awareness evaluation engagement conversion loyalty 01. reach 02. preference 03. action measurement
TRANSCRIPT
Awareness
Evaluation
Engagement
Conversion
Loyalty
01. Reach
02. Preference
03. Action
Measurement
Brand Websites
Partner Sites
Micro Sites
WAP sites
Mobile Apps
SMS Messaging
Paid Search
Media Partners
Display Ads
Micro-targeted Ad
Soacial Ads
Moble Ads
Intranet
Partner Extranets
GoogleBlogers/Forums
Brand Bloggers
Brand Content
Owned
Earned Earned/Paid
Owned
Owned/Earned
Social CRM
YouTube
Flickr
Social Media Search Paid Media Owned MediaInternal Communications
Paid
…all places in a brand ecosystem online …
4. MeasureEvaluate: Use Conversation Impact Model to measure success across
channels
Conversation Impact
Social Media Planning Framework
Social Media Planning
Objectives
Client Checkpoint
10Business Ambition
The client’s business ambition business challenge that the
desired campaign will fulfill.
In Fusion, this is the center of the Business
Ambition Star
Communication Goals
The communication goal is the measurable assignment given to
social media or communications.
This is the key objective against which our
program must deliver.
Listen
1
Primary Research
Primary research is conducted through a
Listening Post or manual research.
Conversation Map reports on what people
are saying in social. Consumer Intent
Modeling looks at what they are searching for.
Secondary Research
Secondary research is analyzed data
organized into a report by research companies
like Forrester or eMarketer.
When examined specifically for an
audience or trend it provides an actionable insight based on social behavior and cultural
trends.
Plan
Insights
Insights combine our research with our social media experience and our understanding of the client to produce a new or previously unknown idea.
An insight is NOT a research finding! A research finding is “what it is” and an insight is “what it
means” to our client and the brief. You can’t Google an insight, or find it in Radian6.
Our insights can feed into a Fusion Communications Blue Print
Strategy
A strategy is not WHAT you’re going to do—it’s HOW you’re going to do it. A well developed strategy is a
filter for all tactical ideas.
Strategies are borne from research and insights—the dots should connect.
A social strategy should explicitly leverage influencers, social grassroots communities and/or
content.
Client Checkpoint
2
Activate
3
Social Experience
The Social Experience is your big, creative idea. It can drive the social
program and can drive a larger marcom
program.
Synthesize your objectives, research, insights and strategy
into a DO Brief before your brainstorm to kick
off creativity
The Social Experience must deliver explicitly
against the Communication Goal.
Amplify14Integration
Social media programs are most successful
when they are integrated with other
campaign initiatives like advertising, digital and
PR.
Scale
Social programs don’t “go viral” – they need
an amplification plan to add scale. For example, Facebook media buys, events or CRM tie ins.
Manage55Measurement
Conversation Impact is Ogilvy’s measurement
approach for social media
A measurement plan is mandatory for every
program and should be done in collaboration
with clients, tying back to the Business ambition and
Communication Goals
Optimization
Determining a regular reporting cycle with the
client helps to demonstrate efficacy of our work and create an opportunity to present
strategic improvements to the campaign.
Client Checkpoint
Client Checkpoint
Client Checkpoint
How is influence changing business?
U.S. socNet users grew 41% in 2009 alone—more
than 250 million users
86% of Brazil’s internet population participates
in social networks1.3 million social media users in South Africa—
predict 345% growth by 2013
China hit 1 billion QQ usernames in 2010
Japan’s Mixi users up 200% since July 2007
European Facebook use grew 314% in 2009. 1/3 of
Czech Republic is on Facebook
Social Media grows dramatically around the world
Used search last month to find product
85%
15%
Used search Other
Used search last month to find recommendation
51% 49%
Used search Other
We use search to find each others opinion
Source: Global Web Index 2009
May '07 Sep '07 Jan '08 May '08 Sep '08 Jan '09 May '09 Sep '09 Jan '10 May '100.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
UK Internet visits to Social Networks and Search Engines
Computers and Internet—Search Engines Computers and Internet—Social Networking and Forums
We spend more and more time on social networks…even above search
Monthly market share in ‘All Categories’, mesured by visits, based on UK usage. Created © Copyright 2010 Hitwise Pty. Ltd.Source: Experian Hitwize UK
11.33%
11.88%
So, we get our news through the filter of our friends
Last month on Facebook, we
shared over 30 billion links,
stories, pictures, videos
and blog posts…
2007E 2008E 2009E 2010E 2011E 2012E 2013E 2014E 2015E0
400
800
1200
1600
2000
Mobile Users > Desktop Internet Users Within 5 Years Global Mobile vs. Desktop Internet User Projection, 2007–2015E
Desktop Internet Users Mobile Internet Users
And we expect access everywhere and anytime
Source: Morgan Stanley Research
Desktop Internet Users
Mobile Internet Users
How do we use social media effectively?
1. “The Influential”
1 in 10 influences the other 9 2. Clusters
Information often stays within affinity clusters
3. Network Model
This model says “the Influential” doesn’t matter and the network does…
Different Models of Network Science
Based on: Roper Starch, Nina Mishra/Microsoft, Duncan Watts
Our Influencer Network Model
4. Influencer Network Model
Combining Influencers and how ideas and content move across clusters and spark sharing across big networks gives us a single model to plan social media that scales