Frocomm Social Media Bootcamp 2009 Ogilvy 360 DI

360° Digital Influence Workshop Social Media Bootcamp June 2009

Agenda 01 Why does this matter & what will you get out of this? 02 Mapping communication goals to measurement 03 How to set up advanced listening posts 04 Creating effective engagement strategies 05 Influencer and network planning 06 Effective Blogger Outreach 07 Netvibes Power Hour 08 Knighting and next steps

01 Why Does Social Media Matter? (and what you will get out of this?)

Internet Penetration – Australia • AU – 21,807,000 population – Country Area: 7,686,850 • Capital City: Canberra – population 345,257 („08) • 16,926,015 users as of March/09, 80.6% penetration • Wireless broadband subscriptions tripled in Australia in 2008 • 8,000,000 active internet subscribers – 84% broadband connections • Ranks 6th in the world for total number of Internet users, despite it‟s small population.

Why Social Media Matters It‟s Going Mainstream Australians have become very active users of social technologies like blogs, podcasting, forums, and social networks. 75% of Australian online adults now use social technologies 50% are members of a social network 25% create their own content Source: Australian Adult Social Technographics® Revealed, Forrester, November 2008

Anatomy of a Communications Professional circa 2009 (PR Pro figure)

Your Stories

Media (Consumer Generated & New Media) Broadband Media Syndication & Multimedia Social Networks Delivery Search Sharing

Why Social Media Matters Content is Consumed Differently Old School Emerging

75% of people don't believe that companies tell the truth in advertisements. (Yankelovich)

What’s the most trustworthy source for purchase ideas? US 81% Word of Mouth WW 70% Editorial 56% 55% Advertising 55% 59% 2006 eMarketer

Recap: Why does social media matter? 1. It‟s core to marketing and communications 2. Trust favors Word of Mouth 3. Interruptive advertising is losing effectiveness 4. Search is the new homepage 5. Clients demand digital & word of mouth

The 7 Barriers

It defies current org structures

It’s about relationships not transactions

Engagement is the new “Reach”* *need measurement standards…

It scales differently 1 Power Tech x 12 individuals x 4.14 individuals = 60+ Communications G0 G1 G2

It started with horror stories

Not enough training

Social media cannot be controlled

Overcoming Barriers Social media defiesorganization, methods & tools Create your own current organizational structure Get beyond campaign-thinking It begs for a long term relationship (yet different than CRM) Define the value through engagement No measurement standard...yet It scales differently time Scale via tools and Tell positive stories (w/measureable outcomes) The big stories are based upon fear Build a training culture Not enough training Demonstrate the planning Social media cannot be "controlled“

02 Mapping Goals to Measurement

Your Briefs

Define the communication goal Communication Goal Potential Tactics Viral videos, games, Make people aware of display advertising, Awareness brand, product or issue head-of-tail blog outreach, SEO plus Brand Web sites, Educate people and begin syndicated content, new to demonstrate the media desk & room, Evaluation relevance social media outreach Brand Web sites, Get people involved contests, blogs, games, Engagement through spending time and social network participation. interactions. Motivate people to openly Blog summits, Blogs, support you, contribute vlogs, social network Conversion something, share WOM groups, blogger relations. Share-able programs Loyalty Convert people to Promoters & loyal Fan activation centers, co-creation programs, customers communities

Measurement Models Most PR measurement models report: • Activity (output) • Impressions (reach) • Message pull-through (impact) Most Internet measurement models report: • Impressions (reach) • Action (e.g. click-through, email opens)

New Measurement Model Awareness Evaluation } • Reach Engagement } Preference Conversion Advocacy } • Action

Conversation Impact™ Dashboard Summary Metric / Goal Data Aware- Considera Prefer- ness -tion ence Action Loyalty Reach • UMV – blogs, site, microsite, applications, other, total # Real-time to weekly / % change • Time on site, # / % change Real-time • Volume of online conversation, #/% change, Cost per Real-time to daily Online Conversation Generated (CPICG) • Share of voice in category (=Volume for brand / volume Real-time to daily for category), # / % change, Cost per Increase in Share of Voice (CPISV) Preference • Sentiment index of online conversation (% positive - % Daily negative), # / pts change, consumers reached vs. all, Cost Per Increase in Sentiment Index (CPISI) • Share of positive voice in category (=Sentiment index Daily for brand / sentiment index for category), # / % change, consumers reached vs. all, Cost per Increase in Share of Positive Sentiment (CPISP) • Relative net promoter score (NPS) in category (=brand Monthly/ NPS / category NPS), # / % change, consumers reached Quarterly survey vs. all, Cost per Point Increase in NPS (CPINP) Action • WOM network action: RPA, CPA, $, # Daily to weekly • Blog contest-based action: RPA, CPA, $, # Real-time to weekly • Microblog/Twitter-based action: RPA, CPA, $, # Real-time to weekly

Your Stories

Expanding the Impact of Marketing with Social Media Ogilvy‟s 360° Digital Influence applies a strategic approach to activating word of mouth – the most trusted source for opinions. We identify and engage influencers, build grassroots community and rally people to causes they care about. We have a 3-part approach: Listening – discovering what people are saying about brands and experiences across all social media Planning – finding influencers and affinity groups to join our cause or community Engaging – involving influencers and community members such that they care to tell their community of friends and family to get involved

Strategic Approach to Social Media & Word of Mouth Community Design & Management Conversation Maps Influencer Maps Blogger & Influencer Engagement Programs Co-creation Program Design & Management Live Community Events Video Content: Viral, Episodic, Channels Social Network Activation Search Reputation Management Digital Media Relations

03 Advanced Listening Posts

Listening: Message Boards, Blogs, Social Networks, Opinion Sites… I will not recommend Sleep Number to anyone again (and I have done so in the past) and if it comes up in the conversation. I post on Epinions and Craigslist and intend to mention this in my posts and on my Blog. Instead of using a little common sense, looking at longtime customer satisfaction, you have lost this customer for life. We were sorry to read about your experience and hope to be able to resolve this issue and regain your confidence in us once again. In order for us to do so, we’ll need more information from you to access your account and remedy the situation. Please call Select Comfort directly at 1-800-787-5230 and ask to speak with AJ Stewart. Two days after my diatribe about the Sleep Number bed appeared on this screen, I was apologized to and told to call a number and ask for a particular person. When I called I got a nice young lady named Amanda who asked what the problem was and then the poor dear had to endure my ire while I detailed the trouble. She listened with patience and asked me to hold on to see what could be done. About 2-4 minutes later she comes on and says “we’ll be taking that charge off your Amex”. I rescind my cessation of possible future purchases of their product. The beds are as good as they advertise.

Flubies & Flublogia

Listening Post Brand Planning & Strategy Insights (Conversation Maps) Category Rapid Response & Engagement Brand Ideas Measurement Competitors Intelligence

Using Social Media Strategically Services: Listening Programs Listening Post : By creating the right conversation criteria, we can use technology to collect and sort all of the relevant conversations across blogs, forums, Twitter, social networks and review sites. Our strategists apply insight and recommended action to every report Listening Post powered by Radian6: This is our fastest , keyword-driven platform that collects social Web mentions across multiple global markets. Ideal for benchmarking measurement, informing strategy and rapid response to consumer generated media Listening Post powered by Crimson Hexagon: Our CH-based platform is great for following and reporting sentiment and opinion. It is one of the few platforms on the market that can provide superior automated opinion reporting. Ideal for benchmarking measurement and informing strategy Listening Post powered by Visible Technologies: A more comprehensive solution to enterprise- level cgm monitoring and response, our VT-based solution is great for operationalizing large organizations to engage with bloggers on a daily basis. Ideal for benchmarking measurement, informing strategy and rapid response to consumer generated media at a large scale

What is a Conversation Map? • Starting point for all social media programs • Focuses on discussion around brands, products or issues • 1x, 50-70 slide research document • The Conversation Map reveals: – What is being said by whom – Volume, tone and topics of conversation – Insights resulting from the analysis – Preliminary engagement ideas

How Conversation Maps Can Help • Tracks perceptions and how messages are being interpreted • Begins to identify important new influencers • Triggers issue & communications response • Offers a high-level view of emerging trends and what others are doing • Demonstrates the impact and value of public relations or advertising • Helps manage and improve an organization‟s reputation • Identifies important conversations to join

When to do a Conversation Map • Prior to starting any social media engagement program • Initial research phase for new or existing client (e.g., focus groups) • Enlist supporters or identify potential detractors • Establish a measurement benchmark

Conversation Map Overview: Research Methodology

Example Conversation Maps Engaging the Flubies Elevating Low Influence Enthusiasts Uncovering a Need for Credible Answers

How To Create a Conversation Map 1. Orientation 1. Define objectives, goals, and budget 2. Understand the target audience – Are they online? What sites are popular? 3. Define the timeframe (30 days)

How To Create a Conversation Map 2. Define the Conversation Criteria Topic Sub-Topics Keywords Online Education and • Online Education – Online Education - Student focused education the Kaplan POV • Teacher Focused – Education + Talent gap - Student centric education Model – Adaptive education - Student oriented education • Student Focused Model – Experiential learning - Student goals in education • Learner Focused Model – Experiential teaching - Learner focused education – Work study programs - Teaching for best learning – Life learning and education - Learner oriented education – Change and education - Learner centric education – Education Reform - Diversity and learning – Teacher training - Work experience and learning – New teaching methods - Conscious learning – Better teachers - New teaching Online University • Online University – Online University - Online MBA • Online Grad School – Online College - Online law school • Adult Education – Online Classes - Online graduate program • Continuing Education – Internet University - Online career advancement – Internet College - Adult Education – Internet Classes - Continuing Education Kaplan and • Kaplan University – Kaplan University, Kaplan online university, Concord Law* Competitors • University of Phoenix – University of Phoenix, U of P • Strayer University – Strayer University, Strayer • Devry University – Devry University, Devry • Walden University – Walden University, Walden • Capella University – Capella University, Capella

How To Create a Conversation Map 3. Start Listening Monitoring Tools Type Free Google Blogs, Technorati, Blogpulse, BoardReader, Summize, Facebook Lexicon Consolidated Radian 6, Buzz Numbers Monitoring Advanced Visible Technologies (enterprise & response) Services Nielsen Buzzmetrics (outsourced reports) BuzzLogic Cymfony (cgm & traditional) Umbria Brand Dimensions Kaava Others: Andiamo, Biz360, eWatch, MediaSource

How To Create a Conversation Map 3. Start Listening • Radian 6 • Manual Search Tools (See Links for Listening Handout) • Cataloging – Delicious

How To Create a Conversation Map 4. Generate Insights • Trends show what is; an insight says what it means • Good Insights are: – Tied to a business objective – Supported by data/metrics – Supported by sample verbatims – Leading toward engagement ideas

How To Create a Conversation Map 5. Plot the Map • Create an Executive Summary – This section should summarize in 1-3 slides the general findings and the recommendations for engagement • Build a narrative throughout the supporting research slides, tell the story of the insight • Review for consistency in language, formatting

WORK SESSION: Create a Conversation Map 1. Choose your conversation criteria 2. Search using free tools 1. Google Blogs/Technorati, YouTube, Flickr, del.icio.us, tweetscan, BlogPulse 3. Find & Report Back 2-3 trends

05 Influencer & Network Planning

Leo Babauta

How to Determine Influence • Blogs & Microblogs • Message Boards & Forums – Number of inbound links – Breadth of boards – Frequency/timeliness of posts – Quantity and timeliness of activity – Followers & subscribers – Search engine visibility – Number and content of comments – Affiliation – Affiliation of author – Membership numbers – Search engine visibility – Traffic – Traffic – RSS feed subscriptions • Social Networks – Membership numbers • Videos & Photo Communities – Types of community features present – Number of views and downloads (e.g., profiles, blogs, video, message – Number and content of comments boards) – Ratings/peer assessment – Activity level on features – Relevant groups – Affiliation – Number of subscribers – Search engine visibility – Number of inbound links

Inbound Links RSS Subscriptions Site Traffic Conversation Index Recency & Frequency Identity & Affiliation

How to create an influencer audit 1. Determine 3-5 categories of influencers 2. Search for influencers – Use free search tools – Review the conversation map – Follow blog rolls 3. Profile the influencers 4. Finalize the audit

How to create an influencer audit Profiles should include the following: Header • Name of media outlet • Audience/beat • Media Screen Grab and URL Description • Universally relevant Relevance • Why/how it fits into the strategy Audience Reached Criteria for Influence • Based on type of media Opportunities • Checklist of tactics to consider

WORK SESSION: Create an Influencer Audit 1. Look at the Conversation Map 2. Choose 1-2 “categories” of influencers to research 3. Each group is responsible for finding one of the following: 1. Blogger 2. Twitter 3. Message Board 4. Social Network Group (e.g., Facebook or Myspace) 5. Multimedia (e.g., Flickr or YouTube)

04 Creating Effective Engagement Strategies

Strategic Approach to Social Media & Word of Mouth Community Design & Management Conversation Maps Influencer Maps Blogger & Influencer Engagement Programs Co-creation Program Design & Management Live Community Events Video Content: Viral, Episodic, Channels Social Network Activation Search Reputation Management Digital Media Relations

Why is search important? • 89% of all people online use search engines to find information • 49% of all people online use search engines every day (second only to email) • 75% of search engine users never scroll beyond the first page of results • The first 3 pages of search engine results are defining our clients before they can “officially” define themselves

MULTIMEDIA PAID SEARCH ORGANIC RESULTS SEARCH RESULTS

Search “Golden Triangle”

Improve positive results by 35% 85% positive results in top 30

Common Search Programs • Search Engine Optimization (SEO) – On page and off page approach to optimizing a Web page to return higher in organic search results. • Search Engine Marketing (SEM) – Keyword buys that place your clients URLs highly in the paid search results • Press Release Optimization •Using the right keywords •Link keywords to site •Incorporate into H1 Titles •First 250 words •Repeat, repeat, repeat •2 – 8% keyword saturation

Digital Media Relations Social Media Rooms

DIGITAL INFLUENCE HOW TO: Social Media Press Release A social media press release is an interactive news release that combines text with multimedia content – including photos, videos, slideshows, and PDF documents. This Web-based tool transforms the traditional press release into a more impactful, useful and sharable array of content meant for media old and new. The following slides outline recommended best practices for developing and distributing a social media press release.

(BRANDS IN SOCIAL MEDIA SLIDE) http://wiki.beingpeterkim.com

Your Stories

Engagement Communication Goal Potential Tactics Viral videos, games, Make people aware of display advertising, Awareness brand, product or issue head-of-tail blog outreach, SEO plus Brand Web sites, Educate people and begin syndicated content, new to demonstrate the media desk & room, Evaluation relevance social media outreach Brand Web sites, Get people involved contests, blogs, games, Engagement through spending time and social network participation. interactions. Motivate people to openly Blog summits, Blogs, support you, contribute vlogs, social network Conversion something, share WOM groups, blogger relations. Share-able programs Loyalty Convert people to Promoters & loyal Fan activation centers, co-creation programs, customers communities

WORK SESSION: Create an Engagement Plan 1. Review your communication goals and measurement options 2. Brainstorm around big ideas: 1. How can we be of-use to people? 2. Can you use social networks to extend reach? 3. Is their a co-creation opportunity here? 4. Can we extend our media relations via digital media relations? 5. Is their a content strategy here – video? 6. How can we get more people to pass along something….. 7. Can we embrace/create/activate brand ambassadors? 8. How do optimize for search? 9. Online & offline? 3. Present to group

Effective Blogger Outreach *How to be a human being, play well with others, show some respect and not shoot yourself or your client in the foot

Ask not what bloggers can do for your campaign. Ask what your campaign can do for bloggers!

How to Reach Out to Bloggers Familiarize Yourself First 1. Have they posted about your client (issue, brand or product) in the past? What has been the tone of the post? Positive? Negative? 2. Have they posted about being “pitched” in the past and being turned off? Have they talked about someone who reached out to them in an effective way? 3. What do they write about and in what context are they likely to write about your client‟s brand, product or issue? 4. Are they serious? Do they like to make people laugh?

How to Reach Out to Bloggers Contacting Them Appropriately 1. Send the blogger a personal email (no cut and paste jobs) and clearly identify yourself. 2. Tell them why you are specifically reaching out to them. What was it about their blog that makes them relevant? 3. If you get a response from the blogger indicating that they are willing to engage, follow up right away: send product for them to review or additional information they‟ve requested. 4. Urge bloggers to be transparent about the projects on which they are engaged and divulge any relevant information: do they get to keep the products they review? 5. Don‟t pester them unnecessarily, but build relationships with influential bloggers who are relevant to the clients with which you work so that you can approach them again in the future.

How to Reach Out to Bloggers Offer Something of Value 1. Serve as an advisor as you develop and launch your campaign 2. Become a host, face or visible contributor to your effort 3. Co-create content 4. Participate in offline events, summit, blog storms 5. Write or review your campaign 6. If engaged in a meaningful and engaging way, influencers help create organic WOM among target audiences

Sample E-mail from Nestle Crunch Hi Jeremy, I‟m working with Nestle Crunch on a Wii giveaway contest and I wanted to see if Discovering Dad would be interested in participating. When I found your blog, I loved your commitment to being a good dad and the playful way that you interact with your kids. The Crunch brand is all about finding the kid in you no matter what your age. That means doing something that you enjoyed as a kid like playing on the capture the flag or "don‟t step on the cracks", or eating candy before dinner. As a dad, I‟m sure you can relate to this concept of having a young, playful spirit. We would love to involve you in the "For the Kid in You" (www.forthekidinyou.com, www.facebook.com/nestlecrunch) campaign, which aims to start an online conversation about what people do to keep the kid in themselves alive. Would you be interested in working with us to create a contest around this theme and give away a Nintendo Wii game system to one of your readers? We'd never ask you to talk about Nestle Crunch without giving you a little product experience yourself. In addition to doing a Wii give away for your readers, we would also send you a piñata filled with Nestle Crunch bars so you can inspire the kid in you with this fun game. This might not be good for your diet (I know I‟d have a hard time resisting), but it could be fun for a summer BBQ. Please let me know if you would be interested in helping us jump start this conversation and give away a Nintendo Wii. If you are, I will provide you will more information about the contest. I look forward to hearing from you. Warm Regards, Sarah PS- Here at Ogilvy, we have a code of ethics that we use to reach out to bloggers. Check it out here. You can also read my bio to find out a little bit more about me.

What NOT to do…

Not Following the Blogger Code of Ethics… “You are a marketer, and you obviously didn't read my post about what crap it is that your client is NOT producing real food. It's an insult to real food. But thanks for giving me something ELSE to blog about. Sorry. Read the blog next time.”

Best Practice Blogger Engagement 1. Do Your Homework 2. Engage. Don't Pitch. 3. Write The Perfect Email. 4. It's Not Their Day Job. 5. Follow The Code

Blogger Outreach Code of Ethics – Download: http://tinyurl.com/ogilvy360

1. We reach out to bloggers because we respect your influence and feel that we might have something that is “remarkable” which could be of interest to you and/or your audience. 2. We will only propose blogger outreach as a tactic if it complements our overall strategy. We will not recommend it as a panacea for every social media campaign.

3. Before we email you, we will check out your blog‟s About, Contact and Advertising page in an effort to see if you have blatantly said you would not like to be contacted by PR/Marketing companies. If so, we‟ll leave you alone. 4. We will always be transparent and clearly disclose who we are and whom we work for in our outreach email.

5. We won‟t pretend to have read your blog if we haven‟t, and we‟ll make a best effort to spend time reading the blogs we plan on contacting. 6. In our email we will convey why we think you, in particular, might be interested in our client‟s product, issue, event or message.

7. We will seek to present you with a range of opportunities to work together around a campaign, so that you can create the best experience possible for your audience. We acknowledge that, when it comes to knowing your audience, you are the expert. 8. We encourage you to disclose our relationship with you to your readers, and will never ask you to do otherwise.

9. You are entitled to blog on information or products we give you in any way you see fit. (Yes, you can even say you hate it.) 10. If we reach out to you with news about a product, campaign or issue, we will not provide monetary compensation, because we believe it is unethical to “buy” favorable reviews and not want to appear as if we are.

11. If you have advertising opportunities on your blog, we will counsel our clients to consider purchasing advertising as a way to reach your readers. We will make it clear, however, that paying for advertising does not mean that you will post about the campaign or … 12. If we engage you as an advisor on a specific project, we will consider providing you with compensation (agreed upon at the start of the project).

WORK SESSION: Write Blogger Outreach Email 1. Choose an influencer from the influencer audit. 2. Determine how they could best get involved. 3. Draft an email asking them to participate.

08 Netvibes Power Hour

How to Setup an RSS Aggregator STEP ONE: Register with a service!

STEP TWO: Grab feeds!

STEP THREE: Plug feed into aggregator!

WORK SESSION: Creating and Building Out Your Netvibes Account 1. Go to www.thedailyinfluence.com (Netvibes) 2. Create a free account and build your start page. 3. Setup LinkedIn, Twitter, and Del.icio.us and feed them into your Netvibes account.

09 Knighting & Next Steps

What We Covered 01 Why does this matter & what will you get out of this? 02 Mapping communication goals to measurement 03 How to set up advanced listening posts 04 Creating effective engagement strategies 05 Influencer and network planning 06 Effective Blogger Outreach 07 Netvibes Power Hour 08 Knighting and next steps

Questions?

THANK YOU! CONTACT: Brian Giesen Director | 360° Digital Influence Ogilvy Public Relations Worldwide p 61 2 8281 3853 e brian.giesen@ogilvy.com.au @bdgiesen

Frocomm Social Media Bootcamp 2009 Ogilvy 360 DI

by Frocomm Australia on Sep 15, 2009

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Frocomm Social Media Bootcamp 2009 Ogilvy 360 DI — Presentation Transcript

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