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Session 3 from Polaris Equity Execellence Day of Social Media
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Measurement and ROI
Image: Kliverap / SXC
Wednesday, November 14, 12
Wednesday, November 14, 12
Wednesday, November 14, 12
Wednesday, November 14, 12
Social media always starts with...
listeningPhoto: isamizdatl/Flickr
Wednesday, November 14, 12
Wednesday, November 14, 12
Twitter rumour = Market cap - 15MSEK
Wednesday, November 14, 12
Twitter rumour = Market cap - 15MSEK
in 2 hours
Wednesday, November 14, 12
Wednesday, November 14, 12
Wednesday, November 14, 12
Wednesday, November 14, 12
Wednesday, November 14, 12
Wednesday, November 14, 12
How to handle comments &
opinions
Wednesday, November 14, 12
bloggsvarsguide
BE
DÖ
MA Bloggpost
Har någon sett en bloggpost om vår organisation? Är den positiv?
VÄ
RD
ER
A
SV
AR
A
Rädd konsumentÄr skribenten en konsument rädd för sjukdomar, att bli tjock eller liknande?
Låt ståLåt posten vara okommenterad
- gör inget.
Dela med digVar öppen och generös. Dela gärna
med dig av kompletterande information (se nedan). Länka gärna till posten i andra relevanta forum.
SlutvärderingAvgör slutligen ditt svar beroende på nuvarande förutsättningar, bloggens influens och läsarnas prominens.
Kommer du att svara?
BevakaLåt posten vara
okommenterad men bevaka i fall andra
kommentarer.
Rätta felaktig faktaRätta felaktig fakta i en öppen och ödmjuk kommentar. Länka gärna till oberoende information
(se vidare nedan)
NÄ
R D
U S
VA
RA
R
TransparensVar öppen med att
du jobbar hos Svensk Mjölk.
KällorHänvisa till dina källor genom att inkludera länkar, video, bilder eller andra referenser.
TidsaspektSvara så snart som möjligt, men ta dig tid att skriva ett väl genomtänkt svar.
TonVar vänlig, personlig och ödmjuk när du
kommenterar.
PrioriteraSvara i första hand på de bloggar som
är mest inflytelserika inom Svensk Mjölks
område.
NEJJA
NEJ
IdeologerÄr det en person med en annan
ideologisk/politisk ståndpunkt, ex.vis vegan?
NEJ
VilseleddÄr det felaktiga eller missuppfattade
fakta i bloggposten?
NEJ
JA
RättshaveristerÄr det en post av en person som
verkar arg och oseriös, kanske lite vrickad?
SV
AR
A
JA
JA
NEJ JA
Möjlighet att förstärka
Du kan förstärka posten med en
positiv kommentar, ett tack för
uppmärksamheten eller en väl genomtänkt
faktabaserad kommentar. Eller bara
låta den vara.
Vill du svara?
NEJ
FörklaraKommentera på ett lugnande
och ödmjukt sätt med förklaringar och konkreta fakta.
Länka gärna till oberoende information (se vidare nedan)
JA
JAJA
Wednesday, November 14, 12
Source: MDGadvertising.com
Wednesday, November 14, 12
Wednesday, November 14, 12
ROI
Wednesday, November 14, 12
ROIincreased
reputationthrough
engagementi.e.
social media,community
Wednesday, November 14, 12
ROIincreased
reputationthrough
engagementi.e.
social media,community
retentionthrough
involvementi.e.
customer service
Wednesday, November 14, 12
ROIincreased
reputationthrough
engagementi.e.
social media,community
retentionthrough
involvementi.e.
customer service
leadsthrough
authority & trust
i.e. social media,community, press
Wednesday, November 14, 12
ROIincreased
reputationthrough
engagementi.e.
social media,community
retentionthrough
involvementi.e.
customer service
leadsthrough
authority & trust
i.e. social media,community, press
direct salesthrough user
experiencei.e.
social media > ecommerce
Wednesday, November 14, 12
Wednesday, November 14, 12
2-3 deals a week from social media reputation
Wednesday, November 14, 12
Role Metrics Specific data(examples)
BusinessExecutives
BusinessStakeholders
Social MediaManagers
Social MediaAnalytics
EngagementData
Businessmetrics
Revenue, reputation, customer satisfaction
Share of voice, Resonation, WOM, Response, Insights
Clicks, Fans, Followers, RTs, Likes, Views
Källa: Jeremiah Owyang
Wednesday, November 14, 12
Metric examples - blog
Wednesday, November 14, 12
Metric examples - FB
Wednesday, November 14, 12
Metric examples - FBEngagement = talking about this
Wednesday, November 14, 12
Niched channels are essentialConsumers SMEs Enterprise
PressBloggers Employees
Social newsroom Social newsroom
Blog PR
Closed FB group
FB page
Twitter Twitter
FB pageBlog
News letterBlog
Newsletter
YouTube
FlickrYouTube
Internal blog
Niched channels are essential.
FlickrYouTube
Open FB recruiting page
Wednesday, November 14, 12
Offline
Online
Linked online
Conversion
Recommendations
TV, radio, billboards, ads,
DM, press, spons...
Twitter, Facebook,
blog, 4sq, etc
articles
banners, spons, netzines
Active need, i.e. search
Wednesday, November 14, 12
Google Analytics + goals = conversion
Wednesday, November 14, 12
[ conversion funnel ]10 000 visitors to your site
Total no of visitors
Visits the e-shop
Starts purchase
Finishes purchase
100%
60%
30%
3%54 purchases!
NOTE! The numbers are examples!
Wednesday, November 14, 12
Wednesday, November 14, 12
What’s a “like”worth?And WHAT is it we like?
Bild: Steel Wool/Flickr
Wednesday, November 14, 12
What’s a “like”worth?And WHAT is it we like?
Bild: Steel Wool/Flickr
Analysis of 1.3 million posts of the 10 000 most liked FB pages.
Wednesday, November 14, 12
How Edgerank works
Wednesday, November 14, 12
Type of post
Source: Mashable, *SocialMouths.comWednesday, November 14, 12
Type of post
Source: Mashable, *SocialMouths.comWednesday, November 14, 12
Type of post
Source: Mashable, *SocialMouths.comWednesday, November 14, 12
Type of post
Source: Mashable, *SocialMouths.comWednesday, November 14, 12
Type of post
Source: Mashable, *SocialMouths.com
Posts with images get 39% more interaction
than average *
Wednesday, November 14, 12
LengthVery short or very long posts get many “likes”, while long posts get more “shares”.
Source: Mashable
Wednesday, November 14, 12
“I”, “I”, “I”...
Source: Mashable
Wednesday, November 14, 12
Neutral is boring!
Source: Mashable
Wednesday, November 14, 12
Weekend and evenings...
Source: Mashable
Wednesday, November 14, 12
A warning word
Wednesday, November 14, 12
Source: *SocialMouths.comWednesday, November 14, 12
92 %of industry professionals have aquired a customer
through Facebook.
Source: *SocialMouths.comWednesday, November 14, 12
Source: *SocialMouths.comWednesday, November 14, 12
Iterate!
Photo: philentropist /Flickr
Wednesday, November 14, 12
Take awaysText Be very specific which problem you are trying to solve
with social media
Measure ALL marketing and media channels
Track your conversion
Iterate, iterate, iterare
Wednesday, November 14, 12
Thanks for listening!
+46 (0)70 435 05 45
Annika Lidne
Disruptive Media helps business leaders and marketers to succeed in a fast changing world.
annika
Wednesday, November 14, 12