IAB – The Power of Social Media

We worked with the Internet Advertising Bureau (IAB) over a 12 month period on a ground-breaking piece of work to build a cross category case study to prove (or disprove) the effectiveness of social media for brands across all levels of the purchase funnel

£3.34 of additional sales for each £1 invested

So how can you measure the Return on Investment of your social media campaigns?

We partnered with the IAB, Twinings, Kettle Chips and Heinz to track their social media activity over an 8 week period which we combined with daily reach data from both Facebook and Twitter.

The results of our study were released at the IAB’s Social Media Conference in July and are now available to download on their website.

The headline grabbing figure is the 3:1 return on investment we saw across these 3 brands during our period of investigation, but more powerful insights for brands were:

  • The contrasting short-term impact of social on awareness & product trial v the longer-term impact on brand sentiment
  • The need to balance both the relevance and frequency of posts to develop a conversation with your fans
  • The ease of getting a pragmatic measure of ROI if you have clear objectives, measures, benchmarks & monetary values

There is a lot to say about this study, and if you would like to know more about the approach, or how we could help you in your category, please get in touch with us!

We are now talking to other companies and brands about how they can measure ROI on their own social media campaigns. It’s a really exciting time to be working in such an interesting and evolving sector!

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