Social strategy and Metrics
Nguyen The Tan TanNg at Twitter
Social Strategy
On the net: the human • behave the same they do on real life • but faster and with facts Social network/Social media strategy is • more about customer relationship and customer communication • than sale and marketing
SNS/SM from marketing pespective
• Pernament links • Viral platform (supper fast “word of mouth”
– – – – Viral via social graph as fast as real-time with message and facts (pernament link) stories could reach whole population in one day
• • • • • • •
Influencers – strong influence, viral and targeting Social events, social groups Conservation and reputation Fragmented, Distributed but very targeted and influenced Hyper targeting Interactive/Engagement is key Banner is not very effective
Some must-know concepts
FaceBook and Social Network • Stream • FB Page/FB Profile • Apps • Hyper targeting ads Forum/Social network • Pinned Topics • Decicated area
Ads networks and cross sites • Use information getting from social sites • Targeting ads to users on others sites • Hyper targeting
Brand Marketing
Brand Marketing - Metrics
• Reach
– Unique vistors – Everage view per visitor
• Frequency
– Frequency graph – Effective views
• Targeting
– Same metrics but per segment
• CPM • Purchase intent/interest generation
– Spike in search after campaign (related keyword only) – Spike in website visits after campaign (related source only) – Spike in sale
Reputation management
• Monintoring conversation any where in the net • Consevation tracking • Customer communication via
– FB page – Websites – Relationship with influencer – BroadCast, Listen and conservation
• Dedicated workforce like Call centers
Customer relationship
• Invest into CRM: Build customer touch point
– Message broad cast: FB page, Twitt, Forum pernament link, Social network stream, web site – Influencer networks: relationship with influencers – Support desk at online community – Participate on community discussion
• How
– – – – Build a pernament link for customers: page, Be consistent with purpose Advertize this pernament link Have dedicated workforce
Customer Communication Metrics
• Number of fans aquired • Page/Topics activities:
– FB page: read, comment, link click
• Engagement metrics
– Read or page view – Comments, Post, Share – Gift buy, Items actions
• Conservation tracking
– Number of conversation – Positive or negative – Report on key opinions and attitudes
• Influencers
– Number of influencers – Fans of influencers
• CPSA – cost per social actions
Sale and Lead generation
• • • • Vertical site targeting Hyper targeting ads: FaceBook, Ad network Retargeting: Ad networks Metrics
– – – – – – View, Unique views Click/Unique click, CTR CPM, CPA - CPC, CPS, CPL Conversion Sale spike By sources, targeting options, ….
Understanding measured results
• Not all pageview are created equal • Multiply measured perfomance indices to their effectiveness • Ads copy has big impacts
Optimization process
• The goal is to maximize effectiveness • Start the campaign with “the right things”
– Your objectives – Customer touch point
• Then use perfomance number to improve them