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Friend2Friend CEO Roger Katz and Stefan Heeke, Director of Interactive Marketing at Siemens, presented this slide deck at ad:tech New York 2010in the session titled Social Media—On the Folly of Measuring A While Hoping for B: Social Media Metrics hosted by Tracy Tuten. For more information visit www.friend2friend.com
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Social Media…Turns Brand Messaging Upside Down
Paid Media
Shared
Earned Media
Owned Media
Siemens Online: Digital Brand & Reputation
Leverage the Surprising Power of Networks
Source: Christakis, Fowler
Passionate people are Influencers
Water-related professionals 17,160
Canoeing/Kayak/Rafting 485,000
Healthy Brands 106,420
Wildlife 81,600
Earth Scientists (& related groups) 69,740
Wildlife-associated workplaces 2,660
REI (workplace) 2,640
Conservation-associate workplaces 880
Ecology Authors/books 65,720
Conservation 61,700
Pollution Reduction/Recycling 51,540
Sustainable Living 50,640
Total: 978,540
1. Establish the brand’s purpose
2. Id users vested in the purpose
3. Design a social experience
4. Facilitate sharing
5. Build the community Personal Water Footprint Calculator
Recipe for Social Media Success
• 18,000 experienced the quiz
• 75% made commitments…saving > 80 million gallons of water
• 65% published out to their friends
• 1-2M social impressions created
• > 6,000 visit monthly - 2,500 joined community
Measuring the Impact
Evolving Impact of Brand Communication
Send a Message
PersonalizeExperience
Tell a Story
Share aPurpose
Sustainable Cities Facebook Application brought to you by Siemens and Friend2Friend
Stefan Heeke Roger Katz
Thank You!
Coming in early 2011!