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Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
WORKSHOP
TO MEASURE AND ANALISE THE WOM ACTIVITY ROI
Gianandrea Facchini
Blogger e consulente
www.Buzzdetector.com
Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
www.Buzzdetector.com
Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
www.Buzzdetector.com
Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
www.Buzzdetector.com
Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
www.Buzzdetector.com
Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
www.Buzzdetector.com
Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
www.Buzzdetector.com
Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
www.Buzzdetector.com
Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
www.Buzzdetector.com
Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
Trust
Influence
So what?
www.Buzzdetector.com
Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
www.Buzzdetector.com
Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
Why? Sales do no longer come from a linear model Current business model production- advertisingsales got more complicated in its central moment
Communication
www.Buzzdetector.com
Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
www.Buzzdetector.com
Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
www.Buzzdetector.com
Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
And, talking about new mantra Tell me, and I will forget. Show me, and I may remember. Involve me, and I will understand.
Cool. Who told it? Whos the Web 2.0 guru to tell it?
www.Buzzdetector.com
Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
Confucio
www.Buzzdetector.com
Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
www.Buzzdetector.com
Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
Tracking consumers conversation is an ongoing discovery process This know-how must merge with the one existing inside the company to bring to light new opportunity
www.Buzzdetector.com
Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
Strategize
Aggregate
Operate
Analyze
Communicate
www.Buzzdetector.com
Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
How to structure the discovery process Strategize: to determine the area the most sensitive to the information collected in a second step to evaluate the impact of the activities developed to strengthen the link between know how and action
www.Buzzdetector.com
Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
How to structure the discovery process Aggregate: to collect data statistically relevant from internal and external sources
www.Buzzdetector.com
Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
How to structure the discovery process Analyze: to analyse and segment voices collected by tag, frequency, cluster to develop key insights on the brand, its competitors and consumers needs based on these results to investigate exhaustively consumers sentiment, interaction model and the chance to pump up conversation
www.Buzzdetector.com
Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
Communicate: to translate information into index to define business goals to match them with other sources for validation
www.Buzzdetector.com
Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
Operate:
www.Buzzdetector.com
Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
The whole process is based on a active engagement of the marketing and communication office The human factor is crucial to determine parameters and their interpretation
www.Buzzdetector.com
Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
It takes years, not weeks, to embed consumer conversations in an organization. Companies need to address this now or it will be a huge challenge to catch up.
Anthony van der Hoek, Director of Strategy and Business Solutions, The Coca-Cola Company
www.Buzzdetector.com
Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
www.Buzzdetector.com
Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
www.Buzzdetector.com
Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
And on line?
www.Buzzdetector.com
Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
And is you can set up the starting date of your Wom campaign, do you know when it ends?
The buzz may stay alive and kicking for a long time to go The search engine cache stay forever
www.Buzzdetector.com
Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
A tv campaign begins on Sunday and ends on any Saturday It lasts for two/three weeks
www.Buzzdetector.com
Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
What about Wom? Warning: a Wom activity is not for selling goods Right?
www.Buzzdetector.com
Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
A Wom campaign may have several goals but it hardly generate direct sales A Wom campaign does work on the magic words we mentioned before Do you remember them?
www.Buzzdetector.com
Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
These are the sales drivers If you think to do a Wom campaign to generate sales in short time, well better rethink your strategy Yes, Wom is cool, but do you need it?
www.Buzzdetector.com
Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
www.Buzzdetector.com
Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
A sample of process
whats your goal? what does success look like? which parameters you measure? which tool? How?
strategy what is the expected cost for?
www.Buzzdetector.com
Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
www.Buzzdetector.com
Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
Other metrics:
Time to marketing information: The average time that elapses between the execution of a marketing activity and the results analysis availability
Customer satisfaction: the relationship between the social media monitoring activity and the analysis results and implementation. To juice these results from monitoring to identify consumers desiderata and opinions and work towards their satisfaction eventually resulting in a higher customer satisfaction level
www.Buzzdetector.com
Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
Other metrics:
Actionable insights: this metric is a catch-all, covering both qualitative and quantitative actionable insights emerging from the social media analysis
Early warning: to timely face issues that may arise and negatively impact on brand perception
www.Buzzdetector.com
Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
www.Buzzdetector.com
Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
www.Buzzdetector.com
Via di Monserrato, 43 - 00186 Roma Tel. +390697747668
www.Buzzdetector.com
Via di Monserrato, 43 - 00186 Roma Tel. +390697747668