Managing Your Brand’s Social Life

Kazutoshi Ogami

Ashley Delinko

BA 499 Section 002

http://www.youtube.com/watch?v=ZQzsQkMFgHE

Social Networks

• 16.6% of all online minutes now spent on social networks

• 1 in 5 couples meet online

• If Facebook were a country, it'd be the world's 3rd largest

• 93% of markers use social media

The ROI of social media

• There is a quantifiable ROI

• The truth of the matter is that it's very difficult to measure ROI within social media

• No way to calculate the relationship between a dollar investment in a particular activity and the number of likes

Michael Brito• Media-equivalency equations

unfortunately lead people astrayo Value of a Coca-Cola fan on Facebook or

Twitter isn't equal to the value of a BMW fan on them

• Difficult to determine the value of followership• Brands have to ask very different questions

for their social media campaigns• Aspects to consider:

Tracking trust Purchase decisions influence Seeking new products Getting recommendations

Difficulty With Measuring ROI

Campbell's Kitchen FacebookMission: get more people to use more

Campbells soup products

• Every time someone printed a recipe from Facebook

They made it approx 2.5 times, Used Campbell's soup 1.7 times

• This along with market research is critical in evaluating ROI

Tracking ToolsRadian 6

• Webtrendso measures facebook and mobile

• Twitalyzeo measures twitter activity

• Google analyticso Sophisticated prodcut (free)

• Simply Measured o looks at competitor's engagement to provide

benchmarking

Determining success is Difficult "The jury is still out on the value of fan interaction.

Most people agree that having a loyal, engaged fan base is a good thing -- how good or how valuable compared to other forms of more institutionalized marketing is still debatable."

- Daniel Stein

Founder-CEO Evolution Bureau

Discussion Questions • Do you think the U.S. companies should

increase the use of social media for business?

• Do you think it is effective for companies to use tracking tools such as Twitalyze?