1.
planning and
measuring social
media strategies

2.
why should we care?

3.
The Good..

4.
The Bad..

5.
A BIG shift from what we know
• TV advertising revenues down 30% at NewsCorp
Numbers • US print advertising revenues down by 14%
don’t lie
• Radio listeners are down by 14%
• Click thru rates on banner ads is decreasing 30%
year on year and industry average is now 0.05%

6.
The Ugly..

7.
76% Customers who think
advertising lies

8.
The Seductive..

9.
68.56m
58.56m
5.98m
7.65m
11.27m
Millions unique visitors
Jan 2009. Comscore

10.
where do you start?

11.
Social strategy starts the
same as any other strategy

12.
Core principles around a clear objective
Plan
Objectives
Review Data
Design
Develop

13.
“We want a widget/viral video”
is not an objective

14.
Every objective has a metric
that demonstrates a benefit
to the business

15.
But then we need to change
how we think

16.
From
digital channels and technologies

17.
To
digital lives and behaviours

18.
Video still to come

19.
Baby Boomers are now embracing
social media applications nearly 20x
faster than the younger generation
+59% connecting through social networking
+67% consuming blogs and podcasts
+35% viewing/posting videos
Accenture 2009
% change from 2008

20.
From
what brands say about themselves

21.
To
what consumers say about brands

22.
Customers who say consumer
91% generated content is the #1 aid to
a buying decision

23.
From
creating media campaigns

24.
To
creating human experiences

25.
From
show and tell

26.
To
Involvement and understanding

27.
MEASURABLE
CUSTOMER
ENGAGEMENT

28.
what does
engagement look like?

29.
the key to success

30.
Content
useful, entertaining

31.
Data & Insight
breaking the silos

32.
online
hard
Data soft
offline

33.
A single focus
People
Led

34.
Measurable at
all points

35.
measurement
framework

36.
INSIGHT INCITE

37.
search conversations
INSIGHT
influencers communities

38.
involvement interaction
INCITE
influence intimacy

39.
How do we find the most
value?

40.
Return On Return On
Investment Involvement
Return on the Return on the
4% 100%
who do who think

41.
$
$$$ $ $
$$$
$$$ $$$
$$
$$ $$ $$
$ $$ $$ $
$
$$
$$$ $

42.
From
Value = individuals

43.
To
Value = individuals + interactions
between individuals

44.
From
aggregate activity

45.
To
individual actions

46.
measurement tools

47.
look for correlation
not causation

48.
build on and blend with
existing metrics

49.
don’t assume facebook or
twitter will continue to be top
dogs

50.
portable social
lives

51.
integrated measurement of
the customer journey

52.
loyalty email news comms friend fly arrival loyalty site and
club showers club offer

53.
don’t obsess on using metrics
to prove what you do is
successful...use metrics to
make what you do better

54.
THANK
YOU!