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  • Michael Jackson’s death caused a flurry of tweets that crashed Twitter. The company added more servers.
  • Steve Jobs’ death lead to 10,000 tweets per second, and Twitter never faltered.
  • The “social graph” describes the way that users are connected via social media, creating a culture of word of mouth recommendation and peer review.
  • When I go to this Facebook page for a local eye doctor, I see that eight of my friends are fans. That’s a powerful endorsement.
  • Google conditions its search results based on your social connections. You’re more likely to see search results that your friends and networks have shared or created.
  • If you structure your searches properly, you can find people expressing an “intent to buy.” That’s a sales lead.
  • People are sharing information on line everyday about products and features that we used to pay focus groups lots of money to provide.
  • If you structure your searches properly, you can find people expressing an “intent to buy.” That’s a sales lead.
  • Jeff Jarvis: Marcel’s story
  • Jeff Jarvis: Marcel’s story
  • Jeff Jarvis: Marcel’s story
  • Jeff Jarvis: Marcel’s story
  • Kinaxis, a supply chain management software company, set a goal of using social media to increase leads, increase web traffic and create greater awareness of the company. They created a blog…
  • an online community…
  • and their own online comedy show, as well as other YouTube videos.
  • and their own online comedy show, as well as other YouTube videos.
  • and their own online comedy show, as well as other YouTube videos.
  • and their own online comedy show, as well as other YouTube videos.
  • and their own online comedy show, as well as other YouTube videos.
  • and their own online comedy show, as well as other YouTube videos.
  • Blendtec’s retail sales have increased 700% since launching their viral YouTube campaign in 2006.
  • They opened one store in 2010.
  • They have opened four additional stores, and expect three more to open soon.
  • Blendtec is a company that makes high-end blenders, originally for institutional use. They started a YouTube series where their president would put unusual items in a blender and ask the question, “Will it blend?”
  • The video where he blended an iPad has more than 13 million views on YouTube. And that’s just for this one video.
  • Blendtec’s sales have increased 700% since launching their viral YouTube campaign in 2006, and allowed them to develop a retail market.

Listening to your Community Presentation Transcript

  • 1. Listening to Your Community 5th Annual Social Media for PR and Corporate Communications Conference Feb. 14, 2012 David B. Thomas @DavidBThomas Director of Community and Social Strategy Radian6, a Salesforce.com company@DavidBThomas #RaganSocMed
  • 2. What is Radian6? Leader in Social Media Monitoring and Engagement Global Brands • More than 3000 clients including 55 of the Fortune 100 • Leader in Gartner Social CRM Magic Quadrant Mice • Leader in Forrester Social Listening Wave report • Over 400 employees globally@DavidBThomas #RaganSocMed
  • 3. Who am I?@DavidBThomas #RaganSocMed
  • 4. Who am I?@DavidBThomas #RaganSocMed
  • 5. How big is it? It’s big. 35 plus hours of video 300 000 new people 11.5% of the world are updated to join Twitter every day. are now on Facebook, YouTube every 155 million Tweets per 51% of the US. minute. day. The average US home Over 5 billion photos 50% of TV viewers will have 5 to 10 web on Flickr, 2.5 billion around the world enabled devices by photos per month on watch Internet TV. 2014 Facebook.@DavidBThomas #RaganSocMed
  • 6. THERE ARE 800 MILLION PEOPLE ON FACEBOOK. THAT’S LIKE, ALMOST A BILLION, YO.@DavidBThomas #RaganSocMed
  • 7. June 2009 493 tweets per second@DavidBThomas #RaganSocMed
  • 8. May 2010 10,000 tweets per second@DavidBThomas #RaganSocMed
  • 9. The Social Graph@DavidBThomas #RaganSocMed
  • 10. The Social Graph@DavidBThomas #RaganSocMed
  • 11. The Social Graph@DavidBThomas #RaganSocMed
  • 12. Competitive Advantage of Community Emphasize customer service Develop personal relationships Be more responsive Leverage your social graph@DavidBThomas #RaganSocMed
  • 13. What is a community?@DavidBThomas #RaganSocMed
  • 14. What is a community?• Customers• Prospects• Employees• Influencers• Suppliers• Partners@DavidBThomas #RaganSocMed
  • 15. Where is a community?• Forums run by fans• Forums run by companies• Blogs• LinkedIn groups• Facebook groups• Yahoo and Google groups• Twitter• Google+• Flickr and others• YouTube and others• Social bookmarking• Location-based apps@DavidBThomas #RaganSocMed
  • 16. How do you build your community?@DavidBThomas #RaganSocMed
  • 17. Listen Discover Measure Engage@DavidBThomas #RaganSocMed
  • 18. Listen@DavidBThomas #RaganSocMed
  • 19. ListenPeople are talking about youwhether you’re there or not.Ignoring them is like ignoring aringing phone.@DavidBThomas #RaganSocMed
  • 20. People are Talking About Your Company@DavidBThomas #RaganSocMed
  • 21. Dell Command Center@DavidBThomas #RaganSocMed
  • 22. Radian6/Salesforce Command Center at Dreamforce@DavidBThomas #RaganSocMed
  • 23. Listening Tools • paid tools like Radian6 • free tools: – Google Alerts – Twitter Search – Google Blog Search – Social Mention – BoardTracker and BoardReader@DavidBThomas #RaganSocMed
  • 24. Discover@DavidBThomas #RaganSocMed
  • 25. “Customer service is the new PR”@DavidBThomas #RaganSocMed
  • 26. Market Research@DavidBThomas #RaganSocMed
  • 27. Listening for Intent@DavidBThomas #RaganSocMed
  • 28. Measure@DavidBThomas #RaganSocMed
  • 29. 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?@DavidBThomas #RaganSocMed
  • 30. Listening: Know what you want to measure Share of conversation How much of the conversation around a particular topic is about your company? Are you getting the right eyeballs?@DavidBThomas #RaganSocMed
  • 31. Listening: Know what you want to measure 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?@DavidBThomas #RaganSocMed
  • 32. Listening: Know what you want to measure 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?@DavidBThomas #RaganSocMed
  • 33. 7 Steps to Measuring Social Media ROI@DavidBThomas #RaganSocMed
  • 34. 7 Steps to Measuring Social Media ROI Establish your goals in advance. If you dont know what you want to do, youre much more likely to fail. (As in life.)@DavidBThomas #RaganSocMed
  • 35. 7 Steps to Measuring Social Media ROI Tie them to your existing business goals: • leads • conversions • web traffic • customer satisfaction sentiment • awareness • employee satisfaction recruiting@DavidBThomas #RaganSocMed
  • 36. 7 Steps to Measuring Social Media ROI Understand that every department will have a different definition of ROI.@DavidBThomas #RaganSocMed
  • 37. 7 Steps to Measuring Social Media ROI Decide in advance how you will measure success. What are the metrics that spell success for you?@DavidBThomas #RaganSocMed
  • 38. 7 Steps to Measuring Social Media ROI Focus on campaigns. Break your activities down into manageable chunks.@DavidBThomas #RaganSocMed
  • 39. 7 Steps to Measuring Social Media ROI Make them trackable through your web analytics • Create a unique landing page • Create a unique URL for each social channel • Use your web analytics to see where the traffic came from@DavidBThomas #RaganSocMed
  • 40. 7 Steps to Measuring Social Media ROI Understand that, in the end, ROI is a formula and you need all the data to truly calculate it ROI = gain – cost cost@DavidBThomas #RaganSocMed
  • 41. Engage@DavidBThomas #RaganSocMed
  • 42. Six Keys to Social Media Success@DavidBThomas #RaganSocMed
  • 43. Engagement: The Basics Be real. Understand your community before diving in. Speak with a human voice. Engage with your community person-to-person. Admit when you’ve made mistakes.@DavidBThomas #RaganSocMed
  • 44. Engagement: The Basics 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.@DavidBThomas #RaganSocMed
  • 45. Engagement: The Basics 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?@DavidBThomas #RaganSocMed
  • 46. Engagement: The Basics Be patient. It takes time to build a community. If you want to create valuable relationships, there are no shortcuts.@DavidBThomas #RaganSocMed
  • 47. Engagement: The Basics Be active. Engage often. Engage regularly. Respond quickly when people engage with you. Keep your content fresh.@DavidBThomas #RaganSocMed
  • 48. Engagement: The Basics 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.@DavidBThomas #RaganSocMed
  • 49. Success Stories@DavidBThomas #RaganSocMed
  • 50. Success Stories – Kinaxis@DavidBThomas #RaganSocMed
  • 51. Success Stories – Kinaxis@DavidBThomas #RaganSocMed
  • 52. Success Stories – Kinaxis@DavidBThomas #RaganSocMed
  • 53. Success Stories – Kinaxis 2.7x increase in web traffic@DavidBThomas #RaganSocMed
  • 54. Success Stories – Kinaxis 2.7x increase in web traffic 3.2x increase in leads (conversions)@DavidBThomas #RaganSocMed
  • 55. Success Stories – Kinaxis 2.7x increase in web traffic 3.2x increase in leads (conversions) 5.3x increase in blog/community traffic@DavidBThomas #RaganSocMed
  • 56. Success Stories – Kinaxis 2.7x increase in web traffic 3.2x increase in leads (conversions) 5.3x increase in blog/community traffic 5,700+ community members@DavidBThomas #RaganSocMed
  • 57. Success Stories – Kinaxis 2.7x increase in web traffic 3.2x increase in leads (conversions) 5.3x increase in blog/community traffic 5,700+ community members double digit sales growth@DavidBThomas #RaganSocMed
  • 58. Success Stories – Relish Gourmet Burgers Traditional forms of marketing do not allow you to engage and connect with your client. That’s how relationships are built. Rivers Corbett Chief Experience Officer Relish Gourmet Burgers@DavidBThomas #RaganSocMed
  • 59. Success Stories – Relish Gourmet Burgers How are they using social media? • connecting with customers • finding employees • promoting franchise opportunities@DavidBThomas #RaganSocMed
  • 60. Success Stories – Relish Gourmet Burgers@DavidBThomas #RaganSocMed
  • 61. Success Stories – Relish Gourmet Burgers 2010: 1 store@DavidBThomas #RaganSocMed
  • 62. Success Stories – Relish Gourmet Burgers 2012: 8 stores@DavidBThomas #RaganSocMed
  • 63. Success Stories - Blendtec@DavidBThomas #RaganSocMed
  • 64. Success Stories - Blendtec@DavidBThomas #RaganSocMed
  • 65. Success Stories - Blendtec 700% increase in sales@DavidBThomas #RaganSocMed
  • 66. Six Steps to Getting Started@DavidBThomas #RaganSocMed
  • 67. Six Steps to Getting Started 1. Start listening. 2. Find out where your customers are engaging. 3. Learn what your competitors are doing. 4. Get everybody together in the same room. 5. Develop a social media policy. 6. Determine what works best for you.@DavidBThomas #RaganSocMed
  • 68. radian6.com/resources@DavidBThomas #RaganSocMed
  • 69. David B. Thomas @DavidBThomas www.radian6.com http://dbthomas.com dave.thomas@radian6.com@DavidBThomas #RaganSocMed
  • 70. Other than my own, the photos in this presentation were sourced via www.creativecommons.org and Flickr, and are licensed under Creative Commons. My sincere thanks to the photographers. To see the photo credits, please visit http://delicious.com/davidbthomas/presopics.Photo credits @DavidBThomas #RaganSocMed
  • 71. What about B2B?@DavidBThomas #RaganSocMed
  • 72. B2B vs B2C – The Differences Longer sales cycles More influencers Higher dollar value sales (considered purchase) Higher value to relationships@DavidBThomas #RaganSocMed
  • 73. B2B vs B2C – The Similarities Importance of the social graph Reach is still important Content Rules Emotional aspects of purchase decisions Everybody loves a good story The Bs and Cs are all people@DavidBThomas #RaganSocMed