Post on 08-May-2015
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MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Social Media Measurement
• Google Correlate
• My Web Career
• Inside Search
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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/user/TheProfessorBrey
/in/professorbrey
/Professorbrey
@professorbrey
BUSINESS INTELLIGENCE & SOCIAL MEASUREMENT
MKTG-7546 Marketing in a Digital Age
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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D I G I TA L M A R K E T I N G
M E A S U R E M E N T
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Management as Monitoring
Objective Marketer
Campaign Management
Community Management
Team Collaboration
Content ManagementBranding
Integrations & API
Reports and
Analytics
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Comprehensiveness
• Dashboards• Monitoring• Analytics• Distribution• Discovery• Management• Mobile• CRM• Emails & SMS• White label (for consultants)
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Comprehensiveness
• Social workflow• Post assignments• Inbox rules (e-mail to tweet)• Outlet workflows• Compliance cycles• Bridging (internal communication to public
domain)
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Comprehensiveness
• Social marketing– Reputation– Intelligence– Moderation management
• Social commerce– Ratings and reviews– Questions and answers– Contests
• Social support– Community platform– Tribal knowledge base– CRM integration
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Jive SoftwareNetworking
Recommendations
Activity Streaming
Sharing
Communication
Searching
Social Media Monitoring
Bridging
Analytics
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Measurable Information
• Demographics / based on geography• Referral source tracking• Industry comparisons• Page (Facebook) comparisons (trends)• Twitter followers (trends)• Social reach and social lift• Trends• Impression tracking
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Measurable Information
• Conversions• Reaching top influencers and fans• Actionable presentation• Content audit trails• Real-time snapshots• Comparative reporting across channels• Listen (results), engage (manage channels),
and analyze (measure & optimize)
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Measurable Information
• Social login• Demographic collection information• Data refresh• Social user graphs • Game mechanics• Roadmap planning• User acquisition• Social data marketing• Plugin integration (to collect data)
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Measurable Information
• Stream activity• Analytic comparisons (benchmarks)• Performance filters• Export data• Track KPI’s• Activity reports• Compose, delivery and measure• Sentiment (brand, competitor, estimates)• Outlet comparison
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Measurable Information
• Keyword notifications• Property right infringements• Employee action reports• Activity pockets (channel vs. topic)• Aggregate and granular level reports• Trendspotting• Social reputation• Customer intelligence center
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Social Campaigns
• Refer-a-friend• Social sweepstakes• Polls & voting• Flash deals• Sign-up forms• Group offers• Like gate• Social videos• Intelligent share buttons• ROI
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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S O C I A L E N G A G E M E N T
K P I ’s
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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I. Foster Dialog
• Don’t sell, participate– Connect, support, feedback, reply,
share, discuss, comment, link, friend and follow
• Engaging with stakeholders – Ideas, thoughts, products and activities
• Responding through genuine interactions
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Share of Voice
• Relative % of brand mentions• Competitive metric = baseline as determined
by financial or alternative fiscal sources• Compare to competitors and by channel
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Audience Engagement
• Proportion of contributing to comments, sharing or linking
• Consistent volume predicted with expected increase based upon marketing
• Variations based upon interest (telling sign)
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Conversation Reach
• Identifying scope of conversation with initiative
• Highly variable with trending the key analysis• Benchmark creation to determine expansion
and traveling beyond normal parameters
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Blocking & Tackling
• Retweets• Forward to a friend• Social media sharing• Comments• Like or rate something• Reviews• Contributors and active
contributors
• Page views• Unique visitors• Traffic from sites• Time spent on site• Response time• Net promoter
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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II. Promote Advocacy
• Nurture, empower, activate, identify and listen
• Encouraging discussion through promotion and endorsing
• Love those who love you back• Create brand advocates• Focus on those who are dedicated to
your brand
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Active Advocates
• Generating positive sentiment over a given time• Context for the health of your advocacy program• Feeding the beast, build or maintain (within
established benchmark levels)
•
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Advocate Influence
• The individual influence versus the relative influence across all fans and advocates
• Setting levels for how far and wide will travel• Used in context to identify individuals,
incentivize and penalize/motivate others
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Advocacy Impact
• Identifying conversions to track conversion traffic and monitor initiatives
• Difficult to serve as a definitive measurement given the multi-touch point basis
• Give each program or individual specific identifiers
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Blocking & Tackling
• Forward to a friend• Install widget• Invite/refer a friend• Tagging • Testimonials• Wish lists
• Social media sharing• Inbound linking• Social bookmarks• Net promoter score• Number of brand
evangelists
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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III. Facilitate Support
• Resolve issues through direct and crowdsourcing
• Issue resolution through quality and integrity
• Satisfaction increases through flexible options
• Reach out, don’t argue, quick response times, drive private methods
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Resolution Rate
• Satisfactorily solving customer service issues (satisfaction is the optimal word)
• Set expectations that mirror traditional metrics
• Provides insight into training issues
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Resolution Time
• Time required to produce human-generated responses
• 60-second response times are optimal but not a reality
• Benchmarked by hours to determine potential issues in the service chain (time benchmarks)
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Satisfaction Score
• Numerous determination methods: quality, delivery, perceived value and performance
• Social channels are only part of the measurement and not an alternative
• Benchmark to catch downward trends
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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IV. Spur Innovation
• Identifying service opportunities and underlying market needs
• Receptiveness to feedback in order to drive products and services
• Providing credit where credit is due
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Topic Trends
• Long-tail threads can provide productive, innovation ideas
• Monitoring tools to determine and track the myriad of potential topics
• Context of product and service to react quickly
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Sentiment Ratio
• Based upon positive, neutral, and negative• Used to determine advocates; potential of
reinforcement, dialog, and advocacy; support, advocacy, dialog or a combination thereof
• Benchmarked and harnessed to understand customer opinions, especially new products
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Idea Impact
• Next generation focus group• Test concepts, prototypes, and other
innovation• Measured through buzz, conversation, share
and mentions (movie example)
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Final Exam structure : Two content questions, 4 parts each: Ten questions
concerning trends: Twitter Rule – ask one
question, provide one answer (no multi answer questions)
: All questions will be counted
• Thursday – Social Marketing Plan• Tuesday – Final Exam
NEXT WEEK
Final Exam content : Module 5, 6, 7, and 8 (white papers)
: Kaushik 10, 11, 12
: Clifton 1, 5, 6
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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• To learn more about social marketing analytics, check out the report entitled, “Social Marketing Analytics: A New Framework for Measuring Results in Social Media” by Web Analytics Demystified and the Altimeter Group. http://www.slideshare.net/jlovett/social-marketing-analytics