My slides on course of eBusinessfrom spring 2013

1. SOCIAL MEDIA SUCCESS
Follow-up and measures
Johanna Heinonen
25.3.2013

2. BACKGROUND

3. DO YOU USE MEASUREMENTS IN ORDER
TO MEASURE THE RESULTS SOCIAL
MEDIA?
47,0 %
Using measurement
(n=455)
Yes
No
53,0 %
Johanna Heinonen 14.6.2011

4. WHAT KIND OF MEASUREMENT
TOOLS ARE USED?
0,6 % 0,6 %
0,6 %
1,2 %
1,2 %
Measurement tools (n=171)
Retweets (n=1)
2,9 %
Snoobi (n=1)
5,8 %
Center of Statistics (n=1)
8,2 %
Feeback (n=2)
Followers (n=2)
Clicks (n=5)
Facebook statistics (n=10)
50,9 %
13,5 %
14,6 %
Number of customer
contacts and activity (n=14)
Number of
orders/customers (n=23)
Google tools (n=25)
Number of visitors (n=87)
Johanna Heinonen 14.6.2011

5. HOW OFTEN DO YOU MEASURE HOW
SUCCESSFUL YOU HAVE BEEN IN SOCIAL
MEDIA?
30 %
Frequency of measurement
…
24,7 %
25 %
20,6 %
20 %
20,6 %
19,4 %
15 %
10 %
8,1 %
6,5 %
5 %
0 %
Once a day
A couple of times
in a week
Once a week
A couple of times Once a month
in a month
more seldom
Johanna Heinonen 14.6.2011

6. DO YOU KNOW YOUR CUSTOMERS’
OPINIONS OF YOUR USE OF SOCIAL MEDIA?
35,2 %
Knowledge of
followers'opinions
(n=455)
Yes
No
64,8 %
Johanna Heinonen 14.6.2011

7. How are customers’ opinions
followed?
• Customers’ reactions to company’s action (n=51)
• By trying to discuss with customers personally and answer their
questions (n=32)
• By different feedback systems (n=25)
• Face to face feedback (n=13)
• By different researches (n=11)
• Different statistics in social media (n=10)
• By analyzing customers’ and partners’ opinions and behavior in
different situations (n=3)
• Reacting actively (n=3)
• By whatever is legal and possible (n=3)
• By following up orders (n=2)
• Customers create the contents in company’s social media (n=2)
• By giving them facts (n=1)
• Does not concern us (n=1)
Johanna Heinonen 14.6.2011
Johanna Heinonen 14.6.2011

8. WAYS TO MEASURE

9. Traditional measurements
TARGET for FOLLOW-UP
Profit side
Sales goals
Image goals
Profit goals
•
•
•
MEASUREMENT
To follow continously
• Sales, orders, inquiries (e, pcs, %,
•
•
Investement side
Programs for products, pricing,
promotion, personnel
Programs for service,
relationships, networking etc. at
Cost budgets
•
•
•
average)
How fast money / products cycle
(e.g. storage)
Bookkeeping
To follow sometimes
• Market share (%)
• Corporate image
• Contents and timetables of
•
•
•
marketing programs
Effectiveness
Processes
Purchases (e, pcs, %, average)

10. Follow-up targets and tools for
eBusiness
• Number of visitors
• Followers, likes, clicks etc.
• Activity, engagement, feedback
• Google tools (Google alert, Google AdWords, Google Analytics
etc.), Facebook Insights, Scribd statistics etc.
• Process, visuality and functionality (eg. Snoobi)
• Time Spent on Site
• Nice articles about the topic
• http://www.socialmediaexaminer.com/measuring-socialmedia-how-to-determine-your-roi/
• http://www.ecommercepartners.net/blog/ebusiness-kpi.html

11. Nice articles about the topic
• http://www.socialmediaexaminer.com/measurin
g-social-media-how-to-determine-your-roi/
• http://www.ecommercepartners.net/blog/ebusi
ness-kpi.html
• http://www.ecommercepartners.net/Services/E
commerce-Solutions/Conversion-RateOptimization.shtml
• http://hbswk.hbs.edu/item/4401.html#1
And companies that offer solutions
• http://www.hubspot.com/
• http://www.activecampaign.com/socialmedia/

12. HOW TO DO IT?

13. How to do follow-up?
• In order to know whether your marketing plan has been
successful and if it has reached the goals you have set
before, it is essential to measure up the results and the
process itself
• The results from measurement will be used in planning the
next marketing round
• Measurement and follow-up are in that sense a part of
analysis tool
• Measurement and the pre-set goals always go hand in hand
• Targets can be almost anything
– Customers, Sales, Image, Profit, Turnover, Costs, Quality of
products, Development of prices, Efficiency of the distributor etc.
• How to follow-up
– Desk survey, questionnaires, interviews (quantitative vs. qualitative)

14. STEPS how to do follow-up
1. Decide what to follow
–
at least the goals and objectives you have set, but are there other
important things
2. Decide how to follow different topics
–
There can be different ways of following different items in one
marketing plan. Each one of them must be defined
3. Decide when the follow up should be made
4. Decide who is responsible for each follow-up action
5. Decide what to do if the marketing hasn’t been
successful or the goals haven’t been reached
6. Think corrective measures
–
And actually here you start a new circle of planning marketing actions

15. eBusiness planning

16. How to do the eBusiness plan?
1.
Introduction and idea
2.
Analyses
2.1 Organizational analysis
2.2. Competitor analysis
2.3. Demand analysis
2.4. PEST analysis
WHERE ARE WE NOW?
• Facts
• Information from different sources
2.5. SWOT
3. Strategical decisions
3.1. Target group
3.2. Strategical values
3.3. Goals and objectives for
marketing plan
4. Implementation
4.1. Product
4.2. Price
4.3. Place
4.4. Personnel
4.5. Promotion
5. Budget, timetable and responsibilities
6. Follow-up
WHERE ARE WE GOING TO?
• Your own definitions about the most
group,
reasonable target group, the values /
adjectives this target group respects
and the goals for this marketing plan
HOW TO GET THERE?
• Your own ideas/suggestions of the
implementation based on the facts you
have gathered earlier and put under
the topics of 5P
• Strategical values should be seen in
each of 5p’s and this should be written
report,
in the report, too
• In the report ther must also be the
ways how the defined implementation
(5p’s) helps in reaching the goals

17. THANK YOU!