0
Presented To: 2010 iStrategy Conference
       Location: Berlin, Germany

                               Susan Rice Lincoln
Susan Rice Lincoln     www.masterthenewnet.com




           How we will talk today
•    Let’s try to be as ‘social’ as p...
Susan Rice Lincoln      www.masterthenewnet.com


       Social Media is a particular
             blend of magic
•    Tac...
Susan Rice Lincoln     www.masterthenewnet.com




         The Seven Secrets
1. Big Picture
2. Right Thoughts
3. Fall Bac...
Susan Rice Lincoln      www.masterthenewnet.com


  Social Media Secret Number 1:
           Big Picture
•  In the last 14...
Susan Rice Lincoln      www.masterthenewnet.com



Video – Social Media Revolution




  Copyright 2009 by SUSAN RICE-LINC...
Susan Rice Lincoln      www.masterthenewnet.com


The web’s top sites are full of companies
  who are younger than first g...
Susan Rice Lincoln       www.masterthenewnet.com


If Facebook was a country it would
      be bigger than the USA
•  Face...
Social Media Sites Already Exceed
                                                    Susan Rice Lincoln www.masterthenewn...
Susan Rice Lincoln   www.masterthenewnet.com


           And social media is not just
          about the young generatio...
Susan Rice Lincoln               www.masterthenewnet.com



              …or Americans….

   Social Media Grows Like Wild...
Susan Rice Lincoln              www.masterthenewnet.com


               240 million Europeans use Social Media
          ...
Susan Rice Lincoln      www.masterthenewnet.com


While 92 million Europeans are
      on Facebook alone




  Copyright 2...
Susan Rice Lincoln      www.masterthenewnet.com



This is a (consumer-led) revolution…




    Copyright 2009 by SUSAN RI...
Susan Rice Lincoln         www.masterthenewnet.com


     For a long time, there has been a
       growing disconnect betw...
Susan Rice Lincoln             www.masterthenewnet.com


    Fill the gap with Social Media… …
           2008 Cone Busine...
Susan Rice Lincoln      www.masterthenewnet.com


   Social Media Secret Number 2:
          Right Thoughts
•  Having the ...
Susan Rice Lincoln     www.masterthenewnet.com




       Mind wins over matter..

•  Too many people think
   social medi...
Susan Rice Lincoln      www.masterthenewnet.com


1. Think personal, not corporate..




  Copyright 2009 by SUSAN RICE-LI...
Susan Rice Lincoln      www.masterthenewnet.com




                                                             Flickr/ci...
Susan Rice Lincoln      www.masterthenewnet.com


Be transparent




   Copyright 2009 by SUSAN RICE-LINCOLN   All Rights ...
Susan Rice Lincoln      www.masterthenewnet.com


Be Nice                                     “It is Ryanair policy not to...
Susan Rice Lincoln      www.masterthenewnet.com




             2. Think slow




Copyright 2009 by SUSAN RICE-LINCOLN   ...
Susan Rice Lincoln     www.masterthenewnet.com


Social Media is a marathon,
        not a sprint




                    ...
Susan Rice Lincoln      www.masterthenewnet.com


   Social Media is not immediate

•  You are used to the high velocity o...
Susan Rice Lincoln      www.masterthenewnet.com




    Social Media is not efficient
•  Social media is the opposite of m...
Susan Rice Lincoln      www.masterthenewnet.com


 Create a community…one
   connection at a time




Copyright 2009 by SU...
Susan Rice Lincoln     www.masterthenewnet.com




          Start with baby steps…
•    Go slow
•    Experiment with litt...
Susan Rice Lincoln      www.masterthenewnet.com




           3. Think humble




Copyright 2009 by SUSAN RICE-LINCOLN   ...
Susan Rice Lincoln     www.masterthenewnet.com


          You need to accept
        you can’t do everything
•  Social me...
Susan Rice Lincoln      www.masterthenewnet.com


        Carefully decide who is
          going to help you..
•  Do you ...
Susan Rice Lincoln      www.masterthenewnet.com



4. Think Consumer to Consumer

•  The goal is to facilitate conversatio...
Susan Rice Lincoln      www.masterthenewnet.com


You don’t manage the conversation.
      Your customer does!




  Copyr...
Susan Rice Lincoln      www.masterthenewnet.com




          You can’t just say it.
          You have to get the
       ...
Susan Rice Lincoln      www.masterthenewnet.com



          5. Think positive




Copyright 2009 by SUSAN RICE-LINCOLN   ...
Susan Rice Lincoln     www.masterthenewnet.com


10. Learn how to respond when people
     say negative things about you
•...
Susan Rice Lincoln      www.masterthenewnet.com


         Negative comments are
            a necessary evil
•  Respond
•...
Susan Rice Lincoln    www.masterthenewnet.com


       A recent study shows that most
     reviews aren’t as negative as f...
Susan Rice Lincoln      www.masterthenewnet.com


Criticism is not your enemy…your
     FEAR of criticism may be..

•  A n...
Susan Rice Lincoln      www.masterthenewnet.com




  6. Think outside the box




Copyright 2009 by SUSAN RICE-LINCOLN   ...
Susan Rice Lincoln      www.masterthenewnet.com


New technology can re-define interactions
     between brands and consum...
Susan Rice Lincoln      www.masterthenewnet.com


Let’s look at some out of the box
           examples…




 Copyright 20...
Susan Rice Lincoln      www.masterthenewnet.com



                 Missouri Bank
•  Mobank serves an eclectic customer ba...
Susan Rice Lincoln      www.masterthenewnet.com


Video - Wear & Compare from Nedap




  Copyright 2009 by SUSAN RICE-LIN...
Susan Rice Lincoln      www.masterthenewnet.com




                 Jet Blue…




Copyright 2009 by SUSAN RICE-LINCOLN   ...
Susan Rice Lincoln      www.masterthenewnet.com



Hyatt’s virtual concierge service…




   Copyright 2009 by SUSAN RICE-...
Susan Rice Lincoln      www.masterthenewnet.com


         Or Omni Hotels…




Copyright 2009 by SUSAN RICE-LINCOLN   All ...
Susan Rice Lincoln      www.masterthenewnet.com



@CoffeeGroundz was one of the first
to start taking orders to go on Twi...
Susan Rice Lincoln      www.masterthenewnet.com


   Kogi BBQ transformed the
 mundane into a big business…..
•  Mobile Ko...
Susan Rice Lincoln      www.masterthenewnet.com


    1-800-Flowers links rewards
      programme to Facebook
•  Uses Gimm...
Susan Rice Lincoln      www.masterthenewnet.com


             H&R Block put the fun
                back into taxes
•    ...
Susan Rice Lincoln      www.masterthenewnet.com


Aleksandr Orlov and Compare the
 Meerkat re-defined car insurance




  ...
Susan Rice Lincoln      www.masterthenewnet.com


  This car insurance programme
   has enjoyed a wild success
•  The offi...
Susan Rice Lincoln     www.masterthenewnet.com


  This car insurance company has
       enjoyed a wild success
•  In firs...
Susan Rice Lincoln      www.masterthenewnet.com


      Think out of the box with your
     choices of social media tools ...
Susan Rice Lincoln      www.masterthenewnet.com


7. Think social OUTSIDE your company
    and selling INSIDE your company...
Susan Rice Lincoln     www.masterthenewnet.com


Find the sweet spot between selling
           and social…
•  Social medi...
Susan Rice Lincoln   www.masterthenewnet.com




Scott Monty, Ford
Susan Rice Lincoln      www.masterthenewnet.com




But think sell (inside your company)




   Copyright 2009 by SUSAN RI...
Susan Rice Lincoln      www.masterthenewnet.com




  Think sell inside the company...
•  Everyone needs to be a stakehold...
Susan Rice Lincoln      www.masterthenewnet.com




  Build support any way you can
•  Build support with
    –  1 on 1 me...
Susan Rice Lincoln      www.masterthenewnet.com


Show why social media will help
   meet business objectives
Business Nee...
Susan Rice Lincoln      www.masterthenewnet.com




Social Media Secret 3: Fall Back




  Copyright 2009 by SUSAN RICE-LI...
Susan Rice Lincoln      www.masterthenewnet.com




         Go back to basics




Copyright 2009 by SUSAN RICE-LINCOLN   ...
Susan Rice Lincoln      www.masterthenewnet.com



Your blog should be your starting point




   Copyright 2009 by SUSAN ...
Susan Rice Lincoln      www.masterthenewnet.com




Copyright 2009 by SUSAN RICE-LINCOLN   All Rights Reserved
Susan Rice Lincoln      www.masterthenewnet.com




 Your blog has infinite benefits…
•  Establishes you as a thought lead...
Susan Rice Lincoln      www.masterthenewnet.com


 Here are 10 possible ways to use a blog

1.  Provide resources/tips rel...
Susan Rice Lincoln      www.masterthenewnet.com



 Use your blog posts in multiple ways
•  Link your blog with Facebook
 ...
Susan Rice Lincoln      www.masterthenewnet.com




•  Edit your blog post for article directories
    –  Upload your arti...
Susan Rice Lincoln      www.masterthenewnet.com


  Use your blog post in multiple ways
•  Submit your blog posts to print...
Susan Rice Lincoln      www.masterthenewnet.com


     Use your blog post in multiple ways
•  Create a video
    –  Make a...
Susan Rice Lincoln      www.masterthenewnet.com




            of your website



Copyright 2009 by SUSAN RICE-LINCOLN   ...
Susan Rice Lincoln    www.masterthenewnet.com




Edward Tufte, Information Design Guru
Susan Rice Lincoln    www.masterthenewnet.com




Jakob Nielsen, Web Usability Guru
Susan Rice Lincoln     www.masterthenewnet.com


 The majority of websites are STILL
like fancy business cards floating in...
There is a big difference between a Web
        Susan Rice Lincoln www.masterthenewnet.com
1.0 site and a Web 2.0 site



...
Susan Rice Lincoln      www.masterthenewnet.com


   Your website is one of the biggeset
      social media tools you have...
Susan Rice Lincoln     www.masterthenewnet.com


        Start thinking about your
           website differently
•   Buil...
Susan Rice Lincoln      www.masterthenewnet.com


      Your website should be a
        community resource
•  Be a credib...
Susan Rice Lincoln      www.masterthenewnet.com



   Think about social media as a hub
   with spokes (not a two-way radi...
Susan Rice Lincoln      www.masterthenewnet.com


Social Media Secret Number 4:
       Spring Forward




 Copyright 2009 ...
Susan Rice Lincoln      www.masterthenewnet.com


  Step into the future with
     video and mobile




Copyright 2009 by ...
Susan Rice Lincoln      www.masterthenewnet.com


By 2012, 40% of all video consumption will
    occur outside of the tele...
Susan Rice Lincoln      www.masterthenewnet.com



A picture is worth a thousand words
•  Let people see your products
•  ...
Susan Rice Lincoln      www.masterthenewnet.com



There are many ways you can use video
•  Show your products
•  Intervie...
Susan Rice Lincoln      www.masterthenewnet.com




Get relaxed with a Flip Camcorder




   Copyright 2009 by SUSAN RICE-...
Susan Rice Lincoln      www.masterthenewnet.com


Think about combining high-level
  footage with your Flip footage




  ...
Susan Rice Lincoln      www.masterthenewnet.com



Use Tubemogul.com and move
      beyond YouTube




 Copyright 2009 by ...
Susan Rice Lincoln      www.masterthenewnet.com



      Video - Will It Blend?




Copyright 2009 by SUSAN RICE-LINCOLN  ...
Susan Rice Lincoln      www.masterthenewnet.com




Mobile is about to stun us all…

     With all the capabilities these
...
Susan Rice Lincoln      www.masterthenewnet.com

The increase in mobile phones is attracting
    companies to mobile socia...
Susan Rice Lincoln     www.masterthenewnet.com

Facebook is the most favorite social media
     network for mobile applica...
Susan Rice Lincoln      www.masterthenewnet.com


   Mobile applications are
   proliferating like rabbits




Copyright 2...
Susan Rice Lincoln      www.masterthenewnet.com


Volkswagen goes 100% Mobile for
         launch of GTI
•  Mobile drives ...
Susan Rice Lincoln      www.masterthenewnet.com


  Think about offering your
  customers an exceptional
product experienc...
Susan Rice Lincoln      www.masterthenewnet.com




     Follow Tasti D-Lite’s lead…
•  The first restaurant to incorporat...
Susan Rice Lincoln      www.masterthenewnet.com




Follow Tasti D-Lite’s lead…




Copyright 2009 by SUSAN RICE-LINCOLN  ...
Susan Rice Lincoln      www.masterthenewnet.com




Follow Tasti D-Lite’s lead…




Copyright 2009 by SUSAN RICE-LINCOLN  ...
Susan Rice Lincoln      www.masterthenewnet.com


 Its social and its smart…and its
revolutionising the way we think..
•  ...
Susan Rice Lincoln      www.masterthenewnet.com



  Social Media Secret Number 5:
             Observe
•  Understand your...
Susan Rice Lincoln      www.masterthenewnet.com


      You must understand the social
     media conversation swirling ar...
Susan Rice Lincoln     www.masterthenewnet.com




     You need to understand it all…
•  What are your customers/prospect...
Susan Rice Lincoln      www.masterthenewnet.com


You also need to know everything
     about your competitors
•  Their ov...
Susan Rice Lincoln      www.masterthenewnet.com


       As well as identify and track
           the key influencers

•  ...
Susan Rice Lincoln      www.masterthenewnet.com


  Start by identifying your
          questions




Copyright 2009 by SU...
Susan Rice Lincoln      www.masterthenewnet.com



                Key questions?
•  Start with the basics:
    –  Where a...
Susan Rice Lincoln      www.masterthenewnet.com


                Key questions?
•  Who are they talking about?
   –  Comp...
Susan Rice Lincoln      www.masterthenewnet.com




                Key questions?
•  Who are my influencers?
   –  Who is...
Susan Rice Lincoln      www.masterthenewnet.com



                Key questions?

•  What are the types of subjects discu...
Susan Rice Lincoln      www.masterthenewnet.com


   What are your key questions?
•  What is the tone of the conversation ...
Susan Rice Lincoln      www.masterthenewnet.com



                Key questions?

•  Do you see obvious areas that need t...
Susan Rice Lincoln      www.masterthenewnet.com




Then decide how you will monitor
•  Free tools
•  Paid services
•  Or ...
Susan Rice Lincoln     www.masterthenewnet.com


        A good starting point is
            Google Alerts
•  Scans the i...
Susan Rice Lincoln      www.masterthenewnet.com


      Technorati will help
       you search blogs




Copyright 2009 by...
Susan Rice Lincoln      www.masterthenewnet.com


  Monitter helps you track
  conversations on Twitter




Copyright 2009...
Susan Rice Lincoln      www.masterthenewnet.com




Friendfeed.com is a great tool




 Copyright 2009 by SUSAN RICE-LINCO...
Susan Rice Lincoln     www.masterthenewnet.com



Who’s talkin.com is another option




  Copyright 2009 by SUSAN RICE-LI...
Susan Rice Lincoln      www.masterthenewnet.com



And don’t forget BoardTracker




 Copyright 2009 by SUSAN RICE-LINCOLN...
Susan Rice Lincoln      www.masterthenewnet.com


           Social Mention is a
          free key word tracker
•  Displa...
Susan Rice Lincoln      www.masterthenewnet.com



Here are some paid monitoring tools

•    Radian 6
•    Techrigy SM2
• ...
Susan Rice Lincoln      www.masterthenewnet.com




                             Radian6
•  Expensive
•  Multiple dashboar...
Susan Rice Lincoln     www.masterthenewnet.com




                     TechrigySM2
•    Not as intuitive as Radian6
•    ...
Susan Rice Lincoln      www.masterthenewnet.com




                       Scoutlabs
•  Simple to use
    –  setting up se...
Susan Rice Lincoln      www.masterthenewnet.com




                         Trackur
•  Very basic app which will give you...
Susan Rice Lincoln      www.masterthenewnet.com



        Social Media Secret 6:
             Strategize
•  Remember that...
Susan Rice Lincoln      www.masterthenewnet.com




       What is a strategy?




Copyright 2009 by SUSAN RICE-LINCOLN   ...
Susan Rice Lincoln     www.masterthenewnet.com


           Forget about tools -
           Think about purpose
•  You can...
Susan Rice Lincoln     www.masterthenewnet.com


      Your strategy comes as a
direct result from your assessment…
•    T...
Susan Rice Lincoln      www.masterthenewnet.com


    There are four distinct steps in
     the creation of your strategy
...
Susan Rice Lincoln      www.masterthenewnet.com


1.The SWOTs analysis should be easy…



              Strengths         ...
Susan Rice Lincoln      www.masterthenewnet.com


1.The SWOTs analysis should be easy…

                                  ...
Susan Rice Lincoln        www.masterthenewnet.com


       2. Pick your strategy on basis
          of your SWOTs analysis...
Susan Rice Lincoln      www.masterthenewnet.com




Use your brand promise as a guiding
principle




    Copyright 2009 b...
Susan Rice Lincoln     www.masterthenewnet.com


 Understand the value a company
       offers a community
•  Go back to t...
Susan Rice Lincoln     www.masterthenewnet.com


  3. Pick the tool that matches your
     strategy with the Web Wheel
   ...
Susan Rice Lincoln      www.masterthenewnet.com


        4. Define exactly how you will
              measure success
•  ...
Susan Rice Lincoln      www.masterthenewnet.com


Social Media Secret Number 7:
  Measure Your Movement




 Copyright 200...
Susan Rice Lincoln      www.masterthenewnet.com


  Video - Social Media ROI




Copyright 2009 by SUSAN RICE-LINCOLN   Al...
Susan Rice Lincoln      www.masterthenewnet.com


 MyVouchers.co.uk shows us a new way

•  Use Facebook and Twitter to not...
Susan Rice Lincoln      www.masterthenewnet.com


          The results for
      MyVoucherCodes.co.uk?
•  Facebook and Tw...
Susan Rice Lincoln      www.masterthenewnet.com




 I’ve seen many people say that having a
 presence on social media net...
Susan Rice Lincoln      www.masterthenewnet.com



                Gary Vaynercuk
•  Grew his business from 4-50 million
•...
Susan Rice Lincoln      www.masterthenewnet.com


 Companies who engage in social
   media are more successful
•  Wetpaint...
Susan Rice Lincoln      www.masterthenewnet.com




Lenovo achieved big cost savings
•  20% reduction in call center activ...
Susan Rice Lincoln      www.masterthenewnet.com


  Burger King Whopper Sacrifice
      Facebook programme
•  Asked users ...
Susan Rice Lincoln      www.masterthenewnet.com


The Blendtec Will it Blend video
     increased sales 500%




  Copyrig...
Susan Rice Lincoln      www.masterthenewnet.com


Dell sold $3 million worth of
   computers on Twitter




Copyright 2009...
Susan Rice Lincoln      www.masterthenewnet.com




Intuit’s Live Community
•  Introduced Live Community into TurboTax
   ...
Susan Rice Lincoln      www.masterthenewnet.com




                 Barack Obama

•  5 million fans on social media
•  5....
Susan Rice Lincoln      www.masterthenewnet.com




                      Moonfruit
•  Web host provider got back $15,000 ...
Susan Rice Lincoln      www.masterthenewnet.com


How do you measure social
     media success?




Copyright 2009 by SUSA...
Susan Rice Lincoln      www.masterthenewnet.com



 Social optimisation is the key word
•  You want people to make a noise...
Susan Rice Lincoln      www.masterthenewnet.com


Decide the ultimate aim of a social
        media programme
•  Product a...
Susan Rice Lincoln      www.masterthenewnet.com


The best way to manage measurement
 is to separate out social from media...
Susan Rice Lincoln     www.masterthenewnet.com


         Social (Qualitative)
        Measurement Examples
•  Example #1:...
Susan Rice Lincoln      www.masterthenewnet.com


         Social (Qualitative)
        Measurement Examples
•  Example #2...
Susan Rice Lincoln         www.masterthenewnet.com


             Social (Qualitative)
            Measurement Examples
• ...
Susan Rice Lincoln     www.masterthenewnet.com




   Media (Quantitative) Examples
•  Example #1: Burger King campaign to...
Susan Rice Lincoln     www.masterthenewnet.com



     Media (Quantitative) Examples
•    Example #2: Dell Outlet Campaign...
Susan Rice Lincoln      www.masterthenewnet.com



     Here is how you can measure
•    Bookmarks
•    Comments
•    Down...
Susan Rice Lincoln      www.masterthenewnet.com


   Here is how you can measure
•  Followers (follow something / someone)...
Susan Rice Lincoln      www.masterthenewnet.com


     Here is how you can measure
•  Messaging (onsite)
•  Personalisatio...
Susan Rice Lincoln      www.masterthenewnet.com


   Here is how you can measure
•  Reviews
•  Social media sharing / part...
Susan Rice Lincoln      www.masterthenewnet.com


   Here is how you can measure
•  Total contributors (and % active contr...
Susan Rice Lincoln      www.masterthenewnet.com




Copyright 2009 by SUSAN RICE-LINCOLN   All Rights Reserved
Upcoming SlideShare
Loading in...5
×

Seven Social Media Secrets

3,303

Published on

Published in: Business
1 Comment
6 Likes
Statistics
Notes
No Downloads
Views
Total Views
3,303
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
141
Comments
1
Likes
6
Embeds 0
No embeds

No notes for slide

Transcript of "Seven Social Media Secrets"

  1. 1. Presented To: 2010 iStrategy Conference Location: Berlin, Germany Susan Rice Lincoln
  2. 2. Susan Rice Lincoln www.masterthenewnet.com How we will talk today •  Let’s try to be as ‘social’ as possible •  We’ll review 7 Secrets of Social Media •  I will present my thoughts •  You add yours •  This is YOUR presentation, not mine •  We can’t do everything in an hour and 15 minutes... Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  3. 3. Susan Rice Lincoln www.masterthenewnet.com Social Media is a particular blend of magic •  Tactics •  Strategy •  Details •  THE BIG PICTURE •  Getting the balance right is a big challenge Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  4. 4. Susan Rice Lincoln www.masterthenewnet.com The Seven Secrets 1. Big Picture 2. Right Thoughts 3. Fall Back 4. Spring Forward 5 Observe 6. Strategize 7. Measure Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  5. 5. Susan Rice Lincoln www.masterthenewnet.com Social Media Secret Number 1: Big Picture •  In the last 1460 days the world as we knew it exploded. Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  6. 6. Susan Rice Lincoln www.masterthenewnet.com Video – Social Media Revolution Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  7. 7. Susan Rice Lincoln www.masterthenewnet.com The web’s top sites are full of companies who are younger than first graders… Top 10 Global Sites on Alexa: 1. Google 6. Wikipedia 2. Facebook 7. Blogger.com 3. YouTube 8. Baidu.com 4. Yahoo 9. MSN 5. Windows Live 10. QQ.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  8. 8. Susan Rice Lincoln www.masterthenewnet.com If Facebook was a country it would be bigger than the USA •  Facebook 360 million active users worldwide •  US population is 307 million Source: Facebook(er) Desktop Widget “Facebook(er) Users Worldwide” Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  9. 9. Social Media Sites Already Exceed Susan Rice Lincoln www.masterthenewnet.com Television’s Reach Monthly Global Unique Visitors (in millions) 250 221.5 200.2 Worldwide Audience for Top 10 200 Social Media Sites, Nov. 2008 150 126.2 113.7 100 86.8 69.2 63.9 58.1 46.4 45.6 50 0 HI5 Orkut Blogger MySpace Wordpress Flickr SixApart Windows Live Yahoo Geocities Facebook Spaces •  Total Social Media Audience: 691M, or 69.4% reach •  Facebook’s audience grew 116% from Nov 07-Nov8 Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved Source: comScore as reported in “Top Social Media Sites of 2008 (Facebook Still Rising),” TechCrunch Dec 31, 2008
  10. 10. Susan Rice Lincoln www.masterthenewnet.com And social media is not just about the young generation… Source: Accenture, 2009
  11. 11. Susan Rice Lincoln www.masterthenewnet.com …or Americans…. Social Media Grows Like Wildfire Worldwide Internet Users in Select Countries Who Have Created a Social Network Profile as of 2009 Data provided from eMarketer article: Focusing on Social Networks.
  12. 12. Susan Rice Lincoln www.masterthenewnet.com 240 million Europeans use Social Media * Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved *Source: Eranium. “Social Networking Map of Europe.” 3 Oct.. 2008. Online image. Flickr. 03 Feb. 2010. http:// farm4.static.flickr.com/3276/2960555931_2ab7d5f171.jpg
  13. 13. Susan Rice Lincoln www.masterthenewnet.com While 92 million Europeans are on Facebook alone Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  14. 14. Susan Rice Lincoln www.masterthenewnet.com This is a (consumer-led) revolution… Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  15. 15. Susan Rice Lincoln www.masterthenewnet.com For a long time, there has been a growing disconnect between companies and consumers 76% of customers don’t believe companies tell the truth in advertising. Yet, 78% rate the credibility of word-of -mouth as 7 or higher on a 10 point scale. Keller Fay Group 2006 Consumers in the USA and Europe are 86% less trusting of companies than they were five years ago. Bain & Co. 2006 Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  16. 16. Susan Rice Lincoln www.masterthenewnet.com Fill the gap with Social Media… … 2008 Cone Business in Social Media Study Believe a company should have a presence in social media 93% Believe a company should be present AND interact with consumers via social media 85% Said they feel a stronger connection with companies that interact with them on social 56% media Believe companies should use social networks to solve their problems 43% Believe companies should ask them their opinion on their products and services 41% 0% 10%20%30%40%50%60%70%80%90%100% Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  17. 17. Susan Rice Lincoln www.masterthenewnet.com Social Media Secret Number 2: Right Thoughts •  Having the right attitude is half the battle Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  18. 18. Susan Rice Lincoln www.masterthenewnet.com Mind wins over matter.. •  Too many people think social media tool set •  Too few people think social media mind set Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  19. 19. Susan Rice Lincoln www.masterthenewnet.com 1. Think personal, not corporate.. Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  20. 20. Susan Rice Lincoln www.masterthenewnet.com Flickr/cindy47452 Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  21. 21. Susan Rice Lincoln www.masterthenewnet.com Be transparent Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  22. 22. Susan Rice Lincoln www.masterthenewnet.com Be Nice “It is Ryanair policy not to waste time and energy in corresponding with idiot bloggers and Ryanair can confirm that it won’t be happening again,” it told The Times. “Lunatic bloggers can have the blog sphere all to themselves as our people are far too busy driving down the cost of air travel”. Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  23. 23. Susan Rice Lincoln www.masterthenewnet.com 2. Think slow Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  24. 24. Susan Rice Lincoln www.masterthenewnet.com Social Media is a marathon, not a sprint Flickr/MarcosVasconcelos Photography Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  25. 25. Susan Rice Lincoln www.masterthenewnet.com Social Media is not immediate •  You are used to the high velocity of mass media: –  Turn on an ad or promotion and see immediate results –  The slow and steady of social media may frustrate Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  26. 26. Susan Rice Lincoln www.masterthenewnet.com Social Media is not efficient •  Social media is the opposite of mass –  Labor intensive –  Highly involving –  Non-standardized Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  27. 27. Susan Rice Lincoln www.masterthenewnet.com Create a community…one connection at a time Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  28. 28. Susan Rice Lincoln www.masterthenewnet.com Start with baby steps… •  Go slow •  Experiment with little programmes •  Learn what works and doesn’t work •  Expect and embrace failures •  Dare to make mistakes •  Know that success is around the corner •  Social media is one interaction and one contact at a time Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  29. 29. Susan Rice Lincoln www.masterthenewnet.com 3. Think humble Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  30. 30. Susan Rice Lincoln www.masterthenewnet.com You need to accept you can’t do everything •  Social media is a blend of: –  Excellent Strategy –  Understanding of how your social media strategy fits into your overall business plan –  Superior knowledge of the tools –  Experience Do you really think you have all those qualities in-house? Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  31. 31. Susan Rice Lincoln www.masterthenewnet.com Carefully decide who is going to help you.. •  Do you really have the capabilities in-house? •  Chances are your agency hasn’t figured it out –  Social media is not in their DNA –  Still trying to sort out SEM and display •  Many social media consultant have little experience –  Don’t understand strategy –  Don’t understand companies Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  32. 32. Susan Rice Lincoln www.masterthenewnet.com 4. Think Consumer to Consumer •  The goal is to facilitate conversations BETWEEN your consumers rather than between YOU and YOUR consumer… Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  33. 33. Susan Rice Lincoln www.masterthenewnet.com You don’t manage the conversation. Your customer does! Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  34. 34. Susan Rice Lincoln www.masterthenewnet.com You can’t just say it. You have to get the people to say it to each other, says James Farley, CMO Ford. Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  35. 35. Susan Rice Lincoln www.masterthenewnet.com 5. Think positive Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  36. 36. Susan Rice Lincoln www.masterthenewnet.com 10. Learn how to respond when people say negative things about you •  Listen •  Respond •  Fix things Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  37. 37. Susan Rice Lincoln www.masterthenewnet.com Negative comments are a necessary evil •  Respond •  Respond quickly •  Respond politely •  Transform your enemies into advocates •  Don’t review your blog’s comments –  Allow people to say negative things –  Reviewing comments is poorly received by the blogosphere •  It is better you know what people are saying than to ignore it –  Enter into the dialogue –  Tell your side of the story Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  38. 38. Susan Rice Lincoln www.masterthenewnet.com A recent study shows that most reviews aren’t as negative as feared of reviewers said they wrote reviews to help others make better purchasing decisions said they wrote reviews to help companies improve their products wrote reviews to reward the company wrote reviews that were generally positive Source: BazaarVoice,by SUSAN RICE-LINCOLN byAll Rights Reserved Copyright 2009 a website authored Marketing Charts
  39. 39. Susan Rice Lincoln www.masterthenewnet.com Criticism is not your enemy…your FEAR of criticism may be.. •  A negative response is a cry for help AND an acknowledgement they care Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  40. 40. Susan Rice Lincoln www.masterthenewnet.com 6. Think outside the box Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  41. 41. Susan Rice Lincoln www.masterthenewnet.com New technology can re-define interactions between brands and consumers •  Get rid of old thinking •  Change the advertising paradigm of the 20th century •  You need to innovate as much as technology has •  Be respectful of digital touch points and community sensitivities Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  42. 42. Susan Rice Lincoln www.masterthenewnet.com Let’s look at some out of the box examples… Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  43. 43. Susan Rice Lincoln www.masterthenewnet.com Missouri Bank •  Mobank serves an eclectic customer base of visionaries and artists •  Doesn’t use social media to sell •  Uses social media to build community philosophy •  Cool image on Facebook –  An online neighborhood –  Customers interact like they do at the branches Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  44. 44. Susan Rice Lincoln www.masterthenewnet.com Video - Wear & Compare from Nedap Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  45. 45. Susan Rice Lincoln www.masterthenewnet.com Jet Blue… Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  46. 46. Susan Rice Lincoln www.masterthenewnet.com Hyatt’s virtual concierge service… Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  47. 47. Susan Rice Lincoln www.masterthenewnet.com Or Omni Hotels… Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  48. 48. Susan Rice Lincoln www.masterthenewnet.com @CoffeeGroundz was one of the first to start taking orders to go on Twitter Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  49. 49. Susan Rice Lincoln www.masterthenewnet.com Kogi BBQ transformed the mundane into a big business….. •  Mobile Korean BBQ that travels around LA selling Korean tacos. •  Now has 45,000 followers on Twitter by tweeting where the truck is going to roll up •  Ran a t-shirt competition with fans voting on their favorite t-shirt design •  The now-famous taco truck has reached cult status Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  50. 50. Susan Rice Lincoln www.masterthenewnet.com 1-800-Flowers links rewards programme to Facebook •  Uses Gimme Love, an application from Loyalty Lab –  Connects customer loyalty programmes to Facebook applications and widgets –  Rewards customers for activities they do on Facebook with the brand •  For example, members of the 1-800 -Flowers.com loyalty programme are rewarded when they refer friends to the company. Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  51. 51. Susan Rice Lincoln www.masterthenewnet.com H&R Block put the fun back into taxes •  Engage with taxpayers by setting up a presence in many different parts of the social web •  Depending on the audience/platform, made taxes funny, interesting, informative or personal. •  MySpace and YouTube –  Created spoof character Truman Greene who sang parody songs about his love of taxes •  Facebook –  Useful fools for people –  Tips –  Education •  Twitter –  Experts available 24/7 to answer questions Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  52. 52. Susan Rice Lincoln www.masterthenewnet.com Aleksandr Orlov and Compare the Meerkat re-defined car insurance Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  53. 53. Susan Rice Lincoln www.masterthenewnet.com This car insurance programme has enjoyed a wild success •  The official YouTube video –  80,00 views + •  Over 320,000 Facebook fans –  Huge number of comments and likes –  customized photos –  Petitions to get cuddly toys •  Also loved on Twitter Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  54. 54. Susan Rice Lincoln www.masterthenewnet.com This car insurance company has enjoyed a wild success •  In first 3 days of programme, ¾ of monthly quotes target was achieved •  Year on year uplift was 45% •  Success due to –  Great on and offline synergy –  Integration of offline direct marketing campaign with a strong social media programme Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  55. 55. Susan Rice Lincoln www.masterthenewnet.com Think out of the box with your choices of social media tools too •  Flickr •  Slideshare •  Podcasting •  Yelp •  Foursquare Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  56. 56. Susan Rice Lincoln www.masterthenewnet.com 7. Think social OUTSIDE your company and selling INSIDE your company Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  57. 57. Susan Rice Lincoln www.masterthenewnet.com Find the sweet spot between selling and social… •  Social media networks are fragile •  They don’t like commercial promotion •  Don’t hawk your products •  Selling on social media is a turnoff •  Talk about your products only in the spirit of conversation •  Your selling should be about 10% of your content •  Network through social media •  Sell elsewhere Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  58. 58. Susan Rice Lincoln www.masterthenewnet.com Scott Monty, Ford
  59. 59. Susan Rice Lincoln www.masterthenewnet.com But think sell (inside your company) Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  60. 60. Susan Rice Lincoln www.masterthenewnet.com Think sell inside the company... •  Everyone needs to be a stakeholder –  Legal –  HR –  Sales –  Logistics •  Communicate social media objectives company wide •  Refresh objectives/strategies on regular basis Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  61. 61. Susan Rice Lincoln www.masterthenewnet.com Build support any way you can •  Build support with –  1 on 1 meetings –  Larger group sessions –  Meet/convince key influencers –  Manage expectations Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  62. 62. Susan Rice Lincoln www.masterthenewnet.com Show why social media will help meet business objectives Business Need Social Media Advantage Feature Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  63. 63. Susan Rice Lincoln www.masterthenewnet.com Social Media Secret 3: Fall Back Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  64. 64. Susan Rice Lincoln www.masterthenewnet.com Go back to basics Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  65. 65. Susan Rice Lincoln www.masterthenewnet.com Your blog should be your starting point Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  66. 66. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  67. 67. Susan Rice Lincoln www.masterthenewnet.com Your blog has infinite benefits… •  Establishes you as a thought leader •  Increases your credibility •  Allows you to converse with consumers and prospects •  Gives you a very clear idea of what is important to people in your market •  Is a key launching pad into social media Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  68. 68. Susan Rice Lincoln www.masterthenewnet.com Here are 10 possible ways to use a blog 1.  Provide resources/tips related to your industry 2.  Establish yourself as an expert in your field 3.  Report back from an event or conference 4.  Involve your staff and let them share their knowledge 5.  Provide a place for consumers to share information 6.  Give your customers a place to voice their opinion 7.  Share your story 8.  Share your clients’ stories 9.  Talk about your products (the good/the bad/the ugly) 10.  Discuss products/trends affecting your industry Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  69. 69. Susan Rice Lincoln www.masterthenewnet.com Use your blog posts in multiple ways •  Link your blog with Facebook –  Use Facebook’s Notes feature –  Link to your personal profile page and/or your business fan page •  Tweet about your blog. –  Automatically send out a Tweet when you publish a new post –  Send a Tweet with an interesting statistic (from your blog post) and a link to the post –  If your blog post answers a controversial question, ask the question in Twitter with a link to the post Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  70. 70. Susan Rice Lincoln www.masterthenewnet.com •  Edit your blog post for article directories –  Upload your article on Ezinearticles.com –  Publishers of ezines/newsletters/blogs use content from Ezinearticles.com in their publications, giving credit to the author with a link to your website –  Great way to drive traffic to your website and establish yourself as a thought leader –  Depending on the size of your blog, you may be able to submit several articles from one blog post. Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  71. 71. Susan Rice Lincoln www.masterthenewnet.com Use your blog post in multiple ways •  Submit your blog posts to print publications –  Newspapers –  Association newsletters –  Magazines •  Record your blog posts –  Take your best blog posts –  Record on a digital recorder –  Or record directly into computer with a microphone –  Use free software Audacity. –  Post the recordings on your website –  Burn them onto CDS/DVDs and give them to prospects Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  72. 72. Susan Rice Lincoln www.masterthenewnet.com Use your blog post in multiple ways •  Create a video –  Make a video of you reading a blog post –  Use a Flip Video camera –  Show your face and let people get to know you •  Make a slide show –  Divide your blog post into slides –  Add audio –  Post on Slideshare •  Turn post into a book or Ebook –  Put several posts together into an instructional booklet –  Offer the book free off your website •  Reformat your blog post into a press release –  Send to local media –  Publish Online Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  73. 73. Susan Rice Lincoln www.masterthenewnet.com of your website Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  74. 74. Susan Rice Lincoln www.masterthenewnet.com Edward Tufte, Information Design Guru
  75. 75. Susan Rice Lincoln www.masterthenewnet.com Jakob Nielsen, Web Usability Guru
  76. 76. Susan Rice Lincoln www.masterthenewnet.com The majority of websites are STILL like fancy business cards floating in cyberspace Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  77. 77. There is a big difference between a Web Susan Rice Lincoln www.masterthenewnet.com 1.0 site and a Web 2.0 site Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  78. 78. Susan Rice Lincoln www.masterthenewnet.com Your website is one of the biggeset social media tools you have •  Your website should be a place where: –  Prospects/Customers can join your network –  Prospects/Customers can talk to each other –  Prospects/Customers can access interesting content –  Prospects/Customers can promote your content –  You place links/buttons to other social media spaces: •  Twitter •  Facebook •  LinkedIn •  Yelp Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  79. 79. Susan Rice Lincoln www.masterthenewnet.com Start thinking about your website differently •  Build it not just from YOUR point of view, build it from your customer ‘s point of view •  A customer comes to your site to solve HIS problem, not to find out about what YOU think about YOU. •  Let other people publish on your website –  Customers –  Prospects –  Partners –  Other members of the community •  Dare to incorporate negative and positive views about your product i.e. use unfiltered customer testimonials Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  80. 80. Susan Rice Lincoln www.masterthenewnet.com Your website should be a community resource •  Be a credible source of opinion and fact •  Be the Oprah Winfrey for your industry •  Customers will make your site the first place to go for information in your industry •  You can build better products and services with real-time customer feedback •  You will be a community resource that helps meet your customer needs faster •  You will build trust Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  81. 81. Susan Rice Lincoln www.masterthenewnet.com Think about social media as a hub with spokes (not a two-way radio) •  Use one place as a launching point or hub –  Your blog –  Your website Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  82. 82. Susan Rice Lincoln www.masterthenewnet.com Social Media Secret Number 4: Spring Forward Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  83. 83. Susan Rice Lincoln www.masterthenewnet.com Step into the future with video and mobile Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  84. 84. Susan Rice Lincoln www.masterthenewnet.com By 2012, 40% of all video consumption will occur outside of the television set. Learmonth, M. Flickr/joelfrijhoff Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  85. 85. Susan Rice Lincoln www.masterthenewnet.com A picture is worth a thousand words •  Let people see your products •  Let people see YOU •  Videos (and photos) are: –  Easy to create –  Easy to publish –  Allow you to explain complex how-to concepts –  Explain step-by-step directions better than the written word –  Show your business is fun –  Make your company more approachable Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  86. 86. Susan Rice Lincoln www.masterthenewnet.com There are many ways you can use video •  Show your products •  Interview your clients •  Interview key thought leaders •  Have someone interview you •  Do a visual walkthrough of your company or a product •  Answer FAQs •  Read out your favorite blog posts •  Show you or a member of your team giving a public presentation •  Video you being interviewed by the media •  Use video as a form of training for your real or virtual team Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  87. 87. Susan Rice Lincoln www.masterthenewnet.com Get relaxed with a Flip Camcorder Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  88. 88. Susan Rice Lincoln www.masterthenewnet.com Think about combining high-level footage with your Flip footage Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  89. 89. Susan Rice Lincoln www.masterthenewnet.com Use Tubemogul.com and move beyond YouTube Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  90. 90. Susan Rice Lincoln www.masterthenewnet.com Video - Will It Blend? Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  91. 91. Susan Rice Lincoln www.masterthenewnet.com Mobile is about to stun us all… With all the capabilities these phones that are coming out have like GPS, cameras - we think there is the potential to actually make this mobile Web better than the PC Web. - Google's VP of product development Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  92. 92. Susan Rice Lincoln www.masterthenewnet.com The increase in mobile phones is attracting companies to mobile social media Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  93. 93. Susan Rice Lincoln www.masterthenewnet.com Facebook is the most favorite social media network for mobile applications Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  94. 94. Susan Rice Lincoln www.masterthenewnet.com Mobile applications are proliferating like rabbits Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  95. 95. Susan Rice Lincoln www.masterthenewnet.com Volkswagen goes 100% Mobile for launch of GTI •  Mobile drives social media usage •  Social media usage drives mobile Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  96. 96. Susan Rice Lincoln www.masterthenewnet.com Think about offering your customers an exceptional product experience on the go. Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  97. 97. Susan Rice Lincoln www.masterthenewnet.com Follow Tasti D-Lite’s lead… •  The first restaurant to incorporate social media rewards into their loyalty programme •  Customers accrue extra points (and earn free frozen treats faster) for Foursquare check-ins and tweets automatically made when their TastiRewards cards are swiped. •  The exchange of goods for check-ins is a way of treating social media as currency Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  98. 98. Susan Rice Lincoln www.masterthenewnet.com Follow Tasti D-Lite’s lead… Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  99. 99. Susan Rice Lincoln www.masterthenewnet.com Follow Tasti D-Lite’s lead… Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  100. 100. Susan Rice Lincoln www.masterthenewnet.com Its social and its smart…and its revolutionising the way we think.. •  The company will get accurate accounts on the quantity of tweets/check-ins with card swipes •  It can quantify social media updates with sales figure •  It can track change over time and assess the influence of the TastiRewards tweets and check-ins as it pertains to the growth of the programme Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  101. 101. Susan Rice Lincoln www.masterthenewnet.com Social Media Secret Number 5: Observe •  Understand your social media world before you step into it… Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  102. 102. Susan Rice Lincoln www.masterthenewnet.com You must understand the social media conversation swirling around you.. •  About you •  About your company •  About competitors •  About your space Flickr/Matt Hamm Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  103. 103. Susan Rice Lincoln www.masterthenewnet.com You need to understand it all… •  What are your customers/prospects talking about? •  Where are they talking? •  Who is talking? •  What are the issues or problems troubling people? •  Are there breakthroughs in your field that are getting people excited? •  What does your consumer like? •  What don’t they like? •  Where are you in all of this conversation? Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  104. 104. Susan Rice Lincoln www.masterthenewnet.com You also need to know everything about your competitors •  Their overall presence –  Where they are –  What they are talking about –  Their tone of voice –  What kind of activity they are engaging in •  How their customers and prospects are speaking to them •  Their problems •  Their opportunities •  How effective they are Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  105. 105. Susan Rice Lincoln www.masterthenewnet.com As well as identify and track the key influencers •  Who are the influencers? •  What do they think is important? •  What do they think about you? •  Are they talking about you? •  What are the compelling issues? Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  106. 106. Susan Rice Lincoln www.masterthenewnet.com Start by identifying your questions Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved Flickr/MyKPWedding
  107. 107. Susan Rice Lincoln www.masterthenewnet.com Key questions? •  Start with the basics: –  Where are people talking about me and my industry? •  Social Media Networking? •  Twitter? •  YouTube? •  Flickr? •  Groups? •  Social Bookmarking Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  108. 108. Susan Rice Lincoln www.masterthenewnet.com Key questions? •  Who are they talking about? –  Companies –  People –  Brands –  No one •  Who is doing the talking? –  Age group –  Sex –  Location –  Consumers –  Prospects –  Influencers Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  109. 109. Susan Rice Lincoln www.masterthenewnet.com Key questions? •  Who are my influencers? –  Who is talking about my brand? –  Who is talking about my competitors –  Who is talking about my industry? –  What is their social reach? (on Facebook /Blog/Twitter/LinkedIn/Forums) –  Who is listening to them? Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  110. 110. Susan Rice Lincoln www.masterthenewnet.com Key questions? •  What are the types of subjects discussed? –  New products? –  Problems with current products/service? –  New overall trends? –  Life? Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  111. 111. Susan Rice Lincoln www.masterthenewnet.com What are your key questions? •  What is the tone of the conversation in terms of you/your company? –  Satisfied? –  Complaining? –  Very interactive? –  Uninvolved? •  What is the tone of the conversation in terms of your competitors? –  Satisfied? –  Complaining? –  Very interactive? –  Uninvolved? Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  112. 112. Susan Rice Lincoln www.masterthenewnet.com Key questions? •  Do you see obvious areas that need to be changed? –  Type of conversation –  Subject of conversation –  Tone of conversation –  Overall presence –  Improvement in target audience Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  113. 113. Susan Rice Lincoln www.masterthenewnet.com Then decide how you will monitor •  Free tools •  Paid services •  Or a combination of the two? Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  114. 114. Susan Rice Lincoln www.masterthenewnet.com A good starting point is Google Alerts •  Scans the internet for important keywords •  Keeps you up-to-date on new developments related to those keywords. •  Allows you to reduce information overload while remaining informed •  Gives you a good idea about where you are placed in the social media space •  Delivers all this timely information into your e -mail box Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  115. 115. Susan Rice Lincoln www.masterthenewnet.com Technorati will help you search blogs Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  116. 116. Susan Rice Lincoln www.masterthenewnet.com Monitter helps you track conversations on Twitter Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  117. 117. Susan Rice Lincoln www.masterthenewnet.com Friendfeed.com is a great tool Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  118. 118. Susan Rice Lincoln www.masterthenewnet.com Who’s talkin.com is another option Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  119. 119. Susan Rice Lincoln www.masterthenewnet.com And don’t forget BoardTracker Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  120. 120. Susan Rice Lincoln www.masterthenewnet.com Social Mention is a free key word tracker •  Displays key stats like sentiment in a nice dashboard •  Does not store data for you •  An instant snapshot of the last 30 days activity Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  121. 121. Susan Rice Lincoln www.masterthenewnet.com Here are some paid monitoring tools •  Radian 6 •  Techrigy SM2 •  Scoutlabs •  Trackur Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  122. 122. Susan Rice Lincoln www.masterthenewnet.com Radian6 •  Expensive •  Multiple dashboards: Conversation Clouds, Rivers of News, Topic Trends.. Tutorial videos •  Simple,intuitive, easy to set up •  Detailed reporting •  Pricing –  $500 for up to 10,000 search results/month –  $1500 for 50,000 search results/month Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved •  . .
  123. 123. Susan Rice Lincoln www.masterthenewnet.com TechrigySM2 •  Not as intuitive as Radian6 •  Good, solid product •  Video tutorials •  $600/month for 20,000 results •  $4800 for 5000,000 stored results Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  124. 124. Susan Rice Lincoln www.masterthenewnet.com Scoutlabs •  Simple to use –  setting up searches is easy •  Less complex but just as useful asRadian6 or SM2 ; a useful stripped down version •  Easy-to-use overlay feature so you can compare data trends •  $99 per month for 5 concurrent searches •  $749 per month for 125 concurrent searches Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  125. 125. Susan Rice Lincoln www.masterthenewnet.com Trackur •  Very basic app which will give you a simple view –  Search by influence –  Apply a simple sentiment rating –  View simple graphs •  $18/month for 3 searches updated 2x a day •  $197/month for 150 searches updated every 30 minutes Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  126. 126. Susan Rice Lincoln www.masterthenewnet.com Social Media Secret 6: Strategize •  Remember that using a social media tool is NOT a strategy… Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  127. 127. Susan Rice Lincoln www.masterthenewnet.com What is a strategy? Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved Flickr/Army.mil
  128. 128. Susan Rice Lincoln www.masterthenewnet.com Forget about tools - Think about purpose •  You can’t possibly use ALL the tools we have discussed •  Figure out what you want to do first •  The question isn’t what tool should we use •  The question is what do we want to achieve •  Imagine someone asking, Ï just got a screwdriver..what should I fix?” •  You don’t get a tool and look for a problem. •  You isolate a problem and then select the appropriate tool to fix it with Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  129. 129. Susan Rice Lincoln www.masterthenewnet.com Your strategy comes as a direct result from your assessment… •  Through the assessment (Step 4) you have done the following: –  Discovered where your supporters/potential supporters are in the social media space –  Seen/heard/read what they are discussing –  Understood their concerns –  Been inspired by their dreams •  Now it is time to figure out how to ENGAGE those supporters –  Plan your objectives –  Decide on your goals –  Figure out what you want to achieve –  Be clear about how you want to measure it Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  130. 130. Susan Rice Lincoln www.masterthenewnet.com There are four distinct steps in the creation of your strategy 1.  Create a social SWOTs analysis (on the basis of your assessment) –  Social Strengths –  Social Weaknesses –  Social Opportunities –  Social Threats 2.  Choose your strategy (goals/objectives) on the basis of the social SWOTs 3.  Select the tools you will use to achieve your strategy 4.  Decide how you are going to measure your programme’s success/failure Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  131. 131. Susan Rice Lincoln www.masterthenewnet.com 1.The SWOTs analysis should be easy… Strengths Opportunities Weaknesses Threats Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  132. 132. Susan Rice Lincoln www.masterthenewnet.com 1.The SWOTs analysis should be easy… Opportunities Strengths: Main Networking competitor is silent Threats: The Weaknesses : overall social Not a thought conversation leader is weak Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  133. 133. Susan Rice Lincoln www.masterthenewnet.com 2. Pick your strategy on basis of your SWOTs analysis Here are some examples: •  Increase brand awareness •  Build your community •  Generate leads •  Manage brand perception •  Deal with customer service issues •  Establish yourself as a key thought leader •  Get to know the influencers in your field •  Give your social media community a set of special perks (coupons /discounts/special products) •  Stimulate excitement and interest in your category •  Increase traffic to your blog and/or website •  Talk more intimately with niche audiences Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  134. 134. Susan Rice Lincoln www.masterthenewnet.com Use your brand promise as a guiding principle Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  135. 135. Susan Rice Lincoln www.masterthenewnet.com Understand the value a company offers a community •  Go back to the core value your organization offers •  This is the heart of your social media strategy begins •  Don’t use tools just because they are ‘hot’; this is putting the cart before the horse. Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  136. 136. Susan Rice Lincoln www.masterthenewnet.com 3. Pick the tool that matches your strategy with the Web Wheel Build Community Traffic Social Social Bkmarks Net. Sites Converse Thought with Blogs Podcasts Communities Leadership of Passion Microblogs Videos Brand High Awareness Emotion/ Copyright 2009 by SUSAN RICE-LINCOLN AllImmediacy Rights Reserved
  137. 137. Susan Rice Lincoln www.masterthenewnet.com 4. Define exactly how you will measure success •  On a piece of paper, write down what you want to achieve •  Be specific –  Increase number of followers on Twitter by 500 –  Increase number of fans on Facebook fan page by 35% –  Increase contacts in your LinkedIn Network by 350 –  i.e. increase sales by $10,000 –  i.e. increase comments on blog by 20% Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  138. 138. Susan Rice Lincoln www.masterthenewnet.com Social Media Secret Number 7: Measure Your Movement Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  139. 139. Susan Rice Lincoln www.masterthenewnet.com Video - Social Media ROI Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  140. 140. Susan Rice Lincoln www.masterthenewnet.com MyVouchers.co.uk shows us a new way •  Use Facebook and Twitter to notify followers of discount voucher codes (for online sales) •  Search function within Facebook group for codes and discounts •  Constant feed of best discounts –  Offering followers something for nothing, rather than hard sell •  Leap in traffic and money spent Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  141. 141. Susan Rice Lincoln www.masterthenewnet.com The results for MyVoucherCodes.co.uk? •  Facebook and Twitter –  More than £21.4m sales –  12% total sales in fourth quarter 2009 –  12,000 fans on Facebook and 2,600 Twitter followers averaging 6 visits/month to site –  4,070,000 visitors courtesy of Facebook and Twitter Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  142. 142. Susan Rice Lincoln www.masterthenewnet.com I’ve seen many people say that having a presence on social media networks does little more than improve brand awareness for companies – but our experience really proves that social media really can be a worthwhile form of marketing, said Managing Director of MyVoucherCodes.co.uk, Mark Pearson Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  143. 143. Susan Rice Lincoln www.masterthenewnet.com Gary Vaynercuk •  Grew his business from 4-50 million •  Wine TV Library –  Showed off Gary’s personality and knowledge •  Gary experienced the following results: –  $15000 in Direct Mail=200 new customers –  $7500 Billboard=300 new customers –  $0 Twitter = 1,800 new customers. Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  144. 144. Susan Rice Lincoln www.masterthenewnet.com Companies who engage in social media are more successful •  Wetpaint/Altimeter Study found companies deeply engaged in social media: –  Have better revenues –  Enjoy better profits –  Companies with highest levels of social media activity grew on average by 18% –  Companies with least amounts of social media activity sales declined by -6% Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  145. 145. Susan Rice Lincoln www.masterthenewnet.com Lenovo achieved big cost savings •  20% reduction in call center activity as customers go to community websites for answers Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  146. 146. Susan Rice Lincoln www.masterthenewnet.com Burger King Whopper Sacrifice Facebook programme •  Asked users to give up 10 of their Facebook friends in exchange for a free Whopper •  $50,000 programme –  32 million media impressions –  (t $400,000 in press value equivalent of the population of 19 states) Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  147. 147. Susan Rice Lincoln www.masterthenewnet.com The Blendtec Will it Blend video increased sales 500% Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  148. 148. Susan Rice Lincoln www.masterthenewnet.com Dell sold $3 million worth of computers on Twitter Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  149. 149. Susan Rice Lincoln www.masterthenewnet.com Intuit’s Live Community •  Introduced Live Community into TurboTax products 2 years ago –  Live Community allows customers to ask each other questions –  Unit sales increase +30% each year –  Now integrated Live Community into other products (Quickbooks, Quicken) –  . Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  150. 150. Susan Rice Lincoln www.masterthenewnet.com Barack Obama •  5 million fans on social media •  5.4 million clicked on an “I voted for Obama” Facebook button. •  3 million online donors contributing $500 million in fundraising •  92% of donations in increments less than $100 Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  151. 151. Susan Rice Lincoln www.masterthenewnet.com Moonfruit •  Web host provider got back $15,000 social media investment •  Website Traffic soared +300% while correspondingly sales increased +20%. •  Huge lift in search engine rankings Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  152. 152. Susan Rice Lincoln www.masterthenewnet.com How do you measure social media success? Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  153. 153. Susan Rice Lincoln www.masterthenewnet.com Social optimisation is the key word •  You want people to make a noise. •  You want people to store and share things. •  You want people to love your website. •  You want people to visit more frequently •  You want people to refer your company to their friends. •  You want people to buy into your brand. •  You want people to buy your products. Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  154. 154. Susan Rice Lincoln www.masterthenewnet.com Decide the ultimate aim of a social media programme •  Product awareness (measured in conversational terms) •  Real sales (measured by actual sales figures) •  Something else •  Need a clear picture in order to track results Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  155. 155. Susan Rice Lincoln www.masterthenewnet.com The best way to manage measurement is to separate out social from media •  Qualitative (Social) –  Customer satisfaction –  Loyalty –  Interaction –  Feedback •  Quantitative (Media) –  Sales revenue –  New leads –  Newsletter subscribers •  Decide what you want to track •  Measure the metrics that matter to you Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  156. 156. Susan Rice Lincoln www.masterthenewnet.com Social (Qualitative) Measurement Examples •  Example #1: Rackspace IT Hosting campaign to build loyalty and trust. •  Idea: Be nice to customers who mention your company and/or product name on Twitter Success Metrics: –  Amount of positive comments sent to customers per week within a given time –  Amount of conversations that started from the comment •  Goal: N amount of positive conversations about your company or product per week Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  157. 157. Susan Rice Lincoln www.masterthenewnet.com Social (Qualitative) Measurement Examples •  Example #2: Starbuck’s Campaign to increase customer satisfaction. •  Idea: Engage with customers and prospects using social media and ask what they would like from you. •  Success Metrics: –  Amount of good suggestions –  Amount of the good suggestions received that your company actual implements •  Goal: N amount of suggestions collected per month and N amount that you actually implement. Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  158. 158. Susan Rice Lincoln www.masterthenewnet.com Social (Qualitative) Measurement Examples •  Example # 3: Copyblogger campaign to increase authority. •  Idea: Start a blog on a topic that relates to their company and which positioned them as an expert. •  Success Metrics: –  Amount of influential blogs linking to them –  Page rank relative to that of competitors –  Amount of organic traffic per month –  Amount of traffic that converts to sales •  Goals: –  N page rank by a certain date –  Nth position in page rank relative to competitors by a certain date –  N% of organic traffic per month –  $N per month attributable to referrals from blog Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  159. 159. Susan Rice Lincoln www.masterthenewnet.com Media (Quantitative) Examples •  Example #1: Burger King campaign to increase offline sales •  Idea: Implement a promotion on a social media platform. Give participants a printable campaign voucher so you can track where the offline sales originated. •  Success Metrics: –  Monthly sales –  Monthly store traffic •  Goals: –  $N monthly sales –  N% increase in store traffic over the pre-promotion period Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  160. 160. Susan Rice Lincoln www.masterthenewnet.com Media (Quantitative) Examples •  Example #2: Dell Outlet Campaign to increase online sales •  Idea: Use Twitter to inform prospects about special promotions. Capitalize on Twitter’s real-time nature for exclusive limited-customer and/or limited time offers •  Success Metrics: –  Monthly sales and new customers attributable directly to Twitter –  Monthly revenue generated from customers originally from Twitter (e.g. did the customer go back later and buy more) •  Goals: –  $N monthly sales –  $N monthly sales directly attributable to Twitter Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  161. 161. Susan Rice Lincoln www.masterthenewnet.com Here is how you can measure •  Bookmarks •  Comments •  Downloads •  Email subscriptions •  Fans (become a fan of something / someone) •  Favourites (add an item to favourites) •  Feedback (via the site) Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  162. 162. Susan Rice Lincoln www.masterthenewnet.com Here is how you can measure •  Followers (follow something / someone) •  Forward to a friend •  Groups (create / join / total number of groups / group activity) •  Install widget (on a blog page, Facebook, etc) •  Invite / Refer (a friend) •  Key page activity (post-activity) •  Love / Like this (rating) Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  163. 163. Susan Rice Lincoln www.masterthenewnet.com Here is how you can measure •  Messaging (onsite) •  Personalisation (pages, display, theme) •  Posts •  Profile (e.g. update avatar, bio, links, email, customisation, etc) •  Print page •  Ratings •  Registered users (new / total / active / dormant / churn) Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  164. 164. Susan Rice Lincoln www.masterthenewnet.com Here is how you can measure •  Reviews •  Social media sharing / participation (activity on key social media sites, e.g. Facebook, Twitter, Digg, etc) •  Tagging (user-generated metadata) •  Testimonials •  Time spent on key pages •  Time spent on site (by source / by entry page) Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  165. 165. Susan Rice Lincoln www.masterthenewnet.com Here is how you can measure •  Total contributors (and % active contributors) •  Uploads (add an item, e.g. articles, links, images, videos) •  Views (videos, ads, rich images) •  Widgets (number of new widgets users / embedded widgets) •  Wishlists (save an item to wishlist) Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  166. 166. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×