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Short five - ten minute strategic summary on how companies can approach new media communications and product information. As shared at 2010 Corporate Social Media Summit in London November 2010.
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Track your impact
Understanding Metrics and Measurement
18 Nov 2010Hubert Grealish, TomTom Consumer
@HubertGrealish #CSM10
2Company Confidential
Social Media’s … let’s be friends
Perspectives over info » Info’s freely available» Defining the challenge
Integration » Listen, Identify, Pro-act » Strategic approaches » Why Comm’s new
buddy is Cust Care
Tracking Impact » Explore and compare » Use your head(s) » Other learnings
3Company Confidential
“History repeats itself… just in different media…”
Lessons
4Company Confidential
Word of Mouse… Micro Matters...
Societal Mass Media to Niche…. ‘Millennials’ spread online WoMOver 80% of "millennial" consumers discuss brands on the web - 70% recommended goods
47% written about positive brand experiences online - 39% provided critical feedback.
71% generally made uncomplimentary sentiments regarding products known.
5Company Confidential
Era of (even more) personal publishing Social Media are media for social interactions … A common
thread running through all definitions of social media is a blending of technology and social interaction for the co-creation of value. (Wikipedia)
“ “
‘Seekers’ = Without having first sought offline help, seekers (25 to 34’s are most likely) to post a negative comment with the expectation company will contact them to resolve issue.
Did you know: 55 to 65 year olds most likely to post a negative comment
1.Media 2.Analysis 3.Strategy
6Company Confidential
Social Media… Gold Rush? Thousands of social
networking sites and communities, touching all ages, ethnicities and markets.
Meteoric rise of Facebook and Twitter revolutionizing how we interact – importantly now with companies.
Cost effective, highly targeted and scaleable with broader more integrated on/offline campaigns.
Key to modern brand engagement.
Product issues and reviews travel faster than ever.
Social networks now more popular than search engines in the UK
7Company Confidential
News: Facebook now No1 for Product Opinions
62% of all social media messages about products and services are posted via Facebook (Forrester Research, Q3 2010)
8Company Confidential
Where do people talk about driving?
Driving and congestion mentioned most frequently on Twitter. Significance of Twitter and other micro-blogging services will
increase with the growth of geo-location services (eg Foursquare).
There was a different profile of conversations about brands as the smaller volume of mentions lead to a greater statistical variation.
9Company Confidential
Congestion’s most annoying off-peak
Conversations about traffic congestion spike on off-peak times, possibly due to surprise traffic and more time to tweet.
Results by day of week
Results by time of day
People talk about travel advice services as a planning tool for their journeys. Brand talk is less predictable by day of week.
1.Media 2.Analysis 3.Strategy
10Company Confidential
Social Media Strategy …keep it simple!
“Listen attentively to TomTom’s online communities,
Identify legitimate consumer conversation and issues,
Proactively execute relevant campaigns, increasing brand favour and sales.”
11Company Confidential
Social ‘Iceberg’ – Bright campaigns
Three tier integrated strategy – Linking PR to Cust Care and Products
1 Pro-active campaigns» For example: Applications, petitions, competitions, updates and consumer polls
2 Consumer engagement » For example: Twitter, community manager conversations on key forums and sites
3 Product & Quality» For example: agreed process with consumer services for escalation
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2
1#BreakFree
12Company Confidential
Pro-active campaigning One strategic Approach
Facebook = hub Issues and
campaigns Product info and
campaigns Proactive outreach
via Facebook official pages
Main source of online engagement
Twitter = issues Most drivers’ remarks on
Twitter… Perfect channel to
engage around issues
TomTom.com
Convert critics
Campaign hub (cross-link to TomTom.com)
3
14Company Confidential
So…
Integrate campaigns on/offline!
1 Pro-active campaigns2 Consumer engagement 3 Product & Quality
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“Build business, make money, find fun!”