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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
    • 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
  • 3. Agenda
    • Today’s trends
    • How to approach a social media program
    • Case studies
    • What’s next?
  • 4. Trends
    • Overall growth, participation by corporations
    • Building a community
    • ROI
    • Integration into overall marketing mix
    • Staffing roles
    • Micromedia
    • Engagement strategy
    • New monitoring tools
  • 5. 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
  • 6. Trends
    • Integration into overall marketing mix
    PRESS ROOM FACEBOOK BLOG
  • 7. Trends
    • Staffing roles
      • Low OOP, but high time commitment
      • Customer service function
      • Social media guidelines
        • Corporate accounts vs. personal accounts
  • 8. Twitter in real life
  • 9. 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?
  • 10. TweetDeck
  • 11. Twitter
  • 12. 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
  • 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
    • SWARM (Social Web Analysis and Reputation Management)
      • Listen
        • Online monitoring
      • Define goals/strategy
        • Level of engagement
      • Execute
        • Targeting
        • Integration
      • Measure progress
  • 16. Online reputation monitoring & analysis SHARE OF VOICE WHERE CONVERSATIONS HAPPENED TOPIC TRENDS CONVERSATION TONE
  • 17. 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
  • 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?
    • 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
  • 26. 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
  • 27. 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
  • 28. 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.
    • Three P's – Gregg LaBar, a senior vice president, on communicating the Three P's of Sustainability: People, Planet and Profit.
      • From the home page, click on How We Think.
  • 29.
    • Kevin Poor
    • SVP/Creative Director
    • 216-241-4610
    • [email_address] @kpoor
    • Chuck Hemann
    • Research Manager
    • 216-241-2147
    • [email_address]
    • @chuckhemann
    Contact Information
    • Christina Klenotic
    • Vice President
    • 216-241-4607
    • [email_address]
    • @cklenotic
    • Lisa Zone
    • Senior Vice President
    • 216-241-4629 [email_address]
    • @lzone
  • 30. Questions?
  • 31. Managing Your Social Media Brand Dix & Eaton June 2009