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Social Media Monitoring and ROITurning data into insights, and insights into outcomes
AgendaBREAKFAST   Introductions (9:00 – 9:15)   Self Assessment / Objective Sharing (9:15 – 9:45)   Social Media Maturity ...
About The Speaker                      Marcus Tewksbury is a product strategy and business development expert             ...
Course Objectives State of the industry Best-practice case studies Reusable content and examples Framework for selling ide...
Introductions
Social Media Maturity ModelBreaking down social media into specific disciplines
Origins of Online
Evolved into Disciplines                           Search     Email                     Web                Display
Social is adapting fast…
Social is adapting faster              1. Syndication   2. WOM Campaign                                       3. Community...
Building block of social media intelligence            Domain   Terms HandleLocationFollowers  Date  Post
SURVEY
Vendor Focus                PRMedia                Product                MR
VENDORANALYSIS
Selling Social MediaConnect with stake holders and communicate value
Rolling out the “red” carpet…
"You can make more friends in two months by   becoming interested inother people than you can  in two years by trying to  ...
How doyoureachandmovethem?
There are no ugly babies…
.. Focus on their needs
Where does it hurt?
Suspect Profile                                     Priorities:                                                 KPI’s:    ...
Suspect Profile: “Spinners” (PR/Corporate Marketing)               Titles & Organizational Roles               •Senior Bus...
Suspect Profile: __________________             Department & Title             1. ________________________________________...
Tell astory…
People don’t buy tools Alterian Social Media Engagement Solutions
They buy outcomes
Breakthroughs can redefinethe problem                 “If I had listened to what my                  customers wanted, I w...
Solution Definition: __________________              Problem Solved (No cure-alls.       Should be very specific on the pr...
Solution Definition: __________________              Monetization (How will you argue the value created?):              De...
Establish a plan of             attack
Present a compelling argument                PCAN Model           Define the Problem           State the Cause           P...
Use the power of the pack
Recognize the “unwritten” Hierarchy
Alwaysmonetizethebenefit…
When is 2% not 2%?
When it translates to 5X  $ 10,948,054                           VS.    $ 2,154,516
The Story of a Tiger
Tiger Woods’ “massive” decline was only 2%      2009                           2010     % Difference      298.4     Drivin...
6 Steps to Selling Your Idea1.   Identify your core audience2.   Diagnose their most pressing pain3.   Define an outcome d...
LUNCH
Crisis ManagementWhat to do when it hits the fan
About The Speaker                    Jim Reynolds is a seasoned sales executive who has specialized in early stage        ...
Crisis Management?
We’ve All Made Mistakes
• Kenneth Cole  Tweeted on  February 3rd• 6000%  increase in  conversation  volume• 1 week after  volume drops  to 3 X nor...
• 80% of coverage  Negative  towards KC• At peak over  90% was  negative• Much like  volume  sentiment levels  out
Reaction & Resolution• Huge Negative Public Reaction• Public Apology Issued via twitter & facebook – VIA CEOLearning• Hash...
• Chrysler Tweet  by Agency 3/9  & Fired on  3/10• 870% increase  in conversation  volume• Conversation  volume is  steadi...
• 78% of coverage  Negative  towards Chrysler• At peak over  85% was  negative• Sentiment is  slowly leveling  out
Reaction & Resolution• Publically Apology from Chrysler   • Rather nice blog post explaining logic why• Employee (via agen...
How to avoid being trampled
HAVE A PLAN              How to be trampled on
Have the Right TeamHow to be trampled on
Measurement
Quantifying SMM  For Consumer Insights
Everything stems from a mention
Quantifying unstructured data
Relating to decision makers                     Financial   Competitive   •NPV                                        •Mar...
Methodology                                                  Demographic       Benchmark    SSM                           ...
SM2 Searches"cooking for allergies"                         "mother" and "Fairy Liquid"                                   ...
Analytical Process• Ran all keywords and themes for Christmas Period 2010• Focused on blogs and message boards/forums• Col...
•     Relationships                                                                                                       ...
Virtual Ethnography
ExerciseUse the sample data to produce analytical reports for  different potential social media stakeholders.
Group AssessmentBuilding out the Plan of Attack
For your target
Let’s map out the influence tree
Plan meetings and goals Exploration                    Build Base                     Discovery Start down the chain.     ...
What story does your data tell?
Wrap Up
Objective Recap State of the industry Best-practice case studies Reusable content and examples Framework for selling ideas...
SURVEY
Social disciplines        WOM                 Syndication           Community                Applied                      ...
Social is ubiquitous                                                                              ?                       ...
Social is not always well received
Need to sell your ideas
Remember the 6 Steps1.   Identify your core audience2.   Diagnose their most pressing pain3.   Define an outcome driven so...
Resources     Social ROI                                  Social Strategy•    http://womma.org/store/measurement/ •       ...
Questions?             THANK YOU!             Marcus Tewksbury             Principal, Alterian             tewksbum@alteri...
The Future of Social Media Monitoring - Concrete case studies and step by step instructions on applying SMM to marketin...
The Future of Social Media Monitoring - Concrete case studies and step by step instructions on applying SMM to marketin...
The Future of Social Media Monitoring - Concrete case studies and step by step instructions on applying SMM to marketin...
The Future of Social Media Monitoring - Concrete case studies and step by step instructions on applying SMM to marketin...
The Future of Social Media Monitoring - Concrete case studies and step by step instructions on applying SMM to marketin...
The Future of Social Media Monitoring - Concrete case studies and step by step instructions on applying SMM to marketin...
The Future of Social Media Monitoring - Concrete case studies and step by step instructions on applying SMM to marketin...
The Future of Social Media Monitoring - Concrete case studies and step by step instructions on applying SMM to marketin...
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The Future of Social Media Monitoring - Concrete case studies and step by step instructions on applying SMM to marketing problems that produce ROI

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Large deck put together for full day workshop delivered on behalf of the AMA. Agenda as follows:

BREAKFAST
Introductions (9:00 – 9:15)
Self Assessment / Objective Sharing (9:15 – 9:45)
Social Media Maturity Model (9:45 – 10:30)
Selling Social Media (10:45 – 12:30)
LUNCH
Case Study: Crisis Management (1:00 – 2:00)
Case Study: Applied SMM (2:00 – 3:30)
Group Assessment / Applied Learning (3:45 – 4:45)
Wrap-up (4:45 – 5:00)
DRINKS!

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Transcript of "The Future of Social Media Monitoring - Concrete case studies and step by step instructions on applying SMM to marketing problems that produce ROI"

  1. 1. Social Media Monitoring and ROITurning data into insights, and insights into outcomes
  2. 2. AgendaBREAKFAST Introductions (9:00 – 9:15) Self Assessment / Objective Sharing (9:15 – 9:45) Social Media Maturity Model (9:45 – 10:30) Selling Social Media (10:45 – 12:30)LUNCH Case Study: Crisis Management (1:00 – 2:00) Case Study: Applied SMM (2:00 – 3:30) Group Assessment / Applied Learning (3:45 – 4:45) Wrap-up (4:45 – 5:00)DRINKS!
  3. 3. About The Speaker Marcus Tewksbury is a product strategy and business development expert with over 15 years of experience defining, marketing, and ultimately selling new B2B marketing services and technology offerings. Today, Marcus focuses on strategic development for Alterian, an integrated marketing platform provider, where he advises key partners on messaging, launching, selling, and delivering data driven marketing solutions. In this role he also initiates and develops relationships with net new logos while building storylines and definitions for new Alterian offerings. Over his career he has successfully launched dozens of products that have generated millions in revenue and been adopted by brands like Baxter, Coach, Hallmark, Hot Topic, Kaloo, KAO, Microsoft, Tower Records, ULTA, Walgreens, and Wal-Mart.Marcus TewksburyPrincipal, Alterian Marcus is a frequent speaker, having appeared at events for the American Marketing Association (AMA), Canadian Marketing Association (CMA), Direct Marketing Association (DMA), Integrated Marketing Summit, The Economist, Media Post, and Illinois Technology Association (ITA). His writing and presentations have appeared or been cited in numerous publications like Mashable.com, USAToday, Wall St. Journal, and the Word of Mouth Marketing Association (WOMMA). He has also been a guest lecturer at numerous universities such as Georgetown, Northwestern, DePaul, U. of Chicago, and York. More on Marcus’s thought leadership can be found on his award winning blog http://themarketingmojo.com.
  4. 4. Course Objectives State of the industry Best-practice case studies Reusable content and examples Framework for selling ideas internally Actionable input into classes’ real world scenarios Valuable networking opportunity
  5. 5. Introductions
  6. 6. Social Media Maturity ModelBreaking down social media into specific disciplines
  7. 7. Origins of Online
  8. 8. Evolved into Disciplines Search Email Web Display
  9. 9. Social is adapting fast…
  10. 10. Social is adapting faster 1. Syndication 2. WOM Campaign 3. Community 4. Listen / Measure
  11. 11. Building block of social media intelligence Domain Terms HandleLocationFollowers Date Post
  12. 12. SURVEY
  13. 13. Vendor Focus PRMedia Product MR
  14. 14. VENDORANALYSIS
  15. 15. Selling Social MediaConnect with stake holders and communicate value
  16. 16. Rolling out the “red” carpet…
  17. 17. "You can make more friends in two months by becoming interested inother people than you can in two years by trying to get other people interested in you.“ - Dale Carnegie
  18. 18. How doyoureachandmovethem?
  19. 19. There are no ugly babies…
  20. 20. .. Focus on their needs
  21. 21. Where does it hurt?
  22. 22. Suspect Profile Priorities: KPI’s: 1. Maintaining revenue levels • Circulation 2. Reducing circulation costs by mailing less • Cost per 3. Create new revenue opportunities with triggered • Store over Store Revenue responses • Member / Non-Member Basket 4. Increasing response rates by leveraging new • Turn time channels 5. Improving the customer experience by reacting to their preferences 6. Build customer loyalty by delivering individualized communications 7. Demonstrating financial contributionTitles: Budget• Director of Marketing Database Some likelihood this group will struggle to get incremental• Senior Director, Circulation and Forecasting budget for capital projects. Much of funding is likely• Senior Director, Business Analytics to come from cost savings generated by evolving them off of traditional list processing in terms of• Director of Application Development more efficient physical mailings and enablement of• Marketing Database Manager cheaper channels.• Senior Circulation Manager With exception, they aren’t going to be top of mind from• Director of CRM an investment perspective.
  23. 23. Suspect Profile: “Spinners” (PR/Corporate Marketing) Titles & Organizational Roles •Senior Business Systems Consultant, Social Media & Digital Strategy (Corp.) – Drove process, evaluation, feedback from stakeholders and decision-makers, etc. •Director, Corporate Public Affairs (Corp.) – key stakeholder for corporate reputation; owned budget •Director, Social Media & Portals (Business Unit) – key stakeholder from product group; owned budget Top Concerns (Why we were in the room) •Corporate reputation monitoring •Adverse Events (AE) notification and reporting for drug therapies Budget Timing 3-month paid pilot •From RFP to pilot 2 crisis management interventions •Pilot took 3 months Competitive Interests (What can steal budget?) How we got into the room •SM Monitoring companies •RFP out of 17 vendors •Marketing/Digital Agencies •Won on strategic listening POV •3-month paid pilot •Engagement extended Applicable verticals •Pharmaceutical; Healthcare
  24. 24. Suspect Profile: __________________ Department & Title 1. ____________________________________________________ 2. ____________________________________________________ 3. ____________________________________________________ Common Problem (Why are they approach you? You them?) 1. ____________________________________________________ 2. ____________________________________________________ 3. ____________________________________________________ Stakeholder KPI’s (What are their goals? What drives their compensation?) 1. ____________________________________________________ 2. ____________________________________________________ 3. ____________________________________________________ Timing (Do they face any critical milestones? When do things have to be delivered?) _________________________________________________________________ Budget (How much do they have to spend? Do they need buy-in from others?) 1. ____________________________________________________ 2. ____________________________________________________
  25. 25. Tell astory…
  26. 26. People don’t buy tools Alterian Social Media Engagement Solutions
  27. 27. They buy outcomes
  28. 28. Breakthroughs can redefinethe problem “If I had listened to what my customers wanted, I would have bred a faster horse.” -Henry Ford
  29. 29. Solution Definition: __________________ Problem Solved (No cure-alls. Should be very specific on the problem solved.): 1. ______________________________________________ 2. ____________________________________________________ 3. ____________________________________________________ Answers (How do you solve the problem? Should address the root cause.): 1. ____________________________________________________ ____________________________________________________ 2. ____________________________________________________ ____________________________________________________ Benefits (What will the stake holder gain from this solution ): 1. ____________________________________________________ 2. ____________________________________________________ 3. ____________________________________________________ Reference Stories (Nobody wants to go first. What precedent can you site?): ______________________________________________________ ______________________________________________________ ______________________________________________________
  30. 30. Solution Definition: __________________ Monetization (How will you argue the value created?): Demonstration (Need to make message vivid. How can paint the mental picture?): Elevator Pitch (How can you rapidly and concisely convey the value in your solution?): ______________________________________________________ ______________________________________________________ ______________________________________________________ ______________________________________________________
  31. 31. Establish a plan of attack
  32. 32. Present a compelling argument PCAN Model Define the Problem State the Cause Present your Answer Argue the Net Benefits
  33. 33. Use the power of the pack
  34. 34. Recognize the “unwritten” Hierarchy
  35. 35. Alwaysmonetizethebenefit…
  36. 36. When is 2% not 2%?
  37. 37. When it translates to 5X $ 10,948,054 VS. $ 2,154,516
  38. 38. The Story of a Tiger
  39. 39. Tiger Woods’ “massive” decline was only 2% 2009 2010 % Difference 298.4 Driving Distance 292 2.14% 64.29% Driving Accuracy 63.19% 1.71% 68.46% Greens in Regulation 67.01% 2.12% 1.743 Putting Average 1.781 -2.18% 4.15 Birdie Average 4.06 2.20% 68.05 Scoring Average 69.65 -2.35% 28.44 Putts per Round 29.07 -2.22%
  40. 40. 6 Steps to Selling Your Idea1. Identify your core audience2. Diagnose their most pressing pain3. Define an outcome driven solution proposition4. Design a multistep plan of attack (PCAN)5. Use the power of the pack6. Monetize the solution
  41. 41. LUNCH
  42. 42. Crisis ManagementWhat to do when it hits the fan
  43. 43. About The Speaker Jim Reynolds is a seasoned sales executive who has specialized in early stage start up’s. Throughout his career he has identified early stage companies with cutting edge technology and taken it to broad set of fortune 500 clients. With BlueTie, an email hosting company, he created a channel distribution model and eventually recruited over 500 channel partners and increased revenue for the division from less than a quarter million to more than 2.5 million over a two year period. Some of his marquee clients included Genworth Financial, Remax, Coldwell Banker’s, and distribution relationships with Ingram Micro. Jim was recruited to do the same for Techrigy. Within a year Jim increased Techrigy’s client base by 1500%. Some of his marquee clients include Microsoft, Google, NASA, PayPal, Edelman, and Ogilvy.Jim ReynoldsSMM Guru
  44. 44. Crisis Management?
  45. 45. We’ve All Made Mistakes
  46. 46. • Kenneth Cole Tweeted on February 3rd• 6000% increase in conversation volume• 1 week after volume drops to 3 X normal volume
  47. 47. • 80% of coverage Negative towards KC• At peak over 90% was negative• Much like volume sentiment levels out
  48. 48. Reaction & Resolution• Huge Negative Public Reaction• Public Apology Issued via twitter & facebook – VIA CEOLearning• Hashtag Jacking isn’t a brilliant marketing strategy• Don’t assume your audience shares the same humor as you
  49. 49. • Chrysler Tweet by Agency 3/9 & Fired on 3/10• 870% increase in conversation volume• Conversation volume is steadily dropping
  50. 50. • 78% of coverage Negative towards Chrysler• At peak over 85% was negative• Sentiment is slowly leveling out
  51. 51. Reaction & Resolution• Publically Apology from Chrysler • Rather nice blog post explaining logic why• Employee (via agency) who tweeted was terminated • Agency was then firedLearning• Honesty & Transparency is key• Fast & Swift Response to resolve
  52. 52. How to avoid being trampled
  53. 53. HAVE A PLAN How to be trampled on
  54. 54. Have the Right TeamHow to be trampled on
  55. 55. Measurement
  56. 56. Quantifying SMM For Consumer Insights
  57. 57. Everything stems from a mention
  58. 58. Quantifying unstructured data
  59. 59. Relating to decision makers Financial Competitive •NPV •Market share •IRR •# of Markets •ROI •Brand rank •Margin •Indexes •Revenue •Households •LTV •Reach •NPS Customer •Contribution
  60. 60. Methodology Demographic Benchmark SSM data set Report development Refresh SSM Demographic Q1 Report development data setVirtual Social Media Data Refreshethnography: Measurement Analytics: Demographic Q2 Report SSM developmentDiscovery & : Identifying data setlearning Theme and extracting validation to a target data ‘define’ target set reaching demographic back over 18 months On-going tracking cycle
  61. 61. SM2 Searches"cooking for allergies" "mother" and "Fairy Liquid" 1 Diet 1. Childrens health("kids" or "children") and "obesity" "mother" and "Fairy washing powder" 2 Health("mother" or "mum") and "cleaning" "mother" and "Fairy dishwasher tablets" 3 Household cleaning 2. Domestic issues("mother" or "mum") and "housework" "mother" and "Gillette" 86 unique, defining search 4 Family group 3. General family issues 10 aggregate categories("kids" or "children") and "housework" "mum" and "Gillette" terms 5 Health 4. Mothers issues("kids" or "children") and "chores" "mum" and "Lenor" 6 Back to work"DD" and ("parent" or "family") "mother" and "Lenor" 7 Stay at home"DS" and ("parent" or "family") "mum" and "Max Factor" 8 Work"DH" and "family" and "kids" "mother" and "Max factor" 9 Bullying 5. Universal parenting issues"DC" and ("parent" or "family") "mum" and "Olay" 10 Contraception"mother" and "breast cancer" and "children" "mother" and "Olay" 11 Discipline"daughter" and "cervical cancer" "mother" and "Oral B" 12 Divorce"Mum" and "anxiety" "mum" and "Oral B" 13 Family friendly"mum" and "stress" "mother" and "pampers" 14 Fostering"mother" and "anxiety" "mother" and "Pantene" 15 Holidays"mother" and "stress" "mum" and "pantene" 16 School("mother" or "mum") and " back to work" "kids" and "pringles" 17 Sex 18 Travel"Stay at home mum" ("mother" or "mum") and "sanitary towel" 19 Work 20 Budgeting"working mum" ("mother" or "mum") and "hair care" 21 Let off steam 6. Social release(“mum” or “mother”) and (“home working” or ("mother" or "mum") and "stains" 22 Socialising“working from home”) 23 Always ultra 7. Target brands"children" and "bullying" "family" and "stain removal""son" and "bullying" "kids" and "stain removal" 24 Duracell"daughter" and "bullying" "kids" and "washing powder" 25 Fairy"daughter" and "the pill" "kids" and "fabric softner" 26 Gillette("kid" or "children") and "discipline" ("mother" or "mum") and "skin care" 27 Lenor"Child" and "custody" and "Boyfriend" ("mum" or "mother" or "DH") and "scream" 28 Max factor"Child" and "custody" and "girlfriend" ("mum" or "mother" or "DH") and "rant" 29 Olay"divorce" and "children" and "custody" ("mum" or "mother" or "DH") and "moan""family" and "friendly" "meeting other parents" 30 Oral b"fostering" and ("children" or "kids") "mother" and "Always Ultra" and "pads" 31 Pampers("Kids" or "children") and "holidays" "mum" and "Always Ultra" and "pads" 32 Pantene"family" and "holidays" "Managing" and "Family" and "Budgets" 33 Pringles("kids" or "children") and "tuition fees" "living on a budget" and "children" 34 Feminine hygiene 8. Target categories"Finding" and "Primary School" "Saving money" and "family" and "Kids" 35 Hair care"Finding" and "Secondary School" "mum" and "Duracell" 36 Household cleaning"daughter" and "boyfriend" and "sex" "mother" and "Duracell" 37 Laundry"son" and "girlfriend" and "sex" "mum" and "Fairy Liquid" 38 Skin care"teenager" and "sleeping together" "mum" and "Fairy washing powder""daughter" and "facts of life" "mum" and "Fairy dishwasher tablets" 39 Technology support 9. Mothers and technology"son" and "facts of life" 40 Alcohol 10. Parenting teenagers"children" and "games" and "car journeys" 41 Depression 42 Drugs"children" and "entertain" and "car journeys" 43 Exams 44 Fostering"working mother"("mother" or "DH") and "let off steam" 45 Piercing 46 Sex("mum or "Mother" or "DH") and "scream" 47 Sexualisation 48 Tattoos
  62. 62. Analytical Process• Ran all keywords and themes for Christmas Period 2010• Focused on blogs and message boards/forums• Collected 105,000 conversations from a 6 week period – Blogs/Forums/Message Boards (no Twitter or Facebook) – www.mumsnet.com and www.netmums.com - most active sites• In Analytics environment, focused on authors and domains• Created a “Family Score” for each conversation• Identified top 600 females and their top domains• Created a data set of conversations from 600 “Super Mums” for key time periods (summer and holiday seasons)• Tracked activity and categories of conversations for “Super Mums”
  63. 63. • Relationships • DH (Dear Husband) • Step Parents/ Exes and their partners • Travel • Rules for custody• Social issues • Money • Rules for introducing new • Family friendly • Campaigns & political • Budgeting partners to kids locations lobbying • Offers and deals • Benefits - child and family • Letting off steam • Young peoples • Instant outlet • Children’s activities issues • Local is key • Consumer advice • Searching for allies • Womens issues • Seeking recommendation • Seeking emotional • School holiday • Local issues • Purchase locations validation activities • Child specialist purchases across all verticals • Schooling• Working • Exams • Teenage Parenting • Time management • Pressure, Stress • Social and Behavioural Issues • Work Life balance • Revision techniques / Support • Drugs• Returning to work after a career break • Finding a school • Talking to children about drugs • Emotional support • Admissions • Dealing with impact • Legal rights • Bullying • Information • Working practices • Underage drinking • Child care entitlements • Reassurance of moral / disciplinary stance • Risks and impacts of drinking • How to stop / manage kids drinking • • Boyfriends/girlfriends • Setting and enforcing rules • Teenage sex • Safe Sex and Contraception • Teenage pregnancy - fears, coping, • Downtime / Social Time • Technical support • Advice discussing • Funnies & Banter • More confident to • Products to use • Support to challenge situations • Domestic bliss ask peers than • Specialised cleaning needs • Fashion and clothing • Social Gaming professional • Stain removal • Dressing too maturely • Celebrity gossip • Instant help • Health related to cleaning • How to talk to teenagers about it • Fashion and beauty (inc skin and • Security and parental controls products • Risks makeup) • Viruses • Piercing and tattoos • TV and film reviews • Firewalls • Book clubs - reviews and discussions • Selections of PC/Laptops • Selections of games consoles
  64. 64. Virtual Ethnography
  65. 65. ExerciseUse the sample data to produce analytical reports for different potential social media stakeholders.
  66. 66. Group AssessmentBuilding out the Plan of Attack
  67. 67. For your target
  68. 68. Let’s map out the influence tree
  69. 69. Plan meetings and goals Exploration Build Base Discovery Start down the chain. Start to target satellite Don’t approach Begin to collect information. Goal later is to never ask a + influencers. Gather their input and incorporate into + decision maker directly. Look for the entré. +… question you don’t offering. Give them know the answer for. ownership to build support.
  70. 70. What story does your data tell?
  71. 71. Wrap Up
  72. 72. Objective Recap State of the industry Best-practice case studies Reusable content and examples Framework for selling ideas internally Actionable input into classes’ real world scenarios Valuable networking opportunity
  73. 73. SURVEY
  74. 74. Social disciplines WOM Syndication Community Applied Insight Soliciting influential Freely distributing Actively foster and Social media serves advocates to go owned content promote as the worlds forth and across earned engagement in greatest virtual proselytize for your networks. Social relevant ethnography. The brand or product. reach drives communities. next doorways are impressions. to applying it in meaningful ways.
  75. 75. Social is ubiquitous ? CMO Executive Creative FP&A Director CMTO ? ? ? ? ? Insight / Brand / Vendor Research / Online In-store Media Loyalty CRM Management Analytics BI Email ? Planning Database Marketing Analytics Ecommerce ? Print Email Insight Search Display Customer X Social ? TV
  76. 76. Social is not always well received
  77. 77. Need to sell your ideas
  78. 78. Remember the 6 Steps1. Identify your core audience2. Diagnose their most pressing pain3. Define an outcome driven solution proposition4. Design a multistep plan of attack (PCAN)5. Use the power of the pack6. Monetize the solution
  79. 79. Resources Social ROI Social Strategy• http://womma.org/store/measurement/ • http://themarketingmojo.com• http://about.bzzagent.com/word-of- • http://www.socialnomics.net/ mouth/go/social-media-roi • http://www.collectiveintellect.com/blog/• http://allthings.womma.org/2010/02/11/g Community Building uidebook/ • http://slideshare.net/conniebensen Media Mix Modeling Social Media Crisis Plans• http://www.networkedinsights.com/down • http://www.web- loads/2011-Oscars-Report-Networked- strategist.com/blog/2010/03/22/prepare- Insights.pdf your-company-now-for-social-attacks/ Social Media Monitoring • http://www.slideshare.net/kamichat/10-• http://sm2.alterian.com (Free) steps-integrating-social-media-into-• www.socialmention.com (Free) crisis-plans• Google Alerts (FREE)
  80. 80. Questions? THANK YOU! Marcus Tewksbury Principal, Alterian tewksbum@alterian.com +1 312 884 5330 www.twitter.com/tewksbum
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