Guiding the Enterprise Social Media Strategy

Guiding the EnterpriseSocial Media Strategy
David B. Thomas
Director, Social Strategy
@DavidBThomas
Gordon Evans
Sr. Director, Product Marketing
@gordonevans
August 4, 2011

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The Leader in Social Media Monitoring and Engagement
Strong Growth
Market Leadership
Customer Success
2580+ Paying Customers
50% of Fortune 100
Tripled revenue in 2010
Doubled employees to 350 world wide
3 major product releases in 2011 so far.
2010 Forrester Wave
Listening Platforms
Leader

How big is it?It’s big.
35 plus hours of video are updated to YouTube every minute.
300 000 new people join Twitter every day. 155 million Tweets per day.
11.5% of the world are now on Facebook, 51% of the US.
The average US home will have 5 to 10 web enabled devices by 2014
50% of TV viewers around the world watch Internet TV.
Over 5 billion photos on Flickr, 2.5 billion photos per month on Facebook.

People are Talking About YourBrands

Social Media Is Communications
Telephone
Website
Email
Social Media
Customers / Employees / Partners / Suppliers

radian6.com/resources

Key Elements of Enterprise Social Media
Listening
Measurement and Analysis
Engagement

Listening

Listening: Give your people the tools
Listen to Your Customers
People are talking about you whether you’re there or not; ignoring them is like ignoring a ringing phone.
Build Your Social Pipeline
Listen for the point of need and turn social product inquiries into leads
Sell Smarter with Social Sales Intelligence
Listen to what’s being said about specific customers and industries on the social web
Get Competitive InsightsCapitalize on your competitor’s vulnerabilities and turn competitive issues into opportunities

Listening: Know what you want to measure
Fans, followers, subscribers and potential reach
What are the raw numbers?
Is your content being retweeted and shared?
How many people are in the extended network who it could potentially reach?

Share of conversation
How much of the conversation around a particular topic is about your company?
Are you getting the right eyeballs?

Strength of Referrals and Recommendations
Are people recommending your company online?
Do those people end up in your pipeline?
Does increasing your online outreach increase the percentage of referrals that result in leads?

Inbound Links
Who is linking to and visiting your website?
Where are they coming from?
Are your social media activities generating inbound links and driving traffic to your website?
Are people bookmarking your site on services like Delicious?

Value Per Fan/Follower
How do people come to your site?
Where do they come from?
What do they do when they arrive?
Overlay that data on your CRM.

Lead Generation and Conversion
Designate the lead source.
Tag leads in your system.
Segregate by the channels that drove them to you.
Overlay that data on your CRM.

Measurement and Analysis: The Secret toSocial Media ROI
Decide on your successmetrics at the start.
Make your campaigns trackable.
Figure out how much you spent creating them (time and costs).
Quantify the conversion:
ROI = gain – cost
cost

The Secret to Social Media ROI

Engagement

Engagement: Getting YourCompany Ready
Find the Right People
Get everybody together in the same room.
Invite the skeptics as well as the evangelists.
Involve the practitioners and the rulemakers.
Create a Social Media Council.

Put Someone in Charge
Where does social media “live” inside your organization?
Do you need to hire people or change existing responsibilities?
Have someone who can put his or her hand up and say, “Come to me with your questions” or “No, you can’t do that.”

Create guidelines
Make them realistic to your organization.
Be clear and concise.
Include dos as well as don’ts.
Give real-world examples of how to engage.
socialmediagovernance.com

Communicate, communicate, communicate.
As often as possible, in every channel you have.
Spotlight successes.
Lead by example.

Engagement: The Basics
Be real.
Speak with a human voice.
Engage with your community person-to-person.
Admit when you’ve made mistakes.

Be relevant.
It’s not about you, it’s about your community.
Share a lot that’s useful for them and they’ll accept a little that promotes you.
Yet another 80/20 rule.

Be practical.
Social media is a set of tools, not a strategy unto itself.
Tie your efforts to existing, bottom-line business objectives.
How you will know if you’ve succeeded?

Be patient.
It takes time to build a community.
If you want to create valuable relationships, there are no shortcuts.

Be active.
Engage often.
Engage regularly.
Respond quickly whenpeople engage with you.
Keep your content fresh.

Use what you have.
Create a content calendar.
Tie it to your quarterly communications goals.
Look for content you’re already creating.
Share it in all your channels.

Engagement: Create a playbook
Who, what, when, why and how.
Who will monitor what?
To what will you respond?
How will you respond?
Who will respond?
Who needs to approve?
Figure it out now beforeyou need it.

And now a word about B2B

B2B Social Media
The Bs Are All People
Sales cycles are longer in B2B.
There are more influencers in the buying chain.
B2B buyers are increasingly using social media for research.
The “social graph” is just as important in B2B.
People like to be entertained and informed, no matter where they’re sitting.

Discussion
Gordon Evans
Sr. Director, Product Marketing
@gordonevans
David B. Thomas
Director, Social Strategy
@DavidBThomas

Please join us at Dreamforce 2011

Guiding the Enterprise Social Media Strategy

by Radian6 on Aug 05, 2011

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