Lo ca lM ar ke tp la ceSource: www.baekdal.com/articles/Management/market-of-information
BRANDTOUCHPOINTS MARKETING COMMUNICATIONS TOUCHPOINTS Promotion Direct Mail Communications Products Advertising ServiceBrand DNA BRAND CUSTOMER Call Center Sales- Logo EXPERIENCE Management- Positioning- Website Support HUMAN TOUCHPOINTS Website Demos Email Social Media BlogsINTERACTIVE DIGITALTOUCHPOINTS
Local Office- Industry updates- Customer support- Local network programming Social CUSTOMER Website Media SUPPORT Phone
@MediacomCable @MC22- Updates on industry news & information - Provides updates on network-wide- Customer support remains focus local programming- Starts longer conversations with - High school & college sports customers via web or phone - Local government programming@MediacomSupport- Provides support to customers for internet, cable, and phone issues- Area outages- Troubleshooting- Channel questions- Schedule service calls- Future plans to add more support staff
DON’T FEAR NEGATIVEINTERACTIONSTHESE ARE OPPORTUNITIES TO BUILD TRUST.
LOOKING FOR BRAND HUMANITYSOCIAL MEDIA IS PERFECTFOR EXPRESSING THIS
IMPLEMENTATION +ENGAGEMENT PLAN- Engaging conversations — formal/casual- Conference news now (workforce news later)- Longer term social touchpoint (vs. Twitter)- Home base- Moderate fan conversations- Breaking news; real-time conversations- Drive traffic conference registration- Generate media awareness- Retweet industry news = thought leadership- Customer engagement/conversations- Conference interviews- Last year and eventually current year (post-conf)- Opportunity for more ...
BLOGGING- Website traffic- Unique visitors- Total page views- Subscribers (email & RSS)- Average time spent per visit- Click-through rate- Bounce rate (What % of visitors leave the website after viewing the first page?)- Number of times a post was shared- Blog comments- Average time spent per post
- Total fans; likes- Total impressions (How many people viewed the post in the news feed or wall?)- Monthly Active Users (How many people interacted with our brand in the last 30 days?)- Engagement by post category (Do people respond most to links? Videos? Pictures? Questions? )- Engagement by time of day/day of week- Conversion rate (Of those who view our page, how many of them choose to “like” it?)- Fan demographics (Are we reaching our target audience?)- Unique page views (How many different people viewed our page?)- Views, clicks, and engagement for different tabs
- Total followers- Number of times listed- Total brand mentions- Sentiment (Are people talking positively or negatively about my brand?)- @Reply ratio (What percent of my tweets are @replies vs. regular tweets?)- Profile views- Number of clicks per tweet- Total retweets- Engagement by time of day/day of week
- Video views- Total channel subscribers- Number of likes- Number of comments- Number of responses- Popularity of your videos compared to others- Views on spotlighted items/sales- Click-through rate (referring to your site)
OVERALL ROI- Correlations (between sales & engagement)- Net new customers- Reduction in overhead costs (customer service, communication, marketing, other)- Promotional code redemptions- Leads generated (& conversion rate)- Dollars spent by the social customer (vs. non- social)
MEASURE ALLOF THIS??No. Find what works for you.
“Everything that canbe counted does notnecessarily count.Everything that countscannot necessarilybe counted.”
QUANTITATIVEphoto via ell brown / Flickr 4. QUALITATIVE