Put A Ring On It: Moving Beyond Social Engagement
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How do you measure and monetize the value of your most important relationships? By focusing on the consumer's purchase journey brands can build more effective ROI models for social, mobile and digital campaigns. This presentation shares a recent Intuit case and how they've redefined marketing measurement.
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Put A Ring On It: Moving Beyond Social Engagement
- 5. August 2007 – November 2008 Awareness Interest Evaluation Commitment Loyalty Advocacy @adriandparker
- 13. Awareness Interest Evaluation Loyalty Advocacy How do you measure the ROI of each activity? Pre-purchase Post-purchase @adriandparker Commitment
- 14. Awareness Interest Evaluation Loyalty Advocacy Pre-purchase Post-purchase @adriandparker Commitment #1: Last Touch Attribution Model (ROI %) 28% of companies Used by 0% 0% 100% 0% 0% 0%
- 15. Awareness Interest Evaluation Loyalty Advocacy Pre-purchase Post-purchase @adriandparker Commitment #2: First Touch Attribution Model (ROI %) 30% of companies Used by ~ 0% 0% 100% 0% 0% 0%
- 16. Awareness Interest Evaluation Loyalty Advocacy Pre-purchase Post-purchase @adriandparker Commitment #3: Multi-Touch Attribution Model (ROI %) 17% of companies Used by 33% 0% 0% 0% 33% 33%
- 17. @adriandparker
- 18. Current attribution models discount value of social and post-purchase interactions. Awareness Interest Evaluation Commitment Loyalty Advocacy Last Touch First Touch Multi-Touch @adriandparker
- 19. @adriandparker R.O.I. = $ Gain - $ Cost $ Cost Disconnected desired outcomes among key stakeholders create internal tension. What We Gain What We Give “Maximize this!” -Shareholders “Maximize this!” -Customers
- 20. @adriandparker Functional areas have multiple definitions of digital success that require perpetual alignment.
- 21. Organizations lack a standardized method of assigning financial values to non-financial digital activities. @adriandparker
- 22. @adriandparker
- 23. @adriandparker Relationship Tools Business Tools Systems Enhanced CRM & Tracking Tools Memories Celebrations & Milestones 1 THINK 2Listening Spousal Feedback Feedback Surveys, Net Promoter SAY 3 Research Market Mix Modeling Observations Peer Insights & Testimonials DO 4 Recommendations Ratings, Reviews & Referrals Trust Partner Collaboration FEEL “Care and Converse” “Care and Convert”
- 25. 1 APD 2009-2011 Market Study (n = 1635) 2 APD Digital Marketing 2012 3 Social CPAs Survey 2012 4 CPA Trendlines Report – 2012 1 THINK 2 SAY 3 DO 4 FEEL Less than half of professional tax firms believed “Intuit has firm’s best interest in mind.” 1 Trust Relevancy CHALLENGE Up to 40% of target segment customers had opted out of e-mail communications. 2 @adriandparker
- 26. 1 THINK 2 SAY 3 DO 4 FEEL @adriandparker “The #1 thing I want as an accountant is better clients.” 4 Connections Growth OPPORTUNITY “The #1 reason I use social media is to identify and attract new clients.” 3 Only 28% of professional tax firms believe “Intuit has firm’s best interest in mind.” 1 Trust Relevancy CHALLENGE Up to 40% of customers had opted out of e-mail communications, citing overuse. 2 1 APD 2009-2011 Market Study (n = 1635) 2 APD Digital Marketing 2012 3 Social CPAs Survey 2012 4 CPA Trendlines Report – 2012
- 27. LEAP OF FAITH HYPOTHESIS If we create a simple, social solution for recognizing and rewarding professionals for sharing their stories with us, they will eagerly participate and amplify our voice. Users desire to recognize and be recognized for their work and experience. Being seen as an expert and helping others will motivate users to share Users can share with their personal audience in <5 clicks. Incentives will increase participation of users.
- 28. 1 THINK 2 SAY 3 DO 4 FEEL @adriandparker Goal: 10 nominations Goal: 20 engagements
- 29. Give consumers a reason to share and care @adriandparker Hi Reason to Care ReasontoShare Lo Lo Hi Conversational Public Example: Viral Provocative Example: Convictional Personal Example: Vanity Propaganda Example:
- 30. INNOVATORS Give accountants a reason to share and care Small Biz Owners and Financial Pros will use Intuit digital channels to share their stories of innovation and also be trained on the latest software. Share Care Whether it be serving clients or supporting the community, they can submit stories via video, text or photo while learning about product. @adriandparker
- 31. INNOVATORS @adriandparker #IntuitInnovators Paid Media Influencer Outreach Earned Media & Coverage LAUNCH WINNERS ANNOUNCED
- 32. INNOVATORS @adriandparker #IntuitInnovators Paid Media Influencer Outreach Earned Media & Coverage LAUNCH WINNERS ANNOUNCED +22% Audience +6 pts Share of Voice 10X Engagement 1.5M Earned Imp
- 33. 1 THINK 2 SAY 3 DO 4 FEEL @adriandparker more confident in software usage After engaging with the campaign users were… more likely to recommend the software to a peer annual $ spend vs. average customer
- 34. @adriandparker DO Assess performance at campaign-level DON’T Measure attribution purely by tactic Start by monitoring & measuring what you can Get into a measurement shootout with leadership Find the idiot inside you and read to it Stop learning new systems, skills and technology Give your team, your org and yourself time to test & learn Take advice from a bald guy…
Hinweis der Redaktion
- Rewind to 2009… Living in Dallas after NYC / running my own marketing start-up / dating a beautiful 1st grade teacher / Still had hair…Call from Lee (former RS CMO) that changed all of that… Figure out social media for 90 yr old iconic brand…. No expert…Little did I know what I was getting my self into. And neither did my hair…Fast fwd to present day at Intuit leading social/mobile… after years of working to monitor, measure and monetize contacts, Comments, Likes, Links, follows, flickrs, pins, plus 1, subscribes, shares, ratings, reviews, vines, views… I’ve come to 1 conclusion…..
- Purchase finalized and Loyalty program subscription initiated.
- Currently growing an ambassador program.. First member arrived 6 weeks ago.
- LOFH = Big IdeaAssumptions give us a way to test the big idea before investing resources.Assumption = What must be true for this campaign to be successful?*Assumptions are the inputs that give us the outputs*Outputs = stories, participation, amplification Image: http://fc04.deviantart.net/fs51/f/2009/256/b/9/Leap_with_faith_by_Lemmewinks.jpg
- Learnings lead to a more strategic framework to think about consumer interactions…Vanity – propagandaConvictional – personal Conversational – PublicViral – Provocative Plan campaign and content based on intent: what’s the motivator?Support items: content type, medium, channel, source
- Social sharing + training
- Social sharing + training
- How do you quantify the value of a…Contact, Comment, Like, Link, follow, flick, pin, press, plus 1, subscribe, share, rate, review, vine, view??