September 11th, 2014 Okimo Clinic Ltd

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Rethink Implementing and measuring customer

journey in social media

HELSINKI

STOCKHOLM

COPENHAGEN

Okimo Clinic is a strategic social media company• Okimo Clinic is a part of the Marketing

Clinic Group

• Okimo Clinic's mission is to help organisations achieve their business objectives by using social and digital media to build their influence, audiences, and networks

• We work with the biggest companies and organisations in the Nordics

OSLO

Current State

How to measure all this?

Social and digital media measurement framework

Exposure Engagement Preference Impact Advocacy

Customer journey

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Social media measurement starts with setting measurable objectives at business, PR/marketing, campaign and channel level

Actions based on recommendations

Measurement as a strategic tool

Okimo Clinic’s framework for selecting the right social KPI’s and metrics

Start with business, organization function, project and campaign objectives

Set the relevant social metrics to each customer journey stage

Set the channel specific social metrics that are relevant for measuring the objectives

Set the owned, paid and earned media social metrics that are relevant for measuring the objectives

1. Channels you own and control 2. Channels and content you pay to leverage 3. Stakeholders and customers talking about you in their

own content

Customer journey stages

Awareness Interest Preference Action Advocacy

Implementing phase

People (skills)

Processes (reporting, schedule)

Channels (prioritization)

Measurement

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www.twitter.com/okimoclinic

www.linkedin.com/company/okimoclinic

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Helene Auramo helene@okimoclinic.com

+358 40 153 0082 @heleneauramo