Advanced Social Networks – Activating
WOM in Social Networks


Warren Sukernek, Sr. Strategist
DIGITAL @ VML

VML is a global interactive agency offering end-to-end solutions in digital

strategy, interactive developm...
Breakout Session Description: Activating WOM in
Social Networks: Advanced Social Media
  You’ve designed your Facebook app...
Strategy: Activating WOM in Social Networks
  At our roundtable, we discussed the
  importance of using a strategic framew...
The four step approach to the groundswell

      P                 People
                        Assess your customers’ S...
April 2007, “Social Technographics®”

                                       Technographics®
Examples of Social Network Measurements

                                                       Measurements
Traditional W...
Advanced
Books                                                   Social
                                                  ...
Warren Sukernek, Senior Strategist
                                                            Contact
Email: Wsukernek@vm...
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Wommu Activating Wom In Social Networks

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Workshop notes from WOMMA's WOMM-U conference: Activating Word of Mouth in Social Networks

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Wommu Activating Wom In Social Networks

  1. 1. Advanced Social Networks – Activating WOM in Social Networks Warren Sukernek, Sr. Strategist
  2. 2. DIGITAL @ VML VML is a global interactive agency offering end-to-end solutions in digital strategy, interactive development, user interface design, creative, online media, and marketing systems integration. We combine the skills of traditional ad agency with knowledge of emerging technologies and enterprise-class systems consulting. Our capabilities transcend core agency and tech shop offerings, allowing us to create solutions – and the marketing programs that surround them – for clients around the globe.
  3. 3. Breakout Session Description: Activating WOM in Social Networks: Advanced Social Media You’ve designed your Facebook applications, created a page for your brand within several social networks, tapped into Sermo and Gather … Now what? How do you go beyond initial try-and-learn programs and begin to move towards using social networks more strategically? How are we measuring success? What are the performance indicators that matter? This is a great opportunity to talk with your peers about taking that next big step into social media. What have they tried that has been successful, and what lessons have they learned so far?
  4. 4. Strategy: Activating WOM in Social Networks At our roundtable, we discussed the importance of using a strategic framework for the development of social network initiatives. Forrester’s POST and Social Technographics methodology were identified as excellent tools to utilize.
  5. 5. The four step approach to the groundswell P People Assess your customers’ Social Technographics® profile. O Objectives Decide what you want to accomplish. S Strategy Plan for how relationships with customers will change. T Technology Decide which social technologies to use. 5 Entire contents © 2007 Forrester Research, Inc. All rights reserved.
  6. 6. April 2007, “Social Technographics®” Technographics®
  7. 7. Examples of Social Network Measurements Measurements Traditional Web Analytics and Pageviews don’t cut it for Social Network Measurement. • Attention/ Engagement (Time on Site, maybe not yours, particularly if the activity in Facebook or LinkedIn) • Interaction (Profiles created, posts, comments, ratings) • Velocity (Distance/Frequency/Recency) • Sentiment (Tone, opinion) • Qualitative – What did they say? • Impact – What did they do? • Comparisons – by month, quarter, benchmarks
  8. 8. Advanced Books Social Networks • Groundswell, Winning in a world transformed by social Additional technologies, by Charlene Li and Resources Josh Bernoff • Here Comes Everybody: The Power of Organizing without Organizations by Clay Shirky Blogs • Groundswell.forrester.com Forrester’s Groundswell • http://www.shirky.com/ Clay Shirky • http://www.web-strategist.com/blog/ Jeremiah Owyang • http://darmano.typepad.com/ David Armano • Communityguy.com Jake McKee • http://www.goingsocialnow.com/ Shiv Singh • http://www.thesocialorganization.com/ Rachel Happe • http://gobigalways.com/ Sam Lawrence
  9. 9. Warren Sukernek, Senior Strategist Contact Email: Wsukernek@vml.com Points Phone: 206-724-9216 LinkedIn: www.linkedin.com/in/sukernek Facebook:http://www.facebook.com/profile.php?id=693840090 Twitter: http://twitter.com/warrenss

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