【营销学】Social Marketing Analytics.ppt

* Your Prescription For Measurement Follow the process: VisionObjectivesMeasurementTactics Know that not all channels are equal Define requirements first; then select vendors Develop your social media measurement playbook Make our measurement framework your own DON’T BE THIS GUY, OKAY? DON’T BE THIS GUY, OKAY? * Want to Learn More? Questions? * The Framework Begins with Goals * ...From Goals Stem Objectives * ...Then Measures of Success * And Finally Execution * A Social Marketing Example... Goal Objective Measures Tactics Driving Consideration * DIALOG Trumps Sponsorship * Dialog Requires… Building awareness by initiating the conversation Engaging with individuals to determine their response to ideas, thoughts, products and activities generated by the organization Responding to individuals on behalf of the brand through genuine interactions Foster Dialog Conversa- tion Reach Audience Engage- ment Share of Voice Strategy Management Execution Granular Metrics * Dialog KPIs in action Share of Voice: Audience Engagement: Conversation Reach: * If I Were At Nike... Share of Voice Conversation Reach Audience Engagement * Advocacy in a Social World * Advocacy Requires… Encouraging word of mouth activity by promoting and endorsing conversations shared by individuals Developing relationships with individuals who have an affinity towards the brand Nurturing existing relationships with customers as a proven method of building advocacy within an easily identified segment * Promote Advocacy Advocacy Impact Advocate Influence Active Advocates Granular Metrics Strategy Management Execution * Advocacy KPIs in action Active Advocates: Advocate Influence: Advocacy Impact: * If I Were At The National Breast Cancer Awareness Foundation... Active Advocates Advocacy Impact Advocate Influence Support Goes Social * Support Requires… Resolving service issues through social media channels