Engage customers • Engage, interact, and promote with d t ith help of Awards, Blogs and Forums Polls, Contests • Interact with • Incentivizes the audience on relevant customer to blogs, forums, and promote and Paid Ads communities publicize • Accomplish short Accomplish short‐ term lead • SELL THE CONCEPT 1 Engaged Customer OR generation objectives via paid 1 M ads. Paid Ads at Content Sites, Forum Social 3 Personal Banner Networking Networks Ads Sites 2 Engaged Prospectcommunities 2 Paid Ads at SNS• Build communities SEO on Facebook, Orkut and other Reach TG community • Review sites platforms. • Local city sites Local city sites• Inside peeks, stories, • Engage, interact, gossips, etc Communit y Optimizaion and promote with • Reach out to people help of Awards, via SEO and SMO Polls, Contests • Spreading content where it reaches the TG for them to engage with it. INTERACTIVITY, ENGAGEMENT, BRAND PROMOTION
UNDERSTANDING SOCIAL MEDIA Customer Define message Blogging is must Build brands Measure SMM Communication• Define the “right • Develop virality in the • Develop corporate • Build & leverage a • Build end‐to‐end customer message and Promote blog, build corporate brand, as measurability for communication” message in the social communities and well as brand for key successful media world leverage existing individuals in the implementation. forums, blogs g company p y • ROI based decision making. INTERACTIVITY, ENGAGEMENT, BRAND PROMOTION
84 percent of social media programs don’t measure ROI**survey by Mzinga and Babson Executive Education; emarketer.com
IS SOCIAL MEDIA PROGRAMS DIFFICULT TO MEASURE*? *Measuring social media ROI isn’t impossible but it can be difficult, as most of the pieces that need to be evaluated are difficult to track.
NOSOCIAL MEDIA PROGRAMS IS MEASURABLE. IMPACT – POSITIVE OR NEGATIVE.
social media really works, business need to measure its. i l di ll k b i d i IMPACT – POSITIVE OR NEGATIVE.
The parameters to measure social impactare different from the parameters ofmeasuring media impact. The parametersof measuring social media marketing hasto be combination of both both. SOCIAL OBJECTIVES SOCIAL OBJECTIVES MEDIA OBJECTIVES MEDIA OBJECTIVES • Reach • Loyalty • Awareness • Advocacy • Coverage • Trust • Continuity • Influence • Engagement SOCIAL MEASURES MEDIA MEASURES • # of visitors •Sentiment • # of page views • Comments • Time on site • Feedback • Conversions ‐ Subscription, • Mentions Lead, Sponsorships d h • Readership d h
Measurement Content Visibility Relevance Credibility Brand DNAStatus, awareness, Profile view, Comments Answer rating Relevance, group post connection, participationStatus, wall post, connection, Comments Likes, Relevance, participation Tweets Followers, Click of links Followers Relevance, participation, participation retweets post Profile view, post Comments, traffic, Rating Relevance, views, No. of posts share Videos connection, No of Comments, Likes, ratings Relevance, videos, videos views, downloads, share commentsPPTs, documents, Followers , No of Comments, Followers Relevance, PPTs, documents downloads, share views, comments Photographs Profile view, photo Comments, traffic Rating Relevance, views, No. of photos