HOLISTIC QUANTITATIVE AND QUALITATIVE SOCIAL MEDIA PERFORMANCE AUDITING TO BENCHMARK YOUR BRANDS’ PERFORMANCE

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SOCIALMEDIA
PERFORMANCEAUDITING
HOLISTIC QUANTITATIVE AND QUALITATIVE SOCIAL MEDIA
PERFORMANCE AUDITING TO BENCHMARK YOUR BRANDS’
PERFORMANCE
Prepared by
Finn McAleer
New Business Manager EMEA
Performly

2. 2
Planning & Strategy
Creative & Production
Community Management
Paid Amplification
Reporting & Analytics
WE’RE EXPERTS IN
EVERYTHING SOCIAL

3. Chapter #1
1M566 60
THE PERFORMLY ENGINE PULLS
OVER 1 MILLION ROWS OF DATA
EVERY DAY
Countries
Performly is the world’s first automated multi-platform tool for measuring Earned Media Value. Performly assesses
your social media communications in hard currency and allows your management to see the financial benefit of
your social activities
QUANTITATIVE AUDITING & REPORTING
Know What All Your Social Activities are Worth
Brands
MEASURING 566+ UNIQUE BRANDS’
SOCIAL MEDIA PERFORMANCE ACROSS
FACEBOOK, YOUTUBE AND TWITTER
ACTING GLOBALLY, THINKING LOCALLY,
SUPPORTING GLOBAL BRANDS ACROSS
60 COUNTRIES
POWERED BY

4. PERFORMLY BENEFITS
1. MEASURE EACH SOCIAL CHANNEL’S FISCAL VALUE, BY
PROVIDING FINANCIAL KPIs AND REPORTS
2. EMV SHOWS A DIRECT CORRELATION BETWEEN SOCIAL
ACTIONS AND FINANCIAL VALUE
3. PROVE SOCIAL MEDIA VALUE BEYOND REASONABLE DOUBT
& AUDIT YOUR AGENCIES’ PERFORMANCE
4. COMPARE CHANNELPERFORMANCE AND OPTIMISE MEDIA
INVESTMENTS
5. PROVIDES FISCAL DATA FOR BUDGET MEETINGS
6. CALCULATES TOTAL MEDIA EQUIVALENT VALUE AND eCPM
TO SHOW SOCIAL CONTRIBUTION TO THE BOTTOM LINE
7. ALLOWS FOR A/B TESTING OF ADVERTISING, CONTENT AND
ENGAGEMENT EFFORTS
41%
35%
9%
12%
20%
3%
Facebook Twitter Tum blr Instagram TV Other

5. 5
SPOTLIGHT: NEUTROGENA SPAIN
• Neutrogena Spain local market image post of
June 2nd, 2016
• Outstanding results as of July 22nd, 2016: 2,4
Mio impressions, 44k Likes, 9k Shares, nearly
400 Comments
• Post saw significant organic uplift (virality)
• Performance measurement using Performly™
shows the post generated 3.2 times the Paid
Media investment or an uplift of +224%
• So for every €1 invested in this post,
Neutrogena Spain effectively spent €3.20
• Context: This post performed 4.9 times better
than the 2nd best performing post of January
14th, indicating the paid optimised strategy
was very efficient and successful at
generating both exposure and engagement
Earned Media Value = Sum of media costs for actions such as Organic Impressions, Likes, Comments, Shares, Clicks

6. 6
SPOTLIGHT: CONTINENTAL UK
• Gareth Bale posted this photo following his
goal leading Wales to victory against their
rivals in the Euros on June 26th, 2016
• Performance measurement using Performly™
shows his post generated an astonishing
£150,500 in Earned Media Value (EMV) across
Facebook and Twitter for our client
Continental
• The Facebook post alone reached £121,500 in
total EMV
• 335K organic engagements generated
£84,000 EMV
• 12.5 million organic impressions
delivered another £37,500 EMV
• The Twitter post generated an additional
£29,000 in total EMV
• With over 8K organic engagements
generating £4,500 EMV
• 4 million organic impressions delivered
another £24,500 EMV
Earned Media Value = Sum of media costs for actions such as Organic Impressions, Likes, Comments, Shares, Clicks

7. 7
Monthly EMV Trend 2015
SOLUTION
551% increase in Earned Media Value in 2015
8.1% uplift in acquired followers in 2015 vs 2014
1213% increase in quantity of linkclicks
670% increase in likes on content
1758% increase in photo views
SPOTLIGHT: MERCK & CO
Merck & Co Germany were looking for a tool to measure
the performance of Femibion’s social media activities to
enable financially–driven optimisation oftheir content
strategy to achieve a higher ROI from their social media
investments
CHALLENGE
Performly delivered the perfect measurement
solution for Merck’s needs taking the guesswork out
of reporting and measuring the performance of the
brand’s Facebook activities by introducing Earned
Media Value (EMV). Performly enabled Merck to audit
the performance of their social content strategy to
increase the ROI from their social efforts

8. 8
QUALITATIVE AUDITING & REPORTING
Chapter #2
EMOTIONALLY
VALIDATED
INFLUENCERS
EMOTIONAL
FORECASTING
TOTAL
EMOTIONAL
LISTENING
HEART is IPG Mediabrands’ proprietary
real-time semantic, cultural, emotional &
social listening product
Actionable, contextual insights that spark
creative ideation delivered through an
interactive dashboard
Real-time media publishing
recommendations for optimal distribution

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EMOTIONS DRIVE BUSINESS RESULTS
2X 52% 3XEMOTIONAL ANALYSIS IS 2X
MORE ACCURATE THAN TRADITIONAL
SENTIMENT ANALYSIS IN UNDERSTANDING
HOW MILLENNIALS ACTUALLY FEEL
EMOTIONALLY CONNECTED CONSUMERS
ARE 52% MORE VALUABLE THAN HIGHLY
SATISFIED CONSUMERS
THOSE WHO TWEET WITH HIGH INTENSITY
ARE 3X MORE LIKELY TO RECALL A
BRAND
1 – Source: CANVS, Teen Wolf S5 Finale Nielsen Twitter White Paper 2 – “The New Science of Customer Emotions” November 2015 – Harvard Business Review 3 - Twitter
“PEOPLE WILL FORGET WHAT YOU SAID, PEOPLE WILL FORGET WHAT YOU DID, BUT PEOPLE
WILL NEVER FORGET HOW YOU MADE THEM FEEL”.
- Maya Angelou

10. UNDERSTAND THE EMOTION BEHIND YOUR BRAND
Emotions are
important because
they drive higher
engagements,
and in turn
commercial
activity
HEART listens
to all digital
signals in order
to identify the
most resonant
moments for
brands to have
conversations.

11. HEART BENEFITS
1. MEASURE AND ANALYSE EMOTIONAL CONTENT ACROSS
YOUR SOCIAL CHANNELS
2. REALISE HOW TO COMMUNICATE LIKE PEOPLE INSTEAD
OF AUTOMATED ROBOTS ACCOMPANIED BY CALL-TO-
ACTIONS
3. DETERMINE THE RIGHT FREQUENCY AND MOST
IMPORTANT MOMENTS TO POST
4. CREATE EMOTIONAL CONTENT THAT GENERATES
STRONG USER INTEREST AND ENGAGEMENT
5. DRIVE BRAND AFFINITY AND REPEAT BRAND PURCHASE
6. STOP CHASING CONVERSATION SPIKES WHILE MISSING
EMOTIONALLY RELEVANT MOMENTS TO SPEAK WITH
YOUR CONSUMERS
5. STEP BEYOND POSITIVE, NEGATIVE AND NEUTRAL
SENTIMENT
41%
35%
9%
12%
20%
3%
Facebook Twitter Tum blr Instagram TV Other

12. SOLUTION
We saw a peak of the emotion “excitement” on February 3rd, 2016. Further
analysis revealed topics that drove the emotional crest: the terms “snow,”
“snow day,” and “pending storm” surfaced as contributing to that emotion.
Our research led us to “snow day.” The unofficial holiday that no one expects
but everyone loves is consistent with Coca-Cola’s brand architecture. It’s also
a moment in which Coca-Cola could contribute value to the social
conversation as “the official beverage of snow days.” We were able to
leverage total emotional listening to generate insights and optimization as well
as improve the quality of our social strategy and content.
SPOTLIGHT:
CHALLENGE
Coca-Cola challenged us to drive brand affinity through social media content.
We used Total Emotional Listening, starting with Coca-Cola’s brand ethos of
positivity, to develop our content strategy.

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THANKYOU!
PLEASE CONTACT US IF YOU WOULD LIKE TO
LEARN MORE ABOUT AUDITING YOUR SOCIAL
MEDIA PERFORMANCE…