SlideShare une entreprise Scribd logo
1  sur  30
Télécharger pour lire hors ligne
The True Value of Social Media
How social media is forcing us to redefine our marketing KPIs
1. We create too many dead-end experiences.
   2. We don’t know how to evaluate things that
      aren’t dead-end experiences.




The Problem (with marketing)
http://www.youtube.com/watch?v=ERGrSQoY5fs   http://www.youtube.com/watch?v=D3qltEtl7H8&feature=related




It’s well
documented.


                                                             http://www.youtube.com/watch?v=gwaX40EnUdM
Culprit   The microsite




                          Engaging, fun, but not very shareable
Culprit   The web/mobile application




                       Engaging, helpful, but not very shareable
Culprit   The online game




                  Engaging, addictive, but not very shareable
Culprit   The online video




                  Engaging, entertaining, but not very shareable
                  Unless it goes viral...which is a 1-in-a-million chance you can’t plan for.
Dead end digital
  Microsites                                                    Applications




                                                                      Games
         Videos




                  Engaging digital actions are important. But what’s more important is that we
                  enable consumers to effortlessly share, adapt and evolve our messages AND
                  measure the influence it creates.
Return on Investment
                                     Dead-end digital is similar to most
                                     advertising, and we measure it
Digital        Digital
                              Sale   accordingly, judging its performance
Action       Interaction
                                     based on the sales it directly motivates.
                                     But what about advocacy? What
                                     about the ripple effect? Aren’t most
                                     purchases influenced by personal
                                     recommendations anyway?
      Return on Interaction

                                        We’re missing half the picture
A Different Approach
DIGITAL MEDIA                   MEDIA THAT’S SOCIAL

Objectives:                                                             Objectives:
Reach                                                                    Advocacy
Awareness                                                                   Loyalty
Coverage                                                                       Trust
Engagement                                                                Influence


Measures:                                                            Measures:
# of visitors                                                        Sentiment
# of page views                                                     Comments
Time on site                                                         Feedback
Conversions                                                           Mentions
                                                                 Organic Reach

                                   Adapted from http://www.slideshare.net/LumensionSecurity/the-greatest-
                                   question-since-the-meaning-of-life-what-is-the-roi-of-social-media
Return on Investment

Digital        Digital                                               More
                              Sale       WOM          Reco
Action       Interaction                                             Sales




      Return on Interaction          +         Return on Influence


                                     A more realistic way to assess value
Quantify the true impact of digital
and social actions by moving
beyond immediate impact to
include return on influence.




  Our Goal

                                      http://www.businessweek.com/magazine/content/09_22/b4133032573293.htm
Cool idea…but how do you do that?
Visited this brand’s                          Downloaded a phone application
                                                    website or microsite                          from this specific brand
  Posted a video online (e.g., Facebook,
  YouTube) about this brand                                      Watched commercials or videos
                                                                 made by this brand on YouTube
                                                                                                  Read a blog sponsored
                 Customized or designed a                                                         by this brand
                 product for this specific brand                                                                            Played a web or browser game
                                                                                                                            sponsored by this brand


Posted a Tweet or RT about this specific brand
                                                                    We studied



                                                                   22
                                                                                                                      Made a charitable donation
                                                                                                                      directed through this brand’s site
    Posted pictures online (e.g., Flickr, Picasa,
    Facebook) that focused on this specific brand
                                                                                                                          Participated in an augmented reality
                                                                                                                          experience sponsored by this brand
 Wrote about this brand in a personal blog


                                                                 digital actions and their                        Became a fan of this brand on Facebook
          Sent a customized message sponsored by
          this brand to a family member or friend
                                                                  effect on consumers.
                                                                                                                                 Joined a Facebook group
                                                                                                                                 focused on this specific brand
               Posted a Facebook status
               referencing this specific brand

                                                                                                                 Followed this brand on Twitter
              Offered product ideas to this              Voted on a product decision by this
              brand in an open forum (e.g.,              brand (e.g., flavor, design, name)
              mystarbucksideas.com)

                                                                                     Provided feedback on this   Posted reviews about this brand
                            Joined an online panel or research
                            survey for this specific brand                           brand’s website
1.
       1 2 3 4
     Engage
     Visited this brands’
                                   Contribute                        Participate
                                                                    13. Become a fan of this
                                                                                                         Create
                                                                                               16. Posted a Facebook status
                                 8.    Posted reviews about this
     website or microsite                                               brand on Facebook          referencing this specific brand
                                       brand
2.   Watched commercials or                                         14. Joined a Facebook      17. Sent a customized message
                                 9.    Provided feedback on this
     videos made by this brand                                          group focused on           sponsored by this brand to a
                                       brand’s website
     on Youtube                                                         this specific brand        family member or friend
                                 10. Voted on a product
3.   Downloaded a phone                                             15. Followed this brand    18. Wrote about this brand in a
                                     decision by this brand
     application from this                                              on Twitter                 personal blog
                                     (e.g. flavor, design, name)
     specific brand
                                 11.   Joined a panel or research                              19. Posted pictures online (e.g.
4.   Read a blog sponsored by          survey for this specific                                    Flickr, Picasa, Facebook) that
     this brand                        brand                                                       focused on this specific brand
5.   Played a web or browser     12. Offered product ideas to                                  20. Posted a Tweet or RT about
     game sponsored by this          this brand in an open                                         this specific brand
     brand                           forum (e.g.                                               21. Customized or designed a
6.   Made a charitable               mystarbuckideas.com)                                          product for this specific brand
     donation directed through
     this brand’s site                                               Organized                 22. Posted a video online (e.g.
                                                                                                   Facebook, Youtube) about
7.   Participated in an
     augmented reality
     experience sponsored by
                                                                       into 4                      this brand


     this brand                                                      categories
RECRUIT CUSTOMERS                       GROUP BY ACTIONS                       SURVEY ONLINE                     COMPARE GROUPS



                                                            n=408
                                                   ENGAGE



                                                           n=281                   15 min. survey
                                               CONTRIBUTE

                                                                             BRAND X                              ENGAGE            PARTICIPATE

                                                          n=282
                                                                             ADVOCACY
                                               PARTICIPATE                   CONVERSATIONS
                                                                             NEW CUSTOMERS
                                                                             BRAND SPEND                                   CONTROL
                                                          n=284              ...
                                                   CREATE

                                                                                                                  CONTRIBUTE           CREATE

             n=1,945                                       n=865
 Recent customers of 52 brands
                                                  CONTROL




       20+ years old | HHI $35k+          Control group representative of    Survey included questions on how     Compared groups to each other
    M/F Split | Social Media Accounts      brands found in test groups      much they talked, recommendations,    and made conclusions based on
                                                                                     brand spend, etc.                significant differences
Brands whose customers we studied.




                                     *Brands determined by a pre-study of social media actions among consumers.
% Who Talked
            Percent of those who initiated conversations about the brand.


  Control         Engage          Contribute                Participate                                      Create




26%         47%                  55%                       53%                                        64%
            1.8 x control        2.1 x control             2 x control                               2.5 x control

                                 Assuming a set of 100     Assuming a set of 100                     Assuming a set of 100
                                 consumers, 80 more        consumers, 60 more                        consumers, 170 more
                                 people talking than the   people talking than the                   people talking than the
                                 Engage set.               Engage set.                               Engage set.




                                                               Source: Digital Actions and Their Effect on Advocacy, 22squared and Consumer Insights Inc., 2010.
Via Social                    Via Instant Message    Other Digital
              % who talked    Face to Face          Media           Via Email         or Texting         Means




   Control                                                                                                             Where
              26%            94%             2%                8%                3%                   1%
                                                                                                                       people
   Engage
                                                                                                                       talked
              47%            82%             9%                15%               5%                   0%               Participate and Create are the
                                                                                                                       only digital actions that
Contribute                                                                                                             generate conversation both
                                                                                                                       online and offline. Proof that
                                                                                                                       social media has influence
              55%            71%             10%               27%               11%                  3%
                                                                                                                       beyond the digital space.

Participate

              53%            75%             43%               22%               28%                  9%


   Create                                                                                                                                 Source: Digital Actions and
                                                                                                                                           Their Effect on Advocacy,
                                                                                                                                           22squared and Consumer
                                                                                                                                                   Insights Inc., 2010.
              64%            55%             48%               41%               19%                  3%
                                                                                                                       Presentation by:
How much they talked.
The number of conversations per 100 consumers.




       Control                Engage                 Contribute             Participate                               Create
       42 conversations out   110 conversations      123 conversations      260 conversations                          270 conversations
       of 100 consumers       out of 100 consumers   out of 100 consumers   out of 100 consumers                       out of 100 consumers



                                                                              Source: Digital Actions and Their Effect on Advocacy, 22squared and Consumer Insights Inc., 2010.
Social media actions generated
nearly 2.5 times more conversations
per 100 consumers than the lower
involvement engage group.




     Control                Engage                 Contribute             Participate                               Create
     42 conversations out   110 conversations      123 conversations      260 conversations                          270 conversations
     of 100 consumers       out of 100 consumers   out of 100 consumers   out of 100 consumers                       out of 100 consumers



                                                                            Source: Digital Actions and Their Effect on Advocacy, 22squared and Consumer Insights Inc., 2010.
How they influenced purchases
Percent who spurred a purchase

                                                                                                                                  % who talked

                                                                                                                                  % who spurred a purchase




             Control                      Engage                  Contribute                 Participate                                      Create




        11%...                      20%...                     26%...                     32%...                                      35%...
         influenced a transaction   influenced a transaction   influenced a transaction   influenced a transaction                    influenced a transaction
         26% talked                 47% talked                 55% talked                 53% talked                                  64% talked




                                                                                           Source: Digital Actions and Their Effect on Advocacy, 22squared and Consumer Insights Inc., 2010.
Influenced Purchases
The number of purchases influenced per 100 consumers.



     Social actions yield about 4x as many influenced
     purchases as dead-end digital engagements.                                    83                                            95
                                                                                                                               Purchases
                                                                                 Purchases
                                                                                 Influenced                                    Influenced




                                    22                     32
                5
           Purchases               Purchases
                                                         Purchases
                                                         Influenced
           Influenced              Influenced


       Control               Engage                  Contribute             Participate                               Create
      42 conversations out   110 conversations out   123 conversations      260 conversations                          270 conversations
      of 100 consumers       of 100 consumers        out of 100 consumers   out of 100 consumers                       out of 100 consumers



                                                                              Source: Digital Actions and Their Effect on Advocacy, 22squared and Consumer Insights Inc., 2010.
And, they spend more too...
   Median “Spend Index” by groups:

 Socially involved customers spend more and drive
 higher spend levels among the people they influence.
                                                                                                                                                               247


                                                                                                    126

                                               100




                    Control Group                                                     Engage + Contribute                       Participate + Create

Presentation by:                                                                                          Median dollar value associated with customer groups. Self-reported customer includes
Source: Digital Actions and Their Effect on Advocacy, 22squared and Consumer Insights Inc., 2010.         dollars spent, anticipated spend, and referred dollars through recommendations.
So what’d we learn?
1       Take a broader view of value
          We have to try to understand the impact of social media beyond the initial interaction
          and through the reverberating influence it has on consumers. We can’t only apply
          traditional digital metrics to social interactions.




Digital         Digital                                                                            More
                                           Sale                   WOM                       Reco
Action        Interaction                                                                          Sales




      Return on Interaction                              +                 Return on Influence

                                     Return on Investment
2            Social media actions pay
               It pays to leave the comfort of your own website or microsite and live in the consumer’s world of
               social media. Can you screw it up? Sure. But some simple principles, like being honest and
               interesting and adding value to people’s lives, can go a long way in the social space.

                                                                                     in more places



Gets more people talking




                                                                                                               more times




 for more                                       sparking more purchases
 money
3                      Move from dead end digital to social
                          We’re not saying that brands should stop being helpful or entertaining. That they should stop making cool
                          apps or killer videos. We’re just saying that you should do it in the social space and let people mess with it.
                          The more you get them participating and creating, the more you’ll get in return. DO MORE OF THIS...




“I follow them on Twitter and ask for        “Purchased a coffee, was able to ask          “I participated in their design the next                   “I posted pictures of my many pairs of
advice on certain products. The agents       about different varieties and got what I      donut competition, as well as enjoying                     Nikes.”
are usually very helpful and informative.”   wanted!”                                      their delicious coffee on a regular basis.”




“I sent an email about an ice cream          “I ordered personalized M&M's for a           “I occasionally drink Mountain Dew and I                   “I wrote to Starbucks encouraging them to add more
giveaway on Facebook.”                       Valentine's Day gift. I also posted this on   voted in a contest to determine a new                      Gluten Free products to their offerings and to complain
                                             my Facebook status and copied the URL         flavor.”                                                   when the GF orange cake was removed from their
                                             addy and sent out to a few friends.”                                                                     product offerings.”


                                                                                                                          Source: Digital Actions and Their Effect on Advocacy, 22squared and Consumer Insights Inc., 2010.
2 Quick Notes:
              This is changing:                                                                   These are good:



                                                                                                            http://www.slideshare.net/
                                                                                                            LumensionSecurity/the-
                                                                                                            greatest-question-since-the-
                                                                                                            meaning-of-life-what-is-the-
                                                                                                            roi-of-social-media




                                                                     http://www.slideshare.net/
                                                                     yongfook/social-media-roi

As social media increasingly becomes the backbone of
our digital experience, consumers will migrate to being
more active participants and creators of content. This
could already be obsolete.
For more on building advocacy, visit:




    http://www.22squared.com/whoweare/agency-model   http://www.slideshare.net/brandonmurphy/the-friendship-model

Contenu connexe

Tendances

2010.07 Mark Cowan - Building Your Brand Through Facebook
2010.07 Mark Cowan - Building Your Brand Through Facebook2010.07 Mark Cowan - Building Your Brand Through Facebook
2010.07 Mark Cowan - Building Your Brand Through FacebookARBOinteractive Polska
 
Traditional vs Interactive Marketing - Part II
Traditional vs Interactive Marketing - Part IITraditional vs Interactive Marketing - Part II
Traditional vs Interactive Marketing - Part IIcommandeleven
 
Ibm social business jam camp 2011 vp sandy carter get bold social business ag...
Ibm social business jam camp 2011 vp sandy carter get bold social business ag...Ibm social business jam camp 2011 vp sandy carter get bold social business ag...
Ibm social business jam camp 2011 vp sandy carter get bold social business ag...Friedel Jonker
 
Social Media Marketing Show Za
Social Media Marketing Show ZaSocial Media Marketing Show Za
Social Media Marketing Show Zadmktg
 
Social Media - eh what now
Social Media - eh what nowSocial Media - eh what now
Social Media - eh what nowConor Byrne
 
Leveraging social media
Leveraging social mediaLeveraging social media
Leveraging social mediaKinshuk Sunil
 
Integrated Communications and The Dawn of Agile Engagement
Integrated Communications and The Dawn of Agile Engagement Integrated Communications and The Dawn of Agile Engagement
Integrated Communications and The Dawn of Agile Engagement Malcolm Atherton
 
Social media even in crisis is strategic
Social media even in crisis is strategicSocial media even in crisis is strategic
Social media even in crisis is strategicLucio Ribeiro
 
Getting on the Grid:The Basics of Social Media
Getting on the Grid:The Basics of Social MediaGetting on the Grid:The Basics of Social Media
Getting on the Grid:The Basics of Social MediaDavid Mitzenmacher
 
Mobiles as a Marketing Platform
Mobiles as a Marketing PlatformMobiles as a Marketing Platform
Mobiles as a Marketing PlatformKinshuk Sunil
 
Are ugc contests less creative by Girish Mahajan
Are ugc contests less creative by  Girish MahajanAre ugc contests less creative by  Girish Mahajan
Are ugc contests less creative by Girish Mahajanswatantranegi
 
Dm xand marketingkingdom
Dm xand marketingkingdomDm xand marketingkingdom
Dm xand marketingkingdomRobin Hamman
 
Sandy Carter - Social Business at iStrategy SF
Sandy Carter - Social Business at iStrategy SFSandy Carter - Social Business at iStrategy SF
Sandy Carter - Social Business at iStrategy SFiStrategy
 
Brand Community , Word of Mouth and Buzz .... for Lovers
Brand Community , Word of Mouth and Buzz .... for LoversBrand Community , Word of Mouth and Buzz .... for Lovers
Brand Community , Word of Mouth and Buzz .... for LoversSean Moffitt
 
Integrate Pitcha Kucha: "Breaking Down the Barriers between Paid, Owned and E...
Integrate Pitcha Kucha: "Breaking Down the Barriers between Paid, Owned and E...Integrate Pitcha Kucha: "Breaking Down the Barriers between Paid, Owned and E...
Integrate Pitcha Kucha: "Breaking Down the Barriers between Paid, Owned and E...Digiday
 
Social media forum - Gavin Heaton
Social media forum - Gavin HeatonSocial media forum - Gavin Heaton
Social media forum - Gavin HeatonConnecting Up
 
Social Networking: Trends and Applications
Social Networking: Trends and ApplicationsSocial Networking: Trends and Applications
Social Networking: Trends and ApplicationsTeemu Arina
 

Tendances (19)

2010.07 Mark Cowan - Building Your Brand Through Facebook
2010.07 Mark Cowan - Building Your Brand Through Facebook2010.07 Mark Cowan - Building Your Brand Through Facebook
2010.07 Mark Cowan - Building Your Brand Through Facebook
 
Traditional vs Interactive Marketing - Part II
Traditional vs Interactive Marketing - Part IITraditional vs Interactive Marketing - Part II
Traditional vs Interactive Marketing - Part II
 
Ibm social business jam camp 2011 vp sandy carter get bold social business ag...
Ibm social business jam camp 2011 vp sandy carter get bold social business ag...Ibm social business jam camp 2011 vp sandy carter get bold social business ag...
Ibm social business jam camp 2011 vp sandy carter get bold social business ag...
 
7 myths of social media
7 myths of social media7 myths of social media
7 myths of social media
 
Learnings from SxSW 2011
Learnings from SxSW 2011Learnings from SxSW 2011
Learnings from SxSW 2011
 
Social Media Marketing Show Za
Social Media Marketing Show ZaSocial Media Marketing Show Za
Social Media Marketing Show Za
 
Social Media - eh what now
Social Media - eh what nowSocial Media - eh what now
Social Media - eh what now
 
Leveraging social media
Leveraging social mediaLeveraging social media
Leveraging social media
 
Integrated Communications and The Dawn of Agile Engagement
Integrated Communications and The Dawn of Agile Engagement Integrated Communications and The Dawn of Agile Engagement
Integrated Communications and The Dawn of Agile Engagement
 
Social media even in crisis is strategic
Social media even in crisis is strategicSocial media even in crisis is strategic
Social media even in crisis is strategic
 
Getting on the Grid:The Basics of Social Media
Getting on the Grid:The Basics of Social MediaGetting on the Grid:The Basics of Social Media
Getting on the Grid:The Basics of Social Media
 
Mobiles as a Marketing Platform
Mobiles as a Marketing PlatformMobiles as a Marketing Platform
Mobiles as a Marketing Platform
 
Are ugc contests less creative by Girish Mahajan
Are ugc contests less creative by  Girish MahajanAre ugc contests less creative by  Girish Mahajan
Are ugc contests less creative by Girish Mahajan
 
Dm xand marketingkingdom
Dm xand marketingkingdomDm xand marketingkingdom
Dm xand marketingkingdom
 
Sandy Carter - Social Business at iStrategy SF
Sandy Carter - Social Business at iStrategy SFSandy Carter - Social Business at iStrategy SF
Sandy Carter - Social Business at iStrategy SF
 
Brand Community , Word of Mouth and Buzz .... for Lovers
Brand Community , Word of Mouth and Buzz .... for LoversBrand Community , Word of Mouth and Buzz .... for Lovers
Brand Community , Word of Mouth and Buzz .... for Lovers
 
Integrate Pitcha Kucha: "Breaking Down the Barriers between Paid, Owned and E...
Integrate Pitcha Kucha: "Breaking Down the Barriers between Paid, Owned and E...Integrate Pitcha Kucha: "Breaking Down the Barriers between Paid, Owned and E...
Integrate Pitcha Kucha: "Breaking Down the Barriers between Paid, Owned and E...
 
Social media forum - Gavin Heaton
Social media forum - Gavin HeatonSocial media forum - Gavin Heaton
Social media forum - Gavin Heaton
 
Social Networking: Trends and Applications
Social Networking: Trends and ApplicationsSocial Networking: Trends and Applications
Social Networking: Trends and Applications
 

En vedette

Social Media - from theory to praxis
Social Media - from theory to praxisSocial Media - from theory to praxis
Social Media - from theory to praxisStefanos Karagos
 
Social Media is Dead. Long Live Social Media ROI
Social Media is Dead. Long Live Social Media ROISocial Media is Dead. Long Live Social Media ROI
Social Media is Dead. Long Live Social Media ROIStefanos Karagos
 
Ryan R. Anderson NMDL Presentation
Ryan R. Anderson NMDL PresentationRyan R. Anderson NMDL Presentation
Ryan R. Anderson NMDL PresentationRyan Anderson
 
CSR 2.0: The Future of Corporate Social Responsibility
CSR 2.0: The Future of Corporate Social ResponsibilityCSR 2.0: The Future of Corporate Social Responsibility
CSR 2.0: The Future of Corporate Social ResponsibilityWayne Visser
 
2011 - Green Brands Global Media Deck
2011 - Green Brands Global Media Deck2011 - Green Brands Global Media Deck
2011 - Green Brands Global Media DeckGreen Brands Survey
 
Why Social Media is Vital for Corporate Social Responsibility
Why Social Media is Vital for Corporate Social ResponsibilityWhy Social Media is Vital for Corporate Social Responsibility
Why Social Media is Vital for Corporate Social ResponsibilityYianni Garcia
 
Corporate Social Responsibility
Corporate Social ResponsibilityCorporate Social Responsibility
Corporate Social ResponsibilitySteve Raybould
 
40 Inspiring Social Media Case Studies
40 Inspiring Social Media Case Studies40 Inspiring Social Media Case Studies
40 Inspiring Social Media Case StudiesHappy Marketer
 
The Seven Deadly Social Media Sins
The Seven Deadly Social Media SinsThe Seven Deadly Social Media Sins
The Seven Deadly Social Media SinsXPLAIN
 
Building A Content Marketing Machine - Vertical Measures Webinar
Building A Content Marketing Machine - Vertical Measures WebinarBuilding A Content Marketing Machine - Vertical Measures Webinar
Building A Content Marketing Machine - Vertical Measures WebinarJohn Doherty
 
Shifting Education - Embracing the Transformation #OTRK12
Shifting Education - Embracing the Transformation #OTRK12Shifting Education - Embracing the Transformation #OTRK12
Shifting Education - Embracing the Transformation #OTRK12Dave Truss
 
Dmma knowledge network education and transformation presentation final
Dmma knowledge network education and transformation presentation finalDmma knowledge network education and transformation presentation final
Dmma knowledge network education and transformation presentation finalSu Little
 
21st Century Science Education - A Teacher's Perspective
21st Century Science Education - A Teacher's Perspective21st Century Science Education - A Teacher's Perspective
21st Century Science Education - A Teacher's Perspectivesciencecharter
 
Building Community From Content Data
Building Community From Content Data Building Community From Content Data
Building Community From Content Data Debra Askanase
 
Online Customer Experience
Online Customer ExperienceOnline Customer Experience
Online Customer ExperienceDML Srl
 
Giornali, giornalisti e comunità di riferimento
Giornali, giornalisti e comunità di riferimentoGiornali, giornalisti e comunità di riferimento
Giornali, giornalisti e comunità di riferimentoLelio Simi
 
design education. empowerment. transformation
design education. empowerment. transformationdesign education. empowerment. transformation
design education. empowerment. transformationCynthia Lawson Jaramillo
 

En vedette (20)

Social Media - from theory to praxis
Social Media - from theory to praxisSocial Media - from theory to praxis
Social Media - from theory to praxis
 
Social Media is Dead. Long Live Social Media ROI
Social Media is Dead. Long Live Social Media ROISocial Media is Dead. Long Live Social Media ROI
Social Media is Dead. Long Live Social Media ROI
 
Ryan R. Anderson NMDL Presentation
Ryan R. Anderson NMDL PresentationRyan R. Anderson NMDL Presentation
Ryan R. Anderson NMDL Presentation
 
CSR 2.0: The Future of Corporate Social Responsibility
CSR 2.0: The Future of Corporate Social ResponsibilityCSR 2.0: The Future of Corporate Social Responsibility
CSR 2.0: The Future of Corporate Social Responsibility
 
2011 - Green Brands Global Media Deck
2011 - Green Brands Global Media Deck2011 - Green Brands Global Media Deck
2011 - Green Brands Global Media Deck
 
Who am I ? What can you get from me?
Who am I ? What can you get from me?Who am I ? What can you get from me?
Who am I ? What can you get from me?
 
Why Social Media is Vital for Corporate Social Responsibility
Why Social Media is Vital for Corporate Social ResponsibilityWhy Social Media is Vital for Corporate Social Responsibility
Why Social Media is Vital for Corporate Social Responsibility
 
Corporate Social Responsibility
Corporate Social ResponsibilityCorporate Social Responsibility
Corporate Social Responsibility
 
40 Inspiring Social Media Case Studies
40 Inspiring Social Media Case Studies40 Inspiring Social Media Case Studies
40 Inspiring Social Media Case Studies
 
The Seven Deadly Social Media Sins
The Seven Deadly Social Media SinsThe Seven Deadly Social Media Sins
The Seven Deadly Social Media Sins
 
Essential Social Media for Communicators
Essential Social Media for CommunicatorsEssential Social Media for Communicators
Essential Social Media for Communicators
 
Building A Content Marketing Machine - Vertical Measures Webinar
Building A Content Marketing Machine - Vertical Measures WebinarBuilding A Content Marketing Machine - Vertical Measures Webinar
Building A Content Marketing Machine - Vertical Measures Webinar
 
Education transformation framework
Education transformation frameworkEducation transformation framework
Education transformation framework
 
Shifting Education - Embracing the Transformation #OTRK12
Shifting Education - Embracing the Transformation #OTRK12Shifting Education - Embracing the Transformation #OTRK12
Shifting Education - Embracing the Transformation #OTRK12
 
Dmma knowledge network education and transformation presentation final
Dmma knowledge network education and transformation presentation finalDmma knowledge network education and transformation presentation final
Dmma knowledge network education and transformation presentation final
 
21st Century Science Education - A Teacher's Perspective
21st Century Science Education - A Teacher's Perspective21st Century Science Education - A Teacher's Perspective
21st Century Science Education - A Teacher's Perspective
 
Building Community From Content Data
Building Community From Content Data Building Community From Content Data
Building Community From Content Data
 
Online Customer Experience
Online Customer ExperienceOnline Customer Experience
Online Customer Experience
 
Giornali, giornalisti e comunità di riferimento
Giornali, giornalisti e comunità di riferimentoGiornali, giornalisti e comunità di riferimento
Giornali, giornalisti e comunità di riferimento
 
design education. empowerment. transformation
design education. empowerment. transformationdesign education. empowerment. transformation
design education. empowerment. transformation
 

Similaire à The True Value of Social Media

Social Connections: Connecting Paid, Owned and Earned
Social Connections: Connecting Paid, Owned and EarnedSocial Connections: Connecting Paid, Owned and Earned
Social Connections: Connecting Paid, Owned and EarnedVivastream
 
Beyond Branding: Digital Brand Engagement
Beyond Branding: Digital Brand EngagementBeyond Branding: Digital Brand Engagement
Beyond Branding: Digital Brand EngagementAlex Wong
 
Designing Online Engagement to Collaborate with Your Community
Designing Online Engagement to Collaborate with Your CommunityDesigning Online Engagement to Collaborate with Your Community
Designing Online Engagement to Collaborate with Your CommunityNTEN
 
Colgate case study
Colgate case studyColgate case study
Colgate case studyChloé Sirot
 
Facebook for High Holidays
Facebook for High HolidaysFacebook for High Holidays
Facebook for High HolidaysLisa Colton
 
FabriQate Fox Sony 3D Life
FabriQate Fox Sony 3D LifeFabriQate Fox Sony 3D Life
FabriQate Fox Sony 3D LifeAneesh Varma
 
B!Digital - Social Media Marketing Cascade - 2010
B!Digital - Social Media Marketing Cascade - 2010B!Digital - Social Media Marketing Cascade - 2010
B!Digital - Social Media Marketing Cascade - 2010Buongiorno
 
Rugby World Cup 2011 twitter analysis
Rugby World Cup 2011 twitter analysisRugby World Cup 2011 twitter analysis
Rugby World Cup 2011 twitter analysisiGo2 Pty Ltd
 
Sma 06032012 metrics and metholodogy - en
Sma 06032012  metrics and metholodogy - enSma 06032012  metrics and metholodogy - en
Sma 06032012 metrics and metholodogy - enLIBERTÉ LIVING-LAB
 
Warren Knight B2B Social Media Marketing
Warren Knight B2B Social Media MarketingWarren Knight B2B Social Media Marketing
Warren Knight B2B Social Media MarketingThink Digital First
 
Social Media by Microsoft (for AITO)
Social Media by Microsoft (for AITO)Social Media by Microsoft (for AITO)
Social Media by Microsoft (for AITO)Wild Orange Media Ltd
 
Defining social media_roi_new_comm_2010_read-only
Defining social media_roi_new_comm_2010_read-onlyDefining social media_roi_new_comm_2010_read-only
Defining social media_roi_new_comm_2010_read-onlydllu
 
Seedingsmosmasteps2011 kopie-110214103233-phpapp02
Seedingsmosmasteps2011 kopie-110214103233-phpapp02Seedingsmosmasteps2011 kopie-110214103233-phpapp02
Seedingsmosmasteps2011 kopie-110214103233-phpapp02Se Go
 
Marketing Strategies for 2013
Marketing Strategies for 2013Marketing Strategies for 2013
Marketing Strategies for 2013Mark Suster
 
Online in de toekomst; wat kan ik nú doen?
Online in de toekomst; wat kan ik nú doen?Online in de toekomst; wat kan ik nú doen?
Online in de toekomst; wat kan ik nú doen?Tom Verhoeve
 
Social Media Warren Knight Digital Bootcamp April 2012
Social Media Warren Knight Digital Bootcamp April 2012Social Media Warren Knight Digital Bootcamp April 2012
Social Media Warren Knight Digital Bootcamp April 2012CIM East of England
 

Similaire à The True Value of Social Media (20)

Clicks Aren't Connections
Clicks Aren't ConnectionsClicks Aren't Connections
Clicks Aren't Connections
 
Social Connections: Connecting Paid, Owned and Earned
Social Connections: Connecting Paid, Owned and EarnedSocial Connections: Connecting Paid, Owned and Earned
Social Connections: Connecting Paid, Owned and Earned
 
Future of 'Social Media' - 2012
Future of 'Social Media' - 2012Future of 'Social Media' - 2012
Future of 'Social Media' - 2012
 
Beyond Branding: Digital Brand Engagement
Beyond Branding: Digital Brand EngagementBeyond Branding: Digital Brand Engagement
Beyond Branding: Digital Brand Engagement
 
Designing Online Engagement to Collaborate with Your Community
Designing Online Engagement to Collaborate with Your CommunityDesigning Online Engagement to Collaborate with Your Community
Designing Online Engagement to Collaborate with Your Community
 
Colgate case study
Colgate case studyColgate case study
Colgate case study
 
Facebook for High Holidays
Facebook for High HolidaysFacebook for High Holidays
Facebook for High Holidays
 
E20 theater
E20 theaterE20 theater
E20 theater
 
FabriQate Fox Sony 3D Life
FabriQate Fox Sony 3D LifeFabriQate Fox Sony 3D Life
FabriQate Fox Sony 3D Life
 
B!Digital - Social Media Marketing Cascade - 2010
B!Digital - Social Media Marketing Cascade - 2010B!Digital - Social Media Marketing Cascade - 2010
B!Digital - Social Media Marketing Cascade - 2010
 
Burson Marsteller Somessozurich08
Burson Marsteller Somessozurich08Burson Marsteller Somessozurich08
Burson Marsteller Somessozurich08
 
Rugby World Cup 2011 twitter analysis
Rugby World Cup 2011 twitter analysisRugby World Cup 2011 twitter analysis
Rugby World Cup 2011 twitter analysis
 
Sma 06032012 metrics and metholodogy - en
Sma 06032012  metrics and metholodogy - enSma 06032012  metrics and metholodogy - en
Sma 06032012 metrics and metholodogy - en
 
Warren Knight B2B Social Media Marketing
Warren Knight B2B Social Media MarketingWarren Knight B2B Social Media Marketing
Warren Knight B2B Social Media Marketing
 
Social Media by Microsoft (for AITO)
Social Media by Microsoft (for AITO)Social Media by Microsoft (for AITO)
Social Media by Microsoft (for AITO)
 
Defining social media_roi_new_comm_2010_read-only
Defining social media_roi_new_comm_2010_read-onlyDefining social media_roi_new_comm_2010_read-only
Defining social media_roi_new_comm_2010_read-only
 
Seedingsmosmasteps2011 kopie-110214103233-phpapp02
Seedingsmosmasteps2011 kopie-110214103233-phpapp02Seedingsmosmasteps2011 kopie-110214103233-phpapp02
Seedingsmosmasteps2011 kopie-110214103233-phpapp02
 
Marketing Strategies for 2013
Marketing Strategies for 2013Marketing Strategies for 2013
Marketing Strategies for 2013
 
Online in de toekomst; wat kan ik nú doen?
Online in de toekomst; wat kan ik nú doen?Online in de toekomst; wat kan ik nú doen?
Online in de toekomst; wat kan ik nú doen?
 
Social Media Warren Knight Digital Bootcamp April 2012
Social Media Warren Knight Digital Bootcamp April 2012Social Media Warren Knight Digital Bootcamp April 2012
Social Media Warren Knight Digital Bootcamp April 2012
 

Plus de Brandon Murphy

DOTPS for M2Moms FINAL
DOTPS for M2Moms FINALDOTPS for M2Moms FINAL
DOTPS for M2Moms FINALBrandon Murphy
 
Retail Survival Guide_FINAL
Retail Survival Guide_FINALRetail Survival Guide_FINAL
Retail Survival Guide_FINALBrandon Murphy
 
Life Lessons from Superheroes
Life Lessons from SuperheroesLife Lessons from Superheroes
Life Lessons from SuperheroesBrandon Murphy
 
The 2013 Trends Sh*t List
The 2013 Trends Sh*t ListThe 2013 Trends Sh*t List
The 2013 Trends Sh*t ListBrandon Murphy
 
Brand Strategies That Ignite Consumer Conversation
Brand Strategies That Ignite Consumer ConversationBrand Strategies That Ignite Consumer Conversation
Brand Strategies That Ignite Consumer ConversationBrandon Murphy
 
BWW 2010 WOMMA Preso w/22squared
BWW 2010 WOMMA Preso w/22squaredBWW 2010 WOMMA Preso w/22squared
BWW 2010 WOMMA Preso w/22squaredBrandon Murphy
 
Engagement Bill Of Rights
Engagement Bill Of RightsEngagement Bill Of Rights
Engagement Bill Of RightsBrandon Murphy
 
Blur Pma Chicago - Igniting Advocacy Through Social Media
Blur Pma Chicago - Igniting Advocacy Through Social MediaBlur Pma Chicago - Igniting Advocacy Through Social Media
Blur Pma Chicago - Igniting Advocacy Through Social MediaBrandon Murphy
 
2008 Airlines and Advocacy
2008 Airlines and Advocacy2008 Airlines and Advocacy
2008 Airlines and AdvocacyBrandon Murphy
 
2008 Wireless Providers and Advocacy
2008 Wireless Providers and Advocacy2008 Wireless Providers and Advocacy
2008 Wireless Providers and AdvocacyBrandon Murphy
 
Apparel Retail and Brand Advocacy
Apparel Retail and Brand AdvocacyApparel Retail and Brand Advocacy
Apparel Retail and Brand AdvocacyBrandon Murphy
 
22squared Igniting Advocacy In Retail Banking
22squared Igniting Advocacy In Retail Banking22squared Igniting Advocacy In Retail Banking
22squared Igniting Advocacy In Retail BankingBrandon Murphy
 
Brand Advocacy and Social Media - 2009 GMA Conference
Brand Advocacy and Social Media - 2009 GMA ConferenceBrand Advocacy and Social Media - 2009 GMA Conference
Brand Advocacy and Social Media - 2009 GMA ConferenceBrandon Murphy
 
The Friendship Model: How to build brand advocacy in a consumer-driven world.
The Friendship Model: How to build brand advocacy in a consumer-driven world.The Friendship Model: How to build brand advocacy in a consumer-driven world.
The Friendship Model: How to build brand advocacy in a consumer-driven world.Brandon Murphy
 
Current TV Live Brainstorm Recap
Current TV Live Brainstorm RecapCurrent TV Live Brainstorm Recap
Current TV Live Brainstorm RecapBrandon Murphy
 
Tampa Ad Connect Preso - Future of Advertising
Tampa Ad Connect Preso - Future of AdvertisingTampa Ad Connect Preso - Future of Advertising
Tampa Ad Connect Preso - Future of AdvertisingBrandon Murphy
 

Plus de Brandon Murphy (16)

DOTPS for M2Moms FINAL
DOTPS for M2Moms FINALDOTPS for M2Moms FINAL
DOTPS for M2Moms FINAL
 
Retail Survival Guide_FINAL
Retail Survival Guide_FINALRetail Survival Guide_FINAL
Retail Survival Guide_FINAL
 
Life Lessons from Superheroes
Life Lessons from SuperheroesLife Lessons from Superheroes
Life Lessons from Superheroes
 
The 2013 Trends Sh*t List
The 2013 Trends Sh*t ListThe 2013 Trends Sh*t List
The 2013 Trends Sh*t List
 
Brand Strategies That Ignite Consumer Conversation
Brand Strategies That Ignite Consumer ConversationBrand Strategies That Ignite Consumer Conversation
Brand Strategies That Ignite Consumer Conversation
 
BWW 2010 WOMMA Preso w/22squared
BWW 2010 WOMMA Preso w/22squaredBWW 2010 WOMMA Preso w/22squared
BWW 2010 WOMMA Preso w/22squared
 
Engagement Bill Of Rights
Engagement Bill Of RightsEngagement Bill Of Rights
Engagement Bill Of Rights
 
Blur Pma Chicago - Igniting Advocacy Through Social Media
Blur Pma Chicago - Igniting Advocacy Through Social MediaBlur Pma Chicago - Igniting Advocacy Through Social Media
Blur Pma Chicago - Igniting Advocacy Through Social Media
 
2008 Airlines and Advocacy
2008 Airlines and Advocacy2008 Airlines and Advocacy
2008 Airlines and Advocacy
 
2008 Wireless Providers and Advocacy
2008 Wireless Providers and Advocacy2008 Wireless Providers and Advocacy
2008 Wireless Providers and Advocacy
 
Apparel Retail and Brand Advocacy
Apparel Retail and Brand AdvocacyApparel Retail and Brand Advocacy
Apparel Retail and Brand Advocacy
 
22squared Igniting Advocacy In Retail Banking
22squared Igniting Advocacy In Retail Banking22squared Igniting Advocacy In Retail Banking
22squared Igniting Advocacy In Retail Banking
 
Brand Advocacy and Social Media - 2009 GMA Conference
Brand Advocacy and Social Media - 2009 GMA ConferenceBrand Advocacy and Social Media - 2009 GMA Conference
Brand Advocacy and Social Media - 2009 GMA Conference
 
The Friendship Model: How to build brand advocacy in a consumer-driven world.
The Friendship Model: How to build brand advocacy in a consumer-driven world.The Friendship Model: How to build brand advocacy in a consumer-driven world.
The Friendship Model: How to build brand advocacy in a consumer-driven world.
 
Current TV Live Brainstorm Recap
Current TV Live Brainstorm RecapCurrent TV Live Brainstorm Recap
Current TV Live Brainstorm Recap
 
Tampa Ad Connect Preso - Future of Advertising
Tampa Ad Connect Preso - Future of AdvertisingTampa Ad Connect Preso - Future of Advertising
Tampa Ad Connect Preso - Future of Advertising
 

Dernier

Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsP&CO
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarNathanielSchmuck
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Reportamberjiles31
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toumarfarooquejamali32
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfJohnCarloValencia4
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHelene Heckrotte
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxWorkforce Group
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfSourav Sikder
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024Stephan Koning
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursKaiNexus
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyHanna Klim
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examplesamberjiles31
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023Steve Rader
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Onlinelng ths
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...IMARC Group
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Winbusinessin
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfHajeJanKamps
 

Dernier (20)

Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizations
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry Webinar
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Report
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb to
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, Ours
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agency
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examples
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Online
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdf
 
Investment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV IndustriesInvestment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV Industries
 

The True Value of Social Media

  • 1. The True Value of Social Media How social media is forcing us to redefine our marketing KPIs
  • 2. 1. We create too many dead-end experiences. 2. We don’t know how to evaluate things that aren’t dead-end experiences. The Problem (with marketing)
  • 3. http://www.youtube.com/watch?v=ERGrSQoY5fs http://www.youtube.com/watch?v=D3qltEtl7H8&feature=related It’s well documented. http://www.youtube.com/watch?v=gwaX40EnUdM
  • 4. Culprit The microsite Engaging, fun, but not very shareable
  • 5. Culprit The web/mobile application Engaging, helpful, but not very shareable
  • 6. Culprit The online game Engaging, addictive, but not very shareable
  • 7. Culprit The online video Engaging, entertaining, but not very shareable Unless it goes viral...which is a 1-in-a-million chance you can’t plan for.
  • 8. Dead end digital Microsites Applications Games Videos Engaging digital actions are important. But what’s more important is that we enable consumers to effortlessly share, adapt and evolve our messages AND measure the influence it creates.
  • 9. Return on Investment Dead-end digital is similar to most advertising, and we measure it Digital Digital Sale accordingly, judging its performance Action Interaction based on the sales it directly motivates. But what about advocacy? What about the ripple effect? Aren’t most purchases influenced by personal recommendations anyway? Return on Interaction We’re missing half the picture
  • 10. A Different Approach DIGITAL MEDIA MEDIA THAT’S SOCIAL Objectives: Objectives: Reach Advocacy Awareness Loyalty Coverage Trust Engagement Influence Measures: Measures: # of visitors Sentiment # of page views Comments Time on site Feedback Conversions Mentions Organic Reach Adapted from http://www.slideshare.net/LumensionSecurity/the-greatest- question-since-the-meaning-of-life-what-is-the-roi-of-social-media
  • 11. Return on Investment Digital Digital More Sale WOM Reco Action Interaction Sales Return on Interaction + Return on Influence A more realistic way to assess value
  • 12. Quantify the true impact of digital and social actions by moving beyond immediate impact to include return on influence. Our Goal http://www.businessweek.com/magazine/content/09_22/b4133032573293.htm
  • 13. Cool idea…but how do you do that?
  • 14. Visited this brand’s Downloaded a phone application website or microsite from this specific brand Posted a video online (e.g., Facebook, YouTube) about this brand Watched commercials or videos made by this brand on YouTube Read a blog sponsored Customized or designed a by this brand product for this specific brand Played a web or browser game sponsored by this brand Posted a Tweet or RT about this specific brand We studied 22 Made a charitable donation directed through this brand’s site Posted pictures online (e.g., Flickr, Picasa, Facebook) that focused on this specific brand Participated in an augmented reality experience sponsored by this brand Wrote about this brand in a personal blog digital actions and their Became a fan of this brand on Facebook Sent a customized message sponsored by this brand to a family member or friend effect on consumers. Joined a Facebook group focused on this specific brand Posted a Facebook status referencing this specific brand Followed this brand on Twitter Offered product ideas to this Voted on a product decision by this brand in an open forum (e.g., brand (e.g., flavor, design, name) mystarbucksideas.com) Provided feedback on this Posted reviews about this brand Joined an online panel or research survey for this specific brand brand’s website
  • 15. 1. 1 2 3 4 Engage Visited this brands’ Contribute Participate 13. Become a fan of this Create 16. Posted a Facebook status 8. Posted reviews about this website or microsite brand on Facebook referencing this specific brand brand 2. Watched commercials or 14. Joined a Facebook 17. Sent a customized message 9. Provided feedback on this videos made by this brand group focused on sponsored by this brand to a brand’s website on Youtube this specific brand family member or friend 10. Voted on a product 3. Downloaded a phone 15. Followed this brand 18. Wrote about this brand in a decision by this brand application from this on Twitter personal blog (e.g. flavor, design, name) specific brand 11. Joined a panel or research 19. Posted pictures online (e.g. 4. Read a blog sponsored by survey for this specific Flickr, Picasa, Facebook) that this brand brand focused on this specific brand 5. Played a web or browser 12. Offered product ideas to 20. Posted a Tweet or RT about game sponsored by this this brand in an open this specific brand brand forum (e.g. 21. Customized or designed a 6. Made a charitable mystarbuckideas.com) product for this specific brand donation directed through this brand’s site Organized 22. Posted a video online (e.g. Facebook, Youtube) about 7. Participated in an augmented reality experience sponsored by into 4 this brand this brand categories
  • 16. RECRUIT CUSTOMERS GROUP BY ACTIONS SURVEY ONLINE COMPARE GROUPS n=408 ENGAGE n=281 15 min. survey CONTRIBUTE BRAND X ENGAGE PARTICIPATE n=282 ADVOCACY PARTICIPATE CONVERSATIONS NEW CUSTOMERS BRAND SPEND CONTROL n=284 ... CREATE CONTRIBUTE CREATE n=1,945 n=865 Recent customers of 52 brands CONTROL 20+ years old | HHI $35k+ Control group representative of Survey included questions on how Compared groups to each other M/F Split | Social Media Accounts brands found in test groups much they talked, recommendations, and made conclusions based on brand spend, etc. significant differences
  • 17. Brands whose customers we studied. *Brands determined by a pre-study of social media actions among consumers.
  • 18. % Who Talked Percent of those who initiated conversations about the brand. Control Engage Contribute Participate Create 26% 47% 55% 53% 64% 1.8 x control 2.1 x control 2 x control 2.5 x control Assuming a set of 100 Assuming a set of 100 Assuming a set of 100 consumers, 80 more consumers, 60 more consumers, 170 more people talking than the people talking than the people talking than the Engage set. Engage set. Engage set. Source: Digital Actions and Their Effect on Advocacy, 22squared and Consumer Insights Inc., 2010.
  • 19. Via Social Via Instant Message Other Digital % who talked Face to Face Media Via Email or Texting Means Control Where 26% 94% 2% 8% 3% 1% people Engage talked 47% 82% 9% 15% 5% 0% Participate and Create are the only digital actions that Contribute generate conversation both online and offline. Proof that social media has influence 55% 71% 10% 27% 11% 3% beyond the digital space. Participate 53% 75% 43% 22% 28% 9% Create Source: Digital Actions and Their Effect on Advocacy, 22squared and Consumer Insights Inc., 2010. 64% 55% 48% 41% 19% 3% Presentation by:
  • 20. How much they talked. The number of conversations per 100 consumers. Control Engage Contribute Participate Create 42 conversations out 110 conversations 123 conversations 260 conversations 270 conversations of 100 consumers out of 100 consumers out of 100 consumers out of 100 consumers out of 100 consumers Source: Digital Actions and Their Effect on Advocacy, 22squared and Consumer Insights Inc., 2010.
  • 21. Social media actions generated nearly 2.5 times more conversations per 100 consumers than the lower involvement engage group. Control Engage Contribute Participate Create 42 conversations out 110 conversations 123 conversations 260 conversations 270 conversations of 100 consumers out of 100 consumers out of 100 consumers out of 100 consumers out of 100 consumers Source: Digital Actions and Their Effect on Advocacy, 22squared and Consumer Insights Inc., 2010.
  • 22. How they influenced purchases Percent who spurred a purchase % who talked % who spurred a purchase Control Engage Contribute Participate Create 11%... 20%... 26%... 32%... 35%... influenced a transaction influenced a transaction influenced a transaction influenced a transaction influenced a transaction 26% talked 47% talked 55% talked 53% talked 64% talked Source: Digital Actions and Their Effect on Advocacy, 22squared and Consumer Insights Inc., 2010.
  • 23. Influenced Purchases The number of purchases influenced per 100 consumers. Social actions yield about 4x as many influenced purchases as dead-end digital engagements. 83 95 Purchases Purchases Influenced Influenced 22 32 5 Purchases Purchases Purchases Influenced Influenced Influenced Control Engage Contribute Participate Create 42 conversations out 110 conversations out 123 conversations 260 conversations 270 conversations of 100 consumers of 100 consumers out of 100 consumers out of 100 consumers out of 100 consumers Source: Digital Actions and Their Effect on Advocacy, 22squared and Consumer Insights Inc., 2010.
  • 24. And, they spend more too... Median “Spend Index” by groups: Socially involved customers spend more and drive higher spend levels among the people they influence. 247 126 100 Control Group Engage + Contribute Participate + Create Presentation by: Median dollar value associated with customer groups. Self-reported customer includes Source: Digital Actions and Their Effect on Advocacy, 22squared and Consumer Insights Inc., 2010. dollars spent, anticipated spend, and referred dollars through recommendations.
  • 25. So what’d we learn?
  • 26. 1 Take a broader view of value We have to try to understand the impact of social media beyond the initial interaction and through the reverberating influence it has on consumers. We can’t only apply traditional digital metrics to social interactions. Digital Digital More Sale WOM Reco Action Interaction Sales Return on Interaction + Return on Influence Return on Investment
  • 27. 2 Social media actions pay It pays to leave the comfort of your own website or microsite and live in the consumer’s world of social media. Can you screw it up? Sure. But some simple principles, like being honest and interesting and adding value to people’s lives, can go a long way in the social space. in more places Gets more people talking more times for more sparking more purchases money
  • 28. 3 Move from dead end digital to social We’re not saying that brands should stop being helpful or entertaining. That they should stop making cool apps or killer videos. We’re just saying that you should do it in the social space and let people mess with it. The more you get them participating and creating, the more you’ll get in return. DO MORE OF THIS... “I follow them on Twitter and ask for “Purchased a coffee, was able to ask “I participated in their design the next “I posted pictures of my many pairs of advice on certain products. The agents about different varieties and got what I donut competition, as well as enjoying Nikes.” are usually very helpful and informative.” wanted!” their delicious coffee on a regular basis.” “I sent an email about an ice cream “I ordered personalized M&M's for a “I occasionally drink Mountain Dew and I “I wrote to Starbucks encouraging them to add more giveaway on Facebook.” Valentine's Day gift. I also posted this on voted in a contest to determine a new Gluten Free products to their offerings and to complain my Facebook status and copied the URL flavor.” when the GF orange cake was removed from their addy and sent out to a few friends.” product offerings.” Source: Digital Actions and Their Effect on Advocacy, 22squared and Consumer Insights Inc., 2010.
  • 29. 2 Quick Notes: This is changing: These are good: http://www.slideshare.net/ LumensionSecurity/the- greatest-question-since-the- meaning-of-life-what-is-the- roi-of-social-media http://www.slideshare.net/ yongfook/social-media-roi As social media increasingly becomes the backbone of our digital experience, consumers will migrate to being more active participants and creators of content. This could already be obsolete.
  • 30. For more on building advocacy, visit: http://www.22squared.com/whoweare/agency-model http://www.slideshare.net/brandonmurphy/the-friendship-model