Measuring Online Media Effectiveness

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Navneet Bhushan (navneet.bhushan@crafitti.com)

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What is happening?

HYPE to Methodology many marketers jumped on board Twitter, Facebook, blogs, and other social media platforms without a plan for defining, achieving, or measuring success.

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What is happening?

Return on engagement the duration of time spent either in conversation or interacting with social objects, and in turn, what transpired thats worthy of measurement. Return on participation the metric tied to measuring and valuing the time spent participating in social media through conversations or the creation of, social objects. Return on involvement similar to participation, marketers explored touchpoints for documenting states of interaction and tying metrics and potential return of each. Return on attention In the attention economy, we assess the means to seize attention, hold it and as such measure the responses activities that we engender. Return on trust A variant on measuring customer loyalty and the likelihood for referrals, a trust barometer establishes the state of trust earned in social media engagement and the prospect of generating advocacy and how it impacts future business.
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CONCEPTUAL SOLUTION: GLOBAL ENTERPRISE AS A SOCIAL SYSTEM

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that refers to the moment when Click to edit Master subtitle style something unusual becomes common. The book seeks to explain "social epidemics", or sudden and often chaotic changes from one state to another. (Wikipedia)
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The Tipping Point

Three types of people create Idea Tipping Points

Connectors are those with wide social circles. Mavens are knowledgeable people. Salesmen are charismatic people with powerful negotiation skills. They exert "soft" influence rather than forceful power.

The PROCESS of TIPPING POINTS

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The Law of the Few: Find out Connectors, Mavens and Salesmen a few of these is what one idea needs to become an epidemic Stickiness: Ideas or products found attractive or interesting by others will grow exponentially for some time. The Power of Context: Human behavior is strongly influenced by external variables of context. Crafitti Consulting Private CRAFITTI CONSULTING 4/15/12

THE NET PROMOTER SCORE

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The net promoter impact

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The negative Impact

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Word of Mouth Marketing Index

Definitely Yes May be Not Really Definitely Not

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Superb Good Same Need Improvement Poor

Business Executive Communicatio ns Sales/Marketi ng Using Teaching Product/Service Others Waiting to be Served Purchasing Infotainment Others

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WOMM Score

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Social Network Analysis and Design

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Crafting innovation together . . . www.crafitti.com Navneet Bhushan (navneet.bhushan@crafitti.com)

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