Planning and measuring social media strategies

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    Planning and measuring social media strategies - Presentation Transcript

    1. planning and measuring social media strategies
    2. why should we care?
    3. The Good..
    4. The Bad..
    5. A BIG shift from what we know • TV advertising revenues down 30% at NewsCorp Numbers • US print advertising revenues down by 14% don’t lie • Radio listeners are down by 14% • Click thru rates on banner ads is decreasing 30% year on year and industry average is now 0.05%
    6. The Ugly..
    7. 76% Customers who think advertising lies
    8. The Seductive..
    9. 68.56m 58.56m 5.98m 7.65m 11.27m Millions unique visitors Jan 2009. Comscore
    10. where do you start?
    11. Social strategy starts the same as any other strategy
    12. Core principles around a clear objective Plan Objectives Review Data Design Develop
    13. “We want a widget/viral video” is not an objective
    14. Every objective has a metric that demonstrates a benefit to the business
    15. But then we need to change how we think
    16. From digital channels and technologies
    17. To digital lives and behaviours
    18. Video still to come
    19. Baby Boomers are now embracing social media applications nearly 20x faster than the younger generation +59% connecting through social networking +67% consuming blogs and podcasts +35% viewing/posting videos Accenture 2009 % change from 2008
    20. From what brands say about themselves
    21. To what consumers say about brands
    22. Customers who say consumer 91% generated content is the #1 aid to a buying decision
    23. From creating media campaigns
    24. To creating human experiences
    25. From show and tell
    26. To Involvement and understanding
    27. MEASURABLE CUSTOMER ENGAGEMENT
    28. what does engagement look like?
    29. the key to success
    30. Content useful, entertaining
    31. Data & Insight breaking the silos
    32. online hard Data soft offline
    33. A single focus People Led
    34. Measurable at all points
    35. measurement framework
    36. INSIGHT INCITE
    37. search conversations INSIGHT influencers communities
    38. involvement interaction INCITE influence intimacy
    39. How do we find the most value?
    40. Return On Return On Investment Involvement Return on the Return on the 4% 100% who do who think
    41. $ $$$ $ $ $$$ $$$ $$$ $$ $$ $$ $$ $ $$ $$ $ $ $$ $$$ $
    42. From Value = individuals
    43. To Value = individuals + interactions between individuals
    44. From aggregate activity
    45. To individual actions
    46. measurement tools
    47. look for correlation not causation
    48. build on and blend with existing metrics
    49. don’t assume facebook or twitter will continue to be top dogs
    50. portable social lives
    51. integrated measurement of the customer journey
    52. loyalty email news comms friend fly arrival loyalty site and club showers club offer
    53. don’t obsess on using metrics to prove what you do is successful...use metrics to make what you do better
    54. THANK YOU!

    + Lander JanssensLander Janssens, 5 months ago

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    1568 views, 55 favs, 3 embeds more stats

    Allen Kevin, Head of Global Planning, Proximity Lon more

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