Social Media - What´s in it for me?Presentation Transcript
Social Media – What´s in it for me? Stockholm, 5th May 2010 Daniel Bjärne
What is Social Media about? Is it the:
+300 M users on Facebook?
+3 Bn photos on Flickr?
~200 M blogs?
Or maybe the fact that:
Social Media has overtaken porn as the #1 activity on the Web
78% of consumers trust peer recommendations while only 14 % trust TV-ads?
Wikipedia has over 13 million articles…some studies show it’s more accurate than Encyclopedia Britannica…78% of these articles are non-English
There is nothing new about being social But there is a completely new landscape! User-Generated Content (UGC) Social News Blogs Social Networking
The User is in Control.....seeking relevance and instant gratification I buy things I manage my life I share stuff I make myself heard I consume content
So what are people mainly doing today?
Producing and sharing photos
Judging products and services
Searching and evaluating
Debating special interest & current news/events
Buying and selling things
Chatting, talking, instant messaging
Getting knowledge - sharing knowledge
Managing our lives and things
Publishing our own ideas, thoughts and opinions
Socialising through social and professional networks
Social Media Is Not A Fad It’s a Fundamental Shift in the Way We Communicate
What is the biggest challenge marketers face trying to leverage Social Media?
Challenges in Social Media Optimization How is social media impacting brand & product perception? How do you identify brand advocates and detractors? Can customer service be improved using social media? How do I better listen to my customers using social media?
1. Start By Listening 2. Strategize & Plan 3. Track, Measure, Analyze and Follow-up Omniture’s 6 Steps to Effective Brand Monitoring 4. Inform about your Success Stories 5. Make Process Changes 6. Automate & Act
Step 1: Where are your Customers?Message Boards/Internet Forums
Keep track of the conversation
Let the community respond
Clarify when necessary
Step 1: Where are your Customers? Twitter
Step 1: Where are your Customers? Facebook
Step 1: Where are your Customers? Wikis
Do you monitor your own Company on Wiki?
Warning! Don’t modify your own company or competitor information!
Step 1: Where are your Customers? LinkedIn
Step 1: Where are your Customers? YouTube and Flickr
Step 1: Where are your Customers? Social News and Bookmarking Sites
Save, share, organize, comment on & search webpage bookmarks
Community votes on submissions
Rise to the top or drop to the bottom
Step 2: Strategize Develop your Social Media strategy around what you can control, track and analyze
Brand ‘Trend’ Tracking from UGC (trawled specific e.g. Twitter)
Brand controlled film/review/article content (tagged and tracked)
Independent content & Brand controlled (trawled specific e.g. YouT)
Independent and affiliate (referrer report)
Independent and application (data pull and track e.g. Facebook)
Independent and blog (hard to get!!)
Step 3: Track your Most influential sites Brand Tracking/ Audience Intel. Website, Category or Product Referral Social Segmentation
Step 3: Track your Most influential sites (cont) Competitor Tracking Customer Care Advocacy Tracking Reviewer Tracking
Step 3: Analyze and Categorize
Asking for help
Step 3: Analyze with Reports Is Social Media Influencing Your Bottom Line? Booked Sales this Year, by Media Tactic* Yahoo! Message Board YouTube Blogs LinkedIn Facebook Flickr
Step 4: Inform of your Success Stories
Step 5: Make Process Changes Make organizational process changes to support Social Media Social Media as part of your PR & Communication Strategy How do we respond on behalf of the company (customer care involvement) Make Social Media part of your Organization (not just at your agency) How much information should we give away for free?
Step 6: Implement & Automate Consider how Omniture can help implement and automate these steps
Step 6: Act
So how does Omniture fit into my Social Media strategy?
Omniture optimises Ad Spend & Conversion Global Ad Spend Conversion Landing Page Site Search Visitors Customers Recommendations Merchandising Pet Lovers Proud Parents Diet & Fitness Behavioral Targeting
Omniture Online Marketing Suite CMO DASHBOARDS Internet Enterprise CRM Kiosks Call Center POS Teller Search Ad Networks Ad Exchange Mobile Video VISITORACQUISITION CONVERSION ONLINEANALYTICS CHANNELANALYTICS OPEN BUSINESS ANALYTICS PLATFORM Data Warehouse & APIs ONLINE MARKETING SUITE Complete – Open – Modular – Flexible
Omniture, An Adobe companyThe Leader in Online Business Optimization Company Web Analytics Leader, Now an Adobe company Leadership 5,100 Customers, Every Industry and Geography Infrastructure Over 20,000 Servers in Global Data Centers
Social Segmentation Example: Facebook
How does i generate value from Facebook? There is lots of “available” data through ‘soft’ permission
How does i generate value from Facebook? There are lots of “affiliations that drive to community and offer”
How does i generate value from Facebook? There are also many applications that can be developed and used on your behalf
How does i generate value from Facebook? Or that can be monitored w.r.t customer care/brand tracking
Example: Social Media Report in Omniture
Who spends most? People with 200-300 friends Spent the most money…
Tell me more about these people? Best spenders are “engaged”… ACTION: Target and Acquire more of these types of users, as well those prone to Invitation feature potentially using Facebook’s own advertising systems
What are the trends of Viral word of mouth? Invites are peaking in late afternoon… ACTION: Cross target advertising for these time frames with target users, the Double Whammy of App Invite and direct advert
What is my Application Conversion Success?
How influential are my Users?
In case you remember nothing else Social Media is not a Fad Plan and review your Social Media strategy frequently Omniture can help you to connect the dots