Post on 16-Apr-2017
Finding the value of Social Media: An IBM perspective
Roy LeeBrand ManagerIBM
Our job is to define who within our target audience is engaged in social media.
Our job is to forecast the return on investment that social media can deliver and then measure our progress.
Our job is to define a taxonomy for digital media and place social media in context.
Our job is to resolve how Social Media helps achieve our Objectives.
....and articulate social media in a context that our business currently understands .
We have been here many times before...... <html><H1>A Digital Publishing Revolution</h1></html>
many times before... <xml><detail>We even changed the structure</detail></xml>
What is different this time......
Everything vs Nothing
Instrumented - Interconnected - Intelligent
What differentiates us:
Our Values
Dedication to every client’s success.
Innovation that matters, for our company and for the world.
Trust and personal accountabilityin all relationships.
Listening to the ‘words’ your target uses to inform Search Keywords & Content Creation. Assessing brand sentiment and reputation.
Content: optimize landing pages so Website appears in search results and site visitors find content engaging.
Analytics: Tagging and tracking all content and experiences through the user journey in order to evaluate impact and optimize tactics
eNurture:Data opt-in in exchange for content, including follow-up communications stream to convert prospects to customers and loyalists
AwarenessUnaware of IBM solution
InterestConsiders IBM solutions
DesirePrefers IBM solutions
ActionAdvocates IBM
Search: paid keywordsDrive to opt-in landing pages
Social Engagement/Media: Reach broader audience through integrating brand content into community. Drive brand interest and conversation.
Emerging Media:Mobile, OOH or other digital engagement beyond Website – reaching target ‘on-the-go’
Paid DG Media: intercept and engage prospects to drive responses and leads
Digital Taxonomy
A vast scope of tactics comprise the digital mix within IBM, managed by a number of professionals in brand system, demand programmes and workforce & field enablement.
Everyone has a role in Social Media
AdvertisingSearchEventsContente-Nuture
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The IBM Branded Widget - example
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Question of the Day – Community Poll Result
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IBM Branded Think_Tech Page Twitter Page
Audience:
IBM is already engaged
343,000,000 Social Media Postings4,200,000 Conferences28,000,000 Volunteer hours
2,874,200,000 emails
Note: Data source IBM 2008
Audience:
824 Followers – 50 CEOs!
LISTENING:
Hig h lig h ts sets of b log p osts th at d iscu ss th e sam e top ic
Com p ares relative frequ en cy of occu rrence of ph rases tod ay to occu rren ces over th e p reviou s week lookin g for top ical p h rases
Banter Identifies Em erging T opics
Every campaign or project will have individual objectives requiring specific outcomes
How to measure and what actions to take.
IDENTIFY word of mouth, digital and non-digital conversational touchpoints for brand/product and competitors
CAPTURE reaction to and impact of touchpoint encounter in realtimeANALYSE data for brand and competitive set to understand:
– Share of voice– Quality of voice– Where/when encounters are taking place– Frequency of encounters– Pathways to purchase– Relative contribution to lead generation– Relative contribution to advocacy behaviour
ESTABLISH benchmark measures (10% volume and 3% share of voice – Add sentiment when available)
Define what we are trying to accomplish and how we’ll know if we’ve succeeded
Outline social strategy and insight+ optimisation approach To achieve goals
Enumerate social tactics and measurement enablement methods for programme
Implement and launch programmeensuring proper execution and accurate performance data collection
Synthesise social performance drivers and identify actionable opportunities for programme adjustment
Social Media measurement process
Concept
Optimization
Deployment
Design
Definition
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MeasurementGoals:Embrace SMM tactics to build buzz before, during and post eventPre-Event Drive registrations Keep registrants informed of updates to the agenda, speakers etc Understand if our audience will engage with us via these mediumsDuring Event Foster a sense of community Humanise IBM Engage in conversation and build trust via twitter (hashtags used),
facebook, youtube and flckr. Enhance the conference experiencePost Event Continue to foster a sense of community Nurture long term relationships Test as a DG tactic
Results July – Sept 09 :Web PagesPage Views = 4kUnique Visitors = 2.5kRepeat Visitors = 2kRegistration form conversion = 47%Presentation downloads = 602Social MediaTwitter followers = 68 (maintained since event)Search = Top 10 Google ranking for search terms during event. Most used search term ‘Pulse ANZ’Youtube Video = 83 views Flickr = 43
Social Media is still a fledgling part of the mix.....
Social Media measurement tools - banter......