Wom Workshop English

www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668

WORKSHOP

TO MEASURE AND ANALISE THE WOM ACTIVITY ROI

Gianandrea Facchini Blogger e consulente

Roi and his brothers

Milano, 3 Aprile 2008

Ceci n’est pas une presentation!Ask for, ask to yourself!

It’s a brave new world!

With engaged customers

A world where a showcase is not enough

A world where Awareness no longer means sales

Closer than we think

And how we believe to measure it?

With ROI!An everlasting metric!

Companies have new goals

Engagement

TrustInfluence

So what?

Engagement

TrustInfluence

New goals = new metrics

Return on engagementReturn on trust

Return on influence

Sales do no longer come from a linear model

Current business model production- advertising-sales got more

complicated in its central moment

Sales do no longer come from a linear model

Current business model production- advertising-sales got more

complicated in its central moment

Communication

Top-down communication is dead

The new mantra is: conversation

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? Who’s the Web 2.0 guru to tell it?

Confucio

But how to track a conversation

RSSTag

FeederOther?

Tracking consumers’ conversation is an ongoing discovery process

This know-how must merge with the one existing inside the

company to bring to light new opportunity

Strategize

Aggregate

Analyze Communicate

Operate

How to structure the discovery process

Strategize: to determine the area the most sensitive to the information collected

in a second step to evaluate the impact of the activities developed to strengthen the link between know how and action

Aggregate: to collect data statistically relevant from internal and external sources

Analyze: to analyse and segment voices collected by tag, frequency, cluster

to develop key insights on the brand, its competitors and consumers’ needs based on these results

to investigate exhaustively consumers’ sentiment, interaction model and the chance to pump up conversation

Communicate: to translate information into index to define businessgoals

to match them with other sources for validation

Operate: let’s go on the market and test it!

The whole process is based on a active engagement of the marketing

and communication officeThe human factor is crucial to determine parameters and their

interpretation

“It takes years, not weeks, to embed consumer conversations in an organization. Companies need to address this now or it will be a huge challenge to catch up.”

Anthony van der Hoek, Director of Strategyand Business Solutions, The Coca-Cola Company

That’s all, folks?

84% of the buzz is

Face-to-face

84% of the buzz is

Face-to-face

82% of the buzz is

84% of the buzz is

Face-to-face

82% of the buzz is

By Phone

And on line?

It’s a long way to go, yet

And is you can set up the starting date of your Wom campaign, do you know

The buzz may stay alive and kicking for a long time to go

The search engine cache stay forever

A tv campaign begins on Sunday and ends on any Saturday

What about Wom?

Warning: a Wom activity is not for selling goods

Right?

A Wom campaign may have several goals but it hardly generate direct

A Wom campaign does work on the magic words we mentioned before

Do you remember them?

These are the sales drivers

If you think to do a Wom campaign to generate sales in short time, well

better rethink your strategy

Yes, Wom is cool, but do you need it?

Well, it depends from your goal

And so it is for the metrics

What about yours?

A sample of process

Goal: what’s your goal?

A sample of process

Goal: what’s your goal?Benefit: what does success look like?

A sample of process

Goal: what’s your goal?Benefit: what does success look like?Metrics: which parameters you will measure?

A sample of process

Goal: what’s your goal?Benefit: what does success look like?Metrics: which parameters you will measure?Measurement: which tool? How?

A sample of process

Goal: what’s your goal?Benefit: what does success look like?Metrics: which parameters you will measure?Measurement: which tool? How?Map: strategy

A sample of process

Goal: what’s your goal?Benefit: what does success look like?Metrics: which parameters you will measure?Measurement: which tool? How?Map: strategyValue: what is the expected cost for?

Let’s see an example:

Other metrics:

Time to marketing information: The average time that elapses between the execution of a marketing activity and the results analysis availability

Customer satisfaction: the relationship between the social media monitoring activity and the analysis results and implementation. To juice these results from monitoring to identify consumers’ desiderata and opinions and work towards their satisfaction eventually resulting in a higher customer satisfaction level

Other metrics:

Actionable insights: this metric is a catch-all, covering both qualitative and quantitative actionable insights emerging from the social media analysis

Early warning: to timely face issues that may arise and negatively impact on brand perception

Where is the common ground of all these metrics?

On time

Intelligence

On time

Intelligence

Transparency

On time

Intelligence

Transparency

Strategy

What’s the added value to companies?

Fonte: Abeerden Group 2008

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