Word of Mouth Marketing Association
Proud to Call Our Members
The Shifting Marketing      Landscape
Social Engagement—It’s not just a fun side project anymore  In the next 5 years, marketers expect to spend                ...
A Good WOMM Program is…
Why is it importantto get people talking?                     Friends and         Other                     Family        ...
Influencers
The New Influencers in the      Emerging SpacesInstagram boasts        Pinterest is the100 million users       fastest gro...
2012The Year of Visual Influencers
What’s the best way to reach    YOUR influencers?
Content                           The typical American                           mentions brand names                     ...
Deep, Meaningful Content
Baconbarter.com
C2C Marketing Through Consumer-to-Consumer (C2C) sharing andawareness, marketers can actually harness the power           ...
Focus on Converged MediaAltimeter
Listening is Good—Participating is Better
How to Handle Negative Content
Measurement beyond…
Activity Metrics Alone Don’t Measure Business Results                                 Activity Metrics                    ...
Converting Activity Metrics into Performance Value                                   Activity Metrics                     ...
Putting It All Together…
Additional Resources• Solving the ROI Riddle• Influencer Handbook• Listening is Good, Participating is  Better• Social Med...
Thank you!!@suzannewomma
The Shifting Marketing Landscape
The Shifting Marketing Landscape
The Shifting Marketing Landscape
The Shifting Marketing Landscape
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The Shifting Marketing Landscape

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Presentation by:
Suzanne Fanning, President, Word of Mouth Marketing Association

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  • Key Takeaway - using owned media, like your website or email list, will drive earned stories via the Open Graph into Facebook and eventually provide insight into which stories could most effectively influence a consumer’s extended network. Investing (paid media) in those instances specifically is certainly money well spent.By leveraging Facebook’s Open Graph and the power of consumers, brands can build stronger and incredibly loyal customer bases. Brands can tap into the power of their customer bases to drive social word of mouth at scale, amplifying awareness, and maximizing their social media investments.
  • The end goal for most marketers today is really the starting point in determining the real value of socially enabled marketing and collaboration tools; capturing activity metrics. However, activity metrics alone provide limited value. When viewed independently they typically show general traffic patterns but don’t give any real insight into what the business ‘contribution’ value or the performance value that asset is providing to the businesses’ strategic goals, nor do activity metrics give insight into how these assets might be performing as an integrated unit. Many times, activity metrics can create ‘false positives’ which point to trends that are not really there. Likes may be attributed to individuals who act impulsively when seeing something but never give it a second thought afterward. Page views may provide the marketer a big number to enthusiastically present but provides no insight into those users intent.
  • This chart starts to tell a story. Rather than organize our metrics around campaigns and tools, we instead organize around a KPI for each pillar of engagement. Within each category, such as Advocacy, the assets we have in play such as our Facebook page or community hub should be delivering measurable value. The types of metrics that are captured for each are very different and have been selected and organized into “suites of metrics” that together tell a story or create a strong correlation to achievement or progress against a specific defined KPI. None of these metrics in and of themselves are the “magic bullet”; you need to do the analysis to determine which grouping of mNo business goal or KPI is created equal. Some have more value than others based on your defined business goal. Therefore the bundled ‘suite’ of activity metrics that together create a value metric which pays off a high value business KPI versus those which pay off a low value KPI should have a greater weight.
  • The Shifting Marketing Landscape

    1. 1. Word of Mouth Marketing Association
    2. 2. Proud to Call Our Members
    3. 3. The Shifting Marketing Landscape
    4. 4. Social Engagement—It’s not just a fun side project anymore In the next 5 years, marketers expect to spend 19.5% of their budgets on social engagement, almost three times more than the current level!
    5. 5. A Good WOMM Program is…
    6. 6. Why is it importantto get people talking? Friends and Other Family Advertising Nielson Wire 2012
    7. 7. Influencers
    8. 8. The New Influencers in the Emerging SpacesInstagram boasts Pinterest is the100 million users fastest growing Instagram and Pinterest of 2012 network
    9. 9. 2012The Year of Visual Influencers
    10. 10. What’s the best way to reach YOUR influencers?
    11. 11. Content The typical American mentions brand names 90 times a week in both online and offline conversations. Keller Fay Research 2010Content is not just king—it is social currency.
    12. 12. Deep, Meaningful Content
    13. 13. Baconbarter.com
    14. 14. C2C Marketing Through Consumer-to-Consumer (C2C) sharing andawareness, marketers can actually harness the power of opinion. Forrester Research
    15. 15. Focus on Converged MediaAltimeter
    16. 16. Listening is Good—Participating is Better
    17. 17. How to Handle Negative Content
    18. 18. Measurement beyond…
    19. 19. Activity Metrics Alone Don’t Measure Business Results Activity Metrics Outcomes • Tracks awareness Facebook • ↑ Likes • Indicates number of people creating • Number of “Talking About This” content related to your brand • Demographics • Gives insight into general category of • Reach viewers • Measures potential audience Twitter • Number of Followers • Tracks individuals receiving message • Number of Retweets • Indicates when content is shared • Reach (available with third-party tool) • Measures potential audience Campaign • Tracks number of participants • Number of Registrants/members • Shows general level and area of • Dwell time interest • Views • Tracks total number of visitors • Sentiment • Approximates participant attitudes© COPYRIGHT 2012, COMBLU, LLC. 23
    20. 20. Converting Activity Metrics into Performance Value Activity Metrics Outcomes KPI: Generate Product or Brand Consideration Advocacy • ↑ downloads of product information • ↑ brand/product consideration • Number of product pages shared • ↑ NPS • Number of product reviews shared • Number of inquiries about product on review sites • Number of views product demos/video • Number of views product reviews • Number of participation levels in contests/promotions KPI: Decrease Cost of Product Support • ↑ Number of creators/critics in support community – Customers • Support ↑ customer satisfaction – FTEs • ↑ positive word-of-mouth • Number of questions asked in community • ↑ revenue • Number of questions answered by customers • ↓ cost of support • Number of questions answered by FTEs in community • ↓ cost per question answered • ↓ time to answer • ↓ open questions • ↑ positive ratings of content/answers KPI: Drive Product Innovation Feedback • Number of ideas • Number of idea comments/refinements • Faster time to market • High rating of ideas • ↓ cost of innovation • Number of votes/ideas • ↑ product success • Number of creators/critics • Number of actionable ideas© COPYRIGHT 2012, COMBLU, LLC. 24
    21. 21. Putting It All Together…
    22. 22. Additional Resources• Solving the ROI Riddle• Influencer Handbook• Listening is Good, Participating is Better• Social Media Disclosure Guide• All Things WOMM Blog
    23. 23. Thank you!!@suzannewomma
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