Archive of tag "ROI"

Social media case study from Sean Cheyney of AccuQuote

October 21, 2009

BlogWell - How Big Brands Use Social MediaCome to BlogWell: How Big Brands Use Social Media on November 10 in Atlanta to hear Coca-Cola, UPS, SunGard, Orange Business Services, ConAgra Foods, Turner Broadcast System, Newell Rubbermaid, and The Home Depot share case studies in corporate social media. You’ll learn how to get started, get past roadblocks, and make your social media program phenomenal — in one afternoon, for just $250.

You’ll get practical, how-to advice on creating great content, getting management buy-in, educating employees, keeping lawyers and regulators happy, simple and ethical disclosure, and engaging fans. You’ll ask questions, discover new ideas, and get answers from people who have been there, done that — all in four hours.

Register and learn more about BlogWell here.

As a company that strives to be analytical and to measure results in everything they do, AccuQuote works hard to track and monitor the results associated with their social media activity. In his BlogWell Minneapolis presentation, “Social Media for the Analytic Marketer,” AccuQuote’s VP of Marketing and Business Development, Sean Cheyney, outlines the strategies the brand uses to track the ROI of their social media programs.

In his case study, Sean shares how AccuQuote uses tools like Feedburner, Google Alerts, Twitter Search, and Twitter and WordPress API’s to track engagement and reach. Sean also covers how they’re able to show that 2% of their leads are coming from blogs, and how they’re tracking social media partnership leads through unique links.

(Special thanks to our lead sponsor, Globalpark, for help making BlogWell Minneapolis possible.)

Blog Well Minneapolis Social Media Case Study: AccuQuote, presented by Sean Cheyney

View more documents from GasPedal.

Share This Post

Comments

4 comments. Read them below or add one. (Trackback)

Two interviews with SAP's community guru, Mark Yolton

August 6, 2009

SAP’s Senior Vice President of their Community Network, Mark Yolton, was recently featured in a pair of interviews in which he dives into how SAP has built its now six-year-old network with nearly 2 million community members.

First, in an interview with Business.com, a few key points from Mark:

Q: The SAP Community Network (SCN) is six years old and has 1.7 million members. How and why did you grow to that level?

Mark: Core to the success is that we offer specific value to the members. We call them members rather than users. “Members” feels like part of a club – not cold and distant like “users.” We embrace these people as an extension of our company — as important customers and thought leaders – and we treat them respectfully, in a transparent manner.

Q: Does real business occur in your community? If so, how do you track this?

Mark: We help individuals and companies accomplish their jobs faster and with higher quality. This is tracked through anecdotal evidence including feedback from surveys, comments to blogs, discussion forum replies, and so on. … We track how quickly people get answers. … We ask for feedback about quality – and that feedback says community members get extremely high quality answers. Our Net Promoter score in the 60% range. A good score would be in 30-35% range.

Q: How do you set your strategy and measure success given the constantly evolving field of online community and social media?

Mark: We do set up strategy each year for the coming year – and we’re currently working on an updated three-year strategy. At the beginning of each year, we set strategy depending on the maturity of the community at that point, the accomplishments from the year before, the members’ expressed priority wishes, our business strategy and priorities, and other factors. This is largely organic, fluid, and flexible within certain parameters.

See the full interview.

And second, a few highlights from Mark’s interview with SAP’s customer magazine, SAP Info:

Q: How do SAP customers actually benefit from these communities?

Mark: There are many benefits. The first is getting quick, high-quality answers to their questions from other customers, from partners, and from SAP experts. The second is getting connected to other customers from whom customer community members can learn about new trends, shared challenges and best practices – which they might then adopt.

Q: [Paraphrased] How do community members interact with SAP internal experts?

Mark: Our product managers – and a wide range of other SAP experts – are moderators within the community and are engaged in the blogs, wikis and discussion forums. That means they can get direct feedback from our customers.

Q: How does SAP’s community differ from others in the field?

Mark: What we do more than others is break down barriers between us and anybody who doesn’t have a SAP badge. We view it as part of our job to make SAP more porous; to remove the constraints between SAP and our ecosystem of customers, partners, bloggers, and thought leaders, to increase the information flow between all of these entities.

See the full interview.

–

For more on SAP and their communities, check out Mark’s BlogWell presentation.

Share This Post

Comments

1 comment. Read them below or add one. (Trackback)

Study: The most active brands in social media increased revenues 18% over the past 12 months

July 23, 2009

According to new research released this week from Wetpaint and Altimeter Group, companies with the highest levels of social media activity on average increased revenues by 18% in the last 12 months, while the least active saw sales drop 6% over that same period.

The study also found that social media efforts tend to build on themselves, saying:

There is an exponential growth in the depth of engagement as the brand extends itself into more and more channels. Sometimes this is due to brands learning from their experiences in other channels, making it easier to engage deeply in new channels like Twitter. This effect is also a reflection of the brands’ commitment to social media — once they are invested in multiple channels, they are more likely to engage deeply in each of them.

And especially exciting for us here at the Social Media Business Council is that members Starbucks, Dell, Microsoft, SAP, and Intel made the top 10 among the 100 brands reviewed.

Learn More:

Read the report.

Read MediaPost’s summary article.

Share This Post

Comments

30 comments. Read them below or add one. (Trackback)

Announcing BlogWell San Francisco: How big brands use social media

May 21, 2009

Hear Dell, Cisco, Wells Fargo, Intuit, SAP, Kaiser Permanente, and more as they share corporate social media case studies at BlogWell San Francisco on June 23.

In one afternoon, we’ll discuss measuring ROI, managing teams, dealing with legal issues, working with agencies, BtoB blogging, internal communications, blogging in regulated industries, and creating great content. This is the best opportunity available for anyone looking to get started or improve their corporate social media efforts.

Key details:

In the meantime, check out a few reactions to BlogWell from some sponsors and attendees:

BlogWell Testimonials from GasPedal on Vimeo.

Share This Post

Comments

0 comments. Read them below or add one. (Trackback)

← Previous Entries

Email Newsletters

*We will never, ever release your email. (Privacy Policy)
**Third-party newsletter (Privacy Policy)

About SMBC

The Social Media Business Council, formerly the Blog Council, is a brands-only community focused on helping large organizations build successful social media programs.

SMBC members gain instant access and advice from the heads of social media at the world's biggest brands, including Dell, Walmart, Coca-Cola, Wells Fargo, GE, and Procter & Gamble. Members collaborate and share best practices in a friendly, productive, and private environment.

The Social Media Business Council is a GasPedal project. We teach word of mouth marketing and social media to companies of all sizes.

Tell a Friend

We will not use email addresses for any purpose other than sending this recommendation. (Privacy Policy)

Thanks for the word of mouth! Your message has been sent!

Please enter a valid email.

Your email failed. Try again later.