What is connectedness and what are connected moments? How do you measure and monetize social media? iCrossing Chief Strategy Officer, Adam Lavelle, explains in detail how you can capitalize on the moments that matter in this keynote presentation delivered at the Council of Public Relations Firms: Igniting Opportunities event, on April 25, 2012. Join the connectedness conversation at: http://www.icrossing.com/icrossing-blogs-conversations-feed/connectedness

1. Social Media
Monetization & Measurement
Adam Lavelle, Chief Strategy Officer, iCrossing
April 26, 2012

2. What is a moment?
moment – (physics): a tendency to produce motion,
esp rotation about a point or axis
2

3. Which moments are worth owning?
Exploring Point of Sale Use of Product Advocacy/WOM
First Second Third
Advertising Moment Moment Moment
of Truth of Truth of Truth
The online The 3-7 seconds When you What you say to
decision-making when you are experience others about the
moment(s) staring at the the product product
products on the
shelf
Jim Lecinski,, A.G. Lafley, A.G. Lafley, Pete Blackshaw,
Google P&G P&G Nestle
3

4. Source: Forrester
4

5. Source: Forrester
5

6. 6

7. Making the moments matter
7

8. Buying attention alone is not sustainable
When bought media ‘goes dark’ there is no
conversation between the brand and the audience
Attention
Launch End
Launch End
Time
8

9. Bought, earned, owned build value
* To succeed, earned and owned have to be always-on
Bought
Attention
End
Bought Launch
End
Bought
End
Launch
Earned &
Owned
*
Launc
h
Time
9

10. 10

11. 11

12. 12

13. 13

14. 14

15. CTR for ‘social’ email…
(% of total)
January 2012
9.6%
5.4%
5.0%
2.6%
CTR without sharing CTR with Facebook CTR with Twitter CTR with Linkedin
Source: GetResponse
15

16. Time Spent on Site by Log-in Type
(Minutes)
January 2012
12
8
5
Social log-in Standard log-in Not logged in
Source: Gigya
16

17. Time Spent on Site by Plug-in Interaction
(Minutes, after clicking a plug-in)
January 2012
15.6
12.5
11.6
10.3
5.0
Comments Newsfeed Shares Log-in (site & social) No interaction
Source: Gigya
17

18. Human beings know they are ‘influentials’
Millenials Xers Boomers Seniors
I am an influential information source 73% 53% 51% 44%
I regularly influence friends and family to buy or not to buy a
69% 49% 41% 27%
particular product or service
Using social network sites has made it easier for me to decide
61% 46% 36% 29%
on what to buy
Using social network sites to share my shopping and product
51% 33% 19% 9%
experiences make me feel empowered
Women’s marketplace influence self-assessment
73% of young adult women
describe themselves as influential
information sources
Ipsos Mendelsohn /Fleishman Hillard /Hearst, Jan 2012
18

19. Purchasing ‘inside’ social – not so much…
Product Purchase Intent, via Facebook Retailer Page
(% of respondents)
December 2011
34%
32%
15%
10% 9%
Would never purchase Do not use Facebook Did not know possible Would purchase Have purchased
Source: Oracle
19

20. Average revenue per order…
Revenue Per Order
$300.0
$250.0
$200.0
$150.0
$100.0
$50.0
$0.00
All Digital Display Paid Search Natural Affiliates Comparison Email Social Media
Channels Average Average Search Average Shopping Average Average
Average Average Average
Source: February 2012 by ClearSaleing
20

21. Is this true?
21

22. Thank you McKinsey, for having a chart…
Social media enables targeted marketing responses at
individual touch points along the consumer decision journey.
1. Monitor 2. Respond 3. Amplify 4. Lead
Social channels to consumers’ current positive changes in sentiment
for trends, insights comments activity/tone or behavior
Consider Brand monitoring Crisis Referrals and Brand content
management recommendations awareness
Evaluate Product launches
Steps in the consumer decision journey
Buy Targeted deals,
offers
Experience Customer service Fostering Customer input
communities
Advocate Brand advocacy
Bond
Source: Expert interviews; McKinsey analysis
22

23. Which moments matter, and how
do we make them happen well?
23

24. Thank you
Adam Lavelle
Chief Strategy Officer, iCrossing
Find out more at www.icrossing.com
Follow us on Twitter @icrossing
Become a fan at Facebook.com/icrossing