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ROI of Social Media - Conversation Hierarchy
 

ROI of Social Media - Conversation Hierarchy

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ROI of Social Media describes the Conversation Hierarchy and the factors that influence the individual as they approach the point of decision

ROI of Social Media describes the Conversation Hierarchy and the factors that influence the individual as they approach the point of decision

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    ROI of Social Media - Conversation Hierarchy ROI of Social Media - Conversation Hierarchy Presentation Transcript

    • The ROI of Social Media: How to improve the return on your social marketing investment
      Conversation Hierarchy
      1
    • Who connects to whom?
      2
      Distribution
      Partners
      Brands (Own & Competition)
      Partners
      Exogenous
    • What is the Conversation Hierarchy?
      3
      Conversation Hierarchy
      helps marketers to track conversations
      structured
      based on the requirements of the business
      Valuable for listening post and SEO
      Not all businesses will need to track all components
      some will be more important than others
      depending on the category and type of business
      Individuals, consumers and influencers are key components of the Media Engagement Framework* and play a key role when developing an effective, measureable marketing strategy
      *Search ‘Media Engagement Framework’ on SlideShare for more
      or join us at www.ROIofSocialMedia.com
    • Consumers in the Conversation Hierarchy
      Measuring success in each of these dimensions can help marketers to gauge their success at reaching consumers with appropriate messages
      Tracking social marketing conversations made by consumers can be decomposed into the following dimensions, depending on the category
      Segments
      Consumer audience-focused
      Subject-specific
      Potential influence on consumer purchase behavior
      4
    • Impact ofCategory in the Conversation Hierarchy
      Category-level conversations
      impact the size of the category
      especially relevant for business-to-business marketers
      analyst conversations can influence the growth of the category
      Typical persona is non-brand specific
      Include comments by
      associated or paid celebrities
      impacts brand
      Tiger Woods, Michelle Yeo, Oprah Winfrey
      industry analysts and personalities
      Impact entire category
      Forrester, Gartner Group, Guy Kawasaki
      5
    • Brand (Own & Competitive)
      Brand specific conversations specifically aid one brand over another. Just as in traditional media, there can be spill-over effects to all brands in the category
      Public advocate of brand/Ambassador programs
      Aspects of engagement
      Platform
      Followers
      Frequency of posts
      Education
      Copy-writing
      Sponsorship
      Full-disclosure
      6
    • Distribution channel partners may have strong advocacy/influencer programs that can drive value for your brand
      Impact brand perception
      Control of the messages are now delegated to the channel partner
      Financial incentive relationship
      Can be positive or negative, depending on competitive relationship
      Distribution
      7
    • Developing social marketing programs with relevant partners can help both partners to leverage the social graphs of the other partner to their advantage. This allows access to new fans that may be otherwise difficult to reach:
      Impact brand perception
      Customer Satisfaction metric
      Not under direct control
      Possible financial incentive relationship
      Allows leveraging partner’s social graph
      Acknowledge public social connection
      @ mentions, complements & praise
      Partners
      8
    • Exogenous
      9
      External factors often have significant influence over the conversation in a category and can drive the tonality and volume of conversation influencing a single brand or the whole category:
      Predictable & unpredictable
      weather, seasons, holidays, Gov’t Reg
      Beyond control
      May impact any / all
      Brand, competitor brand, distribution, or partner
      Cross channel
      TV advertising regulations
      New social media technologies and services
    • Where to Find Us
      10
      Steven Groves
      SGroves@SocialMarketingConversations.com
      Guy R. Powell GPowell@DemandROMI.com
      Jerry DimosJDimos@LitmusGroup.com
      DemandROMI
      Prove and improve your marketing effectiveness
      +1 404-816-4344
      www.DemandROMI.com
      Social Marketing Conversations
      ROI-based social conversations
      +1 602-903-1010
      www.SocialMarketingConversations.com
      Litmus Group
      Turning Strategy into Performance
      +65 6680 6550 www.LitmusGroup.com
      Community: ROIofSocialMedia.com
      Facebook: Facebook.com/ROIofSocialMedia
      Twitter: @ROISocialMedia #ROISM #ROMI