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Ama Webcast 5.22.08
 

Ama Webcast 5.22.08

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Ama Webcast 5.22.08: Unlocking Social Media's ROI Through Monitoring and Participation

Ama Webcast 5.22.08: Unlocking Social Media's ROI Through Monitoring and Participation

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    Ama Webcast 5.22.08 Ama Webcast 5.22.08 Presentation Transcript

    • AMA Marketing Effectiveness Online Seminar Series Marla Chupack - Moderator American Marketing Association 1 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
    • www.MarketingPower.com • Podcasts • White Papers • Job Board • Communities • Blogs 2 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
    • 1. Will I be able to get copies of the slides after the event? Yes 2. Is this web seminar being taped so I or others can view it after the fact? Yes 3 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
    • SOCIAL MEDIA LANDSCAPE FORRESTER Peter Kim Senior Analyst
    • Theme Focus on the relationships, not the technologies 5 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
    • US consumers are TV fanatics, but internet is gaining quickly “In a typical week, how many hours do you spend doing each of the following?” Base: US adults Source: North American Technographics ® Benchmark Survey, 2007 6 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
    • We know consumers love to hate advertising “Do you agree with the following statements?” “I'm annoyed by the amount of advertising today.” 58% “Advertisements help me decide what to buy.” 14% Base: US adults Source: Forrester’s North American Technographics Benchmark Survey, 2007 7 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
    • Consumers may not trust ads, but they trust each other If you had to choose only one source of information to find out about a product (before purchase) what would it be? Base: US adults Source: Forrester’s North American Technographics Technology, Media, And Marketing Benchmark Survey, Q3 2007 8 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
    • The stage is set for more vocal consumers Uses each at least monthly or often Base: US online adults Source: North American Technographics Benchmark Survey, 2007 9 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
    • Social computing (aka Web 2.0) becomes the norm Social computing is a social structure in which technology puts power in communities, not institutions. 10 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
    • Social Technographics groups consumers by participation • Publish Web Page Creators • Publish or maintain a blog 18% • Upload video to sites like You Tube Critics • Comment on blogs 25% • Post ratings and reviews Collectors • Use RSS 12% • Tag Web pages Segments include consumers participating in at least one Joiners of the indicated activities • Use social networking sites at least monthly 25% • Read blogs Spectators 48% • Watch peer-generated vide o Understand how far • Listen to podcasts your customers can be “pushed up the Inactives • None of these activities 44% ladder” Base: US online adults Source: North American Social Technographics Online Survey, Q2 2007 11 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
    • Age is also a major indicator of adoption Percent of each generation in each Social Technographics category Younger Older All Adults Gen Y Gen X Boomers Boomer Seniors (18+) (18-27) (28-41) (42-51) (52-62) (63+) Creators 18% 39% 24% 12% 8% 5% Critic 25% 41% 30% 22% 15% 13% Collectors 12% 22% 15% 9% 5% 4% Joiners 25% 59% 33% 15% 8% 4% Spectators 48% 63% 55% 46% 39% 30% Inactives 44% 25% 37% 48% 55% 66% Base: US online adults Source: North American Social Technographics Online Survey, Q2 2007 12 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
    • Social strategy requires objectives 1. Listening: what customers are really saying 2. Speaking: create a dialogue with prospects and customers 3. Energizing: create customer evangelism 4. Supporting: help customers solve their own and each other’s issues 5. Embracing: work with your community to make products, services, and experiences better 13 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
    • Dell had a small problem . . . . . . with flaming notebooks Osaka, Japan June 21, 2006 14 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
    • Listening: Dell’s blog gave a way for customers to talk to the company 15 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
    • Dell’s Community Forums provide support 16 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
    • Supporting: “Predator” on Dell’s community forum • Posts since 1999: 21,794 • Pages Viewed: 1,111,675 • Total Online Minutes: 473,113 “I actually enjoy helping people. That’s what got me hooked: when you help people and they say ‘Thank you’.” • 17 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
    • T-Mobile: Unwanted Social Media Impact March 31, 2008 “tmobile should be working Ryan Block posts T-Mobile cease on making there service suck and desist letter to engadget less in the states, because right now its horrible, but “I would be shocked if even instead, they're throwing a hissy the most clueless soccer fit because engadget uses a mom in the world confused a similiar color(oh the horror!). tech blog with T-mobile. They honestly, if Tmobile manages to should spend their money actually get and maintain a improving the sidekick (the network, maybe then they can thing has barely changed in 3 bitch and engadget, but right generations) rather than serving now, no, just no.” tech blogs threatening letters.” • Over 900 comments between two blog posts on engadget.com • Standard trademark infringement letter leads to attacks on T-Mobile brand and products • 7 blogs join in to show their loyalty and support of engadget 18 Entire contents © 2008 Forrester Research, Inc. All rights reserved. 18
    • Blake Cahill SVP of Marketing www.visibletechnologies.com
    • Brands & Social Media Today Doing Nothing • Do not feel social Listening media is affecting them • Do not have the time • Have started to pay or budget attention • Getting Google Alerts or investing in Learning a basic monitoring programs • Investing in research about social media conversations Engaging • Have knowledgeable staff follow consumer • Thought leaders in conversations space • Are significantly investing in programs and have dedicated personnel to the channel • Recognizing ROI
    • Measurement/Analytics for Social Media How big is the space? What is the overall Who’s important Pt. I sentiment? How well are my engagements doing? Who’s important Pt. II How much is relevant? What have I done? What’s the overall What’s still left topic breakdown? to score? What’s left to do?
    • Social Media vs. “Traditional” Online Tactics • Background/Initiative: – Client was launching a new application development platform – New product launch planned in conjunction with promotional conferences – Client needed to identify and engage potential customers who would have interest in attending these events • Goal: – Drive registrations and attendance across all planned promotional conferences • Approach/Actions: – Discover all relevant social media content, prioritize, analyze, determine sentiment and identify influential authors and sites for engagement – Gather customer input to focus efforts on the critical sites and authors – Engage in conversation to promote conferences, including Vanity URL placement – Connect consumers and brands to inspire action via interactive advertising and relationship marketing
    • Results Engagement increased average comment volume by 41%: Interaction creates dialogue Posted links in relevant blog threads to campaign specific “Vanity URL’s” earned 2.5x the CAR% of Paid Search Sentiment before, during and after Joint Launch Events TruCast All Other Paid Media Paid Search Overall increase in positive sentiment, Higher registration percentage than any increase in brand equity, greater event visibility other campaign channel and exposure to non-search users Outperformed Paid Search by 2.5x Volumes rose 200%+ around events, and Simultaneous PR and advertising win settled more positive than original positions
    • Building a Social Media Roadmap Marketers need to develop a roadmap and strategy for listening, learning, leveraging and engaging in social media conversations 1 1 join 2 listen 3 learn 4 participate 5 share 6 evaluate Brand insight and Word-of-Mouth opportunities increase with marketer engagement 26
    • Getting Started 5 tips for leveraging social media 1.Define goals 2.Identify your audience 3.Experiment 4.Listen and learn from feedback 5.Join the conversation 27
    • • • – – – – – –
    • ROI •‘Eyeballs’ •Shopping cart •Downloads •Corporate reach •Sentiment •Share of Voice •Advocacy •Community reach
    • Source: Marketing’s New Key Metric: Engagement By Brian Have, Forrester report, August 8, 2007
    • To replay this webcast (available within 24hrs): go to www.MarketingPower.com/webcasts Copy of the presentation go to the following link: http://www.visibletechnologies.com/resources/ama_webinar.php Questions for AMA: Marla Chupack mchupack@ama.org