Measurement is a hot topic in the digital sphere, mainly because of its complexity. This deck provides a top line breakdown of the elements behind analyzing program analytics.

1. A Quick Study in Program Analytics
Boyd Neil
National Practice Leader
Social Media and Digital Communications
boyd.neil@hkstrategies.ca
@boydneil
www.boydneil.com
September 12, 2012

2. A Caution

3. Terminology Hygiene
Monitoring
– Listening
– Sorting and qualifying data as relevant or not
Measuring
– Assignment of a numerical value to a program objective
– E.g. number of „Likes‟, site visits, number of followers . . . Etc.
Analyzing
– Interpreting data (either monitoring or measurement) in light of
business and social web program objectives
Reporting
– To whom and how

4. And Let‟s Be Clear
ROI has two elements;
1. Cost of the activity
(investment) expressed in
dollars
2. Gain from that activity
(revenue or cost saving)
expressed in dollars
Therefore . . .
ROI = Gain – Cost
Cost

5. What Is Useful To Measure
Frequency (refers to “buy rate”)
– but it also means getting social connections to interact with you
more often
Reach (refers to finding new customers)
– but it also means attracting net new
stakeholders/followers, customers, media etc.
Yield (refers to getting customers to spend more each time they interact
with you)
– but it also means getting deeper engagement out of each contact

6. Measurement Strategy
Business Objectives
Social Web Program Objectives
Defined by the
business unit Realistic Targets for Each Objective
Can be
expressed in Measurement
terms of Specific and
frequency, reac measurable for Select
h and yield each program
objective measurement
numbers

7. Measurement Strategy
Business Objectives
Social Web Program Objectives
Grow sales with
connected Realistic Targets for Each Objective
customers Increase social
participation Measurement
Generate 300
comments and
mentions per Comments per
day on social post (blog)
platforms Comments per
update
(Facebook)

8. XXXXX Sales Rep Incentive Program
PROGRAM OVERVIEW

9. Program Objectives
Drive Sales
– Push sales of the XXXXX phone by creating more engagement with
sales reps
Create Brand Awareness
– Engage reps about XXXXX where they already are hanging out in the
social space
Educate
– Communicate new device product features to sales reps through the
application
Create Stickiness
– Refresh content and offer rewards for ongoing participation

10. Concept
 Customized rewards and loyalty program
built in Facebook to engage XXXXX
sales reps
 Easy-to-use app
 Provided innovative learning environment
 Maximized viral attributes of social media
 Used positive competition of gamification.
 App was designed to provide ongoing
points and rewards system for sales reps
 Collect points and badges for participation
 Redeem points based on their ranking for
rewards.

11. Registration
 National XXXXX sales team tasked
with registering reps into program
 Series of unique codes created for
each rep so program members
could be tracked
 Print collateral:
 Poster placed in Bell stores
 Postcards„ outlined general
information about program, prizing,
call-to-action, and individual
validation code
 Reps given $5 Starbucks gift cards
as incentive to sign up

12. Gamification
Points allocated for activities on the
app, for example:
– Posting a tip (20 points)
– Watching a video (10 points)
– Taking a Quiz (up to 10 points based on
correct answers)
– Participate in a discussion (10 points)
– Log a sale (30 points)
Leaderboard showed rankings of reps as
they competed to reach the redemption
levels – Groupie, Posse, Wingman, Legend
Additional sales incentive was layered on
with a „Top Ten Challenge‟ to sell most
XXXXX devices

13. Prizing
The table below outlines the prizes developed for the app:
Level Points Needed Reward Value Number Available
Newbie N/A No reward
Groupie 250 $10 (Starbucks gift card) 1500
Posse 650 $15 (Future Shop gift card) 1000
Wingman 1250 $25 (Cineplex Odeon gift Card) 300
Legend 2000 Motorola product – XT860 4G or 40
XOOM with Speaker HD Dock
Top ten sales reps N/A – sales based The top ten sales reps in terms of 10
on validated IMEIs XT860 4G sales were awarded one of
three vacations packages worth $3,000
Note: Rewards were capped at the numbers indicated; sales reps would then continue on to try for the next level with a
bonus 50 points to keep going.

14. Mystery Shop
Sales reps participating in the program who
recommended XXXXX during the mystery shopping
period were awarded 100 bonus points, along with every
sales rep in that store location participating in the program
90 in-person mystery shops were conducted at retail
locations across Canada in September 2011

15. XXXXX Incentive Program
RESULTS

16. Participation
Total sales rep participation: 795
Badge levels:
7% Groupie
– 201 reached Groupie level Posse
– 105 reached Posse level
Wingman
– 74 reached Wingman level 9% 25% Legend
– 59 reached Legend level
13%

17. Top 10 Sales Winners

18. XXXXX Recommendation Rate
70%
• 50 sales reps ultimately recommended XXXXX
60% • 36 sales reps ultimately recommended XXXXX 58%
(note, not all of these reps were on the program)
• 38 sales reps in the program community were
50% awarded mystery shopping points
40% 36% 35%
Bell
30% The Source
20%
10%
0%
0%
Prompted Ultimate Recommendation

19. Program Results Overview
Measure Target Achievement
Total Rep Participation • 1,000 • 795
Recommendation Rate • 5% • 36% (Bell); 0% (The Source) – unprompted
• 58% (Bell); 35% (The Source) – ultimate reco
Badge Level • 90% achieve Groupie • 356 users stayed at 100 points
Participation • 50% achieve Posse • 231 users had between 100 & 250 points
• 25-30% achieve Wingman • 201 users reached Groupie; 122 stayed at Groupie
• 5% achieve Legend – 25% achieved Groupie or higher
• 105 users reached Posse; 31 stayed at Posse
– 13% achieved Posse or higher
• 74 users reached Wingman;15 stayed at Wingman
– 9% achieved Wingman or higher
• 59 Users reached Legend Status
– 7% achieved Legend
Engagement • N/A • 8,400+ Discussions posted by reps
• 4,200+ Tips approved uploaded by Reps
• 300+ Facebook Comments by Reps
• 343,852 “free” earned media impressions inside Facebook
by Reps app usage (based on 6,987 actions)
Traffic • Google stats • 9,958 Visits
• 199.16 average visits a day
• 100,483 Page views
Sales Lift • 20% • 26%
• Total number of sales was 582

20. Your Attention Has Been Appreciated/
Graphic Credit . . . http://gapingvoidgallery.com/