UG
C C
AM
PA
IGN
Earned Impression * CPM + Cost of Digital Assets created
Money Spent on the Campaign
MO
NIT
OR
ING
Compliance Related issues –Avoiding DOI regulatory fines and penalties for incompliant ads
MO
NIT
OR
ING
Compliance Related issues –Avoiding DOI regulatory fines and penalties for incompliant ads
Savings = # of Policyholders retained * Annual Premium + DOI fines avoided
DIR
EC
T S
ALE
S
http://www.aflac.com/individuals/default.aspx?WT.mc_id=SM+2011_B2C_FB_T_Jan_18_ B2C+Testimonial+Video+Link&WT.mc_ev=social
Campaign Id added to the Url
Calculate revenue generated through FB posts / Tweets can be tracked through tagging all the urls that send traffic to Aflac.com
BR
AN
D T
RA
CK
ER
24%
19%
7%
58%
45% 45% 45%49%
35%
29%
11%
74%
62%
56%58%
62%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Consideration Commitment Conviction Brand Salience Brand Empathy Brand Involvement
Brand Integrity Brand Persuasion
Prospective Customers