Building Your Social Plan

Building Your Social Plan Presented by: Cari Sultanik SoMeBizLife Conference June 1, 2011

Agenda Getting started Social Media monitoring Building a strategy and plan Content strategy Social Graph Integration Measurement and Influence Quick Note on PolicyBuilding Your Social Plan

Getting Started: What NOT to do3 Building Your Social Plan

Getting Started• Social Media requires relationship marketing mindset• Measurement of ROI requires a more inclusive definition of “R” • Financial return • Impact / Influence • Share of voice • Earned media • Customer satisfaction • Return customers • Share activity• Assess current state of your brand, competitors and topics related to your business• Listen, listen, listen Building Your Social Plan

Social Media MonitoringBuilding Your Social Plan

Social Media Monitoring The fear: What if our customers say bad things about us? The reality: They already are, you’re just not participating. (Oh and by the way, they’re saying good things too.) The answer: Meet customers & prospects where they are. Almost 20% of 31% of consumers who are loyal to, engaged people using Twitter with and willing to seek customer support recommend brands are from a business each more likely to share a month.* bad experience than a *Source: zendesk.com May 2011 good one.* Building Your Social Plan

Social Media Monitoring: Free ToolsTools CommentsGoogle Alerts Used via Google Reader; include other RSS feedsFacebook Search Enter search term and click “Posts by Everyone” on the left nav to see public page resultsTweetdeck, Seesmic, HootSuite Desktop aggregators, primarily for twitter, can also be used to schedule posts, monitor lists, integrate Facebook, LinkedIn, FourSquareSocial Mention Searches for keywords on social media platforms — including blogs, comments, bookmarks, events, news, videos and microblogging services — and provides metrics around keywords and sentimentBlogPulse, Technorati Trend discovery in blogsBoardtracker , BoardReader Scan and track forumsTrackur Keyword-based with some workflow capability, trending, influence and sentiment Building Your Social Plan

Social Media Monitoring What to listen for?• Customer feedback• Customer issues & complaints• Prospect opportunities• PR opportunities / crises• Advertising feedback• Competitive insights• Industry trends• Brand and financial noise• Corporate officers’ names• Celebrity endorsers’ names Building Your Social Plan

Building Your StrategyBuilding Your Social Plan

Building a Social Media Strategy(Based on Forrester’s POST Approach) P People Assess our prospects’ and customers’ social activities O Objectives Decide what we want to accomplish S Strategy Plan for how relationships with our customers will change T Technology Decide which social technologies to useBuilding Your Social Plan

Building a Social Media Strategy: People P People Assess our prospects’ and customers’ social activities O Objectives Decide what we want to accomplish S Strategy Plan for how relationships with our customers will change T Technology Decide which social technologies to useBuilding Your Social Plan

PBuilding a Social Media Strategy: People Social Technographics  Creators classifies people according  Conversationalists to how they use social technologies  Critics Profile your customer base,  Collectors and see what theyre ready  Joiners for, before planning a project to reach out to them  Spectators Engage with customers and  Inactives prospects based on what they are already doing Building Your Social Plan

PBuilding a Social Media Strategy: Peoplehttp://www.forrester.com/empowered/tool_consumer.htmlBuilding Your Social Plan

PBuilding a Social Media Strategy: PeopleSample Social Participation Profile• “Dee” is a 25 year old mom• Married with 2 children• Former nursing student• One of top 50 Neilson Power Moms• Has been awarded many “badges• Social Media Profile • Creator • Self-proclaimed and brand awarded “brand ambassador” for many products from coffee to baby and pet products • Influences purchase decisions • Shares recipes, parenting advice, product giveaways 14

PBuilding a Social Media Strategy: People Evidence of influence Building Your Social Plan

PBuilding a Social Media Strategy: PeopleBuilding Your Social Plan

Building a Social Media Strategy: Objectives P People Assess our prospects’ and customers’ social activities O Objectives Decide what we want to accomplish S Strategy Plan for how relationships with our customers will change T Technology Decide which social technologies to useBuilding Your Social Plan

OBuilding a Social Media Strategy: Objectives Start with one PRIMARY objective  Listening  Talking  Energizing  Supporting  Embracing Building Your Social Plan

OBuilding a Social Media Strategy: ObjectivesListening What is your brand? Monitor your competitors Find and monitor influencers Market research Social Media Monitoring tools Private community Crisis management plan Act on what you learn from listeningBuilding Your Social Plan

OBuilding a Social Media Strategy: ObjectivesTalking Manners 101 Attention must be earned People tend to trust information from their friends Participate Talking can take many forms Encourage sharing of content and conversation to influence outcomes Develop a manageable content strategy Building Your Social Plan

OBuilding a Social Media Strategy: ObjectivesEnergizing Find enthusiastic customers Develop a genuine relationship Customers are your best viral marketers Creators are crucial – find or develop your advocates  blogger outreach programs  active Twitter followers  raving Facebook fans  YouTube content creators Ratings and reviews Blog commentors Building Your Social Plan

OBuilding a Social Media Strategy: ObjectivesSupporting Traditional call center support is expensive Developing a community of people who can help each other saves money and builds loyalty Must be prepared to provide prompt support in any open channels Check out #custserv chat on Twitter Tuesday nights at 9 p.m. Building Your Social Plan

OBuilding a Social Media Strategy: ObjectivesEmbracing Most challenging objective Can cause internal stress Increases ability to develop product and service enhancements that people want Opportunity for continuous improvement with rapid feedbackBuilding Your Social Plan

Building a Social Media Strategy: Strategy P People Assess our prospects’ and customers’ social activities O Objectives Decide what we want to accomplish S Strategy Plan for how relationships with our customers will change T Technology Decide which social technologies to useBuilding Your Social Plan

SBuilding a Social Media Strategy: Strategy Envision how relationships with customers will change  How will we engage with customers?  How will we respond to negative reviews?  How will we help our advocates be more influential? Determine organizational impact  Who will monitor, engage, respond, etc.?  What organizational structure will best serve our strategy?  Will we need to work with partners, agences…and how? Building Your Social Plan

SBuilding a Social Media Strategy: Strategy Start small with room to grow  Rough plan for how to start, measure, and build  Revise every 6-12 months Consider consequences  Customer relationships  Content planning  Business processes , structure, policies  Marketing resources  Sales processes, compensation  Legal considerations  Crisis management Building Your Social Plan

SBuilding a Social Media Strategy: Strategy Leadership  Marketing? Service? IT? – depends on objectives  Experience counts  Ongoing communication Technology, Consullting & Agency Partners  Experience building social applications  Open to your objectives  Results-driven  Flexible  Creative  Ongoing research  Thought leadership Building Your Social Plan

MeasurementBuilding Your Social Plan

SBuilding a Social Media Strategy: StrategyBuilding Your Social Plan

MeasurementWhat Influence Is: What Influence Is NOT: in·flu·ence [in-floo-uhns]  Number of Twitter followers noun, verb*  Number of Facebook fans The capacity or power of  Number of tweets, RTs, @s persons or things to be a  Diggs, Reddits, Stumbles compelling force on or produce effects on the  Number of blog comments actions, behavior, opinions,  Number of YouTube etc., of others. subscribers *Source: Dictionary.com 31

SBuilding a Social Media Strategy: StrategySocial Objectives Success metrics •Customer insight •Improved segmentationLISTEN •Reduced pain; alignment of offering with need •Sentiment measures and values over time •Changes in reach, impressions, brand awarenessTALK •Increased share of voice; sentiment ratings; SEO •Higher quantity/quality of responses to offers •Increased velocity of messages in market / sharing behaviorENERGIZE and •Increased recommendation, promotion, advocacyINSPIRE •Higher trust, brand trust perception •Measure influence ratings of brand evangelists over time •Reduced support costsSUPPORT •Higher customer satisfaction •Less churn •Deliver products faster to marketEMBRACE •Increased loyalty, increased advocacy Building Your Social Plan

Building a Social Media Strategy P People Assess our prospects’ and customers’ social activities O Objectives Decide what we want to accomplish S Strategy Plan for how relationships with our customers will change T Technology Decide which social technologies to useBuilding Your Social Plan

TBuilding a Social Media Strategy: Technology Facebook  Blogs / Blogger Outreach Twitter (including RSS readers, Wordpress, Blogger, tumblr) LinkedIn  Social Bookmarking and Micro-communities: Get Sharing: Digg, Reddit, Satisfaction, Ning Delicious, StumbleUpon, Diigo, Video: YouTube, Vimeo Yahoo Buzz Photo: Flickr, Instagram,  Social Graph Integration Photobucket  Q&A: Quora, LinkedIn Location-based: FourSquare, Answers, Yahoo Answers, Gowalla, Facebook Places, Facebook Questions, Scoville, SCVNGR, Whrrl, Aardvark Meetup  Search: Google +1, Bing, Reviews: Yelp, Technorati (UGC) Flash Sales: Groupon,  Music: Pandora, last.fm, itunes LivingSocial  Slideshare Building Your Social Plan

Content StrategyBuilding Your Social Plan

Content Strategy Build a content plan for  Easy way to manage each channel content is to create a Don’t be afraid to go “off Google Doc that can be topic” shared Test various days of week  Develop at least a week and times of day ahead of time but be flexible Monitor closely for customer feedback, engagement and  Consider: negative comments  Interesting content Be open to “curating”  Engagement topics content that will be valuable  Offers and Promotions to your audience  Call for UGC  Games  Contests  Sweepstakes Building Your Social Plan

Quick Note on Policy• Inform all employees of social media efforts and determine policy for participation • Meaningful constructive participation within clear guidelines • At a minimum, ensuring employees that social media strategies and objectives are in place prevents rogue, though well-intended, activitiesBuilding Your Social Plan

Questions? Contact Cari Sultanik csultanik@gmail.com @CariSultanik http://www.carisultanik.comBuilding Your Social Plan

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Building Your Social Plan

by Cari Sultanik

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