社群網路評量指標 (Social Media Metrics)

Transcription

1 Social Media Marke-ng 社群網路行銷 Tamkang University 社群網路評量指標 (Social Media Metrics) 1022SMM10 TLMXJ1A (MIS EMBA) Mon 12,13,14 (19:20-22:10) D504 Min-Yuh Day 戴敏育 Assistant Professor 專任助理教授 Dept. of Information Management, Tamkang University 淡江大學資訊管理學系 tku.edu.tw/myday/

2 課程大綱 (Syllabus) 週次 (Week) 日期 (Date) 內容 (Subject/Topics) 1 103/02/17 社會網路行銷課程介紹 (Course OrientaLon of Social Media MarkeLng) 2 103/02/24 社群網路商業模式 (Business Models of Social Media) 3 103/03/03 顧客價值與品牌 (Customer Value and Branding) 4 103/03/10 社群網路消費者心理與行為 (Consumer Psychology and Behavior on Social Media) 5 103/03/17 社群網路行銷蜻蜓效應 (The Dragonfly Effect of Social Media MarkeLng) 6 103/03/24 社群網路行銷個案研究 I (Case Study on Social Media MarkeLng I) 7 103/03/31 教學行政觀摩日 (Off- campus study) 8 103/04/07 行銷傳播研究 (MarkeLng CommunicaLons Research) 9 103/04/14 社群網路策略 (Social Media Strategy) 2

3 課程大綱 (Syllabus) 週次 (Week) 日期 (Date) 內容 (Subject/Topics) /04/21 期中報告 (Midterm PresentaLon) /04/28 社群網路行銷計劃 (Social Media MarkeLng Plan) /05/05 行動 APP 行銷 (Mobile Apps MarkeLng) /05/12 社群網路評量指標 (Social Media Metrics) /05/19 社群網路行銷個案研究 II (Case Study on Social Media MarkeLng II) /05/26 社群網路海量資料分析 (Big Data AnalyLcs of Social Media) /06/02 端午節放假一天 (Dragon Boat FesLval)(Day off) /06/09 期末報告 I (Term Project PresentaLon I) /06/16 期末報告 II (Term Project PresentaLon II) 3

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6 Social Media Marke-ng : The Next Genera-on of Business Engagement Social Media and Customer Engagement The New Role of the Customer Build a Social Business The Social Business Ecosystem Social Technology and Business Decisions Social Analy-cs, Metrics, and Measurement Five EssenLal Tips Source: Dave Evans (2010), Social Media MarkeLng : The Next GeneraLon of Business Engagement 6

7 The Social Feedback Cycle Consumer Behavior on Social Media Marketer-Generated User-Generated Awareness Considera-on Purchase Use Form Opinion Talk Source: Evans et al. (2010), Social Media Marketing: The Next Generation of Business Engagement 7

8 The New Customer Influence Path Awareness Considera-on Purchase 8

9 Structured Engagement Engagement Process on Social Media CollaboraLon Engagement ConsumpLon CuraLon CreaLon Source: Evans et al. (2010), Social Media Marketing: The Next Generation of Business Engagement 9

10 The Marke-ng- Opera-ons Connec-on Social Business Operations Marketing Customers Source: Dave Evans (2010), Social Media MarkeLng : The Next GeneraLon of Business Engagement 10

11 The Social Business Customers, Constituents and Employees 1 Social Graph Build relationship Operations Marketing Social Spaces Communities and Outposts 3 2 Social Content Listen and Participate learn Source: Dave Evans (2010), Social Media MarkeLng : The Next GeneraLon of Business Engagement Social Applications 11

12 BuzzStream and the Social Graph Source: Dave Evans (2010), Social Media MarkeLng : The Next GeneraLon of Business Engagement 12

13 The Customer Collabora-on Cycle 1 Experience Ecosystem Drives Conversations Community Platforms Results in Community 3 2 Social CMO + COO Applications Designed by Collaboration Source: Dave Evans (2010), Social Media MarkeLng : The Next GeneraLon of Business Engagement 13

14 The Social Ecosystem Who is Connected? What is Happening Now? Social Graph Shared, Member-specific Social Activities Social Ecosystem Social Communities Extended Functionality Source: Dave Evans (2010), Social Media MarkeLng : The Next GeneraLon of Business Engagement Social Application 14

15 Innova-on and Social Engagement Source: Dave Evans (2010), Social Media MarkeLng : The Next GeneraLon of Business Engagement 15

16 Listening to the Conversa-ons Workflow and Automa-on Source: Dave Evans (2010), Social Media MarkeLng : The Next GeneraLon of Business Engagement 16

17 Social CRM and Decisional Building Blocks Social CRM Element Applicable Technique Example PlaXorm Understanding the Customer Point of View Mapping Social Graphs DifferenLaLng Control versus Leadership Commerce OpLmizaLon QuanLficaLon of Customer Touchpoints Social AnalyLcs and Rigorous Assessment of ConversaLons Source IdenLficaLon and Social Status Support CommuniLes and Expert IdenLficaLon QuanLfying and Tracking RaLngs and Reviews Touchpoint Analysis and PrioriLzaLon of Business AcLviLes Alterian SM2, Nielsen Buzzmetrics, Oxyme, Radian6, SAS InsLtute, Scout Labs, Sysomos, TNS Cymfony BuzzStream, Sysomos, Gephi Lithium Technologies, Jive Soeware Bazaarvoice, SAS InsLtute, IBM WebSphere Create this yourself: Social Media MarkeLng: An Hour a Day Source: Dave Evans (2010), Social Media MarkeLng : The Next GeneraLon of Business Engagement 17

18 Social Analy-cs Source: Dave Evans (2010), Social Media MarkeLng : The Next GeneraLon of Business Engagement 18

19 The Purchase Funnel and Opera-ons Awareness Consideration Purchase Awareness Considera-on Purchase Use Social Media Form Opinion Talk Operations Marketing Source: Dave Evans (2010), Social Media MarkeLng : The Next GeneraLon of Business Engagement 19

20 Sen-ment, Source, and Volume Source: Dave Evans (2010), Social Media MarkeLng : The Next GeneraLon of Business Engagement 20

21 Social Media Analy-cs: Trend Charts Source: Dave Evans (2010), Social Media MarkeLng : The Next GeneraLon of Business Engagement 21

22 Examples of Primary Social Media Analy-cs Measurement Sources Details and Notes Traffic Leads Membership Level Member AcLvity Conversions MenLons Virality Based on the sources of traffic arriving at your site. The number of fans and followers, or subscribers if the content is offered as a free or for- pay subscriplon. Number of members (registrants) versus and actual unique visitors. Google AnalyLcs, Your conversion funnel. Social Media AnalyLcs, Tweetdeck, similar counts. Send- to- Friend, cross- posts, Diggs, Similar. Tie this to your current customers behavior. How many of your fans are also followers? What percentage is aclve in more than one channel? What percentage of your membership base is visilng you with some regularity? What share of your social traffic is actually complelng the aclviles you have Defined? How many people are talking about you? What are the trends over Lme? How much (or how linle) is your content being spread? Source: Dave Evans (2010), Social Media MarkeLng : The Next GeneraLon of Business Engagement 22

23 Examples of Core Influencer Analy-cs Measurement Typical Tools and Services What It Shows Social Influence Reach Frequency of Posts Buzzstream, Sysomos MAP, Scout Labs (Lithium Technologies), Klout and similar tools Facebook (fan count), TwinerGrader, Klout and similar tools Alterian SM2, Buzzstream, Sysomos Heartbeat and similar tools Provides insight into profile conneclons revealed by examinalon of social graph. Provides an indicalon of connectedness within a community relalng to an individual profile or page. Provides an indicalon of how aclve a parlcular person or source is. Source: Dave Evans (2010), Social Media MarkeLng : The Next GeneraLon of Business Engagement 23

24 Web Analy-cs Source: Dave Evans (2010), Social Media MarkeLng : The Next GeneraLon of Business Engagement 24

25 Business Analy-cs 2 Web Analytics Awareness Considera-on Purchase 1 Social Media Listening 3 Pipeline Metrics and Business Analytics Source: Dave Evans (2010), Social Media MarkeLng : The Next GeneraLon of Business Engagement 25

26 Social Media Listening Maturity Model Source: 26

27 Five Essen-al Tips for Social Media Marke-ng 1. Define your objec-ves 2. Listen 3. Organize 4. Engage 5. Measure Source: Dave Evans (2010), Social Media MarkeLng : The Next GeneraLon of Business Engagement 27

28 Link Social Analy-cs with Business Analy-cs Source: Dave Evans (2010), Social Media MarkeLng : The Next GeneraLon of Business Engagement 28

29 Understanding Business Objec-ves Business Objec-ves Goals Metrics Key Performance Indicators (KPI) Targets Dimensions Segments 29

30 Source: hnp:// analylcs definilons- goals- metrics- kpis- dimensions- targets/ 30

31 Digital Marke-ng and Measurement Model Source: hnp:// markelng- and- measurement- model/ 31

32 Scorecard for Social Media Social Media Tool Internal Value External Value Facebook LinkedIn Blogger SlideShare Wikipedia Flickr Picasa itunes Podcast Youtube Twiner Plurk Scorecard for Social Media 4 - Extremely Valuable, 3 - Very Valuable, 2 Somewhat Valuable, 1 - Not Very Valuable, 0 - No Value Source: Sapo and Brake (2009) 32

33 Social Media Metrics (Engagement) Facebook Twitter Google+ YouTube LinkedIn Likes ReTweets +1 s Likes Likes Comments Mentions Comments Comments Comment Shares Link Clicks (can be tracked via bit.ly) Shares Video Shares Shares Dislike (Negative Link Clicks Favorites Link Clicks Engagement) Link Clicks Photo Views Avg.Minutes Watched Video Plays Audience Retention (Shows the Drop Offs during the Video Streaming) Source: 33

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35 CategorizaLon Listen and Learn Text Mining for VoC Understanding what topics people are talking or wrilng about in the unstructured porlon of their feedback. SenLment Analysis Determining whether people have posilve, negalve, or neutral views on those topics. Source: Robert Wollan, Nick Smith, Catherine Zhou, The Social Media Management Handbook, John Wiley,

36 Customers Opinions About Opera-onal versus Customer Experience Issues Reactive, Reputation Management Operational Issue Customer Experience Multiple Customers Individual Customer Source: Robert Wollan, Nick Smith, Catherine Zhou, The Social Media Management Handbook, John Wiley,

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39 The Social Media ROI Pyramid: Roles View Business Execu-ves Business Stakeholders Community Managers and Agencies Source: 39

40 The Social Media ROI Pyramid: Metrics View Business Metrics Social Media Analy-cs Engagement Data Source: 40

41 The Social Media ROI Pyramid: Metrics Examples Revenue, Reputa-on, CSAT Share of Voice, Resona-on, WOM, Support Response, Insights Intake Clicks, Fans, Followers, RTs, Views, Check- Ins Source: 41

42 The Social Media ROI Pyramid Role: Metrics: Specific Data (Examples) Business Execu-ves Business Metrics Revenue, Reputa-on, CSAT Business Stakeholders Social Media Analy-cs Share of Voice, Resona-on, WOM, Support Response, Insights Intake Community Managers and Agencies Engagement Data Clicks, Fans, Followers, RTs, Views, Check- Ins Source: 42

43 Social Media Metrics Reach Impact Social Media Metrics Engage OutReach Source: 43

44 The AMEC Social Media Valid Framework Source: 44

45 Social Media ROI for B2B Source: 45

46 References Dave Evans, Social Media MarkeLng : The Next GeneraLon of Business Engagement, Wiley, 2010 Robert Wollan, Nick Smith, Catherine Zhou, The Social Media Management Handbook, John Wiley, Philip Kotler & Kevin Lane Keller, MarkeLng Management, 14th ed., Pearson, 2012 Lon Sapo, The Social Media Bible: TacLcs, Tools, and Strategies for Business Success, 3rd ed., Wiley,