Author: Brian Giesen, Strategy Director at Ogilvy Brian discusses why social media and word of mouth marketing are important to business, what the ingredients of digital influence and the measurement options are. This speech was given at the Adknowledge social media conference in Sydney.

1. adknowledge 2009 | sydney
Digital Influence 501
3 Things Every Marketer & Advertiser Should
Know and Do

2. 01 Understand Why it Matters
to Business

3. Why Does Social Media Matter?
Reach Lots of Australians

4. Why Does Social Media Matter?
Reach Lots of Australians
FACEBOOK
April: 3.3 million Aussies
Today: 6.0+ million

5. Why Does Social Media Matter?
Less Frightening Than You’d Think
Control

6. Why Does Social Media Matter?
Less Frightening Than You’d Think
3,000+ Comments!
Only a handful couldn’t
be published

7. Why Does Social Media Matter?
Optimise Media & Creative

8. Why Does Social Media Matter?
Optimise Media & Creative

9. Why Does Social Media Matter?
Launch New Products

10. Why Does Social Media Matter?
Launch New Products
3 Kickoff Facebook Events
85,000+ Facebook Fans
Top Facebook AUS Campaign

11. Why Does Social Media Matter?
Generate Powerful Insights

12. Why Does Social Media Matter?
Generate Powerful Insights

13. Why Does Social Media Matter?
Boost Search “Share of Voice”

14. Why Does Social Media Matter?
Boost Search “Share of Voice”
Most Influential = 9%
High = 20%
Most Influential
High
Medium
Low
Medium = 13%
Low = 58%
Whose talking about their Sleep Number?

15. Anatomy of an Australian Marketer Circa NOW
(PR Pro figure)

16. 02 Find Influencers

17. Karen Cheng

18. Influencer Segmentations

19. Assessing Influence
• Blogs & Twitter • Message Boards & Forums
– Number of inbound links – Breadth of boards
– Frequency/timeliness of posts – Quantity and timeliness of activity
– Followers & subscribers – Search engine visibility
– Number and content of comments – Affiliation
– Affiliation of author – Membership numbers
– Search engine visibility – Traffic
– Traffic
– RSS feed subscriptions • Social Networks
– Membership numbers
• Videos & Photo Communities – Types of community features present
– Number of views and downloads (e.g., profiles, blogs, video, message
– Number and content of comments boards)
– Ratings/peer assessment – Activity level on features
– Relevant groups – Affiliation
– Number of subscribers – Search engine visibility
– Number of inbound links

20. 03 Measure Results

21. Why Measure?
• Demonstrate success of a campaign
• Optimize campaign week to week to ensure
best possible outcomes
• Today’s economy requires us to show the ROI
of social media

22. Conversation Impact Dashboard Summary
Metric / Funnel Goal > Data Aware- Considera- Prefer-
ness tion ence Action Loyalty
Reach/Positioning
• UMV – blogs, site, microsite, applications, other, total # Real-time to
/ % change weekly
• Volume of online conversation, #/% change, Cost per Real-time to
Online Conversation Generated (CPICG) daily
• Share of voice in category (=Volume for brand / volume Real-time to
for category), # / % change, Cost per Increase in Share daily
of Voice (CPISV)
• Search visibility (for relevant keywords) Real-time to
weekly
Preference
• Sentiment index of online conversation (% positive - % Daily
negative), # / pts change, consumers reached vs. all,
Cost Per Increase in Sentiment Index (CPISI)
• Share of positive voice in category (=Sentiment index Daily
for brand / sentiment index for category), # / % change,
consumers reached vs. all, Cost per Increase in Share of
Positive Sentiment (CPISP)
• Relative net promoter score (NPS) in category (=brand Monthly/
NPS / category NPS), # / % change, consumers reached Quarterly
vs. all, Cost per Point Increase in NPS (CPINP) survey
Action
• Registration: RPA, CPA, $, # Daily to weekly
• Sale: RPA, CPA, $, # Real-time to
weekly
• Advocacy: RPA, CPA, $, # Real-time to
weekly

23. Optimizing Against the Right Metrics

24. To Sum Up...

25. To Sum Up...
• Many business reasons for participating in social media
• Listening is the best first step to getting started and there
are many free and paid tools available
• Identifying and engaging influencers makes it easier for
WOM to spread farther, faster, and to a wider audience
• Measuring the success of a social media programme is
possible and can include reach, preference, action.

26. RSS Dashboard
Grab it: www.theDailyInfluence.com

27. “ One company that goes with this online-
initiated flow is Ogilvy.
” THANK YOU!
“
Ogilvy's digital specialist Brian Giesen outlined
the best strategies for getting business results on
social networking site Twitter. ”
Brian Giesen
Director | 360° Digital Influence
“
25 China Experts you should follow on
Twitter… Thomas Crampton.
” Ogilvy PR
p 61 2 8281 3853
e brian.giesen@ogilvy.com.au