EyeSee

Katie Delahaye Paine talks about social media analytics. It’s about measuring relationships. Sas, Spss, analytics are the key to the success of measurement.

Improve your reputaion, listen first, then respond.

Being proactive in social media leads to increase in revenues. So how do you get there?

Articulate a goal, then measure your web traffice, online donations etc…

Define the expected results.

What’s the investment?

understand your audiences and what motivates them

define the metrics (what you want to become)

determine what you are benchmarking.

What is your return?

cheaper because you are improving relationships

what problems you are trying to solve

What’s the opportunity costs? What is the cost of not participating.

If Comcast did not participate on Twitter they could be tied into huge legal battles.

What’s the investment?

your CEOs time,

agency compensation

opportunity cost

ras costs/hr costs vs material costs

How do you impact the audience out there?

there are no aucience but multiple constituencies.

Should your blog or twitter” ask your customers.

understand yoru role in getting the aucience to do what you want it to do.

Raise awareness, increase preferences, increase engagement.

What are your KPI (key performance indicators)?

measure comments vs posts

is actionable

continuously improves your process

is there when you need it

KPIs should be developed for your own properties, different tactics, other influential sites

Increase in employee engagement

KPIs for external blogs

share of positioning

share of rants vs raves

shar of positives/negatives

share of visability

How do you pick a tool?

relationships – surveys

increase awareness – some form of analytics

content analysis – free stuff out there to collect data and someone to analyze it

Surveys still work.

Aspects of relathinships

measure at the beginning of the campaign and at the end. You will figure out what does not work. Figure out what the competition is doing better than you.

Dritos were a has been in the chip world and tried something new. They launched the white bag of chips and asked people to come up with a commercial about their flavor of chips. If they won this contest then they would win 25k and get 1% of the sales for the lifetime of the flavor.

Ryan Coopersmith was the winner with about 8 videos. New Doritos scream cheese. Won the 25 k and bought a HD camera and out in LA with a talent agent.

The promo ran for 6% and sales grew by 22%.

Short term they have the people that signed up for the campaign and will keep them engaged for a year.

The videos were moderated and then posted immediately. Got lot’s of feedback.

Dino Demopoulos from BBDO about Lessons learnt

3 filters were applied, bold, WTF factor and I want in.

The hook was 1% of sales.

A lot of mediums were used to disseminate the infomation. Buy in on YouTube in Canada, the white bag on the stores.

Set the tone 3d video, cat, defined the vision of the brand and what do you think. More of an invitation rather than direction.

Make it easy to participate.

submit, vote, coment, join the fan pge, share, like, feview, post, tweet, embed

Fish where the fish are so did not want to start another micro site that disappears after a short period. So decided to be where the audience was and where they would interact with us.

You did not have to leave Fb to do this.

Talk like a human.

Was a major lesson for us and somewhat overwhelmed at first.

You need a thick skin

People like to slam your brand.

Love the community adn they will love you back.

IT requires co-ordination between PR agencies, packaging etc..

It isn’t cheap or easy

If you don’t like change your going to like irrelevance even less.

The result was that this campaign brought Doritos closer to their customers.

Mladen Raickovic from Olive Media talks about collecting data.

Cookies allow data to be collected by companies to understand the type of content that the user is looking at, how they are interacting with it.

So where is our privacy in regards to this? Non personally identifiable information is focused on, their interaction with a site etc.. so multiple people using the samecomputer are not accounted for.  People do have the option to opt out of the cookies if they choose to.

Who’s collecting this data?

Data companies

Ad Networks

Advertisers

Publishers

Ad networks had a lot of control over the data and the content. Data companies are new as they realize that they can make revenue from this data.

Data Companies collect

search data, site visit data and registration data

Ad Networks

Optimization, search data, site visit data, registration data

Behavioural targeting

Taking at certain characteristics that a group has e.g. auto enthusiasts, female shoppers, in-market travelers, health seekers

Are they putting items into their shopping cart and not purchasing?

Are they into gucci or something else

Their content interest auto site vs fashion

Social newtorks, myspace

Taking these components into context they can be grouped by category e.g. female shopper

You have to be ethical about this data. Make sure that you are collecting non personally identifiable information. Your privacy policy needs to be clear about the data you are collecting.

There has to be good security around this data.

You have to select the right partners as they are the key to your success. Try to understand how they are collecting this data. Paying for this, transparency, privacy policies (theirs), their targeting capabilities (does this data have multiple touch points).

Right objectives, audience, ethics and partners.

Retargeting

Drop the cookie in the person’s browser

Locate them on the web through a media buy

Intice them to come back to your site and make a purchase

Your standard marketing compaign establishes a baseline/benchmark. Establish success metrics.

If you are a smaller business then you need more time to retarget.

You are reaching a user that you have engaged in the past but have to target them in a different way. If you tweak it and it speaks to them then it becomes more effective.

Constantly collect data on your site and develop you creative (fresh and custom). You will have a successful retargeting campaign.

Mattering 2.0

Hugh MacLeod talks about us wanting to do something that matters.  Social Media is very time consuming however people are passionate and do spend the time participating here.

He wrote a book called Ignore Everybody:  And 39 other keys to creativity.

We are now getting a little history about the world and people. Story about the alpha males going to get KULA. KULA is a sting of shells. So why can’t get kids go and get them. The shells had no inherent value but meaning.

So a photo by itself has no inherent value however once you can share it has value.

iPhone is just a phone however people talk about it. I can access Pay pal from it. Vote for Obama via iPhone.

People congregate around a brand, a person, common interest or social objects.

Ideas can be social objects too.

You can’t drink any more bottled water than you already do. Or buy more wine. Or more tea. you can’t wear more than one pair of shoes at at time. You can’t get two massages at once….

So what grows?

What do marketers sell that scales?

Belief and meaning.

What matters is that which your’s are passionate about.

The internet is where the passionate people go to.

People follow social objects. During the U.S.A election the social object was Obama and another was the BlackBerry.

The reason we talk about Obama, iPhone etc. is because we are social primates. Objects only matter in therms of how they affect human interaction.

Passion is social, hey dude check it out.

Thinking about Nike, Apple, Starbucks they don’t do big things in advertising. They lot’s of little things.

When you walk into the MAC store they find something new every time. A new app, social objects.

Same with Starbucks a new latte or fruit bowl new social objects.

So it’s not about big anymore but lot’s of little things.

What you make is not that important but who you make it with is important.

To find out more

@gapingvoid

gapingvoid.com

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