Foew Social Media Presentation Jan 2010
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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

main presentation from the 1.19.2010 FOEW social media program

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  • 1. Effectively Using Social Media in Your Day To Day Business January 19, 2010 © 2009 NetPlus Marketing
  • 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. 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. What is social media? 4 © 2010 NetPlus Marketing
  • 5. What is social media? 5 © 2010 NetPlus Marketing
  • 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. 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. 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. 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. POST - Technology 10 © 2010 NetPlus Marketing
  • 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. 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. 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. 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. ROI - Monitoring 15 © 2010 NetPlus Marketing
  • 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. 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. 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. Organizational Alignment PR Customer Merchandising Service Legal Creative Social Marketing Media HR Group 19 © 2010 NetPlus Marketing
  • 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. How Social Media Can Build Trust By listening and responding By increasing transparency By being accessible and helpful 21 © 2010 NetPlus Marketing
  • 22. What’s Next? The ‘what’s the next Twitter?’ syndrome; aggregators; location-based apps 22 © 2010 NetPlus Marketing
  • 23. Questions 23 © 2010 NetPlus Marketing
  • 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