Social Media: managing the complexity

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Published on November 23, 2009

Author: mypurechaos

Source: slideshare.net

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Lezione di Social Media tenuta all'Università della Svizzera Italiana durante il corso di Digital Marketing tenuto dalla professoressa Andreina Mandelli

MRM for USI Social Media: managing the complexity November 2009

November 2009

Agenda Social Media anatomy Social Media marketing Some MRM social media cases Resources Q&A

Social Media anatomy

Social Media marketing

Some MRM social media cases

Resources

Q&A

Social Networks Anatomy

Social Networks are driven by languages.

This is the main competitor of FB in Germany

Many years before the rise of FB STV dominated the German market

China’s leader is not Facebook

No Global leaders but locals…yet

In Brasil

In Korea

Filippine

Netherland

Facebook in italy: more than 12 milion users

But…

In 2012 Facebook may overcome Google

The New Google?

Confusion 

Mobile Social networking

France Mobile SN

US Mobile SN

US Mobile SN

A section of the iTunes App Store

Let’s talk about vertical Social Networks

Business

US Business Social Network

German Business Social Network

France Business Social Network

Social media niches survive if they specialize

A travel social network (just acquired by Nokia)

Nursery Social Networks

Patients SN

Kozarac: A SN helping refugees in Bosnia

>5K Articles 1,2 milions registered users

300 Translators and 130.000 registered users

A Restaurant guide that became a SN

Agencyscoop.com A SN for ADV professionals

Agencyscoop.com

Meta-social network

A Meta-Social Network

Another Meta-Social Network (Facebook just bought it)

A short overview of the Social Media Marketing Scenario



The changing landscape 1995-2004 Web v1.0 Web v2.0 Post-digital PreWeb Web v0 THE FIRST AGE 1950-1995 Uni-Directional TV, Print, Radio , OOH Interactive THE SECOND AGE Bi-Directional THE THIRD AGE 2004 - Today Multi-Directional Participatory (Social media )

 









1. Define your Goal Before deciding what metrics to look at – Decide what your goal is for doing an SM campaign!! Take a step back and decide what your specific goal is for that campaign for that time frame EXAMPLES of GOALS Increase Online Sales Increase Offline Sales Reduce marketing spend by learning how to reach out to customers effectively and efficiently (ROI) Increase perception of your brand by creating opportunities to both listen and engage with consumers Decrease Negative Commentary / negative PR Gain insight into online networks, keywords, key phrases found in UGC, leading to organic search efficacy improvements Improve customer satisfaction

Before deciding what metrics to look at – Decide what your goal is for doing an SM campaign!!

Take a step back and decide what your specific goal is for that campaign for that time frame

EXAMPLES of GOALS

Increase Online Sales

Increase Offline Sales

Reduce marketing spend by learning how to reach out to customers effectively and efficiently (ROI)

Increase perception of your brand by creating opportunities to both listen and engage with consumers

Decrease Negative Commentary / negative PR

Gain insight into online networks, keywords, key phrases found in UGC, leading to organic search efficacy improvements

Improve customer satisfaction

2. Decide the metrics that effectively measure your goal achievement Measuring Dialogue Tonality Positive / Negative / Neutral Measuring Customer Loyalty through purchase behavior E.g. Sales / Repeat Visits & Sales Measuring Brand, Product, Service or Website satisfaction Measuring real-time brand or product impact and positioning Measuring Brand Awareness, Market Share, Competitor Comparison Measurements leading to Improved Site visibility through SEA and SEO Measuring impact of influence & engagement on volume sales growth Measuring effect on Operational Expenses & ROMI e.g. Cost per Lead, ROI Measuring Sales correlation and Influence of channel Measuring Feedback & Follower influence e.g. Post replies/Page Views/Engagement on Website Measuring success of channel and Brand reach e.g. Followers/Friends/Visits Traffic Interaction Sales Impact Profits Leads and Conversions Search Engine Marketing Brand Metrics PR Customer Satisfaction Retention Conversation Sentiment Influence and Engagement

 

Everything is so complex that usually companies avoid to elaborate a strategy.

http://www.chrisbrogan.com/twelve-ways-to-sell-social-media-to-your-boss/

Some MRM Cases

Campari

www.facebook.com/campari

Twitter.com/campari

 

Who is following Campari on Twitter ?

Introducing www.Twittersheep.com

 

At the moment only 250 users are following Campari on Twitter. But they are very interesting profiles…

Check this Twitter user that follows Campari on Twitter “ Mixologist and cocktail barman located in London offering bespoke drinks for any event or party. Great quality with over 6yrs experience in cocktails, mixology”

“ Mixologist and cocktail barman located in London offering bespoke drinks for any event or party. Great quality with over 6yrs experience in cocktails, mixology”

 

Again, check this one “ Founder of TheLiquidMuse; Author of Preggatinis: Mixology for the Mom-To-Be; Mixology Consultant. Also see @Preggatinis, @TheBubblyBride”

“ Founder of TheLiquidMuse; Author of Preggatinis: Mixology for the Mom-To-Be; Mixology Consultant. Also see @Preggatinis, @TheBubblyBride”

 

Or this one… “ For over 61 years "Taste You Can Trust" has been our motto.” http://morrellwine.com/about_morrellwine.php Premiere Wine Shop since 1947:One Rockfeller Plaza, New York

“ For over 61 years "Taste You Can Trust" has been our motto.”

http://morrellwine.com/about_morrellwine.php

Premiere Wine Shop since 1947:One Rockfeller Plaza, New York

 

See what this user wrote to Campari… CRM opportunities?

CRM opportunities?

Again… PR opportunities?

PR opportunities?

Fico di Gazzenda

 

Managing a social media project means constant monitoring and fast reacting

Checking several times a day the conversation on Twitter with Tweetie

Do you want to know something more about Social Media? Here is who you should follow.

 

 

 

 

 

Conferences

 

 

THX!

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