Are you ready to manage your company’s reputation? Presented by Jon Keefe Reputation management May 2009

Why bother with social media? The average amount of time per day that UK people spend on Twitter.com has more than trebled from less than 10 minutes a year ago to half an hour now. [Source: Hitwise, January 2009] In August 2008, 14.5m people in the U.K. visited at least one blog, representing 41% of the total U.K. Internet audience.[Source: comScore, Oct 2008] By 2013, an estimated 52% of Internet users will be regular social network visitors. [Source: eMarketer, February 2009] The amount of UK web traffic retailers receive from social networks increased by 153% in the first nine months of 2007. [Source: Hitwise, via Econsultancy blog, Oct 2007]

The average amount of time per day that UK people spend on Twitter.com has more than trebled from less than 10 minutes a year ago to half an hour now. [Source: Hitwise, January 2009]

In August 2008, 14.5m people in the U.K. visited at least one blog, representing 41% of the total U.K. Internet audience.[Source: comScore, Oct 2008]

By 2013, an estimated 52% of Internet users will be regular social network visitors. [Source: eMarketer, February 2009]

The amount of UK web traffic retailers receive from social networks increased by 153% in the first nine months of 2007. [Source: Hitwise, via Econsultancy blog, Oct 2007]

Corporate vs personal motives Personal social media Sharing information Reconnecting with friends Watching others No real rules Corporate social media Customer Service Promotional Messages Shareholder Value Transparency Brand Rules Fuel Individual Social Ego Deliver business goals

Personal social media

Sharing information

Reconnecting with friends

Watching others

No real rules

Corporate social media

Customer Service

Promotional Messages

Shareholder Value

Transparency

Brand Rules

Social media planning

5 challenges in enabling your Company How to convince the powers that be of the value of social media Finding the space for social media in the business plan Identifying skills necessary to engage with your audiences The resource necessary to deliver a SM strategy Creating the rules of engagement

How to convince the powers that be of the value of social media

Finding the space for social media in the business plan

Identifying skills necessary to engage with your audiences

The resource necessary to deliver a SM strategy

Creating the rules of engagement

Convincing the powers that be Cite referenceable case studies Dell says Twitter has produced $1 million in revenue over the past year and a half through sale alerts. Starbucks VIA an original tweet had been retweeted 104 times in the last 24 hours. The total reach of those 104 tweets was 60,220! Research other corporate social media players BMW, Zappos shoes, Ford, Starbucks Build your own case Study Manchester Airport - Olly Cat Facebook group -740 friends plus Channel 5 News and MEN coverage ! Internal Blog – Prove engagement with peers

Cite referenceable case studies

Dell says Twitter has produced $1 million in revenue over the past year and a half through sale alerts.

Starbucks VIA an original tweet had been retweeted 104 times in the last 24 hours. The total reach of those 104 tweets was 60,220!

Research other corporate social media players

BMW, Zappos shoes, Ford, Starbucks

Build your own case Study

Manchester Airport - Olly Cat Facebook group -740 friends plus Channel 5 News and MEN coverage !

Internal Blog – Prove engagement with peers

Convincing the powers that be Some names to follow for tips and opportunities Brian Solis – ( http://www.briansolis.com/ ) Jeff Jarvis – ( www.buzzmachine.com ) Richard Binhammer - Dell ( http://richardatdell.blogspot.com/ ) Michael Brito – Intel ( www.britopian.com ) Chris Brogan – President of New Marketing Labs ( www.chrisbrogan.com ) Jeremiah Owyang – Forrester ( www.web-strategist.com ) Scott Monty – Head of social media at Ford. ( www.scottmonty.com ) Websites www.readwriteweb.com - 100% more influence than its closest rival for the key topic “social media” www.mashable.com - B log focused exclusively on Web 2.0 and Social Networking news www.techcrunch.com - a network of technology focused sites offering a wide range of content and new media.

Some names to follow for tips and opportunities

Brian Solis – ( http://www.briansolis.com/ )

Jeff Jarvis – ( www.buzzmachine.com )

Richard Binhammer - Dell ( http://richardatdell.blogspot.com/ )

Michael Brito – Intel ( www.britopian.com )

Chris Brogan – President of New Marketing Labs ( www.chrisbrogan.com )

Jeremiah Owyang – Forrester ( www.web-strategist.com )

Scott Monty – Head of social media at Ford. ( www.scottmonty.com )

Websites

www.readwriteweb.com - 100% more influence than its closest rival for the key topic “social media”

www.mashable.com - B log focused exclusively on Web 2.0 and Social Networking news

www.techcrunch.com - a network of technology focused sites offering a wide range of content and new media.

Getting SM into the business plan Improving stakeholder relationships – Customer Service www.ideastorm.com BakerTweet Box - Albion bakery and cafe in east London Building on the brand values Twitter Follow Manchester airport on Twitter and receive live flight arrivals and departures info on demand reinforcing the “ easy and seamless customer first” value User Generated Content Crowd sourced reviews on domain i.e. Zappos shoes www.zappos.com Generating Revenue www.biofind.com a forum with a proven ad revenue, sponsorship model Widget advertising – eg blog ads Cost saving How much does it cost to do something now and can it be done cheaper via SM? Drive traffic to a website using SM vs PPC for example Fielding customer service enquiries at a blog rather than at call centre Crowd sourced images used as your content via Flickr – www.chesterzoo.org

Improving stakeholder relationships – Customer Service

www.ideastorm.com

BakerTweet Box - Albion bakery and cafe in east London

Building on the brand values

Twitter

Follow Manchester airport on Twitter and receive live flight arrivals and departures info on demand reinforcing the “ easy and seamless customer first” value

User Generated Content

Crowd sourced reviews on domain i.e. Zappos shoes www.zappos.com

Generating Revenue

www.biofind.com a forum with a proven ad revenue, sponsorship model

Widget advertising – eg blog ads

Cost saving

How much does it cost to do something now and can it be done cheaper via SM?

Drive traffic to a website using SM vs PPC for example

Fielding customer service enquiries at a blog rather than at call centre

Crowd sourced images used as your content via Flickr – www.chesterzoo.org

Identifying the skills necessary

An average Engagement Plan on a weekly basis might include:- Research and writing blog posts – 7 hours Commenting and posting on target influencers blogs and forums – 3.5 hours Direct contact with Influencers - 1 hour Forum moderation – 5 hours Facebook Group management – 1 hour Twitter management, managing & seeking followers and tweeting – 2 hours Managing social bookmark profiles e.g. delicious – 2hours Slideshare account management – 2 hours You Tube Channel management – 3 hours Example Social media management

An average Engagement Plan on a weekly basis might include:-

Research and writing blog posts – 7 hours

Commenting and posting on target influencers blogs and forums – 3.5 hours

Direct contact with Influencers - 1 hour

Forum moderation – 5 hours

Facebook Group management – 1 hour

Twitter management, managing & seeking followers and tweeting – 2 hours

Managing social bookmark profiles e.g. delicious – 2hours

Slideshare account management – 2 hours

You Tube Channel management – 3 hours

Creating the rules of engagement Tone Persona Phraseology Brand guidelines for content authors

Creating the rules of engagement Moderation of forums and guest comments Blogpost style and content Conversational Signposting links Commenting Conversational Signposting links Tagging in line with social media trends Keyword strategy in line with SEO/SEM strategy Link strategy Legals

Moderation of forums and guest comments

Blogpost style and content

Conversational

Signposting links

Commenting

Conversational

Signposting links

Tagging in line with social media trends

Keyword strategy in line with SEO/SEM strategy

Link strategy

Legals

Thank you, any questions? [email_address] or 0870 868 8900

Thank you, any questions?