Beyond Blogs Navigating the Effective Use of Social Media Tools
I decided not to make this presentation Pretty. It’s not about Pretty… It’s about NOW. This is about the newest form of marketing…. Kinda….
Social Media is not just a new messaging channel…. Social Media and PR are cousins but they are NOT the same thing.
So what IS social media?
Social media is a conversation
Supported by online tools
The important thing about social media
It’s real people who use it and it’s about
their social interactions.
It’s all about the C’s Creativity Community Creation Connection Collaboration Conversation
People are not just demographics or audiences anymore. To connect with them, you need to understand that your relationships with them are more powerful than marketing.
If Social Media is so great, why aren’t more brands using it?
A 2007 McKinsey study of 410 marketing execs found that the primary barriers to investing in social media were:
52% cite insufficient metrics to measure impact
41% cite insufficient in-house capabilities
33% cite difficulty of convincing upper management
24% cite limited reach of digital tools
18% cite insufficient capabilities at current agency
Yet , 49% of executives say social media should be monitored at the executive level and be allocated significant resources. 30% of marketing executives agree that social media is an unconventional new opportunity that businesses must grasp with a sense of urgency . And, Source: tns Media Intelligence
Finding the right mix of tools to engage people is easy, as long as you know who these people are.
Determine what kind of relationship you want to build with them based on what they’re ready for and interested in.
What are their technographics?
By examining how they are represented in any subgroup, strategists can determine which sorts of strategies make sense to reach their customers. spectators joiners collectors critics creators Data from Forrester Research Technographics® surveys, 2007. For further details on the Social Technographics profile, see groundswell.forrester.com. Inactives Creators Critics Collectors Joiners Spectators Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “ Vote” for Web sites online Maintain profile on a social networking site Visit social networking sites Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews None of the above
People Assess your customers’ social activities Objectives Decide what you want to accomplish Strategy Plan for how relationships with customers will change Technology Decide which social technologies to use A new definition of SMART P O S T
Set your objectives
Define your stakeholders
Determine which metrics to use
Benchmark against yourself over time or your competition
Pick your measurement tool
Analyze the results
Lather, rinse, repeat
How to measure your social media efforts
Number of unique users
Returning versus new readers
Links from other sites
Total time spent on the site
The popularity of the content itself, page views
Conversation Index: Ratio of blog comments to blog posts
Tone of conversation, comments, posts
Speed or velocity of spread, viral
Measuring Analytics much like traditional measurement
Level of Engagement
Pages viewed per visit
Time on site
Reading blogs / Participating in discussions
Viewing Videos or Photos
Inquiries / Registrations
Make sure you include…
Technorati (number of links, “authority”)
Del.icio.us (quality and type of coverage)
Google Analytics (site statistics)
Veoh (video views on all platforms)
Flickr (photo views)
Google Blog Search (Poor man’s clipping service)
Yahoo Pipes (manage RSS)
Compete , Alexa (traffic)
Quantcast (ratings and demographics)
Free measurement tools…
The CGM Dashboard
Jeremiah’s (Owyang) List
Case Studies Who’s using social media successfully?
They have a Twitter feed for disaster relief.
They track what bloggers are saying about the recent California fires by linking to them in delicious, as well as tracking a Flickr photo feed group
They have a blog called Red Cross Chat, which covered the California fires extensively.
VanCity Credit Union Vancity is beginning to use social media. They offer RSS feeds on their home page. Their site offers a tonne of information They’re transparent and honest.