Listening to Your Community            5th Annual Social Media for PR and Corporate            Communications Conference  ...
What is Radian6? Leader in Social Media Monitoring and Engagement Global Brands                                   • More t...
Who am I?@DavidBThomas   #RaganSocMed
Who am I?@DavidBThomas   #RaganSocMed
How big is it? It’s big.  35 plus hours of video   300 000 new people                                                     ...
THERE ARE   800 MILLION   PEOPLE ON   FACEBOOK.   THAT’S LIKE, ALMOST A BILLION, YO.@DavidBThomas                         ...
June 2009                493 tweets per second@DavidBThomas                           #RaganSocMed
May 2010                10,000 tweets per second@DavidBThomas                              #RaganSocMed
The Social Graph@DavidBThomas       #RaganSocMed
The Social Graph@DavidBThomas       #RaganSocMed
The Social Graph@DavidBThomas       #RaganSocMed
Competitive Advantage of Community Emphasize customer service Develop personal relationships Be more responsive Leverage y...
What is a                community?@DavidBThomas                #RaganSocMed
What is a community?•   Customers•   Prospects•   Employees•   Influencers•   Suppliers•   Partners@DavidBThomas          ...
Where is a community?•   Forums run by fans•   Forums run by    companies•   Blogs•   LinkedIn groups•   Facebook groups• ...
How do you build                your community?@DavidBThomas                 #RaganSocMed
Listen                Discover                Measure                Engage@DavidBThomas              #RaganSocMed
Listen@DavidBThomas            #RaganSocMed
ListenPeople are talking about youwhether you’re there or not.Ignoring them is like ignoring aringing phone.@DavidBThomas ...
People are Talking About Your Company@DavidBThomas                            #RaganSocMed
Dell Command Center@DavidBThomas          #RaganSocMed
Radian6/Salesforce Command Center at Dreamforce@DavidBThomas                            #RaganSocMed
Listening Tools • paid tools like Radian6 • free tools:     – Google Alerts     – Twitter Search     – Google Blog Search ...
Discover@DavidBThomas              #RaganSocMed
“Customer service is the new PR”@DavidBThomas                       #RaganSocMed
Market Research@DavidBThomas      #RaganSocMed
Listening for Intent@DavidBThomas           #RaganSocMed
Measure@DavidBThomas             #RaganSocMed
Listening: Know what you want to measure Fans, followers, subscribers and potential reach What are the raw numbers? Is you...
Listening: Know what you want to measure Share of conversation How much of the conversation around a particular topic is a...
Listening: Know what you want to measure Strength of Referrals and Recommendations Are people recommending your company on...
Listening: Know what you want to measure Inbound Links Who is linking to and visiting your website? Where are they coming ...
7 Steps to Measuring                  Social Media ROI@DavidBThomas                   #RaganSocMed
7 Steps to Measuring Social Media ROI Establish your goals in advance. If you dont know what you want to do, youre much mo...
7 Steps to Measuring Social Media ROI Tie them to your existing business goals: • leads • conversions • web traffic • cust...
7 Steps to Measuring Social Media ROI Understand that every department will have a different definition of ROI.@DavidBThom...
7 Steps to Measuring Social Media ROI Decide in advance how you will measure success. What are the metrics that spell succ...
7 Steps to Measuring Social Media ROI Focus on campaigns. Break your activities down into manageable chunks.@DavidBThomas ...
7 Steps to Measuring Social Media ROI Make them trackable through your web analytics • Create a unique landing   page • Cr...
7 Steps to Measuring Social Media ROI Understand that, in the end, ROI is a formula and you need all the data to truly cal...
Engage@DavidBThomas            #RaganSocMed
Six Keys to Social                 Media Success@DavidBThomas                 #RaganSocMed
Engagement: The Basics Be real. Understand your community before diving in. Speak with a human voice. Engage with your com...
Engagement: The Basics Be relevant. It’s not about you, it’s about your community. Share a lot that’s useful for them and ...
Engagement: The Basics Be practical. Social media is a set of tools, not a strategy unto itself. Tie your efforts to exist...
Engagement: The Basics Be patient. It takes time to build a community. If you want to create valuable relationships, there...
Engagement: The Basics Be active. Engage often. Engage regularly. Respond quickly when people engage with you. Keep your c...
Engagement: The Basics Use what you have. Create a content calendar. Tie it to your quarterly communications goals. Look f...
Success Stories@DavidBThomas                #RaganSocMed
Success Stories – Kinaxis@DavidBThomas                #RaganSocMed
Success Stories – Kinaxis@DavidBThomas                #RaganSocMed
Success Stories – Kinaxis@DavidBThomas                #RaganSocMed
Success Stories – Kinaxis    2.7x increase in web traffic@DavidBThomas                      #RaganSocMed
Success Stories – Kinaxis    2.7x increase in web traffic    3.2x increase in leads (conversions)@DavidBThomas            ...
Success Stories – Kinaxis    2.7x increase in web traffic    3.2x increase in leads (conversions)    5.3x increase in    b...
Success Stories – Kinaxis    2.7x increase in web traffic    3.2x increase in leads (conversions)    5.3x increase in    b...
Success Stories – Kinaxis    2.7x increase in web traffic    3.2x increase in leads (conversions)    5.3x increase in    b...
Success Stories – Relish Gourmet Burgers   Traditional forms of marketing do not   allow you to engage and connect with   ...
Success Stories – Relish Gourmet Burgers   How are they using social   media?   • connecting with customers   • finding em...
Success Stories – Relish Gourmet Burgers@DavidBThomas                               #RaganSocMed
Success Stories – Relish Gourmet Burgers 2010: 1 store@DavidBThomas                               #RaganSocMed
Success Stories – Relish Gourmet Burgers 2012: 8 stores@DavidBThomas                               #RaganSocMed
Success Stories - Blendtec@DavidBThomas                 #RaganSocMed
Success Stories - Blendtec@DavidBThomas                 #RaganSocMed
Success Stories - Blendtec                  700% increase                     in sales@DavidBThomas                     #R...
Six Steps to Getting                       Started@DavidBThomas                  #RaganSocMed
Six Steps to Getting Started 1. Start listening. 2. Find out where your    customers are engaging. 3. Learn what your comp...
radian6.com/resources@DavidBThomas            #RaganSocMed
David B. Thomas                @DavidBThomas                www.radian6.com                http://dbthomas.com            ...
Other than my own, the photos in this presentation were                sourced via www.creativecommons.org and Flickr, and...
What about B2B?@DavidBThomas               #RaganSocMed
B2B vs B2C – The Differences Longer sales cycles More influencers Higher dollar value sales (considered purchase) Higher v...
B2B vs B2C – The Similarities Importance of the social graph Reach is still important Content Rules Emotional aspects of p...
Upcoming SlideShare
Loading in...5
×

Listening to your Community

3,114

Published on

Published in: Career, Technology, Business
0 Comments
19 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
3,114
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
19
Embeds 0
No embeds

No notes for slide
  • 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

    1. 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. 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. 3. Who am I?@DavidBThomas #RaganSocMed
    4. 4. Who am I?@DavidBThomas #RaganSocMed
    5. 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. 6. THERE ARE 800 MILLION PEOPLE ON FACEBOOK. THAT’S LIKE, ALMOST A BILLION, YO.@DavidBThomas #RaganSocMed
    7. 7. June 2009 493 tweets per second@DavidBThomas #RaganSocMed
    8. 8. May 2010 10,000 tweets per second@DavidBThomas #RaganSocMed
    9. 9. The Social Graph@DavidBThomas #RaganSocMed
    10. 10. The Social Graph@DavidBThomas #RaganSocMed
    11. 11. The Social Graph@DavidBThomas #RaganSocMed
    12. 12. Competitive Advantage of Community Emphasize customer service Develop personal relationships Be more responsive Leverage your social graph@DavidBThomas #RaganSocMed
    13. 13. What is a community?@DavidBThomas #RaganSocMed
    14. 14. What is a community?• Customers• Prospects• Employees• Influencers• Suppliers• Partners@DavidBThomas #RaganSocMed
    15. 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. 16. How do you build your community?@DavidBThomas #RaganSocMed
    17. 17. Listen Discover Measure Engage@DavidBThomas #RaganSocMed
    18. 18. Listen@DavidBThomas #RaganSocMed
    19. 19. ListenPeople are talking about youwhether you’re there or not.Ignoring them is like ignoring aringing phone.@DavidBThomas #RaganSocMed
    20. 20. People are Talking About Your Company@DavidBThomas #RaganSocMed
    21. 21. Dell Command Center@DavidBThomas #RaganSocMed
    22. 22. Radian6/Salesforce Command Center at Dreamforce@DavidBThomas #RaganSocMed
    23. 23. Listening Tools • paid tools like Radian6 • free tools: – Google Alerts – Twitter Search – Google Blog Search – Social Mention – BoardTracker and BoardReader@DavidBThomas #RaganSocMed
    24. 24. Discover@DavidBThomas #RaganSocMed
    25. 25. “Customer service is the new PR”@DavidBThomas #RaganSocMed
    26. 26. Market Research@DavidBThomas #RaganSocMed
    27. 27. Listening for Intent@DavidBThomas #RaganSocMed
    28. 28. Measure@DavidBThomas #RaganSocMed
    29. 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. 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. 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. 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. 33. 7 Steps to Measuring Social Media ROI@DavidBThomas #RaganSocMed
    34. 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. 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. 36. 7 Steps to Measuring Social Media ROI Understand that every department will have a different definition of ROI.@DavidBThomas #RaganSocMed
    37. 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. 38. 7 Steps to Measuring Social Media ROI Focus on campaigns. Break your activities down into manageable chunks.@DavidBThomas #RaganSocMed
    39. 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. 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. 41. Engage@DavidBThomas #RaganSocMed
    42. 42. Six Keys to Social Media Success@DavidBThomas #RaganSocMed
    43. 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. 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. 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. 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. 47. Engagement: The Basics Be active. Engage often. Engage regularly. Respond quickly when people engage with you. Keep your content fresh.@DavidBThomas #RaganSocMed
    48. 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. 49. Success Stories@DavidBThomas #RaganSocMed
    50. 50. Success Stories – Kinaxis@DavidBThomas #RaganSocMed
    51. 51. Success Stories – Kinaxis@DavidBThomas #RaganSocMed
    52. 52. Success Stories – Kinaxis@DavidBThomas #RaganSocMed
    53. 53. Success Stories – Kinaxis 2.7x increase in web traffic@DavidBThomas #RaganSocMed
    54. 54. Success Stories – Kinaxis 2.7x increase in web traffic 3.2x increase in leads (conversions)@DavidBThomas #RaganSocMed
    55. 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. 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. 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. 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. 59. Success Stories – Relish Gourmet Burgers How are they using social media? • connecting with customers • finding employees • promoting franchise opportunities@DavidBThomas #RaganSocMed
    60. 60. Success Stories – Relish Gourmet Burgers@DavidBThomas #RaganSocMed
    61. 61. Success Stories – Relish Gourmet Burgers 2010: 1 store@DavidBThomas #RaganSocMed
    62. 62. Success Stories – Relish Gourmet Burgers 2012: 8 stores@DavidBThomas #RaganSocMed
    63. 63. Success Stories - Blendtec@DavidBThomas #RaganSocMed
    64. 64. Success Stories - Blendtec@DavidBThomas #RaganSocMed
    65. 65. Success Stories - Blendtec 700% increase in sales@DavidBThomas #RaganSocMed
    66. 66. Six Steps to Getting Started@DavidBThomas #RaganSocMed
    67. 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. 68. radian6.com/resources@DavidBThomas #RaganSocMed
    69. 69. David B. Thomas @DavidBThomas www.radian6.com http://dbthomas.com dave.thomas@radian6.com@DavidBThomas #RaganSocMed
    70. 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. 71. What about B2B?@DavidBThomas #RaganSocMed
    72. 72. B2B vs B2C – The Differences Longer sales cycles More influencers Higher dollar value sales (considered purchase) Higher value to relationships@DavidBThomas #RaganSocMed
    73. 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

    ×