms and is challenging organisations
2. Social is changing the way we measure
– its evaluation is more than a dashboard
3. Avoid a siloed approach to social measurement
4. It is easy to overestimate the value of earned media
and influencers
5. The commercial value of social will increasingly lie
in the richness of its data
6. Social can learn from traditional planning
28. Measuring not Counting
Fran Cassidy, UK, May 2015
“Social strategy” vs. “strategy”
Understand how you can tweak the
dials in real-time, informing decisions
A clear role and hypotheses for
how it will work
Stephen King’s Planning Cycle
Bake it in from the start
(as in other comms planning)
Contribution to overall marketing
or brand objectives
30. Measuring not Counting
Fran Cassidy, UK, May 2015
What did ASB want to do?
• Business objectives
Convert social media activity from being a complementary service channel to a
revenue generator, by building a database of warm home loan leads to convert
• Marketing objectives
- Demonstrate that ASB supports New Zealanders in successfully achieving their
goal of home ownership
- Use existing ASB customers to advocate loans with ASB through Facebook
- Improve sentiment and engagement on Facebook
- Demonstrate ASB's continued leadership in innovation.
• Target Audience
25-40 First and second time home buyers
31. Measuring not Counting
Fran Cassidy, UK, May 2015
The Drivers of Liking as perceived by ASB..
• We 'like' brands that offer us the expectation that we will have access to benefits or
rewards.
• We also share things socially in the belief that it might benefit others and, in turn,
hopefully create social capital for us as the sharer.
• Sometimes the motivation for this is that it's social cause-related, sometimes it's just
for entertainment and sometimes it's just because it's plain useful.
• Social media best practice showed that brands should focus on rewarding customers
with relevant product benefits, not just freebies and giveaways. A brand that
sacrifices something of its own business earns more respect than one simply
promoting unrelated merchandise.
33. Measuring not Counting
Fran Cassidy, UK, May 2015
The Campaign
• Like Loan was planned to run on four consecutive Wednesdays, with one lucky entrant
winning the lowered loan rate at the end of each day, at 8pm.
• The winner would then be announced back to the community, and a call to return the
following week would be issued.
• Priming: Activate our social media advocates and influencers to create intrigue, and start
a ripple effect on their respective networks
• Launch: Create social scale and participation on the first day of Like Loan
• Sustain: Get repeat entrants and more first-time entrants across subsequent weeks.
34. Measuring not Counting
Fran Cassidy, UK, May 2015
Establish average value of a
home loan
4.95% interest (conservative) =
1 year fixed interest rate
Revenue generated will be in
$ millions
36. Measuring not Counting
Fran Cassidy, UK, May 2015
Seven Key Messages
1. Social is more than marcomms and is challenging organisations
2. Social is changing the way we measure
– its evaluation is more than a dashboard
3. Avoid a siloed approach to social measurement
4. It is easy to overestimate the value of earned media
and influencers
5. The commercial value of social will increasingly lie
in the richness of its data
6. Social can learn from traditional planning
7. Even short-term results need a long-term context
37. Measuring not Counting
Fran Cassidy, UK, May 2015
The Long and the Short of it
- The “money” is in the long term
- And long term effects aren’t just
aggregation of short term effects
- WARC’s Seriously Social 2014 report
suggests Social is a potent brand building
tool, often used for short-term activation
38. Measuring not Counting
Fran Cassidy, UK, May 2015
Seven Key Messages
1. Social is more than marcomms and is challenging organisations
2. Social is changing the way we measure
– its evaluation is more than a dashboard
3. Avoid a siloed approach to social measurement
4. It is easy to overestimate the value of earned media
and influencers
5. The commercial value of social will increasingly lie
in the richness of its data
6. Social can learn from traditional planning
7. Even short-term results need a long-term context
39. Measuring not Counting
Fran Cassidy, UK, May 2015
Seven Key Messages
1. Social is more than marcomms and is challenging organisations
2. Social is changing the way we measure
– its evaluation is more than a dashboard
3. Avoid a siloed approach to social measurement
4. It is easy to overestimate the value of earned media
and influencers
5. The commercial value of social will increasingly lie
in the richness of its data
6. Social can learn from traditional planning
7. Even short-term results need a long-term context
We look forward to
receiving your case
studies :
fran@cassidymedia.com
41. Measuring not Counting
Fran Cassidy, UK, May 2015
Q & A
Ray Poynter
The Future Place
Fran Cassidy
Cassidy Media Partnership
#NewMR 2015
Corporate Sponsors
#NewMR 2015
Supporters
Schlesinger Associates
Keen as Mustard
Hinweis der Redaktion
1. New types of data. * New, more available, metrics. New ways of understanding not just 'what' happened but also 'how' (& potentially 'why') * Sentiment & text (what people think) * Context & granularity (response to 'real time events') * Network (targeting and how messages spread) * Sample size means that can dig into granularity * [Example?]
2. More real-time fuelling adaptive planning. * more immediate response can fuel real-time planning (fuelling adaptive planning, but across planning functions, so different than digital) * [Networked Insights Example?]
3. Shifting from collecting to interpreting * Shifting the balance from collecting data to interpreting contradictory streams. * [War-rooms / Command Centres]
Model design is very important when using MMM to measure social. For example, the Nielsen’s Digital Media Consortium has suggested that poorly designed marketing mix models can understate the ROI from Facebook by as much as 48% and from Google search by up to 39% (Neff, 2014). The same study also found that 25% of the value ascribed to paid search should actually be shared with TV, print, or other digital media. One reasons for these sorts of effects is that conventional MMM typically measures short to medium-term response in sales, but advertising often works over the longer term by reinforcing existing habits. If long-term effects are being sought then the MMM needs to be appropriately configured (Cain, 2008).
Sent personalised “like stamps” to advocates and influencers / Radio promotions/ Experiential – physical display of lowering rate outside key footfall areaTook over home page of main bank with live rate ticker / used bank statements / Press / Email / SMS