Effectively Using Social
                           Media in Your Day To Day
                           Business

        ...
Agenda


          What is Social Media?
          Planning a social media program
            POST
            Metrics ...
Look who’s talking now…


     People are talking to each other
     Customers are blogging about
     companies
     Cons...
What is social media?




4   © 2010 NetPlus Marketing
What is social media?




5   © 2010 NetPlus Marketing
POST


          People
                Understand your audience and where they are active
          Objectives
         ...
POST - People


          People
                Creators
                    • Create videos, maintain a blog, Wikipedia...
POST - Objectives


          Objectives                    To achieve
                Listening                 Sales
 ...
POST - Strategy


          Strategy
                What is the plan to get from the current to the desired state?

    ...
POST - Technology




10   © 2010 NetPlus Marketing
Individual Use of Social Media


      The dangers? The payoffs?

           Establish Goals and Objectives
           Und...
The Benefits


      The Altimeter
      July 20th, 2009

      Study: Deep brand engagement correlates with financial per...
The Benefits


      The top 10 ENGAGEMENTdb brands with their scores are:
         Starbucks (127)
         Dell (123)
  ...
ROI - Monitoring


           Monitoring
                 Human analysis
                 Addictomatic.com
             ...
ROI - Monitoring




15   © 2010 NetPlus Marketing
ROI - Metrics


           Metrics and measurement
              Traffic referred from social media sites
               ...
Social media mistakes


           Not listening. Not responding. Not good.
           Schmoozing instead of connecting
  ...
Guiding Principles




              Plan with purpose
              Align key stakeholders in the organization
          ...
Organizational Alignment




                                                      PR
                                    ...
Trust is the key.

                                    Increased trust builds
                                    customer...
How Social Media Can Build Trust




     By listening and responding

     By increasing transparency

     By being acce...
What’s Next?


     The ‘what’s the next Twitter?’ syndrome;
     aggregators; location-based apps




22   © 2010 NetPlus...
Questions




23   © 2010 NetPlus Marketing
“It is not the strongest of the species that
  survive, nor the most intelligent, but the
                                ...
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Foew Social Media Presentation Jan 2010

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main presentation from the 1.19.2010 FOEW social media program

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Foew Social Media Presentation Jan 2010

  1. 1. Effectively Using Social Media in Your Day To Day Business January 19, 2010 © 2009 NetPlus Marketing
  2. 2. Agenda What is Social Media? Planning a social media program  POST  Metrics and measurement Individual Use of Social Media Join the conversation Case Studies Q&A 2 © 2010 NetPlus Marketing
  3. 3. Look who’s talking now… People are talking to each other Customers are blogging about companies Consumers are reviewing products People are re-posting commercials on YouTube Groups are forces on Facebook Enthusiasts define companies on Wikipedia News now travels at the speed of ‘Twitter’ 3 © 2010 NetPlus Marketing
  4. 4. What is social media? 4 © 2010 NetPlus Marketing
  5. 5. What is social media? 5 © 2010 NetPlus Marketing
  6. 6. POST People  Understand your audience and where they are active Objectives  What are you trying to accomplish?  How are you going to measure it? Strategy  What is the plan to get from the current to the desired state? Technology  Platform, channels and technologies like Twitter, blog, wiki and social applications 6 © 2010 NetPlus Marketing
  7. 7. POST - People People  Creators • Create videos, maintain a blog, Wikipedia editors  Critics • Review products, rate videos, post experiences  Collectors • Bookmark content, tag content, share videos  Joiners • Social networks, groups, forums  Spectators • View user generated content  Inactives 7 © 2010 NetPlus Marketing
  8. 8. POST - Objectives Objectives To achieve  Listening  Sales  Dialogue  Awareness  Energize and enthuse  Conversions  Supporting  Traffic  Connect and embrace  Buzz  New customers  Customer satisfaction  New ideas 8 © 2010 NetPlus Marketing
  9. 9. POST - Strategy Strategy  What is the plan to get from the current to the desired state?  What will be different if we accomplish our goals? • A better 2-way relationship with customers • More buzz and awareness • An effective customer service channel • More sales • Customer collaboration • Customers connected with each other 9 © 2010 NetPlus Marketing
  10. 10. POST - Technology 10 © 2010 NetPlus Marketing
  11. 11. Individual Use of Social Media The dangers? The payoffs? Establish Goals and Objectives Understand the world you are entering Be active and bring something to the conversation Try to focus on one major area of interest Style 11 © 2010 NetPlus Marketing
  12. 12. The Benefits The Altimeter July 20th, 2009 Study: Deep brand engagement correlates with financial performance 100 most valuable brands — as identified by the 2008 BusinessWeek/Interbrand Best Global Brands ranking — engaged in 11 different online social media channels. They critiqued the brands on not only their breadth of engagement across these channels, but also their depth, such as whether they reply to comments made on blog posts. Each brand was given a numerical score. 12 © 2010 NetPlus Marketing
  13. 13. The Benefits The top 10 ENGAGEMENTdb brands with their scores are: Starbucks (127) Dell (123) eBay (115) Google (105) Microsoft (103) Thomson Reuters (101) Nike (100) Amazon (88) SAP (86) Tie - Yahoo!/Intel (85) Findings: Engagement Correlates To financial Performance  Rev growth, gross margin, net profit 13 © 2010 NetPlus Marketing
  14. 14. ROI - Monitoring Monitoring  Human analysis  Addictomatic.com  Google Blog Search, News, and Alerts  Yahoo Pipes  Twitter Search  Technorati  Co.mments  Blogpulse  BoardTracker  Keotag  Google Analytics Paid tools  Radian 6, Nielsen Online, TNS Cymfony, Buzz Gain 14 © 2010 NetPlus Marketing
  15. 15. ROI - Monitoring 15 © 2010 NetPlus Marketing
  16. 16. ROI - Metrics Metrics and measurement  Traffic referred from social media sites • Google Analytics, Omniture, etc  Conversions and HVTs referred from social sites • Google Analytics, Omniture, etc  Number of friends and level of discussion • Human analysis - Growth of new friends over time - Friends/discussions  Social links and bookmarks • AddThis  Video viewership • TubeMogul  Qualitative 16 © 2010 NetPlus Marketing
  17. 17. Social media mistakes Not listening. Not responding. Not good. Schmoozing instead of connecting No transparency or authenticity Social media purely as a single channel Applying traditional marketing tactics to social media “Mistakes in social media are inevitable – after all, you’re building relationships and what relationship is perfect?” - Charlene Li 17 © 2010 NetPlus Marketing
  18. 18. Guiding Principles Plan with purpose Align key stakeholders in the organization Set expectations and guidelines Be transparent and add value Monitor and apply feedback Give first! 18 © 2010 NetPlus Marketing
  19. 19. Organizational Alignment PR Customer Merchandising Service Legal Creative Social Marketing Media HR Group 19 © 2010 NetPlus Marketing
  20. 20. Trust is the key. Increased trust builds customer acquisition/retention and improves performance Trust creates brand advocates and evangelists Lack of transparency decreases trust Research report: The Importance of Consumer Trust on FI Profitability, Javelin Strategy & Research, April 2009 20 © 2010 NetPlus Marketing
  21. 21. How Social Media Can Build Trust By listening and responding By increasing transparency By being accessible and helpful 21 © 2010 NetPlus Marketing
  22. 22. What’s Next? The ‘what’s the next Twitter?’ syndrome; aggregators; location-based apps 22 © 2010 NetPlus Marketing
  23. 23. Questions 23 © 2010 NetPlus Marketing
  24. 24. “It is not the strongest of the species that survive, nor the most intelligent, but the Thank You! one most responsive to change.” Charles Darwin Robin Neifield CEO NetPlus Marketing, Inc. www.netplusmarketing.com Twitter: @neifield Linkedin.com/ rneifield 24 © 2010 NetPlus Marketing
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