WOMMA School of WOM session from BzzAgent and SymphonyIRI on the ROI of Social Marketing.

1. The Naked TruthAbout Social Media ROI

2. JP Beauchamp SVP Consumer & Shopper Marketing Malcolm Faulds SVP Marketing Steve McLaughlin VP Analytics Your Instructors

4. Powered by 800,000 volunteer consumers

5. Focusedon intersection of product innovation and social media

6. DeepCPGexperience

7. Heavily invested in WOM analytics3 3

8. Leading global provider of CPG intelligenceinnovative solutions and services, and integrated empirical information on markets, consumers and shoppers Enabler of CPG, healthcare and retail companiesto dramatically increase revenue, build brands and improve productivity Our Mission to help our clients get to a higher level of performance in leveraging insights and analytics to drive superior outcomes As a global leader and indispensable partner in helping our clients grow their businesses through insight, innovation and impact. 4 4

9. The Social Landscape is Vast

10. Community Development Cause Marketing Cultivate UGC Product Planning Boost Online SOV Deepen Brand Relationships Increase Purchase Intent Market Research Build Awareness Generate Sales Reputation Management Reduce Cost of Customer Engagement Circulate Offers Consumer Insights Employee Recruitment Increase Brand Trust Improve Customer Service Launch New Products Employee Monitoring Promote Local Events Brand Positioning Copy Testing And So Are the Opportunities

11. VALUE ≠ ROI

12. Community Development Cause Marketing Cultivate UGC Product Planning Boost Online SOV Deepen Brand Relationships Increase Purchase Intent Market Research Build Awareness Generate Sales Reputation Management Reduce Cost of Customer Engagement Circulate Offers Consumer Insights Employee Recruitment Increase Brand Trust Improve Customer Service Launch New Products Employee Monitoring Promote Local Events Brand Positioning Copy Testing Social Media Opportunities

13. Increasingly CPG Companiesare Using Social Media to Measurably Drive Sales

15. Ability to measure sales lift/incremental sales

19. Markets, DMAs, regions

20. Uses “test” and “control” cells that are statistically matched to ensure same sales behavior of the product in the markets

21. Adjustments made using POS data to account for any differences between cells so true effect of marketing activity is isolated

24. Measured across a standard campaign period, plus lag effect to capture sales post campaign

25. Measured impact in change in Volume Sales

26. ROI provided with appropriate inputsMatched Market Analysis –Design Example

28. Target = male/female ages 25-54, purchase coffee at Grocery

29. 10k BzzAgents received product samples and pass along coupons

30. BzzAgents buzzed about the product for 8+ weeks

31. 3 test and control markets

32. 6.7% sales lift of promoted sub-brand due to campaign!

33. $.80 ROI Matched Market Analysis –Case Study

35. Marketing Mix Modeling - Data Input Example Why does this data work? Weekly data 1 Granularity 2 Variability 3 Impression Effectiveness 4

36. Analytic Partners Media Effectiveness Weekly Impression Data By Channel IncrementalSales ROI TV PRINT DIGITAL Other 3rd Party Analytic Partners WORD OF MOUTH Marketing Mix Modeling – Process

37. # Campaigns # Brands # Products # of Analytic Companies 25 10 17 6 WOM ROI on average performs favorably Marketing Mix Modeling – BzzAgentMMM Results To Date

38. Large marketers, like CPGs, are increasingly demanding that social marketing spend is accountable ROI is a financial metric Deliver ROI by approaching social marketing with a direct response mindset Key Takeaways Track volume, time, and location of campaign impressions, then correlate with actual transaction data Work with 3rd party analytics providers, internal analytics teams, & industry experts to use methods like matched market analysis, marketing mix modeling,

39. Your Questions 22 22

40. Thank You JP Beauchamp jon.beauchamp@symphonyiri.com Malcolm Faulds mfaulds@bzzagent.com Steve McLaughlin smclaughlin@bzzagent.com www.symphonyiri.com about.bzzagent.com @bzzagent