Social Media
   A Look Ahead
Presented by
         Lynne d Johnson, SVP
         Social Media, The ARF

Twitter: @lynneluvah
email: lynne@thearf.org
ww...
What’s Inside?

• Why Social Media?
• Social Media Planning
• Monitoring Social Media
• Social Media ROI
• The Future of S...
What Is Social Media?
What Is Social Media?
Social Media, in Web 2.0 terms, is a two-way
communication channel in which a social media site or
s...
Why Social Media?
• Social Media > E-mail (Time spent)
• If Facebook Were a Country it Would Be
  3rd Largest (500 million...
Social Media Planning


• Listening to the Consumer
Social Media Planning
“The study of naturally occurring conversations,
behaviors, and signals, that may or may not be guid...
Social Media Planning
Brands can use listening to:
1) discover new customers
2) develop new products
3) monitor the compet...
Social Media Planning
Example: Hennessy Discovers New Customers




!"#$%&'(()*&(+,-(./01&2/23(45678""9(
Social Media Planning
Example: Hennessy Discovers New Customers
The challenge
      Hennessy stumbled upon a new consumer ...
Monitoring SM
Monitoring SM
Free Tools                           Paid Tools
• Google Alerts                      • Ripple 6 Social Insig...
Monitoring SM
          The Future

Monitoring Complete Lifestreams
Knowing Who People Really Are
    Using Social CRM Too...
Monitoring SM
Monitoring SM

•All contacts in one place
•Taps into 60,000 news sources
•Connect and share from one
dashboard




       ...
Social Media Planning


• Defining Goals/Biz Objectives/KPIs
Social Media Planning
Social Media Planning


• Considering Resources
Social Media Planning

• Who does social media?
• Where is social media done?
• Is it integrated across the organization?
...
Social Media Planning


• Writing The Action Plan
Social Media Planning
•   Define Biz Objectives

•   Define Target Audience

•   Define Your Story and Voice

•   Create Your...
Social Media Planning

• Social Media Plan also includes: social media
  guidelines and policy for the company as a
  whol...
Social Media Planning


• Evaluate & Measure
Social Media ROI
 There is no Holy
Grail, there are just
 frameworks. Each
business use case is
      different.
Social Media ROI



Source:http://www.netpromoter.com/np/calculate.jsp
Social Media ROI



Source:Razorfish Fluent http://fluent.razorfish.com
Social Media ROI
      SIM Score = Net Sentiment for the Brand/Net
      Sentiment for the Industry

      The components ...
Social Media ROI
                       Share
                       Engagement
                       Reach
             ...
What Lies Ahead?
“Social Networks Will
     Be Like Air.”
                                    - Charlene Li
      Founding Partner, Altimet...
The Open Graph
Future Open Graph

• Will There Be Only One Open Graph ?
• How Many Open Graphs ?
• Will There Be No More Websites ?
Future Open Graph
“Social networking sites are set to connect
disparate areas of the web that are currently
being built by...
SM Goes Hyperlocal
SM Goes Hyperlocal


          Beyond Geotargeting.
 Meeting Consumers Where They Are.
      Extend Brand Engagement.
  Lo...
Hyperlocal Marketing
                     NIN Hyperlocal iPhone/iTouch/iPad App




Source: http://access.nin.com/nearby/e...
Augmented Reality




Source: http://www.youtube.com/user/Lebarguide
Augmented Reality
   Quiznos/Layar Mobile Augmented Reality Campaign




Source: http://www.quiznos.com/about_in_the_news_...
Digital Out Of Home
                                                                               American Eagle’s 15
   ...
Digital Out Of Home

                                   Locamoda Brings
                                   Foursquare to t...
...and SM Is Now
Checking in With Brands
       in Real-time
Checking In With Brands




Source: http://foursquare.com/thrillist
Checking In With Brands




Source: http://getglue.com/about
Thank You!
? Questions ?
Resources:
•   Video: Social Media Revolution 2 (Refresh) http://socialnomics.net/2010/05/05/social-media-revolution-2-ref...
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Social Media: A Look Ahead

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Webinar presented by Lynne d Johnson, SVP Social Media, ARF (Advertising Research Foundation) to IPG (Interpublic Group), a global marketing communications and marketing services company, and its agency brands. Content: where social media is today as a real part of the media plan and the future of social media.

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  1. 1. Social Media A Look Ahead
  2. 2. Presented by Lynne d Johnson, SVP Social Media, The ARF Twitter: @lynneluvah email: lynne@thearf.org www.slideshare.net/lynneluvah
  3. 3. What’s Inside? • Why Social Media? • Social Media Planning • Monitoring Social Media • Social Media ROI • The Future of Social Media
  4. 4. What Is Social Media?
  5. 5. What Is Social Media? Social Media, in Web 2.0 terms, is a two-way communication channel in which a social media site or service, interacts with you in some way, enabling engagement and collaboration. For example: Users comment, vote, interact with others, receive recommendations, join groups and discussions, and create content.
  6. 6. Why Social Media? • Social Media > E-mail (Time spent) • If Facebook Were a Country it Would Be 3rd Largest (500 million users globally) • Social Media > Search (FB traffic >Google) • #1 for Sharing News and Information • YouTube 2nd Largest Search Engine • 20% of Conversations on Twitter = Brand Mentions
  7. 7. Social Media Planning • Listening to the Consumer
  8. 8. Social Media Planning “The study of naturally occurring conversations, behaviors, and signals, that may or may not be guided, that brings the voice of people’s lives in to the brand.” The ARF Listening Playbook The ARF Listening Playbook by Steve Rapport – Knowledge Solutions Director, ARF! by Steve Rappaport, Knowledge Solutions Director, The ARF
  9. 9. Social Media Planning Brands can use listening to: 1) discover new customers 2) develop new products 3) monitor the competition 4) give the consumer a voice 5) take brand pulse 6) understand shifts in consumer perspectives
  10. 10. Social Media Planning Example: Hennessy Discovers New Customers !"#$%&'(()*&(+,-(./01&2/23(45678""9(
  11. 11. Social Media Planning Example: Hennessy Discovers New Customers The challenge Hennessy stumbled upon a new consumer by listening to linking behaviors. Consumers used Hennessy brand on BlackPlanet pages and linked back to site. The concept Hennessy developed a full research plan to learn more about the consumer and its values and connection with the brand. The result (or) insight Hennessy redeveloped its website to include this new customer into the brand’s messaging, also including recipes and wallpapers for downloading, as well as music integration. !"#$%&'(()*&(+,-(./01&2/23(45678""9(
  12. 12. Monitoring SM
  13. 13. Monitoring SM Free Tools Paid Tools • Google Alerts • Ripple 6 Social Insights • Hootsuite Social Media Dashboard • Radian 6 Dashboard • Tweetdeck • Conversition Evolisten • Social Mention • Netbase Consumerbase • Cotweet • Communispace • Scoutlabs • Motivequest • Nielsen Buzzmetrics • Meltwater Buzz
  14. 14. Monitoring SM The Future Monitoring Complete Lifestreams Knowing Who People Really Are Using Social CRM Tools
  15. 15. Monitoring SM
  16. 16. Monitoring SM •All contacts in one place •Taps into 60,000 news sources •Connect and share from one dashboard Social CRM Example
  17. 17. Social Media Planning • Defining Goals/Biz Objectives/KPIs
  18. 18. Social Media Planning
  19. 19. Social Media Planning • Considering Resources
  20. 20. Social Media Planning • Who does social media? • Where is social media done? • Is it integrated across the organization? • What’s the spend? (Media Plan/Media Mix) • What’s the budget?
  21. 21. Social Media Planning • Writing The Action Plan
  22. 22. Social Media Planning • Define Biz Objectives • Define Target Audience • Define Your Story and Voice • Create Your Brand Hub To Link Back To • Determine Your Consumer Backyards (blogs, video, Facebook, Twitter, etc.) • Develop a Timeline • Measure Against Objectives • Tweak and Re-activate
  23. 23. Social Media Planning • Social Media Plan also includes: social media guidelines and policy for the company as a whole. Describes how employees use social media. Also used as a public-facing guide.
  24. 24. Social Media Planning • Evaluate & Measure
  25. 25. Social Media ROI There is no Holy Grail, there are just frameworks. Each business use case is different.
  26. 26. Social Media ROI Source:http://www.netpromoter.com/np/calculate.jsp
  27. 27. Social Media ROI Source:Razorfish Fluent http://fluent.razorfish.com
  28. 28. Social Media ROI 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
  29. 29. Social Media 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
  30. 30. What Lies Ahead?
  31. 31. “Social Networks Will Be Like Air.” - Charlene Li Founding Partner, Altimeter Group Author of "Open Leadership" and co-author of "Groundswell"
  32. 32. The Open Graph
  33. 33. Future Open Graph • Will There Be Only One Open Graph ? • How Many Open Graphs ? • Will There Be No More Websites ?
  34. 34. Future Open Graph “Social networking sites are set to connect disparate areas of the web that are currently being built by other social sites (Pandora for music,Yelp for small business etc.). The goal—a smarter, more personalized, more social media environment. What transformational effects will these have on the social media as we know it today? How will audiences of these new “entities” be measured?” - The ARF, AM 5.0
  35. 35. SM Goes Hyperlocal
  36. 36. SM Goes Hyperlocal Beyond Geotargeting. Meeting Consumers Where They Are. Extend Brand Engagement. Localized Services And Information. Mobile Has Arrived. Use Social Media To Influence POP/POS.
  37. 37. Hyperlocal Marketing NIN Hyperlocal iPhone/iTouch/iPad App Source: http://access.nin.com/nearby/earth
  38. 38. Augmented Reality Source: http://www.youtube.com/user/Lebarguide
  39. 39. Augmented Reality Quiznos/Layar Mobile Augmented Reality Campaign Source: http://www.quiznos.com/about_in_the_news_press_2010_65.html
  40. 40. Digital Out Of Home American Eagle’s 15 Seconds of Fame in Times Square Source: http://www.rga.com/work/american-eagle-outfitters-15-seconds-of-fame
  41. 41. Digital Out Of Home Locamoda Brings Foursquare to the City of Lights Source: http://vimeo.com/9944170
  42. 42. ...and SM Is Now Checking in With Brands in Real-time
  43. 43. Checking In With Brands Source: http://foursquare.com/thrillist
  44. 44. Checking In With Brands Source: http://getglue.com/about
  45. 45. Thank You! ? Questions ?
  46. 46. Resources: • Video: Social Media Revolution 2 (Refresh) http://socialnomics.net/2010/05/05/social-media-revolution-2-refresh/ • Groundswell: Winning in a World Transformed by Social Technologies http://www.forrester.com/groundswell/book.html • The Social Media Bible: Tactics, Tools & Strategies For Business Success http://www.thesocialmediabible.com/ • Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web http://www.briansolis.com/2010/01/engage/ • Tactical Transparency: How Leaders Can Leverage Social Media to Maximize Value and Build their Brand http://www.wiley.com/WileyCDA/WileyTitle/ productCd-0470293705.html • The ARF Listening Playbook http://www.thearf.org/assets/listening-to-consumer • Social Media Policies - The Altimeter Wiki http://wiki.altimetergroup.com/page/Social+Media+Policies • ARF Social Media Insights: Can Social Media Effectively Track Influence? http://www.jackmyers.com/commentary/ARF/97963394.html • Net Promoter Score http://www.netpromoter.com/np/calculate.jsp • The Razorfish Social Influence Marketing Report http://fluent.razorfish.com • Altimeter Report: Social Marketing Analytics http://www.slideshare.net/jeremiah_owyang/altimeter-report-social-marketing-analytics • Nielsen/Facebook Report: Advertising Effectiveness: Understanding the Value of a Social Media Impression • Video: Social Media’s Open Graph http://www.scribemedia.org/2010/07/29/social-medias-open-graph/ • Hyperlocal Marketing for Mobile Augmented Reality www.perey.com/MobileARSummit/AcrossAir-Hyperlocal-marketing-for-MobileAR.pdf • Videos: Porter Novelli and Augmented Realityhttp://www.google.com/search?q=augmented+reality+porter+novelli&hl=en&prmd=vo&source=univ&tbs=vid: 1&tbo=u&ei=bppYTPq0NoKOnwfi79D_CA&sa=X&oi=video_result_group&ct=title&resnum=1&ved=0CCcQqwQwAA • ARF Insights Brief: Social Media Opportunities and Challenges in Digital Signage http://www.slideshare.net/lynneluvah/arf-digitalsignagesminsights070210
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