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    Wom Workshop English Wom Workshop English Presentation Transcript

    • www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • WORKSHOP TO MEASURE AND ANALISE THE WOM ACTIVITY ROI Gianandrea Facchini Blogger e consulente www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • Roi and his brothers Milano, 3 Aprile 2008 www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • Ceci n’est pas une presentation! Ask for, ask to yourself! www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • It’s a brave new world! www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • With engaged customers www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • A world where a showcase is not enough www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • A world where Awareness no longer means sales www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • Closer than we think www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • And how we believe to measure it? With ROI! An everlasting metric! but www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • Companies have new goals www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • Companies have new goals Engagement www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • Companies have new goals Engagement Trust www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • Companies have new goals Engagement Trust Influence www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • Companies have new goals Engagement Trust Influence So what? www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • New goals = new metrics Return on engagement Return on trust Return on influence www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • Why? Sales do no longer come from a linear model Current business model production- advertising-sales got more complicated in its central moment www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • Why? Sales do no longer come from a linear model Current business model production- advertising-sales got more complicated in its central moment Communication www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • Top-down communication is dead www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • The new mantra is: conversation www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • And, talking about new mantra Tell me, and I will forget. Show me, and I may remember. Involve me, and I will understand. Cool. Who told it? Who’s the Web 2.0 guru to tell it? www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • Confucio www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • But how to track a conversation RSS Tag Feeder Other? www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • Tracking consumers’ conversation is an ongoing discovery process This know-how must merge with the one existing inside the company to bring to light new opportunity www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • Strategize Aggregate Operate Analyze Communicate www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • How to structure the discovery process Strategize: to determine the area the most sensitive to the information collected in a second step to evaluate the impact of the activities developed to strengthen the link between know how and action www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • How to structure the discovery process Aggregate: to collect data statistically relevant from internal and external sources www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • How to structure the discovery process Analyze: to analyse and segment voices collected by tag, frequency, cluster to develop key insights on the brand, its competitors and consumers’ needs based on these results to investigate exhaustively consumers’ sentiment, interaction model and the chance to pump up conversation www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • How to structure the discovery process Communicate: to translate information into index to define businessgoals to match them with other sources for validation www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • How to structure the discovery process Operate: let’s go on the market and test it! www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • How to structure the discovery process The whole process is based on a active engagement of the marketing and communication office The human factor is crucial to determine parameters and their interpretation www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • “It takes years, not weeks, to embed consumer conversations in an organization. Companies need to address this now or it will be a huge challenge to catch up.” Anthony van der Hoek, Director of Strategy and Business Solutions, The Coca-Cola Company www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • That’s all, folks? www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • 84% of the buzz is www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • 84% of the buzz is Face-to-face www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • 84% of the buzz is Face-to-face 82% of the buzz is www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • 84% of the buzz is Face-to-face 82% of the buzz is By Phone www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • And on line? www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • And on line? 42% www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • And on line? 42% It’s a long way to go, yet www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • And is you can set up the starting date of your Wom campaign, do you know The buzz may stay alive and kicking for a long time to go The search engine cache stay forever www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • A tv campaign begins on Sunday and ends on any Saturday www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • What about Wom? Warning: a Wom activity is not for selling goods Right? www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • A Wom campaign may have several goals but it hardly generate direct sales A Wom campaign does work on the magic words we mentioned before Do you remember them? www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • These are the sales drivers If you think to do a Wom campaign to generate sales in short time, well better rethink your strategy Yes, Wom is cool, but do you need it? www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • Well, it depends from your goal And so it is for the metrics What about yours? www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • A sample of process Goal: what’s your goal? www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • A sample of process Goal: what’s your goal? Benefit: what does success look like? www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • A sample of process Goal: what’s your goal? Benefit: what does success look like? Metrics: which parameters you will measure? www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • A sample of process Goal: what’s your goal? Benefit: what does success look like? Metrics: which parameters you will measure? Measurement: hich tool? How? w www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • A sample of process Goal: what’s your goal? Benefit: what does success look like? Metrics: which parameters you will measure? Measurement: hich tool? How? w Map: strategy www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • A sample of process Goal: what’s your goal? Benefit: what does success look like? Metrics: which parameters you will measure? Measurement: hich tool? How? w Map: strategy Value: what is the expected cost for? www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • Let’s see an example: www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • Other metrics: Time to marketing information: The average time that elapses between the execution of a marketing activity and the results analysis availability Customer satisfaction: the relationship between the social media monitoring activity and the analysis results and implementation. To juice these results from monitoring to identify consumers’ desiderata and opinions and work towards their satisfaction eventually resulting in a higher customer satisfaction level www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • Other metrics: Actionable insights: this metric is a catch-all, covering both qualitative and quantitative actionable insights emerging from the social media analysis Early warning: to timely face issues that may arise and negatively impact on brand perception www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • Where is the common ground of all these metrics? www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • Where is the common ground of all these metrics? On time www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • Where is the common ground of all these metrics? On time Intelligence www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • Where is the common ground of all these metrics? On time Intelligence Transparency www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • Where is the common ground of all these metrics? On time Intelligence Transparency Strategy www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • What’s the added value to companies? www.Buzzdetector.com Fonte: Abeerden Group 2008 Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
    • Where are you, now? www.Buzzdetector.com Via di Monserrato, 43 - 00186 Roma Tel. +390697747668