12. INPUTS INTERACTIONS TRAFFIC
Your Properties
Listening +
Website, Social
Search Engines
monitoring tools
Channels
Strategic Branded
Direction Content
Your Market
Social / Search
Bloggers, News sites, Social
Direct Traffic
trend analysis
channels
15. what did we learn
we found who to types of content tone of voice
engage with people engage with
types of language used identified an entire
community
17. the complexities of data
statistical modelling quantitive
analysts media analyst
battleground states analytics
election analysts engineers
18. uses
facebook socially influenced budget influence
data mining micro variants for display on ground
19. if you want social to offer you a return,
stop looking at it as a channel…
it’s a layer…
Notas del editor
Social needs to be sewn into the fabric of your businessIt’s not just a good idea… it’s an essential to survive as an online business
The web is a series of interactions between people…Living their lives online
Test messagingPopularityShare of voiceProduct share of voiceCRMTrack changes in those metricsHow do you use – gives you something to experiment against – continually learn against data that is relatively cheap to get hold ofSetting little fires… keep testing against what you’re doing
Reallocate budgetTrack changes over timeTrack volume and changes
Use popular social products to push more PPC budgetWorth paying for that traffic because prduct has been socially proofedUse social to alert the market to less popular lines
First fail was around the terminologyPeople refer to this markets as classics
We found who to engage withTypes of content people engage withTone of voiceTypes of language usedIdentified an entire communityJust people interested in classic nike trainers
The product of such an approach has already begun to manifest itself. Back in April of last year, Obama For America launched the “Are You In?” campaign, which focused heavily on promoting a Facebook application that supporters could add to their profile to show their commitment to the re-election campaign effort and to offer tools for volunteers to help spread the word online and offline. But what the application also did was request permission to access your location, name, picture, gender, list of friends and other information that would be valuable to the campaign team. As of this writing, the Facebook application has 90,000 monthly users – users who have essentially indicated their interest in becoming active on the campaign trail to some degree. Thanks to the application, the Obama campaign knows who they are and (more importantly) who is in their network. Not a bad starting point.
Why did people search your site?Social helps fill in that gap…Loooking at the two in tandemDone through big surveys – focus groupExpensive and timelyThis gets us around the issue – being able to look at people’s actual behaviourThis solves a massive problem… steps into a gap. Solves a problem market theory and strategic planning has always had.Problems in accuracy, resrouce and cost