measuring social media marketing campaigns
Post on 06-Sep-2014
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Social Media Marketing Campaigns:
Objective Driven MetricsPresented By: Viktorija Trunova & Peter Demangos
Consumer Path to Purchase
AWARENESS
INVESTIGATION
PURCHASE
ENGAGEMENT & REPURCHASE
LOYALTY
Where does Social Media Marketing Fit?
Social Media Landscape
• Business Objective• Member Interaction• User Experience• Longer Term Utility• Integration • Flexibility
Attributes of Successful SMM Campaign
• Conversational Exchange • Reach• Content Amplification• Sentiment• Content Appreciation
5 Useful Measurements
Key Metrics / KPIs
http://www.youtube.com/watch?v=uWm27gcIq_M&feature=related
Successful SMM Campaigns
http://www.youtube.com/watch?v=2ETTMygBbac
Successful SMM Campaigns
• IKEAo Objective: ENGAGEo How: RIPPLE EFFECTo What: FACEBOOKo Result: User Generated Promotion
• Starbuckso Objective: DRIVE PURCHASEo How: TARGET & ENGAGEo Result: 8000 participants -> 1.5M people
120,000 new customers
Successful SMM Campaigns
• Define Objectives:
• Develop Specific KPI’s:
• Select Appropriate Metrics
• Track
Key Takeaways
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