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Social Media Measuring for PRSA

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Jeff Moriarty, Evo Terra and Fred von Graf presented on Social Media Measurement and Monitoring for the PRSA.

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Social Media Measuring for PRSA

  1. 1. Social Media Measuring your Campaign Beyond Facebook & Twitter
  2. 2. Fred von Graf, PMP @fvongraf Web3Mavens, LLC Digital Marketing Consulting  You can find a high level background for me on LinkedIn  Technical Background  Technical Manager at Intel  Business Development at Avnet  Currently: LaunchSpot, Hexxa, Web3Mavens & Baby von Graf
  3. 3. Why Social Media? - It’s built in to us, it’s built in to all of us - Some cultures more so than others Photo by niallkennedy The world is social
  4. 4. Thanks to Sheila K. What is Social Media? Facebook currently has more than 500 million users - more than the combined populations of the United States, Germany, and Japan. There are currently 133 million blogs that average 900,000 posts a day, according to Technorati. YouTube will serve 75 billion video streams to 375 million unique visitors this year. Users now upload more than 24 hours of content every minute, according to YouTube.
  5. 5. Top TV channels have 10MM viewers per month. Top social-sites generate over 500MM. Photo by cloudzilla
  6. 6. SOURCE: Business Insider, 7/7/2010 Video Search 66.7% of US Internet users (147.5 million people) are watching video online each month By 2014, that figure is forecast to rise to 77% of Internet users, or 193.1 million people.
  7. 7. Twitter SOURCE: Business Insider, 7/7/2010 65 million Tweets are sent every day Twitter has 190 million users and handles 800 million searches per day.
  8. 8. Today National, regional, local – it doesn’t matter. Transparency rules and brands win by interacting publicly with fans and critics alike. 10,000,000/mo US visitors to Google local results tell it all SOURCE: Quantcast, June 2010
  9. 9. Social is all over the world - BTW, Facebook is winning Photo by IBM
  10. 10. If Facebook were a country it would rank 3rd behind China and India with over 500,000,000 users Like China and India, Facebook is an ‘emerging’ economy that business professionals are trying to understand. It has its own social norms, privacy issues, cultural sensitivities and community rules that govern how business is done and how its members engage and derive value. Unlike China and India, however, the ‘Facebook Nation’ has no borders (with almost 70% of members outside of the U.S.) and is growing at a rate that will likely eclipse China and India over the next 3-5 years - in terms of population.
  11. 11. Photo by Robert Scoble Social even beats search! Facebook has overtaken Google as the most visited site. Facebook is #1 for time on site with >7 hours per month on average. …and social-media has overtaken porn as the #1 online activity.
  12. 12. If Skittles FB Fans were a state, it would be the 12th largest in the US. And Skittles can connect with them and them alone, whenever they want. They can rally them from their phones. They can ask for feedback. They can get them to market for them.
  13. 13. What are your goals for social? Increasing awareness, loyalty and influence Measuring public opinion Market research Increasing customer satisfaction New customer acquisition Planning for Social Well it doesn’t matter! People will use the channels you open to communicate. As a result Marketing / PR is in the middle of everything!
  14. 14. Jeff Moriarty @jmoriarty Director Social Media Strategy Sitewire  Software engineering background  9 years at Intel  Internal and external social media  Social Media Club Phoenix chair  Ignite Phoenix founder & organizer  ImprovAZ Flashmob group  Social Media director for Digital Marketing firm – Sitewire
  15. 15. Shortcuts will fail – how big is big? We’re on the Twitter! Find the correct measurements, then sell them Starting with Objectives
  16. 16. Target to Measurement 17 Target • Regular/New Guests • Reviewers (media, guests, bloggers) Objective • Brand Awareness/Advocacy • Brand Management • Reputation Management Strategy • Promote Interaction • Buzz/Visibility Tactics • Facebook • Twitter • Foursquare Measurem ent • Sentiment • Shared items • Special Offers
  17. 17. Measuring the Objectives • Accuracy often difficult without infrastructure commitment • Enormous benefit in secondary or soft value like sentiment • Evolve measurement as Objectives 18
  18. 18. Not every tool for every job Should you even be on the Twitter? Right audience, right time, right tool… right measurement Using Tools Correctly
  19. 19. audio/video text conversationinformation local global promotion support interaction sharing reviews sentiment Social Media Spectrum 20
  20. 20. :: Reach :: Frequency :: Push vs. Dialogue :: Authority and expertise :: Influence the influencers :: Positive brand feeling :: Turn favor courtesy of Sitewire / sitewire.com
  21. 21. courtesy of Sitewire / sitewire.com
  22. 22. courtesy of Sitewire / sitewire.com
  23. 23. courtesy of Sitewire / sitewire.com
  24. 24. courtesy of Sitewire / sitewire.com
  25. 25. courtesy of Sitewire / sitewire.com
  26. 26. Turning the crank will hurt you The math is against your press releases PR and Social Media can mix… measure accordingly Public Relations
  27. 27. Do Not Automate Your Content 28
  28. 28. Encourage Shares / Mentions 29
  29. 29. Facebook Feed Optimization • Affinity score – How often you interact with a friend or page – posting, sharing, etc. • Weight given to each type of Edge. For example, a comment has more importance than a ‘Like’ • Time Decay - The older an Edge is, the less important it becomes. 30
  30. 30. Social Media vs Public Relations • Balancing for best public interaction • Public Relations as structured communication and promotion of message • Social media as interactive discourse in support of message • Clear escalation paths between groups critical for coordinated, rapid response • Collaboratively develop final message deployment 31
  31. 31. If… when… things explode what will you do? Social Media doesn’t wait for your committee to meet Measurement in avoidance Crisis Management
  32. 32. Case Study: Nestle Nestle vs. Greenpeace: Lesson Leaned?
  33. 33. Case Study: United Airlines 34
  34. 34. Case Study: Dominos 1 million views before the video was removed
  35. 35. 48 HOURS LATER Case Study: Dominos 36
  36. 36. Social Media Strategy Framework Layered strategy to engage employees, customers, and brand 37 Escalation Plan Publishing Schedule Response Framework Employee SM Policy Social Media Taxonomy
  37. 37. The most passionate sales force around Passion cuts both ways Measuring brand and community health Driving Discussion
  38. 38. Influence the influencers 39
  39. 39. Join the Conversation Think conversation, not campaign • Don’t focus on selling • Ask questions/Respond • Provoke engaging dialogue • Develop rules of engagement 40 • Know what to do with negative comments • Admit mistakes and thank those who bring it to your attention • Turn brand detractors into advocates
  40. 40. Content Creation & Distribution • Corporate Content – Balance of content types – Map a clear syndication path across properties • User Generated Content – Perceptions may differ from corporate message – Users can engage anywhere • Mass or Single Syndication – Wide visibility for awareness – Focused visibility for community building 41 property property property property property property property Content User Content
  41. 41. Building a Community • Community: a group of people sharing a common interest, idea, or attribute  Leadership provides direction  Transparency creates trust  Reciprocity builds loyalty  Discourse generates value 42 Common Bond Leadership Transparency Reciprocity Discourse
  42. 42. Putting your brightest minds to work Priceless advice and cutting honesty Measuring “free” input and its rewards Product Improvement
  43. 43. The power of user reviews 44 Most trust user reviews over anything else
  44. 44. Thanks to Jason Baer for this one! More power of user reviews
  45. 45. Case Study: Starbucks 46
  46. 46. Conversions are valuable All conversions have value Which conversions are you doing well? Neglecting? Driving Sales
  47. 47. 67 percent of Twitter users who become followers of a brand are more likely to buy that brand’s products. 60 percent of Facebook users who become a fan of a brand are more likely to recommend that brand to a friend. 74 percent of consumers are influenced on buying decisions by fellow socializers after soliciting input via social media. Social & Marketing Source Taylor Pratt 2010 Search Marketing Expo.
  48. 48. Liking Levi’s 49
  49. 49. Domino’s Pizza “The old days of trying to spin things simply doesn’t work anymore” Patrick Doyle - Domino’s President • Totally candid • 550,000 YouTube views • Commentary, discussion, spoofs • Engaging replies to users 50
  50. 50. Domino’s Campaign Impact • Sharp increase in interest and conversation share • Google rankings • Heavy buzz factor • Permanent or temporary? 51 Interest “Domino’s” “Domino’s” Growth Relative to Food & Drink Category
  51. 51. Start at the top and work down One size does not fit you Don’t measure by default Measure what you need, ignore the rest Define Your Objectives
  52. 52.  Digital Marketing Strategist  Author of Podcasting for Dummies  Co-Founder of Podiobooks.com  Professional Public Speaker Evo Terra @evo_terra ASimplerWay.com SiteWire.com
  53. 53. Photo by Mister Wind-Up Bird ROI = Return on Investment – not “interest” – not “interaction” – not “engagement” ROI = Benefit - Cost Cost
  54. 54. Your Social Media Investment… leads to an Action, that creates a Reaction, which delivers a Non-Financial Impact, that may ultimately cause a Financial Impact.
  55. 55. If you aren’t influencing it, don’t measure it.
  56. 56. Objectives aren’t subjective Know your goals – Selling stuff – Increase sales of XYZ by 10% in Q2
  57. 57. Source Social Marketing Analytics whitepaper Objective & Metrics
  58. 58. Examples of Actionable KPIs • Number of people in a specific location who follow us on Twitter • Reduction in support costs • Number of product improvement suggestions from Facebook fans • Increase in product review and ratings • Reduction in sales cycles
  59. 59. Other KPIs to consider • Volume of consumer-created buzz • Seasonality of buss • Rate of virality • Embeds/installs • Increase in searches • Ranking improvements • Demographics • Interaction/engagement rate • Number of interactions • Store locator view • Registration by channel • User-initiated views • Attributes of tags
  60. 60. KPI Evolution Are people sharing your content? • How many shared a link to your content? • How many links have been shared? • How many people clicked through to a given time span? • What type of content is shared most?
  61. 61. Here are some Tools to consider: Bit.ly (free) SocialMention (free) Google Alerts (free) Twitter Search (free) Facebook Insights (free) Google Analytics (free) YouTube Insight (free) SocialOomph (freemium) Swix ($9/mo/campaign) Trackur ($18-377/mo) ScoutLabs (enterprise - $500/mo+) Radian6 (enterprise - $600/mo+) So How Can I Measure and Monitor my Social?
  62. 62. What to monitor? Brand mentions Product mentions Events Promotions Competitors Product launches Public Employees
  63. 63. THANK YOU Fred von Graf @fvongraf Blog.vonGraf.com SocialMediaAZ.org Ask about PRSA Discounts! Jeff Moriarty @jmoriarty Improvmedia.com Evo Terra @evo_terra ASimplerWay.com