Social media notes

Notes from using blogs and other social media in online marketing

Numbers & opportunities
slideshare.net/clickio/
Social media in Romania (1 st edition, 2 nd ed. soon) – quarterly online report about the evolution of social media in Romania
Audience Study for Romanian blogs
Blog & social media campaigns case studies(soon)
blog.standout.ro
www.clickio.ro

Important trend
GROWTH
Just one example:
Ro.Facebook users April ’09 115.000 Ro.Facebook users Nov ’09 413.000 +300% !

How to start?

What’s in a “social media mention”?
One mention on SM isn’t worth anything.
UNLESS:
It’s on your “second homepage” –Google SERP
It’s featured on a large SM channel
It’s part of a current of similar mentions

Next step: monitoring blogs
Google Blog Search, Romanian Style + alerts!
Search on every other social media channel:
Search.twitter.com
Facebook.com
Also, set up Google alerts on brands and competitors, one for each.
Directly monitor key blogs

Challenges
Don’t try to just measure mentions, try to assess audience/impact (ask us for more)
Focus on the qualitative aspect of this permanent research (what and how are people saying about you AND your competitors)
Separate feedback from frustration

Blogs in Romania
11.436 active blogs (at least 1 article in october) from 35.611 monitored
3327 active sites registered with trafic.ro/bloguri
Source: www.zelist.ro
Top 50 reach bloguri

Blog readers in Romania
Key findings:
Young people , mostly 20 – 35 years-old (73,7%), revenues and studies above the Romanian average internet user
Are loyal to their favourite blogs (most read 2-5 blogs almost daily)
Interact with their favourite blogs (44,7% commented at least onace) and 6.6% are active commenters that do it often or with almost each new article
Are influenced by these : 68,9 % have confirmed or changed their opinions based on reading blogs 59,9% many times.

Website vs blogs/social media Credits: www.converstations.com Cobweb Photo at Flickr by florriebassingbourn Crowd Photo at Flickr by kyrielle
Different mindset
Different approach
Different tools
Different metrics
Different results

Mindset/approach
1. Select the right blogs/channels/people for reaching critical mass
Criteria: audience, influence, potential for interaction
2. Build dedicated and appropriate campaign mechanisms
always come up with something new, different
be the first, the best, the largest, the longest
use insights from the natural behavior of users
3. Measure KPI’s (many more than in classic channels)
Visits, Interactions, Recommendations, Sentiment Analysis

Tools for the mix
Display banners
Blog branding
Dynamic widgets (user-generated)
Viral take-aways
Sponsored conversations
Blogger participation /endorsement
Own dedicated channel -> HOSTED conversations

You have no control…
… but in your OWN DEDICATED CHANNELS
Dedicated blog
Dedicated social media accounts
Creating “support funnels” (proactive measure for crisis situations)
However, don’t exaggerate enforcing it..

What is ‘CONTROL’?
NOT CENSORSHIP, but…
Your own rules right from the start
Access to comments before they’re published
Contact info for people that interact

Building a support funnel Social media Your social presence Problemsolving Raw feedback Targeted feedback/Questions Your PR/support layer

Metrics
Social media KPI’s(NEVER GOOGLE THIS)
Reach & traffic : from paid for and generated placements(uniques, views)
User/reader engagement in out-reaching campaign
Quality Interactions (add value to your presence)
Subscriptions -> Repeated visits
Recommendations/endorsements (& their respective reach/impact)

Remember
Research permanently (not just “listen”) & ask the right people
Not just publish, spread a message
Create authentic content, actions, conversations
Host your own

Thx.
Ionut Oprea
www.clickio.ro
www.standout.ro

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Social media notes

by Ionut Oprea on Nov 30, 2009

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Social media notes — Presentation Transcript