Tools & Metrics for Maximizing Performance - LuxeCorp Club eLuxe

47
What’s up next?

description

This presentation is designed to bring a first-hand experience and insight into how to use viable social media metrics to evaluate the success of various social media initiatives and presence for luxury brands. Presenter Sophie Eggermont, Business Developer @Engagor

Transcript of Tools & Metrics for Maximizing Performance - LuxeCorp Club eLuxe

Page 1: Tools & Metrics for Maximizing Performance - LuxeCorp Club eLuxe

���

What’s up next?

Page 2: Tools & Metrics for Maximizing Performance - LuxeCorp Club eLuxe

Introduction

@fietieflex

Page 3: Tools & Metrics for Maximizing Performance - LuxeCorp Club eLuxe

How can luxury brands use the advantages of social media?

Page 4: Tools & Metrics for Maximizing Performance - LuxeCorp Club eLuxe

And.. How can you do it yourself?

Page 5: Tools & Metrics for Maximizing Performance - LuxeCorp Club eLuxe

Current role social media for luxury brands

Page 6: Tools & Metrics for Maximizing Performance - LuxeCorp Club eLuxe

Does going for social media equal mass communication?

Page 7: Tools & Metrics for Maximizing Performance - LuxeCorp Club eLuxe

What’s the point?

Page 8: Tools & Metrics for Maximizing Performance - LuxeCorp Club eLuxe

Why communicate with thousands of people in the world?

Brand awareness

Preparing the customers of tomorrow Customer service

Balance positive and negative messages

Prove how good you are in customer support

Page 9: Tools & Metrics for Maximizing Performance - LuxeCorp Club eLuxe

Some brands are already experienced with Social

State of social media + evolution

Page 10: Tools & Metrics for Maximizing Performance - LuxeCorp Club eLuxe

The Ritz-Carlton - #RCMemories

is inviting fans to submit six-word stories that capture brand-related memories that will then be shared in various forms on social media.

Peer to peer marketing drives engagement

Page 11: Tools & Metrics for Maximizing Performance - LuxeCorp Club eLuxe

Peer to peer marketing drives engagement

“We partnered with Bumebox and created a custom social overlay for users to join the #marcjacobsliveconversation via either Twitter or Facebook,”

"The night of the collection show, the #marcjacobslive tag had more than ninety million impressions on Twitter."

Page 12: Tools & Metrics for Maximizing Performance - LuxeCorp Club eLuxe

Peer to peer marketing drives engagement

"Our communication on social media enables a better understanding of the brand, its universe, and its values”

Page 13: Tools & Metrics for Maximizing Performance - LuxeCorp Club eLuxe

YouTube launch in 2012. Rolex used the platform to launch in-house

documentaries about topics that matter to the brand and its devotees, like Himalayan expeditions and deep-sea missions to investigate the polar ice

caps.

Rather than publishing content for content's sake, the brand

meticulously selects what media tells the brand's story best.

Page 14: Tools & Metrics for Maximizing Performance - LuxeCorp Club eLuxe

Scraping brand mentions from its own and other social networks

Social listening

Using that data to see what people are saying and how they're saying it ��� ���

Identifying what consumers want to see from the brand on social media.

Page 15: Tools & Metrics for Maximizing Performance - LuxeCorp Club eLuxe

Spreading content helps to let people talk about you

Page 16: Tools & Metrics for Maximizing Performance - LuxeCorp Club eLuxe

Show that you care

Page 17: Tools & Metrics for Maximizing Performance - LuxeCorp Club eLuxe

Have some fun but stay authentic

The L’Oréal Paris Tumblr presence is intended to be one thing: a playground for all things beautiful.

Page 18: Tools & Metrics for Maximizing Performance - LuxeCorp Club eLuxe

Let your audience spread the message

Page 19: Tools & Metrics for Maximizing Performance - LuxeCorp Club eLuxe

Some.. are still in discovery phase

State of social media + evolution

Page 20: Tools & Metrics for Maximizing Performance - LuxeCorp Club eLuxe

Use it right..

Page 21: Tools & Metrics for Maximizing Performance - LuxeCorp Club eLuxe

What tools to use?

Page 22: Tools & Metrics for Maximizing Performance - LuxeCorp Club eLuxe

Specific focus or all-in-one tool?

What tools to use?

vs.

Page 23: Tools & Metrics for Maximizing Performance - LuxeCorp Club eLuxe

First question: ���What is your purpose with this tool?

- all metrics measured in the same platform - immediately apply knowledge

What tools to use?

Page 24: Tools & Metrics for Maximizing Performance - LuxeCorp Club eLuxe

All in one?

1. MONITORING

2. ENGAGEMENT

3. ANALYTICS

Page 25: Tools & Metrics for Maximizing Performance - LuxeCorp Club eLuxe

What do I use for what?! ?

For growth & engagement metrics?���

For content strategy metrics?

For audience quality metrics?

Page 26: Tools & Metrics for Maximizing Performance - LuxeCorp Club eLuxe

Will it be easy to use?

Page 27: Tools & Metrics for Maximizing Performance - LuxeCorp Club eLuxe

How social media contributes to marketing strategy

Page 28: Tools & Metrics for Maximizing Performance - LuxeCorp Club eLuxe

Who is talking about my brand?

Page 29: Tools & Metrics for Maximizing Performance - LuxeCorp Club eLuxe

Social media explained

Page 30: Tools & Metrics for Maximizing Performance - LuxeCorp Club eLuxe

What media platforms work best for my brand?

Page 31: Tools & Metrics for Maximizing Performance - LuxeCorp Club eLuxe

Who is my audience?

Page 32: Tools & Metrics for Maximizing Performance - LuxeCorp Club eLuxe

When is the best time to post?

Page 33: Tools & Metrics for Maximizing Performance - LuxeCorp Club eLuxe

What kind of posts trigger likes, comments & shares?

Page 34: Tools & Metrics for Maximizing Performance - LuxeCorp Club eLuxe

What is the difference between me and my competitor?

Page 35: Tools & Metrics for Maximizing Performance - LuxeCorp Club eLuxe

How goals can be achieved

Well trained social media customer care staff

Crisis service management & reporting

Accurate response time to social mentions

Daily interaction to obtain updates and solutions

Page 36: Tools & Metrics for Maximizing Performance - LuxeCorp Club eLuxe

Customer care & performance

Page 37: Tools & Metrics for Maximizing Performance - LuxeCorp Club eLuxe

Performance of Customer Care

Page 38: Tools & Metrics for Maximizing Performance - LuxeCorp Club eLuxe

Tip 1: don’t just reach out when something’s wrong!

Page 39: Tools & Metrics for Maximizing Performance - LuxeCorp Club eLuxe

Tip 2: Be true to yourself: Who are you and how do you engage?

Page 40: Tools & Metrics for Maximizing Performance - LuxeCorp Club eLuxe

3. See every issue – not just the ones with @mentions of your brand

Page 41: Tools & Metrics for Maximizing Performance - LuxeCorp Club eLuxe

4. Know there’s a problem? Tell your customers you’re fixing it

Page 42: Tools & Metrics for Maximizing Performance - LuxeCorp Club eLuxe

5. Realize that the sale is only the first step

When the Support Ninjas hear customers are really grateful for their time and effort. 

Page 43: Tools & Metrics for Maximizing Performance - LuxeCorp Club eLuxe

6. Measure success with customer service KPIs

Page 44: Tools & Metrics for Maximizing Performance - LuxeCorp Club eLuxe

All in one social media management tool for marketing and customer service!

Page 45: Tools & Metrics for Maximizing Performance - LuxeCorp Club eLuxe

Maximizing value of social media efforts

Page 46: Tools & Metrics for Maximizing Performance - LuxeCorp Club eLuxe

Live Demo

https://app.engagor.com/dashboard/14199

Page 47: Tools & Metrics for Maximizing Performance - LuxeCorp Club eLuxe

Thanks for listening! [email protected]

Follow me via @fietieflex