mom sphere of influence - measure success of mom influencer social media campaigns
DESCRIPTION
FROM ROI TO SOI: Measuring the Success of Social Media Campaigns How do you create and measure powerful brand engagement in a digital world of diffused media and social networking? Relationship marketing has emerged as the new paradigm. But how do you achieve this goal and measure the strategy’s efficacy for a brand or company? * Specific success metrics for viral outreach and how to move these metrics from quantity to quality, number of impressions to the impact on consumers, reach to relationships, and page views to purchases * Successfully engaging influencers and brand evangelists while responding to brand detractors * Measuring your Viral Footprint™—what people say about you when you’re not there, why you should care, and what you need to do about itTRANSCRIPT
StacyDeBroffMomCentralConsul4ngOctober21,2009
Illumina4ngtheNewSphereofInfluence
HowDoYouCreateandMeasurePowerfulEngagementinaDigitalWorld?
• Top‐downMessaging• Onewayconversa4on
Tradi4onalMedia
• Grassrootsmessaging• Two‐waydialogue
SocialMedia
AsSocialNetworksProliferate,Conversa4onsShiS.
ReturnonInvestment
(ROI)
SphereofInfluence
(SOI)
ReturnonInvestment(ROI)=ANumbersGame
Howdoesthismeasuresuccessfuldrivetoretail?
• #ofPageViews• #ofCouponsDownloaded
• #ofImpressions• #ofClick‐Through’s• #ofSiteVisitors
SphereofInfluence(SOI)=AnswersElusiveQues4ons
• Whatdoconsumerssayaboutyou?• Wheredotheysayit?
• Wholistenstothoseconversa4ons?
• Doconsumersactonyourrecommenda4ons?
• Howextensiveisyouraggregatereach?• Howpersuasivedoesyourconsumeraudienceconsideryoutobe?
ToMeasureMomBloggerReach‐
What’sWrongwiththisMeasurement?
Source:QuantcastforMomCentral,October2009
OrThisOne?
Compete Quantcast Alexa
Visitors 53,602 6,300 0.00103%
Visits 85,640 4,800 0.00003%
Who’sRight?MomCentral.com,October2009
StandardROIFailsToTakeIntoAccount:
Na4onalMediaPlaform
AgeofKids
GroupLeader
AuthororExpert
• PeerInfluence• BloggerRetreats• Ezines• Newslejers• IssuesExpert• TopicsCovered
LocalCommunity
3,337Visitors
2,733members
1,008followersGroupreviewblogAlexarank:521,382
Technora4Authority:35Alexarank:543,831
363members
400Subscribers
Technora4Authority:61Alexarank:57,395
Technora4Authority:14Alexarank:21,296,882
344friends
Technora4Authority:141Alexarank:175,142
HowDoesNatalieLewisReachMoms?
WhySOIMajers–PersuasionPower
Ignite
EnthusiastsNegate
Detractors
ChangePercep4on
DrivetoRetail
SOI:
SPHEREOFINFLUENCE
HowtoMeasureSOIasaBrand?
Listen
Whoissayingwhatandwhy?
Whataretheviral
roadblocks?
Evaluate
Discover
Enthusiasts
DetermineDetractors
Engage
In4mateConversa4ons
GatedCommuni4es/
Retreats
TargetedOutreach
FluencyinArtof
Conversa4on
DeeperConversa4ons
CorporatePresenceOnline
PublicAc4va4on
TRANSPARENCY
AUTHENTICITY
• Nuancedandcontextualunderstandingandlistening
• Onlineandofflinestreams
ViralFootprint
• HowdoMomsperceivetheconversa4on?
• Deep,in4mateconversa4ons
PrivateConversa4ons • HowdoMomsactonthe
conversa4on?• Conversa4onsbecomepublicinSM
PublicConversa4ons
TheArtofBeinganExcep4onalConversa4onalist
FindandIgniteEnthusiasts:
• 500MomAmbassadorsacross20markets.
ChangePercep?onofEvents:• 40cityliveMomInfluencerna?onaleventshavebeenheld.
NegateDetractors:
• Onlineposi4vesen4mentforRinglingBros.hasincreasedfrom8%to63%.
AchieveDrivetoRetail:
• Momcouponcodetrackssignificant4cketsales.
• 70%of?cketsaleshavebeenfirst4meDisneyOnIce/RinglingBros.customers–notcannibalizingexis4ngcustomerbase.
SOIinAc4on:Year‐LongCampaign
LandGrabforMarke4ngBudget
PRAgencies Ad/DigitalAgencies
SpokesMoms
AmbassadorMoms
Ac4vatorMoms
PlaygroundMoms
EverydayMoms
PRFIRMS
AdAgencies
StacyDeBroff,Founder&CEO
MOMCENTRALCONSULTING77ChapelStreet
Newton,MA02458www.MomCentralConsul4ng.com
[email protected]:@MomCentral