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Gladneyfinal

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  1. 1. TURNING CONVERSATIONS INTO CAPITAL Patrick Gladney social currency ™
  2. 2. THE ROI QUESTION IS STANDING IN SOCIAL MEDIA’S PATH
  3. 3. <ul><li>Return </li></ul><ul><li>Investment </li></ul>SOCIAL MEDIA IS NOT THE FIRST MEDIUM BEING CHALLENGED TO PROVE ITS WORTH
  4. 4. MEASURE AGAINST OBJECTIVES ADVOCACY HAS VALUE PEOPLE DRIVE THE PROCESS
  5. 5. Brand Monitoring Brand Health Online Word-of-Mouth Product Innovation Crisis Communications Consumer Segmentation Sentiment Analysis Customer Experience Tactical Strategic Low Value-Add High Value-Add Source: Adapted from Forrester Research THE VALUE OF SOCIAL MEDIA INCREASES WHEN EXAMINED IN A HOLISTIC MANNER
  6. 6. OBJECTIVE KPI KPI KPI HOW YOU MEASURE STEMS FROM WHAT YOU ARE TRYING TO ACHIEVE
  7. 7. SUPPORT SOCIAL MEDIA CAN MAKE A MEASUREABLE CONTRIBUTION TO CORE OBJECTIVES RELEVANT TO ANY BUSINESS INNOVATION ADVOCACY Increased Customer Satisfaction Reduced Call Centre Volume New revenue streams New product sales Improved marketing efficiency Share of voice / sentiment Online promoter score Influence potential Stated purchase intent
  8. 8. CROWDSERVICE CREATES VALUE FOR BOTH CUSTOMERS AND BRANDS SUPPORT Increased Customer Satisfaction Reduced Call Centre Volume New revenue streams
  9. 9. INNOVATIVE IDEAS CAN COME FROM LISTENING TO OPEN OR CLOSED COMMUNITIES OF BRAND ENTHUSIASTS INNOVATION New product sales Improved marketing efficiency Share of voice / sentiment OPEN CLOSED
  10. 10. Inauguration Somali Pirates Beer Summit Increase troop levels In Afghanistan THERE IS AN ESTABLISHED LINK BETWEEN ONLINE AND OFFLINE ADVOCACY ADVOCACY Online promoter score Influence potential Stated purchase intent
  11. 11. <ul><li>“ A 12% increase in Net Promoter Score correlates to a doubling of growth.” </li></ul><ul><li>“ An x% increase in Online Promoter Score correlates to an X of growth.” </li></ul>ADVOCACY Online promoter score Influence potential Stated purchase intent EACH INDUSTRY MUST ASCERTAIN THE DISCOUNT THAT APPLIES TO THE WEAK TIES THAT CHARACTERIZE SOCIAL MEDIA OFFLINE ONLINE
  12. 12. THERE IS NO SUBSTITUTE FOR HUMAN JUDGEMENT WHEN ANALYZING DATA – ESPECIALLY SOCIAL MEDIA
  13. 13. MEASURE AGAINST OBJECTIVES ADVOCACY HAS VALUE PEOPLE DRIVE THE PROCESS
  14. 14. THANK YOU social currency ™ [email_address] @pgladney

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