the case for social media marketing - ses new delhi
DESCRIPTION
Interested in leveraging Social Media for your organizational growth? But not sure about the opportunity of Social Media, how to execute and measure ROI of Social Media? You will find answers to these key questions through this insightful deck presented at SES New Delhi conference by Pradeep Chopra, CEO of Digital Vidya. Find more about Digital Vidya at http://www.digitalvidya.com.TRANSCRIPT
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#SESND
The case for Social Media
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Key Questions to Answer
■ Why should I care about Social Media? ■ What will it take to realize the opportunity? ■ How will I know if we are doing it right?
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Social Media Objectives
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Over 20% All Sales through Facebook
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25% Revenue through Facebook
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Tweet 2 Order Tweet to Order
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CRM/ORM (Twitter)
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Reveal the Name Contest 1. 150,000 people
participated 2. 35,000+ requests for Test
Drives 3. 8000 Cars booked in 10
days
Car Launch through Social Media
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Key Questions to Answer
Why should I care about Social Media?
■ What will it take to realize the opportunity? ■ How will I know if we are doing it right?
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Creation Publishing
Promotion
Branding/ Leads/ Sales
Social Media Channel(s) Content
Social Media Objectives
Product
Value Prop Need
Target Group
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Time Has Not Changed
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You were expected to have a Website.
You were expected to have a Blog.
You are expected to have a Facebook
Page.
Hits (2000) > Likes (2010)
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# of Fans: Currency for Success!
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Quiz Time!
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Facebook Edge Rank
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In-house Vs Outsource
■ Ideally, in-house! ■ Easy to outsource: Apps, Ads, Tools ■ Work like a Partner (vs Vendor) ■ Involvement of Internal Stakeholders (CMO)
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Key Questions to Answer
Why should I care about Social Media? What will it take to realize the opportunity?
■ How will I know if we are doing it right?
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Creation Publishing
Promotion
Branding/ Leads/ Sales
Social Media Channel(s)
Measurability
Content
Social Media Objectives
Product
Value Prop Need
Target Group
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Two Dimensions of Measurement
What “Returns” did you get?
How much of “Returns” can be “Attributed” to the investment?
Returns
Attribution
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Types of Returns
A clear & direct metric
Units Sold, Leads Generated, Total Registrations, Referral Traffic
At most an indicative metric Brand Awareness, Reputation, Customer
Satisfaction, Customer Loyalty
Tangible
Intangible
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Attribution is a Hard Problem
Broken Chains
Missing Metrics
Mixed Influence
More often than not, it’s hard to establish a credible sequence of events.
Not all the metrics are available or captured automatically.
Multiple marketing efforts with a single outcome coincide with each other.
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Broken Chains of Events
You Promote your product on LinkedIn
Attribution – Broken Chains
You use a Blog for thought leadership
You interact with people on FB/Twitter
You resolve people’s issues on FB/Twitter
You get $20K worth of
Business with “unknown
source”
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Missing Metrics Examples Attribution – Missing Metrics
How many issues were resolved on
Twitter? How many $ were saved/earned by
resolution of issues?
Did you note down that FB was used for Market Research?
And that lead came from an introduction
over LinkedIn!
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The problem of Mixed Influences Attribution – Mixed Influence
Social Media
TV
Offline
Online Reputation
Impossible to measure influence of a single campaign when everything is
executed together
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Creation Publishing
Promotion
Branding/ Leads/ Sales
Social Media Channel(s)
Measurability
Content
Social Media Objectives
Product
Value Prop Need
Target Group
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Let’s continue this conversation…
/pradeepchopra /pradeepchopra /in/pradeepchopra
■ On Social Media
■ Off Social Media
Thanks for Listening!