SoCon2011 - Karl Havard - Wunderman

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Wunderman -Karl Havard presentation on social media strategy at SoCon2011, October 20th, 2011, ICO London.

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SoCon2011 - Karl Havard - Wunderman

  1. 1. The Social Consumer Journey: @  Measuring the impact: #Socon11@KarlHavard @KarlHavard
  2. 2. There’s been much talk @   @KarlHavard
  3. 3. Buying a Hat @   @KarlHavard
  4. 4. What’s Missing? @   @KarlHavard
  5. 5. Putting the Consumer back into the ConsumerJourney @   Every “journey is unique to the individual @KarlHavard
  6. 6. The Zero Moment of truth @   @KarlHavard
  7. 7. §  TV Advert§  Mail (manufacturer)§  Newspaper Advert§  Magazine Article§  Magazine Advert§  eMail @  §  Online Advert§  Mail (retailer)§  TV Placement§  Outdoor Advert @KarlHavard
  8. 8. §  Search§  Talked with friends/family§  Comparison sites§  Brand website§  Review sites§  Retailer website @  §  Article comment”§  “Liked” “followed” brand @KarlHavard
  9. 9. @   @KarlHavard
  10. 10. Yet…. @   WTF?! @KarlHavard
  11. 11. v Paid Search@   Activity YouTube Paid Search Bounce Rate 31% 28% New Visits 61% 60% Av’ Pages per 5.89 3.83 Visit Dwell Time 6:06 3:49 Configurator 27% 2% Completions @KarlHavard
  12. 12. There’s Social & there’s Social @   Website @KarlHavard
  13. 13. “Owned” Measurement Website @   @KarlHavard
  14. 14. “Shared” Measurement @   @KarlHavard
  15. 15. “Conversation” Measurement 9000 8000 7000 6000 5000 4000 at! 3000 n th 2000 tha 1000 re 0 mo Forum Posts Forum Blog Posts Twitter @   Mainstream it’s Replies Media B ut @KarlHavard
  16. 16. @   @KarlHavard
  17. 17. A “Social Favourability” Model @   @KarlHavard
  18. 18. Brand Comparison Taxonomy: Sentiment & Category 60 50 40 30 20 @   Brand 2 Brand 1 10 0 @KarlHavard
  19. 19. Measurement in Context: Quantitative MetricsRe-Tweets ViewsMentions VisitsLinks VolumeReviews Search RankingsShared Comments Brand Buzz @   Followers FriendsSales SubscribersDownloads ConnectionsPaid Subscriptions “Likes”Subscriptions ReferralsLeads Click-Thru’s Open Rates @KarlHavard
  20. 20. Summary§  Map the customer journeys specific to: –  Your own consumers and customers –  Your advocates and influencers§  Clearly define the points of influence –  Where you need to be visible –  Right time, right place, right people, right message§  Agree the right measures for the business @   –  In the context of the entire customer journey –  Not just the easy measures§  Good place to start: Socially profile your existing database, to understand –  Who is where –  Determine “influence” –  What they are saying –  Amplify advocacy @KarlHavard
  21. 21. Thank YouKarl HavardStrategy DirectorWunderman, WPPhttp://wunderman.co.uk @   : http://twitter.com/karlhavard : http://uk.linkedin.com/in/karlhavard : http://gplus.to/karlhavard @KarlHavard

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