Social media success

SOCIAL MEDIA SUCCESSFollow-up and measuresFollow-up and measures

Johanna Heinonen25.3.2013

BACKGROUNDBACKGROUND

DO YOU USE MEASUREMENTS IN ORDER TO MEASURE THE RESULTS SOCIAL MEDIA?

47,0 %47,0 %47,0 %47,0 %Using measurement Using measurement Using measurement Using measurement

((((n=455)n=455)n=455)n=455)

53,0 %53,0 %53,0 %53,0 %

((((n=455)n=455)n=455)n=455)YesYesYesYes NoNoNoNo

Johanna Heinonen 14.6.2011

WHAT KIND OF MEASUREMENT TOOLS ARE USED?

0,6 %0,6 %0,6 %0,6 % 0,6 %0,6 %0,6 %0,6 % 0,6 %0,6 %0,6 %0,6 %

1,2 %1,2 %1,2 %1,2 %

1,2 %1,2 %1,2 %1,2 %

2,9 %2,9 %2,9 %2,9 %

5,8 %5,8 %5,8 %5,8 %

8,2 %8,2 %8,2 %8,2 %

Measurement tools (n=171)Measurement tools (n=171)Measurement tools (n=171)Measurement tools (n=171)Retweets (n=1)Retweets (n=1)Retweets (n=1)Retweets (n=1)

Snoobi (n=1)Snoobi (n=1)Snoobi (n=1)Snoobi (n=1)

Center of Statistics (n=1)Center of Statistics (n=1)Center of Statistics (n=1)Center of Statistics (n=1)

Feeback (n=2)Feeback (n=2)Feeback (n=2)Feeback (n=2)

13,5 %13,5 %13,5 %13,5 %

14,6 %14,6 %14,6 %14,6 %

50,9 %50,9 %50,9 %50,9 %

Followers (n=2)Followers (n=2)Followers (n=2)Followers (n=2)

Clicks (n=5)Clicks (n=5)Clicks (n=5)Clicks (n=5)

Facebook statistics (n=10)Facebook statistics (n=10)Facebook statistics (n=10)Facebook statistics (n=10)

Number of customer Number of customer Number of customer Number of customer

contacts and activity (n=14)contacts and activity (n=14)contacts and activity (n=14)contacts and activity (n=14)Number of Number of Number of Number of

orders/customers (n=23)orders/customers (n=23)orders/customers (n=23)orders/customers (n=23)Google tools (n=25)Google tools (n=25)Google tools (n=25)Google tools (n=25)

Number of visitors (n=87)Number of visitors (n=87)Number of visitors (n=87)Number of visitors (n=87)


HOW OFTEN DO YOU MEASURE HOW SUCCESSFUL YOU HAVE BEEN IN SOCIAL MEDIA?

24,7 %24,7 %24,7 %24,7 %

20,6 %20,6 %20,6 %20,6 %19,4 %19,4 %19,4 %19,4 %

20,6 %20,6 %20,6 %20,6 %20 %

25 %

30 %

Frequency of measurement Frequency of measurement Frequency of measurement Frequency of measurement …………

6,5 %6,5 %6,5 %6,5 %8,1 %8,1 %8,1 %8,1 %

0 %

5 %

10 %

15 %

Once a dayOnce a dayOnce a dayOnce a day A couple of times A couple of times A couple of times A couple of times

in a weekin a weekin a weekin a week

Once a weekOnce a weekOnce a weekOnce a week A couple of times A couple of times A couple of times A couple of times

in a monthin a monthin a monthin a month

Once a monthOnce a monthOnce a monthOnce a month more seldommore seldommore seldommore seldom


DO YOU KNOW YOUR CUSTOMERS’ OPINIONS OF YOUR USE OF SOCIAL MEDIA?

35,2 %35,2 %35,2 %35,2 %

Knowledge of Knowledge of Knowledge of Knowledge of

followers'opinionsfollowers'opinionsfollowers'opinionsfollowers'opinions

64,8 %64,8 %64,8 %64,8 %

followers'opinionsfollowers'opinionsfollowers'opinionsfollowers'opinions

(n=455)(n=455)(n=455)(n=455)

YesYesYesYes NoNoNoNo


How are customers’ opinions followed?• Customers’ reactions to company’s action (n=51)• By trying to discuss with customers personally and answer their

questions (n=32)• By different feedback systems (n=25)• Face to face feedback (n=13)• By different researches (n=11)• Different statistics in social media (n=10)• By analyzing customers’ and partners’ opinions and behavior in • By analyzing customers’ and partners’ opinions and behavior in

different situations (n=3)• Reacting actively (n=3)• By whatever is legal and possible (n=3)• By following up orders (n=2)• Customers create the contents in company’s social media (n=2)• By giving them facts (n=1)• Does not concern us (n=1)

Johanna Heinonen 14.6.2011Johanna Heinonen 14.6.2011

WAYS TO MEASUREWAYS TO MEASURE

Traditional measurements

TARGET for FOLLOW-UP MEASUREMENT

Profit side

• Sales goals

• Image goals

• Profit goals

To follow continously

• Sales, orders, inquiries (e, pcs, %,

average)

•How fast money / products cycle

(e.g. storage)

•Bookkeeping

Investement side

•Programs for products, pricing,

promotion, personnel

• Programs for service,

relationships, networking etc. at

•Cost budgets

•

To follow sometimes

•Market share (%)

•Corporate image

• Contents and timetables of

marketing programs

• Effectiveness

• Processes

•Purchases (e, pcs, %, average)

Follow-up targets and tools for eBusiness• Number of visitors

• Followers, likes, clicks etc.

• Activity, engagement, feedback

• Google tools (Google alert, Google AdWords, Google Analyticsetc.), Facebook Insights, Scribd statistics etc.

• Process, visuality and functionality (eg. Snoobi)

• Time Spent on Site• Time Spent on Site

• Nice articles about the topic

• http://www.socialmediaexaminer.com/measuring-social-media-how-to-determine-your-roi/

• http://www.ecommercepartners.net/blog/ebusiness-kpi.html

Nice articles about the topic• http://www.socialmediaexaminer.com/measurin

g-social-media-how-to-determine-your-roi/

• http://www.ecommercepartners.net/blog/ebusiness-kpi.html

• http://www.ecommercepartners.net/Services/Ecommerce-Solutions/Conversion-Rate-Optimization.shtmlOptimization.shtml

• http://hbswk.hbs.edu/item/4401.html#1

And companies that offer solutions

• http://www.hubspot.com/

• http://www.activecampaign.com/socialmedia/

HOW TO DO IT?HOW TO DO IT?

How to do follow-up?

• In order to know whether your marketing plan has been

successful and if it has reached the goals you have set

before, it is essential to measure up the results and the

process itself

• The results from measurement will be used in planning the

next marketing round

• Measurement and follow-up are in that sense a part of • Measurement and follow-up are in that sense a part of

analysis tool

• Measurement and the pre-set goals always go hand in hand

• Targets can be almost anything

– Customers, Sales, Image, Profit, Turnover, Costs, Quality of

products, Development of prices, Efficiency of the distributor etc.

• How to follow-up

– Desk survey, questionnaires, interviews (quantitative vs. qualitative)

STEPS how to do follow-up

1. Decide what to follow– at least the goals and objectives you have set, but are there other

important things

2. Decide how to follow different topics– There can be different ways of following different items in one

marketing plan. Each one of them must be defined

3. Decide when the follow up should be made3. Decide when the follow up should be made

4. Decide who is responsible for each follow-up action

5. Decide what to do if the marketing hasn’t been

successful or the goals haven’t been reached

6. Think corrective measures– And actually here you start a new circle of planning marketing actions

eBusiness planningeBusiness planning

How to do the eBusiness plan?1. Introduction and idea

2. Analyses2.1 Organizational analysis2.2. Competitor analysis2.3. Demand analysis2.4. PEST analysis2.5. SWOT

3. Strategical decisions3.1. Target group3.2. Strategical values

WHERE ARE WE NOW?WHERE ARE WE NOW?WHERE ARE WE NOW?WHERE ARE WE NOW?• FactsFactsFactsFacts• InformationInformationInformationInformation fromfromfromfrom differentdifferentdifferentdifferent sourcessourcessourcessources

WHERE ARE WE GOING TO?WHERE ARE WE GOING TO?WHERE ARE WE GOING TO?WHERE ARE WE GOING TO?• YourYourYourYour ownownownown definitionsdefinitionsdefinitionsdefinitions aboutaboutaboutabout the the the the mostmostmostmostreasonablereasonablereasonablereasonable targettargettargettarget groupgroupgroupgroup, the , the , the , the valuesvaluesvaluesvalues / / / / adjectivesadjectivesadjectivesadjectives thisthisthisthis targettargettargettarget groupgroupgroupgroup respectsrespectsrespectsrespects3.2. Strategical values

3.3. Goals and objectives for marketing plan

4. Implementation4.1. Product4.2. Price4.3. Place4.4. Personnel4.5. Promotion

5. Budget, timetable and responsibilities

6. Follow-up

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HOW TO GET THERE?HOW TO GET THERE?HOW TO GET THERE?HOW TO GET THERE?• YourYourYourYour ownownownown ideas/suggestionsideas/suggestionsideas/suggestionsideas/suggestions of the of the of the of the implementationimplementationimplementationimplementation basedbasedbasedbased on the on the on the on the factsfactsfactsfacts youyouyouyouhavehavehavehave gatheredgatheredgatheredgathered earlierearlierearlierearlier and and and and putputputput underunderunderunderthe the the the topicstopicstopicstopics of 5Pof 5Pof 5Pof 5P• StrategicalStrategicalStrategicalStrategical valuesvaluesvaluesvalues shouldshouldshouldshould bebebebe seenseenseenseen in in in in eacheacheacheach of 5p’s and of 5p’s and of 5p’s and of 5p’s and thisthisthisthis shouldshouldshouldshould bebebebe writtenwrittenwrittenwrittenin the in the in the in the reportreportreportreport, , , , tootootootoo• In the In the In the In the reportreportreportreport therthertherther mustmustmustmust alsoalsoalsoalso bebebebe the the the the wayswayswaysways howhowhowhow the the the the defineddefineddefineddefined implementationimplementationimplementationimplementation(5p’s) (5p’s) (5p’s) (5p’s) helpshelpshelpshelps in in in in reachingreachingreachingreaching the the the the goalsgoalsgoalsgoals

THANK YOU!THANK YOU!