Social Media Preso 5.2.12


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Presentation on Social Media landscape, strategy, and technology given to Mark Gaydos' High Tech Product Marketing and Management class at UC Berkeley Extension on 5.2.12

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Social Media Preso 5.2.12

  1. 1. SOCIAL MEDIAThe Business Case for a Social PresenceKrista SeidenTwitter:
  2. 2. What is Social Media?• Social Interactions• Personal Marketing• Community Building• Customer Support• Brand Awareness• Social Media is much more than a tool of the millenials, it effects everyone, everywhere, and needs to be taken seriously!• Crowd-sourced reviews, such as those on or, can make or break a business or product• Business reaction to social media trends, customer comments and complaints, and presence in the space is a growing necessity• The effect of Social Media isn’t going away, it’s growing! @bloggerchica
  3. 3. The Social Landscape
  4. 4. Why Social Media: The Benefits• Social Media has created opportunities to reach consumers on a much more personal level than traditional media• Social Media is engaging – allows a 1:1 rather than 1:Many relationship with consumers• Used effectively, a shift to Social Media can decrease Marketing Budget spend while increasing CSAT, traffic, sales, awareness, etc• It’s Fun! Consumers look for companies/products who are on the leading edge, and a strong Social Media presence gives a good indication of this. @bloggerchica
  5. 5. Social Media: Open Communication• Social Media has opened the way brands communicate with their consumers. It’s no longer a one way conversation• Both Brands and individual products can live and die by the sentiment of Social Media• Social Media is instant. You’re response to good or bad press, product releases, awards, or other news worthy content should be as well• Vary your content – your fans and followers don’t want to hear the same thing over and over @bloggerchica
  6. 6. A Few Quick Stats… • Facebook: 800+ million active users • An average Facebook user has 130 friends and likes 80 pages • 56% of consumers say that they are more likely recommend a brand after becoming a fan • Each week on Facebook more than 3.5 billion pieces of content are shared • Twitter: 100+ million active users • 34% of marketers have generated leads using Twitter • 55% of Twitter users access the platform via their mobile • LinkedIn: 64 million active users @bloggerchica
  7. 7. More Stats… • 30% of B2B marketers are spending million of dollars each year on social media marketing • Nearly 30% of these users are not tracking the impact of this marketing • Out of the 6 billion people on the planet 4.8 billion have a mobile (only 4.2 billion own a toothbrush) • 65% of adult internet users report using social media sites @bloggerchica
  8. 8. Source: @bloggerchica
  9. 9. Two Real-Life Examples…Yelp: A story of excellent customer service and the effect onpublic reviewsDelta: @DeltaAssist’s customer service via Twitter toreschedule flights and deal with unhappy customers
  10. 10. Example 1 - Yelp• is a website that provides a place for people to review businesses on their services/offerings and to provide tips to other prospective customers• Growing reliance on Yelp reviews has affected businesses, both positively and negatively • A string of negative reviews can bring down the business’s star count on the site. A business with less than a 3 Star rating can see a dramatic drop in business/CSAT• Yelp has become an industry leader in Lo-So-Mo (intersection of location, social, and mobile technologies) and has used gamification to drive user adoption/behavior @bloggerchica
  11. 11. Yelp Mobile App• Yelp has a mobile app which is used on-the-go by consumers looking to find places to eat, drink, shop, etc.• GPS location allows the app to serve up nearby options, the user can narrow them by category preferences @bloggerchica
  12. 12. Checking In• Users can check-in to a business via the Yelp mobile app.• Users can see who else has checked in there, who is the proclaimed “Duke” or “Duchess,” and quick tips and ratings of the business they select. @bloggerchica
  13. 13. Check-in Offers• Similar to Foursquare, the Yelp mobile app can offer check-in deals for consumers. The user can decide whether or not to redeem the offer on that visit, or save it for a later time. @bloggerchica
  14. 14. Yelp Elite• Some users (identified by a committee at Yelp) are deemed “Yelp Elite” – generally those who have regularly posted substantive and useful reviews• These users are considered to be ‘super’ or ‘power’ users.• They are identified via a small badge on their reviews/profile as ‘Elite’ which is visible to anyone looking through reviews/profiles• In general, browsers of reviews weight ‘Elite’ reviews more heavily in their consideration of a potential restaurant or business @bloggerchica
  15. 15. Personal Yelp Elite StoryA group of coworkers and I received awesome and quick servicefrom a local Thai restaurant. I wrote them a great 5 star reviewon Yelp, but more importantly, everyone who was stuck late atwork that night greatly appreciated the service we had receivedand now had a much higher opinion of the business. Every timethat group of people are back together, we talk about theawesome service we received that night – we’ve been back forThai more than once based on our good experience. @bloggerchica
  16. 16. Example 2 - @DeltaAssist• Backstory: I received an automated call around 12:30pm on a Friday afternoon informing me that my 10:00pm flight had been cancelled due to weather. I immediately jumped on the phone and sat through an exhaustive phone tree trying to get through to a Delta representative in hopes of finding an alternative to get me to my destination by the next morning.• After 30 minutes on the phone I gave up because I couldn’t get through and didn’t have time to wait on hold any longer. @bloggerchica
  17. 17. @DeltaAssistIt occurred to me that I had tweeted with the @DeltaAssist crewonce before when I’d had a bad customer service experience flyingout of SLC so I decided to give it a try. @bloggerchica
  18. 18. @DeltaAssistTo my delight, I heard back almost immediately: @bloggerchica
  19. 19. @DeltaAssistThe rest of the convo went like this: @bloggerchica
  20. 20. @DeltaAssistI was so pleased, I tried to push my luck: Oh well! Happy to be on a flight! @bloggerchica
  21. 21. @DeltaAssistSo pleased with the customer service, I immediately gave them acouple of twitter shout-outs and a few days later wrote a blog postdetailing the situation (the @DeltaAssist team picked it up, thankedme, and retweeted from the @Delta handle) @bloggerchica
  22. 22. Takeaways from Examples• Social presence is important – don’t underestimate the damage customers can do to your brand and be prepared to respond• Be Proactive! Social is a great median to do this.• Customers who have a positive experience with your business are happy to share those feelings on a social site, encourage this feedback via check-in offers or timely customer service via social. @bloggerchica
  23. 23. And Now My Favorite Topic… Warning: I’m a data nerd! @bloggerchica
  24. 24. Social AnalyticsWhy should you care?• Understand the impact of the content you are generating • Reach (potential audience) • Engagement (Retweets, Likes, Comments, +1, click-thru)• Proper tracking allows for analysis to tie social media campaigns back to business KPIs • ROI • CSAT• Super-users and strong brand advocates can be identified • Advocacy programs can be developed with these users @bloggerchica
  25. 25. Important MetricsCounting Metrics (vanity metrics) • Followers, Retweets, Likes, Comments, SharesEngagement Metrics (how engaging is your content?) • Reach, Velocity, Life-span (of tweet/post)Business KPIs (what’s important to report back to the biz) • RFI completes, Customer Sentiment, NPS, ROI @bloggerchica
  26. 26. Social in the EnterpriseStrategy • It’s important to start with a solid strategy in order to guide your social presence towards business KPIs • Strategy should not be siloed between networks, but some forms of content will be more appropriate for one or another platform • Organization: hub & spoke/centralized vs multiple hubs/decentralizedListening • Use a social media listening tool to follow your content/keywords (ex. Radian6, Adobe Social, Swix, HootSuite)Tracking • All posts should be tracked via a tracking code appended to the URL that gets passed into your digital analytics tool of choice (Google Analytics, Omniture, Coremetrics, etc)Data export! • Must be able to export data from your social listening/engagement platform (preferably via an API) in order to tie social metrics to business objectives @bloggerchica
  27. 27. Key Points• Don’t put all your eggs in 1 basket. Use multiple social media platforms to diversify your audience and to protect against platform flameout.• Quality vs Quantity argument • Both are important. The more often you touch your audience, the more memorable you can become, but only if you give them quality information.• Social Media is not ‘Set it and Forget it’ – it needs constant attention and management!• Track! Without proper tracking, your social media efforts only exist in a vacuum!• Have fun with social media! A good mix of serious and not so serious content will attract the widest audience. @bloggerchica
  28. 28. Who I’m Following• Top Bloggers/Tweeters - Guy Kawasaki, Jack Dorsey (Twitter Founder), eMetrics• News – WSJ, NY Times, SF Weekly, SF Gate, Financial Times, Huffington Post, eMarketer• Brands – Apple, Adobe, Google, YouTube, Southwest, Virgin America, American Airlines• Celebrities (guilty pleasure) – Kardashians• Other - Friends, Web Marketers, Digital Analytics professionals, Tech companies @bloggerchica
  29. 29. What I’m Reading @bloggerchica
  30. 30. Thanks! Twitter: @BloggerChica Blog: