7. *I think a pillow should be the symbol of peace, not the dove. The pillow has more feathers than the dove, and it doesn't have that dangerous beak.
8. â There is only one thing in the world worse than being talked about, and that is not being talked about.â Was Oscar Wilde a good social media practitioner?:
9. If one ad impression is worth $0.01-0.10 ⊠whatâs the value of a social media conversation?
10. If a newspaper publishes their print content in a blog format but turns commenting off⊠..do we account for it as social mediaâŠand is it just as important as the hobbyist blogger post?
12. Would you rather have your social media be engaging⊠âŠ.or Influential?
13. Whatâs happening more quickly⊠Is social media becoming more traditional⊠..or is traditional media becoming more social?
14. ïï ï ïïïïïï ï ïïïïï ïïïï ï ï ï ï ïïïïï ï ïïïï ï ïïï ï ïïï ï ïï ï ïï ï ïïï ï ïïïï ï ïï ïïïïïï ï ïï ï ïïïï ï ïïïï ï ïïïïïï Would you like 1% of your social media audience very involved.. âŠor 10% of your audience somewhat involved?
15. If we hold sales people accountable for sales and operations people accountable for operations⊠⊠what do we hold social media people accountable for?
16. The 10 somewhat immutable laws of social media measurement⊠10 SOCIAL MEDIA MEASUREMENT
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18. âŠbecause its Âœ of what your next student/employee/customer does⊠Source: Harrison Group 2007
19. âŠbecause itâs the new currency on how to build brands â Something you Buyâ â Something you Trustâ â Something you Wantâ â Something you Preferâ â Something you Loveâ â Something you Participate Inâ
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21. âSocial media value is trapped in the Long Tail of its metricsâ Law #2 - Social Media Metrics Metrics Why Social Media benefits are trapped in the tailâŠ
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23. âItâs an intimacy medium â Participation of a few > Eyeballs of manyâ Law #3 - â The Ones Who Create Ideasâ â The Ones Who Spot & Scout New Stuffâ â The Ones Who Sell and Lead Opinionsâ â The Ones Who Provide Credibilityâ â The Ones Who Attract Attentionâ â The Ones Who Connect & Spread the Wordâ
24. Harnessing the Influencer Grapevine Turning small groups of Enthusiasts, Users, Customers and Consumers Into Authors, Producers, Scouts, Testers and Collaborators & Broadcasters Into Community Members, Advocates, Ambassadors and Evangelists Thinktank/ Sounding Board Scout/ Mystery Shopper Advisory Council/ Cause Torchbearer Seeded Adopter/ Beta Tester Customer User Consumer Collaborator/ Producer Evangelist/ Ambassador/ Advocate Community Member/ VIP Insider Influencer
25. â The measurement lense depends on your perspective⊠Law #4 - A hustler (media/ads) A fisher (e-commerce) A surveyor (researcher/ innovation) A farmer/gardener (community owner) A sniper (PR)
26. The Influencers â 6 Archetypes A Fisher (E-commerce) âWhatâs my catch like?â - Visitors, conversions, sales A Hustler (Ads/Media) âHow many people paid attention?â - Traffic, page views*, time spent A Sniper (PR) âWho is my most important target?â - Authority ranking, influence, velocity, comments/post A Farmer/Gardener (Community Owners) â âWhat am I growing/is this being cared for?â - Engagement, interaction, sentiment A Surveyor (Research/Innovation) â âWhat have we learned?â - Insight, quality of content, relevance
27. Social media outcomes trump traditional media inputs⊠Law #5 - Traditional media measurement deals with what you aired⊠⊠social media measurement deals with what actually happened Vs.
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29. 1 +1 = 3 â Social Media Measurement is multi-variate Law #7 -
30. Excitement Intimacy Broader Audience Targeted UGC/CGM BUZZ VIRAL SOCIAL CAUSE COMMUNITY INFLUENCER EXPERIENTIAL AFFILIATE
31. What is your Social Media Shooting for? Reach â how far does it travel? Relevance â does it support your intended direction? Influence â who shares and passes along with who? Authority â how trusted is the source? Engagement â how involved do they get?
32. What is Your Social Media Shooting for? Interaction â do they do anything with it? Velocity â how fast does it travel? Attention â how much time do they spend with it? Sentiment â how positive are they? Net Promoter â are they recommending you?
42. What progressive companies are currently practicing? Currently Use Plan To Pilot Blogs 49% 31% RSS 47% 32% Social Networking 40% 31% Customer Service 40% 26% Podcasts 33% 41% CGC 27% 35% Wikis 21% 29% Co-creation 13% 24% Open-Source 12% 20% Virtual Worlds 9% 23% Source: Society for New Communications Research, 2007
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44. Take Back to the Class Join the conversation: - Facebook, LinkedIn, Twitter - Find top 50 blogs of interest - Start commenting Start a new conversation: - Build a blog â post 27 types of conversation - Outreach to other bloggers - Produce a Social Media Release - Network out to video/photo sites - Social bookmark content Define what they should measure: - Establish metrics - Roll their own measurement - Track progress over time - Measure vs. objective Analyze results: - Prove the value of the effort - Identify improvement
Thank you for the chance to talk about word of mouth⊠Personal background: Client for many years at P&G, Molson, Guinness/Diageo, a place called Echo Having spent a wealth on traditional advertising â Iâm a born-again marketer My bet is itâs a big part of marketingâs future and at the end of this presentation, youâll grab three things: - word of mouth is really powerful and for a wide a variety of brands, I should be thinking about it as an integrated part of upcoming plans - word of mouth can be orchestrated and you can do it credibly and avoid the pitfalls, you can make it a valuable marketing touchpoint and maybe even strategy for your business - Agent Wildfire is Canadaâs Expert here â they have the experience, knowledge, database, assets and team to help my business â they are not one size fits all, they have options sized for my business