Businesses & Social Media 09 Aleuromedia

Social Media For Business Aleuromedia LLC April 2009

Why is this worth your attention?

“When the Internet was born, the big rush for any serious business was to get a Web site up and running to exhibit its “presence” online. Presence is no longer enough. People are no longer going to accept a one-sided dialogue with the brands they consume. They want to go and get more information about a product and connect with other people with similar interests.” April 3rd, 2009 Jumping on the UGC bandwagon is a good move for businesses Posted by Jennifer Leggio @ 9:22 am Content created by http://blogs.zdnet.com/feeds/?p=872 or originated from these resources Aleuromedia LLC www.aleuromedia.com Tara Mahady KSLeBlanc

Does Social Media Even Matter? “‘Does social media even matter (to the well being of an organization’s/it's execution)?‘ Peter Kim says not yet but it will, certainly... ....Look back at e-commerce 12 years ago and how that developed.” Who’s Peter Kim? Peter Kim Dachis Corporation - Peter is a leading thinker and analyst on social business, which he discusses in his blog at www.beingpeterkim.com. He has been quoted in the press by media outlets including CNN, CNBC, NPR, The New York Times, and The Wall Street Journal. Peter was previously an analyst at Forrester Research, focusing on the intersection of social technology and marketing strategy. Earlier, he managed international marketing operations, e- commerce, and digital marketing at PUMA AG. Change Management Blog Blog for all Change Management Facilitators, and people interested in this subject. Wednesday, April 1, 2009 http://www.change-management-blog.com/2009/04/introduction-of-social-media-in.html Content created by or originated from these resources Aleuromedia LLC www.aleuromedia.com Tara Mahady KSLeBlanc

Facebook Mainstream “ Its trafﬁc. In December, 108 million people, or 30% of the world's Internet population, visited Facebook, compared with 81 million who visited MySpace, according to Nielsen Media Research. Its users. Facebook now reports more than 175 million active users, compared with 130 million for MySpace, its closest direct competitor. \"Facebook is eating MySpace's lunch,\" says Bill Douglass, a social-media strategist with Brainerd Communicators. Its value. Two years ago, based on the sale of 1.6% of its business to Microsoft, Facebook might have been worth $15 billion. That's up there with household names like Nissan Motor (NSANY, news, msgs), Halliburton (HAL, news, msgs) and Kellogg (K, news, msgs) today. “ Content created by http://articles.moneycentral.msn.com/Investing/CompanyFocus/is-facebook-the-new-wal-mart.aspx or originated from these resources Aleuromedia LLC www.aleuromedia.com Tara Mahady KSLeBlanc

User Generated Content (UGC) “Jumping on the UGC bandwagon is a good move for businesses...” “Social networking and UGC have proven themselves as formidable outlets for electronic media as well as powerful forms of communication for millions of users. Now they are proving themselves as valuable marketing and advertising tools for a wide swath of industries including retail, travel, entertainment, education, and many more. Empowering people to speak out and contribute around a speciﬁc topic online is the future of marketing and brand awareness. With this in mind, many businesses are shifting their business models from a broadcast entity to one where interaction is possible…and encouraged.” Content created by http://blogs.zdnet.com/feeds/?p=872 or originated from these resources Aleuromedia LLC www.aleuromedia.com Tara Mahady KSLeBlanc

App-Vertisements “When branded social applications or “app-vertisements” are done well, we know that they can work. They have become an incredibly successful way of extending a brand’s reach past that of more traditional forms of advertising. We’ve found that users spend an average of 2 minutes and 35 seconds engaged with our branded applications per visit - that’s 75 times more time than they spend interacting with traditional banner ads and ﬁve times greater than the time spent watching a typical TV commercial. And 85% of our users returned for multiple interactions with our app- vertisements, with 56% of the total user base returning 9 times or more.” April 2nd, 2009 'App-vertisement' 101: How to make branded social applications work Posted by Jennifer Leggio @ 11:02 am http://blogs.zdnet.com/feeds/?p=880 Content created by or originated from Aleuromedia LLC www.aleuromedia.com Tara Mahady KSLeBlanc these resources

Statistics

World Internet Usage Internet Users Internet Users Penetration Users Growth Region Dec. 31, 2000 Dec. 31, 2008 (% Population) 2000 - 2008 Europe 105,096,093 390,141,073 48.5% 271.2% North America 108,096,800 246,822,936 73.1% 128.3% World Total 360,985,492 1,574,313,184 23.5% 336.1% www.internetworldstats.com Copyright 2001-2009, Miniwatts Marketing group Aleuromedia LLC www.aleuromedia.com Tara Mahady KSLeBlanc

http://www.pewinternet.org/Static-Pages/Data-Tools/Download-Data/~/media/Infographics/Trend%20Data/January%202009%20updates/Demographics%20of%20Internet%20Users%201%206%2009.jpg http://www.insidefacebook.com Aleuromedia LLC www.aleuromedia.com Tara Mahady KSLeBlanc

http://www.gallup.com/poll/113638/Nearly-Half-Americans-Frequent-Internet-Users.aspx http://www.slideshare.net/Netpop/netpop-connect-media-shifts-to-social-2009 Aleuromedia LLC www.aleuromedia.com Tara Mahady KSLeBlanc

Social Media Growth - Feb. 08 - Feb. 09 Total Unique US Feb. 2008 Feb. 2009 Y/Y % Change Visitors Total US Internet 185,017 192,187 4% Audience MySpace Sites 67,957 70,303 3% Facebook.com 32,436 57,375 77% LinkedIn.com 3,316 6,948 110% Digg.com 5,546 6,917 25% Twitter.com 340 4,033 1085% Comscore http://www.comscore.com/ Aleuromedia LLC www.aleuromedia.com Tara Mahady KSLeBlanc

Who’s Doing This Really?

35+ Examples of Corporate Social Media in Action “At the extreme, aproceeding. court recently approved the use of Facebook to serve New Zealand papers in a legal At Charles Schwab, the CEO has been leading the social media charge. The critical difference is that they don’t call it a social media strategy--it's a customer engagement strategy (which happens to be facilitated by social media). Walmart is one of the companies who does social media well precisely because they keep at it and have learned from their failures. Wells Fargo has been blogging for a while and just launched Ask_WellsFargo on Twitter. Their approach was to caution customers not to share conﬁdential account information, and establish Twitter (as Comcast has famously done) as an open channel to help customers with service questions. Dell has been participating for awhile and they’ve made mistakes. They are successful with ” social media in that they have learned from those mistakes and are continuing to engage. 35+ Examples of Corporate Social Media in Action July 23rd, 2008 | by Aaron Uhrmacher http://mashable.com/2008/07/23/corporate-social-media/ Content created by or originated from these resources Aleuromedia LLC www.aleuromedia.com Tara Mahady KSLeBlanc

35+ Examples of Corporate Social Media in Action Blendtec is famous for its bevy of inexpensive “Will It Blend” videos posted on YouTube (YouTube reviews) and shared by millions. Adobe maintains a list of interesting company related websites and conversations on the social bookmarking site Delicious (Delicious reviews). Best Western sponsors a blog,“On the Go with Amy,” where the author travels the country writing about her experiences. Cadence recently relaunched its website that now prominently promotes the company’s community. Cisco hosts 12 blogs addressing a variety of audiences for their global business. Coca-Cola Conversations is a blog written by company historian Phil Mooney that focuses on Coke collectibles. 35+ Examples of Corporate Social Media in Action July 23rd, 2008 | by Aaron Uhrmacher http://mashable.com/2008/07/23/corporate-social-media/ Aleuromedia LLC www.aleuromedia.com Tara Mahady KSLeBlanc

35+ Examples of Corporate Social Media in Action Dell leverages a variety of social media platforms for customer engagement, including an island in the virtual world of Second Life. Ford publishes news releases with lots of multimedia content and employs a social media news release format to display them in their newsroom. Fujiﬁlm recently launched a social network to build a community of photo enthusiasts around its newest camera. GM uses blogs to communicate directly with its customers around topics ranging from design to green tech. H&R Block created a Facebook (Facebook reviews) fan site to aggregate its social media activities, engage customers and offer tax advice/resources. 35+ Examples of Corporate Social Media in Action July 23rd, 2008 | by Aaron Uhrmacher http://mashable.com/2008/07/23/corporate-social-media/ Aleuromedia LLC www.aleuromedia.com Tara Mahady KSLeBlanc

35+ Examples of Corporate Social Media in Action HP used Twitter to power a scavenger hunt at a recent conference. HSBC built the HSBC Business Network to connect entrepreneurs using blogs, videos and forums. IBM was the ﬁrst large enterprise to embrace employee blogging and now boasts thousands of blogs related to every facet of its business. Intel has also developed many social media touch points with its software communities, which includes blogs, Twitter (Twitter reviews) and virtual worlds. Intuit sponsors the Tax Almanac wiki, where anyone can ﬁnd and contribute to this resource for tax information. 35+ Examples of Corporate Social Media in Action July 23rd, 2008 | by Aaron Uhrmacher http://mashable.com/2008/07/23/corporate-social-media/ Aleuromedia LLC www.aleuromedia.com Tara Mahady KSLeBlanc

35+ Examples of Corporate Social Media in Action Jeep connects with customers via a community page with links to photos on Flickr (Flickr reviews), the company’s MySpace (MySpace reviews) and Facebook pages and a list enthusiast groups. JetBlue employs social media as part of its training for JetBlue University, as this video explains. Johnson & Johnson uses this blog to show another side of the company, with frequent video posts and interviews. Lenovo launched “Voices of the Olympics Games” to aggregate posts from the athletes competing in Beijing. Marriott CEO Bill Marriott posts regular updates and stories from his travels to Marriott properties around the world to fuel the content for this entertaining blog. 35+ Examples of Corporate Social Media in Action July 23rd, 2008 | by Aaron Uhrmacher http://mashable.com/2008/07/23/corporate-social-media/ Aleuromedia LLC www.aleuromedia.com Tara Mahady KSLeBlanc

35+ Examples of Corporate Social Media in Action McDonalds maintains a blog to highlight the company’s corporate social responsibility efforts. National Geographic uses Google’s new virtual world, Lively, to bring people together around its new show, LA Hard Hats. New York Times is beta testing a Firefox (Firefox reviews) add-on that allows users to share and comment on stories through a decentralized social network. Nike started a social community on Loopd to connect athletes interested in surﬁng, BMX bike racing and similar activities with the brand. SAP sponsored a global survey of social media professionals to learn more about social media worldwide. Sears partnered with MTV to create a social network around Back to School shopping. 35+ Examples of Corporate Social Media in Action July 23rd, 2008 | by Aaron Uhrmacher http://mashable.com/2008/07/23/corporate-social-media/ Aleuromedia LLC www.aleuromedia.com Tara Mahady KSLeBlanc

35+ Examples of Corporate Social Media in Action Southwest Airlines employees share their stories and communicate directly with customers through the “Nuts About Southwest” blog. Sun CEO Jonathan Schwartz’s blog is the example most often cited for what the CEO blog can be. Starbucks started MyStarbucksIdea so that customers can submit ideas for the company which are then voted on by other users, the best of which will be implemented by the company. Toyota started its own virtual world to promote its products in Japan (site is in Japanese). Visa launched The Visa Business Network application on Facebook to connect small business users and to help them promote their businesses to a larger community. 35+ Examples of Corporate Social Media in Action July 23rd, 2008 | by Aaron Uhrmacher http://mashable.com/2008/07/23/corporate-social-media/ Aleuromedia LLC www.aleuromedia.com Tara Mahady KSLeBlanc

35+ Examples of Corporate Social Media in Action Wells-Fargo blogs target two audiences; one examines the company’s history and the other is for students interested in getting their ﬁnances in order. WWE has a Facebook application, among other social networking tools and widgets, to bring fans closer to the action. Xerox blogs address several of the company’s core B2B constituencies. Zappos uses Twitter for employees to communicate with Zappos customers about their shared love of footwear. 35+ Examples of Corporate Social Media in Action July 23rd, 2008 | by Aaron Uhrmacher http://mashable.com/2008/07/23/corporate-social-media/ Aleuromedia LLC www.aleuromedia.com Tara Mahady KSLeBlanc

BT A Case Study

BT is a global communications company, operating in 170 countries, with 110,000 employees. “Ross Chestney, Head of Communication Services at BT, sees this as inevitable: ‘It’s part of human nature; people want to participate, and that’s true at work just as it is in other parts of our lives’. In turn, these new ways of working involve some significant cultural shifts. Richard Dennison, Senior Manager - Social Media at BT, explains that businesses need to move away from communication being seen as a top –down channel and into a conversation between people. ‘People give their best if they are recognised as individuals who are entitled to be themselves at work and express their opinions. The environment must make them feel like they can make a difference.’ It’s a new way of working but, Dennison points out, it wasn’t done for the digital generation but with them, and with everyone else in the enterprise - because it makes business sense. The first step in BT’s social media journey was taken by a graduate who bought a simple piece of software which he housed under his desk and which became BT’s enterprise-wide wiki tool, BTpedia, and formed the basis for a pilot blogging platform. Its usage gradually spread, despite the fact that it was not officially sanctioned by IT.” Content created by http://richarddennison.files.wordpress.com/2008/09/ci-digital-generation-bt.pdf or originated from these resources Aleuromedia LLC www.aleuromedia.com Tara Mahady KSLeBlanc

Today BT uses many different tools to encourage collaboration across the enterprise. These include: enterprise wide collaboration project team collaboration blogging on-line news social networking podcasting Content created by http://richarddennison.ﬁles.wordpress.com/2008/09/ci-digital-generation-bt.pdf or originated from these resources Aleuromedia LLC www.aleuromedia.com Tara Mahady KSLeBlanc

BT’s Benefits - The business case “To the Digital Generation, familiar with social networking, it is not unusual to have many hundreds of ‘friends’ all over the world. They do not need people to be located near them to relate to them, they see the value in connecting with anyone on the planet. This attitude brings huge benefits in a business environment, enabling people at any level and from any culture to offer their ideas and receive instant feedback. According to Dennison, Using technology to break down traditional boundaries encourages a culture that reaches out rather than locks out, and that is something that the Digital Generation is ideally equipped to do.” But, vitally, the Digital Generation is not alone in adopting these tools; they are being used more and more by all ‘generations’.” Content created by http://richarddennison.files.wordpress.com/2008/09/ci-digital-generation-bt.pdf or originated from these resources Aleuromedia LLC www.aleuromedia.com Tara Mahady KSLeBlanc

BT’s Take on Measurement “Traditional measurements such as ROI are likely to be requested. Richard Dennison resists this approach, believing that its value to the business is self- evident. The value of these tools is also ‘emergent’ and so the notion that you can identify and describe that value before deploying them ﬂies in the face of the way these tools work. Furthermore, there is little point in singling out any of the tools and trying to measure their value in isolation; they are part of a bigger picture.” Content created by http://richarddennison.ﬁles.wordpress.com/2008/09/ci-digital-generation-bt.pdf or originated from these resources Aleuromedia LLC www.aleuromedia.com Tara Mahady KSLeBlanc

BT’s Take on Risk “BT is part of a highly regulated industry and, along with the banking and defence industries, concerns are often raised that this new found spirit of openness can compromise conﬁdentiality and security. This is certainly a potential problem for those companies using external social networking platforms such as Facebook. An intranet based system, such as BT’s, has the great advantage of keeping communications in house although there is still arguably some risk that greater openness can lead to indiscretions. Chestney, however, believes that employees generally do not want to damage either the business or their own reputation. The best approach is to encourage responsible behaviors through education and guidance, underpinned by sound and simple policies.” Content created by http://richarddennison.ﬁles.wordpress.com/2008/09/ci-digital-generation-bt.pdf or originated from these resources Aleuromedia LLC www.aleuromedia.com Tara Mahady KSLeBlanc

Did You Know? “The University of Melbourne study showed that people who use the Internet for personal reasons at work are about 9 percent more productive that those who do not. “ Content created by http://news.yahoo.com/s/nm/20090402/lf_nm_life/us_work_internet;_ylt=Ajv93cQKOzgitgxsVSCbHBsDW7oF or originated from these resources Aleuromedia LLC www.aleuromedia.com Tara Mahady KSLeBlanc

On Productivity “Another common concern is that too much bonding and socialising tempts people away from their real work. But again Dennison remains robust. In his view there are any number of ways that people can waste time at work if they wish; that is nothing new. It is up to the performance management systems to measure employee effectiveness. It’s about trusting people to be responsible; he adds: ‘If we can’t trust them then we have to ask ourselves why we are employing them.’ Those who abuse the system soon lose credibility and as such it is self policing. Designing the system to prevent anonymous publishing provides another safety net. ...ultimately the technology and the culture have to ﬁt together. “ Content created by http://richarddennison.ﬁles.wordpress.com/2008/09/ci-digital-generation-bt.pdf or originated from these resources Aleuromedia LLC www.aleuromedia.com Tara Mahady KSLeBlanc

BT’s Conclusion “For BT, social media tools are here to stay and can bring real benefits to businesses. They help create a culture of openness and, in turn, this encourages much greater levels of collaboration. Whilst these technologies are familiar to and popular with the Digital Generation, BT sees them as having a much broader value. The Digital Generation plays a key role as early adopters, but the technology only ‘works’ if it reflects and reinforces the culture of the business as a whole. The introduction of these technologies and new ways of working brings challenges, but they can all be overcome.” Content created by http://richarddennison.files.wordpress.com/2008/09/ci-digital-generation-bt.pdf or originated from these resources Aleuromedia LLC www.aleuromedia.com Tara Mahady KSLeBlanc

Tyson Foods

Tyson Foods “Tyson offered to donate 100 pounds of food to a food bank in Austin, TX for every comment left. They ﬁlled the truck in less than 6 hours and the post has more than 650 comments to date.” Content created by http://disruptology.com/social-media-interview-tyson-foods-ed-nicholson/ or originated from Aleuromedia LLC www.aleuromedia.com Tara Mahady KSLeBlanc these resources

Tyson Foods How did you get Tyson into using social media? Ed Nicholson - “I’m a big believer in social media, and have long been a personal user. I was integrating some of my work here in Tyson into my personal social media activity. For example, posting updates on my personal Twitter and Facebook accounts and mentioning my work in my LinkedIn proﬁle . We added limited social media functionality to our hunger relief website when we put it online in December of 2007. We assessed the usefulness, usability and strategic effectiveness of the site in Q2 of 2008, and did a re-design, which went online in July of 2008. The re-design took the social media functionality a step farther. I also set up a Tyson Foods Twitter account in August of 2008, to separate the brand communications from my personal Twitter stream.” Content created by http://disruptology.com/social-media-interview-tyson-foods-ed-nicholson/ or originated from Aleuromedia LLC www.aleuromedia.com Tara Mahady KSLeBlanc these resources

Tyson Foods How does Tyson measure success? “In a very broad sense, by the amount of engagement we’re seeing: The people with whom we’re building relationships and engaging in conversation. I personally believe social media attract a greater concentration of the people Seth Godin refers to as \"sneezers\"–people who have the credibility, the networks and the capacity to spread stories far and wide. I want to see our company engaged with these people. We had a couple of experiments in which we integrated some in-kind giving (food donations) with a speciﬁc call to action using social media in the San Francisco Bay Area and in Austin . We posted hunger statistics on our blog about those communities then offered in-kind donations to local food banks for comments indicating the blog entries had been read. We collaborated with established social media networks in those communities in the effort. In Austin, it was the Social Media Club and 501 Tech Club , and in the Bay Area, it was a consortium of bloggers already engaged with the food banks there. Content created by http://disruptology.com/social-media-interview-tyson-foods-ed-nicholson/ or originated from Aleuromedia LLC www.aleuromedia.com Tara Mahady KSLeBlanc these resources

Tyson Foods In addition to blogging, along with our partners in the effort, we reached out to Twitter networks and measured the \"reach\" of those who re-tweeted our key messages. For example, in the Austin effort, we had 105 re-tweets with an aggregated follower base of more than 40,000. When you consider that the messages reaching this audience are much more concentrated and brand-rich, and that they’re being spread among people for whom trust, credibility and authenticity are critical, I believe you can place a lot more value on them than what most in the PR industry like to refer to as \"impressions.\" Content created by http://disruptology.com/social-media-interview-tyson-foods-ed-nicholson/ or originated from Aleuromedia LLC www.aleuromedia.com Tara Mahady KSLeBlanc these resources

The Dell Story

What are the long term implications? Aleuromedia LLC www.aleuromedia.com Tara Mahady KSLeBlanc

Tire, Tower, Hub & Spoke

Tire “Social media forms at the edges of the company. No clear leader. Upside: appears very authentic. ” Downside: one side has no idea what the other is doing. Content created by http://www.web-strategist.com/blog/2008/03/18/trends-corporate-adoption-of-social-media-tire-tower-and-the-wheel/ or originated from these resources Aleuromedia LLC www.aleuromedia.com Tara Mahady KSLeBlanc

Tower “Led by corporate communications, by executive mandate. Upside: Lots of resources. Downside: Not authentic, which saps participation and buy-in. ” Content created by http://www.web-strategist.com/blog/2008/03/18/trends-corporate-adoption-of-social-media-tire-tower-and-the-wheel/ or originated from these resources Aleuromedia LLC www.aleuromedia.com Tara Mahady KSLeBlanc

Hub-and-Spoke “Some central focus, but with clear ownership at the edges. Upside: this is the aspirational model because it combines resources and participation. Downside: the most difﬁcult to establish. ” Content created by http://www.web-strategist.com/blog/2008/03/18/trends-corporate-adoption-of-social-media-tire-tower-and-the-wheel/ or originated from these resources Aleuromedia LLC www.aleuromedia.com Tara Mahady KSLeBlanc

Why Social Media Fails

Three Reasons “Lack of buy-in from C-level executives Marketing and using the “Campaign” model Lack of measurement ” Experts Discuss 4 Key Reasons Why Social Media Fails April 1, 2009 · 18 Comments http://marketingmystic.wordpress.com/2009/04/01/experts-discuss-4-key-reasons-why-social-media-fails/ Content created by or originated from Aleuromedia LLC www.aleuromedia.com Tara Mahady KSLeBlanc these resources

Buy- in Lack of buy-in from C-level executives has been quoted as the No.1 reason for the failure of social media adoption and success in companies. “Charlene Li bluntly stated that, most companies are not ready for change. “Big guns” need to get involved and for those executives to get onboard is show the connection to bottom-line/revenue. Li highly recommends “Go for the sweet spot”, which are corporate (ﬁnancial) goals that the management is focused on and to demonstrate how social media can help drive those results. Jeremiah’s experience was different in that executives are usually the last to adopt. Smaller groups at lower level management were more likely to drive social media adoption. However all three agreed on the need for a champion at the executive level to make social media successful in the long-term. Kim pointed out another dangerous fallacy and that was the perception that social media is young person’s game and many companies hire interns to do their social media strategy. Li thought a good practice she has seen is that many companies are pairing up marketing folks with younger people. “ Experts Discuss 4 Key Reasons Why Social Media Fails April 1, 2009 · 18 Comments http://marketingmystic.wordpress.com/2009/04/01/experts-discuss-4-key-reasons-why-social-media-fails/ Content created by or originated from Aleuromedia LLC www.aleuromedia.com Tara Mahady KSLeBlanc these resources

Ownership “Should you appoint a \"chief social ofﬁcer,\"? There has to be shared ownership and investment. Appointing a single owner is a bad idea. It perpetuates the fallacy that there is one person who will take care of everything. Social Media all about shared accountability and participation. Appointing a \"CSO\" can send a very mixed ” http://horngroup.blogs.com/horn_group_weblog/2009/04/why-social-media-marketing-fails-and-how-to-ﬁx-it.html Content created by or originated from Aleuromedia LLC www.aleuromedia.com Tara Mahady KSLeBlanc these resources

Marketing Treating Social Media as a Marketing Campaign is one of the biggest problems. Its about relationships and dialogue. “...social media is changing “...How do we align the need for the role of marketers in the conversations in public companies with organization. ...marketing is quarterly pressures, which necessitates all about promotion and focus on campaigns? ... there should be a advertising. Social media balance between business objectives and helps get those other parts community objectives with equal counts get elevated...” of both.” “..its wrong and misguided for marketers to “... there is need to change how public companies work treat social media as just another and the way they think of their external and internal “campaign”. ...that attitude is the biggest stakeholders including detractors. ...there’s much more problem, because social media is not a collaboration going on. There are conversations already campaign. ...it’s about relationships and happening, folks are asking recommendations, and it’s all conversations, not about technologies...” occuring very naturally for local brands and business.” Experts Discuss 4 Key Reasons Why Social Media Fails April 1, 2009 · 18 Comments http://marketingmystic.wordpress.com/2009/04/01/experts-discuss-4-key-reasons-why-social-media-fails/ Content created by or originated from Aleuromedia LLC www.aleuromedia.com Tara Mahady KSLeBlanc these resources

Measurement One of the the biggest failures or short comings in social media is measurement. “...traditional marketers measure using on dashboards that show them the page views, visits, and other metrics. ...that’s not very meaningful way to measure social media ROI. ...In order to measure social media success, he suggests using business metrics around what you trying to accomplish such as customer retention and satisfaction measures rather than web metrics.” “...start by asking yourself why are you measuring? Are you trying to decide the allocation of budget or do a comparison with other channels? ...social media shouldn’t be measured in isolation but rather as part of the overall measurement of other efforts. “ Experts Discuss 4 Key Reasons Why Social Media Fails April 1, 2009 · 18 Comments http://marketingmystic.wordpress.com/2009/04/01/experts-discuss-4-key-reasons-why-social-media-fails/ Content created by or originated from Aleuromedia LLC www.aleuromedia.com Tara Mahady KSLeBlanc these resources

When Social Media Succeeds

Measure? “Many are measuring social media like web stats but that is incomplete data at best. Traditional measurements won’t reveal what is happening like changes in tone. As Jeremiah Owyang suggests, Social Media measurement is more like a “GPS, which tells you where you've been, where you are, and where you're going...more like business intelligence..” If you measure you must measure against the other things you’re doing with marketing. It can't be in isolation. ” What’s Wrong With Corporate Social Media, and How To Fix It April 02nd, 2009 Jeremiah Owyang http://www.web-strategist.com/blog/2009/04/02/whats-wrong-with-corporate-social-media-and-how-to-ﬁx-it/ Content created by or originated from Aleuromedia LLC www.aleuromedia.com Tara Mahady KSLeBlanc these resources

Measure Change “Certainly there are best practices at a tactical level--whether you are talking about search, blogging, community engagement or even social networking--but what makes social media so confounding for so many is that its success has less to do with tactics than it does with organizational strategy and the ability to effect cultural change for a common goal. ” http://horngroup.blogs.com/horn_group_weblog/2009/04/why-social-media-marketing-fails-and-how-to-ﬁx-it.html Content created by or originated from Aleuromedia LLC www.aleuromedia.com Tara Mahady KSLeBlanc these resources

Plan For Success “In any other business endeavor we start by figuring out what we want to accomplish. Social technologies are not magic. They accomplish things, too. It's time to stop doing social because it's cool. It's time to start doing it because it's effective.” “First, examine the Social Technographics Proﬁle of your customers. Second, choose your objective: listening to, talking with, energizing, supporting, or embracing your customers and their ideas. Third, build a strategy around changing your relationship with your customers. Finally, pick the appropriate technologies to implement. Companies that take these four steps in order and then put success metrics in place are the most likely to succeed.” http://blogs.forrester.com/groundswell/2007/12/the-post-method.html http://www.forrester.com/Research/Document/Excerpt/0,7211,43656,00.html Content created by or originated from Aleuromedia LLC www.aleuromedia.com Tara Mahady KSLeBlanc these resources

Plan For Success http://blogs.forrester.com/groundswell/2007/12/the-post-method.html Content created by or originated from Aleuromedia LLC www.aleuromedia.com Tara Mahady KSLeBlanc these resources

Measure Success “ A few examples of what success could look like for you: We were able to learn something about customers we’ve never known before; We were able to tell our story to customers and they shared it with others; A blogging program where there are more customers talking back in comments than posts; An online community where customers are self-supporting each other and costs are reduced; We learn a lot from this experimental program, and pave the way for future projects, that could still be a success metric; We gain experience with a new way of two-way communication; We connect with a handful of customers like never before as they talk back and we listen; We learned something from customers that we didn’t know before. ” http://www.web-strategist.com/blog/2008/01/25/why-you-social-media-plan-should-indicate-what-does-success-look-like/ Content created by or originated from Aleuromedia LLC www.aleuromedia.com Tara Mahady KSLeBlanc these resources

Measure Success “Lake explains 10 steps to measure the effects of social media. Social media is an effective way to engage customers and build your brand. “As a Traffic r e l a t i v e l y y o u n g t e c h n o l o g y, m a n y businesses struggle to measure its value. Traffic is a simple way to measure social media. Chris Lake suggests you can measure the Remember that quality often beats quantity, effects of social media by qualifying traffic, though not always. interaction, sales, leads, search marketing, brand metrics, PR, customer engagement, retention, and profits.” Interaction Participation says something about the kind of traffic you attract. Remember that an engaged customer is a highly valuable one. Interaction can include posting comments, participating in support forums, and writing customer reviews and ratings. This interaction can happen on your Web site and on other sites. (I suggest you set up RSS feeds, GoogleAlerts, and any other tracking measures you can find to capture social conversations about your business.) Sales Econsultancy tracks sales from organic Google referrals and also paid search. They now track other channels, such as Twitter. Try it. Dell did, and discovered that it made $1m from Twitter in 18 months. Blendtec's 'Will It Blend?' campaign on YouTube helped to drive \"a five-fold increase in sales.\" http://www.netstrategies.com/2009-march/chris-lakes-10-ways-to-measure-social-media-success.html Content created by or originated from Aleuromedia LLC www.aleuromedia.com Tara Mahady KSLeBlanc these resources

Measure Success Leads Some companies cannot process sales online because their products or services do not allow for it. If that's the case, try measuring something else. For example, the automotive industry might measure the effects of its online ad campaigns by the amount of brochures requests, as opposed to car sales. If you are a consultant and spend time interacting on LinkedIn Answers then there's a way of tracking that activity to inquiries about your services. The same applies across the spectrum of social media sites. Choose your weapon thought leaders! Search marketing Don't underestimate the search engine optimization factor. Social media can be far more powerful in this regard than you might initially imagine. For example, a well- placed story/video/image on a site like Digg can generate a lot of traffic and a nice link from Digg itself, but the real win here is that it can generate a lot more interest beyond Digg. Bloggers and major publishers follow Digg's Upcoming channel to unearth new and interesting stories. One link and 20,000 referrals from Digg might lead to 40,000 referrals and 100 links from other sites. 100 links means that your page might rank higher in Google. Remember too that you can use sites like Twitter and YouTube to claim valuable search rankings on your brand search terms. http://www.netstrategies.com/2009-march/chris-lakes-10-ways-to-measure-social-media-success.html Content created by or originated from Aleuromedia LLC www.aleuromedia.com Tara Mahady KSLeBlanc these resources

Measure Success Brand metrics Word of mouth and the viral factor (inherent in sites like Twitter, Facebook and Digg) can help shift the key brand metrics, both negatively and positively. These include brand favorability, brand awareness, brand recall, propensity to buy, etc. TV ads are measured in this way. Positive brand associations via social media campaigns can help drive clicks on paid search ads and responses to other forms of advertising. We know that TV ads boost activity on search engines, resulting in paid search success stories, so I'd bet that social media can do the same. PR The nature of public relations has changed forever. The distinct worlds of PR, customer service, and marketing are fusing. Twitter means everybody has a blog nowadays with somewhere to shout about things to their friends (and beyond). Social media sites are the biggest echo chambers in the world! In any event, if you can measure PR, then you can measure social media. http://www.netstrategies.com/2009-march/chris-lakes-10-ways-to-measure-social-media-success.html Content created by or originated from Aleuromedia LLC www.aleuromedia.com Tara Mahady KSLeBlanc these resources

Measure Success Customer engagement Given the prevalence of choice, and the ease of brand flip-flopping, customer engagement is one of the most important of all metrics in today's business environment. Engagement can take place offline and online, both on your Web site and on other sites, particularly social media sites. Customer engagement is key to improving satisfaction, loyalty rates, and revenue. By listening to customers, and letting them know that you are listening, you can improve your business, your products, and your levels of service. The alternative is to ignore customers, which sends out a terrible message. Our research found that an engaged customer will recommend your brand, convert more readily, and purchase more often. Retention Increased customer engagement can increase customer retention. This is evolving as a crucial factor in business success. Make no bones about it: we are moving into an age of optimization and retention. Watch your retention rates as you start participating in social media. Over time, all things remaining equal, they should rise. Zappos, which is a case study in how-to-do-Twitter, and active on MySpace, Facebook, and Youtube, is closing in on $1 billion of sales this year, and \"75% of its orders are from repeat customers\". http://www.netstrategies.com/2009-march/chris-lakes-10-ways-to-measure-social-media-success.html Content created by or originated from Aleuromedia LLC www.aleuromedia.com Tara Mahady KSLeBlanc these resources

Measure Success Profits If you can reduce customer turnover and engage them more often, you can generate more business from your existing customer base. Happy customers often recommend your business to their network of friends, family, and social media contacts. This reduces your reliance on vast customer acquisition budgets to maintain or grow profits. Remember that old adage that it is cheaper to keep existing customers than to seek out new ones. http://www.netstrategies.com/2009-march/chris-lakes-10-ways-to-measure-social-media-success.html Content created by or originated from Aleuromedia LLC www.aleuromedia.com Tara Mahady KSLeBlanc these resources

Kelley-Sue LeBlanc, Founder Follow on Twitter: KSL Join my linked in network: http://www.linkedin.com/in/KSLeBlanc Tara Mahady, Partner Follow on Twitter: TMahady Join my linked in network: http://www.linkedin.com/in/tmahady AleuroSolutions Resources http://www.aleurosolutions.com http://www.aleuromedia.com/blog/ Become a fan on Facebook: AleuroSolutions Follow on Twitter: Aleuro

Businesses & Social Media 09 Aleuromedia

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