“You also probably recall Ford’s ambitious 2011 Ford Explorer Reveal. The car maker decided to forgo the auto show and reveal its new car on the web, with Facebook as the centerpiece of the company’s online reveal strategy.<br />The campaign proved to be more successful than anticipated. On reveal day, Ford produced the number one trending topic on Twitterin the U.S.; the Explorer was the number two most searched for term on Google; Ford’s YouTube reveal video garnered 11,000 views; more than 50,000 Ford Explorer Facebook “Likes” flooded in; and, perhaps best of all, 25,000 potential car buyers built and priced new Explorers on the company’s website.”<br />Mashable, “Top 5 Emerging Brand Trends on Facebook,” September 28, 2010<br />
BRAND PERCEPTION METRICS<br />Social Media participation is necessary to create and maintain brand reputation<br />Sentiment <br />Brand equity<br />Thematic/ perceptual maps; cluster analysis <br />PR functions/ crisis control <br />Media relationships<br />Influencer relationships<br />Customer satisfaction<br />Likeliness to buy<br />Likeliness to recommend (NPS)<br />
MARKETING EFFICIENCY METRICS<br />Social Media is an effective way to create awareness of and interest in products and services <br />SEO<br />Improved rankings<br />Reach<br />Followers<br />Fans<br />Forwards<br />Invites<br />Word of Mouth<br />Shares<br />RTs<br />Research<br />Defrayed/ reduced cost of surveys, focus groups, panels, testers, and secret shoppers <br />
REVENUE GROWTH METRICS<br />Social Media is an effective way to drive sales <br />Relationships that could become leads<br />Members, Registrants, Fans, downloaders, subscribers, followers, bookmarkers, commenters<br />Leads<br />People that have expressed an interest in your product in the public domain and that you can follow up with <br />Sales <br />Tracked from links promoted via social media channels<br />Tracked via promo codes and offers<br />
SUPPORT SAVINGS<br />Social Media is an effective way to service our customers (or let them self service themselves)<br />Content creation: user generated vs. company generated <br />Ratings & Reviews <br />Forums<br />Groups<br />Support case metrics<br />Cases per channel<br />Response times per channel<br />Wait time per channel<br />Resolution rate per channel<br />Customer sat per channel <br />Call center costs defrayed<br />
Know what you’re counting <br />(and what you’re not) <br />
February Twitter Report<br />INSIGHTS<br />Tweets, Retweets, @Replies by Day<br />INSIGHTS AND RECOMMENDATIONS:<br />During the month of February, the @AutoMaker Twitter handle had a total of 96 tweets with an average 3.4 tweets per day. <br />Source: TweetStats<br />
INSIGHTS<br />Fan Posts By Hour and Day of Week<br />Day of week Breakdown by hour<br />INSIGHTS AND RECOMMENDATIONS:<br />SUNDAY: Heavy engagement in the evenings, with 62% of posts coming after 3pm PST<br />Monday: Fans post bright and early when they get into the office. Engagement spikes at 7am PST, and slows consistently throughout the day<br />Tues - Thurs: Engagement occurs during peak work hours, again starting at 7am PST but slowing at 4pm PST<br />Friday: Posts spike mid-day, but continue to occur in the evening at a higher rate than Monday through Thursday<br />Saturday: Continual posts throughout the day, with peaks in the morning and late evenings<br />Source: Export.ly<br />
Share of voice insights<br />Total mentions of Automaker within Social Media (30 day sample)<br />Day of Week<br />Commercial peaks on Twitter with 37,389 total mentions on February 5 – Super Bowl<br />Mentions on Twitter top out at 11,554 with the unveiling of the new model on February 28<br />Time of Day<br />Time of Day<br />*Sample data pull of all Twitter conversation mentioning @Automaker from 3/2 -3/7<br />*Sample data pull of all Twitter conversation mentioning @Automaker from 3/2 -3/7<br />Source: Radian6<br />
Thank you for listening. Enjoy my hometown!<br />#smm #measure #w2e<br />@margaretfrancis<br />
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