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Managing Your Brand’s Social Life . Kazutoshi Ogami Ashley Delinko BA 499 Section 002. http://www.youtube.com/watch?v=ZQzsQkMFgHE. Social Networks . 16.6% of all online minutes now spent on social networks 1 in 5 couples meet online

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managing your brand s social life

Managing Your Brand’s Social Life

Kazutoshi Ogami

Ashley Delinko

BA 499 Section 002

social networks
Social Networks
  • 16.6% of all online minutes now spent on social networks
  • 1 in 5 couples meet online
  • If Facebook were a country, it'd be the world's 3rd largest
  • 93% of markers use social media
the roi of social media
The ROI of social media
  • There is a quantifiable ROI
  • The truth of the matter is that it's very difficult to measure ROI within social media
  • No way to calculate the relationship between a dollar investment in a particular activity and the number of likes
michael brito
Michael Brito
  • Media-equivalency equations unfortunately lead people astray
    • Value of a Coca-Cola fan on Facebook or Twitter isn't equal to the value of a BMW fan on them
difficulty with measuring roi
Difficulty With Measuring ROI
  • Difficult to determine the value of followership
  • Brands have to ask very different questions for their social media campaigns
  • Aspects to consider:
      • Tracking trust
      • Purchase decisions influence
      • Seeking new products
      • Getting recommendations
campbell s kitchen facebook
Campbell's Kitchen Facebook

Mission: get more people to use more Campbells soup products

  • Every time someone printed a recipe from Facebook
      • They made it approx 2.5 times,
      • Used Campbell's soup 1.7 times
  • This along with market research is critical in evaluating ROI
tracking tools
Tracking Tools

Radian 6

  • Webtrends
    • measures facebook and mobile
  • Twitalyze
    • measures twitter activity
  • Google analytics
    • Sophisticated prodcut (free)
  • Simply Measured
    • looks at competitor's engagement to provide benchmarking
determining success is difficult
Determining success is Difficult

"The jury is still out on the value of fan interaction. Most people agree that having a loyal, engaged fan base is a good thing -- how good or how valuable compared to other forms of more institutionalized marketing is still debatable."

- Daniel Stein

Founder-CEO Evolution Bureau

discussion questions
Discussion Questions
  • Do you think the U.S. companies should increase the use of social media for business?
  • Do you think it is effective for companies to use tracking tools such as Twitalyze?