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BizSoMe seminar
 

BizSoMe seminar

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    BizSoMe seminar BizSoMe seminar Presentation Transcript

    • 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
      • Twitter
      • Facebook
      • Forums
      • LinkedIn
    • 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
      • Marketing
      • Service CRM
      • Human Resources
    • 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
      • recruiting costs
      • % account turnover
       
      Business Development
      • Length of sales cycle
      • Repeat customers
      • Customer retention rate
      • New leads
      • Referrals
      • Transaction value
      • Customer lifetime value
       
    • Social Media Measurement
      Social Metrics
      Value awareness and Influence
      • Brand loyalty
      • Sentiment
      • Share of conversation
      • Frequency of mentions
      • Net promoter score
      • Subscribers
      • Engagement
      • Number of inbound links
      • Votes , tags, bookmarks
      • Fans, followers, group members
       
      Cost Savings
      • % 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)
      • Website purchases
      • 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
    • Thanks for supporting this event
    • Contact us
      Richard Colback
      richard@epicstates.com
      Tel: (949) 429-4072
      Offices in San Diego, Orange County and Los Angeles
      Website: http://epicstates.com