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Omniture Nordilux

Social Media - what's in it for me ? Presentation from eBazaar, May 5th 2010. Omniture, an Adobe company

Business
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Social Media – WhatÂŽs in it for me? Stockholm, 5th May 2010 Daniel BjĂ€rne
What is Social Media about? Is it the: ,[object Object]
+3 Bn photos on Flickr?
~200 M blogs?Or maybe the fact that: ,[object Object]
78% of consumers trust peer recommendations while only 14 % trust TV-ads?
Wikipedia has over 13 million articles
some studies show it’s more accurate than Encyclopedia Britannica
78% of these articles are non-EnglishSource: Socialnomics.net
There is nothing new about being social But there is a completely new landscape! User-Generated Content (UGC) Social News Blogs Social Networking
The User is in Control.....seeking relevance and instant gratification I buy things I manage my life I share stuff I make myself heard I consume content
So what are people mainly doing today? ,[object Object]
Judging products and services
Searching and evaluating
Filesharing
Debating special interest & current news/events
Buying and selling things
Blogging
Chatting, talking, instant messaging
Dating
Getting knowledge - sharing knowledge
Managing our lives and things
Publishing our own ideas, thoughts and opinions
Socialising through social and professional networks,[object Object]
What is the biggest challenge marketers face trying to leverage Social Media?
Challenges in Social Media Optimization How is social media impacting brand & product perception? How do you identify brand advocates and detractors? Can customer service be improved using social media? How do I better listen to my customers using social media?
1. Start By Listening 2. Strategize & Plan 3. Track, Measure, Analyze and Follow-up Omniture’s 6 Steps to Effective Brand Monitoring 4. Inform about your Success Stories 5. Make Process Changes 6. Automate & Act
Step 1: Where are your Customers?Message Boards/Internet Forums ,[object Object]
Let the community respond
Clarify when necessary,[object Object]
Step 1: Where are your Customers? Facebook
Step 1: Where are your Customers? Wikis ,[object Object]
Warning! Don’t modify your own company or competitor information!,[object Object]
Step 1: Where are your Customers? YouTube and Flickr
Step 1: Where are your Customers? Social News and Bookmarking Sites ,[object Object]
Community votes on submissions
Rise to the top or drop to the bottom,[object Object]
Brand controlled film/review/article content (tagged and tracked)
Independent content & Brand controlled (trawled specific e.g. YouT)
Independent and affiliate (referrer report)
Independent and application (data pull and track e.g. Facebook)
Independent and blog (hard to get!!),[object Object]
Step 3: Track your Most influential sites (cont) Competitor Tracking Customer Care Advocacy Tracking Reviewer Tracking
Step 3: Analyze and Categorize ,[object Object]
Instant “Venting”
Self-promotion/promote others
Research/Peer Reviews

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Social media presentation_ebazaar

  • 1. Social Media – WhatÂŽs in it for me? Stockholm, 5th May 2010 Daniel BjĂ€rne
  • 2.
  • 3. +3 Bn photos on Flickr?
  • 4.
  • 5. 78% of consumers trust peer recommendations while only 14 % trust TV-ads?
  • 6. Wikipedia has over 13 million articles
some studies show it’s more accurate than Encyclopedia Britannica
78% of these articles are non-EnglishSource: Socialnomics.net
  • 7. There is nothing new about being social But there is a completely new landscape! User-Generated Content (UGC) Social News Blogs Social Networking
  • 8. The User is in Control.....seeking relevance and instant gratification I buy things I manage my life I share stuff I make myself heard I consume content
  • 9.
  • 13. Debating special interest & current news/events
  • 18. Getting knowledge - sharing knowledge
  • 19. Managing our lives and things
  • 20. Publishing our own ideas, thoughts and opinions
  • 21.
  • 22. What is the biggest challenge marketers face trying to leverage Social Media?
  • 23. Challenges in Social Media Optimization How is social media impacting brand & product perception? How do you identify brand advocates and detractors? Can customer service be improved using social media? How do I better listen to my customers using social media?
  • 24. 1. Start By Listening 2. Strategize & Plan 3. Track, Measure, Analyze and Follow-up Omniture’s 6 Steps to Effective Brand Monitoring 4. Inform about your Success Stories 5. Make Process Changes 6. Automate & Act
  • 25.
  • 27.
  • 28. Step 1: Where are your Customers? Facebook
  • 29.
  • 30.
  • 31. Step 1: Where are your Customers? YouTube and Flickr
  • 32.
  • 33. Community votes on submissions
  • 34.
  • 35. Brand controlled film/review/article content (tagged and tracked)
  • 36. Independent content & Brand controlled (trawled specific e.g. YouT)
  • 37. Independent and affiliate (referrer report)
  • 38. Independent and application (data pull and track e.g. Facebook)
  • 39.
  • 40. Step 3: Track your Most influential sites (cont) Competitor Tracking Customer Care Advocacy Tracking Reviewer Tracking
  • 41.
  • 45.
  • 46. Step 4: Inform of your Success Stories
  • 47. Step 5: Make Process Changes Make organizational process changes to support Social Media Social Media as part of your PR & Communication Strategy How do we respond on behalf of the company (customer care involvement) Make Social Media part of your Organization (not just at your agency) How much information should we give away for free?
  • 48. Step 6: Implement & Automate Consider how Omniture can help implement and automate these steps
  • 50. So how does Omniture fit into my Social Media strategy?
  • 51. Omniture optimises Ad Spend & Conversion Global Ad Spend Conversion Landing Page Site Search Visitors Customers Recommendations Merchandising Pet Lovers Proud Parents Diet & Fitness Behavioral Targeting
  • 52. Omniture Online Marketing Suite CMO DASHBOARDS Internet Enterprise CRM Kiosks Call Center POS Teller Search Ad Networks Ad Exchange Mobile Video VISITORACQUISITION CONVERSION ONLINEANALYTICS CHANNELANALYTICS OPEN BUSINESS ANALYTICS PLATFORM Data Warehouse & APIs ONLINE MARKETING SUITE Complete – Open – Modular – Flexible
  • 53. Omniture, An Adobe companyThe Leader in Online Business Optimization Company Web Analytics Leader, Now an Adobe company Leadership 5,100 Customers, Every Industry and Geography Infrastructure Over 20,000 Servers in Global Data Centers
  • 55. How does i generate value from Facebook? There is lots of “available” data through ‘soft’ permission
  • 56. How does i generate value from Facebook? There are lots of “affiliations that drive to community and offer”
  • 57. How does i generate value from Facebook? There are also many applications that can be developed and used on your behalf
  • 58. How does i generate value from Facebook? Or that can be monitored w.r.t customer care/brand tracking
  • 59. Example: Social Media Report in Omniture
  • 60. Who spends most? People with 200-300 friends Spent the most money

  • 61. Tell me more about these people? Best spenders are “engaged”
 ACTION: Target and Acquire more of these types of users, as well those prone to Invitation feature potentially using Facebook’s own advertising systems
  • 62. What are the trends of Viral word of mouth? Invites are peaking in late afternoon
 ACTION: Cross target advertising for these time frames with target users, the Double Whammy of App Invite and direct advert
  • 63. What is my Application Conversion Success?
  • 64. How influential are my Users?
  • 65. In case you remember nothing else Social Media is not a Fad Plan and review your Social Media strategy frequently Omniture can help you to connect the dots

Hinweis der Redaktion

  1. Vad handlar egentligen Social Media om?Är det de fantastiska mĂ€ngderna anvĂ€ndare som anvĂ€nder plattformar som Facebook mfl? Eller Ă€r det alla mĂ€ngder av material som dagligen publiceras pĂ„ bloggar, videoplattformar mm? Kanske Ă€r det de faktum att anvĂ€ndare idag Ă€gnar mest av sin tid online Ă„t att kommunicera, interagera och dela med sig med sina vĂ€nner online?
  2. SanningenĂ€r den attingenfaktisktfortfarande vet exaktvaddethandlarom. Vad vi dock vet (paus) attvara social Ă€ringetnytt – men detlandskapetförvĂ„rtsocialabeteendeharradikaltförĂ€ndrats de senasteĂ„ren.Socialanyheter, anvĂ€ndargenereratinnehĂ„llochsocialanĂ€tverksplattformaringĂ„ridagiettintrikatnĂ€tverkdĂ€rbudskapfĂ€rdas, information publicerasochnyhetersprids
 alltdettaenormt fort. OftasĂ„ fort attintetraditionell media hĂ€nger med. Vilket vi har sett vidtillfĂ€llensomjordbĂ€vningen I Haiti & upploppen I Iran dĂ€rfaktiskt de socialamediernaharvaritenormtviktigasominformationsbĂ€rare
  3. Dagens anvĂ€ndare Ă€r de facto en person som till stor del lever sitt liv pĂ„ nĂ€tet. Oavsett om han/hon hĂ„ller kontakt med vĂ€nner, köpa böcker eller se film. Vad vi dock observera Ă€r att alla de hĂ€r behoven som anvĂ€ndaren har mer och mer integreras - Nu senast i form av en enkel ”gilla” knapp som kopplas direkt till facebook.
  4. SOCIAL MEDIA ÄR INTE EN FLUGA – Det Ă€r en fundamental förĂ€ndring i sĂ€ttet som vi kommunicerar. Ingen kan förutse exakt vad som kommer att hĂ€nda hĂ€rnĂ€st inom omrĂ„det men vi kan vara sĂ€kra pĂ„ att de företag som lyckas att implementera en strategi som följer med i den hypersnabba utvecklingen inom social medier kommer att stĂ„ som stora vinnare!Men om jag som företag nu vill förbĂ€ttra mitt arbete inom Sociala Medier, vad Ă€r dĂ„ utmaningen?
  5. JO, det visar sig enligt undersökningar att det största problemet för marknadsförare (i detta fallet Online Retailers) Àr att man har svÄrt att berÀkna ROI för Sociala Medier. Ganska hÀpnadsvÀckande eller hur? SÀrskilt med tanke pÄ att vi vet hur viktiga de sociala medierna Àr för kundrelationer, köp och lÄngsiktigt kundvÀrde
  6. UtifrÄntidigarehuvudproblemhar jag formuleratettantaldelproblemsombordehjÀlpamigsomföretagattbÀttremÀta ROI:*HurpÄverkar SM uppfattningenom mitt varumÀrke & produkt?*Hurkan jag identifierapositivatrespektivenegativtinstÀlldakonsumenter?*Kan jag förbÀttra min kundservicegenomattanvÀnda SM?*Hurkan jag bÀttrelyssnapÄ mina kundergenomattanvÀnda SM?
  7. LyssnaStratifieraochplaneraSpÄra, mÀt,analyseraochföljuppInformeraomframgÄngssagor (interntochexternt)FörÀndra processerOchslutligenageraochautomatisera
  8. Vi gÄr in litedjupare I de 6punkterna: Varfinnsdinakunder? Ja I dettafallethar jag utgÄttfrÄn Omniture dÀrmerpartenavekosystemetavkunder, partners ochprospektfinnsinomwebanalys, optimeringoch online marknadsföring. HÀrfinns en site somheter WAA en site som de flestainomomrÄdethar en relation till.
  9. Ettannat bra exempelÀr Twitter, dÀr jag enkeltkansökapÄ mina brand & produktordochdÀrmedfÄframvadomvÀrldenanserommig.
  10. EttstÀllesom jag absolutintevillmissaÀrFacebook, dÀrdetdykerupp Fan-sites föralltmellanhimmelochjord. HÀrkan jag verkligenhitta mina anhÀngare
  11. SisWikiscanner
  12. NÀr jag vÀlharidintifieratvar min intressenterbefinner sig sÄÀrdetdagsattbörjabevakadialogen. I förstaskedetÀrdetattrekommenderaattstartadetarbetet med siterdÀr du faktisktkanmÀta & analysera. ExempelpÄsitersomkanmÀtasÀr Twitter, Youtube, Facebook.
  13. NÀr jag harbörjatmÀtasÄkan jag dela in de hÀrolikamÀtningarna I olikagrupperbaseratvilkenfunktion de fyller I min strategi, ExempelvisÀrdetbÄdeenkeltocheffektivtattföljahurjaguppfattaspÄ Twitter medanFacebookkanhjÀlpamigmerhur jag upplevsbaseratpÄolika segment.
  14. VidaresÄkan jag Àveninkludera mina konkurrenterellerhur mina produkterrekommenderas.
  15. NÀr jag vÀlharfunktionsindelat mina SM-sitersomtrackasdÄkan jag börjaanalyseraochkategoriserablogginlÀgg, kvitter, rekommendationerosv. I olikafack.I mitt exempelhÀrsÄ ser vi:
  16. SjÀlvklart skall jag ocksÄ som marknadsförare inkludera Sociala Medier i min utvÀrdering av alla kommunikations och mediekanaler och se vilken pÄverkan SM har pÄ mitt resultat bÄde isolerat och i kombination med anfra kanaler
  17. Steg 4:SocialaMedierÀrnyttförföretagsorganisationen- NÀr jag harframgÄngshostoriergÀllerdetattbasunerautdembÄdeinterntochexternt.
  18. Nukommer vi till detsvÄra: nÀmligenattförÀndra processer ochorganisationer. Hur ser dittföretagpÄattintegrera SM I PR? Eller attkundtjÀnstsvararpÄ twitter? Skall vi verkligengeivÀg information gratis?AlltdethÀrÀrtypiskafrÄgestÀllningarsomdykeruppochdetÀrnaturligt. För en PR-person sominteÀrfrÀlstavSocialaMedierkandetkÀnnasheltfelattslÀppaut information den vÀgennÀr man sjÀlvintekankontrollera den. DÀrförÀrdetsÄenormtviktigtatt se till att ha framgÄngshistoriernasom en bas förÀndringsprocessensommÄsteske.
  19. NÀr jag vÀlharlyckatsattsystematiserabevakningenavhur mitt varumÀrkeellerproduktuppfattasutanför min kontrollsfÀrÀrdetdagsattbörjaautomatiseraprocesserna. Nu kan jag enkeltsÀttaupp alarm somtidigtmÀrkeromnÄgotförÀndrasradikalt. KanskeökarefterfrÄganpganÄgotsomharhÀntellerkanskekan jag undvika en PR-katastrofgenomattvaraförberedd.
  20. FörinÀstastegsÄkan jag med de systemen jag harpÄ plats börjaattagerasÄ fort nÄgotdykerupp. EttexempelpÄdettaÀr den dedikeradekundtjÀnstpersonalsom Omniture nu harsomenbartsvararpÄfrÄgor I Socialamedier. NormaltskulledessaanvÀndarevÀnda sig till en kundtjÀnsttelefoneller mail men de tyckerdetÀrenklareochmersocialtattanvÀnda SM ochdÄmÄste vi somföretaganpassaoss. AnnarsskullenÄgonannangöradetochdÄskulleantagligen de kundernaintevaranöjda.
  21. Nu har jag berÀttat lite om Omnitures angreppsÀtt för att förbÀttra strategin kring Sociala Medier men vad Àr det dÄ som vi gör att vi kan passa in i det hÀrsammanhanget?
  22. JO:Kortfattatvad Omniture görÀratt vi optimerarföretagssatsningarinomannonseringpÄnÀtet (Google, Facebook, Banners osv) tillsammans med att vi optimerarhurbesökarnasomkommer till sitengÄrfrÄnbesökare till kunderochgÀrnaÄterkommande
  23. DethÀrkan vi göra tack vare en öppen, modulÀrochflexibelplattformsomspÄrarföretagetsbesökare I allaonlinemedierochkombinerardetta med en radapplikationersomallasyftar till attförbÀttra ROI pÄsatsadmarknadsbudgetochförbÀttraupplevelsenpÄsitenföranvÀndaren.SocialamedierÀrnyttÀvenföross men vi harpÄ den kortatidsomdetharvaritettfenomenintegreratSocialaMedierivÄrtrapporteringsverktyg, analysverktygochsegmenteringsverktyg. Med hjÀlpav den informationenkanvÄrakunderpÄettrevolutionerandeochbÀttresÀttförstÄvadsomhÀnderutanförföretagets site ochkopplaihopdet med vadsomfaktiskthÀnderpÄsiten.
  24. Find, group and create reporting around videos of interest