Social Media Boot Camp August 26, 2009

Agenda A look at the numbers Social media for business…and some examples The tools…and how to use them Handling mistakes and crisis Developing a strategic social media plan Small group break outs

A look at the numbers

Social media for business…and some examples

The tools…and how to use them

Handling mistakes and crisis

Developing a strategic social media plan

Small group break outs

Five Rules to Live By Your customers are talking – are you listening? Social media is more than marketing* Transparency is mandatory: the Internet is forever Strategy first, then tools will follow Measure as you measure other business activities *

Your customers are talking – are you listening?

Social media is more than marketing*

Transparency is mandatory: the Internet is forever

Strategy first, then tools will follow

Measure as you measure other business activities

The Game Has Changed Companies no longer control their brand--customers control the brand Social media doesn’t create problems, it exposes and magnifies them Customer chatter drives corporate and brand credibility Efforts to sway customer opinion and actions have to be transparent Focus on relationships, not technology Companies that cling to the old way of doing business and refuse to engage transparently with their customers will alienate their customers * Sources include Charlene Li and Pete Blackshaw

Companies no longer control their brand--customers control the brand

Social media doesn’t create problems, it exposes and magnifies them

Customer chatter drives corporate and brand credibility

Efforts to sway customer opinion and actions have to be transparent

Focus on relationships, not technology

Companies that cling to the old way of doing business and refuse to engage transparently with their customers will alienate their customers

* Sources include Charlene Li and Pete Blackshaw

A Look at the Numbers 200+ million active users 100+ million people log on at least once each day 3.5+ billion minutes spent on Facebook each day (worldwide) Fastest growing demographic is 35+ 30+ million active users accessing Facebook through mobile devices Mobile users are almost 50% more active than non-mobile ( source: Facebook press room )

200+ million active users

100+ million people log on at least once each day

3.5+ billion minutes spent on Facebook each day (worldwide)

Fastest growing demographic is 35+

30+ million active users accessing Facebook through mobile devices

Mobile users are almost 50% more active than non-mobile

( source: Facebook press room )

A Look at the Numbers Worldwide visitors to Twitter approached 10M in Feb 2009, up 700+% vs. Feb 2008 (Comscore) 60+% stopped using Twitter a month after joining (Neilsen Online, via Reuters ) Older than you think! 18-24 year olds 12% less likely than average to visit Twitter 25-54 year old crowd is driving this trend 45-54 year olds 36% more likely to visit Twitter, making them the highest indexing age group Next is 25-34 year olds: 30% more likely Source: Reuters reporter Alexei Oreskovic .

Worldwide visitors to Twitter approached 10M in Feb 2009, up 700+% vs. Feb 2008 (Comscore)

60+% stopped using Twitter a month after joining (Neilsen Online, via Reuters )

Older than you think!

18-24 year olds 12% less likely than average to visit Twitter

25-54 year old crowd is driving this trend

45-54 year olds 36% more likely to visit Twitter, making them the highest indexing age group

Next is 25-34 year olds: 30% more likely

Social Media for Business

Generating Revenue Highly regulated institution FICO cannot advise on how to improve a credit score Best way to enable that education: user to user interaction Launched a community forum developed by Lithium in March 2007 A goal: deflect lengthier calls from the call center Fellow customers can give more specific info on how to improve credit score Source: Lithium / MyFico case study

Highly regulated institution

FICO cannot advise on how to improve a credit score

Best way to enable that education: user to user interaction

Launched a community forum developed by Lithium in March 2007

A goal: deflect lengthier calls from the call center

Fellow customers can give more specific info on how to improve credit score

Driving Bottom-Line Cost Savings

Improving Customer Service/Experience Over 4 million user-sessions each month Over 3,000 new threads Dedicated staff monitors the forums One year post deployment, Linksys discontinued email support entirely No negative reaction from customers No increase in phone calls Increase in forum usage almost matched email use

Over 4 million user-sessions each month

Over 3,000 new threads

Dedicated staff monitors the forums

One year post deployment, Linksys discontinued email support entirely

No negative reaction from customers

No increase in phone calls

Increase in forum usage almost matched email use

Thought Leadership in Life Sciences Complicated, regulated, and (for some) boring Humana Chamber of Commerce Making their processes and issues transparent Opening issues to the community #HCOC on Twitter Crumple It Up Innovation Centers blog Engaging the community at a different level

Complicated, regulated, and (for some) boring

Humana Chamber of Commerce

Making their processes and issues transparent

Opening issues to the community

#HCOC on Twitter

Crumple It Up

Innovation Centers blog

Engaging the community at a different level

Driving Brand, Thought Leadership, Recruiting

Tools – and How to Use Them

Mapping the Right Tools to your Objectives Financial Customers Brand Revenue/Lead Generation Service and Experience Brand, Idea Generation, Competition Communities Lithium, Jive, Teligent Content-Sharing Tools Slideshare Scribd Ustream BlogtalkRadio Upcoming.com Microblogs Twitter Yammer Social Media Press Releases Communities Lithium, Jive, Teligent Microblogs Twitter Blogs Typepad/Moveable Type, Wordpress Microblogs Twitter Tweetstats, BudUrl, Tweetmeme Innovation Management BriteIdea Content-Sharing Tools Slideshare, Scribd, Ustream, BlogtalkRadio, YouTube, Upcoming.com Social Networks LinkedIn Facebook

Blogging Best Practices Length 300 – 500 words is optimal Break up longer posts after the first 3 paragraphs Avoid long paragraphs; hard on the eyes Tone Friendly, not institutional Accessible language: no jargon Smart Blogging Never discuss or disclose confidential information No derogatory language or remarks Use photos and images legally and appropriately Attach a relevant title to each post (search) Don’t delete; update and corrections Practice smart linking Engagement Always write with a goal in mind: what value can I bring to my community? Use alltop.com to find blogs on topics similar to yours Reach new audiences with relevant content Ask questions; bring readers into a conversation

Length

300 – 500 words is optimal

Break up longer posts after the first 3 paragraphs

Avoid long paragraphs; hard on the eyes

Tone

Friendly, not institutional

Accessible language: no jargon

Smart Blogging

Never discuss or disclose confidential information

No derogatory language or remarks

Use photos and images legally and appropriately

Attach a relevant title to each post (search)

Don’t delete; update and corrections

Practice smart linking

Engagement

Always write with a goal in mind: what value can I bring to my community?

Use alltop.com to find blogs on topics similar to yours

Reach new audiences with relevant content

Ask questions; bring readers into a conversation

Tool Profiles: Microblogging Lead gen, branding, competitive intelligence, idea generation

What to Tweet? Link to blog posts on important topics (product releases, new content, industry developments) Find and address service issues Announce business momentum Ear to the ground on emerging trends Engage with people outside your geography Reinforce your reputation for innovation Track effectiveness of campaigns Stay abreast of competitors Early warning on crises Tweet . a post, 140 characters or less. Retweet, or RT. to repost a tweet that someone else created. Direct Message, or DM . Private; only the person you tweeted can see this message. The @ sign. identifies a Twitter user (@sfmoma) Hashtag (#). Put in front of a term (#robertfranks, #dada) will enable people searching for that term to find all tweets related to it.

Link to blog posts on important topics (product releases, new content, industry developments)

Find and address service issues

Announce business momentum

Ear to the ground on emerging trends

Engage with people outside your geography

Reinforce your reputation for innovation

Track effectiveness of campaigns

Stay abreast of competitors

Early warning on crises

Twitter Tips Organization Tweetdeck organizes your Twitter desktop Retweeting Keep tweets short to encourage retweeting Following Have a plan for whom you’ll follow: organizations, media, analysts, thought leaders, competitors Use Wefollow.com: a directory sorted by category Autofollow Discouraged b/c it dilutes your effectiveness (and promotes spam) Unfollows Useqwitter.com will tell you who’s unfollowed you Don’t take it too seriously unless you see a pattern Search Use search to find a conversation and join it Measurement Grader will give you info on where you are relative to other twitterers Again, better as internal tool Hashtags Use Hashtags to collect/share commentary on events, themes, product launches, etc

Organization

Tweetdeck organizes your Twitter desktop

Retweeting

Keep tweets short to encourage retweeting

Following

Have a plan for whom you’ll follow: organizations, media, analysts, thought leaders, competitors

Use Wefollow.com: a directory sorted by category

Autofollow

Discouraged b/c it dilutes your effectiveness (and promotes spam)

Unfollows

Useqwitter.com will tell you who’s unfollowed you

Don’t take it too seriously unless you see a pattern

Search

Use search to find a conversation and join it

Measurement

Grader will give you info on where you are relative to other twitterers

Again, better as internal tool

Hashtags

Use Hashtags to collect/share commentary on events, themes, product launches, etc

Brands on Twitter

Microblogging Measurement

Journalists and Social Media on Twitter

Keeping Tabs on the Competition

Tool Profiles: Facebook Is Facebook for B2B?

Is Facebook for B2B?

Tool Profiles: Content-Sharing “ YouTube for Presentations” Lead gen, branding

Mistakes…and Learning From Them Self-correcting medium "If you're not failing sometimes, you're not doing it right.“ Charlene Li Fess up—fast Try, try again [see #1]

Self-correcting medium

"If you're not failing sometimes, you're not doing it right.“ Charlene Li

Fess up—fast

Try, try again [see #1]

When There’s a Crisis Use Twitter, blogs to monitor trend and respond to community If there are legal issues/investigation, coordinate with officials on approved statements Monitor developments using listening tools

Use Twitter, blogs to monitor trend and respond to community

If there are legal issues/investigation, coordinate with officials on approved statements

Monitor developments using listening tools

Crises Outside Your Control 997 News articles 48,000+ blog posts

Know What’s Being Said… 30-day charts created with

…and If It’s Having an Effect

Developing a Strategic Social Media Plan I. Plan III. Tune II. Engage

Social Media Planning A. Assess Your Online Inventory Web site and microsites Video and audio podcasts Photography Press coverage Communities Blogs (company and external) Microblogging (Twitter) External wikis Communities Social Networks Existing policies B. Review Business Strategy Goals Culture Plan for stakeholder/executive buy-in Upcoming initiatives/campaigns C. Audit Audiences* Investors Board members Analysts and other pundits Employees Customers D. Develop Plan Goals Objectives Focus Areas Strategies Tactics Timing / Owners / Milestones Metrics E. Policy Development Blogging & microblogging F. Bootcamp Best practices overview Policy overview Tools training Blog platform (as needed) Twitter Other tools as appropriate Deliverables Approved Plan w/ Metrics Scope of Work Budget Social media policies Bootcamp I. Plan

A. Assess Your Online Inventory

Web site and microsites

Video and audio podcasts

Photography

Press coverage

Communities

Blogs (company and external)

Microblogging (Twitter)

External wikis

Communities

Social Networks

Existing policies

B. Review Business Strategy

Goals

Culture

Plan for stakeholder/executive buy-in

Upcoming initiatives/campaigns

C. Audit Audiences*

Investors

Board members

Analysts and other pundits

Employees

Customers

D. Develop Plan

Goals

Objectives

Focus Areas

Strategies

Tactics

Timing / Owners / Milestones

Metrics

E. Policy Development

Blogging & microblogging

F. Bootcamp

Best practices overview

Policy overview

Tools training

Blog platform (as needed)

Twitter

Other tools as appropriate

Deliverables

Approved Plan w/ Metrics

Scope of Work

Budget

Social media policies

Bootcamp

Social Media Engagement A. Listening Blog monitoring Microblogs (Twitter, etc) monitoring Digital news media B. Engagement Blog planning Design and layout Banner design Content recommendations/ editorial calendar Coaching bloggers Ongoing blog counsel Community Development Design and build communities Best practices for engagement Monitor Identify opportunities Microblogging (Twitter, etc) Best practices Flagging issues for response Social Networks Facebook LinkedIn Multimedia Video (scripting, production, editing, using our in-house studio) Podcast series (video or audio) Social Media Relations Strategy and best practices Outreach/Introductions Social media releases SEO counsel Events “In Real Life” Content development Recruit panelists/speakers Plan Logistics Campaign design Social media best practices Followup Tool Recommendation Recommendations based on interest, adoption, quality Deliverables* Blog design/layout Community development Social Network app dev Video development Event development Social release development Coaching and counsel

A. Listening

Blog monitoring

Microblogs (Twitter, etc) monitoring

Digital news media

B. Engagement

Blog planning

Design and layout

Banner design

Content recommendations/ editorial calendar

Coaching bloggers

Ongoing blog counsel

Community Development

Design and build communities

Best practices for engagement

Monitor

Identify opportunities

Microblogging (Twitter, etc)

Best practices

Flagging issues for response

Social Networks

Facebook

LinkedIn

Multimedia

Video (scripting, production, editing, using our in-house studio)

Podcast series (video or audio)

Social Media Relations

Strategy and best practices

Outreach/Introductions

Social media releases

SEO counsel

Events “In Real Life”

Content development

Recruit panelists/speakers

Plan

Logistics

Campaign design

Social media best practices

Followup

Tool Recommendation

Recommendations based on interest, adoption, quality

Deliverables*

Blog design/layout

Community development

Social Network app dev

Video development

Event development

Social release development

Coaching and counsel

Social Media Optimization Measure Blogs Traffic Post frequency Comment traffic Links/Trackbacks Technorati/Alexa/Other Anecdotal Awards Microblogs # Microbloggers (participation) # of followers (impact) # Quality of followers (reputation) # Updates (Presence) Media metrics Share of voice/over time Volume Message penetration Performance against deliverables Met/unmet Trends Conclusions Tune Revise plan Reset metrics Toolkit Radian6 Factiva Backtype Twitter, Tweetdeck, Twhirl, etc. BudUrl, Tweetstats, Grader, etc Google Blog Search & Analytics RSS III. Tune Deliverables Performance against metrics Custom Analysis

Measure

Blogs

Traffic

Post frequency

Comment traffic

Links/Trackbacks

Technorati/Alexa/Other

Anecdotal

Awards

Microblogs

# Microbloggers (participation)

# of followers (impact)

# Quality of followers (reputation)

# Updates (Presence)

Media metrics

Share of voice/over time

Volume

Message penetration

Performance against deliverables

Met/unmet

Trends

Conclusions

Tune

Revise plan

Reset metrics

Toolkit

Radian6

Factiva

Backtype

Twitter, Tweetdeck, Twhirl, etc.

BudUrl, Tweetstats, Grader, etc

Google Blog Search & Analytics

RSS

Deliverables

Performance against metrics

Custom Analysis

horngroup.com 2009 Communicator Award of Distinction Horn Group Website Homepage 2009 Bronze Telly Award Excellence in Video, Horn Group Website Shortlisted in ZDNet’s February 2009 Social PR Survey Web Marketing Association 2008 WebAward for Outstanding Website 2007 Standard of Excellence Right Media Corporate Identity and Website Development Graphic Design USA 2007 American Graphic Design Award Right Media Design and Development Top 100 Woman-Owned Business, 2008, 2007 San Francisco Business Times A Top Mid-Sized Agency 2007 PRSourceCode Top Tech Communicators Survey Best Mid-Sized Agency 2006 PRSourceCode Best of the Best Communicators Agency Ranking by 300 Top Tech Reporters 2006 Web Marketing Association WebAward PR Standard of Excellence San Francisco + New York 2006 Bell Ringer Award League of American Communications Pros 2005 Gold Magellan Award – Kalido League of American Communications Pros 2005 Top 50 Campaign – Kalido National Communicator Awards Award of Excellence International Galaxy Awards Gold Award SVAMA Sherlock Award BMA International Pro-Comm Awards Best of Division Working Women Awards Entrepreneurial Excellence Award International Mercury Awards Bronze Award IABC Silver Six Awards Program Award of Excellence The Bulldog Awards , Bronze Award