Igniting Opportunities:Measuring and Monetizing Social Media            April 25, 2012
Social MediaMonetization & MeasurementAdam Lavelle, Chief Strategy Officer, iCrossingApril 6, 2011
What is a moment?moment – (physics): a tendency to produce motion,       esp rotation about a point or axis               ...
Which moments are worth owning?          Exploring         Point of Sale       Use of Product    Advocacy/WOM             ...
Source: Forrester                    5
Source: Forrester                    6
7
Making the moments matter                            8
Buying attention alone is not sustainable                   W e b u h m d ‘g e d r tee n                     h n o g t e i...
Bought, earned, owned build value                 * T sced ere a do n dh v t b a aso                    o u ce , an d n we...
11
12
13
14
15
CTR for ‘social’ email…                 (% of total)                January 2012                                Source: Ge...
Time Spent on Site by Log-in Type                  (Minutes)                January 2012                                  ...
Time Spent on Site by Plug-in Interaction                (Minutes, after clicking a plug-in)                        Januar...
Human beings know they are ‘influentials’                                                                   Millenials    ...
Purchasing ‘inside’ social – not so much…       Product Purchase Intent, via Facebook Retailer Page                       ...
Average revenue per order…                                      Revenue Per Order   $300.0   $250.0   $200.0   $150.0   $1...
Is this true?                22
Thank you McKinsey, for having a chart…    Social media enables targeted marketing responses at    individual touch points...
Which moments matter, and howdo we make them happen well?                                24
Thank you            Adam LavelleChief Strategy Officer, iCrossing    Find out more at www.icrossing.com         Follow us...
Social Media MeasurementIgniting Oppor tunities: Measuring andMonetizing Social MediaApril 25, 2012   © 2012 Converseon In...
Converseon: Leading Social Strategy and Technology Firm           The Forrester Wave: Listening Platforms                 ...
Start with KPIs: Measure with Purpose•Reputation Management                                 •Demand Generation•Crisis Mana...
But There is Data Everywhere   © 2012 Converseon Inc. Proprietary and Confidential   29
If You’re Not Confused, You’re Not Paying Attention   © 2012 Converseon Inc. Proprietary and Confidential   30
What Are People Saying?                                                                                               ILLU...
Where is it Happening?                                                                                                ILLU...
What are They Talking About?                                                                                              ...
Bringing it All TogetherBridge the gap between digital, social, and traditional measurement to deliver a comprehensiveperf...
Attribution Modeling is Illuminating Dark Matter in the MeasurementUniverse   © 2012 Converseon Inc. Proprietary and Confi...
Next: Predictive modeling                 Sales                                   Brand Tracking                          ...
But We’re A Long Way off…   © 2012 Converseon Inc. Proprietary and Confidential   37
Thank youConverseon Inc. | 53 West 36th Street, New York, NY 10018 | t: 212.213.4279 | f: 646.304.2364 | www.converseon.co...
M izing[M ningE onet    ea conomics] ofSocia M                             l edia                              Chr Pery   ...
M c h sb e m d a o t o u h a en a e b u h ws c l is u t m d . F rl s s o ia d r p s e ia a e s oo h wit p c so rb s e s+ /...
Let’s bust amyth at the open.T bestt in [business] he    hingsl ae fa fr fr T sa goes forsocia mediaife r r om ee. he me  ...
Why some are talking up social businessas much as social mediaHowyou pl n, or nize, st ff, impl         a ga          a   ...
F ment lquest t timpa unda a         ions ha cteconomics aound socia pr a           r         l ogr ms
QUES TION #1 [and #1b}                         M r e in / r n                          akt g b a dWho owns                ...
Socia mediais a umbrella term                       l         nQUES TION #2                  t ke ma differ for incl ma zi...
QUES TION #3                T c ic l u p r ?                 a t a s po tWhat is your    Ca p ig e e u io ?               ...
QUES TION #4How do youmanage anS OW whensocial is a fluidoperation?
QUES TION #5How are youaccountingfor escalatingpremium fortalent?
M izing[M ningE onet    ea conomics] ofSocia M                             l edia                              Chr Pery   ...
Igniting Opportunities:Measuring and Monetizing Social Media            April 25, 2012
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  • When integrated with paid media, earned media creates incremental lift and extension of a paid media campaign Earned media creates brand continuity and increases time in market between paid campaigns Earned media has been shown to drive a 2X increase in paid media CTR, more qualified clicks and ultimately higher conversions (Would love to have real iC numbers here in the near future!) Exponential audience growth, insights into attribution and ability to more clearly define path to purchase
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  • Igniting Opportunities: Measuring and Monetizing Social Media

    1. 1. Igniting Opportunities:Measuring and Monetizing Social Media April 25, 2012
    2. 2. Social MediaMonetization & MeasurementAdam Lavelle, Chief Strategy Officer, iCrossingApril 6, 2011
    3. 3. What is a moment?moment – (physics): a tendency to produce motion, esp rotation about a point or axis 3
    4. 4. Which moments are worth owning? Exploring Point of Sale Use of Product Advocacy/WOM Fs irt S cn eo d T ir hdA vr in d et is M mn o et M mn o et Mmn o et g o Tuh f rt o Tuh f rt o Tuh f rt The online The 3-7 When you What you say to decision-making seconds when experience others about the moment(s) you are staring the product product at the products on the shelf Jim Lecinski,, A.G. Lafley, A.G. Lafley, Pete Blackshaw, Google P&G P&G Nestle 4
    5. 5. Source: Forrester 5
    6. 6. Source: Forrester 6
    7. 7. 7
    8. 8. Making the moments matter 8
    9. 9. Buying attention alone is not sustainable W e b u h m d ‘g e d r tee n h n o g t e ia o s ak h r is o ’ c nestnb ten h ba da dte u ie c o vr io e e te rn n h a d n e a w At tn t nio e ie ce O e dn nb u wa la Lu c anh Ed n Lu c anh Ed n T e im 9
    10. 10. Bought, earned, owned build value * T sced ere a do n dh v t b a aso o u ce , an d n we ae o e l y- n w ce ien ud bea l na Ow B uh ogt At tn t nio Ed n e B uh ogt Lu c anh Ed n B uh ogt Ed n Lu c anh E re & we an d O n d * Lu c an h T e im 10
    11. 11. 11
    12. 12. 12
    13. 13. 13
    14. 14. 14
    15. 15. 15
    16. 16. CTR for ‘social’ email… (% of total) January 2012 Source: GetResponse 16
    17. 17. Time Spent on Site by Log-in Type (Minutes) January 2012 Source: Gigya 17
    18. 18. Time Spent on Site by Plug-in Interaction (Minutes, after clicking a plug-in) January 2012 Source: Gigya 18
    19. 19. Human beings know they are ‘influentials’ Millenials Xers Boomers Seniors I am an influential information source 73% 53% 51% 44% I regularly influence friends and family to buy or not to buy a 69% 49% 41% 27% particular product or service Using social network sites has made it easier for me to decide 61% 46% 36% 29% on what to buy Using social network sites to share my shopping and product 51% 33% 19% 9% experiences make me feel empowered Women’s marketplace influence self-assessment 73% of young adult women describe themselves as influential information sources Ipsos Mendelsohn /Fleishman Hillard /Hearst, Jan 2012 19
    20. 20. Purchasing ‘inside’ social – not so much… Product Purchase Intent, via Facebook Retailer Page (% of respondents) December 2011 Source: Oracle 20
    21. 21. Average revenue per order… Revenue Per Order $300.0 $250.0 $200.0 $150.0 $100.0 $50.0 $0.00 All Digital Display Paid Search Natural Affiliates Comparison Email Social Media Channels Average Average Search Average Shopping Average Average Average Average Average Source: February 2012 by ClearSaleing 21
    22. 22. Is this true? 22
    23. 23. Thank you McKinsey, for having a chart… Social media enables targeted marketing responses at individual touch points along the consumer decision journey. 1. Monitor 2. Respond 3. Amplify 4. Lead Social channels to consumers’ current positive changes in sentiment for trends, insights comments activity/tone or behavior Consider Brand monitoring Crisis Referrals and Brand content management recommendations awareness Evaluate Product launches Steps in the consumer decision journey Buy Targeted deals, offers Experience Customer service Fostering Customer input communities Advocate Brand advocacy Bond Source: Expert interviews; McKinsey analysis 23
    24. 24. Which moments matter, and howdo we make them happen well? 24
    25. 25. Thank you Adam LavelleChief Strategy Officer, iCrossing Find out more at www.icrossing.com Follow us on Twitter @icrossingBecome a fan at Facebook.com/icrossing
    26. 26. Social Media MeasurementIgniting Oppor tunities: Measuring andMonetizing Social MediaApril 25, 2012 © 2012 Converseon Inc. Proprietary and Confidential 26
    27. 27. Converseon: Leading Social Strategy and Technology Firm The Forrester Wave: Listening Platforms “Best Socialized Company (with IBM)” “Best Social Agency” Converseon “Top Ten Smartest Big Brands” “Best Word of Mouth Program” “Award of Excellence for Communications Innovation”Source: The Forrester Wave™: Listening Platforms, Q3 2010, July 2010 The Forrester Wave is “Best Use of Virtual Worlds”copyrighted by Forrester Research, Inc. Forrester and Forrester Wave are trademarks of ForresterResearch, Inc. The Forrester Wave is a graphical representation of Forresters call on a market and isplotted using a detailed spreadsheet with exposed scores, weightings, and comments. Forrester doesnot endorse any vendor, product, or service depicted in the Forrester Wave. Information is based onbest available resources. Opinions reflect judgment at the time and are subject to change. © 2012 Converseon Inc. Proprietary and Confidential 27
    28. 28. Start with KPIs: Measure with Purpose•Reputation Management •Demand Generation•Crisis Management •Media planning•Customer Service/Call •Campaign EffectivenessCenter Reduction Costs •Compliance/legal•Innovation •HR•Product Lifecycle •R&DManagement •Search, etc. © 2012 Converseon Inc. Proprietary and Confidential
    29. 29. But There is Data Everywhere © 2012 Converseon Inc. Proprietary and Confidential 29
    30. 30. If You’re Not Confused, You’re Not Paying Attention © 2012 Converseon Inc. Proprietary and Confidential 30
    31. 31. What Are People Saying? ILLUSTRATIVE January 2011 Source: Converseon analysis of public online conversation records, conducted January 2011 © 2012 Converseon Inc. Proprietary and Confidential 31
    32. 32. Where is it Happening? ILLUSTRATIVE Top Websites for Disease State Y Conversations April – May 2010 twitter.com 18.2% facebook.com 8.63% topix.com 2.97% aippg.net 2.01% religiousforums.com 1.31% mybrothers.com 1.05% forums.studentdoctor.net 0.87% healthmedicalinformation.com 0.87% healthdisorder.wordpress.com 0.87% fiercebiotech.com 0.79% Source: Converseon analysis of public online conversation records, conducted January 2011 © 2012 Converseon Inc. Proprietary and Confidential 32
    33. 33. What are They Talking About? ILLUSTRATIVE Source: Converseon analysis of public online conversation records, conducted January 2011 © 2012 Converseon Inc. Proprietary and Confidential 33
    34. 34. Bringing it All TogetherBridge the gap between digital, social, and traditional measurement to deliver a comprehensiveperformance view. » Develop measurement plan to align current business goals, KPIs, and metrics for each channel to ensure dashboard incorporates the necessary data and insights » Establish brand health scores that allow marketers to track effectiveness of all marketing tactics » Analyze cross-channel impact and correlation » Implement reporting dashboard to monitor results on an ongoing basis » Provide investment recommendations and campaign optimizations based on monthly brand results © 2012 Converseon Inc. Proprietary and Confidential 34
    35. 35. Attribution Modeling is Illuminating Dark Matter in the MeasurementUniverse © 2012 Converseon Inc. Proprietary and Confidential 35
    36. 36. Next: Predictive modeling Sales Brand Tracking Conversion/Analytics Traffic Conversation Mining 36 © 2012 Converseon Inc. Proprietary and Confidential
    37. 37. But We’re A Long Way off… © 2012 Converseon Inc. Proprietary and Confidential 37
    38. 38. Thank youConverseon Inc. | 53 West 36th Street, New York, NY 10018 | t: 212.213.4279 | f: 646.304.2364 | www.converseon.com© 2012 Converseon, Inc. CONFIDENTIAL AND PROPRIETARY. All rights reserved. Removal of this notice, and use, examination, disclosure, transfer, and copying of allor part of this work are prohibited except with the express written consent of Converseon.
    39. 39. M izing[M ningE onet ea conomics] ofSocia M l edia Chr Pery is r W Sha ick Digit l eber ndw a
    40. 40. M c h sb e m d a o t o u h a en a e b u h ws c l is u t m d . F rl s s o ia d r p s e ia a e s oo h wit p c so rb s e s+ /. n o im a t u u in s -
    41. 41. Let’s bust amyth at the open.T bestt in [business] he hingsl ae fa fr fr T sa goes forsocia mediaife r r om ee. he me l .
    42. 42. Why some are talking up social businessas much as social mediaHowyou pl n, or nize, st ff, impl a ga a ementa r nd efinesocialmediapr a ca ha e bigimpa on fina l ogr ms n v ct ncias.
    43. 43. F ment lquest t timpa unda a ions ha cteconomics aound socia pr a r l ogr ms
    44. 44. QUES TION #1 [and #1b} M r e in / r n akt g b a dWho owns PRit…how is Po ut rdcfocus defined Cu t m rs r ic so e e v eby discipline? A l ft ea o e lo h bv
    45. 45. Socia mediais a umbrella term l nQUES TION #2 t ke ma differ for incl ma zines, a ny ent ms uding ga for bl w v t r w r t ums, ogs, ikis, ideo, umbl, ikis, aingsWhat exactly is a mor nd e.being owned? How it is [ properly] applied should be anything but.
    46. 46. QUES TION #3 T c ic l u p r ? a t a s po tWhat is your Ca p ig e e u io ? ma n x c t nprocess for On o gc m u it g in o m n ybriefings/bud mt g .? Co t n o e a io s n e t pr t n ?geting? Op r t n o e h u ? e a io s v r a l
    47. 47. QUES TION #4How do youmanage anS OW whensocial is a fluidoperation?
    48. 48. QUES TION #5How are youaccountingfor escalatingpremium fortalent?
    49. 49. M izing[M ningE onet ea conomics] ofSocia M l edia Chr Pery is r W Sha ick Digit l eber ndw a
    50. 50. Igniting Opportunities:Measuring and Monetizing Social Media April 25, 2012
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