Professional Documents
Culture Documents
ACCOUNTABILITY
PERSONALISATION
Project Overview
Branded Methodology
Original
Research
– Users
• 46
Ques)ons
• N=141
• Census‐adjusted
scien)fic
sample
PROJECT
GOAL
– Prac))oners
Help
posi)on
BoldMouth
as
an
agency
• 24
Ques)ons
of
choice
by
helping
them
to
ar)culate
the
impact
social
media
has
on
brands
• N=68
and
businesses.
• Brand
Managers,
Social
Media
Strategists,
Media
Execu)ves
3
Participating Practitioners
4
- finding #1 -
business goals should dictate
platform strategy
Platform Selection Criteria
What drives practitioner decisions when selecting platforms?
Criteria Ra-ng (Indexed)
Ability to enhance customer experience with brand 53.28
Ability to create awareness 48.71
Amplifica)on of message 47.28
Customer acquisi)on 42.85
Online visibility 36.42
At
least
116
119
121
133
124
124
124
124
149
155
once
a
day
At
least
once
a
97
119
103
131
144
104
118
206
138
143
week
At
least
once
a
91
104
103
111
124
109
138
110
141
97
month
Less
than
once
a
90
115
91
94
108
102
100
99
114
94
month
mean
=
100
Source: BoldMouth-Vanderbilt Project, “Consumers in Social
Media Study” April 23rd 2009, N=141, Census-Adjusted 8
Sample
- finding #3 -
think socially, activate individually
Incentives
Do you offer incentives to customers
in exchange for interactions?
Always 3%
Nearly
40%
of
marketers
do
not
offer
incen)ves
for
interac)ons
Often
10%
Never
39%
88%
of
the
)me,
user
Sometimes
48%
response
is
“some)mes”
or
“always”
be]er.
alignment is key
11
How does this
translate,
?
tactically in the
digital space
Mapping Metrics To The Purchase Funnel
Purchase Funnel Potential Metrics
Reach
Click-Through
Content Consumption
Trial/Couponing
13
Creating A Path To Digital Leadership
Footprint Planning
Online
Brand
Planning
& Development
Digital
Personality
Content
Content
Planning
Activation
Customer
Rela-onship
Management
PlaDorm
Modera-on
Community
Promo-ons
Activation
Smart
Risks
Category
Consumer
Brand
“Ownership”
Leadership
14
Footprint Planning & Development
Footprint Planning
Online
Brand
Planning
& Development
What
are
the
central
business
goals
of
the
brand?
Content
What
offline
elements
of
the
brand
make
sense
in
the
Activation
online
space?
In
what
online
plaborms
can
the
brand
most
effec)vely
compete?
Community
Activation
Brand
Personality
In
what
ways
is
the
brand
Unique,
Authen)c
&
Talkable*
Category
enough
to
appeal
to
consumers
on
a
personal
level?
Leadership
What kinds of content will be of value to the target audience?
What
format
should
that
content
be
in?
Content
Activation
Is
there
an
opportunity
to
create
content
from
par)cipa)on
in
online
plaborms?
In
what
ways
can
the
brand
track
consup)on
of
that
content?
Community
Customer
Rela-onship
Management
Activation
What
customer
service
issues
will
the
brand
encounter,
online?
Category
How
can
online
plaborms
help
manage
and
recover
from
customer
Leadership
service
issues?
16
Community Activation
PlaDorm
Modera-on
Footprint Planning
& Development
What
is
the
brand’s
desired
balance
between
control
and
open
dialouge?
Content
Activation
In
what
ways
can
the
brand
build
a
sense
of
community
that
can
lead
to
self‐modera)ng
plaborms?
Promo-ons
Community
Activation
Can
targeted
promo)ons
and
giveaways
help
build
the
size
and
strength
of
the
brand’s
audience,
online?
Category
How
does
the
brand
seamlessly
transi)on
from
Leadership
promo)ons‐driven
growth
to
organic
growth?
17
Category Leadership
Footprint Planning
Smart
Risks
& Development
Are
there
opportuni)es
to
do
something
online
that
will
define
not
only
the
brand
but
the
category?
Content
Activation
How
does
the
brand
build
consensus,
internally
to
ensure
effec)ve
implementa)on?
Community
Consumer
Brand
“Ownership”
Activation
What
aspects
of
the
brand
can
be
“given
away”
such
that
consumers
feel
they
have
an
ac)ve
roll
in
Category
the
brand’s
presence,
online.
Leadership
18
The tension between creative and analytics is well documented.
vs.
using digital to
planning towards
1 business goals
encourage
accountability
aligning for a
&
2 “smashable” brand
using digital to make
activating at
personal connections
3 the consumer
with consumers
level
The BoldMouth-Vanderbilt Project Report can be
viewed in full at http://boldmouth-vanderbilt.com.