Social Media for Business Practical considerations, Tools and Strategies Presented by Richard Colback
Why Social Media? Millions of Conversations Taking Place Influencers Complaints Compliments Crises Competitors Crowd Opinion Customer needs Goal: Engage with your community to leverage their resources and provide them with valuable access, content and insights 5% of the people reach 95% of the Social media population
Why Social Media?
3 out of 4 Americans use social media (Forrester, 2008)
2 out of 3 of global internet population use social media (Neilsen, 2009)
93% of social media users believe that a company should have a social media presence (Cone, Sept 2008)
85% believe that a company should interact (Cone, Sept 2008)
100,000,000YouTube videos viewed every day
> 13,000,000 Wikipedia articles
3,600,000,000photos on Flickr (1 for every 2 people on the planet)
1382% growth in Twitter Jan 2008 to Feb 2009
Challenges with Social Media
Social Media 2009
Social Media in 2010 Move from experimentation to methodology
Divergence of CRM and Acquisition implementation
Integration of Social Media into other campaigns
Social Media in the budget: Agency vs. In-house
SM (Marketing) dept at center of business
Rules of Engagement or Regulations
Focused skills for focused results
Social goes Mobile: IPhone, Google phones, tablets
Social Media Framework Effective, sustainable, scalable social media programs all have, at their simplest, four major building blocks and operational elements: 1. Social Media program development Astrategy- heavy function that starts with identifying business goals, then devising ways to leverage social media to accomplish those goals. 2. Social Media program integration Almost exclusively an ops piece: How to “plug” social media into every business function, from customer service and marketing to HR, IT and Legal.
Social Media Program Framework 3. Social Media program management The execution of the program itself. Some examples of management functions are community management, online reputation management, keyword and conversation monitoring, content management, campaign management, etc. 4. Social Media program measurement A function of marketing in 2010 that includes not only the actual measurement, but also calculation and analysis (the latter being very unique functions within measurement).
Social Media Strategy Defining a clear strategy can help reach social media goals, including: - Sales- Registrations- Referrals- Links- Votes- Reduction in costs - Decrease in customer issues- Lead generation- Conversion- Reduced sale cycles- Inbound activity
Social Strategy Management Define the initial objectives Find a champion Outline employee policies Create a social business dashboard
Marketing Identify existing communities Create a marketing plan Develop individual channel strategies
Social Strategy Content and community Identify existing communities Develop community strategies and programs
Technology Develop community strategies and programs Develop your platform strategy
Communication Publish an action plan
Strategic Framework Phase 1: Establish presence and policies
Define business objectives
Secure key brand names and online identity
Develop a social media policy
Appoint internal champion/evangelist
Establish a listening post
Monitor and respond to direct mentions
Use internal resources whenever possible
Consider using external resources for certain aspects
Strategic Framework Phase 2: Community focused engagement
Develop marketing plan
Identify and engage in relevant existing communities
Participate and create value for target group
Comment and engage on brand specific industry sites
Develop 3rd party platform strategy
Strategic Framework Phase 3: Business Focused engagement
Launch proprietary community(s)
Jive / RightNow /Awareness / Blue Kiwi etc.
Develop multiple accounts to enable focused results
Launch focused campaigns and initiatives
PR / Corporate citizenry
Social Media Policy
Internal ‘Social Media 101’ interactive training course
Basics on how/why/where to engage in social media.
Who will have access to the sites
Rules about time spent and content posted on the sites
Develop a ‘201’ level ‘train-the-trainer’ course
More complete tools and tips.
Those who’ve taken this course are authorized to train others within their departments on the basics of social media.
Social Media Policy
Develop an internal community (blog) that focuses on sharing lessons you are learning through social media outreach.
Follow the basic etiquette and/or rules of social media – transparency, openness, authenticity, and avoiding ‘pure traditional marketing’ plays, etc.
Social Media Measurement Traditional Metrics Cost Savings
Shorter issue resolution time
Overhead costs of communication
decrease in support calls
% account turnover
Length of sales cycle
Customer retention rate
Customer lifetime value
Social Media Measurement Social Metrics Value awareness and Influence
Share of conversation
Frequency of mentions
Net promoter score
Number of inbound links
Votes , tags, bookmarks
Fans, followers, group members
% of issues resolved (offline vs
Overhead costs of communication
Viable community driven innovation
Concept to development cycle
Revenue and Business Development
Conversions (subscribers to sales)
Organic Search to sales
% of converted leads (offline vs online)
Social Media Measurement: Emerging metrics Social Metrics Return on Engagement: The duration of time spent either in conversation or interacting with social objects, and in turn, what transpired that’s worthy of measurement. Return on Participation: The metric tied to measuring and valuing the time spent participating in social media through conversations or the creation of social objects. Return on Involvement: Similar to participation, marketers explored touchpoints for documenting states of interaction and tied metrics and potential return of each. Return on Attention: In the attention economy, we assess the means to seize attention, hold it, and measure the response. Return on Trust: A variant on measuring customer loyalty and the likelihood for referrals, a trust barometer establishes the state of trust earned in social media engagement and the prospect of generating advocacy and how it impacts future business.
Social Media Presence Your personal or business brand needs to be controlled by you. If you do not own the brand in Social Media, it may be defined for you
Communities and Guidelines First steps: Create individual profile with a photo. For new entrants to Social Media, listening to relevant conversations should be the main purpose of an account (recommended tool: Tweetdeck). Business user guidelines: Once you are ready to engage on behalf of a company, you should not just promote the business interests. For effective engagement, value must be created for the community first.
Twitter Tools Twitter needs to be controlled and filtered. Tweetdeck.com Seesmic.com Twazzup.com
Using Lists (Listorous / Topsy)
Delving into influencers
Oddles of tools http://www.smashingmagazine.com/2009/03/17/99-essential-twitter-tools-and-applications/
Communities and Guidelines First Steps: Most people tend to use Facebook as more of a personal communication channel. Start with a personal account and join groups relevant to your business to enable evaluation of opportunities Business user guidelines: Team members can interact with the target community through the company page (via the wall or messages). This provides a personal point of contact, a face, for the organization
Communities and Guidelines First Steps: Each person should complete and maintain an individual profile, however this should include a full description of the business role and all business contact details. Business user guidelines: To promote business and develop awareness of expertise / services, business representatives should participate in answers section and join groups that include potential clients or customers.
Platforms Bulletin Boards / Forums:People expect to be talking to people. If forums are a viable channel for your company to be talking to customers, then each individual should have their own presence on the site and communicate with forum members directly. Examples: Legal: LawInfo - Members: 54,221, Posts: 62,850 Real Estate: realestateforum - Members: 23,297, Posts: 63,449 Financial: Finance Club (linkedIn group) – Members 54,361
Tools Research/ Monitoring Tweetdeck Monitor Twitter, Myspace and Facebook. Organize information using powerful filtering tools (Desktop app) Google Alerts Google Trends Google Blogs(News and Blog Search) providing email and onscreen results Twitter Search- separate feeds for different search strings/keywords
Tools Technorati: search engine for blogs, covering over 1 million posts in real time. The results are sorted by blog authority or total number of sites inbound links. SamePoint: social conversation search engine. The search results display the title, an excerpt of the content, the source and the sentiment. Socialmention: search engine that searches variety types of user-generated content from major social media platforms including Google blog search, Twitter, and YouTube. Boardreader: monitors message boards and forums (not blogs). It also offers browsing option for internet videos, movies, posts, articles and by top Internet sites, domains, topics and projects.
Tools Multimedia Search YouTube - Search for videos and channels by keyword. MetaCafe - High-traffic video search engine. Flickr - Search Flickr for photos, groups or people/users. Truveo - Aggregate video search engine. Search videos from YouTube, MySpace, and AOL. Social Bookmarking Digg - Social Bookmarking, mainly for news, images and videos StumbleUpon - Social bookmarking - general cool stuff Delicious - Social bookmarking
More Aggregators: FriendfeedCommunity: NingRSS: Google Reader / Feedly (Firefox)Press release: Pitch Engine Tracking: Google Alerts / Social Mention / Bit.ly / Woopra Events : Eventbrite / Plancast Business networking: LinkedIn / Spoke Bookmarking: Delicious / Digg Software tracking Wakoopa Graders: Website Grader / Grader
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Contact us Richard Colback email@example.com Tel: (949) 429-4072 Offices in San Diego, Orange County and Los Angeles Website: http://epicstates.com