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adknowledge 2009 | sydney
Digital Influence 5013 Things Every Marketer & Advertiser Should Know and Do
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01 Understand Why it Matters to Business
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Why Does Social Media Matter?
Reach Lots of Australians
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April: 3.3 million Aussies
Today: 6.0+ million
Why Does Social Media Matter?
Reach Lots of Australians
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Why Does Social Media Matter?
Less Frightening Than You’d Think
Control
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3,000+ Comments!Only a handful couldn’t be published
Why Does Social Media Matter?
Less Frightening Than You’d Think
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Why Does Social Media Matter?
Optimise Media & Creative
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Why Does Social Media Matter?
Optimise Media & Creative
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Why Does Social Media Matter?
Launch New Products
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Why Does Social Media Matter?
Launch New Products
3 Kickoff Facebook Events
85,000+ Facebook Fans
Top Facebook AUS Campaign
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Why Does Social Media Matter?
Generate Powerful Insights
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Why Does Social Media Matter?
Generate Powerful Insights
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Why Does Social Media Matter?
Boost Search “Share of Voice”
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Most InfluentialHighMediumLow
Low = 58%
Most Influential = 9%
High = 20%
Medium = 13%
Whose talking about their Sleep Number?
Why Does Social Media Matter?
Boost Search “Share of Voice”
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(PR Pro figure)
Anatomy of an Australian Marketer Circa NOW
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02 Find Influencers
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Karen Cheng
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Influencer Segmentations
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Assessing Influence
• Blogs & Twitter
– Number of inbound links
– Frequency/timeliness of posts
– Followers & subscribers
– Number and content of comments
– Affiliation of author
– Search engine visibility
– Traffic
– RSS feed subscriptions
• Videos & Photo Communities
– Number of views and downloads
– Number and content of comments
– Ratings/peer assessment
– Relevant groups
– Number of subscribers
– Number of inbound links
• Message Boards & Forums
– Breadth of boards
– Quantity and timeliness of activity
– Search engine visibility
– Affiliation
– Membership numbers
– Traffic
• Social Networks
– Membership numbers
– Types of community features present
(e.g., profiles, blogs, video, message
boards)
– Activity level on features
– Affiliation
– Search engine visibility
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03 Measure Results
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Why Measure?
• Demonstrate success of a campaign
• Optimize campaign week to week to ensure
best possible outcomes
• Today’s economy requires us to show the ROI
of social media
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Conversation Impact Dashboard SummaryMetric / Funnel Goal > Data Aware-
nessConsidera-tion
Prefer-ence Action Loyalty
Reach/Positioning
• UMV – blogs, site, microsite, applications, other, total # / % change
Real-time to weekly
• Volume of online conversation, #/% change, Cost per Online Conversation Generated (CPICG)
Real-time to daily
• Share of voice in category (=Volume for brand / volume
for category), # / % change, Cost per Increase in Share of Voice (CPISV)
Real-time to
daily
• Search visibility (for relevant keywords) Real-time to weekly
Preference
• Sentiment index of online conversation (% positive - % negative), # / pts change, consumers reached vs. all, Cost Per Increase in Sentiment Index (CPISI)
Daily
• Share of positive voice in category (=Sentiment index for brand / sentiment index for category), # / % change, consumers reached vs. all, Cost per Increase in Share of Positive Sentiment (CPISP)
Daily
• Relative net promoter score (NPS) in category (=brand NPS / category NPS), # / % change, consumers reached vs. all, Cost per Point Increase in NPS (CPINP)
Monthly/Quarterly survey
Action
• Registration: RPA, CPA, $, # Daily to weekly
• Sale: RPA, CPA, $, # Real-time to weekly
• Advocacy: RPA, CPA, $, # Real-time to weekly
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Optimizing Against the Right Metrics
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To Sum Up...
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To Sum Up...
• Many business reasons for participating in social media
• Listening is the best first step to getting started and there
are many free and paid tools available
• Identifying and engaging influencers makes it easier for
WOM to spread farther, faster, and to a wider audience
• Measuring the success of a social media programme is
possible and can include reach, preference, action.
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RSS DashboardGrab it: www.theDailyInfluence.com
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One company that goes with this online-
initiated flow is Ogilvy.“
“Ogilvy's digital specialist Brian Giesen outlined
the best strategies for getting business results on
social networking site Twitter.
”“
”
”
25 China Experts you should follow on
Twitter… Thomas Crampton.
THANK YOU!
Brian Giesen
Director | 360° Digital Influence
Ogilvy PR
p 61 2 8281 3853
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