Measuring Social Media Marketing

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Measuring Social Media Marketing - Presentation Transcript

  1. Measuring Social Media Marketing Presented By: Isha Shah SPJCM
  2. What is Social Media?
    • Social Networking
    • Blogs
    • Wikis
    • Podcasts
    • Forums
    • Content Communities (YouTube, Flick)
    • Micro-blogging
    • Second Life
    • Social Tagging/Bookmarking
    • Skype/ IM
    • RSS
    • Widgets
    • Mash-ups
    1 SPJCM
    • Social media is “an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio .”
    • Sandeep Singh, Business Director, Quasar Media -WPP
  3. SPJCM 1
  4. SPJCM 1
  5. How Big Is Social Media?
    • The Long Tail
    • “ One blog is created every second "
    • 100 million videos a day being watched on YouTube
    • More than 110 million blogs being tracked by Technorati
    • More than 200 million profiles created by users on social networking site
    • Twitter is 3 times bigger than last year
    • YouTube has penetrated by 34.6% which is now bigger than Wikipedia at 29.1% .
    SPJCM 1
  6. Power to the people, social media tracker Wave 3” – Universal McCANN 1 SPJCM
  7. 1 SPJCM
  8. Then What’s The Issue ????
    • If marketers spend money on Social Media…
    • what is guarantee of an ROI?
    • What are the measurement metrics?
    • No yet defined in this industry…
    • BUT today we will find out HOW does it work?
    SPJCM 1
  9. Why Social Media? 1 SPJCM Social Media Marketing Direct Sales ???
  10. Social Media- Customer Segmentation 1 SPJCM Source: Groundswell – Social Technographics Ladder
  11. Research Objectives
    • To identify the types of social media tools used by marketers and the ones preferred by users
    • To identify the objectives of marketers that uses Social media
    • To identify their how to measure conversion/parameters in social media marketing
    • To find out if ROI on social media justify the investment
    1 SPJCM
    • Sample Size : 12 SM experts/practitioners from India, Singapore, Dubai and USA
    • Discussion Guide
    • Which Social media tools are most often used and which are the ones that are effective?
    • How do you think marketers should be measuring conversions?
    • What parameters should be in place?  
    • Communication and marketing objectives for creating a social media campaign?
    • How is ROI calculated?
    • Is it worth the investment?
    • Any trends/ observation/comments
    SPJCM 1
  12. Profile Of Interviewees
    • Mr. Saurabh Pandey, AVP and Head of Internet Marketing at Onikra Credit Rating Agency of India Ltd
    • Tom Smith , Head of Consumer Futures Media, EMEA, Universal McCann
    • GR Rajesh Kumar , IMRI Institute , India
    • Joanna Hamshire, Sr. Consultant, OgilvyOne Worldwide , Singapore
    • Anand Padmanabhan, Sr. Analyst, Google , India.
    • Ajay Tripathi, Business Director, Id8 Labs , India
    • Paul Biggs, Jive Software , Portland.
    • Neil Patel, CTO, ACSSEO, US .
    • Nelson Bruton, VP at Interchanges, Research Analyst at Marketing Experiments
    • K. Bhanuprakash, Senior Consultant - Digital PR / Interactive Solutions, HANMER MS&L ,India.
    • Hayden Jackson, Client Services Manager, Karyo Edelman , Vancouver.
    • Kapil Bhatia, Digital Marketing Manager, HSBC Bank , UAE
    • Mr. Mohammad Sirajjuddin, Regional Head- Digital Media, Y&R, Singapore
    SPJCM 1
  13. Analysis & Interpretation
    • 6 steps to measure Social Media Marketing
    • Setting the OBJECTIVES
    • Defining STAKEHOLDERS
    • Determining METRICS of measurements
    • BENCHMARKING against competition
    • Selection of measurement TOOL
    • ANALYSIS and Re-strategize
    SPJCM 1
  14. 5 Bubble Social Media Measurement Framework – By Isha SPJCM 1
  15. Kodak Online Today – SM Case Study
    • What did they do?
    • Blogging:  A Thousand Words , Grow Your Biz , and PluggedIn blogs.
    • Micro-blogging:  Chief Blogger and Chief Biz Dev Officer on Twitter.
    • Online video:  YouTube channel .
    • Organization:  Hired a Chief Blogger .
    • Photo sharing:  Flickr photostream .
    • Podcasting:  Kodak Close Up .
    • Social networks:  Facebook fan page .
    • Tagging:  delicious account .
    • Analytics Used: Awareness Inc, US
    • How did it make a difference?
    • Viral Buzz- readership increased by 15%
    • Readers Loyalty: Increase in no. of comments, posts, views etc
    • Industry Standing: Awards like IMA (Interactive Media) , PRSA Bronze
    • Employee participation: increase in conversation , contribution
    SPJCM 1
  16. SPJCM 1
  17. Conclusion SPJCM 1
    • Social Media  Human Conversations  Lack of quantification  Difficult to calculate ROI
    • Use web metrics but search for human conversation quantification.
    • No “One-size-fits-all measurement” system
    • Make economic use of “User-generated content”
    • SMM is the future, it’s definitely worth the efforts!
  18. Thank You  1 SPJCM

+ bhanuprakash Kollurubhanuprakash Kolluru, 11 months ago

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