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Going social the Organic way
From sentiment analysis to predictive ROI, digital advertising agency Organic gives clients social media measurements that matter
What if you could predict – within a day or two of launching it – what the long-term results of your social media campaign would be? What if you could use that prediction to direct and improve the campaign on the fly? Organic is helping brands do just that with SAS Analytics.
Q: A lot of traditional marketers' heads are still spinning over this new era of social media engagement. I'm wondering – as a digital marketing agency – was social media marketing and measurement a natural transition for you?
Social media offers an outlet for branding messages and brand experiences that don't have an immediate impact on purchases. Social media measurement is tricky in much the same way that tracking how TV advertisements relate to sales has always been tricky. Historically, measuring awareness-building activities and tracking how they affect your brand has relied a lot on surveys, which allow you to gauge those changes in awareness. But they're generally very slow-moving and one-off processes.
However, social media allows for much more reflective and reflexive measures. Using responses to measure your impact helps you calculate a real-time impact to see how marketing efforts are affecting brand awareness and consideration.
Q: What concerns do your clients have about adding social media to their marketing mix?
Q: Has your focus on digital measurement given you an edge over other agencies?
Q: Tell me about the velocity and acceleration model that was mentioned in MIT Tech Review.
Take a Facebook ad. If you get a spike in new fans or likes the first day, we're able to judge the long-lasting impact and predict how it will trail off in the future. When doing PR activities like events, we can use the same model to judge the success of that event not just based on that day but on the long-term impact of the event.
For any campaign, based on what the overall goals are, you can use these measures to course-correct.
Q: What other ways are you using SAS to measure social media campaigns?
Essentially, clients can see how they're gaining or losing compared to competitors. If your competitor had a market increase this month, we can see which social metrics are driving that.
Q: Can you provide an example of how this works?
Changes in customer habits helped inform the client's marketing plans. One of the main things we learned is that one of their competitors had artificially propped up their scores in a way that wasn't sustaining because it was driven by sweepstakes. This measurement helped influence the discussions about sweepstakes and the usefulness of those programs.
Q: Given all the different scenarios in a digital advertising agency, how important is the flexibility that you get from SAS?
The other great thing is all the SAS user blogs and the wide reach of SAS, not only through SAS user groups, but the ability to sit in presentations from different industries and learn from what they're doing. Sometimes I hear how the census bureaus or medical research companies are using SAS, and that outside perspective just fits perfectly for how we're looking at customer life cycles in a different way.
That's one of the great things about working for something as broad as the consumer life cycle. Everything from Google to market basket analysis gives you a starting point. You just need code and a different way of looking at something than what you had originally thought.
Copyright © SAS Institute Inc. All Rights Reserved.
Jonathan Prantner, Manager of Statistics
Help clients determine and track real return on investment for social media campaigns.
Organic's systems for measuring social media help clients predict the long-term results of their digital marketing campaigns.
“The great thing about SAS is that it's so powerful and has such a broad offering.”
Manager of Statistics
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