9. Who do you wantto get to door think what?And how do you knowwhen they’ve done it?
10. Define the specificsSales increase? Reputation improvement? Customer service speed?Measure the outputssocial mentions, links, views, engagement, followers and friendsEvaluate the outcomes and impacts against budgetCPA, tracker research, behaviour change, sales increase
14. The social media crisis cycle Other twitterati drive the story. Someone is offended (by a brand) and tweets it Bloggers get interested. Brand responds. Or doesn’t Mainstream news expands and propagates story Brand’s response is picked over by social media gurus
PR people are used to this.Media people have got stats and numbers and data.PR people are used to nuance and subtlety.Google alertsTweetdeckGoogle analyticsBrandwatch/Radian 6/Sysomos/NeilsenbuzzmetricsOmniture/Doubleclick
PR people are used to this.Media people have got stats and numbers and data.PR people are used to nuance and subtlety.Google alertsTweetdeckGoogle analyticsBrandwatch/Radian 6/Sysomos/NeilsenbuzzmetricsOmniture/Doubleclick
ReputationSalesInfluence v Volume?Reach v Time?Views v Comments?Followers v Retweets?Brand reputation v Sales?My ROI is bigger than your ROI so there...
Only play the ROI game on a level playing field.
£300K increase indirect salesCost was time involved. ROI was 14: 1Not as glamorous as Dell, but....
Drive sign-ups using a combination of social media and PR – 15,000 people in private BetaQuestion: retainer or CPA modelNOT a cost per aquisition model – but, if it was, it would be very good value for money.
ROI is no longer an issue when it comes to reputation online.It’s a hygeine factor. It’s expected.I can’t put figures on it, but the sooner a lid is put on a story (generally) the less it propogates. Speed is essential