London, UKWednesday, 17th September 2014 from 2pm

Vice President on Ketchum’s Global Research and Analytics team

Helping clients conquer social mediaBen Levine

Social Media Measurement SolvedYour Questions Answered. Presented by

29+ Million

Social Media Measurement SolvedYour Questions Answered. Presented by

Social Media Overload

Overload can lead to..

Trying to track and measure everything

Choosing the wrong tools

The counting game

SMM for SMM’ssake

Social Media Measurement SolvedYour Questions Answered. Presented by

Great opportunity

Social Media Measurement SolvedYour Questions Answered. Presented by

Make findings actionable

the What the Insight the Idea/Opportunity/Action

Big trend to share aviation experiences in terms of food,

design and innovation

Prompt to get quirky aviation ideas, ultimate flying menu, uniform

suggestions from general audience with reward to strong entries

Spikes in ironing conversation are most prominent on Sundays, as

consumers are eager to share their domestic experiences

Scope to join the conversation around Sunday household routines

either via comical or helpful tips and tricks.

The unsweetened version is by far the largest point of conversation

around Almond Breeze

Campaign opportunity to nominate “Sweet enough already” friend to

push and own unsweetened variety even further

Social Media Measurement SolvedYour Questions Answered. Presented by

Measurement: Social Media Model

Monitor Social Media

Social Listening

Strategic Listening

Social Intelligence

Reactive Alerts

Google Alerts

Periodic check-ins on social channels

Monitor ‘owned’ social embassies,

Monitor social for ‘bad’ news

Listen to brand conversations

Follow competitors& industry trends

Listen and engagewith a purpose

Enterprise listening strategy

Insights to inform or recalibratemarketing or

business strategy

REACTIVE PROACTIVE

FREE TOOLS MULTIPLE TOOLS

BIG DATA INSIGHTS

Plan for Strategic Listening While Implementing Social Listening

Social Media Measurement SolvedYour Questions Answered. Presented by

Case: Future of Light

Objectives

• Amplify and drive traffic to Future of Light report and associated articles (in partnership with PSFK)

• Engage target audience and reach new, ‘non- traditional’ influencers via PESO model

• Actively participate in future of light conversation online

Social Media Measurement SolvedYour Questions Answered. Presented by

Case: Future of Light

Social Media Measurement SolvedYour Questions Answered. Presented by

Identifying trends

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Daily online mentions of Fo L– 1st April – 30th June

Men

tio

ns

Dialight unveiled their new SafeSite LED High

Bay range

Strong trade and consumer uptake on GigaOm article around Philips hydroponic

growing

#Internet Controlled #LED

#Necktie

News around the high efficacy LED tube from Osram

Daily online mentions of Fo L– 1st April – 30th June

Social Media Measurement SolvedYour Questions Answered. Presented by

Taking part in the conversation

Social Media Measurement SolvedYour Questions Answered. Presented by

In summary…a word from Ziggy Stardust

“The actual context and state of content is going to be so different to anything that we can really envisage at the moment. Where the interplay between the user and the provider will be so in simpatico it’s going to crush our ideas of what mediums are all about. The idea that a piece of work is not finished until the audience come to it and add their own interpretation on what the piece is about, is the grey space in the middle. That grey space in the middle is what the 21st century is going to be about.”--David Bowie Interviewed by Jeremy Paxman in 2000