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Social Media Secrets | Susan Rice Lincoln, MastertTheNewNet.com | iStrategy, Berlin

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The 7 social media secrets every corporation should know by Susan Rice Lincoln of MasterTheNewNet.com at iStrategy, Berlin 2010

The 7 social media secrets every corporation should know by Susan Rice Lincoln of MasterTheNewNet.com at iStrategy, Berlin 2010

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  • 1. Presented To: 2010 iStrategy Conference Location: Berlin, Germany Susan Rice Lincoln
  • 2. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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...
  • 3. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved Social Media is a particular blend of magic •  Tactics •  Strategy •  Details •  THE BIG PICTURE •  Getting the balance right is a big challenge
  • 4. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved The Seven Secrets 1. Big Picture 2. Right Thoughts 3. Fall Back 4. Spring Forward 5 Observe 6. Strategize 7. Measure
  • 5. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved Social Media Secret Number 1: Big Picture • In the last 1460 days the world as we knew it exploded.
  • 6. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved Video – Social Media Revolution
  • 7. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved The web’s top sites are full of companies who are younger than first graders… Top 10 Global Sites on Alexa: 6. Wikipedia 7. Blogger.com 8. Baidu.com 9. MSN 10. QQ.com 1. Google 2. Facebook 3. YouTube 4. Yahoo 5. Windows Live
  • 8. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved If Facebook was a country it would be bigger than the USA Source: Facebook(er) Desktop Widget “Facebook(er) Users Worldwide” •  Facebook 360 million active users worldwide •  US population is 307 million
  • 9. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved Social Media Sites Already Exceed Television’s Reach 221.5 200.2 126.2 113.7 86.8 69.2 63.9 58.1 46.4 45.6 0 50 100 150 200 250 Blogger Facebook MySpace Wordpress WindowsLive Spaces YahooGeocities Flickr HI5 Orkut SixApart Worldwide Audience for Top 10 Social Media Sites, Nov. 2008 •  Total Social Media Audience: 691M, or 69.4% reach •  Facebook’s audience grew 116% from Nov 07-Nov8 Source: comScore as reported in “Top Social Media Sites of 2008 (Facebook Still Rising),” TechCrunch Dec 31, 2008 MonthlyGlobalUniqueVisitors(inmillions)
  • 10. Susan Rice Lincoln www.masterthenewnet.com And social media is not just about the young generation… Source: Accenture, 2009
  • 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. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 240 million Europeans use Social Media *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. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved While 92 million Europeans are on Facebook alone
  • 14. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved This is a (consumer-led) revolution…
  • 15. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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
  • 16. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved Fill the gap with Social Media… … 41% 43% 56% 85% 93% 0%10%20%30%40%50%60%70%80%90%100% Believe companies should ask them their opinion on their products and services Believe companies should use social networks to solve their problems Said they feel a stronger connection with companies that interact with them on social media Believe a company should be present AND interact with consumers via social media Believe a company should have a presence in social media 2008 Cone Business in Social Media Study
  • 17. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved Social Media Secret Number 2: Right Thoughts •  Having the right attitude is half the battle
  • 18. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved Mind wins over matter.. •  Too many people think social media tool set •  Too few people think social media mind set
  • 19. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 1. Think personal, not corporate..
  • 20. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved Flickr/cindy47452
  • 21. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved Be transparent
  • 22. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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”.
  • 23. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 2. Think slow
  • 24. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved Social Media is a marathon, not a sprint Flickr/MarcosVasconcelosPhotography
  • 25. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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
  • 26. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved Social Media is not efficient •  Social media is the opposite of mass –  Labor intensive –  Highly involving –  Non-standardized
  • 27. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved Create a community…one connection at a time
  • 28. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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
  • 29. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 3. Think humble
  • 30. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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?
  • 31. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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
  • 32. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 4. Think Consumer to Consumer •  The goal is to facilitate conversations BETWEEN your consumers rather than between YOU and YOUR consumer…
  • 33. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved You don’t manage the conversation. Your customer does!
  • 34. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved You can’t just say it. You have to get the people to say it to each other, says James Farley, CMO Ford.
  • 35. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 5. Think positive
  • 36. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 10. Learn how to respond when people say negative things about you •  Listen •  Respond •  Fix things
  • 37. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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
  • 38. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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, a website authored by Marketing Charts
  • 39. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved Criticism is not your enemy…your FEAR of criticism may be.. •  A negative response is a cry for help AND an acknowledgement they care
  • 40. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 6. Think outside the box
  • 41. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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
  • 42. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved Let’s look at some out of the box examples…
  • 43. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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
  • 44. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved Video - Wear & Compare from Nedap
  • 45. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved Jet Blue…
  • 46. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved Hyatt’s virtual concierge service…
  • 47. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved Or Omni Hotels…
  • 48. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved @CoffeeGroundz was one of the first to start taking orders to go on Twitter
  • 49. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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
  • 50. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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.
  • 51. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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
  • 52. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved Aleksandr Orlov and Compare the Meerkat re-defined car insurance
  • 53. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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
  • 54. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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
  • 55. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved Think out of the box with your choices of social media tools too •  Flickr •  Slideshare •  Podcasting •  Yelp •  Foursquare
  • 56. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 7. Think social OUTSIDE your company and selling INSIDE your company
  • 57. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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
  • 58. Susan Rice Lincoln www.masterthenewnet.com Scott Monty, Ford
  • 59. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved But think sell (inside your company)
  • 60. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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
  • 61. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved Build support any way you can •  Build support with –  1 on 1 meetings –  Larger group sessions –  Meet/convince key influencers –  Manage expectations
  • 62. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved Show why social media will help meet business objectives Business Need Social Media Feature Advantage
  • 63. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved Social Media Secret 3: Fall Back
  • 64. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved Go back to basics
  • 65. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved Your blog should be your starting point
  • 66. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
  • 67. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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
  • 68. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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
  • 69. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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
  • 70. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved •  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.
  • 71. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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
  • 72. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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
  • 73. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved of your website
  • 74. Susan Rice Lincoln www.masterthenewnet.com Edward Tufte, Information Design Guru
  • 75. Susan Rice Lincoln www.masterthenewnet.com Jakob Nielsen, Web Usability Guru
  • 76. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved The majority of websites are STILL like fancy business cards floating in cyberspace
  • 77. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved There is a big difference between a Web 1.0 site and a Web 2.0 site
  • 78. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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
  • 79. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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
  • 80. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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
  • 81. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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
  • 82. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved Social Media Secret Number 4: Spring Forward
  • 83. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved Step into the future with video and mobile
  • 84. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved By 2012, 40% of all video consumption will occur outside of the television set. Learmonth, M. Flickr/joelfrijhoff
  • 85. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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
  • 86. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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
  • 87. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved Get relaxed with a Flip Camcorder
  • 88. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved Think about combining high-level footage with your Flip footage
  • 89. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved Use Tubemogul.com and move beyond YouTube
  • 90. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved Video - Will It Blend?
  • 91. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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
  • 92. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved The increase in mobile phones is attracting companies to mobile social media
  • 93. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved Facebook is the most favorite social media network for mobile applications
  • 94. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved Mobile applications are proliferating like rabbits
  • 95. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved Volkswagen goes 100% Mobile for launch of GTI •  Mobile drives social media usage •  Social media usage drives mobile
  • 96. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved Think about offering your customers an exceptional product experience on the go.
  • 97. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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
  • 98. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved Follow Tasti D-Lite’s lead…
  • 99. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved Follow Tasti D-Lite’s lead…
  • 100. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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
  • 101. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved Social Media Secret Number 5: Observe •  Understand your social media world before you step into it…
  • 102. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved You must understand the social media conversation swirling around you.. •  About you •  About your company •  About competitors •  About your space Flickr/Matt Hamm
  • 103. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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?
  • 104. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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
  • 105. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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?
  • 106. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved Start by identifying your questions Flickr/MyKPWedding
  • 107. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved Key questions? •  Start with the basics: –  Where are people talking about me and my industry? •  Social Media Networking? •  Twitter? •  YouTube? •  Flickr? •  Groups? •  Social Bookmarking
  • 108. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved Key questions? •  Who are they talking about? –  Companies –  People –  Brands –  No one •  Who is doing the talking? –  Age group –  Sex –  Location –  Consumers –  Prospects –  Influencers
  • 109. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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?
  • 110. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved Key questions? •  What are the types of subjects discussed? –  New products? –  Problems with current products/service? –  New overall trends? –  Life?
  • 111. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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?
  • 112. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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
  • 113. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved Then decide how you will monitor •  Free tools •  Paid services •  Or a combination of the two?
  • 114. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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
  • 115. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved Technorati will help you search blogs
  • 116. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved Monitter helps you track conversations on Twitter
  • 117. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved Friendfeed.com is a great tool
  • 118. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved Who’s talkin.com is another option
  • 119. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved And don’t forget BoardTracker
  • 120. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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
  • 121. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved Here are some paid monitoring tools •  Radian 6 •  Techrigy SM2 •  Scoutlabs •  Trackur
  • 122. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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 •  . .
  • 123. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved TechrigySM2 •  Not as intuitive as Radian6 •  Good, solid product •  Video tutorials •  $600/month for 20,000 results •  $4800 for 5000,000 stored results
  • 124. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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
  • 125. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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
  • 126. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved Social Media Secret 6: Strategize •  Remember that using a social media tool is NOT a strategy…
  • 127. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved What is a strategy? Flickr/Army.mil
  • 128. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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
  • 129. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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
  • 130. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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
  • 131. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 1.The SWOTs analysis should be easy… Strengths Opportunities Weaknesses Threats
  • 132. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 1.The SWOTs analysis should be easy… Strengths: Networking Opportunities Main competitor is silent Weaknesses : Not a thought leader Threats: The overall social conversation is weak
  • 133. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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
  • 134. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved Use your brand promise as a guiding principle
  • 135. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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.
  • 136. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved Social Bkmarks Social Net. Sites Podcasts VideosMicroblogs Blogs Traffic Thought Leadership Build Community High Emotion/ Immediacy Converse with Communities of Passion Brand Awareness 3. Pick the tool that matches your strategy with the Web Wheel
  • 137. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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%
  • 138. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved Social Media Secret Number 7: Measure Your Movement
  • 139. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved Video - Social Media ROI
  • 140. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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
  • 141. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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
  • 142. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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
  • 143. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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.
  • 144. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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%
  • 145. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved Lenovo achieved big cost savings •  20% reduction in call center activity as customers go to community websites for answers
  • 146. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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)
  • 147. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved The Blendtec Will it Blend video increased sales 500%
  • 148. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved Dell sold $3 million worth of computers on Twitter
  • 149. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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) –  .
  • 150. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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
  • 151. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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
  • 152. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved How do you measure social media success?
  • 153. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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.
  • 154. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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
  • 155. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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
  • 156. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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
  • 157. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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.
  • 158. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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
  • 159. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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
  • 160. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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
  • 161. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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)
  • 162. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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)
  • 163. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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)
  • 164. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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)
  • 165. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved 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)
  • 166. Susan Rice Lincoln www.masterthenewnet.com Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved