1. Social analytics suck. Why businesses struggle with social metrics and how you can use simpleprinciples to track your progressJoe Edwards - IDM Course Director from OTMSponsored by:Organised by:

2. Special TFM&A offer 20% off selected IDM training courses!To redeem, visit theidm.com/academyoffer or come alongto the IDM stand (H1) for more details!twitter.com/theidmtheidm.com/idmlinkedintheidm.com/trainingfacebook.com/theidm *Conditions apply 3. Social Analytics SuckWhy businesses struggle with social metrics and how youcan use simple principles to track your progress.Joe Edwards OTM Digital & Social PlannerTwitter @brandjoe 4. Show of Hands 5. The Pains of Analytics 6. Where to start 7. The right tools 8. The right tools 9. No time 10. Oh and heres another thing985419,744 #SMW12 11. Dontget mestarted onsentiment 12. Or influence for that matter 13. And businesses dont feel its atop priority 14. But less assume it is actuallyimportant for a minute 15. What can you measure Unstructured Social SoftHard Influence Volume SentimentLikesIntent TweetsInterests FollowersCommentary Shares Response CommentsLikes@Clicks 16. Feel like its missingsomething? Whats happening in the real world Or even whats specifically happeningonline How is your social activity affecting yourbottom line 17. What can you measure Unstructured SocialStructured SoftHard TransactionalFinancial ROI Influence Volume SentimentLikes DemographicsIntent TweetsNameInterests Followers AddressCommentary Shares Response CommentsLikes@Clicks 18. You need a strategy 19. and a Geoff 20. Decisions Decisions What Channels Conversations Traffic How Tools Bring the data together Reports and insights 21. Start with a baseline 80 70 60 50 40 Sales 30 20 100 1st Qtr2nd Qtr 3rd Qtr4th QtrBefore social activityAfter social activity 22. Pick your tools andstick with them 23. Map your measurement Gross ViewsGross ConnectionsAudience engagementsSite TrafficSales 24. Some of the tools I use 25. Some of the tools I use 26. Some of the tools I use 27. Some of the tools I use 28. Some of the tools I use 29. Some of the tools I use 30. So now youhave all thosemeasurements? 31. Look at what happened here 80Sales 70 60 Gross Views 50Gross Connections 40 30 Audience 20 Engagements 10 Site Traffic01st Qtr 2nd Qtr 3rd Qtr 4th QtrBefore social activity After social activity 32. There are still some gaps Causation Correlation What about the real world 33. Special TFM&A offer 20% off selected IDM training courses!To redeem, visit theidm.com/academyoffer or come alongto the IDM stand (H1) for more details!twitter.com/theidmtheidm.com/idmlinkedintheidm.com/trainingfacebook.com/theidm *Conditions apply 34. Thank YouJoe Edwards OTM Digital & Social PlannerTwitter @brandjoe 35. Simplifying Facebook Commerce David Bowen - EPiServer Jonathan Cook - ValtechSponsored by:Organised by: 36. Social CRM: What is it and how can I implement it with CRM?Jeff Richards - Sage CRMSponsored by:Organised by: 37. Social CRMwhat it is and how to implement 38. CRM is more than just a software application. It is a businesssolution for all customer-centric processes. It coversevery interaction with customers across the entirebusiness. It improves internal businessprocesses, enables closer management of new andexisting customer relationships, increases revenues anddecreases inefficiencies and provides management withtimely and reliable insight to guide decisions. Sage Product Brochure 39. Social Media is is a set of technologies and channels targeted atforming and enabling a potentially massive community ofparticipants to productively collaborate Anthony Bradley, Group Vice President, GartnerResearch - January 2010 Sage CRM and Social Media 40. Social CRM is is a philosophy & a business strategy,supported by a technology platform, businessrules, workflow, processes & socialcharacteristics, designed to engage thecustomer in a collaborative conversation in orderto provide mutually beneficial value in a trusted& transparent business environment. Paul Greenberg (2009) http://the56group.typepad.com/pgreenblog/ 41. Goal Setting Your needs determine the goals you set peer-to-peer customer support, idea management, market research, product launch, brand reputation management. Are you shaping the conversation? Is your engagement leading to website visits?o Are you encouraging the conversations to take place within forums that youhost? How Reputation management?o Building an Authoritative and Trusted voice?o What is the Twitter Sentiment Around round your Brand/Company 42. We use Social Media because Managers Marketing Customer Sales I am anProfessionals Service I want newopinion leader I need I want to help tools to helpwith achannels to customers me identifythoroughplace our solve their salesknowledge ofcontent, andproblems prospects andmy industry.therefore build I want toprogress sales I want to raise traffic. share tips andprospectsawareness. I want to know tricks withwhat the public customers.is saying aboutus. 43. New Design www.sagecrm.com GEO IP detection deliveringlocalised content. Single Sign In destinationfor existing customers.Improved content structure Priority on FREE Trials, to drive home Sage CRM with clear calls to action features and benefits. Relevant content with aClearly defined andfocus on lead generation.focussed messagingSage CRM Community Content is now centrally Integration managed through a flexible, secure Content Management System Highly optimised content including a good balance Social Media Integrationbetween text, images and video. 44. Sage CRM Social Media Stats 2011 Sage CRM Ecosystem www.sagecrm.com Sage CRM Community: Sage CRM Website: 220,000+ Visits 260,000+ Visits 82,000+ Unique Visitors 620,000+ Page Views 1,189,000+ Page Views 5,500+ Registered Members wwwSageCRMcomwwwSageCRMcom 1,360+ 31,000+ views FollowersSage CRM (OfficialSage CRMGroup)520+ Fans 1,100+ members 45. Sage CRM Ecosystem ParticipationCommunity Visits7000600050004000300020001000 0 46. Social Media Helps Cement Partner and Customer Relations 47. Sage CRM brings everything together www.sagecrm.com Partners Trials Customers Customers Staff Cloud Community Social Support Media Level 3 Support Twitter Self Service Portal LinkedIn Facebook 48. Building the Social Relationships The Rules Listen Share Engage The conversation belongs to the customer and you arejoining in the conversation But where does the conversation take place? 49. Twitter Email Alert 50. Sage CRM brings everything together www.sagecrm.com Partners Trials Customers Customers Staff Cloud Community Social Support Media Level 3 Support Twitter Self Service Portal LinkedIn Facebook 51. Social Media and Content Marketing:How to win traffic and engageaudiences Karen Webber - AdferoAmanda Kouwenhoven - AdferoSponsored by:Organised by: 52. How Brands are SuccessfullyUsing Social Media to Engage and Interact with Their AudienceMarina Lumley - The CharteredInstitute of MarketingSponsored by:Organised by: 53. Social Media: A new era formeasurable direct marketing Martin Smith - NeolaneSponsored by:Organised by: 54. Copyright Neolane - 2011 Neolane Private and Confidential 69 55. Copyright Neolane - 2011 Neolane Private and Confidential 70 56. Copyright Neolane - 2011 Neolane Private and Confidential 71 57. Social Media: A new era for measurable direct marketingMartin Smith Head of Marketing, Neolane LimitedCopyright Neolane - 2011 Neolane Private and Confidential 72 58. Direct Marketing Definition Direct marketing is a channel-agnostic form of advertising that allows businesses to communicatestraight to the customer. Direct marketing messages emphasize a focus on the customer, data, and accountability.Characteristics that distinguish direct marketing are: Marketing messages are addressed directly to customers. Direct marketing seeks to drive a specific "call to action." Direct marketing emphasizes trackable, measurable responses fromcustomers regardless of mediumCopyright Neolane - 2011 Neolane Private and Confidential 73 59. Social Media DefinitionSocial media includes web-based and mobiletechnologies used to turn communication into interactive dialogue.. social media has substantially changed the way organizations, communities, and individuals communicate.Copyright Neolane - 2011 Neolane Private and Confidential 74 60. Social Media TodayCopyright Neolane - 2011 Neolane Private and Confidential 75 61. UK Social Media TodayCopyright Neolane - 2011 Neolane Private and Confidential 76 62. Social Users Are Not ONLY Part ofGeneration Y, Z, ..60% of Facebook users are above 35Copyright Neolane - 2011Neolane Private and Confidential 77 63. Two Main Social Media for Marketing The biggest and the most accurate contact database ever 500M daily usersThe placeto talk withconsumers 100 000 tweets are posted per minuteCopyright Neolane - 2011Neolane Private and Confidential 78 64. Lets gather as many Fans as possible!Copyright Neolane - 2011 Neolane Private and Confidential 79 65. Through 2015, 75% of marketing organizations will view social media as simply another channel annoyingcustomers and failing to deliver significant value to the CMOs strategySocial Media Expert Gartner August, 15th - 2011Copyright Neolane - 2011Neolane Private and Confidential 80 66. The challenge..I have succeeded in having 1 millionFacebook fansBut now. How do I really make money? Copyright Neolane - 2011 Neolane Private and Confidential 81 67. Whats the value of a social fan?$3.60 according to Vitrue On average, a fan base of 1 million translates into at least $3.6 million in equivalentmedia over a year. The companys findings are based on impressions generated in theFacebook newsfeed. $136.00 according to SyncapseCopyright Neolane - 2011Neolane Private and Confidential 82 68. What the value of a social fan?Whats the value of a Facebook Fan? According to Forrester, the answer iszero,unless and until the brand does something to create value with Facebook FansCopyright Neolane - 2011 Neolane Private and Confidential 83 69. A Huge Perception Gap OUCH!Brands ConsumersCopyright Neolane - 2011Neolane Private and Confidential 84 70. Are consumers ready? RazorfishCopyright Neolane - 2011 Neolane Private and Confidential 85 71. Consumers are ready for Direct Marketing in SocialCopyright Neolane - 2011Neolane Private and Confidential 86 72. Are you above or below? Above the Line - Metrics= Share of mindMass Create Campaigns socialBuild presence& Influence ListenSocial Share MonitorCross-ChannelEnabledFrom SocialPersonalized Opt- MediaOutbound EngageMessagesin Personalized Inbound From Experiencethe web Below the Line - Metrics= SalesCopyright Neolane - 2011Neolane Private and Confidential 87 73. Objectives: Increase addressable contacts in the database throughFacebook Tactic: Facebook Contest Join The KingdomCopyright Neolane - 2011Neolane Private and Confidential 88 74. Opt-in: LA Kings Facebook Campaign Step #3 Step #1Step #4 Step #2Copyright Neolane - 2011 Neolane Private and Confidential 89 75. Opt-in: LA Kings Facebook CampaignOne wall post 177 talking about it 148 likes 25 comments 4 sharesSocial Opt-in contacts 353 social profiles acquired through the contest within few hours with: Name, profile picture, gender, and interests Email (opt-in) Anonymous visitors turned into known and addressable contactsCopyright Neolane - 2011Neolane Private and Confidential 90 76. Social media is a place where people come to have conversations. Most marketing campaigns arepresented to customers as static offers, regardless of the channel. Predefined mass marketing offers will stand out as being just that. Offers via social media should be dynamicand based on the persons interest andinteractions within social media and acrossother channels Gartner August, 15th - 2011Copyright Neolane - 2011 Neolane Private and Confidential 91 77. Thank You Neolane Stand C5 Win a trip to Paris for 2Copyright Neolane - 2011 Neolane Private and Confidential 92