Cyril Lecocq Blog
E-business & Online marketing

I would like to associate some of my posts to the preparation of my master thesis. I don’t exactly know the topic yet but it will be around Return on Investment and social media. Well, it will be a long but really exciting work. I need you to comment and share your ideas

So, today my post refers to ROI & Analytics. I did recently read a really good study from SNCR (Society for New Communications Research) « New Media, New Influencers and Implications for Public Relations ». I did begin then to list some qualitative and quantitative indicators.

My methodology will probably change in the time. First, I suppose that the main platform on which the company would like to centralize traffic is the website (even if we can consider some other patterns). There are around this website numerous media : blog, social networks, sharing platforms (videos, photos, musics), podcasts, forums, wikis, socialbookmarking, e-mailing, instant messaging, virtual worlds, multiplayer games …

I will try to list these media to then be able to:

• Assign specific indicators to each media.
• Analyze the influences these media have on each other. We are talking about a mass of media that the company has to use (interactive cross-media).

To simplify this methodology with a “breadcrumb trail” we have: The various media the company can use for its promotion strategy > The website as central platform > The company and its brand (image & perception).

The idea here is to group some indicators for each media. Then we have to think about a reduced number of indicators that permit us to quickly analyze the company’s situation. We will also have to consider qualitative indicators (which are difficult to measure) and quantitative indicators.

So I did start to list some indicators (of course this is not complete, I really expect your participation ;))

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1) The company and the brand:

• Brand/company perception
• Brand/company recognition
• Media coverage
• Customer satisfaction
• Suitability brand image / target
• Engagement factors
• Turnover growth

2) The website:

Qualitative indicators

• Enhancement of relationships with key audiences
• Relativity of website’s content to the company
• Content quality perception

Quantitative indicators

• Unique visitors
• Page visits
• Inbound links
• Search engine ranking
• Traffic growth rate

3) The various media: not done yet.

———————–

Of course each of these indicators can be divided. For example, we can have different areas of inbound links (the company’s strategic area and other areas).

This list of indicator is far from being complete (and never it will). But I will do my best to enrich it.

What do you think? Does this methodology seem good? I will try all my best to make this study interesting and to illustrate it with some articles, interviews and schemes. I would also like to make some parallelism with some other studies.

I want to involve you in this study. Today I begin this study by this way (methodology), if I see that I am going nowhere I will adapt myself.

Well, this post is kind of long but necessary. Feel free to comment!

I currently prepare an e-mail for one contact with some advices/ways to improve his online presence, for example through social networking.

The idea of social networking is to use objective and personal information (job, interests, hobbies …) to base and to develop your social relations. Social networking is one of the best opportunities to develop a high degree of recognition by the public, to gain credibility, to create new business opportunities, to spread and share your information, but also (and this is the most important to me) to strengthen the human side of your business.

There are numerous social media platforms:

Elliance

Only select platforms which suit your needs, there is no need to be on 36 platforms and to only have 3 contacts on each. Of course the number of contacts you have doesn’t matter, what it is important here is the interaction you have with these contacts.

So you have a website? Some products? Interesting contents? Make them living! Communicate, interact, share, comment, « network »! Your website is not the only way to inform. As my friend Ange underline on his blog (content strategy & 2.0 marketing) : « [...] social media platforms offer another way to share information, to comment it and to promote it. ».

Do not be afraid to contact other people, social networks are made for that. Keep at mind that it takes time and patience to establish relations … I would add that even behind a screen, the smile is important.

Today my post deals with mydeco.com. MyDeco was conceived by the founders of Last Minute, Martha Lane Fox and Brent Hoberman (Fredzone).

Well, I know I am a bit late but my main interest here is the user experience opportunity offered by Mydeco.

What is Mydeco? Mydeco brings together thousands of products and inspiring looks for your interior design. I really like the purity/simplicity and efficiency of this website. The homepage is a bit overloaded to me, but it remains nice:

Well, I would like to focus on the Mydeco’s room planner which gives to visitors the opportunity to plan online their apartment.

An intuitive Flash-based application enables you to build your room (placing the walls and adding architectural features), to furnish and decorate your room with numerous existing products (tables, beds, sofas, wallpapers …), to choose your angle shot and to render your room. I would almost say that everything is possible, which is amazing to me. It is a really interesting user experience on which you can spend many hours.