Untangling The Web: Putting it all together

Untangling the Web: Bringing it all together Ryan Hanser, APR April 15, 2009

Bringing it all together…
The value of the social Web
A suggested approach
Measurement that matters

First, what we’ve heard…
Exploring “new Web tools and trends”…
Google is important
Marketers are plugging in
SEO matters, too
Social networks are ubiquitous
Video has reach and power
And we’re just scratching the surface…

1. Value of the social Web
50% of marketers say delivering ROI is top priority.
– Jupiter
What is your ROI for…
Marketing?
Product development?
Customer service?
Managers?
Office supplies?

Who do you trust?
Edelman is tracking the decline…
Not corporations
Not government
Not media
I trust “a person like me”

All Media are Social
‘Social media’ break and spread news

All Media are Social
‘Old media’ include content contribution, sharing and conversation

Markets are Conversations
“People are discovering and inventing new ways to share relevant knowledge with blinding speed… becoming better informed, smarter, and more demanding of qualities missing from most business organizations.”
- cluetrain.org in 1999

Authentic, useful conversations
75% of consumers routinely research products on retail web sites before making offline purchases.
- Forrester

But corporations don’t listen
In January, CMO Council found:
16% of marketers monitor online discussion
23% track customer feedback emails
37% gather insight through customer engagement
40% compensate employees for helping build customer loyalty or satisfaction

Still, “everybody’s doing it”
88% of marketers say they are now using some form of social media for marketing to, primarily, get attention for their business.
– Michael Stelzner

And many are failing
Half of Fortune 1000 efforts at social media will fail.
– Gartner

2. A Suggested Approach
Let’s succeed by asking…
How can we hold attention?
How can we be useful?
How can we make people happy?

Highest ROI in social media?
Investments that enable you to exceed expectations of the people important to your future.

Strategy: inside out
To build trust and hold attention:
Be informed
Be authentic
Deliver value
Integrate

Strategy: what do you need?
Business outcomes…
Awareness
Insight
Product development
Issue management
Advocacy
Recruitment
Sales
Service

Strategy: get ready
Law
Culture
Policies
Resources

Planning (to never stop)
Identity
Research
Integration
Resources
Execution

Identity (planning)

Research (planning)
Who is relevant and important?
Find successes (and failures)
Find conversations
Inventory communities
Ask questions

Integration (planning)
Are your employees/customers in your marketing?

Integration (planning)
Go online to offline and back again

Resources (planning)
Listening is mandatory; engagement is conditional…
How much time?
How much money?
Which tools?

Execution
Always…
Stay in ‘beta’
Be responsive
Be helpful

3. Measurement that matters
Engagement is a means to an end
Web metrics
Word of Mouth metrics
Other discrete metrics

What matters most to you?
Seeing the value….
customer loyalty
return rate
cross-sell
time to market
profitability
etc.

For discussion…
Ryan Hanser, APR
Hanser & Associates
515.224.1086
[email_address]
@ryanhanser
http://www.hanser.com

Untangling The Web: Putting it all together

by Ryan Hanser on Apr 16, 2009

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Untangling The Web: Putting it all together — Presentation Transcript