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Social Media - What´s in it for me?

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Social Media - What´s in it for me?

  1. 1. Social Media – What´s in it for me?<br />Stockholm, 5th May 2010<br />Daniel Bjärne<br />
  2. 2. What is Social Media about?<br />Is it the:<br /><ul><li>+300 M users on Facebook?
  3. 3. +3 Bn photos on Flickr?
  4. 4. ~200 M blogs?</li></ul>Or maybe the fact that:<br /><ul><li>Social Media has overtaken porn as the #1 activity on the Web
  5. 5. 78% of consumers trust peer recommendations while only 14 % trust TV-ads?
  6. 6. Wikipedia has over 13 million articles…some studies show it’s more accurate than Encyclopedia Britannica…78% of these articles are non-English</li></ul>Source: Socialnomics.net<br />
  7. 7. There is nothing new about being social<br />But there is a completely new landscape!<br />User-Generated Content (UGC)<br />Social News<br />Blogs<br />Social Networking<br />
  8. 8. The User is in Control.....seeking relevance and instant gratification<br />I buy things<br />I manage my life<br />I share stuff<br />I make myself heard<br />I consume content<br />
  9. 9. So what are people mainly doing today?<br /><ul><li>Producing and sharing photos
  10. 10. Judging products and services
  11. 11. Searching and evaluating
  12. 12. Filesharing
  13. 13. Debating special interest & current news/events
  14. 14. Buying and selling things
  15. 15. Blogging
  16. 16. Chatting, talking, instant messaging
  17. 17. Dating
  18. 18. Getting knowledge - sharing knowledge
  19. 19. Managing our lives and things
  20. 20. Publishing our own ideas, thoughts and opinions
  21. 21. Socialising through social and professional networks</li></li></ul><li>Social Media Is Not<br /> A Fad<br />It’s a Fundamental Shift in the Way We Communicate<br />
  22. 22. What is the biggest challenge marketers face trying to leverage Social Media?<br />
  23. 23. Challenges in Social Media Optimization<br />How is social media impacting brand & product perception?<br />How do you identify brand advocates and detractors?<br />Can customer service be improved using social media?<br />How do I better listen to my customers using social media?<br />
  24. 24. 1. Start By Listening<br />2. Strategize & Plan<br />3. Track, Measure, Analyze and Follow-up<br />Omniture’s 6 Steps to Effective Brand Monitoring<br />4. Inform about your Success Stories<br />5. Make Process Changes<br />6. Automate & Act<br />
  25. 25. Step 1: Where are your Customers?Message Boards/Internet Forums<br /><ul><li>Keep track of the conversation
  26. 26. Let the community respond
  27. 27. Clarify when necessary</li></li></ul><li>Step 1: Where are your Customers? Twitter<br />
  28. 28. Step 1: Where are your Customers? Facebook<br />
  29. 29. Step 1: Where are your Customers? Wikis<br /><ul><li>Do you monitor your own Company on Wiki?
  30. 30. Warning! Don’t modify your own company or competitor information!</li></li></ul><li>Step 1: Where are your Customers? LinkedIn<br />
  31. 31. Step 1: Where are your Customers? YouTube and Flickr<br />
  32. 32. Step 1: Where are your Customers? Social News and Bookmarking Sites<br /><ul><li>Save, share, organize, comment on & search webpage bookmarks
  33. 33. Community votes on submissions
  34. 34. Rise to the top or drop to the bottom</li></li></ul><li>Step 2: Strategize<br />Develop your Social Media strategy around what you can control, track and analyze<br /><ul><li> Brand ‘Trend’ Tracking from UGC (trawled specific e.g. Twitter)
  35. 35. Brand controlled film/review/article content (tagged and tracked)
  36. 36. Independent content & Brand controlled (trawled specific e.g. YouT)
  37. 37. Independent and affiliate (referrer report)
  38. 38. Independent and application (data pull and track e.g. Facebook)
  39. 39. Independent and blog (hard to get!!)</li></li></ul><li>Step 3: Track your Most influential sites <br />Brand Tracking/ Audience Intel.<br />Website, Category or Product Referral<br />Social Segmentation<br />
  40. 40. Step 3: Track your Most influential sites (cont) <br />Competitor Tracking<br />Customer Care<br />Advocacy Tracking<br />Reviewer Tracking<br />
  41. 41. Step 3: Analyze and Categorize<br /><ul><li>Asking for help
  42. 42. Instant “Venting”
  43. 43. Self-promotion/promote others
  44. 44. Research/Peer Reviews
  45. 45. Networking</li></li></ul><li>Step 3: Analyze with Reports<br />Is Social Media Influencing Your Bottom Line?<br />Booked Sales this Year, by Media Tactic*<br />Yahoo! Message Board<br />YouTube<br />Blogs<br />LinkedIn<br />Facebook<br />Flickr<br />
  46. 46. Step 4: Inform of your Success Stories<br />
  47. 47. Step 5: Make Process Changes<br />Make organizational process changes to support Social Media<br />Social Media as part of your PR & Communication Strategy<br />How do we respond on behalf of the company (customer care involvement)<br />Make Social Media part of your Organization (not just at your agency)<br />How much information should we give away for free?<br />
  48. 48. Step 6: Implement & Automate<br />Consider how Omniture can help implement and automate these steps<br />
  49. 49. Step 6: Act<br />
  50. 50. So how does Omniture fit into my Social Media strategy?<br />
  51. 51. Omniture optimises Ad Spend & Conversion<br />Global Ad Spend<br />Conversion<br />Landing Page<br />Site Search<br />Visitors<br />Customers<br />Recommendations<br />Merchandising<br />Pet Lovers<br />Proud Parents<br />Diet & Fitness<br />Behavioral Targeting<br />
  52. 52. Omniture Online Marketing Suite<br />CMO DASHBOARDS<br />Internet<br />Enterprise<br />CRM<br />Kiosks<br />Call Center<br />POS<br />Teller<br />Search<br />Ad Networks<br />Ad Exchange<br />Mobile<br />Video<br />VISITORACQUISITION<br />CONVERSION<br />ONLINEANALYTICS<br />CHANNELANALYTICS<br />OPEN BUSINESS ANALYTICS PLATFORM<br />Data Warehouse & APIs<br />ONLINE MARKETING SUITE<br />Complete – Open – Modular – Flexible<br />
  53. 53. Omniture, An Adobe companyThe Leader in Online Business Optimization<br />Company <br />Web Analytics Leader, Now an Adobe company<br />Leadership<br />5,100 Customers, Every Industry and Geography<br />Infrastructure<br />Over 20,000 Servers in Global Data Centers<br />
  54. 54. Social Segmentation<br />Example: Facebook<br />
  55. 55. How does i generate value from Facebook?<br />There is lots of “available” data through ‘soft’ permission<br />
  56. 56. How does i generate value from Facebook?<br />There are lots of “affiliations that drive to community and offer”<br />
  57. 57. How does i generate value from Facebook?<br />There are also many applications that can be developed and used on your behalf <br />
  58. 58. How does i generate value from Facebook?<br />Or that can be monitored w.r.t customer care/brand tracking<br />
  59. 59. Example: Social Media Report in Omniture<br />
  60. 60. Who spends most?<br />People with 200-300 friends Spent the most money…<br />
  61. 61. Tell me more about these people?<br />Best spenders are “engaged”…<br />ACTION: Target and Acquire more of these types of users, as well those prone to Invitation feature potentially using Facebook’s own advertising systems<br />
  62. 62. What are the trends of Viral word of mouth?<br />Invites are peaking in late afternoon…<br />ACTION: Cross target advertising for these time frames with target users, the Double Whammy of App Invite and direct advert<br />
  63. 63. What is my Application Conversion Success?<br />
  64. 64. How influential are my Users?<br />
  65. 65. In case you remember nothing else<br />Social Media is not a Fad<br />Plan and review your Social Media strategy <br />frequently <br />Omniture can help you to connect the dots<br />
  66. 66. Questions?<br />
  67. 67. Thank You<br />
  68. 68. dbjarne@adobe.com<br />linkedin.com/in/danielbjarne<br />

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