Social Media – Where it Works in Business and Does it Fit in Automotive? October 14, 2009
What We’ll Cover What is social? What isn’t social Best practices Strategy Listening Great content Ongoing management / fostering of conversation Measurement Case studies Edmunds Sony Breaking Point Systems Getting started
Who Am I and Why do You Care? I work for a company called, Powered. We’ve been buildingbranded online communities and delivering social strategies that drive measureable business results for 10+ years.
Est. 1999, headquartered in Austin, TX
Expertise in marketing, social strategy & community development
Full-service consulting & execution
Integrate social marketing as a central component of the marketing mix to optimize overall marketing spend
Who We Work With
What is Social Media?
It Feels Like it’s All About the Tools… Image courtesy Brian Solis
Definition According to Wikipedia Social media: content created by people using highly accessible and scalable publishing technologies. At its most] basic sense, social media is a shift in how people discover, read and share news, information and content. […] Social media has become extremely popular because it allows people to connect in the online world to form relationships for personal and business. […]
The REALLY Important Words Social media: content created by people using highly accessible and scalable publishing technologies. At its most] basic sense, social media is a shift in how people discover, read and share news, information and content. […] Social media has become extremely popular because it allows people to connect in the online world to form relationships for personal and business. […]
What isn’t Social Media?
This is NOT Social
This is ALSO Not Social
Nor is this Social
Some Best Practices
In “social,” there are2critical factors that separate: This…. & THIS Audience-focused Strategy It’s not about you. It’s about them. Killer Content NOT: ‘copy,’ messaging, press releases, product demos
“Social” strategy involves planning
Align with business goals
Content map (what, where, how often, by whom)
Calls to action
Social syndication & promotion
Measurement & data collection
Listening is VERY Important Why can’t I ever get through to customer service?!? We like you but… I’m recommending you to everyone I know. ;) What is wrong with you guys? You are 100X better than the competition!!! You suck!
Content: Diversify based on audience needs Sample subject: Running Subject Breadth article tutorial video workshop Subject Depth If you don’t know your audience’s preferences, start small and test - or just ask them.
Content: The 7 commandments To create killer content, thou shalt….. never (ever, ever, ever) create infomercials. align content strategy to (community) business objectives. be realistic about the community’s propensity to contribute content and commune. offer depth and breadth of content topics. acknowledge differences in learning styles and diversify formats. keep the content fresh and relevant but create (some) content that will have a long life. listen to your audience and optimize to meet their needs.
Successful communities must be nurtured February 2008 Forrester: “Online Community Best Practices”
And then Comes Measurement Community Key Performance Indicators
% of clicks to brand products
% More likely to purchase
% Planning to purchase
Time per visit
% more likely to recommend your brand
Actual online transactions & revenue
% return visitors
% retention year to year
Share of household/wallet
Planned brand purchases
Content optimization measures: Views, clicks on calls-to-action, ratings, survey feedback
How About a Few Case Studies?
Edmunds.com Case Study Good example of a dealership using Dealer Ratings & Reviews. They regularly send out emails to new customers asking them to write a review. They currently have 22 sales reviews and 2 service reviews
Edmunds.com Case Study Where many salespeople engaging in conversations (not soliciting but really helping people understand pricing and packages). There are customers that actually go out of state to buy from a salesperson who's been a regular helper in the Forums. People go with who they trust!
Edmunds.com Case Study Customers can see profiles of the other customers or sales people from whom they are getting answers
Edmunds Case Study Goal Dealers can drive trust and engagement leading to increased sales. Results
Increased reviews on dealership and service
Direct leads resulting from online relationship building
Better understanding of what customers are looking for
Edmunds focuses on creating valuable content and meaningful conversations where brands, dealers, experts and customers can come together
Sales and service people like because they can subscribe to alerts on specific categories they like to answer questions on. They can also build their own Expert widget to have on their dealership site or blog.
Sony Case Study
Sony Case Study Goal Establish deep relationships, accelerate consideration & drive loyalty&advocacy Results
388% increase in the number of user engagements
34% growth in member registration / 31% increase in unique visits
179% more repeat visits
78% of users report that they are more likely to purchase a Sony product as a result of Backstage 101
59% of users are likely to recommend Sony to a family member, friend, or coworker
Opportunity to engage in conversations with other customers & Sony employees
Clear and relevant merchandising against pre-selected segments
BreakingPoint Case Study Goal Drive leads and awareness through their blog, Twitter, LinkedIn, Facebook, and Youtube Result
Less reliance on traditional marketing channels
Triple digit growth in 2009
Loyal base of advocates
Direct relationships with press and analysts
Explicit value in the content BreakingPoint delivers
Team of developers, marketers, product people and executives that provide ongoing access to their expertise
Other Bene’s: Engaged Community & SEO Juice
Getting Started Listen – what are your customers saying? Where are they saying it (think: Google Alerts, Radian6, Techrigy, BuzzGain) Align – What do you want to use social for? Customer research? Sales? Product innovation. Make sure your social efforts align with your corporate goals Include – Make sure you get Legal/Compliance on board early and often. They can help you guide & craft your social policy. Join – are your customers on Facebook? Twitter? Get Satisfaction? Sign up (but learn the etiquette first). Engage – Talk to your customers, prospects, partners and even detractors. Create – Don’t forget the “Killer Content.” Measure – Ignore this step at your peril. You may be doing a great job but you’ll never know if you don’t measure.