This slide deck will provide participants with a social media toolkit that helps drive businesses and brands forward.
• Use social insights to deliver business results
• Understand your brands social performance (Are you measuring the right things?)
• Best-in-Class cases demonstrating positive ROI for B2C and B2B companies
7. ROI = Gain – Cost of investment
Cost of Investment
8. IF YOUR EQUATION
SHOWS A COST VALUE IN
$£€ AND A GAIN VALUE IN
FACEBOOK LIKES, YOUR
IN TROUBLE.
9. Social
investment-‐return
rela1onship
ROI
Non-financial Financial
Investment Action Reaction
impact impact
• Objectives • Establish • Community • Engagement • Objective
presence building results
9
10. Understand your metrics
Non-Financial Metrics Financial Metrics
Consum
ptions
People Stories Total Total Company
Drivers Created Reach Impressions Goal #1 Goal #2
Talking Return
New
Fans
10
11. Measurement Matrix
What
you
Measure
What
you
can
measure
here
should
measure
11
35. Elements of a social strategy
1. Audit
2.2 Data & 2.3 Social
2.1 Stakeholder 2.4 Media Asset
2. Analysis Insights Listening /
Interviews Audit
Gathering Influencer map
3.2 Channel,
3.1 Social Brand 3.3 Global/Local
3. Strategy Content & Paid
Architecture KPI Framework
Media Strategy
4.1 Organizational 4.2 Team process 4.3 Capability
4. Activation
setup management building (team)
35
43. Maersk Group Social Executive Dashboard
Summary description
Top level numbers
Total
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Key events past month
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40
30 2 Keywords used with Maersk
1 3 # Container # Container # Container
20 # Shipping
# Shipping
# Shipping
# Tanker
# Tanker
# Tanker
10 # Transport
# Transport
# Transport
4 # Loremipsumdolorsit
# Lomdolorsit
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0 # Container
# Container
# Container
# Container
# Container
# Container
44. Maersk Group Demographics
Top 10 engaged countries by number of mentions
Germany
1850
Russia
Uk
Denmark 42,808
1850 28
Italy
428 China
Mexico
42,808
428
Kenya
8
Brazil
1123
South Afreca
428
45. Workflow
egy Res
rat ea
St rc
h
e
nc
Intellige
Desig
n
Am
p li
n
tio
fic
uc
io
at
n od
Pr
D istr
ib u ti o n
45
48. THANK YOU
Q&A
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