Suzanne Fanning - BDI 9/19/12 Chicago Integrated Communications Forum
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Keynote Presentation by: Suzanne Fanning, President, Word of Mouth Marketing Association www.bdionline.com
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Suzanne Fanning - BDI 9/19/12 Chicago Integrated Communications Forum
- 1. Word of Mouth Marketing Association
- 2. Proud to Call Our Members
- 3. The Shifting Marketing Landscape
- 4. Social Engagement— It’s not just a fun side project anymore In the next 5 years, marketers expect to spend 19.5% of their budgets on social engagement, almost three times more than the current level! CMO Survey
- 5. A Good WOMM Program is…
- 6. Why is it important to get people talking? Friends and Other Family Advertising Nielson Wire 2012
- 8. Influencers Prcouture.com
- 9. The New Influencers in the Emerging Spaces Instagram boasts Pinterest is the 100 million users fastest growing Instagram and Pinterest of 2012 network
- 10. 2012 The Year of Visual Influencers Social@Ogilvy
- 11. What’s the best way to reach YOUR influencers?
- 12. Content The typical American mentions brand names 90 times a week in both online and offline conversations. Keller Fay Research 2010 Content is not just king—it is social currency. Hasbro
- 16. C2C Marketing Through Consumer-to-Consumer (C2C) sharing and awareness, marketers can actually harness the power of opinion. Forrester Research
- 18. Focus on Converged Media Altimeter
- 19. Listening is Good— Participating is Better
- 20. How to Handle Negative Content Smart Car
- 21. Smart Car
- 23. Activity Metrics Alone Don’t Measure Business Results Activity Metrics Outcomes • Tracks awareness Facebook • ↑ Likes • Indicates number of people creating • Number of “Talking About This” content related to your brand • Demographics • Gives insight into general category of • Reach viewers • Measures potential audience Twitter • Number of Followers • Tracks individuals receiving message • Number of Retweets • Indicates when content is shared • Reach (available with third-party tool) • Measures potential audience Campaign • Tracks number of participants • Number of Registrants/members • Shows general level and area of • Dwell time interest • Views • Tracks total number of visitors • Sentiment • Approximates participant attitudes © COPYRIGHT 2012, COMBLU, LLC. 23
- 24. Converting Activity Metrics into Performance Value Activity Metrics Outcomes KPI: Generate Product or Brand Consideration Advocacy • ↑ downloads of product information • ↑ brand/product consideration • Number of product pages shared • ↑ NPS • Number of product reviews shared • Number of inquiries about product on review sites • Number of views product demos/video • Number of views product reviews • Number of participation levels in contests/promotions KPI: Decrease Cost of Product Support • ↑ Number of creators/critics in support community – Customers • Support ↑ customer satisfaction – FTEs • ↑ positive word-of-mouth • Number of questions asked in community • ↑ revenue • Number of questions answered by customers • ↓ cost of support • Number of questions answered by FTEs in community • ↓ cost per question answered • ↓ time to answer • ↓ open questions • ↑ positive ratings of content/answers KPI: Drive Product Innovation Feedback • Number of ideas • Number of idea comments/refinements • Faster time to market • High rating of ideas • ↓ cost of innovation • Number of votes/ideas • ↑ product success • Number of creators/critics • Number of actionable ideas © COPYRIGHT 2012, COMBLU, LLC. 24
- 25. Putting It All Together…
- 26. Additional Resources • Solving the ROI Riddle • Influencer Handbook • Listening is Good, Participating is Better • Social Media Disclosure Guide • All Things WOMM Blog