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planning and
measuring social
media strategies
why should we care?
The Good..
The Bad..
A BIG shift from what we know


             • TV advertising revenues down 30% at NewsCorp

 Numbers     • US print advertising revenues down by 14%
 don’t lie
             • Radio listeners are down by 14%

             • Click thru rates on banner ads is decreasing 30%
             year on year and industry average is now 0.05%
The Ugly..
76%   Customers who think
      advertising lies
The Seductive..
68.56m

58.56m

5.98m

7.65m

11.27m

         Millions unique visitors
         Jan 2009. Comscore
where do you start?
Social strategy starts the
same as any other strategy
Core principles around a clear objective

                    Plan




                  Objectives
       Review       Data
                               Design




                  Develop
“We want a widget/viral video”
is not an objective
Every objective has a metric
that demonstrates a benefit
to the business
But then we need to change
how we think
From



digital channels and technologies
To



digital lives and behaviours
Video still to come
Baby Boomers are now embracing
social media applications nearly 20x
faster than the younger generation


+59%         connecting through social networking


+67%         consuming blogs and podcasts


+35%         viewing/posting videos



                                                Accenture 2009
                                            % change from 2008
From




what brands say about themselves
To




what consumers say about brands
Customers who say consumer

91%   generated content is the #1 aid to
      a buying decision
From




creating media campaigns
To




creating human experiences
From



show and tell
To



Involvement and understanding
MEASURABLE
CUSTOMER
ENGAGEMENT
what does
engagement look like?
the key to success
Content
useful, entertaining
Data & Insight
breaking the silos
online




hard
       Data      soft




       offline
A single focus




                 People
                  Led
Measurable at
all points
measurement
framework
INSIGHT   INCITE
search                 conversations




              INSIGHT




influencers             communities
involvement            interaction




              INCITE




 influence              intimacy
How do we find the most
value?
Return On       Return On
Investment      Involvement



Return on the   Return on the
     4%            100%
   who do        who think
$
$$$     $                         $
             $$$
                         $$$       $$$


$$
             $$              $$   $$

$       $$         $$        $
                              $
                    $$


      $$$                    $
From



Value = individuals
To



Value = individuals + interactions
between individuals
From



aggregate activity
To



individual actions
measurement tools
look for correlation
not causation
build on and blend with
existing metrics
don’t assume facebook or
twitter will continue to be top
dogs
portable social
lives
integrated measurement of
the customer journey
loyalty   email   news   comms   friend   fly    arrival loyalty site and
 club                                           showers club       offer
don’t obsess on using metrics
to prove what you do is
successful...use metrics to
make what you do better
THANK
YOU!

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