session with big time pulse
TRANSCRIPT
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8/7/2019 Session with Big Time Pulse
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by
Ameet Wadhwani
& .big time design communication inc
. .416 877 3721
.ameet@bigtimedesign ca
MEASURING EFFECTIVENESS&A Presentation to Proximity BBDO Canada
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A little about usA little about you
Trends
Measuring
big time Pulse
Today s Presentation
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Ameet WadhwaniPartner
Launched in 2001, We specialize in graphic design web site design and develop and
.application developmentCreated big time Pulse in 2010 Innovative social media
communications system
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A little about you
Trends
Measuring
big time Pulse
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You
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A little about usA little about you
Trends
Measuring
big time Pulse
Today s Presentation
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8/7/2019 Session with Big Time Pulse
7/48:// . . / .http www rossdawsonblog com Web2_Framework pdf
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8/7/2019 Session with Big Time Pulse
8/48:// . . / .http www rossdawsonblog com Web2_Framework pdf
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8/7/2019 Session with Big Time Pulse
9/48:// . . / .http www rossdawsonblog com Web2_Framework pdf
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onsumer TrendsSocial education
&Social login spermissionsSocial filtering
Trends 2011
usiness TrendsPlatform
independence
Stricter ROSM Imeasures
l d
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Social Education
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S i l Fil i
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Social Filtering
social media hasmade it easier thanever to stay
connected but ithas also made it
almost inevitablethat users will come
to feel overwhelmed,by interruptions
updates and status.reports
- ,Michael Rosenwald The, , Washington Post August 29 2010
2 T f Pl f I d d
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2 Types of Platform Independence
Polar s SMART Platform is an
- -end to end solution thatenables Publishers to rapidlylaunch mobile Apps that workacross all major smartphones
( , , ,iPhone BlackBerry Android.).etc
Mobile PC
Content producers use any
number of tools to get theircontent to multiple streams( , , )Social Networks Email RSS
to ensure they serve theiraudience wherever they choose
.to connect
R S i l M di I
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Return on Social Media Investment
:he insight customers want toaccess help service the way that
suits them best
:he results After three months of activity
Twelpforce had grown from 400 to, .2 200 Best Buys employees
,Responded to over 13 000 public, , .questions concerns and opinions
-The number of questions averages 100
.125 per day
This campaign won the 2010 Bronze.Cyber Lion award in Cannes
: :// . / - / - - - - - - - / Full Case Study http jyesmith com social media 4 case studies in utility value and entertainment
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16/48:// . . / .http www rossdawsonblog com Web2_Framework pdf
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8/7/2019 Session with Big Time Pulse
17/48:// . . / .http www rossdawsonblog com Web2_Framework pdf
latform independence
ocial filteringEAL ROI
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A little about usA little about you
Trends
Measuring
big time Pulse
Today s Presentation
M t
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Measurement
2010Macro
Social connections
Reach
Sentiment
Engagement
Influence
2011Micro
Deliveries
-Permission points
Channel importance
Response intensity
Channel share
Continuing trend towards increased measurability
I fl
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. .www klout com
Influencee ability to impact the actions of others
http://www.klout.com/http://www.klout.com/http://www.klout.com/http://www.klout.com/ -
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Vi i Ai li
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Virgin Airlines Launched a new
route from Torontoto San Francisco
Identified topinfluencers in
Toronto andoffered free
flights
Released onlythrough Twitter
and won lots of earned and shared media
Continues to runsuccessful social
programs
S ti t
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Sentimentn emotion or attitude toward something
B iti h P t l
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British PetroleumApr 20 July 15 2010
A noticeable change inattitudes towards BP
Good for reputation/monitoring management
Accuracy of automatedsentiment analysis is low
Difficult to isolate at aproduct or campaign level( )best for Brand level
,Nice to have but expensivemetric that must be
continuously measured over
time
E t
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Engagement,asurable involvement with the brand product or advertising
=
E t
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Engagement
First tweet of#lessambitiousfilms
was from a guy withless than 500
followers
,At point A a fewaccounts with
around 15Kfollowers picked up
on itPoint B is
attributed to one.account with 5 2M
followers
E g g t
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~$0 spent on traditional marketing& advertising
60elite ambassadors900grassroots ambassadors
,17 000participants3XRevenue Growth since 2007 %61 Q1 10 Revenue Growth
, ,When we started out with no reputation a new idea and not a lot ofmoney it only made sense to invite people we knew and felt were
.important to get involved- , ,Chip Wilson Founder Lululemon Athletica
Engagement
Wh t did l ?
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What did we learn?
It pays to engage
It pays to measure
It pays to measure engagement withinfluencers
Wh t l ?
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2011Micro
Deliveries
-Permission points
Channel importance
Response intensity
Channel share
What can we learn?
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T d P t ti
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A little about usA little about you
Trends
Measuring
big time Pulse
Today s Presentation
Problems
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We started out by doing some research
Problems
Met with and interviewed ver 80 marketingprofessionals in early 2010
,Gathered insights from social media managers, ,strategists consultants Marketing Ps andMOs
Focused on ier 1 agencies , Leading
Canadian Brands and F500 companies
Problems
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Problems
Managingsocial pagesControllingthe conversationMessages getting lostin public feedsSegmenting / filtering social content , ,Managing email social media and SMS across
campaignsMeasuring communications ROI
The research identified these issues
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:// . . / .http www rossdawsonblog com Web2_Framework pdf
Platform independence
Social filteringREAL ROI
Which led us to believe this was coming
The Solution
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Permissionbased messaging Multiple contact D acquisition *to drive retention irect messaging *to social channels Real time arket feedback Communications rocess efficiencySegmentation *through social channels essage tracking through social for REAL ROI
*measurement
We created a communications system that addresses the core issues whileenabling customization to address the unique needs of our clients
The Solution
* truly unique offerings in today s marketplace
The Solution
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The Solution
THE GEOSOCIALUNIVERSE
. +4 6 BillionMobile devices
globally
Facebook+500 Million
EMAIL. +1 9 Billion
SMS. +2 4 Billion
Twitter+190 Million
RSS+100 Million
*Objects not to scale
big time Pulse is acommunications system that
keeps users engaged withthe brands and
organizations they connect.with online
-Brands sign up for a Pulseaccount and make categories of
information available to their.audience
Users choose the informationthat s relevant to them and elect
to receive their messages on anyof the five major online
: , ,channels Facebook Twitter, .email RSS and SMS
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Measurement
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Measurement
Permission points
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-Permission pointsMultiple contact ID acquisition to drive retention
Consumers decide on the relationship-they wish to have with brands when
they d like to be more engaged and when .they need a break
Aggregating permissions andunderstanding channel preferences
enables more strategic messaging.through each channel
Deliveries
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DeliveriesDirect messaging to social channels
Reach calculations can be quite
.sketchy Some simply take the.number of fans and followersOthers capture shares or RTs and
add up the followers of each of.the accounts who are sharing
eMailmarketers have a better.understanding Successful
.deliveries are the first metric- ,The second metric is open rate( -followed by response click
).through
Pulse captures delivers to each, ,channel open rates through email
and response rates through all
.channels
Aggregating the data from there.tells a much more complete story
Channel importance
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Channel importanceSegmentation through social channels
. ,Measure where response is coming from Of all responses to direct messagingwhich channel is most responsive?
Response intensity
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Response intensityMessage tracking through social for ROI measurement
Measure response through each channel and compare against channels where.investments and engagement are taking place
Channel Share
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Channel ShareCommunications process efficiency
Channel share measures the totalnumber of deliveries through that.channel in a given reporting period
Engagement mix shows the total numberof connections account holders havemade across channels
,By understanding where messages are going and where the audience is connecting.decisions can be made around where to invest
Case Studies
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Case Studiesof Facebook usersfrom July through
-Novembera c eb o o k u se r s a r e
t ay in g c on ne ct ed. %94 3retention-click through to delivery
ratio in two most recent
( %) -Pulses that s 400u l se s a r e b e i n g s h a re d:4 1
One client achieved theircampaign objective in terms ofresponse and fulfillment incampaigns run entirely through
Pulse - u l s e is s a v i ng ti m en d mo n ey w hi l e d el i v e r i ng
a ng ib le r es ul ts
3 4of thelast
-in Pulse sign ups where the onlypromotion was through the Pulse
(badge there was no additionalpromotion via email or social
) channels h e v al uer op os iti on i s re so na tin g
-i t h e n d u s e r s
%52 organicgrowth
,Users initially selected multiple channels thenrevisited their account to select the channel
that worked best for them Pulse users are- .engaged and providing real time market feedback
%14of accounts currently have
more than one delivery
,option configured from an%.initial high of 44
Today s Presentation
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A little about usA little about you
Trends
Measuring
big time Pulse
/ &Summary Q A
Today s Presentation
Summary
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Summary
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&Proxmity BBDO .Thanks for having usReach out to us anytime @btdc or
.ameet@bigtimedesign ca
mailto:[email protected]?subject=Your%20presentation%20rocked%20-%20let%27s%20talk!mailto:[email protected]?subject=Your%20presentation%20rocked%20-%20let%27s%20talk!mailto:[email protected]?subject=Your%20presentation%20rocked%20-%20let%27s%20talk!