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Managing Your Social Media Brand
Managing Your Social Media Brand
Managing Your Social Media Brand
Managing Your Social Media Brand
Managing Your Social Media Brand
Managing Your Social Media Brand
Managing Your Social Media Brand
Managing Your Social Media Brand
Managing Your Social Media Brand
Managing Your Social Media Brand
Managing Your Social Media Brand
Managing Your Social Media Brand
Managing Your Social Media Brand
Managing Your Social Media Brand
Managing Your Social Media Brand
Managing Your Social Media Brand
Managing Your Social Media Brand
Managing Your Social Media Brand
Managing Your Social Media Brand
Managing Your Social Media Brand
Managing Your Social Media Brand
Managing Your Social Media Brand
Managing Your Social Media Brand
Managing Your Social Media Brand
Managing Your Social Media Brand
Managing Your Social Media Brand
Managing Your Social Media Brand
Managing Your Social Media Brand
Managing Your Social Media Brand
Managing Your Social Media Brand
Managing Your Social Media Brand
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Managing Your Social Media Brand

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  • 1. Managing Your Social Media Brand Dix & Eaton June 2009
  • 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. 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. 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. 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. Trends <ul><li>Integration into overall marketing mix </li></ul>PRESS ROOM FACEBOOK BLOG
  • 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. Twitter in real life
  • 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. TweetDeck
  • 11. Twitter
  • 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. Free monitoring tools TECHNORATI BLOG SEARCH GOOGLE BLOG SEARCH TWITTER SEARCH BACKTYPE
  • 14. Paid monitoring tools RADIAN 6 CRIMSON HEXAGON TECHRIGY SCOUT LABS
  • 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. Online reputation monitoring & analysis SHARE OF VOICE WHERE CONVERSATIONS HAPPENED TOPIC TRENDS CONVERSATION TONE
  • 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. Customer communities FORUMS
  • 19. Sales generation & CRM ONLINE COMMUNITY
  • 20. B2B engagement WIKI
  • 21. Investor relations TWITTER BLOG YOUTUBE
  • 22. Event promotion TWITTER FACEBOOK BLOGGER RELATIONS
  • 23. Social media as a news source TWITTER CEO BLOG
  • 24. Crisis response YOUTUBE WALL STREET JOURNAL
  • 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. 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. 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. 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. <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. Questions?
  • 31. Managing Your Social Media Brand Dix & Eaton June 2009

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