Key Tactics for Social Media Success

Sallie Burnett Strategist. Leader. Innovator. • President of Customer Insight Group, Inc., a leading strategic relationship-marketing firm – Customer insight Group is a leading strategic marketing firm that helps companies engage, retain and grow profitable customers relationships. We help companies assess and improve customer strategy to achieve measurable business objectives. We provide loyalty audits, social media customer engagement programs and innovative loyalty programs. • Digital marketing professor at prestigious Daniels College of Business • Contact Information – Email: sallie@customerinsightgroup.com – Website: www.customerinsightgroup.com – Twitter: @sallieburnett – LinkedIn Group: Customer Relationships — Engage.Keep.Grow.© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

Agenda• Why social media?• Map your way to success.

Consumer resistance to marketing at all time high. 59% Most marketing and advertising has verylittle relevance to me. Source: Yankelovich Consumer Trust Study 14% Say companies use their personal information to send them advertisements that are relevant to their wants and needs.© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

Go where your customers are. Wikis 44% Review Sites 49% Online News 57% Company Websites 68% Social Media 70% 0% 20% 40% 60% Source: Social Media and Online PR Report | http://ecly.co/OPR-sm 80%© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

By 2016 advertisers will spend as much oninteractive marketing as they do on TV today FORRESTER August 24, 2011 | Updated: September 7, 2011 US Interactive Marketing Forecast, 2011 To 2016

Marketers invest more in interactive channels because they believe they will generate better results over time. US Interactive Marketing Forecast, 2011 To 2016 FORRESTER August 24, 2011 | Updated: September 7, 2011

Follow the social media roadmap for success. 1. Start with direction and destination. 2. Establish social media guidelines. 3. Listen to your customers. 4. Engage with people NOT tools. 5. Apply the 6 C’s 6. Tie measurement to business goals.© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

1 Start with a destination and direction. • Conversations • Sharing What Social • Influence • Customer relationships Media IS • Listening • A campaign What Social • Direct marketing • A fad Media IS • Advertising NOT • Program you can put in auto drive© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

Four reasons why social media for business fails. • There is no strategy – Not engaging in social media is problematic for those companies who are missing out on incredible customer engagement opportunities. – But having a social media strategy just for the sake of having one can be just as harmful. • Mass marketing • Lack of honesty • You’re not relatable© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

What business objectives do you want to achieve? Reduce Customer Acquisiton Costs 18% 50% 32% Improve Search Engine Rankings 35% 52% 13% Source: Marketing Sherpa 2010 Increase Website Traffic 41% 54% 5% Improve Public Relations 43% 52% 5% Increase Brand or Product Reputation 45% 50% 5% Increase Brand or Product Awareness 49% 47% 4% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Very Effective Somewhat Effective Not Effective© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

Have a plan for success. Companies who have profited from social media aretwiceas likely to have a FORMAL STRATEGY. 52% 13%© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

2 Establish social media guidelines. • Social media policy outlines – What the company will and will not do online. – What employees can and cannot do online. – What members of the public can and cannot do on company properties. • It protects the organization by setting bounders of what is acceptable and what is unacceptable • It empowers employees by letting them know what the limits are, so they can use tools acceptable without repercussions. • Examples of social media guidelines: – Social Media Governance: http://socialmediagovernance.com/policies.php#axzz1ovfnXrw6© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

Think about stakeholders. • Who needs to be involved ? – Senor Management - Need buy-in from the top if policies are to be successful – Marketing, PR – I.T. – May already have limits on sites which employees can access – H.R. – May affect existing employee guidelines and labor relations implications – Legal© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

Develop internal guidelines. • Boundaries – are employees actively encouraged to engage in conversations • Transparency – are employees required to identify employees when discussing the organization – Do no harm — not attacking competitors, or negatively impact reputation • Confidentially and Financials – what can employees discuss. Most employee NDA typically cover it • Consequences - both to the company and employee • Work use - is social media use permitted during the work day? • Ownership – who owns content of employee blogs and responsibility of content© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

Develop external guidelines. • Language and manners – Will you reject comments which include inappropriate language? • Personal attacks – Will you allow personal attacks? • Comment spam – How will you manage comment spam? • Number of links – Will you limit the number of links and will you use no-follow links? • Blocking – Will you take action against repeat offenders/ • Contact – Will you provide a way for commenters to contact someone if they have questions? • Timeliness – How long will you take before responding to a post or question? • Responses – Who will respond to customer feedback?© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

3 Listen to your customers. Who • Customers • Consumers Should • Stakeholders • Competitors • Industry Experts You Listen • Economic Forecast • Thought Leaders To? • Legal Experts What • Sentiment – compliments / complaints • Brand mentions – awareness, image Should • Competitors – new products, sentiment, promotions • Unmet needs You Listen • Culture • Industry change To? • Employee dissatisfaction© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

How should you listen? • search.twitter.com • alternion.com • blogsearch.google.com • streamy.com • gnip.om • flock.com • google.com/trends • friendfeed.com • socialmention.com • addict-o-matic Data Source Data Aggregator Every Good Conversation Data Analysis Starts with Listening • radian6.com • alterian.com • buzzmetrics.com • brandwatch© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

4 Engage people NOT tools. • Who do you want to engage? • What do they have in common? • How do they use your product? • Where can you connect and interact with them?© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

Twitter Age MICRO-BLOGGING SITE Demographics The space: “Online Megaphone” 79% of Fortune 100 Over 200 million How companies use: companies have at users. – Promotions least one Twitter Over 50% are account. outside of the U.S. – CRM – Customer engagement and Manage: Monitor: loyalty Tweetdeck - Company profile – Customer service HootSuite - Mentions – Brand awareness CoTweet - Followers – Understand needs Twellow - Discussions – Drive web traffic Source: Quantcast.com Twitter users like to be connected, get timely information, and connect with new people and brands.© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

Facebook Age SOCIAL NETWORKING SITE Demographics The space: “A BBQ with friends”Over 800 million 145% user growth in past How companies can use: users year More than 200 million users – Customer engagement70% are outside currently access Facebook on of the U.S. their mobile device – CRM – Build loyalty Monitor: – Brand awareness Over 65% of - Fans/Likes – Targeted ads companies - Interactions – Acquisition use in marketing - Comments – Facebook Connect Source: Facebook Social Ads Platform Data strategy - Wall posts – Drive web traffic - Mentions Facebook has become both a personal and professional space.

WEB VIDEO, ONLINE VIDEO YouTube Age Demographics COMMUNITY How customers use: 3 - 12 A video-sharing website on which users can How companies use: Over 1 billion upload, share, and view – Custom channel, brand videos viewed videos. building per day. Businesses can create – Customer engagement personal channels to host and loyalty videos. – Targeted advertising Monitor: – Customer support Average person - Video views – YouTube Promoted spends 15 Videos minutes a day - Channel subscribers – “How to” videos on YouTube. - Comments Source: Quantcast.com – Product showcase - Advertising insights Users interact with online video sites much like they do with social networking sites—connecting with others and commenting on posts.© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

5 Apply the 6 C’s. Content Conversion Consistency Listen, Learn, Act. Collaboration Conversation Community© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

6 Tie measurement to business goals. • To measure success, first remember the objectives you are trying to achieve.© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

Social Media Roadmap 1. Start with direction and destination. 2. Establish social media guidelines. 3. Listen to your customers. 4. Engage with people NOT tools. 5. Apply the 6 C’s 6. Tie measurement to business goals.© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

LET’S CONNECT ONLINE. Website http://www.customerinsightgroup.com LinkedIn http://www.linkedin.com/in/sallieburnett Follow Me On Twitter http://twitter.com/sallieburnett Social Media Library http://www.customerinsightgroup.com/marketinglibrary/ Infographs http://www.customerinsightgroup.com/infographs

Successful social media takes strategy, not luck. Being wishy-washy about social media is so 2010. Now it’s time to have a social media strategy that connects with your business goals and ultimately delivers results. Customer engagement, quality content and constant monitoring of your brand’s social media presence are all now a part of marketing’s daily vernacular. So, if you’re not sure where to start, or you need help fine-tuning your strategy, the experts at Customer Insight Group have got your back. We can help: • Monitor your social media presence. • Design a social media strategy. • Create an editorial content calendar. • Craft editorial content. • Schedule and manage updates, tweets, etc. Maybe it’s destiny that you found us. Call us today at 303.422.9758 and avoid leaving anything else up to fate.© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

Key Tactics for Social Media Success

by Sallie Burnett

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