E.Forst Presentation

The Social Web why brands must listen, learn and participate Presented by: Eric Forst

The Social Web
What is Social Media?
Why is Social Media Important?
Why does Social Media matter to my business?
How can I leverage social media for my business?
How can I measure ROI in Social Media?

The Social Web
What is Social Media?

Is Social Media Just Another Medium?

Social Media Landscape personal / self expression private Social Networking utilitarian public Wikis Blogs/ Microblogs Virtual Communities Content Rating Social Book Marking Feeds Professional Networking Viral Pass Along

The Conversation Prism Source: Brian Solis, FutureWorks

The Social Web
Why is Social Media Important?

Social Networking is a fundamental shift in the way we communicate.

“ 2.0” is Really About … Source: David Armano, Logic + Emotion people participation =

Social Media Has Exploded
Hundreds of Millions participating -- the dialogue continues to get louder
75% of US consumers participating in social media – Forrester ’08
133m blogs indexed since 2002 – Technorati ’09
Twitter grows to over 32.1M users in a year
Facebook user growth in the +35 demographic has doubled last 60 days to 12M with more of them than 18-24 year olds – Facebook ’09

The Social Web
Why does Social Media matter to my business?

Word of Mouth Rules

Social Consumers Buy More “ One in three Internet users say purchase decisions swayed by social content“ -- Jupiter Research

Social Media Travels Fast Engadget knocks $4 billion off Apple market cap in six minutes on bogus iPhone rumor

“ Dell Hell”: Jeff Jarvis Customer Service Issue
Michael Dell personally commits to these customers
Dedicated resources are committed to “responding” & solving problems online
IdeaStorm site is created
Jeff Jarvis visits Dell and posts positive comments
June 21, 2005 Jeff Jarvis blogs about his woes with Dell Customer Service “ Now everybody must spread the word about it, so that Dell people can never escape the Buzz. I blogged about it and asked everyone to blog about it too.” “ I bought a new (used) laptop last week. While browsing the ads I found a few Dell’s. I rejected them out of hand due to the Jarvis DELL HELL saga. I didn’t know Dell had dropped the ball as far as quality was concerned. A few years ago, I would still be in the dark. The new grapevine is a great thing for consumers.” This is a huge turnaround for him and a great loss for Dell as he was such an ambassador before . He said he feels tricked because he had been such a fan only to have to experience a merry-go-round of buck passing and nobody wanting to help . Thanks for sharing your experiences, Jeff. You speak for many unknown to you.” “ You will either join the conversation on your own now or you’ll be dragged into it later.” Bob Pearson, SVP Dell Computer

So What’s the ROI?

Motrin Moms
http://www.youtube.com/watch?v=XO6SlTUBA38

New Car Launch Challenge: The graphic below shows how conversation related to the new car spiked when a video was “leaked” to YouTube. The video received mostly negative sentiment, because it was a teaser that failed to show images of the car. Solution : The car brand adjusted its video release plan. The brand had planned to release the same video the day before the LA Auto Show, but changed their strategy based on the predominantly negative sentiment expressed toward the video. Instead, the brand was able to edit the video and release it after the LA Auto Show. In addition, a photo-seeding campaign leveraged sites and authors identified by TruCast to maintain buzz coming out of the LA Auto Show.

You Have Two Choices … .or procrastinate and then join the conversation later on anyway…. Join the conversation….

Dominos YouTube Crisis
http://www.youtube.com/watch?v=7l6AJ49xNSQ

The Social Web
How can I leverage social media for my business?

Social Media Adoption Model Listen & Learn Analyze & Understand Engage Integrate

Brand Perceptions – Track and measure changes in overall brand perception, and your share of voice in online communities. Ongoing changes in volume and sentiment can be evaluated, as well as the underlying causes. Campaign Development Insights – You can leverage word cloud and qualitative analysis for creative insights that help you relate to your customers and communities better. Keyword insights support a range of product, brand and acquisition campaigns year-round with optimization for search, media buying and PR. Customer Service – Issues can be categorized and resolved with the help of social media tracking tools to quickly reveal customer service complaints published in online communities and respond to them on a real-time basis. Use a tool that helps track open issues and the number of cases resolved. Customer Acquisition – Direct response, conversational marketing programs, including brand ambassador campaigns can to engage with online influencers and to drive traffic to your sites. Social Media mapping supports targeting, media optimization and message propagation. Measure click-through and registration rates. Social Media Business Intelligence for the Enterprise

Conversation Architect Don’t market messages. Create social experiences. Design conversations. …and relationships
authentic
organic
genuine
conversational
Source: David Armano, Logic + Emotion

Dialogue is Fueling the “Conversation Economy” CONVERSATION RELATIONSHIPS AFFINITY COMMUNITY Conversation Architecture

Authority and EcoSystem Clustering
What are the dynamics of my space? Where are the conversations happening? Who is involved in the conversations?

This chart shows critical sites and the hyperlinks that connect them based on comprehensive keyword searches. Studying network dynamics and centrality allows better prioritization of engagement, increasing campaign effectiveness and overall program ROI. Advanced Ecosystem Mapping

Drill into the Topic Ecosystem

The Social Web
How can I measure ROI in Social Media?

So What’s the ROI?
Mitigate Risk / Build Relationships / Drive Revenue
Lower call center volume w/ one-to-many outreach in social media.
Learn from your customers for creative concepts.
Drive purchase consideration, registration and sales (Dell sold $3million from Twitter links).
Flickr Gizmodo digg MySpace FaceBook YouTube Topic 1

Corporate America Needs Social Media
“ does business act responsibly?”
percentage of respondents who said “yes” “ Yankelovich, CNN/USA Today, and Gallup

Brands & Bandwagons
“ SELLING AND TELLING is defunct; gone forever. With the increase of consumer-generated media … consumers are showing a greater need for making connections with other people and brands”
Source: James R. Stengel, Global Marketing Officer for P&G

Some things you can do today….
Start a Blog
Build a User Forum
Create a Branded Social Network ( ning.com )
Run a Technorati or Google Blog Search on your brand and your competitors
Create a Facebook profile or group
Monitor your brand on Tweetscan.com

and if all else fails…

E.Forst Presentation

by Andy Reynolds on Jul 25, 2009

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E.Forst Presentation — Presentation Transcript

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