the bottom line: creating and defining value in social
TRANSCRIPT
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The Bottom LineCreating & Defining Value in Social
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#SFsummit 2
Meet the Panelists
Catherine
Chan-SmithSr. Producer
NFL Network
@catchansmith
Julie GoodwynSr. Digital Activation Manager
The Coca-Cola Company
@theshortskirt
Brooke HoveyEVP, Strategy & Development
Cohn & Wolfe
@brookehovey
Chris KernsVP of Analytics & Research
Spredfast
@chriskerns
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#SFsummit
Introduction to
the Value of Social
3
Chris Kerns
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#SFsummit
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#SFsummit 5
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#SFsummit
It’s complicated.
And complicated is different
than impossible.
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#SFsummit 7
Find Your Social Core
MonetizeSet GoalsAlign Priorities
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#SFsummit
My Coke Rewards
8
Transactional to Social
Julie Goodwyn
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#SFsummit 9
My Coke Rewards
7 million
monthly visits
13 billion annual
impressions
20% volume lift across
15 brands
10 billion in-market
packages annually
#1 U.S. CPG Loyalty Program
10,000 rewards
redeemed daily
40,200 schools registered
1 million monthly
mobile visits
17 million members
22.8 million lifetime members
4.5 million 12-month engaged
330+ partners
activated in the program
Men
Age 25-49
4.2M (25%)
Women
Age 25-49
5.2M (31%)
Teens/Youth
Age 13-24
2.5M (15%)
Mature Adults
Age 50+
4.9M (29%)
280 million email
Impressions annually
Millennials
Age 19-34
6.3M (37%)
Multi-cultural
Age 19-34
1.2M (7%)
1 in 6 U.S. households
22 million social impressions
annually 872K linked accounts
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#SFsummit 10
Transactional + Engagement System
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#SFsummit 11
Transactional + Engagement System
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#SFsummit
#AHHZoneContest Case Study
Develop a program based on a passion point
utilizing existing assets bringing cool, exclusive
experiences to millennials.
12
GOAL:
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#SFsummit
#AHHZoneContest Case Study
Through a LiveNation
partnership, Coca-Cola
had “AHHZones” at
select Summer concerts.
13
TARGET: Millennials
PASSION POINT: Music
ASSET: Live Nation
EXPERIENCE: AHHZone
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#SFsummit 14
Transactional + Engagement System
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#SFsummit
#AHHZoneContest Case Study
• Highest millennial
engagement on any
program at that point:
– 13% of consumers who
tweeted were under 25
– 47% under 35 years old
• 150% - 200%
improvement over
typical teen & millennial
participation compared
to similar social
promotions.
15
RESULT
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#SFsummit
@nflnetwork
Social Media Integration
16
Catherine Chan-Smith
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#SFsummit
Value of Social Integration to
@nflnetwork
• Content Driver
• Engagement
• Tune In– We want eyeballs
17
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#SFsummit
• Data curated from
Spredfast
• Graphics created
by NFLN Graphics
Artists
• Social content for
platform shows
18
Content Driver
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#SFsummit
• Data curated from
Spredfast
• Graphics created
by NFLN Graphics
Artists
• Social content for
platform shows
19
Content Driver
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#SFsummit
• Social Dashboard
• Menu of curated content to
guide show content
• Talent & fan engagement
20
Content Driver / Engagement
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#SFsummit
• Polling/Voting Visualizations
• Results pulled from Spredfast
• Animated graphics templates
designed by NFLN
21
Content Driver / Engagement
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#SFsummit 22
TUNE IN
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#SFsummit
The Bottom Line about the
Bottom Line
23
Brooke Hovey
Cohn & Wolfe
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#SFsummit 24
Will THIS be the Conference Talk on Measurement
that Ends All Conference Talks on Measurement?
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#SFsummit
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#SFsummit 26
It’s a Process that Requires Communication,
Clarity, Collaboration & Creativity
Establish Key
Performance IndicatorsOUTPUTS
• Impressions
• Message Penetration
• Sentiment
• Share of Voice
• Social Channel
Engagement
• Website Traffic
• Coupon Redemption
Define
Process &
Inputs
• Internal Data
• Multiple Agency
Partners
• Best-in-Class
Analytics Tools
• Process &
Cadence for
Analysis
Benchmark
• Current/Recent
Performance
Against Key
Success Metrics
• Ongoing and
Campaign-Specific
• Internal and
Competitive
Launch
CampaignMeasure
Quantify
ImpactOUTCOMES
• Brand Strength
(Awareness,
Perception,
Reputation)
• Net Promoter
Score
• Sales
• Market Share
• Marketing ROI
OPTIMIZE
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#SFsummitHolistic View of KPIs
• Awareness• Perception• Reputation• Engagement
Top of the funnel:
Bottom of the funnel:
• Conversions• Lifetime Value
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#SFsummitHolistic View of KPIs
• Visits• Unique Visitors• Page Views• Time on Site
OWNED
• Cost per Impression• Cost per Click• Cost per Lead/Acquisition• Click-Thru Rate
PAID
EARNED
SHARED
• Volume of Online Conversations• Reach of Online Conversations• Sentiment of Online Conversations• Share of Voice Online• Subject Matter of Online• Conversations
• Social Connections (e.g. Facebook fans, Twitter followers)
• Social Engagement (e.g. blog comments, Facebook interactions)
360 Strategy
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#SFsummit 29Constant Quest of Today’s Marketer
Revenue Attribution
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#SFsummit 30
Revenue Attribution Strategies
• Online Conversions of Traffic from Social Media Sources
• Offline Conversions Driven by Social Media Initiatives
(e.g., Redemption of Offers In-Store)
• Other Creative Approaches
o Reduction in Support Center Calls
o Recovery of a Dissatisfied Customer
o Operational Efficiencies through
Social Communication Technologies
• Marketing Mix Analysis
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#SFsummit 31
The Bottom Line re: the Bottom Line
• There’s no silver bullet; effective measurement takes planning
• Measurement takes time and money, so align on the percentage of the
budget that should fund it, relative to the program itself
• There’s value in “top of funnel” impact; not every program can be directly,
precisely linked to a sale … And that’s OK!
• Keep working toward better goal-setting and measurement, but don’t let
inability to measure everything keep you from doing anything
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Q&A TimeBrooke Hovey
Cohn & Wolfe
@brookehovey
Catherine Chan-Smith
NFL Network
@catchansmith
Julie Goodwyn
The Coca-Cola Company
@theshortskirt