1. Tracking social media success
Mike Teasdale, Planning Director [email protected]
2. Key clients
3. Which dial do you look at if a plane is flying at you?
@miketeasdale #adconf
4. Which number system is best for counting goats?
5. Which social media site has most influence on Quickens
online sales?
6.
7. Which social media metric is most important for
Sheraton?
8.
9. What is your TripAdvisor rating?
What was the last review?
10. If somebody tweets in one of our hotels, we will monitor
those tweets through RSS feeds, we will often respond and well feed
it off to the respective department in the hotel.
Daniel Kertzner, Regional Director of Marketing,
Starwood Hotels and Resorts
11.
12. Its nice to think of the customer journey like
this
13. But really it looks more like this
14. (So how are network media agencies making sense of
this?)
15.
16.
17.
18.
19.
20.
21.
22. Could this be the most lucrative formula of all time?
Ad Rank = Bid Price x Quality Score
Ad Rank = Bid Price x Click Through Rate
Perfect alignment of business goals and user needs.
Users get more relevant ads.
Business gets maximum revenue.
23. What might an integrated digital solution look
like?
24. Reach
Engagement
Purchase
Cost per impact
Cost per engagement
Cost per sale
25. Focusing on engagement
On-site behaviour (> x pages, > xx seconds, etc)
Video views
Banner interactions
Comments, likes, retweets
26. Combining primary customer research with data
27. Borrowing techniques from User Centred Design
Concept maps
Personas
User journeys
Site maps
Scamps
Wireframes
Usability issues & recommendations following user testing
Issues prioritisation matrix
28. Look at relevant data sources
Web metrics data
External data
Search position reports
29. Reputation
30. Social media reach (friends, followers, likes)
