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Evolution of Social Media Powerpoint

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Evolution of Social Media Powerpoint

  1. 1. AGENDATalking at Two Way Future - What’s Research Case Study People Conversations next?
  2. 2. TALKING AT PEOPLEThe beginning of Social Media: 1996-2006 MySpace, GeoCities, Tripod, etc.
  3. 3. TALKING AT PEOPLEOne-way conversation Write to people Write about something Didn’t get a message back Very one sided
  4. 4. TWO WAY CONVERSATIONConversations Start to Happen: 2006-2010 Facebook, Twitter
  5. 5. TWO WAY CONVERSATION Consumers and Brands talking to each other FEMA- do not use cell phones to tell people you are okay, use twitter, Facebook, etc. Talk to your senator on Facebook, twitter, etc.
  6. 6. RESEARCHSocial Media is used for Research: 2010-present Twellow, Angie’s lists, yelp
  7. 7. RESEARCHConsumers: use social media to do research byasking other consumers what products to buy Anything from a Car/house purchase to pet groomers, restaurants, clothing stores, etc.
  8. 8. RESEARCHBrands: Use social media to find out what theirtarget audience is talking about Research on age, demographics, income, etc. We believe this information is accurate:  People don’t know they are being watched with social media  Huge amount of information and samplings, speed
  9. 9. FUTURELooking forward with the information wehave to what might happen next… Presidential Elections: based on social media discussions might more accurately predict then polls Global Warming: predict weather patterns based on social media keywords  Ex: early plants, rain, etc.
  10. 10. FUTUREUnemployment: predict rate in future based on what people say on social media  Ex: laid off, unemployed, etc.Flu outbreak: predict flu outbreak based on social media posts  Ex: sniffles, stomach ache, etc.
  11. 11. CUSTOMER RESEARCH: DEFINES THE MARKET Driving Park Penetration Rate By Age 60% 50% 40% 30% 20% 10% 0% 1-4 5-9 10- 15- 18- 21- 25- 35- 45- 50- 55- 60- 65- 75- 14 17 20 24 34 44 49 54 59 64 74 84Cardholder Database Research 20,745 residents live within a 1-mile radius of the branch 7,396 cardholders live within a 1-mile radius of the branch Branch has a market penetration rate of 36% Penetration rates varied from 20% to 53%
  12. 12. CUSTOMER RESEARCH: DEFINES THE MARKETClaritas PRIZM Clusters Standard-setting target marketing since 1973 Lifestyle and behavior precision segmentation Combines demographic, consumer behavior, geographic information totarget customers
  13. 13. CUSTOMER RESEARCH: DEFINES THE MARKET
  14. 14. CUSTOMER RESEARCH: DEFINES THE MARKET
  15. 15. CUSTOMER RESEARCH: DRIVES YOUR BRANDValue MessageReady to Read CorpsAt-Risk Literacy
  16. 16. CUSTOMER RESEARCH: DRIVES YOUR BRANDValue MessageJob Help Centers50,000 in 2011
  17. 17. CUSTOMER RESEARCH: DRIVES YOUR BRANDValue MessageTransformational AgencyChanging Lives
  18. 18. CUSTOMER RESEARCH: CHANGE BEHAVIORS
  19. 19. CUSTOMER RESEARCH: CHANGE BEHAVIORS
  20. 20. CUSTOMER RESEARCH: CHANGE BEHAVIORS • Increase usageStrategy for • Target users in the sweet spotOccasional • Develop tools Users: • Define what behaviors we want to specifically drive and measure
  21. 21. CUSTOMER RESEARCH: CHANGE BEHAVIORS
  22. 22. CUSTOMER RESEARCH: CHANGE BEHAVIORS
  23. 23. CUSTOMER RESEARCH: CHANGE BEHAVIORS
  24. 24. CUSTOMER RESEARCH: MEASURE IMPACT • Development of businessOutputs to plansOutcomes • Enhanced research studies • Goals for the web
  25. 25. CUSTOMER RESEARCH: MEASURE IMPACTBusiness Plan GoalsWhat’s our outcomeWhat is successHow do we measure itSunset Plans based onmeasurementRepeatable practice“This changes everything.”
  26. 26. CUSTOMER RESEARCH: MEASURE IMPACTEnhanced Research Studies The Ohio State UniversitySummer Reading Club study
  27. 27. CUSTOMER RESEARCH: MEASURE IMPACTEnhanced Research Studies The Ohio State UniversitySummer Reading Club study
  28. 28. CUSTOMER RESEARCH: MEASURE IMPACT7 Years in the Waiting! Set goals for key website pages Integrate all channels Minute-by-minute measurement
  29. 29. QUESTIONS

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