Wom Workshop English

www.Buzzdetector.com
Via di Monserrato, 43 - 00186 Roma
Tel. +390697747668

WORKSHOP

TO MEASURE AND ANALISE THE WOM ACTIVITY ROI

Gianandrea Facchini
Blogger e consulente

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Roi and his brothers

Milano, 3 Aprile 2008

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Ceci n’est pas une presentation!
Ask for, ask to yourself!

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It’s a brave new world!

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With engaged customers

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A world where a showcase is not enough

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A world where Awareness no longer means sales

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Closer than we think

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And how we believe to measure it?

With ROI!
An everlasting metric!

but

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Companies have new goals

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Engagement

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Engagement
Trust

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Engagement
Trust
Inﬂuence

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Engagement
Trust
Inﬂuence

So what?
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New goals = new metrics

Return on engagement
Return on trust
Return on inﬂuence

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Why?

Sales do no longer come from a linear
model
Current business model production-
advertising-sales got more
complicated in its central moment

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Why?

Sales do no longer come from a linear
model
Current business model production-
advertising-sales got more
complicated in its central moment

Communication
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Top-down communication is dead

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The new mantra is: conversation

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And, talking about new mantra

Tell me, and I will forget.
Show me, and I may remember.
Involve me, and I will understand.

Cool. Who told it? Who’s the Web 2.0 guru
to tell it?

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Confucio
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But how to track a conversation

RSS
Tag
Feeder
Other?

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Tracking consumers’ conversation
is an ongoing discovery process
This know-how must merge with
the one existing inside the
company to bring to light new
opportunity

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Strategize

Aggregate Operate

Analyze Communicate

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How to structure the discovery process

Strategize:
to determine the area the most

sensitive to the information

collected

in a second step to evaluate

the
impact of the activities

developed to strengthen the

link between know how and

action

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Aggregate:
to collect data statistically

relevant from internal and

external sources

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Analyze:
to analyse and segment voices

collected by tag, frequency, cluster

to develop key insights on the brand,

its competitors and consumers’ needs

based on these results

to investigate exhaustively consumers’

sentiment, interaction model and the

chance to pump up conversation

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Communicate:
to translate information into

index to deﬁne businessgoals

to match them with other

sources for validation

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Operate:
let’s go on the market and test it!

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The whole process is based on a
active engagement of the marketing
and communication office
The human factor is crucial to
determine parameters and their
interpretation

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“It takes years, not weeks, to embed consumer
conversations in an organization. Companies need to
address this now or it will be a huge challenge to catch
up.”

Anthony van der Hoek, Director of Strategy
and Business Solutions, The Coca-Cola Company

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That’s all, folks?

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84% of the buzz is

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84% of the buzz is

Face-to-face

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84% of the buzz is

Face-to-face

82% of the buzz is

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84% of the buzz is

Face-to-face

82% of the buzz is

By Phone

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And on line?

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And on line?

42%

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And on line?

42%

It’s a long way to go, yet

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And is you can set up the starting date
of your Wom campaign, do you know

The buzz may stay alive and kicking for
a long time to go

The search engine cache stay forever

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A tv campaign begins on Sunday and
ends on any Saturday

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What about Wom?

Warning: a Wom activity is not for
selling goods

Right?

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A Wom campaign may have several
goals but it hardly generate direct
sales

A Wom campaign does work on the
magic words we mentioned before

Do you remember them?

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These are the sales drivers

If you think to do a Wom campaign to
generate sales in short time, well
better rethink your strategy

Yes, Wom is cool, but do you need it?

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Well, it depends from your goal

And so it is for the metrics

What about yours?

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A sample of process

Goal:

what’s your goal?

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A sample of process

Goal:

what’s your goal?
Beneﬁt:

what does success look like?

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A sample of process

Goal:

what’s your goal?
Beneﬁt:

Metrics:

which parameters you will measure?

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A sample of process

Goal:

what’s your goal?
Beneﬁt:

Metrics:

Measurement:
hich tool? How?
w

Tel. +390697747668

A sample of process

Goal:

what’s your goal?
Beneﬁt:

Metrics:

Measurement:
hich tool? How?
w
Map:

strategy

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A sample of process

Goal:

what’s your goal?
Beneﬁt:

Metrics:

Measurement:
hich tool? How?
w
Map:

strategy
Value:

what is the expected cost for?

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Let’s see an example:

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Other metrics:

Time to marketing information: The average time that
elapses between the execution of a marketing activity
and the results analysis availability

Customer satisfaction: the relationship between the
social media monitoring activity and the analysis
results and implementation. To juice these results
from monitoring to identify consumers’ desiderata and
opinions and work towards their satisfaction
eventually resulting in a higher customer satisfaction
level

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Other metrics:

Actionable insights: this metric is a catch-all, covering
both qualitative and quantitative actionable insights
emerging from the social media analysis

Early warning: to timely face issues that may arise and
negatively impact on brand perception

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Where is the common ground of all these metrics?

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On time

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On time

Intelligence

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On time

Intelligence

Transparency

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On time

Intelligence

Transparency

Strategy

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What’s the added value to companies?

Fonte: Abeerden Group 2008 Via di Monserrato, 43 - 00186 Roma
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Where are you, now?

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Wom Workshop English

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