social media: managing the complexity

MRM for USISocial Media: managing the complexity

November 2009

Agenda

Social Media anatomySocial Media marketingSome MRM social media casesResourcesQ&A

Social Networks Anatomy

Social Networks are driven by languages.

This is the main competitor of FB in Germany

Many years before the rise of FB STV dominated the German market

China’s leader is not Facebook

No Global leaders but locals…yet

In Brasil

In Korea

Filippine

Netherland

Facebook in italy: more than 12 milion users

But…

In 2012 Facebook may overcome Google

The New Google?

Confusion

Mobile Social networking

France Mobile SN

US Mobile SN

US Mobile SN

A section of the iTunes App Store

Let’s talk about vertical Social Networks

Business

US Business Social Network

German Business Social Network

France Business Social Network

Social media niches survive if they specialize

A travel social network (just acquired by Nokia)

Nursery Social Networks

Patients SN

Kozarac: A SN helping refugees in Bosnia

>5K Articles1,2 milions registered users

300 Translators and 130.000 registered users

A Restaurant guide that became a SN

• Agencyscoop.com

A SN for ADV professionals

Meta-social network

A Meta-Social Network

Another Meta-Social Network (Facebook just bought it)

A short overview of the Social Media Marketing Scenario

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The changing landscape

THE FIRST AGE

1950-1995

Uni-Directional

TV, Print, Radio, OOH Interactive

THE SECOND AGE

Bi-Directional

THE THIRD AGE

2004 - Today

Multi-Directional

Participatory(Social media)

1995-2004

Web v1.0 Web v2.0

Post-digitalPreWeb

Web v0

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1. Define your Goal

• Before deciding what metrics to look at – Decide what your goal is for doing an SM campaign!!

• Take a step back and decide what your specific goal is for that campaign for that time frame

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EXAMPLES of GOALS

• Increase Online Sales

• Increase Offline Sales

• Reduce marketing spend by learning how to reach out to customers effectively and efficiently

(ROI)

• Increase perception of your brand by creating opportunities to both listen and engage with

consumers

• Decrease Negative Commentary / negative PR

• Gain insight into online networks, keywords, key phrases found in UGC, leading to organic search

efficacy improvements

• Improve customer satisfaction

2. Decide the metrics that effectively measure your goal achievement

MeasuringDialogue Tonality

Positive / Negative / Neutral

Measuring Customer Loyalty through purchase behavior

E.g. Sales / Repeat Visits & Sales

Measuring Brand, Product, Service or Website satisfaction

Measuring real-time brand or product impact and positioning

Measuring Brand Awareness, Market Share, Competitor

Comparison

Measurements leading to Improved Site visibility through

SEA and SEO

Measuring impact of influence & engagement on volume sales

growth

Measuring effect on Operational Expenses & ROMI

e.g. Cost per Lead, ROI

Measuring Sales correlation and Influence of channel

Measuring Feedback & Follower influence

e.g. Post replies/Page Views/Engagement on Website

Measuring success of channel and Brand reach

e.g. Followers/Friends/Visits

Traffic

Interaction

Sales Impact

Profits

Leads and Conversions

Search Engine

Marketing

Brand Metrics

PR

Customer Satisfaction

Retention

Conversation Sentiment

Influence and

Engagement

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Everything is so complex that usually companies avoid to elaborate a strategy.

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http://www.chrisbrogan.com/twelve-ways-to-sell-social-media-to-your-boss/

Some MRM Cases

Campari

www.facebook.com/campari

Twitter.com/campari

Who is following Campari on Twitter ?

Introducing www.Twittersheep.com

At the moment only 250 users are following Campari on Twitter. But they are very

interesting profiles…

Check this Twitter user that follows Campari on Twitter

“Mixologist and cocktail barman located in London offering bespoke drinks for any event or party. Great quality with over 6yrs experience in cocktails, mixology”

Again, check this one

“Founder of TheLiquidMuse; Author of Preggatinis: Mixology for the Mom-To-Be; Mixology Consultant. Also see @Preggatinis, @TheBubblyBride”

Or this one…

“For over 61 years "Taste You Can Trust" has been our motto.”http://morrellwine.com/about_morrellwine.php

Premiere Wine Shop since 1947:One Rockfeller Plaza, New York

See what this user wrote to Campari…

CRM opportunities?

Again…

PR opportunities?

Fico di Gazzenda

Managing a social media project means constant monitoring and fast reacting

Checking several times a day the conversation on Twitter with Tweetie

Do you want to know something more about Social Media?

Here is who you should follow.

Conferences

THX!