The Institute of Practitioners in Advertising (IPA) hosted an #IPASocialWorks session at Altitude in London on 7th May as part of their Agility Adaptathon to discuss how to better measure social media ROI and effectiveness. MBA represented the agency community with Barclaycard, BP, RSA, Sony and Transport for London, the client side. Learn more at www.ipa.co.uk/adapt/agility & @IPA_Updates

1. Agile Measurement
by #IPASocialWorks
Part of the IPA‟s Agility Adaptathon
7th May 2014

2. Introduction
Stephen Maher
CEO of MBA
Chairman of #IPASocialWorks
Chairman of The Marketing Society

3. Today…
• Provocation – what‟s hot, what‟s not (Chris Macleod)
• Inspiration – the best new cases (Stephen Maher)
• Investigation – measuring not counting (Jenny Burns)
• Experimentation – the 5 point plan (James Devon)
• Break out groups (all)
• Process review & key learning (workshop hosts)
• The next 100 days challenge (Stephen Maher)

4. Provocation
Chris Macleod
Marketing Director, Transport for London
IPA Client Council

5. What‟s hot…
Social Media measurement is the hot topic
How can we make proper business decisions
regarding social media investment?
What are the frameworks for how to make social
media activity work really well?

6. A complex measurement ecosystem
Social “firehose”
Measurement
& Evaluation
Website
analytics
Implicit data
& marketing
automation
Explicit,
transactional
data
Qual
& Quant

7. What‟s not…
We‟re mainly counting, not measuring
Lots of „something definitely happening‟
but few really robust cases.
Failure to align objectives to business KPIs
and separate effects from other activity

8. Measuring Social ROI is less developed and highly complex
vs.
Social is clearly important and attracting increasing budgets.
There‟s lots of dynamic data. And no legacy
It‟s relative value is not yet fully understood.

9. What is #IPASocialWorks for?
Add to the “Treasure
house of learning”
Robust
methodologies for
using social and
measuring its impact
A detailed guide to the
various research
techniques
– a “how to”
To provide definitive guidance
as to the roles that social media can play &
how to measure its effectiveness and ROI

10. A uniquely collaborative approach

11. The process so far
Development of
hypotheses
Desk research /
Outreach
Peer Review
by effectiveness
experts
x2
> 130 cases
explored
> 35 depth
case interviews
> 25 cases
interrogated

12. Inspiration
Stephen Maher

13. Cases uncovered so far
“Social Idea”
ROMI 61
Footfall through
airport
“Social Idea”
ROMI 2.44
Market Mix Modelling
“Customer Service”
Reduced cost of service
“Customer Service”
A known link between
CSI scores and profit
“Customer Service”
Reduced cost to serve
and increased retention

14. Customer Service using Twitter
850k of 1.2m followers
for real-time information
24/7, teams of 10 in 3 shifts
2-3 mins response time
Reduced cost of service
vs other channels
74% satisfaction & positive influence
on TFL reputation

15. Customer Service using Twitter
Objective to improve service,
brand warmth and advocacy
£2m annual saving in costs avoided
by using social channels
“Net Easy” & increased retention
For Service (making it Easy…)
#IPASocialWorks
15th October 2013
40%difference in churn: ‘easy’ vs ‘difficult’
SurvivalRate
Dayspost interaction

16. Cases uncovered so far
“Social Idea”
ROMI 61
Footfall through
airport
“Social Idea”
ROMI 2.44
Market Mix Modelling
“Customer Service”
Reduced cost of service
“Customer Service”
A known link between
CSI scores and profit
“Customer Service”
Reduced cost to serve
and increased retention
“Social Idea”
„Like Loan‟ campaign
$NZ 4.5m from leads
“Social Idea”
+9% to 4.27m tourists
Highest ever “spend per tourist”
“Social Idea”
TV + Facebook had 66%
greater ROI
+9% sales YOY

17. The Crème Egg Challenge

18. Determined to
bake-in the social
measurement

19. Facebook not only delivered 21% unique reach among
16-24‟s, but for those exposed to TV + Facebook, we saw
a significant uplift in ROI.
Facebook support
can lead to improved
TV ROI

20. It‟s more fun in the Philippines
+9% to 4.27m tourists
Highest ever “spend per tourist”

21. ASB Bank “Like Loan”

22. A promising case study…
“€170m worth of leads from social”

23. Investigation
Jenny Burns
Global Head of Social Media,
Royal Sun Alliance

24. Experimentation
James Devon
Planning Director, MBA
IPA Value of Creativity Group

25. Plan of action
Introduce the
“5 point plan”
Group work on
live Client brief
Group feedback

26. Plan of action
Introduce the
“5 point plan”
Group work on
live Client brief
Group feedback

27. Objectives / KPIs
„58% place “Likes”, “Tweets”, “Clicks” and
“CTR” in their Top 5 Marketing ROI KPIs‟
Dissolve the
KPI solos
The brand‟s overall
marketing and
business goals
Audience, time-
periods etc.

28. Why Social?
“…but your scientists were so preoccupied
with whether or not they could,
they didn't stop to think if they should.”
Does it work?
vs
Does it work better than other things I could do?

29. Management & collection of data

30. Management & collection of data

31. Management & collection of data
What data will you need to test your hypothesis?
Where will you get it from?
Plan in advance!

32. Channel choice

33. Channel choice
Who are you trying to reach?
What is the role of each platform / channel?
How do you need to change your measurement
approach by channel?
How will you compare across channels

34. Evaluation Design
How does it link to other activity?
e.g. Search TV
How do you know? e.g. tagging activity /
MMM / Adding social to existing studies /
A/B testing
Soft metrics –
Likes/Followers/Shares/Intentions to
purchase/Image shifts/ User
sessions/Views on You
Tube/Positive mentions /
Hard metrics - Customer
Satisfaction / Customer Effort /
Likelihood to churn / Fully resolved
issues /Qualified Leads/ Sales/
Upsell /Call Deflection / Cost
avoidance/Search increases / Paid
Member increase/ New customers
How much / what material are you
sending out?
How much has been received / seen?
How many people saw it?
Who were they?
What were the consequences of this?

35. Plan of action
Introduce the
“5 point plan”
Group work on
live Client brief
Group feedback

36. The Groups

37. What you should do
Receive the Client brief
Use the 5 point plan to structure a discussion
Agree how to robustly measure the activity
Group leader to present to the room

38. The 5 point plan
Objectives / KPIs
Why Social?
Management & collection of data
Channel choice
Evaluation design

39. Plan of action
Introduce the
“5 point plan”
Group work on
live Client brief
Group feedback

40. The next 100 days
Stephen Maher

41. Cases uncovered so far
“Social Idea”
ROMI 61
Footfall through
airport
“Social Idea”
ROMI 2.44
Market Mix Modelling
“Customer Service”
Reduced cost of service
“Customer Service”
A known link between
CSI scores and profit
“Customer Service”
Reduced cost to serve
and increased retention
“Social Idea”
„Like Loan‟ campaign
$NZ 4.5m from leads
“Social Idea”
+9% to 4.27m tourists
Highest ever “spend per tourist”
“Social Idea”
TV + Facebook had 66%
greater ROI
+9% sales YOY

42. Cases uncovered so far
“Social Idea”
ROMI 61
Footfall through
airport
“Social Idea”
ROMI 2.44
Market Mix Modelling
“Customer Service”
Reduced cost of service
“Customer Service”
A known link between
CSI scores and profit
“Customer Service”
Reduced cost to serve
and increased retention
“Social Idea”
„Like Loan‟ campaign
$NZ 4.5m from leads
“Social Idea”
+9% to 4.27m tourists
Highest ever “spend per tourist”
“Social Idea”
TV + Facebook had 66%
greater ROI
+9% sales YOY
We‟d love to hear from you if…
…you have a robust case to discuss
@IPA_Updates, IPA Facebook or
LinkedIn “IPA Effectiveness” group
Contribute to the “how to” guide
(being curated by Ray Poynter)
http://newmr.org/ipaSocialworks/

43. 100 Days
Think about how this approach
applies to your work
Provide feedback via the IPA‟s hub at
ipa.co.uk/adapt