Suzanne Fanning - BDI 9/19/12 Chicago Integrated Communications Forum

465 views

Published on

Keynote Presentation by: Suzanne Fanning, President, Word of Mouth Marketing Association

www.bdionline.com

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
465
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Suzanne Fanning - BDI 9/19/12 Chicago Integrated Communications Forum

  1. 1. Word of Mouth Marketing Association
  2. 2. Proud to Call Our Members
  3. 3. The Shifting Marketing Landscape
  4. 4. Social Engagement—It’s not just a fun side project anymore In the next 5 years, marketers expect to spend 19.5% of their budgets on social engagement, almost three times more than the current level! CMO Survey
  5. 5. A Good WOMM Program is…
  6. 6. Why is it importantto get people talking? Friends and Other Family Advertising Nielson Wire 2012
  7. 7. Influencers Prcouture.com
  8. 8. The New Influencers in the Emerging SpacesInstagram boasts Pinterest is the100 million users fastest growing Instagram and Pinterest of 2012 network
  9. 9. 2012 The Year of Visual InfluencersSocial@Ogilvy
  10. 10. What’s the best way to reach YOUR influencers?
  11. 11. Content The typical American mentions brand names 90 times a week in both online and offline conversations. Keller Fay Research 2010Content is not just king—it is social currency. Hasbro
  12. 12. Deep, Meaningful ContentUnmetric
  13. 13. Baconbarter.com & 360i
  14. 14. C2C Marketing Through Consumer-to-Consumer (C2C) sharing andawareness, marketers can actually harness the power of opinion. Forrester Research
  15. 15. Focus on Converged MediaAltimeter
  16. 16. Listening is Good—Participating is Better
  17. 17. How to Handle Negative ContentSmart Car
  18. 18. Smart Car
  19. 19. Measurement beyond…
  20. 20. Activity Metrics Alone Don’t Measure Business Results Activity Metrics Outcomes • Tracks awareness Facebook • ↑ Likes • Indicates number of people creating • Number of “Talking About This” content related to your brand • Demographics • Gives insight into general category of • Reach viewers • Measures potential audience Twitter • Number of Followers • Tracks individuals receiving message • Number of Retweets • Indicates when content is shared • Reach (available with third-party tool) • Measures potential audience Campaign • Tracks number of participants • Number of Registrants/members • Shows general level and area of • Dwell time interest • Views • Tracks total number of visitors • Sentiment • Approximates participant attitudes© COPYRIGHT 2012, COMBLU, LLC. 23
  21. 21. Converting Activity Metrics into Performance Value Activity Metrics Outcomes KPI: Generate Product or Brand Consideration Advocacy • ↑ downloads of product information • ↑ brand/product consideration • Number of product pages shared • ↑ NPS • Number of product reviews shared • Number of inquiries about product on review sites • Number of views product demos/video • Number of views product reviews • Number of participation levels in contests/promotions KPI: Decrease Cost of Product Support • ↑ Number of creators/critics in support community – Customers • Support ↑ customer satisfaction – FTEs • ↑ positive word-of-mouth • Number of questions asked in community • ↑ revenue • Number of questions answered by customers • ↓ cost of support • Number of questions answered by FTEs in community • ↓ cost per question answered • ↓ time to answer • ↓ open questions • ↑ positive ratings of content/answers KPI: Drive Product Innovation Feedback • Number of ideas • Number of idea comments/refinements • Faster time to market • High rating of ideas • ↓ cost of innovation • Number of votes/ideas • ↑ product success • Number of creators/critics • Number of actionable ideas© COPYRIGHT 2012, COMBLU, LLC. 24
  22. 22. Putting It All Together…
  23. 23. Additional Resources• Solving the ROI Riddle• Influencer Handbook• Listening is Good, Participating is Better• Social Media Disclosure Guide• All Things WOMM Blog
  24. 24. Thank you!!@suzannewomma

×