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The ROI of social media marketing and identifying influential conversations

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Simon Rogers, Head of Sales at Market Sentinel presents "How to manage your reputation and measure the ROI." Simon presented at KMP Digitata's Reputation Management seminar on the 7th May at the MDDA in Manchester.

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What is the ROI on social media marketing? Mark Rogers CEO Market Sentinel April 2009
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Introduction
Some Customers
What is “social search” and why does it matter?
Search is brand ,[object Object],[object Object],[object Object]
 
Social search is not just del.icio.us … it’s Google! ,[object Object],[object Object],[object Object]
Top ten results “top broadband speed” Google UK
How does a brand identify and join relevant conversations?
Monitor sentiment: because advocacy works …
What does it look like?
Identify influencers: they can teach you about your brand ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What are the characteristics of influencers? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
It always goes to the product ,[object Object],[object Object],[object Object],[object Object]
Results: Stakeholder Map Hot HatchBack
Strategy: action first, then comms
How does this apply to a campaign? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Evidence of ROI: Avis
Flood the network Case study H&R Block: online tax returns
How it was done ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How it was done ,[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],Just listen and act Case study – Cadbury: Wispa
[object Object],[object Object],[object Object],[object Object],Cadbury: Wispa
[object Object],Start a conversation Case study: Cadbury Dairy Milk
[object Object],But beware …
Recap: what are you looking for from social media marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Contact ,[object Object],[object Object]

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