Managing Your Social Media Brand

Managing Your Social Media Brand Dix & Eaton June 2009

Social media scale

All social networks are blocked at my office

Understand the basics of SM, but not sure how or if it fits my organization

Well versed, but just for personal use

Lots of ideas, just need some time and funding

Integrated into our marketing program

Agenda

Today’s trends

How to approach a social media program

Case studies

What’s next?

Trends

Overall growth, participation by corporations

Building a community

ROI

Integration into overall marketing mix

Staffing roles

Micromedia

Engagement strategy

New monitoring tools

Trends

Overall growth, participation by corporations

2/3 of world’s Internet population visits a social network or blogging site, accounts for almost 10% of all Internet time

59% of senior marketing executives expect to decrease traditional marketing budgets; 63% plan to increase budget for interactive, digital marketing programs

Of print, broadcast, and online journalists

48% use LinkedIn, 45% use Facebook to assist in reporting

68% use blogs to keep up on issues or topics of interest

86% use company Web sites, 71% use Wikipedia, 46% use blogs to research an organization

Stats from Nielsen and The Society for New Communications Research and Middleberg Communications

Trends

Integration into overall marketing mix

PRESS ROOM FACEBOOK BLOG

Trends

Staffing roles

Low OOP, but high time commitment

Customer service function

Social media guidelines

Corporate accounts vs. personal accounts

Twitter in real life

Trends

Launched in 2006

Fastest-growing community site: 1,200% increase in visits April ’09 vs. April ’08

More unique visitors than NYtimes.com and WSJ.com in April ’09

What are you doing? Who cares?

What are you doing? ► What do you know?

TweetDeck

Twitter

ROI: Return on Investment or Risk of Ignoring?

Can’t measure non-traditional media using traditional measurement tools and techniques

No silver bullet for social media measurement

Define goals of program, then determine which metrics matter most:

Increased share of voice

Message penetration

Number of new members to network

Number of positive conversations about brand

Lead generation

Customer satisfaction scores

Increased sales

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

SWARM (Social Web Analysis and Reputation Management)

Listen

Online monitoring

Define goals/strategy

Level of engagement

Execute

Targeting

Integration

Measure progress

Online reputation monitoring & analysis SHARE OF VOICE WHERE CONVERSATIONS HAPPENED TOPIC TRENDS CONVERSATION TONE

Social media program development

Develop program based on findings from listen-and-learn phase

Determine where efforts make most sense

Find the right outlets for that outreach

DETERMINE TOOLS DETERMINE OUTLETS

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?

Continuous growth

Further integration and niche strategies

Mobile marketing

Ubiquitous social networks

Universal identities

Social influence defining marketing

Business model – social influence defines market value

Where to start?

Try some social media tools ( engage , don’t just passively participate)

Get involved in Cleveland Social Media Club

Conduct 30-day listen-and-learn analysis of your company (and its competitors)

Who: Who is talking about your company?

What: What are they saying about you?

Where: Which social media channels are they using?

When: Is the conversation random, event-driven, cyclical?

Why: Are they praising you? Upset about an issue? Reacting to an experience with a customer service rep?

Develop social media plan that addresses the 5W’s, meets your measurement objectives and integrates with other communications activities

Resources

Blogs update

Altitude Branding http:// altitudebranding.com /

Global Neighbourhoods http:// redcouch.typepad.com /weblog/

Convince and Convert http:// www.convinceandconvert.com /

Shannon Paul’s Very Official Blog http:// veryofficialblog.com /

Chris Brogan http:// www.chrisbrogan.com /

The BrandBuilder Blog http:// thebrandbuilder.wordpress.com /

Smart Blogs http:// smartblogs.com/socialmedia /

Books

Groundswell Charlene Li & Josh Bernoff

The New Rules of Marketing & PR

David Meerman Scott

Naked Conversations Robert Scoble & Shel Israel

Social Media Trevor Cook & Lee Hopkins

Call to Action Jeffery & Bryan Eisenberg

Buzz Marketing & Blogs for Dummies Susannah Gardner

The Cluetrain Manifesto Christopher Locke, Doc Searls, Rick Levine & David Weinberger

The Long Tail Chris Anderson

Small is the New Big Seth Godin

Dix & Eaton blogs

@ D_and_E

Communication Matters – CEO Scott Chaikin’s perspective on issues that impact the communications profession -- and vice versa.

StreetTalk – A view from the intersection of Wall Street and Main Street from Dix & Eaton Managing Director Rob Berick.

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 .

Measurement PR- spectives – Chuck Hemann, research manager, on measurement, ROI, competitive intelligence, and the role of research in public relations.