Social Media Marketing 社群網路行銷 Tamkang University 社群網路評量指標 (Social

Social Media Marketing 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 http://mail. tku.edu.tw/myday/ 2014-05-12 1

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 Orientation of Social Media Marketing) 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 Marketing) 6 103/03/24 社群網路行銷個案研究 I (Case Study on Social Media Marketing 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 (Marketing Communications Research) 9 103/04/14 社群網路策略 (Social Media Strategy) 2

課程大綱 (Syllabus) 週次 (Week) 10 103/04/21 11 103/04/28 12 103/05/05 13 103/05/12 14 103/05/19 15 103/05/26 16 103/06/02 17 103/06/09 18 103/06/16 日期 (Date) 內容 (Subject/Topics) 期中報告 (Midterm Presentation) 社群網路行銷計劃 (Social Media Marketing Plan) 行動 APP 行銷 (Mobile Apps Marketing) 社群網路評量指標 (Social Media Metrics) 社群網路行銷個案研究 II (Case Study on Social Media Marketing II) 社群網路海量資料分析 (Big Data Analytics of Social Media) 端午節 放假一天 (Dragon Boat Festival)(Day off) 期末報告 I (Term Project Presentation I) 期末報告 II (Term Project Presentation II) 3

Source: http://www.amazon.com/Social-Media-Marketing-Generation-Engagement/dp/0470634030 4

Source: http://www.amazon.com/Social-Media-Marketing-Strategies-Engaging/dp/0789742845 5

Social Media Marketing : The Next Generation 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 Analytics, Metrics, and Measurement Five Essential Tips Source: Dave Evans (2010), Social Media Marketing : The Next Generation of Business Engagement 6

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

The New Customer Influence Path Awareness Consideration Purchase 8

Structured Engagement Engagement Process on Social Media Engagement Collaboration Creation Curation Consumption Source: Evans et al. (2010), Social Media Marketing: The Next Generation of Business Engagement 9

The Marketing-Operations Connection Social Business Operations Marketing Customers Source: Dave Evans (2010), Social Media Marketing : The Next Generation of Business Engagement 10

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

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

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

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

Innovation and Social Engagement Source: Dave Evans (2010), Social Media Marketing : The Next Generation of Business Engagement 15

Listening to the Conversations Workflow and Automation Source: Dave Evans (2010), Social Media Marketing : The Next Generation of Business Engagement 16

Social CRM and Decisional Building Blocks Social CRM Element Applicable Technique Example Platform Understanding the Customer Point of View Social Analytics and Rigorous Assessment of Conversations Alterian SM2, Nielsen Buzzmetrics, Oxyme, Radian6, SAS Institute, Scout Labs, Sysomos, TNS Cymfony Mapping Social Graphs Source Identification and Social Status BuzzStream, Sysomos, Gephi Differentiating Control versus Leadership Support Communities and Expert Identification Lithium Technologies, Jive Software Commerce Optimization Quantifying and Tracking Ratings and Reviews Bazaarvoice, SAS Institute, IBM WebSphere Quantification of Customer Touchpoint Analysis and Touchpoints Prioritization of Business Activities Create this yourself: Social Media Marketing: An Hour a Day Source: Dave Evans (2010), Social Media Marketing : The Next Generation of Business Engagement 17

Social Analytics Source: Dave Evans (2010), Social Media Marketing : The Next Generation of Business Engagement 18

The Purchase Funnel and Operations Awareness Consideration Purchase Awareness Consideration Purchase Operations Use Social Media Form Opinion Talk Marketing Source: Dave Evans (2010), Social Media Marketing : The Next Generation of Business Engagement 19

Sentiment, Source, and Volume Source: Dave Evans (2010), Social Media Marketing : The Next Generation of Business Engagement 20

Social Media Analytics: Trend Charts Source: Dave Evans (2010), Social Media Marketing : The Next Generation of Business Engagement 21

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

Examples of Core Influencer Analytics Measurement Typical Tools and Services What It Shows Social Influence Buzzstream, Sysomos MAP, Scout Labs (Lithium Technologies), Klout and similar tools Provides insight into profile connections revealed by examination of social graph. Reach Facebook (fan count), TwitterGrader, Klout and similar tools Provides an indication of connectedness within a community relating to an individual profile or page. Frequency of Posts Alterian SM2, Buzzstream, Provides an indication of how Sysomos Heartbeat and similar active a particular person or tools source is. Source: Dave Evans (2010), Social Media Marketing : The Next Generation of Business Engagement 23

Web Analytics Source: Dave Evans (2010), Social Media Marketing : The Next Generation of Business Engagement 24

Business Analytics 2 Web Analytics Awareness Consideration Purchase 3 1 Social Media Listening Pipeline Metrics and Business Analytics Source: Dave Evans (2010), Social Media Marketing : The Next Generation of Business Engagement 25

Social Media Listening Maturity Model Source: http://metricsman.wordpress.com/2012/07/23/where-is-your-organization-on-the-social-media-listening-maturity-model/ 26

Five Essential Tips for Social Media Marketing 1. 2. 3. 4. 5. Define your objectives Listen Organize Engage Measure Source: Dave Evans (2010), Social Media Marketing : The Next Generation of Business Engagement 27

Link Social Analytics with Business Analytics Source: Dave Evans (2010), Social Media Marketing : The Next Generation of Business Engagement 28

Understanding Business Objectives Business Objectives Goals Metrics Key Performance Indicators (KPI) Targets Dimensions Segments 29

Source: http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-kpis-dimensions-targets/ 30

Digital Marketing and Measurement Model Source: http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/ 31

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

Social Media Metrics (Engagement) Facebook Twitter Likes ReTweets Comments Mentions Link Clicks (can be tracked via Shares bit.ly) Link Clicks Favorites Photo Views Video Plays Google YouTube 1’s Likes Comment s Comments LinkedIn Likes Comment Shares Video Shares Shares Dislike (Negative Link Clicks Engagement) Link Clicks Avg.Minutes Watched Audience Retention (Shows the Drop Offs during the Video Streaming) Source: http://blog.digitalinsights.in/4-social-media-metrics-that-matter/05111087.html 33

Source: http://60secondmarketer.com/blog/2011/11/01/social-media-metrics-what-are-you-tracking/ 34

Listen and Learn Text Mining for VoC Categorization – Understanding what topics people are talking or writing about in the unstructured portion of their feedback. Sentiment Analysis – Determining whether people have positive, negative, or neutral views on those topics. Source: Robert Wollan, Nick Smith, Catherine Zhou, The Social Media Management Handbook, John Wiley, 2011. 35

Customers’ Opinions About Operational versus Customer Experience Issues Reactive, Reputation Management Operational Issue Customer Experience Multiple Customers Individual Customer y c n e g r U Source: Robert Wollan, Nick Smith, Catherine Zhou, The Social Media Management Handbook, John Wiley, 2011. 36

Source: http://www.socialmediaexaminer.com/4-ways-measure-social-media-and-its-impact-on-your-brand/ 37

Source: http://www.socialmediaexaminer.com/4-ways-measure-social-media-and-its-impact-on-your-brand/ 38

The Social Media ROI Pyramid: Roles View Business Executives Business Stakeholders Community Managers and Agencies Source: http://www.web-strategist.com/blog/2010/12/13/framework-the-social-media-roi-pyramid/ 39

The Social Media ROI Pyramid: Metrics View Business Metrics Social Media Analytics Engagement Data Source: http://www.web-strategist.com/blog/2010/12/13/framework-the-social-media-roi-pyramid/ 40

The Social Media ROI Pyramid: Metrics Examples Revenue, Reputation, CSAT Share of Voice, Resonation, WOM, Support Response, Insights Intake Clicks, Fans, Followers, RTs, Views, Check-Ins Source: http://www.web-strategist.com/blog/2010/12/13/framework-the-social-media-roi-pyramid/ 41

The Social Media ROI Pyramid Role: Metrics: Specific Data (Examples) Business Metrics Revenue, Reputation, CSAT Business Stakeholders Social Media Analytics Share of Voice, Resonation, WOM, Support Response, Insights Intake Community Managers and Agencies Engagement Data Clicks, Fans, Followers, RTs, Views, Check-Ins Business Executives Source: http://www.web-strategist.com/blog/2010/12/13/framework-the-social-media-roi-pyramid/ 42

Social Media Metrics Reach Impact Social Media Metrics Engage OutReach Source: http://blog.digitalinsights.in/4-social-media-metrics-that-matter/05111087.html 43

The AMEC Social Media Valid Framework Source: http://metricsman.wordpress.com/2013/06/12/a-new-framework-for-social-media-metrics-and-measurement/ 44

Social Media ROI for B2B Source: http://www.dreamgrow.com/social-media-roi-backwards-for-b2b/ 45

References Dave Evans, Social Media Marketing : The Next Generation of Business Engagement, Wiley, 2010 Robert Wollan, Nick Smith, Catherine Zhou, The Social Media Management Handbook, John Wiley, 2011. Philip Kotler & Kevin Lane Keller, Marketing Management, 14th ed., Pearson, 2012 Lon Safko, The Social Media Bible: Tactics, Tools, and Strategies for Business Success, 3rd ed., Wiley, 2012 46