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SOCIAL MEDIA SUCCESSFollow-up and measuresFollow-up and measures
Johanna Heinonen25.3.2013
BACKGROUNDBACKGROUND
DO YOU USE MEASUREMENTS IN ORDER TO MEASURE THE RESULTS SOCIAL MEDIA?
47,0 %47,0 %47,0 %47,0 %Using measurement Using measurement Using measurement Using measurement
((((n=455)n=455)n=455)n=455)
53,0 %53,0 %53,0 %53,0 %
((((n=455)n=455)n=455)n=455)YesYesYesYes NoNoNoNo
Johanna Heinonen 14.6.2011
WHAT KIND OF MEASUREMENT TOOLS ARE USED?
0,6 %0,6 %0,6 %0,6 % 0,6 %0,6 %0,6 %0,6 % 0,6 %0,6 %0,6 %0,6 %
1,2 %1,2 %1,2 %1,2 %
1,2 %1,2 %1,2 %1,2 %
2,9 %2,9 %2,9 %2,9 %
5,8 %5,8 %5,8 %5,8 %
8,2 %8,2 %8,2 %8,2 %
Measurement tools (n=171)Measurement tools (n=171)Measurement tools (n=171)Measurement tools (n=171)Retweets (n=1)Retweets (n=1)Retweets (n=1)Retweets (n=1)
Snoobi (n=1)Snoobi (n=1)Snoobi (n=1)Snoobi (n=1)
Center of Statistics (n=1)Center of Statistics (n=1)Center of Statistics (n=1)Center of Statistics (n=1)
Feeback (n=2)Feeback (n=2)Feeback (n=2)Feeback (n=2)
13,5 %13,5 %13,5 %13,5 %
14,6 %14,6 %14,6 %14,6 %
50,9 %50,9 %50,9 %50,9 %
Followers (n=2)Followers (n=2)Followers (n=2)Followers (n=2)
Clicks (n=5)Clicks (n=5)Clicks (n=5)Clicks (n=5)
Facebook statistics (n=10)Facebook statistics (n=10)Facebook statistics (n=10)Facebook statistics (n=10)
Number of customer Number of customer Number of customer Number of customer
contacts and activity (n=14)contacts and activity (n=14)contacts and activity (n=14)contacts and activity (n=14)Number of Number of Number of Number of
orders/customers (n=23)orders/customers (n=23)orders/customers (n=23)orders/customers (n=23)Google tools (n=25)Google tools (n=25)Google tools (n=25)Google tools (n=25)
Number of visitors (n=87)Number of visitors (n=87)Number of visitors (n=87)Number of visitors (n=87)
Johanna Heinonen 14.6.2011
HOW OFTEN DO YOU MEASURE HOW SUCCESSFUL YOU HAVE BEEN IN SOCIAL MEDIA?
24,7 %24,7 %24,7 %24,7 %
20,6 %20,6 %20,6 %20,6 %19,4 %19,4 %19,4 %19,4 %
20,6 %20,6 %20,6 %20,6 %20 %
25 %
30 %
Frequency of measurement Frequency of measurement Frequency of measurement Frequency of measurement …………
6,5 %6,5 %6,5 %6,5 %8,1 %8,1 %8,1 %8,1 %
0 %
5 %
10 %
15 %
Once a dayOnce a dayOnce a dayOnce a day A couple of times A couple of times A couple of times A couple of times
in a weekin a weekin a weekin a week
Once a weekOnce a weekOnce a weekOnce a week A couple of times A couple of times A couple of times A couple of times
in a monthin a monthin a monthin a month
Once a monthOnce a monthOnce a monthOnce a month more seldommore seldommore seldommore seldom
Johanna Heinonen 14.6.2011
DO YOU KNOW YOUR CUSTOMERS’ OPINIONS OF YOUR USE OF SOCIAL MEDIA?
35,2 %35,2 %35,2 %35,2 %
Knowledge of Knowledge of Knowledge of Knowledge of
followers'opinionsfollowers'opinionsfollowers'opinionsfollowers'opinions
64,8 %64,8 %64,8 %64,8 %
followers'opinionsfollowers'opinionsfollowers'opinionsfollowers'opinions
(n=455)(n=455)(n=455)(n=455)
YesYesYesYes NoNoNoNo
Johanna Heinonen 14.6.2011
How are customers’ opinions followed?• Customers’ reactions to company’s action (n=51)• By trying to discuss with customers personally and answer their
questions (n=32)• By different feedback systems (n=25)• Face to face feedback (n=13)• By different researches (n=11)• Different statistics in social media (n=10)• By analyzing customers’ and partners’ opinions and behavior in • By analyzing customers’ and partners’ opinions and behavior in
different situations (n=3)• Reacting actively (n=3)• By whatever is legal and possible (n=3)• By following up orders (n=2)• Customers create the contents in company’s social media (n=2)• By giving them facts (n=1)• Does not concern us (n=1)
Johanna Heinonen 14.6.2011Johanna Heinonen 14.6.2011
WAYS TO MEASUREWAYS TO MEASURE
Traditional measurements
TARGET for FOLLOW-UP MEASUREMENT
Profit side
• Sales goals
• Image goals
• Profit goals
To follow continously
• Sales, orders, inquiries (e, pcs, %,
average)
•How fast money / products cycle
(e.g. storage)
•Bookkeeping
Investement side
•Programs for products, pricing,
promotion, personnel
• Programs for service,
relationships, networking etc. at
•Cost budgets
•
To follow sometimes
•Market share (%)
•Corporate image
• Contents and timetables of
marketing programs
• Effectiveness
• Processes
•Purchases (e, pcs, %, average)
Follow-up targets and tools for eBusiness• Number of visitors
• Followers, likes, clicks etc.
• Activity, engagement, feedback
• Google tools (Google alert, Google AdWords, Google Analyticsetc.), Facebook Insights, Scribd statistics etc.
• Process, visuality and functionality (eg. Snoobi)
• Time Spent on Site• Time Spent on Site
• Nice articles about the topic
• http://www.socialmediaexaminer.com/measuring-social-media-how-to-determine-your-roi/
• http://www.ecommercepartners.net/blog/ebusiness-kpi.html
Nice articles about the topic• http://www.socialmediaexaminer.com/measurin
g-social-media-how-to-determine-your-roi/
• http://www.ecommercepartners.net/blog/ebusiness-kpi.html
• http://www.ecommercepartners.net/Services/Ecommerce-Solutions/Conversion-Rate-Optimization.shtmlOptimization.shtml
• http://hbswk.hbs.edu/item/4401.html#1
And companies that offer solutions
• http://www.hubspot.com/
• http://www.activecampaign.com/socialmedia/
HOW TO DO IT?HOW TO DO IT?
How to do follow-up?
• In order to know whether your marketing plan has been
successful and if it has reached the goals you have set
before, it is essential to measure up the results and the
process itself
• The results from measurement will be used in planning the
next marketing round
• Measurement and follow-up are in that sense a part of • Measurement and follow-up are in that sense a part of
analysis tool
• Measurement and the pre-set goals always go hand in hand
• Targets can be almost anything
– Customers, Sales, Image, Profit, Turnover, Costs, Quality of
products, Development of prices, Efficiency of the distributor etc.
• How to follow-up
– Desk survey, questionnaires, interviews (quantitative vs. qualitative)
STEPS how to do follow-up
1. Decide what to follow– at least the goals and objectives you have set, but are there other
important things
2. Decide how to follow different topics– There can be different ways of following different items in one
marketing plan. Each one of them must be defined
3. Decide when the follow up should be made3. Decide when the follow up should be made
4. Decide who is responsible for each follow-up action
5. Decide what to do if the marketing hasn’t been
successful or the goals haven’t been reached
6. Think corrective measures– And actually here you start a new circle of planning marketing actions
eBusiness planningeBusiness planning
How to do the eBusiness plan?1. Introduction and idea
2. Analyses2.1 Organizational analysis2.2. Competitor analysis2.3. Demand analysis2.4. PEST analysis2.5. SWOT
3. Strategical decisions3.1. Target group3.2. Strategical values
WHERE ARE WE NOW?WHERE ARE WE NOW?WHERE ARE WE NOW?WHERE ARE WE NOW?• FactsFactsFactsFacts• InformationInformationInformationInformation fromfromfromfrom differentdifferentdifferentdifferent sourcessourcessourcessources
WHERE ARE WE GOING TO?WHERE ARE WE GOING TO?WHERE ARE WE GOING TO?WHERE ARE WE GOING TO?• YourYourYourYour ownownownown definitionsdefinitionsdefinitionsdefinitions aboutaboutaboutabout the the the the mostmostmostmostreasonablereasonablereasonablereasonable targettargettargettarget groupgroupgroupgroup, the , the , the , the valuesvaluesvaluesvalues / / / / adjectivesadjectivesadjectivesadjectives thisthisthisthis targettargettargettarget groupgroupgroupgroup respectsrespectsrespectsrespects3.2. Strategical values
3.3. Goals and objectives for marketing plan
4. Implementation4.1. Product4.2. Price4.3. Place4.4. Personnel4.5. Promotion
5. Budget, timetable and responsibilities
6. Follow-up
adjectivesadjectivesadjectivesadjectives thisthisthisthis targettargettargettarget groupgroupgroupgroup respectsrespectsrespectsrespectsand the and the and the and the goalsgoalsgoalsgoals for for for for thisthisthisthis marketingmarketingmarketingmarketing planplanplanplan
HOW TO GET THERE?HOW TO GET THERE?HOW TO GET THERE?HOW TO GET THERE?• YourYourYourYour ownownownown ideas/suggestionsideas/suggestionsideas/suggestionsideas/suggestions of the of the of the of the implementationimplementationimplementationimplementation basedbasedbasedbased on the on the on the on the factsfactsfactsfacts youyouyouyouhavehavehavehave gatheredgatheredgatheredgathered earlierearlierearlierearlier and and and and putputputput underunderunderunderthe the the the topicstopicstopicstopics of 5Pof 5Pof 5Pof 5P• StrategicalStrategicalStrategicalStrategical valuesvaluesvaluesvalues shouldshouldshouldshould bebebebe seenseenseenseen in in in in eacheacheacheach of 5p’s and of 5p’s and of 5p’s and of 5p’s and thisthisthisthis shouldshouldshouldshould bebebebe writtenwrittenwrittenwrittenin the in the in the in the reportreportreportreport, , , , tootootootoo• In the In the In the In the reportreportreportreport therthertherther mustmustmustmust alsoalsoalsoalso bebebebe the the the the wayswayswaysways howhowhowhow the the the the defineddefineddefineddefined implementationimplementationimplementationimplementation(5p’s) (5p’s) (5p’s) (5p’s) helpshelpshelpshelps in in in in reachingreachingreachingreaching the the the the goalsgoalsgoalsgoals
THANK YOU!THANK YOU!