Digital influence 501: What are the next trends and hot cases in social media

adknowledge 2009 | sydney

Digital Influence 5013 Things Every Marketer & Advertiser Should Know and Do

01 Understand Why it Matters to Business

Why Does Social Media Matter?

Reach Lots of Australians

FACEBOOK

April: 3.3 million Aussies

Today: 6.0+ million

Why Does Social Media Matter?

Reach Lots of Australians

Why Does Social Media Matter?

Less Frightening Than You’d Think

Control

3,000+ Comments!Only a handful couldn’t be published

Why Does Social Media Matter?

Less Frightening Than You’d Think

Why Does Social Media Matter?

Optimise Media & Creative

Why Does Social Media Matter?

Optimise Media & Creative

Why Does Social Media Matter?

Launch New Products

Why Does Social Media Matter?

Launch New Products

3 Kickoff Facebook Events

85,000+ Facebook Fans

Top Facebook AUS Campaign

Why Does Social Media Matter?

Generate Powerful Insights

Why Does Social Media Matter?

Generate Powerful Insights

Why Does Social Media Matter?

Boost Search “Share of Voice”

Most InfluentialHighMediumLow

Low = 58%

Most Influential = 9%

High = 20%

Medium = 13%

Whose talking about their Sleep Number?

Why Does Social Media Matter?

Boost Search “Share of Voice”

(PR Pro figure)

Anatomy of an Australian Marketer Circa NOW

02 Find Influencers

Karen Cheng

Influencer Segmentations

Assessing Influence

• Blogs & Twitter

– Number of inbound links

– Frequency/timeliness of posts

– Followers & subscribers

– Number and content of comments

– Affiliation of author

– Search engine visibility

– Traffic

– RSS feed subscriptions

• Videos & Photo Communities

– Number of views and downloads

– Number and content of comments

– Ratings/peer assessment

– Relevant groups

– Number of subscribers

– Number of inbound links

• Message Boards & Forums

– Breadth of boards

– Quantity and timeliness of activity

– Search engine visibility

– Affiliation

– Membership numbers

– Traffic

• Social Networks

– Membership numbers

– Types of community features present

(e.g., profiles, blogs, video, message

boards)

– Activity level on features

– Affiliation

– Search engine visibility

03 Measure Results

Why Measure?

• Demonstrate success of a campaign

• Optimize campaign week to week to ensure

best possible outcomes

• Today’s economy requires us to show the ROI

of social media

Conversation Impact Dashboard SummaryMetric / Funnel Goal > Data Aware-

nessConsidera-tion

Prefer-ence Action Loyalty

Reach/Positioning

• UMV – blogs, site, microsite, applications, other, total # / % change

Real-time to weekly

• Volume of online conversation, #/% change, Cost per Online Conversation Generated (CPICG)

Real-time to daily

• Share of voice in category (=Volume for brand / volume

for category), # / % change, Cost per Increase in Share of Voice (CPISV)

Real-time to

daily

• Search visibility (for relevant keywords) Real-time to weekly

Preference

• Sentiment index of online conversation (% positive - % negative), # / pts change, consumers reached vs. all, Cost Per Increase in Sentiment Index (CPISI)

Daily

• Share of positive voice in category (=Sentiment index for brand / sentiment index for category), # / % change, consumers reached vs. all, Cost per Increase in Share of Positive Sentiment (CPISP)

Daily

• Relative net promoter score (NPS) in category (=brand NPS / category NPS), # / % change, consumers reached vs. all, Cost per Point Increase in NPS (CPINP)

Monthly/Quarterly survey

Action

• Registration: RPA, CPA, $, # Daily to weekly

• Sale: RPA, CPA, $, # Real-time to weekly

• Advocacy: RPA, CPA, $, # Real-time to weekly

Optimizing Against the Right Metrics

To Sum Up...

To Sum Up...

• Many business reasons for participating in social media

• Listening is the best first step to getting started and there

are many free and paid tools available

• Identifying and engaging influencers makes it easier for

WOM to spread farther, faster, and to a wider audience

• Measuring the success of a social media programme is

possible and can include reach, preference, action.

RSS DashboardGrab it: www.theDailyInfluence.com

One company that goes with this online-

initiated flow is Ogilvy.“

“Ogilvy's digital specialist Brian Giesen outlined

the best strategies for getting business results on

social networking site Twitter.

”“

”

”

25 China Experts you should follow on

Twitter… Thomas Crampton.

THANK YOU!

Brian Giesen

Director | 360° Digital Influence

Ogilvy PR

p 61 2 8281 3853

e brian.giesen@ogilvy.com.au