Social Media is a powerful way for organizations of every size and industry to interact with their customers, critics, fans, and partners. The introduction of Social Media has enabled users to post comments, thoughts and opinions about services and products. With the increased frequency of participation in these sites, users are quickly becoming co-contributors to your brand — making it difficult to control your own messaging. This complimentary webinar is great for marketers looking to quickly get up-to-speed on the elements of Social Media, and more importantly, how to leverage those elements to increase ROI and take control of brand positioning.

1. Is Your
Company
Social?
S i l?

2. Agenda: What Will We Cover?
1. Is Your Company Social?
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2. What Is Social Media?
3. Is There Business Value
4. How Do We Get Started?
5. What Constitutes Success?
What Constitutes Success?
6. What Are The Key Elements?
7. What Are The Phases Of A Social Media Program?
What Are The Phases Of A Social Media Program?
8. What Brands Are Good At Social Media?

3. Role of Advertising, Marketing & Public Relations
IS YOUR COMPANY SOCIAL?
IS YOUR COMPANY SOCIAL?

4. Common Marketing Objectives
Odds are your company’s marketing objectives are to …
Build Product Awareness
Create Interest & Demand Using tactics like …
Reinforce Brand Loyalty Media Relations
Provide Information Media Tours
Drive Leads Newsletters
Increase Revenue
Increase Revenue Special Events
Special Events
Speaking Engagements
Sponsorships
Employee Relations
Community Relations and Philanthropy
or traditional media like …
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5. Using …

6. Using …

7. Using …

8. Using …
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9. What do all these marketing
g
efforts have in common?
They only facilitate one
way flow of information.
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What we want to do
is facilitate two way
conversations.

10. … but, we all know … in business, relationships and
Conversations are critical.

11. A New Set of Tools
WHAT IS SOCIAL MEDIA?
WHAT IS SOCIAL MEDIA?

12. Introduction to Social Media

13. Let’s Start with Something Familiar
Public relations (PR) is the practice of managing the flow of
information between an organization and its publics.
information between an organization and its publics (Wikipedia)
Marketing (traditional) is the activity set of institutions and
(traditional) is the activity, set of institutions, and
processes for creating, communicating, delivering, and
exchanging offerings that have value for customers, clients,
partners, and society at large. (AMA)
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Advertising is a form of communication that typically attempts
is a form of communication that typically attempts
to persuade potential customers to purchase or to consume
more of a particular brand of product or service. (Wikipedia)

14. The Optimal Flow of Information
Interaction and facilitation
of three‐way conversations:
of three way conversations: Consumers
1 company to consumers Social Media
2 consumers to consumers
Consumers
3 consumers to company
Company

15. Social Media is …
Social media is primarily a collection of Internet‐based
tools for sharing and discussing information among
t l f h i d di i i f ti
human beings. (Wikipedia)
… the toolset of Web 2.0 technologies and websites that allow for the
creation of (On‐site), and participation in (Off‐site), virtual online
communities.
Social Media Optimization is the process of maximizing
Social Media Optimization is the process of maximizing
your exposure across all web communities related to
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your products, services or opinions.
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16. Where Does SM Fit in the Mix?
Online Traditional
Catalogs
Search Engine
Search Engine Association
Optimization Meetings
Direct
Social Media Mail
PPC The Web Trade Shows
Email Magazines
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Marketing
Websites
Newspapers
Distributor
Shows

17. … Same Marketing Objectives
• B ild P d t A
Build Product Awareness
• Create Interest & Demand
• Reinforce Brand Loyalty
Marketing Objectives • Provide Information
• Drive Leads
Di L d
• Increase Revenue
Strategies
Social Media does not have to change marketing objectives
Must follow and foster brand values
• Blogs • Podcasts • Social News
• Forums • Streaming Video
Streaming Video • Micro Blogging
Micro‐Blogging
Tactics •
•
Ratings / Reviews
Social Networks
•
•
Photo Sharing
Life Stream
• Hub Sites
• Widgets Aggregators
Outcomes
O t

18. DISCUSS
LISTEN
PLAY
CREATE

19. Social Media: On‐site
Inside your domain: Elements on your website that create
g y g g
“stickiness” or get users to stay for a longer visit and generate
content (UGC)
Ratings Reviews
Forum Community Sites
Streaming Videos
Blogs
Social Bookmarking

20. Social Media: Off‐site
Outside your domain: Content that positions or talks about
your company / brand / product on the Internet
Search Engines
Blogosphere
User Reviews
Social Networking
Social Networking

22. Social Media Profiles
Creators Joiners
Publish a blog Visit social networking sites
Publish own web pages
Publish own web pages Maintain profile on social
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Write and post articles networking sites
Upload self‐created videos
Critics Spectators
Comment on a blog Read blogs
Comment on a forum Listen to podcasts
Rate/review products Watch videos
Contribute to a wiki Read online forums
Read ratings/reviews
Collectors Inactives
Add tags to web pages/photos None of the above
Vote for web sites online
Use RSS feeds

23. Stats on Social Media Adoption
IS THERE BUSINESS VALUE?
IS THERE BUSINESS VALUE?

24. Who Do Your Customers Trust?
The average person is exposed to 3000 advertising
messages/day
Only 14% of people trust advertisements
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Source: Nielsen” Trust in Advertising” Report, October 2007
32% trust bloggers opinions on products & services
Source: IAB Platform status Report: User Generated Content, social media, And
Advertising – An Overview, April 2008

25. 93%
93%
of Americans expect
of Americans expect
ource: Cone, Inc.
companies to have a
presence in
So
Social Media

26. Web 2.0 Spend Expected to Increase Each Year
ster Research ,Inc.
Source: Forres

27. Social Networking Stats
27

28. So … is there business value for being
involved in Social Media?

29. Preparation for a Social Media Program
HOW DO YOU ASSESS YOUR
HOW DO YOU ASSESS YOUR
CURRENT SOCIAL MEDIA STATE?

30. Determining Current SM State
Identify
Analyze Topics to
Trends and Talk About
Conduct Patterns
p
Competitive
Assessment
Understand
Your Audience
Review
Business
Goals

31. Review your Business Goals
Perform an internal audit to identify & review current:
Marketing Strategies & Objectives
Marketing Strategies & Objectives
CRM Initiatives
Understand your current:
Tactics
Challenges
Opportunities
Metrics for Success

32. Understand Your Target Audience
Conduct a web‐survey off your website to get a
temperature check and determine where they
participate and what interests them
Determine what they are talking about and how they
Determine what they are talking about and how they
feel about your brand
Tools: google.com/alerts, blogscope.net, search.twitter.com,
co.mments.com, trendrr.com
Identify influential online individuals
Tips: http://videolectures.net/wsdm08_agarwal_iib/
Pinpoint commonly used keywords
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Tools: brandtags.net

33. Conduct Competitive Assessment
Determine how your company stacks up …
Brand awareness & reputation:
Tools: google.com/alerts, blogscope.net, search.twitter.com,
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co.mments.com, trendrr.com
Gaps or opportunities in the Social Media space:
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Tools: yacktrack.com/home, alltop.com, dipity.com
Keywords your competitors are using:
Keywords your competitors are using:
Tools: http://searchanalytics.compete.com/site_referrals

34. Analyze Trends and Patterns
Trends in:
Participation
Consumption
Adoption
Patterns:
Seasonality
Critical Mass of Audience:
Tools: boardtracker.com, technorati.com, alltop.com, touchgraph.com
Validate Influential Individuals:
“Follow” these individuals on Twitter
Subscribe to their RSS Feeds
S b ib h i SS d

35. Identify Topics To Talk About
Look for potential content in:
Customer Service Logs
C t S i L
FAQs
Recommendations
Success Stories
Review what has already been said about the company:
Review what has already been said about the company:
Tools: co.mments.com, search.twitter.com

36. Make Data Driven Decisions
Make Data Driven Decisions
Use Key Findings to Develop Your Social Media Tactics
Business Goals Resources
• Increased sales • Content
• Brand awareness • Technology
• Service customers
Service customers • Subject Matter Experts
Subject Matter Experts
• Budget
Users Goals Industry Trends
y
• Find Info • Web 2.0
• Get support • Competitive Landscape
• Buy Now • Increased spending
• Social Networking
Tactics
T ti

37. Guidelines for Developing & Deploying a Social Media Program
HOW DO WE GET STARTED?
HOW DO WE GET STARTED?

38. SM Campaign vs. SM Program
Comparison Point Campaign Program
… has a defined START date  
… planned to meet a specific goal(s)
l dt t ifi l( )  
… can incorporate prizes or other incentives  
… can be tied to an event or special news  
… has a theme or creative concept  
… has a defined END date 
Key Point: As your Social Media activity increases and
evolves … your audience engagement will also increase.
evolves your audience engagement will also increase
So, why should it end?

39. Process for Getting Started
Apply clear
Allocate the Build a Determine
strategies &
manpower playbook costs
objectives
Is your company
ready?
ready?

40. Apply Clear
Apply Clear
Strategies &
Objectives
Reminder: Social Media strategy
and objects should align with
j g
overall marketing goals and
reinforce brand values.

41. Allocate the Manpower
Allocate the Manpower
Tip: The Social Media team
p
should be passionate about
participation.

42. Define your …
y
Social Media Team
Executive Champion
Internal Community
Program Leader
Internal Community
Internal Community
Program Manager
Refine your …
Policy & Protocols
Communication Plan
Roles and Responsibilities

43. Build a Playbook
Build a Playbook
ild l b k
Reminder: The Playbook is living
document and should evolve with
document and should evolve with
the Social Media program.

44. Elements of a SM Playbook
Strategy & Objectives
Social Media Vision
Theme / Messaging
Brand Guidelines
Creative Elements
Participation Policies & Protocols
Staff
User‐Generated Content
Content Mapping
Content Mapping
Technology Platform / Tactics
Feedback Loop / Action Plan
Feedback Loop / Action Plan

45. Determine the Costs
Variables that contribute to SM program costs:
Technology and Custom Development
T h l dC t D l t
Bandwidth and Infrastructure Investments
Team Training and Industry Research
Continuous Program Management/ Maintenance
Participation and Moderation
Content Enhancement
Content Enhancement
Unexpected Events

46. Social Media Efforts Are Measurable
WHAT CONSTITUTES SUCCESS?
WHAT CONSTITUTES SUCCESS?

48. Quantitative Measurements
Number of page views Number of widget downloads
Number of responses/comments Number of pages bookmarked
Number of content embedment Number of bloggers engaged
Number of downloads Total traffic driven to destination page
Number f h
N b of shares Total t t/
T t l text/email subscriptions
il b i ti
Number of blogs posts & references Number of new links secured by social
media marketing
Ranking for organic search
Number of video views
Number of inbound links
Number of ratings, reviews and votes
Number of friends, fans, members
and subscribers Number of pages forwarded
Ranking on social bookmarking Conversion rate of referral traffic
platforms
Time on site
Number of mentions from micro
blogs

49. Qualitative Measurements
Corporate Reputation
Negative/Positive Relationship Ratio
Customer Opinions and Wishes

50. Measuring Success
Social Media efforts can be held to familiar KPI’s:
Frequency
Reach
Impact
ROI = BENEFITS
COSTS + RISKS

51. Determining ROI = BENEFITS
COSTS + RISKS
BENEFITS
1. Research value:
# of valuable comments & feedback x cost for 1 minute interview
2. Impact:
2 Impact:
estimated conversion rate x revenue per conversion x reach x
frequency
• Reach: # of viewers x word‐of‐mouth value
• Frequency : average # of repeat visits / time

52. Determining ROI = BENEFITS
COSTS + RISKS
COSTS
1. Start‐up Costs (planning, development, and training)
2. Maintenance Costs (moderation and participation)
3. Risks (probability of risk x potential cost of risk)

53. Conclusion
WHAT ARE THE KEY ELEMENTS?
WHAT ARE THE KEY ELEMENTS?

54. Key Elements of Social Media
Program must add value for the audience:
Successful social network marketing caters to the needs of the
participating community before anything else
If the network has no value, what’s the point?
Promote socialization / conversation:
Social Networks are not static websites … success is measured
S i lN t k t t ti b it i d
on the amount of user activity
Users should be able to share, communicate, and express their
thoughts with other users

55. Key Elements of Social Media
Value
1. The marketing effort provides valuable content that supports the users’ goals*
2.
2 The key elements of the marketing effort are available where needed*
3. The marketing effort allows for the measurement of ROI
Socialization
4. The marketing effort should be self-fueling*
5. The marketing effort should encourage member-to-member participation*
6. The
6 Th marketing effort should encourage member-to-website i t
k ti ff t h ld b t b it interaction*
ti *
7. The company participates in the effort on an ongoing basis*
8. The marketing effort allows the members to share the elements with other locations*
9. There are appropriate calls to action*
10. The marketing effort integrates several Social Media platforms
* Source: Forrester Research Inc.

57. Listening, Participating & Motivating
WHAT ARE THE PHASES OF A
WHAT ARE THE PHASES OF A
SOCIAL MEDIA PROGRAM?

58. Phase One: Active Listening
Phase One: Active Listening
: Active Listening
Researching & Analyzing the Landscape

59. Phase Two: Participation
: Participation
Getting Involved
Getting Involved

60. Phase Three: Energize & Motivate
Phase Three: Energize & Motivate
: Energize & Motivate
Igniting the Social Media Atmosphere

61. The Phased Approach
Energize & Motivate
conversa
Determine Technology Accelerators*
ations
Participate
Phase
Phase Develop Hedgehog Concept
D l H d h C t
3
Phase
Phase
Active Listening
2
Get the Right People on the Bus
Phase
Phase
1
time

62. Social Media Examples
WHAT BRANDS ARE GOOD AT
WHAT BRANDS ARE GOOD AT
SOCIAL MEDIA?

63. B2B Social Media Example
Cisco’s online community receives more than 20,000
visits each week
Benefits:
Creating awareness
Creating awareness
Building brand preference
Driving purchases
Increasing loyalty
Deepening engagement
Foster peer‐to‐peer
B2B Example Forum
communication

64. B2C Social Media Example
H&R Block populated Social Media platforms including
YouTube, Twitter, Facebook, MySpace, and Second Life
Results (in 1 year):
43% more awareness
more awareness
6 million impressions
in the blogosphere
More than 570,000
views of Truman
Greene videos
Greene videos
60,000 interactions
with widgets and tools
g

65. Non‐Profit Social Media Example
The National Wildlife Foundation participated on Digg
and StumbleUpon.
Results (in 2 months):
More than 100,000 page
More than 100 000 page
views generated from
these platforms
Bring in 95% unique
visitors
Digg drove 29 183 page
drove 29,183 page
views in one day

66. Increase in Participation from 2007 to 2008

67. PARTNER.
PARTNER INTEGRATE.
INTEGRATE MEASURE.
MEASURE
BusinessOnLine isn’t afraid of commitment. We partner with our clients, take the time to
understand your business, goals, customers, and vision, and we work with you to achieve success.
y g y
We help you develop plans and tactics to engage your audience, and persuade them to take action.
We can integrate activities to enhance efficiency and maximize impact.
g y p
We gather data, provide insight, and make recommendations. By tying analytics to everything we
do, we articulate marketing ROI, focus on efforts that produce results, and refine programs that do
not d l
deliver.

68. Thank you!
Thank you for taking the time to learn about our approach to Social
Media. Please follow our continuing Social Media series of webinars
Media Please follow our continuing Social Media series of webinars
and whitepapers on our website: www.businessol.com
Contact Information:
Michael Weisfeld
Phone: 619.699.0767 x247
michael@businessol.com
610 West Ash Street, Suite 1701
San Diego, CA 92101
www.businessol.com

69. References
Statement Source
1 93% o
93% of Americans expect companies to have a presence in social media
e ca s e pect co pa es to a e a p ese ce soc a ed a Cone, Inc.
o e, c
2 Increase in participation from 2007 to 2008 Forrester Research, Inc.
3 Web 2.0 spend expected to increase each year Forrester Research, Inc.
4 Youths are more likely to be frequent, regular users of social networking Forrester Research, Inc.
sites
i
5 Worldwide growth among selected social networking sites comScore World Metrix
6 Toyota discussion forum sentiment Attentio.com
7 Sentiment of social network groups Immediate Future