ct social media breakfast slides jzeszut
Post on 06-May-2015
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Jennifer ZeszutChief Social Strategist Lithium Technologies@jenniferland
Measuring The Mind of the Market
1 Billion+ Online. That’s a lot of Conversations.
Source: xkcd
rants
raves
new product ideas
potential customers
unhappy customers
superfans!influencers
wishes
competitive intelligence
people about to switch
Business intelligencePleas for help
Don’t Fear the Firehose of Feedback
Thanks toreal-time social search, spam and porn filtering
importance ranking algorithmsnatural language processing
statistical modelingWe can find signals in the noise…
Insight for All
The Social Engagement Journey
Phase 1: Find and fight fires / “CYA”
Phase 2: Build Relationships, Grow Superfans
Phase 4: Revenue Realization
Phase 5: True customer-centricity. Maximum business results.
PR Marketing Support Commerce Product
Phase 3: Better Support Customers, Reduce Costs
Impressions are Easy but Advocacy Matters
Awareness
Appreciation
Action
Advocacy
Proven Business Results
Cost reduction Millions of dollars saved in call deflection (HP) Millions saved by outsourcing support completely (giff-gaff) Community engagement drives $5M value per year (Best Buy) Reduced marketing expenses by 82% (Redfin)
Revenue Growth 66% increase in likelihood of buying (FICO) 51% of their customers reported that the community had
positively influenced their decision to purchase (Redfin) 44% increase in average amount spent (FICO) Community members spend 36% more than non-community
(Betfair) Lead volume growth. 40% of inbound traffic comes in to CGC
(FICO)
Lithium has been the strongest at measuring ROI… Its case studies and reference customers show measurable business results.
My Metrics “Playlist”
Conversation share Total mentions/Overall industry mentions
Net Promoter Score (NPS) (Positive mentions + neutral mentions) – negative mentions/ Overall mentions
Social Influence Marketing Score (SIM) NPS x conversation share x 1,000
“CHI” Score: Community Health Index
Brand Advocate counts and growth rates
The $ value of a Twitter engagement
Total # of people and # of departments tuned in to social media
Team’s average response time to customer posts deemed response-worthy
My Favorite Things to Listen For
New and emerging memes of conversations
New product ideas via “wants” and “wishes”
Caveats, comparisons
Customers about to cancel / quit (real-time customer retention)
Customers having problems that your product solves (customer acquisition)
Business intelligence issues and trends
Industry benchmarks
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