Social media & brand management
-
date post
17-Oct-2014 -
Category
Business
-
view
1.046 -
download
3
description
Transcript of Social media & brand management
Social Media
&
Brand Management
Mirza Shakeel Baig
oxiem.com
Internet-Based
Tools For Sharing
& Discussing
Information Among
Human Beings.
Social Media Defined
oxiem.com
Social Media Strategy
The Old Way Shout!
The Shout Method
Old Marketing Funnel
Source: Forrester Research
oxiem.com
Social Media Strategy
The New Way Listen
Facilitate the Conversation
New Marketing Funnel
Social Media Strategy
It’s Happening Whether you Participate or Not
Social Technographics Ladder
Source: Forrester Research
Social Technographics Ladder
Benefits of using Social Media
Ways in which Social Media can help your business:
Sales Net New Customers, Increased Frequency of Transactions, promo exposure Increased yield (average $ value per transaction), and product penetration
Customer Support Immediate feedback and response, positive impact in public forum, cost reduction
Human Resources More effective recruiting, online monitoring of employee behavior (risk management)
Public Relations Online Reputation Management, improved brand image via Social Web
Customer Loyalty Increased interactions, better quality of interactions, deeper relationship with brand,
Increased trust in brand, increased mindshare of brand, greater values alignment
Business Intelligence
900 Million
People interact with their favorite brands on Facebook far more than other social
networks
Did You Know?
56% of those under 35 interact with their
favorite brands on Facebook
Online community/forum/bulletin board 9%
Blogs 4%
MySpace 1%
Other 2%
None of these 59%
34%
4%
1%
Base: Those who go online ● Q31. What social networking sites do you use to interact with your favorite brand(s)?
Engagement is real: 78% of people who “like” brands on Facebook like fewer than 10 brands
33%
25%
20% 22%
0%
5%
10%
15%
20%
25%
30%
35%
Number of Brands Fanned on Facebook
1-2 3-4 5-9 10+
Base: Those who are fans of brands on Facebook ● Q32a. Approximately, how many brands are you a fan of?
Social Media
Strategy
Harnessing “People Streams”
Discovery Goal &
Objective Engagement
Monitor & Measure
Steps to Follow
• What are they doing on social media
• Why they use it
• What do they use
Customers
• Are they using social media
• What are their objectives
• Are there untapped opportunities
Competitors
• What is brand’s current online perception
• Are there opportunities to connect
Brand
Discovery Goal &
Objective Engagement
Monitor & Measure
Awareness Customer
Service New Ideas
Research & Market
Intelligence
Reach New Customer
Thought Leadership
Goals & Objectives
Discovery Goal &
Objective Engagement
Monitor & Measure
Discovery Goal &
Objective Engagement
Monitor & Measure
Responding to the public
Your website
Responding to your audience comes in 2 forms: 1. Conversational Responses (chat) 2. Informational Responses (link)
Either way, never argue, always be helpful, don’t Ever become defensive.
Engagement
PR
Responding to the public
Measurement & Accountability
Some thoughts about ROI and measurement
Discovery Goal &
Objective Engagement
Monitor & Measure
. . .
RETURN ON INVESTMENT
THE R.O.I. EQUATION
Investment Expectation of return
ROI = COST OF INVESTMENT
(GAIN FROM INVESTMENT - COST OF INVESTMENT)
THE R.O.I. EQUATION
Non-financial impact is not ROI (yet).
Types of non-financial impact
Website Visitors
Click-throughs
Visitors to a brick & mortar store
Positive press
Positive WOM
Negative press
Negative WOM
Customer complaints
Employment applications
Retweets
FaceBook friends Blog comments
Social mention
YouTube views
Twitter followers
Impressions
Delivered emails
Coupons distributed
ROI = actualized potential.
Non-Financial Measurement & Accountability
1. Set Goals 2. Set Standards 3. Set Milestones 4. Pick the right measurement tools for the job
http://www.google.com/analytics/
Track website visits Monitor visitor behavior
Track the growth of your Twitter Account Monitor your Twitter stats
http://twittercounter.com/pages/dashboard_info
Track video downloads Track video embeds
Track FB & LinkedIn group members Track blog visitors & comments Track offline numbers and results
Track online mentions Compare mentions
http://www.blogpulse.com/trend
Examples of free tools:
Mirza Shakeel
• Social media by Veronica Peng • www.vujade.com (facebook and google financials) • An insight to social media (Omllion) • Twitter vs, facebook • Thanks to the contributors at Flickr • Google Search • The world is in your hands - Hristo Radichev