Helene Auramo's presentation 11th September 2014

1. Rethink
Implementing and measuring customer
journey in social media
September 11th, 2014
Okimo Clinic Ltd
!

2. Okimo Clinic is a strategic social
media company
• Okimo Clinic is a part of the Marketing
HELSINKI
STOCKHOLM
COPENHAGEN
Clinic Group
• Okimo Clinic's mission is to help
organisations achieve their business
objectives by using social and digital
media to build their influence, audiences,
and networks
• We work with the biggest companies and
organisations in the Nordics
OSLO

3. Current State

4. How to measure all this?

6. Social and digital media measurement framework
Exposure Engagement Preference Impact Advocacy
Customer journey

7. Social media measurement starts with setting
measurable objectives at business, PR/marketing,
campaign and channel level
Actions based on
recommendations
Measurement as a
strategic tool

8. Okimo Clinic’s framework for selecting the
right social KPI’s and metrics
Start with business, organization function,
project and campaign objectives
Set the relevant social metrics to each customer
journey stage
Set the owned, paid and earned media social
metrics that are relevant for measuring the
objectives
Set the channel specific social metrics that are
relevant for measuring the objectives
1. Channels you own and control
2. Channels and content you pay to leverage
3. Stakeholders and customers talking about you in their
own content

9. Customer journey stages
Awareness Interest Preference Action Advocacy

10. Implementing phase
People (skills)
Processes (reporting, schedule)
Measurement
Channels (prioritization)

11. !
www.facebook.com/okimoclinic
www.twitter.com/okimoclinic
www.linkedin.com/company/okimoclinic
Helene Auramo
helene@okimoclinic.com
+358 40 153 0082
@heleneauramo