Digital influence 501: What are the next trends and hot cases in social media

adknowledge 2009 | sydney Digital Influence 501 3 Things Every Marketer & Advertiser Should Know and Do

01 Understand Why it Matters to Business

Why Does Social Media Matter? Reach Lots of Australians

Why Does Social Media Matter? Reach Lots of Australians FACEBOOK April: 3.3 million Aussies Today: 6.0+ million

Why Does Social Media Matter? Less Frightening Than You’d Think Control

Why Does Social Media Matter? Less Frightening Than You’d Think 3,000+ Comments! Only a handful couldn’t be published

Why Does Social Media Matter? Optimise Media & Creative

Why Does Social Media Matter? Launch New Products

Why Does Social Media Matter? Launch New Products 3 Kickoff Facebook Events 85,000+ Facebook Fans Top Facebook AUS Campaign

Why Does Social Media Matter? Generate Powerful Insights

Why Does Social Media Matter? Boost Search “Share of Voice”

Why Does Social Media Matter? Boost Search “Share of Voice” Most Influential = 9% High = 20% Most Influential High Medium Low Medium = 13% Low = 58% Whose talking about their Sleep Number?

Anatomy of an Australian Marketer Circa NOW (PR Pro figure)

02 Find Influencers

Karen Cheng

Influencer Segmentations

Assessing Influence • Blogs & Twitter • Message Boards & Forums – Number of inbound links – Breadth of boards – Frequency/timeliness of posts – Quantity and timeliness of activity – Followers & subscribers – Search engine visibility – Number and content of comments – Affiliation – Affiliation of author – Membership numbers – Search engine visibility – Traffic – Traffic – RSS feed subscriptions • Social Networks – Membership numbers • Videos & Photo Communities – Types of community features present – Number of views and downloads (e.g., profiles, blogs, video, message – Number and content of comments boards) – Ratings/peer assessment – Activity level on features – Relevant groups – Affiliation – Number of subscribers – Search engine visibility – Number of inbound links

03 Measure Results

Why Measure? • Demonstrate success of a campaign • Optimize campaign week to week to ensure best possible outcomes • Today’s economy requires us to show the ROI of social media

Conversation Impact Dashboard Summary Metric / Funnel Goal > Data Aware- Considera- Prefer- ness tion ence Action Loyalty Reach/Positioning • UMV – blogs, site, microsite, applications, other, total # Real-time to / % change weekly • Volume of online conversation, #/% change, Cost per Real-time to Online Conversation Generated (CPICG) daily • Share of voice in category (=Volume for brand / volume Real-time to for category), # / % change, Cost per Increase in Share daily of Voice (CPISV) • Search visibility (for relevant keywords) Real-time to weekly Preference • Sentiment index of online conversation (% positive - % Daily negative), # / pts change, consumers reached vs. all, Cost Per Increase in Sentiment Index (CPISI) • Share of positive voice in category (=Sentiment index Daily for brand / sentiment index for category), # / % change, consumers reached vs. all, Cost per Increase in Share of Positive Sentiment (CPISP) • Relative net promoter score (NPS) in category (=brand Monthly/ NPS / category NPS), # / % change, consumers reached Quarterly vs. all, Cost per Point Increase in NPS (CPINP) survey Action • Registration: RPA, CPA, $, # Daily to weekly • Sale: RPA, CPA, $, # Real-time to weekly • Advocacy: RPA, CPA, $, # Real-time to weekly

Optimizing Against the Right Metrics

To Sum Up...

To Sum Up... • Many business reasons for participating in social media • Listening is the best first step to getting started and there are many free and paid tools available • Identifying and engaging influencers makes it easier for WOM to spread farther, faster, and to a wider audience • Measuring the success of a social media programme is possible and can include reach, preference, action.

RSS Dashboard Grab it: www.theDailyInfluence.com

“ One company that goes with this online- initiated flow is Ogilvy. ” THANK YOU! “ Ogilvy's digital specialist Brian Giesen outlined the best strategies for getting business results on social networking site Twitter. ” Brian Giesen Director | 360° Digital Influence “ 25 China Experts you should follow on Twitter… Thomas Crampton. ” Ogilvy PR p 61 2 8281 3853 e brian.giesen@ogilvy.com.au

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Digital influence 501: What are the next trends and hot cases in social media

by Markus von der Luehe on Oct 01, 2009

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Digital influence 501: What are the next trends and hot cases in social media — Presentation Transcript