For quite a while now, social media campaigns have been part of daily life for large brands and organizations. But, a deep, dark secret remains, as brand managers struggle to understand what worked or why, what value it contributed to the business, or how to create a better campaign next time. Leading brands are realizing that to authentically engage at scale in social, you need to develop core competencies in advocacy programs and in social measurement, including understanding the business impact of social campaigns. In this webinar, you'll learn: + How to structure your measurement approach. + How to identify and gather the right metrics. + How to communicate results with your team.

1. WEBINAR
MEASURING SOCIAL CAMPAIGNS
AUG 15, 2012
Liz Schroeter Courtney, Ray Renteria
www.dachisgroup.com | socialbusinessindex.com | @dachisgroup
Creative Commons. Some Rights Reserved. 2012.
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2. MEASURING SOCIAL CAMPAIGNS
INTRODUCTION
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3. Liz
Schroeter
Courtney
Liz Schroeter Courtney has worked on social
business campaigns for dozens of Fortune
500 brands and works closely with Dachis
Group’s software team to refine features by
adding insights from Dachis Group clients.
Liz’s background in writing means she’s
particularly focused on how to tell a
meaningful story with brand data. Her
background in radio broadcasting means she’s
excited to present this webinar.
You can reach her at @partyliz
(where she’s often Instagramming her dinner)
and at liz.courtney@dachisgroup.com
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4. MEASURING SOCIAL CAMPAIGNS
THE OPPORTUNITY
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5. BRAND MARKETING IS ABOUT
AUTHENTIC ENGAGEMENT
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6. Social is the ideal platform for
Engagement @ Scale
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7. SOCIAL PROVIDES UNPRECEDENTED REACH
AUDIENCE ON A MASSIVE SCALE
900M
Facebook users
Facebook SEC Filings 2012
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8. SOCIAL PROVIDES UNPRECEDENTED DATA
INSIGHTS ON A MASSIVE SCALE
3.2B
Likes & Comments per Day
Facebook SEC Filings 2012
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9. SOCIAL CAMPAIGNS ARE NOW
COMMONPLACE
A CORE MARKETING TACTIC
Travelocity “Cabin Fever” campaign Radioshack “Sweepstakes” campaign
Levi’s “Water Tank” campaign Oakley “BeyondReason” campaign
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10. MEASURING SOCIAL CAMPAIGNS
THE CHALLENGE
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11. SOCIAL MEDIA IS DIFFERENT
IT’S A TWO-WAY CONVERSATION
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12. SOCIAL MEDIA IS DIFFERENT
IT’S A TWO-WAY CONVERSATION
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13. SOCIAL MEDIA IS DIFFERENT
IT’S A TWO-WAY CONVERSATION
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14. SOCIAL MEDIA IS DIFFERENT
IT’S A MULTIPURPOSE CHANNEL
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15. AND IT’S A NIGHTMARE TO MEASURE
SO MANY CHANNELS…
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16. AND IT’S A NIGHTMARE TO MEASURE
SO MANY TOOLS…
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17. AND IT’S A NIGHTMARE TO MEASURE
HARD TO ATTRIBUTE…
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18. APPLES & ORANGES
CAMPAIGNS RARELY USE THE SAME TACTICS TWICE
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19. APPLES & ORANGES
HARD TO SAY WHAT’S “GOOD”
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20. MEASURING SOCIAL CAMPAIGNS
CRITERIA TO MEASURE
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21. COLLECT EVERYTHING YOU KNOW
BEFORE AFTER
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22. 1 DEFINE THE OBJECTIVE
+ Every campaign has an objective.
Start by defining that.
+ Objectives are tied to metrics.
+ Metrics correlate to high-level brand
success measures
Brand Brand Brand Brand
Awareness Love Mindshare Advocacy
reach, satisfaction, participation, engageme message
conversation strength passion nt propogation, advocate
strength
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23. 2 IDENTIFY THE KEY VARIABLES
+ Where was it happening?
+ How else was the campaign promoted?
+ What was the key activity?
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24. 3 NOTE THE CORRELATION
SOCIAL CAMPAIGNS DON’T
HAPPEN IN A VACUUM
+ Read the online conversation
+ Note any outside
events, paid media, or
promotion
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25. YOU KNOW WHAT YOU KNOW!
By keeping detailed track of your campaign objectives
and variables and by doing a little listening, you already
have all the data you need to begin to measure which
campaigns move the needle for some meaningful, high-
level brand measures.
OBJECTIVES VARIABLES MEASUREMENT
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26. MEASURING SOCIAL CAMPAIGNS
EXAMPLES
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27. Ray
Renteria
Ray Renteria manages Dachis Group’s social
analytics software products, including
Campaign Performance Monitor, which
helps brands quantify the impact of social
campaigns.
Ray leads the company’s “big data” practice in
social analytics and works closely with brand
marketers in global companies across
consumer goods, media, tech and financial
services.
You can reach him at @rayrenteria
(when he’s not creating robots…)
and at ray.renteria@dachisgroup.com
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28. 1 DEFINE THE OBJECTIVE
What’s the business focus of the campaign? eg., increasing
awareness, expanding mindshare, strengthening advocacy?
Is your social program just beginning or is it mature?
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29. 2 IDENTIFY THE KEY VARIABLES
What are the campaign’s key attributes, including social
accounts, hashtags, links, keywords, and timeframes?
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30. 3 NOTE THE CORRELATION
Where did the campaign move the needle? What role did
campaign attributes, events and participants play?
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31. BOTTOM LINE
The honeymoon is
over in social
analytics, and
counts of “likes” and
“followers” are not
enough.
Measuring the
business impact of
social campaigns is
key to scaling your
brand’s social
engagement.
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32. Q&A
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33. Airplane Reading
“Social Business by Design has a
clear, simple, straightforward message that puts
people in the center of a new way of thinking and
working.”
Tony Hsieh, New York Times bestselling author of “Delivering
Happiness” and CEO of Zappos.com, Inc.
www.socialbusinessbydesign.com
The Social Business Journal includes
“Social at US Cellular,” “The Twitter Playbook,”
and “Super Bowl of Brands.
www.slideshare.net/dachisgroup
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34. Save the Date Learn More
liz.courtney@dachisgroup.com
@partyliz
www.socialbusinesssummit.com
12 Sept NEW YORK ray.renteria@dachisgroup.com
@rayrenteria
dachisgroup.com
socialbusinessindex.com 1:1
Tour!
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