social media insights and creating sustainable word of mouth - Chicago Convention & Tourism Bureau

1. Media Social Media 101 Leveraging Social Media To Drive Word Of Mouth March 24, 2010

2. Why We’re Here Today We’re here today to learn how social media has fundamentally shifted how consumers interact with brands … … and to identify specific opportunities for driving sustainable word of mouth

3. Today’s Agenda Explore the state of the industry Highlight the power of the recommendation Discuss the difference between buzz and sustainable WOM Gain insight into emerging social media trends Explore a sustainable engine for growing your brand’s social media presence At the end of our session, you will walk away with: Strategic insights and best practices for making Word of Mouth (WOM) work for your brand

4. Media Social Media 101 Understanding The Shift

5. The World Will Never Be The Same Social media has fundamentally shifted how we communicate, gather information, make decisions, express ourselves and interact—both with others and with brands. Consumers of all ages have embraced the changes much quicker than companies, and expect brands to engage with them in these new channels in smart, meaningful ways. The operative word: engage.

7. Twitter explosion : 50MM tweets per day

8. Facebookjust surpassed Google in weekly US internet traffic - at a 7.07% share

9. LinkedIn eclipsed 50M in Oct ’09

10. Is MySpace dead? Not with an average of 59 million unique visitors/month; recently announced focus on music

11. You Tube: 8.9 billion videos were viewed by 120.3 million U.S. citizens in July alone

12. Blogs: Minimum 346 million sites (last count March ’08)Sources: Facebook, ComScore, Compete

13. Social media is changing how consumers interact with brands… It’s in websites, web applications, desktop applications, customer service…it’s literally becoming part of every consumer touch point Google Side Wiki has put every corporate website in the hands of the consumer Mobile has helped social go mainstream, and mobile commerce is knocking - the evolution of geo-applications Social will soon impact in-store shopper experience – in fact, impacts every aspect of the sales experience, and every level of the purchase funnel Real time is not fast enough – social media has made news travel faster than ever, making it critical to monitor and prepare for various scenarios

14. …and changing expectations of how brands respond to and engage consumers Social Media has moved beyond the realm of sales and marketing to impact every department within an organization Customers don’t care what department you are in, they just want to be heard and addressed If left unattended, customer support problems become PR problems, become sales problems, become brand problems…become business problems There is a real need to develop a holistic, integrated strategy across the organization

15. So, what does it all mean? Social media has fundamentally shifted how we communicate, gather information, make decisions, express ourselves and interact—both with others and with brands Social enables consumers to bypass the brand to find information – which may or may not be accurate or positive “Traditional” interactive must evolve to incorporate social tools, customer opinions and comments, etc. Real time is not fast enough—consumers move faster than companies, so brands must anticipate customer needs and actively listen Brands have access to more limited personal information, but the ability to provide greater personalized content Social goes beyond marketing and customer service to include HR, IT, customer service, product development and every other corner of the organization

16. How Everything Fits TogetherThe Consumer As Central Figure As more and more vehicles and channels for communication emerge, it’s easy to lose sight of the common thread at the center of the social web: Social Media is about People Identifying the right places to engage with consumers is as important as identifying the right message.

17. Guiding Fundamental Principle: Social media is not an objective, but rather a tool. It’s not social media for the sake of social media. Rather, it begins with the question of how to most effectively and sustainably engage customers through social media channels. Relevant. Engaging. Meaningful.

18. Media Social Media 101 What We Can Learn From Listening

19. Do you know… …who is talking about you, where they’re talking about you, and what they’re saying? …if you are recommended or trashed? …if and how your competitors are talked about and recommended? …how you’d like consumers to recommend you? And are you helping them to do it? …People don’t talk in marketing messages or “ad copy” …who the leading experts are in your space—those who ultimately help shape and drive the recommendations that influence your consumers?

20. Driving Recommendations Across the Influencer Ecosystem

21. Media Social Media 101 Bringing DWOM To Life Through A Conversation Engine

23. Engage

24. Build

25. Optimize

27. Step #2: Engage Drive discussion, posts, reviews, give feedback, and conduct contests with the right influencers identified in your monitoring Engage Participate: Provide value to the existing conversation in the form of comments, video replies, or simply by email 2. Demonstrate credibility and earn the trust of your target community by drawing from your own personal and professional expertise

28. Step #3: Build Build content that makes it easier for consumers to share and recommend your brand Develop Build assets that make your brand’s unique benefits shareable and portable - leveraging the full capabilities of online multimedia sharing sites to maximize visibility and reach

30. Ning.com network

31. LinkedIn group

32. Twitter List (or simple account)

33. Tumblr

34. Blogger/Wordpress Blog

35. Self-hosted BlogFacebook As A Social Media Hub

37. Build editorial calendar

38. Collect content

39. Photo

40. Video

41. How-To’s

42. Wall

43. Photo

44. Videos

45. Promotions

46. Resources

47. Display on website

48. Include link in traditional promotional materials

49. Paid options to drive immediate awareness

50. Moderate conversation daily

51. Support seasonal partnerships and advertising

53. Step #5: MeasureSimplifying Social Media KPI Build-in metrics that demonstrate the impact of engagement at each point in the process How much is the brand being talked about and where is conversation occurring? 1 How is the brand being shared online and how active are the communities within which conversations take place? 2 3 Is the brand being understood and talked about in a consistent, meaningful way?

55. Blogs

56. Forums

57. Micromedia

58. Multimedia

59. Share of Voice among competitors

60. Mindshare within the category

61. Unique Visitation to sites where recommendations are generated

62. Pull from sites like Compete.com or Quantcast.com

63. Sharing frequency as illustrated in social bookmarking network activity

64. Comments per post

65. Views per video

66. Retweets & @ Replies on Twitter

67. Sentiment analysis

68. Automated or Hand-sampled

71. This revolutionary use of a social media channel generated more than 1.5 million via tweets and more than 1 million via blog posts in only four days

72. From Mashable to MarketingProfs, the launch of HyattConcierge has received terrific praise for the innovation, intelligence, and ultimately proved that Service is a top priority for Hyatt

73. The account received instant acclaim internationally, in blogs posts written in German, Spanish, and RussianEnter and engage consumers in hotel-related, locale-related, service-related and competitor-related conversations. Target Key Online Conversations Help modernize, amplify and extend Hyatt’s existing customer service capabilities among Gold Passport members, loyal guests and prospective guests. Target Key Audiences Staff at each of Hyatt’s three call centers (U.S., Germany, Australia) will coordinate to serve as Concierge “On Call” Available & Accessible 24/7/365

74. Case Study: Hyatt Don’t simply “play” in social media; integrate it into your existing marketing efforts and use it to grow your business “I think it's a spectacular idea. A hotel concierge listening and actively helping its guests (and even potential guests). It's more convenient to just send a tweet (via a mobile device, app, or the web) than to pick up the phone and dial an 800 number. And you can also view the @HyattConcierge public timeline to see if your questions have already been answered, or if you need ideas. “ “Recommendations are coming through citing not the technology, but the Service Hyatt provides through the new channel”

75. Media In Closing: Ten Keys To Remember About Social Media

76. Best Practices in Social MediaTen Keys to “Doing it Right” Listen. Participate in a respectful, meaningful way. “Fish where the fish are.” Create experiences that are relevant, engaging and make the audience want to come back, and tell their friends. Be honest and transparent. Do not try to control the conversation, but facilitate it or add to it in a helpful way. Understand, respect and abide by the rules, norms and guidelines of each online venue. Make long-term advocacy the goal. Avoid “pushing” stuff at consumers. Evolve best practices through personal online participation. Balance innovation with respect for the brand and its objectives.

77. Media Questions? Ryan Rasmussen Sr. Associate, Zócalo Group rrasmussen@zocalogroup.com Twitter: @RRasmussen