Social Media ROI: from Useful to Youtility. Measuring heart, measuring responsibility
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Transcript of Social Media ROI: from Useful to Youtility. Measuring heart, measuring responsibility
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social media Roi
dall’utile all’utilitàMisurare il cuore, misurare la responsabilità
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social media roi
ESISTE? COME OTTENERLO? COME MISURARLO?
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July 2, 2015 @Raquel75 #emetrics
Dall'utile all'utilità
Neal Chaffer, Maximize Social Business “The social media code has officially been cracked” (Sally Hogshead)
3
c’è chi dice no. e chi sì
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la risposta di eric qualman
4
Socialnomics 2011
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July 2, 2015 @raquel75 #emetrics
Dall'utile all'utilità
★ Metriche a lungo termine, indirette
★ Tocca aver pazienza: resilienza…
★ Brand Awareness, quanto parlo di te, ma soprattutto come. “Ti amo? Ti compro”
5
#Takeaways
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qualche esempio
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July 18, 2013 www.yourcompany.com
Everyday Hero
klm
strategia e tattiche del #socialcare
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July 2, 2015 @Raquel75 #emetrics
Dall'utile all'utilità
A Caption for This Image
L’azienda, senza tirarsi indietro, risponde a tutti: ammette l’errore, cerca di replicare con cordialità e amicizia. E ci riesce: proprio da qui nasce il loro vero #SocialCare.
8
#1 crisis managementMondiali, Messico sconfitto dall’Olanda. KLM twitta: “Adios Amigos!”. Apriti cielo. 90.000 replies, il 70% negative. KLM però reagisce bene: con un’ottima gestione della crisi.
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July 2, 2015 @Raquel75 #emetrics
Dall'utile all'utilità
A Caption for This Image A Caption for This Image
9
#2 live reply
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July 2, 2015 @Raquel75 #emetrics
Dall'utile all'utilità
Tool social-payment creati per la rete ad
hoc: -€3.500, +€80.000 vendite/sett.
Webapp per condividere il viaggio
con gli amici social mentre lo s’organizza.
Sorpresa, ispirata a interessi dei clienti profilati sui social,
donata al loro arrivo.
Web-app per far scegliere chi aver
accanto in volo tra gli amici social.
#3 Social care proattivo
10
Social Payment Meet and Seat Trip Planner KLM Surprise
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#roi socialcare
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$25 milioni di ricavi
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costi, guadagni
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ma cos’è questo roi?!…
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July 18, 2013 www.yourcompany.com
Everyday Hero
roi è che tu sia responsabile
roi=responsabilità
Quanto e quanto a lungo tu lo sia
R=r
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July 18, 2013 www.yourcompany.com
Everyday Herok-r-a-c!
Quanto e quanto a lungo tu realizzi, responsabilmente, un…
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July 18, 2013 www.yourcompany.com
Everyday Hero
K=krisis
“HOUSTON… SIAMO IN CRISI”
Una strategia, driver e decisioni strategiche, all’insegna di…
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July 18, 2013 www.yourcompany.com
Everyday Hero18
r=resilienza
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July 2, 2015 @Raquel75 #emetrics
Dall'utile all'utilità
Trasparenza del brand nel presentarsi
nudo, tal quale si è, senza finzioni o
trucchetti.
Un’azienda «Amica» davvero, che si faccia
in quattro per te. E viceversa.
Un’immagine per cui il cliente possa dire:
“Ti amo? Allora ti compro!”.
Fiducia: «ci sono», «sono qui per te. Puoi
fidarti». Fiducia: acquisita o ritrovata.
Autenticità Affidabilità Amicizia Awareness
“A” come…
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July 2, 2015 @Raquel75 #emetrics
Dall'utile all'utilità
Trasmettere il proprio messaggio, la
propria mission.
In questo, prendersi cura del cliente, del
prossimo.
Il Care, la C di un costante Social-Caring
che si dona all’altro.
Creare engagement costante e in real-time col network.
“C” come “le 4C”…
Comunicare Coinvolgere Curare Social-Caring
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e soprattutto la “c n. 5”…
Il Cuore!
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July 18, 2013 www.yourcompany.com
Everyday HeroSpirito di servizio
DEVOZIONE
amore
DEDIZIONE
PASSIONE
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July 2, 2015 @Raquel75 #emetrics
Dall'utile all'utilità
Un altruismo egoista, egoismo altruista che al centro ha il cliente,
il cuore condiviso.
La «utilità per te» di Jay Baer: marketing
tanto utile che «la gente farà la fila alla
tua porta».
Per dirla con Seth Godin: «How good do you want this to be?».
Ora certo compri: ti fidi di nuovo. Sai che
quanto ti vendo ti sarà davvero di aiuto.
marketing del volontariato
Altruismo Egoista … e viceversa! “Youseful!” “Good!”
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July 18, 2013 www.yourcompany.com
Everyday Hero
vuoi vendere? aiuta!
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July 18, 2013 www.yourcompany.com
Everyday Hero
SELL? HELP!
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July 18, 2013 www.yourcompany.com
Everyday Hero
Quanto e quanto a lungo tu sviluppi tale strategia in certe tattiche: le 4 R!
r = R = k-r-a-c
1. REALTIME SOCIAL-CARING 2. RUVIDA IRONIA 3. REALTIME MARKETING, NEWSJACKING 4. RULE 80/20
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July 18, 2013 www.yourcompany.com
Everyday Hero
roi è responsabilità, è che tu sia responsabile
agisca mettendoci il cuore, oggi domani e sempre
r = R = 4 r = k-r-a-c!
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4 NO A METRICHE:
1. QUANTITATIVE: LIKE, SHARE, RT, +1 2. “QUALITATIVE”, SENTIMENT: E DM, PM?!… 3. BASATE SU COMPRAVENDITA FAN 4. BASATE SOLO SU SOCIAL ADS: GARANZIA ENGAGEMENT?
4 no
4 sì
4 SÌ A METRICHE DI INNOVAZIONE NELLA TRADIZIONE:
1. TRADIZIONALI: QUANTITATIVE, “QUALITATIVE”, MA… 2. AGGIUSTIAMO IL TIRO! CON MISURA 3. VALORIZZANDO QUELLE BUONE GIÀ PRESENTI 4. E GUARDANDO PERÒ OLTRE…
metriche: misuratori di cuore, responsabilità
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buone metriche? si parlava di klm…
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money-saving!
QUANTO AVREI SPESO PER OTTENERE LO STESSO RISULTATO VIA ADV TRADIZIONALE?
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money-saving
QUANTO AVREI SPESO PER OTTENERE LO STESSO RISULTATO VIA CALL CENTER?
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July 2, 2015 @raquel75 #emetrics
Dall'utile all'utilità
response rateRequisito essenziale per ottenere in generale la qualifica: rispondere ad almeno il 65% delle domande degli utenti su Facebook e Twitter.
top #sociallydevoted brand
32
Fornire tali risposte il più velocemente possibile.
response time
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July 2, 2015 @raquel75 #emetrics
Dall'utile all'utilità33
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July 2, 2015 @raquel75 #emetrics
Dall'utile all'utilità
★ Analisi quantitative e valutazioni qualitative
★ MA impossibilità di monitorare e misurare le conversazioni private
★ Proprio in DM e PM si concentra spesso però il massimo sforzo del Social CRM, onde evitare spam in Timeline pubblica
★ Lo score della Social Devotion non può esprimere a pieno il livello di caring del Brand
34
pros & cons
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OLTRE…
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qui è un po’ come chiedersi…
mi ami? ma quanto mi ami?
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July 18, 2013 www.yourcompany.com
Everyday Hero
ci vuole una “buona metrica”
… buonA come il pane!
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Che sappia darsi il tempo di lievitare, aspettando con pazienza…
dormicchiando senza fretta!
a lungo termine…
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July 18, 2013 www.yourcompany.com
Everyday Hero
ci vuole uno stetoscopio!
coefficiente del cuore
… dei battiti, di pressione e polso, febbre del network
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July 18, 2013 www.yourcompany.com
Everyday Hero
… una spia di onde radio, segnali di frequenza…
trust signals!
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idea #1 net promoter score
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nps: net promoter score
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July 18, 2013 www.yourcompany.com
Everyday Hero
recomendation
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July 18, 2013 www.yourcompany.com
Everyday Hero
passaparola
word of mouth marketing
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July 18, 2013 www.yourcompany.com
Everyday Hero
#sharethelove!
spread the word
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July 18, 2013 www.yourcompany.com
Everyday Hero
condividi il cuore
la responsabilità del brand
Se l’azienda sarà stata responsabile, ci avrà messo il cuore, allora sì ce lo metterai anche tu consigliandola a tutti. Non solo comprerai “tu”, ma farai comprare. E
guarda caso il $ arriverà. E con ciò il ROI!
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idea #2 volare
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July 18, 2013 www.yourcompany.com
Everyday Hero
volare
Volatility Ciò che frutta oggi può
non farlo domani
ROE, Return on Equity > Fattore rischio investimento rispetto a altre opportunità
A lungo termine indiretto
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July 18, 2013 www.yourcompany.com
Everyday Hero
Sustained Superior Performance
volaremetrica della ssP
Sostenibilità della performance positiva stabilmente nel tempo, a lungo termine
metrica di resilienza
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July 18, 2013 www.yourcompany.com
Everyday Hero
volare
(nel business e nel social-business!)
metrica di responsabilità e cuore: oggi e sempre
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July 2, 2015 @raquel75 #emetrics
Dall'utile all'utilità51
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July 2, 2015 @raquel75 #emetrics
dall'utile all'utilità52
rachele zinzocchI
Su LinkedIn e su…