Identifying Insights From Your Social Media Campaign | Oliver Gertz, Mediacom

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How to identify insights from your social media campaign by Oliver Gertz of Mediacom.

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Identifying Insights From Your Social Media Campaign | Oliver Gertz, Mediacom

  1. 1. Identifying Insights From Your Social Media Campaign Moderator:Moderator: Oliver Gertz Managing Director EMEA MediaCom Interaction Photo: Evelyn Huang, MediaCom Beijing
  2. 2. 4500 employees. 116 Offices. 89 countries. 1 team.
  3. 3. We have the world’s largest integrated interactive team 0 200 400 600 800 1000 1200 1.041 966 866 808 762 704 618 MediaCom Mindshare OMD Starcom MediaVest MEC Carat ZenithOptimedia 618 467 252 217 ZenithOptimedia UM Initiative PHD Source: RECMA Sept 14th 2010, 35 countries 3
  4. 4. We hold two global Agency of the Year titles
  5. 5. How do we approach Social Media?Social Media? 5 Photo: Neng Su, MediaCom Beijing
  6. 6. Everyday new opportunities in Social media 6
  7. 7. People always been social Around the Fire 7
  8. 8. People have always been social At the kitchen table 8
  9. 9. Now some kitchen table discussion move online 9
  10. 10. It is not a new world. It is not new behaviour. It is not new needs and desires. There are just some more channelsThere are just some more channels to understand, engage and reach people. 10
  11. 11. Content is connecting people with brands – across all media Bought media Owned media Earned media Content 11 11 media media
  12. 12. Distribute Content & Distribution Listen Engage Search PR Social Media Owned Earned Distribute ë Consumer Earned Listen Content Engagement strategy Engage Mobile Event Dealer Targeting Gaming Bought Owned 12 Insights Consumer Insights Bought Owned strategy 1.Big Idea 2.Reason to Engage 3.Brand Benefit
  13. 13. Social media monitoring tools are evolving fast 13
  14. 14. Big campaign ideas have to go beyond 30’ story telling ■ Does the idea get stronger by telling it across all channels? Interaction across all channels? ■ Does the campaign invite people to interact and react? 14
  15. 15. T-Mobile enables sharing your life Communication idea made interactive “Life’s for sharing” Create moments worth sharing 15
  16. 16. Coca Cola unites football fans Communication idea made interactive Find people, who are the complete opposite but united in their love of football. Football unties cook and chicken cactus and balloon Adulterer and husband 16
  17. 17. Distribute to all channels, not limiting it to the T-Mobile.co.uk Live Event Viral Seeding 4,524,518 plays 17
  18. 18. We can reach high numbers: P&G Pantene China “Be a Pantene girl” – upload your picture and story 10 Million participants Top of mind +31% Word of Mouth + 55% Sales + 12% 18
  19. 19. How can we measure success in Socialsuccess in Social Media? 19
  20. 20. Not every answer is helpful 20
  21. 21. We have to be pragmatic How many people? How intensive? Facebook fans Blog posts Game participants Youtube-views Website visitors Type of engagement Length of Engagement Quality of Engagement Website visitors ... How might this influence business success? 21
  22. 22. Measuring bought, owned and earned impressions is fairly easy Every £ spend on Paid media drives 3 £ of Earned media Bought Owned Earned 22
  23. 23. Econometric Modelling can measure the sales impact Social TVC 2Social Campaign TVC 1 TVC 2 ■ Identify sales impact of different media channels and campaigns ■ Social Media Campaigns have ROI Data Source. MediaCom Economiser Campaigns have generated higher ROI than TV on this FMCG product 23
  24. 24. Engaging fans is the key to ROI Fan Engaged Fan Fan Advocate ■ Just having a high number of fans is not driving the highest ROI ■ Engagement also drives sales and ROI Fan ROI Data Source. MediaCom Economiser 24
  25. 25. Theree is a direct correlation between engagement and sales 1 in 5 1 in 20 1 in 7 game plays 1 in 5 Inter- actions■ In the given research, 1 in 20 fans bought a pack of the product ■ Those who played one of the games converted 1 in 7 1 in 20 fans ROI Data Source. MediaCom Economiser 1 in 7 ■ 1of 5 who promoted the product bought the product 25
  26. 26. On the panel today Michael Willeke Director Marketing CommunicationsDirector Marketing Communications Coca Cola Germany Lisa Mane Head of Corporate Internet and Social Media, COI Interactive Services Kerry Bridge 26 Kerry Bridge Global Digital Media Communications Manager Public Sector, DELL Sabine Kostevc Head of Corporate Internet & Social Media, Roche
  27. 27. 27
  28. 28. Social media insights iStrategy, London, 5 October 2010iStrategy, London, 5 October 2010
  29. 29. Big challengesBig challenges
  30. 30. Smaller budgets
  31. 31. Source: Saatchi & Saatchi
  32. 32. Source: Saatchi & Saatchi From communications to conversations.
  33. 33. People are interested in people
  34. 34. People are interested in stories
  35. 35. HPV virtual surgery room People want a safe environment
  36. 36. People want to make a difference
  37. 37. Thank-you. lisa.mane@coi.gsi.gov.uk
  38. 38. Case study - Dell’s evolving useCase study - Dell’s evolving use of Twitter @KerryatDell #iStrategy, October 2010#iStrategy, October 2010
  39. 39. Dell on Twitter in 2007 = Wild West of exploration and learning 42
  40. 40. Dell on Twitter Today = more formalized strategy and structure Inform Sell Engage Support 43
  41. 41. Expand on what works Human element 44 Having conversations - asking and answering questions Cross-promotion
  42. 42. I need to drive demand for my products Getting started - What are you trying to achieve? I want my customers to know I’m there for them I have information that can help 45 for them can help customers and prospects
  43. 43. Sell Over time three ways we use twitter emerge… Engage Provide news 46 Provide news and information
  44. 44. By listening to your customers you can define any needs you are missing… Listening What’s the status of my How do I find Listening helped us identify gaps and find better ways of meeting customer expectations. status of my order? I don’t think my computer is How do I find drivers for my system? 47 expectations.computer is working right. Who can help?
  45. 45. Support - @DellCares Objectives: • Proactively engage• Proactively engage customers • Customer retention Highlights: • Early days – soft launched in May 2010 • Team supports customers on Twitter • Supported over 1,800 customers: 48cc Dell • Supported over 1,800 customers: • ~5% who come to @DellCares • ~95% who we discover and outreach to proactively http://twitter.com/dellcares
  46. 46. 49 www.dell.com/twitter
  47. 47. We Innovate HealthcareWe Innovate Healthcare

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