Yes but whats the ROI of social media? “ At its broadest sense the right notion. But it’s the wrong question. You may as well ask what the ROI of putting your underpants every day” Scott Monty - Ford
The Internet is probably the greatest human invention of all time?
Total Results Overview 112,791 results <ul><li>Key Findings </li></ul><ul><li>Within the 40,230 non-advertisement results, Twitter held the highest conversation volume (34%). Twitter was also the channel that had the highest proportion of results with positive/negative sentiment. </li></ul><ul><li>YouTube was the top domain for Brand X advertisement conversations (17%). </li></ul>Total Brand X results From 10/1 to 10/10
Brand X Focused Conversations Within all brands that receive a discount from Brand X, here are the top 10 brands being mentioned the most. (based on all sentimented results) <ul><li>Key Findings </li></ul><ul><li>The main topic on Twitter was the new iPhone app for Brand X checking accounts. </li></ul><ul><li>The majority of posts on Facebook centered around the Donation function of Brand X. This feature scored highly positive in the sentiment analysis. The reason for positive sentiment was mainly due to the convenience of making a donation at any time. 16% of these donation conversations mentioned the Mahoning County Dog Program ( the fund raised for collecting money to support and help homeless dogs at Youngstown, Ohio.) </li></ul>Share of Voice- Non-advertisement
Brand X Customer Perceptions What is negative sentiment about? <ul><li>Key Findings </li></ul><ul><li>Sentiment on Twitter : 16% Positive, 10% Negative and 70% Neutral. </li></ul><ul><li>Positive posts were mainly compliments on the new iPhone app. It was considered to be a breakthrough for the online banking market. A conference hosted by Brand X was also mentioned positively as people felt it showed that they were actually listening to its users. </li></ul><ul><li>Negative posts were about the safety of accounts, high transaction fees and poor customer support service. </li></ul><ul><li>Neutral posts were mainly references to how customers used Brand X services. Other posts refer to press releases for various events. </li></ul>* Sentiment analyzed based on Twitter results only Wait time to transfer money into an account takes too long. Service fee is too high. Account safety may be in jeopardy due to hackers. Accounts were frozen for unknown reasons. Poor customer support services. Several customers mentioned that Brand X employees were not friendly or knowledgeable of processes, resulting in slower time to resolution.
Customers’ Perception - In their words “ Brand X is surprisingly helpful w/out any waiting on the phone. I feel much better, thanks Brand X!!” (mstipsvintage, twitter.com , Oct 1 st , 2010) “ I GOT 5$ IN JUST 1 MINUTE! JUST COMPLETE A SURVEY AND GET PAID IN Brand X! AWESOME SERVICE ! ” (vivekcool789, twitter.com, Oct 1 st , 2010) “ Brand X cut too much money from account i earn with so much hardwork and they cut it” (mohit_yup, twitter.com, Oct 10 th , 2010) “ Brand X 's iPhone Check Deposit Is Impressive” (Estella Mark, twitter.com , Oct 10 th , 2010) “ Stupid Brand X holding my money for 21 days. I want my money bitch” (dsayala, twitter.com , Oct 10 th , 2010)
Recurring Conversations 6423 results for Donations through Brand X, their conference, and their iPhone app. <ul><li>Key Findings </li></ul><ul><li>There were 6,423 results for the iPhone app, the conference, and the Donation program through Brand X. </li></ul><ul><li>The majority of posts for the Donation Program came from facebook.com. 16.9% of those mentions refer to the Mahoning County Dog Program. </li></ul><ul><li>The conference hosted by Brand X was mainly discussed on Twitter. Although this report was pulled before the conference happened, Brand X users were already interested in sharing experiences and ideas to create a more practical payment method with Brand X. 75% were positive towards the event while 25% just referenced it (neutral). </li></ul>iPhone App Function called “Donate Button” where users can create an account to collect money from donators directly on their websites through Brand X. Application that allows users to deposit money to a Brand X account via iPhone just by sending the front and back photos of their check.
Recurring Conversations Oct 1: 198 results How to donate through Brand X and increasing donations for the Mahoning Dogs program comprised the bulk of mentions on the peak day. Oct 8: 1,086 posts Senior Director of Brand X Mobile announced more than $100,000 in donations via the iPhone app in 3 days.
Theme Cloud / Social SEO Top 20 paid keywords by searches per day for the company’s website Social Keywords (above) NOT found in paid list for the company’s website Diesel 12266 crude oil 903 energy efficiency 493 crude oil prices 403 energy management 220 energy consultants 96 energy meter 80 energy consulting 63 oil and gas consultants 63 energy consultant 53 energy management software 53 energy services 53 energy management services 43 commodity trading firms 33 building energy management 24 building energy management systems 24 sweet crude oil 19 energy management program 19 energy consulting firms 19 total energy management 19 Carbon Accounting 40 Cost-effective 36 Rate analysis 25
Key Findings Key influencers are heavily integrated in the technology industry. Their posts sparked conversations that were mainly around convenience, time-saved and account safety. Key Influencers for Brand X iPhone App
Show me the money A Fortune 100 Financial services company used social sales insight to determine when they could be helpful in social channels and conversations as opposed to interrupting the conversation. Four months later, the social channel territory sales comprised 10% of all sales Source: Social CRM – The New Rules of Engagement, Altimeter Group, March 2010
Content Creation Process Say What’s hot? Social What’s trending? Search What’s clicking Site What’s viewed? Sales What’s used? Stuff What’s there already? Written Repurpose PR/News Lead the conversation Deploy on social channels Join the conversation Keyword SEO/PPC Let your content be found Website deployment Engage your customers Campaign Deployment Nurturing your customers Identify Create & Edit Publish & Syndicate Video Graphical
website Corp blog ET-TV Twitter Slide Share Facebook LinkedIn YouTube Ybc/VIP Player RSS Feeds Customer Community Build a holistic online presence
Write Once Publish many Repurposing content opens new points of distribution and has a compounding effect on reach Start a discussion Chop into episodic blog posts Deploy as formal release Repackage as presentation Add voice for video Tweet key takeaways
Twitter deployment Schedule Suggested Tweet Week 1 Why not sign up for the Social Media ROI series http://bit.ly/ROI its got great insight Week 2 Speaking at Internet world on Social Media Marketing http://bit.ly/IW/sm90 #Alterian Week 3 Check this out: 4 Ways To Take Your Search Marketing http://bit.ly/seoROI #AlterianSM2 Week 4 Today’s SEO Tip: RSS distribution is one of the easiest ways to give your content legs http://bit.ly/seoROI #AlterianSM2 Week 5 Seems Inbound linking is the most challenging. Use SM monitoriing guide your optimization – http://bit.ly/seoROI #AlterianSM2
Case Study: The ROI Series <ul><li>Series of 10 Whitepapers on Uses Cases for SM Monitoring </li></ul><ul><ul><li>1 WP and Webinar per month </li></ul></ul><ul><li>Created teasers in various formats </li></ul><ul><ul><li>Placed on Slideshare & across a matrix of channels </li></ul></ul><ul><li>Shared links on social networks </li></ul><ul><ul><li>Suggested tweets </li></ul></ul><ul><li>Used by sales to support conversions </li></ul><ul><li>Full whitepapers posted on Slideshare * </li></ul><ul><ul><li>Stats: </li></ul></ul><ul><ul><li>766 leads from whitepapers 7884 downloads of whitepapers </li></ul></ul><ul><ul><li>599 leads from webinars 1813 * views on slideshare </li></ul></ul><ul><ul><li>1365 total leads (US) 9697 total views => Reach </li></ul></ul><ul><ul><li> </li></ul></ul>
OSM #10 Marketing database enhancement process
Social media data enhancement Marketing Database = Data Enhancement Customer Intelligence Messaging Relevance Analysis = £ Social Media Data
Warning Your brand is at risk if you do not make this move
Summary – Operationalising Social Media <ul><li>Regular Brand Monitoring Listening reports </li></ul><ul><li>Building Listening Centres for service </li></ul><ul><li>PR Crisis Management processes </li></ul><ul><li>Corporate guidelines and SM training rollout </li></ul><ul><li>Managed ‘Social Media Rock Stars’ </li></ul><ul><li>Community management resources and workflows </li></ul><ul><li>Deploying Sales Enablement Tools </li></ul><ul><li>Managing the content creation process </li></ul><ul><li>Social Media deployment procedure </li></ul><ul><li>Marketing database enhancement process </li></ul>
Thank you <ul><li>Email </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><li>Twitter – @bob_barker </li></ul><ul><li>Corporate blog – Engaging Times </li></ul><ul><ul><li>www.alterian.com/blog </li></ul></ul><ul><li>Personal blog </li></ul><ul><ul><li>www.adigitalmindset.com </li></ul></ul>Visit Stand E18
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