Wom Workshop English Slide

www.Buzzdetector.
com
Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
WORKSHOP
TO MEASURE AND ANALISE THE WOM ACTIVITY ROI
Gianandrea Facchini
Blogger e consulente
www.Buzzdetector.com
Roi and his brothers

Milano, 3 Aprile 2008
Ceci nest pas une presentation! Ask for, ask to yourself!
Its 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
Trust
Influence
So what?
New goals = new metrics
Return on engagement Return on trust Return on influence
Why? Sales do no longer come from a linear model Current business model production- advertisingsales got more complicated in its central moment
Communication
Top-down communication is dead
The new mantra is: conversation
And, talking about new mantra Tell me, and I will forget. Show me, and I may remember. Involve me, and I will understand.
Cool. Who told it? Whos the Web 2.0 guru to tell it?
Confucio
But how to track a conversation RSS Tag Feeder Other?
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
Operate
Analyze
Communicate
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
How to structure the discovery process Aggregate: to collect data statistically relevant from internal and external sources
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
How to structure the discovery process
Communicate: to translate information into index to define business goals to match them with other sources for validation
Operate:
lets go on the market and test it!
The whole process is based on a active engagement of the marketing and communication office The 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 Strategy and Business Solutions, The Coca-Cola Company
Thats all, folks?
84% of the buzz is
Face-to-face 82% of the buzz is By Phone
And on line?
42% Its a long way to go, yet
And is you can set up the starting date of your Wom campaign, do you know when it ends?
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 It lasts for two/three weeks
Half of the second week, if it work sale goes up
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: Benefit: Metrics: Measurement:

Map: Value:
whats your goal? what does success look like? which parameters you measure? which tool? How?
strategy what is the expected cost for?
Lets 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 Intelligence Transparency Strategy
Whats the added value to companies?
Fonte: Abeerden Group 2008
Where are you, now?

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www.Buzzdetector.

Roi and his brothers

Ceci nest pas une presentation! Ask for, ask to yourself!

Its 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

New goals = new metrics

Return on engagement Return on trust Return on influence

Top-down communication is dead

The new mantra is: conversation

But how to track a conversation RSS Tag Feeder Other?

How to structure the discovery process

How to structure the discovery process

lets go on the market and test it!

How to structure the discovery process

Thats all, folks?

84% of the buzz is

Face-to-face 82% of the buzz is By Phone

42% Its a long way to go, yet

Half of the second week, if it work sale goes up

Well, it depends from your goal And so it is for the metrics

What about yours?

Goal: Benefit: Metrics: Measurement:

Lets see an example:

Where is the common ground of all these metrics?

On time Intelligence Transparency Strategy

Whats the added value to companies?

Fonte: Abeerden Group 2008

Where are you, now?

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