The future of marketing will be driven by how social media can turn audiences into advocates. A vital element of any company's future strategy will be the ability to reach and engage the right audience, and to unite their marketing and social elements in a way that can turn audiences into buyers and brand believers. The leaders will be those who can harness, manage and unlock the power of not just Facebook, Twitter and other individual networks, but the entire ecosystem of conversations about their brand happening across the social web and throughout their world.
Where Do We Go From Here? Social Media's Power to Engage Audiences
1. Where Do We Go From Here?
How social media can turn
audiences into advocates
June 4, 2010
Rich Ullman
@richullman
ullman.rich@gmail.com
2. Who is Rich
• Advertising Agency
– Media Planner
– Automotive Ads
• Tequila
• First Interactive Agency
• The Mining Company -> About.com
– Web 1.0
• Ripple6
– Social Platform for Marketers
and Publishers
5. Why It Changes Things
• Demographics
• Speed of Adoption
• Cross Generational Adoption
• Storytelling Word of Mouth
• User Generated Content
• Individuals vs. Institutions
• Opinions
• What Do I Trust?
• How Do I Get Information
• Mobile
9. People Connect and Share Product Info
69% have said something about a company or brand
10.
11. Social Networks: More and More Time
1 of every 6 minutes spent online
in social networks
Time spent in social nets
growing 3x faster than any other segment
Source: Nielsen Online; August 2009.
15. It’s about scale.
Size Doesn’t Matter
“I would argue
social networks and
digital media are
scale at play…” Scale
Ubiquity
The Little Guy
Presence
http://adage.com/article?article_id=141536
20. The Children of Cyberspace
“People two, three or four years apart
are having completely different
experiences with technology. College
students scratch their heads at what
their high school siblings are doing,
and they scratch their heads at their
younger siblings. It has sped up
generational differences.”
Lee Rainie
Director of the Pew Internet Project
http://www.nytimes.com/2010/01/10/weekinreview/10stone.html
21. What will be their expectations?
Source: Business Insider, Silicon Alley Insider
22.
23. Recap
• Scale, Presence, Inside the
Heart
• Inspiring Your Audience
• Expectations
29. Advertising Week 2009
#adweek
“More change in ad business in
last 9 months than in last 9 years.”
30. Online Advertising Begins
Click here… go to where?
What kind of Volvo
would you be
interested in?
Static GIF’s
476x60 (pre-IAB)
Click Though
31. State of the Art
Your Web Site
Connections
1994
Static
Banner
Ads
32. State of the Art
Your Web Site
Connections
Context
Creativity
Analytics & Insight
Rich
Media
Ads
1994 2001
Static
Banner a
Ads
33. Now What?
“More change in ad
business in last 9
months than in last
9 years.” ?
1994 2001 Today
34. A Different Kind of Creativity
“… invite her to contribute
her own thoughts.”
“… there has to be a way to
make your message less
like advertising and more
like content.”
35. “Engaged Communities Matter”
“We must let the conversations
take place.”
“Advertising was 2008. 2009
and beyond is about
Communities and Connections.”
“If you build it…”
“Curate…”
37. March 29, 2010: “Has Viral Gone Viral?”
“These new media have made our world into a single unit.
The world is now like a continually sounding tribal drum,
where everybody gets the message all the time.”
Marshall McLuhan
1960
49. Summary
1. Social Media is big and getting bigger
2. It is a change in lifestyle and behavior (not
just media consumption)
3. Tremendous opportunity to connect
people in need, with people in the know…
and trustworthy information.
50. Solving the Brand Marketer’s Problem
• Social Media can be overwhelming.
– There are numerous social media outlets that
are disconnected and disjointed
• How can you easily manage your social media
presence?
• How can you easily listen & engage in conversations
with your consumers across the web?
– And then optimize your experience!
Where Do We Go From Here? The future of marketing will be driven by how social media can turn audiences into advocates. A vital element of any company's future strategy will be the ability to reach and engage the right audience, and to unite their marketing and social elements in a way that can turn audiences into buyers and brand believers. The leaders will be those who can harness, manage and unlock the power of not just Facebook, Twitter and other individual networks, but the entire ecosystem of conversations about their brand happening across the social web and throughout their world.Engaging with your customers through social networks is becoming a vital part in any company's brand marketing strategy. However, there are high demands of time and resources, plus difficulties measuring return on investment.How can you scale your social media strategy across the Internet?How do you manage multiple social marketing efforts?How do you put user generated content to work for you?How do you build and leverage advocates?
Rich Ullman is an Internet Executive with a history of leading marketing efforts in emerging media from the first advertising on the web through today's mobile social media revolution. He is currently the Senior Vice-President, Marketing for Ripple6, Inc., the social marketing platform that he helped launch in 2006, and which was acquired in 2008 by Gannett Co. Inc., one of the world's leading media companies. Mr. Ullman led marketing for About.com from start-up in 1997 as The Mining Company, through its IPO, re-branding to About, and it becoming the fifth most-visited property on the Web. He helped create and build one of the first interactive ad agency groups at MVBMS Euro RSCG, where they built some of the first ever corporate Web sites and placed a number of the first ads ever on the Internet for Volvo, MCI, Philips and Club Med. He began his career in the agency business with McCaffrey and McCall as a media planner for Mercedes-Benz and Tiffany & Co., worrying that his brand experience might be all downhill from there. He is a graduate of The Ohio State University, and lives with his family in Montclair, NJ.
What is it? (really simple, people are using the web to connect and share stuff with each other.
World of mouth
Things are changing very quickly. You need to adapt.Nielsen data August 2009. In March it was 1 in 11. in Aug 2008; it was 1 in 15.Time spent on social network and blogging sites growing 3x faster than other activities. Increased by 18% in a year. 45 billion minutes total. If it were a country, Facebook would rank 4th in the world in terms of population.Nielsen ReportMember communities have overtaken personal email to become the world’s fourth most popular online use, after search, portals, and PC software apps. Accounts for 10% of all internet time. 67% of users do it, as compared with 61% last year. Time spent on social network and blogging sites growing 3x faster than other activities. Increased by 18% in a year. 45 billion minutes total. One minute of every 11 spent online is spent in social networks, up from 1 in 15 in 2007. Shift in ages to older users. Covers all demographic groups.
AS:“In acting, they tell you, “Don’t just talk; don’t just let the words come out of your mouth.” Go and geet inside the heart.” This guy has the ability to do that.Recalled his 2003 campaign… Clinton and the Democratic machine came west to boost Gray Davis… and it cast Arnold as David, not Goliath. “Obama.. up against the little guy no one has ever heard of before.”“People change very quickly.”Of Obama… “He let other people do the negotiating.” “If you want to put our fires all over the world, OK. But you’ve got to be therfo those negotations.
AS:“In acting, they tell you, “Don’t just talk; don’t just let the words come out of your mouth.” Go and get inside the heart.” This guy has the ability to do that.Recalled his 2003 campaign… Clinton and the Democratic machine came west to boost Gray Davis… and it cast Arnold as David, not Goliath. “Obama.. up against the little guy no one has ever heard of before.”“People change very quickly.”Of Obama… “He let other people do the negotiating.” “If you want to put our fires all over the world, OK. But you’ve got to be therfo those negotations.
The most striking feature of obama’s campaign:“the amazing young, Internet-enabled grass roots movement he mobilized to get elected.The most striking feature of this year: Its absence.Moon shot.2 programs:1. NationalLabDay.org; Jack Hidary. K-12Any teacher in america can go to the site; enter the science project he’s teaching… and get matched with volunteer scientists and enginners. They communicate directly or via skype.CHI: Civil Engineer is helping kids to build a bridge.IDAHO: building a working river delta inside the classroom.2. www.NTFE.com: --- works in low income neigborhoods.Ten9eight.com Inspirational heartwarming film. Hoop Dreams?Winner was a boy who created “socially meaningful t-shirts.”
The most striking feature of obama’s campaign:“the amazing young, Internet-enabled grass roots movement he mobilized to get elected.The most striking feature of this year: Its absence.Moon shot.2 programs:1. NationalLabDay.org; Jack Hidary. K-12Any teacher in america can go to the site; enter the science project he’s teaching… and get matched with volunteer scientists and enginners. They communicate directly or via skype.CHI: Civil Engineer is helping kids to build a bridge.IDAHO: building a working river delta inside the classroom.2. www.NTFE.com: --- works in low income neigborhoods.Ten9eight.com Inspirational heartwarming film. Hoop Dreams?Winner was a boy who created “socially meaningful t-shirts.”
“As an organization, Apple is more disciplined in managing message than even the Obama campaign.“the tablet is said to create a new digital reading experience… offering publishing compainies a do-over.”Opened up kindle to applications… and new kinds of content.Two different App-tracking companies have detected what’s happening. One says about 50 devices in or around Cupertino.Scale from 3.5 to 10 inches.Changing of media consumption habitsApple has spen 1.5 years training developers to program their devices.
http://www.businessinsider.com/chart-of-the-day-us-children-who-own-mobile-phones-2010-1?utm_source=Triggermail&utm_medium=email&utm_campaign=SAI_COTD_011910CHART OF THE DAY: One Third Of U.S. 11-Year-Olds Have CellphonesDan Frommer and KameliaAngelova | Jan. 19, 2010, 3:15 PM | 1,083 | More kids are getting mobile phones: Last year, more than 35% of U.S. children ages 10-11 had cellphones, almost double the amount in 2005, according to Mediamark data, via eMarketer. And even more than 5% of 6-7-year-olds had cellphones last year.Takeaway: The audience for kids-focused mobile content, apps, and advertising is growing rapidly.Follow the Chart Of The Day on Twitter: www.twitter.com/chartofthedayWhile you may not be marketing to 10 year olds….
ZuckSteveRandall StephensonAn AT&T customer-service representative replied to the first note and said the company couldn't accommodate the request, and Galante said he planned to leave AT&T and buy the new HTC EVO 4G phone being released today by Sprint Nextel Corp.After the second e-mail, though, the tone from the responding AT&T rep took a surprising turn."I want to first thank you for the feedback," the rep said in a voice mail Galante posted on his blog (attepicfail.tumblr.com), along with his original e-mails. "Going forward, I need to warn you that if you continue to send e-mails to Randall Stephenson, a cease-and-desist letter may be sent to you."n
ZuckSteveRandall StephensoAn AT&T customer-service representative replied to the first note and said the company couldn't accommodate the request, and Galante said he planned to leave AT&T and buy the new HTC EVO 4G phone being released today by Sprint Nextel Corp.After the second e-mail, though, the tone from the responding AT&T rep took a surprising turn."I want to first thank you for the feedback," the rep said in a voice mail Galante posted on his blog (attepicfail.tumblr.com), along with his original e-mails. "Going forward, I need to warn you that if you continue to send e-mails to Randall Stephenson, a cease-and-desist letter may be sent to you."n
ZuckSteveRandall StephensoAn AT&T customer-service representative replied to the first note and said the company couldn't accommodate the request, and Galante said he planned to leave AT&T and buy the new HTC EVO 4G phone being released today by Sprint Nextel Corp.After the second e-mail, though, the tone from the responding AT&T rep took a surprising turn."I want to first thank you for the feedback," the rep said in a voice mail Galante posted on his blog (attepicfail.tumblr.com), along with his original e-mails. "Going forward, I need to warn you that if you continue to send e-mails to Randall Stephenson, a cease-and-desist letter may be sent to you."n
9 years ago:Yahoo was still king.No Facebook. No myspace. Not even Blogs.Yankees were about to win the World Series for the 3rd time.In a minute back to the last 9 months.-----
No debate, It started with Hotwired.Cutting edge use of the technology was a flat graphic, and a creative message.Volvo… safe in a way… but in hindsight prescient. Click the ad, you fill out a questionnaire that was MAILED to you. The goal? Establish a relationship.This was about creating connections.
And the cutting edge for creating connections meant you had to send them to your web site… which was essentially a brochure…
Fast forward to 2001. A lot of money was made and lost in between there… but the big advertising innovation that came to emerge was how to make those ads more creative than they were.Indeed you can also connect THAT to your web site.Red Herring”:We define rich media as the use (or combination) of video, voice, data, and other technologies…to create an otherwise unattainable user experience… It adds the dimensions of context and personalization to provide relevance that cannot be matched by other communications or broadcast media… we expect that rich media will significantly add to the user experience and, therefore, will be the Internet's next "killer app."
Fast forward to today….What about the past 9 years, and specifically, the past nine months that have been so ripe with change.
Ad Age said what to do… and it was not to get more “creative.”Don’t create more bad direct marketing.Don’t create TV-like messages in a box. http://adage.com/article?article_id=139931Online Advertising Needs a Different Kind of CreativityAn Ad Age EditorialPublished:October 26, 2009It's become clear that those creating online ads need to step up the creative game. But before marketers and agencies rush to hire Cannes winners to lovingly craft a new crop of banner ads, they should perhaps redefine the word "creative." Last week, Dynamic Logic released a study indicating that it's bad creative that makes online advertising ineffective. The study determined that creative factors such as persistent branding, strong calls to action and even human faces -- and not super-targeted or high-profile ad placements -- make for better ad recall, brand awareness and purchase intent. But we're not so sure branding, human faces and logos -- the most traditional aspects of traditional advertising -- are the sort of creativity needed in online advertising. That seems an extension of too much current online advertising, which is either bad direct marketing in ad form, or TV-ad thinking in a box online. Creativity, in this case, should revolve around interactivity and utility. To get a consumer to engage with an online ad -- an ad that will take her away from the content she is reading -- marketers will have to find a creative solution to give the consumer something she needs. Give her tips, invite her to contribute her own thoughts. Offer her other online resources dealing with your brand. Better yet, couple the creativity with courage -- the courage to link comments or tweets about your brand (or the subject) at hand. Yes, even the bad ones. If a company so believes in its product or service, then why not also include links to product reviews at independent sites or objective professional reviews (which is not the same as cherrypicking quotes out of reviews). Perhaps a smart marketer could persuade Consumer Reports itself to let advertisers link to ConsumerReports.org reviews. On the web, a marketer isn't trying to entertain a passive couch-surfer. It's interrupting an active user, ferreting around for information or entertainment. It may be harder to capture that user's attention, but if you can hook into that consumer's interest and passion, she may prove more valuable to your brand. In short, when advertising online, there has to be a way to make your message less like advertising and more like content. And that's the creative yardstick by which marketers should measure their efforts.
This is Wendy Clark.SVP, Integrated Marketing and Communications Capabilities, Coca-Cola.And last week she said this (among other things) during a speech to about 300 marketers in Chicago.There is no way to shut down the conversations that are happening. When you realize that, you can begin to leverage those conversations by participating in them.Now and in the future, Ad Managers will be more like Content Managers. They will focus on finding and connecting with those who are creating many of these messages. Some will be advocates and some will not. Regardless, they are important part of shaping YOUR message.You must go into the consumer’s backyard and participate with them.Curate content… co-create with users… engage and interact with all that is there.
Heather McNamara6 organs removed“It was.. I mean, the most amazing experience of all was knowing that she just wasn’t a patient… they cared. Everybody cared. It was about Heather getting better.”This is a story about institutions realizing that people are what is important, and findListening and engaging – and genuinely succeeding is based upon this principle.Look at her face; go back and listen to the video – what you have there is an advocate for what
http://bits.blogs.nytimes.com/2010/03/29/has-viral-gone-viralMarch 29, 2010, 6:33 pmHas Viral Gone Viral?By NICK BILTON Over the last year, we’ve seen the rapid development of the real-time Web, incorporating the spread of news, status updates and the entertainment we share and consume. It’s as if the idea of “going viral” has, well, gone viral itself.A case in point: when Michael Jackson died last year, it took only minutes for traffic to spike worldwide on NYTimes.com. AOL’s instant messenger service almost crashed as people tried to share the information of his death as quickly as possible and Twitter saw strains as the news unfurled.In a 1960 television interview, Marshall McLuhan, the famous media professor and theorist, explained that even then, the spread of media allowed information to travel through space and time like never before.McLuhan said, “These new media have made our world into a single unit. The world is now like a continually sounding tribal drum, where everybody gets the message all the time.”Today, not only is this exacerbated by more news outlets, but by who delivers this information. In the 1960s, large media outlets, including daily newspapers and the nightly television news, were the first to spread information at viral speeds. But today, it seems that everyone can do it. Let me give you an example. Over the last few months, there’s been a tremendous amount of media coverage about the Web site Chatroulette, which randomly connects webcam-equipped users for face-to-face interactions. Two weeks ago, when I sat down with AndreyTernovskiy, the 17-year-old founder of the site, for a One on One interview, I asked him if there was a single moment when traffic spiked on the site. Mr. Ternovskiy said that growth was just continual. There wasn’t a single news site, blog, or social network that created a spike in the number of users.He explained that last November, when he started the Web site, he logged less than 500 visitors for the month. Just three months later, without any advertising or promotion, he had 30 million unique users visiting the site — an average of a million unique visitors a day.He said that the day he started Chatroulette, he saw 20 users on the site and it just grew instantly and organically from there. “The site doubled and it continued to double every day since then,” Mr. Ternovskiy said.Granted, Chatroulette doesn’t require a sign-up process: you just click a button, and you’re on your way.But the sites that helped spread the word of Chatroulette — Twitter, Facebook and other social Web sites — sometimes took years to see 30 million unique users. Chatroulette’s viral growth, aided by social media, suggests that the already speedy clock of Internet time is running faster than ever.
As niche networks are quickly becoming the "go-to" for deep discussions around hobbies and common interests, how can your clients overcome the noise and genuinely connect with consumers, while still allowing their message to scale? Learn the seven C's of social marketing: campaigns, conversations, community, clicks, creativity, collaboration, and connections.=============Click-through rates on banner ads are down and consumers are developing increasingly complex social graphs. As niche networks are quickly becoming the “go-to” for deep discussions around hobbies and common interests, how can your client’s brands overcome the noise and genuinely connect with consumers while still allowing their message to scale? Join us as we discuss the seven C's of social marketing: Campaigns, Conversations, Community, Clicks, Creativity, Collaboration and Connections. ================
===============Click-through rates on banner ads are down and consumers are developing increasingly complex social graphs. As niche networks are quickly becoming the “go-to” for deep discussions around hobbies and common interests, how can your client’s brands overcome the noise and genuinely connect with consumers while still allowing their message to scale? Join us as we discuss the seven C's of social marketing: Campaigns, Conversations, Community, Clicks, Creativity, Collaboration and Connections.
The opportunity of social is a long term relationship with your customersOnce you become a fan, show me the loveIgnite with a campaign-like object, but use it longer termNot the optimal use of Social CurrencyOnce I am a fan, I expect some love, not just a one night stand
Ad Age Editor Jonah Bloom told us another way to get smarter:Will.i.am -- Marketer of the yearMarketing is continuous. Consumers don’t switch on/off. Campaigns only do becauseThey don’t need to.Mostly can’t afford to.“The END” – it’s a diary.It’s about collaboration.“While most brands still treat branded entertainment as a chance to insert their name in a show in a way that'll challenge our TiVo skills, Will.i.am sees platforms, distribution, mutual benefit.”Jonah Bloom: Will.i.am is my marketer of the year. Most brands are still grappling like first-time makeout artists with the most fundamental shift of the last decade -- from marketer as message-pushing machine to marketer as creators of stuff consumers will actually pull toward them. But the Black Eyed Peas, having mastered that shift, are already showing an understanding of perhaps the second-most important change: from campaign to continuous conversation.======================http://adage.com/columns/article?article_id=139138The Black Eyed Peas Frontman Understand That Consumers Don't Switch on and offby Jonah BloomPublished: September 21, 2009 Will.i.am is my marketer of the year. Sure, marketing begins with product, and we could certainly question the quality of the Black Eyed Peas' music. But here's what we know: Will.i.am, Fergie and MCs, Apl.de.ap and Taboo, deliver something people want. The Peas have been at the top of Billboard Hot 100 for 24 weeks as this goes to press -- by far the longest No. 1 run in the chart's 51-year history. What they do is hard to describe, so I'll borrow from Jody Rosen in Rolling Stone: "They have made a kind of spiritual practice of recording dumb songs -- a total aesthetic commitment that extends from their garish wardrobes to their United Colors of Benetton worldview." But beyond the product -- and simultaneously inseparable from it -- is Will.i.am's understanding of today's social-marketing world. Most brands are still grappling like first-time makeout artists with the most fundamental shift of the last decade -- from marketer as message-pushing machine to marketer as creators of stuff consumers will actually pull toward them. But the Black Eyed Peas, having mastered that shift, are already showing an understanding of perhaps the second-most important change: from campaign to continuous conversation. Consumers don't switch on and off, and products don't sell for two weeks and then disappear from retail channels, but most marketers still do the vast majority of their work in sporadic bursts, often going whole quarters, even years between one one-way push and the next. However, our lovely-lady-lump creators are doing it differently. Their 2009 album, "The END," was not only a nice sales gimmick -- playing off speculation about Fergie going entirely solo and thus essentially squishing the Peas -- but also a big idea. "The END" is supposed to stand for The Energy Never Dies and the idea is that it's a live, evolving, co-created piece of work. "It's a diary ... of music that at any given time, depending on the inspiration, you can add to it," Wil.i.am told Billboard.com. "When it comes out, there'll be 12 songs on it, but the next day there could be 100 songs, 50 sketches, 1,000 blogs all (online) around 'The End,' so the energy really, truly never dies. I'm trying to break away from the concept of an album. What is an album when you put 12 songs on iTunes and people can pick at it like scabs? That's not an album. There is no album anymore." Exactly. Then there's Will.i.am's understanding of collaboration. I recently read Seth Stevenson in Slate calling the Peas' "I Got A Feeling" ad for Target an abomination. The (rather nifty) headline: "Will.i.shill." Well, yes, he definitely shills. In fact if there's a living, breathing example of the fact that the alleged walls between most content and commerce are not just crumbling but gone, the Black Eyed Peas would be it. And, regardless of how you feel about that from a cultural standpoint, what that ad -- and many of Black Eyed Peas videos and lyrics -- demonstrated in business terms, was a clear understanding of the potential of collaboration between content creators and brands. While most brands still treat branded entertainment as a chance to insert their name in a show in a way that'll challenge our TiVo skills, Will.i.am sees platforms, distribution, mutual benefit. He also knows how to integrate the band into popular culture, and, again, simultaneously create culture. His Obama-boosting music video "Yes We Can," was not only lauded by some critics as the best commercial of the year, but it epitomized the way an individual -- especially one with lots of famous friends -- can make a mark. As he told the L.A. Times at the time: "It's not part of a campaign. There's no corporation behind it -- the record company couldn't get involved. I did it on my own." Most remarkably, he shot it, cut it and distributed it in 48 hours. (Exactly the kind of nimble, reactive, fast-turnaround approach so many brands need, but don't have.) So, let's get this started: If Will.i.am is my Marketer of the Year, who is yours?
===========================================From Mashable: http://mashable.com/2009/11/17/coke-expedition-206/ With Expedition 206, Coke is really doing something unique. Not only are they letting the winners travel the globe to visit all 206 markets, they are going to utilize the social web along the way.This is how it works: other than airfare, the team members will have to make their own way across the world. They have a schedule of stops, but they have to get their own food, find their own places to stay and meet up with the locals themselves. The team is going to be given per diem for food and local travel, but what they do and where they do it is pretty much up to the team members — and the people at home interacting with the Expedition 206 team online.The team will be visiting the Vancouver 2010 Winter Olympics, the FIFA World Cup in South Africa and the World Expo in Shanghai. They will be sharing their updates on Twitter, Facebook, YouTube (), Flickr (), and other social networking sites. You can follow the progress on those channels or see the real-time lifestreams at Expedition206.com.Along the way, people at home can recommend places to stay or must-see attractions, restaurants to definitely visit — or avoid — and more. Who knows, if the team happens to be in your area — you might even want to meet up for a Coke or show them something cool in your area.The whole trip is all about interacting with people around the world and sharing the idea of happiness and connecting on a personal level and making connections that can exist beyond just language.
Almost everyone wants to make healthier choices, but they don’t always know how. The amount of information available on wellness, nutrition and exercise is overwhelming, to say the least. Even when we do know how to improve our health, we often try to make sweeping changes or set goals that seem too daunting to reach. Healthymagination is about becoming healthier, through the sharing of imaginative ideas and proven solutions. It goes beyond innovations in the fields of technology and medicine, celebrating the people behind these advancements. Seeking to build stronger relationships between patients and doctors, GE created healthymagination to gather, share and discuss healthy ideas.Because healthymagination is about becoming healthier together, it takes the form of multiple projects that you can participate in, whether you’re looking to change your lifestyle or fine-tune your approach to health. Making healthy decisions should be easy...and fun.
… touch on the key question of “how do we define measurement in social?” ===============Test your way into establishing ROIUtilize traditional media metricsClicks, engagement, viewsLeverage social “Listening” Sentiment1. Tremendous data can be generated2. Tools for analysis are critical to success3. Filtering conversations is not convenient, it’s required.4. Cross reference with rich social data==========================What kinds of relationships are forming?How do people prefer to communicate? What do they find important or valuable?==========================http://www.marketersstudio.com/2009/11/100-ways-to-measure-social-media-.html100 Ways to Measure Social Media Originally published in MediaPost's Social Media InsiderIf there's anyone out there left who says you can't measure social media, here are a hundred answers.At most of the events I've been to lately, measurement continues to be a hot topic. The first question that comes up is, "What can I measure?" That's where this cheat sheet can come in handy: a list of 100 thought-starters.Some entries here can be interpreted several ways. Depending on how you define them, some of these metrics may seem redundant, while others may seem so broad that they can be broken out further. Many of these can be combined with each other to create new metrics that can then be tracked over time. It's a start, though, so dive in and consider which ones may apply to programs you're working on.1. Volume of consumer-created buzz for a brand based on number of posts2. Amount of buzz based on number of impressions3. Shift in buzz over time4. Buzz by time of day / daypart5. Seasonality of buzz6. Competitive buzz7. Buzz by category / topic8. Buzz by social channel (forums, social networks, blogs, Twitter, etc)9. Buzz by stage in purchase funnel (e.g., researching vs. completing transaction vs. post-purchase)10. Asset popularity (e.g., if several videos are available to embed, which is used more)11. Mainstream media mentions12. Fans13. Followers14. Friends15. Growth rate of fans, followers, and friends16. Rate of virality / pass-along17. Change in virality rates over time18. Second-degree reach (connections to fans, followers, and friends exposed - by people or impressions)19. Embeds / Installs20. Downloads21. Uploads22. User-initiated views (e.g., for videos)23. Ratio of embeds or favoriting to views24. Likes / favorites25. Comments26. Ratings27. Social bookmarks28. Subscriptions (RSS, podcasts, video series)29. Pageviews (for blogs, microsites, etc)30. Effective CPM based on spend per impressions received31. Change in search engine rankings for the site linked to through social media32. Change in search engine share of voice for all social sites promoting the brand33. Increase in searches due to social activity34. Percentage of buzz containing links35. Links ranked by influence of publishers36. Percentage of buzz containing multimedia (images, video, audio)37. Share of voice on social sites when running earned and paid media in same environment38. Influence of consumers reached39. Influence of publishers reached (e.g., blogs)40. Influence of brands participating in social channels41. Demographics of target audience engaged with social channels42. Demographics of audience reached through social media43. Social media habits/interests of target audience44. Geography of participating consumers45. Sentiment by volume of posts46. Sentiment by volume of impressions47. Shift in sentiment before, during, and after social marketing programs48. Languages spoken by participating consumers49. Time spent with distributed content50. Time spent on site through social media referrals51. Method of content discovery (search, pass-along, discovery engines, etc)52. Clicks53. Percentage of traffic generated from earned media54. View-throughs55. Number of interactions56. Interaction/engagement rate57. Frequency of social interactions per consumer58. Percentage of videos viewed59. Polls taken / votes received60. Brand association61. Purchase consideration62. Number of user-generated submissions received63. Exposures of virtual gifts64. Number of virtual gifts given65. Relative popularity of content66. Tags added67. Attributes of tags (e.g., how well they match the brand's perception of itself)68. Registrations from third-party social logins (e.g., Facebook Connect, Twitter OAuth)69. Registrations by channel (e.g., Web, desktop application, mobile application, SMS, etc)70. Contest entries71. Number of chat room participants72. Wiki contributors73. Impact of offline marketing/events on social marketing programs or buzz74. User-generated content created that can be used by the marketer in other channels75. Customers assisted76. Savings per customer assisted through direct social media interactions compared to other channels (e.g., call centers, in-store)77. Savings generated by enabling customers to connect with each other78. Impact on first contact resolution (FCR) (hat tip to Forrester Research for that one)79. Customer satisfaction80. Volume of customer feedback generated81. Research & development time saved based on feedback from social media82. Suggestions implemented from social feedback83. Costs saved from not spending on traditional research84. Impact on online sales85. Impact on offline sales86. Discount redemption rate87. Impact on other offline behavior (e.g., TV tune-in)88. Leads generated89. Products sampled90. Visits to store locator pages91. Conversion change due to user ratings, reviews92. Rate of customer/visitor retention93. Impact on customer lifetime value94. Customer acquisition / retention costs through social media95. Change in market share96. Earned media's impact on results from paid media97. Responses to socially posted events98. Attendance generated at in-person events99. Employees reached (for internal programs)100. Job applications received
Gives women a platform to share their remarkable survival journeys andTo date, over 30,000 celebrations have been created from family and friends with practically no promotional effortOn average, Celebration Chain has a 5-8 minute brand exposureProject Goal: To provide guidance to women with breast cancer from those who have experienced it before them and place Arimidex at the centre of the conversation.Challenge: Over 200,000 people develop breast cancer each year. Each one needs to be given a voice—and a platform to share it.Insight:Breast cancer is a complex experience and women touched by it feel confused, frightened, and distressed, often not knowing where to turn to for support.Women who have experienced it often want to give back to the community
==========================Custom Research for Post Cereals. Embedded in an existing social network.“We were able to reach out to moms in a way that was convenient and comfortable for them. It created honest conversations and feedback about our brand which allowed for solid insights.”Greg Lanides, Brand Manager, Grape Nuts
Community , Chantics – smoking cessation drug from PfizerYou can’t guilt people into it.Herb from Tuscaloosa25-30 people… curating their stories.Advertising is becoming very personalReal People. Real Stories. Hear from smokers who quit with CHANTIX and supportIf you're thinking about quitting smoking, you know it's a personal decision. And you also know that the reasons to quit are different for everyone. And so are the challenges. But it can be done. Explore the videos below to meet quitters and hear their personal quit stories. Also hear from a Pfizer scientist about how his experience of quitting cold turkey led to the development of CHANTIX. Project Goal: Empower successful users of Chantix to connect with aspiring quitters and support current participants of the GetQuit Program.Approach:Reinforce the strategic shift from “a pill” to “a plan”. Provide tutorials, forums, social media tools and shareable content for ambassadors to more effectively support participants.Insight:When smokers are able to successfully quit after numerous failed attempts, they are proud of the achievement and want to help othersParticipants in GetQuit clinics research expressed interest in an ongoing group support following attendance at the in-person clinicAn abundance of online Smoking Cessation groups exist online but none supported by a product or brandIncreased awareness of quitting smoking and encourage people to visit a doctor to develop a cessation planOvercame adverse events in category Implemented program during holiday timeframe to capitalize on New Year’s resolutionsTo-date, several thousand people have committed to stop smoking and have submitted their photo via website, cell phone or street photographersPositive press in both trade and mainstream publications
Through content management systemsListening PlatformsMonitoring PlatformsCreating Single Conversations