Social Media Integration, Monitoring & Measuring ROI

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  • What does this mean? You have to work harder to prove the value of social media to business. Also, don’t trust an “expert” – look for holistic marketing programs
  • Source: State of the Media: Social Media Report Q3 2011Almost a quarter (23%) of Americans are on social networks and blogs – where is your business?
  • Source: State of the Media: Social Media Report Q3 2011Facebook is not just for poking!
  • Source: State of the Media: Social Media Report Q3 201160% of social media users create reviews of products and services.53% follow a brand
  • Name of company – Joe’s Lemonade Stand should consistently be JoesLemonade on FB, Twitter, LinkedIn, etc.When creating content – think about how users use different social networks – what is the goal/purpose? Tailor your content to those goals (Twitter used for quick daily deals, but FB used for one time only discounts)
  • Speaking of lemonade stands…Shiny objects – the latest and greatest tools might not always be right for you. Do great with 1-2 tools, then build. Keep brand consistent.Don’t spamSyndicateEmpower employees to be the brand, but establish guidelinesZappos – social media is a part of their company culture
  • According to a recent study by Capgemini, 57% of businesses currently monitor online conversations about the brand, products or services. But 20% do not listen at all and another 23% of respondents weren’t sure whether or not the company is listening to online conversations.
  • For example, tracking mentions of the brand, products, key personnel and also competitors are analyzed and reported out to key stakeholders to portray the state of conversations and sentiment, capture the share of voice, and set the foundation for benchmarking and metrics. Monitoring also encompasses potential crises and serves as an early warning system for businesses. Listening however, builds a layer on top of monitoring that examines conversations for enterprise-wide learning and cross-functional engagement. The difference between monitoring and listening is initiative, the ability to take what’s observed and take action internally or externally to solve, improve, or validate experiences.
  • ROI means different things to different people. Why is it important to know all of the ways that social media can benefit your organization? You’ll have to explain it to your boss, your board, your stakeholders one day. The business case and benefit is most important – don’t just do social media because you think it is cool.
  • Top 5 launch in company history for new router – “It was the crossing the chasm point for us in the adoption phase of social media and helped us get over the hump of internal acceptance.” - LaSandra Brill, senior manager, global social media.Launch previously had consisted of flying more than 100 executives and press from 100 countries to HQ in CA – distributing press releases, emailing customers, and running print ads in major newspapers and magazinesLaunch of Aggregated Services Router (ASR) – How?Second Life with video of executives presenting ASRA 3D game where you could “defend the network” using the ASR – more than 20,000 network engineers playedYouTubeVideo conferencing w/TelepresenceMobile video datasheetFacebookSocial Media Widget embedded into news releases and launch pages = bloggers easily spread info with embedded codeCisco blogsOnline Forum with launch-related discussions and “ask the expert” functionMore than 9,000 people (90 times more than past launches) from 128 countries attended virtual launch events. Without travel, the launch saved an estimated 42,000 gallons of gas.
  • Social Media Integration, Monitoring & Measuring ROI

    1. 1. Social Media PreconferenceSocial Media Integration, Monitoring & Measuring ROI<br />Larissa Fair<br />September 28, 2011<br />#DEast11<br />@LYF108<br />@DigitalEast<br />
    2. 2. Views on Social Media Today<br />
    3. 3. Source: Nielsen<br />
    4. 4. Source: Nielsen<br />
    5. 5. Source: Nielsen and NM Incite<br />
    6. 6. Social Media Integration<br /><ul><li>Social Media profiles should be consistent for SEO (even personal profiles can be used for corporate identities - @richardatdell, @lionelatdell)
    7. 7. Share content across accounts, but save some exclusive content for fans (giveaways, discounts)
    8. 8. The same traditional marketing goals apply: increase reach, generate leads, grow subscribers, earn referrals, nurture leads, keep customers happy
    9. 9. Improve the online experience through social media – give users a reason to come back</li></li></ul><li>Respect the Brand<br /><ul><li>Manage your social identity, treat it with respect
    10. 10. It’s about your brand – don’t be swayed by shiny objects
    11. 11. Think of social media as an extension of your website, your company, and your culture</li></li></ul><li>Beyond Integration<br />Now that you’re integrated – it’s time to monitor and LISTEN!<br />Keep in mind the need for:<br /><ul><li>Employee guidelines and usage policies
    12. 12. Crisis communication plan
    13. 13. Customer service policies and escalation methods</li></ul>Photo Credit: Optify<br />
    14. 14. Are You Monitoring or Listening?<br />Source: Brian Solis and Capgemini<br />
    15. 15. Monitoring vs. Listening<br />The difference between monitoring and listening is initiative, the ability to take what’s observed and take action internally or externally to solve, improve, or validate experiences.<br />
    16. 16. Social Media Monitoring and Listening<br />Social Business / Social Enterprise = listening as an integral part of marketing, selling, and servicing customers.<br />Source: Brian Solis and Capgemini<br />
    17. 17. Take Action!<br /><ul><li>Be proactive
    18. 18. Full engagement
    19. 19. Build a listening layer on top of monitoring – examine, engage, take action</li></ul>Source: Brian Solis and Capgemini<br />
    20. 20. Why Engage?<br />Source: AllFacebook and ReadWriteWeb<br />
    21. 21. What Does ROI Mean to You?<br /><ul><li>Customer Service (resolve solutions)
    22. 22. Lead Generation (cost per lead)
    23. 23. Reaching new Customers
    24. 24. Engaging with Customers
    25. 25. Online Brand or PR
    26. 26. Community Building
    27. 27. Reputation
    28. 28. Innovation
    29. 29. Efficiency
    30. 30. Differentiation
    31. 31. Perception
    32. 32. Influence
    33. 33. Growth</li></li></ul><li>6 Quick Case Studies<br />Lesson: Tap into your customer community to drive product innovation.<br />Case Study: Fiskars tapped into their vibrant community of crafters - dubbed "Fiskateers" - to get invaluable product feedback and spot-on ideas for new product innovation. <br />The result: threefold increase in year-over-year sales. <br />Lesson: Listen to what people say about your brand to improve your marketing and sales communications.<br />Case Study: By monitoring (and responding) to brand mentions in social media, Hubspot was able to gain valuable insight into the effectiveness of their communications.<br />The result: improving their sales process to communicate more effectively with prospects. <br />Lesson: Act fast and get the attention of mainstream media.<br />Case Study: After the news broke (on Twitter) of Croatia's Prime Minister's sudden resignation, one internet marketer quickly set up a related Facebook group that drew the attention and coverage of mainstream media. <br />The result: coverage from multiple mainstream media outlets, growing the group from 300 to 100,000 (the largest Facebook group in Croatia). <br />Source: Hubspot<br />
    34. 34. 6 Quick Case Studies<br />Lesson: Create unique content to drive inbound links and blogger coverage.<br />Case Study: Technorati's own State of the Blogosphere report attracted the attention of major industry bloggers, without pitching or pushing their story. <br />The result: coverage and links from influential blogs like TechCrunch and ReadWriteWeb. <br />Lesson: Use a blog to attract potential customers to your business - even in surprising industries.<br />Case Study: Fencing supplier Louis E. Page Inc really took off when now-owner Duncan Page added a blog to the business website. Duncan himself was surprised to find an article about how to use woven wire fencing to build a horse paddock attracted more than 1,500 views alone. <br />The result: traffic, media coverage, and an 850% increase in sales leads. <br />Lesson: Use multiple inbound marketing techniques together for maximum success.<br />Case Study: Clinical oncology solutions company Elekta took on their much bigger competitors not with one inbound marketing technique, but many. Creating content, building links, engaging in social media, optimizing landing pages. <br />The result: increased traffic and organic search rankings.<br />Source: Hubspot<br />
    35. 35. Source: Social Media Examiner<br />
    36. 36. GoGranny Go!<br />500 percent increase in .CO domain sales+3,500 tweets20 million impressions on Twitter14 million impressions on leading blogs<br />1 commercial + Twitter + blogger outreach + ENGAGEMENT = SALES (ROI)<br />
    37. 37. Connect with Me<br />Twitter: http://www.twitter.com/LYF108<br />Facebook: http://www.facebook.com/larissafair<br />LinkedIn: http://www.linkedin.com/in/larissafair<br />E-mail: larissafair@gmail.com<br />Resources:<br />The Need for a New Listening Movement: From Monitoring to Learning by Brian Solis<br />Social Media Marketing Case Studies by Hubspot<br />How Social Media Helped Cisco Shave $100,000+ Off a Product Launch by Social Media Examiner<br />Infographic: 40% of Facebook Users Ditch Brand Pages by ReadWriteWeb<br />Network Solutions’ Go Granny Campaign Wins Big with Social Media by Increasing Sales 500 Percent<br />

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