@TheForefront: Successfully Navigating Social Media

@TheForefront: Successfully Navigating Social Media Image source: iStock Presented to:

Public Relations 1.0 Image sources: support.rmicorp.com. iStock, www.dceb.ie

Public Relations 2.0 Image sources: support.rmicorp.com. iStock, www.dceb.ie, opensalon.com, http://www.blackglass.com.au

Demanding clients/bosses

Billable hours/not enough hours

Spamming the media

Shortage of media

Publics ignoring the media

Online crises

Dodging crises

Sole focus on the media

Ignoring publics

Publics talking/seeking information online

Publics don’t see silos

Some of Today’s PR Challenges Image source: iStock

New PR 2.0 Challenges

PR pros continue to want to be a controlling mouthpiece

i.e. ghost blogging, ghost comments, etc.

Potential lack of blogger relations/ community understanding and skills

Working with companies who are fearful to engage online

New, ever changing tools to keep up with

Continued messaging push, no conversation

Image source: www.strangezoo.com

PR 2.0 Opportunities

Outreach to ALL publics

Removal of gatekeepers (i.e. the media)

Listening and analyzing ALL conversations

Natural conversations that are not coerced

Communities can share your key messages & influence others

PR pros are already prepared

Image source: David Armano, Logic + Emotion

Your workload has just doubled!

PR 1.0 doesn’t go away with PR 2.0

Integrated strategies & planning

Listening/Analyzing

Search Engine Optimization

Identify & engage with influencers

Manage communities

Integration of new technologies

Measurement

Stay updated on trends & train constantly

More conversations

Image & partial content source: John Bell, Ogilvy

Social Media Skeptics Say…

Social media can’t be measured

It’s just people online with nothing better to do

Social media is a fad ( yep, since 1992+/- & still going )

We cannot give up control (messaging, brand, etc.)

Our goal is to promote/sell our products/services, not chit-chat online

Everyone department must have a say and approve

Social media is too expensive

Legal won’t approve

Partial content source: Shashi Bellamkonda, Network Solutions

Becoming Social One Step at a Time Image source: www.harmonichealth.net

Understand the change

Monitor/Listen

Analyze/Benchmark

Develop a Plan

Goal

Objectives

Strategies

Tactics

Get management approval

Identify participants

Educate internally

Train all employees/Share policies

Strategy & Implementation Image source: www.meditatus.co.uk

Typical Measurement & Value of PR Image sources: harperstudio.typepad.com, 4.bp.blogspot.com, publichealth.columbus.gov, bmwblog.com, conversationmarketing.com

PR & SM are not Measured the Same

SM Measurement = Engagement Image sources: digitalstrategy.govt.nz, orionwell.files.wordpress.com, itqb.unl.pt, iStock, gognis.net

Monitor/Listen Image source: iStock. Search Marketing Gurus, AdAge

Where to Listen Image source: Brian Solis, PR 2.0.com

How to Listen

Google / Yahoo Alerts

Google Blog Search

Technorati

Co.mments

Serph

Addictomatic

Disqus

Radian6

Twitter Search

Blogpulse

Lijit

Linqia

Custom Scoop

Ice Rocket

NetVibesMotive Quest

Nielsen BuzzMetrics

Cymphony

Trakur

SEER

Techrigy

CyberAlert

Umbria

ChatterGuard

Image source: Techrigy

Analyze: Usage ● ● ● ● Daily Usage ● ● ● Weekly Usage (2-3 times) ● ● Bi-weekly Usage ● Monthly Usage ○ Less than monthly Industry Bloggers Industry Media National Media Investors Public 1 Public 2 Blogs or Online Media ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● Twitter ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● Flickr ● ● ● ● ● ● ● ○ ● ● ● Ning ● ● ● N/A ● ● ○ ● ● ● ● YouTube ● ● ● ● ● ● ● ● ● ○ ● ● ● ● ● ● Facebook ● ● ● ● ● ● ○ ○ ● ● ● ● ● ● Yelp ● ○ ○ ○ ● ○ Forums N/A N/A ● ● ● ● ● ● ● ● ● ●

Analyze: Tonality & Messaging KM = Key Message NKM = No Key Message Positive Negative Neutral None Weekly Weekly Weekly Weekly Bi-Weekly Bi-Weekly Bi-Weekly Bi-Weekly Monthly Monthly Monthly Monthly Less than monthly Less than monthly Less than monthly Less than monthly Industry Bloggers Industry Media National Media Investors Public 1 Public 2 Blogs or Online Media ● ● ● ● / NKM ● ● ● ● /KM ● ● ● ● / KM ● ● /KM ● ● ● /NKM ● /NKM Twitter ● ● ● ● / KM ● ● ● / NKM ● ● ● ● /KM ● ● ● / KM ● ● ● ● / KM ● ● ● / NKM Flickr ● ● ● /NKM ● ● /NKM ● ● / NKM ○ /NKM ● /KM ● ● / KNM Ning ● ● / KM ● /NKM N/A ● ● /KM ○ ● ● ● ● / NKM YouTube ● ● ● /NKM ● ● ● /NKM ● ● ● /KM ○ /NKM ● ● /KM ● ● ● ● / NKM Facebook ● ● ● ● /KM ● ● /NKM ○ /NKM ○ /NKM ● ● ● ● /KM ● ● / NKM Yelp ● / NKM ○ /NKM ○ /NKM ○ /NKM ● /KM ○ / KNM Forums N/A N/A ● /KM ● ● /KM ● ● ● /KM ● ● ● ● / NKM

How to get started with PR 2.0

Start with a plan:

Goals

Measurable Objectives

Strategy

Tactics

Measure the plan

Adjust the plan

Image source: Brian Solis, PR 2.0.com

Goal

What do you hope to gain by engaging in social media?

Does your goal fit into the overall executive goal?

Image source: getentrepreneurial.com

The Goal of Being Social… Image source: om.netregistry.net

To be measurable, objectives MUST address:

A specific desire communication or behavioral effect;

A designated public (or publics) among whom the effect is to be achieved;

The expected level of attainment; and

The timeframe in which those attainments are to occur.

To increase positive mentions that include key message in key industry blogs by 15% within six months .

To increase number of presentation downloads by online public #1 by 20% within 3 months .

To launch Facebook fan page and have 15% of online public #2 join within 6 months .

Typical PR Objectives

Output: Physical products (release, content, etc.)

Outtake: What publics take away

Messages, perceptions, understandings

Outcome: Quantifiable changes in attitudes, behaviors, or opinions.

Social Media Objectives

Output: Total opportunities to see (OTS); share of positive OTS, total number of OTS key messages; share of positive positioning

Outtake: Percentage of change in awareness, percentage change in preference; percentage of change in talking about key messages.

Outcome: Percentage change in downloads; percentage change in sales, percentage change in requests for information.

Content source: KD Paine & Partners, Measuring Public Relations

Write Objectives for each Public KM = Key Message NKM = No Key Message Positive Negative Neutral None Weekly Weekly Weekly Weekly Bi-Weekly Bi-Weekly Bi-Weekly Bi-Weekly Monthly Monthly Monthly Monthly Less than monthly Less than monthly Less than monthly Less than monthly Industry Bloggers Industry Media National Media Investors Public 1 Public 2 Blogs or Online Media ● ● ● ● / NKM ● ● ● ● /KM ● ● ● ● / KM ● ● /KM ● ● ● /NKM ● /NKM Twitter ● ● ● ● / KM ● ● ● / NKM ● ● ● ● /KM ● ● ● / KM ● ● ● ● / KM ● ● ● / NKM Flickr ● ● ● /NKM ● ● /NKM ● ● / NKM ○ /NKM ● /KM ● ● / KNM Ning ● ● / KM ● /NKM N/A ● ● /KM ○ ● ● ● ● / NKM YouTube ● ● ● /NKM ● ● ● /NKM ● ● ● /KM ○ /NKM ● ● /KM ● ● ● ● / NKM Facebook ● ● ● ● /KM ● ● /NKM ○ /NKM ○ /NKM ● ● ● ● /KM ● ● / NKM Yelp ● / NKM ○ /NKM ○ /NKM ○ /NKM ● /KM ○ / KNM Forums N/A N/A ● /KM ● ● /KM ● ● ● /KM ● ● ● ● / NKM

Social Media Strategies

What is the approach to achieving objectives and reaching the goal?

Example: Establish a Facebook Fan Page to keep publics connected.

Image source: nassaulibrary.org

Social Media Tactics

What activities will be conducted to carryout specific objectives?

Example: Set up the Facebook account and invite publics to join via an e-mail invitation.

Image source: socsci.uci.edu

SM Tools: Fish where the fish are

Microblogging: Twitter

Photo sharing: Flickr, Picasa

Social Networking: LinkedIn, Facebook, Ning Groups

Information/Review Sharing: SlideShare, Yelp

Video Sharing: YouTube, Viddler, Vimeo

Blogging: WordPress, Blogger, TypePad

Image source: semclubhouse.com

Achieving Management Approval

Prepare data with an executive mindset

Quantified and Qualified

Provide executives with benchmarked analysis

Share your plan

Demonstrate how your plan will lead to online engagement, relationship building and sales

Explain it’s not just a PR initiative, but a corporate one

Publics don’t differentiate silos online

Promise to only fish where the fish are

Be a known social media expert, build trust

Selling SM Internally: Be the Expert

Be strategic―social media is about business

Understand social media and know the tools

Engage in social media

On your own time if necessary

Share industry case studies (positive & negative) with all departments

Develop relationships with content providers

Socialize your findings (Are they complaining about customer service or product reliability?)

Work with legal

Get buy-in from other managers already engaged in social media (Those with LinkedIn & Facebook accounts)

Invite online influencers to come & speak to your company

Partial content source: Shashi Bellamkonda, Network Solutions

Who should be involved?

Traits to consider:

Enjoys communicating (and does it clearly, professionally, and with a human touch)

Is comfortable with the media

Likes to write and has deep industry knowledge

Enjoys sharing

Can handle confrontation in a calm and non-defensive manner

Is passionate about the brand

Departments to consider:

PR/Marketing/Communications

Customer Service/Client Relations

Engineering/Technical Folks

Sales

Business Development

Administration/Boards

Deans, Dept. Heads

Human Resources

Investor Relations

Developing a Social Media Policy

Should you have one? YES! And train employees on it.

Some basics for employees :

Be transparent, truthful and honest

Have a filter:

Provide value, be respectful, be professional, stick to the area of expertise, don’t violate company privacy/confidentiality/legal guidelines

Don’t do or say anything to tarnish the brand

Be a leader

Apologize when necessary

Be human

Find sample guidelines at: http://123socialmedia.com/2009/01/23/social-media-policy-examples/

Social Media is a Journey

Implement the plan

Have a publishing schedule for blogs

Monitor employees’ usage and content

Continue coaching & evangelizing

Prepare for any potential crises

Course correct if necessary

Image source: Flickr: reflectivesport

Implement the Plan

Benchmark & Measure Changes Before: After: Industry Bloggers Industry Media National Media Investors Public 1 Public 2 Blogs or Online Media ● ● ● ● / NKM ● ● ● ● /KM ● ● ● ● / KM ● ● /KM ● ● ● /NKM ● /NKM Twitter ● ● ● ● / KM ● ● ● / NKM ● ● ● ● /KM ● ● ● / KM ● ● ● ● / KM ● ● ● / NKM Flickr ● ● ● /NKM ● ● /NKM ● ● / NKM ○ /NKM ● /KM ● ● / KNM Ning ● ● / KM ● /NKM N/A ● ● /KM ○ ● ● ● ● / NKM YouTube ● ● ● /NKM ● ● ● /NKM ● ● ● /KM ○ /NKM ● ● /KM ● ● ● ● / NKM Facebook ● ● ● ● /KM ● ● /NKM ○ /NKM ○ /NKM ● ● ● ● /KM ● ● / NKM Yelp ● / NKM ○ /NKM ○ /NKM ○ /NKM ● /KM ○ / KNM Forums N/A N/A ● /KM ● ● /KM ● ● ● /KM ● ● ● ● / NKM Industry Bloggers Industry Media National Media Investors Public 1 Public 2 Blogs or Online Media ● ● ● ● / NKM ● ● ● ● /KM ● ● ● ● / KM ● ● /KM ● ● ● /KM ● /KM Twitter ● ● ● ● / KM ● ● ● / KM ● ● ● ● /KM ● ● ● / KM ● ● ● ● / KM ● ● ● / NKM Flickr ● ● ● /NKM ● ● /NKM ● ● / NKM ○ /NKM ● /KM ● ● / KNM Ning ● ● / KM ● /NKM N/A ● ● /KM ○ ● ● ● ● / NKM YouTube ● ● ● /NKM ● ● ● /KM ● ● ● /KM ○ /NKM ● ● /KM ● ● ● ● / NKM Facebook ● ● ● ● /KM ● ● /NKM ○ /NKM ○ /KM ● ● ● ● /KM ● ● / KM Yelp ● / NKM ○ /NKM ○ /KM ○ /NKM ● /KM ○ / KNM Forums N/A N/A ● /KM ● ● /KM ● ● ● /KM ● ● ● ● / NKM

Other measurement items

RSS Feeds

Comments

Favorites

Bookmarks

New vs. returning traffic

Pings/Trackbacks (inbound links)

Shared / Retweeted (track with Twurl, etc.)

Google Page Ranking

Net Promoter Score

Conversation Index

Measuring Your Blog: Outcomes

First and foremost, companies don’t blog… people do.

How can a company blog be measured to prove value?

How does the blog affect behavior & relationships?

What’s the intended outcome?

Financial

Relationship

Transactional

Content source: KD Paine & Partners, Measuring Public Relations / Content Source: Image source: topankblog.com

Financial Outcomes

To raise money or sell something

The metrics and math are simple

Cost per click-through (CPC)

Cost per sale

Cost per lead

Cost per dollar raised

How to measure

Specific URLs for each blog post

Use web analytic software

Example:

$120/year for the blog

Salary is $50/hr.

Employee spends 10 hours a week on the blog

$26,000/year

The blog generates 50 click-throughs a day

18,250 click-throughs/year

Cost per click:

$26,120/(365x56) = $1.43

Relationship Outcomes

The typical desired effect of a blog is to develop relationships with publics

Relationships are tougher to tie to ROI

Do a survey prior to implementing your social media plan to determine:

Trust, satisfaction, commitment, and control mutuality

Implement tactics within your social media plan that allow for the ability to potentially collect email addresses for additional surveys.

Traffic Outcomes

The basic way to see if your blog is successful…

Are people visiting?

How long are they staying?

What are they reading?

Where are they coming from?

Tools:

Google Analytics

ClickTracks

Compete

WebTrends

WebSideStory

Omniture

etc.

Measuring Your Blog: Outtakes

Social Capital & Social Networking

Information flows more easily

Innovation and efficiency increase

Legal costs go down

Content source: KD Paine & Partners, Measuring Public Relations / Image source: natewhitehill.com

Measuring Your Blog: Outputs

How many people are paying attention to your blog?

Higher ranks can lead to speaking engagements and more influence

Keep track of and measure the blog’s influence over time

Content source: KD Paine & Partners, Measuring Public Relations / Image Source: David Armano, Logic + Emotion

Measuring Other Blogs: Outtakes

One big focus group of customers, prospects, investors, employees, potential employees, etc.

Look for messages, themes, & perceptions of your brand.

How does the blogosphere position your brand?

Content source: Content source: KD Paine & Partners, Measuring Public Relations / Image source: ecshome.com

Measuring Other Blogs: Outputs

Quality of the Discussion

Depth of coverage (number of times & mentions)

Dominance (is it 100% about your brand?)

Subject (primary topic)

Tonality (will the reader be more or less likely to do business with you?)

Positioning of key messages

Nature of the posting

Who is being discussed?

Measuring other Blogs: Outcomes

Quality of the discussion:

There are three things that get measured:

Links (do you have more inbound links?)

Technorati, BlogPulse, Alexa, etc.

Visitors (is there an increase in traffic being driven to you?)

comScore, Compete, Alexa, Nielsen, etc.

Sentiment (are bloggers helping change sentiment?)

Market Sentinel, Biz360

SM Measurement Recap

Identify audiences and publics

Define objectives for each audience/public

Define measurement criteria

Define the benchmark

Select measurement tools

Analyze data, draw actionable conclusions, and make recommendations

Make changes measure again

Resources:

PR 2.0 by Deirdre Breakenridge

Putting the Public back in Public Relations by Brian Solis and Deirdre Breakenridge

Measuring Public Relationships by Katie Delahaye Paine

KDPaine’s PR Measurement Blog: http://kdpaine.blogs.com/

Naked Conversations, by Robert Scoble & Shel Israel

Questions? Image source: sixminutes.dlugan.com

@TheForefront: Successfully Navigating Social Media

2 comments

Notes on slide 1

20 Favorites & 2 Groups