The document discusses the C3 System for helping brands achieve strategic objectives on social media. It outlines a three-level approach:
1) Identifying strategic objectives, establishing key performance indicators, and setting social media monitoring tools.
2) Conducting media buys, integrating online and offline campaigns, and engaging influencers.
3) Mapping a content strategy, establishing an engagement framework, and measuring results. Case studies are provided on campaigns for Qatar Airways and FreshKon that increased sales, brand awareness, and reduced marketing costs through social media contests and promotions.
Conversation impact social media measurement by irfan kamal and john bellJohn Bell
To help guide brands on social media spending decisions, Ogilvy’s global social media marketing group, 360° Digital Influence, has developed and introduced a
new business objective-driven model that provides a quantitative measurement framework for [social] media effectiveness—Conversation Impact.
Dfw marketing lunch and learn - brand projection (10-18-11)Marcus Tewksbury
The way consumers intereacts with brands is being redefined by technology. Not only are the channels altering, but the data exchange with each interaction is dramatically different. This is going to have profound impact to how you build engagement.
This document outlines the five steps of an integrated social media campaign: 1) Listen, 2) Plan, 3) Engage, 4) Measure, and 5) Evaluate & Revise. It discusses the importance of listening first through a brand audit to understand the target market. Then a strategy and metrics are established. Engagement involves interacting online and growing the campaign. Measurement provides reports to assess progress. Evaluation determines what worked and identifies opportunities to improve future campaigns. An integrated approach combining online and offline efforts is recommended for maximum effectiveness.
Leveraging the Single Point of Truth in Integrated Media Campaigns discusses how marketers can determine the offline impact and ROI of online marketing campaigns. It notes that as digital marketing budgets increase, simply counting clicks and views is no longer sufficient, and marketers need robust methods to evaluate both online and offline effects. New models and solutions now exist that can isolate variables, simulate campaigns, and measure how digital and traditional media interact to drive sales. This allows marketers to optimize spending and uncover new opportunities by determining which media and messages are most effective.
The document provides an overview of the social media ecosystem in three main categories:
1) Content marketing platforms and publishers that enable content sharing and commerce. 2) Listening platforms and social advertising networks that help analyze social media conversations and target ads. 3) Social business software that facilitates internal and external collaboration through social networking and customer engagement.
Social media has entered the mainstream, with over 500 million people on Facebook and constant media coverage of celebrity and brand posts on Twitter. While many companies are investing heavily in social media marketing, determining the ROI is still difficult as there are no consistent metrics for success. This report explores what top performing companies are doing to implement social media marketing and how they are measuring performance to achieve business goals, as social media remains an experimental endeavor with marketers making up rules as they go.
Conversation impact social media measurement by irfan kamal and john bellJohn Bell
To help guide brands on social media spending decisions, Ogilvy’s global social media marketing group, 360° Digital Influence, has developed and introduced a
new business objective-driven model that provides a quantitative measurement framework for [social] media effectiveness—Conversation Impact.
Dfw marketing lunch and learn - brand projection (10-18-11)Marcus Tewksbury
The way consumers intereacts with brands is being redefined by technology. Not only are the channels altering, but the data exchange with each interaction is dramatically different. This is going to have profound impact to how you build engagement.
This document outlines the five steps of an integrated social media campaign: 1) Listen, 2) Plan, 3) Engage, 4) Measure, and 5) Evaluate & Revise. It discusses the importance of listening first through a brand audit to understand the target market. Then a strategy and metrics are established. Engagement involves interacting online and growing the campaign. Measurement provides reports to assess progress. Evaluation determines what worked and identifies opportunities to improve future campaigns. An integrated approach combining online and offline efforts is recommended for maximum effectiveness.
Leveraging the Single Point of Truth in Integrated Media Campaigns discusses how marketers can determine the offline impact and ROI of online marketing campaigns. It notes that as digital marketing budgets increase, simply counting clicks and views is no longer sufficient, and marketers need robust methods to evaluate both online and offline effects. New models and solutions now exist that can isolate variables, simulate campaigns, and measure how digital and traditional media interact to drive sales. This allows marketers to optimize spending and uncover new opportunities by determining which media and messages are most effective.
The document provides an overview of the social media ecosystem in three main categories:
1) Content marketing platforms and publishers that enable content sharing and commerce. 2) Listening platforms and social advertising networks that help analyze social media conversations and target ads. 3) Social business software that facilitates internal and external collaboration through social networking and customer engagement.
Social media has entered the mainstream, with over 500 million people on Facebook and constant media coverage of celebrity and brand posts on Twitter. While many companies are investing heavily in social media marketing, determining the ROI is still difficult as there are no consistent metrics for success. This report explores what top performing companies are doing to implement social media marketing and how they are measuring performance to achieve business goals, as social media remains an experimental endeavor with marketers making up rules as they go.
This document discusses selecting and implementing social media strategies. It begins by noting how social media has evolved from cavemen communicating on walls to over 1.5 billion people using social networks today. It emphasizes that social media is important for businesses to leverage, as $4.26 billion was spent on social media marketing in 2011. The document then provides an overview of a social media agency that helps businesses create customized social media campaigns across multiple channels. It stresses the importance of an initial planning process to define goals and key performance indicators before implementation and optimization.
CRM Metrix presented: "IS SOCIAL MEDIA THE ALMIGHTY CONSUMER TOUCHPOINT?"
Where: Chicago WAW at the Hard Rock Chicago
When: June 9, 2010
Who: Hemen Patel
View-Through Technology: Gaining Insight into DataBusinessOnline
View-through data enhancement enables you to answer these questions. Measuring the impact of content hosted on other sites is no longer a matter of impressions or Sphinns. We can directly measure the impact in terms of traffic, online sales, and conversions — and all of this can happen without a direct link. Join us and see how you can accurately attribute your online PR, social media, and off-site marketing efforts to ROI. And, gain insight into bookmarks and traffic generated through branded searches.
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)
This is a draft document to try and explain the concept of Social CRM, it's benefits and how it fits into the overall marketing discipline.
This is still a work in process so please feel free to contact me with suggestions!
The document discusses developing a successful digital media strategy. It emphasizes the importance of defining goals, understanding audiences, choosing appropriate technologies, and developing a consistent message. It also stresses engaging audiences, measuring success through analytics, analyzing results, and continually refining the strategy based on insights. The strategy cycle involves planning, creating content, measuring engagement, and using results for future analysis and strategy. A variety of digital tools and channels are mentioned for communication.
Social Media Measurement, ROI and Business OutcomesTim Marklein
Presentation on "Social Media Measurement, ROI and Business Outcomes" -- delivered by Tim Marklein, Executive VP of Measurement & Strategy for Weber Shandwick -- presented to attendees of 2nd European Summit on PR Measurement, hosted by AMEC and IPR -- June 16, 2010 in Barcelona, Spain
The emergence of social media has dramatically changed how companies interact with customers. Customers now get product information and support from other consumers through social media instead of directly from companies. To take advantage of these new communication channels, companies should adopt a "social CRM" strategy to engage with influential customers on social media, understand customer needs through analytics, and provide support across multiple channels. If implemented correctly, social CRM allows companies to better connect with customers at lower costs and gain a competitive advantage over other businesses.
Giving an overview of why Paid Owned and Earned Media (POEM) is more relevant than ever before. Understand the what the channels are; reason for growth; and how to approach it.
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.
The Impact of Owned vs. Paid media April 2017Tom Collinger
The Medill IMC Spiegel Research Center at Northwestern University in partnership with Publicis Media conducted a study on the influence of Paid vs. Owned media on sales. The study looked at media and earnings data for 800 brands across 50 categories. This was a presentation given at the Advertising Research Foundation’s 2017 conference.
Ibm james kobielus power of graph analysis_open analytics dc summit_march_ 25...Open Analytics
This document discusses how graph analysis can be used to analyze patterns of influence within organizations, among customers, and between partners. Graph analysis models relationships and interactions between individuals as nodes and connections in a graph. It can identify influential individuals and groups based on their centrality, connections, and engagement patterns. The document provides examples of how graph analysis insights could be used to differentially engage customers, employees, and partners based on their assessed degrees of influence in order to achieve business goals.
Using Social Networks to Increase Channel SellingLouis Columbus
Bottom line: Becoming a trusted advisor in today’s selling environment is all about
embracing social networks to understand, appreciate the challenges of and serve
channel partners better than anyone else.
With Paid/Earned/Owned Media converging like never before, there is an unprecedented opportunity to amplify Earned Media (a.k.a. your most TRUSTED content assets) using Paid Promotion strategies.
Trends and Frameworks for Interactive Success... A strategic interactive approach for taking businesses to their customers by listening, sharing and providing timely and relevant services and support.
The workshop focused on best practices for using social media data. Participants discussed challenges like data fragmentation across platforms and metrics. The first presentation provided strategies for gathering comprehensive social data and reporting impact to stakeholders. The second presentation outlined frameworks for social data KPIs, influencer insights, and measuring business impact. Breakout groups then developed KPIs to measure the success of a car launch social media campaign across Europe.
Social Revolution: Connecting with Today’s CustomerHubSpot
Salesforce.com’s George Hu and HubSpot’s Brian Halligan discuss how your organization can turn the social revolution into a competitive advantage. View the entire webinar: http://www.hubspot.com/new-webinar-revolutionize-sales-and-marketing/
Retailers are increasingly adopting social media initiatives to interact with customers. A survey found that 85% of retailers have social media initiatives in place. However, 56% still cannot quantify the effect of social media on their business. The document discusses the key motivations and strategies retailers use for social media. It provides examples of how some retailers successfully use social media for marketing and customer engagement. The document also analyzes differences in social media approaches based on company size.
This document provides information about HubHuman, a social networking portal subscription service. It outlines HubHuman's unique selling propositions for both portal subscribers and individual users. Projections estimate 25,000 subscriptions in year one generating $31.25 million in revenue. Future projections estimate 400,000 global subscriptions generating $500 million annually. The document also discusses how portal subscriptions and individual users would benefit from HubHuman and compares it to other platforms. An organizational chart and two-year revenue plan are provided.
This document provides an overview of the course content and expectations for a class on social media. The class will cover topics such as social definitions and tools, the intersection of social media and marketing, creating a social brand, goals and metrics, and focusing on the customer. Students are expected to participate in group presentations and discussions. Those seeking a grade must complete case study questions and assignments. The first assignment involves creating a 4-slide presentation for a fictional B2B company covering its product, social media campaign, and inspiration.
A keynote talk by Dave Chaffey at Technology for Marketing and Advertising 2012 in London. Explains 7 Steps for creating an integrated social media strategy based around the Smart Insights
This document discusses selecting and implementing social media strategies. It begins by noting how social media has evolved from cavemen communicating on walls to over 1.5 billion people using social networks today. It emphasizes that social media is important for businesses to leverage, as $4.26 billion was spent on social media marketing in 2011. The document then provides an overview of a social media agency that helps businesses create customized social media campaigns across multiple channels. It stresses the importance of an initial planning process to define goals and key performance indicators before implementation and optimization.
CRM Metrix presented: "IS SOCIAL MEDIA THE ALMIGHTY CONSUMER TOUCHPOINT?"
Where: Chicago WAW at the Hard Rock Chicago
When: June 9, 2010
Who: Hemen Patel
View-Through Technology: Gaining Insight into DataBusinessOnline
View-through data enhancement enables you to answer these questions. Measuring the impact of content hosted on other sites is no longer a matter of impressions or Sphinns. We can directly measure the impact in terms of traffic, online sales, and conversions — and all of this can happen without a direct link. Join us and see how you can accurately attribute your online PR, social media, and off-site marketing efforts to ROI. And, gain insight into bookmarks and traffic generated through branded searches.
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)
This is a draft document to try and explain the concept of Social CRM, it's benefits and how it fits into the overall marketing discipline.
This is still a work in process so please feel free to contact me with suggestions!
The document discusses developing a successful digital media strategy. It emphasizes the importance of defining goals, understanding audiences, choosing appropriate technologies, and developing a consistent message. It also stresses engaging audiences, measuring success through analytics, analyzing results, and continually refining the strategy based on insights. The strategy cycle involves planning, creating content, measuring engagement, and using results for future analysis and strategy. A variety of digital tools and channels are mentioned for communication.
Social Media Measurement, ROI and Business OutcomesTim Marklein
Presentation on "Social Media Measurement, ROI and Business Outcomes" -- delivered by Tim Marklein, Executive VP of Measurement & Strategy for Weber Shandwick -- presented to attendees of 2nd European Summit on PR Measurement, hosted by AMEC and IPR -- June 16, 2010 in Barcelona, Spain
The emergence of social media has dramatically changed how companies interact with customers. Customers now get product information and support from other consumers through social media instead of directly from companies. To take advantage of these new communication channels, companies should adopt a "social CRM" strategy to engage with influential customers on social media, understand customer needs through analytics, and provide support across multiple channels. If implemented correctly, social CRM allows companies to better connect with customers at lower costs and gain a competitive advantage over other businesses.
Giving an overview of why Paid Owned and Earned Media (POEM) is more relevant than ever before. Understand the what the channels are; reason for growth; and how to approach it.
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.
The Impact of Owned vs. Paid media April 2017Tom Collinger
The Medill IMC Spiegel Research Center at Northwestern University in partnership with Publicis Media conducted a study on the influence of Paid vs. Owned media on sales. The study looked at media and earnings data for 800 brands across 50 categories. This was a presentation given at the Advertising Research Foundation’s 2017 conference.
Ibm james kobielus power of graph analysis_open analytics dc summit_march_ 25...Open Analytics
This document discusses how graph analysis can be used to analyze patterns of influence within organizations, among customers, and between partners. Graph analysis models relationships and interactions between individuals as nodes and connections in a graph. It can identify influential individuals and groups based on their centrality, connections, and engagement patterns. The document provides examples of how graph analysis insights could be used to differentially engage customers, employees, and partners based on their assessed degrees of influence in order to achieve business goals.
Using Social Networks to Increase Channel SellingLouis Columbus
Bottom line: Becoming a trusted advisor in today’s selling environment is all about
embracing social networks to understand, appreciate the challenges of and serve
channel partners better than anyone else.
With Paid/Earned/Owned Media converging like never before, there is an unprecedented opportunity to amplify Earned Media (a.k.a. your most TRUSTED content assets) using Paid Promotion strategies.
Trends and Frameworks for Interactive Success... A strategic interactive approach for taking businesses to their customers by listening, sharing and providing timely and relevant services and support.
The workshop focused on best practices for using social media data. Participants discussed challenges like data fragmentation across platforms and metrics. The first presentation provided strategies for gathering comprehensive social data and reporting impact to stakeholders. The second presentation outlined frameworks for social data KPIs, influencer insights, and measuring business impact. Breakout groups then developed KPIs to measure the success of a car launch social media campaign across Europe.
Social Revolution: Connecting with Today’s CustomerHubSpot
Salesforce.com’s George Hu and HubSpot’s Brian Halligan discuss how your organization can turn the social revolution into a competitive advantage. View the entire webinar: http://www.hubspot.com/new-webinar-revolutionize-sales-and-marketing/
Retailers are increasingly adopting social media initiatives to interact with customers. A survey found that 85% of retailers have social media initiatives in place. However, 56% still cannot quantify the effect of social media on their business. The document discusses the key motivations and strategies retailers use for social media. It provides examples of how some retailers successfully use social media for marketing and customer engagement. The document also analyzes differences in social media approaches based on company size.
This document provides information about HubHuman, a social networking portal subscription service. It outlines HubHuman's unique selling propositions for both portal subscribers and individual users. Projections estimate 25,000 subscriptions in year one generating $31.25 million in revenue. Future projections estimate 400,000 global subscriptions generating $500 million annually. The document also discusses how portal subscriptions and individual users would benefit from HubHuman and compares it to other platforms. An organizational chart and two-year revenue plan are provided.
This document provides an overview of the course content and expectations for a class on social media. The class will cover topics such as social definitions and tools, the intersection of social media and marketing, creating a social brand, goals and metrics, and focusing on the customer. Students are expected to participate in group presentations and discussions. Those seeking a grade must complete case study questions and assignments. The first assignment involves creating a 4-slide presentation for a fictional B2B company covering its product, social media campaign, and inspiration.
A keynote talk by Dave Chaffey at Technology for Marketing and Advertising 2012 in London. Explains 7 Steps for creating an integrated social media strategy based around the Smart Insights
The document describes NRG Marketing Group, an established oil and gas marketing company that has been serving the industry for 15 years. In 2011, NRG merged with PetroEvents to combine their marketing solutions and relationships within the oil and gas sector. The company helps clients build their brand and connect with customers through social media management, video production, app creation, and other digital marketing services tailored for the oil and gas industry. They promote networking and collaboration to help clients promote their business and differentiate themselves from competitors.
Social media for b2b - Madhouse Associates seminarSmoking Gun PR
An overview presentation of the use of Social Media in B2B Marketing by www.smokinggunpr.co.uk for Madhouse Associates Seminar #MHSem. Contains stats, setting objectives, creating strategy measurement, top tips and examples.
Telecom white paper_social_analytics_08_2011anu1685
This white paper discusses the growing popularity of social media analytics in the telecom industry. It introduces TCS's new social analytics tool called "Cube S", which provides insights into key performance indicators for telecom companies such as customer sentiment, brand reputation, and customer experience. The paper also outlines the benefits that social media analytics can provide to telecom companies, such as increased customer satisfaction and improved brand reputation.
We have built our company around our clients by taking the time to personalize their social media campaigns to fit their needs. We are a full-service firm offering Facebook, Twitter, YouTube and other social media outlets to ensure your business maximizes its reach via multiple channels.
Web Design in Malaysia
This document discusses the emergence of social business command centers. It provides examples of command centers used by organizations like Cisco Systems, the American Red Cross, and Clemson University to monitor social media and engage customers. It outlines the key components of a command center including strategy, dashboards, stakeholders, and requirements. It also presents frameworks for command center operations, including focus on people, processes, and technology. The document concludes with a five step process for command center deployment.
Marketing Mix Extended:building a competitive scenario from Web 2.0GoWireless
1) The document proposes a marketing mix approach that extends traditional direct marketing to incorporate word-of-mouth (WOM) initiatives leveraging social networking.
2) It recommends identifying influential customers to target in a WOM campaign and measuring the resulting buzz, advocacy, and conversations generated through amplification over multiple generations of influencers.
3) The proposal estimates that targeting 10,000 influencers in a 6-week WOM campaign could generate nearly 50,000 conversations and nearly 5,000 new customers through trial conversions and amplification effects.
How Social CRM Can Help Address Changing Consumer DemandsFabio Cipriani
Social collaboration-based sales and marketing technologies help companies understand and manage changing consumer demands. Learn how leading companies are incorporating collaborative sales and marketing solutions into their overall CRM strategy.
The document discusses selecting and implementing social media strategies. It notes that over 1.5 billion people use social networks daily and $4.26 billion was spent on social media marketing in 2011. The document recommends establishing goals for social media use and focusing on customer engagement rather than just campaigns. It also suggests implementing tactics across multiple social media channels like Facebook, Twitter, YouTube and Pinterest to reach customers effectively.
Company is the Conten: Lecture 1- Core Themesronpiovesan
This document outlines the course content and expectations for a social media marketing class. It includes:
1) An introduction and overview of core themes to be covered such as storytelling, listening, goals and metrics as they relate to social media and B2B marketing.
2) An outline of class topics to be covered over 6 weeks including guest speakers and case study discussions.
3) Expectations that students will participate in discussions, submit case study answers if taking the class for credit, or submit a final project and presentation if taking the class for a grade.
4) Background and arguments for why social media is important for B2B companies to engage in online conversations with customers, prospects, and influ
2011 Kickoff Event Presentation Materials: Community in the Enterprise7Summits
The document summarizes a presentation about using social media and online communities in business. It discusses how social media can be used to engage customers, employees, and partners. Specific uses include social marketing, customer support, product development, sales enablement, and corporate communications. The presentation recommends having a social media strategy aligned with business goals and prioritizing which aspects of social media will be most effective, such as enabling customer reviews, creating connected social campaigns, holding social contests, and integrating marketing efforts.
This document discusses how companies can leverage big data and social media analytics to drive business strategy and increase sales effectiveness. It defines big data for marketers and examines social media's role in integrated marketing. The key takeaways are how to use social analytics to optimize activities, focus on meaningful metrics like sentiment tracking, and examples of how companies have increased conversions. Strategies presented include developing segmentation using data mining to create nurturing programs that drive conversions. Case studies show applications in fashion, manufacturing and healthcare. The document encourages turning digital output into targeted messaging to improve ROI and eliminate silos between tactics.
Improving marketing in B2B using Social Networking Dr.Hakan Tetik
The idea is very basic: Corporates should have their own facebook platforms expecially for their field services like sales, services and marketing. Employees or channels which are in cooperation with the main body of the echosystem can better teach each other, can better compete and can better collaborate - let them do but listen carefully !
Social Media Marketing Research Companies & ProductsRosetta Ting
The document discusses social media marketing research companies and products. It outlines challenges like measuring consumer sentiment and campaign effectiveness on social media. Several companies are profiled that provide social media monitoring and analytics tools like Buzzmetrics, BrandIntel and BrandProtect. Their products and services capture consumer conversations, analyze sentiment, and provide insights and reporting to help marketers understand brand performance.
The document provides an executive summary and agenda for a presentation on driving customer intelligence through social CRM. The executive summary outlines how Disney can enhance its existing CRM with social media data to improve business models like web property ad revenues and new revenue sharing partnerships. The agenda covers topics like the proposed social CRM platform, marketing analysis, business models, and Q&A.
In this piece from Raconteur - The Social Business, Shoutlet discusses why a consolidated approach from marketing and IT will drive results from social media efforts.
Similar to The C³ System - How Brands Achieve Strategic Objective On Social Media (20)
No longer will you need to perceive marketing automation has a big fancy thing. Marketers and business owners of all sizes can now rely on marketing automation to achieve aggressive revenue and sales targets.
Here's how!
Over the years of starting, growing and exiting companies, I've learnt a few things about selecting the right business partners.
Here are some of my best tips on finding and maintaining your business partners
3 Steps to Reach China's Affluent Customers Through WeChatMarcus Ho
Looking to drive more customers within China? With WeChat being the #1 most active social platform in China, it is the most ideal area for marketers to use to build a powerful brand and to drive sales.
In this deck, we'll share the 3 most important steps for you to get started
How to drive more buzz and awareness of your brand through Digital PRMarcus Ho
We all know the impact of PR. This is why we engage in activities such as media relations, events, crafting corporate communications, and drafting press releases.
Statistics have even shown that...
- 80% of business decision-makers prefer to get company information in a series of articles versus an advertisement.
- 70% of consumers prefer getting to know a company via articles rather than ads.
But with the rise of digital and new media, the readership of traditional have gone down significantly over the years. Newspaper have been on a global decline rate of 8% annually and digital PR have proven that it costs 62% less than traditional methods.
In this deck, you'll discover exactly how to approach digital PR right and drive more buzz for free, and build a powerful brand empire.
Questions? Forward them over to community@socialmetric.com
How to Increase Revenue Or Decrease Expenses From Social MediaMarcus Ho
Social media is distrupting businesses and is empowering customers in ways previously unimaginable. In recent years, organizations have started to be present on social; creative ideas have emerged but only few companies have been able to approach social systemetically and measure their own results. During this session, Marcus Ho (author of the national bestseller Secrets to Facebook Marketing) will reveal The C³ System, the world's first measurable methodology for social media marketing to best engage consumers, build loyalty and create brand advocates.
APAC social networks landscape : is Facebook declining or growing?Marcus Ho
This document discusses trends in social media networks in the Asia Pacific region. It examines whether Facebook usage is declining or growing locally compared to global social platforms. It also explores how brands can take a balanced "glocal" approach to social media by engaging customers both globally and locally in a customized way. The document looks at data on average time spent on Facebook per session, finding that users in Singapore spend the most time at 38 minutes.
The 3As to Social Media Crisis Management for HRMarcus Ho
1) The document discusses crisis management strategies for social media crises.
2) It recommends being prepared, alert, and active in response. Being prepared includes training employees on social media policies and consolidating all social media accounts.
3) When a crisis occurs, it is important to acknowledge the issue, respond quickly on all relevant channels, apologize sincerely, create a fact sheet with details, and provide a way for people to vent their frustrations in a controlled manner.
This presentation shows the 24 metrics which Social Media Hub uses to measure strategic objectives on social media.
For the full webinar of this slides, please visit http://www.socialmediahub.com.sg/ (Under the Webinars section)
Slides from my talk at Asia International College in September 2011 to MBA students on how the digital web has revolutionized the way businesses connect with their customers
6. What is digital?
ISH CASE STUDY
Over US$1.1 million of ticket
sales from Facebook in less
than 48 hours
Full case study: http://bit.ly/smh-freshkon
7. What is digital?
578%
ROI
for
Interna0onal
Cosme0c
Contact
Lenses
ISH CASE STUDY
Brand,
FreshKon
Full case study: http://bit.ly/smh-freshkon
8. What is digital?
ISH CASE STUDY
Over
S$3.6
million
of
savings
for
interna0onal
lingerie
brand,
Wacoal
Case Study coming soon on www.social-mediahub.com.sg
9. 1
The C3 System
L1: Identify Strategic Objectives
L2: Establish Key Performance Indicators
L3: Set Social Media Monitoring Tools
12. Identify Strategic Objective
To begin, decide on an
objective for your
campaign.
THE C3 SYSTEM
Objectives can be
1. Brand Awareness
2. Sales
3. Consumer Retention
13. Establish KPIs
Next, decide on how to
measure your success
on social media
THE C3 SYSTEM
To do this, establish your
KPIs and social media
metrics.
15. Social Media ROI
THE C3 SYSTEM
23 Ways to Measure Social Media ROI
www.social-mediahub.com/roi
16. Set Social Media Monitoring Tools
People are talking
about your brand,
products, competitors,
and industry real-time
THE C3 SYSTEM
on social media.
Start listening to what
they are saying before
you embark on
anything.
To do that, you need
to use social media
monitoring tools.
25. Media Buys
Begin buy growing
your social equities
through buying ad
spaces on social
THE C3 SYSTEM
media platforms.
Increase your success
rate by doing A/B
Testing.
30. Integration
Ensure that you offline
and online brand
experiences are
aligned and
THE C3 SYSTEM
compliment each
other.
Your offline campaign
should reflect
information on your
online activities and
vice versa.
In doing so, you create
an integrated
campaign.
34. Engage Influencers
1. Approach your
brand influencers,
offer them what
they need
THE C3 SYSTEM
2. Engage them to
spread the voice of
your brand
3. Nurture and
maintain
relationships
41. Brand Persona
“Your brand is what people say you about you when you’re not in the room” –Jeff Bezos
Start documenting down your brand’s characteristics if it was an actual person.
THE C3 SYSTEM
42. 100 Topics
THE C3 SYSTEM
Based on your Social Media Analysis Report, formulate a list of 100
Topics of conversations which your audiences are talking about. From
there, you would be able to produce relevant content for them.
45. Set up Engagement Framework
Relationship is King,
Content is Queen.
THE C3 SYSTEM
To accomplish both,
there are 3 facets to
this.
46. Engagement Framework
Daily
Operations
Content
Management
THE C3 SYSTEM
Monthly
Operations
Word-of- Daily
Mouth Operations
Campaigns
Social
Relationships
Management
47. Content Management
“Focus on others, what you can
do to help them. Act like you’re
a new arrival in a cocktail party.
Don’t draw attention to yourself
or your business, but be sure to
THE C3 SYSTEM
be helpful by sharing information
on how to solve their problems”
– Patsi Krakoff
• Share tips and advice based on what
your target audiences wants to know
(tips, inspiring, funny stories, trivias, etc.)
• Push press release and announcements
out via social media
• Content to be prepared every 30-days
through Editorial Calendar
• Social content to drive traffic to other
web properties
50. Word-of-Mouth Campaigns
Photo/Design Contest Video Contest
How it works: Contest whereby winner(s) How it works: Contest whereby winner
are selected based on judging and/or (s) are selected based on judging and/
voting. or voting.
THE C3 SYSTEM
Essay-based Contest Quiz
How it works: Contest whereby winner How it works: Quiz enabling consumers to
(s) are selected based on judging share their personality with friends.
and/or voting.
Trivia Favorite Picks
How it works: Multiple choice How it works: Promotions enabling
question trivia where consumers can consumers to share their favorite items with
measure their knowledge. friends.
Sweepstakes Others
How it works: Consumers enter a How it works: Let your creative juices
sweepstakes. Winners are randomly flow!
selected.
51. Case Study – Qatar Airways
Voted as World’s Best Airlines by
Skytrax
Primary Objective: To Increase
Sales
THE C3 SYSTEM
Secondary Objective: To reduce
marketing expenses (cost-per-
email)
- 150K+ fans added in
1 month
- 100 free air tickets
giveaway
- Campaign won a
Smittys Award
52. Case Study – FreshKon
Internationally known cosmetic
contact lenses
Primary Objective: To reduce
marketing expenses (cost-per-
THE C3 SYSTEM
activation)
Secondary Objective: To increase
brand awareness
-Product images were
“censored”
- “People Talking
About This” score
increased 354%
- Return on Investment
of 548%
55. Social Relationships Management
Building advocacy is really all about nurturing your
customers’ relationships and experiences. When
customers seek you out via social, they’re looking for
an opportunity to build an emotional connection.
What does that mean? It means responding promptly
to messages, making an effort to reach out and add
value to these conversations through our proprietary
THE C3 SYSTEM
model
The RSRQ Model:
Reward
Statement
Reflec0on
Ques0on
Reward – Light compliment for their responses
Statement – A short neutral statement on the topic
of conversation
Reflection – Reflecting on the topic of conversation
and steering it to your top topics
Question – Asking a question to continue the
conversation
See this framework in action – http://www.social-
mediahub.com/rsrq
58. Social Relationships Management
True advocacy isn’t a numbers game. It’s the natural byproduct of developing good
relationships, providing great consistent service, and delivering on your brand promise.
THE C3 SYSTEM
By seeing your top most engaged fans, you would be able Screenshot from Meltwater
to further engage them through your brand advocacy Buzz platform – How engaged
programmes and conversational is each
consumer?