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andreas milles  //  eine digitale hutablage für allerlei fundstücke - derzeit vor allem zum thema (corporate) twitter.

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Jan 22 / 2:21pm

PR Communications: Measurement Strategies For 5 Social Media Goals

[A List of Goals and their Measurement Strategies]

(1) Sales - Goal conversions, some identifiable increase in conversions through social media. In the Boston AMA we've seen increased retention rates among members involved in social media.

(2) Higher SEO Rankings - Build a list of keywords and monitor the rankings as you develop content and an outreach program around those keywords.

(3) Crisis Communications - Conduct sentiment analysis to determine the overall opinion of your brand in the community, and how it moves up and down. Dell discovered in 2006 that they had a negative sentiment rating of 49% in the blogosphere, over an 18 month period they managed to get that down to 18%.

(4) Thought Leadership - Here's a combination of metrics, sales, higher seo rankings, and sentiment rankings.

(5) Customer Service - Does social media reduce your expenses in customer support? Typically in a forum community members will support other community members. Outsource your customer support to the community. Intuit has done this with their online products, reduced expenses, and increased product innovation by building a customer advisory board.

via pr.typepad.com

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Filed under  //  metrics   social media   strategy  

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Jan 22 / 5:07am

Creating Your Social Media Plan | Using Social Media for Business

Just because the tools of social media are free doesn’t mean they come without their own barrier to entry. The barrier is the knowledge of how to use them. Before you get started with using social media, you need to understand the tools you’ll be using. When we work with clients on their social media strategy for their business, here’s a bit of what we’re always sure to discuss with them.

Secure Your Brand

Set Your Metrics

Know Who You Are

Determine Where to Build Satellite Communities

Create Rules for Engagement

Engage. Genuinely.

Assess Your Success.

via outspokenmedia.com

Great article with a basic list that touches all areas and outlines the relevant points.

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Filed under  //  business   corporate   social media   strategy  

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Nov 18 / 11:57am

The Four Spheres Of Social Media Strategy | Social Media Explorer

  1. Brand Intelligence
  2. Consumer Insights
  3. Community Behavior
  4. Tools & Platforms

Brand intelligence refers to knowledge and understanding of the brand, product or service, competitive set, industry and business factors that effect how the product or service in question is positioned in the market place. A brand manager or chief marketing officer would likely be the most qualified and informed person here. For many advertising and public relations account managers, this is the easy part. You live and breathe the brand everyday. This part, you’ve got down.

Consumer insights is the combination of audience research, profiling and various graphics (demo, psycho and techno) the brand or market research teams compile to direct the marketing efforts. Admittedly, this area is often either overlooked or underfunded by most brands. Good research isn’t cheap.

Community behavior is the understanding of how people interact, share and communicate both broadly on social media sites and narrowly within individual communities. This is having a working knowledge of the differences in sharing information on Twitter versus Digg or Facebook and how brands and companies can do so without appearing to be spammers, which varies from community to community.

Finally, tools and platforms refers to having an understanding of what social tools and platforms are out there you can recommend to a brand. This doesn’t mean you have to know everything there is to know about every tool out there.

(...)

It would be remiss of me to not say I feel strongly that the Consumer Insight is the driver behind most good social media strategies. Social media done well is consumer centric, so fulfilling a social need for the consumer is the starting point for a brand’s participation in social media marketing. Each area has a level of importance, however, and good strategy cannot be had without a deference to each.

via socialmediaexplorer.com

 

Can't agree more on these post - especially on the first two spheres and the points in the last paragraph. Social need often = relevance. Therefore you need to know your Consumer ('s Insights) and your product.

 

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Filed under  //  branding   community   social media   strategy  

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