assess levels of Interest vs Intent Understand people’s perceptions of value
Strategies to profile social media's value
demonstrate the value
of social media
It takes a
the value of
Reference: Australian Financial Review, Westpac follows customers to Facebook, backing social media over search for digital marketing, 8 Dec, 2014
This is the
Reference: Australian Financial Review, Ignorant of social media , CEOs fail to use LinkedIn, Twitter, 9 Mar, 2015.
Find the best
Reference: Altimeter - Social Business Governance: A Framework to Execute Social Business Strategy
- Reach the right people at scale.
- Post should focus on emotional solution.
- Latent interest and external stimulus.
- Blog posts that get shared / generate PR.
- Target people based on interest and/or intent.
- Posts should focus on product attribute.
- Publish evergreen content to enable Dark Social.
- Customer product reviews.
- Connect with customers to provide support.
Be on the lookout for advocates.
- Community service/support forum.
Sequential Messaging: Brand Response + Direct Response
• Track the demographic
segment with the highest
• In the placebo group,
identify the demographic
segment that converted at
a higher rate than other
• The trial generated a lift in
Ad Recall, Purchase Intent
and Message Association.
Run a trial
in terms that
can relate to.
Media attribution: Optimising
digital marketing spend in
Financial Services - Datalicious
to ‘drop the