session with big time pulse

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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Trends

Measuring

big time Pulse



7/48:// . . / .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



latform independence

ocial filteringEAL ROI


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Trends

Measuring

big time Pulse


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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Trends

Measuring

big time Pulse


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



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Trends

Measuring

big time Pulse

/ &Summary Q A


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!

session with big time pulse

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