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Mesh Marketing 2010 Measurement Master Class - PowerPoint PPT Presentation


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Rodrigo Martucci and Mark Harrison put together this presentation for the Measurement Master Class I did on 17 November to a packed house at meshmarketing 2010 in Toronto, Ontario, Canada. However, I sort of went way off script because I am way more of an operations geek and social media evangelist than I am a measurement geek.. I hope this is indeed useful!

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Mesh Marketing 2010 Measurement Master Class


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    Presentation Transcript
    social media marketing online public relations

    SOCIAL MEDIA MARKETING &

    ONLINE PUBLIC RELATIONS

    Social Media Measurement Workshop

    November 2010

    abraham harrison llc

    Abraham Harrison LLC

    WHO WE ARE

    100% online media company, living our lives in the world of social media.

    Team of 35 professionals spanning 5 continents , speaking 10 languages natively.

    WHAT WE DO

    1. Activate online influencers

    in the blogopshere, social networking sites & on Twitter

    to voluntarily carry your message

    in their voice and with their credibility

    to their audiences

    2. Manage and protect your online reputation and image

    Help you become aware of threats to your brand reputation

    and gain control of your brand space online

    3. Develop your impact and influence in the Social Networks:

    Increase the number of your fans, friends, and followers

    Intensify their relationship with you and your messaging

    applying metrics to brand perception

    APPLYING METRICS TO BRAND PERCEPTION

    • Sentiment

    • Brand equity

    • PR functions/ crisis control

    • Media relationships

    • Influencer relationships

    • Customer satisfaction

    • Likeliness to buy

    • Likeliness to recommend

    • Volume/Impact of conversations

    applying metrics to revenue growth

    APPLYING METRICS TO REVENUE GROWTH

    • Relationships that could become leads

    • Leads

    • Sales

    applying metrics to support savings

    APPLYING METRICS TO SUPPORT SAVINGS

    Content creation: user generated vs.

    company generated

    Support case metrics

    Call center costs defrayed

    metrics should not be the strategy only its guide

    Metrics should NOT

    be the strategy,

    only its guide.

    now that strategy is good let s measure

    Now that strategy is good, let’s measure!

    Blogs

    Google Alerts, Yahoo Alerts

    Comments

    Backtype

    Message Boards

    Board Reader, BoardTracker

    Twitter

    Rowfeeder, TwitterSearch

    Social Bookmarking

    StumbleUpon, Digg, Reddit,

    Delicious

    Social Media Search

    Engine

    SocialMention, Serph, Keotag

    now that strategy is good let s measure 1

    Now that strategy is good, let’s measure!

    Multimedia Search

    Custom Feed

    YouTube, Flickr

    Social Media Firehose (Yahoo Pipes)

    Professional Tools

    Trackur, Techrigy SM2, Radian6,

    Visible Technologies, Scout Labs,

    Meltwater, Sysomos

    Google Analytics, Quantcast, Alexa,

    Compete

    Website Traffic

    Blog Traffic &

    Backlinks

    Dashboard

    Technorati, Wordpress

    Netvibes

    professional tools ex sm2

    PROFESSIONAL TOOLS – Ex: SM2

    How much are people talking

    about the brand?

    professional tools ex sm2 1

    PROFESSIONAL TOOLS – Ex: SM2

    Where are people talking

    about the brand?

    professional tools ex sm2 2

    PROFESSIONAL TOOLS – Ex: SM2

    Where are people talking

    about the brand?

    professional tools ex sm2 3

    PROFESSIONAL TOOLS – Ex: SM2

    Where are people talking

    about the brand?

    example

    Example:

    Campaign Report for

    Habitat for Humanity

    Online PR Promotion of

    Habitat for Humanity’s

    2010 World Habitat Day

    Oct. 20, 2010

    summary of work on the 2010 world habitat

    Summary of work on the 2010 World Habitat Day Campaign

    • 2900 Bloggers reached

    • 504 Responses

    • 295 Posts

    We were able to gather the statistics of UMV’s

    (unique monthly visitors) and followers for 188 of

    the 295 posts and determined that more than 38

    million impressions were made out of the 188

    posts from our blogger outreaches.

    Note that unlike ads which disappear after a

    campaign, these posts are now a permanent

    part of the online record, continually garnering

    more impressions and feeding link juice for SEO

    ad infinitum.

    summary of work on the 2010 world habitat 1

    Summary of work on the 2010 World Habitat Day Campaign

    To illustrate how successful the World Habitat Day’s social

    media campaign was, this chart shows that the WHD

    outreaches generated more impressions and more mentions

    than a PR Web Finalist campaign performed by Abraham

    Harrison

    summary of work on the 2010 world habitat 2

    Summary of work on the 2010 World Habitat Day Campaign

    *The Industry standard is a 5% response rate. The 2009

    response rate was 15% and the 2010 response rate was

    17%.

    summary of work on the 2010 world habitat 3

    Summary of work on the 2010 World Habitat Day Campaign

    Social

    Media

    News

    Release

    Provides a one stop shop for bloggers

    Easily acquire media

    Videos

    Images

    Quotes

    Makes blogging easy

    Bloggers like articles that write themselves

    By providing easily copied info you allow them to create their posts faster.

    Worldhabitatdaynews.org

    summary of work on the 2010 world habitat 4

    Summary of work on the 2010 World Habitat Day Campaign

    Worldhabitatdaynews.org SMNR Analytics – 246,212 hits

    summary of work on the 2010 world habitat 9

    Summary of work on the 2010 World Habitat Day Campaign

    • 295 earned blog posts

    • 38 million impressions from posts

    • Impressions were 35% higher than award finalist campaign

    • 22% increase in performance over last year

    • Over 245K visits to SMNR

    questions

    Questions?

    Further information we can provide as a follow up?

    http://abrahamharrison.com

    info@abrahamharrison.com

    (202) 570-4878