The document discusses challenges in measuring the impact of social media and provides principles for effective measurement. It recommends focusing on outcomes rather than just outputs, connecting measurement to business objectives, and choosing appropriate metrics for different organizational goals like brand health, marketing, revenue generation, customer experience, and innovation. It also lists various social media listening and analytics tools and notes that expectations for data quality will increase over time.
We'll walk you through a prospect's journey to understand how reviews are used at each touch point of a renter's decision-making process.
In just 30 minutes, you'll find out:
How reviews play into a prospect's decision throughout the search journey
What to do to help prospects choose your community as their next apartment home
For most companies, opting out of the social media world is no longer feasible. Financial Executives Research Foundation Inc. (FERF), in collaboration with Grant Thornton LLP, developed a 32-question online survey and conducted in-depth interviews to produce this report, titled Social media risks and rewards.
View the full results - http://gt-us.co/1q4pHKs
Economic instability combined with the evolution of the roles and expectations of technology leadership make it more important than ever for tech executives to take advantage of the tools and techniques available via social media for promoting their individual personal brands. This presentation explores the questions to ask yourself before embarking in the use of these tools to enhance your career.
We'll walk you through a prospect's journey to understand how reviews are used at each touch point of a renter's decision-making process.
In just 30 minutes, you'll find out:
How reviews play into a prospect's decision throughout the search journey
What to do to help prospects choose your community as their next apartment home
For most companies, opting out of the social media world is no longer feasible. Financial Executives Research Foundation Inc. (FERF), in collaboration with Grant Thornton LLP, developed a 32-question online survey and conducted in-depth interviews to produce this report, titled Social media risks and rewards.
View the full results - http://gt-us.co/1q4pHKs
Economic instability combined with the evolution of the roles and expectations of technology leadership make it more important than ever for tech executives to take advantage of the tools and techniques available via social media for promoting their individual personal brands. This presentation explores the questions to ask yourself before embarking in the use of these tools to enhance your career.
As a solution, the BER model uses a two-dimensional matrix to aid the evaluation of complex multi-unit programs, with quadrants to identify over and underperforming units. The BER model was inspired by portfolio management approaches from the Boston Consulting Group and the General Electric Grid, as well as quadrant analysis by Andreasen (1995). However, its core principles are based on the concept of social return on investment, where output is always compared to input. It provides a relative perspective on performance that allows evaluators to account for impact based on the resources invested in an initiative.
Crowdsourcing, Transparency and Results Based Charity RatingsCharityNav
Charity Navigator's President & CEO, Ken Berger, presented on the topic of “Crowdsourcing, Transparency and Results Based Charity Ratings: The Next Generation of Nonprofit Evaluation” at Columbia University.
Proving that proper PR measurement is just as crucial for your brand as PR itself is the quickest way to begin tracking success and evolving as a communicator.
But how do you get the C-suite to care as much about your data as you do?
We've done the legwork for you, and surveyed upper-level executives about how to get PR metrics front and center and in line with an organization's goals.
Want to download a copy of this SlideShare? Get it here: https://go.agilitypr.com/pr-measurement-matters/
Rural Lifestylers and the Influence of Online ReviewsPaulsen
Online chatter does influence our purchase decisions. Just how influential are the opinions of strangers? What about experts? How about our peers? Paulsen Marketing surveyed 500 acreage owners to weigh the importance of online testimonials and reviews.
There are many applications of social media outreach, and this session will look at its application to non-profit objectives such as public relations, constituency building, citizen engagement, health behavioral change campaign, or fundraising.
The workshop will comprise presentations with case studies, one paper-based exercise, and open question time. We wish to run a needs assessment before the workshop to ensure the workshop meets participants' expectations.
The workshop will provide participants with a brief overview of communication models, social media trends, and a bigger picture view on how social media has changed the rules of online engagement. It will help participants better appreciate social media, assess its pros and cons, and evaluate if their organization should use or expand the scope of their social media activities.
Topics will include background information on social media; how traditional (one-way) communication paradigms no longer work in interactive media; and how two-way communication models operate online.
A key focus will be to help organization evaluate the pros and cons of social media, and then assess if social media offers any benefits to their organization. Participants will be asked to assess how social media can advance their organization's mandate, whether it is a viable channel for their constituents, its pros and cons for their situation, and then to review other relevant assessment criteria. Midway through the workshop, participants will be invited to complete a paper-based form to help them assess if social media offers enough benefits for their organization to adopt or expand the scope of their social media outreach.
The remainder of the presentation will focus on practical guidance for organizations that wish to implement or expand the scope of their social media outreach. Topics covered will include reassessing organizational goals; researching constituents; starting an incremental approach to social media outreach; defining the scope of your social media activities; mainstreaming into institutions; daily operations; responding protocols; institutional policies; tools of the trade; and methods for prioritizing resource allocations.
ESOMAR LATAM 2017 - Swipe right, swipe left: Implicit research metric via eng...SKIM
We presented this fresh approach to engaging mobile surveys at Latin America’s largest regional event, ESOMAR LATAM, which was held on April 5-7, 2017 in Mexico City.
Find out more https://goo.gl/8QwgxN
This presentation provides a simple recipe for designing more engaging websites, social media profiles, or technologies by leveraging the principles of cyber persuasion, through the digital persuasion equation and the eight spheres of digital influence.
Social Radar Presentation: Customer Discovery and Business Model Winstonn Tubbs
The Social Radar team's story about our journey through the I-Corps process, and how it informed our revised business model.
Findings:
Social Radar is a software platform that can be used to mine social media, comments, review and customer feedback for intelligence on a massive scale. customer experience online to increase revenue. The covers everything from customer feedback, reviews, to conversations online to make business decisions.
The suite can be best utilized as Customer Experience Management product. It can optimize the various touch points with customers to understand their needs, create more loyalty and increase revenue. There are some players currently in the market but not many that can holistically analyze customer feedback on all channels.
As a solution, the BER model uses a two-dimensional matrix to aid the evaluation of complex multi-unit programs, with quadrants to identify over and underperforming units. The BER model was inspired by portfolio management approaches from the Boston Consulting Group and the General Electric Grid, as well as quadrant analysis by Andreasen (1995). However, its core principles are based on the concept of social return on investment, where output is always compared to input. It provides a relative perspective on performance that allows evaluators to account for impact based on the resources invested in an initiative.
Crowdsourcing, Transparency and Results Based Charity RatingsCharityNav
Charity Navigator's President & CEO, Ken Berger, presented on the topic of “Crowdsourcing, Transparency and Results Based Charity Ratings: The Next Generation of Nonprofit Evaluation” at Columbia University.
Proving that proper PR measurement is just as crucial for your brand as PR itself is the quickest way to begin tracking success and evolving as a communicator.
But how do you get the C-suite to care as much about your data as you do?
We've done the legwork for you, and surveyed upper-level executives about how to get PR metrics front and center and in line with an organization's goals.
Want to download a copy of this SlideShare? Get it here: https://go.agilitypr.com/pr-measurement-matters/
Rural Lifestylers and the Influence of Online ReviewsPaulsen
Online chatter does influence our purchase decisions. Just how influential are the opinions of strangers? What about experts? How about our peers? Paulsen Marketing surveyed 500 acreage owners to weigh the importance of online testimonials and reviews.
There are many applications of social media outreach, and this session will look at its application to non-profit objectives such as public relations, constituency building, citizen engagement, health behavioral change campaign, or fundraising.
The workshop will comprise presentations with case studies, one paper-based exercise, and open question time. We wish to run a needs assessment before the workshop to ensure the workshop meets participants' expectations.
The workshop will provide participants with a brief overview of communication models, social media trends, and a bigger picture view on how social media has changed the rules of online engagement. It will help participants better appreciate social media, assess its pros and cons, and evaluate if their organization should use or expand the scope of their social media activities.
Topics will include background information on social media; how traditional (one-way) communication paradigms no longer work in interactive media; and how two-way communication models operate online.
A key focus will be to help organization evaluate the pros and cons of social media, and then assess if social media offers any benefits to their organization. Participants will be asked to assess how social media can advance their organization's mandate, whether it is a viable channel for their constituents, its pros and cons for their situation, and then to review other relevant assessment criteria. Midway through the workshop, participants will be invited to complete a paper-based form to help them assess if social media offers enough benefits for their organization to adopt or expand the scope of their social media outreach.
The remainder of the presentation will focus on practical guidance for organizations that wish to implement or expand the scope of their social media outreach. Topics covered will include reassessing organizational goals; researching constituents; starting an incremental approach to social media outreach; defining the scope of your social media activities; mainstreaming into institutions; daily operations; responding protocols; institutional policies; tools of the trade; and methods for prioritizing resource allocations.
ESOMAR LATAM 2017 - Swipe right, swipe left: Implicit research metric via eng...SKIM
We presented this fresh approach to engaging mobile surveys at Latin America’s largest regional event, ESOMAR LATAM, which was held on April 5-7, 2017 in Mexico City.
Find out more https://goo.gl/8QwgxN
This presentation provides a simple recipe for designing more engaging websites, social media profiles, or technologies by leveraging the principles of cyber persuasion, through the digital persuasion equation and the eight spheres of digital influence.
Social Radar Presentation: Customer Discovery and Business Model Winstonn Tubbs
The Social Radar team's story about our journey through the I-Corps process, and how it informed our revised business model.
Findings:
Social Radar is a software platform that can be used to mine social media, comments, review and customer feedback for intelligence on a massive scale. customer experience online to increase revenue. The covers everything from customer feedback, reviews, to conversations online to make business decisions.
The suite can be best utilized as Customer Experience Management product. It can optimize the various touch points with customers to understand their needs, create more loyalty and increase revenue. There are some players currently in the market but not many that can holistically analyze customer feedback on all channels.
Learn about the best practices in PR and social media measurement for nonprofit organizations. Includes the 6 steps to successful, standards-compliant measurement!
Why Monitoring Your Online Brand is Essential for Business - Dean WesterveltOnline Marketing Summit
Why Monitoring Your Online Brand is Essential for Business
Consumers are everywhere online: they write blogs, post comments, and rate their favorite products and services. They share pictures, videos and special deals with their social networks on Facebook, MySpace and Twitter. And if you're not paying attention to what they're saying and sharing about your brand, it could be a lost opportunity or a detriment to your reputation. This session will cover where to begin, understanding your social media readiness, how to effectively listen to your audience, what you can learn from social media monitoring, and how you can measure your results.
Dean Westervelt, Senior Analytics Consultant, Metrics Marketing Group
This presentation is from the KNOW series, featuring Josh Lysne, Eric Piela and Tony Franklin. Topics included social media, engage marketing and online media.
What's being said online about your brand?Creative Led
A look at some of the free and subscription tools being used to monitor brands in social media. Presented at Social Media Academy event re social media in financial services - 29 June 2011, London
A comprehensive review of AI use within the public relations profession.
At time of writing (February 2023), there’s been a burst of new AI-driven tools, services and use cases with the potential to impact virtually every aspect of the public relations profession.
This report is an attempt to assess the likely rapid progress of AI technology over the next year and the longer-term strategic considerations for all public relations practitioners as a result.
Co-authored by Andrew Bruce Smith and Stephen Waddington, with contributions from Professor Anne Gregory, Jean Valin and Scott Brinker.
A report on diversity within the UK PR industry.
This research study aims to:
• Create better understanding of the issues and barriers faced by different socio-economic
groups and understand what prevents underrepresented groups from engaging with public
relations
• Suggest potential and workable solutions for employers
• Propose initiatives to be led by professional bodies and other industry leaders
• Raise the issue of social mobility with individual practitioners
In this report, the Institute of Directors (IoD) has joined forces with the Chartered Institute of Public Relations (CIPR) to look at ways in which organisations can best employ public relations to ride market turbulence and ensure they are fit for the future.
You’ll find the results of our recent survey which showcases how UK directors see and use public relations. You’ll also find a raft of practical ways in which your business can utilise PR and each chapter has five top tips to get you started.
The successful running of any organisation relies on effective and efficient line manager communication. In autumn 2021, CIPR Inside conducted a deep dive into line manager communication to find out:
• Who supports line manager communication and how important it’s considered to be
• What line managers need in order to communicate effectively
• If effective communication is considered an important leadership skill and business enabler, and whether it is supported as such
For over a decade the Chartered Institute of Public Relations
(CIPR) has conducted industry-wide research exploring issues
and challenges facing the public relations profession.
We use this data to report on trends and provide industry leading insights on topics including where practitioners work, what they do, how much they earn, and much more.
This year’s study provides a focus on how the industry is
adapting to life beyond the pandemic and what this has meant to those working in the profession.
Our guide for Members of Parliament who are approached by lobbyists. This leaflet sets out the standards of acceptable behaviour for professional lobbyists, what you should expect from them if they approach you, and what action you can take if you have concerns.
This report from the CIM and CIPR explores the experiences
of their chartered members by looking at the impact of
becoming chartered and committing to continuing
professional development (CPD) has had on their careers
and on their confidence. At a time of economic and social
uncertainty, chartership may play a crucial role in how those
working in marketing and PR are viewed and trusted, now
and in the future.
Our ebook 'Communicating in a Crisis' explores how public relations was successfully used in the pandemic and features case studies from agency, in-house and public sector teams shortlisted in our 2021 Excellence Awards.
This Artificial Intelligence (AI) and Big Data Readiness Report
provides an analysis of a global survey of public relations
practitioners and academics and video/written evidence from
senior practitioners concerning the profession’s knowledge,
skills, adoption of and attitudes towards AI, and to a lesser
extent, Big Data. Its aim is to provide an overview of current AI
understanding and preparedness, but most importantly, provide
pointers to how the profession should equip itself to exploit the
potential and guard against the possible dangers of AI.
This guide is designed to support PR and comms professionals
who might have to deal with this highly sensitive topic. Our ambition is that this guide will support you practically, and help you with your own mental health and wellbeing.
The guide provides practical advice on how to help organisations communicate suicide. It also looks at the wider issue of talking about suicide alongside mental health.
We’ve worked closely with people and organisations affected by
suicide and are grateful to be carrying their voices and experiences as we make recommendations and offer advice.
Much progress has been made in the area of mental health in the last several years; talking about it openly and honestly has become more commonplace, and governments and businesses have recognised that they have a major role to play in helping people look after their mental wellbeing.
The Workplace Mental Wellbeing Audit helps businesses and other organisations understand the mental health of their employees and in turn take steps to help them. This report from the CIPR, PRCA and ICCO surveys 559 PR professionals through their networks, with the aim to understand
specifically the mental wellbeing of those working in the PR and Communications industry, the impact of coronavirus has had and changes over time.
The CIPR's #PRinaPandemic specialist study of the public relations sector authoritatively explores the immediate impact of COVID-19 on the profession, and how it will develop, reflecting on a truly challenging year and what this has meant to those working in the profession.
The Chartered Institute of Public Relations (CIPR) has published its 2020 Annual Report, reflecting on a year like no other; shaped by the global pandemic, focused on supporting the profession and, ultimately, showing the resilience of the public relations community.
From Comms Professional to CEO’ explores what holds comms people back on their professional journey to leadership positions. The report provides advice for professionals on making the journey to the top based on qualitative research interviews with CEO’s who have a communications background.
The Chartered Institute of Public Relations (CIPR) has published its 2019 Annual Report, celebrating its success in a year which helps define its purpose “more clearly than ever before”.
The report (below) outlines the work of the Institute through the four key areas as outlined in our five-year strategy; leading practice development, building a resilient community, championing lifelong learning, and advocating public relations.
This guide is designed to support communicators in their own work and in their senior management advisory capacity. It outlines some key principles for ethical decision-making, provides practical advice on using the CIPR’s ethical decision-making tree and the Open Data Institute’s data ethics canvas through the use of real-life examples.
CIPR's annual State of the Profession report has, for ten years, explored the trends, issues and challenges facing public relations. It is the largest and most statistically robust investigation of its kind. From skills and salaries to diversity and gender pay, State of the Profession delivers industry-leading data on every aspect of the PR profession.
More from Chartered Institute of Public Relations (20)
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
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Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
An introduction to the cryptocurrency investment platform Binance Savings.Any kyc Account
Learn how to use Binance Savings to expand your bitcoin holdings. Discover how to maximize your earnings on one of the most reliable cryptocurrency exchange platforms, as well as how to earn interest on your cryptocurrency holdings and the various savings choices available.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
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Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
6. Seven Principles: 1. Importance of Goal Setting and Measurement 2. Measuring the Effect on Outcomes is Preferred to Measuring Outputs 3. The Effect on Business Results Can and Should Be Measured Where Possible 4. Media Measurement Requires Quantity and Quality 5. AVEs are not the Value of Public Relations 6. Social Media Can and Should be Measured 7. Transparency and Replicability are Paramount to Sound Measurement Source: AMEC 6
9. The World is Unique & so is Measurement “ Your organisation is unique, your market is unique, your vision is unique, your strategy is unique, your execution is unique and your measurement & evaluation is unique” Philip Sheldrake/CIPR 2011 9
25. Brand Health Insights KPIs What topic sparked conversation What topic sparks emotion Sentiment of social channel Volume of references Sentiment Share of voice/ competitors Fans / Followers Top topics Brand references per campaign Getting branded ‘credits’ 25
26. Marketing Optimisation Insights KPIs Where conversation occur Do social channels cannibalise others content Which social channels/platforms generate greatest visit loyalty Conversions/ sales by channel Impressions per channel View/ click through per channel Visitor loyalty Most followed content People who talk about your brand Likeliness to buy based on specific behaviours Best times to post content Finding advocates 26
27. Revenue Generation Insights KPIs Likeliness to buy Impact of social media on search results Effectiveness of social channels for conversion/ revenue Conversion by channel Compare conversation / sales by channel Visit loyalty Improved search engine placement Do social channels cannibalise others content 27
28. Operational Productivity Insights KPIs Active advocates Service issues best answered online Potential cost saving from deflected calls Calls deflected & their savings # of advocates & their value Reduction in call centre costs Gaps in the ‘Knowledge Base’ 28
29. Customer experience Insights KPIs Acceleration of issues Common service/ product issues # of customer service issues sorted online % escalated/ resolved % of positive ratings & reviews Sentiment & emotional drivers Sentiment trends 29
30. Innovation Insights KPIs Customer requests Most common service/ product issues Speed to market Product development efficiency Competitive opportunities & threats 30
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38. Michael Blowers @michaelblowers Blog: www.mediaevaluation.blogspot.com Corporate site: put ‘media evaluation’ into Google Email: michael@meresearch.co.uk
Does everyone know what the AVE is? Anyone not used them before? Accountants sent to goal if used them. Only case is in sponsorship evaluation Colleague of mine on the CIPR Measurement Group panel Philip Sheldrake: ‘Smacks of professional incompetence’, ‘A greater waste of time you could not hope to find’
No Continuity – subject to the vagueries of the ad market
Into concept…Objectives – Jim Stern primary org objective: incr sales, low costs, incr reputation…first 2 quite measurable, last one a problem
AMEC (International Association for the Measurement and Evaluation of Communication) June 2010. The CIPR's Measurement Group joined with organisations such as the Global Alliance for Public Relations , the IPR's Commission on Measurement and Evaluation , the PRSA and the ICCO to agree a set of measurement and evaluation principles. Did anyone go? Kicks off a series of discussion and work groups to progress the issue…Leggetter “Change is PR starting to look forward not back”
AMEC Annual Summit 8-10 June (Lisbon) has put a whole day aside for a series of Workshops on each of these 1. Fundamental goals should be as quantitative as possible and Address who, what and how much is expected of a campaign 4. Measurement of PR involves the measurement of quantity and quality (sentiment and messaging) 5. AVE is about advertising… note, it measures ad cost not ad value 6. Meas is not a single metric or tool but a discipline, 7. If you do the same thing twice you should get the same conclusions
By Ruth Pestana, Worldwide Director of Strategic Services from Hill & Knowlton. CIPR concern – axis titles seem similar and in particular Target Audience Effect and Action seem to have same meaning. Released at AMEC conference in Nov ‘10
Brian Solis: Its about top-exec buy-in…try get them to talk about the audience, not the medium (social media) BUT it is not easy
Jim Sterne: identified over 100 new media metrics Volume of Consumer-created buzz for a brand based on number of posts Amount of buzz based on number of impressions Shift in buzz over time Buzz by day/day part Seasonality of buzz….
We are told that it all about communities….Ask yourself if you belong in these communities…. Word about case studies: Many processes are not inter-changable and stuff which worked for other won’t necessarily work for you … people often to keep their strategies and tactics secret if they work and so you need to filter ideas and test to find the good stuff
Goals: 1.grow network size 2. drive incremental visitors, 3.incr incremental conversions Done by: 1.Add unique tracking code to every element of outgoing social media interaction, 2. Track visits from social media through to sale/order 3. Combine with Facebook analytics
600 million active users (Jan 2011) Facebook contents is consumer brands ‘Nirvana’ Majority is hidden though Would like way to see the brand refs/context while maintaining privacy
Susan Ettlinger , Altimeter Group: ‘ Engagement’ could be passing visitors, followers, or actually buyers – be transparent ‘ Sentiment 85% accuracy for humans’ Automated up to ‘75%’ Messages – difficult to automatically capture use of ideas or qualities
Philip Sheldrake’s Influence Scorecard from ‘Business of Influence’ book
On the left Platforms like Radian6, Brandwatch. Social Media Management like Hootsuite, Tweetdeck On the right: Understand the enterprise…MR etc Ideal: Bit in middle…blend of the 2 as they are quite different worlds
Too many organisation run a selection of silos Getting to the data…. Who can benefit from it…
Thing carefully what measurers to ‘publish’ to whom as management expect it always to rise
ROI is all about financial, while social media is more about learning, innovation, relationships. David Mearman Scott, author says… MBA courses are preaching the wrong approach…with management hiding behind ROI argument for fear of social media. Brian Solis: can’t be measured via followers, views, hits…better to find an outcome and figure how to steer people in that direction
Ref: Gary Veynerchuk “whats the ROI of your Mother” What is the value of a social relationship
To help formulate goals/objectives Brand health: understand how people are talking about you, sentiment, trend Market optimisation: decision support, resourcing, targetting Revenue generation: Where are leads, conversions, revenue coming from Operational productivity: Call centre/issue deflection & reduce costs Customer experience: Good/consistent experience
Frank Eliason / Concast Cares
Eg. Dell Ideas Storm
Ubervu, $50pm, white label, monitoring, sentiment, word clouds, platform filters Viral Heat $10pm realtime monitoring, word clouds, platform filters, share of voice, sentiment Attentio (max 1000 citations for free) monitoring, trends, multi-languages, sentiment, buzz Nutshell Mail, from Constant Contact, send email of whats going on with your brand, specialises in your Facebook & Twitter feeds (Free) Tweetdeck just been sold to Twitter – flexible monitoring tool for Twitter, free MarketMeSuite Manage social media accounts in place from $6pm Trackur, monitoring tool ($18-$377pm), sentiment tagging, keyword tracking
Brandwatch, Lithium, separate monitoring and intelligence consoles Radian6, just sold to Saleforce.com for $300m+ Marketwire (Sysomos), Social Radar, immediate results, sentiment and topics Visible Technologies, ‘Enterprise ready’,
Market Sentinal, monitoring, benchmarking, influencer analysis Neilson Buzzmetrics, Original analysis tools for high-end and now forming part of a greater online analysis offering Synthesio, “ You may call us obsessed or even obscene”!! French, Integrasco, “ Y ou should spend $10 on the tool and $90 on the analyst” Teleco specialists Converseon, “ Listen, Organize, Engage and Measure approach”, These all tend to manual coding for sentiment (all/selection) with prices ranging form £1000pm+, offer white label
(above) (Brian Solis) Firms need to give back control to consumer. Only then can they engage and regain it Before social media there was a time when organisations were controlling the consumer (call center consumer manipulation, etc). The new order gives the power back to the consumer, increasing influence of WOM. Authority increase through engagement. Edelman Trust barometer has flagged we are most likely to be influenced by people like us (Net Promoter Index)
Does anyone agree?
Dave Carroll at Chicago O’Hare airport luggage handlers $3,500 guitar broke neck Over 10 million Youtube views Spreads fast….150k views in first day and hits No1 in Itunes download store Results in a series of 3 songs Within 4 days of video release United stock falls 10% ($180m) http://www.youtube.com/watch?v=5YGc4zOqozo 4min 30secs
Dashboard to link social media source with eventual sales