Social Media Measurement case studies, presented at the All Facebook conference in London at the end of 2012. There are 3 cases studies outlining the impact of social on metrics from NPS to sales. Correlation and causation.

1. Measure and move
the metrics that
matter
All
Facebook
Marke8ng
Conference
November
2012
-­‐
@KarlHavard
©
2012
TBG
Digital

2. About
TBG
Digital
1st 105 24/7 195 685 245 66 21
Facebook Social
Support
Countries
Billion
Million
clicks
Million
Million
Ads
API
Media
and
impressions
delivered
fans
apps
Partner
to
Specialists
coverage
served
installed
Market
Global clients
©
2012
TBG
Digital

3. One
Specialist
Solu8on
1. 2.
Strategy Creative
Define
the
business
Engage
and
connect
objec8ves
&
the
metrics
in
the
right
kind
of
way
that
maOer
3. 4.
Media
Insights
Reach
and
recruit
the
Learn
from
con8nually
right
kind
of
connec8ons
measuring
the
metrics
that
maOer
@KarlHavard
©
2012
TBG
Digital

4. A
Sea
of
Metrics
Unfortunately, they’re not
“budget clinchers”
Follower Seen by Comments
s
@M entions
Fans Shares Retweets
@KarlHavard
©
2012
TBG
Digital
Views

5. Metrics
that
maOer
Awareness
Preference
Sales
Consumption
Advocacy
@KarlHavard
©
2012
TBG
Digital

6. Preference
Brand Preference
@KarlHavard
©
2012
TBG
Digital

7. Preference
What’s the story?
[Brand
x]
wanted
understand
what
its
Facebook
ac8vity
brings
to
the
company
in
terms
of
brand
preference,
awareness
and
customer
value
@KarlHavard
©
2012
TBG
Digital

8. Brand
Preference
What did we do?
Generated
11,665
non-­‐branded,
online
beer
surveys
amongst
Facebook
users
in
Brazil,
US,
Vietnam,
Spain,
Poland
and
Netherlands
33%
33%
33%
fans
non
fans
friends
of
fans
10,462
responses
were
received
within
just
24
Hours!
©
2012
TBG
Digital

9. Preference
What were the results?
64% 59%
of [brand x] fans drink beer
more than twice a week
of [brand x] fans
recommend
[brand x] to a friend
(compared to 22% of non-fans)
17%
of [brand x] fans prefer
[brand x] over the main
competitor in each market ©
2012
TBG
Digital

10. Advocacy
Brand Advocacy
@KarlHavard
©
2012
TBG
Digital

11. Advocacy
What’s the story?
The
largest
cable
operator
and
home
Internet
provider
in
the
US
wanted
to
measure
the
advocacy
surrounding
their
products…
….and
if
Facebook
Fans
had
a
higher
level
of
advocacy
@KarlHavard
©
2012
TBG
Digital

12. Advocacy
What did we do?
We
used
“Social
NPS”
to
measure
brand
advocacy
collec8ng
responses
within
the
Facebook
environment
Responses
were
collected
from
four
customer
subgroups:
fans,
non-­‐fans,
male
and
female
Users
shared
their
likelihood
to
recommend
by
scoring
low
to
high,
0
and
10.
@KarlHavard
©
2012
TBG
Digital

13. Advocacy
What were the results?
20 points higher
Social NPS
for fans compared to non-fans
@KarlHavard
©
2012
TBG
Digital

14. Advocacy
What were the results?
Fans had a higher
subscription value
Taking more products
This became even more interesting when
reviewing by “Interest”
@KarlHavard
©
2012
TBG
Digital

15. Sales
Measuring sales for a fashion retailer
while recruiting fans
@KarlHavard
©
2012
TBG
Digital

16. Sales
What’s the story?
A
mul8na8onal
fashion
retailer
wanted
to
acquire
Facebook
Fans
to
enhance
it’s
market
posi8on
in
the
US…
…then
measure
if
this
Facebook
ac8vity
affected
sales
It
was
scep8cal…to
say
the
least
@KarlHavard
©
2012
TBG
Digital

17. Sales
What did we do?
Ran
a
targeted
Facebook
fan
acquisi8on
campaign
and
acquired
>400,000
new
US
fans
in
42
days
Even
though
this
was
a
pure
fan
acquisi8on
programme,
we
wanted
to
determine
the
real
value
these
provided
to
the
business….
…so
we
took
a
deeper
look
@KarlHavard
©
2012
TBG
Digital

18. May
1,
May
1,
2011
May
11,
May
11,
2011
May
21,
May
21,
2011
May
31,
May
31,
2011
Jun
10,
Visits
Jun
10,
2011
Jun
20,
Jun
20,
2011
Jun
30,
Jun
30,
2011
Jul
10,
Jul
10,
2011
Jul
20,
Jul
20,
2011
Revenue
Jul
30,
Jul
30,
2011
Aug
9,
Aug
9,
2011
Aug
19,
Aug
19,
2011
Aug
29,
Aug
29,
2011
Sep
8,
Sep
8,
2011
Sep
18,
Sep
18,
2011
Sep
28,
Sep
28,
2011
Oct
8,
Oct
8,
2011
Oct
18,
Oct
18,
2011
Oct
28,
Oct
28,
2011
Nov
7,
Nov
7,
2011
Nov
17,
Nov
17,
2011
Nov
27,
Nov
27,
2011
Dec
7,
Dec
7,
2011
Dec
17,
Dec
17,
2011
Dec
27,
Dec
27,
2011
Jan
6,
Jan
6,
2012
Jan
16,
Jan
16,
2012
Jan
26,
Orders
©
2012
TBG
Digital
Jan
26,
2012
Feb
5,
Feb
5,
2012
Feb
15,
Feb
15,
2012
Feb
25,
Feb
25,
2012
Mar
6,
Mar
6,
2012
Mar
16,
Mar
16,
2012
Mar
26,
Mar
26,
2012
Apr
5,
Apr
5,
2012
Apr
15,
Apr
15,
2012
Apr
25,
Apr
25,
2012
May
5,
May
5,
2012
May
15,
May
15,
2012
May
25,
May
25,
2012
Jun
4,
Jun
4,
2012
Jun
14,
Jun
14,
2012
Jun
24,
Jun
24,
2012
Jul
4,
Jul
4,
2012
Jul
14,
Jul
14,
2012
Jul
24,
Jul
24,
2012
Aug
3,
Aug
3,
2012
Aug
13,
Aug
13,
2012
Aug
23,
Aug
23,
2012
Sep
2,
Sep
2,
2012
Sep
12,
Sep
12,
2012
Sep
22,
Sep
22,
2012
Oct
2,
Oct
2,
2012

19.
We
went
deeper
s8ll…
…to
correlate
other
marke8ng
ac8vi8es
to
determine
the
Sales
different
influencing
factors
@KarlHavard
©
2012
TBG
Digital

20. What drove fans?
Company
presence
Partner
retailer
presence
Fan
Acquisi8on
Hot
Spots
©
2012
TBG
Digital

21.
And
we
discovered
that
sales
increased
in
the
fan
acquisi8on
hot
spots
Sales
@KarlHavard
©
2012
TBG
Digital

22. 100
120
140
160
0
20
40
60
80
Aug
1,
2012
Aug
4,
2012
Aug
7,
2012
Aug
10,
2012
Aug
13,
2012
Aug
16,
2012
Aug
19,
2012
Aug
22,
2012
Aug
25,
2012
Aug
28,
2012
Aug
31,
2012
Sep
3,
2012
Sep
6,
2012
FB
ac8vity
starts
Sep
9,
2012
Sep
12,
2012
Sep
15,
2012
Sep
18,
2012
Sep
21,
2012
Sep
24,
2012
Sep
27,
2012
©
2012
TBG
Digital
Sep
30,
2012
Oct
3,
2012
Oct
6,
2012
Oct
9,
2012
Oct
12,
2012
Oct
15,
2012
Oct
18,
2012
Oct
21,
2012
Texas:
Illinois:
California:
Store
-­‐
Yes
Store
-­‐
Yes
Store
-­‐
Yes
New
York:
Store
-­‐
Yes
Fan
acquisi8on
-­‐
Low
Fan
acquisi8on
-­‐
Low
Fan
acquisi8on
-­‐
High
Fan
acquisi8on
-­‐
High
Order
Volume
by
region

23. May
1,
-­‐
May
7,
May
8,
-­‐
May
14,
May
15,
-­‐
May
21,
May
22,
-­‐
May
28,
May
29,
-­‐
Jun
4,
Jun
5,
-­‐
Jun
11,
Jun
12,
-­‐
Jun
18,
Jun
19,
-­‐
Jun
25,
Jun
26,
-­‐
Jul
2,
Jul
3,
-­‐
Jul
9,
Jul
10,
-­‐
Jul
16,
Jul
17,
-­‐
Jul
23,
Jul
24,
-­‐
Jul
30,
California
+
Orders
2012
California
+
Orders
2011
New
York
+
Orders
2012
New
York
+
Orders
2011
Jul
31,
-­‐
Aug
6,
Aug
7,
-­‐
Aug
13,
Aug
14,
-­‐
Aug
20,
Aug
21,
-­‐
Aug
27,
Aug
28,
-­‐
Sep
3,
Sep
4,
-­‐
Sep
10,
Sep
11,
-­‐
Sep
17,
Sep
18,
-­‐
Sep
24,
Sep
25,
-­‐
Oct
1,
Oct
2,
-­‐
Oct
8,
Oct
9,
-­‐
Oct
15,
Oct
16,
-­‐
Oct
22,
Oct
23,
-­‐
Oct
29,
Oct
30,
-­‐
Nov
5,
©
2012
TBG
Digital
Nov
6,
-­‐
Nov
12,
Nov
13,
-­‐
Nov
19,
2012
Nov
20,
-­‐
Nov
26,
2011
Nov
27,
-­‐
Dec
3,
Dec
4,
-­‐
Dec
10,
Dec
11,
-­‐
Dec
17,
Dec
18,
-­‐
Dec
24,
Dec
25,
-­‐
Dec
31,
Jan
1,
-­‐
Jan
7,
Jan
8,
-­‐
Jan
14,
Jan
15,
-­‐
Jan
21,
Jan
22,
-­‐
Jan
28,
Jan
29,
-­‐
Feb
4,
Feb
5,
-­‐
Feb
11,
Feb
12,
-­‐
Feb
18,
Feb
19,
-­‐
Feb
25,
Feb
26,
-­‐
Mar
3,
Mar
4,
-­‐
Mar
10,
Mar
11,
-­‐
Mar
17,
Mar
18,
-­‐
Mar
24,
Mar
25,
-­‐
Mar
31,
Apr
1,
-­‐
Apr
7,
Apr
8,
-­‐
Apr
14,
Apr
15,
-­‐
Apr
21,
Apr
22,
-­‐
Apr
28,
Fans
drove
sales

24. Sales
What were the results?
72% 44%
more more
orders Revenue
if
compared
with
the
same
period
last
year
when
there
was
no
live
Facebook
ac8vity
Case
period
29th
Aug
to
16th
Oct
2011
&
2012
@KarlHavard
©
2012
TBG
Digital

25. Smart
Social
that
scales
Award
winning
creaQve
across
social
media;
which
enhances
the
effecQveness
of
other
markeQng
Crea8ve
Your
Social
Purpose
Insights
&
Social
Media
Strategy
Planning
&
Buying
Brand
&
Consumer
Intelligent
media
targeted
at
engagement
based
upon
key
the
high
value
consumer
insights
and
measuring
the
segments:
Quanity
and
quality
metrics
that
maVer
©
2012
TBG
Digital
in
balance

26. Karl Havard (@KarlHavard)
Client Strategy Director
TBG Digital
http://tbgdigital.com
Thank you
©
2012
TBG
Digital