Guardian Masterclass

Transcript

2. “THE GAME HAS CHANGED.”
3. BUT WHAT DOES THAT MEAN?
6. 3 MILLION DONORS $500 MIL + DONATED
9. $4,500 VS. $3 MIL AD SPEND
12. SMART BUSINESSES CELEBRATE CUSTOMERS AS TRIBE MEMBERS.
14. 6 ELEMENTS OF TRIBE BUILDING
15. TOOLS // TACTICS // ROI STORY // PARTY // VIRALITY //
16. TOOLS // TACTICS // ROI STORY // PARTY // VIRALITY //
17. TOOLS // TACTICS // ROI STORY // PARTY // VIRALITY //
18. TOOLS // TACTICS // ROI STORY // PARTY // VIRALITY //
19. LOGICAL // SPATIAL // LINGUISTIC // KINESTHETIC // MUSICAL // INTERPERSONAL // INTRAPERSONAL // NATURALISTIC
20. THESE PROVIDE DATA FOR THE MAP, BUT NOT THE COMPASS ITSELF.
21. LOGICAL // SPATIAL // LINGUISTIC // KINESTHETIC // MUSICAL // INTERPERSONAL // INTRAPERSONAL // NATURALISTIC
22. THE ABILITY TO BE SENSITIVE TO AND UNDERSTAND OTHERS, IN ORDER TO COOPERATE.
24. HUMANS WANT TO TRADE WITH OTHER HUMANS.
29. TOOLS // TACTICS // ROI STORY // PARTY // VIRALITY //
33. HERO + CONFLICT
37. WHAT’S THE STORY? WHAT’S THE CONFLICT?
38. TOOLS // TACTICS // ROI STORY // PARTY // VIRALITY //
39. “SUCCESSFUL COMPANIES IN SOCIAL MEDIA ACT MORE LIKE PARTY PLANNERS THAN TRADITIONAL ADVERTISER.”
45. TOOLS // TACTICS // ROI STORY // PARTY // VIRALITY //
46. *
47. Source: http://www.forentrepreneurs.com/lessons-learnt-viral-marketing/
51. http://www.telegraph.co.uk/news/worldnews/joseph-kony/9134431/Kony-2012-Stats-breakdown-of-the-viral-video.html
52. HOW WILL SOMEONE TELL ANOTHER PERSON ABOUT YOU? HOW FAST?
53. TOOLS // TACTICS // ROI STORY // PARTY // VIRALITY //
54. HOOTSUITE // TWEETDECK GOOGLE ANALYTICS // SEARCH.TWITTER // MIXPANEL //
55. TOO MUCH DATA IS AS BAD AS NOT ENOUGH DATA
59. TOOLS // TACTICS // ROI STORY // PARTY // VIRALITY //
60. HOW DO YOU PREVENT GOSSIP?
61. YOU CAN’T CONTROL THE CONVERSATION, BUT YOU CAN STRENGTHEN THE RELATIONSHIP.
69. TOOLS // TACTICS // ROI STORY // PARTY // VIRALITY //
70. Source: http://www.web-strategist.com/blog/research/
71. Source: http://www.web-strategist.com/blog/research/
72. I need proof that what we’re doing is actually working. Start with proof of concept.
73. Step 1: Establish a baseline 8% YoY Growth
74. Baselines illustrate deltas (changes) Is something happening here?
75. Step 2: Create Activity Timelines
76. Step 2: Create Activity Timelines
77. Step 2: Create Activity Timelines
78. Step 3: Look at Sales Revenue
79. Step 3: Also look at # of transactions
80. Step 3: Also measure net new customers
81. Transaction data should be specific F.R.Y. FREQUENCY, REACH, YIELD How often customers transact. (transactions per month) How many customers you are reaching. (net new customers) How much they spend. ($ per transaction)
82. The latest numbers indicate that our YoY sales $ are up 60%. Our individual transactions have doubled, as have our transacting customers. Something’s working! Groovy! Let’s figure out what.
83. Step 4: Measure transactional precursors
84. Step 4: Measure transactional precursors
85. Step 4: Measure transactional precursors
86. We overlaid all of our timelines and noticed that since our social media activities began, our website visits are up, our social mentions are also up, and everyone seems to love us. So is there a discernable pattern in this?
87. Step 5: Overlay all timelines activities transactions social data web data loyalty metrics etc.
88. Step 6: Look for patterns Before After Impact Impact Impact No Impact Uncertain Impact
89. Step 7: Prove relationships Before After How was this group Touched by SM?
90. TOOLS // TACTICS // ROI STORY // PARTY // VIRALITY //
91. TOOLS // TACTICS // ROI STORY // PARTY // VIRALITY //
92. TOOLS // TACTICS // ROI STORY // PARTY // VIRALITY //