Les KPIs des médias sociaux enfin standardisés

Les social media analytics sont un sujet complexe, principalement du fait que toute l’industrie doit se mettre d’accord sur les termes et les unités de mesure (Key Performance Indicators, KPIs). Ce sujet n’est pas nouveau, car je l’avais déjà abordé en 2009 : L’IAB standardise les indicateurs-clés des médias sociaux. Force est de constater que depuis cette tentative de standardisation par l’IAB, chacun fait un peu à sa sauce. Il en résulte de la confusion en agence et chez l’annonceur, ainsi que des outils qui ne sont pas compatibles entre eux. De ce regroupement est né un conclave en 2011 dont l’objectif est de standardiser la mesure de la performance pour les médias sociaux : The Durham Conclave: Our Progress on Setting Social Media Measurement Standards. Publiés en début de mois, mais passés complètement inaperçus, les Social Media Measurement Standards définissent de façon précise un certain nombre de termes (désolé, mais c’est en anglais) :

Customer Journey Maps At every stage in the marketing funnel, it's crucially important to empathize with your customers' interactions with your business, feeling great about the high points and frustrated by the lows. In today's Whiteboard Friday, MozCon 2014 speaker Kerry Bodine shows us all about customer journey mapping—a tool that allows us to visualize and learn from those experiences. Hi, I'm Kerry Bodine. I am a customer experience consultant, and I am the co-author of a book called "Outside In." What I'd like to share with you today is a tool from the customer experience world that I think is really critical for every marketer out there to understand. In addition to showing just what they do, it also shows customers' thoughts, their feeling, and their emotions. What I've got behind me here is the start of a customer journey map, what this typically looks like. Why is a journey map like this so important for marketers? No, they're just saying, "Hey, I'm out there researching shoes."

Activation Commerciale (Author : Lisa Marsh) The first thing Lola Yerton did after hearing about Brandy Melville from her older sister Bella last summer was to pull up the clothing store’s Instagram account on her phone. It was love at first sight. There were photos of cool stickers and of clothes she saw herself wearing: T-shirts and sweaters, scarves and beanies. Now, six months later, the 11-year-old visits a few Brandy Melville pages every day—the company maintains different social media accounts for its various locations—looking for items to buy, either online or at the branch in Waikiki, Hawaii, where she lives. Brandy Melville is the hottest teen retailer you’ve never heard of—unless you’re a tween or teen girl like Lola or the parent of one. The popularity of Brandy, as it’s affectionately known, is noteworthy given the recent poor showing of other teen stores. Brandy Melville doesn’t have those problems, and by setting trends, not chasing them, it’s winning over the coveted teen demographic.