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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@thear...
Social	
  Media	
  Bootcamp
Social	
  Media	
  For	
  Research	
  and	
  Marke6ng

NEW	
  YORK	
  CITY
June	
  21,	
  2010...
» #1 You Need to Be Where
               Your Consumers Are




Image Credit: istrat interactive strategies, http://www.is...
Your Consumers Are Using Social Media

» Social Media > E-mail
» Social Media Nearly Rivals Search
» 20% of Conversation o...
» #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 ...
» #3 Sell Social Media to the
              C-Suite and Get Everyone on
              Board




Image Credit: Horst Frank,...
How to Sell Social Media Internally

» Be Clear That Social Media Isn’t Just an Also, But a “Must-
  Have”

» Integrated R...
» #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 Inf...
» #5 Test the Waters




Image Credit: U.S. Navy photo by Photographer's Mate Airman Tina Lamb,http://commons.wikimedia.or...
Start Small By Listening and Tracking
    Buzz

» Google Alerts
» Social Mention
» Ice Rocket
» BlogScope
» Tweet Reach
» ...
» #6 Monitor Your
  Competition
Learn From Others

» Read and Research Case Studies
» Read Websites That Cover Social Media
» Watch the Pros on Facebook a...
» #7 Find Your Voice
What’s The Voice of Your Company?

» Write a Social Media Strategy
» Write a Company Social Media Policy/Standards
» Telli...
» #8 Measure Consumer
  Satisfaction
More Than Listening

» Customer Experience Moves to the Social Web
» Engage a Listening Platform
» Track, Monitor, and Ana...
» #9 Engage the Consumer




Image Credit: April Killingsworth, http://commons.wikimedia.org/wiki/File:Love_-_Engagement.j...
Engagement vs Message Push

» Create Community (Private, MROC, Forums, Groups, Fans,
  Followers)

» Find Your Influencers...
» #10 Assess Your
  Achievements
Determining ROI

       » Net Promoter Score




Source:http://www.netpromoter.com/np/calculate.jsp

                     ...
Determining ROI

       » Razorfish SIM Score

       » SIM Score = Net Sentiment for the Brand/Net Sentiment for the Indu...
Determining ROI

       » Share
       » Engagement
       » Reach
       » Influence                                     ...
Upcoming Events




                         June 22-23 2010
Social Media Bootcamp
                          To register, ...
Upcoming Council Meetings



Social Media – June 8
Digital Media (AM) – June 10
Multicultural (PM) – June 10
Engagement – ...
The ARF Listening Playbook
by Steve Rapport – Knowledge Solutions Director, The ARF!




http://bit.ly/TheARFListeningPlay...
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10 Essential Tips For Social Media Research and Marketing

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With millions of people participating on sites like Facebook, Twitter, and YouTube, brands can no longer avoid social media as an effective research and marketing channel. Data has shown that social networking is becoming the most popular activity online—even more popular than email or search. But what does this mean for your business? Find out in this webcast, where you’ll get a preview of our upcoming ARF University: Social Media Bootcamp: Social Media for Research and Marketing [http://www.thearf.org/assets/arf-university], where we’ll uncover moving from listening, to creating actionable insights, to developing a well-thought out social media strategy.

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  • Transcript of "10 Essential Tips For Social Media Research and Marketing"

    1. 1. May 19, 2010 10 Essential Tips For Social Media Research and Marketing Twitter Hashtag: #ARFCAST
    2. 2. Presented by Lynne d Johnson, SVP Social Media, The ARF Twitter: @lynneluvah email: lynne@thearf.org
    3. 3. 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
    4. 4. » #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
    5. 5. 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
    6. 6. » #2 Set Clear Goals
    7. 7. 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
    8. 8. » #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
    9. 9. 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
    10. 10. » #4 Dive In Image Credit: Kfengler, http://commons.wikimedia.org/wiki/File:Cliff_diver.jpg
    11. 11. 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
    12. 12. » #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
    13. 13. 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
    14. 14. » #6 Monitor Your Competition
    15. 15. 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
    16. 16. » #7 Find Your Voice
    17. 17. 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
    18. 18. » #8 Measure Consumer Satisfaction
    19. 19. 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
    20. 20. » #9 Engage the Consumer Image Credit: April Killingsworth, http://commons.wikimedia.org/wiki/File:Love_-_Engagement.jpg
    21. 21. 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
    22. 22. » #10 Assess Your Achievements
    23. 23. Determining ROI » Net Promoter Score Source:http://www.netpromoter.com/np/calculate.jsp 3 ARF University Social Media Bootcamp
    24. 24. 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
    25. 25. 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
    26. 26. Upcoming Events June 22-23 2010 Social Media Bootcamp To register, visit: June 21 2010 https://my.thearf.org/ ARF University Social Media Bootcamp
    27. 27. 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
    28. 28. 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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