Digital Marketing: Prof. Ezgi Akpinar
Digital Marketing: Prof. Ezgi Akpinar
Digital Marketing: Prof. Ezgi Akpinar
9
The Connect Strategy
The Connect Strategy
11
Facebook
Social Twitter
Customer
Service What are
you doing?
Discussion
LinkedIn
Forums
Brand
Communities Contests
Social Media
Monitoring
Connect: Listen and Learn
EXPECTED: DISCOVERED:
32
33
Customer Resolution Rates Within Twitter
36% of queries
11% of queries
3% of queries
Connect: “Gamify” Your Conversations
Connect: Provide a Forum (Loyal Customers)
“Generatio 3 private
n Benz” Communities
Connect: Provide a Forum (What to Expect)
90-9-1 Rule:
90% Observers / 9% Semi-Active / 1% Active
Connect: Ask for Ideas
73
Connect: Add a Layer of Value
Key Issues for
Connect Strategy
Defining Your Terms
Subscribers Downloads
Views Time on app
Top Videos Data gained
Which half
of my
digital is
working?
Agile Marketing Modeling for Digital
• Focusing on KPIs
TECHNOLOGY
FIRST??
Brand building?
Customer service?
“Influencer” relations?
Social responsibility?
Lead generation?
Once you know your objectives…
• Frequency
• Reach
• Audience demographic profile
• Number of fans / followers
• Number of views
• Volume of traffic
2. Channel Engagement Metrics
Channel-specific metrics are more common in digital
3. Universal Engagement Metrics
Brand awareness
Brand sentiment
Purchase intent
Customer satisfaction
Net Promoter Score
(word-of-mouth)
4. Financial Metrics
Revenue
Market share
CLV, CRV
Customer acquisition
Customer retention
R.O.I.
Audience Channel Engagement
Pre-
Social Social launch Sales
their #1 objective in
social media
is... “engagement”
Do not use an audience metric or a channel
engagement metric as your priority KPI.
Customer segment: Cross-border travelers
(US to Mexico)
Visa online
Hotel/site websites
media
plan
All Faceboo
customers k fans
Getting people follow a brand on social media make them buy more
$1m
Experiment: Test Group vs. Control Group
No ads Exposed
to ads
Unlocking the Power of
Likes Display 2 posts/week to
the group liked
Asked to like
Vitality
Control
Vs. condition
8% more points
earned compared to
control
Content Marketing:
Measuring Impact on Brand & Consideration
Brand Sentiment - Universal Engagement Metric