This is the presentation given at Socon2011 (20th October 2011), outlining some thoughts on the part social media can play in the customer and consumer journey as part of an overall multi-channel approach. This also includes a list of measures, in context and some ideas on how this fit together. Key point: Putting the consumer back into the consumer journey.
15. “Conversation” Measurement
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@KarlHavard
20. Summary
§ Map the customer journeys specific to:
– Your own consumers and customers
– Your advocates and influencers
§ Clearly define the points of influence
– Where you need to be visible
– Right time, right place, right people, right message
§ Agree the right measures for the business
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– In the context of the entire customer journey
– Not just the easy measures
§ Good place to start: Socially profile your existing database, to
understand
– Who is where
– Determine “influence”
– What they are saying
– Amplify advocacy
@KarlHavard
21. Thank You
Karl Havard
Strategy Director
Wunderman, WPP
http://wunderman.co.uk
@
: http://twitter.com/karlhavard
: http://uk.linkedin.com/in/karlhavard
: http://gplus.to/karlhavard
@KarlHavard