Measuring the Value of SMM

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  • http://www.facebook.com/photo.php?fbid=476051658005&set=a.476051608005.271520.29568248005#!/video/video.php?v=766839580897
  • Measuring the Value of SMM

    1. 1. By: Daniel Clarke
    2. 2. <ul><li>Highlights from Readings </li></ul><ul><li>How metrics are measured at AB InBev </li></ul><ul><li>Case Study - Bud Camp: Seeing is Believing </li></ul>
    3. 3. <ul><li>“ Social media impact is never as simple as counting the number of coupon redemptions…” </li></ul><ul><ul><li>Volume </li></ul></ul><ul><ul><li>Sentiment </li></ul></ul><ul><ul><li>Emotion </li></ul></ul><ul><ul><li>Topic/Issue </li></ul></ul><ul><ul><li>Source </li></ul></ul><ul><ul><li>Author </li></ul></ul><ul><ul><li>Virality </li></ul></ul>
    4. 4. <ul><li>“ managers should begin by considering consumers motivation to use social media and then measure the social media investments customers make as they engage with marketers’ brands.” </li></ul><ul><ul><li>Brand Awareness </li></ul></ul><ul><ul><li>Brand Engagement </li></ul></ul><ul><ul><li>Word of Mouth </li></ul></ul>
    5. 5. <ul><li>Fans </li></ul><ul><li>Engagements </li></ul><ul><ul><li>Wall Posts </li></ul></ul><ul><ul><li>Comments </li></ul></ul><ul><ul><li>Likes </li></ul></ul><ul><ul><li>Video Views </li></ul></ul><ul><ul><li>Photo Uploads </li></ul></ul><ul><ul><li>Application Engagement </li></ul></ul>
    6. 6. <ul><li>Every ABI brand has ‘fan’ targets to reach </li></ul><ul><ul><li>Number of new fans and number of people who un-fanned is tracked </li></ul></ul><ul><li>More fans = free media </li></ul>
    7. 7. <ul><li>Wall Posts </li></ul><ul><li>Comments </li></ul><ul><li>Likes </li></ul>
    8. 8. <ul><li>Video Views </li></ul><ul><li>Photo Uploads </li></ul><ul><li>Application Engagements </li></ul>
    9. 10. <ul><li>Bud Camp was introduced in 2007 </li></ul><ul><li>Meant to be the ultimate ‘guys guy’ weekend </li></ul><ul><li>2007 – 2009 advertising campaign was shot in a studio and featured actor's </li></ul><ul><li>#### </li></ul>
    10. 11. <ul><li>#### </li></ul><ul><li>#### </li></ul><ul><li>#### </li></ul>
    11. 12. <ul><li>Introduce a SMM campaign featuring real photos and real people from Bud Camp </li></ul><ul><li>Give Facebook fans the opportunity to win online </li></ul><ul><li>Encourage past and current winners to share their stories on the Budweiser wall </li></ul>
    12. 13. <ul><li>Seeing in Believing Photo Contest </li></ul><ul><li>Community/Execution Photos </li></ul><ul><li>Winners Encouraged to Post </li></ul><ul><li>Winners Video </li></ul>
    13. 18. <ul><li>#### </li></ul><ul><li>#### </li></ul><ul><li>#### </li></ul>
    14. 19. <ul><li>? </li></ul>

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