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    www.Buzzdetector.com Via di Monserrato, 43 - 00186 RomaTel. +390697747668

    WORKSHOP

    TO MEASURE AND ANALISE THE WOM ACTIVITY ROI

    Gianandrea Facchini Blogger e consulente

    http://www.buzzdetector.com/http://www.buzzdetector.com/
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    www.Buzzdetector.com Via di Monserrato, 43 - 00186 RomaTel. +390697747668

    Ceci nest pas une presentation!

    Ask for, ask to yourself!

    http://www.buzzdetector.com/http://www.buzzdetector.com/
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    www.Buzzdetector.com Via di Monserrato, 43 - 00186 RomaTel. +390697747668

    Its a brave new world!

    http://www.buzzdetector.com/http://www.buzzdetector.com/
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    www.Buzzdetector.com Via di Monserrato, 43 - 00186 RomaTel. +390697747668

    With engaged customers

    http://www.buzzdetector.com/http://www.buzzdetector.com/
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    www.Buzzdetector.com Via di Monserrato, 43 - 00186 RomaTel. +390697747668

    A world where a showcase is not enough

    http://www.buzzdetector.com/http://www.buzzdetector.com/
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    www.Buzzdetector.com Via di Monserrato, 43 - 00186 RomaTel. +390697747668

    A world where Awareness no longer means sales

    http://www.buzzdetector.com/http://www.buzzdetector.com/
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    www.Buzzdetector.com Via di Monserrato, 43 - 00186 RomaTel. +390697747668

    Closer than we think

    http://www.buzzdetector.com/http://www.buzzdetector.com/
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    www.Buzzdetector.com Via di Monserrato, 43 - 00186 RomaTel. +390697747668

    And how we believe to measure it?

    With ROI!

    An everlasting metric!

    but

    http://www.buzzdetector.com/http://www.buzzdetector.com/
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    www.Buzzdetector.com Via di Monserrato, 43 - 00186 RomaTel. +390697747668

    Companies have new goals

    So what?

    Engagement

    TrustInfluence

    http://www.buzzdetector.com/http://www.buzzdetector.com/
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    www.Buzzdetector.com Via di Monserrato, 43 - 00186 RomaTel. +390697747668

    New goals = new metrics

    Return on engagementReturn on trust

    Return on influence

    http://www.buzzdetector.com/http://www.buzzdetector.com/
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    www.Buzzdetector.com Via di Monserrato, 43 - 00186 RomaTel. +390697747668

    Why?

    Sales do no longer come from a linear modelCurrent business model production- advertising-

    sales got more complicated in its centralmoment

    Communication

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    www.Buzzdetector.com Via di Monserrato, 43 - 00186 RomaTel. +390697747668

    Top-down communication is dead

    http://www.buzzdetector.com/http://www.buzzdetector.com/
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    www.Buzzdetector.com Via di Monserrato, 43 - 00186 RomaTel. +390697747668

    The new mantra is: conversation

    http://www.buzzdetector.com/http://www.buzzdetector.com/
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    www.Buzzdetector.com Via di Monserrato, 43 - 00186 RomaTel. +390697747668

    Tell me, and I will forget.Show me, and I may remember.

    Involve me, and I will understand.

    And, talking about new mantra

    Cool. Who told it? Whos the Web 2.0guru to tell it?

    http://www.buzzdetector.com/http://www.buzzdetector.com/
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    www.Buzzdetector.com Via di Monserrato, 43 - 00186 RomaTel. +390697747668

    Confucio

    http://www.buzzdetector.com/http://www.buzzdetector.com/
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    www.Buzzdetector.com Via di Monserrato, 43 - 00186 RomaTel. +390697747668

    But how to track a conversation

    RSSTag

    FeederOther?

    http://www.buzzdetector.com/http://www.buzzdetector.com/
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    www.Buzzdetector.com Via di Monserrato, 43 - 00186 RomaTel. +390697747668

    Tracking consumers conversation is anongoing discovery processThis know-how must merge with the one

    existing inside the company to bring tolight new opportunity

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    www.Buzzdetector.com Via di Monserrato, 43 - 00186 RomaTel. +390697747668

    Strategize

    Aggregate

    Analyze Communicate

    Operate

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    www.Buzzdetector.com Via di Monserrato, 43 - 00186 RomaTel. +390697747668

    How to structure the discovery process

    Strategize: to determine the area the mostsensitive to the informationcollected

    in a second step to evaluate theimpact of the activities

    developed to strengthen thelink between know how andaction

    http://www.buzzdetector.com/http://www.buzzdetector.com/
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    www.Buzzdetector.com Via di Monserrato, 43 - 00186 RomaTel. +390697747668

    How to structure the discovery process

    Aggregate: to collect data statisticallyrelevant from internal andexternal sources

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    www.Buzzdetector.com Via di Monserrato, 43 - 00186 RomaTel. +390697747668

    How to structure the discovery process

    Analyze: to analyse and segment voicescollected by tag, frequency, cluster

    to develop key insights on the brand, itscompetitors and consumers needs basedon these results

    to investigate exhaustively consumers

    sentiment, interaction model and thechance to pump up conversation

    http://www.buzzdetector.com/http://www.buzzdetector.com/
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    www.Buzzdetector.com Via di Monserrato, 43 - 00186 RomaTel. +390697747668

    How to structure the discovery process

    Communicate: t o translate information intoindex to define business goals

    to match them with othersources for validation

    http://www.buzzdetector.com/http://www.buzzdetector.com/
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    www.Buzzdetector.com Via di Monserrato, 43 - 00186 RomaTel. +390697747668

    How to structure the discovery process

    Operate: lets go on the market and testit!

    http://www.buzzdetector.com/http://www.buzzdetector.com/
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    www.Buzzdetector.com Via di Monserrato, 43 - 00186 RomaTel. +390697747668

    How to structure the discovery process

    The whole process is based on a activeengagement of the marketing and

    communication officeThe human factor is crucial to determineparameters and their interpretation

    http://www.buzzdetector.com/http://www.buzzdetector.com/
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    www.Buzzdetector.com Via di Monserrato, 43 - 00186 RomaTel. +390697747668

    It takes years, not weeks, to embedconsumer conversations in an organization.Companies need to address this now or it willbe a huge challenge to catch up.

    Anthony van der Hoek, Director of Strategyand Business Solutions, The Coca-ColaCompany

    http://www.buzzdetector.com/http://www.buzzdetector.com/
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    www.Buzzdetector.com Via di Monserrato, 43 - 00186 RomaTel. +390697747668

    Thats all, folks?

    http://www.buzzdetector.com/http://www.buzzdetector.com/
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    www.Buzzdetector.com Via di Monserrato, 43 - 00186 RomaTel. +390697747668

    84% of the buzz is

    Face-to-face

    82% of the buzz is

    By Phone

    http://www.buzzdetector.com/http://www.buzzdetector.com/
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    www.Buzzdetector.com Via di Monserrato, 43 - 00186 RomaTel. +390697747668

    And on line?

    42%

    Its a long way to go, yet

    http://www.buzzdetector.com/http://www.buzzdetector.com/
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    www.Buzzdetector.com Via di Monserrato, 43 - 00186 RomaTel. +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 along time to go

    The search engine cache stay forever

    http://www.buzzdetector.com/http://www.buzzdetector.com/
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    www.Buzzdetector.com Via di Monserrato, 43 - 00186 RomaTel. +390697747668

    A tv campaign begins on Sunday and ends on

    any Saturday

    It lasts for two/three weeks

    Half of the second week, if it work sale goes up

    http://www.buzzdetector.com/http://www.buzzdetector.com/
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    www.Buzzdetector.com Via di Monserrato, 43 - 00186 RomaTel. +390697747668

    What about Wom?

    Warning: a Wom activity is not for sellinggoods

    Right?

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    www.Buzzdetector.com Via di Monserrato, 43 - 00186 RomaTel. +390697747668

    A Wom campaign may have several goals but ithardly generate direct sales

    A Wom campaign does work on the magic words

    we mentioned before

    Do you remember them?

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    www.Buzzdetector.com Via di Monserrato, 43 - 00186 RomaTel. +390697747668

    These are the sales drivers

    If you think to do a Wom campaign to generatesales in short time, well better rethink your

    strategy

    Yes, Wom is cool, but do you need it?

    http://www.buzzdetector.com/http://www.buzzdetector.com/
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    www.Buzzdetector.com Via di Monserrato, 43 - 00186 RomaTel. +390697747668

    Well, it depends from your goal

    And so it is for the metrics

    What about yours?

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    www.Buzzdetector.com Via di Monserrato, 43 - 00186 RomaTel. +390697747668

    A sample of process

    Goal: whats your goal? Benefit: what does success look like?

    Metrics: which parameters you measure?

    Measurement: which tool? How?Map: strategy

    Value: what is the expected cost for?

    Lets see an example:

    http://www.buzzdetector.com/http://www.buzzdetector.com/
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    www.Buzzdetector.com Via di Monserrato, 43 - 00186 RomaTel. +390697747668

    Let s see an example:

    h

    http://www.buzzdetector.com/http://www.buzzdetector.com/
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    www.Buzzdetector.com Via di Monserrato, 43 - 00186 RomaTel. +390697747668

    Other metrics:

    Time to marketing information: The average time that elapsesbetween the execution of a marketing activity and theresults analysis availability

    Customer satisfaction: the relationship between the socialmedia monitoring activity and the analysis results andimplementation. To juice these results from monitoring toidentify consumers desiderata and opinions and worktowards their satisfaction eventually resulting in a higher

    customer satisfaction level

    O h i

    http://www.buzzdetector.com/http://www.buzzdetector.com/
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    www.Buzzdetector.com Via di Monserrato, 43 - 00186 RomaTel. +390697747668

    Other metrics:

    Actionable insights: this metric is a catch-all, covering bothqualitative and quantitative actionable insights emergingfrom the social media analysis

    Early warning: to timely face issues that may arise andnegatively impact on brand perception

    Wh i h d f ll h i ?

    http://www.buzzdetector.com/http://www.buzzdetector.com/
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    www.Buzzdetector.com Via di Monserrato, 43 - 00186 RomaTel. +390697747668

    Where is the common ground of all these metrics?

    On time

    Intelligence

    Transparency

    Strategy

    Whats the added value to companies?

    http://www.buzzdetector.com/http://www.buzzdetector.com/
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    www.Buzzdetector.com Via di Monserrato, 43 - 00186 RomaTel. +390697747668

    Fonte: Abeerden Group 2008

    http://www.buzzdetector.com/http://www.buzzdetector.com/
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    www.Buzzdetector.com Via di Monserrato, 43 - 00186 RomaTel. +390697747668

    Where are you, now?

    http://www.buzzdetector.com/http://www.buzzdetector.com/