SOCIAL MEDIA FOR DUBLIN 11/5/08

Web 2.0 overview Why is it important? Guidelines and applications Case studies Key takeaways TODAY’S DISCUSSION

Web 2.0 overview

Why is it important?

Guidelines and applications

Case studies

Key takeaways

18% 25% 12% 25% 48% 44%

Projected growth of CGM Spending on social media and “conversational marketing” – albeit still in their nascent stage – will surpass traditional marketing spend by the end of 2012 - TWI Surveys, Inc

Spending on social media and

“conversational marketing”

– albeit still in their nascent stage –

will surpass traditional marketing spend

by the end of 2012

- TWI Surveys, Inc

Communications landscape New sources of information and influence We are no longer in control Authenticity and openness are essential Business conduct must be ethical and transparent Social media/Web 2.0/CGM is here to stay

New sources of information and influence

We are no longer in control

Authenticity and openness are essential

Business conduct must be ethical and transparent

Social media/Web 2.0/CGM is here to stay

Continuing evolution Lines blurring between: Converging marketing disciplines Online/offline reputation management Public and private communications “ Pros vs. Joes” (journalists and bloggers vs. anyone with a computer)

Lines blurring between:

Converging marketing disciplines

Online/offline reputation management

Public and private communications

“ Pros vs. Joes” (journalists and bloggers vs. anyone with a computer)

Social media is even more important in the travel, tourism and hospitality business!

Social media is even more important in the travel, tourism and hospitality business!

Social media even more important in the travel, tourism and hospitality business!

Social media even more important in the travel, tourism and hospitality business!

Social media guidelines This must become part of how we do business Balance emphasis on social media with expertise in content Incorporate social media strategies and tools the way we would any other Deliver the right message to the right audience via the right medium Unique opportunity to listen to, learn from and influence the consumer-led conversation

This must become part of how we do business

Balance emphasis on social media with expertise in content

Incorporate social media strategies and tools the way we would any other

Deliver the right message to the right audience via the right medium

Unique opportunity to listen to, learn from and influence the consumer-led conversation

Basic social media strategy Listen to the conversation Review and analyze learnings Engage if and when it makes sense Monitor and adjust Measure results

Listen to the conversation

Review and analyze learnings

Engage if and when it makes sense

Monitor and adjust

Measure results

Top 10 reasons to monitor social media Complaints – catching something early shows responsiveness Compliments – capture and share via Del.icio.us Expressed need – monitor key words, offer assistance Competitors – reach out to customers proactively Crowds – watch for trends, spikes

Complaints – catching something early shows responsiveness

Compliments – capture and share via Del.icio.us

Expressed need – monitor key words, offer assistance

Competitors – reach out to customers proactively

Crowds – watch for trends, spikes

Top 10 reasons to monitor social media Influencers – easy to identify via social media Crises – watch for triggers ROI – measure impact of efforts over time Audit – analyze sum of online communications Threads – conversations across different platforms

Influencers – easy to identify via social media

Crises – watch for triggers

ROI – measure impact of efforts over time

Audit – analyze sum of online communications

Threads – conversations across different platforms

Social search Aggregators Del.icio.us , Shadows , Yahoo's MyWeb , Furl , Digg Collaborative directories Prefound , Zimbio , Wikipedia Taggregators Technorati , Rojo , Bloglines Social Q & A sites Yahoo Answers , Google Answers

Aggregators

Del.icio.us , Shadows , Yahoo's MyWeb , Furl , Digg

Collaborative directories

Prefound , Zimbio , Wikipedia

Taggregators

Technorati , Rojo , Bloglines

Social Q & A sites

Yahoo Answers , Google Answers

Blogs Every niche has online influencers Online buzz about a site or brand is priceless Blogs deliver invaluable market research Blogs can create a community of brand ambassadors

Every niche has online influencers

Online buzz about a site or brand is priceless

Blogs deliver invaluable market research

Blogs can create a community of brand ambassadors

The big picture

The big picture

Takes one to know one Start a blog yourself Serves as a home base for all social media activity Facilitates two-way conversation Search engine optimization benefits Powerful market research tool Give voice and personality to your brand

Start a blog yourself

Serves as a home base for all social media activity

Facilitates two-way conversation

Search engine optimization benefits

Powerful market research tool

Give voice and personality to your brand

Top social networking sites Myspace Facebook Flickr LinkedIn Fastest growing: Twitter, Tagged, Ning

Myspace

Facebook

Flickr

LinkedIn

Fastest growing: Twitter, Tagged, Ning

Niche social sites Tripadvisor IgoUgo Virtualtourist.com Chowhound Guidespot Yelp MyTravelGuide RealTravel Epinions DontGoThere.org

Tripadvisor

IgoUgo

Virtualtourist.com

Chowhound

Guidespot

Yelp

MyTravelGuide

RealTravel

Epinions

DontGoThere.org

Online reputation management Google is your true home page Show your best face online Check entries on Wikipedia, travel Web sites Monitor and participate in blogs and message boards Respond when it makes sense Reach out and fix problems where possible

Google is your true home page

Show your best face online

Check entries on Wikipedia, travel Web sites

Monitor and participate in blogs and message boards

Respond when it makes sense

Reach out and fix problems where possible

Personal brand management How are you connecting? How much is too much? Define role and value of social media for you as well as your brand Know that what you say online to one person, one time … you’re saying to everyone, all the time

How are you connecting?

How much is too much?

Define role and value of social media for you as well as your brand

Know that what you say online to one person, one time … you’re saying to everyone, all the time

CASE STUDIES

Experience Columbus Launch of edgy new destination marketing campaign Goal: get local ambassadors talking and engaged Hosted blogger event 7/31 Invited 50 and 35 bloggers attended – all 35 blogged Results: overwhelming response, BUT thick skin needed! “ The campaign may not have received four-star reviews. But Experience Columbus certainly did.” ~Advergirl Results saved online at http://delicious.com/LaraK/ExperienceColumbus

Launch of edgy new destination marketing campaign

Goal: get local ambassadors talking and engaged

Hosted blogger event 7/31

Invited 50 and 35 bloggers attended – all 35 blogged

Results: overwhelming response, BUT thick skin needed!

“ The campaign may not have received four-star reviews. But Experience Columbus certainly did.” ~Advergirl

Results saved online at http://delicious.com/LaraK/ExperienceColumbus

Caminito Argentinean Steakhouse Single-location restaurant in Northampton, Mass The Prime Cuts Blog shares cooking and kitchen tips, tricks, recipes and more Prime Cuts TV channel on YouTube and Viddler for weekly/bi-weekly how-to videos Social monitoring and response program Active on Yelp.com; encourages visitors to leave reviews there Presence on MySpace , Upcoming , Facebook , Twitter , Plurk , FriendFeed , LinkedIn and Flickr Results: 30% increase in sales when competitors are flat or down

Single-location restaurant in Northampton, Mass

The Prime Cuts Blog shares cooking and kitchen tips, tricks, recipes and more

Prime Cuts TV channel on YouTube and Viddler for weekly/bi-weekly how-to videos

Social monitoring and response program

Active on Yelp.com; encourages visitors to leave reviews there

Presence on MySpace , Upcoming , Facebook , Twitter , Plurk , FriendFeed , LinkedIn and Flickr

Results: 30% increase in sales when competitors are flat or down

GETTING STARTED

Joining the conversation: Listen Observe online communities where your brand is actively discussed Participate in conversations as if with someone in real life whom you respect Pay attention to how community members interact with each other Reach out to people as a person NOT as a marketer or communicator

Observe online communities where your brand is actively discussed

Participate in conversations as if with someone in real life whom you respect

Pay attention to how community members interact with each other

Reach out to people as a person NOT as a marketer or communicator

Joining the conversation: Engage Be helpful and bring value to the conversation Positively represent the personality and perception of your brand This is the only way to earn your online audience’s Respect Business Loyalty Referrals

Be helpful and bring value to the conversation

Positively represent the personality and perception of your brand

This is the only way to earn your online audience’s

Respect

Business

Loyalty

Referrals

Four Stages of Engagement I. Listen IV. Evaluate III. Contribute II. Participate

Creating content Participating in larger conversations Integrating into social networks Provide a valuable application Build relationships on and off-line Contributing to the community

Creating content

Participating in larger conversations

Integrating into social networks

Provide a valuable application

Build relationships on and off-line

Blogs: Blogpulse, Google, IceRocket, Technorati Podcasts: Digg Twitter: Tweeterboard Tags: Del.icio.us YouTube and Flickr: Rankings/counters on-site Forums: Board Tracker Web Stats: Compete, Alexa, Google Analytics Wikipedia Edits: Wikiscanner, wired.reddit Paid Services: Radian 6, CustomScoop, Nielsen Buzz Logic, Cyber Alert, Andiamo Systems Measurement tools

Blogs: Blogpulse, Google, IceRocket, Technorati

Podcasts: Digg

Twitter: Tweeterboard

Tags: Del.icio.us

YouTube and Flickr: Rankings/counters on-site

Forums: Board Tracker

Web Stats: Compete, Alexa, Google Analytics

Wikipedia Edits: Wikiscanner, wired.reddit

Paid Services: Radian 6, CustomScoop, Nielsen Buzz Logic, Cyber Alert, Andiamo Systems

Benefits of social media Deeper relationships with visitors/guests Increased awareness for brand Better communication with audiences Broadening of professional network Search engine prominence Increased web or blog traffic

Deeper relationships with visitors/guests

Increased awareness for brand

Better communication with audiences

Broadening of professional network

Search engine prominence

Increased web or blog traffic

Join – and really maximize – LinkedIn and Facebook Use RSS feeds to bring your news to you daily Join Technorati – aka blog central Start a del.icio.us page for your brand and/or yourself Read travel blogs and join relevant socnets/communities Join Twitter and try microblogging (70/20/10) Begin social media monitoring/listening program Seven things to take away

Join – and really maximize – LinkedIn and Facebook

Use RSS feeds to bring your news to you daily

Join Technorati – aka blog central

Start a del.icio.us page for your brand and/or yourself

Read travel blogs and join relevant socnets/communities

Join Twitter and try microblogging (70/20/10)

Begin social media monitoring/listening program

QUESTIONS? [email_address] @LaraK on Twitter Blog at www.larakretler.com 614-383-1618 (w) 937-271-9151 (c)