Putting Social Media to Work

Pu#ng social media to work The Publicity Club of New England 09 N ov. 2, 20

10 Emerging Best Prac8ces Cisco, GE, Intuit, IBM, Best Buy, UPS, Visible Technologies, Cymfony, Radian6, Market Sentinel Download here: 3

Advice highlights from study 1.  Don’t just jump in; spend 8me listening, observing 2.  Start with an objec8ve that’s 8ed to a priority 3.  Don’t worry about bad experiences 4.  Employee social media guidelines/policies should reﬂect corporate values 5.  Involve legal from the beginning 6.  Educa8on beats legisla8on 7.  The human element is essen8al 8.  Involve your agencies, but don’t outsource to them 9.  Share the data 10. Invest as if it maTers 4

What we’re seeing Business skills •  ConversaFonal wriFng •  Sharing + inﬂuencing messaging •  Ecosystem mapping, planning •  Social analyFcs •  Video •  Changing behavior via FUN Business value/SM Applica8on •  PR: storytelling, corporate blogs, WOM •  Sales: reviews, word of mouth •  Customer service: TwiEer •  Innova8on: communiFes, online jams •  Research & strategy: SM monitoring, analyFcs •  Marcom: mulF‐channel, mulF‐commerce •  Leadership: diverse social media involvement 5

Social media comes down to one thing: SHARING On mul8ple pla`orms: Advice blogs, forums, wikis, communiFes, News Stories Complaints microblogs Event info QuesFons Personal experiences Links On mul8ple social networks: Ideas Sharing Photos TwiEer, Facebook, Linked‐In, Digg, Delicious, Slideshare, YouTube, Resources Finds Flickr Praise RecommendaFons Points of view Why will people share your content or ideas? 6

9 themes that get no8ced, passed around ‐‐ in all forms of customer communica8ons and sales Contrarian, Avalanche about Anxie8es Counterintui8ve To roll Aspira8ons & Beliefs How‐to Personal stories Seasonal, David vs. Goliath Glitz & Glam Event‐related Source: Beyond Buzz 8

Understanding communi8es 9

Easy‐to‐use, inexpensive pla`orm is “8pping point” •  1.6 million Ning communi8es •  4,500 new communi8es a day •  1 million members register every 12 days •  52 million registered users

2009 Tribaliza8on of Business Study* Top business objec8ves for communi8es: •  Increase word‐of‐mouth (38 percent) •  Increase customer loyalty (34 percent) •  Increase brand awareness (30 percent) •  Improve idea generaFon (29 percent) •  Improve the quality of customer support (23 percent) Greatest obstacles to crea8ng successful community: •  Get to Join (24 percent) •  Stay engaged (30 percent) •  Keep returning (21 percent) * Study of 400 companies, conducted by Beeline Labs, DeloiEe, Society for New CommunicaFons Research. Click here for more study results. 11

What makes communi8es successful •  Clear purpose •  Deeply‐felt and/or widely felt issue •  Help and get help: people you trust “People eagerly engage when they want something to improve. Seth Godin, Tribes

Mo8vators: to help and get help about things they care about “People eagerly engage when they want something to improve. Seth Godin, Tribes 13

“Social mediafying” your programs 14

Map your social media ecosystems Use social analy8cs to understand ‐‐ What’s being talked about ‐‐ Your social media hot spots ‐‐ Who your Inﬂuencers are ‐‐ What content your audience likes ‐‐ Gaps: opportuniFes ‐‐ Where, how to engage ‐‐ PrioriFes 15

To get more interest, be more interesting. 16

Put your point‐of‐view together in a shareable form 17

Share it where people are browsing: 1.  Your site/blog 2.  YouTube 3.  Twitter 4.  SlideShare 5.  Delicious 6.  Digg 7.  StumbleUpon 8.  Facebook, LinkedIn Groups 9.  Etc. 19

Embed reviews/recommenda8ons VALUE: shorten sales process Online reviews are second only to personal advice from a friend as the driver of purchase decisions. "Web users and web community," Rubicon ConsulFng, Inc. October 2008 The Trust in AdverFsing survey of 26,000+ found that Consumer RecommendaFons are the most credible form of adverFsing. "Social Media MarkeFng: The Right Strategy for Tough Economic Times" Awareness, 2008 20

Do more with social media tagging Add social media bookmarks /tagging funcFonality to every page on sites Increased keyword relevancy results in improved organic rankings and traﬃc; spend less on paid search 21

Use social sharing sites Upload/tag your content on free info‐sharing sites like Slideshare, Squidoo. Value Reach more of the right people; Relevancy, search value. Free. Leverage good content. 22

Create channel strategies Value •  Free media channel for adverFsing •  Way to engage fans, advocates, •  Opportunity: user generated videos 23

Take blogging to next level Thought leadership blog Corporate blog Blog contributors are well known experts with Company experts who typically do not have their own followings established audiences Value: greater readership, more quickly Editorially independent Content controlled by company and seen as Value: trusted as a credible source for blog readers such. Considered a news site or online media property A component of corporate markeFng, and Value: can be listed by news search engines for with associated skepFcism be@er search results than corporate sites and blogs Steady and engaging volume of posts (30‐50 per Onen a struggle to maintain a consistent ﬂow month) of posts Value: a conAnuous “content generator” Example of thought leadership blog Beeline Lab produces for Microsoft On enterprise 2.0 adoption: FastForward 24

Create ambassador programs 25

Measurement 26

To measure, first define business objec8ve… New product ideas? Earn customer confidence? Improve Net Promoter Score? Reduce customer service costs? Awareness in category? Reduce training, educaFon costs? Change percepFons? Get votes? …AND DESIGN FOR BUSINESS PURPOSE Get sales? Solve more problems, faster? 27

Measuring: many ways to approach Benefit Metric Value Traffic # page views, visitors Cost in similar ad channel Press menFons # stories in media, high profile bloggers Ad cost in publica8on Search engine % of top search results driven by blog, Cut SEO costs, paid posiFoning community search keywords Word of mouth # people commenFng Cost of buzz agent, share of conversa8on consumer insight # Fmes provide useful business insight Cut focus group, survey savings costs Increased sales # prospects, customers, sales who read; Decrease in sales cost; efficiency content to be repurposed for lead gen content crea8on costs Influence # incoming links from prominent sources; Reduced PR effort /leadership # new relaFonships Reduced training # of employees, customers who read Reduced prof’l costs development costs 28

Map month‐to‐month SM ac8vi8es to key performance indicators to prove rela8onships Examples of key performance indicators: •  Retail traﬃc (online and bricks) •  # new customers •  $ per customer • TransacFonal precursors for industry 29

5 trends to keep on your radar screen 30

5 trends to pay aTen8on to 1.  Transparent customer service = markeFng + reputaFon 2.  ATen8on: to get more interest, need to be more interesFng 3.  Customer collabora8on: people expect to be involved 4.  Employee communi8es: Ning/Facebook on steroids vs. Intranets 5.  FUN: tap into what people like to do for business gain, e.g. mobile games, predicFon markets 31

Free Resources: www.Beelinelabs.com Lois’ blog: Foghound.com Community for marketers, PR pros: MarkeFngtwo.net 32

http://www.foghound.com	92
http://blog.foghound.com	21
http://www.slideshare.net	3
http://www.beelinelabs.com	1
http://www.mefeedia.com	1

Putting Social Media to Work

by Lois Kelly on Nov 03, 2009

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Putting Social Media to Work — Presentation Transcript