Your SlideShare is downloading. ×
0
Social media success
Social media success
Social media success
Social media success
Social media success
Social media success
Social media success
Social media success
Social media success
Social media success
Social media success
Social media success
Social media success
Social media success
Social media success
Social media success
Social media success
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Social media success

429

Published on

My slides on course of eBusinessfrom spring 2013

My slides on course of eBusinessfrom spring 2013

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
429
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. SOCIAL MEDIA SUCCESS Follow-up and measures Johanna Heinonen 25.3.2013
  • 2. BACKGROUND
  • 3. DO YOU USE MEASUREMENTS IN ORDER TO MEASURE THE RESULTS SOCIAL MEDIA? 47,0 % Using measurement (n=455) Yes No 53,0 % Johanna Heinonen 14.6.2011
  • 4. WHAT KIND OF MEASUREMENT TOOLS ARE USED? 0,6 % 0,6 % 0,6 % 1,2 % 1,2 % Measurement tools (n=171) Retweets (n=1) 2,9 % Snoobi (n=1) 5,8 % Center of Statistics (n=1) 8,2 % Feeback (n=2) Followers (n=2) Clicks (n=5) Facebook statistics (n=10) 50,9 % 13,5 % 14,6 % Number of customer contacts and activity (n=14) Number of orders/customers (n=23) Google tools (n=25) Number of visitors (n=87) Johanna Heinonen 14.6.2011
  • 5. HOW OFTEN DO YOU MEASURE HOW SUCCESSFUL YOU HAVE BEEN IN SOCIAL MEDIA? 30 % Frequency of measurement … 24,7 % 25 % 20,6 % 20 % 20,6 % 19,4 % 15 % 10 % 8,1 % 6,5 % 5 % 0 % Once a day A couple of times in a week Once a week A couple of times Once a month in a month more seldom Johanna Heinonen 14.6.2011
  • 6. DO YOU KNOW YOUR CUSTOMERS’ OPINIONS OF YOUR USE OF SOCIAL MEDIA? 35,2 % Knowledge of followers'opinions (n=455) Yes No 64,8 % Johanna Heinonen 14.6.2011
  • 7. How are customers’ opinions followed? • Customers’ reactions to company’s action (n=51) • By trying to discuss with customers personally and answer their questions (n=32) • By different feedback systems (n=25) • Face to face feedback (n=13) • By different researches (n=11) • Different statistics in social media (n=10) • By analyzing customers’ and partners’ opinions and behavior in different situations (n=3) • Reacting actively (n=3) • By whatever is legal and possible (n=3) • By following up orders (n=2) • Customers create the contents in company’s social media (n=2) • By giving them facts (n=1) • Does not concern us (n=1) Johanna Heinonen 14.6.2011 Johanna Heinonen 14.6.2011
  • 8. WAYS TO MEASURE
  • 9. Traditional measurements TARGET for FOLLOW-UP Profit side Sales goals Image goals Profit goals • • • MEASUREMENT To follow continously • Sales, orders, inquiries (e, pcs, %, • • Investement side Programs for products, pricing, promotion, personnel Programs for service, relationships, networking etc. at Cost budgets • • • average) How fast money / products cycle (e.g. storage) Bookkeeping To follow sometimes • Market share (%) • Corporate image • Contents and timetables of • • • marketing programs Effectiveness Processes Purchases (e, pcs, %, average)
  • 10. Follow-up targets and tools for eBusiness • Number of visitors • Followers, likes, clicks etc. • Activity, engagement, feedback • Google tools (Google alert, Google AdWords, Google Analytics etc.), Facebook Insights, Scribd statistics etc. • Process, visuality and functionality (eg. Snoobi) • Time Spent on Site • Nice articles about the topic • http://www.socialmediaexaminer.com/measuring-socialmedia-how-to-determine-your-roi/ • http://www.ecommercepartners.net/blog/ebusiness-kpi.html
  • 11. Nice articles about the topic • http://www.socialmediaexaminer.com/measurin g-social-media-how-to-determine-your-roi/ • http://www.ecommercepartners.net/blog/ebusi ness-kpi.html • http://www.ecommercepartners.net/Services/E commerce-Solutions/Conversion-RateOptimization.shtml • http://hbswk.hbs.edu/item/4401.html#1 And companies that offer solutions • http://www.hubspot.com/ • http://www.activecampaign.com/socialmedia/
  • 12. HOW TO DO IT?
  • 13. How to do follow-up? • In order to know whether your marketing plan has been successful and if it has reached the goals you have set before, it is essential to measure up the results and the process itself • The results from measurement will be used in planning the next marketing round • Measurement and follow-up are in that sense a part of analysis tool • Measurement and the pre-set goals always go hand in hand • Targets can be almost anything – Customers, Sales, Image, Profit, Turnover, Costs, Quality of products, Development of prices, Efficiency of the distributor etc. • How to follow-up – Desk survey, questionnaires, interviews (quantitative vs. qualitative)
  • 14. STEPS how to do follow-up 1. Decide what to follow – at least the goals and objectives you have set, but are there other important things 2. Decide how to follow different topics – There can be different ways of following different items in one marketing plan. Each one of them must be defined 3. Decide when the follow up should be made 4. Decide who is responsible for each follow-up action 5. Decide what to do if the marketing hasn’t been successful or the goals haven’t been reached 6. Think corrective measures – And actually here you start a new circle of planning marketing actions
  • 15. eBusiness planning
  • 16. How to do the eBusiness plan? 1. Introduction and idea 2. Analyses 2.1 Organizational analysis 2.2. Competitor analysis 2.3. Demand analysis 2.4. PEST analysis WHERE ARE WE NOW? • Facts • Information from different sources 2.5. SWOT 3. Strategical decisions 3.1. Target group 3.2. Strategical values 3.3. Goals and objectives for marketing plan 4. Implementation 4.1. Product 4.2. Price 4.3. Place 4.4. Personnel 4.5. Promotion 5. Budget, timetable and responsibilities 6. Follow-up WHERE ARE WE GOING TO? • Your own definitions about the most group, reasonable target group, the values / adjectives this target group respects and the goals for this marketing plan HOW TO GET THERE? • Your own ideas/suggestions of the implementation based on the facts you have gathered earlier and put under the topics of 5P • Strategical values should be seen in each of 5p’s and this should be written report, in the report, too • In the report ther must also be the ways how the defined implementation (5p’s) helps in reaching the goals
  • 17. THANK YOU!

×