What KPIs to use in social media answered during eCom Lausanne

Haider Alleg speaking at Ecom Lausanne 2011 ed.

Mise en place d’un processus social media en entreprise. Impact et gouvernance from Haider Alleg

Another eCom and in Lausanne this time with a topic dear to my heart as we see more and more brands jumping into it: Social Media Marketing!

That said, one aspect is missing when we look at programs at our clients: the governance. In this keynote I decided to explore with the audience some principles that we apply in our programs, so that we ensure scalability of campaigns both from a regional perspective but also from products to collections.

One of the first thing we look at is the maturity of each brands and teams and adapt. We usually starts with listening activities. It gives us an idea of what’s in front of the brand.

Quickly we define a strategic plan and rollout tactics. We obviously brainstorm at the same time to identify a creative concept to drive the business.

Customer care is also an area often left over. We prepare teams with our toolbox to make sure they are ready for community management. We go often to recruit and staff the teams with this type of resources as usually they struggle to procure them.

Of course, through examples we will see challenges, solutions and results we achieved.

KPIs is clearly an area with a lot of discussions. The fight on how to bring ROI with such activities is where decision makers block. 

In a nutshell, these are long term activities, running deep in the organisation and are not campaigns. These are set of tasks that are running every day for the rest of your brand life cycle. It is worth spending time for a clear business case before jumping ahead and opening a facebook page or a twitter account.

Hopefully you’ll find this presentation useful. If you have experience and questions feel free to shoot them in the question below.

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