Explore & Engage - Jason Falls

EXPLORE The Tools ForCreating Meaningful Relationships With Social Media Marketing Explore & Engage January 19, 2011 Wichita, Kansas

We Want To Engage •But We Must ... •Know our audience •Have goals •Build a content strategy •Choose the right tools •Implement & activate social media explorer | Explore & Engage

We Must Do More Than Engage •Then We Must Measure & Report •Plan success strategically •What tools exist •What metrics are important •Understand how & what to report and to whom social media explorer | Explore & Engage

Know Your Audience •It’s more than demographics •It’s more than psychographics •You need to know technographics •You need to know where they are online •You need to know what they’re saying social media explorer | Explore & Engage

Social CRM Solutions• Flowtown • JitterJam • Surveys social media explorer | Explore & Engage

Free Monitoring Solutions • Google Alerts • Twitter Search • Social Mention • PeopleBrowsr • IceRocket • uberVu (freemium) • BoardTracker social media explorer | Explore & Engage

Paid Monitoring Solutions • Alterian SM2 • Lithium Social Media Monitoring • Radian6 • Sysomos • Trackur • Visible Technologies • Dozens more social media explorer | Explore & Engage

Online Research Solutions • Sprial16 • ConsumerBase • Listen Logic • Crimson Hexagon • Collective Intellect • Cymfony • MotiveQuest • Nielsen Online social media explorer | Explore & Engage

Influencer Tools • Alltop • Listorious • Twitalyzer • Postrank • Klout • BlogDash • mBlast • Traackr social media explorer | Explore & Engage

What Are We Looking For? • Where are people talking about us? (Facebook, Twitter, Blogs) • What are they saying? (Customer service, love, hate?) • If not us, are they talking about products at all? • What content do they seem to like? Need? • Social insights! social media explorer | Explore & Engage

Choosing The Right Platforms • Blogs • Facebook • Twitter • Location-Based Services • Podcasts/Web TV • Niche Multimedia (Presentations, etc.) • Webinars, White Papers • Collaboration PlatformsImage by Seregam on ShutterStock.com social media explorer | Explore & Engage

Choosing The Right Tools • Blog Platforms • Compendium • Innogage • Facebook Management • Expion • BuddyPress • Sendible • Twitter Management • HootSuite • TweetDeckImage by Seregam on ShutterStock.com • CoTweet social media explorer | Explore & Engage

Develop A Content Strategy • Customers don’t care about you • Your content must stand out • Take those social insights and drive content around customers • Remember: Content changes per medium • Be the media • Plan it (Editorial calendar) social media explorer | Explore & Engage

Define & Refine Around Them • Who are we talking to? • Why are we talking to them? • Where and when are we delivering those messages? • With what mediums/ technologies? • What do we want them to do? social media explorer | Explore & Engage

Engage! • Foundation: Consistency • Content • Customer Service • Conversations • Structure: Topics • Value • Information • Entertainment • Decor: Excitement • Promotions/Events • Creative Ideas social media explorer | Explore & Engage

ExamplesWorkShifting.com (GoToMeeting) HomeMadeSimple & ManOfThe House (Proctor & Gamble) GrowSmartBiz.com (Network Solutions) social media explorer | Explore & Engage

Facebook Examples • Western River Expeditions • Ernst & Young • Dell • Graco Children’s Products • WARN (off-road equipment & accessories) • Air New Zealand social media explorer | Explore & Engage

Twitter Examples • @Ford • @NakedPizza • @DirecTV • @HareChevy • @cyberlaw (Kevin Thompson) • @carolinadentist social media explorer | Explore & Engage

We’ll Return Shortly ... social media explorer | Explore & Engage

Measurement Image by Tan Wei Ming on ShutterStock.com social media explorer | Explore & Engage

What We Need To KnowMonitoring & Measurement•The differences between the two•What types of data each effort provides•What each can do for your organization•So we can set goals for them social media explorer | Explore & Engage

In Other Words ...What do monitoring & measurement mean to me? social media explorer | Explore & Engage

What the analysts say •Define requirements first •Develop your social media playbook •Make you own measurementCourtesy: The Altimeter Group. Used with permission. framework social media explorer | Explore & Engage

What the analysts say Courtesy: The Altimeter Group. Used with permission. social media explorer | Explore & Engage

Key Takeaway ...•What does monitoring mean for my organization?•What does measurement mean for my organization? Image by Agnieszka Guzowska on ShutterStock.com social media explorer | Explore & Engage

Let’s DefineMonitoring is ...watching or listening to conversations inorder to determine a course of actionMeasurement is ...quantifying or qualifying online activity toestablish success, failure or comparison social media explorer | Explore & Engage

If You’re Monitoring ... •Protect your reputation •Facilitate customer support •Invite innovation •Build trust •Market through conversation •Gather business intelligence social media explorer | Explore & Engage

If You’re Measuring ... •Measure sales/leads •Measure cost savings •Measure customer satisfaction (The three business metrics!) social media explorer | Explore & Engage

If You’re Measuring ... •Improve branding & awareness •Protect/Improve reputation •Build community/advocacy •Increase customer satisfaction •Harvest research •Drive sales/leads social media explorer | Explore & Engage

Key Takeaway ... None of these things happen if you don’t first know what you’re trying to accomplish! Image by Mare Kiliasz on ShutterStock.com social media explorer | Explore & Engage

Monitoring Data (KPIs)• Volume of conversation • Influential voices• Sentiment & tone around • Location of conversations your brand • Brand mentions• Conversational marketshare • Service issues/needs• Competition comparison • Real-time opportunity• Audience characteristics• Related topics social media explorer | Explore & Engage

Measurement Data (KPIs)• Website metrics • Social audience metrics • Traffic • Fans/Followers/Friends • Social outpost traffic • Outpost activity• Conversions • User-generated content • Sales • Comments • Leads • Ratings/Reviews • Downloads • Volume of conversation• Search metrics • Sentiment & tone • Rankings • Conversational marketshare • Backlinks • Competition comparison• Share metrics • Audience characteristics • Bookmarks • Shares • Referrals • Click throughs social media explorer | Explore & Engage

Key Takeaway ...Monitoring metrics ...tell you who is saying what, when andwhereMeasurement metrics ...tell you what you’re getting out of it social media explorer | Explore & Engage

Monitoring Goals• Protect your reputation • Solicit product/feature improvements from customers• Facilitate customer support• Invite innovation • Proactively & reactively participate in industry and• Build trust associated conversations• Market through conversation • Monitor & respond to appropriate (promote and sell) mentions of product need,• Gather business intelligence competition dissatisfaction, etc.• Respond to negative/positive • Catalogue competitive set conversations, industry trends,• Respond & route issues to support target audience needs team social media explorer | Explore & Engage

Measurement Goals• Improve branding and awareness • Improve/maintain search engine rankings• Protect and improve reputation• Build community or advocacy • Increase product recommendations/grow• Increase customer satisfaction ambassador club• Harvest research & development • Address & resolve customer issues/• Drive sales or leads Decrease call center costs• Increase online awareness of • Facilitate idea contribution for brand, messaging, features product/feature improvements• Enhance positive/decrease • Increase sales/leads/conversions negative conversations around from social channels brand social media explorer | Explore & Engage

Key Takeaway ... • Select the monitoring service that provides results/functionality you want for your monitoring efforts • Select a measurement service or metrics that provide results for your selected goals • Sales & Conversions? Web analytics package • Reputation management? Monitoring service/research tool • Customer service routing and assignment? Monitoring service with workflow built in • Search engine rankings? SEO tool that monitors and reports rankings, trends, changes, etc. social media explorer | Explore & Engage

Free Monitoring Solutions • Google Alerts • Twitter Search • Social Mention • PeopleBrowsr • IceRocket • uberVu (freemium) • BoardTracker social media explorer | Explore & Engage

Problems With Free• Limited data• Limited functionality• Most reporting is manual• RSS social media explorer | Explore & Engage

Paid Monitoring Solutions • Spiral16 • Alterian SM2 • Lithium Social Media Monitoring • Radian6 • Sysomos • Trackur • Visible Technologies • Dozens more social media explorer | Explore & Engage

Online Research Solutions • ConsumerBase • Listen Logic • Crimson Hexagon • Collective Intellect • Cymfony • MotiveQuest • Nielsen Online social media explorer | Explore & Engage

The Hardest Part Of The Tools • Setting Up Your Searches • Insist on assistance • Expect trial and error • Be patient • Understand 100% accuracy is not possibleImage by Helder Almeida on ShutterStock.com social media explorer | Explore & Engage

Speaking Of Accuracy • Sentiment analysis • Random keyword coincidences • Totality of web not possible • Variations in results • Think averages and trendssxch.hu social media explorer | Explore & Engage

Measurement Reminders • Remember what we are trying to accomplish • Select reports that reflect the key performance indicators of those goals • Produce different reports for different stakeholders • Automate as much as you canImage by Rudyanto Wijaya on ShutterStock.com • Contextualize with summary social media explorer | Explore & Engage

The ROI Pyramid Courtesy: The Altimeter Group. Used with permission. social media explorer | Explore & Engage

Reports • Pretty PDFs of the service’s top line metrics • CSV/Excel exports you can build yourself • Screen captures of key charts/ graphs • Don’t forget the executive summary social media explorer | Explore & Engage

Vendor ReportingEasy Reports Workload Reports(Less Customizable) (Manual)• Spiral16 • Export data• Sysomos • Produce spreadhseets• Radian6 • Written report with screen shots/charts as• Lithium SMM images• Social Mention• ViralHeat social media explorer | Explore & Engage

Reporting Solutions Emerging•SWIX (swixhq.com)•ViralHeat (viralheat.com)•Social Report (socialreport.com)•PeopleBrowsr (peoplebrowsr.com) social media explorer | Explore & Engage

Automatic vs. Manual•Automatic can produce disparate reports (style, data, etc.)•Manual is time consuming•Automatica can offer real-time data checks•Manual is time consuming•Automatic is easier•Manual is time consuming social media explorer | Explore & Engage

Key Takeaway ... • Don’t forget why we’re measuring • Tie reporting to your goals • Report the business metric first, KPIs after • Produce different reports for different stakeholdersImage by Rudyanto Wijaya on ShutterStock.com social media explorer | Explore & Engage

Framing Your Reports • Remember context • Averages & trends • Current campaigns • What the receiver cares about • Remember the goals • Remember the business metrics • Remember C-level’s desire (or lack of) for details social media explorer | Explore & Engage

Key Takeaway ... social media explorer | Explore & Engage

Thank You! Email: jason@socialmediaexplorer.com Twitter: @JasonFalls Jason Falls Phone: 502.509.4763 PrincipalSocial Media Explorer Web: socialmediaexplorer.com Newsletter: socialmediaexplorer.com/newsletter Coming Soon! ExploringSocialMedia.com social media explorer | Explore & Engage

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Explore & Engage - Jason Falls

by Jason Falls on Jan 19, 2011

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