The best social media research can enable marketers to develop a thriving brand community, analyze the success of their actions and connect social platforms to business dollars. Marketers are looking to social media for new guidance and insight. Increasingly, traditional research methodologies are being combined with new social research technologies in order to gain a more accurate picture than ever before. Researcher, Betsy Sutherland, and social media marketer, Eric Swayne, discuss how existing research methods can be enhanced through social media insight. They will share how it takes much more than a dashboard counting "likes" to comprehend community - it takes a set of social research solutions that can understand your audience and measure their journey to your ROI.

1. Relationships to Revenue
Mapping Your Social ROI
#MappingROI
October 26, 2011

2. Presenters
Betsy Sutherland
Senior Vice President
Eric Swayne
Director, Social Analytics & Insights

3. Objectives
 Learn the 3 Phases of Understanding
Social ROI
– Social Research Techniques
– Traditional Research Techniques
 How to Map Social Actions to ROI
– 4 Pathways to ROI
 Ideas for Getting Started

4. Agenda
 FAQs
– Can I get a copy of today’s presentation?
– Is today’s webinar being recorded?
 Poll Question
 Discussions
– About M/A/R/C; Social Analytics & Insights
– 3 Phases of Social ROI
– Getting Started
 Q&A

5. About M/A/R/C
 46 years of research service and innovation
 Industry experience includes:
• CPG • Dining
• Pharmaceuticals & • Hospitality
Healthcare • Retail
• Telecommunications & • Banking & Finance
Technology
 Omnicom Group

6. M/A/R/C Capabilities
Assessor® Custom MarketLink
Portfolio
Concept Qualitative BrandLink
Screening/Testing Brand Health & Equity
Ideation/Brainstorming CustomerLink
Product Forecasting Customer Satisfaction
Shopper Insights & Loyalty
Optimization Segmentation
ShareLink
Pricing Predictive Tracking
Social Media Research

7. M/A/R/C Social Analytics & Insights
 Extend and Augment
Research
 Multiple Views of
Social Truth
 “Primary” and
“Secondary” Data
Sources

8. Distilling Wisdom From Social Data
ACTIONS: What is Happening?
ENGAGEMENTS: Who is Talking?
INTENTS:
Why is This Happening?
IMPLICATIONS:
What Does This Mean?

9. 3 Phases of Understanding Social ROI
 Listening
– Understanding Your Consumer
– Developing a Baseline
 Planning
– Knowing Your Goals
– Creating a “Chain of Evidence”
 Measuring
– Architecting Pathways to ROI
– Comparing to Other Media

10. +1: Additional Research Methods
 Highlighting how traditional and social
research can work together

11. LISTENING

12. Start By Listening
“The most basic of all human needs is the need
to understand and be understood. The best
way to understand people is to listen to them.”
— Ralph Nichols
“Listening looks easy, but it's not simple. Every
head is a world.”
— Cuban Proverb

13. Digital Snapshot
 High-level view of a given
brand or topic
 Great baseline before
marketing
 Uncover customer voice
behind complicated issues
 Fast turnaround: 7-10
business days

14. Focus Feed
 Collects keyword
mentions from
across the web
 Highly targeted &
unique scenarios
 Lightweight, long-
tail

15. Social Ethnography
 Training an anthropological
lens on social data
 Focusing on:
– Patterns of behavior
– Themes of content
 Similar deliverables to
Qualitative research, with
faster timelines

16. Reading Inside the Bars
Positive sentiment here mostly
driven by irrelevant results and
couponing mentions
Negative Neutral Positive
Overall
13% 53% 34%
Sentiment
News 4% 29% 67% “Mommy Blogs” and couponing
bloggers are fast to pick up on
Blogs 14% 36% 50% discounts & often describe them
in a positive light
Forums 28% 62% 10%
Twitter 5% 87% 8%
Forums describing [brand]
negatively often refer to the
healthiness of specific menu items

17. Reading Inside the Bars
Tue 03/22/11 08:13 AM
I am meeting a friend for lunch on Wednesday. The friend chose to meet at
[brand] restaurant. Any suggestions on what to order so I don't shatter my
food log for the day? Fortunately we are meeting on my regular work out
day. Thank You for any advice
Fajitas are usually a good choice. Watch out for the
tortillas, though. Maybe eat one tortilla, and the rest
just eat with a fork.
Taco Salad without the shell.
Avoid the chips and salsa. I second
the fajita suggestion, just don't add
sour cream, cheese, etc.
Don't go when you are super hungry. I always make
better choices that way =) Mexican food=yummy!
http://www.myfitnesspal.com/topics/show/198471-on-the-border-restaurant-menu-
suggestions?hl=on+the+border#posts-2624330

18. Qualitative Tools
Traditional Focus Online Bulletin Online Focus Groups
Groups Boards

19. PLANNING

20. All About Business Goals
 Very different ROI analyses for
each of these goals:
– Increase YoY sales of Widget X
through Retail channels
– Promote positive opinion of
Initiative Y ahead of referendum
next month
– Generate qualified, decision-
maker sales leads for our
Account Team
– Increase # of quantifiable
contacts met at our Conference Z
booth over last year

21. Scales of ROI
• Hard Costs (tools, software) • eCommerce Purchases
• Time Costs (hours, freelance) • Call Center Hours Saved
• Headcount (benefits, salaries) • Earned Impressions
• Giveaways / Sweepstakes Generated (vs. Paid Media)
• App Development • Qualified Leads
• Coupons / Discounts • Loyalty Program Sign-ups
Investment Return
Business Goals

22. Measuring the Wrong Direction
Estimated Estimated
Investment Purchase Financial
Behavior Impact
Social Estimated
Activity Increased Return
Metrics Loyalty

23. Starting With the Goal
Online
Business
Investment Conver-
Goals
sions
Social
Social
Activity
Conver- Return
sations

24. Ford Explorer Facebook Reveal
 Goal: Drive
purchases of new
Ford Explorer
after launch
 Result:
3x greater
shopping lift day
after than
competitors’
Super Bowl ads
(:30 spot = $2.5M)
http://www.mediapost.com/publications/article/134310/

25. Pizza Hut Super Bowl 2011
 Goal: Create
awareness
around $10 any
pizza deal
 Result: Over 39
million
impressions after
launch, 400%
increase in
impressions per
conversion on
Facebook
http://www.holmesreport.com/casestudy-info/10337/Pizza-Hut-Reminds-Consumers-Why-They-Love-Pizza-Hut.aspx

26. Brand Profiling
Above average Brand Brand Brand Brand Brand
Average
Below average
% of Category
A38%
B 15%
C
13%
D
11%
E 8%
Average age (42) 32 26 40 35 32
Children <6 (skew)
Children 6-12 (skew)
Children 13+ (skew)
Income ($42k)
Education (skew)
Occupation Blue collar Admin. Sales Prof/Mgmt Blue collar
Urban/Suburban/Rural Suburban Suburban Urban Urban Rural
Region (skew
(skew) Midwest East South West South

27. MEASURING

28. 4 Pathways to ROI
 Attribution
 Assists
 Advocacy
 Awareness

29. Attribution
 Validated linkage direct from social action
to business conversion

30. Link Tracking

31. Consumer Experience Correlations
Social Media Data
Age-gated Social Analytics Social Media Panel Data Social Campaign Results
Email-Linked Profile Data Social Campaign Results
Business Intelligence
Consumer Sales Units Shipped Retailer Insights
Directed Research
Awareness Survey Data Frequency Trackers Satisfaction Surveys

32. Assists
 Social actions playing a documented role in
the consumer journey to conversion

33. Multi Channel Conversion Funnels

34. Advocacy
 Brand social actions stimulating a consumer
to recommend within their social graph

35. Measuring Advocacy

36. Awareness
 Brand actions are shared by others,
reaching far beyond the brand’s natural
social graph

37. Tracking Reach

38. Tracking Awareness
Top of Mind Unaided Total
Brand Awareness Brand Awareness Brand Awareness
Q
50% 100% 100%
90%
40% 80%
70%
qy
30% 60%
50% 90%
20% 40%
30%
10% 20%
10%
0% 0% 80%
Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
'08 '09 '09 '09 '09 '10 '10 '10 '08 '09 '09 '09 '09 '10 '10 '10 '08 '09 '09 '09 '09 '10 '10 '10

39. Getting Started
 Start with small projects to set a baseline
– Snapshot report; 1-2 brands or products
 Gather your shoeboxes
– Collect Business, Research and Social data
 Get social with your colleagues
– Identify and meet your organization’s social team

40. Questions for us?

41. 41