Social 101-p2 p-may-2010-brief


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This presentation was developed for London's Tech Alliance "Peer To Peer" (P2P) group with the intent of conveying a 'foundation' for structuring an in-house social strategy for any organization. It addresses central questions with respect to implementing a social strategy, particularly those related to who should be running/organizing it and what your expectations should be. I also clearly identify that social is a small part of a bigger digital strategy that should be the greater concern of anyone who wants to have a presence online and get found by users/consumers.

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  • CAVEAT: THIS IS 2006 – THESE NUMBERS HAVE CHANGED A LOT AND MAY LOOK VERY DIFFERENT TODAYTHE SOCIAL AUDIENCE TODAY IS MORE LIKE 70% IN THE US AND EVEN HIGHER IN CANADA (ABOUT 85%)Who’s social? The Mennonites (13%): Those who “make social content go” Critics (19%): Those who respond to content via reviews, comments, forums and so forth Collectors (15%): Those who aggregate and organize content using RSS feeds, tags and voting sites Joiners (19%): Those who gather around social communities Spectators (33%): Those who consume user-generated content but do not respond to it publicly Inactives (52% of total audience): Those who neither create nor consume social content
  • OBJECTIVES: Introduce some of the core elements that will help you build a social media strategy
  • We’ve covered PEOPLE – stats showing what people are doing online, how they’re doing it and why they’re doing it.ANY QUESTIONS about PEOPLE component?PeopleAssess who, why, howMORE IMPORTANTLY: who will be managing this internally? Have you assigned a social media expert?ObjectivesDecide on what matters most to your organizationThink in terms of the ‘FUNNEL’StrategyAccount for change in relationshipTechnologyDecide on tools to use
  • AUTHENTICITY: Social is the new green‘going green’ is no longer an option; it’s a requirement ‘green washing’ posers are getting called out requires top to bottom, honest-to-goodness business model shift
  • Blogs, LinkedIn, Facebook etc all make sense.Why Twitter?
  • Measuring the effects of social media in 10 steps1. TrafficThis is one of the more obvious ways of measuring social media. Remember that quality often beats quantity, though not always (as many CPM-focused publishers will surely testify). 2. InteractionParticipation is a valuable indicator for many publishers (and brands). It says something about the kind of traffic you are attracting. Remember that an engaged customer is a highly valuable one. Interaction can be anything from leaving comments, to participating in support forums, to leaving customer reviews and ratings. It can happen on your website and on other websites. Keep your eyes and ears open!3. SalesWe at Econsultancy are tracking sales from organic Google referrals and also paid search. It didn’t seem like much of a leap to track other channels, such as Twitter. Try it. Dell did, and discovered that it made $1m from Twitter in 18 months. Blendtec’s ‘Will It Blend?’ campaign on YouTube helped to drive “a five-fold increase in sales”. 4. LeadsSome companies simply cannot process sales online, because their products or services do not allow for it. For example, the automotive industry, which tends to measure the effects of its online ad campaigns by the amount of brochures requests, or test drives booked in (as opposed to car sales, which is, in marketing terms, an altogether more macro effort). B2B operators are in a similar position. If you are a consultant and spend time interacting on LinkedIn Answers then there’s a way of tracking that activity to enquiries about your services. The same applies across the spectrum of social media sites. Choose your weapon, thought leaders.5. Search marketingThe SEO factor cannot be understated. Social media can be far more powerful in this regard than you might initially imagine. For example, a well-placed story / video / image on a site like Digg will generate a lot of traffic and a nice link from Digg itself, but the real win here is that it will generate a lot more interest beyond Digg. Bloggers and major publishers are following Digg’s Upcoming channel to unearth new and interesting stories (Sky News now has a Twitter correspondent). One link and 20,000 referrals from Digg might lead on to 40,000 referrals and 100 links from other sites. The long tail, in action. 100 links means that your page might well wind up being placed highly on Google, resulting in lots of ongoing traffic. Remember too that you can use sites like Twitter and YouTube to claim valuable search rankings on your brand search terms (‘social search optimisation’).6. Brand metricsWord of mouth and the viral factor (inherent in sites like Twitter, Facebook and Digg) can help shift the key brand metrics, both negatively and positively. These include brand favourability, brand awareness, brand recall, propensity to buy, etc. Expensive TV ads are measured in this way, so if these metrics are good enough for TV then they’re surely good enough for the internet? Positive brand associations via social media campaigns can help drive clicks on paid search ads, and responses to other forms of advertising. We know that TV ads boost activity on search engines, resulting in paid search success stories, so I'd bet that social media can do the same.7. PRThe nature of public relations has changed, forever. The last five years have been largely about the traditional PR folks not really being able to figure out the blogosphere. But if PRs cannot control the bloggers, then how on earth will they handle consumers? The distinct worlds of PR, customer service, and marketing are fusing. Twitter means everybody has a blog these days, and somewhere to shout about things to their friends (and beyond). Social media sites are the biggest echo chambers in the world! In any event, if you can measure PR (beyond adding up column inches and applying a random multiple to the equivalent size on the rate card!), then you can measure social media.8. Customer engagementGiven the prevalence of choice, and the ease with which consumers can switch from one brand to another, customer engagement is one of the most important of all metrics in today’s business environment. Engagement can take place offline and online, both on your website and on other sites, particularly social media sites. Customer engagement is key to improving satisfaction and loyalty rates, and revenue. By listening to customers, and letting them know that you are listening, you can improve your business, your products, and your levels of service. The alternative is to ignore customers, which sends out a terrible message. Our research found that an engaged customer will recommend your brand, convert more readily and purchase more often. 9. RetentionA positive side effect of increased customer engagement - assuming certain other factors in play work in your favour - is an increase in customer retention. This is going to be a crucial factor in the success of your business in the years to come. Make no bones about it: we are moving into an age of optimisation and retention. Watch your retention rates as you start participating in social media. Over time, all things remaining equal, they should rise. Zappos, which is a case study in how-to-do-Twitter (and active on MySpace, Facebook and Youtube), is closing in on $1bn of sales this year, and “75% of its orders are from repeat customers”. Go figure, as they say.10. ProfitsIf you can reduce customer churn, and engage customers more often, the result will surely be that you’ll generate more business from your existing customer base (who in turn will recommend your business to their network of friends, family, and social media contacts). This reduces your reliance on vast customer acquisition budgets to maintain or grow profits. It makes for a far more profitable and more efficient organisation. I really hope that more businesses will find a better balance between acquisition and retention, sooner rather than later, from a resourcing standpoint. Too many acquisition strategies appear to be ill-conceived, are not joined up (both in terms of marketing and also operations), and as such are ripe for optimisation. Plug the leaky bucket and you won’t need to turn the tap so hard to top it up. And remember that old adage about it being cheaper to keep existing customers than to seek out new ones.
  • Improvement in marketing efficiencyCommunity Managers should measure increased speed from word of mouth or marketing awareness, the best way to measure this is time from awareness to close –or spread of WOM. This could also include increase understanding of customers (listening) for marketing research, or warning stakeholders about potential detractors before they become real issues. Reduction in support costsThe bottom line is always important to business, so if you can measure a decrease  in customers going to physical stores, emailing account reps, or calling the support center as they instead rely on community to help self-support themselves, you can start to put dollar costs on this actual community savings. Actual improvement to salesThis matters most. Community Managers should start to measure how clicks from community directly impact e-commerce, go to product pages (perhaps if you’re B2B) or to affiliate marketing to demonstrate how community interaction increases revenue. If you can demonstrate this (like Dell’s million dollar sales in Twitter) tout this loudly to management.
  • TAG CONTENT:PicturesVideosOther contentTags are words added to items posted online that help organize content. Two of the most frequently tagged items are photos and videos. The reason is obvious: getting a computer to know the content of a photo or video is hard. Humans are better and more efficient at the task, and tags leverage that. When you post up a piece of content -- say a photo to Flickr -- you can add tags to it. Naturally, you should add tags that describe what it is (such as the product name), but you can also add tags you think would appeal to communities or interests. These can even be the names of communities or groups that you would like to see the content. The tag will be captured by search engines and make the content more findable.TAG PEOPLE:On Facebook, you can tag people inside of Notes, Photos, and Videos. That is, if you write a Note that mentions me, and you and I are connected, you can tag the Note "Gary Stein." If that happens, I get a notification, as does everyone who is connected to me. That's pretty powerful. If you have an asset and a relationship, as a brand you can take advantage of this. Let's say you had a big gathering of your top users at your office and took some pictures. You can post those pictures and tag the people in them. This tactic is very powerful but definitely needs to be practiced with caution. Make sure the tagged person will be happy to know she's been tagged.POST EVENTS
  • Social 101-p2 p-may-2010-brief

    1. 1. P2p Session<br />May 14, 2010<br />
    2. 2. About Bottree: Experience<br />
    3. 3. One of Canada’s First<br />
    4. 4. Our Newest service: LAMP<br />Local<br />Awareness &<br />Marketing<br />Program<br />
    6. 6. Let’s Get Social<br />A Dialogue on Getting Found<br />
    7. 7. If you are in business ...<br />... You’ve got problems.<br />David Burk<br />
    8. 8. What is Social?<br />
    9. 9. Define social media<br />Any format, technology or platform that<br />allows the exchange of ideas and<br />where the role of the<br />author and audience is<br />interchangeable<br />Credit: Dave Fleet<br />OR ... Talk time = Listen time<br />
    10. 10.
    11. 11. How are users being social?<br />Source: Forrester Research<br />
    12. 12.
    13. 13. Objections to social<br />
    14. 14. The story before social ...<br />
    15. 15. Marketing in the 20th century<br />Seller / Producer of “Goods”<br />Mass Marketing<br />Mass Mis-Commnucation<br />The MONOLOGUE<br />Agency / Marketer<br />Media / Content<br />Consumer<br />
    16. 16. the media matrix& emergence of social<br />[Infinite]<br />PRE-SOCIAL WEB<br />Portals<br />Vertical Sites<br />Banner<br />Exchanges<br />Range of Options<br />TRADITIONAL MEDIA<br />TV<br />Print<br />MSM has yet to enter this region<br />Outdoor<br />Radio<br />[Small]<br />Content Suppliers<br />[MSM]<br />[People]<br />Original Source:<br />
    17. 17. What is social?<br />SOCIAL = INTERACTION<br />SOCIAL = DIALOGUE<br />
    18. 18.
    19. 19. Pre-click activity – Ad Impressions <br />CPM<br />CTR<br />Pre-click Activity – Interactions<br />The TRADITIONAL marketing ‘funnel’<br />CPC<br />Post-click – Interaction<br />CVR<br />Post-click – Transaction<br />CPL<br />Post-click – Repeat?<br />CPA (Action)<br />
    20. 20. Influencer<br />Influencer<br />Your Site<br />Influencer<br />Social Sites / Content Publishers<br />Competitor Sites<br />Influencer<br />Influencer<br />My Site<br />The marketing ‘matrix’ and social<br />
    21. 21. How Are You GetTing Found?<br />Web Site<br />Social<br />1.0 or 2.0?<br />Cost or Investment?<br />Mobile version?<br />Blog?<br />Comments, including anonymous?<br />Frequency?<br />Leveraging “Hotwords”?<br />Custom Landing Page(s)?<br />Analytics?<br />Newsletter(s)? RSS Feeds?<br />Local Business Listing?<br />Optimized Site?<br />Microsites?<br />Do you have a forum or live FAQ?<br />Groups/Mail<br />Forum<br />Real-time Chat<br />Social Networks<br />Blog (linking)<br />Wiki<br />Microblogging<br />Aggregators<br />Podcasting<br />Gaming / widgets<br />Location<br />Apps<br />And ... Don’t forget paid media (SEM, display ads, analog efforts, etc)<br />
    22. 22. Building your own social media marketing plan<br />
    23. 23. But First ... POlicy<br />Use the “Social Policy Tool”<br /><br />Nothing has changed ... Honest!<br />Telephone policy<br />Email policy<br />General ‘expectations’ for employees<br />
    24. 24. Guidelines framework<br />Source: Joshua M Ross, Building a Social Business,<br />
    25. 25. Social media marketing:post & mail<br />POST<br />MAIL<br />People<br />Objectives<br />Strategy<br />Technology / Tactic<br />Source: Forrester<br />Monitor<br />Assess<br />Implement / Integrate<br />Learn<br />Source: Terry Fallis, ThornleyFallis<br />
    26. 26. People: find the ‘passion people’<br />
    27. 27. People: Social Media COuncil<br />Marketing<br />Communications<br />PR<br />Product Development<br />Human Resources<br />Legal<br />IT<br />
    28. 28. Objectives: the social brand<br />
    29. 29. BUILDING A SOCIAL STRATEGY<br />INSPIRE ACTION<br />AUTHENTICITY<br />OWNERSHIP<br />RELEVANCE<br />OPEN BRAND<br />MEASUREMENT<br />Source: Blue State Digital, Exploring the Obama Juggernaut, IAB Canada, MIXX 2009<br />
    30. 30. Strategy: inspire action<br />Make it easy<br />Make it fun<br />Give me cash<br />Give me access<br />Make me a star<br />Ask people about themselves<br />Surprise<br />Altruism / Cause<br />Give Me a Challenge<br />Let me Influence<br />Create Something Useful<br />Source: Clickz, Ten Motivators That Inspire Action<br />
    31. 31. How to Get Yourself in Trouble<br />Bad research or innacuracies<br />Deleted comments<br />I’m talking (or ... ignoring feedback or not responding to comments)<br />Bad-mouth competitors (because we all know they don’t know what they’re doing)<br />Low frequency with blogging, tweets, etc<br />Re-blogging re-blogging<br />Leaking sensitive info (“I moved to this company because Apple’s buying it ...”)<br />Straying from brand<br />Source: Dave Fleet<br />
    32. 32. TACTICS: WHAT ARE MARKETERS USING?<br />“Which tactic do you plan to use to market your message?”<br />Source: Michael Stelzner, Social Media Marketing Industry Report<br />
    33. 33. Listening Tools<br />Google<br />Alerts<br />Reader & Feedburner<br />Keyword Tools (or Insight) & Wonder Wheel<br />Trends<br />Blog Search<br />Twitter Search<br />Advanced Tools (paid social monitoring tools)<br />Aggregators<br />Tweet Meme & Disqus<br />Commenting & Forums<br />
    34. 34. Social: Four Key Questions<br />How do I align talent with the organizational mission?<br />Who ‘owns’ social media?<br />How do you ‘run’ it?<br />How do I measure a social business?<br />Source: Joshua Ross,<br />
    35. 35. Alignment<br />Who wants the opportunity?<br />Who has a mandate from top management?<br />Who has core competencies?<br />Who is fittest to collaborate?<br />
    36. 36. How Do you Run It?<br />Let 1,000 flowers bloom<br />All departments practice social media<br />Business units and department execs leverage social channels<br />Source: Joshua Ross, Building a Social Business,<br />
    37. 37. How Do you Run It?<br />Executive/management leads<br />Goals and direction are convened by a chair<br />Suitable in regulated industries, cultures with more formal hierarchy<br />Source: Joshua Ross, Building a Social Business,<br />
    38. 38. How Do you Run It?<br />Authority given to the ‘edge’ of the organization to engage the world<br />Some central planning and direction provided (possibly mandated)<br />Source: Joshua Ross, Building a Social Business,<br />
    39. 39. RETURN ON … ?<br />
    40. 40. Measurement: The basics<br />Take a snapshot<br />Know where you stand before diving in<br />“Benchmark” or “Baseline” elements:<br />SEO rank, acquisition costs, Facebook fans, DIGG links, existing web traffic<br />Raw author contribution<br />Unique user activity with each tactic<br />Conversation rate (posts vs comments)<br />Tags/links to social media sites<br />Source: Chris Lake, econsultancy, 10 Ways to Measure Social Media Success<br />Source: AvinashKaushik, Tips for Measuring Success of Your Blog<br />
    41. 41. Don’t say ROI unless you mean it<br />ROI must take one of three forms:<br />Revenue generated as a function of investment<br />Cost savings<br />Cost avoidance<br />ROI doesn’t measure value creation:<br />Search rank<br />Greater awareness<br />More purchase consideration<br />Enhanced brand strength<br />Stronger reputation<br />Source: Joshua Ross, Building a Social Business,<br />
    42. 42. Conversions – traditional & social<br />
    43. 43. Other tips<br />Follow Your Followers<br />Tag Content<br />Tag People<br />Post Events<br />Post Content in Their Space<br />Gary Stein, 5 Ways to Communicate in Social Media<br />
    44. 44. Integrating social tactics<br />
    45. 45. For next session:<br />Time Permitting:<br />
    46. 46. Research / Resources<br />7 Tools to Simplify Streams:<br />In Search of Mass Influencers:<br />Creating Twitter Evangelists:<br />Social Media for B2B:<br />Models for Active User Engagement:<br />7 Actionable Facebook Tactics:<br />Which tactic to choose?<br />Full list of resources for each tactic<br /><br />
    47. 47. Research / Resources<br />50 Ways to Use Social Media<br /><br />Citizen Journalism<br /><br />Measurement<br /><br />Superlist of What NOT to do with Social Media<br /><br />Nonprofit Tech<br /><br />Beth’s Blog<br /><br />We Are Media<br /><br />NetSquared<br /><br />Mashable<br /><br />Blogging Data<br /><br />
    48. 48. THANKS!<br />Use BOTTREE …<br />Get found!<br />@bottree<br /><br /><br /><br />
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