Managing Your Social Media Brand   Dix & Eaton June 2009
Social media scale <ul><li>All social networks are blocked at my office </li></ul><ul><li>Understand the basics of SM, but...
Agenda <ul><li>Today’s trends </li></ul><ul><li>How to approach a social media program </li></ul><ul><li>Case studies </li...
Trends <ul><li>Overall growth, participation by corporations </li></ul><ul><li>Building a community </li></ul><ul><li>ROI ...
Trends <ul><li>Overall growth, participation by corporations  </li></ul><ul><ul><li>2/3 of world’s Internet population vis...
Trends <ul><li>Integration into overall marketing mix </li></ul>PRESS ROOM FACEBOOK BLOG
Trends <ul><li>Staffing roles </li></ul><ul><ul><li>Low OOP, but high time commitment </li></ul></ul><ul><ul><li>Customer ...
Twitter in real life
Trends <ul><li>Launched in 2006 </li></ul><ul><li>Fastest-growing community site: 1,200% increase in visits April ’09 vs. ...
TweetDeck
Twitter
ROI: Return on Investment  or Risk of Ignoring? <ul><li>Can’t measure non-traditional media using traditional measurement ...
Free monitoring tools TECHNORATI BLOG SEARCH GOOGLE BLOG SEARCH TWITTER SEARCH BACKTYPE
Paid monitoring tools RADIAN 6  CRIMSON HEXAGON TECHRIGY SCOUT LABS
D&E social media process <ul><li>SWARM (Social Web Analysis and Reputation Management) </li></ul><ul><ul><li>Listen </li><...
Online reputation  monitoring & analysis  SHARE OF VOICE WHERE CONVERSATIONS HAPPENED TOPIC TRENDS CONVERSATION TONE
Social media  program development <ul><li>Develop program based on findings from listen-and-learn phase </li></ul><ul><li>...
Customer communities FORUMS
Sales generation & CRM ONLINE COMMUNITY
B2B engagement WIKI
Investor relations TWITTER BLOG YOUTUBE
Event promotion TWITTER FACEBOOK BLOGGER RELATIONS
Social media as  a news source TWITTER CEO BLOG
Crisis response YOUTUBE WALL STREET JOURNAL
What’s next? <ul><li>Continuous growth </li></ul><ul><li>Further integration and niche strategies </li></ul><ul><li>Mobile...
Where to start? <ul><li>Try some social media tools ( engage , don’t just passively participate) </li></ul><ul><li>Get inv...
Resources <ul><li>Blogs update </li></ul><ul><li>Altitude Branding  http:// altitudebranding.com / </li></ul><ul><li>Globa...
Dix & Eaton blogs <ul><li>@ D_and_E </li></ul><ul><li>Communication Matters  –  CEO Scott Chaikin’s perspective on issues ...
<ul><li>Kevin Poor </li></ul><ul><li>SVP/Creative Director  </li></ul><ul><li>216-241-4610 </li></ul><ul><li>[email_addres...
Questions?
Managing Your Social Media Brand   Dix & Eaton June 2009
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Managing Your Social Media Brand

  1. 1. Managing Your Social Media Brand Dix & Eaton June 2009
  2. 2. Social media scale <ul><li>All social networks are blocked at my office </li></ul><ul><li>Understand the basics of SM, but not sure how or if it fits my organization </li></ul><ul><li>Well versed, but just for personal use </li></ul><ul><li>Lots of ideas, just need some time and funding </li></ul><ul><li>Integrated into our marketing program </li></ul>
  3. 3. Agenda <ul><li>Today’s trends </li></ul><ul><li>How to approach a social media program </li></ul><ul><li>Case studies </li></ul><ul><li>What’s next? </li></ul>
  4. 4. Trends <ul><li>Overall growth, participation by corporations </li></ul><ul><li>Building a community </li></ul><ul><li>ROI </li></ul><ul><li>Integration into overall marketing mix </li></ul><ul><li>Staffing roles </li></ul><ul><li>Micromedia </li></ul><ul><li>Engagement strategy </li></ul><ul><li>New monitoring tools </li></ul>
  5. 5. Trends <ul><li>Overall growth, participation by corporations </li></ul><ul><ul><li>2/3 of world’s Internet population visits a social network or blogging site, accounts for almost 10% of all Internet time </li></ul></ul><ul><ul><li>59% of senior marketing executives expect to decrease traditional marketing budgets; 63% plan to increase budget for interactive, digital marketing programs </li></ul></ul><ul><li>Of print, broadcast, and online journalists </li></ul><ul><ul><li>48% use LinkedIn, 45% use Facebook to assist in reporting </li></ul></ul><ul><ul><li>68% use blogs to keep up on issues or topics of interest </li></ul></ul><ul><ul><li>86% use company Web sites, 71% use Wikipedia, 46% use blogs to research an organization </li></ul></ul><ul><li>Stats from Nielsen and The Society for New Communications Research and Middleberg Communications </li></ul>
  6. 6. Trends <ul><li>Integration into overall marketing mix </li></ul>PRESS ROOM FACEBOOK BLOG
  7. 7. Trends <ul><li>Staffing roles </li></ul><ul><ul><li>Low OOP, but high time commitment </li></ul></ul><ul><ul><li>Customer service function </li></ul></ul><ul><ul><li>Social media guidelines </li></ul></ul><ul><ul><ul><li>Corporate accounts vs. personal accounts </li></ul></ul></ul>
  8. 8. Twitter in real life
  9. 9. Trends <ul><li>Launched in 2006 </li></ul><ul><li>Fastest-growing community site: 1,200% increase in visits April ’09 vs. April ’08 </li></ul><ul><li>More unique visitors than NYtimes.com and WSJ.com in April ’09 </li></ul><ul><li>What are you doing? Who cares? </li></ul><ul><li>What are you doing? ► What do you know? </li></ul>
  10. 10. TweetDeck
  11. 11. Twitter
  12. 12. ROI: Return on Investment or Risk of Ignoring? <ul><li>Can’t measure non-traditional media using traditional measurement tools and techniques </li></ul><ul><li>No silver bullet for social media measurement </li></ul><ul><li>Define goals of program, then determine which metrics matter most: </li></ul><ul><ul><li>Increased share of voice </li></ul></ul><ul><ul><li>Message penetration </li></ul></ul><ul><ul><li>Number of new members to network </li></ul></ul><ul><ul><li>Number of positive conversations about brand </li></ul></ul><ul><ul><li>Lead generation </li></ul></ul><ul><ul><li>Customer satisfaction scores </li></ul></ul><ul><ul><li>Increased sales </li></ul></ul>
  13. 13. Free monitoring tools TECHNORATI BLOG SEARCH GOOGLE BLOG SEARCH TWITTER SEARCH BACKTYPE
  14. 14. Paid monitoring tools RADIAN 6 CRIMSON HEXAGON TECHRIGY SCOUT LABS
  15. 15. D&E social media process <ul><li>SWARM (Social Web Analysis and Reputation Management) </li></ul><ul><ul><li>Listen </li></ul></ul><ul><ul><ul><li>Online monitoring </li></ul></ul></ul><ul><ul><li>Define goals/strategy </li></ul></ul><ul><ul><ul><li>Level of engagement </li></ul></ul></ul><ul><ul><li>Execute </li></ul></ul><ul><ul><ul><li>Targeting </li></ul></ul></ul><ul><ul><ul><li>Integration </li></ul></ul></ul><ul><ul><li>Measure progress </li></ul></ul>
  16. 16. Online reputation monitoring & analysis SHARE OF VOICE WHERE CONVERSATIONS HAPPENED TOPIC TRENDS CONVERSATION TONE
  17. 17. Social media program development <ul><li>Develop program based on findings from listen-and-learn phase </li></ul><ul><li>Determine where efforts make most sense </li></ul><ul><li>Find the right outlets for that outreach </li></ul>DETERMINE TOOLS DETERMINE OUTLETS
  18. 18. Customer communities FORUMS
  19. 19. Sales generation & CRM ONLINE COMMUNITY
  20. 20. B2B engagement WIKI
  21. 21. Investor relations TWITTER BLOG YOUTUBE
  22. 22. Event promotion TWITTER FACEBOOK BLOGGER RELATIONS
  23. 23. Social media as a news source TWITTER CEO BLOG
  24. 24. Crisis response YOUTUBE WALL STREET JOURNAL
  25. 25. What’s next? <ul><li>Continuous growth </li></ul><ul><li>Further integration and niche strategies </li></ul><ul><li>Mobile marketing </li></ul><ul><li>Ubiquitous social networks </li></ul><ul><ul><li>Universal identities </li></ul></ul><ul><ul><li>Social influence defining marketing </li></ul></ul><ul><ul><li>Business model – social influence defines market value </li></ul></ul>
  26. 26. Where to start? <ul><li>Try some social media tools ( engage , don’t just passively participate) </li></ul><ul><li>Get involved in Cleveland Social Media Club </li></ul><ul><li>Conduct 30-day listen-and-learn analysis of your company (and its competitors) </li></ul><ul><ul><li>Who: Who is talking about your company? </li></ul></ul><ul><ul><li>What: What are they saying about you? </li></ul></ul><ul><ul><li>Where: Which social media channels are they using? </li></ul></ul><ul><ul><li>When: Is the conversation random, event-driven, cyclical? </li></ul></ul><ul><ul><li>Why: Are they praising you? Upset about an issue? Reacting to an experience with a customer service rep? </li></ul></ul><ul><li>Develop social media plan that addresses the 5W’s, meets your measurement objectives and integrates with other communications activities </li></ul>
  27. 27. Resources <ul><li>Blogs update </li></ul><ul><li>Altitude Branding http:// altitudebranding.com / </li></ul><ul><li>Global Neighbourhoods http:// redcouch.typepad.com /weblog/ </li></ul><ul><li>Convince and Convert http:// www.convinceandconvert.com / </li></ul><ul><li>Shannon Paul’s Very Official Blog http:// veryofficialblog.com / </li></ul><ul><li>Chris Brogan http:// www.chrisbrogan.com / </li></ul><ul><li>The BrandBuilder Blog http:// thebrandbuilder.wordpress.com / </li></ul><ul><li>Smart Blogs http:// smartblogs.com/socialmedia / </li></ul><ul><li>Books </li></ul><ul><li>Groundswell Charlene Li & Josh Bernoff </li></ul><ul><li>The New Rules of Marketing & PR </li></ul><ul><li>David Meerman Scott </li></ul><ul><li>Naked Conversations Robert Scoble & Shel Israel </li></ul><ul><li>Social Media Trevor Cook & Lee Hopkins </li></ul><ul><li>Call to Action Jeffery & Bryan Eisenberg </li></ul><ul><li>Buzz Marketing & Blogs for Dummies Susannah Gardner </li></ul><ul><li>The Cluetrain Manifesto Christopher Locke, Doc Searls, Rick Levine & David Weinberger </li></ul><ul><li>The Long Tail Chris Anderson </li></ul><ul><li>Small is the New Big Seth Godin </li></ul>
  28. 28. Dix & Eaton blogs <ul><li>@ D_and_E </li></ul><ul><li>Communication Matters – CEO Scott Chaikin’s perspective on issues that impact the communications profession -- and vice versa. </li></ul><ul><li>StreetTalk – A view from the intersection of Wall Street and Main Street from Dix & Eaton Managing Director Rob Berick. </li></ul><ul><li>Media Inner View – Vice President David Hertz was a journalist for 20 years, including 15 years as a Pulitzer prize-winning editor at the Akron Beacon Journal . </li></ul><ul><li>Measurement PR- spectives – Chuck Hemann, research manager, on measurement, ROI, competitive intelligence, and the role of research in public relations. </li></ul><ul><li>Three P's – Gregg LaBar, a senior vice president, on communicating the Three P's of Sustainability: People, Planet and Profit. </li></ul><ul><ul><li>From the home page, click on How We Think. </li></ul></ul>
  29. 29. <ul><li>Kevin Poor </li></ul><ul><li>SVP/Creative Director </li></ul><ul><li>216-241-4610 </li></ul><ul><li>[email_address] @kpoor </li></ul><ul><li>Chuck Hemann </li></ul><ul><li>Research Manager </li></ul><ul><li>216-241-2147 </li></ul><ul><li>[email_address] </li></ul><ul><li>@chuckhemann </li></ul>Contact Information <ul><li>Christina Klenotic </li></ul><ul><li>Vice President </li></ul><ul><li>216-241-4607 </li></ul><ul><li>[email_address] </li></ul><ul><li>@cklenotic </li></ul><ul><li>Lisa Zone </li></ul><ul><li>Senior Vice President </li></ul><ul><li>216-241-4629 [email_address] </li></ul><ul><li>@lzone </li></ul>
  30. 30. Questions?
  31. 31. Managing Your Social Media Brand Dix & Eaton June 2009
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