10 Essential Tips For Social Media Research and Marketing

May 19, 2010 10 Essential Tips For Social Media Research and Marketing Twitter Hashtag: #ARFCAST

Presented by Lynne d Johnson, SVP Social Media, The ARF Twitter: @lynneluvah email: lynne@thearf.org

Social Media Bootcamp Social Media For Research and Marke6ng NEW YORK CITY June 21, 2010 • 10:00am–3:00pm For info and registraDon: hFp://www.thearf.org/assets/arf-‐university

» #1 You Need to Be Where Your Consumers Are Image Credit: istrat interactive strategies, http://www.istrat.in/blog/image.axd?picture=2009%2f7%2fsocial-media.png

Your Consumers Are Using Social Media » Social Media > E-mail » Social Media Nearly Rivals Search » 20% of Conversation on Twitter = Brand Mentions » Conversations Are Occurring About Your Brand Without You » #1 Method for Sharing News and Information ARF University Social Media Bootcamp

» #2 Set Clear Goals

Be Clear in Your Aim » Knowing What You Want From Your Social Media Efforts First, Helps You Better Plan, Execute, and Measure » Product Awareness vs Sales vs Customer Service vs Whatever Your Objectives Are ARF University Social Media Bootcamp

» #3 Sell Social Media to the C-Suite and Get Everyone on Board Image Credit: Horst Frank, http://commons.wikimedia.org/wiki/File:German_Monopoly_board_in_the_middle_of_a_game.jpg

How to Sell Social Media Internally » Be Clear That Social Media Isn’t Just an Also, But a “Must- Have” » Integrated Research » Integrated Marketing » Unstructured Conversations » You’re Getting Valuable Rich Data You Can’t Get Anywhere Else ARF University Social Media Bootcamp

» #4 Dive In Image Credit: Kfengler, http://commons.wikimedia.org/wiki/File:Cliff_diver.jpg

Just Do It » Leave the Fear Factor to Reality Shows » Who Owns It? Everyone! » Do We Have the Resources? Yes, if it’s Infused Across the Organization. ARF University Social Media Bootcamp

» #5 Test the Waters Image Credit: U.S. Navy photo by Photographer's Mate Airman Tina Lamb,http://commons.wikimedia.org/wiki/File:US_Navy_020327- N-9312L-114_USS_Stennis_-_rescue_swimmer.jpg

Start Small By Listening and Tracking Buzz » Google Alerts » Social Mention » Ice Rocket » BlogScope » Tweet Reach » Twitter Sentiment » Hootsuite » Co Tweet ARF University Social Media Bootcamp

» #6 Monitor Your Competition

Learn From Others » Read and Research Case Studies » Read Websites That Cover Social Media » Watch the Pros on Facebook and Twitter » See How Publishers Build Social Media Into Their Sites To Figure Out Where You Fit In (It’s Not Just About Display Advertising Anymore) ARF University Social Media Bootcamp

» #7 Find Your Voice

What’s The Voice of Your Company? » Write a Social Media Strategy » Write a Company Social Media Policy/Standards » Telling Your Brand’s Story » Content Creation » Compelling Video » Find Your Voice And Stick With It: Consistency Builds Trust ARF University Social Media Bootcamp

» #8 Measure Consumer Satisfaction

More Than Listening » Customer Experience Moves to the Social Web » Engage a Listening Platform » Track, Monitor, and Analyze Sentiment Analysis » Measure Real-Time Impact ARF University Social Media Bootcamp

» #9 Engage the Consumer Image Credit: April Killingsworth, http://commons.wikimedia.org/wiki/File:Love_-_Engagement.jpg

Engagement vs Message Push » Create Community (Private, MROC, Forums, Groups, Fans, Followers) » Find Your Influencers and Let Them Engage New Customers For You » Listen, Respond, Engage » Contesting and Promotions » Don’t Just Sell 3 ARF University Social Media Bootcamp

» #10 Assess Your Achievements

Determining ROI » Net Promoter Score Source:http://www.netpromoter.com/np/calculate.jsp 3 ARF University Social Media Bootcamp

Determining ROI » Razorfish SIM Score » SIM Score = Net Sentiment for the Brand/Net Sentiment for the Industry The components of the above formula are: Net Sentiment for the Brand = (Positive + Neutral Conversations – Negative Conversations) /Total Conversations for the Brand Net Sentiment for the Industry = (Positive + Neutral Conversations – Negative Conversations) /Total Conversations for the Industry Source:Razorfish Fluent http://fluent.razorfish.com/publication/?m=6540&l=1 3 ARF University Social Media Bootcamp

Determining ROI » Share » Engagement » Reach » Influence Social Marketing Analytics ! A New Framework for Measuring Results in » Impact Social Media » Issue Resolution » Satisfaction Score » Trends » Sentiment Source:Altimeter, http://www.altimetergroup.com/2010/04/altimeter-report-social-marketing-analytics-with-web-analytics-demystified.html ARF University Social Media Bootcamp

Upcoming Events June 22-23 2010 Social Media Bootcamp To register, visit: June 21 2010 https://my.thearf.org/ ARF University Social Media Bootcamp

Upcoming Council Meetings Social Media – June 8 Digital Media (AM) – June 10 Multicultural (PM) – June 10 Engagement – June 15 Advertising Effectiveness – June 24 To register please visit http://www.thearf.org/channels/councils or email councils@thearf.org ARF University Social Media Bootcamp

The ARF Listening Playbook by Steve Rapport – Knowledge Solutions Director, The ARF! http://bit.ly/TheARFListeningPlaybook_Rappaport (From ARF store book and download) http://bit.ly/TheARFListeningPlaybook_Amazon (Amazon and Amazon Kindle) http://bit.ly/TheARFListeningPlaybook_BandN (Barnes and Noble)

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10 Essential Tips For Social Media Research and Marketing

by Lynne d Johnson

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