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www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
WORKSHOP
TO MEASURE AND ANALISE THE WOM ACTIVITY ROI
Gianandrea Facchini Blogger e consulente
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
Roi and his brothers
Milano, 3 Aprile 2008
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
Ceci n’est pas une presentation!Ask for, ask to yourself!
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
It’s a brave new world!
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
With engaged customers
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
A world where a showcase is not enough
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
A world where Awareness no longer means sales
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
Closer than we think
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
And how we believe to measure it?
With ROI!An everlasting metric!
but
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
Companies have new goals
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
Companies have new goals
Engagement
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
Companies have new goals
Engagement
Trust
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
Companies have new goals
Engagement
TrustInfluence
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
Companies have new goals
So what?
Engagement
TrustInfluence
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
New goals = new metrics
Return on engagementReturn on trust
Return on influence
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
Why?
Sales do no longer come from a linear model
Current business model production- advertising-sales got more
complicated in its central moment
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
Why?
Sales do no longer come from a linear model
Current business model production- advertising-sales got more
complicated in its central moment
Communication
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
Top-down communication is dead
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
The new mantra is: conversation
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
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?
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
Confucio
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
But how to track a conversation
RSSTag
FeederOther?
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
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
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
Strategize
Aggregate
Analyze Communicate
Operate
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
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
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
How to structure the discovery process
Aggregate: to collect data statistically relevant from internal and external sources
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
How to structure the discovery process
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
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
How to structure the discovery process
Communicate: to translate information into index to define businessgoals
to match them with other sources for validation
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
How to structure the discovery process
Operate: let’s go on the market and test it!
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
How to structure the discovery process
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
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
“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
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
That’s all, folks?
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
84% of the buzz is
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
84% of the buzz is
Face-to-face
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
84% of the buzz is
Face-to-face
82% of the buzz is
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
84% of the buzz is
Face-to-face
82% of the buzz is
By Phone
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
And on line?
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
And on line?
42%
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
And on line?
42%
It’s a long way to go, yet
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
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
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
A tv campaign begins on Sunday and ends on any Saturday
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
What about Wom?
Warning: a Wom activity is not for selling goods
Right?
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
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?
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
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?
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
Well, it depends from your goal
And so it is for the metrics
What about yours?
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
A sample of process
Goal: what’s your goal?
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
A sample of process
Goal: what’s your goal?Benefit: what does success look like?
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
A sample of process
Goal: what’s your goal?Benefit: what does success look like?Metrics: which parameters you will measure?
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
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?
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
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
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
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?
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
Let’s see an example:
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
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
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
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
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
Where is the common ground of all these metrics?
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
Where is the common ground of all these metrics?
On time
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
Where is the common ground of all these metrics?
On time
Intelligence
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
Where is the common ground of all these metrics?
On time
Intelligence
Transparency
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
Where is the common ground of all these metrics?
On time
Intelligence
Transparency
Strategy
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
What’s the added value to companies?
Fonte: Abeerden Group 2008
www.Buzzdetector.comVia di Monserrato, 43 - 00186 RomaTel. +390697747668
Where are you, now?