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How to identify insights from your social media campaign by Oliver Gertz of Mediacom.
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Identifying Insights
From Your Social
Media Campaign
Moderator:Moderator:
Oliver Gertz
Managing Director EMEA
MediaCom Interaction
Photo: Evelyn Huang, MediaCom Beijing
4500 employees. 116 Offices.
89 countries. 1 team.
We have the world’s largest
integrated interactive team
0 200 400 600 800 1000 1200
1.041
966
866
808
762
704
618
MediaCom
Mindshare
OMD
Starcom MediaVest
MEC
Carat
ZenithOptimedia 618
467
252
217
ZenithOptimedia
UM
Initiative
PHD
Source: RECMA Sept 14th 2010, 35 countries
3
We hold two global
Agency of the Year titles
How do we approach
Social Media?Social Media?
5Photo: Neng Su, MediaCom Beijing
Everyday new opportunities
in Social media
6
People always been social
Around the Fire
7
People have always been social
At the kitchen table
8
Now some kitchen table
discussion move online
9
It is not a new world.
It is not new behaviour.
It is not new needs and desires.
There are just some more channels There are just some more channels
to understand, engage and reach people.
10
Content is connecting people
with brands – across all media
Boughtmedia
Ownedmedia
Earnedmedia
Content
1111
media media
Distribute
Content & Distribution
Listen Engage
Search
PR
Social
Media
Owned
Earned
Distribute
�
Consumer
Earned
Listen
�
Content Engagement
strategy
Engage
�
Mobile
Event
Dealer
Targeting
Gaming
Bought
Owned
12
InsightsConsumer
Insights
Bought
Owned strategy
1.Big Idea2.Reason to Engage
3.Brand Benefit
Social media monitoring
tools are evolving fast
13
Big campaign ideas have to
go beyond 30’ story telling
■ Does the idea get stronger by telling it
across all channels?
Interaction
across all channels?
■ Does the campaign invite people to
interact and react?
14
T-Mobile
enables sharing your life
Communication idea made interactive
“Life’s for sharing” Create moments worth sharing
15
Coca Cola
unites football fans
Communication idea made interactive
Find people, who are the
complete opposite
but
united in their love
of football.
Football unties
cook and chicken
cactus and balloon
Adulterer and husband16
Distribute to all channels,
not limiting it to the T-Mobile.co.uk
Live Event
Viral Seeding4,524,518 plays
17
We can reach high numbers:
P&G Pantene China
“Be a Pantene girl” – upload your picture and story
� 10 Million participants
� Top of mind +31%
� Word of Mouth + 55%
� Sales + 12%
18
How can we measure
success in Social success in Social
Media?
19
Not every answer is helpful
20
We have to be pragmatic
How many people? How intensive?
� Facebook fans
� Blog posts
� Game participants
� Youtube-views
� Website visitors
� Type of engagement
� Length of Engagement
� Quality of Engagement
� Website visitors
� ...
How might this influence business success?
21
Measuring bought, owned and
earned impressions is fairly easy
Every £ spend on Paid media drives 3 £ of Earned media
Bought Owned Earned
22
Econometric Modelling can
measure the sales impact
Social TVC 2Social Campaign
TVC 1
TVC 2
■ Identify sales impact of
different media
channels and
campaigns
■ Social Media
Campaigns have
ROI
Data Source. MediaCom Economiser
Campaigns have
generated higher ROI
than TV on this FMCG
product
23
Engaging fans is the
key to ROI
Fan
Engaged Fan
Fan Advocate
■ Just having a high
number of fans is not
driving the highest ROI
■ Engagement also
drives sales and ROI
Fan
ROI
Data Source. MediaCom Economiser
24
Theree is a direct correlation
between engagement and sales
1 in 5
1 in 20
1 in 7 game plays
1 in 5 Inter-
actions■ In the given research, 1
in 20 fans bought a
pack of the product
■ Those who played one
of the games converted
1 in 71 in 20 fans
ROI
Data Source. MediaCom Economiser
1 in 7
■ 1of 5 who promoted the
product bought the
product
25
On the panel today
Michael WillekeDirector Marketing Communications Director Marketing Communications
Coca Cola Germany
Lisa ManeHead of Corporate Internet and Social Media, COI Interactive Services
Kerry Bridge
26
Kerry BridgeGlobal Digital Media Communications Manager Public Sector, DELL
Sabine KostevcHead of Corporate Internet & Social Media,Roche
27
Social media insightsiStrategy, London, 5 October 2010iStrategy, London, 5 October 2010
Big challengesBig challenges
Smaller budgets
Source: Saatchi & Saatchi
Source: Saatchi & Saatchi
From communications to conversations.
People are interested in people
People are interested in stories
HPV virtual surgery room
People want a safe environment
People want to make a difference
Case study - Dell’s evolving use Case study - Dell’s evolving use
of Twitter
@KerryatDell
#iStrategy, October 2010#iStrategy, October 2010
Dell on Twitter in 2007 = Wild West of
exploration and learning
42
Dell on Twitter Today = more formalized strategy and structure
Inform Sell Engage Support
43
Expand on what works
Human
element
44
Having conversations -
asking and answering
questions
Cross-promotion
I need to drive
demand for
my products
Getting started -What are you trying
to achieve?
I want my
customers to
know I’m there
for them
I have
information that
can help
45
for themcan help
customers and
prospects
Sell
Over time three ways we use twitter
emerge…
Engage
Provide news
46
Provide news
and information
By listening to your customers you can define any needs you are missing…
Listening What’s the
status of my How do I find Listening
helped us
identify gaps
and find better
ways of
meeting
customer
expectations.
status of my
order?
I don’t think my
computer is
How do I find
drivers for my
system?
47
expectations.computer is
working right.
Who can help?
Support - @DellCares
Objectives:
• Proactively engage • Proactively engage
customers
• Customer retention
Highlights:
• Early days – soft launched in May 2010
• Team supports customers on Twitter
• Supported over 1,800 customers:
48cc Dell
• Supported over 1,800 customers:• ~5% who come to @DellCares• ~95% who we discover and outreach to proactively
http://twitter.com/dellcares
49 www.dell.com/twitter
We Innovate HealthcareWe Innovate Healthcare
