Presentation by J. Colacurcio

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NM Incite
Advances in Social Metrics – What Marketers Need to Know

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  • 1. NM Incite
    Advances in Social Metrics – What Marketers Need to Know
  • 2. 2
    An empowered consumer = changing paradigm
  • 3. 3
    Abundance of buzz sources
     Social media (“buzz”) refers to public, online conversations
  • 4. Leaders Grasp the Potential of Social Media, But Companies Struggle to Deliver Real Value
    How do I use social media to
    transform my organization?
    How do I extract value from
    it and put it to work for all
    corporate functions?
    How do I make sense of the
    data? How do I cut through
    the noise and volume?
  • 5. Digital is Upending the Traditional Marketing Funnel
  • 6. It’s More than Sales and Marketing!
    Marketing
    Sales
    Procurement / Production
    Service
    R&D / Product
    • Detect and respond to feedback on customer experience
    • 7. Identify and engage with influential customers
    • 8. Identify brand strengths and bottlenecksacross consumer’s decision journey
    • 9. Measure impact of earned mediain overall marketing mix
    • 10. Identify influencersand engage
    • 11. Predict customer demand
    • 12. Use brand/product sentiment in channel partner negotiations
    • 13. Improve product and packaging through real-time feedback
    • 14. Optimize launchesthrough rapid adjustments
    Support functions – HR, IT, PR, Training
    • Detect early threats, act based on risk level
    • 15. Detect issues in investor confidence; act/engage based on information
    • 16. Identify brand perception in talent marketplace
  • 7
    Keys for Success
  • 17. Understand Your Customers
    Challenges
    • What consumer segments are most critical for me to target
    and nurture?
    • Where should we engage, when, and how?
    Better Manage Threats & Brand Health
    Challenges
    • How can I defend my company in a time of crisis?
    • 18. What is the right course of action in an increasingly regulated
    environment?
  • 19. Build Advocacy for Your Brand and
    Increase Customer Value
    Challenges
    • How can my brand deepen loyalty and advocacy through
    listening and consumer engagement?
    • What is the value of a brand advocate and the cost of brand
    detractors?
    Optimize Marketing
    Challenges
    • How can listening help me drive greater return on my
    marketing and media investment?
    • How can paid and earned media work together for
    maximum efficiency and impact?
  • 20. Optimize New Product Innovation
    Challenges
    • What products do my consumers really want?
    • 21. What are their unmet needs?
  • The next phase in measurement:A unique approach to Brand Advocacy
  • 22. Brand Advocacy Quotient
    Weight by reach
    Weight by relevance
    Buzz (blogs, boards)
    X
    Unprompted buzz metric
    Unprompted
    X
    Product reviews
    Brand Advocacy Quotient
    X
    Survey (owners and non owners)
    Prompted
    X
  • 23. Advocacy Levels Differ Along the Consumer Journey
    Inputs:
  • 24. Quick Case Study