digital influence 501: what are the next trends and hot cases in social media
DESCRIPTION
Author: Brian Giesen, Strategy Director at Ogilvy Brian discusses why social media and word of mouth marketing are important to business, what the ingredients of digital influence and the measurement options are. This speech was given at the Adknowledge social media conference in Sydney.TRANSCRIPT
adknowledge 2009 | sydney
Digital Influence 5013 Things Every Marketer & Advertiser Should Know and Do
01 Understand Why it Matters to Business
Why Does Social Media Matter?
Reach Lots of Australians
April: 3.3 million Aussies
Today: 6.0+ million
Why Does Social Media Matter?
Reach Lots of Australians
Why Does Social Media Matter?
Less Frightening Than You’d Think
Control
3,000+ Comments!Only a handful couldn’t be published
Why Does Social Media Matter?
Less Frightening Than You’d Think
Why Does Social Media Matter?
Optimise Media & Creative
Why Does Social Media Matter?
Optimise Media & Creative
Why Does Social Media Matter?
Launch New Products
Why Does Social Media Matter?
Launch New Products
3 Kickoff Facebook Events
85,000+ Facebook Fans
Top Facebook AUS Campaign
Why Does Social Media Matter?
Generate Powerful Insights
Why Does Social Media Matter?
Generate Powerful Insights
Why Does Social Media Matter?
Boost Search “Share of Voice”
Most InfluentialHighMediumLow
Low = 58%
Most Influential = 9%
High = 20%
Medium = 13%
Whose talking about their Sleep Number?
Why Does Social Media Matter?
Boost Search “Share of Voice”
(PR Pro figure)
Anatomy of an Australian Marketer Circa NOW
02 Find Influencers
Karen Cheng
Influencer Segmentations
Assessing Influence
• Blogs & Twitter
– Number of inbound links
– Frequency/timeliness of posts
– Followers & subscribers
– Number and content of comments
– Affiliation of author
– Search engine visibility
– Traffic
– RSS feed subscriptions
• Videos & Photo Communities
– Number of views and downloads
– Number and content of comments
– Ratings/peer assessment
– Relevant groups
– Number of subscribers
– Number of inbound links
• Message Boards & Forums
– Breadth of boards
– Quantity and timeliness of activity
– Search engine visibility
– Affiliation
– Membership numbers
– Traffic
• Social Networks
– Membership numbers
– Types of community features present
(e.g., profiles, blogs, video, message
boards)
– Activity level on features
– Affiliation
– Search engine visibility
03 Measure Results
Why Measure?
• Demonstrate success of a campaign
• Optimize campaign week to week to ensure
best possible outcomes
• Today’s economy requires us to show the ROI
of social media
Conversation Impact Dashboard SummaryMetric / Funnel Goal > Data Aware-
nessConsidera-tion
Prefer-ence Action Loyalty
Reach/Positioning
• UMV – blogs, site, microsite, applications, other, total # / % change
Real-time to weekly
• Volume of online conversation, #/% change, Cost per Online Conversation Generated (CPICG)
Real-time to daily
• Share of voice in category (=Volume for brand / volume
for category), # / % change, Cost per Increase in Share of Voice (CPISV)
Real-time to
daily
• Search visibility (for relevant keywords) Real-time to weekly
Preference
• Sentiment index of online conversation (% positive - % negative), # / pts change, consumers reached vs. all, Cost Per Increase in Sentiment Index (CPISI)
Daily
• Share of positive voice in category (=Sentiment index for brand / sentiment index for category), # / % change, consumers reached vs. all, Cost per Increase in Share of Positive Sentiment (CPISP)
Daily
• Relative net promoter score (NPS) in category (=brand NPS / category NPS), # / % change, consumers reached vs. all, Cost per Point Increase in NPS (CPINP)
Monthly/Quarterly survey
Action
• Registration: RPA, CPA, $, # Daily to weekly
• Sale: RPA, CPA, $, # Real-time to weekly
• Advocacy: RPA, CPA, $, # Real-time to weekly
Optimizing Against the Right Metrics
To Sum Up...
To Sum Up...
• Many business reasons for participating in social media
• Listening is the best first step to getting started and there
are many free and paid tools available
• Identifying and engaging influencers makes it easier for
WOM to spread farther, faster, and to a wider audience
• Measuring the success of a social media programme is
possible and can include reach, preference, action.
RSS DashboardGrab it: www.theDailyInfluence.com
One company that goes with this online-
initiated flow is Ogilvy.“
“Ogilvy's digital specialist Brian Giesen outlined
the best strategies for getting business results on
social networking site Twitter.
”“
”
”
25 China Experts you should follow on
Twitter… Thomas Crampton.
THANK YOU!
Brian Giesen
Director | 360° Digital Influence
Ogilvy PR
p 61 2 8281 3853
