Post on 10-May-2015
description
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#SESND
The case for Social Media
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Key Questions to Answer
■ Why should I care about Social Media? ■ What will it take to realize the opportunity? ■ How will I know if we are doing it right?
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Social Media Objectives
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Over 20% All Sales through Facebook
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25% Revenue through Facebook
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Tweet 2 Order Tweet to Order
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CRM/ORM (Twitter)
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Reveal the Name Contest 1. 150,000 people
participated 2. 35,000+ requests for Test
Drives 3. 8000 Cars booked in 10
days
Car Launch through Social Media
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Key Questions to Answer
Why should I care about Social Media?
■ What will it take to realize the opportunity? ■ How will I know if we are doing it right?
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Creation Publishing
Promotion
Branding/ Leads/ Sales
Social Media Channel(s) Content
Social Media Objectives
Product
Value Prop Need
Target Group
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Time Has Not Changed
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You were expected to have a Website.
You were expected to have a Blog.
You are expected to have a Facebook
Page.
Hits (2000) > Likes (2010)
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# of Fans: Currency for Success!
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Quiz Time!
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Facebook Edge Rank
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In-house Vs Outsource
■ Ideally, in-house! ■ Easy to outsource: Apps, Ads, Tools ■ Work like a Partner (vs Vendor) ■ Involvement of Internal Stakeholders (CMO)
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Key Questions to Answer
Why should I care about Social Media? What will it take to realize the opportunity?
■ How will I know if we are doing it right?
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Creation Publishing
Promotion
Branding/ Leads/ Sales
Social Media Channel(s)
Measurability
Content
Social Media Objectives
Product
Value Prop Need
Target Group
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Two Dimensions of Measurement
What “Returns” did you get?
How much of “Returns” can be “Attributed” to the investment?
Returns
Attribution
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Types of Returns
A clear & direct metric
Units Sold, Leads Generated, Total Registrations, Referral Traffic
At most an indicative metric Brand Awareness, Reputation, Customer
Satisfaction, Customer Loyalty
Tangible
Intangible
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Attribution is a Hard Problem
Broken Chains
Missing Metrics
Mixed Influence
More often than not, it’s hard to establish a credible sequence of events.
Not all the metrics are available or captured automatically.
Multiple marketing efforts with a single outcome coincide with each other.
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Broken Chains of Events
You Promote your product on LinkedIn
Attribution – Broken Chains
You use a Blog for thought leadership
You interact with people on FB/Twitter
You resolve people’s issues on FB/Twitter
You get $20K worth of
Business with “unknown
source”
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Missing Metrics Examples Attribution – Missing Metrics
How many issues were resolved on
Twitter? How many $ were saved/earned by
resolution of issues?
Did you note down that FB was used for Market Research?
And that lead came from an introduction
over LinkedIn!
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The problem of Mixed Influences Attribution – Mixed Influence
Social Media
TV
Offline
Online Reputation
Impossible to measure influence of a single campaign when everything is
executed together
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Creation Publishing
Promotion
Branding/ Leads/ Sales
Social Media Channel(s)
Measurability
Content
Social Media Objectives
Product
Value Prop Need
Target Group
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Let’s continue this conversation…
/pradeepchopra /pradeepchopra /in/pradeepchopra
■ On Social Media
■ Off Social Media
pradeep@digitalvidya.com
Thanks for Listening!