Raleigh chamberofcommerce sm_johnlane_061110
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Raleigh chamberofcommerce sm_johnlane_061110

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This is a presentation given to members of the Greater Raleigh Chamber of Commerce in June of 2010. Organized by: Strategy -> Tactics -> Measurement. With case studies all along the way (which only ...

This is a presentation given to members of the Greater Raleigh Chamber of Commerce in June of 2010. Organized by: Strategy -> Tactics -> Measurement. With case studies all along the way (which only come to life via the speaker's notes). Thanks to all the articles, surveys, and other blogging marketers that shared the information that informed this. (I've done my best to give credit where due.)

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  • Good morning. Thanks for coming. <br /> <br /> <br /> <br /> So... who knows what a backchannel is? (How many people would say they are ACTIVE on Twitter? ACTIVE in more than one social network?) <br /> <br /> <br /> <br /> How many know what a backchannel is? <br /> <br /> <br /> <br /> (Feel free to use this twitter hashtag to share thoughts with people here and listening in from elsewhere.) <br />
  • A well-done backchannel might look like this. <br /> <br /> <br /> <br /> Backchannels have become one huge way for people to mix online networking with real-world networking experiences. <br /> <br /> <br /> <br /> And that gets to the meat of social media marketing. <br /> <br /> <br /> <br /> Social media marketing is really a blend of two big things: digital marketing (i.e. the internet) and word-of-mouth marketing. <br />
  • But how did we get here? <br />
  • A bunch of really smart people created a way to share intelligence &#x2014; and collaborate &#x2014; over a great distance with a little thing called the internet. <br />
  • Then we put ads all over it. <br /> <br /> <br /> <br /> Essentially, the web was ballyhooed as the next wave of communication, but it was being used as a another push network. <br /> <br /> <br /> <br /> A broadcast channel &#x2014; for media organizations and businesses. <br /> <br /> <br /> <br /> So marketers and advertisers treated it the same way. <br />
  • If you were to illustrate it, it might look like this. <br /> <br /> <br /> <br /> This is where most of us got started on the web; and what the first marketing on the web looked like. <br /> <br /> <br /> <br /> Push, push, push. <br /> <br /> <br /> <br /> The &#x201C;online brochure&#x201D; was a good first effort, but it was really just another broadcast method; and, because of &#x201C;endless&#x201D; space and fancy tools (Flash) we did a good job of keeping it one-way and the key messages buried. <br />
  • And this is where we are now. <br /> <br /> <br /> <br /> Things we create to promote our brands aren&#x2019;t always our own anymore, no matter how much we lock them down. <br /> <br /> <br /> <br /> So we&#x2019;ve opened up... for better or worse. <br /> <br /> <br /> <br /> We can have more meaningful connections (conversations) with our best and potential customers. <br /> <br /> <br /> <br /> And there are plenty of conversations going on about us that we aren&#x2019;t a part of... might not even know about. <br /> <br /> <br /> <br /> There&#x2019;s both more opportunity for SIGNAL... but we&#x2019;re building a lot more NOISE in the process. <br />
  • The tech is getting better, yes. But it&#x2019;s so much more than tech. <br /> <br /> <br /> <br /> The tech is just an enabler for people to do what they want to do naturally. Social media is the digital universe catching up with human behaviors we&#x2019;ve had for thousands of years. <br /> <br /> <br /> <br /> And it&#x2019;s very important to understand why this creates a new marketing paradigm: People don&#x2019;t really hate marketing. They hate being interrupted by marketing that doesn&#x2019;t matter to them. Think about traffic... or the line at the grocery store... you only think your stuck all the time, because those times stand out to you. <br /> <br /> <br /> <br /> People want something that FEELS a lot more like a conversation. <br /> <br /> <br /> <br /> But... <br />
  • Social media for marketing &#x2014; It&#x2019;s not a field of dreams. <br /> <br /> <br /> <br /> I just mentioned &#x201C;conversation&#x201D; &#x2014; and it is often bandied about in regard to social media. <br /> <br /> <br /> <br /> But that&#x2019;s not necessarily the big thing. <br /> <br /> <br /> <br /> The big thing is being able to match the right content with the right context. <br /> <br /> <br /> <br /> You can better find and empower your customer/client/target WHEN THEY ARE READY TO ENGAGE IN THAT CONVERSATION. <br /> <br /> <br /> <br /> To get it right, it takes time. It takes strategy. And, just like anything else, you need to prove it works... or its not worth doing. <br />
  • It&#x2019;s an integrated system. So let me add perspective to how we approach social media. <br /> <br /> <br /> <br /> I work in the digital space &#x2014; CONTENT MARKETING &#x2014; so this is definitely tilted toward my world. <br /> <br /> <br /> <br /> But the meaning is there whether your using TV, print, radio, direct mail, email marketing, etc. <br /> <br /> <br /> <br /> You should be looking at your effort as an integrated system of PAID, OWNED and EARNED media. <br /> Thoughts about political campaigns and &#x201C;all news is good news.&#x201D; <br /> <br /> <br /> <br /> The earned media portion is more powerful than ever. <br />
  • The system in regard to building a social media campaign may look &#x2014; when charted out &#x2014; a bit like this. <br /> <br /> <br /> <br /> POLLINATE CONTENT / AGGREGATE INTEREST <br />
  • And in this ecosystem, search is more important than ever. <br /> <br /> <br /> <br /> We&#x2019;re talking about Social Objects. <br /> <br /> <br /> <br /> Some are more accessible than others (broadcast and &#x201C;deal&#x201D; Tweets). <br /> <br /> <br /> <br /> Some are more focused and therefore harder to find (thought leadership blogs). <br /> <br /> <br /> <br /> Social media channels may be open, free or cheap TO USE. <br /> <br /> <br /> <br /> But the currency for the &#x201C;media buy&#x201D; is time, relevant content, and meta data. <br />
  • A little about meta data... <br />
  • Here&#x2019;s a &#x201C;perfect&#x201D; case study that illustrates all the concepts and tools (or buzz words) at your disposal: crowdsourcing, blogging, Twitter, YouTube, Flickr, pollination/aggregation (or curation), brand advocates, etc. <br /> <br /> <br /> <br /> *All lead by great strategy &#x2014; with digital leading the way.* <br /> <br /> <br /> <br /> The Fiesta Movement was employed by Ford to build buzz for the 2011 Ford Fiesta. They recruited &#x201C;agents&#x201D; via a web call; the agents applied to be given a Ford Fiesta to drive for a prescribed time via video application. Once selected, they documented their time with the car in any way they saw fit *with little-to-no content oversight.* That means good and bad blog posts, Tweets, videos and images were populating the internet far before any traditional media was bought. Buzz was huge *among the right audience.* <br /> <br /> <br /> <br /> The video talks more about the new marketing paradigm/contract exhibited in this campaign. <br />
  • Some of the stuff that has spawned from the Movement... <br /> <br /> <br /> <br /> User blogs, YouTube videos, and aggregated content. <br /> <br /> <br /> <br /> The video is an example of an agent filming himself on a Fiesta challenge. <br /> <br /> <br /> <br /> (Interesting to note that the agents brought their followers (ones who were fans pre-Fiesta) to the movement. That had to play into the selection of agents... and it played in to who would want to be an agent to begin with.) <br />
  • The first part of the Movement was such a success, they came up with a plan to extend it into media plan for the actual release of the car, with a new twist. <br /> <br /> <br /> <br /> This time, they are again supplying the agentS with a car (and gas) during the time allotted, but the goal is to help create the new ad campaign for broadcast. <br /> <br /> <br /> <br /> This one seems much more well funded... higher production quality, rather than true &#x201C;crowdsource.&#x201D; <br /> <br /> <br /> <br /> But, including the behind the scenes Tweets, posts, pics and vids, there is still plenty more UGC hitting the web and search engines. <br /> <br /> <br /> <br /> Not to mention the live events. <br />
  • And the appeal of the Movement informed the traditional ad campaigns for other Ford models... 15 second spots with personal, YouTube feel. <br />
  • So not everyone is Ford... not everyone can bank roll an effort like the Fiesta Movement. <br /> <br /> <br /> <br /> But the point is to show what&#x2019;s possible; how defining a strategy &#x2014; a framework for implementation &#x2014; allows the tools (tactics) to be just that. <br /> <br /> <br /> <br /> The tactics are not the focus. <br /> <br /> <br /> <br /> They are the new mediums. <br />
  • So this is the way we&#x2019;ll work through the rest of the presentation, stopping a bit between each section for some Q&A. <br />
  • First, a bit about strategy, then more in-depth info on the tactics, and finally, we&#x2019;ll explore how we know things are working. <br />
  • This is about understanding your business &#x2014; you&#x2019;re overall value proposition &#x2014; so that your social media (or digital or traditional) efforts actually support your business goals. <br /> <br /> <br /> <br /> The importance of knowing this cannot be understated because: if you don&#x2019;t know who you are, how can I know who you are? <br /> <br /> <br /> <br /> And, by extension, how can I tell anyone else who you are? <br /> <br /> <br /> <br /> Remember that clarity of purpose/offering/brand is important to stoke word-of-mouth. <br /> <br /> <br /> <br /> (What if you stoke the wrong word of mouth?) <br />
  • Blendtec isn&#x2019;t a big name, and they didn&#x2019;t have a big marketing budget. <br /> <br /> <br /> <br /> But when you&#x2019;re goal is to build and sell the best blenders ever created, you&#x2019;ve got some work to do. <br /> <br /> <br /> <br /> So they poured themselves into YouTube as an opportunity to get more eyeballs than they could afford to buy on TV. <br /> <br /> <br /> <br /> For ~$50 initial investment. <br /> <br /> <br /> <br /> Cult of personality at work. <br />
  • Search (SEO value). <br /> <br /> <br /> <br /> And beyond search? <br /> <br /> <br /> <br /> 700% growth over two years, millions of dollars of PR/national media attention (ad equivalent). <br />
  • Are you looking to: sell, market, improve HR, be a PR machine, create a new customer service channel? <br /> <br /> <br /> <br /> All these things call for a different mix of tactics, a different tone of voice, and different types of integration. <br />
  • Customer service. <br /> <br /> <br /> <br /> Best Buy employees aren&#x2019;t on commission. But the best ones get rewarded due to their expertise and in-store interactions. <br /> <br /> <br /> <br /> Blue Shirt nation &#x2014; a private employee network. <br />
  • <br /> <br />
  • Dell reported that they made $3M dollars via Twitter in 2007/08. <br /> <br /> <br /> <br /> Dell&#x2019;s business model is about volume... good computers to the people at the lowest price possible. <br /> <br /> <br /> <br /> It&#x2019;s not about the most powerful, or most specialized... it&#x2019;s about solid for a great price. <br /> <br /> <br /> <br /> So this type of volume discount announcement works perfectly for them. <br /> <br /> <br /> <br /> (You&#x2019;d never see this from Apple, of course.) <br />
  • <br /> <br />
  • <br /> <br />
  • Across just about every conceivable step in the marketing funnel, you can see how social media becomes more effective with the amount of time you put into it. <br />
  • According to ITSMA, most marketers don&#x2019;t understand their target market&#x2019;s social behavior. <br /> <br /> <br /> <br /> <br /> <br /> http://www.itsma.com/ezine/featured-research-not-about-content/ <br /> <br /> <br /> <br /> <br /> <br /> <br /> One approach is to find them and empower them. <br /> <br /> <br /> <br /> You may be in a business who&#x2019;s customers aren&#x2019;t active online... but it&#x2019;s hard to imagine one. <br /> <br /> <br /> <br /> (Ball Bearing Manufacturer) <br /> <br /> <br /> <br /> This illustrates the critical point of LISTENING. <br /> <br /> <br /> <br /> <br /> <br />
  • LISTEN > RESPOND > LISTEN MORE > ADAPT <br />
  • <br /> <br />
  • The good and bad of edginess. The good and bad of social media. The terrible handling of the situation. <br /> <br /> <br /> <br /> You&#x2019;re out there already... so there&#x2019;s no hiding now. <br /> <br /> <br /> <br /> Put a face to the apology, and don&#x2019;t try to cover it up. <br /> <br /> <br /> <br /> The web never forgets... might as well be a part of the story. <br />
  • Adding RELEVANT MEASUREMENT GOALS and METRICS to the mix. <br />
  • As shown in the pollination/aggregation chart earlier, these tactics aren&#x2019;t mutually exclusive. <br /> <br /> <br /> <br /> And they aren&#x2019;t the only options. <br /> <br /> <br /> <br /> And &#x2014; as things are changing everyday &#x2014; they might not always be around. <br /> <br /> <br /> <br /> But if you build the strategy first, you should be able to retool the tactics if a particular channel loses favor. <br />
  • Blogs are the workhorse of a good social media implementation. <br /> <br /> <br /> <br /> It&#x2019;s a drive-to spot for other, short form channels. <br /> <br /> <br /> <br /> It&#x2019;s the place you can carry on the best, fruitful discussions with your best customers and prospects. <br /> <br /> <br /> <br /> According to Compendium, approximately 80% of blog traffic comes from first time visitors. <br /> <br /> <br /> <br /> http://finance.yahoo.com/news/Compendium-Survey-Finds-80-of-bw-4271485564.html?x=0&.v=1 <br />
  • The passionate expert... <br /> <br /> <br /> <br /> Todd Shelton is a small, american clothing designer/manufacturer on a mission to not only create the best clothes and give jobs to americans... but also to let people know a better way to dress whether it&#x2019;s his clothes or not. <br /> <br /> <br /> <br /> The blog gives him the chance to talk about what makes good clothes good. <br />
  • ... and how it helps in search results. <br /> <br /> <br /> <br /> In social media, educational (thought-leadership) and promotional can live side-by-side. <br /> <br /> <br /> <br /> People don&#x2019;t mind so much because you&#x2019;re not trying to disguise one for the other... or you shouldn&#x2019;t be. <br /> <br /> <br /> <br /> You&#x2019;ll get called out if you are. <br />
  • What &#x201C;transparency&#x201D; is really all about. <br /> <br /> <br /> <br /> This blog started at the depths of GMs fall... because Bob Lutz (and team) thought they needed an unfiltered voice about what was going on in the company. <br /> <br /> <br /> <br /> It&#x2019;s lead to great dialog about what&#x2019;s going on with the company, and their products, and their marketing.... it remains a wide-open forum even though the original reasoning (apology) is long past. <br /> <br /> <br /> <br /> Look at the level of detail COMMENTERS pour in... <br />
  • Credential-ing. Research. Search. According to a Greentarget survey (professional services communications consulting firm)... <br /> <br /> <br /> <br /> - 53% of in-house counsel expect consumption of new media for industry news/info to increase. 69% of counsel aged 30-39. <br /> - New Media (Martindale-Hubbel Connected, LinkedIn, Wikipedia and blogs) ranks highest in terms of credibility of info. <br /> <br /> <br /> <br /> Dan Schwartz has taken that to heart. His blog has brought in both clients and &#x201C;free&#x201D; PR as media organizations look to him as a &#x201C;known&#x201D; expert on employment law. <br />
  • And speaking of known experts.... <br /> <br /> <br /> <br /> Gregory Ng <br /> <br /> <br /> <br /> WSJ and other news orgs, YouTube front page... <br />
  • A dreadful design, but an interesting and different approach. <br /> <br /> <br /> <br /> Nicole Black has become known for her Twitter, and her several blogs that show off both legal prowess and the humorous side of the law... <br />
  • So... blogging works well with your strategy? <br /> <br /> <br /> <br /> Here&#x2019;s a few free ways to get started. <br /> <br /> <br /> <br /> Long form and bite sized... <br />
  • Ford Models isn&#x2019;t just about model placement. <br /> <br /> <br /> <br /> They also book job for haristylists, make-up artists, photographers and other fashion related talent. <br /> <br /> <br /> <br /> 2008 revenue was up by 140% over the previous 5 years. <br /> <br /> <br /> <br /> YouTube is the second largest search engine (&#x201C;behind&#x201D; Google) in the world. <br /> <br /> <br /> <br /> SO it made as good or better sense for that site to become their showcase. <br /> <br /> <br /> <br /> Their showing expertise... and they&#x2019;ve moved from staffing the fashion influencers, to a fashion influencer themselves. <br />
  • Numbers overwhelmingly show that, on the whole, people who follow, friend, fan or like (Facebook changes) a brand are more likely to spend money with them and give good WOM, online and offline. <br /> <br /> <br /> <br /> But that&#x2019;s only part of the story. <br /> <br /> <br /> <br /> Why do they do that? <br /> <br /> <br /> <br /> It might be what the brands they follow are offering... not just a good brand connection. <br />
  • Taking the &#x201C;foodie&#x201D; angle... <br /> <br /> <br /> <br /> Whole Foods Market is providing tangential content around it&#x2019;s products. <br /> <br /> <br /> <br /> They post recipes, causes that align with their mission, and the occasional deal to fans (likers) if they are paying attention. <br /> <br /> <br /> <br /> It&#x2019;s branded, but not pushy. <br />
  • So what&#x2019;s in a fan? Whole Foods has 260,000+, averages over 50 comments per post, and has constant activity online. <br /> <br /> <br /> <br /> Dessert Gallery, on the hand, has 811 fans. But those fans... <br /> <br /> <br /> <br /> ...make 36% more visits to DG&#x2019;s stores each month <br /> ...spent 45% more of the eating-out dollars at DG <br /> ...spent 33% more per visit than non-FB-fans <br /> <br /> <br /> <br /> ...that&#x2019;s real money. <br /> <br /> <br /> <br /> Based on 1,700 responses to a survey sent to 13,270 customers. <br />
  • The other side of the coin. <br /> <br /> <br /> <br /> In a recent interview, cofounder of Blank Label said that after pouring in the time, he noticed they&#x2019;d never seen a single customer ever coming from Facebook. <br /> <br /> <br /> <br /> Brownstone PR in Philadelphia went farther &#x2014; quitting because the only thing they ever got from Facebook was &#x201C;crackpots and frauds&#x201D; which led them down bad roads to requests for free PR or unqualified leads. <br /> <br /> <br /> <br /> To me this comes back to strategy. <br /> <br /> <br /> <br /> What are you trying to accomplish with Facebook? <br /> <br /> <br /> <br /> Who are you trying to communicate with? <br /> <br /> <br /> <br /> And what are your goals? <br /> <br /> <br /> <br /> Brownstown PR very well could be in the wrong place for lead gen. <br /> <br /> <br /> <br /> Blank Label could be looking for new business where, like dessert gallery, they could be cultivating repeat business. <br /> <br /> <br /> <br /> &#x201C;The notion of engagement differs depending on the nature of the relationship.&#x201D; <br />
  • &#x201C;The notion of engagement differs depending on the nature of the relationship.&#x201D; <br /> <br /> <br /> <br /> Again &#x2014; a HUGE part of your strategy is who you are trying to reach, and what you want them to do. <br /> <br /> <br /> <br /> The right tactic, tone of voice, offer, etc. all play differently to each. <br /> <br /> <br /> <br /> (Just like in marketing of any other kind.) <br />
  • Staples is using Facebook for both deal dissemination and relevant entertainment - via the API. <br />
  • Serious social integration. <br /> <br /> <br /> <br /> Consumer&#x2019;s friends are a part of the shopping experience, if only virtually. <br /> <br /> <br /> <br /> Think about upsell... <br /> Think about the non-registration form login that loses so many people in the online shopping world... <br /> Think about spreading your product offering far and wide beyond your own website. <br /> <br /> <br />
  • So when I enter the shopping experience on my own, I can see what my friends like, and what everyone has liked... &#x201C;celebrity&#x201D; endorsement gets a whole new meaning, sans endorsement fee (assuming celebrities shop online and connect to Facebook). <br /> <br /> <br /> <br /> Why? Because customers trust their friends more than they trust you. Curate trust. <br /> <br /> <br /> <br /> More on OpenGraph! <br />
  • Well... if Twitter were 100 people, here&#x2019;s what you&#x2019;d have. <br /> <br /> <br /> <br /> But it&#x2019;s not 100 people. It&#x2019;s millions of users tweeting 65 million times a day. <br /> <br /> <br /> <br /> And you wouldn&#x2019;t follow all those empty, lazy and annoying accounts anyway, right? <br /> <br /> <br /> <br /> That&#x2019;s one of the wonderful things about Twitter. <br /> <br /> <br /> <br /> Because despite all of the bots, auto-DMs and spam followers, there is a wealth of engagement, information and conversion to be had. <br /> <br /> <br /> <br /> And the people you care about, and the ones that care about you, tend to gravitate toward each other... over time. <br />
  • Mix, match and combine. <br /> <br /> <br /> <br /> If there&#x2019;s one place you can experiment a bit, Twitter might be the place. <br />
  • Broadcast is obviously one option. <br /> <br /> <br /> <br /> People are starting to turn to Twitter to get their breaking news *more* than they are turning to news sites (or channels). <br /> <br /> <br /> <br /> So news organizations are becoming well followed entities on Twitter. <br /> <br /> <br /> <br /> WRAL is a good example, with 6,050 followers. <br /> <br /> <br /> <br /> REM the Miracle on the Hudson. First pictures were from Twitter. <br />
  • A great example of curating content and conversation. <br /> <br /> <br /> <br /> Mack Collier is a Social Media consultant who started a Sunday night open conversation about the art of blogging. <br /> <br /> <br /> <br /> He&#x2019;s a thought leader taking a different approach to opening the conversation. <br /> <br /> <br /> <br /> 20,585 followers; 14,533 friends. <br />
  • What The Pit is doing most right (among a lot of the things they are doing right), is they are investing serious time... and carrying out dialog with their fans. <br /> <br /> <br /> <br /> This is actively promoting WOM. It&#x2019;s not just trying to stoke it and let it run on it&#x2019;s own. <br /> <br /> <br /> <br /> @coffeegroundz &#x2014; from Houston, TX &#x2014; is also doing it right, with similar conversation and promotion constantly going. <br /> <br /> <br /> <br /> But they also allow people to make orders via the DM system. <br /> <br /> <br /> <br /> They are reporting 20-30% increased sales and market share with the effort. <br />
  • Is it a company that sells shoes? A customer service organization? Or a social media experiment? (That&#x2019;s what the CEO calls it.) <br /> <br /> <br /> <br /> 425+ Zappos employees are on Twitter, and all have carte blanche to handle customer service issues, and are &#x201C;responsible&#x201D; for exhibiting company culture. <br /> <br /> <br /> <br /> Twitter is just as functional mobile (if not more so) as at home. <br />
  • This is as much a part of Twitter as the good &#x201C;conversation.&#x201D; <br /> <br /> <br /> <br /> Mad Men &#x2014; fiction is perfectly acceptable. Parody will be defended. <br />
  • That statement doesn&#x2019;t mean &#x201C;what&#x2019;s the next big thing&#x201D; &#x2014; it&#x2019;s talking about how to typify the networks. <br /> <br /> <br /> <br /> (Facebook is a great place to find the high school friends (or for the ones you don&#x2019;t want to find, to find you), Twitter is a pulse of *nearly* disposable information, and LinkedIn is all about networking &#x2014; building &#x2014; for the future. <br />
  • It&#x2019;s a decidedly different type of network. <br /> <br /> <br /> <br /> There&#x2019;s less &#x201C;design&#x201D; personalization possible, but the ability for you to aggregate your great content and flex your knowledge exists in all sorts of places. <br /> <br /> <br /> <br /> Like the simple post feature (which can easily populate Twitter as well or vice versa), the groups and discussions, and the Q & A. Start to stake a claim as an expert in Q & A, and you&#x2019;ll be recognized. <br /> <br /> <br /> <br /> Social CRM. <br />
  • Currently 17% of Americans own smartphones. <br /> <br /> <br /> <br /> If the current rate of growth continues, 1 in 3 will have one by the end of 2010, and 1 in 2 will have one by the end of 2011. <br />
  • Foursquare is a social network/geolocation game where you get points and badges for checking in to various places. <br /> <br /> <br /> <br /> But the game is just a sliver of possibilities. <br /> <br /> <br /> <br /> People can add tips about their favorite places &#x2014; think virtual word of mouth), add &#x201C;to dos&#x201D; for people to check off, find who else is around when they&#x2019;re out on the town. <br /> <br /> <br /> <br /> And businesses can reward loyal customers with special deals and recognition. <br /> <br /> <br /> <br /> They recently passed the 1M user mark, and are ADDING 15,000 users per day. <br />
  • Offers. Mayorships. <br />
  • The process... I&#x2019;m in an area and open Foursquare to see what&#x2019;s around. <br /> <br /> <br /> <br /> All geolocation networks work similarly... but they all have twists, too. <br /> <br /> <br /> <br /> I get a list of places, but I can also tap into my network (and beyond) to see what people like in the area. <br /> <br /> <br /> <br /> I choose a place to go (The Pit... because it&#x2019;s awesome and they have a special). <br /> <br /> <br /> <br /> And after I check in, my location is known so that tips from my network come front and center. <br /> <br /> <br /> <br /> I may act on it now, or save it to my &#x201C;to do&#x201D; list. <br />
  • Starbucks is taking the Mayor specials national. Very cool. <br /> <br /> <br /> <br /> Not such a big deal, right? Wrong. <br /> <br /> <br /> <br /> Think about all the moving parts... there&#x2019;s employee training (so they understand what a Mayor is and how to ring up the discount so it can be tracked), there&#x2019;s promotion... because while some will be motivated to tell their friends to compete for Mayoral discounts, others will want to keep it for themselves. There&#x2019;s more learning curve to &#x201C;join Foursquare for a chance at discounts&#x201D; than for &#x201C;clip this coupon.&#x201D; <br /> <br /> <br /> <br /> But there&#x2019;s more in it for the business owner.... <br />
  • There&#x2019;s a tremendous amount of data being generated here... data that applies very specifically to your business. Real ROI. <br /> <br /> <br /> <br /> And Fourquare is releasing a Business Dashboard for businesses to take advantage of this. <br /> <br /> <br /> <br /> Moving rewards beyond &#x201C;the Mayor.&#x201D; <br />
  • 600,000 users <br /> <br /> <br /> <br /> Second biggest geoloaction network and growing at about the same rate. <br />
  • Badges vs. Points. <br />
  • Incredible opportunities here. <br /> <br /> <br /> <br /> The pre, during, and post buzz was great... but it took a lot of TIME and EFFORT. <br />
  • Another geolocation game/social network. <br /> <br /> <br /> <br /> The biggest two differences are: hyperlocal focus and playing down the game aspect. <br /> <br /> <br /> <br /> They&#x2019;re much more about the community and small business promotion via WOM. <br /> <br /> <br /> <br /> They have business dashboards coming as well. <br />
  • Businesses that offer specials are also posted on the triout website, along with top users. <br /> <br /> <br /> <br /> And special &#x201C;awards&#x201D; are given for major accomplishments... like eating at Chick-fil-A far too often. <br />
  • The Pit is someone leveraging TriOut (and other geolocation networks) quite well. <br /> <br /> <br /> <br /> Users can add photos, reviews, etc. <br /> <br /> <br /> <br /> Replace &#x201C;Mayor&#x201D; with &#x201C;key&#x201D; and you get the point of the special. <br /> <br /> <br /> <br /> Other options in the space include BrightKite, Loopt, Yelp, etc. <br /> <br /> <br /> <br /> Twitter and Facebook will be heavy players in the game soon enough. <br />
  • The best example I can find for MySpace... yup. Not dead yet. <br /> <br /> <br /> <br /> BaconSalt used MySpace to gauge interest in new flavors, and it spawned baconnaise and bacon-flavored sunflower seeds. <br />
  • Pepsi Refresh project is part of Pepsi&#x2019;s big move from broadcast media to social/crowdsourcing/digital. <br /> <br /> <br /> <br /> In this case, anyone can submit an idea to get funding for &#x201C;projects for the greater good.&#x201D; <br /> <br /> <br /> <br /> The winners are chosen by the people who come to vote. <br />
  • Another way to extend thought leadership via social media is to participate in social bookmarking. <br /> <br /> <br /> <br /> Syndicate your content. <br /> <br /> <br /> <br /> Others in the space include StumbleUpon and Digg. <br />
  • Part blog, part wiki &#x2014; all about building an online community around a common cause. <br /> <br /> <br /> <br /> In this case, about professional collaboration around a specific sales effort. <br /> <br /> <br /> <br /> This is built using Lotus Connections. Squidoo, Ning (gone all pay), Igloo, Etc. are also in the space. <br />
  • <br /> <br />
  • <br /> <br />
  • TweetGrid is an extension, allowing you to keep your eye on muliple searches at the same time. <br />
  • Your other website. <br />
  • Allows me to segment for easier use. (Firehose.) <br /> <br /> <br /> <br /> Others to checkout include Seesmic Desktop, Hootsuite, CoTweet, etc... <br />
  • An exploration of why both monitoring and measuring are difficult. <br /> <br /> <br /> <br /> And an exploration of why it&#x2019;s important... there&#x2019;s a lot of REACH illustrated here. <br /> <br /> <br /> <br /> And you need to know about it to THANK people and CAPITALIZE on your hard work. <br />
  • <br /> <br />
  • This makes me laugh. <br /> <br /> <br /> <br /> On the top is an equation used by the NBA to calculate Player Efficiency Rating. <br /> <br /> <br /> <br /> It takes into account time in the game, shots, points, fouls, assists, blocks, etc... all to develop a +/- rating of whether the team is better when they are on the floor. A game. <br /> <br /> <br /> <br /> On the bottom is what one firm says equates to &#x201C;social media ROI&#x201D; by means of &#x201C;the value of a fan.&#x201D; <br /> <br /> <br /> <br /> Notice the Cost Per Impression is simply made up. <br /> <br /> <br /> <br /> And the equation assumes an &#x201C;impression&#x201D; model, rather than measuring any kind of activity. <br /> <br /> <br /> <br /> This is like assuming that just because a TV is on, people are watching. <br /> <br /> <br /> <br /> And we know that&#x2019;s not the case. <br />
  • What are you looking to measure? What is the goal? Define the metrics for that goal tightly. <br />
  • Google Analytics and Sitemeter are also useful. <br />
  • Radian6 is the type of tool to look into if you&#x2019;re going to get serious in the space. <br /> <br /> <br /> <br /> It brings together listening tools across the social spectrum &#x2014; blogs and comments, twitter, facebook, etc. <br /> <br /> <br /> <br /> It allows you to define goals, do competitive SM research, connect in to lead gen/sales tracking systems and more. <br /> <br /> <br /> <br /> Others in the space: <br /> IBM/SPSS (http://www.spss.com/software/modeling/modeler-pro/) <br /> SAS (http://www.sas.com/software/customer-intelligence/social-media-analytics/) <br /> <br /> <br /> <br /> Among others. <br />
  • So to remind us where we&#x2019;ve been... <br /> <br /> <br /> <br /> Social media has a lot of potential. But you have to treat it like you would treat most other marketing efforts. With... <br /> <br /> <br /> <br /> TIME (MONEY) <br /> CAREFULLY SELECTED MESSAGES and MEDIUMS <br /> and FIND PROOF THAT IT WORKS... OR DOESN&#x2019;T AND NEEDS TO BE ADJUSTED. <br />
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Raleigh chamberofcommerce sm_johnlane_061110 Raleigh chamberofcommerce sm_johnlane_061110 Presentation Transcript

  • Greater Raleigh Chamber of Commerce Social Media Workshop @johnvlane #raleighsmw
  • THE BACKCHANNEL
  • THE COMPLETE HISTORY OF THE INTERNET (in :30 or less)
  • Hello, World!
  • Web 1.0 Content providers choose from limited channels, and lob information to the world. They exist on a higher level. There is no real method of response.
  • Web 2.0 The playing eld is leveled. Everyone can be a content creator. There are many channels for delivery and response. Content can be easily ltered, reshaped, combined and augmented. Both signal and noise increase.
  • THE REAL POTENTIAL OF THE INTERNET IS NOT BEING REALIZED VIA A TECHNOLOGICAL SHIFT… …IT’S A SOCIOLOGICAL PHENOMENON… …A BEHAVIORAL SHIFT TO SOCIAL SHARING.
  • If I build it, they will come! Maybe. But probably not.
  • Social Media is part of—not in place of— a well-balanced marketing plan.
  • CONTENT MARKETING / SOCIAL OBJECTS
  • SEARCH
  • SEARCH SEARCH TERMINOLOGY TITLE LINK DESCRIPTION TAGS
  • THE FIESTA MOVEMENT
  • THE FIESTA MOVEMENT A New Marketing Paradigm
  • THE FIESTA MOVEMENT
  • BEYOND THE FIESTA MOVEMENT A New Marketing Paradigm - Social Informs Traditional
  • THE WORLD HAS CHANGED. WE’VE ENTERED THE AGE OF COLLABORATION MARKETING. (now what do I do about it?)
  • STRATEGY TACTICS MEASUREMENT
  • STRATEGY TACTICS MEASUREMENT (Avoid tactics in search of a strategy.)
  • What’s your company’s overarching business strategy? Your mission? (Who am I?)
  • KNOW YOURSELF Blendtec EVER HEARD OF THIS GUY? THAT’S A LOT FOR A BLENDER
  • KNOW YOURSELF | Blendtec
  • What’s the bigger marketing strategy to augment with social media? (Remember it’s all about integration!)
  • EXTEND THE STRATEGY | twelpforce
  • How will social media boost the effectiveness of the parent strategy? (‘Cause you’re not doing it just to have fun.)
  • EXTEND THE STRATEGY | Dell
  • How will you budget for the additional time required for social media? (Free is an illusion.)
  • TIME IS MONEY Small Business & SM Time Commitment 76% spend > 4 hours per week 12.5% spend > 20 hours per week Quite simply, businesses that spend the most time see the best results. SOURCE: 2010 Social Media Marketing Industry Report | Social Media Examiner | April 2010
  • TIME IS MONEY The time with social media did / did not help... ...generate brand exposure. ...rise in search rankings. ...increased traf c/ subscribers/opt-ins. ...create new business ...generate quali ed leads. ...close business. partnerships. SOURCE: 2010 Social Media Marketing Industry Report | Social Media Examiner | April 2010
  • Do you know where your customers (current and future) live online? (You do know your customer, right?)
  • What kind of content/info/experience are my customers looking for? (Not: “What am I interested in pushing?”)
  • What tone of voice? Proactive or reactive communication? Who’s responsible? What’s off-limits for discussion? Do you need a social media policy for your organization?
  • TWITTER | Your brand is not what you say it is... Not everyone is a fan... deal with it accordingly.
  • What does success look like?
  • STRATEGY TACTICS MEASUREMENT
  • BLOGS Don’t blog to be known. Blog to be knowable. Four good reasons to blog: 1. Build credibility... thought leadership. 2. Connect customers with corporate culture. 3. Exhibit transparency. - Especially for bigger companies & crisis management. 4. Create/strengthen brand image.
  • BLOGS | Todd Shelton
  • BLOGS | Todd Shelton EDUCATIONAL PROMOTIONAL
  • BLOGS | GM FastLane
  • BLOGS | Dan Schwartz
  • BLOGS | Video Blogs | FreezerBurns
  • BLOGS | Nicole Black
  • BLOGS wordpress.org blogger.com posterous.com tumblr.com
  • YOUTUBE | Ford Models
  • FACEBOOK The brand? Or the deal? SAME THING GOES FOR TWITTER SOURCE: FEED - The Razor sh Digital Brand Experience Report 2009
  • FACEBOOK | Whole Foods Market
  • FACEBOOK | Dessert Gallery
  • FACEBOOK | Blank Label
  • EVANGELISTS vs. FREQUENT CUSTOMERS vs. OCCASIONAL CUSTOMERS vs. PROSPECTS vs. UNKNOWNS
  • FACEBOOK | Staples
  • FACEBOOK | Levi’s
  • FACEBOOK | Levi’s
  • TWITTER SOURCE: http://www.informationisbeautiful.net/2009/more-truth-about-twitter/
  • TWITTER The rehose of knowledge... and frivolity. Some great reasons to use Twitter... 1. Broadcast information. - Some claim Twitter is anything but social. 2. Customer service (reactive & proactive). 3. Special offers and deals. 4. Curate content & conversation (word-of-mouth). 5. Innovation mining.
  • TWITTER | Broadcast
  • TWITTER | Mack Collier #blogchat
  • TWITTER | The Pit
  • TWITTER | Zappos.com
  • TWITTER | Your brand is not what you say it is...
  • LINKEDIN Facebook is the past, Twitter is the present, LinkedIn is the future. Four great reasons to leverage LinkedIn: 1. Lead generation & Social CRM. 2. Thought leadership (via posts and content syndication tied to your business, industry and peers). 3. Find new talent and make new partnerships. 4. Crowdsource solutions.
  • LINKEDIN | Q & A
  • GEOLOCATION Smartphone use is on the rise, and with it is a collision of online networks and real-world networking. Use geolocation networks to... 1. Reward loyal customers. 2. Assist in making real-world networking happen. 3. Stoke word-of-mouth marketing. 4. Build event buzz — ahead of time and day of.
  • MOBILE | Foursquare
  • MOBILE | Foursquare
  • MOBILE | Foursquare 1. Open app and see what friends are up to. 3. Click TIPS to see what people suggest for this area. 4. Check into The Pit (because they’re awesome and they offer a Mayor special). 2. Click PLACES to see what’s around me. 5. Get recommendation from a friend for other things to do in the area.
  • MOBILE | Foursquare | Starbucks
  • MOBILE | Foursquare
  • MOBILE | Gowalla
  • MOBILE | Gowalla
  • MOBILE | Gowalla | NBA+New Jersey Nets The Gist 250 virtual ticket pairs dropped in the arena area 76 of the 500 seats lled 15.2% conversion rate Even though... …The Nets were in dead last place; …it was a Monday night game; …and getting to the Izod Center isn’t easy. Owned + Earned + Paid Launch via blogs, Nets website, Twitter WOM buzz on and of ine, news articles, etc. Giveaways and recognition at the game SOURCE: http://vaynermedia.com/2010/04/early-proof-that-geolocation-marketing-will-succeed/
  • MOBILE | Triout
  • MOBILE | Triout
  • MOBILE | Triout | The Pit
  • MYSPACE CROWDSOURCING
  • CROWDSOURCING | Pepsi
  • SOCIAL BOOKMARKING | Delicious
  • COMMUNITIES | IBM zForce
  • STRATEGY TACTICS MEASUREMENT
  • MEASURING & MONITORING Both have their place…but there’s a huge difference between the two. Monitoring... - Listening. (Active listening to nd ways to engage and assist.) Measuring... - Determining Success, Failure, or Needed Change.
  • MONITORING | search.twitter.com
  • MONITORING | addictomatic.com
  • MONITORING | TweetDeck
  • MEASURING & MONITORING An illustration about why measurement is dif cult.
  • MEASURING What is ROI? (GAIN FROM INVESTMENT - COST OF INVESTMENT) ROI = COST OF INVESTMENT Is it really achievable in Social Media?
  • MEASURING This is the equation used by the NBA to calculate Player Ef ciency Rating (PER). This is the equation proposed by one Social Media Agency to calculate the value of a fan. SOURCE: http://exitcreative.net/blog/2010/04/fans-cpm-and-academic-rigor/
  • MEASURING Concentrate on the metrics that will help you illustrate progress (or negative evidence against) your goals. Brand Awareness Engagement Lead Gen/Sales Customer Service TRAFFIC followers, replies, RTs (Twitter) views, comments, embeds (YouTube) SHARE OF CONVERSATION comments, pings, trackbacks (blogs) fans/likes, comments (Facebook) REGISTRATIONS social bookmarks, subscribers (blogs) referrals to blogs/site CONVERSION RATE inbound links (blogs, sites) comments, q&a, groups (LinkedIn) DIRECT RESPONSE/SALES connections (LinkedIn) ISSUE RESOLUTION TIME COST/RESOLUTION
  • MEASURING | Argyle Social
  • MEASURING | Radian6
  • STRATEGY TACTICS MEASUREMENT
  • THANKS! Here’s how to connect with me... I work here: centerline.net I blog here: centerline.net/blog I also blog here: brandaperture.net I post stuff here: johnvlane.posterous.com I tweet here: twitter.com/johnvlane I tweet more here: twitter.com/centerline I connect with folks here: linkedin.com/in/johnvlane ...I look forward to continuing the conversation.
  • A PARTIAL BIBLIOGRAPHY. 195 Social Media Measurement Tools & Technologies http://www.salesrescueteam.com/social-media-measurement-tools/ How much do you have to use Twitter & Facebook to be effective? http://www.othersidegroup.com/adcomments/2010/05/how-much-do-you-have-to-use-facebook-and-twitter-to-really-be-effective/ How lawyers are using social media for real results http://mashable.com/2010/06/01/lawyers-social-media/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+Mashable%2FSocialMedia+ %28Mashable+»+Social+Media+Feed%29 Social Media Strategy Before Tactics http://www.toprankblog.com/2010/04/social-media-strategy-tactics/ Amber Naslund’s Delicious Social Media Case Studies http://delicious.com/ambernaslund/casestudies How to Develop A Social Media Strategy: A Roadmap for Integration http://veryof cialblog.com/2010/06/01/how-to-develop-a-social-media-strategy-a-roadmap-for-integration/ Social Media Listening vs. Social Media Monitoring: Truly Connecting or Merely Collecting http://www.marketingprofs.com/articles/2010/3634/social-media-listening-vs-social-media-monitoring-truly-connecting-or-merely-collecting The Ugly Truth About Facebook For Business http://www.allbusiness.com/company-activities-management/company-structures-ownership/14501923-1.html?utm_medium=Argyle %20Social&utm_source=twitter&utm_content=http=//www.allbusiness.com/company-activities-management/company-structures-ownership/14501923-1.html Measuring Customer Engagement http://www.millergroupmarketing.com/2010/06/measuring-customer-engagement/ Using Social Media for Lead Generation http://www.spinsucks.com/social-media/lead-generation/using-social-media-for-lead-generation/ Additional resources can be found here... http://delicious.com/johnvlane