1. Social MediaAssessment Workbook2011 editionwww.vocus.com/social-media-strategy
2. Social Media Assessment WorkbookCustom Report Generated for:Tom HumbargerSuccess in social media doesn’t come by chance – and it certainly doesn’t comeover night. It all starts with a plan; and the Vocus Social Media Tool will help youformulate the perfect one.Start with this worksheet. Work through it and identify your goals, find out whereyour organization currently sits on the social media spectrum, and learn thechallenges you’ll have to overcome and tactics you’ll have to employ to achieveyour objectives and experience consistent success in social media.
4. Social Media Assessment WorkbookSTEP 1Part 1: How You Ranked Your ObjectivesIMPROVE BRAND OR PRODUCT AWARENESSIMPROVE BRAND OR PRODUCT REPUTATIONINCREASE SALES REVENUE
5. Social Media Assessment WorkbookSTEP 1Part 2: Good to KnowWinning financial support for social marketing is no different than winning supportfor any other business initiative – you have to prove its value to the organization.Chart: How organizations perceive social media marketing at budget timeConsidering that social marketing is at a very early stage in its lifecycle, it’s outstandingthat it received a 7% confidence rating indicating it produces measurable ROI andshould be funded liberally.Conservative budget increases by half of all organizations at budget time, based onthe promise that social media will eventually produce ROI, demonstrate another voteof confidence in the tactic for the longer term.The 17% of organizations who still believe social media marketing is basically free –and should stay that way – are destined to get what they pay for.
6. Social Media Assessment WorkbookSTEP 2Determine Where You Are In theSocial Media Lifecycle1. How often do you gather research about your target audiences, social media use andcompetition?Sometimes, but not regularly.2. Do you have a process for defining your social media goals and aligning them withyour target audiences and measurement strategies?Its an informal process. I make it up as I go.3. Do you have a process for creating social marketing strategies with a tactical plan ofaction?Occasionally, when a new initiative comes up.4. Do you select platforms that fit within social marketing architecture and tactics?Yes, but its on a case-by-case basis.
7. Social Media Assessment WorkbookSTEP 2Part 1: See How You CompareSee how you compare with others who took part in the MarketingSherpa survey.
8. Social Media Assessment WorkbookSTEP 3Understand & Rank ChallengesKnowing the challenges you are likely to face when developing a social mediastrategy can help your prioritize.Here is how you ranked your challenges.IMPROVING BRAND AWARENESS OR REPUTATIONCONVERTING SOCIAL MEDIA MEMBERS, FOLLOWERS, ETC. INTO PAYINGCUSTOMERSINCREASING WEBSITE TRAFFIC THROUGH SOCIAL MEDIA INTEGRATIONINTEGRATING SOCIAL MEDIA MONITORING AND ANALYTICS INTO A SINGLEDASHBOARD
9. Social Media Assessment WorkbookSTEP 3Part 2: How You Stack UpHere are the challenges you and your peers reported.
10. Social Media Assessment WorkbookSTEP 3Part 3: Some Things To ConsiderWhen Looking At Your ChallengesWhy aren’t audiences engaging?• Are you using social media channels for “push marketing/PR?”• Are you sharing information that isn’t timely or relevant?Why can’t you convert fans?• Are you selling a commodity or an experience?Why do you have an ineffective social media strategy?• Have you completed audience research?• Do you understand how your market uses social media channels?• Have you tried to align your social media planning with organizational goals and objectives?Why can’t you measure ROI?• Did you set up proper metrics for each tactic and/or campaign?• Do you have analytics set up properly?Why are you struggling to get budget for social media?• Have you educated management internally?• Have outside resources been brought in for educational purposes?• Are there perceived risk challenges that can be addressed?Why can’t you find solid social media practitioners?• Is there a perception that social media is for kids?• Are you hiring people who don’t have a solid PR or business background?Why is your management resistant to sharing information online?• Have you developed social media policies?• Has key management and personnel been trained in social media best practices?
11. Social Media Assessment WorkbookSTEP 4Monitoring Target Audiences andRanking by Social Media BehaviorA huge part of a successful social media strategy is doing the research up front todetermine who to monitor, and understand their role within the industry and socialmedia space. Continuing to monitor your target audiences will help you gain abetter understanding of the audiences in your social space, and what they aresaying about your company, brands and competition. Monitoring will help youestablish more defined metrics that are aligned to your public.
12. Social Media Assessment WorkbookSTEP 4Part 1: What To Monitor –A Sample and A WorksheetStart by creating an inventory of the details, keywords, and people you should bemonitoring in the following categories. A sample is below.Sample WHAT DETAILS KEYWORDS /PHRASES PEOPLE TO WATCH EX: Industry Marketing Social Media David Meerman Scott Experts Social Media Online Marketing Brian Solis PR Public Relations Deirdre Breakenridge Community Relations Scott Stratten Earned Marketing Lee Odden Content Marketing Ann Handley Word-of-Mouth Marketing Beth Harte SEO
13. Social Media Assessment WorkbookSTEP 4Part 2: WorksheetFill in the following worksheet with the details about the people/groups you aretrying to reach, and the topics that interest them. WHAT DETAILS KEYWORDS / PEOPLE TO PHRASES WATCH Industry Sectors Technologies Companies Brands Products Services Key issues Industry experts Key employees
14. Social Media Assessment WorkbookSTEP 4Part 3: Good to Know!What to Look for When Monitoring• Social Voice (or strength) Determining the likelihood that your brand or search phrase is being discussed, based on a comparison of how often mentions are made.• Sentiment Determining the amount of positive, neutral and negative commentary about your brand or search phrase, or the ratio of positive to negative mentions.• Passion A measure of fewer individuals mentioning your brand or search phrase more often as opposed to more individuals mentioning your brand or search phrase fewer times.• Unique Authors Number of unique individuals mentioning your brand or search phrase.• Social Reach A measure of unique authors divided by the total number of mentions.• Top Users Identification and ranking of authors most frequently mentioning your brand or search phrase.• Top Keywords Ranking of the keywords used most frequently in searches linking to your brand or search phrase mentions.• Content downloads An indicator of subject matter interest, engagement and relevancy.• Content sharing How often content is being shared is another key indicator of subject matter interest, engagement and relevancy.• Reviews and Recommendations The level of positive, negative or neutral reviews about your brand, products or services is a strong indicator of individual opinion as well as an identifier of potential brand ambassadors.
16. Social Media Assessment WorkbookSTEP 4Part 4: Vocus Can HelpVocus can help you reach and influence more buyers across social networks, onlineand through the media.To show how Vocus software works, we have analyzed news, blog and social mediacoverage of a major airline company during a strike.1. Determine who is saying what and where they are saying itLet’s look at the news results, blog coverage and social conversation summaries forour airline.Based on these word clouds, journalists were talking about the impact that the strikehad on unions. Bloggers, however, didn’t discuss the strike, and across socialnetworks the strike was not particularly prominent. All this data provides an excellentoutline on how to address each audience based on what they are interested in.
17. Social Media Assessment Workbook2. Find influencersIn our airline example, we see in the pie chart that Twitter is the biggest communica-tion channel for this company at this time (and the channel that was least concernedabout the strike). We can also see that Social Forums (blogs, industry forums) are avery active communication channel. These detailed charts highlight which channelsare getting the most traffic.Drill down, and you can pinpoint individual tweeters and bloggers to see who youneed to follow, engage and watch.
18. Social Media Assessment Workbook3. Understand ToneNot only do you get insight into who’s talking, what they are saying and where theyare saying it, but Vocus also provides a quick snapshot of tone – positive, negativeand neutral. This is a far better indicator of how you are achieving brand awareness,customer satisfaction and sales goals.
19. Social Media Assessment Workbook4. Segment and PrioritizeVocus helps you really narrow in on your audiences. And sometimes you may learnthings you didn’t realize. For example, this company can now see that their maincontributors of positive and negative content are employees (blue bar).They can also see from the pie charts that traditional media is still keeping watch ontheir industry.
20. Social Media Assessment Workbook5. TrackYou can track influencers and media to get a detailed history of how they havetalked about your company in the past. This screen shot shows the contactinformation of a journalist and all the stories/tweets he wrote about the company.
21. Social Media Assessment Workbook6. EngageVocus lets you engage influencers right from your console. Need to tweet to anindividual? You can. Need to send an email to a journalist? We’ve got you covered.Our record media database of 1.4 million journalists, editors and bloggers includescontact information and editorial opportunities of almost everyone in the business– and is kept up to date by a team of researchers (most of whom were reportersthemselves).
22. Social Media Assessment Workbook7. ActivateToo often with social media, companies do not interact or engage with theiraudiences. Vocus offers a suite of Facebook applications that allows you to solicitdonations, sell services, provide coupons and promotions, showcase services andengage right within your Facebook page.
24. Social Media Assessment WorkbookSampleHere is a sample of how a financial services organization segmented its audiences. BRAND/ KEY TARGET WHERE DO WE HOW ARE THEY USING PRODUCT/ AUDIENCE/SOCIAL FIND THEM? SOCIAL MEDIA? WHAT SERVICE INFLUENCE LEVEL INTERESTS THEM MARKETED Financial Asset Managers / Facebook, Sharing brand information, Services Silent Majority Twitter Lack of conversation, (Ex: Vanguard) Subject to regulations Individual Investors / Vocal Minority Facebook, Twitter, Shares relevant and timely Financial Advisors/ Forums, information, Engages in Social Authority Blogs conversation around investing, Etc. Facebook, Twitter, YouTube, Generates content to drive Forums, business & SEO, Shares Blogs relevant information from Asset Managers, Etc.
25. Social Media Assessment WorkbookSTEP 4Part 6: WorksheetNow it’s your turn. List your key influencers and targets, where to find them andwhat their key interests are. BRAND/ KEY TARGET WHERE DO WE HOW ARE THEY USING PRODUCT/ AUDIENCE/SOCIAL FIND THEM? SOCIAL MEDIA? WHAT SERVICE INFLUENCE LEVEL INTERESTS THEM? MARKETED Silent Majority Vocal Minority Social Authority
27. Social Media Assessment Workbook Objectives Alignment Worksheet SampleCATEGORY OBJECTIVE- TO ACHIEVE BY DOING WHO TO WHERE HOW TO WHAT WE WHAT WHAT REACH TO FIND MEASURE WANT TO THEM DOBrand Promote our Improved Delivering Silent Twitter IncreaseAwareness/ brand brand needed Minority downloads by...Thought awareness insights and FacebookLeadership Monitor our know-how Prospects Increase brand Increase social voice by… search engine Providing Increase rankings details about Increase awareness our products/ placement by... Increase services Establish us Web traffic Increase as leaders Identifying, sharing by… Improve listening to Engage in brand or and engaging Increase communities product/ visitors by.... service reputation Improve sentiment by… Improve PR Increase top social users by… Improve reviews and recommenda- tions by...Customer Provide Improve Monitoring the CustomersSupport/ customer customer community support supportCustomer quality ServicingAdvocacy Create customers that customer Reduce need help advocates customer support Creating cus- Other costs tomer service channels and establishing response processes Thanking loyal fans OtherSales/Lead Generate Increase lead UseGeneration interest at all generation social media levels of the channels for sales cycle Reduce sales and customer promotional Lead acquisition campaigns generation costs Coupon Other Increase offerings sales revenue Other
28. Social Media Assessment Workbook STEP 5 Part 2: Worksheet Now it’s your turn. Complete the worksheet below to align your objectives with your audiences.CATEGORY OBJECTIVE- TO ACHIEVE BY DOING WHO TO WHERE HOW TO WHAT WE WHAT WHAT REACH TO FIND MEASURE WANT TO THEM DOBrandAwareness/ThoughtLeadershipCustomerSupport/CustomerAdvocacySales/LeadGeneration
29. Social Media Assessment WorkbookSTEP 5Part 3: Metrics that MatterFor this process, we are highlighting the four main social media platforms – blogs,microblogs, social networks and multimedia / content sharing sites – and themetrics that matter in each.• Blogs: In terms of measurement, blogs have the advantage of being able to utilize many of the traditional Web analytics. As with a website, code can simply be added to a blog to track visitor traffic, source, behavior and other metrics. However, there are many social media metrics not applicable to traditional websites that provide a more relevant indication of blogging success: • Comments – tracking both the number and sentiment of opinions shared • Subscribers – growth trends by email or RSS subscription • Conversions – depending on your specific definition • Inbound links – an indicator of blog authority • SERPs – search engine ranking position for key terms on major search engines • Blog Authority – blog ranking in relation to similar categories on blog directories• Microblogs: While microblogging refers to the practice of blogging with posts of 140 characters or less, microblogs have more in common with social networks than blogs. Like social networks, the value and focus of microblogs is on the network of friends or followers. Metrics are, therefore, often related to social networking: • Followers – the number of those opting-in to or following a microblog • Downstream followers – the number of those following the followers • Posts – referred to as “tweets” on the most predominant microblog, Twitter • Velocity – the growth rate of the follower network in a given period • Passion – the ratio of number of posts to number of followers• Social Networks: As the name implies, social networks are primarily people-focused. However, businesses have learned to adapt the features of social networks for the purposes of marketing. This trend has not gone unnoticed by networks originally intended for personal use, which have transformed their features into commercially- viable marketing platforms like Facebook Fan Pages. While metrics are sometimes limited by the data social networks decide to share, there is plenty of tracking-worthy information available, including: • Community – the number of fans, group members, contacts, etc. • Demographics – profile information on community members • Referrals – tracking the click stream from networks to content and conversion hubs • Discussions – tracking both the number and sentiment of group discussions • Applications – usage of widgets and social media applications by the network community
32. Social Media Assessment WorkbookSTEP 6Part 2: Worksheet: Constructingyour social marketing architectureDefine the purpose of platforms and brands selected and roll-out sequence. HUB SITES PURPOSE OF HUB SITE ROLL-OUT SPOKE SITES PURPOSE OF SPOKE SITE ROLL-OUTNote: Your hub site does not have to be a web site, it could be a blog or Facebook page.
33. Social Media Assessment WorkbookSTEP 6Part 3: Sample Sites to Choose From• Website• Blog• Microblog• Social Network• Multimedia Sharing• Bookmarking / News• Community / Forums• Partner / Third Party
34. Social Media Assessment WorkbookSTEP 6Part 4: Worksheet: Constructing yoursocial marketing architectureUse this worksheet to create a tactical plan of action. Be realistic. Over-communicatingis fine unless you have nothing to say, which may contribute to losing fans/followers. Q1 WEEK / FREQUENCY TACTIC / TASK RESOURCE 1 2 3 4 5 6 7 8 9 10 11 12 13 Blogging Microblogging Social Networking Multimedia Content Sharing OTHER
35. Social Media Assessment WorkbookResourcesYour Social Media Fix: 50 Social Media Podcasts5 Social Media Best Practices for BusinessBest and Worst Practices Social Media MarketingRisk-takers and Strategists: Jeremiah Owyang on Long-Term Social Media Planning16 top podcasts . social media, marketing and more5 Tips for Finding Time for Social Media12 Steps To Hiring A Social Media ManagerSocial Media Time Management: Resource AllocationAnswering the Social PhoneHow to Answer the Social PhoneHow to Monitor Your Social Media Presence in 10 Minutes a Day5 Objectives for Social Media MeasurementSocial Media Planning & Measurement8 Social Media Metrics You Should Be Measuring10 business blogging best practicesTop 10 YouTube tips for small businessesHow to use YouTube to drive businessSocial Media + Multimedia = Social Multimedia