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WORKSHOP
TO MEASURE AND ANALISE THE WOM ACTIVITY ROI
Gianandrea Facchini Blogger e consulente
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Ceci nest pas une presentation!
Ask for, ask to yourself!
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Its a brave new world!
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With engaged customers
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A world where a showcase is not enough
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A world where Awareness no longer means sales
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Closer than we think
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And how we believe to measure it?
With ROI!
An everlasting metric!
but
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Companies have new goals
So what?
Engagement
TrustInfluence
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New goals = new metrics
Return on engagementReturn on trust
Return on influence
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Why?
Sales do no longer come from a linear modelCurrent business model production- advertising-
sales got more complicated in its centralmoment
Communication
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Top-down communication is dead
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The new mantra is: conversation
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Tell me, and I will forget.Show me, and I may remember.
Involve me, and I will understand.
And, talking about new mantra
Cool. Who told it? Whos the Web 2.0guru to tell it?
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Confucio
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But how to track a conversation
RSSTag
FeederOther?
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Tracking consumers conversation is anongoing discovery processThis know-how must merge with the one
existing inside the company to bring tolight new opportunity
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Strategize
Aggregate
Analyze Communicate
Operate
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How to structure the discovery process
Strategize: to determine the area the mostsensitive to the informationcollected
in a second step to evaluate theimpact of the activities
developed to strengthen thelink between know how andaction
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How to structure the discovery process
Aggregate: to collect data statisticallyrelevant from internal andexternal sources
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How to structure the discovery process
Analyze: to analyse and segment voicescollected by tag, frequency, cluster
to develop key insights on the brand, itscompetitors and consumers needs basedon these results
to investigate exhaustively consumers
sentiment, interaction model and thechance to pump up conversation
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How to structure the discovery process
Communicate: t o translate information intoindex to define business goals
to match them with othersources for validation
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How to structure the discovery process
Operate: lets go on the market and testit!
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How to structure the discovery process
The whole process is based on a activeengagement of the marketing and
communication officeThe human factor is crucial to determineparameters and their interpretation
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It takes years, not weeks, to embedconsumer conversations in an organization.Companies need to address this now or it willbe a huge challenge to catch up.
Anthony van der Hoek, Director of Strategyand Business Solutions, The Coca-ColaCompany
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Thats all, folks?
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84% of the buzz is
Face-to-face
82% of the buzz is
By Phone
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And on line?
42%
Its a long way to go, yet
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And is you can set up the starting date of your
Wom campaign, do you know when it ends?
The buzz may stay alive and kicking for along time to go
The search engine cache stay forever
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A tv campaign begins on Sunday and ends on
any Saturday
It lasts for two/three weeks
Half of the second week, if it work sale goes up
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What about Wom?
Warning: a Wom activity is not for sellinggoods
Right?
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A Wom campaign may have several goals but ithardly generate direct sales
A Wom campaign does work on the magic words
we mentioned before
Do you remember them?
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These are the sales drivers
If you think to do a Wom campaign to generatesales in short time, well better rethink your
strategy
Yes, Wom is cool, but do you need it?
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Well, it depends from your goal
And so it is for the metrics
What about yours?
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A sample of process
Goal: whats your goal? Benefit: what does success look like?
Metrics: which parameters you measure?
Measurement: which tool? How?Map: strategy
Value: what is the expected cost for?
Lets see an example:
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Let s see an example:
h
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Other metrics:
Time to marketing information: The average time that elapsesbetween the execution of a marketing activity and theresults analysis availability
Customer satisfaction: the relationship between the socialmedia monitoring activity and the analysis results andimplementation. To juice these results from monitoring toidentify consumers desiderata and opinions and worktowards their satisfaction eventually resulting in a higher
customer satisfaction level
O h i
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Other metrics:
Actionable insights: this metric is a catch-all, covering bothqualitative and quantitative actionable insights emergingfrom the social media analysis
Early warning: to timely face issues that may arise andnegatively impact on brand perception
Wh i h d f ll h i ?
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Where is the common ground of all these metrics?
On time
Intelligence
Transparency
Strategy
Whats the added value to companies?
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Fonte: Abeerden Group 2008
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Where are you, now?
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