Clients and agencies need to find robust ways to prove the business value of Social. #IPASocialWorks aims to provide definitive guidance as to the roles that social media can play, and how to measure its effectiveness and ROI. This came from the IPA Eff Fest in October 2013.
IPA President Ian Priest strives for win-win performance in client/agency rel...The_IPA
IPA President Ian Priest introduces the fourth chapter of his ADAPT agenda with a look at how the industry can attain win-win performance in client/agency relationships by moving towards less time based and more value/risk-based remuneration models. This presentation was shown at the IPA's Performance Adaptathon in London on 8th JUly 2014. Find out more at www.ipa.co.uk/adapt/performance and join in the conversation on Twitter using #ipadapt.
Marketing effectiveness 2019 Wim Vermeulen and Peter Field Part 1wimvermeulen
Presentation for the Marketing Effectiveness 2019 event of BAM on February 5th, 2019.
The post-truth world has engulfed marketing. The self-appointed apostles of the digital revolution have led us badly astray; even the Mad Men and Women have lost the plot.
A counter revolution is underway, we call it the evidence-based way. Come along and hear what Wim and Peter have to say about what has gone wrong and what needs to change.
Peter Field explains why the current marketing model is broken and makes the case for getting back to marketing effectiveness, Wim Vermeulen talks about the way forward and examines today's most effective communication model and the TapForward effect.
It’s no secret that B2B events can pump out some dull social content. But just because B2B may have a more serious tone does not mean it needs to be boring!
In this webinar, run in partnership with OgilvyOne Business, we share simple ideas for making your conference a social success. We discuss how companies can turn their events into a platform for driving leads and building customer relationships, and how to apply the same strategy for your event.
In this session you will learn:
- How to use social to get people to meet you face to face
- How to capture more leads from events
- How to make your content more interesting
- How to get your customers to tell their colleagues and peers how great you are
Event sponsorship is a huge market plagued by inefficient spends and diluted messaging. Brands are spending big without focusing on authenticity, efficiency, or digital innovation.
With our 10 Essentials to Sponsorship Activation we’ll rethink traditional sponsorship practices, showing how ambassador and digital activation are the keys to fantastic brand value and return that will completely change economics of the event industry.
IPA President Ian Priest strives for win-win performance in client/agency rel...The_IPA
IPA President Ian Priest introduces the fourth chapter of his ADAPT agenda with a look at how the industry can attain win-win performance in client/agency relationships by moving towards less time based and more value/risk-based remuneration models. This presentation was shown at the IPA's Performance Adaptathon in London on 8th JUly 2014. Find out more at www.ipa.co.uk/adapt/performance and join in the conversation on Twitter using #ipadapt.
Marketing effectiveness 2019 Wim Vermeulen and Peter Field Part 1wimvermeulen
Presentation for the Marketing Effectiveness 2019 event of BAM on February 5th, 2019.
The post-truth world has engulfed marketing. The self-appointed apostles of the digital revolution have led us badly astray; even the Mad Men and Women have lost the plot.
A counter revolution is underway, we call it the evidence-based way. Come along and hear what Wim and Peter have to say about what has gone wrong and what needs to change.
Peter Field explains why the current marketing model is broken and makes the case for getting back to marketing effectiveness, Wim Vermeulen talks about the way forward and examines today's most effective communication model and the TapForward effect.
It’s no secret that B2B events can pump out some dull social content. But just because B2B may have a more serious tone does not mean it needs to be boring!
In this webinar, run in partnership with OgilvyOne Business, we share simple ideas for making your conference a social success. We discuss how companies can turn their events into a platform for driving leads and building customer relationships, and how to apply the same strategy for your event.
In this session you will learn:
- How to use social to get people to meet you face to face
- How to capture more leads from events
- How to make your content more interesting
- How to get your customers to tell their colleagues and peers how great you are
Event sponsorship is a huge market plagued by inefficient spends and diluted messaging. Brands are spending big without focusing on authenticity, efficiency, or digital innovation.
With our 10 Essentials to Sponsorship Activation we’ll rethink traditional sponsorship practices, showing how ambassador and digital activation are the keys to fantastic brand value and return that will completely change economics of the event industry.
Brands are under pressure every day to stay relevant and answer consumer needs, while also managing their own marketing and commercial calendars. While most marketers are in their comfort zone and master the art of planning and executing campaigns, it is not as straight forward when it comes to acting and reacting to the ‘now’.
Andreanne Leclerc, Regional Managing Partner and Head of Social Asia, explains how to engineer an evolutive and flexible infrastructure to stay on the Pulse.
Link Building: how to sell the idea to your CMO and manage your agency for re...Kaizen
Kirsten Beacock - Corporate Comms and PR EMEA @ Lastminute.com
Having been in Digital PR for more than a decade, Kirsten will explore her tips on working with agencies to get real results. She’ll cover everything from how to nail the brief to how to sell link building in-house to the CMO and beyond.
Content Marketing ROI: What's Your Content Formula?Michael Brenner
Calculate the ROI of content marketing and never waste money again. In this webinar, Liz Bedor and explain the core foundations from our book "The Content Formula" We go over Building a solid Business Case, getting the Budget, and Proving the ROI of content marketing
Welcome to our yearly report on the content marketing practices of business-to-business (B2B) technology content marketers in North America. Here you’ll see how technology marketers replied to our sixth annual content marketing survey, and how the results compare with the 2015 ndings.
A new question about content marketing maturity level revealed that 71% of technology marketers who say their organizations are e ective at content marketing are in the “sophisticated/mature” phase, indicating that success grows with experience.
8 Tips for Beating Your Sales Goals in 2016RAIN Group
To learn how you can beat your sales goals in 2016 and unlock your sales force effectiveness, download our free white paper, Increase Win Rates and Beat Your Sales Goals in 2016, at www.raingroup.com/win.
IPA Eff Fest: Phil Barden, Decode Marketing The_IPA
Presentation given by Phil Barden of Decode Marketing at the IPA's Eff Festival - a one day conference challenging conventional thinking on the value of creativity.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
You can't deny the importance of marketing these days, especially in the digital realm. Unfortunately, your business may have reached a bottleneck. Whether you lack the manpower, time or budget to implement effective marketing, you've reached a crossroads: Should you hire in-house talent or outsource the bulk of your marketing to an agency? Here, we list the pros and cons of each option.
Fiona blades mesh experience festival of new mr 2020Ray Poynter
Everyone is talking about CX, with roles spanning from defining the customer journey to managing the call center.
So what is CX? And more importantly, what should it be? And where is it heading?
Referencing work with Professor Emma Macdonald, Professor Hugh Wilson, Warwick Business School with Shane Baxendale, VP Data Science at MESH and using case studies, we will be exploring models to help us understand what the customer experience is and how to impact on the everyday experiences that will improve it.
This presentation forms part of the online Festival of NewMR series.
Presented by Fiona Blades from Mesh Experience.
5 Essential Strategies for Using Paid Media in Your Next Inbound CampaignHubSpot
Can Ads be Inbound? We recently started to examine how HubSpot customers are successfully using ads and how Ads can amplify the positive effects of inbound marketing. These 5 tips along with the new HubSpot Ads Add-On can help you finally master ads!
How To Dramatically Increase Client RetentionSEOReseller.com
Getting people to your site is easy but keeping them coming back is the challenge. Join Clayton Wood as he talks about how to increase client retention.
IPA Agility Adaptathon - #IPASocialWorks Agile Social Media MeasurementThe_IPA
The Institute of Practitioners in Advertising (IPA) hosted an #IPASocialWorks session at Altitude in London on 7th May as part of their Agility Adaptathon to discuss how to better measure social media ROI and effectiveness. MBA represented the agency community with Barclaycard, BP, RSA, Sony and Transport for London, the client side. Learn more at www.ipa.co.uk/adapt/agility & @IPA_Updates
Brands are under pressure every day to stay relevant and answer consumer needs, while also managing their own marketing and commercial calendars. While most marketers are in their comfort zone and master the art of planning and executing campaigns, it is not as straight forward when it comes to acting and reacting to the ‘now’.
Andreanne Leclerc, Regional Managing Partner and Head of Social Asia, explains how to engineer an evolutive and flexible infrastructure to stay on the Pulse.
Link Building: how to sell the idea to your CMO and manage your agency for re...Kaizen
Kirsten Beacock - Corporate Comms and PR EMEA @ Lastminute.com
Having been in Digital PR for more than a decade, Kirsten will explore her tips on working with agencies to get real results. She’ll cover everything from how to nail the brief to how to sell link building in-house to the CMO and beyond.
Content Marketing ROI: What's Your Content Formula?Michael Brenner
Calculate the ROI of content marketing and never waste money again. In this webinar, Liz Bedor and explain the core foundations from our book "The Content Formula" We go over Building a solid Business Case, getting the Budget, and Proving the ROI of content marketing
Welcome to our yearly report on the content marketing practices of business-to-business (B2B) technology content marketers in North America. Here you’ll see how technology marketers replied to our sixth annual content marketing survey, and how the results compare with the 2015 ndings.
A new question about content marketing maturity level revealed that 71% of technology marketers who say their organizations are e ective at content marketing are in the “sophisticated/mature” phase, indicating that success grows with experience.
8 Tips for Beating Your Sales Goals in 2016RAIN Group
To learn how you can beat your sales goals in 2016 and unlock your sales force effectiveness, download our free white paper, Increase Win Rates and Beat Your Sales Goals in 2016, at www.raingroup.com/win.
IPA Eff Fest: Phil Barden, Decode Marketing The_IPA
Presentation given by Phil Barden of Decode Marketing at the IPA's Eff Festival - a one day conference challenging conventional thinking on the value of creativity.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
You can't deny the importance of marketing these days, especially in the digital realm. Unfortunately, your business may have reached a bottleneck. Whether you lack the manpower, time or budget to implement effective marketing, you've reached a crossroads: Should you hire in-house talent or outsource the bulk of your marketing to an agency? Here, we list the pros and cons of each option.
Fiona blades mesh experience festival of new mr 2020Ray Poynter
Everyone is talking about CX, with roles spanning from defining the customer journey to managing the call center.
So what is CX? And more importantly, what should it be? And where is it heading?
Referencing work with Professor Emma Macdonald, Professor Hugh Wilson, Warwick Business School with Shane Baxendale, VP Data Science at MESH and using case studies, we will be exploring models to help us understand what the customer experience is and how to impact on the everyday experiences that will improve it.
This presentation forms part of the online Festival of NewMR series.
Presented by Fiona Blades from Mesh Experience.
5 Essential Strategies for Using Paid Media in Your Next Inbound CampaignHubSpot
Can Ads be Inbound? We recently started to examine how HubSpot customers are successfully using ads and how Ads can amplify the positive effects of inbound marketing. These 5 tips along with the new HubSpot Ads Add-On can help you finally master ads!
How To Dramatically Increase Client RetentionSEOReseller.com
Getting people to your site is easy but keeping them coming back is the challenge. Join Clayton Wood as he talks about how to increase client retention.
IPA Agility Adaptathon - #IPASocialWorks Agile Social Media MeasurementThe_IPA
The Institute of Practitioners in Advertising (IPA) hosted an #IPASocialWorks session at Altitude in London on 7th May as part of their Agility Adaptathon to discuss how to better measure social media ROI and effectiveness. MBA represented the agency community with Barclaycard, BP, RSA, Sony and Transport for London, the client side. Learn more at www.ipa.co.uk/adapt/agility & @IPA_Updates
Pernod Ricard CMO Martin Riley on the future of effective partnerships from t...The_IPA
Martin Riley, Pernod Ricard CMO and President of The World Federation of Advertisers (WFA) looks at the future of effective partnerships from the client's side. He believes Creativity, Challenge, Connected (to business), Continuity and Culture key for clients with Communication, Creativity, Craft, Contribution (to business) and Committment key for agencies. This presentation was shown at the IPA's Performance Adaptathon on 8th July 2014 in London. Find out more on our website www.ipa.co.uk/adapt/performance and join in the conversation on Twitter using #ipadapt.
Xaxis CEO Caspar Schlickum - Programmatic media buyingThe_IPA
Xaxis CEO Caspar Schlickum's presentation from the Agile Media AdaptLab at The IPA's Agility Adaptathon in London where he introduces programmatic media buying and real-time bidding from a trading desk perspective. Learn more about Agility www.ipa.co.uk/adapt/agility & Twitter #ipadapt
New technologies could revolutionise how we understand, engage with, and serve our customers. In these special reports from The Lab, we take a look at how future technology trends could shape the way we do business at O2.
Victors & Spoils CEO John Winsor - Crowd sourcing in the USAThe_IPA
Victors & Spoils CEO John Winsor's presentation from the Agile Creative AdaptLab at The IPA's Agility Adaptathon in London where he covers the latest crowd sourcing ideas and advertising creativity from the USA. Learn more about Agility www.ipa.co.uk/adapt/agility & on Twitter #ipadapt
Conversant: How the Media Buying Process Really WorksConversant, Inc.
A survey of more than 600 leading agency media professionals on how the process for RFPing, planning, buying, and measuring digital media really works.
Engine Group UK CEO Debbie Klein on thinking outside the remuneration boxThe_IPA
Engine Group UK CEO Debbie Klein reveals how to think outside the box when starting out on planning new models of remuneration. This presentation was shown at the IPA's Performance Adaptathon in London on 8th July 2014. Watch the video: https://www.youtube.com/watch?v=G4zlmErJHOY. Find out more about ADAPT at http://www.ipa.co.uk/performance and join in the conversation on Twitter using #ipadapt.
In Nov/Dec 2009, I was a guest lecturer at Emerson College and taught IMC Graduate students about media planning. This is the presentation from that lecture.
The Future of the Client Agency Relationship - A presentation by Hall and Par...The_IPA
in 2015, the IPA commissioned research on the future of how agencies work with their clients. The findings were presented at the IPA Commercial Conference. They discuss the development of a shared agenda to rebuild trust and explore concepts around communications and customer experience.
How Successful Marketers Are Embracing Connection, Communication and CommerceKahuna
As the costs to acquire users continue to rise, the winning brands will aim to create authentic connections with users through owned communication channels like in-app messages, push notifications and email. This presentation showcases how brands can do this and the importance of automation in building an effective owned communication strategy for the mobile era.
Delighted to speak for Channel 4 for the second year running on the Enterprising Use of Social Media for Global Entrepreneurs Week.
Here is my slide deck.
In this session of Entrepreneurship 101, we define the field of marketing and communications, covering the basics of advertising, branding, public relations and social media. We explore the idea of traction, and provide an overview of the 19 different channels and activities that have the potential to move the needle for your business.
Key topics covered: Brand identity, traction, PR and social media.
Digital Social Commerce Forecast (April 2015)Miel Van Opstal
The times are changing. Consumer interaction is changing. The way we consume information and have conversations is changing. How is this impacting business today?
This presentation was given April 14, 2015 at Unser in Denver, CO.
This is a short version of Social CRM 2010 that shows how the social customer dominates the business ecosystem. It provides multiple examples of what companies are doing about it. AND it has a soundtrack , creative commons licensed music from Maria Daines called Rollin'
A seminar conducted for TIE in Silicon Valley to provide perspective on how companies can do marketing on a shoestring budget in the current world of social media and interconnected business.
Alterian - Customer Engagement and Social Media - Customer Centricity Confere...Alterian
Chris Tew, SVP of Asia Pacific for Alterian, looks at how social media is changing the marketing landscape, and the best way to form a social media strategy
The State of Digital Transformation in Marketing and CommunicationSocial Embassy
Extensive study amongst CEO's, CMO's and top brands on digital transformation. What is digital transformation and the impact? How do brands organise? How much are they investing? And what skills do marketeers need to develop? This report basically describes the future of Marketing and Communication.
We've been helping clients become more digital and more social. In an integrated way. This is part of how we've been helping them. More at bluurb.wordpress.com.
Continuous Professional Development - Key to Commercial Success in AdvertisingThe_IPA
A presentation by Andrew Pinkess of the IPA's Professional Development Group which outlines the evidence linking training and development to the growth of marketing and advertising agencies.
#IPASocialWorks Social Media Measurement GuidesThe_IPA
The IPA, The Marketing Society and the Market Research Society (MRS) have launched a groundbreaking #IPASocialWorks joint initiative, with Facebook and Twitter sponsorship, to identify good practice in social media effectiveness and measurement. The short and expert guides to measuring not counting are now available to view. Learn more here http://www.ipa.co.uk/news/industry-publishes-social-media-measurement-guide
The IPA hosted its Talent Adaptathon at Altitude in London on 7th October 2014 in association with Daniel Marks London. IPA President Ian Priest (International MD, Chime Communications) talked about winning the war for talent to wrap up his ADAPT agenda. Get involved by visiting the Hub www.ipa.co.uk/adapt/talent and on Twitter #ipadapt.
Sydney Hunsdale: The business case for retention - specialists v generalistsThe_IPA
The IPA hosted its Talent Adaptathon at Altitude in London on 7th October 2014 in association with Daniel Marks London. Sydney Hunsdale (Consultant, Former Global COO Razorfish & Chief CFO Vivaki EMEA) talked about investing for growth and the business case for retention - specialists v generalists. Get involved by visiting ADAPT Hub www.ipa.co.uk/adapt/talent and on Twitter #ipadapt.
Dr Max Blumberg: Harnessing the power of human capital for the digital ageThe_IPA
The IPA hosted its Talent Adaptathon at Altitude in London on 7th October 2014 in association with Daniel Marks London. Dr Max Blumberg (CEO Blumberg Partnership, Goldsmiths Research Fellow & CIPD Consultant) talked about harnessing the power of human capital for the digital age. Get involved by visiting the ADAPT Hub www.ipa.co.uk/adapt/talent and on Twitter #ipadapt.
Jane Asscher, Pete Buckley and Alexia Clifford discuss performance planning a...The_IPA
The IPA hosted its Performance Adaptathon at Altitude in London on 8th July 2014 in association with ISBA, Kingston Smith and RedHAT. 23red's Jane Asscher, Pete Buckley from MEC and Alexia Clifford of Public Health England discussed performance based planning and reporting of the Change4Life campaign. Watch the video: https://www.youtube.com/watch?v=g6bRK9B47zQ. Get involved by visiting the ADAPT Hub www.ipa.co.uk/adapt/performance and on Twitter #ipadapt.
Peter Field on maximising campaign efficiency using the IPA Effectiveness Dat...The_IPA
Marketing consultant Peter Field talks about maximising campaign efficiency in advertising using key learnings from the treasure trove of knowledge that is the IPA Effectiveness Databank. This presentation was shown at the IPA's Performance Adaptathon in London on 8th July 2014. Find out more at http://www.ipa.co.uk/effectiveness and join in the conversation on Twitter using #IPAEff.
Tim Williams on how North American agencies are transforming their approach t...The_IPA
Ignition Consulting Group Founder Tim Williams reveals how some North American agencies are transforming their approach to compensation using fixed, variable and dynamic price models. This presentation was shown at the IPA's Performance Adaptathon in London on 8th July 2014. Find out more at www.ipa.co.uk/adapt/performance and get involved in the conversation on Twitter #ipadapt.
Big Data and Analytics: The IBM PerspectiveThe_IPA
Gareth Mitchell-Jones, Associate Partner Big Data & Analytics at IBM, shares his thoughts on the hot topic of Big Data from his unique perspective at an IPA 44 Club event in London. To learn more about The IPA visit www.ipa.co.uk and The 44 Club here http://www.ipa.co.uk/groups/44-club-2
How media agencies solve the big data revolutionThe_IPA
George Maynard, Group Head of DataScience at Annalect, shares his thoughts on how media agencies are coping with the big data revolution at an IPA 44 Club event in London. To learn more about The IPA visit www.ipa.co.uk and The 44 Club here www.ipa.co.uk/groups/44-club-2
VCCP Kin Production Director Chris Chaundler - Sustaining brand conversationThe_IPA
VCCP Kin Production Director Chris Chaundler's presentation from the Agile Creative AdaptLab at The IPA's Agility Adaptathon in London where he looks at how to sustain brand conversation 24-7 in an always on world. Learn more about Agility www.ipa.co.uk/adapt/agility & on Twitter #ipadapt
AppNexus VP Sales EMEA Nigel Gilbert's presentation from the Agile Media AdaptLab at The IPA's Agility Adaptathon in London where he talks about the demand side platform (DSP) from the client perspective. Learn more about Agility here www.ipa.co.uk/adapt/agility & on Twitter #ipadapt
Presentation given by planning and research consultant Nick Southgate at the IPA's Eff Festival - a one day conference challenging conventional thinking on the value of creativity.
Presentation given by Jonathan Obermeister, Managing Partner, Change Agency, at the IPA's Eff Festival - a one day conference challenging conventional thinking on the value of creativity.
Presentation given by Barry Clarke, chair of Wiki Solutions, at the IPA's Eff Festival - a one day conference challenging conventional thinking on the value of creativity.
Presentation given by Ian Priest, IPA President, at the IPA's Eff Festival - a one day conference challenging conventional thinking on the value of creativity.
Slides from the presentation given by Kate Cox, Managing Partner at Havas Media, at the IPA's Alliances Adaptathon on October 3rd 2013.
Drawing on effectiveness case data and primary agency/client research, Kate explores how higher order brand ideas offer potential for more integrated strategic planning and agency management and reward.
For more information on ADAPT visit http://www.ipa.co.uk/adapt.
Slides from the presentation given by organisational dynamics consultant Julie Hay at the IPA's Alliances Adaptathon on October 3rd 2013.
Julie introduces a range of ideas, drawn from the world of psychotherapy but adapted for application in the workplace; including patterns of recognition and how these link to attitudes, relationship styles; contracting for co-operation and ending with a model for understanding our reactions to change.
For more information visit http://www.ipa.co.uk/adapt.
Slides from the presentation given by Brainjuicer's John Kearon at the IPA's Alliances Adaptathon on October 3rd 2013.
For more information visit http://www.ipa.co.uk/adapt.
“To be integrated is to feel secure, to feel connected.” The views and experi...AJHSSR Journal
ABSTRACT: Although a significant amount of literature exists on Morocco's migration policies and their
successes and failures since their implementation in 2014, there is limited research on the integration of subSaharan African children into schools. This paperis part of a Ph.D. research project that aims to fill this gap. It
reports the main findings of a study conducted with migrant children enrolled in two public schools in Rabat,
Morocco, exploring how integration is defined by the children themselves and identifying the obstacles that they
have encountered thus far. The following paper uses an inductive approach and primarily focuses on the
relationships of children with their teachers and peers as a key aspect of integration for students with a migration
background. The study has led to several crucial findings. It emphasizes the significance of speaking Colloquial
Moroccan Arabic (Darija) and being part of a community for effective integration. Moreover, it reveals that the
use of Modern Standard Arabic as the language of instruction in schools is a source of frustration for students,
indicating the need for language policy reform. The study underlines the importanceof considering the
children‟s agency when being integrated into mainstream public schools.
.
KEYWORDS: migration, education, integration, sub-Saharan African children, public school
Multilingual SEO Services | Multilingual Keyword Research | Filosemadisonsmith478075
Multilingual SEO services are essential for businesses aiming to expand their global presence. They involve optimizing a website for search engines in multiple languages, enhancing visibility, and reaching diverse audiences. Filose offers comprehensive multilingual SEO services designed to help businesses optimize their websites for search engines in various languages, enhancing their global reach and market presence. These services ensure that your content is not only translated but also culturally and contextually adapted to resonate with local audiences.
Visit us at -https://www.filose.com/
Surat Digital Marketing School is created to offer a complete course that is specifically designed as per the current industry trends. Years of experience has helped us identify and understand the graduate-employee skills gap in the industry. At our school, we keep up with the pace of the industry and impart a holistic education that encompasses all the latest concepts of the Digital world so that our graduates can effortlessly integrate into the assigned roles.
This is the place where you become a Digital Marketing Expert.
Buy Pinterest Followers, Reactions & Repins Go Viral on Pinterest with Socio...SocioCosmos
Get more Pinterest followers, reactions, and repins with Sociocosmos, the leading platform to buy all kinds of Pinterest presence. Boost your profile and reach a wider audience.
https://www.sociocosmos.com/product-category/pinterest/
Grow Your Reddit Community Fast.........SocioCosmos
Sociocosmos helps you gain Reddit followers quickly and easily. Build your community and expand your influence.
https://www.sociocosmos.com/product-category/reddit/
The Evolution of SEO: Insights from a Leading Digital Marketing AgencyDigital Marketing Lab
Explore the latest trends in Search Engine Optimization (SEO) and discover how modern practices are transforming business visibility. This document delves into the shift from keyword optimization to user intent, highlighting key trends such as voice search optimization, artificial intelligence, mobile-first indexing, and the importance of E-A-T principles. Enhance your online presence with expert insights from Digital Marketing Lab, your partner in maximizing SEO performance.
Enhance your social media strategy with the best digital marketing agency in Kolkata. This PPT covers 7 essential tips for effective social media marketing, offering practical advice and actionable insights to help you boost engagement, reach your target audience, and grow your online presence.
Your Path to YouTube Stardom Starts HereSocioCosmos
Skyrocket your YouTube presence with Sociocosmos' proven methods. Gain real engagement and build a loyal audience. Join us now.
https://www.sociocosmos.com/product-category/youtube/
Improving Workplace Safety Performance in Malaysian SMEs: The Role of Safety ...AJHSSR Journal
ABSTRACT: In the Malaysian context, small and medium enterprises (SMEs) experience a significant
burden of workplace accidents. A consensus among scholars attributes a substantial portion of these incidents to
human factors, particularly unsafe behaviors. This study, conducted in Malaysia's northern region, specifically
targeted Safety and Health/Human Resource professionals within the manufacturing sector of SMEs. We
gathered a robust dataset comprising 107 responses through a meticulously designed self-administered
questionnaire. Employing advanced partial least squares-structural equation modeling (PLS-SEM) techniques
with SmartPLS 3.2.9, we rigorously analyzed the data to scrutinize the intricate relationship between safety
behavior and safety performance. The research findings unequivocally underscore the palpable and
consequential impact of safety behavior variables, namely safety compliance and safety participation, on
improving safety performance indicators such as accidents, injuries, and property damages. These results
strongly validate research hypotheses. Consequently, this study highlights the pivotal significance of cultivating
safety behavior among employees, particularly in resource-constrained SME settings, as an essential step toward
enhancing workplace safety performance.
KEYWORDS :Safety compliance, safety participation, safety performance, SME
Unlock TikTok Success with Sociocosmos..SocioCosmos
Discover how Sociocosmos can boost your TikTok presence with real followers and engagement. Achieve your social media goals today!
https://www.sociocosmos.com/product-category/tiktok/
2. The Problem
Clients and agencies
need to find robust ways
to prove the business value
of Social.
#IPASocialWorks
15th October 2013
3. Where we‟re aiming for
To provide definitive guidance
as to the roles that social media can play &
how to measure its effectiveness and ROI
Add to the
“Treasure house
of learning”
#IPASocialWorks
15th October 2013
Robust
Methodologies
to using social
and measuring
its impact
A detailed guide
to the various
research
techniques – a
“how to”
5. The Steering Group
Stephen Maher, MBA
Mark Earls, Herdmeister
James Devon, MBA
Pete Markey, RSA
Chris MacLeod, TFL
Keith Gulliver, RSA
Lucy Whitehead, TFL
Bruce Daisley, Twitter
Christopher Wellbelove, BT
Jake Steadman, Twitter
Fran Cassidy, Cassidy Media Pship
Jane Frost, MRS
Janet Hull, IPA
Chris Walsh, MRS
Nigel Gwilliam, IPA
Gemma Greaves, The Marketing Society
Simeon Duckworth, Mindshare
Sarah Woolley, The Marketing Society
Jed Hallam, Mindshare
Prof. Paddy Barwise, London Business School
#IPASocialWorks
15th October 2013
6. The process so far
Hypotheses based on key ways in which
Development of
hypotheses
social is being used by marketers.
Not exhaustive, but a starting point
Provided the basis for who to talk to
with the next stage…
#IPASocialWorks
15th October 2013
7. The process so far
Reviewed c. 40
existing reports
Development of
hypotheses
Desk research /
Outreach
Exploration with
measurement
experts e.g. Peter Field
> 100 cases
explored
c. 20 depth
case interviews
#IPASocialWorks
15th October 2013
8. The process so far
Development of
hypotheses
Desk research /
Outreach
Peer Review
by effectiveness
experts
Simeon Duckworth, Mindshare
James Devon, MBA
Jed Hallam, Mindshare
Paul Edwards, Hall & Partners
Janet Hull, IPA
Alex Batchelor, Brainjuicer
Mark Earls, Herdmeister
Russell Morris, Amazon LOVEFiLM,
Fran Cassidy, Cassidy Media Partnership
Jeremy Martin, Camall Research
Graham Drew, VCCP Share
#IPASocialWorks
15th October 2013
9. The process so far
Development of
hypotheses
Desk research /
Outreach
Peer Review
by effectiveness
experts
Today
#IPASocialWorks
15th October 2013
10. What we‟ve found so far.
1. Overall observations
2. Hypotheses framework
3. Example cases & towards robust methodologies
(Visit Iceland, Fridge Raiders, TFL, O2, BT)
#IPASocialWorks
15th October 2013
11. What we‟ve found so far.
1. Overall observations
2. Hypotheses framework
3. Example cases & towards robust methodologies
(Visit Iceland, Fridge Raiders, TFL, O2, BT)
#IPASocialWorks
15th October 2013
12. Find a way to measure
not just count
.V.
#IPASocialWorks
15th October 2013
16. Ensure that you unpick
causation from correlation
#IPASocialWorks
15th October 2013
17. It shouldn‟t just be about existing fans
70
60
50
% reporting
very large effects
40
Sales
Market Share
Profit
30
20
10
0
Loyalty
#IPASocialWorks
15th October 2013
Penetration
Source : Peter Field and Les Binet
Marketing in the era of accountability
18. Social strategies can make
organisations more customer centric
#IPASocialWorks
15th October 2013
19. Seven key points
1.
Find a way to measure not just count
2.
Success comes from integrating social
3.
Apply rigour from „traditional‟ advertising and direct measurement
4.
Exploit the richness of data available to you
5.
Ensure that you unpick causation from correlation
6. It shouldn‟t just be about existing fans
7.
Social strategies can make organisations more customer centric
#IPASocialWorks
15th October 2013
20. What we‟ve found so far.
1. Overall observations
2. Hypotheses framework
3. Example cases & towards robust methodologies
(Visit Iceland, Fridge Raiders, TFL, O2, BT)
#IPASocialWorks
15th October 2013
21. Hypotheses
Common Objectives
Definition / Hypothesis
Examples
Potential Metrics
a
Build relationships with people
TNS type surveys, correlation to sales over time, behaviour before and after
By talking to people directly and regularly we can develop more Multiple, Heinz, Marmite?, Lynx Rise, O2 'liking', when and where fan joined from, messaging controls, matching to a
genuine / human / real relationships.
(TOV of Twitter)
transactional database. Vol and val of new customers (acquisition). Increased
value of existing customers
b
Social Commerce
Selling products & services through social interfaces is less
effective than embedding social aspects into existing sales
platforms
c
Improvement through listening (esp. real time)
By listening to what's going on there's an opportunity to change
things for the better e.g. product, customer service, spotting
Multiple, Dell, Barclays
problems much quicker than previously possible.
Cost of change vs. increased margin / revenue, cost saving from changing
sooner due to lower latency of information,
d
Social products
Ticketmaster, Asos, KLM, Heinz,
By making your product or buying process social, you can make
Marmite?, Orange, Air BnB, giffgaff,
an enhanced and preferable customer experience.
spotify, uniqlo
Greater customer satisfaction ratings, NPS, increased basket size, increased
repeat purchase
e
Telling a deeper, richer story / experience (brand build)
Social provides the opportunity to tell a much deeper and richer
Red Bull, Nike, Coke
story than traditional media
Pre & post perception / behavioural research. Sales change YOY or pre,
during & post.
f
Social Diffusion (earned / WOM)
Social can act as an amplifier (scale & speed) to normal
conversation about what brands do
Amex? Coke? Asos, Doc Martins
Media metrics of reach etc. Sales change in period YOY or pre, during & post,
speed with which people reached
g
Social influence
By seeing what your friends like or buy (popularity) and what
'experts' like and buy (advocacy), I'm more likely to buy
Asos, Levis, Lovefilm/Netflix, Adidas
connecting people to experts, Bare
Escentuals
Increase in conversion from traffic that has the social experience (short &
long term)
h
Customer service
By using social channels you can serve more customers, more
quickly and satisfy them more completely
BT, SW Trains, O2 during outage, Virgin
Atlantic ash cloud, Oyster & tube line
Twitter, Giff gaff
Customer retention rates, cost to solve service issue vs. telephone / email.
Efficiency of customer service staff measures. Sentiment measures
i
Internal Process / Culture
By making working processes more open and collaborative
businesses can better serve its customers
Yammer case studies?, Virgin America
Cost reduction, profit per head, quality of output (?)
#IPASocialWorks
15th October 2013
Dell, Asos, German Wings, Amex
(Twitter, Foursquare, Sync), Eventbrite
Units sold, profit, ROI, traffic & conversion vs. standard website & other
channels, average basket size etc. Repeat business volume & value
22. Hypotheses
Common Objectives
Definition / Hypothesis
Examples
Potential Metrics
a
Build relationships with people
TNS type surveys, correlation to sales over time, behaviour before and after
By talking to people directly and regularly we can develop more Multiple, Heinz, Marmite?, Lynx Rise, O2 'liking', when and where fan joined from, messaging controls, matching to a
genuine / human / real relationships.
(TOV of Twitter)
transactional database. Vol and val of new customers (acquisition). Increased
value of existing customers
b
Social Commerce
Selling products & services through social interfaces is less
effective than embedding social aspects into existing sales
platforms
c
Improvement through listening (esp. real time)
By listening to what's going on there's an opportunity to change
things for the better e.g. product, customer service, spotting
Multiple, Dell, Barclays
problems much quicker than previously possible.
Cost of change vs. increased margin / revenue, cost saving from changing
sooner due to lower latency of information,
d
Social products
Ticketmaster, Asos, KLM, Heinz,
By making your product or buying process social, you can make
Marmite?, Orange, Air BnB, giffgaff,
an enhanced and preferable customer experience.
spotify, uniqlo
Greater customer satisfaction ratings, NPS, increased basket size, increased
repeat purchase
e
Telling a deeper, richer story / experience (brand build)
Social provides the opportunity to tell a much deeper and richer
Red Bull, Nike, Coke
story than traditional media
Pre & post perception / behavioural research. Sales change YOY or pre,
during & post.
f
Social Diffusion (earned / WOM)
Social can act as an amplifier (scale & speed) to normal
conversation about what brands do
Amex? Coke? Asos, Doc Martins
Media metrics of reach etc. Sales change in period YOY or pre, during & post,
speed with which people reached
By seeing what your friends like or buy (popularity) and what
'experts' like and buy (advocacy), I'm more likely to buy
Asos, Levis, Lovefilm/Netflix, Adidas
connecting people to experts, Bare
Escentuals
Increase in conversion from traffic that has the social experience (short &
long term)
Dell, Asos, German Wings, Amex
(Twitter, Foursquare, Sync), Eventbrite
Marketing
Comms
Customer
Insight
Customer
Service
Units sold, profit, ROI, traffic & conversion vs. standard website & other
channels, average basket size etc. Repeat business volume & value
g
Social influence
h
Customer service
By using social channels you can serve more customers, more
quickly and satisfy them more completely
BT, SW Trains, O2 during outage, Virgin
Atlantic ash cloud, Oyster & tube line
Twitter, Giff gaff
Customer retention rates, cost to solve service issue vs. telephone / email.
Efficiency of customer service staff measures. Sentiment measures
i
Internal Process / Culture
By making working processes more open and collaborative
businesses can better serve its customers
Yammer case studies?, Virgin America
Cost reduction, profit per head, quality of output (?)
#IPASocialWorks
15th October 2013
23. Hypotheses
Common Objectives
Definition / Hypothesis
Examples
Potential Metrics
a
Build relationships with people
TNS type surveys, correlation to sales over time, behaviour before and after
By talking to people directly and regularly we can develop more Multiple, Heinz, Marmite?, Lynx Rise, O2 'liking', when and where fan joined from, messaging controls, matching to a
genuine / human / real relationships.
(TOV of Twitter)
transactional database. Vol and val of new customers (acquisition). Increased
value of existing customers
b
Social Commerce
Selling products & services through social interfaces is less
effective than embedding social aspects into existing sales
platforms
c
Improvement through listening (esp. real time)
By listening to what's going on there's an opportunity to change
things for the better e.g. product, customer service, spotting
Multiple, Dell, Barclays
problems much quicker than previously possible.
Cost of change vs. increased margin / revenue, cost saving from changing
sooner due to lower latency of information,
d
Social products
Ticketmaster, Asos, KLM, Heinz,
By making your product or buying process social, you can make
Marmite?, Orange, Air BnB, giffgaff,
an enhanced and preferable customer experience.
spotify, uniqlo
Greater customer satisfaction ratings, NPS, increased basket size, increased
repeat purchase
e
Telling a deeper, richer story / experience (brand build)
Social provides the opportunity to tell a much deeper and richer
Red Bull, Nike, Coke
story than traditional media
Pre & post perception / behavioural research. Sales change YOY or pre,
during & post.
f
Social Diffusion (earned / WOM)
Social can act as an amplifier (scale & speed) to normal
conversation about what brands do
Amex? Coke? Asos, Doc Martins
Media metrics of reach etc. Sales change in period YOY or pre, during & post,
speed with which people reached
By seeing what your friends like or buy (popularity) and what
'experts' like and buy (advocacy), I'm more likely to buy
Asos, Levis, Lovefilm/Netflix, Adidas
connecting people to experts, Bare
Escentuals
Increase in conversion from traffic that has the social experience (short &
long term)
Dell, Asos, German Wings, Amex
(Twitter, Foursquare, Sync), Eventbrite
Marketing
Comms
Customer
Insight
Customer
Service
Units sold, profit, ROI, traffic & conversion vs. standard website & other
channels, average basket size etc. Repeat business volume & value
g
Social influence
h
Customer service
By using social channels you can serve more customers, more
quickly and satisfy them more completely
BT, SW Trains, O2 during outage, Virgin
Atlantic ash cloud, Oyster & tube line
Twitter, Giff gaff
Customer retention rates, cost to solve service issue vs. telephone / email.
Efficiency of customer service staff measures. Sentiment measures
i
Internal Process / Culture
By making working processes more open and collaborative
businesses can better serve its customers
Yammer case studies?, Virgin America
Cost reduction, profit per head, quality of output (?)
#IPASocialWorks
15th October 2013
24. What we‟ve found so far.
1. Overall observations
2. Hypotheses framework
3. Example cases & towards robust methodologies
(Visit Iceland, Fridge Raiders, TFL, O2, BT)
#IPASocialWorks
15th October 2013
30. Role for Social – 3 stages
1.
1. Unify and galvanise Icelanders to participate.
2. Provide Icelanders and previous visitors with
the social tools to share their inspiring stories.
3. Increase momentum of the campaign by
publicly rewarding those who had contributed.
#IPASocialWorks
15th October 2013
32. Icelandic Visitor Numbers for Key markets
Key Markets
2010 Predicted
(000s)
2010 Actual
(000s)
Predicted v
Actual
% Difference
UK
46
60
+31%
Denmark
31
38
+25%
Germany
41
54
+33%
USA
37
51
+40%
Canada
11
14
+25%
France
24
29
+23%
Source : Icelandic Government
#IPASocialWorks
15th October 2013
33. Results
What
Attitudes and behaviours changed.
1.
Budget was £2.24m. An extra £165m delivered to
the Icelandic economy with a ROMI of 61:1.
How
Measurement of footfall through the airport
combined with average historical spend per
person.
Why
Reframed tourism advertising into an issue that
galvanised the citizens of Iceland into action.
#IPASocialWorks
15th October 2013
35. What was the issue ?
— Sales in decline
— No usage occasion
— When do kids need a filling snack?
#IPASocialWorks
15th October 2013
36. The Idea
61% of teens play computer
games after school
But that‟s tricky!
#IPASocialWorks
15th October 2013
2/3 eat whilst they play
Fridge raiders:
The snack for gamers
37. Role for Social
• “An open source project to co create the
ultimate hands free snacking peripheral for
gamers...”
• Recruitment of an online gaming celebrity –
Tom Cassell, or „Syndicate Project‟ as he‟s
known online.
• 3m subscribers on YouTube, 398k Facebook
fans and 569k Twitter followers, =
endorsement + media channel
• Budget £500K+
#IPASocialWorks
15th October 2013
39. Results
What
Budget - £500K. 0-127K Fans within 12 weeks / 3m views on
You Tube. Base sales increased by 20%. ROI of £2.44:£1
1.
measured over a short term 1 year time frame.
Best campaign ROI ever measured for the brand.
How
Market Mix Models built to isolate effect of seasonality,
promotions, historical TV campaigns, Distribution changes,
competitor activity, and social media campaign. Social Media
numbers used in the model were -Facebook likes; Twitter
followers; Tweets, retweets, Youtube views
Why
Engaged valuable audience for the brand and created
rich and relevant experiences for its customer base on a
subject they are passionate about.
#IPASocialWorks
15th October 2013
42. Oyster on Social
Chris MacLeod, Marketing Director
Transport for London
October 15, 2013
43. Objectives
• Why Social ?
– Human element
– When and where customers want to engage
– Fast and efficient, cost saving potential
• Customer appetite, especially for Oyster
• Customer insight and feedback
• Addresses corporate objectives:
– Real time info
– Easy to do business with
– TfL cares, what we stand for
44. Current status
• TfL has 24 Twitter feeds, 2 Facebook pages
• 637,400 followers on Twitter
– 430,000 of these are following real-time
information
• 190,000 fans on Facebook
• These can all be seen as permissions to
interact and engage with the customer
45. How we manage it
• Twitter flexibly delivered across TfL
– Oyster via Customer Contact Centre
• 24/7 hours of operation, team of 10 in 3 shifts
• Number of mentions / queries each day is on
the increase
• Response times on average 2 – 3 minutes
• Executive version of Hootsuite
46. Customer Service Satisfaction
• How we measure it for the different channels
– Twitter – online survey to followers
– Phone – mystery shopping
– Email / Letter – mystery shopping
• How we measure the effectiveness
– Time
– Cost
– Satisfaction
– Impact on reputation
47. Customer Research
• 74% Satisfaction with real-time information feeds
(Tube, bus and traffic)
• A strong result, given feeds often passing on ‘bad
news’
• Satisfaction with Oyster feed was 71% (September
2013)
- similar to total for real-time information feeds
• Effect on TfL’s reputation also largely positive and
in line with the pattern for satisfaction scores
1
50. Channel
Number of
contacts
Per day
(average)
Time to service
(average)
Cost of
service
Ratio (1 is
Twitter
baseline of 1
min)
Customer satisfaction
Score ?
Email
197
15 mins
1:15
77.1%
Letters
41
15 mins
1:15
77.1%
Telephone calls
2562
7 minutes
1:7
92.4%
Twitter
45
1 minute
1
74 (score out of 100)
Facebook
5
2 minutes
1:2
Unknown
51. Campaign on our
network to promote
feed
Facebook and
YouTube also used
to educate Oyster
customers
54. Almost two-thirds of big businesses have
at least one full-time employee dedicated
to using social media, but only 10% are
reporting benefits to the business
resulting from the investments_
Tata Consultancy Services, 2013
55. There is only one way this trend is going. As consumers increasingly
prefer social communication channels, brands need to respond
2008
2010
Spring 2012
2013(f)
2016(f)
2020(f)
100%
80%
60%
40%
20%
0%
16-24
25-34
35-44
45-54
65+
92%
―If a friend or family member
recommends a product or
service to me, I am much
more likely to buy it‖
of consumers across 56 different countries
said they trusted word-of-mouth
recommendation from their friends and
family above all other forms of
communication. That‘s up 17% since 2007.
58% agree
Social Media
Telefónica UK
55-64
56
56. Role of social media at O2
Social media are interactions between people happening across a number of media,
in person or online, that enable us as a business to:
•
Support commercial objectives through campaigns, initiatives, customer
engagement and actionable insights
•
•
Manage our reputation and influence how we are perceived externally
Service our customers in the digital world
We facilitate social media from a ‗centre of excellence‘ organising how social
strategy, governance, initiatives and technologies are deployed throughout the
business
Social Media
Telefónica UK
57
57. Social media measurement
Campaign, channel & business metrics
Impressions, Visits, Mentions, Followers
Exposure
Interactions, Share of Voice, Sentiment
Engagement
Influence
Message Association, Brand
Association, Clicks, Comment, Chan
ge in Sentiment
Referrals to sites, Conversion, Cost
Savings, Leads, CSI, Favourability
Impact
Advocacy
Social Media
Telefónica UK
Reviews & Ratings, Advocates
58
59. The same goes for our brand. Social media is driving better
customer experience and this translates into a stronger brand
Total
Twitter
Blog/Forum
News
YouTube
Facebook
Those interacted
at all
vs. not
-/+
Those interacted
at all
vs. not
-/+
Those interacted
at all vs. not
-/+
Those interacted
at all vs. not
-/+
Those interacted
at all vs. not
-/+
Those interacted
at all
vs. not
-/+
Use in future
26
35
34
26
25
28
Attractiveness
24
29
32
21
30
35
Are different to
other brands
15
28
27
12
25
20
Are brands that are being
talked about
26
26
35
24
42
32
Base Jun – Dec 2012:
Social Media
Telefónica UK
Those Interacted (953)
Those not (7446)
Those Interacted (179)
Those not (8220)
60
Those Interacted (181)
Those not (7880)
Those Interacted (510)
Those not (7535)
Those Interacted (144)
Those not (8255)
Those Interacted (374)
Those not (8025)
60. This helps inform our content strategy
Social Media
Telefónica UK
61
64. Brand metrics: value of a follower
O2 Promoted Tweets resonated more with
@O2 followers compared to non-followers
Exposed, Non-Follower
Exposed, Follower (incl. OQ)
74%
73%
64%
60%
40%
39%
34%
26%
+40
+21
Message Association (O2) Attribute Rating (Top 2
Box)
Social Media
Telefónica UK
+33
+38
Favourability (Top 2 Box)
Intent (Top 2 Box)
65
90% Sig
Not Sig
65. Exposure to campaign
All metrics had directional lifts the more exposed to
campaign an individual was
MESSAGE ASSOCIATION
ATTRIBUTE RATING
O2
FAVOURABILITY
Top 2 Box
Top 2 Box
+7
30%
41%
39%
35%
Top 2 Box
46%
42%
42%
INTENT
27%
1 Exp
Social Media
Telefónica UK
2+ Exp
1 Exp
1 Exp
2+ Exp
66
2+ Exp
1 Exp
2+ Exp
66. Brand metrics: by creative engagement
Results help us inform our content strategy
Non Engager
MESSAGE ASSOCIATION (O2)
40%
32%
38%
Engager (incl. OQ)
ATTRIBUTE RATING (TOP 2 BOX)
40%
39%
36%
33%
39%
41%
41% 40%
31%
+8
+5
-8
+4
+2
-1
Send Dog Vid
Be More Dog
Dom Joly
Send Dog Vid
Be More Dog
Dom Joly
90% Sig
Social Media
Telefónica UK
67
Not Sig
67. Brand metrics: by creative engagement (2)
Non Engager
FAVORABILITY (TOP 2 BOX)
37% 38%
40% 41%
Engager (incl. OQ)
INTENT (TOP 2 BOX)
43%
39%
23% 24%
27%
31%
29%
21%
+1
+1
-4
+1
+4
-8
Send Dog Vid
Be More Dog
Dom Joly
Send Dog Vid
Be More Dog
Dom Joly
90% Sig
Social Media
Telefónica UK
68
Not Sig
68. Summary
•
•
•
•
We measure social media at three levels: campaign, channel & business.
Investigate the impact of social on KPIs beyond campaign engagement but
don‘t limit yourself to the numbers. Social media insight is a qualitative skill
so think beyond KPIs. You don‘t drive action from a dashboard.
Think carefully about where social sits in your organisation. The best place
for deriving insight might not be in the same place as great customer
service.
As social becomes ubiquitous in customers‘ worlds, so too must it pervade
consumer insight. A joined up story is more effective at driving measurable
action than a siloed one.
Social Media
Telefónica UK
69
77. For transparency…
Fire…
RichieJones Now that is transparency!! RT: @BTCare:
Service restoration underway but may take some time.
CallMeKallam @MangaUK The exchange is in Gerrard
Street, but I believe that caters for the West End.
Follow @BTCare for info, they're good chaps.
Flood…
Vandalism…
78. For crisis management…
Major pressure on
999 tonight,
please call in
absolute
emergency only
#Londonriots
Tweet Reach:
311,896 people
via 358 retweets
Wait time on 999:
41 seconds
to 0 seconds
85. Where we‟re aiming for
To provide definitive guidance
as to the roles that social media can play &
how to measure its effectiveness and ROI
Add to the
“Treasure house
of learning”
#IPASocialWorks
15th October 2013
Robust
Methodologies
to using social
and measuring
its impact
A detailed guide
to the various
research
techniques – a
“how to”
86. Where we‟re aiming for
To provide definitive guidance
Commissioning a guide to the can play &
as to the roles that social media
how to measure its effectiveness and ROI
research methodologies in
conjunction with MRS.
Robust
Add to the
Methodologies
What’s out there?
“Treasure house
to using social
Strengths and Weaknesses. measuring
of learning”
and
its impact
Planning ahead.
A “How to”
#IPASocialWorks
15th October 2013
A detailed guide
to the various
research
techniques – a
“how to”
87. Where we‟re aiming for
Marketing
Comms
Customer
Insight
Customer
Service
#IPASocialWorks
15th October 2013
Requires the same
rigour& techniques and
approach as
„traditional‟
Two are looking promising
To provide need to find & develop more
We definitive guidance
as to the roles that social media can play &
how to measure its effectiveness and ROI
A “metric of metrics”,
known to relate to
business success,
that enables the
platform to be
comparable with others
Focus on Customer Insight
Add to the
“Treasure house
of learning”
#IPASocialWorks
15th October 2013
Robust
Methodologies
to using social
and measuring
its impact
A detailed guide
to the various
research
techniques – a
“how to”
88. Where we‟re aiming for
Tweet @IPA_Updates
To provide definitive guidance
as to the roles that social media can play &
Join IPA Effectiveness
how to measure its effectiveness and ROILinkedIn
Group
Add to the
“Treasure house
of learning”
#IPASocialWorks
15th October 2013
Search ‘IPA Effectiveness’ on
Robust
A detailed guide
LinkedIn
Methodologies
to the various
to using social
research
Message the IPA Facebook page
and measuring
techniques – a
www.facebook.com/theipa
its impact
“how to”
90. The Panel
Stephen Maher
Kristian Lorenzon
MBA
O2
Fran Cassidy
Paddy Barwise
Cassidy Media Partnership
London Business School
Joanna Howard
Mark Earls
BT
Herdmeister
Chris MacLeod
TFL
#IPASocialWorks
15th October 2013
More Intelligence Less analytics. Counting may be accurate but how relevant are the figures?From Visibility to Effectiveness at driving business success.We need much more commercial rigour in social measurement. Campaigns with objectives etc. Reference to Peer Review quote Use of social is like “Dad dancing at a disco”. Brands feel they should be doing it.Part of reason - Numbers are often easy to collect and imbued with value. Often not seen in context. Will see examples later on.
In campaigns, often still used in isolation to other marcoms. Its still often siloed. In customer service and insight, often lacks integration with other datasets. We lose the potential richness of its data. It is time to bring its ecosystem to the mainland.Social advertising campaigns re often shorter with smaller budgets. Being integrated means it may attract higher budgets and become part of long term strategy. Use of social within the customer service contact strategies means that it is part of a longer term strategy.Another reason for the need for integration is that for more and more companies social is a cost of doing business – its not a channel choice. And that has additional implications for measurement.
Continuous improvement v rigid process structures. Success in the marcoms industry may be an issue for Social media. We have a lot of data on marketing communications – particularly advertising - rely on the past to help us predict the future. But this space is about continual testing and learning. It is not one piece of creative like many digital campaigns.
Very often its qualitative data at a quantitative scale. Context as well as Content. The other HUGE benefit of social – particularly on the listening front is that it is UNMEDIATED. Better opps to learn real feelings and uncover real truths.If a TV company is getting 700,000 Tweets in 1 night, new approaches of analysis are needed. This is classic Big data territory of course and there is no doubt that the increase of social strategies means even greater need for marketers to be data savvy and best friends with Data Analytics and IT. The area of Machine Learning type systems is very interesting.Speed is also an issue – under 10% of tweets are re tweeted and over 90% of those are retweeted in the first hour. 90% of Facebook engagement is within 12 hours of posting There is a dark side to speed – errors and management/ delegation issues. Speed of change of technology in the platforms too provide continual challenges.Speed – do we need a slide for this?
Continually came up against Correlation v Causality issues.
Evidence you will see later that developing social strategies can make organisations more customer centric. The need to set a tone/policy/ process of managing customers at the coal face in real time and the transparency that is created means it is by its nature interdisciplinary bringing together the IT/ PR/ Legal/ Marketing/Sales/Operations/ Customer Service teams – sometimes for the first time. It also means a delegation of responsibility throughout the organisation. The Marketing Dept may not be the only voice of the customer.
– Mums didn’t know why to buy it and kids didn’t know when to eat it.
What do customers want Social for?OffersTips and ideasService and helpNews and info