Final EEC 2010 Social Media Workshop Deck

Social Media Revolution

Why Before How: Developing Successful Social Media Strategy & Synergistic Integration
February 1, 2010

DJ WaldowDirector of Communitywww.blueskyfactory.com@djwaldow

Mike CorakDirector of Interactivewww.offmadisonave.com@mikecorak

Photo Credit: roadsidepictures

Photo Credit: mocambique

Social Audit Checklist
What are the current conversations about…
Your Brand(s)?
Your Executives & Key Players?
Your Industry?
Your Competitors?
Where are those conversations taking place?
What opportunities are present to engage the audience?
Messaging
Programs/Promotions
Venues/Tools (e.g. Facebook, Twitter, YouTube)
What does success look like?

“You can’t take something off the Internet. That’s like trying to take pee out of a swimming pool.”
- Joe Rogan’s character on Newsradio

Activity | Sentiment | Influencers | Impact

Listening Implications

Photo Credit: Frank Eliason

How Much Do You Suck?
(a volunteer please)
Photoby Emily Kreed

Social Media is an Ingredient First, an Entrée Second

Traditional Marketing Mix

Enter Social Media

Integrating Social Media
Attracting New Fans & Followers

Encouraging those people to engage and/or buy

Retaining previous customers or brand advocates

Social Media + Email

Social Media + Search
Blog
YouTube
Blog

Google Real-Time Search

Conversations ∞ Content

Search Drives Content Consumption

Blogging for Content & Commerce

Search From Social Outposts

Social Media + Events

Integration Tools & Tactics

Virtual Communication  Real Live Events

Social Media & Advertising

Social Media + Media Relations

2. Public Relations

The New PR Pitch
140

Take a Break

Gather Data
Photoby Ansik

Creating a Social Media Strategic Map

The New Way:
Use Human Engagement and Dialog to Drive Preference and Loyalty
The Old Way:
Use Targeting and Interruption to Convince

A Successful Social Media Program:
Uses Humanization and Approachability to Create Kinship and Brand Preference

Social Media Isn’t a Conversation. It’s Where the Conversation Takes Place.

Tools Change. Always..
Share of Search, 1999

Worry About the Tools Last, Not First
www.theconversationprism.com

7 Step Process
Listen
What’s the Point?
Analyze Audience
Find Your One Thing
Select Outposts
Pick Metrics
Make a Statement

1. Listen

Listening Results
What’s Being Said
About Us
About Our Competitors
Sentiment & Share of Voice
Who’s Saying It?
Where Are They Talking?

Free Listening Worksheet

2. What’s the Point? Awareness?
Sales? Loyalty?

Pick One

Photoby JamiesRabbits
3. Analyze Audiences

Who Are They?
Age
Gender
Geography

What Relationship Do They Have With Your Brand?

Pick Up to Two, Adjacent

How Does the Audience Use Social Media?

We’re Not All Spielberg

1961 Entries
300 Entries

Map Demographics To Social Media Usage
http://www.forrester.com/Groundswell/

Determine Whom You’re Going to Reach
Select 2 to 3 Rungs

4. What’s Your One Thing?

Your carefully crafted
brochure copy
filled with
bullet points
about
product
features and
benefits
Does NOT Make This Happen…

Passion is the Gasoline of Social Media
Find Your One Thing And Build Around It

It’s Not About Ketchup
It’s About Where Ketchup Comes From

It’s Not About Clothes
It’s About the People Who Wear Them

Finding the One Thing Isn’t Easy

Brand Anthropology
Don’t Think – Listen and Observe
Ask Your Customers
Ask Your Agency

How Will You Be Human?

Great Movements Are Made Up of Great People.
Social Media Lets You Prove It.

Sometimes It’s Better If the Employees are the Star. Or the Customers.

Maybe It’s Not Just One Star

The Greatest Story Ever Told

5. Select Outposts

Photoby Compujeramey
Hit ‘em Where They Are, Not Where They Ain’t

6. Measure Impact

Awareness? Sales? Loyalty?

Possible Metrics for Awareness
Web Traffic From Outposts
Social Mentions
Share of Voice
Followers, Fans, Friends
Search Volume Trends
Visits from Search

Possible Metrics for Sales
Social Connectivity of Customers/Prospects
Redemption of Social Media-Only Offers
Sales Funnel Actions by Social Referrers
Repeat Visits by Social Referrers

Possible Metrics for Loyalty
Social Connectivity of Repeat Buyers
Net Promoter Score, or Similar
Increase in Positive Social Mentions
Increase in Positive Ratings/Reviews
Reduction in Customer Service Touches

7. Make a Strategic Declaration
Photo by U.S. National Archives

(Company Name)will drive (Awareness, Loyalty, Sales), by turning (People, Prospects, First-time customers, Repeat customers) into (Prospects, First-time customers, Repeat customers, Advocates).

Centered around (One Thing), we will use (Humanization approach) to make the company more human.

We will engage with (Creators, Critics, Collectors, Joiners, Spectators), on our (Home Base) and on (Outpost) and (Outpost).

We will use (Metric), (Metric) and (Metric) to regularly measure the success of this social media strategy.

Who Owns Social in the Organization?

Build an Ark to Govern Social Media
Paintingby Mary Singleton

On the Ark
Marketing / PR Staff
Participate in Planning
Coordinate Goals & Strategy
Maintain Message Integrity

On the Ark
Customer Service Team
Answer Questions
Solve Problems
Provide Proactive Alerts

On the Ark
Web Technology Team
Production (Tools & Apps)
Contests, iPhone Apps, Games
Reference Social Media Outposts
Fulfill Social Media Promises
Deeper, More Detailed Information

On the Ark
Senior Management Team
Give It Up
Provide Content
Be Present

Do Not Use Force
Photo by floodllama

The Right People
Passion
Learn It.
Leverage It.

Love
It.
Time
Knowledge

Set Timelines

Gather Data
Photoby Ansik

Data to Seek
Customer Characteristics
Geography
Age
Gender
Current Social Metrics (if any)
Web Metrics
Unique Visits
Bounce Rate
Referrers
Business Metrics

Gather Data
Photoby Ansik

Community Manager:
Your Online Mayor

Personal vs. Business Branding

Find Your Spheres

DJ Waldow
Email Marketing

Retweets

Software & Automation

Twitter Virality Tips
Afternoons
Thursdays - Sundays
“Please RT”
Minimal Posts
Previously Retweeted
Warnings, or Asking for Help

About Facebook
Communicate with Customers
Share & Elicit Content
Gain Key Insights

Facebook Page Tenets

Additional Facebook Page Tips
Develop a Content Schedule
But Allow for Flexibility
Elicit Content from All
But Keep a Watchful Eye (Quality Assurance)
Be Creative, Engaging & Different
But Know Facebook Limitations & Guidelines

Facebook Applications

Ecommerce on Facebook

Facebook Metrics

Facebook Fan Box

Facebook Advertising

Blogging: Your Online Magazine

Blogging = Traffic

A Volunteer, Perhaps?

LinkedIn
Your Digital Rolodex
Strictly Business
Fantastic for Networking

Your Smiling Face
Your Current/Recent Positions
Your Connections
Your Quick Summary
Your Interests
- Blog Posts
- Tweets
- Presentations
- Reading List
- Etc.
Your Experience / Education / Groups

Invite People You Meet/Know
Upload Contact Lists
Follow Up After Meetings
Browse Connections’ Connections
Learn more about Prospects

Give (to Get) Recommendations

Join Groups

Ask & Answer Questions

Create Company Pages

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Final EEC 2010 Social Media Workshop Deck

by Mike Corak on Feb 04, 2010

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Final EEC 2010 Social Media Workshop Deck — Presentation Transcript