gladneyfinal
DESCRIPTION
TRANSCRIPT
TURNING CONVERSATIONS
INTO CAPITAL
Patrick Gladney
social currency™
THE ROI QUESTION IS STANDING IN SOCIAL MEDIA’S PATH
ReturnInvestment
SOCIAL MEDIA IS NOT THE FIRST MEDIUM BEING CHALLENGED TO PROVE ITS WORTH
MEASURE AGAINST OBJECTIVES
ADVOCACY HAS VALUE
PEOPLE DRIVE THE PROCESS
Brand Monitoring
Brand Health
Online Word-of-Mouth
Product Innovation
Crisis Communications
Consumer Segmentation
Sentiment Analysis
Customer Experience
Tactical Strategic
Low Value-Add
High Value-Add
Source: Adapted from Forrester Research
THE VALUE OF SOCIAL MEDIA INCREASES WHEN EXAMINED IN A HOLISTIC MANNER
OBJECTIVE
KPI KPI KPI
HOW YOU MEASURE STEMS FROM WHAT YOU ARE TRYING TO ACHIEVE
SUPPORT
SOCIAL MEDIA CAN MAKE A MEASUREABLE CONTRIBUTION TO CORE OBJECTIVES RELEVANT TO ANY BUSINESS
INNOVATION
ADVOCACY
Increased Customer SatisfactionReduced Call Centre Volume
New revenue streams
New product salesImproved marketing efficiency
Share of voice / sentiment
Online promoter scoreInfluence potential
Stated purchase intent
CROWDSERVICE CREATES VALUE FOR BOTH CUSTOMERS AND BRANDS
SUPPORTIncreased Customer Satisfaction
Reduced Call Centre VolumeNew revenue streams
INNOVATIVE IDEAS CAN COME FROM LISTENING TO OPEN OR CLOSED COMMUNITIES OF BRAND ENTHUSIASTS
INNOVATIONNew product sales
Improved marketing efficiencyShare of voice / sentiment
OPEN CLOSED
Obama 2009 Approval Index
01020304050607080
Dec
21-
27
Nov
30-
Dec
6
Nov
9-
15
Oct
19-
25
Sep
28-
Oct
4
Sep
7-
13
Aug
17-
23
July
27-
Aug
2
July
6-
12
June
15-
21
May
25-
31
May
4-
10
Apr
13-
19
Mar
23-
29
Mar
2-8
Feb
9-1
5
Jan
19-
25
Gallup Approval Rating Postive Sentiment Score
Inauguration
Somali Pirates Beer Summit
Increase troop levelsIn Afghanistan
THERE IS AN ESTABLISHED LINK BETWEEN ONLINE AND OFFLINE ADVOCACY
ADVOCACYOnline promoter score
Influence potentialStated purchase intent
“A 12% increase in Net Promoter Score correlates to a doubling of growth.”
“An x% increase in Online Promoter Score correlates to an X of growth.”
ADVOCACYOnline promoter score
Influence potentialStated purchase intent
EACH INDUSTRY MUST ASCERTAIN THE DISCOUNT THAT APPLIES TO THE WEAK TIES THAT CHARACTERIZE SOCIAL MEDIA
OFFLINE ONLINE
THERE IS NO SUBSTITUTE FOR HUMAN JUDGEMENT WHEN ANALYZING DATA – ESPECIALLY SOCIAL MEDIA
MEASURE AGAINST OBJECTIVES
ADVOCACY HAS VALUE
PEOPLE DRIVE THE PROCESS
