médias sociaux - objectifs et indicateurs de performance - unige 26 06 2015
TRANSCRIPT
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SOCIAL MEDIA MEASUREMENT
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MESURE DES MEDIAS SOCIAUX 2 choses à garder en tête
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Les médias sociaux ne sont pas une stratégie,
mais des outils au service d’une stratégie globale ou de tactiques sectorielles
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QUELQUES TENDANCES
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What is social media ROI ?
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The key to social media success is understanding your audience.
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Nearly 4 in 5 active Internet users visit social networks and blogs.
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70% of active online adult social networkers shop online, 12% more likely than the average adult user
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Socially engaged consumers spend 20 to 40% more than other customers.
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53% of active social networkers follow a brand.
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How do consumers access social media? • 97% - Computer • 55% - Mobile Phone • 3% - Gaming Console • 9% - iPad • 2% - Internet-Enabled TV • 2% - E-Reader • 1% - Handheld Music Player
Are you ready?!
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What is the ROI of social media?
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According to Oliver Blanchard, you’re asking the wrong question.
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What is the ROI of [insert activity here] in social media?
Oliver Blanchard The BrandBuilder Blog Author of Social Media ROI
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Social Media Marketing Process
Discovery
Listening
Planning Execution
Measurement
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DISCOVERY Social Media Marketing Process
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Start Monitoring
Brand Mentions Product
Mentions
[Keyword] Mentions
Competitor Mentions
Influencer Mentions
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What to Identify Social Networks
Forums
Associations
Key Influencers
Popular Topics
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LISTENING Social Media Marketing Process
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Understand your audience!
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How are your customers using social media?
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Where are they participating?
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Do they interact with other companies?
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What are they already saying about you?
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What is their activity level on each social network?
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Who are the key influencers on each network?
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Save time and money by properly evaluating potential advocates.
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Create a Scorecard
Advocate Share of Voice Reach Topics Customer
Overlap
Peter Parker 5% 50,000 Arachnoids, Red Heads,
Goblins Medium
Hulk Hogan 2% 25,000 Tank Tops,
Weight Lifting
High
Eric Cartman 12% 120,000 Cheesy
Poofs, Racial Slurs
Low
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Don’t overlook social media as a product innovation hub.
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Monitor both your brand, your competitors’ brands and keyword mentions for customer pains.
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PLANNING Social Media Marketing Process
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Step 1: identify your business objectives
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Types of Social Media Goals
• Engagement • Brand Recognition • Reach • Share of Voice • Sales • Brand Loyalty
• Customer Support • Product Development
• Brand Sentiment • Brand Advocates • Brand Trust
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Get more specific! • Reduction in sales cycles • Reduction in customer support costs • Number of product improvement suggestions from [social
network] • Increase in product reviews/ratings • Number of people in [specific location] who follow us on
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Other KPIs to Consider • Volume of consumer-created buzz
• Seasonality of buzz
• Rate of virality
• Embeds/installs
• Increases in searches
• Ranking improvements
• Interaction/engagement rate
• Number of interactions
• Store locator views
• Registrations by channel
• User-initiated views
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Step 2: identify your value add
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Wal-Mart: Low Prices
Southwest Airlines: Freedom
Harley Davidson: Rebellion
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EXECUTION Social Media Marketing Process
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How is social media impacting your other online marketing activities?
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MEASUREMENT Social Media Marketing Process
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Brand Awareness
Brand Recognition
Share of Voice
Reach Engagement
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To measure Share of Voice compare brand mentions to competitors.
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To measure Engagement, measure participation.
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Engagement = Engagement [Social Network] Interactions
Total Views
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To measure Reach, compare audience participation to your audience reach.
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Customer Oriented Goals
Customer Support
Brand Sentiment
Brand Advocates
Product Development
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Measuring Customer Support
Reduction in Support
Costs
Reduction in On-Site Support
Increase Resolution
Rate
Improved Customer
Satisfaction
Increase Resolution
Rate
Leads Generated by Support
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Measuring Brand Sentiment
Sentiment by volume of posts and impressions
Number of positive reviews generated
Number of mentions of your brand’s value add
Average resolution time to reputation crises
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Measuring Product Innovation
Number of new product ideas
Number of new product ideas
built
R&D time saved Traditional
research cost savings
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Measuring the success of your brand advocates fulfills two goals: 1. Provides an understanding of the ROI you receive 2. Provides you with data to better incentivize advocates
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It is okay to reward advocates for their hard work. Wouldn’t you want to be rewarded?
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PITTFALLS
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TIME TO ORGANIZE
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The future of social media measurement
• Social is one of many signals
• Predictive analytics
• Data is king