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Increasing the ROI of Social Media Marketing

Increasing the ROI of Social Media Marketing. MIT Solan Management Review (2012 ) V. Kumar and Rohan Mirchandani. 指導 老 師：戴敏育 教授 淡江大學資訊管理研究所在職專班 魏建華 700630212 謝衫蒂 700630287. 大綱. 如何 創造成功的 Social Media Marketing 策略 能讓 Social Media Marketing 策略成功的七個步驟 計算 Social Media 影響力的效能及價值之測量方法

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Increasing the ROI of Social Media Marketing

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  1. Increasing the ROI of Social Media Marketing MIT Solan Management Review (2012) V. Kumar and RohanMirchandani 指導老師：戴敏育 教授 淡江大學資訊管理研究所在職專班 魏建華 700630212 謝衫蒂 700630287

  2. 大綱 • 如何創造成功的Social Media Marketing策略 • 能讓Social Media Marketing策略成功的七個步驟 • 計算Social Media影響力的效能及價值之測量方法 (CIE、SI、CIV) • 將七個步驟實際運用在Hokey Pokey冰淇淋零售商的行銷策略上

  3. 前言 One-Way Advertising message Two-Way Dialogue With Consumers 消費喜好 9.55億用戶 WOM 口 碑 行 銷 購買決策 統計時間：2012/06/30

  4. 如何創造成功的Social Media策略：三個關鍵要素 Select Right Social Media Platform Design Right Message Engage Right Individuals (Spread their Message)

  5. 如何創造成功的Social Media策略：提高ROI之要領 • 找出適當的social media users，他們除了在social network 裡具有一定的影響力之外，且也對公司的產品或服務有極大的興趣。 • 鼓勵這些具有影響力的users去討論公司的產品或服務。 • 制定測量標準，以便計算出個人影響力的價值。

  6. Social Media策略成功的七個步驟 7 高度有影響力的influencers所具備的三個特質 6 5 4 3 2 1

  7. About The Research- Hokey Pokey • 出發點： 　♦維持及增加能帶來經濟效益的客戶。 ♦在有限的行銷預算下，發展出一套能帶來最高效益 的social media策略，創造出正面的口碑。 • 透過七個步驟及定義出3 rights， Hokey Pokey提高了它的銷售量、淨利、品牌價值及正向的口碑行銷。 • 專案執行時間-約30個月的時間

  8. Increasing the ROI of Social Media Marketing Implement the Seven Steps at Hokey Pokey

  9. Calculating the Effect and Value of Social Media Influence • Customer Influence Effect Metric (CIE標準) • 對象：在Social Media Group中那些很喜歡也樂於討論冰淇淋的人。 • 使用Charles Hubbell的Centrality Theory 來計算個人影響力相較其他User的相對應關係。 CIE=1 CIE=0

  10. Calculating the Effect and Value of Social Media Influence • Stickiness Index(SI)-把具有影響力的使用者的發言內容與冰淇淋有聯想性(association)的字來來配對。e.g. desserts、milk shakes、sundaes…ect. • SI 能明確定義出:(1) 誰對此類主題的討論有著積極的態度。(2) 其他種類的主題有哪些人會經常討論到冰淇淋。 • SI的功效:(1) 瞭解目標市場。(2) 幫助決策使用何種手段來制定激勵方法。

  11. Calculating the Effect and Value of Social Media Influence • Customer Influence Value(CIV)-透過社群網路活動來了解一個具有高CIE的使用者。計算每個高CIE的使用者真正能在社群活動中產生的影響力(購買行為)。 CIV的功效： • Assign a “numeric score” to each influencer.(1) rank order the potential influencers.(2) recruit the high-score influencers.

  12. Implementing the Seven Steps at Hokey Pokey • The first step — monitoring the conversations. • The second step — identifying influential individuals. • The third step — identifying four ideal to generalize characteristics of key influencers:1. Activeness2. Clout3. Talkativeness of the receiver4. Likemindedness

  13. Implementing the Seven Steps at Hokey Pokey • The fourth step — locating the potential influencers with interests relevant to the campaign. • The fifth step — recruiting influencers. • The sixth step — implementing the campaign in two stages: “Creations on the Wall” and “Share Your Brownies.” • The final step — measuring the results of the campaign.

  14. The Campaign Results

  15. The Implications • Company level : The use of the CIE and CIV metrics gave Hokey Pokey an important competitive edge. • Customer level:Being able to calculate the value of an individual’s influence in a network and measure the monetary value of customer influences made it possible for Hokey Pokey marketers to greatly enhance the efficacy of their social media campaign.

  16. Increasing the ROI of Social Media Marketing MIT Solan Management Review (2012) V. Kumar and RohanMirchandani Q & A 指導老師：戴敏育 教授 淡江大學資訊管理研究所在職專班 魏建華 700630212 謝衫蒂 700630287

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