twitter analytics
DESCRIPTION
TRANSCRIPT
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Social media marketing and conversion
Name of the Presenter: Pramod Khanchandani
Date: December 12, 2012
Twitter Marketing
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AgendaIntroduction to Social Marketing
Marketing on Twitter
How Kellogg’s launched it’s new product
Twitter analytic - KPI , metrics and tools
Twitter marketing and analytics model
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Traditional marketingMass media promotion
Direct mailers and promotions
PR
Tele marketing
Measurement: Revenue
ROI
Sale uplift
Coupon redemption,
Brand recall
Loyalty
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Website MarketingSearch engine marketing/ SEO
Email marketing
Display network and Retargeting
Behavior analysis and optimizing your website
Measurement: Awareness
Engagement
Ecommerce and revenue
Loyalty
Attribution modeling
ROI calculation
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Social media marketing
Social media marketing is all about having
conversation..Period.
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Conversation around ideas
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Celebrity or political events
Amitabh BachchanPresidential debate
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…products .. brands
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Good conversation
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Good conversation
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…Not so good conversation
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Conversation leads toDialogue
Word of mouth
Listen
Increase advocacy
Product development/improvement ideas
Generate revenue? …well yes….
Analysis:
How do you measure conversation ?
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Channels of social Marketing
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Twitter marketing 101
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Twitter MarketingMedium to communicate and converse
Brand can communicate to it’s followers directly
#tag conversations
Listen to conversations and mentions and respond
Refer to site to perform needed action
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Promoted Tweets
Twitter paid marketing
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Promoted Trend
Twitter paid marketing
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Promoted account
Twitter paid marketing
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Amplify message by promoting on related interest group
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What are all our twitter marketing efforts aimed to ?
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AIDA model
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Kellogg’s new product launch on twitter during SMWPay by Tweets #tweetshop
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Awareness
Interest and
Desire
Action
Engagement
Links
Site KPI
Sentiments
Conversation/mentions
Conversion on Site
Attention/Awarenes
s
Reach
Followers
Hash tag mentions
Retweets/ FOF/favorite/
quoted
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Reach of campaign: Followers
Awareness
Reach
Followers
Hash tag mentions
Retweets/ FOF/favori
te/quoted
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Reach of campaign: # tags mentionsHash tag mentions
Retweets and Impressions
Awareness
Reach
Followers
Hash tag mentions
Retweets/ FOF/favori
te/quoted
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Reach of campaign: Followers of followers
Awareness
Reach
Followers
Hash tag mentions
Retweets/ FOF/favori
te/quoted
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Interest and Desire
Awareness
Action
Reach
Followers
Hash tag mentions
Site KPIConversion
on Site
Interest and
Desire
Retweets/ FOF/favorite/
quoted
Engagement
Links
Sentiments
Conversation/mentions
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Interest and DesireRetweets/
FOF/favorite/
quoted
Interest and
Desire
Engagement
Links
Sentiments
Conversation/
mentions
Links: Shortening URL
Engaged: Retweets / favorites/ quoted …
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Rate of conversationRetweets/
FOF/favorite/
quoted
Interest and
Desire
Engagement
Links
Sentiments
Conversation/
mentions
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Positive/negative/mixed/neutralRetweets/
FOF/favorite/
quoted
Interest and
Desire
Engagement
Links
Sentiments
Conversation/
mentions
Sentiment analysis
Text Cloud
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AwarenessAwarenes
s
Reach
Followers
Hash tag mentions
Action Site KPIConversion
on Site
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Action on siteLink posting
Destination page
Action
Site KPI
Conversion
on Site
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Site KPI reporting: Activity with ROI
Action
Site KPIConversion on Site
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Twitter Marketing and analytics model
Awareness
Interest and
Desire
Action
Reach
Followers
Hash tag mentions
Retweets/ FOF/favorite/
quoted
Engagement
Link clicks
Site KPI
Sentiments
@replies/mentions
Conversion on Site
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Supplementary- Support handle
Twitter for customer supportUsed as interface to address grievances
Collect new product ideas, issues, bugs
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Analytics of support handleNumber of support issues logged via Twitter
Number of Unique users entertained
Rate of resolution
Average time of resolution
Rate of response
New product ideas/ product bugs/training need
Conversation with followers
Engagement with how to links
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Thanks
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Did you like this presentation? Let me know#2pramodtweet@pramod_k
Email: [email protected]
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Back up slides
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Stats of Kellogg’s twitter handle
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Reach of Kellogg’s campaign
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Samsung loves Apple
On day of iphone5 announcement