This document discusses different methods of measuring marketing campaigns across different eras from 1990 to 2010. It focuses on how measurement has evolved as communications have become more digital. It provides examples of metrics that can be used to measure brand perception, marketing efficiency, revenue growth, and support savings. It also provides recommendations on tools and search strategies for social media monitoring and measurement, including searching for industry trends, company mentions, and targeted marketing searches. The key recommendation is to outline searches to stay focused and provide a methodology and hierarchy for measurement.

1. This Method Ain’t Madness: Measuring the “Old Spice Guy” Campaign Dean McBeth W+K @evilspinmister Erin Korogodsy Lithium Technologies @erinkoro

2. Measurement, 1990 TV Print Sale! OOH Radio WOM Mail Warranty Card Telephone Survey Credit/ Payment Info Focus groups

3. We get digital

4. Measurement, 2000 Measurement, 2000 Online Ads Clicks Page Views Register Opt-in Sessions Search TV Sale! Print OOH Radio WOM Warranty Card Mail Telephone Survey Credit/ Payment Info Focus groups

5. We get social

6. Measurement, 2010 Measurement, 2000 Review Product Blog Post Post Digg Make video Share Tweet Re-Tweet Fan Like Review Book mark Rate Online Ads Clicks Page Views Register Opt-in Sessions Search Sale! TV Warranty Card Print OOH Credit/ Payment Info Telephone Survey Radio Focus groups WOM Social Media

7. The more digital our communications get, the more transactions we perform online, the higher our expectations of what we can measure High Expectations

8. So, what can we measure?

9. Wait, what’s my point again? Brand Perception Marketing Efficiency Revenue Growth Support Savings

10. Care to break that down for me? (think KPI’s because they lead you to ROI)

11. Brand Perception Metrics Social Media participation is necessary to create and maintain brand reputation Sentiment Brand equity Thematic/ perceptual maps; cluster analysis PR functions/ crisis control Media relationships Influencer relationships Customer satisfaction Likeliness to buy Likeliness to recommend (NPS)

12. Marketing Efficiency Metrics Social Media is an effective way to create awareness of and interest in our products and services SEO Improved rankings Reach Followers Fans Forwards Invites Word of Mouth Shares RTs Research Defrayed/ reduced cost of surveys, focus groups, panels, testers, and secret shoppers

13. Revenue Growth Metrics Social Media is an effective way to drive sales Social Media is an effective way to drive sales Relationships that could become leads Members, Registrants, Fans, downloaders, subscribers, followers, bookmarkers, commenters Leads People that have expressed an interest in your product in the public domain and that you can follow up with Sales Tracked from links promoted via social media channels Tracked via promo codes and offers

14. Support Savings Social Media is an effective way to service our customers (or let them self service themselves) Content creation: user generated vs. company generated Ratings & Reviews Forums Groups Support case metrics Cases per channel response times per channel wait time per channel resolution rate per channel Customer sat per channel Call center costs defrayed

15. #%$@*%**(&#@ (read: where do I start?)

16. Start Monitoring & Measuring Free tools Google Alerts Kurrently.com Social Mention Quick snapshot of either data or reporting Lots of junk No way to measure or compare over time Paid tools Lithium Social Media Monitoring Radian 6 Spiral16 Context Sentiment Analysis Deep dive into analytics Engagement and workflow tools

17. What should I search for? Industry Trends Company / Brand Mentions Products / Events / Campaigns Creative examples using Layered Searches

18. Use text mining to make searches specific Company Issues Legal Customer Service Product development Ex-Employees Sales / Lead Generation Announcements around your company or industry Keynote speaking around your industry Targeted Marketing Searches First Person Insight As a Woman As a Man As a Kid Top Lists Location-Based Social Networking Campaigns Products Events

19. Sales & Lead Generation:Anyone Need Luggage?

20. Sales &Lead Generation: Quick Analytics searching for: Recommend ORi need a ORin the market forOR want to buy + Luggage ORnew luggage

21. Location Based Social Networking: Best Buy First, just search for your brand.

22. Location Based Social Networking: Best Buy Second, search for your brand + geo-location tags

24. Old Spice: Measure and Compare

25. Methodology & Hierarchy Outline your searches to stay focused

26. Gross Domestic Participation The ‘Other’ GDP REACH + CONTROL - 26

27. Share of Voice: Campaign Comparison

28. Volume: Campaign Comparison

29. Dean McBeth| W+K @evilspinmeister Erin Korogodsky | Lithium Technologies @erinkoro