Intelligent Influence:Poking the hornet’s nest of measurement

Julie RobertsHead of Marketing Effectiveness

@tmwagency+44 (0)20 7349 4000

www.tmw.co.uk

TMW ‘Intelligent Influence’ : Marketing Effectiveness

What I’m going to be talking about …

Case study: FMCG B2C ‘Always on’ social media

Using Organisational & Communications frameworks

Most over-used Marketing terms - ‘ engagement’

Marketing / Brand Republic – 6 steps to ME

Operational Frameworks

PDCA or ……PLA

N

DOCHECK

ACT

STANDARD

PLAN

DOCHECK

ACT

STANDARD

Continuous

improvement

Consolidation

through

standardisation

TIME

QU

ALIT

Y IM

PRO

VEM

ENT

LEARN

PDCA - Scientific method: Francis Bacon, made popular by Dr W E Deming PPAA - Knowledge Management measurement by V Kellen, DePaul University of Chicago

Data analysis, merging data, building models etc

Prioritising, communicating &

developing plan based on info

perceived

Executing the plan & changing company’s behaviour in-market

Measuring effect of the execution & adjusting mid-stream (if necessary)

PPAA or ……

Marketing-specific framework

The 5 basic questions to ask of Marketing

MEASURING

Marketing’s worth

5) Which metrics?

1) Consumer influences?

2) Is marketing judgementInformed?

4) Complexity3) Managing

risk?

1 RESEARCH – conduct some (online, panels, in-store)

2

3

4

5

HYPOTHESISE – ask bite-sized questions & build nimble analytical models

SET PARAMETERS – use a simple allocation model

SPECIALISTS – internally & externally, central co-ordinating role & clear RACIs

CONSISTENCY – short term & long term

Communications-specific frameworks

Acquisition comms

Awareness

Consideration

Conversion

Awareness & initial

consideration

Consideration

Conversion

Active Evaluation

Fragmented media + proliferation of products = reduced consideration list

As research & shopping process starts the consideration list often increases

66% of touchpoints duringAE process involves consumer-driven marketing i.e. web reviews

Communication-specific frameworks

Moving towards purchase journeys

CONSIDERATIONset

Moment of PURCHASE

Trigger

InitialCONSIDERATION

set

Moment of PURCHASE

Trigger

Consumer Decision Journey

ATTRACTING*

TRANSACTING

ENHANCING

SERVICE / SUPPORT

BRAND

* CRM Frameworks by V Kellen, DePaul University of Chicago

Cross sell

Repeat purchase

Decreasing purchase

Awareness

Consideration

Con-version

- DECLINERS

+ GAINERS

- DEFECTORS

Customer Lifecycle

Loyalty Monitoring

Creative frameworks

What works? 437 campaigns: only 11 achieved score of > 5 (out of 7)

€1 invested in highly creative campaign = nearly double sales vs a non-creative campaign (dependent on category)

Elaboration has most powerful effect of all dimensions. Agencies focus on ‘originality’.

Most used combo flexibility & elaboration (lowest) but elaboration + originality = double impact on sales

TED TALKS

Communication-specific frameworks

‘Engagement’

Cross sell

Repeat purchase

Decreasing purchase

Awareness

Consideration

Con-version

INVOLVEMENT

INTERACTION

INTIMACY

INFLUENCE

DISCOVERY – unique visitors, time on page, ad impressions, in-store visits

EVALUATION – 1st time purchases, free sample requests, blog comments, UGC, banner ad CTs …..

OPINIONS – satisfaction rates, sentiment, brand affinity ….

EXPRESSIVENESS – NPS, forwarded content, fans, WoM, viral UCG, loyalty …..

Communication-specific frameworks

Engagement – ‘Brand Love’

Awareness Consideration Conversion Cross-sell Repeat purchase Decreasing purchase

STAGE 1

STAGE 2

STAGE 3

STAGE 4

STAGE 5

PROSPECTS CUSTOMERS

BRAND LOVE

Intelligent Influence:Lynx – ‘Brand Love’FMCG / Social Media / B2C

GWI: 18-24 men, UK.

..but the biggest motivator to follow a brand (60% of audience) is to receive discounts

Over index for using the internet for entertainment, 50% looking for films, gaming etc

Approx. 40% are looking just to fill up spare time

More likely to have a social networking profile, 70% on Facebook, 30% on Twitter They’re using it to socialise (80%),

share pictures (75%) and watch video content

Slightly more likely to share brand content (25% vs 20%)…

Continually connectedSpeak their own language

Highly sceptical of authority

Seeks recognition and fame

Enjoys absurdity and odd humour

Embraces a variety of subcultures

Skim text and information quickly

Very easily bored

Forrester: The Gen Y Design Guide

Risk averse

Pampered

“What can my brand do for me?”

‘Even Angels will Fall’ – encouraging deo

& shower to buy fragrance

‘Lynx for her’ – there will be ‘attraction chaos’ with Lynx now

for him & her

‘Chaos Island’ – extension of the ‘attraction chaos’ campaign

‘Apollo’ – win a place in space with

Virgin

Create content & entertain, distribute with mates, both what we make but what they contribute too

In this world asking for a like won’t cut it ……We can make the experience rewarding, let them trade fame for favours …….

We can create the content they can share using the tech they have and the networks they’re using

Communication-specific frameworks

Quantifying ‘Brand Love’

CREATING

HANDRAISING

CONSUMING

RESPONDING

SHARING

Movement at each level is benchmarked -independently & as a share of total fanbase. Performance compared vs previous and YTD ave to determine growth

BR

AN

D

LO

VE

3

Overall objective is to move fans further up the pyramid indicating an increase in volume & depth of brand engagement

Within the pyramid each level of interaction represents a greater degree of consumer engagement than the preceding

1

2

HAND-RAISINGTotal Fans

CONSUMINGEngaged Users

RESPONDINGTalking About This

SHARINGUnique Sharers

CREATINGUploaded Content

HAND-RAISINGTotal Followers

CONSUMINGReach

RESPONDINGFavourites, Replies

SHARINGRetweets

CREATINGMentions

HAND-RAISINGTotal Subscribers

CREATINGUploaded Content

CONSUMINGViews, % Retention

SHARINGVideo Shares

RESPONDINGFavourites, Comments, Likes

Communication-specific frameworks

Quantifying ‘Brand Love’

insert client logo here

Dotted boxes represent benchmark figures:(i) YTD average performance &

(ii) YTD average performance as share of base sizeThe boxes are the same size each month

Solid boxes represent actual performance:(i) Actual performance for the month &(ii) Actual performance for the month as share of base sizeThe size of each box is proportional to actual performance for that month

Where box extends past the dotted line, performance is higher than the YTD average.

Where the box is within the dotted line, performance is lower than the YTD average

Start with what is manageable as a framework

Use PDCA for structuring approach to measuring one campaign e.g. product launch

Ensure measures support over-arching business objectives & not in a vacuum

Discuss / get ideas from partners

Conclusion / summary

Final thought

“ … the real issue is whether a measurement system is finding the right knowledge in a timely way. …

Overly developed and non-adapting measurement systems are like the persistent fishermen casting his or her old nets in the same place, waiting for the fish that may never return.”

CRM Frameworks by V Kellen, DePaul University of Chicago