Social Media – Where it Works in Business and Does it Fit in Automotive? October 14, 2009

What We’ll CoverWhat is social?What isn’t socialBest practicesStrategyListeningGreat contentOngoing management / fostering of conversationMeasurementCase studiesEdmundsSonyBreaking Point SystemsGetting started

Who Am I and Why do You Care?I work for a company called, Powered. We’ve been buildingbranded online communities and delivering social strategies that drive measureable business results for 10+ years.Est. 1999, headquartered in Austin, TXExpertise in marketing, social strategy & community developmentFull-service consulting & executionIntegrate social marketing as a central component of the marketing mix to optimize overall marketing spend

Est. 1999, headquartered in Austin, TX

Expertise in marketing, social strategy & community development

Full-service consulting & execution

Integrate social marketing as a central component of the marketing mix to optimize overall marketing spend

Who We Work With

What is Social Media?

It Feels Like it’s All About the Tools…Image courtesy Brian Solis

Definition According to WikipediaSocial media: content created by people using highly accessible and scalable publishing technologies. At its most]basic sense, social media is a shift in how people discover, read and share news, information and content. […] Social media has become extremely popular because it allows people to connect in the online world to form relationships for personal and business. […]

The REALLY Important WordsSocial media: content created by people using highly accessible and scalable publishing technologies. At its most]basic sense, social media is a shift in how people discover, read and share news, information and content. […] Social media has become extremely popular because it allows people to connect in the online world to form relationships for personal and business. […]

What isn’t Social Media?

This is NOT Social

This is ALSO Not Social

Nor is this Social

Some Best Practices

In “social,” there are2critical factors that separate:This….& THISAudience-focused StrategyIt’s not about you. It’s about them.Killer ContentNOT: ‘copy,’ messaging, press releases, product demos

“Social” strategy involves planningAlign with business goalsContent map (what, where, how often, by whom)User experienceCalls to actionDevelopment planSocial syndication & promotionMeasurement & data collection

Align with business goals

Content map (what, where, how often, by whom)

User experience

Calls to action

Development plan

Social syndication & promotion

Measurement & data collection

Listening is VERY ImportantWhy can’t I ever get through to customer service?!? We like you but…I’m recommending you to everyone I know. ;) What is wrong with you guys? You are 100X better than the competition!!!You suck!

Content: Diversify based on audience needsSample subject: RunningSubject BreadtharticletutorialvideoworkshopSubject DepthIf you don’t know your audience’s preferences, start small and test - or just ask them.

Content: The 7 commandmentsTo create killer content, thou shalt…..never (ever, ever, ever) create infomercials.align content strategy to (community) business objectives.be realistic about the community’s propensity to contribute content and commune.offer depth and breadth of content topics.acknowledge differences in learning styles and diversify formats.keep the content fresh and relevant but create (some) content that will have a long life.listen to your audience and optimize to meet their needs.

Successful communities must be nurturedFebruary 2008 Forrester: “Online Community Best Practices”

And then Comes MeasurementCommunity Key Performance Indicators% of clicks to brand products% More likely to purchase% Planning to purchaseCommunity registrationsE-mail opt-insTime per visit% more likely to recommend your brandCommunity referralsSocial syndicationActual online transactions & revenueReported purchases% return visitors% retention year to yearShare of household/walletPlanned brand purchasesContent optimization measures: Views, clicks on calls-to-action, ratings, survey feedback

% of clicks to brand products

% More likely to purchase

% Planning to purchase

Community registrations

E-mail opt-ins

Time per visit

% more likely to recommend your brand

Community referrals

Social syndication

Actual online transactions & revenue

Reported purchases

% return visitors

% retention year to year

Share of household/wallet

Planned brand purchases

How About a Few Case Studies?

Edmunds.com Case StudyGood example of a dealership using Dealer Ratings & Reviews. They regularly send out emails to new customers asking them to write a review. They currently have 22 sales reviews and 2 service reviews

Edmunds.com Case StudyWhere many salespeople engaging in conversations (not soliciting but really helping people understand pricing and packages). There are customers that actually go out of state to buy from a salesperson who's been a regular helper in the Forums. People go with who they trust!

Edmunds.com Case StudyCustomers can see profiles of the other customers or sales people from whom they are getting answers

Edmunds Case StudyGoalDealers can drive trust and engagement leading to increased sales.ResultsIncreased reviews on dealership and serviceDirect leads resulting from online relationship buildingBetter understanding of what customers are looking forWhyEdmunds focuses on creating valuable content and meaningful conversations where brands, dealers, experts and customers can come togetherSales and service people like because they can subscribe to alerts on specific categories they like to answer questions on. They can also build their own Expert widget to have on their dealership site or blog.

Increased reviews on dealership and service

Direct leads resulting from online relationship building

Better understanding of what customers are looking for

Edmunds focuses on creating valuable content and meaningful conversations where brands, dealers, experts and customers can come together

Sales and service people like because they can subscribe to alerts on specific categories they like to answer questions on. They can also build their own Expert widget to have on their dealership site or blog.

Sony Case Study

Sony Case StudyGoalEstablish deep relationships, accelerate consideration & drive loyalty&advocacyResults388% increase in the number of user engagements34% growth in member registration / 31% increase in unique visits179% more repeat visits78% of users report that they are more likely to purchase a Sony product as a result of Backstage 10159% of users are likely to recommend Sony to a family member, friend, or coworkerWhyCustomer-centric contentOpportunity to engage in conversations with other customers & Sony employeesClear and relevant merchandising against pre-selected segments

388% increase in the number of user engagements

34% growth in member registration / 31% increase in unique visits

179% more repeat visits

78% of users report that they are more likely to purchase a Sony product as a result of Backstage 101

59% of users are likely to recommend Sony to a family member, friend, or coworker

Customer-centric content

Opportunity to engage in conversations with other customers & Sony employees

Clear and relevant merchandising against pre-selected segments

BreakingPointCase Study

BreakingPoint Case StudyGoalDrive leads and awareness through their blog, Twitter, LinkedIn, Facebook, and YoutubeResultLess reliance on traditional marketing channelsTriple digit growth in 2009Loyal base of advocatesDirect relationships with press and analystsWhyExplicit value in the content BreakingPoint deliversTeam of developers, marketers, product people and executives that provide ongoing access to their expertise

Less reliance on traditional marketing channels

Triple digit growth in 2009

Loyal base of advocates

Direct relationships with press and analysts

Explicit value in the content BreakingPoint delivers

Team of developers, marketers, product people and executives that provide ongoing access to their expertise

Other Bene’s: Engaged Community & SEO Juice

Getting Started

Getting StartedListen – what are your customers saying? Where are they saying it (think: Google Alerts, Radian6, Techrigy, BuzzGain)Align – What do you want to use social for? Customer research? Sales? Product innovation. Make sure your social efforts align with your corporate goalsInclude – Make sure you get Legal/Compliance on board early and often. They can help you guide & craft your social policy.Join – are your customers on Facebook? Twitter? Get Satisfaction? Sign up (but learn the etiquette first).Engage – Talk to your customers, prospects, partners and even detractors.Create – Don’t forget the “Killer Content.”Measure – Ignore this step at your peril. You may be doing a great job but you’ll never know if you don’t measure.

THANK YOU!Aaron StroutCMO, Powered Inc.Blog: http://blog.stroutmeister.comTwitter: http://twitter.com/aaronstroutE-mail: aaron.strout@powered.com