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Measuring Social Media Marketing Presented By: Isha Shah SPJCM
What is Social Media? <ul><li>Social Networking </li></ul><ul><li>Blogs </li></ul><ul><li>Wikis </li></ul><ul><li>Podcasts...
SPJCM 1
SPJCM 1
How Big Is Social Media?  <ul><li>The Long Tail  </li></ul><ul><li>“ One blog is created every  second &quot;  </li></ul><...
Power to the people, social media tracker Wave 3” – Universal McCANN 1 SPJCM
1 SPJCM
Then What’s The Issue ???? <ul><li>If marketers spend money on Social Media…  </li></ul><ul><li>what is guarantee of an RO...
Why Social Media? 1 SPJCM Social  Media  Marketing Direct Sales  ???
Social Media- Customer Segmentation 1 SPJCM Source: Groundswell – Social Technographics  Ladder
Research Objectives <ul><li>To identify the  types of social media  tools used by marketers and the ones preferred by user...
<ul><li>Sample Size :  12  SM experts/practitioners from India, Singapore, Dubai and USA </li></ul><ul><li>Discussion Guid...
Profile Of Interviewees  <ul><li>Mr. Saurabh Pandey, AVP and Head of Internet Marketing at  Onikra Credit Rating  Agency  ...
Analysis & Interpretation  <ul><li>6 steps to measure Social Media Marketing </li></ul><ul><li>Setting the OBJECTIVES </li...
5 Bubble  Social Media Measurement Framework – By Isha SPJCM 1
Kodak Online Today – SM Case Study <ul><li>What did they do? </li></ul><ul><li>Blogging:   A Thousand Words ,  Grow Your B...
SPJCM 1
Conclusion SPJCM 1 <ul><li>Social Media    Human Conversations     Lack  of  quantification     Difficult to calculate ...
Thank You   1 SPJCM
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Measuring Social Media Marketing

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Measuring Social Media

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Measuring Social Media Marketing

  1. 1. Measuring Social Media Marketing Presented By: Isha Shah SPJCM
  2. 2. What is Social Media? <ul><li>Social Networking </li></ul><ul><li>Blogs </li></ul><ul><li>Wikis </li></ul><ul><li>Podcasts </li></ul><ul><li>Forums </li></ul><ul><li>Content Communities (YouTube, Flick) </li></ul><ul><li>Micro-blogging </li></ul><ul><li>Second Life </li></ul><ul><li>Social Tagging/Bookmarking </li></ul><ul><li>Skype/ IM </li></ul><ul><li>RSS </li></ul><ul><li>Widgets </li></ul><ul><li>Mash-ups </li></ul>1 SPJCM <ul><li>Social media is “an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio .” </li></ul><ul><li>Sandeep Singh, Business Director, Quasar Media -WPP </li></ul>
  3. 3. SPJCM 1
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  5. 5. How Big Is Social Media? <ul><li>The Long Tail </li></ul><ul><li>“ One blog is created every second &quot; </li></ul><ul><li>100 million videos a day being watched on YouTube </li></ul><ul><li>More than 110 million blogs being tracked by Technorati </li></ul><ul><li>More than 200 million profiles created by users on social networking site </li></ul><ul><li>Twitter is 3 times bigger than last year </li></ul><ul><li>YouTube has penetrated by 34.6% which is now bigger than Wikipedia at 29.1% . </li></ul>SPJCM 1
  6. 6. Power to the people, social media tracker Wave 3” – Universal McCANN 1 SPJCM
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  8. 8. Then What’s The Issue ???? <ul><li>If marketers spend money on Social Media… </li></ul><ul><li>what is guarantee of an ROI? </li></ul><ul><li>What are the measurement metrics? </li></ul><ul><li>No yet defined in this industry… </li></ul><ul><li>BUT today we will find out HOW does it work? </li></ul>SPJCM 1
  9. 9. Why Social Media? 1 SPJCM Social Media Marketing Direct Sales ???
  10. 10. Social Media- Customer Segmentation 1 SPJCM Source: Groundswell – Social Technographics Ladder
  11. 11. Research Objectives <ul><li>To identify the types of social media tools used by marketers and the ones preferred by users </li></ul><ul><li>To identify the objectives of marketers that uses Social media </li></ul><ul><li>To identify their how to measure conversion/parameters in social media marketing </li></ul><ul><li>To find out if ROI on social media justify the investment </li></ul>1 SPJCM
  12. 12. <ul><li>Sample Size : 12 SM experts/practitioners from India, Singapore, Dubai and USA </li></ul><ul><li>Discussion Guide </li></ul><ul><li>Which Social media tools are most often used and which are the ones that are effective? </li></ul><ul><li>How do you think marketers should be measuring conversions? </li></ul><ul><li>What parameters should be in place?   </li></ul><ul><li>Communication and marketing objectives for creating a social media campaign? </li></ul><ul><li>How is ROI calculated? </li></ul><ul><li>Is it worth the investment? </li></ul><ul><li>Any trends/ observation/comments </li></ul>SPJCM 1
  13. 13. Profile Of Interviewees <ul><li>Mr. Saurabh Pandey, AVP and Head of Internet Marketing at Onikra Credit Rating Agency of India Ltd </li></ul><ul><li>Tom Smith , Head of Consumer Futures Media, EMEA, Universal McCann </li></ul><ul><li>GR Rajesh Kumar , IMRI Institute , India </li></ul><ul><li>Joanna Hamshire, Sr. Consultant, OgilvyOne Worldwide , Singapore </li></ul><ul><li>Anand Padmanabhan, Sr. Analyst, Google , India. </li></ul><ul><li>Ajay Tripathi, Business Director, Id8 Labs , India </li></ul><ul><li>Paul Biggs, Jive Software , Portland. </li></ul><ul><li>Neil Patel, CTO, ACSSEO, US . </li></ul><ul><li>Nelson Bruton, VP at Interchanges, Research Analyst at Marketing Experiments </li></ul><ul><li>K. Bhanuprakash, Senior Consultant - Digital PR / Interactive Solutions, HANMER MS&L ,India. </li></ul><ul><li>Hayden Jackson, Client Services Manager, Karyo Edelman , Vancouver. </li></ul><ul><li>Kapil Bhatia, Digital Marketing Manager, HSBC Bank , UAE </li></ul><ul><li>Mr. Mohammad Sirajjuddin, Regional Head- Digital Media, Y&R, Singapore </li></ul>SPJCM 1
  14. 14. Analysis & Interpretation <ul><li>6 steps to measure Social Media Marketing </li></ul><ul><li>Setting the OBJECTIVES </li></ul><ul><li>Defining STAKEHOLDERS </li></ul><ul><li>Determining METRICS of measurements </li></ul><ul><li>BENCHMARKING against competition </li></ul><ul><li>Selection of measurement TOOL </li></ul><ul><li>ANALYSIS and Re-strategize </li></ul>SPJCM 1
  15. 15. 5 Bubble Social Media Measurement Framework – By Isha SPJCM 1
  16. 16. Kodak Online Today – SM Case Study <ul><li>What did they do? </li></ul><ul><li>Blogging:  A Thousand Words , Grow Your Biz , and PluggedIn blogs. </li></ul><ul><li>Micro-blogging:  Chief Blogger and Chief Biz Dev Officer on Twitter. </li></ul><ul><li>Online video:  YouTube channel . </li></ul><ul><li>Organization:  Hired a Chief Blogger . </li></ul><ul><li>Photo sharing:  Flickr photostream . </li></ul><ul><li>Podcasting:  Kodak Close Up . </li></ul><ul><li>Social networks:  Facebook fan page . </li></ul><ul><li>Tagging:  delicious account . </li></ul><ul><li>Analytics Used: Awareness Inc, US </li></ul><ul><li>How did it make a difference? </li></ul><ul><li>Viral Buzz- readership increased by 15% </li></ul><ul><li>Readers Loyalty: Increase in no. of comments, posts, views etc </li></ul><ul><li>Industry Standing: Awards like IMA (Interactive Media) , PRSA Bronze </li></ul><ul><li>Employee participation: increase in conversation , contribution </li></ul>SPJCM 1
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  18. 18. Conclusion SPJCM 1 <ul><li>Social Media  Human Conversations  Lack of quantification  Difficult to calculate ROI </li></ul><ul><li>Use web metrics but search for human conversation quantification. </li></ul><ul><li>No “One-size-fits-all measurement” system </li></ul><ul><li>Make economic use of “User-generated content” </li></ul><ul><li>SMM is the future, it’s definitely worth the efforts! </li></ul>
  19. 19. Thank You  1 SPJCM

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