Understanding how digital has changed brand measurement; Latest trends in measuring social media initiatives to gauge the effectiveness of digital branding programs; A KPI-based measurement methodology (with examples from companies);
Deep dive case study on how measurement analysis changed a telecommunications company's branding approach; Understanding big data and the future of measurement
B2B companies are looking beyond conventional marketing communications and using social media to engage directly with their audiences, build trust and gather customer insight. But many companies are struggling to do this in a meaningful way. They’re prioritising marketing rhetoric over content creation, community building, and problem solving. This means that businesses are missing the opportunity to turn prospects into customers and customers into advocates. In this workshop, Text100’s Global Digital and Social Media Lead Jeremy Woolf will present the case for B2B social media and methodology for driving results. The delegation will then be split into four groups, each tasked with creatively responding to aB2B social media brief. Text100 experts will guide the groups, with each presenting their strategy back to the delegation.
091123 Shanghai Spanish Chamber Of Commerce Event 0.2Text100
- Bloggers are increasingly influential voices that companies can no longer ignore. While traditionally seen as unprofessional, bloggers expect to be engaged with as potential partners, not just outlets for press releases.
- Most bloggers are part-time and welcome contact from PR firms to provide information and suggest potential connections. Younger bloggers in Asia Pacific are more open to contact than those in Europe and USA.
- RSS feeds, corporate websites, and other bloggers are important information sources for bloggers, more so than traditional media. Providing content through these channels is key to reaching bloggers.
This document discusses the importance of data in social media marketing. It notes that top companies are looking to take their social media initiatives to the next level by benchmarking their performance, creating strategies and tracking progress. It promotes social media brand assessments that analyze areas like content, engagement, and organizational synergy to provide recommendations. Finally, it advertises a free competitive industry report that provides engagement data and content insights about brands to help optimize marketing strategies.
This document provides guidance on effectively engaging with social media. It emphasizes listening first before talking, and monitoring conversations to understand audiences and identify where they are engaging online. It also stresses the importance of integration across different communication channels and tools for listening, as well as focusing on outcomes over outputs when measuring the value of social media efforts.
Social Media Monitoring in 10 Minutes a DayHubSpot
How marketers and business owners new to social media can start monitoring their company's social media presence in 10-minutes/day. Also explains how to measure and analyze your social media presence.
This presentation was given by Erica Campbell, Director of Social Media for Dominion Homes.
Your residents, and the prospects you are targeting, are a lot different than they were in the past. Online social networking sites have revolutionized the way people interact with each other and gather information. Renters are talking about your communities, sharing opinions, and making referrals via social media platforms like Facebook, Pinterest, Instagram and Twitter.
Building and maintaining an on-going positive relationship with consumers through these marketing channels is critical to your company’s success! Social media holds tremendous opportunities for companies looking to drive new business, retain customers and increase revenue, but only if you first develop a solid foundation and an understanding of what makes the world of social media tick. Whether you are completely clueless, somewhat familiar, or advanced, we invite you to come listen as Erica Campbell, Director of Social Media for Dominion Homes Media, the umbrella division for Homes Media Solutions and For Rent Media Solutions discusses how to leverage social media and become part of the consumer dialogue. This session will address the latest strategic insights in creating a center of excellence, social media best practices, improving consumer engagement, reputation management and other emerging opportunities.
This presentation looks at how branding has changed over the last 30 years, and what the next era of branding will bring. It looks at how Web 2.0 will affect destination branding, using Croatia tourism as a hypothetical example, complete with suggested strategies and tactices
B2B companies are looking beyond conventional marketing communications and using social media to engage directly with their audiences, build trust and gather customer insight. But many companies are struggling to do this in a meaningful way. They’re prioritising marketing rhetoric over content creation, community building, and problem solving. This means that businesses are missing the opportunity to turn prospects into customers and customers into advocates. In this workshop, Text100’s Global Digital and Social Media Lead Jeremy Woolf will present the case for B2B social media and methodology for driving results. The delegation will then be split into four groups, each tasked with creatively responding to aB2B social media brief. Text100 experts will guide the groups, with each presenting their strategy back to the delegation.
091123 Shanghai Spanish Chamber Of Commerce Event 0.2Text100
- Bloggers are increasingly influential voices that companies can no longer ignore. While traditionally seen as unprofessional, bloggers expect to be engaged with as potential partners, not just outlets for press releases.
- Most bloggers are part-time and welcome contact from PR firms to provide information and suggest potential connections. Younger bloggers in Asia Pacific are more open to contact than those in Europe and USA.
- RSS feeds, corporate websites, and other bloggers are important information sources for bloggers, more so than traditional media. Providing content through these channels is key to reaching bloggers.
This document discusses the importance of data in social media marketing. It notes that top companies are looking to take their social media initiatives to the next level by benchmarking their performance, creating strategies and tracking progress. It promotes social media brand assessments that analyze areas like content, engagement, and organizational synergy to provide recommendations. Finally, it advertises a free competitive industry report that provides engagement data and content insights about brands to help optimize marketing strategies.
This document provides guidance on effectively engaging with social media. It emphasizes listening first before talking, and monitoring conversations to understand audiences and identify where they are engaging online. It also stresses the importance of integration across different communication channels and tools for listening, as well as focusing on outcomes over outputs when measuring the value of social media efforts.
Social Media Monitoring in 10 Minutes a DayHubSpot
How marketers and business owners new to social media can start monitoring their company's social media presence in 10-minutes/day. Also explains how to measure and analyze your social media presence.
This presentation was given by Erica Campbell, Director of Social Media for Dominion Homes.
Your residents, and the prospects you are targeting, are a lot different than they were in the past. Online social networking sites have revolutionized the way people interact with each other and gather information. Renters are talking about your communities, sharing opinions, and making referrals via social media platforms like Facebook, Pinterest, Instagram and Twitter.
Building and maintaining an on-going positive relationship with consumers through these marketing channels is critical to your company’s success! Social media holds tremendous opportunities for companies looking to drive new business, retain customers and increase revenue, but only if you first develop a solid foundation and an understanding of what makes the world of social media tick. Whether you are completely clueless, somewhat familiar, or advanced, we invite you to come listen as Erica Campbell, Director of Social Media for Dominion Homes Media, the umbrella division for Homes Media Solutions and For Rent Media Solutions discusses how to leverage social media and become part of the consumer dialogue. This session will address the latest strategic insights in creating a center of excellence, social media best practices, improving consumer engagement, reputation management and other emerging opportunities.
This presentation looks at how branding has changed over the last 30 years, and what the next era of branding will bring. It looks at how Web 2.0 will affect destination branding, using Croatia tourism as a hypothetical example, complete with suggested strategies and tactices
This document summarizes a presentation on developing a digital marketing strategy. It discusses recognizing the impact of the digital revolution, getting strategic with digital efforts, integrating various media for marketing, monitoring and evaluating return on investment, and applying concepts to a case study on Ralph Lauren. Key takeaways include making digital a priority, adopting a digital mindset, maintaining brands online, and developing an integrated digital strategy.
Social Intelligence a case for Bunnings HardwareiGo2 Pty Ltd
This overview shows why organisations like Bunnings (B2C) must Listen and build their own communities to engage and support customers.
Not to mention the kids planking in their stores.
Proposal for establishing a research & innovation hub for advancing Social Business in Malaysia and the rest of ASEAN. The proposal defines Social Business, looks at what leading players are doing in the arena, discusses current research and case studies, and closes with activities for ISBI, as well as potential partners.
Wine Social Media and Mobile App Seminar in BlenheimBruce McGechan
This document summarizes a wine marketing seminar on using social media and apps to sell more wine. The seminar covers principles of social media engagement, including connecting with an audience, encouraging participation and sharing, and influencing customers. It also discusses effective social media practices like authenticity, interactions, advocacy and branding. Specific platforms like Facebook, photos and contests are explored as tactics to boost engagement. Metrics and testing are also reviewed to measure social media's impact on sales.
Wine Social Media and Mobile App Seminar in Hunter ValleyBruce McGechan
This seminar covered (1) Basic Wine Social Media and (2) Wine Mobile / Tablet Apps.
Wine Social Media
- the principles and practices of Social Media
- Facebook EdgeRank and numerous
- examples of Winery best practice
- the wine industry internet database Wine Directory
- Specialist wine social media monitoring tool called Social Connect
- Facebook Wine Marketing software Social Candy with the Wine Directory plugin
Wine Mobile (and iPad) Apps
- Why use it?
- What is it: Mobile www vs Apps, Native vs Web Apps
- a new Wine App
Content Along the B-to-B Decision JourneyComBlu, Inc.
Jamie Mann is a senior marketing manager at Microsoft who runs community and influencer strategies for Microsoft Office and Office 365. Kathy Baughman is the president of social business firm ComBlu, where she helps clients with social engagement, brand advocacy, and social measurement. The document discusses how content can be used across the B2B decision journey, from awareness to purchase to post-purchase, to engage customers and lower support costs. It provides examples of content types, strategies, and metrics at each stage of the journey.
Investor relations is evolving from IR 1.0 to IR 2.0 just as the web has evolved from Web 1.0 to Web 2.0. IR 1.0 relied on traditional one-way communication like presentations and filings, while IR 2.0 utilizes more interactive tools like social media, blogs, video and online profiles. The document addresses two common questions executives have about adopting IR 2.0 strategies: "What do I do now?" and "My boss is skeptical, how can I persuade him?". It provides over 20 specific tactics companies can use in IR 2.0 and argues that social media can provide measurable ROI, which is important for gaining executive support.
A presentation to kick off the Indiana Public Relations Leadership Summit, Indianapolis, IN on 4/1/11.
Focuses on key elements to consider in five areas: brand, social media, content, media channels and change.
Bunnings Big Social Data Analysis [Aug 2011] Media MonitoringKINSHIP digital
The document discusses KINSHIP's social media monitoring services for Bunnings Warehouse. It provides an overview of KINSHIP's solutions and values, then details a 10 day social media analysis of Bunnings, identifying key conversations, influencers, sentiment, and comparisons to competitors. The analysis found opportunities for Bunnings to improve customer service and gain insights through social listening and developing owned online communities.
This document discusses marketing strategies for online gaming companies. It covers traditional and social gaming landscapes, the importance of marketing for online games, how marketing influences game sales more than quality, and how SEO is as much about marketing as technical details. Specific strategies discussed include using creative thinking in design, public relations and social media outreach, social media engagement, video marketing, and running competitions to engage gamers.
The document summarizes IBM's use of social media for marketing purposes. It discusses IBM's goals in using social media to gain insights, increase conversations about IBM, build advocacy, and empower social media strategies worldwide. It provides examples of how IBM listens to customers, integrates social conversations on its website, creates and aggregates social content, and makes IBM experts visible online. It also outlines a maturity model for applying the "4Ps" (People, Processes, Platforms, Policies) across IBM to enable social engagement at tactical, adoptive and transformative levels.
This document discusses the changing consumer landscape and how marketing must adapt. It notes that today's Consumer 2.0 is emotional, interconnected, and trusts word-of-mouth over ads. This represents a shift away from the efficient, rational Consumer 1.0 of the past. The document recommends engaging customers on their own terms through an ongoing dialogue on social media. It also emphasizes the importance of brand advocates and mobilizing existing customers through social communities and mobile applications. Location-based services and contextual marketing are presented as ways to provide more relevant experiences to consumers.
My presentation at PRSA ICON 2012 focused on industry trends impacting media relations and how this constant state of change can be more of an opportunity than anything else.
The document outlines 10 steps for developing a social media strategy: 1) understand your business, 2) define involvement strategy and goals, 3) understand customer platforms, 4) develop a social media policy, 5) choose channels and content strategy, 6) publish initial content, 7) use current network, 8) use multiple platforms, 9) monitor and measure, 10) recognize it as a long-term effort. It provides guidance on listening to customers, developing profiles, measuring ROI, and using platforms like Facebook, LinkedIn, and Twitter for marketing and networking.
Adaption or Extinction? What You Need to Know.Kevin Dugan
My presentation for the Solo PR Pro Summit on Thursday, February 21, 2013 - an updated, enhanced and improved version of my PRSA ICON 2012 presentation.
This document discusses social media and its importance for businesses. It defines social media as internet applications that allow users to create and share content. It notes that social media has transformed passive consumers into active content creators. The document then discusses why businesses need a social media presence, noting that search engines now factor social signals into rankings, meaning social media engagement can improve search visibility. It provides statistics showing the influence of social media on online consumer behavior and purchasing decisions. Finally, it offers advice on how businesses should use social media to build relationships and engage customers.
Using Web Video throughout the Ecommerce Purchase FunnelMark Robertson ⏩
This is my presentation from the 2011 Video Commerce Summit in San Francisco. I walked the audience through strategies for leveraging online video across the consumer purchase life-cycle/funnel. You can learn more about e-commerce video at ReelSEO - http://www.reelseo.com/video/retail-ecommerce/
In our web 2.0 world, the business landscape has changed. Consumers refuse to be interrupted anymore - demanding that brands engage with them.
People do business with people they like, know, and trust. By utilizing the social media tools available to all of us, businesses can become human. By creating valuable content and engaging with customers where they are, businesses are creating real relationships, resulting in real trust.
This presentation offers a high-level overview to where we've been, where we are, and we're we are going in social media. It gives simple-to-follow steps to start implementing social media into a business. It's not comprehensive, but can help a business take that first step.
Content developed by Jon Thomas and M80 (m80im.com). Presentation designed by Jon Thomas at Presentation Advisors (www.presentationadvisors.com).
- The document discusses the evolving landscape of communication and media technologies, which are providing new marketing and PR opportunities.
- It emphasizes the importance of social media monitoring to understand conversations about your brand and identify influencers and emerging issues.
- Effective social media strategies require defining goals, understanding audiences, and leveraging insights from conversations.
New Trends on Digital Brand Strategy: What are great brands doing to lead in the digital world?
by Silvina Rodriguez Picaro
Digital technology allows brands to create exciting opportunities to engage with their audiences introducing new perspectives to deliver their brand messages. In this fast changing environment, new players are constantly emerging and challenging the status quo. Everything is possible.
The brand experience and its consistency in every platform are essential to conveying the brand messages. It is all about the customer experience and consumer’s emotional expectations for products and services. Overcoming the challenge of building reciprocal and consumer-centric brands for loyal customers with higher engagement is key to succeeding.
“It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is most adaptable to change.” ~ Charles Darwin
- New Trends on Digital Brand Strategy
- What Great Brands are Doing?
- Great Examples of Awesome Digital Branding
- The Future of Retail
- What’s next?
This document summarizes the challenges facing digital media measurement from the perspective of marketers. It notes that while digital media offers unprecedented measurement capabilities, the many competing vendors and lack of standards makes it difficult to determine the reach and frequency of ad campaigns across sites and networks. This contrasts with traditional media where buyers and sellers agree on common metrics. The document advocates for the "Making Measurement Make Sense" initiative led by IAB, 4As and ANA to develop consistent, cross-platform metrics and establish governance to improve digital measurement and make the medium more attractive for large brand advertising campaigns.
This document summarizes a presentation on developing a digital marketing strategy. It discusses recognizing the impact of the digital revolution, getting strategic with digital efforts, integrating various media for marketing, monitoring and evaluating return on investment, and applying concepts to a case study on Ralph Lauren. Key takeaways include making digital a priority, adopting a digital mindset, maintaining brands online, and developing an integrated digital strategy.
Social Intelligence a case for Bunnings HardwareiGo2 Pty Ltd
This overview shows why organisations like Bunnings (B2C) must Listen and build their own communities to engage and support customers.
Not to mention the kids planking in their stores.
Proposal for establishing a research & innovation hub for advancing Social Business in Malaysia and the rest of ASEAN. The proposal defines Social Business, looks at what leading players are doing in the arena, discusses current research and case studies, and closes with activities for ISBI, as well as potential partners.
Wine Social Media and Mobile App Seminar in BlenheimBruce McGechan
This document summarizes a wine marketing seminar on using social media and apps to sell more wine. The seminar covers principles of social media engagement, including connecting with an audience, encouraging participation and sharing, and influencing customers. It also discusses effective social media practices like authenticity, interactions, advocacy and branding. Specific platforms like Facebook, photos and contests are explored as tactics to boost engagement. Metrics and testing are also reviewed to measure social media's impact on sales.
Wine Social Media and Mobile App Seminar in Hunter ValleyBruce McGechan
This seminar covered (1) Basic Wine Social Media and (2) Wine Mobile / Tablet Apps.
Wine Social Media
- the principles and practices of Social Media
- Facebook EdgeRank and numerous
- examples of Winery best practice
- the wine industry internet database Wine Directory
- Specialist wine social media monitoring tool called Social Connect
- Facebook Wine Marketing software Social Candy with the Wine Directory plugin
Wine Mobile (and iPad) Apps
- Why use it?
- What is it: Mobile www vs Apps, Native vs Web Apps
- a new Wine App
Content Along the B-to-B Decision JourneyComBlu, Inc.
Jamie Mann is a senior marketing manager at Microsoft who runs community and influencer strategies for Microsoft Office and Office 365. Kathy Baughman is the president of social business firm ComBlu, where she helps clients with social engagement, brand advocacy, and social measurement. The document discusses how content can be used across the B2B decision journey, from awareness to purchase to post-purchase, to engage customers and lower support costs. It provides examples of content types, strategies, and metrics at each stage of the journey.
Investor relations is evolving from IR 1.0 to IR 2.0 just as the web has evolved from Web 1.0 to Web 2.0. IR 1.0 relied on traditional one-way communication like presentations and filings, while IR 2.0 utilizes more interactive tools like social media, blogs, video and online profiles. The document addresses two common questions executives have about adopting IR 2.0 strategies: "What do I do now?" and "My boss is skeptical, how can I persuade him?". It provides over 20 specific tactics companies can use in IR 2.0 and argues that social media can provide measurable ROI, which is important for gaining executive support.
A presentation to kick off the Indiana Public Relations Leadership Summit, Indianapolis, IN on 4/1/11.
Focuses on key elements to consider in five areas: brand, social media, content, media channels and change.
Bunnings Big Social Data Analysis [Aug 2011] Media MonitoringKINSHIP digital
The document discusses KINSHIP's social media monitoring services for Bunnings Warehouse. It provides an overview of KINSHIP's solutions and values, then details a 10 day social media analysis of Bunnings, identifying key conversations, influencers, sentiment, and comparisons to competitors. The analysis found opportunities for Bunnings to improve customer service and gain insights through social listening and developing owned online communities.
This document discusses marketing strategies for online gaming companies. It covers traditional and social gaming landscapes, the importance of marketing for online games, how marketing influences game sales more than quality, and how SEO is as much about marketing as technical details. Specific strategies discussed include using creative thinking in design, public relations and social media outreach, social media engagement, video marketing, and running competitions to engage gamers.
The document summarizes IBM's use of social media for marketing purposes. It discusses IBM's goals in using social media to gain insights, increase conversations about IBM, build advocacy, and empower social media strategies worldwide. It provides examples of how IBM listens to customers, integrates social conversations on its website, creates and aggregates social content, and makes IBM experts visible online. It also outlines a maturity model for applying the "4Ps" (People, Processes, Platforms, Policies) across IBM to enable social engagement at tactical, adoptive and transformative levels.
This document discusses the changing consumer landscape and how marketing must adapt. It notes that today's Consumer 2.0 is emotional, interconnected, and trusts word-of-mouth over ads. This represents a shift away from the efficient, rational Consumer 1.0 of the past. The document recommends engaging customers on their own terms through an ongoing dialogue on social media. It also emphasizes the importance of brand advocates and mobilizing existing customers through social communities and mobile applications. Location-based services and contextual marketing are presented as ways to provide more relevant experiences to consumers.
My presentation at PRSA ICON 2012 focused on industry trends impacting media relations and how this constant state of change can be more of an opportunity than anything else.
The document outlines 10 steps for developing a social media strategy: 1) understand your business, 2) define involvement strategy and goals, 3) understand customer platforms, 4) develop a social media policy, 5) choose channels and content strategy, 6) publish initial content, 7) use current network, 8) use multiple platforms, 9) monitor and measure, 10) recognize it as a long-term effort. It provides guidance on listening to customers, developing profiles, measuring ROI, and using platforms like Facebook, LinkedIn, and Twitter for marketing and networking.
Adaption or Extinction? What You Need to Know.Kevin Dugan
My presentation for the Solo PR Pro Summit on Thursday, February 21, 2013 - an updated, enhanced and improved version of my PRSA ICON 2012 presentation.
This document discusses social media and its importance for businesses. It defines social media as internet applications that allow users to create and share content. It notes that social media has transformed passive consumers into active content creators. The document then discusses why businesses need a social media presence, noting that search engines now factor social signals into rankings, meaning social media engagement can improve search visibility. It provides statistics showing the influence of social media on online consumer behavior and purchasing decisions. Finally, it offers advice on how businesses should use social media to build relationships and engage customers.
Using Web Video throughout the Ecommerce Purchase FunnelMark Robertson ⏩
This is my presentation from the 2011 Video Commerce Summit in San Francisco. I walked the audience through strategies for leveraging online video across the consumer purchase life-cycle/funnel. You can learn more about e-commerce video at ReelSEO - http://www.reelseo.com/video/retail-ecommerce/
In our web 2.0 world, the business landscape has changed. Consumers refuse to be interrupted anymore - demanding that brands engage with them.
People do business with people they like, know, and trust. By utilizing the social media tools available to all of us, businesses can become human. By creating valuable content and engaging with customers where they are, businesses are creating real relationships, resulting in real trust.
This presentation offers a high-level overview to where we've been, where we are, and we're we are going in social media. It gives simple-to-follow steps to start implementing social media into a business. It's not comprehensive, but can help a business take that first step.
Content developed by Jon Thomas and M80 (m80im.com). Presentation designed by Jon Thomas at Presentation Advisors (www.presentationadvisors.com).
- The document discusses the evolving landscape of communication and media technologies, which are providing new marketing and PR opportunities.
- It emphasizes the importance of social media monitoring to understand conversations about your brand and identify influencers and emerging issues.
- Effective social media strategies require defining goals, understanding audiences, and leveraging insights from conversations.
New Trends on Digital Brand Strategy: What are great brands doing to lead in the digital world?
by Silvina Rodriguez Picaro
Digital technology allows brands to create exciting opportunities to engage with their audiences introducing new perspectives to deliver their brand messages. In this fast changing environment, new players are constantly emerging and challenging the status quo. Everything is possible.
The brand experience and its consistency in every platform are essential to conveying the brand messages. It is all about the customer experience and consumer’s emotional expectations for products and services. Overcoming the challenge of building reciprocal and consumer-centric brands for loyal customers with higher engagement is key to succeeding.
“It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is most adaptable to change.” ~ Charles Darwin
- New Trends on Digital Brand Strategy
- What Great Brands are Doing?
- Great Examples of Awesome Digital Branding
- The Future of Retail
- What’s next?
This document summarizes the challenges facing digital media measurement from the perspective of marketers. It notes that while digital media offers unprecedented measurement capabilities, the many competing vendors and lack of standards makes it difficult to determine the reach and frequency of ad campaigns across sites and networks. This contrasts with traditional media where buyers and sellers agree on common metrics. The document advocates for the "Making Measurement Make Sense" initiative led by IAB, 4As and ANA to develop consistent, cross-platform metrics and establish governance to improve digital measurement and make the medium more attractive for large brand advertising campaigns.
Retail Media Insights - Digital Retail Media Measurement & Metricsretailmediainsights
In this session, John Morgan covers the fundamentals of how advertising affects consumers' thoughts, intentions and behaviors, how each stage in the advertising process can be measured, and how media and campaign metrics can be applied to digital retail media.
Highlights include:
• Digital Retail Media Defined
• Value Propositions for Consumers, Retailers and Advertisers
• Digital Retail Media Measurement
• Measuring Advertising Campaign Effectiveness
About the Presenter:
John Morgan is the founder of Retail Media Insights and is a leading expert in media network marketing strategy and consumer insights. For more than 20 years, he has provided research expertise to clients in the advertising, media, retail and technology industries. Network operators, retailers and advertisers wanting to increase consumer engagement, ad revenue and ROI seek RMI's in-depth knowledge of placed based media. In addition, validation of revenue models is provided for the investment community through market research and campaign analytics.
Brand Key Performance Indicators as a Force for Brand Equity ManagementBloom Partners GmbH
This document presents a framework for using brand key performance indicators (KPIs) to manage brand equity. It discusses:
1. Linking various dimensions of brand equity like market share, loyalty, and brand attitudes through a measurement system of KPIs.
2. How to set targets for KPIs based on the relationships between dimensions, allowing brands to track performance against financial goals.
3. A case study where this framework helped a telecommunications company better understand brand health across divisions and implement a new, company-wide brand equity management system.
COM CM 726 @ Boston University: Digital Strategy BuildingSteph Parker
A guest lecture for an undergraduate brand strategy class, exploring how a digital strategy is built, how digital strategy deviates from traditional marketing strategies, and why it matters for future professionals in the field.
How Pharma Can Use Digital Health to Drive Value | A Medullan WebinarMedullan
With the shift to value, healthcare payers are insisting that pharmaceutical manufacturers deliver real world evidence of their drug’s efficacy before being allowed on formulary. The cost of new specialty treatments has forced companies to bolster and go beyond clinical trial, proving that their drugs improve health outcomes and reduce the cost of care with real world evidence.
So how do pharmaceutical companies gather these data points and what kind of digital tools should they use?
Almacenamiento y gestion de la informacionSandraMolina98
Este documento describe diferentes formas de almacenar y gestionar información encontrada en línea. Explica cómo guardar documentos, páginas web, imágenes y otros archivos digitales. También describe cómo usar marcadores y favoritos en navegadores como Firefox, Internet Explorer y Chrome para organizar y acceder fácilmente a páginas web. Además, discute el proceso de gestionar información a través de la selección, comprensión y crítica de los contenidos.
This document discusses various methods for measuring brand equity, including qualitative, quantitative, and comparative methods. Qualitative methods involve unstructured techniques like free association and projective techniques to understand consumer perceptions. Quantitative methods use scales to measure brand awareness, image, and beliefs through tools like aided recall, multidimensional scaling, and analyzing purchase intentions. Comparative methods examine consumer response to brands and marketing programs through approaches like conjoint analysis and holistic methods that value brands.
Are you interested in learning more about mobile marketing? If so, then this mobile marketing SlideShare deck is for you. It was compiled by Jamie Turner from the 60 Second Marketer and Jeanne Hopkins while she was at HubSpot.
Here are just some of the amazing facts you'll learn in this SlideShare deck:
• 91% of adults have their mobile devices within arm's reach 24/7
• 25% of Americans only use mobile devices to access the internet
• There are 5 times as many cell phones in the world as there are PCs
If you're interested in learning more about mobile marketing, this deck is for you.
Digital marketing strategies are important for businesses today. They allow companies to research consumers and provide valuable content to attract customers online. A successful strategy determines the target audience, uses multiple approaches like SEO, social media, and email marketing to engage them, and monitors results to improve campaigns. Developing a plan with a mix of high-quality content and online tactics tailored for specific customers is essential for business success in today's digital world.
Digital Marketing Measurement Framework - Martin WalshMartin Walsh
A Digital Marketing Measurement Framework to assist your organisation to understand, develop, introduce and operationalise digital marketing measurement.
Brand Amplitude's perspective on measuring brand equity. Includes definition of brand equity, review of brand equity measurement approaches by leading academics and practitioners (Keller, Aaker, Reichfeld, Rust, Gregory, Gerzema, more). Includes examples of brand measures and in-depth examination of share tiering approach to measuring equity.
Brand equity refers to the added value that a brand name provides to products and services. It is created by the differential effect of brand knowledge on consumer response to marketing of the brand. There are several models for measuring brand equity, including brand asset valuing, Aaker's model, BrandZ, and brand resonance. Building strong brand equity involves choosing memorable and meaningful brand elements, developing positive brand associations through marketing, and indirectly transferring associations from other entities linked to the brand. Measuring brand equity provides benefits for companies such as increased customer loyalty and insulation from competitors.
The document discusses brand equity and how it is viewed from the perspectives of consumers and manufacturers. It defines brand equity as the added value endowed to products and services through positive consumer perception and experience with the brand over time. This value is reflected in consumer behavior and financial performance for the brand. The document also examines several models for measuring and evaluating brand equity, including brand assets, awareness, loyalty, and consumer perceptions that contribute to brand value. It explores approaches for reinforcing, tracking, and sustaining brand equity over the long run.
Slide deck used in presentation for The Advisory Board members on Friday, January 18, 2013. Chester County Marketing co-founders, Jeff Tincher & Carla Wilson, presented the materials during a 90 minute presentation and Q&A session to a room of over 70 Philadelphia area business owners.
This document discusses ways to measure the value of social media. It outlines common social media metrics like followers, fans, and engagement that are often measured but may not directly correlate to business value. The document recommends defining social media objectives and focusing on metrics that measure those objectives, such as leads, sales, customer retention, and cost savings. It provides examples of how some companies directly measure the impact of social media on these value metrics. Finally, it discusses tools that can help with social media measurement and analysis.
Recording: http://www.youtube.com/watch?v=CD5w6irusoI
Description:
How do you know if the efforts your charity is putting into social media are worth it? Are you even measuring the right things? Join this webinar to learn about the ROI you should expect from investing resources into this means of outreach, marketing and fundraising, and how you can present your successes to senior staff and your Board with more confidence.
This document discusses the challenges of demonstrating public relations ROI to executives and outlines best practices for PR measurement and evaluation. It notes that traditional metrics like impressions are inadequate for social media and that engagement, influence, and outcomes that impact business goals are better measures of success. The document provides a 7-step process for developing an effective PR measurement program, including defining goals and investments, understanding audiences, selecting appropriate metrics and benchmarks, choosing measurement tools, analyzing results, and taking action. It emphasizes the importance of correlating PR activities to financial outcomes like revenue, efficiency gains, and avoided costs.
This presentation on evaluating public relations campaigns is an excerpt from a presentation conducted by Shrita Sterlin of Penn Strategies. Shrita conducted this presentation at a forum held by the Center for Nonprofit Success on November 3, 2011 in Washington, DC. The presentation explores best practices for creating data-driven public relations campaigns in nonprofit organizations; provides tips for quantifying social change efforts; and demonstrates ways to measure the process and results of public relations campaigns.
This presentation was given by Erica Campbell, Director of Social Media for Dominion Homes.
Your residents, and the prospects you are targeting, are a lot different than they were in the past. Online social networking sites have revolutionized the way people interact with each other and gather information. Renters are talking about your communities, sharing opinions, and making referrals via social media platforms like Facebook, Pinterest, Instagram and Twitter.
Building and maintaining an on-going positive relationship with consumers through these marketing channels is critical to your company’s success! Social media holds tremendous opportunities for companies looking to drive new business, retain customers and increase revenue, but only if you first develop a solid foundation and an understanding of what makes the world of social media tick. Whether you are completely clueless, somewhat familiar, or advanced, we invite you to come listen as Erica Campbell, Director of Social Media for Dominion Homes Media, the umbrella division for Homes Media Solutions and For Rent Media Solutions discusses how to leverage social media and become part of the consumer dialogue. This session will address the latest strategic insights in creating a center of excellence, social media best practices, improving consumer engagement, reputation management and other emerging opportunities.
Attribution and ROI Measurement was presented by Steve Latham at Search Engine Strategies 2010. To request a soft-copy please reach out via Twitter, LinkedIn or Facebook.
http://twitter.com/stevelatham
http://linkedin.com/in/stevelatham
http://facebook.com/slatham
One of the greatest challenges faced by many today is the question on “What is my Return of Investment” for social media. Much as we would like to jump on the social media train or even to convince our management on the values of social media, one has to answer the question of “What is my Return of Investment”. Is there any investment value in this communication tool that many are talking about today? As any businessman will do, the ROI is an important aspect for consideration before boarding the train. In this presentation slide, we will set the record right on the various aspects of social media ROI and how to go about measuring them. The presentation slide will cover the following aspects of ROI on Social Media with an in-depth look into Facebook Insights:
1. What is Social Media ROI?
2. What can I measure – Non-Quantitative vs Quantitative data?
3. How to measure my Social Media ROI on my social media program or campaign?
4. A look at Facebook Insights with Interpretation and Analysis
Simply Measured provides a full-funnel social analytics solution to help marketers measure the impact of social media across their entire marketing funnel, from awareness to conversions. It offers listening tools to analyze social conversations, engagement tools to measure performance across channels, and web analytics to track content sharing and social referrals. The solution aims to provide marketers with a unified view of social metrics and insights from impressions to conversions in order to optimize strategies and prove social's impact. Pricing starts at $199 per month and packages are customized based on user needs and goals.
Web 2.0 And The Rise Of Social Marketingjontranaes
Web 2.0 and social media have led to a shift from push marketing to a mix of push and pull strategies. Customers are more active content creators and influencers through word-of-mouth. This presents opportunities for businesses to better understand customers, increase brand loyalty, and generate leads through social tools like blogs, forums, reviews and social networks. However, companies must consider how their target audience wants to interact and engage before developing a social media strategy.
This webinar is designed for the nonprofit organization that wants to understand a social media strategy, and what goes into developing one. During the webinar, we’ll discuss the following:
- Benefits of creating a strategy
- How a social media strategy supports overall organizational goals
- Research needed to before you create your strategy
- The major components of a social media strategy
- Tying the social media strategy into the website
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There's no silver bullet. But with a little work and a new interpretation of "ROI," measuring the benefits of social media is possible. This presentation includes real-world case studies, tons of KPIs and some easy formulas for metrics to get you started.
The social media frenzy is escalating, as millions of consumers flock to sites like Facebook, Twitter, YouTube and Flickr to find their social media fix. Now, marketers seek out customers in these new channels, and an estimated 86% of them plan to increase their investments in social media activity this year. However, among these marketers, a staggering number are failing to measure the effects of their efforts. Nonetheless, dollars are flowing from traditional marketing activities to social media methods. Now more than ever, it's imperative to measure the results of social media marketing.
Learn how to:
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How to Get a Grasp on ROI for Social MediaSpiral16
http://spiral16.com Realizing ROI for social media company initiatives is challenging because there the medium itself isn't purely financial, yet ROI is a financial metric. There is no ROI calculator that works for every company, but this presentation will help you wrap your head around the big picture, and get you thinking clearly about how you can calculate social media ROI for your business.
Getting started with social media activities for business? You’d have heard that measuring your efforts is a must. But why and how to measure? What tools can you use? This presentation will guide you through different options to make the process easier.
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David and Dara’s talk centred on practical tips for measuring social media activity, plus ideas on planning this measurement effectively. One of the most fundamental (and surprisingly, often overlooked) aspects of better measurement is setting out clear objectives from the outset.
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Storytelling is an incredibly valuable tool to share data and information. To get the most impact from stories there are a number of key ingredients. These are based on science and human nature. Using these elements in a story you can deliver information impactfully, ensure action and drive change.
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4. Agenda
• How has digital changed brand
measurement?
• Latest social media measurement tools
• KPI-based measurement methodology
• Deep dive case study (telecommunications)
• Understanding Big Data
• The future of measurement
Photo Credit: Ansik
6. Measurement vs. Monitoring
Measurement Monitoring
• GOAL: Determine results • GOAL: Insight and Research
• Use tools like Google • Gathering information about
Analytics to measure how “what’s out there” and what
many clicks you’ve had, or “people say about us” to
Social dashboards to measure “who are the most important
conversations and trends influencers”
• Must set goals that link to • Gathered from various
objectives to make sense sources then analysed for
meaning and learning
• Either conducted prior to
beginning the campaign or on
an ongoing basis
Photo Credit: Ansik
7. PR has traditionally been hard to measure
Clippings AVE Brand perception
• Volume of • Approximate • Measures public
coverage cash value of perception of a
coverage brand, product or
• Doesn’t tell you idea
anything • Doesn’t account
meaningful for power of • Expensive and
editorial highly inaccurate
recommendation
over paid
advertising
Photo Credit: Ansik
8. PR has traditionally been hard to measure
• Your message, interpreted by the media
• We know approximately how many
people might have seen the coverage
• We sometimes have demographic data
about the audience
• We can only guess at what has really
been achieved
Photo Credit: Ansik
10. Digital … changes everything
• Brands can become publishers, no longer
relying on independent media to reach
audiences
• Everything that happens online can be
tracked and measured
• Data tells us how people behave
• Data mapped against business objectives to
provide real insight
Photo Credit: Ansik
11. Why measure?
• Not optional - a core component of any
campaign
• Demonstrate value of Social Media / PR
campaign (ROI)
• Optimize strategies and tactics based on
measurement feedback
• Opportunity to learn and access real data
about your consumers and markets
Photo Credit: Ansik
22. What can we measure?
Analytics
DIFFICULTY TO ACCESS THE DATA
Owned platform
(Clicks, Uniques
Google analytics
etc.)
Interactions
(comments, likes, on Third party
estimates
a Facebook page or
Facebook insights
equivalent, etc.)
Conversations on external
platform (number of mentions, Public platforms
etc.)
Crowdbooster
Photo Credit: Big Swede Guy
23. Web measurement
• Hits – Each file sent to the browser from
server is a hit
• Pageviews – how many times a visitor
viewed your webpage, even if it’s the same
visitor
• Uniques – how many visitors you had from
a unique IP address (2.2.2.2)
• Clicks – how many times someone clicked
on your link
Photo Credit: Big Swede Guy
24. Social Networking Measurement
• Likes, page views, referrers, etc.
• Users, languages, location, type of
feedback
• Positive share of voice
• Time on site
• Interactions, retweets, reports, repins,
clicks, etc.
Photo Credit: Big Swede Guy
25. What can’t be measured?
• Private conversations
• Things you can’t track
• You can’t automatically track platforms you
don’t have access to (LinkedIn, Facebook)
• The special case of sentiment (a bit tricky to
play with - works in some circumstances)
Photo Credit: Big Swede Guy
26. Challenges
• Disparate sources
• Inconsistent dataset
• Filtering issues
Google analytics
• Regional issues
• Language issues (local languages, irony, industry
terms)
• Tracking new behavior / tools
Facebook insights
• Different analytical approach
• No single consolidated and industry-wide
reference indicator
Crowdbooster
Photo Credit: Big Swede Guy
27. BUSINESS GOALS KPIs Digital KPIs
Revenue Market share # sales made
Repeat purchase # recurring customers
Cost per lead # value of $ / lead
Customer service Customer churn # customers / channel
Customer satisfaction # complaints rectified
Response time Response time / channel
Cultural Recruitment # hires / channel
Employee satisfaction +ve SOV / channel
Innovation # products / channel
Photo Credit: Big Swede Guy
28. Business goal
What is the business trying to achieve?
KPI: Awareness
Changing key audiences’ level of
awareness in support of the goal
KPI: Perception
Changing key audiences’ positive
perception in relation to the goal
KPI: Action
Changing key audiences’ behaviours in
direct support of the goal
Tactics
What can we do to change audience awareness, perception or reaction?
Digital KPI
What is a measurable benchmark of success?
Measurement tools
Photo Credit: Big Swede Guy Which tools can help us prove success?
29. Business goal
What is the business trying to achieve?
KPI: Awareness
Changing key audiences’ level of
awareness in support of the goal
Digital KPI Tools
Level of awareness Surveys (Survey Monkey)
Change in topics discussed by Manual, tools, StatsIT, Buzz, Radian 6
community
Content created (number of posts, Manual count, Facebook insights,
tweets, videos…) Hootsuite, tweetdeck etc.
# of search results, ranking number Google blog search, Alexa rankings,
Technorati ranking, Klout / Peer Index
ranking
Reach Facebook Insights, Tweetreach
Photo Credit: Big Swede Guy
30. Business goal
What is the business trying to achieve?
KPI: Perception
Changing key audiences’ positive
perception in relation to the goal
Digital KPI Tool
Unique monthly visits, time on site, Web analytics – Google Analytics
number of downloads
% change in brand preference Online survey – Survey Monkey
Number of positive online conversation Social media analysis – manual, tools
/ endorsements (StatsIT, Buzz, Radian 6)
Number of followers / likes / +1s / size Facebook Insights, Hootsuite /
of community TweetDeck etc., Social Mention
Photo Credit: Big Swede Guy
31. Business goal
What is the business trying to achieve?
KPI: Action
Changing key audiences’ behaviours in
direct support of the goal
Digital KPI Tool
Direct sales Google Analytics, Omniture, Eloqua
Registrations Google Analytics, Omniture, Eloqua
Cost of customer acquisition Google Analytics, Omniture, Eloqua
Sales leads Salesforce.com, Marketo, Google
Analytics, Omniture, Eloqua
Photo Credit: Big Swede Guy
32. Business goal
Increase profit by 10% by next quarter
KPI: Perception
Improve positive brand engagement by increasing expert participation in earned media
channels while activating twitter and Facebook communities
Tactics
• Increase participation in key blogs and forums
• Increase interaction in Facebook and twitter
Digital KPI:
Increase number of positive online conversations / endorsements
Measurement tools
StatsIT benchmark of earned media participation. Monitor at campaign’s completion
Facebook Insights and SimplyMeasured to benchmark FB and twitter engagement, review
at campaign’s completion
Photo Credit: Big Swede Guy
33. Business goal
Make Cisco Flip the number one shoot and share HD
camera in Asia
KPI: Awareness
Raise awareness of Flip amongst key audiences by
associating the brand with animated video
Facebook profiles
Tactics
• Create Facebook app that allows people to create
animated video Facebook profiles
• Target key influencers to use the app on their
Facebook profiles
• Promote through Facebook, twitter, mass media
Digital KPI:
• Number of FB users that ‘flipped their profiles’
• Number of video views
• Social media reach
• Sales
Measurement tools
• App analytics
• Facebook Insights
• Tweetreach
• Sales figures
Photo Credit: Big Swede Guy
35. Listening / Benchmarking Report
• Developed to provide the company with
insights to inform a social media strategy
• Complete analysis of online
conversations pertaining to the company
and its chief competitor
Photo Credit: Timlewisinm
42. Key Influencers: Top Domains
Insights:
• Forum most
critical
• Customers
supporting each
other
• Typically hard to
track
Photo Credit: Timlewisinm
43. Key Influencers: Popularity
Insights:
• Differs between
brands
• Target
competitor’s
influencers and
channels of
influence
Photo Credit: Timlewisinm
44. Positive Topic Sentiment: Competitive
Insights:
• Topics vary
between brands
• Comparative
share OK
• Competitor
viewed more
positively
Photo Credit: Timlewisinm
45. Brand Sentiment: Positive
Insights:
• Broadband
product, speed,
pricing well
received
• Compare against
brand positioning
priorities
Photo Credit: Timlewisinm
46. Brand Sentiment: Negative
Insights:
• Customer service
is a recurring
issue
• Confusion
between business
and consumer
brands
Photo Credit: Timlewisinm
47. Overall Recommendations
• Promote wider business priorities
• Focus on ‘earned’ media (vs. ‘owned’)
• Emphasize twitter, forums, video
sharing
• Engage your experts
• Focus on competitive differentiators
of price and roaming
• Attack identified competitive
weaknesses
• Respond proactively to customer
service issues using twitter
• Respond to negativity around fiber
and Internet
Photo Credit: Timlewisinm
50. Mayo Clinic Puts Social at the Heart
• Long time online
resource
• Presence in big
networks
• Measurable social first
campaigns
• Own social network
• Getting experts engaged
• SCAD survey resulted
from social media
engagement
Photo Credit: Texas 713 Source: IBM
53. 3. Big Data Becomes BAU
Using a range of data sets including
competitive information, online data such
as social networking behaviours, offline
data and customer information to enable
a three dimensional approach to business
decisions
Photo Credit: Koenvereeken
54. Facebook Data Changes Strategy for
Healthcare Providers
• Which channels are
effective?
• Research project
• Which Facebook posts drove
action
• Assessed click-throughs
• Determined which posts
were most popular
• Change in tone - manual blog
updates
• Change in content -
Photo Credit: Koenvereeken
Community events popular
55. Summary
• Measurement isn’t easy
• Measurement isn’t optional
• Set measures to support business goals
• Understand measurement goals and
tools
• Plan to measure
• Benchmark, review and revise
Photo Credit: Ansik