#4 There is no ROI for social media. What’s the ROI on billboards?
Foster Protect collaboration reputation What can Build Facilitatesocial media loyalty research Drive Enhance sales and customer service really do? leads
Product development Crisis communication Employee retention Disaster recovery Training Overall image-building Knowledge share Foster Protect collaboration reputation Brand awareness Product feedback Customer retention Competitive analysis Grassroots activism Build Facilitate Referrals loyalty research Talent recruitmentEnter new markets EnhanceProduct launch Drive sales customerCompetitive edge and leads R&D for improving services or service products Customer tips/self-help Gain efficiencies
Morgan Stanley report (2010)• More social network users than email users• 80% of today’s buyers say they found their vendors as opposed to vendors finding them• 85% of business phone calls go into voice mail and are never returned
#5 Everyone is talking about us. Or no one is. Listen anyway.
Listen to the online conversation.Learn about different communities.Understand their needs.
Your Trail Guide 101. Social media is here to stay.2. Nothing is free. Earn respect first, then the sale.3. First, a plan. Then social media.4. ROI is part of your plan. See #3.5. Listen. Learn. Repeat.6. Know thy audience, know thyself.7. Content is not king. Content is currency.8. Honesty is the best policy.9. Employees are your best advocates.10. Be aware – but beware – the shiny, new toy.
Following industry news & trendsJeremiah Owyang Useful Social Media Bloghttp://www.web-strategist.com/blog/ http://usefulsocialmedia.com/blog/Seth Godin Shel Holtzhttp://sethgodin.typepad.com/seths_blog/ http://blog.holtz.com/Brian Solis Peter Kimhttp://www.briansolis.com/ http://www.beingpeterkim.com/Chris Brogan Jeff Jarvishttp://www.chrisbrogan.com/ http://www.buzzmachine.com/Robert Scoble Charlene Lihttp://scobleizer.com/ http://www.charleneli.com/blog/KD Paine Julien Smithhttp://kdpaine.blogs.com/ http://inoveryourhead.net/David Meerman Scott Shel Israelhttp://www.webinknow.com/ http://globalneighbourhoods.net/Minding Gaps – Thomas Lee Nancy Duartehttp://rainbows.typepad.com/blog/ http://blog.duarte.com/author/nancyduarte/David Armano Beth Kanterhttp://darmano.typepad.com/logic_emotion/ http://www.bethkanter.org/Yakob Faris Guy Kawasakihttp://farisyakob.typepad.com/blog/ http://blog.guykawasaki.com/#axzz1Ly5omQBASteve Ruebel Erik Qualmanhttp://www.steverubel.com/ http://www.socialnomics.net/Paul Gillin Lee Aasehttp://gillin.com/blog/ http://social-media-university-global.org/blog/Search Engine Land Social Media Examinerhttp://searchengineland.com/ http://www.socialmediaexaminer.com/Social Media Todayhttp://socialmediatoday.com/
Suggested Reading • Brand Hijack (Alex Wipperfurth) • Cluetrain Manifesto (Levine, Locke, Searls, Weinberger) • Content Rules (Handley, Chapman) • Engage (Brian Solis) • Groundswell (Charlene Li) • New Rules of Marketing and PR (David Meerman Scott) • Now is Gone (Geoff Livingston) • Putting the Public Back in Public Relations (Solis, Brakenridge) • Six pixels of separation (Mitch Joel) • Socialnomics (Erik Qualman) • Trust Agents (Chris Brogan, Julian Smith) • Tribes (Seth Godin) • Unmarketing (Scott Stratten) • Wikinomics (Anthony Williams)
Bookmark SitesBookmarking sites like Delicious andDigg make for terrific online libraries ofcurrent topics.You can look for a specific person’sbookmarks or just do a general searchfor your topic. In a general search, themost popular articles about that topicwill show up.