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Track your impact   Understanding Metrics and Measurement 18 Nov 2010 Hubert Grealish, TomTom Consumer  @HubertGrealish  #...
Social Media’s … let’s be friends  <ul><li>Perspectives over info  </li></ul><ul><ul><li>» Info’s freely available </li></...
<ul><li>“ History repeats itself… just in different media…”  </li></ul>Lessons
Word of Mouse… Micro Matters... Societal Mass Media to Niche….  <ul><li>‘ Millennials’ spread online WoM Over 80% of &quot...
Era of (even more) personal publishing <ul><li>Social Media  are media for social interactions … A common thread running t...
Social Media… Gold Rush? <ul><li>Thousands of social networking sites and communities, touching all ages, ethnicities and ...
News: Facebook now No1  for Product Opinions  62%  of all social media messages about products and services are posted via...
Where do people talk about driving? <ul><li>Driving and congestion mentioned most frequently on Twitter. </li></ul><ul><li...
Congestion’s most annoying off-peak <ul><li>Conversations about traffic congestion spike on off-peak times, possibly due t...
Social Media Strategy …keep it simple! <ul><li>“ L isten  attentively to TomTom’s online communities, </li></ul><ul><li>I ...
Social ‘Iceberg’ – Bright campaigns <ul><li>1  Pro-active campaigns </li></ul><ul><li>» For example: Applications, petitio...
Pro-active  campaigning   One strategic Approach  <ul><li>Twitter = issues </li></ul><ul><li>Most drivers’ remarks on Twit...
Critical success factors ..? <ul><li>Teamwork  - adaptability to plan, learn and do as a team  </li></ul><ul><li>Resource ...
So…  <ul><li>1  Pro-active campaigns </li></ul><ul><li>2  Consumer engagement  </li></ul><ul><li>Product & Quality </li></...
Thank you! Questions and sharing  [email_address]   @HubertGrealish
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Social Media Tracking Effectiveness #Csm Hubert Grealish Tom Tom 181110

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Short five - ten minute strategic summary on how companies can approach new media communications and product information. As shared at 2010 Corporate Social Media Summit in London November 2010.

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Transcript of "Social Media Tracking Effectiveness #Csm Hubert Grealish Tom Tom 181110"

  1. 1. Track your impact Understanding Metrics and Measurement 18 Nov 2010 Hubert Grealish, TomTom Consumer @HubertGrealish #CSM10
  2. 2. Social Media’s … let’s be friends <ul><li>Perspectives over info </li></ul><ul><ul><li>» Info’s freely available </li></ul></ul><ul><ul><li>» Defining the challenge </li></ul></ul><ul><li>Integration </li></ul><ul><ul><li>» Listen, Identify, Pro-act </li></ul></ul><ul><ul><li>» Strategic approaches </li></ul></ul><ul><ul><li>» Why Comm’s new buddy is Cust Care </li></ul></ul><ul><li>Tracking Impact </li></ul><ul><ul><li>» Explore and compare </li></ul></ul><ul><ul><li>» Use your head(s) </li></ul></ul><ul><ul><li>» Other learnings </li></ul></ul>
  3. 3. <ul><li>“ History repeats itself… just in different media…” </li></ul>Lessons
  4. 4. Word of Mouse… Micro Matters... Societal Mass Media to Niche…. <ul><li>‘ Millennials’ spread online WoM Over 80% of &quot;millennial&quot; consumers discuss brands on the web - 70% recommended goods </li></ul><ul><li>47% written about positive brand experiences online - 39% provided critical feedback. </li></ul><ul><li>71% generally made uncomplimentary sentiments regarding products known. </li></ul>
  5. 5. Era of (even more) personal publishing <ul><li>Social Media are media for social interactions … A common thread running through all definitions of social media is a blending of technology and social interaction for the co-creation of value. </li></ul><ul><li>( Wikipedia) </li></ul>“ “ <ul><li>‘ Seekers’ = Without having first sought offline help, seekers (25 to 34’s are most likely) to post a negative comment with the expectation company will contact them to resolve issue. </li></ul><ul><li>Did you know : 55 to 65 year olds most likely to post a negative comment </li></ul>1.Media 2.Analysis 3.Strategy
  6. 6. Social Media… Gold Rush? <ul><li>Thousands of social networking sites and communities, touching all ages, ethnicities and markets. </li></ul><ul><li>Meteoric rise of Facebook and Twitter revolutionizing how we interact – importantly now with companies. </li></ul><ul><li>Cost effective, highly targeted and scaleable with broader more integrated on/offline campaigns. </li></ul><ul><li>Key to modern brand engagement. </li></ul><ul><li>Product issues and reviews travel faster than ever. </li></ul>Social networks now more popular than search engines in the UK
  7. 7. News: Facebook now No1 for Product Opinions 62% of all social media messages about products and services are posted via Facebook (Forrester Research, Q3 2010)
  8. 8. Where do people talk about driving? <ul><li>Driving and congestion mentioned most frequently on Twitter. </li></ul><ul><li>Significance of Twitter and other micro-blogging services will increase with the growth of geo-location services (eg Foursquare). </li></ul><ul><li>There was a different profile of conversations about brands as the smaller volume of mentions lead to a greater statistical variation. </li></ul>
  9. 9. Congestion’s most annoying off-peak <ul><li>Conversations about traffic congestion spike on off-peak times, possibly due to surprise traffic and more time to tweet. </li></ul>Results by day of week Results by time of day <ul><li>People talk about travel advice services as a planning tool for their journeys. </li></ul><ul><li>Brand talk is less predictable by day of week. </li></ul>1.Media 2.Analysis 3.Strategy
  10. 10. Social Media Strategy …keep it simple! <ul><li>“ L isten attentively to TomTom’s online communities, </li></ul><ul><li>I dentify legitimate consumer conversation and issues, </li></ul><ul><li>P roactively execute relevant campaigns, increasing brand favour and sales.” </li></ul>
  11. 11. Social ‘Iceberg’ – Bright campaigns <ul><li>1 Pro-active campaigns </li></ul><ul><li>» For example: Applications, petitions, competitions, updates and consumer polls </li></ul><ul><li>2 Consumer engagement </li></ul><ul><li> » For example: Twitter, community manager conversations on key forums and sites </li></ul><ul><li>Product & Quality </li></ul><ul><li>» For example: agreed process with consumer services for escalation </li></ul>Three tier integrated strategy – Linking PR to Cust Care and Products # BreakFree 3 2 1
  12. 12. Pro-active campaigning One strategic Approach <ul><li>Twitter = issues </li></ul><ul><li>Most drivers’ remarks on Twitter… </li></ul><ul><li>Perfect channel to engage around issues </li></ul><ul><li>Facebook = hub </li></ul><ul><li>Issues and campaigns </li></ul><ul><li>Product info and campaigns </li></ul><ul><li>Proactive outreach via Facebook official pages </li></ul><ul><li>Main source of online engagement </li></ul>Convert critics Campaign hub (cross-link to TomTom.com) TomTom.com 3
  13. 13. Critical success factors ..? <ul><li>Teamwork - adaptability to plan, learn and do as a team </li></ul><ul><li>Resource (minds and community managers) </li></ul><ul><li>Integrate with on/offline campaigns </li></ul><ul><li>Excellence in execution </li></ul><ul><li>Responsiveness </li></ul><ul><li>Site traffic (#Hashtag) </li></ul><ul><li>Learn - from others… best practice and mistakes! </li></ul>
  14. 14. So… <ul><li>1 Pro-active campaigns </li></ul><ul><li>2 Consumer engagement </li></ul><ul><li>Product & Quality </li></ul>Integrate campaigns on/offline! “ Build business, make money, find fun!” 3 2 1
  15. 15. Thank you! Questions and sharing [email_address] @HubertGrealish
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