How to Monitor and Measure Viral Marketing Campaigns?

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Brands can be separated into 4 different profiles according to their social media listening results. How they choose to use these results, however, can vary from company to company. These are some of the ways that we have seen our clients use social media monitoring to differentiate their brand and respond to their communities' needs.

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How to Monitor and Measure Viral Marketing Campaigns?

  1. 1. Web monitoring and research<br />How to Monitor and Measure Viral Marketing Campaigns?<br />Loic Moisand<br />CEO & Co-founder<br />SYNTHESIO<br />Twitter @synthesio<br />
  2. 2. Web monitoring and research<br />4 criteriaanalysed:<br /><ul><li>Volume of buzz
  3. 3. Sentiment
  4. 4. Social media presence
  5. 5. # of comments / article</li></li></ul><li>Web monitoring and research<br />Profile # 1<br />The boring brand<br />
  6. 6. Web monitoring and research<br />#1 The boring brand - Definition<br />Foster no spontaneousinterest, leavingconsumersindifferent.<br />
  7. 7. Web monitoring and research<br />#1 The boring brand – Social profile<br />Social profile | The boring brand<br />Volume of buzz<br />Sentiment<br />Social media presence<br /># of comments / article<br />Average<br />Low<br />Low<br />Low<br />
  8. 8. Web monitoring and research<br />#1 The boring brand – Best practice<br />Theycreated fun!<br />By<br />
  9. 9. Web monitoring and research<br />Profile # 2<br />The functional brand<br />
  10. 10. Web monitoring and research<br />#2 The functional brand - Definition<br />Basic functions are more important than brand name. The product has to deliver on certain criteria and customer service.<br />
  11. 11. Web monitoring and research<br />#2 The functional brand – Social profile<br />Social profile | The functional brand<br />Volume of buzz<br />Sentiment<br />Social media presence<br /># of comments / article<br />High<br />High<br />High<br />Low<br />
  12. 12. Web monitoring and research<br />#2 The functional brand – Best practice<br />Theycreated online customer service experiences<br />
  13. 13. Web monitoring and research<br />Profile # 3<br />The exciting<br />brand<br />
  14. 14. Web monitoring and research<br />#3 The exciting brand – Definition<br />Appeal to desires of association and community.<br />
  15. 15. Web monitoring and research<br />#3 The exciting brand – Social profile<br />Social profile | The exciting brand<br />Volume of buzz<br />Sentiment<br />Social media presence<br /># of comments / article<br />high<br />Average<br />high<br />high<br />
  16. 16. Web monitoring and research<br />#3 The exciting brand – Best practice<br />Theynurturedtheircommunity<br />By<br />
  17. 17. Web monitoring and research<br />Profile # 4<br />The vital<br />brand<br />
  18. 18. Web monitoring and research<br />#4 The vital brand – Definition<br />Affect yourprimary sources of concern and canfosteranxiety and doubtsthatyoumayneed to sharewithyourpeers.<br />
  19. 19. Web monitoring and research<br />#4 The vital brand – Social profile<br />Social profile | The vital brand<br />Volume of buzz<br />Sentiment<br />Social media presence<br /># of comments / article<br />Veryhigh<br />average<br />high<br />Veryhigh<br />
  20. 20. Web monitoring and research<br />#4 The vital brand – Best practice<br />Discover insights and reassure<br />
  21. 21. Web monitoring and research<br />Know yourbrand’s social profile to know how to measure the results of your digital strategy<br />
  22. 22. Web monitoring and research<br /><ul><li> Online reputation monitoring
  23. 23. Influencers & Engagement services
  24. 24. Campaignmeasurement
  25. 25. Consumer insight
  26. 26. Crisis monitoring
  27. 27. DIY tool</li></ul>Paris8 rue Lemercier 75017 Paris +33 (1) 55 26 43 40 <br />New York130 7th Avenue, Suite 242 New York, NY 10011 +1 (347) 842 0359 <br />London1 Alfred PlaceLondon, WC1E 7EB+44 (0) 20 7788 7448<br />

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