MEASURING EFFECTIVENESS

A Presentation to Proximity & BBDO Canada

by
Ameet Wadhwani
big time design & communication inc.
416.877.3721
ameet@bigtimedesign.ca
Today’s Presentation

A little about us
A little about you
Trends
Measuring
big time Pulse
Ameet Wadhwani
Partner

Launched in 2001
We specialize in graphic design, web site design and develop and
application development.
Created big time Pulse in 2010 – Innovative social media
communications system
A little about you
Trends
Measuring
big time Pulse
You
Today’s Presentation

A little about us
A little about you
Trends
Measuring
big time Pulse
http://www.rossdawsonblog.com/Web2_Framework.pdf
http://www.rossdawsonblog.com/Web2_Framework.pdf
http://www.rossdawsonblog.com/Web2_Framework.pdf
Trends 2011

Consumer Trends Business Trends

• •
•Social education •Platform
• independence
•Social login’s & •
permissions •Stricter ROSM I
• measures
•Social filtering •
• •
•
Social Education
Social Login’s
•No need to remember or
manage more
passwords
•
•Connect related
services like Google
Calendar
•

•Easily share content

with your networks

OAuth 2 – Think of it as
the valet key on your car
Social Filtering
“…social media has
made it easier than
ever to stay
connected … but it
has also made it
almost inevitable
that users will come
to feel overwhelmed
by interruptions,
updates and status
reports.”
- Michael Rosenwald, The
Washington Post, August 29, 2010
2 Types of Platform Independence
Mobile
Polar’s SMART™ Platform is an
end-to-end solution that
enables Publishers to rapidly
launch mobile Apps that work
across all major smartphones
(iPhone, BlackBerry , Android ,
etc.).
PC
Content producers use any
number of tools to get their
content to multiple streams
(Social Networks, Email, RSS)
to ensure they serve their
audience wherever they choose
to connect.
 Return on Social Media Investment
The insight : customers want to
access help service the way that
suits them best
The 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/

http://www.rossdawsonblog.com/Web2_Framework.pdf
 •
Platform independence
•
Social filtering
•
REAL ROI

http://www.rossdawsonblog.com/Web2_Framework.pdf
Today’s Presentation

A little about us
A little about you
Trends
Measuring
big time Pulse
Measurement

2010 2011
Macro Micro
•Social connections •Deliveries
•“Reach” •Permission-points
•Sentiment •Channel importance
•Engagement •Response intensity
•Influence •Channel share
• •
• •
•
Continuing trend towards increased measurability
 Influence
he ability to impact the actions of others

www.klout.com
Virgin Airlines
•Launched a new
route from Toronto
to San Francisco
•Identified top
influencers in
Toronto and
offered free
flights
•Released only
through Twitter
and won lots of
“earned” and
“shared” media
•Continues to run
successful social
programs
 Sentiment
An emotion or attitude toward something
British Petroleum
Apr 20 – July 15 2010
•A noticeable change in
attitudes towards BP
•Good for reputation
monitoring / management
•Accuracy of automated
sentiment analysis is low
•Difficult to isolate at a
product or campaign level
(best for Brand level)
•Nice to have, but expensive
metric that must be
continuously measured over
time
•
•
 Engagement
easurable involvement with the brand, product or advertising

=
Engagement
•First tweet of
#lessambitiousfilms
was from a guy with
less than 500
followers
•At point A, a few
accounts with
around 15K
followers picked up
on it
•Point B is
attributed to one
account with 5.2M
followers
•
Engagement

•~$0 spent on traditional marketing

& advertising
•60 elite ambassadors
•900 grassroots ambassadors
•17,000 participants
•3X Revenue Growth since 2007
•61% Q1’10 Revenue Growth
•
•

“When we started out – with no reputation, a new idea, and not a lot of
money – it only made sense to invite people we knew and felt were
important to get involved.”
- Chip Wilson, Founder, Lululemon Athletica
What did we learn?

•It pays to engage

•It pays to measure
•It pays to measure engagement with
influencers
•
What can we learn?

2011
Micro
•Deliveries
•Permission-points
•Channel importance
•Response intensity
•Channel share
•
•
•
Today’s Presentation

A little about us
A little about you
Trends
Measuring
big time Pulse
Problems
We started out by doing some research

•Met with and interviewed over 80 marketing

professionals in early 2010
•
•Gathered insights from social media managers,
strategists, consultants, Marketing VPs and
CMOs
•
•Focused on Tier 1 agencies, Leading
Canadian Brands and F500 companies
Problems
The research identified these issues

•Managing social pages

•Controlling the conversation
•Messages getting lost in public feeds
•Segmenting / filtering social content
•Managing email, social media, and SMS across
campaigns
•Measuring communications ROI
 Which led us to believe this was coming

•
Platform independence
•
Social filtering
•
REAL ROI

http://www.rossdawsonblog.com/Web2_Framework.pdf
The Solution
We created a communications system that addresses the core issues while
enabling customization to address the unique needs of our clients

•Permission based messaging

•Multiple contact ID acquisition to drive retention*
•Direct messaging to social channels*
•Real time market feedback
•Communications process efficiency
•Segmentation through social channels*
•Message tracking through social for REAL ROI
measurement*

* truly unique offerings in today’s marketplace

The Solution

Facebook
big time Pulse is a 500+ Million
communications system that
keeps users engaged with
the brands and
organizations they connect THE GEOSOCIAL
with online.  
Twitter UNIVERSE EMAIL
190+ Million 1.9+ Billion
Brands sign-up for a Pulse
account and make categories of 4.6+ Billion
information available to their Mobile devices
audience.  globally

Users choose the information

that’s relevant to them and elect
to receive their messages on any RSS SMS
of the five major online 100+ Million 2.4+ Billion
channels: Facebook, Twitter,
email, RSS and SMS.
*Objects not to scale
Measurement
Permission-points
Multiple 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 and
understanding channel preferences
enables more strategic messaging
through each channel.
Deliveries
Direct messaging to social channels

“Reach” calculations can be quite

sketchy. Some simply take the
number of fans and followers.
Others 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
Segmentation through social channels

Measure where response is coming from. Of all responses to direct messaging,

which channel is most responsive?
Response intensity
Message tracking through social for ROI measurement

Measure response through each channel and compare against channels where
investments and engagement are taking place.
Channel Share
Communications process efficiency

Channel share measures the total Engagement mix shows the total number
number of deliveries through that of connections account holders have
channel in a given reporting period. made across channels

By understanding where messages are going and where the audience is connecting,
decisions can be made around where to invest.
Case Studies

94.3%
of Facebook users
from July through
November -
Facebook users are
52% organic
growth
retention staying connected in Pulse sign-ups where the only
promotion was through the Pulse
badge (there was no additional
promotion via email or social

4 :1
channels) – the value
click-through to delivery proposition is resonating
ratio in two most recent with end - users
Pulses (that’s 400%) -
Pulses are being shared

3 of the
last 4
14%
of accounts currently have
more than one delivery
option configured, from an One client achieved their
initial high of 44%.  campaign objective in terms of
response and fulfillment in
Users initially selected multiple channels, then campaigns run entirely through
revisited their account to select the channel Pulse - Pulse is saving time
that worked best for them – Pulse users are and money while delivering
engaged and providing real-time market feedback. tangible results
Today’s Presentation

A little about us
A little about you
Trends
Measuring
big time Pulse
Summary / Q&A
Summary
@Proxmity & BBDO Thanks for having us.
Reach out to us anytime @btdc or
ameet@bigtimedesign.ca