How Top Brands Unify Social Measurement Across the Marketing Stack
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Social Data Stuck in a Silo? Bring Together Social Signals for Instant Analysis: As the social landscape fragments, the variety of ways that consumers engage with your brand continues to grow. Knowing what to measure, and making sense of every interaction that is happening across your platforms and properties, has become an incredible, time-consuming challenge. While social media management and execution tools provide basic reporting, modern marketing campaigns require a comprehensive and holistic approach to measurement and analysis in order to realize their full potential. Global brands such as Visa, Intel, Pernod Ricard, and JCPenney are tackling the complexity of social by standardizing and scaling best practice measurement across paid, owned, and earned media. Tracking marketing performance across all channels and platforms in real time, they are able to assess and optimize their marketing strategies, faster. Sign up for this webinar to learn: - How global brands are tackling the challenge of integrated social measurement - How to integrate paid, owned, and earned activities into a real-time command center - How to use tags and labels within your social execution platforms (Sprinklr, Spredfast, etc.) as part of a unified measurement strategy - How to combine social signals with other channels (web, search, display, etc.) to identify integrated engagement opportunities
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How Top Brands Unify Social Measurement Across the Marketing Stack
- 1. How Top Brands Unify Social Measurement Across the Marketing Stack
- 2. 2 Speakers Alon Amit Kohki Yamaguchi Co-Founder & VP Product Product Marketing
- 3. What is driving your social performance, today?
- 4. Social
- 6. Social
- 8. What is driving your social performance, today?
- 9. Poll
- 10. 10 Multi-Channel Campaign Measurement Customer Example: Visa
- 11. 11 Brand Example: Visa Checkout
- 12. 12 10+ Channels: • Facebook (+paid) • Twitter (+paid) • Instagram • YouTube • Google+ • Sysomos + TV + Display + Paid Search + Email
- 13. 13 10+ Channels: • Facebook (+paid) • Twitter (+paid) • Instagram • YouTube • Google+ • Sysomos + TV + Display + Paid Search + Email Global campaign activated across 20+ countries in social, TV, display, paid search, web, email, and more • Understand total campaign impact and cross-channel interactions • Compare performance across co-marketing partners and regions to find invest/divest opportunities
- 14. 14 Customer Example: JCPenney Massively Parallel Initiative Tracking
- 16. 16
- 17. 17 40+ campaigns and initiatives every year; up to 7 initiatives running in parallel • Compare individual campaign performance against baseline / historical campaigns • Analyze content strategy and accrue learnings • Find invest / divest opportunities across campaigns and categories
- 18. 18 Customer Example: Pernod Ricard Multi-Channel Brand Health Monitor
- 19. 19 Brand Example: Pernod Ricard
- 20. 20
- 21. 21 Brand health quantified using cross-channel KPIs at each stage of the funnel • Assess holistic brand performance across channels • Monitor leading indicators for which brands are trending up or down in which regions • Find bottlenecks / weaknesses in the funnel
- 22. 22 Customer Example: Intel Real-Time Digital Command Center
- 23. 23 Brand Example: Pernod Ricard
- 24. 24
- 25. 25 Key metrics for every post, tweet, photo, and video tracked and updated every hour • Find well performing assets quickly to sponsor or distribute across more platforms • Monitor content mix across lines of business and initiatives • Track performance against goals and targets
- 26. Your Social Easy Button
- 27. Your Social Sprinklr Easy Button
- 28. • Keep your current publishing workflows • Keep your current listening setups • We automatically ingest all of your metrics and tags • We unify signals across all of your platforms And then the fun begins… Your Social Easy Button
- 33. Combine Paid and Organic Performance Social Properties Ads Accounts Execution Tools • Spend • Targeting • Flighting • Tags & Campaigns • Proprietary Metrics • Other Metadata • Engagement Metrics • Impressions & Reach • Follower Base • Creative & Copy • Demographics
- 34. Discover Your Best Performing Content
- 35. 1. Unify measurement across paid, owned, and earned 2. Enable deep and comprehensive content analytics 3. Identify external performance drivers 4. Understand social impact across the entire funnel In Summary: What You Can Do
- 36. • Any thoughts on the webinar content? • Interested in taking your social measurement to the next level? Let us know: info@origamilogic.com Before the Q & A
- 37. Q & A
- 38. Thank you for joining our webinar!
Notes de l'éditeur
- Introduce speakers.
- Visa is a great example of this strategy, where they executed, and are executing as we speak, a campaign – the Visa Checkout campaign – to very well-defined objectives. You may have heard of it – it’s Visa’s online payments service similar to Paypal. They chose what signals to focus on based on the objectives, so that there was never any question about how successful the campaign is.
- Let me show you the measurement strategy in action. Here, you are looking at an anonymized version of a dashboard the Visa put together to track this campaign.
- Let me show you the measurement strategy in action. Here, you are looking at an anonymized version of a dashboard the Visa put together to track this campaign.
- Let me show you the measurement strategy in action. Here, you are looking at an anonymized version of a dashboard the Visa put together to track this campaign.
- Take the example of Pernod Ricard. By viewing signals not in siloes, but also measuring cross-channel interactions, they were able to get a better understanding of the impact of each channel towards overall brand health.
- Let me show you the measurement strategy in action. Here, you are looking at an anonymized version of a dashboard the Visa put together to track this campaign.
- Let me show you the measurement strategy in action. Here, you are looking at an anonymized version of a dashboard the Visa put together to track this campaign.
- Let me show you the measurement strategy in action. Here, you are looking at an anonymized version of a dashboard the Visa put together to track this campaign.
- Take the example of Pernod Ricard. By viewing signals not in siloes, but also measuring cross-channel interactions, they were able to get a better understanding of the impact of each channel towards overall brand health.
- Let me show you the measurement strategy in action. Here, you are looking at an anonymized version of a dashboard the Visa put together to track this campaign.
- Let me show you the measurement strategy in action. Here, you are looking at an anonymized version of a dashboard the Visa put together to track this campaign.
- Let me show you the measurement strategy in action. Here, you are looking at an anonymized version of a dashboard the Visa put together to track this campaign.
- Take the example of Pernod Ricard. By viewing signals not in siloes, but also measuring cross-channel interactions, they were able to get a better understanding of the impact of each channel towards overall brand health.
- Let me show you the measurement strategy in action. Here, you are looking at an anonymized version of a dashboard the Visa put together to track this campaign.
- Let me show you the measurement strategy in action. Here, you are looking at an anonymized version of a dashboard the Visa put together to track this campaign.
- Let me show you the measurement strategy in action. Here, you are looking at an anonymized version of a dashboard the Visa put together to track this campaign.
- Organic Instagram Signals
- Facebook Paid Signals
- Web Signals (from Adobe, Google, etc.)
- Thanks to everyone for joining the webinar. As a special offer for those of you who attended the webinar, you can have a free printed poster of the periodic table mailed to you. Just email us at signals@origamilogic.com, the poster will be on its way. Also, if you’re interested in seeing how we can help you take your marketing measurement to the next level, please contact us at the same address