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Measuring the Value of SMM
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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

Transcript

  • 1. By: Daniel Clarke
  • 2.
    • Highlights from Readings
    • How metrics are measured at AB InBev
    • Case Study - Bud Camp: Seeing is Believing
  • 3.
    • “ Social media impact is never as simple as counting the number of coupon redemptions…”
      • Volume
      • Sentiment
      • Emotion
      • Topic/Issue
      • Source
      • Author
      • Virality
  • 4.
    • “ 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.”
      • Brand Awareness
      • Brand Engagement
      • Word of Mouth
  • 5.
    • Fans
    • Engagements
      • Wall Posts
      • Comments
      • Likes
      • Video Views
      • Photo Uploads
      • Application Engagement
  • 6.
    • Every ABI brand has ‘fan’ targets to reach
      • Number of new fans and number of people who un-fanned is tracked
    • More fans = free media
  • 7.
    • Wall Posts
    • Comments
    • Likes
  • 8.
    • Video Views
    • Photo Uploads
    • Application Engagements
  • 9.  
  • 10.
    • Bud Camp was introduced in 2007
    • Meant to be the ultimate ‘guys guy’ weekend
    • 2007 – 2009 advertising campaign was shot in a studio and featured actor's
    • ####
  • 11.
    • ####
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  • 12.
    • Introduce a SMM campaign featuring real photos and real people from Bud Camp
    • Give Facebook fans the opportunity to win online
    • Encourage past and current winners to share their stories on the Budweiser wall
  • 13.
    • Seeing in Believing Photo Contest
    • Community/Execution Photos
    • Winners Encouraged to Post
    • Winners Video
  • 14.  
  • 15.  
  • 16.  
  • 17.  
  • 18.
    • ####
    • ####
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  • 19.
    • ?