Beyond Blogs


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  • Beyond Blogs

    1. 1. Beyond Blogs Navigating the Effective Use of Social Media Tools
    2. 2. I decided not to make this presentation Pretty. It’s not about Pretty… It’s about NOW. This is about the newest form of marketing…. Kinda….
    3. 3. Social Media is not just a new messaging channel…. Social Media and PR are cousins but they are NOT the same thing.
    4. 4. So what IS social media? <ul><li>Social media is a conversation </li></ul><ul><li>Supported by online tools </li></ul>
    5. 5. Like these….
    6. 6. The important thing about social media <ul><li>It’s real people who use it and it’s about </li></ul><ul><li>their social interactions. </li></ul>
    7. 7. It’s all about the C’s Creativity Community Creation Connection Collaboration Conversation
    8. 8. People are not just demographics or audiences anymore. To connect with them, you need to understand that your relationships with them are more powerful than marketing.
    9. 9. If Social Media is so great, why aren’t more brands using it?
    10. 10. <ul><li>A 2007 McKinsey study of 410 marketing execs found that the primary barriers to investing in social media were: </li></ul><ul><li>52% cite insufficient metrics to measure impact </li></ul><ul><li>41% cite insufficient in-house capabilities </li></ul><ul><li>33% cite difficulty of convincing upper management </li></ul><ul><li>24% cite limited reach of digital tools </li></ul><ul><li>18% cite insufficient capabilities at current agency </li></ul>
    11. 11. Yet , 49% of executives say social media should be monitored at the executive level and be allocated significant resources. 30% of marketing executives agree that social media is an unconventional new opportunity that businesses must grasp with a sense of urgency . And, Source: tns Media Intelligence
    12. 12. <ul><li>Finding the right mix of tools to engage people is easy, as long as you know who these people are. </li></ul><ul><li>Determine what kind of relationship you want to build with them based on what they’re ready for and interested in. </li></ul><ul><li>What are their technographics? </li></ul>
    13. 13. By examining how they are represented in any subgroup, strategists can determine which sorts of strategies make sense to reach their customers. spectators joiners collectors critics creators Data from Forrester Research Technographics® surveys, 2007. For further details on the Social Technographics profile, see Inactives Creators Critics Collectors Joiners Spectators Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “ Vote” for Web sites online Maintain profile on a social networking site Visit social networking sites Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews None of the above
    14. 14. inactives spectators joiners Collectors Critics Creators Adults Youth 18% 39% 25% 43% 12% 14% 25% 58% 48% 66% 44% 26%
    15. 15. People Assess your customers’ social activities Objectives Decide what you want to accomplish Strategy Plan for how relationships with customers will change Technology Decide which social technologies to use A new definition of SMART P O S T
    16. 16. <ul><li>Set your objectives </li></ul><ul><li>Define your stakeholders </li></ul><ul><li>Determine which metrics to use </li></ul><ul><li>Benchmark against yourself over time or your competition </li></ul><ul><li>Pick your measurement tool </li></ul><ul><li>Analyze the results </li></ul><ul><li>Lather, rinse, repeat </li></ul>How to measure your social media efforts
    17. 17. <ul><li>Number of unique users </li></ul><ul><li>Returning versus new readers </li></ul><ul><li>Referring traffic </li></ul><ul><li>Links from other sites </li></ul><ul><li>Google PageRank </li></ul><ul><li>Technorati Authority </li></ul><ul><li>Total time spent on the site </li></ul><ul><li>The popularity of the content itself, page views </li></ul><ul><li>Conversation Index: Ratio of blog comments to blog posts </li></ul><ul><li>Tone of conversation, comments, posts </li></ul><ul><li>Speed or velocity of spread, viral </li></ul>Measuring Analytics much like traditional measurement
    18. 18. <ul><li>Level of Engagement </li></ul><ul><li>Pages viewed per visit </li></ul><ul><li>Time on site </li></ul><ul><li>Reading blogs / Participating in discussions </li></ul><ul><li>Viewing Videos or Photos </li></ul><ul><li>Uploading content </li></ul><ul><li>Telling friends </li></ul><ul><li>Inquiries / Registrations </li></ul><ul><li>Transactions </li></ul>Make sure you include…
    19. 19. <ul><li>Technorati (number of links, “authority”) </li></ul><ul><li> (quality and type of coverage) </li></ul><ul><li>Google Analytics (site statistics) </li></ul><ul><li>Veoh (video views on all platforms) </li></ul><ul><li>Flickr (photo views) </li></ul><ul><li>Feedburner (subscribers) </li></ul><ul><li>Google Blog Search (Poor man’s clipping service) </li></ul><ul><li>Yahoo Pipes (manage RSS) </li></ul><ul><li>Compete , Alexa (traffic) </li></ul><ul><li>Quantcast (ratings and demographics) </li></ul>Free measurement tools…
    20. 20. <ul><li>The CGM Dashboard </li></ul><ul><li>Radian6 </li></ul><ul><li>BuzzLogic </li></ul><ul><li>Jeremiah’s (Owyang) List </li></ul>Paid Services…
    21. 21. Case Studies Who’s using social media successfully?
    22. 22. <ul><li>                           </li></ul><ul><li>They have a Twitter feed for disaster relief. </li></ul><ul><li>They track what bloggers are saying about the recent California fires by linking to them in delicious, as well as tracking a Flickr photo feed group </li></ul><ul><li>They have a blog called Red Cross Chat, which covered the California fires extensively. </li></ul>
    23. 23. Southwest Airlines
    24. 24. Dell
    25. 25. Dell
    26. 26. VanCity Credit Union Vancity is beginning to use social media. They offer RSS feeds on their home page. Their site offers a tonne of information They’re transparent and honest.