meauring social media
TRANSCRIPT
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8/4/2019 Meauring Social Media
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Measuring Online MediaEffectiveness
Navneet Bhushan
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What is happening?
HYPE to Methodology
many marketers jumped on board Twitter, Facebook, blogs,and other social media platforms without a plan fordefining, achieving, or measuring success.
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What is happening?
Return on engagement the duration of time spent eitherin conversation or interacting with social objects, and in turn,what transpired thats worthy of measurement.
Return on participation the metric tied to measuring andvaluing the time spent participating in social media throughconversations or the creation of, social objects.
Return on involvement similar to participation, marketersexplored touchpoints for documenting states of interaction andtying metrics and potential return of each.
Return on attention In the attention economy, we assessthe means to seize attention, hold it and as such measure the
responses activities that we engender. Return on trust A variant on measuring customer loyalty
and the likelihood for referrals, a trust barometer establishesthe state of trust earned in social media engagement and theprospect of generating advocacy and how it impacts future
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CONCEPTUAL SOLUTION:
GLOBAL ENTERPRISE AS A
SOCIAL SYSTEMThe Tipping Pointthat refers to the moment whensomething unusual becomescommon. The book seeks to
explain "social epidemics", orsudden and often chaotic changesfrom one state to another.(Wikipedia)
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Three types of people create Idea TippingPoints
Connectors are those with wide social circles.Mavens are knowledgeable people.Salesmen are charismatic people with powerfulnegotiation skills. They exert "soft" influence rather thanforceful power.
The PROCESS of TIPPING POINTS
The Law of the Few: Find out Connectors, Mavens andSalesmen a few of these is what one idea needs tobecome an epidemic
Stickiness: Ideas or products found attractive orinteresting by others will grow exponentially for sometime.
The Power of Context: Human behavior is stronglyinfluenced by external variables of context.
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THE NET PROMOTER SCORE
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The net promoter impact
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The negative Impact
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W d f M th M k ti
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Word of Mouth MarketingIndex
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Definitely Yes May be Not Really Definitely
Not
BusinessExecutive
Communications
Sales/Marketing
Teaching Others
UsingProduct/Service Waiting to be
Served Purchasing Infotainment Others
Superb Good Same Need
Improvement
Poor
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WOMM Score
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Social Network Analysis and Design
Crafitti ConsultingCrafting innovation together . . .
www.crafitti.com
Navneet Bhushan ([email protected])
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