IAB Training Session Series

WHAT INSIGHTS TOAND WHAT’S AROUND THE CORNER

WHAT TO MEASURE,

15TH JULY 2014 • SPEAKER: TIM PHANG

TAKE

Social Measurement

Social advertising attracts billions of marketing dollars, and a growing % of digital budgets globally

2012 2013 2014 2015

6.9

9.1

11.4

14.1

Social Network Ad Spending, Worldwide (Billions)

Source: Barclays Capital, May 2013

ROIThe biggest challenge for social marketers continues to be centered around measurement

In order to measure return in a meaningful way, a clear objective must first exist

What does success look like to us?

• Uplift in brand awareness?

• Increase brand engagement?

• Lead generation?

• Improve customer satisfaction?

• Increase referral traffic to owned assets?

• Online discussions from offline activity?

and so on ..

That which is measured, improves

- Pearson’s Law

? What’s available to social marketers?

• Unique audience being reached• Audience available organically (fans /

followers)

What

How• Social Platform Analytics• Social Media Management Tools / APIs• Web Analytics

What’s available to social marketers - Reach

• Clicks, Shares, Likes, Comments, Sentiment• Post-Engagement Activity (i.e. page visitation)• Engaged Users

What

How• Social Platform Analytics• Social Media Management Tools / APIs• Social Listening Tools

What’s available to social marketers - Activity

• Brand metric uplift (recall, awareness, NPS)• Shift in purchase intention• Hard conversions / leads

What

How• Primary Research• Client-Side Tracking• Social Listening Tools

What’s available to social marketers - Impact

How do we make social metrics useful?

?

Align• Is this metric addressing our objectives?• Are we set up to measure impact?

Making Social Metrics Useful – Ensure appropriateness

Benchmark• Are we improving over time?• How does this compare to the industry?• What are platform-level benchmarks?

Making Social Metrics Useful - Context is key

Communicate• How have other brands succeeded?• How can we leverage unique platform data?

Making Social Metrics Useful – Leverage expertise

Social Marketing - What’s Next??

Native AdvertisingContent Marketing continues to gain traction with

social marketers as a vehicle. How do brands measure the impact of content at all stages of the

sales funnel?

ProgrammaticHow will a shift to programmatic change the

performance of social advertising, and close the loop on social measurement?

Define success – clearly understand your objectives prior to execution1

2

3

Select and focus on metrics that align with marketing objectives

Communicate with partners – leverage platform expertise to refine measurement

Interactive Advertising Bureau Singapore, c/o SiTF, 55 Neil Road, Singapore 088892, Singaporeadmin@iab.sg • www.iab.sg