Social Strategy & Measuring Success

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Thank you Cathy for your great presentation! A Step-by-Step Guide More http://tinyurl.com/emeasocial Video http://ow.ly/e26O7

Business Technologie

On Social Strategy & Measuring Success
A Step-by-Step Guide

Cathy Ma
Head of Social Media, IPC Media

September 2012

@cathyma

Agenda
1. About IPC
2. The Holy Grail of Social Media Success
3. The 3-steps approach
4. Case study - NME
5. Bonus Social Tool Box

@cathyma

The Holy Grail of Social Media Success

Business User
Objectives Needs
/ Value

Platform /
Technologies

@cathyma

Step 1: What to Measure?

Cost
per
Acquisi3on

Monetisation Retention Acquisition
Engagement
Metrics

Value
of
conversion
@cathyma

Step 2: How to Measure?

utm tracking

h"p://bit.ly/gatracking

Monetisation – Value per Engagement
How
does
Social
Media
help
you
mone=se?

Credits: h<p://bit.ly/SMReten3on
@cathyma

Not Everything Can Be (directly) Measured

@cathyma

Engagement Everywhere
The power of story-telling

@cathyma

Key Takeaway
1. Acquisition – Campaign Tracking
2. Retention – Engagement Metrics
3. Monetisation – Conversion Analysis
4. Not Everything can be Measured
5. Finding your Holy Grail

@cathyma

Bonus: Your Social Analytics Tool Box
Selected
Useful
Tools

@cathyma

Feedback / Questions?

Cathy Ma
@cathyma
h"p://uk.linkedin.com/in/cathyma

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Insurance IoT is a social good! Because: 🔵 Expected losses can be reduced structured programs with both real-time mitigation actions to solve a specific situation, and behavioral change mechanisms to promote safer behaviors (both in personal and commercial lines) 🔵 Rate can be matched to risks better: - Smaller and more accurate pricing clusters allow a large part of profiles to receive a lower rate - Even with the ability to price the individual probability of loss (cluster of one) the insurance foundation isn’t canceled (The risk of each policy will contribute to the expected losses of the portfolio; The premiums paid by many lucky policyholders will be used to pay the claims of the few unlucky policyholders who had an accident in a period of coverage) 🔵 IoT data can be used to increase the effectiveness and efficiency of the claim process, so improving the combined ratio ceteris paribus ⏩ Large part of the policyholders will pay less (and portfolios currently difficult to insure will become more insurable) Insurance IoT (and telematics) is not about providing a discount Insurance IoT (and telematics) is about creating economic value using the data and sharing part of this value with policyholders (and agents & brokers) An integrated holistic adoption of the IoT paradigm is a game changer for your insurance business and a social good: ◾ it allows to improve the availability and affordability of insurance coverages ◾while allowing the sector to write a profitable business Below you can enjoy a selection of best practices in both personal and commercial lines - written with some of the IoT Insurance Observatory members - that have already started to obtain results from their IoT business transformation journeys

Insurers' journeys to build a mastery in the IoT usage

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Insurers' journeys to build a mastery in the IoT usage

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Social Strategy & Measuring Success

1. On Social Strategy & Measuring Success A Step-by-Step Guide Cathy Ma Head of Social Media, IPC Media September 2012 @cathyma

2. Agenda 1. About IPC 2. The Holy Grail of Social Media Success 3. The 3-steps approach 4. Case study - NME 5. Bonus Social Tool Box @cathyma

3. What’s ? @cathyma

4. @cathyma

5. The Holy Grail of Social Media Success Business User Objectives Needs / Value Platform / Technologies @cathyma

6. Step 1: What to Measure? Cost per Acquisi3on Monetisation Retention Acquisition Engagement Metrics Value of conversion @cathyma

7. Step 2: How to Measure? utm tracking h"p://bit.ly/gatracking

8. Step 3: Optimisation

9. Monetisation – Value per Engagement How does Social Media help you mone=se? Credits: h<p://bit.ly/SMReten3on @cathyma

10. Not Everything Can Be (directly) Measured @cathyma

11. Engagement Everywhere The power of story-telling @cathyma

12. Case Study @cathyma

13. Sharing Passion @cathyma

14. Web…

15. Then Print… @cathyma

16. Enhancing Brand Experience using Social From Web… Best Content… To Social Media… Then Print… @cathyma

17. The Holy Grail of Social Media Success Business User Objectives Needs / Value Platform / Technologies @cathyma

18. Key Takeaway 1. Acquisition – Campaign Tracking 2. Retention – Engagement Metrics 3. Monetisation – Conversion Analysis 4. Not Everything can be Measured 5. Finding your Holy Grail @cathyma

19. Bonus: Your Social Analytics Tool Box Selected Useful Tools @cathyma

20. Getting the Right People @cathyma

21. Social Editorial Calendar @cathyma

22. h<p://www.nextanaly3cs.com/ @cathyma

23. Feedback / Questions? Cathy Ma @cathyma h"p://uk.linkedin.com/in/cathyma

Social Strategy & Measuring Success

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