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Through my career I’ve been Marketing Analyst for a Fertilizer and Salts manufacturing company Procurement Analyst for an Electronics components manufacturing company Web Analytics Manager for a Private Medical Company & one of America’s
largest job boards Sr. Marketing BI Analyst for a large technology Firm Social Media Analyst for the above mentioned large technology firm (Yes,
Oracle)
I am fluent in three languages
I am a passionate photographer
I’m a licensed light airplane pilot
I served in military intelligence
What comes to mind when you think social media?
YouTube
Google+
Flickr
Tumblr
What about these?
Snapchat
RSS feeds
Blogs
SlideShare
ForumsWhatsApp
Yelp
WikipediaReddit
Waze
Meetup Weibo Skype RunKeeper Vimeo
My Definition of Social Media
Digital channels where people have CONVERSATIONS and SHARE information, thoughts or ideas
What Does It Mean For Your Brand?
Social Media is another way to engage in conversation with customers to enhance:
Awareness Consideration Action Nurture
Listen to Where are the conversations happening?
What are people talking about?
Who is having the relevant conversations?
2.3%
1.1%
0.4%
4.1%
92.2%Twitter 163,967 Mentions
Forum4,046 Mentions
Instagram1,939 Mentions
Blogpost727 Mentions
News 7,213 Mentions
+33%YOY Change
+84%YOY Change
-59%YOY Change
-29%YOY Change
+45%YOY Change
Conversation by Channel
@BZELENKO
*
*
*
*
*
#Oracle – 38.9% #CX – 9.96%#Cloud – 5.70%#BigData – 2.00% #SPARC – 1.29%#theCube – 1.05%
Where? What? Who?
Decide before you Engage… Who is authorized to
represent you brand ? Where ? which channels are
most effective to interact with your customers ?
With whom do you want to ‘converse’ ?
What do you want to talk about ?
Engage
(115)STREAMS(150)
STREAMS
(16) COMPANY PAGES
(33) CHANNELS
(3) PAGE
Dozens COMMUNITY GROUPS
Dozens BLOGS
400+ DIGITAL
CHANNELS @ORACLE
ORACLE.COM
(42) PAGES
BRAND MARKETING@ORACLE
@BZELENKO
SOCIAL PROGRAMS @ORACLE Influencers
Social Selling
Luminaries
Advocates
Social Listening
Promote Brand awareness Consideration Amplification
Leveraging content to Create Marketing Buzz
Amplification
Customer insight for Marketing, Sales, Support
Amplification Relevance/ Context
Promote Relevance Product awareness Trusted Relationships
Sales Enablement Sales People / Subject Matter
Experts
Brand Ambassadorship (ACEs)
Influencers
Social Selling
Luminaries
Advocates
Brand Ambassadorship (ACEs)
Brand Marketing
Identify Influencers Identify Influencers channels
Where is the conversation taking place (channels)? Competitors?
What are my customers talking about? Intent to buy?
What are my competitors saying?
Listen
Influencers
Social Selling
Luminaries
Advocates
Brand Ambassadorship (ACEs)
Brand Marketing
Engage with the identified influencers on THEIR Channels
Provide ambassadors with relevant content
Events and Product Launches Performance
Educate Luminaries on “Go Social” Provide Luminaries with relevant content Grow Luminaries activities in the relevant
channels Promote Luminaries and Influencers
conversations
Provide sales people with social-ready content
Simplify content sharing process, providing tools
Simplify brand content sharing by advocates and support their own relevant content
Engage
Influencers
Social Selling
Luminaries
Advocates
Brand Ambassadorship (ACEs)
Brand Marketing
Metrics Community Size #Conversations initiated Reach & SoV Engagement Demand Generation
Community Size #Conversations initiated Reach & SoV Engagement Demand Generation
Community Size #Conversations initiated (Shares) Reach (Imp.) Engagement (Interactions) Demand Generation
Community Size #Conversations initiated Reach & SoV Engagement Demand Generation
Community Size #Conversations initiated Reach & SoV Engagement Demand Generation
Community Size #Conversations initiated Reach & SoV Engagement Competitive analysis
**For Competitive Analysis, since Actual Impressions info is not public knowledge, we’re using Fans/Followers as proxy for Est. Impressions
Brand MarketingMetrics & KPIS
* Some call it Reach (Organic, Viral and Paid) For Owned Channels only
Metrics & KPIS
Notice the inverse correlation between Community Size, Reach (rate) and I-Rate
Brand Marketing
Face
book
I-Ra
te
Face
book
Rea
ch (r
ate)
Average Organic Reach by audience size (per post):
< 1,000 Fans: 25.1% 1,000-10,000 Fans: 13.8% 10,000– 50,000 Fans: 10.0% 50,000 – 100,000 Fans: 9.8% More than 100,000 Fans: 7.7%
* According to Agorapulse Barometer.
Organic vs. Paid Reach (Activation Rate)
7.7-25.1% 0.5%
Brand Marketing
#1 in Shares
Different Content Generates Different Reactions
#1 in Likes
#1 in Likes,
Comments & Shares
Social SellingWho and What? Who do you want to talk to:
People who talk about your product? People who mention competing products?
What do people you care about talk about?
Social SellingWho and What?
Cloud-Based MosaiQ Coming to APQC Members in March – 01/2016New release 7.0.0 of APQC's Process Classification Framework® (PCF) – 10/2015
John Tesmer - APQC
Influencers
Social Selling
Luminaries
Advocates
Brand Ambassadorship (ACEs)
Brand Marketing
KPIs
SoV / Influence SentimentDemGen
Influence (Awareness)
Influence is based on reactions to opinions published through a variety of channels. No one reacts = no influence.
ScribbleLive Insight
Inte
rnal
Uni
vers
e (C
RM S
yste
m)
Exte
rnal
Wor
ld
(Soc
ial M
edia
) Direct – Tag & Track
Indirect - Coupons, Deals
By Proxy - Statistics
How do we connect the two worlds?
http://www.oracle.com/go/?Src=7878812&Act=908&pcode=EMEAFM13045841MPP037
Click Through
Response
Deal
$$$
Social Media
Response
Deal
$$$
EventEmail Download
Response Response Response
Direct Attribution Model Channel Influence Model (Marketing Automation)
Won vs. Lost Deals
Won Lost
Revenue Touched by Social
Enterprise Midsize Lower Midsize
Social Presence in Won Deals
Won Revenue X1.5 than Revenue lost when touched by Social
Social Presence 4X higher in Enterprise Accounts
So many tools !!!
Native Platform Analytics
Enterprise Bi System
Listening Tools
Manage and Engage
Sentiment Analysis
Competitive Analysis
Benchmarks
Web Analytics
So many data sources !!!
Social Channels
CRM System
Blogs
Traditional Media Sites
TV / Radio
Web Analytics
Descriptive Insight Predictive Actionable
✔
✔ Identify Opportunities
Finding ContentCreate the right offerIdentify Influencers
Identify new opportunitiesBe relevant at the right timeEmerging ConversationsActivate influencersAlerts
Measurements and analytics are key to drive the brand to action.
MetricsWhat was
Beatrice ZelenkoSr. Manager Social Media Analytics, [email protected]@bzelenko