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MRM for USISocial Media: managing the complexity
November 2009
Agenda
Social Media anatomySocial Media marketingSome MRM social media casesResourcesQ&A
Social Networks Anatomy
Social Networks are driven by languages.
This is the main competitor of FB in Germany
Many years before the rise of FB STV dominated the German market
China’s leader is not Facebook
No Global leaders but locals…yet
In Brasil
In Korea
Filippine
Netherland
Facebook in italy: more than 12 milion users
But…
In 2012 Facebook may overcome Google
The New Google?
Confusion
Mobile Social networking
France Mobile SN
US Mobile SN
US Mobile SN
A section of the iTunes App Store
Let’s talk about vertical Social Networks
Business
US Business Social Network
German Business Social Network
France Business Social Network
Social media niches survive if they specialize
A travel social network (just acquired by Nokia)
Nursery Social Networks
Patients SN
Kozarac: A SN helping refugees in Bosnia
>5K Articles1,2 milions registered users
300 Translators and 130.000 registered users
A Restaurant guide that became a SN
• Agencyscoop.com
A SN for ADV professionals
Meta-social network
A Meta-Social Network
Another Meta-Social Network (Facebook just bought it)
A short overview of the Social Media Marketing Scenario
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The changing landscape
THE FIRST AGE
1950-1995
Uni-Directional
TV, Print, Radio, OOH Interactive
THE SECOND AGE
Bi-Directional
THE THIRD AGE
2004 - Today
Multi-Directional
Participatory(Social media)
1995-2004
Web v1.0 Web v2.0
Post-digitalPreWeb
Web v0
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1. Define your Goal
• Before deciding what metrics to look at – Decide what your goal is for doing an SM campaign!!
• Take a step back and decide what your specific goal is for that campaign for that time frame
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EXAMPLES of GOALS
• Increase Online Sales
• Increase Offline Sales
• Reduce marketing spend by learning how to reach out to customers effectively and efficiently
(ROI)
• Increase perception of your brand by creating opportunities to both listen and engage with
consumers
• Decrease Negative Commentary / negative PR
• Gain insight into online networks, keywords, key phrases found in UGC, leading to organic search
efficacy improvements
• Improve customer satisfaction
2. Decide the metrics that effectively measure your goal achievement
MeasuringDialogue Tonality
Positive / Negative / Neutral
Measuring Customer Loyalty through purchase behavior
E.g. Sales / Repeat Visits & Sales
Measuring Brand, Product, Service or Website satisfaction
Measuring real-time brand or product impact and positioning
Measuring Brand Awareness, Market Share, Competitor
Comparison
Measurements leading to Improved Site visibility through
SEA and SEO
Measuring impact of influence & engagement on volume sales
growth
Measuring effect on Operational Expenses & ROMI
e.g. Cost per Lead, ROI
Measuring Sales correlation and Influence of channel
Measuring Feedback & Follower influence
e.g. Post replies/Page Views/Engagement on Website
Measuring success of channel and Brand reach
e.g. Followers/Friends/Visits
Traffic
Interaction
Sales Impact
Profits
Leads and Conversions
Search Engine
Marketing
Brand Metrics
PR
Customer Satisfaction
Retention
Conversation Sentiment
Influence and
Engagement
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Everything is so complex that usually companies avoid to elaborate a strategy.
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http://www.chrisbrogan.com/twelve-ways-to-sell-social-media-to-your-boss/
Some MRM Cases
Campari
www.facebook.com/campari
Twitter.com/campari
Who is following Campari on Twitter ?
Introducing www.Twittersheep.com
At the moment only 250 users are following Campari on Twitter. But they are very
interesting profiles…
Check this Twitter user that follows Campari on Twitter
“Mixologist and cocktail barman located in London offering bespoke drinks for any event or party. Great quality with over 6yrs experience in cocktails, mixology”
Again, check this one
“Founder of TheLiquidMuse; Author of Preggatinis: Mixology for the Mom-To-Be; Mixology Consultant. Also see @Preggatinis, @TheBubblyBride”
Or this one…
“For over 61 years "Taste You Can Trust" has been our motto.”http://morrellwine.com/about_morrellwine.php
Premiere Wine Shop since 1947:One Rockfeller Plaza, New York
See what this user wrote to Campari…
CRM opportunities?
Again…
PR opportunities?
Fico di Gazzenda
Managing a social media project means constant monitoring and fast reacting
Checking several times a day the conversation on Twitter with Tweetie
Do you want to know something more about Social Media?
Here is who you should follow.
Conferences
THX!