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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.”
32
LeadershipPosition
Q&AJim Forrest, Global Partner, Digital »» Hall & Partners
Michelle OnofrioSenior Manager, Market Research »» Beiersdorf