AdTech 2013: Innovation and Measurement in Social Media


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The explosion in cloud services, devices and data is enabling companies to connect with customers in entirely new ways. This session will examine 3 innovative case studies where social media programs have moved beyond the “awkward adolescent” phase to acting as agents of change for companies, with the resulting data creating closer relationships with customers. We will examine if existing measures of success are still valid in 2013 in the drive for tangible returns.

Leave the session with a model for assessing social media maturity and ideas, to set your businesses up for success.

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  • Social Media Maturity Model:
  • If your business goal is to … … then you should measure …Generate leads Number of leads generated through social media.Increase customer satisfaction Positive sentiment around your company and brand.Lower customer service costs Number of incidents resolved through social media.Improve your brand’s awareness Share of voiceImprove product quality Number of product-related issues posted.Looking for detailed guidance on how to build out your social media metrics? Download our ebook 5 Steps to Effective Social Media Measurement. It includes sections on some of the most common social media metrics.
  • DW2D – 41M hits on youtube, did it cause a 20% drop in risky behaviour?PSY – 100K investment 10M returnI’d still rather be the guy selling shovels$1.3B
  • Added 7M more subscribers Most retweeted on twitter Most shared post Most upvoted on reddit $700M raised onlineSalesforce success story
  • cc: marketing is driven by one big idea: if you produce and share fantastically useful content, your community will be more likely to become customers, remain customers, and send you more customers. Oreo shows that great journalistic content can win over production costBrand | Approvers | CollaborationThis year a joint ADMA / CMI study shows 96% of aussie marketers
  • Over 70,000 impressionsOver 4,000 new fansFrom one pic
  • <Play>Integratinguseful social function is a natural next stepFacebook will continue to encourage development of usages that create sponsorable storiesWhy do they care and why do they shareFrontiers: Mobile/TouchBigData Identity offers the promise of better CRM Cloud Delivery is a givenCommbank Story:
  • Integrating useful social function is a natural next stepFacebook will continue to encourage development of apps that create sponsorable storiesCustom Audiences – brings above and below the line togetherAutomation
  • Christmas bin campaign
  • Dell Driving innovation from customers- Nestle Hub Driving innovation across the businessRossignol creating connected products connected products
  • Social media measurement is just one component of Marketing Cloud’s Social Maturity Model. Answer 10 simple questions to see how your company ranks across all of the categories.
  • AdTech 2013: Innovation and Measurement in Social Media

    1. 1. Innovative Social Programsand How they are Measured Derek Laney Director Product Marketing @derektweets
    2. 2. Am I on the right path? Today’s Objectives: Assess Maturity in Measurement Get inspired Takeaway IdeasResource: Social Media Maturity Model
    3. 3. What am I trying to achieve? A Framework for Social Media Analysis - susan_etlinger
    4. 4. Brands want to Make a Splash
    5. 5. Organised Social Strategy Wins 8 Key Plays from the obama campaign
    6. 6. For Marketing - It’s the Year of Content Wars
    7. 7. Quality Content is now Table Stakes
    8. 8. Social Platform is Maturing
    9. 9. And Monetizing Ads
    10. 10. We can deliver great Customer Experience
    11. 11. Improve Operational Effectiveness
    12. 12. Drive Innovation
    13. 13. Slides for Today:
    14. 14. Where to start?