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MOVING BEYOND IMPRESSIONS: Qualitative analysis in social media

MOVING BEYOND IMPRESSIONS: Qualitative analysis in social media. 03.27.2013. Ammar Khan - @ ammar_ammar. Ford of Canada’s Social Channels – Blog / YouTube. Our content m arketing hub 150-200 posts/year. 50-75 Videos. blog.ford.ca blogue.ford.ca YouTube.com/ FordCanada.

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MOVING BEYOND IMPRESSIONS: Qualitative analysis in social media

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  1. MOVING BEYOND IMPRESSIONS: Qualitative analysis in social media 03.27.2013 Ammar Khan - @ammar_ammar

  2. Ford of Canada’s Social Channels – Blog / YouTube • Our content marketing hub • 150-200 posts/year. 50-75 Videos. blog.ford.ca blogue.ford.ca YouTube.com/FordCanada

  3. Ford of Canada – Social Channels: twitter / facebook • Community Managers • Quick responses from 9-9 on Weekdays, 9-5 on Weekends • Thousands of interactions per community manager per year. English French facebook.com/FordCanadafacebook.com/FordQuebec twitter.com/FordCanada twitter.com/FordQuebec

  4. METRICS: THE BASICS & OPTIMISING ACTIVITY The basics from owned channels and listening platforms: • Social Impressions / Video Views • Likes • Favouriting rates • People Talking About This • Share rates / Retweets / Top Hashtags • Commenting rates • Dislikes • Share of Voice (with Sentiment) • Video Completion rates Help us Optimize: • The types of posts that will lead to the most social interaction and shares • The Best CTAs • Determine time of day to post for most interaction • How to cut our videos to maximize completion rates • Compare between activities. Enough to Measure Success? -> Are we changing perceptions / generating advocacy?

  5. The Need for Qualitative Research

  6. What Questions Should I be Asking about my Brand? Sample questions: • Based from what you have seen from us in Social Media how likely are you to recommend us? (Indicator of Advocacy) • Are you an existing customer of our brand? If not which competing brand are you a customer of? • Based on what you have learnt about our brand in social media how has your perception changed? • After following / friending us do you feel more familiar with our brand? • Which products from our brand are you most interested in? • What are we doing well today on Facebook? • What would you like to see more of? To get enough responses for statistical significance use Paid media to generate traffic to your survey

  7. Survey Insights: Social Media is Changing Perceptions with Non-Ford Owners Perception of Ford as a result of Blog Are You More Familiar With Ford Because of Blog? Context: 66% of our blog visitors are non-Ford owners; 29% are repeat readers. Likelihood to Recommend Vehicles based on Blog? • It’s not social media itself, it’s having a great product and brand story to tell with responsive customer service.

  8. ZOMBIE ESCAPE – Measuring the Effectiveness of Content Did this fun video improve opinions of the All-New 2013 Ford Escape? Video Launch Link

  9. Questions? Ammar Khan - @ammar_ammar

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