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Integrated Social Media Campaign Measurement

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Social Media Marketing

This document provides an overview of integrated social media campaigns and strategies. It discusses listening to audiences, participating in online communities, contributing valuable content, and having transparency, privacy and truthfulness. Common strategies discussed include thought leadership, findability, exclusive access and entertainment. Tactics mentioned include blogs, social outreach, viral videos, specialized communities and events. Metrics and tools for measuring campaign results are also summarized.

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Integrated Social Media Campaigns Kami Watson Huyse, APR “ Integration ” by Certified Su, Flickr
The Evolution of Mass Communication
Social Media: ,[object Object],[object Object]
Social Anthropology
Listen (Research) ,[object Object],[object Object]
Participate (Planning) ,[object Object],[object Object],[object Object],[object Object]
Contribute (Implement) ,[object Object],[object Object],[object Object],[object Object]
 
 
 
[object Object],[object Object]
Off Target ,[object Object],[object Object]
Social Etiquette ,[object Object],[object Object],[object Object],[object Object],[object Object],David Scott Meerman, The New Rules of Marketing and PR
GOAL POST
 
P eople Image by Samantha Campbell, Flickr
Communities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Technographics Technographics, from Groundswell, http://tinyurl.com/2vv3dv
The Long Tail Chris Anderson, “The Long Tail”
The Short Tail of Influence Hugh McLeod
Finding Influentials ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
O bjectives
S trategies
Common Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object]
T actics Image by Brian Solis, http://tinyurl.com/6ex3fx, Flickr
 
The Blog
 
 
Social Outreach
NetSol Goals ,[object Object],[object Object],[object Object],[object Object]
NetSol People ,[object Object]
NetSol Objectives ,[object Object]
NetSol Strategies ,[object Object],[object Object],[object Object]
NetSol Tactics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
NetSol Evaluation ,[object Object],[object Object],[object Object],[object Object]
Other Common Tactics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Tie In: Mentos and Diet Coke Photos by Robert Price and Gizmodo http://www.eepybird.com/dcm1.html
The Results ,[object Object]
Tactical Ethics ,[object Object],[object Object],[object Object]
The Post-It Note Prank
The 3M Copycat Photos by Scott Abelman http://www.youtube.com/watch?v=UNkdbh_uiRU
It Might Be Legal, But… “ Oh my, it doesn't die. Links to some sites discussing 3M's marketing misstep…Now as a marketer, I'm sort of feeling sorry for those guys. Lesson learned. Don't mess with social media unless you know what you're doing. ” – Scott Abelman VG (Norway) Noticias Automotivas (Brasil) Pocacola (Italy) Hans-Wurst (Germany) binte (Germany) Deu Vos Guard (Spain) Outono (Spain) La Gatera Digital (Spain) Think Wasabi (Spain) Caradisiac (France) Le Blog Auto (France) Gigazine (Japan) 秋元 ( Japan) Metrashka (Singapore) SPBCar (Russia) Kadriks (Sweden) Londonist (England) Veloce Automotive News (England) Info Overload (Scotland) Damien Mulley (Ireland) A Welsh View (Wales) TBIT (Canada) AJQKW (Chinese) Autoblog (Chinese) Limk (Turkey) Jaggle (Netherlands) ExoticsOnRoad (Netherlands) VK Mag (Netherlands) Autoblog (Netherlands) Yahoo! Pick of the Day Dave Barry’s Blog Digg Home Page Autoblog BoingBoing Minneapolis Star Tribune Free Thought Forum Her Media Conversation Agent (a good read!) and more... Drivers Drive Good Magazine EBaumsWorld Eponymous NeatORama Daily Buzzer UneasySilence The Blog Dark Roasted Blend Dream Chaser The Car Showroom Beyond Cars Gangstas & Hugs Skoopy Clipmarks StumbleUpon Public Forum My Single Mom Life Euro RSCG 4D About Miche Elkit in Wonderland Boboroshi Tweedler Tihea The Daily Drip Eszter's Tony Rocha Post-it Notes Rock Blog David Thompson The Finer Things Vault The Cash Box Inspire: Unexpectedly Bart! : FlickrCentral Flickr Top-V Admin's Blog Flickr Blog Between 0 and 1 All About Content: 3M Carjacks The Post-it Note Jaguar Popular Photography The Consumerist MicroExplosion Media AdRants The Worst SEO Blog Ever Can someone please explain...? Autoblog (again) A Photo Editor What's Next Blog Aper(cul)ture AutoENews UK Dorkaliciou5 Ogilvy PR molt:n core Social Media Revolution The New Marketing Wheels Weekly WOMMA WebInkNow
The Event
Objectives ,[object Object],[object Object],[object Object],[object Object]
JTA Strategies ,[object Object],[object Object],[object Object]
JTA Tactics ,[object Object],[object Object],[object Object],[object Object]
Triad of Measurement (Evaluation)
JTA Results: Interest ,[object Object],[object Object],[object Object],[object Object],[object Object]
JTA Results: Attitudes ,[object Object],[object Object],[object Object],[object Object],[object Object]
JTA Results: Actions ,[object Object],[object Object],[object Object],Link to Full Case Study: http://tinyurl.com/JTAROI
Super Six Steps to Measurement ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Free Measurement Tools ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Paid Measurement Tools ,[object Object],[object Object],[object Object],[object Object]
More Measurement Resources ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Resources ,[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object]

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Integrated Social Media Campaign Measurement

  • 1. Integrated Social Media Campaigns Kami Watson Huyse, APR “ Integration ” by Certified Su, Flickr
  • 2. The Evolution of Mass Communication
  • 3.
  • 5.
  • 6.
  • 7.
  • 8.  
  • 9.  
  • 10.  
  • 11.
  • 12.
  • 13.
  • 15.  
  • 16. P eople Image by Samantha Campbell, Flickr
  • 17.
  • 18. Technographics Technographics, from Groundswell, http://tinyurl.com/2vv3dv
  • 19. The Long Tail Chris Anderson, “The Long Tail”
  • 20. The Short Tail of Influence Hugh McLeod
  • 21.
  • 24.
  • 25. T actics Image by Brian Solis, http://tinyurl.com/6ex3fx, Flickr
  • 26.  
  • 28.  
  • 29.  
  • 31.
  • 32.
  • 33.
  • 34.
  • 35.
  • 36.
  • 37.
  • 38. Tie In: Mentos and Diet Coke Photos by Robert Price and Gizmodo http://www.eepybird.com/dcm1.html
  • 39.
  • 40.
  • 42. The 3M Copycat Photos by Scott Abelman http://www.youtube.com/watch?v=UNkdbh_uiRU
  • 43. It Might Be Legal, But… “ Oh my, it doesn't die. Links to some sites discussing 3M's marketing misstep…Now as a marketer, I'm sort of feeling sorry for those guys. Lesson learned. Don't mess with social media unless you know what you're doing. ” – Scott Abelman VG (Norway) Noticias Automotivas (Brasil) Pocacola (Italy) Hans-Wurst (Germany) binte (Germany) Deu Vos Guard (Spain) Outono (Spain) La Gatera Digital (Spain) Think Wasabi (Spain) Caradisiac (France) Le Blog Auto (France) Gigazine (Japan) 秋元 ( Japan) Metrashka (Singapore) SPBCar (Russia) Kadriks (Sweden) Londonist (England) Veloce Automotive News (England) Info Overload (Scotland) Damien Mulley (Ireland) A Welsh View (Wales) TBIT (Canada) AJQKW (Chinese) Autoblog (Chinese) Limk (Turkey) Jaggle (Netherlands) ExoticsOnRoad (Netherlands) VK Mag (Netherlands) Autoblog (Netherlands) Yahoo! Pick of the Day Dave Barry’s Blog Digg Home Page Autoblog BoingBoing Minneapolis Star Tribune Free Thought Forum Her Media Conversation Agent (a good read!) and more... Drivers Drive Good Magazine EBaumsWorld Eponymous NeatORama Daily Buzzer UneasySilence The Blog Dark Roasted Blend Dream Chaser The Car Showroom Beyond Cars Gangstas & Hugs Skoopy Clipmarks StumbleUpon Public Forum My Single Mom Life Euro RSCG 4D About Miche Elkit in Wonderland Boboroshi Tweedler Tihea The Daily Drip Eszter's Tony Rocha Post-it Notes Rock Blog David Thompson The Finer Things Vault The Cash Box Inspire: Unexpectedly Bart! : FlickrCentral Flickr Top-V Admin's Blog Flickr Blog Between 0 and 1 All About Content: 3M Carjacks The Post-it Note Jaguar Popular Photography The Consumerist MicroExplosion Media AdRants The Worst SEO Blog Ever Can someone please explain...? Autoblog (again) A Photo Editor What's Next Blog Aper(cul)ture AutoENews UK Dorkaliciou5 Ogilvy PR molt:n core Social Media Revolution The New Marketing Wheels Weekly WOMMA WebInkNow
  • 45.
  • 46.
  • 47.
  • 48. Triad of Measurement (Evaluation)
  • 49.
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Editor's Notes

  1. Your brand is not defined by you Edelman trust baramoter
  2. Your brand is not defined by you Edelman trust baramoter
  3. Research Phase
  4. Ask not what the community can do for you, but what you can do for the community, my apologies to JFK
  5. Scott Abelman and some friends decorated hos fried Walt’s Jaguar with 14,000 post it notes in 2006 It became an online phenomenon
  6. Scott Abelman and some friends decorated hos fried Walt’s Jaguar with 14,000 post it notes in 2006 It became an online phenomenon
  7. Scott Abelman and some friends decorated hos fried Walt’s Jaguar with 14,000 post it notes in 2006 It became an online phenomenon
  8. We’ll Cover each of these in detail and the tools you can use to get at each one Traffic, downloads, views, mentions Conversation index, tonality, relationship measurement Financial cost analysis to other tools, revenue, subscribers, funds raised, books sold, click throughs