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Social Media Marketing Goal-Setting and Results Measurement<br />Jay Badenhope<br />July 21, 2010<br />
Agenda<br />5 Social Activities You Can Use to Drive Value<br />3 Tips for Measuring the Benefit<br />
Five ways companies are using social media channels to drive value<br />
The Marketing Leadership Council says most marketers’ initiatives in social media cluster around five activities:<br />Lis...
LISTENING:<br />Capturing insights and feedback from target customers.<br />You wouldn’t ignore a customer who wanted to t...
LISTENING to LEARN<br />If your organization isn’t sold on the benefits of social media marketing, start by searching for ...
TALKING:<br />Sharing information with target customers.<br />Once you have listened to and learned from your customers, g...
Coca-Cola:http://www.viralblog.com/wp-content/uploads/2010/01/TCCC-Online-Social-Media-Principles-12-2009.pdf
BBC:http://www.bbc.co.uk/guidelines/editorialguidelines/onguide/
US Air Force:http://www.web-strategist.com/blog/2008/12/31/diagram-how-the-air-force-response-to-blogs/</li></li></ul><li>...
ANIMATING:<br />Sparking advocacy and driving positive word of mouth about a brand.<br />Disney’s Facebook page has over 3...
ANIMATING:<br />Sparking advocacy and driving positive word of mouth about a brand.<br />Love a Local Business<br />Busine...
SUPPORTING:<br />Improving the service experience and helping customers get greater value from interactions with the brand...
SUPPORTING:<br />SAP has had success with their Community Network, reportedly answering questions within 17 minutes on ave...
SUPPORTING: Intuit moderates community forums where customers can get answers on product and business questions.http://com...
ABSORBING:<br />Enlisting customers in the co-creation of product/service improvements.<br />
Three Tips for Measuring the Benefit<br />
Measuring Benefits Tip #1:<br />Define Success Metrics<br />As in your other marketing efforts, establish metrics that ali...
Measuring Benefits Tip #2:<br />Set the right time frame<br />Choose a time frame that is the balance of:<br /><ul><li>lon...
short enough to allow you to revise your approach as you learn more</li></ul>And anticipate making adjustments.<br />
Measuring Benefits Tip #3:<br />Commit the Right Amount of Resources<br />In the early stages, you could treat social medi...
Bonus Slides<br />
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Social Media Marketing Goal Setting And Results Measurement 2010 07 21

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Slides presented at the 2nd Annual Internet Marketing Conference on July 21, 2010 in Stockton, CA. Created by Jay Badenhope, Senior Marketing Manager at Intuit.

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  • Foursquare: TechCrunch defines them as “a location based social network that incorporates gaming elements.”“Users share their location with friends by “checking in” via a smartphone app or by text message. Points are awarded for checking in at various venues. Users can connect their Foursquare accounts to their Twitter and Facebook accounts, which can update when a check in is registered. Users who have checked in the most times at a certain venue will be crowned “Mayor” until someone surpasses their number. Various venues have embraced Foursquare, and offer special deals to users who are “mayors”. ”Do you know who your mayor is?Groupon: TechCrunch: “features a daily deal on the best stuff to do, see, eat, and buy in cities across the United States. By promising businesses a minimum number of customers, Groupon can offer deals that aren’t available elsewhere.”Who here has bought a daily deal on Groupon?
  • Transcript of "Social Media Marketing Goal Setting And Results Measurement 2010 07 21"

    1. 1. Social Media Marketing Goal-Setting and Results Measurement<br />Jay Badenhope<br />July 21, 2010<br />
    2. 2. Agenda<br />5 Social Activities You Can Use to Drive Value<br />3 Tips for Measuring the Benefit<br />
    3. 3. Five ways companies are using social media channels to drive value<br />
    4. 4. The Marketing Leadership Council says most marketers’ initiatives in social media cluster around five activities:<br />Listening<br />Talking<br />Animating<br />Supporting<br />Absorbing<br />Marketing Leadership Council: http://mlc.executiveboard.com/<br />
    5. 5. LISTENING:<br />Capturing insights and feedback from target customers.<br />You wouldn’t ignore a customer who wanted to talk with you in person.<br />Are you ignoring customers talking about your business online?<br />
    6. 6. LISTENING to LEARN<br />If your organization isn’t sold on the benefits of social media marketing, start by searching for relevant conversations and listening to what people are saying.<br />As you listen to your customers and prospects, help the rest of your organization learn from their opinions and feedback.<br />Identify fans and influencers. Ask them for input.<br />At Intuit, we listened to customer reviews on Amazon and other sources to improve our product registration process.<br />
    7. 7. TALKING:<br />Sharing information with target customers.<br />Once you have listened to and learned from your customers, get ready to join the conversation.<br />First, set the rules of the road you want your employees to follow.<br />Here are four examples of organizations that have documented their approach to social media:<br /><ul><li>Intel:http://www.intel.com/sites/sitewide/en_us/social-media.htm
    8. 8. Coca-Cola:http://www.viralblog.com/wp-content/uploads/2010/01/TCCC-Online-Social-Media-Principles-12-2009.pdf
    9. 9. BBC:http://www.bbc.co.uk/guidelines/editorialguidelines/onguide/
    10. 10. US Air Force:http://www.web-strategist.com/blog/2008/12/31/diagram-how-the-air-force-response-to-blogs/</li></li></ul><li>TALKING:<br />Sharing information with target customers.<br />Intuit shares advice and real-world examples in our small business blog, including a series of posts on online marketing that we’ve packaged as a “Toolkit”. The blog format enables social sharing and reader comments.<br />http://Intuit.com/Toolkit<br />
    11. 11. ANIMATING:<br />Sparking advocacy and driving positive word of mouth about a brand.<br />Disney’s Facebook page has over 3.7 million fans, generating thousands of “likes” and hundreds of comments per post on their Facebook Wall.<br />
    12. 12. ANIMATING:<br />Sparking advocacy and driving positive word of mouth about a brand.<br />Love a Local Business<br />Business Owner Benefits: A tool for encouraging customers to spread positive word of mouth, and a chance at a cash prize<br />Fan Benefits: Show support for businesses you really like, and see if you can motivate others to share your enthusiasm<br />Intuit Benefits: Host positive conversations about small businesses; it also gives us a platform to experiment with cutting edge social and, soon, mobile engagement tools<br />10<br />
    13. 13. SUPPORTING:<br />Improving the service experience and helping customers get greater value from interactions with the brand.<br />Comcast helps customers through Twitter, personalizing their company in the process.<br />
    14. 14. SUPPORTING:<br />SAP has had success with their Community Network, reportedly answering questions within 17 minutes on average. <br />
    15. 15. SUPPORTING: Intuit moderates community forums where customers can get answers on product and business questions.http://community.intuit.com/forums<br />Sample Q&A within the product forum on “Reports”:<br />Sample Q&A within the business forum on “Starting a Business”:<br />
    16. 16. ABSORBING:<br />Enlisting customers in the co-creation of product/service improvements.<br />
    17. 17. Three Tips for Measuring the Benefit<br />
    18. 18. Measuring Benefits Tip #1:<br />Define Success Metrics<br />As in your other marketing efforts, establish metrics that align with your strategic goals and are relevant to activities in a social channel. <br />Some potential goal/metric combinations for social media:<br />What combinations of goals and metrics have worked for your business?<br />
    19. 19. Measuring Benefits Tip #2:<br />Set the right time frame<br />Choose a time frame that is the balance of:<br /><ul><li>long enough to ensure commitment and measure progress
    20. 20. short enough to allow you to revise your approach as you learn more</li></ul>And anticipate making adjustments.<br />
    21. 21. Measuring Benefits Tip #3:<br />Commit the Right Amount of Resources<br />In the early stages, you could treat social media as one of your “experimental touchpoints” that you give 10% of your total marketing investment. <br />Source: Marketing Leadership Council<br />
    22. 22. Bonus Slides<br />
    23. 23. Two quickly growing social media sites serving local businesses: Foursquare and Groupon.<br />20<br />
    24. 24. One free listening tool: google.com/alerts<br />“Google Alerts are email updates of the latest relevant Google results (web, news, etc.) based on your choice of query or topic.” <br />Here’s a sample search for “social media monitoring tools” with a preview of search results from blogs only.<br />
    25. 25. Questions? Comments?<br />22<br />
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