Most social media professionals overestimate what social media can do.
No one has a single intrinsic way of describing the value/ROI of social media.
-- Rohit Bhargava, Ogilvy 360 Digital Influence group
Big fish, small pond: choose to do very little, “no time”. Limited.
Little fish listening: choose to engage, monitor, swim!
Which fishbowl does you/your agency choose to swim in?
Before you pledge to TALK, pledge to watch, monitor and listen.
Early adopters/mentoring newbies
Resources in place
Listening and monitoring tools
Next, assess your audience (clients).
What are they reading and how are they engaging online? Expectations?
Are they passionate about SM? Are you?
Beyond FB page: blogs? Boards/forums? Social networks? Microblogs (Twitter)?
Go where the audience is.
Pledge to build a better fishbowl
Pledging to build a listening organization
Planning and messaging (with client)
Creating strategies for higher engagement, focused conversations
Scaling to fit client
The Flow: Tapping In
Engagement*: Fact sharing or fish stories? *Remember: companies don’t blog. People blog.
Ignite conversations, create advocates for:
Call to action
More engaged than ever, more mobile than ever. Facebook and Twitter = 22.7% of time spent online; gaming = 10.2%. The stats also show the degree to which social networking is displacing other forms of communication, with e-mail as a percentage of online time plunging from 11.5% to 8.3% . Instant messaging also saw a significant drop in share, with a 15% decline from last year. E-mail use on mobile rose from 37.4% to 41.6% (smartphones). (Nielsen, 6/09-6/10)
Engaged customers will:
Explore their interests in a more deeper and meaningful way
Engage with and discover new local businesses
Seek out and ask for recommendations from peers they trust
Socialize with friends using photos, videos, text, microblogging, apps, and IMs
Create their own communities, strengthen bonds
Validate their “fandom” with brands, companies; solve problems within the fan base for others (Apple)
Air their grievances with brands, companies and seek community support for their complaints/answers/problems
Tapping into YouTube
Then: backed by PayPal, was a dating site originally
Escalated by being unique: Rickrolling, pranks, April Fools, kid videos, memes
490 million unique users MONTHLY worldwide, or 92B PVs/month.
2.9B hrs each month on YouTube (325,000 years).
Now: channels, partners, customizations, featured videos, and full integration
Tapping into Twitter
#Follow influencers. Retweet, visit often.
Use #s to filter.
Create “#winning” content, Twitpics.
Make, use lists.
Be a curator.
Tapping into Facebook
New revised pages = brands are no longer bystander
Pics, videos, widgets, events, notes
Sidebar advertising: hyperlocal, tied to events, microsite URLs, pages
Viral nature - be clever
Chosen landing tab = your call to action
Use 3rd party plug-ins to enhance content beyond wall posts (flash, hide content to non-fans, YouTube, popups, image rollovers, and much more)
Download photos via third party app to make montage, book, printed product
Upload photos from Flickr for backup
Use mgmt tools to calendar and schedule status updates/wall posts
Enhanced comment boxes for specific products
LOLapps.com helps YOU create custom games, quizzes, apps for your clients
22% (108) of the primary corporations listed in the 2009 Fortune 500 have a public-facing corporate blog.
86% of these blogs (93) link directly to a corporate twitter account, a 300% increase over the 2008 study. (Note: More Fortune 500 corporations have Twitter accounts, but do not link directly from their blogs.)
Nearly 50% of the top 100 companies (47) have a Twitter account.
19% of the 2009 Fortune 500 is podcasting, a three percent increase over the 2008 study.
31% are incorporating online video into their blog sites, a 10% increase over 2008
Download this report: http://www.umassd.edu/cmr/studiesresearch/
There is a cost to NOT listening.
Our role: listening, analyzing, responding to social conversations about brands, products, reputations, end-user opinions in a meaningful way
Need to increase technical support to monitor using proprietary tools
Goals drive metrics.
Metrics drive results.
No system is perfect.
Data and dashboards
Platform example: Radian6.com
Radian6 creates broader and deeper ways to bring in relevant social data and conduct some analysis around them (especially with things like CRM systems and web analytics ).
Demonstrating a rise in FB fans/week, # mentions
sCRM (Social CRM) represents a wider scope of active listening and participation
Value of measurement
Measure not to punish/reward results, but to figure out what is working and where to put resources
Trained listeners, community managers, social media mgmt => ROI
Ex. P&G pays for engagement, not eyeballs. Move away from “hits”.
Focus on outcomes, not output
Increased reach = lower CPI (cost per impression)
Five requirements for adoption (thanks to Kevin Jones):
Showing the advantages in a way that people perceive the tools as better than what they supersede;
Ensuring the new approach is compatible with organizational values and experiences;
Making the new approach as simple to use and understand as possible;
Starting out with a trial initiative and
Ensuring the results can be observed by others.
Metrics to consider - CRM solutions needed
Conversion Rates: beyond # leads to value of the conversion rate. Using a URL shortener to track + cookie for campaign on users machine to attach to a lead + Google Analytics (within Hootsuite’s URL shortener). Click through then conversion = ROI! Track through the entire sales cycle, not just the beginning.
To add a control group , run the same metrics you normally run against a group that has never interacted with social media and compare them. Look for how social media compares in areas like lead conversion rates, retention rates and costs.
Growth rate over time. Manage expectations.
Customer acquisition costs are lower than traditional media.
Retention rates over time, or “customer saves” over time
Cross-selling across locations, products, brands, etc.
Ad value equivalence (AVE) = # of eyeballs, hits, followers, friends, fans
What matters: engagement.
What are your clients’ customers doing today? How are they advocates for the brand in a meaningful way?
Get clarity about measurement
Decide WITH your client what’s important to them, try to benchmark against peers and/or competitors
Track activities over time
KD Paine’s “KBI” (expected results)...
7 steps to “KBI”:
Define your KBI, expected results - a home run
Define the investment, not hours
Understand your audience, what motivates them
Define benchmarks for SM, then add “PR provides + coverage that amplifies your SM messages.”
Define metrics (ex. % incr. in clickthrus or downloads)
Pick a tool and undertake research
Analyze results, glean insights, take action, measure again
Go with the flow
Eyeballs: what we measure now
One FB “like” or blog subscribe or Twitter follow
Repeat visitors, click throughs, likes, comments
Re-tweets, reposts, shares, hashtags, direct @ messages
Registration, sentiment, a true fan, sharing content
Trial, purchase, advocacy
Mentions Engagement Activity
New ways to view results
Exposure to “friends”
Marketing, sales leads ($)
Communicate mission (content analysis for keywords)
More civic engagement (audience analysis)
Increased share of conversation in the market, improved reputation (survey)
Beyond content creation: trends for 2011
Beware of “gurus” and SM “experts”.
Designate a content curator.
Use paid and free listening tools:
Create listening posts for your clients to hear, evaluate and share with clients in real time what’s being said about their brands. There are free tools such as Google Alerts and Social Mention and there are paid tools such as Radian6 and Spiral16 . New affordable tools like HootSuite’s Social Analytics are emerging. hootsuite.com/social-analytics
Motivate clients to engage. Understand their culture. Be (or find) the savvy SM managers/consultants for them.
Our advantage: experts in messaging, experienced in their industry, passionate about SM.
Our new digital capabilities Digital reputation management Digital crisis management SM monitoring Customer loyalty Consumer outreach Digital media relations Digital communications planning Training and supervising SM roles Conversation monitoring
In thanks for your time “tapping in” today, a donation has been made on your behalf to the
This project helps UNICEF put an end to the preventable deaths of children due to a lack of clean water.
Every dollar raised through the UNICEF Tap Project supports UNICEF water, sanitation and hygiene programs. Visit online at http://www.tapproject.org , or on Twitter at @hopeinrain.
Cup runneth over...
Twit-tip: build followers
Build followers by using hashtags and trends:
@Ahalliison < http://twitter.com/Ahalliison > @rtfamily < http://twitter.com/rtfamily > Thanks for the #follows < http://twitter.com/#!/search?q=%23follows > ! B sure 2 check out http://bit.ly/QGXWU < http://bit.ly/QGXWU > for great deals! #Winning < http://twitter.com/#!/search?q=%23Winning > on Saving!
Brandy uses the the hash tag (#) in front of the word Follows so when people look up the word FOLLOW, her name will show up. She’s also tapping into the Charlie Sheen band wagon with putting the hash tag in front of the word WINNING, because that's a trending word right now.
You can find the biggest words people are looking up under the TRENDS, on the right side bar of twitter. She then places a link in her “thanks for following” tweet to direct people to her home page, using bitly.com < http://bitly.com > to shorten her URL.