Using social media as a rich research environment to drive improved decision making across product innovation, media mix planning, applied consumer insights, and even ROI measurement.
An Investigation into the relationship between objectives of each business unit using social media, the strategies they use and the measures to define success
Today, chief marketing officers are being challenged to demonstrate a strong marketing return on investment (ROI) in order to justify their efforts and expenditures. Since packaging is one of the marketing corner stones of most consumer package goods organization, the need to clearly understand the impact on sales and ROI has come to the forefront of discussions as part of companies annual operating planning process. The attention given to packaging is mainly due to its rise as a viable marketing tool in part, because former disciplines such as TV advertising have faltered. In addition, organizations have come to realize that packaging is the most effective marketing vehicle in connecting consumers with brands since it occurs at the moment of truth, the store shelf. Increased competition from store brands has also created a heighten need to focus more attention to packaging and determining its effectiveness in growing sales and margin.
For more white papers and webinars, go to http://www.sldesignlounge.com
Or visit us at http://www.sld.com
The Future of Social Media Monitoring - Concrete case studies and step by s...Marcus Tewksbury
Large deck put together for full day workshop delivered on behalf of the AMA. Agenda as follows:
BREAKFAST
Introductions (9:00 – 9:15)
Self Assessment / Objective Sharing (9:15 – 9:45)
Social Media Maturity Model (9:45 – 10:30)
Selling Social Media (10:45 – 12:30)
LUNCH
Case Study: Crisis Management (1:00 – 2:00)
Case Study: Applied SMM (2:00 – 3:30)
Group Assessment / Applied Learning (3:45 – 4:45)
Wrap-up (4:45 – 5:00)
DRINKS!
Social media intelligence retail perspective (9-28-11)Marcus Tewksbury
Sucharita over at Forrester has eloquently advised retailers to like social, but love mobile. I'd agree with the prioritization, but that still means you should be doing social. You just need to figure out how to make social work for retail marketing.
An Investigation into the relationship between objectives of each business unit using social media, the strategies they use and the measures to define success
Today, chief marketing officers are being challenged to demonstrate a strong marketing return on investment (ROI) in order to justify their efforts and expenditures. Since packaging is one of the marketing corner stones of most consumer package goods organization, the need to clearly understand the impact on sales and ROI has come to the forefront of discussions as part of companies annual operating planning process. The attention given to packaging is mainly due to its rise as a viable marketing tool in part, because former disciplines such as TV advertising have faltered. In addition, organizations have come to realize that packaging is the most effective marketing vehicle in connecting consumers with brands since it occurs at the moment of truth, the store shelf. Increased competition from store brands has also created a heighten need to focus more attention to packaging and determining its effectiveness in growing sales and margin.
For more white papers and webinars, go to http://www.sldesignlounge.com
Or visit us at http://www.sld.com
The Future of Social Media Monitoring - Concrete case studies and step by s...Marcus Tewksbury
Large deck put together for full day workshop delivered on behalf of the AMA. Agenda as follows:
BREAKFAST
Introductions (9:00 – 9:15)
Self Assessment / Objective Sharing (9:15 – 9:45)
Social Media Maturity Model (9:45 – 10:30)
Selling Social Media (10:45 – 12:30)
LUNCH
Case Study: Crisis Management (1:00 – 2:00)
Case Study: Applied SMM (2:00 – 3:30)
Group Assessment / Applied Learning (3:45 – 4:45)
Wrap-up (4:45 – 5:00)
DRINKS!
Social media intelligence retail perspective (9-28-11)Marcus Tewksbury
Sucharita over at Forrester has eloquently advised retailers to like social, but love mobile. I'd agree with the prioritization, but that still means you should be doing social. You just need to figure out how to make social work for retail marketing.
Using Pre-assignments to Improve New User Training for SalesforceGreg DeVore
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If it looks like a bear and smells like a bear. It's a bear. Marketers exist to sell. In the 2-3 hysterical haze of the social runup that inalienable truth, as unpleasant as it may be, has been left behind. It's time for marketers to wake up and take control of social and make it an effective part of the marketing reality.
10 arguments why your company should have a cmtoMarcus Tewksbury
Within the next 5 years marketing will spend more on technology than IT. Vast majority of marketers do not have the domain expertise needed to capitalize upon this. Thus, the need for a CMTO!
To date I've struggled with finding a packaged marketing solution that offered the type of reporting I want to manage my marketing investments. So... I went ahead and put my own together. This doesn't cover ROI reporting (which is a bit of a goose chase anyways), but does focus on what is working on a Lead, Buzz, Inbound, and Revenue basis.
Anyone have something else they recommend?
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The way consumers intereacts with brands is being redefined by technology. Not only are the channels altering, but the data exchange with each interaction is dramatically different. This is going to have profound impact to how you build engagement.
Not a 100% complete, but interested getting response from others. Selling to the marketing organization is not easy and arguably getting harder. Do a lot of salespeople have the skills and panache required? Would this be helpful for your sales organization?
This is intended to be the backdrop for an all day workshop that has 4 interactive sessions.
Wondering how advertisers can target specific ads to audiences of 1? Then you need to understand terms like SSP, DSP, DMP, and RTB - all of which are made possible by cookie synching.
CRM Assessment eBook
CRM is a mixture of people, processes and technology, and if these three areas are not in alignment the CRM tool may not be as effective as it could be, and may not be leveraged by the individuals who could find vast benefits of such a tool. This tool can be used to help you understand who, what, where, when and how improvements to CRM processes, people and technology could be leveraged to improve any business.
Using Pre-assignments to Improve New User Training for SalesforceGreg DeVore
By giving your attendees a simple homework assignment to complete BEFORE your live Salesforce training session you can dramatically improve the effectiveness of your training event.
If it looks like a bear and smells like a bear. It's a bear. Marketers exist to sell. In the 2-3 hysterical haze of the social runup that inalienable truth, as unpleasant as it may be, has been left behind. It's time for marketers to wake up and take control of social and make it an effective part of the marketing reality.
10 arguments why your company should have a cmtoMarcus Tewksbury
Within the next 5 years marketing will spend more on technology than IT. Vast majority of marketers do not have the domain expertise needed to capitalize upon this. Thus, the need for a CMTO!
To date I've struggled with finding a packaged marketing solution that offered the type of reporting I want to manage my marketing investments. So... I went ahead and put my own together. This doesn't cover ROI reporting (which is a bit of a goose chase anyways), but does focus on what is working on a Lead, Buzz, Inbound, and Revenue basis.
Anyone have something else they recommend?
Dfw marketing lunch and learn - brand projection (10-18-11)Marcus Tewksbury
The way consumers intereacts with brands is being redefined by technology. Not only are the channels altering, but the data exchange with each interaction is dramatically different. This is going to have profound impact to how you build engagement.
Not a 100% complete, but interested getting response from others. Selling to the marketing organization is not easy and arguably getting harder. Do a lot of salespeople have the skills and panache required? Would this be helpful for your sales organization?
This is intended to be the backdrop for an all day workshop that has 4 interactive sessions.
Wondering how advertisers can target specific ads to audiences of 1? Then you need to understand terms like SSP, DSP, DMP, and RTB - all of which are made possible by cookie synching.
CRM Assessment eBook
CRM is a mixture of people, processes and technology, and if these three areas are not in alignment the CRM tool may not be as effective as it could be, and may not be leveraged by the individuals who could find vast benefits of such a tool. This tool can be used to help you understand who, what, where, when and how improvements to CRM processes, people and technology could be leveraged to improve any business.
DELIVERING ON THE BRAND PROMISE: Using social media as a communication tacticSusan Stewart
This discussion paper was developed to explain the medium and persuade senior leadership to embrace social media as a communication tactic. It includes briefs on a number of social media sites.
Sections of the presentation have been removed for confidentiality reasons.
Synergy MarCom is an Integrated Marketing Services & Event management firm offering PAN India solutions, below are the 4 major line of business we cater to:
IMC (Integrated Marketing Communication):
Synergy provides a turnkey solution for your channel, existing and target customer propositions, it generates the audience, designs EDMs, blasts them to the right audience, selects venues, constructs venue, provides technical solutions, speaker / artist management, post event analysis etc.
CRM (Channel / Customer response management):
Be it your product updates to your channels or acquiring audience for your next sales forum, Synergy has a dedicated response team supported by state of art technology to record calls, provide real-time monitoring systems at client location to evaluate projects backed by a strong QA/QC team to ensure compliance as guided by clients.
MMS (Managed Manpower Services) :
Synergy has a set of program managers and their teams that exclusively work for their clients to achieve their sales, survey, channel development requirements etc., though they work for you, in accordance to your parameters. However, they are pay-rolled at Synergy.
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Be it brand registration, brand recollect, new product proposition, brand bundling etc through fleet on street, street sweep, Target area penetration (School, colleges, malls, societies, residential etc), Synergy has an experienced team that not only ensures quality out-put but also ensures ROI whilst creating and executing your brand activation
Specialties:
Channel Marketing, Go to Market and Customer Strategies, Lead Generation And Sales Campaign, Event Management
The business model canvas of Fashion.me, a Brazilian social network focused in the fashion World.
You can see more details in my blog: http://startupbizmodel.com
(in portugueses)
Defines the concept of Sales 2.0 from the sales leader’s perspective, separates the reality from the hype, and provides recommendations on how to begin incorporating the best of these emerging tools and practices into your 2010 sales and marketing strategy.
A sampling of work created by Janina Quintana, a 360* marketing, communications and public relations professional with an arsenal of talents and skills.
Being profitable with marketing automation in 2011Marcus Tewksbury
Marketing automation has been around for some time now,
but still the cases of huge returns and business changing
results are few and far between. Will 2011 be the year that
market finally matures? In this 4-part paper, you will hear from
4 esteemed sales and lead generation experts and their view
on specific characteristics of marketing automation that have
been holding the space back.
Never mind sales and marketing. How are the interactions within the marketing team itself? Do you have product marketers off running rogue campaigns without anyone else knowledge? Then it's time to address how you are creating content and how you are managing that process.
Five Steps For Getting Started With Social Media Monitoring (for Alterian)Marcus Tewksbury
When I was getting started with social media monitoring I found this deck helpful. It's actually the re-formatting of a white paper - so it's text heavy.
Here is a sneak peak for the upcoming presentation to be delivered by Michael Harrison and Marcus Tewksbury at the Integrated Marketing and Sales Summit to be held in St. Louis on December 10th
http://www.integratedmarketingsummit.com/
You can checkout some of their collective works at: http://www.themarketingmojo.com
Onset of digital and the integration of sales and marketing is redefining the way B2B demand generation programs can be successfully run. In this 20 slide eBook we break down some of the basics of running a B2B marketing 2.0 campaign.
In promoting CRM as a new service offering it is critical to clearly define the product offering (productize) and to focus on the particular needs of a tightly defined target market (verticalization).
Exec Summary: Marketing organizations are facing unprecedented challenges. Traditional above the line techniques are producing diminishing returns; A host of new technologies are enabling a multitude of new engagement strategies; and economic conditions are mandating a commitment to demonstrable performance. While all of these must be addressed, the fundamental starting point needs to be with an analytical, continuous improvement program - one that embraces ROI and drives maximizing LTV. Ultimately, this will be accomplished by analyzing the interaction points and developing an optimal treatment path for high value segments.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Attending a job Interview for B1 and B2 Englsih learnersErika906060
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Discover the innovative and creative projects that highlight my journey throu...dylandmeas
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Skye Residences | Extended Stay Residences Near Toronto Airportmarketingjdass
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LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
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2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
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RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
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The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
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Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
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Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
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Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
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In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
How to - using social media data to power marketing decisions
1. How to:
Using Social Media Data
to Power Marketing Decisions
Concrete examples and case studies on how social media can be used for
product innovation, consumer insights, media mix planning, and measuring ROI
2. Agenda
BREAKFAST
Introductions (9:00 – 9:15)
Self Assessment / Objective Sharing (9:15 – 9:45)
Social Media Maturity Model (9:45 – 10:30)
Connecting the Data (10:45 – 12:30)
LUNCH
Case Study: Actionable Customer Insights (1:00 – 2:30)
Case Study: Measuring ROI (2:30 – 3:15)
Selling Social Media ROI – Step 1 (3:30 – 4:30)
Selling Social Media ROI – Step 2 (4:30 – 5:15)
Wrap-up (5:15 – 5:30)
DRINKS!
3. About The Speaker
Marcus Tewksbury is a product strategy and business development expert
with over 15 years of experience defining, marketing, and ultimately selling
new B2B marketing services and technology offerings.
Today, Marcus focuses on strategic development for Alterian, an integrated
marketing platform provider, where he advises key partners on messaging,
launching, selling, and delivering data driven marketing solutions. In this role
he also initiates and develops relationships with net new logos while building
storylines and definitions for new Alterian offerings.
Over his career he has successfully launched dozens of products that have
generated millions in revenue and been adopted by brands like Baxter,
Coach, Hallmark, Hot Topic, Kaloo, KAO, Microsoft, Tower Records, ULTA,
Walgreens, and Wal-Mart.
Marcus Tewksbury
Principal, Alterian Marcus is a frequent speaker, having appeared at events for the American
Marketing Association (AMA), Canadian Marketing Association (CMA), Direct
Marketing Association (DMA), Integrated Marketing Summit, The Economist,
Media Post, and Illinois Technology Association (ITA). His writing and
presentations have appeared or been cited in numerous publications like
Mashable.com, USAToday, Wall St. Journal, and the Word of Mouth
Marketing Association (WOMMA). He has also been a guest lecturer at
numerous universities such as Georgetown, Northwestern, DePaul, U. of
Chicago, and York.
More on Marcus’s thought leadership can be found on his award winning
blog http://themarketingmojo.com.
4.
5. Course Objectives
State of the industry
Best-practice case studies
Reusable content and examples
Framework for selling ideas internally
Actionable input into classes’ real world scenarios
Valuable networking opportunity
7. Social Media Maturity Model
Breaking down social media into specific disciplines
and exploring the current state of social media monitoring
8. Before you can discuss social media ROI you
have to be very explicit about what you mean
when you reference it. To focus the
conversation you need to understand the
different facets of social and what applies
21. Social media can only be useful for decision
making if it can be applied against real budgets
and real things that impact what a brand does in
market. The key lies in connecting the data.
25. Meta data are the hooks
Domain Terms
Handle
Location
Followers
Date
Post
26. The mention is a starting point
Where, when, and who a mention is created also
creates data points that can be connected to other
business systems.
Product …. Handle
Brand
Date
Mention
Life Domain
Stage
Competitor … Format
The content of mentions can be analyzed and
flagged for the appearance of certain words that
have significance for the business.
27. What you are trying to hook to is defined by the biz
Financial Competitive
•NPV •Market share
•IRR •# of Markets
•ROI •Brand rank
•Margin •Indexes
•Revenue •Households
•LTV •Reach
•NPS Customer •Contribution
28. Step 1. Articulate business problem
Example. “Want to know share of social voice
by our customer segments”
29. Step 2. Layout key pieces of puzzle
Produc Handl
t
….
e
Brand Date
Customer
Mention
Segment Life
Doma
Stage in
Forma
Competitor
…
t
30. Step 3. Evaluate how to make connection
Produc Handl
t
….
e
?
Brand Date
Customer
Mention
Segment Life
Doma
Stage in
Forma
Competitor
…
t
37. Methodology
Demographic Benchmark SSM
data set Report development
Refresh SSM
Demographic Q1 Report development
data set
Virtual Social Media Data
Refresh
ethnography: Measurement Analytics: Demographic Q2 Report
SSM
development
Discovery & : Identifying data set
learning Theme and extracting
validation to a target data
‘define’ target set reaching
demographic back over 18
months
On-going
tracking cycle
38. SM2 Searches
"cooking for allergies" "mother" and "Fairy Liquid" 1 Diet 1. Children's health
("kids" or "children") and "obesity" "mother" and "Fairy washing powder" 2 Health
("mother" or "mum") and "cleaning" "mother" and "Fairy dishwasher tablets" 3 Household cleaning 2. Domestic issues
("mother" or "mum") and "housework" "mother" and "Gillette"
86 unique, defining search 4 Family group 3. General family issues
10 aggregate categories
("kids" or "children") and "housework" "mum" and "Gillette" terms 5 Health 4. Mothers issues
("kids" or "children") and "chores" "mum" and "Lenor" 6 Back to work
"DD" and ("parent" or "family") "mother" and "Lenor" 7 Stay at home
"DS" and ("parent" or "family") "mum" and "Max Factor" 8 Work
"DH" and "family" and "kids" "mother" and "Max factor"
9 Bullying 5. Universal parenting issues
"DC" and ("parent" or "family") "mum" and "Olay"
10 Contraception
"mother" and "breast cancer" and "children" "mother" and "Olay"
11 Discipline
"daughter" and "cervical cancer" "mother" and "Oral B" 12 Divorce
"Mum" and "anxiety" "mum" and "Oral B" 13 Family friendly
"mum" and "stress" "mother" and "pampers" 14 Fostering
"mother" and "anxiety" "mother" and "Pantene" 15 Holidays
"mother" and "stress" "mum" and "pantene" 16 School
("mother" or "mum") and " back to work" "kids" and "pringles" 17 Sex
18 Travel
"Stay at home mum" ("mother" or "mum") and "sanitary towel" 19 Work
20 Budgeting
"working mum" ("mother" or "mum") and "hair care" 21 Let off steam 6. Social release
(“mum” or “mother”) and (“home working” or
("mother" or "mum") and "stains" 22 Socialising
“working from home”)
23 Always ultra 7. Target brands
"children" and "bullying" "family" and "stain removal"
"son" and "bullying" "kids" and "stain removal" 24 Duracell
"daughter" and "bullying" "kids" and "washing powder" 25 Fairy
"daughter" and "the pill" "kids" and "fabric softner" 26 Gillette
("kid" or "children") and "discipline" ("mother" or "mum") and "skin care" 27 Lenor
"Child" and "custody" and "Boyfriend" ("mum" or "mother" or "DH") and "scream"
28 Max factor
"Child" and "custody" and "girlfriend" ("mum" or "mother" or "DH") and "rant"
29 Olay
"divorce" and "children" and "custody" ("mum" or "mother" or "DH") and "moan"
"family" and "friendly" "meeting other parents" 30 Oral b
"fostering" and ("children" or "kids") "mother" and "Always Ultra" and "pads" 31 Pampers
("Kids" or "children") and "holidays" "mum" and "Always Ultra" and "pads" 32 Pantene
"family" and "holidays" "Managing" and "Family" and "Budgets" 33 Pringles
("kids" or "children") and "tuition fees" "living on a budget" and "children" 34 Feminine hygiene 8. Target categories
"Finding" and "Primary School" "Saving money" and "family" and "Kids"
35 Hair care
"Finding" and "Secondary School" "mum" and "Duracell"
36 Household cleaning
"daughter" and "boyfriend" and "sex" "mother" and "Duracell"
37 Laundry
"son" and "girlfriend" and "sex" "mum" and "Fairy Liquid"
38 Skin care
"teenager" and "sleeping together" "mum" and "Fairy washing powder"
"daughter" and "facts of life" "mum" and "Fairy dishwasher tablets" 39 Technology support 9. Mothers and technology
"son" and "facts of life"
40 Alcohol 10. Parenting teenagers
"children" and "games" and "car journeys" 41 Depression
42 Drugs
"children" and "entertain" and "car journeys" 43 Exams
44 Fostering
"working mother"
("mother" or "DH") and "let off steam" 45 Piercing
46 Sex
("mum or "Mother" or "DH") and "scream" 47 Sexualisation
48 Tattoos
39. Analytical Process
• Ran all keywords and themes for Christmas Period 2010
• Focused on blogs and message boards/forums
• Collected 105,000 conversations from a 6 week period
– Blogs/Forums/Message Boards (no Twitter or Facebook)
– www.mumsnet.com and www.netmums.com - most active sites
• In Analytics environment, focused on authors and domains
• Created a “Family Score” for each conversation
• Identified top 600 females and their top domains
• Created a data set of conversations from 600 “Super Mums” for key time
periods (summer and holiday seasons)
• Tracked activity and categories of conversations for “Super Mums”
43. To have ROI you must have revenue. Revenue
itself, with exception, is not created directly
through social media. Influenced, certainly, but
not create. To demonstrate ROI, therefore, you
must connect social media data with data from
other parts of the businesss like CRM, email,
web, etc.
47. Tiger Woods’ “massive” decline was only 2%
2009 2010 % Difference
298.4 Driving Distance 292 2.14%
64.29% Driving Accuracy 63.19% 1.71%
68.46% Greens in Regulation 67.01% 2.12%
1.743 Putting Average 1.781 -2.18%
4.15 Birdie Average 4.06 2.20%
68.05 Scoring Average 69.65 -2.35%
28.44 Putts per Round 29.07 -2.22%
48. Selling Social Media ROI – Step 1
Connecting with stake holders and understanding causation
49. Lots of people think ROI is a fixed, hard metric.
In reality, though, ROI is a relative term. Every
organization, and department within those
organizations may define it differently.
Ultimately, demonstrating ROI is going to be tied
to your ability to connect with a stake holder and
build confidence in the measures you are
showing.
50. Rolling out the “red” carpet…
Social Media doesn’t always find a warm response. This is yet
another compelling reason to learn how to sell your ideas.
51. Identifying your clients
CMO
Executive
Creative FP&A
Director
CMTO
Insight /
YOU
Brand / Vendor
Management
Research /
Analytics
Online In-store
YOU
Media Loyalty CRM
Database
BI Email Planning
Marketing
Analytics Ecommerce Print Email
Insight Search Display Customer X
Social TV
Who do you work with? What stacks do you serve?
52. "You can make more
friends in two months by
becoming interested in
other people than you can
in two years by trying to
get other people
interested in you.“
- Dale Carnegie
57. Suspect Profile
Priorities: KPI’s:
1. Maintaining revenue levels • Circulation
2. Reducing circulation costs by mailing less • Cost per
3. Create new revenue opportunities with triggered • Store over Store Revenue
responses • Member / Non-Member Basket
4. Increasing response rates by leveraging new • Turn time
channels
5. Improving the customer experience by reacting to
their preferences
6. Build customer loyalty by delivering individualized
communications
7. Demonstrating financial contribution
Titles: Budget
• Director of Marketing Database Some likelihood this group will struggle to get incremental
• Senior Director, Circulation and Forecasting budget for capital projects. Much of funding is likely
• Senior Director, Business Analytics to come from cost savings generated by evolving
them off of traditional list processing in terms of
• Director of Application Development more efficient physical mailings and enablement of
• Marketing Database Manager cheaper channels.
• Senior Circulation Manager With exception, they aren’t going to be top of mind from
• Director of CRM an investment perspective.
58. Suspect Profile: “Spinners” (PR/Corporate Marketing)
Titles & Organizational Roles
•Senior Business Systems Consultant, Social Media & Digital Strategy (Corp.) – Drove process,
evaluation, feedback from stakeholders and decision-makers, etc.
•Director, Corporate Public Affairs (Corp.) – key stakeholder for corporate reputation; owned
budget
•Director, Social Media & Portals (Business Unit) – key stakeholder from product group; owned
budget
Top Concerns (Why we were in the room)
•Corporate reputation monitoring
•Adverse Events (AE) notification and reporting for drug therapies
Budget Timing
3-month paid pilot •From RFP to pilot
2 crisis management interventions •Pilot took 3 months
Competitive Interests (What can steal budget?) How we got into the room
•SM Monitoring companies •RFP out of 17 vendors
•Marketing/Digital Agencies •Won on strategic listening POV
•3-month paid pilot
•Engagement extended
Applicable verticals
•Pharmaceutical; Healthcare
59. Suspect Profile: __________________
Department & Title
1. ____________________________________________________
2. ____________________________________________________
3. ____________________________________________________
Common Problem (Why are they approach you? You them?)
1. ____________________________________________________
2. ____________________________________________________
3. ____________________________________________________
Stakeholder KPI’s (What are their goals? What drives their compensation?)
1. ____________________________________________________
2. ____________________________________________________
3. ____________________________________________________
Timing (Do they face any critical milestones? When do things have to be delivered?)
_________________________________________________________________
Budget (How much do they have to spend? Do they need buy-in from others?)
1. ____________________________________________________
2. ____________________________________________________
60. What you need to do to make a connection
1. Identify your core audience
2. Identify their most pressing pain
3. Move past expression to causation
61. Selling Social Media ROI – Step 2
Crafting your proposition and influencing key stake holders
67. Breakthroughs can redefine
the problem
“If I had listened to what my
customers wanted, I would
have bred a faster horse.”
-Henry Ford
68. Solution Definition: __________________
Problem Solved (No cure-alls. Should be very specific on the problem solved.):
1. ______________________________________________
2. ____________________________________________________
3. ____________________________________________________
Answers (How do you solve the problem? Should address the root cause.):
1. ____________________________________________________
____________________________________________________
2. ____________________________________________________
____________________________________________________
Benefits (What will the stake holder gain from this solution ):
1. ____________________________________________________
2. ____________________________________________________
3. ____________________________________________________
Reference Stories (Nobody wants to go first. What precedent can you site?):
______________________________________________________
______________________________________________________
______________________________________________________
69. Solution Definition: __________________
Monetization (How will you argue the value created?):
Demonstration (Need to make message vivid. How can paint the mental picture?):
Elevator Pitch (How can you rapidly and concisely convey the value in your solution?):
______________________________________________________
______________________________________________________
______________________________________________________
______________________________________________________
73. Plan meetings and goals
Exploration Build Base Discovery
Start down the chain. Start to target satellite Don’t approach
Begin to collect
information. Goal
later is to never ask a
+ influencers. Gather
their input and
incorporate into
+ decision maker
directly. Look for the
entré.
+…
question you don’t offering. Give them
know the answer for. ownership to build
support.
76. Objective Recap
State of the industry
Best-practice case studies
Reusable content and examples
Framework for selling ideas internally
Actionable input into classes’ real world scenarios
Valuable networking opportunity
78. Social disciplines
WOM Syndication Community Applied
Insight
Soliciting influential Freely distributing Actively foster and Social media serves
advocates to go owned content promote as the worlds
forth and across earned engagement in greatest virtual
proselytize for your networks. Social relevant ethnography. The
brand or product. reach drives communities. next doorways are
impressions. to applying it in
meaningful ways.
79. Social is ubiquitous
?
CMO
Executive
Creative FP&A
Director
CMTO
?
? ? ? ?
Insight /
Brand / Vendor
Research / Online In-store Media Loyalty CRM
Management
Analytics
BI Email ? Planning
Database
Marketing
Analytics Ecommerce ? Print Email
Insight Search Display Customer X
Social ? TV
82. Remember the 6 Steps
1. Identify your core audience
2. Diagnose their most pressing pain
3. Define an outcome driven solution proposition
4. Design a multistep plan of attack (PCAN)
5. Use the power of the pack
6. Monetize the solution
83. Resources
Social ROI Social Strategy
• http://womma.org/store/measurement/ • http://themarketingmojo.com
• http://about.bzzagent.com/word-of- • http://www.socialnomics.net/
mouth/go/social-media-roi • http://www.collectiveintellect.com/blog/
• http://allthings.womma.org/2010/02/11/g Community Building
uidebook/ • http://slideshare.net/conniebensen
Media Mix Modeling Social Media Crisis Plans
• http://www.networkedinsights.com/down • http://www.web-
loads/2011-Oscars-Report-Networked- strategist.com/blog/2010/03/22/prepare-
Insights.pdf your-company-now-for-social-attacks/
Social Media Monitoring • http://www.slideshare.net/kamichat/10-
• http://sm2.alterian.com (Free) steps-integrating-social-media-into-
• www.socialmention.com (Free) crisis-plans
• Google Alerts (FREE)