4.14.15

Stop Drowning in Digital Data: Social Listening for Campaign Measurement

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@brandwatch

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Our Speakers

Paul Dunay is an award-‐winning B2B marke<ng expert with more than 20 years’ success in genera<ng demand and crea<ng buzz for leading technology, consumer products, financial services and professional services organiza<ons. Paul is the author of five “Dummies” books including Facebook Adver-sing for Dummies (Wiley 2010), and Facebook Marke-ng for Dummies 3rd Edi<on (Wiley 2012). @PaulDunay

Joel Windels is currently marke<ng manager for EMEA at Brandwatch, where he leads a team of world class content, customer and digital marketers and has helped the company grow by over 100% for six straight years. Before working at Brandwatch, Joel's background was in community management, working with games publishers like EA, Disney and Sony. @linkyeah

Jessica Williams is global innova<on marke<ng and analy<cs leader at Visa. Jessica is focused on digital and social ac<va<on and measurement across brand, b2b and corporate marke<ng. Jessica designs and executes innova<ve digital and social marke<ng programs in order to enhance brand equity, achieve revenue ini<a<ves, increase market share, differen<ate products, and drive robust marke<ng, communica<ons, and business strategy. @mediametricsgal

Jennifer Mar8n is the Senior Social Media Strategist for Sony Electronics. Her focus is to generate awareness of the brand, products and campaigns by developing, managing, and execu<ng online and social media marke<ng strategies. She was the first person hired at Sony to spearheaded the Sony Electronics’ social media strategy and launched the brand’s presence on top social networking sites like Facebook, YouTube and Twi3er, as well as crea<ng the Sony Blog -‐ communi<es that now reach millions. @Jennifer_AM

Stop Drowning in Digital Data:

Joel Windels | [email protected] | +44 (0)1273 234 290 | @LinkYeah

Social listening for campaign measurement

Brandwatch /About us

© 2015 Brandwatch | brandwatch.com 6

SaaS Enterprise Social Media Monitoring & Analysis

1000+ Brands in 15 Markets | Supporting Clients in 27 Languages

Why measure?


•  Define clear objectives

•  Focuses the entire organization on what is (and isn’t) important

•  Agreed and transparent results can be used to justify associated budgets

What should you measure?


•  Outputs: What you created

•  Outtakes: How people reacted

•  Outcomes: How people behaved differently as a result

Don’t focus on ‘vogue’ or ‘vanity’

metrics

What should you measure?


It’s far more insightful to track conversation about a campaign

in relation to a brand, rather than just the campaign or the brand.

Measure sales


Measure visibility


Measure loyalty


Measure reputation


Measure perception


Measure takeaways


•  Metrics that match your objectives:

•  sales (intent to purchase, GA data)

•  visibility (brand mentions within target demographic)

•  upsells & loyalty (influencer/ambassador)

•  better reputation (sentiment)

•  changing perceptions (topic & theme analysis)

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Social Listening

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KNOW YOUR AUDIENCE Who are you creating content for? Where do the conversations happen? What do they want from a brand? Do they want to interact with a Brand? If So, how do they want to interact with a Brand?

Questions to Ask It’s about joining the conversation in the RIGHT way.

PURPOSE Why create content/campaign? Is this content relevant to the community?

DEFINE What elements define content from you vs competition? Are they elements relevant to your audience?

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Community

Measure

Shares + Likes + Comments

Impressions/ Followers

= Engagement Rate

Cross Any Platform

Algorithm Changes

Focuses in on Key Data

Direct Comparisons of Content Types

Adjust Content Based on Data

Themes in Content

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Campaign

Impressions KPI: Buzz & Awareness

KPI: Conversion & Engagement

KPI: Revenue

KPI: Engagement

Video Views PR Coverage

“I’m Switching to…”

Engagement Rates Engagement Rates

Rating/Review

$$

Customer Journey

Different Data for Different Goals

Discussion Monitoring

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Not always about the reach

Influencers

DISCUSSION vs IMPRESSIONS

Are they discussion starters?

Will they have dialogue?

Do they genuinely like your brand?

Do they spark the conversation you’re looking to have?

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Discussion vs Impressions

Map Goals Back to Area of Focus in the Customer Journey

Community = Engagement Rate

Social Listening

Join the Conversation The Right Way

22

“NOE TWO” PARISIAN STREET ARTIST, RIO DE JANIERO 2013

SOCIAL Intelligence

Marke<ng STRATEGY &

Jessica Williams Visa

@mediametricsgal

SOCIAL INTELLIGENCE

used in strategy planning, MSF’s and crea<ve briefs to hone in on marke<ng objec<ve and audience

used to op<mize during execu<on and evaluate post campaign.

CREATIVE BRIEF EXECUTION STRATEGY PLANNING EVALUATION

•  Social intelligence can provide data at every stage of the marketing process

THE SOCIAL INTELLIGNCE PROGRESSION

Low Cost Data Collection

Quick Analysis

Real Time Data Flow

Unsolicited Data

Global Less Vendor Dependence for Research

Sampled at Point of Experience

•  The Value of Social Data for Marketing Intelligence

THE SOCIAL DATA ADVANTAGE

Visa Confiden<al @mediametricsgal

Small/Mid-‐Size Business Owners

MAKING IT HAPPEN – CASE STUDY

Visa Payments Conversation Blueprint

•  Understand topics that matter most to small business owners to help better inform SMB marketing strategy and planning.

•  Identify pain and passion points for small business owners, to uncover the current perception of Visa and competitors, and understand how business owners use and share content online.

PROJECT OBJECTIVE

800+ Queries

Iden<fied more than 10,000 business owners in 15 different industries. The owners were segmented by age, loca<on, business industry, age of business, and size of business.

Custom Search Database

Upload the conversa<ons the business owners are having on Twi]er & Forums to a searchable database, totaling 1M total conversa8ons

Conversa8on Analysis

Analyze the conversa<ons from the custom panel to surface trends and key themes.

Influencer Research

The panel is queried to iden<fy where the SMB owners are gegng content.

Iden8fy audience (SMBs)

What types of content are these business owners most drawn to?

What are the key themes?

2

1

3

4 Who are the individuals who influence panel members?

METHODOLOGY : AT A GLANCE

4738 21.8%

2314 10.7%

5310 24.5%

8053 37.1%

1305 6.0%

Sharing Exper<se Legal and Financial Info Opera<ons Poli<cal Environment Travel and Time Management

Sharing Exper<se

Legal and Financial

Company Opera<ons

Poli<cal and Regulatory Issues

Time Management and Personal

Topics Include:

Sharing Exper8se:

•  Sharing business advice

•  Networking

•  Social adver<sement

•  Business associa<ons

•  Ques<ons for other business owners

•  Sharing own experience

Legal and Financial:

•  Funding a business

•  Licensing a business

•  Loans and SMB grants

•  Debt

•  Banking

•  Legal advice

Company Opera8ons:

•  Marke<ng advice

•  Payments op<ons

•  Growing the business

•  Reducing cost

•  Hiring employees

•  Running the business efficiently

Poli8cal and Regulatory Issues:

•  Taxes

•  Regula<ons

•  Overall economy

•  Healthcare/ACA

•  Business climate

Time Management and Personal:

•  Busy schedule

•  Time management

•  Travel

•  Vaca<on

•  Stress and personal pain points

•  Top Business-Related Topics in the SMB Panel

QUERYING THE PANEL

47% 36% 29%

Posts that link to an external site Posts that men<on another user Original post

47% 50% 54% 60%

52%

30% 36%

31%

39%

31% 35% 36%

29% 34%

24%

8%

27%

41%

Overall Sharing Exper<se Legal and Financial Company Opera<ons Poli<cal and Regulatory Time Management and Personal

Posts that link to an external site Posts that men<on another users Original posts

Percentages across topics

•  How do business owners in the panel share content?

QUERYING THE PANEL

NEW APPROACH TO CONTENT

Consistent engagement rate of over 1.00% -‐ 2x higher than

LinkedIn benchmarks

50X the number of shares/post on LinkedIn – increasing reach

exponen<ally

Earned 20K new business owner followers on LinkedIn – decreasing spend needed to

reach this audience

50X the number of qualified clicks to Visa.com – increasing

conversion

•  New content strategy drove significant results

RESULTS

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Our Speakers

Paul Dunay is an award-‐winning B2B marke<ng expert with more than 20 years’ success in genera<ng demand and crea<ng buzz for leading technology, consumer products, financial services and professional services organiza<ons. Paul is the author of five “Dummies” books including Facebook Adver-sing for Dummies (Wiley 2010), and Facebook Marke-ng for Dummies 3rd Edi<on (Wiley 2012). @PaulDunay

Joel Windels is currently marke<ng manager for EMEA at Brandwatch, where he leads a team of world class content, customer and digital marketers and has helped the company grow by over 100% for six straight years. Before working at Brandwatch, Joel's background was in community management, working with games publishers like EA, Disney and Sony. @linkyeah

Jessica Williams is global innova<on marke<ng and analy<cs leader at Visa. Jessica is focused on digital and social ac<va<on and measurement across brand, b2b and corporate marke<ng. Jessica designs and executes innova<ve digital and social marke<ng programs in order to enhance brand equity, achieve revenue ini<a<ves, increase market share, differen<ate products, and drive robust marke<ng, communica<ons, and business strategy. @mediametricsgal

Jennifer Mar8n is the Senior Social Media Strategist for Sony Electronics. Her focus is to generate awareness of the brand, products and campaigns by developing, managing, and execu<ng online and social media marke<ng strategies. She was the first person hired at Sony to spearheaded the Sony Electronics’ social media strategy and launched the brand’s presence on top social networking sites like Facebook, YouTube and Twi3er, as well as crea<ng the Sony Blog -‐ communi<es that now reach millions. @Jennifer_AM

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Thank you to our sponsor

@brandwatch

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April 16th

Social Customer Service is the New Heart of Marke<ng