8. ROI Identifying the consumer audience –
84.2% of all Irish internet users use social Define and identifying the target audience.
media. The major steps in developing a Defining the brand image – Determine
successful social marketing measurement and how influencers, individuals and consumers may
ROI plan depend on the type of company, the derive value from the brand.
current measurement environment and the Identifying competitors – The target
level of investment available. Investment in audience in the social media space has a
metrics – and an infrastructure and culture to different competitive set to those in physical
use these metrics in making better strategic shop. For example, in the online space
and tactical marketing decisions – has a clear individuals may spend their time on online
pay off. games, viral videos etc. This is a different to the
Here are eight steps to help you master your traditional shop setting where the marketer is
data to gain an unfair advantage over offline competing for purchases against competitors in
community builders: the same category. Competitive set is thus far
wider in the online space.
Develop
13. goals Developing and communicating the
Setting corporate goals and objectives – value proposition to the consumer and the
Short and long term. GALVEA KELLY’S career narrative has individual audience – Marketers must make
Listening and market research – Use that been defined as unconventional having sure that their offer to their targeted influencer
information to build and refine a social media started her career as a commercial lender is competitive and valuable. For example, Klout.
marketing strategy. before channelling her creativity into the com is a measurement of your overall online
Goal setting in social marketing – Top world of social media marketing. influence. The scores range from 1–100 with
level goals can include building a brand, driving Having qualified in Business and Law higher scores representing a wider and stronger
acquisition or retention or about reducing from UCD, she obtained a masters in sphere of influence.
negative word of mouth. international business from the Smurfit Aligning the appropriate media channel
Developing metrics and measurement School of Business. She went on to to the audience – Different tools are required
objectives – There are five levels: ‘Activity become a qualified financial adviser while in the social media space. For example, B2B
trackers’ – implement a framework of data simultaneously acquiring a diploma in decision makers may be more likely to be found
collection; ‘Campaign measures’ – use the digital marketing and advertising while in the discussion groups in LinkedIn, while music
available data to measure the effectiveness working full time. lovers may be found on YouTube.
of each campaign; ’Mix modelers’ – measure She believes we are living in an age of Identifying the influencer audience –
across the entire marketing mix to determine transparency where conventional thinking Leverage influencers within the community
which marketing channel is most or least is not enough. Her desk is a towering who will forward your message and also add
effective; ’Consumer analysers’– apply all landscape of social media case studies, credibility. Klout.com is a good way to determine
consumer tracking and marketing data across magazines, digital books and her latest the influencers in your social media networks
the category to deliver optimal results for gadget - an IPAD2. She is always finding (Twitter, Facebook, LinkedIn). For example, IBM
the short and long term and finally ‘Brand solutions to improve creative processes measures four categories in all social media –
Optimisers’ – look at the ROMI by brand to which challenge and elevate the work Influence, Action, Reach and Preference.
make informed strategic decisions. around her.
You can implement some or all of the As a consultant, her clients have Developing
20. of each media channel, social media or social Picnic, Berlin Festival, Kinetica Sports,
media compared with traditional media in order Prosperity, IRFU Charitable Trust and The campaign message must support the
to apportion marketing budget and increase The Umbrella Foundation. marketing plan in meeting overall corporate
revenue. objectives.
24 AAI ADVERTISER’S TOOLKIT
21. Production or experimental – After the
social media strategy is set, your business may
now be fully ready to invest heavily in social
media. You may wish to run experimental
campaigns in order to ascertain how your social
media channels can be fully utilised to support
your brand. This will quickly highlight successes
or failures in social media strategies.
Call to action – This is a key component
of your social media campaign. It should be
integrated either explicitly via an offer or
implicitly through a link.
Budget – Any campaign should have some
level of expected investment. This can include
external agency fees, the cost of impressions
purchased or the internal costs of personnel
assigned to the project.
Sustaining or short term – For long–term
sustaining campaigns, dedicated resources
need to be identified to maintain the social
media activity.
Risk mitigation – Choosing a channel for
traditional media has little risk associated with
it, as opposed to social media. Marketers need
to develop a contingency plan to deal with
potential negativity.
metrics
If you don’t have any prior social marketing
experience with your brand, understanding
how similar brands and similar campaigns >>
Listening – Once the target market has not deserve it but going above and beyond
been identified – LISTEN! for one customer can touch far more potential
Developing message content – Devise customers and drastically improve your brands
conversation calendars. perception. It’s about using the situation to
Designing and monitoring the create a customer–orientated stigma for your
conversation – Be ready to step into brand. After you’ve immediately addressed and
conversation and nudge it back on track. If remedied the situation with your customers,
one of your customers is going to go to such follow–up.
great lengths to give you negative feedback, Segmenting the message and BRAND NUA: We’re a new kind
you have the power to turn the very same conversation – Messages in social media of agency that combines an innate
authors into brand advocates. If one of your can be used to target particular groups or understanding of social media marketing
customers is going to such lengths to give you geographies. with digital technology skills. We combine
negative feedback, there’s clearly a great deal creativity, technology and strategy in
of emotion in the experience. Anyone that has engaging brands and their audiences. We
a negative emotion can have an equal amount specialise in interactive creative, offering
of positive emotion with some careful online Once the campaign content and target our clients a vast range of services to help
communication strategies. audiences have been specified, the campaign bring brands and ideas to life.
Turning negative feedback into a must be tactically executed. We’re living in an age of transparency,
positive – The foundation of any culture Integrated or stand–alone – Not conventional thinking is not enough. The
of listening and in turn action – is caring. integrating activities with the traditional walls between a company’s actions and
Take great interest in what your customers marketing media has its advantages and branding have come down. We must be
are saying, and demonstrate that interest disadvantages. It allows social marketing willing to create unique, engaging brand
publicly. Actively soliciting feedback from your campaigns to be easily started without having experiences. Brand Nua is armed with
customers carries the sense you are constantly to wade through organisational issues. the knowledge, resources and creativity
striving to improve. You should respond in real However, the disadvantage is that social needed to build and protect brands in this
time as your customers are infinitely connected. marketing campaigns can’t reap the benefits of ever-changing media landscape.
Your response time as a business is a direct having an integrated into the overall marketing Combining social media with digital
indicator of how much you value your customer effort and synergies are lost. Simply not putting technology and marketing skills, we take
feedback. You should also offer to make it a reference to Twitter or Facebook icon in an unconventional approach to create
better, even if your brand is not at fault. In traditional media is impeding the awareness of great results.
many of these situations the customer does your social media asset.
AAI ADVERTISER’S TOOLKIT 25
