Nicholas Alexander breakfast briefing 2 July 2010
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This was a breakfast briefing given to a selection of retail professionals in central London on Friday 2nd July 2010.
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Nicholas Alexander breakfast briefing 2 July 2010
- 1. Making the social web work for your business Nicholas Alexander breakfast briefing, London, UK. 2 July 2010
- 2. See video at: http://bit.ly/doingbusiness
- 3. The social web: You “get” it BUT How to measure?
- 4. If you can measure, analyse, model, predict, confirm, test, quantify ... ... it suddenly becomes more relevant to business
- 6. Macro BMI Warehouse Intelligence Raw results Real-‐Ame web Custom reports Measurement Expert analysis Direct feedback User defined Timely alerts
- 7. measuring the impact of a launch campaign
- 9. Volume of conversations 800 600 400 200 0 24 May 26 May 28 May 30 May
- 10. Which platforms? 1500 1125 750 375 0 Microblog Media Blog Social Net.w Vid/Photo Msg Bd/Forum Wiki
- 11. Observations → Largely neutral → Satisfactory numbers? → Not influential people → -ve conversations: – French re London – Ethical-warriors – Exclusion
- 12. Did the launch tick the right boxes?
- 15. Brand sentiment NegaAve 0% PosiAve Neutral 15% 85%
- 16. Look who’s talking … Consumer Action Group 25-35,000 uniques Consumer Action Group 25-35,000 uniques Selling “legit” bank logins Spammer? Job postings: sponsored by Lloyds TSB
- 17. the winners and losers of ambush marketing
- 19. Plenty of attention 5000 3750 2500 1250 13 June 14 June 0 15 June All conversations (beer brands)
- 20. Plenty of attention 5000 3750 2500 1250 13 June 14 June 0 15 June Budweiser Bavaria
- 21. Who’s the target? Men 84% Women 16%
- 22. Other observations → Top languages: – English – Dutch → Most popular platforms – Microblogs – Media (second) → ROI?
- 26. One expert analysis Source: mashable.com: Vuvuzela by the numbers
- 27. V Pos Really? S/W Pos 7% 2% V Neg 28% S/W Neg 4% Neutral 59%
- 28. !
- 29. Observations → deeper analysis gives different results → media statement clearly wrong → how do we treat neutrals? → who is important to us?
- 30. how this all helps you monetise
- 32. If you don’t know what’s going on here, you don’t know what’s going on.
- 33. Experts / Brands → David Meerman Scott: have conversations → Edelmann: find a niche and publish → Universal McCann: listen, [+8 steps], listen → Stan Rapp: survive = listen + engage → Kevin Roberts: shut up and listen → Proctor & Gamble: 50% of research $ (listen) → Dell, Comcast, BT: listen → etc, etc
- 34. Use Case Value/ROI Brand Audit Iden5fy opportuni5es in Social Media Social Media Campaigns Measure progress of Social Media efforts Corporate Marke5ng Increased sales & rate of return on ad spend Customer Service Increased sa5sfac5on, brand loyalty, awareness Compe55ve Insight Iden5fy differen5a5ng features & innovate Public Rela5ons Efficient use of 5me & iden5fy influencers Sales – Lead Genera5on Increased sales & shortened sales cycle Search Engine Op5miza5on More effec5ve SEO & organic visibility Product Development Reduced market research costs HR Reduced hiring costs & less churn
- 35. How it works for you ... → makes financial sense → no skewed research → tap the biggest source of conversations → increases measurability/accountability → builds loyalty and retention → helps identify influencers → generates conversations (and visibility/SEO!) → ensures you innovate and stay competitive
- 36. Making the social web work for your business Nicholas Alexander breakfast briefing, London, UK. 2 July 2010