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Identifying Insights From Your Social Media Campaign | Oliver Gertz, Mediacom
1. Identifying Insights
From Your Social
Media Campaign
Moderator:Moderator:
Oliver Gertz
Managing Director EMEA
MediaCom Interaction
Photo: Evelyn Huang, MediaCom Beijing
10. It is not a new world.
It is not new behaviour.
It is not new needs and desires.
There are just some more channelsThere are just some more channels
to understand, engage and reach people.
10
11. Content is connecting people
with brands – across all media
Bought
media
Owned
media
Earned
media
Content
11
11
media media
12. Distribute
Content & Distribution
Listen Engage
Search
PR
Social
Media
Owned
Earned
Distribute
ë
Consumer
Earned
Listen
Content
Engagement
strategy
Engage
Mobile
Event
Dealer
Targeting
Gaming
Bought
Owned
12
Insights
Consumer
Insights
Bought
Owned strategy
1.Big Idea
2.Reason to Engage
3.Brand Benefit
14. Big campaign ideas have to
go beyond 30’ story telling
■ Does the idea get stronger by telling it
across all channels?
Interaction
across all channels?
■ Does the campaign invite people to
interact and react?
14
15. T-Mobile
enables sharing your life
Communication idea made interactive
“Life’s for sharing” Create moments
worth sharing
15
16. Coca Cola
unites football fans
Communication idea made interactive
Find people,
who are the
complete
opposite
but
united in
their love
of football.
Football unties
cook and chicken
cactus and balloon
Adulterer and husband
16
17. Distribute to all channels,
not limiting it to the T-Mobile.co.uk
Live Event
Viral Seeding
4,524,518 plays
17
18. We can reach high numbers:
P&G Pantene China
“Be a Pantene girl” – upload your picture and story
10 Million participants
Top of mind +31%
Word of Mouth + 55%
Sales + 12%
18
19. How can we measure
success in Socialsuccess in Social
Media?
19
21. We have to be pragmatic
How many people? How intensive?
Facebook fans
Blog posts
Game participants
Youtube-views
Website visitors
Type of engagement
Length of Engagement
Quality of Engagement
Website visitors
...
How might this influence business success?
21
22. Measuring bought, owned and
earned impressions is fairly easy
Every £ spend on Paid media
drives 3 £ of Earned media
Bought Owned Earned
22
23. Econometric Modelling can
measure the sales impact
Social TVC 2Social
Campaign
TVC 1
TVC 2
■ Identify sales impact of
different media
channels and
campaigns
■ Social Media
Campaigns have
ROI
Data Source. MediaCom Economiser
Campaigns have
generated higher ROI
than TV on this FMCG
product
23
24. Engaging fans is the
key to ROI
Fan
Engaged
Fan
Fan
Advocate
■ Just having a high
number of fans is not
driving the highest ROI
■ Engagement also
drives sales and ROI
Fan
ROI
Data Source. MediaCom Economiser
24
25. Theree is a direct correlation
between engagement and sales
1 in 5
1 in 20
1 in 7
game
plays
1 in 5
Inter-
actions■ In the given research, 1
in 20 fans bought a
pack of the product
■ Those who played one
of the games converted
1 in 7
1 in 20
fans
ROI
Data Source. MediaCom Economiser
1 in 7
■ 1of 5 who promoted the
product bought the
product
25
26. On the panel today
Michael Willeke
Director Marketing CommunicationsDirector Marketing Communications
Coca Cola Germany
Lisa Mane
Head of Corporate Internet and Social Media,
COI Interactive Services
Kerry Bridge
26
Kerry Bridge
Global Digital Media Communications Manager Public Sector,
DELL
Sabine Kostevc
Head of Corporate Internet & Social Media,
Roche
41. Case study - Dell’s evolving useCase study - Dell’s evolving use
of Twitter
@KerryatDell
#iStrategy, October 2010#iStrategy, October 2010
42. Dell on Twitter in
2007 = Wild West of
exploration and
learning
42
43. Dell on Twitter Today = more formalized strategy
and structure
Inform Sell Engage Support
43
44. Expand on what works
Human
element
44
Having conversations -
asking and answering
questions
Cross-promotion
45. I need to drive
demand for
my products
Getting started -
What are you trying
to achieve?
I want my
customers to
know I’m there
for them
I have
information that
can help
45
for them
can help
customers and
prospects
46. Sell
Over time three ways
we use twitter
emerge…
Engage
Provide news
46
Provide news
and information
47. By listening to your customers you can define
any needs you are missing…
Listening
What’s the
status of my How do I find Listening
helped us
identify gaps
and find better
ways of
meeting
customer
expectations.
status of my
order?
I don’t think my
computer is
How do I find
drivers for my
system?
47
expectations.computer is
working right.
Who can help?
48. Support - @DellCares
Objectives:
• Proactively engage• Proactively engage
customers
• Customer retention
Highlights:
• Early days – soft launched in May 2010
• Team supports customers on Twitter
• Supported over 1,800 customers:
48cc Dell
• Supported over 1,800 customers:
• ~5% who come to @DellCares
• ~95% who we discover and outreach to proactively
http://twitter.com/dellcares