Allen Kevin, Head of Global Planning, Proximity London @ Relationship Marketing congres (Stichting Marketing) If you Google the phrases ‘social media marketing’ and ‘buzz marketing’ you get 3.2 million references. So much talk, but in reality so little knowledge or real understanding. Who can name three successful social media campaigns? When advertisers ask how success can be measured, what should you say? When you are planning a communication strategy, where do social media fit? ‘social media’ has exploded to the point that the phrase does not help us create more effective strategies or better work. The presentation will propose a simple framework that everyone can use for planning and measuring communications that use social media; it will show a number of case studies that show how effective social media can be when properly integrated into a wider campaign; and it will look at a few brands that are going further and making social media a core part of their business model. http://www.proximitylondon.com http://www.relationshipmarketing.be http://www.stichtingmarketing.be

1. planning and
measuring social
media strategies

2. why should we care?

3. The Good..

5. The Bad..

6. 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%

7. The Ugly..

8. 76% Customers who think
advertising lies

9. The Seductive..

11. 68.56m
58.56m
5.98m
7.65m
11.27m
Millions unique visitors
Jan 2009. Comscore

12. where do you start?

13. Social strategy starts the
same as any other strategy

14. Core principles around a clear objective
Plan
Objectives
Review Data
Design
Develop

15. “We want a widget/viral video”
is not an objective

16. Every objective has a metric
that demonstrates a benefit
to the business

17. But then we need to change
how we think

18. From
digital channels and technologies

19. To
digital lives and behaviours

20. Video still to come

21. 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

22. From
what brands say about themselves

23. To
what consumers say about brands

24. Customers who say consumer
91% generated content is the #1 aid to
a buying decision

25. From
creating media campaigns

26. To
creating human experiences

27. From
show and tell

28. To
Involvement and understanding

29. MEASURABLE
CUSTOMER
ENGAGEMENT

30. what does
engagement look like?

46. the key to success

47. Content
useful, entertaining

49. Data & Insight
breaking the silos

50. online
hard
Data soft
offline

51. A single focus
People
Led

52. Measurable at
all points

53. measurement
framework

54. INSIGHT INCITE

55. search conversations
INSIGHT
influencers communities

56. involvement interaction
INCITE
influence intimacy

57. How do we find the most
value?

58. Return On Return On
Investment Involvement
Return on the Return on the
4% 100%
who do who think

59. $
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60. From
Value = individuals

61. To
Value = individuals + interactions
between individuals

64. From
aggregate activity

65. To
individual actions

66. measurement tools

68. look for correlation
not causation

69. build on and blend with
existing metrics

70. don’t assume facebook or
twitter will continue to be top
dogs

71. portable social
lives

73. integrated measurement of
the customer journey

74. loyalty email news comms friend fly arrival loyalty site and
club showers club offer

75. don’t obsess on using metrics
to prove what you do is
successful...use metrics to
make what you do better

76. THANK
YOU!