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

http://www.Buzzdetector.com



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!

but


Companies have new goals





Engagement





Engagement

Trust





Engagement

TrustInfluence





So what?

Engagement

TrustInfluence




New goals = new metrics

Return on engagementReturn on trust

Return on influence




Why?

Sales do no longer come from a linear model

Current business model production- advertising-sales got more

complicated in its central moment




Why?

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




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?




And on line?

42%




And on line?

42%

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

sales

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





On time

Intelligence





On time

Intelligence

Transparency





On time

Intelligence

Transparency

Strategy




What’s the added value to companies?

Fonte: Abeerden Group 2008




Where are you, now?



Travel

Wom Workshop English