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Mom Sphere Of Influence - Measure success of Mom Influencer Social Media Campaigns

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FROM ROI TO SOI: Measuring the Success of Social Media Campaigns
How do you create and measure powerful brand engagement in a digital world of diffused media and social networking? Relationship marketing has emerged as the new paradigm. But how do you achieve this goal and measure the strategy’s efficacy for a brand or company?

* Specific success metrics for viral outreach and how to move these metrics from quantity to quality, number of impressions to the impact on consumers, reach to relationships, and page views to purchases
* Successfully engaging influencers and brand evangelists while responding to brand detractors
* Measuring your Viral Footprint™—what people say about you when you’re not there, why you should care, and what you need to do about it

Published in: Business, Technology
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Mom Sphere Of Influence - Measure success of Mom Influencer Social Media Campaigns

  1. 1. Illumina4ng
the
New
Sphere
 of
Influence
 Stacy
DeBroff
 Mom
Central
Consul4ng
 October
21,
2009

  2. 2. 
How
Do
You
Create
and
Measure
 Powerful
Engagement
in
a
Digital
World?

  3. 3. As
Social
Networks
Proliferate,
 Conversa4ons
ShiS.
 Return
on
 Tradi4onal
 •  Top‐down
Messaging
 Investment
 Media
 •  One
way
conversa4on
 (ROI)
 Sphere
of
 Social
 •  Grassroots
messaging
 Influence
 Media
 •  Two‐way
dialogue
 (SOI)

  4. 4. Return
on
Investment
(ROI)

 =
A
Numbers
Game
 •  #
of
Impressions
 •  #
of
Page
Views
 •  #
of
Click‐Through’s
 •  #
of
Coupons
 •  #
of
Site
Visitors
 Downloaded
 How
does
this
measure
successful
 drive
to
retail?

  5. 5. 
Sphere
of
Influence
(SOI)
 =
Answers
Elusive
Ques4ons
 •  What
do
consumers
say
about
you?
 •  Where
do
they
say
it?
 •  Who
listens
to
those
conversa4ons?

 •  Do
consumers
act
on
your
recommenda4ons?
 •  How
extensive
is
your
aggregate
reach?
 •  How
persuasive
does
your
consumer
audience
 consider
you
to
be?

  6. 6. To
Measure
Mom
Blogger
Reach
‐

 What’s
Wrong
with
this
Measurement?

  7. 7. Or
This
One?
 Source:
Quantcast
for
Mom
Central,
October
2009

  8. 8. Compete
 Quantcast
 Alexa
 Visitors
 53,602
 6,300
 0.00103%
 Visits
 85,640
 4,800
 0.00003%
 Who’s
Right?
 MomCentral.com,
October
2009

  9. 9. Standard
ROI
Fails
To
Take
Into
 Account:
 Na4onal

Media
 Plaform
 Group
Leader
 Age
of
Kids
 • 
Peer
Influence
 • 
Blogger
Retreats
 Author
or
Expert
 • 
Ezines
 • 
Newslejers
 • 
Issues
Expert
 • 
Topics
Covered
 Local
Community

  10. 10. How
Does
Natalie
Lewis
Reach
 Moms?
 Technora4
Authority:
14
 Alexa
rank:
21,296,882
 Technora4
Authority:
141
 Alexa
rank:
175,142
 363
members
 Technora4
Authority:
61
 Alexa
rank:
57,395
 2,733
members
 344
friends
 Technora4
Authority:
35
 Alexa
rank:
543,831
 3,337
Visitors
 Group
review
blog
 1,008
followers
 400
Subscribers
 Alexa
rank:
521,382

  11. 11. Why
SOI
Majers
–

 Persuasion
Power
 Ignite
 Negate
 Enthusiasts
 Detractors
 SOI:
 SPHERE
OF
 INFLUENCE
 Change
 Drive
to
 Percep4on
 Retail

  12. 12. How
to
Measure
SOI
as
a
Brand?
 Fluency
in
 Listen
 Evaluate
 Engage
 Art
of
 Conversa4on
 In4mate
 Deeper
 Who
is
saying
 Discover
 Conversa4ons
 Conversa4ons
 what
and
 why?
 Enthusiasts
 Gated
 Corporate
 Communi4es/ Presence
 Retreats
 Online
 What
are
the
 Determine
 viral
 Targeted
 Public
 Detractors
 roadblocks?
 Outreach
 Ac4va4on

  13. 13. The
Art
of
Being
an
Excep4onal
 Conversa4onalist
 TRANSPARENCY
 Private
 • Nuanced
and
contextual
 Conversa4ons
 • How
do
Moms
act
on
the
 understanding
and
 conversa4on?
 listening
 • How
do
Moms
perceive
 • Conversa4ons
become
 • Online
and
offline
 the
conversa4on?
 public
in
SM
 streams
 • Deep,
in4mate
 conversa4ons
 Public
 Viral
Footprint
 Conversa4ons
 AUTHENTICITY

  14. 14. SOI
in
Ac4on:
Year‐Long
Campaign
 Find
and
Ignite
Enthusiasts:

 •  500
Mom
Ambassadors
across
20
markets.


 Change
Percep?on
of
Events:

 • 40
city
live
Mom
Influencer
na?onal
events
have
been
held.
 
Negate
Detractors:

 • 
Online
posi4ve
sen4ment
for
Ringling
Bros.
has
increased
from
8%
to
 63%.


 
Achieve
Drive
to
Retail:


 • 
Mom
coupon
code
tracks
significant
4cket
sales.

 • 
70%
of
?cket
sales
have
been
first
4me
Disney
On
Ice/Ringling
Bros.
 customers
–
not
cannibalizing
exis4ng
customer
base.

  15. 15. Land
Grab
for
Marke4ng
Budget
 PR
Agencies
 Ad/Digital
Agencies

  16. 16. PR
FIRMS
 SpokesMoms
 Ambassador
 Moms
 Ac4vator
Moms
 Playground
Moms
 Everyday
Moms
 Ad
Agencies

  17. 17. Stacy
DeBroff,
Founder
&
CEO
 MOM
CENTRAL
CONSULTING
 77
Chapel
Street
 Newton,
MA
02458
 www.MomCentralConsul4ng.com
 617.244.3002



 stacy@momcentral.com
 Twijer:
@MomCentral


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