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ROI of Social Media - Conversation Hierarchy


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ROI of Social Media describes the Conversation Hierarchy and the factors that influence the individual as they approach the point of decision

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ROI of Social Media - Conversation Hierarchy

  1. 1. The ROI of Social Media: How to improve the return on your social marketing investment<br />Conversation Hierarchy<br />1<br />
  2. 2. Who connects to whom?<br />2<br />Distribution<br />Partners<br />Brands (Own & Competition)<br />Partners<br />Exogenous<br />
  3. 3. What is the Conversation Hierarchy?<br />3<br />Conversation Hierarchy <br />helps marketers to track conversations<br />structured <br />based on the requirements of the business <br />Valuable for listening post and SEO<br />Not all businesses will need to track all components <br />some will be more important than others <br />depending on the category and type of business<br />Individuals, consumers and influencers are key components of the Media Engagement Framework* and play a key role when developing an effective, measureable marketing strategy<br />*Search ‘Media Engagement Framework’ on SlideShare for more<br />or join us at<br />
  4. 4. Consumers in the Conversation Hierarchy<br />Measuring success in each of these dimensions can help marketers to gauge their success at reaching consumers with appropriate messages<br />Tracking social marketing conversations made by consumers can be decomposed into the following dimensions, depending on the category <br />Segments<br />Consumer audience-focused<br />Subject-specific<br />Potential influence on consumer purchase behavior <br />4<br />
  5. 5. Impact ofCategory in the Conversation Hierarchy<br />Category-level conversations <br />impact the size of the category<br />especially relevant for business-to-business marketers<br />analyst conversations can influence the growth of the category<br />Typical persona is non-brand specific<br />Include comments by <br />associated or paid celebrities <br />impacts brand<br />Tiger Woods, Michelle Yeo, Oprah Winfrey<br />industry analysts and personalities<br />Impact entire category<br />Forrester, Gartner Group, Guy Kawasaki<br />5<br />
  6. 6. Brand (Own & Competitive)<br />Brand specific conversations specifically aid one brand over another. Just as in traditional media, there can be spill-over effects to all brands in the category<br />Public advocate of brand/Ambassador programs<br />Aspects of engagement<br />Platform<br />Followers<br />Frequency of posts<br />Education<br />Copy-writing<br />Sponsorship<br />Full-disclosure<br />6<br />
  7. 7. Distribution channel partners may have strong advocacy/influencer programs that can drive value for your brand<br />Impact brand perception<br />Control of the messages are now delegated to the channel partner<br />Financial incentive relationship<br />Can be positive or negative, depending on competitive relationship<br />Distribution<br />7<br />
  8. 8. Developing social marketing programs with relevant partners can help both partners to leverage the social graphs of the other partner to their advantage. This allows access to new fans that may be otherwise difficult to reach:<br />Impact brand perception<br />Customer Satisfaction metric<br />Not under direct control<br />Possible financial incentive relationship<br />Allows leveraging partner’s social graph<br />Acknowledge public social connection<br />@ mentions, complements & praise<br />Partners <br />8<br />
  9. 9. Exogenous<br />9<br />External factors often have significant influence over the conversation in a category and can drive the tonality and volume of conversation influencing a single brand or the whole category:<br />Predictable & unpredictable<br />weather, seasons, holidays, Gov’t Reg<br />Beyond control<br />May impact any / all<br />Brand, competitor brand, distribution, or partner<br />Cross channel<br />TV advertising regulations<br />New social media technologies and services<br />
  10. 10. Where to Find Us<br />10<br />Steven Groves <br /><br />Guy R. Powell<br />Jerry<br />DemandROMI<br />Prove and improve your marketing effectiveness<br />+1 404-816-4344<br /><br />Social Marketing Conversations<br />ROI-based social conversations<br />+1 602-903-1010<br /><br />Litmus Group<br />Turning Strategy into Performance<br />+65 6680 6550<br />Community:<br />Facebook:<br />Twitter: @ROISocialMedia #ROISM #ROMI<br />