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Build Winning Integrated Social Media Campaigns
Build Winning Integrated Social Media Campaigns
Build Winning Integrated Social Media Campaigns
Build Winning Integrated Social Media Campaigns
Build Winning Integrated Social Media Campaigns
Build Winning Integrated Social Media Campaigns
Build Winning Integrated Social Media Campaigns
Build Winning Integrated Social Media Campaigns
Build Winning Integrated Social Media Campaigns
Build Winning Integrated Social Media Campaigns
Build Winning Integrated Social Media Campaigns
Build Winning Integrated Social Media Campaigns
Build Winning Integrated Social Media Campaigns
Build Winning Integrated Social Media Campaigns
Build Winning Integrated Social Media Campaigns
Build Winning Integrated Social Media Campaigns
Build Winning Integrated Social Media Campaigns
Build Winning Integrated Social Media Campaigns
Build Winning Integrated Social Media Campaigns
Build Winning Integrated Social Media Campaigns
Build Winning Integrated Social Media Campaigns
Build Winning Integrated Social Media Campaigns
Build Winning Integrated Social Media Campaigns
Build Winning Integrated Social Media Campaigns
Build Winning Integrated Social Media Campaigns
Build Winning Integrated Social Media Campaigns
Build Winning Integrated Social Media Campaigns
Build Winning Integrated Social Media Campaigns
Build Winning Integrated Social Media Campaigns
Build Winning Integrated Social Media Campaigns
Build Winning Integrated Social Media Campaigns
Build Winning Integrated Social Media Campaigns
Build Winning Integrated Social Media Campaigns
Build Winning Integrated Social Media Campaigns
Build Winning Integrated Social Media Campaigns
Build Winning Integrated Social Media Campaigns
Build Winning Integrated Social Media Campaigns
Build Winning Integrated Social Media Campaigns
Build Winning Integrated Social Media Campaigns
Build Winning Integrated Social Media Campaigns
Build Winning Integrated Social Media Campaigns
Build Winning Integrated Social Media Campaigns
Build Winning Integrated Social Media Campaigns
Build Winning Integrated Social Media Campaigns
Build Winning Integrated Social Media Campaigns
Build Winning Integrated Social Media Campaigns
Build Winning Integrated Social Media Campaigns
Build Winning Integrated Social Media Campaigns
Build Winning Integrated Social Media Campaigns
Build Winning Integrated Social Media Campaigns
Build Winning Integrated Social Media Campaigns
Build Winning Integrated Social Media Campaigns
Build Winning Integrated Social Media Campaigns
Build Winning Integrated Social Media Campaigns
Build Winning Integrated Social Media Campaigns
Build Winning Integrated Social Media Campaigns
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Build Winning Integrated Social Media Campaigns

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Social media campaigns are often heavy on tactics, like Facebook and Twitter, and light on strategic framework. Discover how organizations are applying the discipline of public relations to social …

Social media campaigns are often heavy on tactics, like Facebook and Twitter, and light on strategic framework. Discover how organizations are applying the discipline of public relations to social media campaigns and how you can become adept at doing the same. Learn how to measure the results of online campaigns, including three ways to start measuring immediately. Look at real-world case studies with applicable strategies and techniques that can be adopted for your own online campaigns.

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  • Start inside your own house, with what you can controlSWOT Analysis: Strengths, weaknesses, Opportunities, ThreatsWhat are you doing?Why are you doing it?What are the results?
  • Layout all planned communication and marketing events and opportunities for the yearMedia tour: tweetupsEvent: Invite influencersVIP: Add online VIP, tooMedia Event: Ustream it
  • External look, WHO is criticalRelevant platforms, manage expectations
  • Then move on to your boss/organization, to prove ROI
  • Negative Comments. LIKELY 100Loss of Control Over the Message. LIKELY 80Neglect. LIKELY 50Misunderstanding the Culture of the blogosphere. LIKELY 35Unprepared or Loose-Cannon Employees. POSSIBLE 15Fueling a Firememe of Criticism. POSSIBLE 15Legal Liabilities. UNLIKELY 2Losing the Farm. UNLIKELY 2Negative Impact on Stock Price. UNLIKELY 1 Tort Lawsuits. UNLIKELY 1
  • Corporate speak, leading with policy – never works.
  • Millions Watched: 6.8 million to date (vid date Sept 24, 2008, Current date: March 22, 2010)
  • Charlene Li, Altimeter and Wet Paint collaborated last July, “Engagementdb” Correlated the financial performance of the Top 100 brands to financial performanceTop 100 brands according to Business Week/Interband Best Global BrandsLooked at social presence and social engagementClassified companies as:Wallflowers – Six or fewer channels, less engagedSelectives – Six or fewer channels, highly engagedButterflies – Six or more channels, less engagedMavens – Six or more channels, highly engaged
  • Clearly this is not causal but a correlation. Caveat is that the overall culture in the organization may have led to both better performance AND higher than average profitThis chart shows revenue growth for each of the four areas of Wallflowers, Selectives, Butterflies and MavensThose with the most engagement had better overall growth
  • Interesting here is that when it come to profit, both Gross Margin margin (Gross Income/Net Sales) and Net Margin Growth (Net Profit/Revenue), the Selectives and Mavens (high engagement) again did better than average, with Mavens doing especially better than average.Which leads to the question, how can companies move through the levels to Maven status, what does it take?Internal evangelistManagement buy inGuidelines as guardrailsCultural shiftAnd how can PR help to lead that change?
  • Strategy: Personal Connection
  • Media Landscape (paid media has become an enabler for reach and to drive engagement)
  • Organization –Culture; Products, Services, Info; Strategy, communication and salesCommunity – Needs and Desires; Time, Money Talent; Attention (Interest, Attitudes and Action)
  • But you may wonder. How will I ever get all of this done?
  • Robot and Rob at RackspaceTeam at SeaWorld, cross-discipline teamNetSol, Shashi, contractors and Raj
  • A few laws that govern social media
  • Outputs are the easiest to measure, but they tell you the least. Use Free programs like Google AnalyticsFollowing counts: Who is following you, spambots, friends, foes, do you know the difference?Number of mentions: Mentions are great, but are people taking action?Number of links: Number of links are helpful, but referral traffic is betterSubscriptions: Are also wonderful, show interest, but how many are actually reading, clicking through and interacting, the open rate and the click rate are more interesting. How touse analytics:Set up funnels to see action path, track referrals and reward them, find influencers and build relationships, determine popular and relevant keywords, popular content informs futurecontent
  • Measure outcomes or Actions, not outputs or Interest measures.Sentiment Analysis: Many paid monitoring services offer it, Radian6, etc.Relationship Survey: IPR, Survey by Linda Childers Hon and James E. Grunig, Institute for Public Relations measures Control Mutuality, Trust, Satisfaction,Commitment,Exchange Relationship andCommunal Relationship Satisfaction: Cross tab satisfaction scores with the level of interaction with social propertiesSearch engine placement and search traffic resulting in an action of some kind, download of whitepaper, request for info, the Digg Stampede vs. the Stumble Upon signup
  • Measure outcomes or Actions, not outputs or Interest measures.Correlations: Correlating campaigns with real world actions, like recycling.Butts in Seats: Stakeholder action like sales, petitions, voting, donations and much moreCoupons and Codes: Foursquare, QR Codes, Bit.ly links, even emailBenchmarking: compare your sentiment analysis to a competitor’s, sales, etc.The Funnel:(take a page from marketing) Track referral traffic, keywords and which kind drives more action, requires backend tools like Salesforce and othersSurveys, Ask them: Don’t forget the old school stuff, it works for a reason
  • By Linda Childers Hon and James E. Grunig have found through their research that perceptions regarding an organization's longer-term relationships with key constituencies can best be measured by focusing on six very precise elements or components of relationships: Control Mutuality Trust Satisfaction Commitment Exchange Relationship Communal Relationship
  • NetSol went from no engagement to customer service on Twitter, seminars for influencers. Approx 40% drop in negative comments, corresponding rise in positive comments.
  • DellOutlet is lucrative. Many more millions were made from those that went to buy non-discounted merchandise
  • Transcript

    • 1. Build Winning IntegratedSocial Media Campaigns
      Kami Watson Huyse, APR
      Presented for:
      Flickr Photo by Kevin Dooley
    • 2. SITUATION AUDIT
    • 3. Communication Audit
      SWOT Analysis
      Goal POST process
      Where can social improve tools and processes?
      Where can social supplement these tools and processes?
    • 4. Charting Tactics
    • 5. Environmental Scan
      Stakeholders
      Influentials
      Vocal Bystanders
      Determined Detractors
      Competitors
    • 6. Conversation Map
      Inactives
      Taken From: Forrester Technographics Ladder
    • 7. Do your HOMEWORK
      Build a viable
      BUSINESS CASE
    • 8. Manage Risk
      From Communication Overtones, Kami Huyse, http://twurl.nl/8qiov4
    • 9.
    • 10. POLICY
    • 11. Analyze Opportunities
    • 12. From 10 Lost Opportunity Costs, Communication Overtones, http://twurl.nl/hf2sc5
    • 13. Mayo Clinic
      http://www.youtube.com/watch?v=RI-l0tK8Ok0
    • 14. GoDaddy and NetSol
    • 15. Correlate: Engagement dB
      Altimeter and Wet Paint, 2008
    • 16. Revenue Growth
    • 17. Financial Performance
    • 18. Backdoor Blog
    • 19. The Conductor
    • 20.
    • 21. Integrated Media
    • 22. Editorial Strategy
      Stakeholder Mapping
      Value Proposition
      Editorial Mission
      Content Plan
      Vehicle Choice
      Own Up
    • 23. Inactives
      Taken From: Forrester Technographics Ladder
    • 24. “Ask not what your [community] can do for you, but what you can do for your [community]”
    • 25. Social Environment
      Relational Objectives
      Context
      Based on Communication Process Model, Wilbur Schramm
      From Communication Overtones, “Setting Relational Objectives,” http://twurl.nl/1y7p7r
    • 26. CSR – Approach 1
      “Pledge to End Hunger” SxSWi
      2 influencers (@Kanter and @ChrisBrogan)
      140 kids per click
      Results: 140,000 lbs of food to Austin and 560,000 lbs. in other states
    • 27. CSR – Approach 2
      Tide – “Feeding America” partnership
      150 influencers
      Tide T-Shirt Sale $20 (donate portion of proceeds)
      Results: 2,000 T-shirts purchased, avg. of 13 per spokesperson and general derision
    • 28. Social Media Ecosystem
    • 29. The Trust Principle
      “The Secret, and it is not a big one, is to BECOME TRUSTWORTHY.
      You accomplish this over a period of TIME with Words, Actionsand Deedsthat allow trust to be built.”
      -Little Teal Book of Trust, Gitomer
    • 30. Human Resources
    • 31. On Junior Staff…
      agilliam Says: October 12, 2008 at 9:33 am
      “I find it interesting that social media is something our generation is assumed to know everything about. Since it is new, and hip, and somewhat started by MySpace, it seems taken for granted that we know how to work it professionally. For most of the students in class, however, this is the first experience actively engaging in social media professionally (it is for me).”
    • 32. The Social Media Team
    • 33. Cross Functional Teams
    • 34. Social Media Guidelines
      Comfort level
      Structure
      Leverage
    • 35. Laws and Regulations
      Fair Use
      Intellectual Property
      Defamation
      FTC Guidelines
      Field-specific
      IRS
    • 36. On Lawyers…
      “The Best Way to Deal with Lawyers is to simply say to them: ‘This is what I want to do. Now keep us out of jail as we do it.”
      - Guy Kawasaki, “The Art of Partnering”
    • 37. Measurement and objectives
    • 38. “We always think of failure as the antithesis of success, but it isn't. Success often lies just the other side of failure.” 
      Leo F. Buscaglia  (American author and speaker, 1924-1998)
    • 39. What to Measure
    • 40. Setting Measurable Objectives
      requires asking
      How MANY
      by WHEN?
    • 41. WHAT do you
      hope toACHIEVE?
    • 42. Measure THAT
    • 43.
    • 44. Beware Outputs or Interests
      Following counts
      Number of mentions
      Number of re-tweets/shares
      Number of links
      RSS Subscriptions
      But are they taking action?
    • 45. 5S Attitude Measures
      Sentiment Analysis
      Satisfaction Scores
      Search Action
      Stickiness
      Survey Relationship
    • 46. Measuring Relationships
      Control Mutuality
      Trust
      Satisfaction
      Commitment
      Exchange Relationship
      Communal Relationship
      Survey by Linda Childers Hon and James E. Grunig, Institute for Public Relations
    • 47. Business Outcomes/Actions
      Correlations
      Butts in Seats
      Coupons and Codes
      Benchmarking
      The Funnel
      Ask them why
    • 48. Waste Management/Greenopolis
      Waste Management VC
      Increase recycling and reduce waste
      Learn. Act. Reward. Together
      Online: Community, Twitter, YouTube,Facebook and User Generated Content
      On-Street: Greenopolis Recycling Kiosks
      Stakeholder Rewards: Greenopolis Rewards program
    • 49. Greenopolis Measures
    • 50. Measurement Tools
      Analytics – Google Analytics, Web Trends
      Mentions –Google blogs, Ask.com blogs
      Paid tools for analysis – Radian6, Do-It-Yourself Dashboard, BuzzStream and many others
      Traditional Tools – Surveys, polls, focus group research
      Grunig Relationship Survey – Institute for Public relations Research
    • 51. Benchmark to Competitors
    • 52. Sentiment Analysis
      @netsolcares
    • 53. Trackable Offers
    • 54. Conversation?
      @lettergirl
      #journchat
    • 55. BIBLIOGRAPHY
      Naked Conversations, Robert Scoble and Shel Israel
      The New Rules of Marketing and PR, David Scott Meerman
      Measuring Public Relationships, KD Paine (purchase at www.measureofsuccess.com)
      Personality Not Included, RohitBhargava
      Groundswell, Charlene Li and Josh Bernoff
      Twitterville, by Shel Israel
      The Networked NonProfit, Beth Kanteryvj
    • 56. Kami Watson Huyse, APR@kamichatwww.zoeticamedia.comkami@zoeticamedia.comBlog: www.kamihuyse.com
      Copyright 2010 © all rights reserved

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