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planning and
measuring social
media strategies
why should we care?
The Good..
The Bad..
A BIG shift from what we know


             • TV advertising revenues down 30% at NewsCorp

 Numbers     • US print adver...
The Ugly..
76%   Customers who think
      advertising lies
The Seductive..
68.56m

58.56m

5.98m

7.65m

11.27m

         Millions unique visitors
         Jan 2009. Comscore
where do you start?
Social strategy starts the
same as any other strategy
Core principles around a clear objective

                    Plan




                  Objectives
       Review       Da...
“We want a widget/viral video”
is not an objective
Every objective has a metric
that demonstrates a benefit
to the business
But then we need to change
how we think
From



digital channels and technologies
To



digital lives and behaviours
Video still to come
Baby Boomers are now embracing
social media applications nearly 20x
faster than the younger generation


+59%         conn...
From




what brands say about themselves
To




what consumers say about brands
Customers who say consumer

91%   generated content is the #1 aid to
      a buying decision
From




creating media campaigns
To




creating human experiences
From



show and tell
To



Involvement and understanding
MEASURABLE
CUSTOMER
ENGAGEMENT
what does
engagement look like?
the key to success
Content
useful, entertaining
Data & Insight
breaking the silos
online




hard
       Data      soft




       offline
A single focus




                 People
                  Led
Measurable at
all points
measurement
framework
INSIGHT   INCITE
search                 conversations




              INSIGHT




influencers             communities
involvement            interaction




              INCITE




 influence              intimacy
How do we find the most
value?
Return On       Return On
Investment      Involvement



Return on the   Return on the
     4%            100%
   who do  ...
$
$$$     $                         $
             $$$
                         $$$       $$$


$$
             $$        ...
From



Value = individuals
To



Value = individuals + interactions
between individuals
From



aggregate activity
To



individual actions
measurement tools
look for correlation
not causation
build on and blend with
existing metrics
don’t assume facebook or
twitter will continue to be top
dogs
portable social
lives
integrated measurement of
the customer journey
loyalty   email   news   comms   friend   fly    arrival loyalty site and
 club                                           ...
don’t obsess on using metrics
to prove what you do is
successful...use metrics to
make what you do better
THANK
YOU!
Planning and measuring social media strategies
Planning and measuring social media strategies
Planning and measuring social media strategies
Planning and measuring social media strategies
Planning and measuring social media strategies
Planning and measuring social media strategies
Planning and measuring social media strategies
Planning and measuring social media strategies
Planning and measuring social media strategies
Planning and measuring social media strategies
Planning and measuring social media strategies
Planning and measuring social media strategies
Planning and measuring social media strategies
Planning and measuring social media strategies
Planning and measuring social media strategies
Planning and measuring social media strategies
Planning and measuring social media strategies
Planning and measuring social media strategies
Planning and measuring social media strategies
Planning and measuring social media strategies
Planning and measuring social media strategies
Planning and measuring social media strategies
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Planning and measuring social media strategies

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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

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Transcript of "Planning and measuring social media strategies"

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

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