The document discusses the benefits of meditation for reducing stress and anxiety. Regular meditation practice can help calm the mind and body by lowering heart rate and blood pressure. Studies have shown that meditating for just 10-20 minutes per day can have significant positive impacts on both mental and physical health over time.
Social Marketing, Listening and EngagementDavid Carr
Implementing Social Marketing for business and communication, a remix of some previous ideas and some new approaches by David J Carr, Digital Strategy Director, Chemistry Communications
There was almost unanimous agreement at the FS Forum in St Paul De Vence over the challenges facing the Financial Services Industry. They were described in four words: trust, reputation, transparency and engagement. There was also serious acknowledgement that the consumer has a vital role in helping the major brands from the industry to meet these challenges. There was a sense too amongst some of the delegates that in the words of Simon Clift the recent CMO of Unilever they felt “behind the consumer” and that this is a very uncomfortable place for a brand or organisation to be.
Social Marketing, Listening and EngagementDavid Carr
Implementing Social Marketing for business and communication, a remix of some previous ideas and some new approaches by David J Carr, Digital Strategy Director, Chemistry Communications
There was almost unanimous agreement at the FS Forum in St Paul De Vence over the challenges facing the Financial Services Industry. They were described in four words: trust, reputation, transparency and engagement. There was also serious acknowledgement that the consumer has a vital role in helping the major brands from the industry to meet these challenges. There was a sense too amongst some of the delegates that in the words of Simon Clift the recent CMO of Unilever they felt “behind the consumer” and that this is a very uncomfortable place for a brand or organisation to be.
Straight from the oven and ready to be released is the HUBnet´s Purpose and Policy. This completes the Private Policy approved by the General Assembly of HUBs last April and will help set the culture and provide usage guidelines for members. Some actions needed from you: like it/comment/post-it on the platform, print it and post it on the walls of your HUB, talk about it with your members during a HUBnet Workshop, request their feedback as this should be co-created over time! If you have any queries please contact soledad.pons@the-hub.net
Overlappings and Underpinnings - Content Strategy and Information ArchitectureChris Moritz
Are content strategy and information architecture (IA) the same thing? Utterly different? Should practitioners see each other as partners, or rivals? In this talk, presented to the Michigan Usability Professionals Association, Chris Moritz (Digital Content Strategy Manager at Campbell Ewald) runs through the arguments and sets out one idea for bringing the two together.
Building brand awareness Edinburgh 31 JanPrecedent
Our presentation in Edinburgh on 31 Jan 2013 on building brand awareness in the digital world. Presented by Precedent's Head of Mobile John Campbell and Consultant Ryan Sackett.
Smoking Gun PR: an introduction to social media for businessSmoking Gun PR
An overview of the current landscape and practical advice for businesses looking to launch themselves into social media from an award winning PR and social media agency.
Präsentation und Gesprächsgrundlage für PRleben an der FH Joanneum in Graz. Public Relations heisst im Web: sich unters Volk mischen, interagieren und Wert schaffen. Wert, der für die Community von Bedeutung ist. Motto: zuerst Holz in der Ofen legen, dann gibt er Wärme.
A case study and approach to detecting and fixing a great organizational brand online - presented at the 2011 Internet Summit #ISum11 ...Based on my experience as the former Director of Internet Strategy & Web Services at Hopkins Medicine. The presentation reflects personal opinions and not of Hopkins Medicine. Drew Diskin and Hopkins Medicine (and its affiliates) are independent of each other. All rights reserved, respectively.
Canada Media Marketplace, Tim Marklein, April 12, 2010Tim Marklein
This was my professional development presentation on "Evaluating & Measuring Online Media Coverage," presented April 12, 2010 to the travel PR and marketing leaders at Canada Media Marketplace in San Francisco, hosted by the Canadian Tourism Commission (Weber Shandwick client)
Webinar Audience Insight in the Real-time EraiCrossing
How well do you know your customer? On March 6, iCrossing and our guest Forrester Research hosted a webinar that gave attendees the tools to better understand your audience across the customer journey. For more information visit www.icrossing.com
Straight from the oven and ready to be released is the HUBnet´s Purpose and Policy. This completes the Private Policy approved by the General Assembly of HUBs last April and will help set the culture and provide usage guidelines for members. Some actions needed from you: like it/comment/post-it on the platform, print it and post it on the walls of your HUB, talk about it with your members during a HUBnet Workshop, request their feedback as this should be co-created over time! If you have any queries please contact soledad.pons@the-hub.net
Overlappings and Underpinnings - Content Strategy and Information ArchitectureChris Moritz
Are content strategy and information architecture (IA) the same thing? Utterly different? Should practitioners see each other as partners, or rivals? In this talk, presented to the Michigan Usability Professionals Association, Chris Moritz (Digital Content Strategy Manager at Campbell Ewald) runs through the arguments and sets out one idea for bringing the two together.
Building brand awareness Edinburgh 31 JanPrecedent
Our presentation in Edinburgh on 31 Jan 2013 on building brand awareness in the digital world. Presented by Precedent's Head of Mobile John Campbell and Consultant Ryan Sackett.
Smoking Gun PR: an introduction to social media for businessSmoking Gun PR
An overview of the current landscape and practical advice for businesses looking to launch themselves into social media from an award winning PR and social media agency.
Präsentation und Gesprächsgrundlage für PRleben an der FH Joanneum in Graz. Public Relations heisst im Web: sich unters Volk mischen, interagieren und Wert schaffen. Wert, der für die Community von Bedeutung ist. Motto: zuerst Holz in der Ofen legen, dann gibt er Wärme.
A case study and approach to detecting and fixing a great organizational brand online - presented at the 2011 Internet Summit #ISum11 ...Based on my experience as the former Director of Internet Strategy & Web Services at Hopkins Medicine. The presentation reflects personal opinions and not of Hopkins Medicine. Drew Diskin and Hopkins Medicine (and its affiliates) are independent of each other. All rights reserved, respectively.
Canada Media Marketplace, Tim Marklein, April 12, 2010Tim Marklein
This was my professional development presentation on "Evaluating & Measuring Online Media Coverage," presented April 12, 2010 to the travel PR and marketing leaders at Canada Media Marketplace in San Francisco, hosted by the Canadian Tourism Commission (Weber Shandwick client)
Webinar Audience Insight in the Real-time EraiCrossing
How well do you know your customer? On March 6, iCrossing and our guest Forrester Research hosted a webinar that gave attendees the tools to better understand your audience across the customer journey. For more information visit www.icrossing.com
User Research & Usability Testing, The Key To User-Centered Web Site DesignNavigationArts
The most successful Web sites are those that put the user's needs, rather than the organization's, at the center of its design. But without User Research and Usability Testing, how can you have a user-centered design?
In this presentation to the Potomac Forum, Director of User Research, Toral Contractor, and Information Architect, Kirsten Miller, outline the following major methods of user research and usability testing, providing case studies for each method with tips and important discoveries. And help you understand how each method fits in to the project lifecycle.
Jumping into Social Media without a proper plan accompanied by Valuable, Useful and Usable content might be useless. Follow a Step-by-Step approach and Win.
Op 21 en 22 maart 2012 is bijgaande presentatie gegeven tijdens het Digital Marketing Live event van Emerce. Via Lectric opleidingen treft u meer informatie aan over sociale media trainingen.
Havas Sports & Entertainment's predictions of the hottest 2013 trends to keep an eye on and selection of the most memorable, innovative and successful campaigns of 2012.
A presentation given at the IAB Poland event in May 2012 on the theme of how to adapt to change, especially in the digital era. This presentation shares insights from Havas Sports and Entertainment, gained from our network of 30+ offices in more than 22 countries. The presentation highlights the need to continually evolve and be agile, to face the changing digital world and connected consumer. The presentation was given by Jez Jowett, Global VP Digital & Social Media.
In the summer of 2011 Havas Sports & Entertainment led a comprehensive onsite and online study looking at fans' attitudes towards brands with respect to their involvement with music festivals across Europe.
One of the largest of its kind, completed at six major festivals across six countries and involving 2,244 surveys, the study explored who music festival goers are, their leisure habits and media consumption, as well as their attitude towards and interaction with brands at festivals.
The outcome of the study has given us some really interesting insights and statistics, notably that music fans believe that sponsors improve the festival experience. Festival goers appreciate brand involvement, and actively take part in their activations And so, sponsor brands that master the art of brand engagement to create activations that really involve music fans make the festival experience even better.
We had to condense three months of research into these, so if you want to find out more about what matters most to festival goers and how brands bring festivals to life, please contact christopher.rapaport@havas-se.com
A keynote presentation given in London at the Fanographie conference on the topic of trends and predictions for 2012 in sports and entertainment.
The presentation looked at where we have come from, to where we will be going, particularly in this Olympic year.
A review of 2011 looking at all best case studies in social media, PR, experiential, branded content, guerrilla marketing, street marketing, brand activation, advertiser funded programming.
Some of campaigns were created by Havas Sports & Entertainment Russia, or agencies across our network (from our 30 offices in 20 countries). Many of these campaigns were created by other marketing agencies which we recognize as having produced work that we find inspiring and innovative. We encourage and recognize great ideas from anywhere, and anyone.
This document also contains some of our predictions for 2012 across PR and branded content, live and experiential marketing, digital and social media. These predictions were compiled by Ivan Sisnyov and Jez Jowett, our Global Head of Social Media and Digital, also known as @Jezmond.
We hope you find our review of 2011 and predictions for 2012 inspiring and thought provoking. We hope you enjoy the ideas and opportunities they might prompt you to think. If you would like to be inspired face to face then please contact:
CONTACT INFO
Ivan Sisnyov
Executive Director
CONTACT EMAIL ivan.sisnyov@havas-se.ru
Cette compilation rassemble les opérations que nous avons aimées en 2011 autour des différents leviers de communication que sont les médias sociaux, les relations publiques, l’évènementiel, le brand content, la guérilla marketing, le street marketing ou l’activation de partenariats.
Quelques-unes de ces campagnes ont été réalisées par Havas Sports & Entertainment France, ou des agences de notre réseau (à travers nos 30 bureaux dans 20 pays). Mais beaucoup d’entres elles sont le fruit d'autres agences dont nous avons apprécié les travaux inspirants et novateurs. Nous encourageons et reconnaissons les grandes idées de n'importe où et de n'importe qui.
Ce document rassemble également certaines de nos prévisions de tendances pour l'année 2012 suggérées par Frédéric Saint-Sardos, Head of Social Media and Digital France (@f2s), Jez Jowett, Global Head of Social Media and Digital (@Jezmond) et le planning stratégique d’Havas Sports & Entertainment.
Nous espérons que vous trouverez ce document inspirant et que son contenu vous permettra d’identifier de nouvelles opportunités.
Frederic Saint Sardos
Head of Social Media and Digital
frederic.saint-sardos@havas-se.com
Caroline Le Moal
Directrice du Développement
caroline.le-moal@havas-se.com
Pierre de la Ville-Baugé
Directeur de la communication
pierre.vb@havas-se.com
A review of 2011 looking at all best case studies in social media, PR, experiential, branded content, guerrilla marketing, street marketing, brand activation, advertiser funded programming.
Many of these campaigns were created by Havas Sports & Entertainment China, or agencies across our network (from our 30 offices in 20 countries). Many of these campaigns were created by other marketing agencies which we recognize as having produced work that we find inspiring and innovative. We encourage and recognize great ideas from anywhere, and anyone.
This document also contains some of our predictions for 2012 across PR and branded content, live and experiential marketing, digital and social media. These predictions were compiled by Coralie LATCHOUMANE and Jez Jowett, our Global Head of Social Media and Digital, also known as @Jezmond.
We hope you find our review of 2011 and predictions for 2012 inspiring and thought provoking. We hope you enjoy the ideas and opportunities they might prompt you to think. If you would like to be inspired face to face then please contact:
Coralie LATCHOUMANE – Account Director
coralie.latchoumane@havas-se.com
http://www.havas-se.cn
http://www.facebook.com/havas.se
http://www.twitter.com/havas_se_
We wish you all a wonderful 2012 and look forward to featuring your campaigns this year.
A review of 2011 looking at all best case studies in social media, PR, experiential, branded content, guerrilla marketing, street marketing, brand activation, advertiser funded programming.
Many of these campaigns were created by Havas Sports & Entertainment Chile, or agencies across our network (from our 30 offices in 20 countries). Many of these campaigns were created by other marketing agencies which we recognize as having produced work that we find inspiring and innovative. We encourage and recognize great ideas from anywhere, and anyone.
This document also contains some of our predictions for 2012 across PR and branded content, live and experiential marketing, digital and social media. These predictions were compiled by Rainer Grob, and Jez Jowett, our Global Head of Social Media and Digital, also known as @Jezmond.
We hope you find our review of 2011 and predictions for 2012 inspiring and thought provoking. We hope you enjoy the ideas and opportunities they might prompt you to think. If you would like to be inspired face to face then please contact:
Rainer Grob
Managing Director, Havas Sports & Entertainment Chile
rainer.grob@havas-se.com
http://www.havas-se.cl
http://www.facebook.com/havas.se
http://www.twitter.com/havas_se_
We wish you all very Happy Holidays and a wonderful 2012 and look forward to featuring your campaigns next year.
Una revisión de los mejores casos de 2011 en las redes sociales, Relaciones Públicas, experiencial, branded content, guerrilla marketing, street marketing, brand activation, advertiser funded programming.
Muchas de estas campañas fueron creadas por Havas Sports & Entertainment España, o por agencias de nuestra red (30 oficinas en 20 países). Algunas de estas campañas fueron creadas por otras agencias de marketing a las que reconocemos haber producido un trabajo inspirador e innovador. Animamos y reconocemos las grandes ideas sin importar de quiénes sean o de dónde vengan.
Este documento también contiene algunas de nuestra predicciones para 2012 sobre Relaciones Públicas, branded content, marketing experiencial , plataformas digitales y redes sociales. Estas predicciones han sido recopiladas por Paula Rodríguez Navia y Jez Jowett, nuestro Director Global de Redes Sociales y Digital, también conocido como @Jezmond.
Esperamos que encontréis nuestro resumen de 2011 y nuestras predicciones de 2012 inspiradoras y estimulantes. Esperamos que disfrutéis de estas ideas y os puedan inducir a pensar. Si quieres ser inspirado personalmente, por favor contacta con:
Carlos Gracia Herreiz
Director General HS&E España
Carlos.gracia@havas-se.com
http://www.havas-se.es
http://www.facebook.com/havas.se
http://www.twitter.com/havas_se_
A review of 2011 looking at all best case studies in social media, PR, experiential, branded content, guerrilla marketing, street marketing, brand activation, advertiser funded programming.
Many of these campaigns were created by Havas Sports & Entertainment Miami, or agencies across our network (from our 30 offices in 20 countries). Many of these campaigns were created by other marketing agencies which we recognize as having produced work that we find inspiring and innovative. We encourage and recognize great ideas from anywhere, and anyone.
This document also contains some of our predictions for 2012 across PR and branded content, live and experiential marketing, digital and social media. These predictions were compiled by Manuel Reis, and Jez Jowett, our Global Head of Social Media and Digital, also known as @Jezmond.
We hope you find our review of 2011 and predictions for 2012 inspiring and thought provoking. We hope you enjoy the ideas and opportunities they might prompt you to think. If you would like to be inspired face to face then please contact:
Manuel Reis
Managing Director
Manuel.Reis@havas-se.com
http://www.havas-se.com
http://www.facebook.com/havas.se
http://www.twitter.com/havas_se_
We wish you all very Happy Holidays and a wonderful 2012 and look forward to featuring your campaigns next year.
A review of 2011 looking at all best case studies in social media, PR, experiential, branded content, guerrilla marketing, street marketing, brand activation, advertiser funded programming.
Many of these campaigns were created by Havas Sports & Entertainment agencies across our network (from our 30 offices in 20 countries). Many of these campaigns were created by other marketing agencies which we recognize as having produced work that we find inspiring and innovative. We encourage and recognize great ideas from anywhere, and anyone.
This document also contains some of our predictions for 2012 across PR and branded content, live and experiential marketing, digital and social media. These predictions were compiled by Valeria Herzer (our Global Strategic Planner) and Jez Jowett, our Global Head of Social Media and Digital, also known as @Jezmond.
We hope you find our review of 2011 and predictions for 2012 inspiring and thought provoking. We hope you enjoy the ideas and opportunities they might prompt you to think. If you would like to be inspired face to face then please contact:
Valentina Candeloro
Global Marketing Manager
valentina.candeloro@havas-se.com
Jez Jowett
Global Digital Director
jez.jowett@havas-se.com
Valeria Herzer
Global Strategic Planner
valeria.herzer@havas-se.com
http://www.havas-se.com
http://www.facebook.com/havas.se
http://www.twitter.com/havas_se_
We wish you all very Happy Holidays and a wonderful 2012 and look forward to featuring your campaigns next year.
A review of 2011 looking at all best case studies in social media, PR, experiential, branded content, guerrilla marketing, street marketing, brand activation, advertiser funded programming.
Many of these campaigns were created by Havas Sports & Entertainment Germany. Many of these were created by our sister agencies across Europe and the rest of the world (from our 30 offices in 20 countries). Many of these campaigns were created by other marketing agencies which we recognize as having produced work that we find inspiring and innovative. We encourage and recognize great ideas from anywhere, and anyone.
This document also contains some of our predictions for 2012 across PR and branded content, live and experiential marketing, digital and social media. These predictions were compiled by Alban Dechelotte (our Creative Director for Germany) and Jez Jowett, our global head of Social Media and Digital, also known as @Jezmond.
We hope you find our review of 2011 and predictions for 2012 inspiring and thought provoking. We hope you enjoy the ideas and opportunities they might prompt you to think. If you would like to be inspired face to face then please contact:
Alban Dechelotte - Creative & Managing Director
Direct Tel: (+49) 69 60 32 92 382 - alban.dechelotte@havas-se.com
HEDDERICHSTR. 49 - Office Tel: (+49) 69 60 32 92 0 - www.havas-se.com
http://www.havas-se.de
http://www.facebook.com/havasse.de
http://www.twitter.com/havas_se_de
We wish you all a happy Xmas and a wonderful 2012, and look forward to featuring your campaigns next year.
Highlights from our recent study on the Top 2011 Summer European Music Festivals- you can check out the Infographic as well, on out Facebook- www.facebook.com/havas.se or website www.havas-se.com
1. SOCIAL
MEDIA
STRATEGY
IN
2010
SLIDES
YOU
NEED
TO
DO
TO
SUCCEED
JEZ
JOWETT,
HAVAS
SPORT
&
ENTERTAINMENT
Tuesday, 14 December 2010
2. 1 THE
ROADMAP
CRAWL WALK RUN FLY
Establish Enrich
Engage
Embrace
presence content influencers community
Conversa:on
audit
Find
influencers Customisa:on
Bespoke Outreach Blogger
tours
ie
Pre
WC
ac*va*on Games,
comps,
Distribu:on Blogger
Features
video,
widgets Advocacy
rewards
Adver:sing
ie
WC
ac*va*on Partnerships UGC
Sponsorships Idea:on
Crowd
Sourcing
ie
WC
contests
Mobile
ie
urban
sports
Tuesday, 14 December 2010
3. 2 SOCIAL
MEDIA
AND
THE
PURCAHSE
FUNNEL
SOCIAL
MEDIA
IMPACT
ON
THE
VALUE
CHAIN
AWARENESS ENGAGEMENT ADVOCACY TRANSACTIONS LOYALTY
STRATEGIC
APPROACH
AN
ITERATIVE
PROCESS,
TO
BUILD
A
CLOSER
AND
MORE
EFFECTIVE
RELATIONSHIP
WITH
EXISTING
AND
POTENTIAL
CUSTOMERS.
TWEET
AND
TWEAK
Tuesday, 14 December 2010
4. 3 SOCIAL
MEDIA
PLANNING
AND
ACTIVATION
DISCOVERY
(LISTEN)
PLANNING
EVALUATE THE
CONVERSION
WHEEL
(LEARN)
Data
base
to
fan
base
COMMUNICATE CREATIVE
Tuesday, 14 December 2010
5. 3 SOCIAL
MEDIA
PLANNING
AND
ACTIVATION
DISCOVERY
(LISTEN)
WHO,
WHERE,
WHEN
Audience,
influence
&
compe:tor
analysis
Sen:ment,
volume,
velocity,
tonality
analysis
Mul:
media
and
mul:
channel
audit
Insights,
issues,
trends
iden:fica:on
5
Tuesday, 14 December 2010
6. 3 SOCIAL
MEDIA
PLANNING
AND
ACTIVATION
WHY,
HOW
PLANNING
Strategy
&
Planning
Audience
profiling
&
touch
points (LEARN)
Integra:on
/
dependencies
Crea:ve
&
Communica:ons
briefing
Methodology
&
measurement
KPI’s
6
Tuesday, 14 December 2010
7. 3 SOCIAL
MEDIA
PLANNING
AND
ACTIVATION
WHAT
THE
STORY THE
CONTENT
Key
messages Idea:on
&
Concepts
Keywords Execu:ons
&
formats
Evidence Profiles
/
pages
Editorial
plan Templates
Litmus
Test Playbooks
CREATIVE
7
Tuesday, 14 December 2010
8. 3 SOCIAL
MEDIA
PLANNING
AND
ACTIVATION
WHERE
OWN
MEDIA
PAID
MEDIA
Intranet
Display
Database
/
ECRM
Affiliates
RSS
&
alerts
Network
buys
X Partners
SEO
/
SEM
Promo:ons
EARNED
MEDIA
Online
PR
Blogger
Outreach
Content
Syndica:on
Viral
Marke:ng
Community
Mgm’t
Social
Publishing
Partner
/
Promo:ons
COMMUNICATE
8
Tuesday, 14 December 2010
9. 3 SOCIAL
MEDIA
PLANNING
AND
ACTIVATION
DATA
BASE
FAN
BASE
CUSTOMERS
Measurement
&
evalua:on
EVALUATE Dialogue
into
rela:onship
Ideas
and
co-‐crea:on
Research
&
development
Digital
transac:ons
&
m-‐payments
Innova:on
&
leadership
Presence
to
purchase
9
Tuesday, 14 December 2010
10. 4 SOCIAL
MEDIA
MANIFESTO
LISTEN
TO
WHAT
CONSUMERS
ARE
SAYING
ABOUT,
AND
TO
YOU.
RULE
#1 BE
ATTENTIVE
RESPONSE
ACCORDINGLY,
ACCURATELY
AND
TIMELY.
SHOUTS
&
WHISPERS
IF
YOU’RE
NOT
INTERESTED,
WHY
SHOULD
THEY?
RULE
#2 BE
INTERESTING IDENTIFY
THE
DNA
THAT
MAKES
YOUR
STORY
COMPELLING
&
NEWSWORTHY.
APPLY
THE
SAME
SOCIAL
TECHNIQUES
THAT
YOU
WOULD
F2F.
RULE
#3 BE
SOCIABLE BE
SOCIABLE.
BE
POLITE.
ACT
LIKE
A
PERSON
ON
A
FIRST
DATE.
DON’T
TRY
AND
CONTROL
CONSUMERS.
DON’T
PUT
UP
WALLS.
RULE
#4 BE
HONEST BE
HONEST,
TRANSPARENT,
AND
TAKE
CRITICISM
CONSTRUCTIVELY.
CREATE
A
UTLITY
THAT
BENEFITS
CONSUMERS
LIVES
AND
ENRICHES
THEIR
RULE
#5 BE
USEFUL RELATIONSHIP
WITH
YOU.
FAILING
THAT,
MAKE
THEM
LAUGH
AND
SMILE.
Tuesday, 14 December 2010
11. 5 SOCIAL
MEDIA
MEASUREMENT
84%
of
campaigns
are
currently
not
evaluated.
Why?
TEST
scenario
of
many
campaigns
Which
marke:ng
channel
is
most
applicable
/
similar?
Measure
against
PR
?
(Opportuni:es
to
see,
Qty
of
ar:cles,
No.
of
messages
achieved,
equivalent
media
spend)
Measure
against
DIGITAL
?
(CTR,
Imps,
engagement
(views
and
interac:ons),
dwell
:me,
bounce
rate,
registra:ons)
Measure
against
ATL
?
(Awareness,
TGI’s,
recall,
brand
tracking)
Measure
against
CRM
?
(Registra:ons,
ac:ons,
forwards,
open
rate,
bounce
rate)
Lack
of
consistent
and
standardised
measurement
criteria.
Opportunity.
11
Tuesday, 14 December 2010
12. 5 SOCIAL
MEDIA
MEASUREMENT
Currently Future
Number
of
ar:cles
/
blogs
/
tweets
Reach
of
ar:cles
/
blogs
/
tweets
Sen:ment
of
ar:cles
/
blogs
/
tweets
Number
of
views
/
interac:ons
Time
spent
/
depth
of
engagement
Sen:ment
&
comments
of
content
Number
of
visits
to
campaign
site
Number
of
ac:ons
on
campaign
site
Number
of
fans
and
followers
Number
of
interac:ons
/
comments
Number
of
re-‐tweets
/
likes
Integrate
social
media
metrics
into
purchase
funnel
Total
number
of
eyeballs
/
OTS
Total
number
of
fans
&
advocates Drive
stronger
value
for
SM
against
marke:ng
Total
equivalent
media
value objec:ves
12
Tuesday, 14 December 2010
13. 5 SOCIAL
MEDIA
MEASUREMENT
AND
THE
PURCHASE
FUNNEL
Awareness Engagement Advocacy Transac4on Loyalty
Advocacy Loyalty
Awareness No.
of
followers
and
fans Open
rate
Opportunities
to
see Fan
base
reach Click
through
rate
Impressions Engagement Referral
links Repeat
purchase
No.
of
articles Total
footfall
&
reach ECRM
database
growth Referral
/
recommendation
SEO
(organic
search) No.
of
interactions Feedback
/
suggestions
EMV
(equiv.
media
value) Total
views
Time
spent
Sentiment
change
Transactions
Pre-‐orders
Test
drive
to
sales
Considerations conversions
No.
of
click
throughs
Lead
generation
/
data
capture
Test
Drives
13
Tuesday, 14 December 2010
14. 6 WHAT
IS
THE
ROI
OF
SOCIAL
MEDIA
?
THE
FLIGHTDECK.BIZ
14
Tuesday, 14 December 2010