10 Essential Tips For Social
Media Research and Marketing
May 19, 2010
Twitter Hashtag: #ARFCAST
Presented by
Lynne d Johnson, SVP Social
Media, The ARF
Twitter: @lynneluvah
email: lynne@thearf.org
NEW	
  YORK	
  CITY
June	
  21,	
  2010	
  •	
  10:00am–3:00pm
For	
  info	
  and	
  registraDon:	
  hFp://www.thearf.org/...
#1 You Need to Be Where
Your Consumers Are
»
Image Credit: istrat interactive strategies, http://www.istrat.in/blog/image....
ARF University Social Media Bootcamp
Your Consumers Are Using Social Media
» Social Media > E-mail
» Social Media Nearly R...
#2 Set Clear Goals»
ARF University Social Media Bootcamp
Be Clear in Your Aim
» Knowing What You Want From Your Social Media Efforts First,
He...
#3 Sell Social Media to the
C-Suite and Get Everyone on
Board
»
Image Credit: Horst Frank, http://commons.wikimedia.org/wi...
ARF University Social Media Bootcamp
How to Sell Social Media Internally
» Be Clear That Social Media Isn’t Just an Also, ...
#4 Dive In»
Image Credit: Kfengler, http://commons.wikimedia.org/wiki/File:Cliff_diver.jpg
ARF University Social Media Bootcamp
Just Do It
» Leave the Fear Factor to Reality Shows
» Who Owns It? Everyone!
» Do We ...
#5 Test the Waters»
Image Credit: U.S. Navy photo by Photographer's Mate Airman Tina Lamb,http://commons.wikimedia.org/wik...
ARF University Social Media Bootcamp
Start Small By Listening and Tracking
Buzz
» Google Alerts
» Social Mention
» Ice Roc...
#6 Monitor Your
Competition
»
ARF University Social Media Bootcamp
Learn From Others
» Read and Research Case Studies
» Read Websites That Cover Social ...
#7 Find Your Voice»
ARF University Social Media Bootcamp
What’s The Voice of Your Company?
» Write a Social Media Strategy
» Write a Company S...
#8 Measure Consumer
Satisfaction
»
ARF University Social Media Bootcamp
More Than Listening
» Customer Experience Moves to the Social Web
» Engage a Listenin...
#9 Engage the Consumer»
Image Credit: April Killingsworth, http://commons.wikimedia.org/wiki/File:Love_-_Engagement.jpg
ARF University Social Media Bootcamp
Engagement vs Message Push
» Create Community (Private, MROC, Forums, Groups, Fans,
F...
#10 Assess Your
Achievements
»
ARF University Social Media Bootcamp
Determining ROI
» Net Promoter Score
3
Source:http://www.netpromoter.com/np/calculate...
ARF University Social Media Bootcamp
Determining ROI
» Razorfish SIM Score
» SIM Score = Net Sentiment for the Brand/Net S...
ARF University Social Media Bootcamp
» Share
» Engagement
» Reach
» Influence
» Impact
» Issue Resolution
» Satisfaction S...
ARF University Social Media Bootcamp
Upcoming Events
Social Media Bootcamp
June 21 2010
June 22-23 2010
To register, visit...
ARF University Social Media Bootcamp
Upcoming Council Meetings
Social Media – June 8
Digital Media (AM) – June 10
Multicul...
The ARF Listening Playbook
by Steve Rapport – Knowledge Solutions Director, The ARF!
http://bit.ly/TheARFListeningPlaybook...
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10 Essential Tips for Social Media Research and Marketing

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10 Essential Tips for Social Media Research and Marketing

  1. 1. 10 Essential Tips For Social Media Research and Marketing May 19, 2010 Twitter Hashtag: #ARFCAST
  2. 2. Presented by Lynne d Johnson, SVP Social Media, The ARF Twitter: @lynneluvah email: lynne@thearf.org
  3. 3. NEW  YORK  CITY June  21,  2010  •  10:00am–3:00pm For  info  and  registraDon:  hFp://www.thearf.org/assets/arf-­‐university Social  Media  Bootcamp Social  Media  For  Research  and  Marke6ng
  4. 4. #1 You Need to Be Where Your Consumers Are » Image Credit: istrat interactive strategies, http://www.istrat.in/blog/image.axd?picture=2009%2f7%2fsocial-media.png
  5. 5. ARF University Social Media Bootcamp Your Consumers Are Using Social Media » Social Media > E-mail » Social Media Nearly Rivals Search » 20% of Conversation on Twitter = Brand Mentions » Conversations Are Occurring About Your Brand Without You » #1 Method for Sharing News and Information
  6. 6. #2 Set Clear Goals»
  7. 7. ARF University Social Media Bootcamp Be Clear in Your Aim » Knowing What You Want From Your Social Media Efforts First, Helps You Better Plan, Execute, and Measure » Product Awareness vs Sales vs Customer Service vs Whatever Your Objectives Are
  8. 8. #3 Sell Social Media to the C-Suite and Get Everyone on Board » Image Credit: Horst Frank, http://commons.wikimedia.org/wiki/File:German_Monopoly_board_in_the_middle_of_a_game.jpg
  9. 9. ARF University Social Media Bootcamp How to Sell Social Media Internally » Be Clear That Social Media Isn’t Just an Also, But a “Must- Have” » Integrated Research » Integrated Marketing » Unstructured Conversations » You’re Getting Valuable Rich Data You Can’t Get Anywhere Else
  10. 10. #4 Dive In» Image Credit: Kfengler, http://commons.wikimedia.org/wiki/File:Cliff_diver.jpg
  11. 11. ARF University Social Media Bootcamp Just Do It » Leave the Fear Factor to Reality Shows » Who Owns It? Everyone! » Do We Have the Resources? Yes, if it’s Infused Across the Organization.
  12. 12. #5 Test the Waters» Image Credit: U.S. Navy photo by Photographer's Mate Airman Tina Lamb,http://commons.wikimedia.org/wiki/File:US_Navy_020327- N-9312L-114_USS_Stennis_-_rescue_swimmer.jpg
  13. 13. ARF University Social Media Bootcamp Start Small By Listening and Tracking Buzz » Google Alerts » Social Mention » Ice Rocket » BlogScope » Tweet Reach » Twitter Sentiment » Hootsuite » Co Tweet
  14. 14. #6 Monitor Your Competition »
  15. 15. ARF University Social Media Bootcamp Learn From Others » Read and Research Case Studies » Read Websites That Cover Social Media » Watch the Pros on Facebook and Twitter » See How Publishers Build Social Media Into Their Sites To Figure Out Where You Fit In (It’s Not Just About Display Advertising Anymore)
  16. 16. #7 Find Your Voice»
  17. 17. ARF University Social Media Bootcamp What’s The Voice of Your Company? » Write a Social Media Strategy » Write a Company Social Media Policy/Standards » Telling Your Brand’s Story » Content Creation » Compelling Video » Find Your Voice And Stick With It: Consistency Builds Trust
  18. 18. #8 Measure Consumer Satisfaction »
  19. 19. ARF University Social Media Bootcamp More Than Listening » Customer Experience Moves to the Social Web » Engage a Listening Platform » Track, Monitor, and Analyze Sentiment Analysis » Measure Real-Time Impact
  20. 20. #9 Engage the Consumer» Image Credit: April Killingsworth, http://commons.wikimedia.org/wiki/File:Love_-_Engagement.jpg
  21. 21. ARF University Social Media Bootcamp Engagement vs Message Push » Create Community (Private, MROC, Forums, Groups, Fans, Followers) » Find Your Influencers and Let Them Engage New Customers For You » Listen, Respond, Engage » Contesting and Promotions » Don’t Just Sell 3
  22. 22. #10 Assess Your Achievements »
  23. 23. ARF University Social Media Bootcamp Determining ROI » Net Promoter Score 3 Source:http://www.netpromoter.com/np/calculate.jsp
  24. 24. ARF University Social Media Bootcamp Determining ROI » Razorfish SIM Score » SIM Score = Net Sentiment for the Brand/Net Sentiment for the Industry The components of the above formula are: Net Sentiment for the Brand = (Positive + Neutral Conversations – Negative Conversations) /Total Conversations for the Brand Net Sentiment for the Industry = (Positive + Neutral Conversations – Negative Conversations) /Total Conversations for the Industry 3 Source:Razorfish Fluent http://fluent.razorfish.com/publication/?m=6540&l=1
  25. 25. ARF University Social Media Bootcamp » Share » Engagement » Reach » Influence » Impact » Issue Resolution » Satisfaction Score » Trends » Sentiment Determining ROI Social Marketing Analytics!   A New Framework for Measuring Results in Social Media Source:Altimeter, http://www.altimetergroup.com/2010/04/altimeter-report-social-marketing-analytics-with-web-analytics-demystified.html
  26. 26. ARF University Social Media Bootcamp Upcoming Events Social Media Bootcamp June 21 2010 June 22-23 2010 To register, visit: https://my.thearf.org/
  27. 27. ARF University Social Media Bootcamp Upcoming Council Meetings Social Media – June 8 Digital Media (AM) – June 10 Multicultural (PM) – June 10 Engagement – June 15 Advertising Effectiveness – June 24 To register please visit http://www.thearf.org/channels/councils or email councils@thearf.org
  28. 28. The ARF Listening Playbook by Steve Rapport – Knowledge Solutions Director, The ARF! http://bit.ly/TheARFListeningPlaybook_Rappaport (From ARF store book and download) http://bit.ly/TheARFListeningPlaybook_Amazon (Amazon and Amazon Kindle) http://bit.ly/TheARFListeningPlaybook_BandN (Barnes and Noble)

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