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My keynote slides for today's Webvertising Forum....

My keynote slides for today's Webvertising Forum.

What's the return on buying keywords compared to display advertising? What's the impact of brand advertising online? How is the advertising ecosystem going to evolve over time? Are viral campaigns truly more cost effective? What about predictable return? The Webvertising Forum aims to be a true benchmark for belgian and international professionals in online advertising. Don't miss this opportunity to see most of these questions answered.

This unique event presents trends and cases in Webvertising through presentations and interactive workshops, including topics like planning & buying, creation & design, gamevertising, social media, affiliate marketing, rich media, etc.
http://www.webvertisingforum.be/

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Social media metrics Social media metrics Presentation Transcript

  • Social Media Metrics Clo Willaerts Webvertising forum 4 Feb 2010
  • About.me/clo
  • Book: “The Conversity Model” “Making money with social media” Out on 18 Feb 2011 at Lannoo Campus
  • Social media metrics Jim Sterne: Social media KPIs are, by necessity, a little fuzzier. 4
  • Social media metrics• You can’t control the conversation but you can guide the conversation. You can influence the conversation. You can have an impact on the conversation. That’s the whole reason for tracking and measuring it.• (Jim Sterne, Social Media Metrics) 5
  • 1/5 Technology
  • Is this your target group?
  • Measuring awesomeness 8
  • 2/5 Brand perception & awareness 1. Hear what they are talking about (= listening & ? monitoring) 2. Give them something to talk about Objective: reflect your brand and its values in all of your social media assets.
  • Is yours a t-shirt brand?
  • Measuring brand perception• mentions of your brand name – search queries within social media platforms – comparison tools – social media listening dashboard – social mention email alerts• mentions of your site’s url 13
  • Uniqueness 14
  • Search queries 15
  • Open Facebook searches 16
  • Comparison tools 17
  • Listening dashboard 18
  • Email alerts 19
  • URL mentions 20
  • 3/5 Traffic & audience• if – your own website (on your own domain) = your web publishing home base – your social media real estate = satellites of this home base• then – how do you use social media to drive traffic to your site(s)?
  • Advertising• Search Engine Advertising (SEA)• Social Media Advertising (SMA) – could base its ads on social data - both that of the one who sees the ad, and his or her “social graph” – self service advertising: Facebook Ads, LinkedIn DirectAds, YouTube Advertising. – sales house: Netlog, Skyrock, Hyves, Flickr, Twitter Promoted Tweets, Adheses Enchanté
  • Why would they leave?
  • Metrics: referrers 24
  • 4/5 Relationship marketing“As defined by the dictionary, a relationship is “an emotional or other connection between people.” Not between a person and a company avatar. Not between a person and an automated response. People to people.”Humanizing the organization, Lauren Vargas, Radian6
  • Objectives• to establish a closer relationship with your customers/prospects• to identify new customers and prospects• to increase customer retention• to be more able to receive customer feedback
  • Metrics example: FB Insights
  • 5/5 Sales and lead generation (aka conversion) “Cold calling [...] will become less prominent. Rather than pick up the telephone and call someone we have never contacted, we will pick up the telephone and call someone with whom we have had an established relationship via Twitter or Linkedln.” (“The New Handshake”, by Joan C. Curtis, Barbara Giamanco 2010)
  • Objectives• lead generation• to increase sales of existing products• to introduce new products• to enter new geographic markets
  • F-commerce / Facebook Deals 31
  • Sales metrics• sales• prospects• referrals 32
  • conversity.be/blog 33
  • Thank youc.willaerts@sanoma-magazines.be http://www.conversity.be