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adknowledge 2009 | sydney


Digital Influence 501
3 Things Every Marketer & Advertiser Should
Know and Do
01   Understand Why it Matters
     to Business
Why Does Social Media Matter?
Reach Lots of Australians
Why Does Social Media Matter?
Reach Lots of Australians




                          FACEBOOK
                          April: 3.3 million Aussies
                          Today:      6.0+ million
Why Does Social Media Matter?
Less Frightening Than You’d Think




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




3,000+ Comments!
Only a handful couldn’t
be published
Why Does Social Media Matter?
Optimise Media & Creative
Why Does Social Media Matter?
Optimise Media & Creative
Why Does Social Media Matter?
Launch New Products
Why Does Social Media Matter?
Launch New Products




3 Kickoff Facebook Events
85,000+ Facebook Fans
Top Facebook AUS Campaign
Why Does Social Media Matter?
Generate Powerful Insights
Why Does Social Media Matter?
Generate Powerful Insights
Why Does Social Media Matter?
Boost Search “Share of Voice”
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?
Anatomy of an Australian Marketer Circa NOW




          (PR Pro figure)
02   Find Influencers
Karen Cheng
Influencer Segmentations
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
03   Measure Results
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
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
Optimizing Against the Right Metrics
To Sum Up...
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.
RSS Dashboard
Grab it: www.theDailyInfluence.com
“    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
Digital influence 501: What are the next trends and hot cases in social media

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Digital influence 501: What are the next trends and hot cases in social media

  • 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
  • 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
  • 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